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Twitter for Building Business and Relationships


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Twitter for Building Business and Relationships was initially presented on April 13, 2010, to the Virginia Career Network by Sally Witzky, Chief Strategist of Traction Group. Traction Group is a Richmond VA based social media and marketing agency that helps small businesses like franchisees and dealers successfully market and build their brand online.

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Twitter for Building Business and Relationships

  1. 1. Twitter for building business and relationships.<br />Is it right for you?<br />Sally Witzky<br />All slides © 2010 Traction Group LLC. All rights reserved.<br />
  2. 2. Why RU here?<br />Why did you come today?<br />To learn?<br />To network?<br />To converse?<br />To socialize?<br />To find a job?<br />Other?<br />
  3. 3. What is Twitter?<br />Micro-blog @ 140 characters<br />A real-time, short messaging service<br />Works over multiple networks / devices<br />Around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from businesses and friends<br />
  4. 4. Very similar to…<br />LinkedIn:<br /> “What are you working on now?”<br />Facebook:<br />“What’s on your mind?”<br />Only that’s all it is…nothing more.<br />
  5. 5. Organic Blueprints page.<br />
  6. 6. Random Twitter stats…<br />54% of Fortune 100 companies are choosing Twitter as social network platform of choice<br />Of top global brands, media and technology companies ENGAGE in social media much more than lagging financial services segment<br />
  7. 7. Engagement = financial performance<br />Source: The World’s Most Valuable Brands: Who’s most engaged? Wetpaint & Altimeter. July 2009<br />Revenue Growth<br /> (last 12 mos.)<br />Gross Margin Growth<br /> (last 12 mos.)<br />Net Margin Growth<br /> (last 12 mos.)<br />Mavens<br />Mavens<br />Mavens<br />Butterflies<br />Butterflies<br />Selectives<br />Selectives<br />Butterflies<br />Selectives<br />Wallflowers<br />Wallflowers<br />Wallflowers<br />
  8. 8. 50 million tweets a day<br />Or an average of 600 tweets per second<br />
  9. 9.
  10. 10. Twitter 101 terms.<br />Handle, i.e. @tractiongroup<br />Tweet (140-character message)<br />Retweet (tweeting others’ message)<br />@reply (reply, not private)<br />Direct Message or DM (private)<br />Bio (important – target audience)<br />URL (to send ppl for more info)<br />Hashtag (#RVA, #SMCRVA)<br />
  11. 11. Twitter 101 managers.<br />Tweetdeck (most popular)<br />Hootsuite (multi-accounts, tracking)<br />CoTweet (esp. for larger companies)<br />Seesmic Desktop (fun)<br />PeopleBrowsr (more advanced)<br />Twitterberry (Blackberry); new app this wk<br />Tweetie & TwitterFon (iPhone)<br />Digsby (IM, eMail + social networks)<br />
  12. 12. What do I tweet?<br />Not your meals or where you are unless cool and using Foursquare<br />What relevant content is on your blog or on your website?<br />Challenge yourself to engagewith others vs. always talk about you<br />Find a style that works for you<br />
  13. 13. What’s the use? <br />Many reasons to tweet…<br />To learn, fast<br />To converse, quickly <br />(kind of like working a room only at warp speed)<br />To help others by promoting them<br />To build awareness, consideration<br />To drive traffic to blog, site, articles<br />To show appreciation; thank publically<br />To ENGAGE with target audience<br />To provide customer service<br />
  14. 14. Twitter access…<br />From your computer or phone<br />Best to utilize a Tweet manager vs.<br />Can automate small % of your updates w/ SocialOomph, <br />Update Twitter, Facebook and LinkedIn status all at same time<br />
  15. 15. I even tweet to blog… <br />
  16. 16. Art of ENGAGEMENT.<br />There is both an art and science to conversation:<br />Listening (requires patience)<br />Learning (keeps ‘ole ego in check)<br />Sharing (what value do I bring?)<br />Promoting (how can I help others)<br />Twitter only one small puzzle piece<br />
  17. 17.
  18. 18. Twitter is where to get…<br />Your news, local and global<br />To know ppl better in shorter time <br />To connect B4 U know people<br />Creates deeper conversations when you both meet; no intros needed<br />Strange at first; much appreciated tho<br />Creates ability to know people you wouldn’t know otherwise<br />
