Business and Social Media tools : Twitter

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How can Twitter increase your business success?

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Business and Social Media tools : Twitter

  1. 1. How can social media increase your business success? aAuthor: Jean-Francois MESSIER
  2. 2. This document is part of the “Social Media and Business” series by JF MESSIER
  3. 3. can you improve yourbusiness with Twitter ?1.Objectives you can achieve2.Weaknesses3.Strengths4.Quick-start guide5.Tips on how to use Twitter6.Twitter tools for business
  4. 4. #1you can achieve with
  5. 5. 1. Say a little to a lot at once
  6. 6. 2. You can use Twitter to build yourself a large personal network, find business partners, or just promote your business, whatever it might be.
  7. 7. 3. By tweeting, you are sending info out into the larger worldwide web.
  8. 8. 4. Customer Retention first noticed that people were complaining about the company on Twitter. They started tweeting back to the disgruntled customers.
  9. 9. 4. Customer Retention Set up a account on April 8, 2008, and helped users in need.
  10. 10. 4. Customer Retention Customers went from being disgruntled to being brand advocates — all because they were pleasantly surprised when reached out to them via Twitter and helped solve their problems.
  11. 11. 4. Customer Retention Airlines companies use
  12. 12. 4. Customer Retention In 2009 , because of the Iceland volcano, KLM were the first airliner to use & 59,000 followers
  13. 13. 4. Customer Retention Southwest Air uses If you spend any time on Twitter it’s hard to not notice somebody talking to or about airlines.
  14. 14. 4. Customer Retention JetBlue uses JetBlue responds directly, often in under 2 minutes. Not just JetBlue, other people also give insight based on their own experience…
  15. 15. 4. Customer Retention JetBlue uses with the help of the crowd, they turn situations that would have normally annoyed customer into understanding and an outstanding customer experience.
  16. 16. 4. Customer Retention They use it in a number of ways… Travel Advisories Customer Service Pointing followers to interesting posts…. Regular fun chit-chat Informing SouthWest customers of great places to eat during layovers or delays
  17. 17. 5. E-commerce ’s ROI just for sending out a tweet might look something like this:1.5 million followers 50,000 who see the tweet followers 500 followers who click on the link 50purchasers based on the tweet $25,000 Sales: 50 purchases x $500
  18. 18. 5. E-commerceBy the end of 2009, hadgeneratedin sales from alone.
  19. 19. 6. Lead Generation The hook is the you share
  20. 20. 6. Lead Generation push & pull audience to your fishnet Value
  21. 21. 6. Lead Generation Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers… It began tracking keywords on Twitter related to its core business: looking for trigger words or phrases that might show intent to buy (*)(*) such as when someone tweets about doing a demo with acompetitor or asking, “Does anyone have experience using Techrigy?”
  22. 22. 6. Lead GenerationTechrigy turned to Twitterto get ability to pinpointand engage directly withdecision-makers… Within two weeks of setting up his own Twitter profile, Jim Reynolds, Techrigy’s director of sales, had lined up demos with decision-makers at Hitachi and IBM.
  23. 23. 6. Lead GenerationTechrigy turned to Twitterto get ability to pinpointand engage directly with One year later, Reynolds wasdecision-makers… averaging two online demonstrations per day through Twitter.
  24. 24. 6. Lead GenerationTechrigy turned to Twitterto get ability to pinpointand engage directly with One year later, Reynolds wasdecision-makers… averaging two online demonstrations per day through Twitter. He had personally closed more than a dozen deals through the service in Year 1.
  25. 25. 6. Lead GenerationIn February 2009, Decho created a weekly contestwhere followers could enter for a chanceto win a free Mozy Home Unlimited account, goodfor one year of unlimited backup.
  26. 26. 6. Lead GenerationIn February 2009, Decho created a weekly contestwhere followers could enter for a chanceto win a free Mozy Home Unlimited account, goodfor one year of unlimited backup. 300 people who re-tweeted the first message, 600 1,000 followers in just a few days.
  27. 27. 6. Lead GenerationIn February 2009, Decho created a weekly contestwhere followers could enter for a chanceto win a free Mozy Home Unlimited account, goodfor one year of unlimited backup. 3,000 followers 15 to 20 paid customers per week.
