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

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

2. @Pistachio?

5. “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

9. Influence (was)
Attract attention to yourself

10. Influence (is)
Provide attention & value to others

11. 4 Word Guide to
Social Media

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

13. Social Media is
Nothing New

14. Photo Credit: (cc) jerryfletcher on flickr.com

15. Social Media is
Knowledge

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

17. Knowledge is Socially
Mediated

18. Knowledge is Socially
Mediated

19. Markets are Socially
Mediated

20. Photo Credit: (cc) gregor_y on flickr.com

21. Markets are Socially
Mediated

22. Markets are Socially
Mediated

23. Photo Credit: (cc) matrianklw on flickr.com

24. What is Twitter?

26. in 11 more days?
17 BILLION.

27. 65 Million Tweets
Every day.
• about your markets
products
brands
company
customers
world

28. What is Twitter?

29. It’s Your Business.

30. Twitter Disrupts

33. http://twitpic.com/135xa

35. Twitter Disrupts
Human Isolation.

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

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

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

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

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

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

43. How to start?

44. By starting…

45. Influence (was)
Attract attention to yourself

46. Influence (is)
Provide attention & value to others

47. 4 Word Guide to
Social Media

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

49. 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.

50. Twitter Campaigns?
not so much.
Twitter literacy.

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

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

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

57. ...by profession

63. …to promote

67. ...by function

72. …by personality
& use case

76. Think YOUR customers
aren’t on Twitter?

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

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

79. 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

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

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

82. Media and PR
• Publish
• Become known
• Be helpful

83. …Finds You

84. 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

85. Business Objectives
Measure appropriate standards
for each objective

86. Will Employees Waste Time?

87. YES!!

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

89. Efficiency
• Tools
• Objectives
• Discipline

90. Learning more…

91. Business.Twitter.com

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

94. TFB 101 Toolkit