Twitter for B-to-B

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Presentation to the BMA Chicago's "YouTube, Facebook, Twitter and LinkedIn Day at BMA" event on April 8, 2010

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Twitter for B-to-B

  1. 1. for Business<br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br />gillin.com<br />
  2. 2. Why Use Twitter for B-to-B?<br /><ul><li>Bonus promotional channel
  3. 3. Low barrier to entry
  4. 4. Quickly share expertise
  5. 5. Alert clients to news
  6. 6. Head off problems
  7. 7. Cover events
  8. 8. Create one-to-one relationships</li></ul>“The relationships we’re building on Twitter and the Dell Tech Center feel like they’re going to last a lifetime.”<br />--Scott Hanson, @DellServerGeek<br />
  9. 9. Publish Everywhere<br />44 million members<br />32 million members<br />300 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
  10. 10. Typical Multi-Platform Scenario<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />
  11. 11. Platform Adoption by Year<br />“35% of the Fortune 500 and nearly 50% of the Fortune 100 have Twitter accounts”<br />--Dr. Nora Ganim Barnes, Research Chair, Society for New Communications Research <br />Survey of 55 marketers<br />
  12. 12. Social Media Platforms in Use<br />Survey of 55 marketers<br />
  13. 13. Twitter in Business<br />“I keep expecting to see diminishing returns [from Twitter] and it just doesn’t happen.” <br />Bill Robb, Social Media Marketing Manager, Cisco Systems<br />
  14. 14. Sodexo Recruiters<br /><ul><li>Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.
  15. 15. Focus is on building relationships and enthusiasm among prospective employees
  16. 16. Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K</li></ul>“The human touch is essential. People know there’s somebody behind the message and the photo.”<br />-Kerry Noone, Manager, Marketing Communications<br />Principal Value<br /><ul><li>Improved applicant quality
  17. 17. Image of Sodexo as progressive young company
  18. 18. Recruitment costs substantially reduced</li></li></ul><li>Building your follower base<br /><ul><li>Attend and organize events
  19. 19. Tweet from events you attend
  20. 20. Follow influential people
  21. 21. Compliment and acknowledge
  22. 22. Seek retweets
  23. 23. Answer questions
  24. 24. Offer advice
  25. 25. Be helpful!</li></ul>1.7 million followers<br />2M followers<br />1.4 M followers<br />1.1M followers<br />1.3M followers<br />

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