  19. 19. Twitter is voracious…<br />For learning…<br />I learn more from Twitter from more people than I could meet in a lifetime<br />For connecting with lots of ppl fast<br />Social interaction<br />For ENGAGING w/ a fewppl fast<br />And often deeper<br />
  20. 20. Tweeting barefoot…<br />Carrie Wilkerson<br />@barefoot_exec or<br />80,349 followers (her peeps)<br />She’s tweeted over 30,000 times <br />She knows many of them personally<br />Very loyal brand following who buy<br />
  21. 21. Twitter…<br />Doesn’t replace in-person connections; makes them richer<br />Keeps your name in the minds of others; and their names in yours<br />Get to know each other over time…that’s the basis of any advertising/marketing campaign<br />
  22. 22. A great ad campaign…<br />Advertising campaigns <br />measured w/ reach, frequency and GRPs<br />include direct mail, email, banner ads<br />Keys to success are…<br />Relevancy, consistency and emotional tie…<br />whether to make one laugh or cry<br />creates memorability and desire for product or service<br />
  23. 23. Twitter works same way.<br />Reach<br />Are you reaching your target audience and advocates?<br />How many of the right followers do you have?<br />Frequency<br />How often do you tweet?<br />Relevancy<br />What is your content?<br />RU providing value?<br />Consistency<br />Can y0u be counted on to always provide good content?<br />
  24. 24. But the difference is…<br />There’s no media cost<br />(that doesn’t mean it is free)<br />There’s the ability to converse<br />One person or more at a time, quickly<br />Critical piece remains: search engine optimization – an important aspect even B4 Twitter<br />
  25. 25. Twitter not holy only.<br />Use as part of [social media] marketing strategy<br />With other online efforts<br />Social networks (Facebook, LinkedIn..)<br />Paid media (Google AdWords…)<br />Google / Bing directories, profiles<br />Blogs (you can have multiple)<br />Websites, particularly e-commerce<br />Pay attention to keywords!<br />
  26. 26. Integrated marketing example<br /> from<br /> Home Instead Senior Care RVA<br />
  27. 27. Home Instead Senior Careof Richmond, Virginia<br />Two Twitter Background Pages<br />Torsten Steinfatt @HomeInsteadRVA<br />Teresa Steinfatt @TeresaSteinfatt<br />Two LinkedIn accounts<br />Facebook Fan Page<br />Local Blog<br />Local Website<br />
  28. 28. Two Twitter accounts.<br />
  29. 29. Local blog.<br />
  30. 30. Facebook Fan page<br />
  31. 31. Websites<br />
  32. 32. Plus ancillary services…<br />FriendFeed<br />StumbleUpon<br />Digg<br />Tumbler<br />Delicious<br />NetworkedBlogs<br />Hootsuite<br />Google Analytics<br />Twellow<br />PeoplePond<br />Technorati<br />TwitPic<br />YouTube<br />MyBlogLog<br /><br />SlideShare<br />And more…(x 2)<br />
  33. 33. Home Instead tweets…<br />Relevant articles / Point of view<br />RTs (retweets) others<br />Events / activities<br />Community partnerships<br />Focused on RVA<br />Building brand awareness, consideration and generating opportunities and leads<br />
  34. 34. Tweets as traffic drivers.<br />Measure tweets w/links<br />Shorten the link, i.e. Hootsuite<br />Test!<br />Copy approach<br />Times of day<br />Measure tweet click-throughs and website traffic sources w/analytics<br />
  35. 35. Sweet tweets.<br />
  36. 36. Tweet stats.<br />
  37. 37. Parting thoughts.<br />Focus on building your online brand with a strategic approach, then decide on which social networks are right for you<br />You wouldn’t launch an ad or PR campaign without at least some semblance of a plan!<br />
  38. 38. Parting thoughts.<br />Social networking and social media is simply social media marketing, as opposed to traditional advertising, PR and direct response marketing<br />The core elements of traditional don’t go away; simply shift<br />
  39. 39. Parting thoughts.<br />A business still requires an acquisition, retention and cross-sell strategy that includes event and product promotion <br />The way in which a business overlays the marketing tactics to meet goals won’t change; <br />What tactics or tools one uses will; higher engagement tools and staff.<br />
  40. 40. Questions?<br />What’s on your mind?<br />
  41. 41. Tweet me.<br /><br /><br />Sally Witzky<br /> <br />804.402.0804<br /><br />