Twitter for Business 101: Twtrcon

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Slide deck from my #twtrcon keynote presentation. Covers the basics of understanding Twitter for Business

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Twitter for Business 101: Twtrcon

  1. for Business: 101 Laura Fitton laura@oneforty.com @pistachio
  2. @Pistachio?
  3. “Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes
  4. Influence (was) Attract attention to yourself
  5. Influence (is) Provide attention & value to others
  6. 4 Word Guide to Social Media
  7. 1. Listen. 2. Learn. 3. Care. 4. Serve.
  8. Social Media is Nothing New
  9. Photo Credit: (cc) jerryfletcher on flickr.com
  10. Social Media is Knowledge
  11. Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com
  12. Knowledge is Socially Mediated
  13. Knowledge is Socially Mediated
  14. Markets are Socially Mediated
  15. Photo Credit: (cc) gregor_y on flickr.com
  16. Markets are Socially Mediated
  17. Markets are Socially Mediated
  18. Photo Credit: (cc) matrianklw on flickr.com
  19. What is Twitter?
  20. in 11 more days? 17 BILLION.
  21. 65 Million Tweets Every day. • about your markets products brands company customers world
  22. What is Twitter?
  23. It’s Your Business.
  24. Twitter Disrupts
  25. http://twitpic.com/135xa
  26. Twitter Disrupts Human Isolation.
  27. “Use it Where You Think Best” -IBM ThinkPad ads circa 1992
  28. “We see an ecosystem of developers swarming around the Twitter API like moths around a flame” -TechCrunch.com
  29. “…history suggests that where there is so much user engagement, dollars follow.” -Chris Dixon
  30. research VALUE. marketing visibility networking relevance customer relationships service social capital traffic community news ideas sales trust SEO
  31. Externally Events Point of Sale Community Word of Mouth Customer service Relationships Monitoring Branding News Direct sales Innovation SEO &traffic Research Networking
  32. Internally Sales Teams Decentralized teams Event Planning Employee Support Project Status Mentoring News Problem-solving Coordination Purely Social Interface
  33. How to start?
  34. By starting…
  35. Influence (was) Attract attention to yourself
  36. Influence (is) Provide attention & value to others
  37. 4 Word Guide to Social Media
  38. 1. Listen. 2. Learn. 3. Care. 4. Serve.
  39. Manners 101 1. Dress nicely – Background & avatar 2. Introduce yourself – Complete profile, link on your site 3. Be a good conversationalist – Listen. Respond. Be relevant. Be useful.
  40. Twitter Campaigns? not so much. Twitter literacy.
  41. Best Approach? Set simple standards… • Excellence • Authenticity • Engagement that work for your organization…
  42. Bearing in Mind… • Produce feeds of cool, useful things • Publish & subscribe: – Self-serving… fails. – Useful… thrives. • Work to not be rejected as spam
  43. Confused by Twitter? • 200+ How-to guides to the tools and services that make a difference: http://oneforty.com/i/toolkits
  44. ...by profession
  45. …to promote
  46. ...by function
  47. …by personality & use case
  48. Think YOUR customers aren’t on Twitter?
  49. Off-Platform Benefits • Get Found. (SEO) • Listen and Learn. (Research) • Generate Content • Word of Mouth • Media and PR
  50. Get Found. (SEO) • Even very common words DOMINATE Google (@pistachio, @dough) • Choose the Google Adsense word you’d spend your last dollar on
  51. Listen and Learn. (Research) • Passive – listening tools: monitoring, analytics • Active – ask questions, use #tags, “recruit” groups • Live – real-time focus groups, polls, surveys • Global sensing and signaling network
  52. Fresh Content. • Abundant content – 65 million messages a day • Display anywhere – Widgets, embeds, filtering, search • Cloudprofile – SIMPLE small biz websites
  53. Word of Mouth • “Pass-along” and ReTweet norms • @DellOutlet: $500k to less than 1k • Celebrities, influencers • Journalists, bloggers
  54. Media and PR • Publish • Become known • Be helpful
  55. …Finds You
  56. Measurement NO: Follower numbers. YES: Follower engagement • Measurable links – Clickthroughs – Conversations – Context • Ripples in the water – Retweets, reposting your links – Others pointing towards what you do
  57. Business Objectives Measure appropriate standards for each objective
  58. Will Employees Waste Time?
  59. YES!!
  60. Will Employees Waste Time? • Pointless meetings • Procrastinating • Coffee breaks • Telephone • Gossiping • Smoking • email • Web • IM • Social media
  61. Efficiency • Tools • Objectives • Discipline
  62. Learning more…
  63. Business.Twitter.com
  64. Outlook • What’s on the horizon? What trends should we watch for next? • Better tools • Twitter.com – Promoted Tweets – Business accounts
  65. TFB 101 Toolkit

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