  28. 28. #2
  29. 29. Users are still young© 2010 Social CRM World http://scrmworld.com @glfceo, Pew Internet & American Life Project’s study
  30. 30. Users are mainly the ”y” generation Advertising & media IT Services Retail Education Financial services Government Transport Manufacturing Other Travel & tourism Agriculture & mining HealthcarePolice and armed forces 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  31. 31. #3
  32. 32. Social media sites in terms of providing business value 200 180 160 Great value 140 120 Some value 100 80 60 40 20 0©2009 MARKETINGPROFS LLC
  33. 33. Simplicity: Twitter is simply a website that enables you to write a 140 character message to all your followers. it is Facebook without all the noise
  34. 34. Searchability makes it “pull”: You can find tweets about any topic that interests you, and participate in real-time quality dialog with people you do not know, from all around the world
  35. 35. Availability : Almost every current website has a Twitter button, that when clicked, tweets whatever content you are looking at, and shares it with all the members of your Twitter network
  36. 36. Popularity: Due its widespread use across pretty much all industries, you can get a lot using Twitter.
  37. 37. Registered Users 165 MillionSource http://tweetreports.com/–AUGUST 2010
  38. 38. Updates per month 5.4 BillionSource http://tweetreports.com/–AUGUST 2010
  39. 39. Users following a brand or a company 31%Source http://tweetreports.com/–AUGUST 2010
  40. 40. search queries on Twitter 600 MillionSource http://tweetreports.com/–AUGUST 2010
  41. 41. search queries on Twitter 600 MillionSource http://tweetreports.com/–AUGUST 2010 every day!
  42. 42. Click-through rate 1,904% Twitter has the best click-through rate 287%
  43. 43. #4Getting on
  44. 44. What you should do next Connect Tweet Tweet Tweet Design your Page Tweet TweetTweet TweetPost a Picture Write a Bio Do… Create a user- friendly Twitter ID (@yourname)
  45. 45. What you should do next Connect Tweet Tweet Tweet Design your Page Tweet TweetTweet TweetPost a Picture Write a Bio Do… Create a user- friendly Twitter ID (@yourname) 10’
  46. 46. &Do NOT use in your Twitter profile Twitter and ampersands do NOT get along for some reason.
  47. 47. URL shorteners Share links , don’t just write random thoughts… People like to read articles and posts, and not just hear your thoughts on certain matters
  48. 48. URL shorteners Share links , don’t just write random thoughts… Since Twitter only allows you 140 characters, you need links as short as possible.
  49. 49. URL shorteners http://effectivesalespresentat ion.blogspot.com/2010/12/15 -minutes-of- infamy.html?spref=twenable you to share along link and stillhave room for yourthoughts about thelink you are sharing. 89 19  characters
  50. 50. URL shorteners http://effectivesalespresentat ion.blogspot.com/2010/12/15 -minutes-of- infamy.html?spref=twenable you to share along link and stillhave room for yourthoughts about thelink you are sharing. 89 26 characters
  51. 51. Retweet (RT): RT, RT, RT"Retweet" is a powerful tool on Twitter: helpsyou build your brand, following and trust,and be seen as an expert in your field When you come across interesting content shared by one of the people you follow, do not forget to RT it for your followers
  52. 52. Twitter allows you 140 characters but if youuse them all up, you cannot be retweeted when someone retweets your tweet, they need to add between 14-30 characters for their name. Never put more than 125 characters 74 characters
  53. 53. Reply (@): simply type @ and then the name, then type the reply. All Twitter clients have a reply button for every tweet, which makes the process much easier.
  54. 54. Like Guy Kawasaki, don’t ONLY promoteyour blog/business in your tweets There is nothing wrong with sharing your blog posts with your followers. However, like elsewhere, everything in moderation @GuyKawasaki 309,082 followers
  55. 55. Groups If you are following many people, how can you possibly read everything? You can’t! Create a group of the people that generally tweet interesting things and follow only that column. It makes the Twitter experience so much easier.
  56. 56. Interact:Twitter is NOT aboutupdating your status, you have Facebook and LinkedIn for thatTwitter is about dialog, it’s about social interaction.
  57. 57. Interact: Create a dialogue Dont justwith your followers. push promotions about your brand in their face.
  58. 58. #3 #5on how to use
  59. 59. Monitor what people aresaying about yourproduct.
  60. 60. Monitor what people aresaying about yourproduct.When people are pissed :help them out
  61. 61. Monitor what people aresaying about yourproduct.When people are confused :help them out
  62. 62. Monitor what people aresaying about yourproduct.When people have questions:answer them
  63. 63. Monitor what people aresaying about yourproduct.When people are happy : ask them to spread the word
  64. 64. Monitor what people aresaying about yourproduct.When people are happy : ask them to follow
  65. 65. Monitor what people aresaying about yourproduct.When people are happy : ask for help If they like what you do, they will
  66. 66. Monitor what people aresaying about yourproduct. By simply monitoring what people are saying about you, you’re using Twitter better than 95% of the companies out there.
