Business success with Twitter


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In making the transition to a marketing services provide, CustomXM began using Twitter during 2009. This presentation highlights how a traditional print provider used this emerging technology to engage new customers, and grow new business relationships, one tweet at a time.

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  • I am not a twitter expert. There are plenty around that claim to be just that. I think, however, I am, like most, in the majority, and consider myself a student of social media.So what I hope to accomplish today is to share what I have learned as an ongoing student of social media.
  • Marketing – it’s used to tell our story. Who we are, what we do. It greats the foundation or launch pad for any media campaign.
  • PR – We use public relations to help tell our story. They do it in a manner that creates a feeling of trust. It is the beginning of establishing a relationship between between two parties.
  • Advertising – after establishing who we are, or what we are all about, we need to get our message out. Advertising is the vehicle to broadcast our message. We using to bombard others if necessary. The repetition of our message then leads us to the next step….
  • Branding – after developing who we are, delivering our message to those who we have established a relationship, our brand is created. Simply, our brand is how others perceive us.
  • Then we want to somehow, roll all these functions together. We’ve said who we are, what we are about. We have developed relationships and people have a perception about us. Hopefully, they do trust what we are saying. But now comes the important part….are we listening to those who we’ve engaged? Social Media Marketing gives us this opportunity.
  • Yet, there is a piece missing….It is still possible that we have the foundation in place. We have the message, we know who we need to get the message to, and we’ve determined the right time to deliver it. But how do we make sure we’ve included all channels for the best results? This is where an intregrated approach, that includes print, comes into play.
  • Currently, the staff at CustomXM, doesn’t fully understand Twitter. They have jokingly commented that twitter is my own version of a mid-life crisis. Instead of a sporstcar, or the young blonde, I have embraced Twitter as a method of achieving a feeling of youthfulness.And, according to Quantcast, an internet data measurement firm in NY and San Francisco, Twitter seems to appeal to the younger crowd. Demographic estimates show that the largest users of twitter – 45% are in the age range of 18-34. The next largest group (24%), range in age from 35-49. The majority of twitter users are female, 55%. And 30% of tweeps annual combined household income is $100,000 or below.So, is this where I should be spending some of my marketing efforts.
  • Twitter has often been called the “cocktail party” of the social media options.It is a new way of networking. As it says on the LRTweetup website, it is a connection catalyst.My group began as industry thought leaders, organizations NAQP, vendors – Kodak, individuals – Jeff Hayzlett.Migrated toward following specific areas of interest: Digital printing, QR codes, Augmented realityThen came across the LR Tweetup group:YoungerPR specialistsMarketing directorsNon-profit (marketing)Ad Agency typesIf they are not the decision makers, they have the ears and eyes of the decision makers.And someday, many will soon be the decision makers.
  • A tool that allows you to connect in 3 different ways.
  • Setting up your Twitter page:Profile page – who you are, what you do. Use full name or a variation of it – something that means something to youBe honest, things about you and your companyBackground image – Design for monitor sizes, don’t tile backgrounds
  • What to tweet: An observation – thoughts, feelingsWhat you are reading – post the link to the blog or articleWhat did you see – informative Youtube videoWhat events you are attending – conferences, webinars, meetingsYour content – blog, company videoSomeone elses contentA conversationSomeone elses idea
  • This shows an expanded tweet –Now we have the options to FAVORITE (save it for future reference)We can retweet it – edited or as is.We can Reply to it.Notice the URL…shortened,
  • People YOU Follow…
  • People who follow you
  • Tweetdeck and Hootsuite are just 2 third party APIs that help you manage your twitter stream
  • So I joined the Little Rock cocktail party.I went to a few TweetupsI provided name badges and twitter cards for the tweetupsI tweeted about Free posters for non-profitsIn many tweets, I added the hashtag #printlives
  • Pay attention to those you follow closely.Searchtwitter.comBe yourself. Humor is effective.Respond quickly
  • Pay attention to those you follow closely.Searchtwitter.comBe yourself. Humor is effective.Respond quickly
  • Pay attention to those you follow closely.Searchtwitter.comBe yourself. Humor is effective.Respond quickly
  • So I joined the Little Rock cocktail party.I went to a few TweetupsI provided name badges and twitter cards for the tweetupsI tweeted about Free posters for non-profitsIn many tweets, I added the hashtag #printlives
  • 1. Don’t SwearWhether or not you want to rule out swearing altogether is up to you, but frequent swearing is usually frowned upon by professional tweeters.2. Be AuthenticBe yourself! Social media is about getting to know your peers and building relationships. Don’t hide your personality from your followers.3. Get PersonalWhile posting professional news and tips is helpful, don’t forget to tweet about your personal life too. Talk about an event you went to or a movie you just saw.4. EngageHaving a large following on Twitter is almost completely useless if you are not engaging. Reach out to your followers and the people you’re following to start new conversations.5. Don’t OverscheduleScheduling tweets is a neat idea when you want to reach audiences on the other side of the world. Just don’t get carried away and start scheduling all of your tweets.6. Stay ActiveTwitter isn’t something you should be updating once a week. It’s something that requires daily attention if you want to succeed with it. Post regularly!7. But Not Too ActiveYou also don’t want to overload your followers’ feeds. You don’t need to tweet about what you and your brand are doing every second of the day8. Tweet LinksResearch shows that there is a connection between the number of followers a person has and the number of links they tweet. If you want more followers, tweet links to industry posts.9. Promote OthersShow your followers and the people you follow that you value them by sharing their stuff. Tweet their new blog posts or even links to their websites.10. And Yourself… SometimesPromoting yourself seems like an obvious tip, but it’s important that your feed isn’t one big self-promotion. You should promote others far more often than yourself.11. Use Link ShortenersLink shorteners like and allow you to track clicks. They also provide specific stats that can help you improve your click through rate on Twitter!12. Short and SweetKeeping your tweets short and to the point is important. You don’t need to use all 140 characters! If you want retweets, be sure you leave characters free.13. Repeat YourselfDon’t be afraid to tweet the same information twice! If you just posted an awesome blog post, you can let your followers know more than once. If you only tweet something once, it is likely to be missed.14. Monitor KeywordsIdentify keywords that are important to your brand. Use a platform like TweetDeck or HootSuite to monitor them and reach out to people who are chatting about them.15. Honest AdvertisingIf you’re being paid to advertise something on Twitter, be honest about it. Making it clear that you have the potential to earn money from the tweet shows that you are genuine.16. Provide ValueWhy do people follow other people on Twitter? The answer is simply for the value the person provides. Figure out how you can be valuable to others and showcase it.17. Connect OfflineOnce you’ve established a relationship on Twitter, look to connect with the person offline. Ask them if they have time to meet for lunch or coffee. You could even try to meet at a conference!18. Send TrafficDon’t forget to send traffic to your Twitter page! Tell your existing customers about it via email and make the Twitter button prominent on your website.19. Use HashtagsUsing hashtags is a great way to connect with relevant groups of people and gain attention. Be sure to work them into your tweets from time to time.20. .@MentionWhen you @mention someone, only people following that person will see it on their feeds. To avoid this, slip a period in before the @mention and all of your followers will see it!21. Live ChatParticipating in live chats is an awesome way to connect with new people. Hosting your own live chat on a topic that’s relevant to your brand is even better. Live tweeting during an event is also a great idea.22. RT InsteadInstead of clicking the retweet button on Twitter, use “RT” instead. This allows you to add a comment. It also allows you to better notify someone that you’ve retweeted their thoughts.23. Talk, Don’t SellTwitter, like all other social media platforms, is not about selling a product or service. It’s about building relationships and then encouraging sales. Don’t make your page an advertisement for your brand.24. Share Pictures and VideosSharing pictures and videos goes with rules 2 and 3. They make you more human and help build connections. So, when you’re doing something cool, take a picture and tweet it!25. Always RespondRespond to everything! Every mention, every mention of your brand, every RT – everything. Don’t let anything go unnoticed. Managing social media means you’re always on.26. Monitor SuccessUse tools to monitor your success. Think Radian6, EvoApp, TwitSprout and the like. Find out what works for your followers and what doesn’t. Then, use that knowledge to your advantage.27. Go MobileAgain, social media means you’re always on. Having Twitter installed on your phone makes it easy to keep in touch wherever you go!Do you have any laws or rules you follow? Please share them in the comments below.
  • Easy to useGreat lead generation toolReach a large amount of peoplePosition yourself as a thought leaderCommunicate and engage in another marketing channelEasy to find target audienceGreat customer service toolMeasurableConsRequires a Human ResourceTime and effortWorks best when you are consistent What will you post?Spam
  • Business success with Twitter

