Advance your business with Twitter. Whether you want to find the right social media tools to connect with local customers, enhance your existing sales funnel, or just get the word out, oneforty shows you how Twitter can efficiently grow your business.

1. Getting started…
Social
Business…
Star%ng
with
Twi-er
Laura “@Pistachio” Fitton
CEO/Founder – oneforty
Co-author – Twitter for Dummies
#socbiz(ps

2. Social
Business…
Star%ng
with
Twi-er
• Why
your
business
should
be
on
Twi6er
• Some
use
cases
for
social
media
• How
to:
Start
engaging
your
customers
• Myths
&
misconcep@ons

3. by consistently touching
a tribe of people with
generosity and insight,
she s earned the right to
lead
-Seth Godin, Tribes

4. Founding
oneforty

8. Social
Business…
Star%ng
with
Twi-er
• Why
your
business
should
be
on
Twi6er
• Some
use
cases
for
social
media
• How
to:
Start
engaging
your
customers
• Myths
&
misconcep@ons

10. Why
Consumers
Follow
Brands
• Updates on future • Fun/entertainment
products (#1: 38%) • Exclusive content
• Stay informed about • Learn more about the
company activities company
• Discounts and • Show others my
promotions support for the
• Updates on upcoming company
sales • Share ideas/provide
• Samples/coupons feedback (#10: 20%)
CoTweet ExactTarget 2010

12. “Just
for
PR
&
Marke@ng,
right?”
• Marke@ng
• Brand
Monitoring
• Adver@sing
• SEO
&
Traffic
• PR/word
of
mouth
• Promote
events
• Social
CRM
• Create
&
share
• Sales
content
• Contests
&
offers
• Build
community
• News
&
trends
• Earn
social
capital
• Customer
Service
• Networking

14. “Everything
email
touches…”
• Events
backchannel
• Decentralized
teams
• Research
• Employee
support
• Collabora@on
• Mentoring
• Innova@on
• Problem-­‐solving
• Recrui@ng
• Purely
social
• Best
prac@ces
• Knowledge
• Project
status
management
• Sourcing
solu@ons

16. Social
Business
in
2
Words…

17. Be Useful!

18. Social
Business…
Star%ng
with
Twi-er
• Why
your
business
should
be
on
Twi6er
• Some
use
cases
for
social
media
• How
to:
Start
engaging
your
customers
• Myths
&
misconcep@ons

19. Social
Business
in
4
Words…

20. Listen.
Learn.
Care.
Serve.

21. Listen:
Monitor
Conversa@ons
• Why?
– Content
ideas
– Compe@@ve
analysis
– Customer
service
– Engagement
– Product
opportuni@es

22. Listen:
Monitor
Conversa@ons
• How?
Google
Alerts:
brand,
company,
compe@tors
and
industry
• Search
same
terms
on
social
tools
• Many
op@ons
from
free
to
fancy
22

26. Learn:
Always
Be
Evolving
• Act
on
what
you’re
hearing
• Innovate
• Measure
and
no@ce
what’s
working
• Apologize
when
you
screw
up
• Encourage
your
team
to
explore
and
take
risks
• Con@nually
try
new
things
26

27. Care:
Manage
Customer
Rela@onships
• Get
involved
-­‐-­‐
where
your
customers
already
hang
out
• Keep
in
touch
throughout
the
Customer
Lifecycle
with
Social
CRM
tools
-­‐-­‐
save
searches,
track
deals,
manage
contacts
&
projects
• TIP:
Choose
a
Social
CRM
tool
with
many
different
integra@ons
27

28. Care:
Your
Mother
Taught
You
How
To
Tweet
1. Dress
nicely
– Background
&
avatar
2. Introduce
yourself
– Complete
profile,
link
on
your
site
3. Be
a
good
conversa@onalist
– Listen.
Respond.
Be
relevant.
Be
useful.

29. Serve:
Create
great
content
• Twi6er
streams,
Facebook
pages,
blogs,
ebooks,
white
papers
&
webinars
• Cover
things
your
prospec@ve
customer
cares
about
and
needs
to
know.
• Tool
@p:
Try
Disqus
for
blog
comments:
– encourage
social
sharing
– engage
prospects
– organize
email
addresses
29

30. Serve:
Curate
great
content
http://14t.me/curatecontent
• Resist
NIH
syndrome
(not
invented
here)
don t
try
to
generate
all
the
content
yourself
• Be
a
one-­‐stop-­‐shop
resource
for
related
customer
needs
• Do
what
you
do
best
and
link
to
the
rest!
-­‐@jeharvis
30

31. Social
Business…
Star%ng
with
Twi-er
• Why
your
business
should
be
on
Twi6er
• Some
use
cases
for
social
media
• How
to:
Start
engaging
your
customers
• Myths
&
misconcep@ons

32. We
Need
Social
Campaigns!
not
so
much.
Invest
in
Social
literacy.

33. The
ROI
is
Unproven!
+

34. The
ROI
is
THERE
• You
CAN
track
conversions
from
social
media
• In-­‐page
analy@cs
=
track
conversions
• Argyle
Social,
HubSpot
&
Performable
• Retaining
customers
• Customer
support
via
Twi6er
=
saved
costs

35. We
Need
More
Followers!
Clickthrus?
Fans?
Friends?
Traffic?
Klout?
Influen@als?
SOMETHINGS?
Right?
Don’t
we?
Hello?

36. You
Need
Business
Objec@ves
Then,
measure
appropriate
standards
for
each
objec@ve

37. Measurement
NO:
Vanity
Metrics.
YES:
Business
objec@ves
• Fans,
followers,
• Use
Analy@cs
tools
friends
• Measurable
link
shorteners
• Impressions
– Clickthroughs
• Tweets
– Conversa@ons
• Raw
traffic
– Context
• Ripples
in
the
water
– Retweets,
repos@ng
your
links
– Others
talking
about
what
you
do

38. Employees
Will
Waste
Time!

39. YES!!

40. Employees
Will
Waste
Time…
• Pointless
mee@ngs
• Procras@naton
• Coffee
breaks
• Telephone
• Gossiping
• Smoking
• email
• Web
• IM
• Social
media

41. Invest
Time
Efficiently
• Objec@ves
• Workflow
• Be6er
Tools
• Measurement
• Repor@ng

42. Learn
More…

43. Learn
More…

44. Learn
More…

45. Sneak
Preview…