  67. 67. Followeveryonewho follows you.
  68. 68. Hashtag (#): They enable easy categorization of tweets for effective future searching For example, you are tweeting about PowerPoint, you simply insert a # before the word PowerPoint.
  69. 69. Hashtag (#): They enable easy categorization of tweets for effective future searching For example, you are tweeting about PowerPoint, you simply insert a # before the word PowerPoint. Anyone who then searches hashtags.org or Twitter search for the #PowerPoint term will come up with your tweet as well as all tweets on the subject.
  70. 70. 20% Tweet80% content & self promotion.your readers willfind helpful,
  71. 71. 20% self-promotion80% helpful A good mix will get you farther than 100% promotion
  72. 72. Be rovocative rovide valueand most of all, be ersonable The 3 Twitter marketing s to use Twitter effectively
  73. 73. Be rovocativeG4 iWomanGIRL Temperamental, slow, expensive… But hey she looks good… Think sexy
  74. 74. Be rovocative
  75. 75. rovide value
  76. 76. rovide value
  77. 77. and most of all, be ersonable
  78. 78. and most of all, be ersonable
  79. 79. Twitter works best when integrated. Use it to supplement blogging and other social media efforts
  80. 80. #6Essential for business
  81. 81. Automates all in a very simple interface: DM, retweet, shorten a URL, share a Twitpic without ever leaving Tweetdeck, when replying to a tweet with a hashtag, the hashtag is automatically generated in your reply Etc.http://www.tweetdeck.com
  82. 82. Enables you to share pictures with your followers No need to tell how many words a picture is worth, so sometimes it’s helpful to stop telling and start showing.http://twitpic.com/
  83. 83. HootSuite is perfect for businesses needing multiple Twitter profiles and multiple users. It allows you to easily schedule tweets and switch back and forth between accounts.http://hootsuite.com/
  84. 84. Multiple people from the same company can communicate through a single Twitter account. Each person maintains his or her own profile and activity record. CoTweet boasts such customers as Macworld, Ford and Whole Foods.http://cotweet.com/
  85. 85. Lets you chart the number of followers over time, from last week to last month.http://twittercounter.com/
  86. 86. Powerful tool for seeing 1) which of the people you follow are following you back and 2) which people are following you, but you have yet to reciprocate.http://friendorfollow.com/
  87. 87. Goes beyond basic metrics to show the influence, signal-to- noise ratio, generosity and a whole host of other metrics related to your Twitter account.http://twitalyzer.com/
  88. 88. Measures the number of people visiting your website from the Twitter.com domainhttp://GoogleAnalytics.com/
  89. 89. Enables clients to view brand comments over time, influencers vs. detractors, and a host of other metricshttp://Omniture.com/
  90. 90. Find out who is tweeting your links.http://backtweets.com/
  91. 91. Monitors what people are saying about your brand on Twitter, setting up RSS feeds related to the words you care about.http://Search.Twitter.com/
  92. 92. Provides a live streaming view of what people in your location are saying about your company or employees.http://Monitter.com/
  93. 93. Listen to conversations happening throughout the social media universe, not just Twitter. The tools are loaded with additional powerful functionality for managing your brandhttp://Radian6.com/ http://Techrigy.com/
  94. 94. Enter your keywords (e.g. company name, product, competitors, etc.) and receive regular updates whenever someone mentions those words in social media.http://TweetBeep.com/
  95. 95. Creates exclusive deals for your products or services, and shares them with your followers.http://TwtQpon.com/
  96. 96. Connects you with people actively talking about your product or service within your area. You can automatically send them a customized response.http://TwitterHawk.com/
  97. 97. Improves the look and feel of your Twitter page. TwitBacks.com allows you to provide additional business contact information, and a photo or logo as well.http://TwitBacks.com/ http://TwitterGallery.com/
  98. 98. SynthesisTwitter is a conversationabout yourbusiness/industry,whether youre thereor not.Your choice.