    1. 1. Tweet Me RightBusiness Success with TwitterPaul Strack
    2. 2. Tweet Me RightObjectives• Twitter – What is it?• How do I?• Why bother?• What can it do for me?
    3. 3. “I’M A GREAT LOVER.” MARKETING Source: Neutron, LLC
    4. 4. Exactly what is Twitter?
    5. 5. What exactly is Twitter?• Micro blog• 140 characters – “tweet”• Followers – “tweeps”• Instant/direct messaging – “DM”• Educational• Cocktail party of Social Media• A connection catalyst
    6. 6. A Communication Tool• Send a short message to a bunch of people publicly• Send a short message to a specific person publicly• Send a short message to a specific person privately
    7. 7. Twitter handle To Follow Tweetup Tweet FollowerDM Retweet (RT) @Reply Trending hashtag topic
    8. 8. Profile Profile picBackground image
    9. 9. Tweet it! # hashtagMention/ @ReplyRetweet
    10. 10. Engage. Interact. React.
    11. 11. Engage. Interact. React.
    12. 12. Engage. Interact. React.
    13. 13. Active listening (or is it voyeurism?)
    14. 14. React.
    15. 15. Engage. Interact. React.
    16. 16. If you Tweet it, they will come.
    17. 17. Marketing/Branding Opportunities
    18. 18. Marketing/Branding Opportunities
    19. 19. Organize, Plan, but keep it simple.
    20. 20. Twitter Rules 13. Repeat Yourself 14. Monitor Keywords 15. Honest Advertising 16. Provide Value 17. Connect Offline 18. Send Traffic 19. Use Hashtags 20. .@Mention 21. Live Chat 22. RT Instead 23. Talk, Don’t Sell 24. Share Pictures and Videos 25. Always Respond 26. Monitor SuccessSource: @renee_warren 27. Go Mobile
    21. 21. Twitter Rules - Revised• One @reply per day• One RT per day• One original thought (tweet) per day• Play along, play nice. @ghidotti @bryanjones
    22. 22. QR codes Prezi@jeffreyhayzlet @johnfoleyjr Mobile marketing #LRtweetup Augmented Reality
    23. 23. Mobileblog marketing . Lunch & Learn #printlives
    24. 24. Lunch & Learn “I am excited to be working with you. This is a long . partnership. You guys are innovative and think outside the box.
    25. 25. 2009 - $25,000+2010 - $50,000+2011 - $100,000 +
    26. 26. Thank You.Paul