for Business: 101
Laura Fitton laura@oneforty.com @pistachio

@Pistachio?

“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

Influence (was)
Attract attention to yourself

Influence (is)
Provide attention & value to others

4 Word Guide to
Social Media

1. Listen.
2. Learn.
3. Care.
4. Serve.

Social Media is
Nothing New

Photo Credit: (cc) jerryfletcher on flickr.com

Social Media is
Knowledge

Knowledge is Socially
Mediated
Photo Credit: (cc) fredoalvarez on flickr.com

Knowledge is Socially
Mediated

Knowledge is Socially
Mediated

Markets are Socially
Mediated

Photo Credit: (cc) gregor_y on flickr.com

Markets are Socially
Mediated

Markets are Socially
Mediated

Photo Credit: (cc) matrianklw on flickr.com

What is Twitter?

in 11 more days?
17 BILLION.

65 Million Tweets
Every day.
• about your markets
products
brands
company
customers
world

What is Twitter?

It’s Your Business.

Twitter Disrupts

http://twitpic.com/135xa

Twitter Disrupts
Human Isolation.

“Use it Where You
Think Best”
-IBM ThinkPad ads circa 1992

“We see an ecosystem of
developers swarming
around the Twitter API like
moths around a flame”
-TechCrunch.com

“…history suggests that
where there is so much user
engagement, dollars follow.”
-Chris Dixon

research
VALUE. marketing
visibility networking
relevance customer
relationships service
social capital traffic
community news
ideas sales
trust SEO

Externally
Events Point of Sale
Community Word of Mouth
Customer service Relationships
Monitoring Branding
News Direct sales
Innovation SEO &traffic
Research Networking

Internally
Sales Teams Decentralized teams
Event Planning Employee Support
Project Status Mentoring
News Problem-solving
Coordination Purely Social
Interface

How to start?

By starting…

Influence (was)
Attract attention to yourself

Influence (is)
Provide attention & value to others

4 Word Guide to
Social Media

1. Listen.
2. Learn.
3. Care.
4. Serve.

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.

Twitter Campaigns?
not so much.
Twitter literacy.

Best Approach?
Set simple standards…
• Excellence
• Authenticity
• Engagement
that work for your organization…

Bearing in Mind…
• Produce feeds of cool, useful things
• Publish & subscribe:
– Self-serving… fails.
– Useful… thrives.
• Work to not be rejected as spam

Confused by Twitter?
• 200+ How-to guides to the tools
and services that make a
difference:
http://oneforty.com/i/toolkits

...by profession

…to promote

...by function

…by personality
& use case

Think YOUR customers
aren’t on Twitter?

Off-Platform Benefits
• Get Found. (SEO)
• Listen and Learn. (Research)
• Generate Content
• Word of Mouth
• Media and PR

Get Found. (SEO)
• Even very common words DOMINATE
Google (@pistachio, @dough)
• Choose the Google Adsense word
you’d spend your last dollar on

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

Fresh Content.
• Abundant content
– 65 million messages a day
• Display anywhere
– Widgets, embeds, filtering, search
• Cloudprofile
– SIMPLE small biz websites

Word of Mouth
• “Pass-along” and ReTweet norms
• @DellOutlet: $500k to less than 1k
• Celebrities, influencers
• Journalists, bloggers

Media and PR
• Publish
• Become known
• Be helpful

…Finds You

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

Business Objectives
Measure appropriate standards
for each objective

Will Employees Waste Time?

YES!!

Will Employees Waste Time?
• Pointless meetings
• Procrastinating
• Coffee breaks
• Telephone
• Gossiping
• Smoking
• email
• Web
• IM
• Social media

Efficiency
• Tools
• Objectives
• Discipline

Learning more…

Business.Twitter.com

Outlook
• What’s on the horizon? What trends should
we watch for next?
• Better tools
• Twitter.com
– Promoted Tweets
– Business accounts

TFB 101 Toolkit