  99. 99. One more thing…
  100. 100. Bibliography Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal  online engagement, SlideShare Chia - Digital Media Strategist - http://www.slideshare.net/malchia  Social marketing playbook, Bryan Wiener, Jeremiah Owyang,Jeff Pulver,Gregory Galant, The Mobile Internet Report, Morgan Stanley, December 2009 Pete Cashmore, Randall Rothenberg Internet Trends, Morgan Stanley, April 2010  Social Media: Hype, Hell or Hope, Rick Mans, Global Social Media Lead at Cap Gemini The 5 components of a complete social media program, Adam Kleinberg - CEO of  How organisations can harness the power of Web 2.0 Traction, November 2010  WWW 3.0, Jenny Williams IS YOUR BRAND SEXY* ENOUGH FOR SOCIAL MEDIA? Robbert Faase  Social: A closer look at behaviour on YouTube & Facebook, September 2010, iab The Future of Social Media, Tom Ollerton,  Social Media Sharing Trends 2010, Rewind 2010 Social and digital media, www.paratuscommunications.com  Twitter Crushes Facebook for Marketing, Barbara E. Hernandez ,December 2010 Social Media Communication, SlideShare  DEMOGRAPHICS Jan 2011, Facebook’s Ad Platform Social Business by Design, David Armano - Dachis Group  Fancy Facebook Fan Pages - A Step By Step Guide Olaf Nitz Social Media for Business, PresentationAdvisors  The Science of Facebook, The science of social networking. Dan Zarrella - Social Media WHAT THE F**K IS SOCIAL MEDIA NOW? Espresso- http://brandinfiltration.com/wtf Scientist Five Tips for Landing Page Optimization, Tom Wentworth  facebook-inside-out, TIJS VROLIX,  I’m on Facebook – Now What?, Jesse Desjardins Key Digital Trends for 2011, December 2010, Noah Elkin - Debra Aho Williamson - David  SalesTweets: How to Boost Sales via Smart Chirps, Pattie Simone Hallerman  Twitter Crushes Facebook for Marketing, Barbara E. Hernandez 5 steps to exploring social media using visual thinking, Jocelyn Wallace  Social CRM, How businesses can use Twitter to increase sales. Tatyana Kanzaveli Social Media and you, Dani Nordin  Twitter Success Stories, How 11 companies are achieving their marketing objectives, Ann Handley, Shelley Ryan, Allen Weiss, MARKETINGPROFS LLC N2 Social media HUB 101, What is social media really about?, Riku Vassinen  Using Linkedin for business, P. Jay Massey Social CRM: Connecting Online Communities with CRM, Jamie Grenney, Ryan Ellis, Mark  Mashable’s twitter guide book Brundage  The twitter book, Tim O’Reilly – Sarah Milstein Search + Social: How to Get More from Your Organic Marketing, Rand Fishkin, CEO + Co-  Twitter for business, Laura Fitton founder SEOmoz, December 2010  140 twitter marketing tips, David Spinks  How to use linkedin for promoting your business, Robin Goel Social Business Forecast: 2011 The Year of Integration, December 2010, Jeremiah Owyang  LinkedIn Extras for SlideShare Pro Users - Industry Analyst  Guy Kawasaki’s 10 ways to use LinkedIn The Future of Social Media, Graeme Wood  THEME DEVELOPMENT, an introduction to the basics of theming with WordPress, Thad Digital Strangelove (or How I Learned To Stop Worrying & Love The Internet), Allender  Starting a blog, Dr. Corinne Weisgerber The Social Graph Call, Wedbush Securities, November 2010,  10 ways to a killer blog, Robert and Maryam Scoble NAVIGUER DANS LE CHAOS, UNE ÉTUDE SUR LES MÉDIAS SOCIAUX, LUC-ANDRÉ CORMIER  How to Build a Blog, Mark James Normand Social Media @ FORD, Scott Monty, November 2010  IS3241 Enterprise Social Systems, Technology Presentation, GameCheck  SlideShare Zeitgeist 2010, creative commons.org How the Fortune 500 Use Social Media to Grow Sales and Revenue, Jamie Turner  Channeling your inner youtube, Brad Richardson Fashion and Digital Trends, Tom Ollerton  How to create viral videos?,November 2010, Tim Ho Social Media in Four Minutes (or less), Tom Ollerton  http://technmarketing.com/web/top-6-ways-to-benefit-from-twitter/  http://technmarketing.com/web/ten-things-you-must-know-before-using-twitter/ Social Networking Past, Present, Future, Mark Suster  http://technmarketing.com/web/top-5-reasons-to-tweet/ Designing for interaction, Interfaces for socializing, Daniel Burka  How to Pick Up Followers on Twitter, Guy Kawasaki New business opportunities in retail, Hege Tenno What is social media one year later, Espresso- http://brandinfiltration.com OUT OF THE FISHBOWL, Marta Kagan Managing Director US | Espresso, Illusions of Empowerment, Re-interpreting the Social Media Dream, Corinne Weisgerber
  101. 101. Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Mercuri Website : http://www.mercuri.net/ JF MESSIER’s blog: http://newsalespresentation.com/Photo CreditAll photos in this presentation were purchase on iStockPhoto.com.All logos or brand references are copyright of their respective owners.Slides from this document may not be repurposed without express written consent. Send permission requests tojfmessier@mercurifr.com

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