How to Use Twitter to Build Your Brand
<ul><ul><li>What is Twitter? </li></ul></ul><ul><ul><li>Get Started  </li></ul></ul><ul><ul><li>Define Your Personality  <...
What is Twitter?
<ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Micro-blogging  </li></ul></ul><ul><ul><li>Users publish short me...
<ul><ul><li>Over 1.25 Billion Tweets and counting </li></ul></ul><ul><ul><li>Jan 2008 - Jan 2009  </li></ul></ul><ul><ul><...
<ul><ul><li>Uses for Business </li></ul></ul><ul><ul><ul><li>Share Information </li></ul></ul></ul><ul><ul><ul><li>Monitor...
Get Started
Get Started
Get Started:  Settings <ul><ul><li>One-Line Bio  </li></ul></ul><ul><ul><ul><li>160 characters max </li></ul></ul></ul><ul...
Get Started:  Following <ul><ul><li>Following a user - their updates will appear on your homepage </li></ul></ul><ul><ul><...
Get Started:  Jargon <ul><ul><li>Tweet = Posting or sending a message on Twitter </li></ul></ul><ul><li>  </li></ul><ul><u...
Define Your Personality
<ul><ul><li>What's best for your business? </li></ul></ul><ul><ul><li>Match goals </li></ul></ul><ul><ul><ul><li>Sales, cu...
Define Your Personality
Define Your Personality
Define Your Personality
<ul><ul><li>Blogs & Press Releases </li></ul></ul><ul><ul><ul><li>Not just links </li></ul></ul></ul><ul><ul><li>Engagemen...
<ul><ul><li>Share Business Information </li></ul></ul><ul><ul><ul><li>promotions/giveaways </li></ul></ul></ul><ul><ul><ul...
<ul><ul><li>Tweet other's work or news from your industry </li></ul></ul><ul><ul><li>Reply to tweets </li></ul></ul><ul><u...
<ul><ul><li>Use Hashtags to encourage response </li></ul></ul><ul><ul><li>Searchable, easy to monitor </li></ul></ul><ul><...
<ul><ul><li>Replying </li></ul></ul><ul><ul><li>Direct communication with customers  </li></ul></ul><ul><ul><li>Respond to...
Build Your Presence
<ul><ul><li>Stream Aggregators </li></ul></ul><ul><ul><ul><li>Twitter Search (search.twitter.com)‏ </li></ul></ul></ul><ul...
Build Your Presence:  Monitor Buzz
<ul><ul><li>Be discoverable! </li></ul></ul><ul><ul><li>Post link to your Twitter </li></ul></ul><ul><ul><ul><li>Website, ...
<ul><ul><li>Domain Name Registration </li></ul></ul><ul><ul><li>Contest to launch Twitter account in Dec 2008 </li></ul></...
Measure Your Success
Measure Your Success <ul><ul><li>Qualitative Goals </li></ul></ul><ul><ul><ul><li>Direct conversation with customers, cust...
<ul><ul><li>How to measure? </li></ul></ul><ul><ul><ul><li>Number of followers </li></ul></ul></ul><ul><ul><ul><li>Frequen...
<ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Hear what people are saying about Dell </li></ul></ul><ul><ul><li>Indivi...
Measure Your Success:  DellOutlet
<ul><ul><li>Dell began on Twitter in March 2007 </li></ul></ul><ul><ul><li>Announced occasional sales for the Dell Outlet ...
<ul><ul><li>Set ROI Metrics </li></ul></ul><ul><ul><li>Constantly Evaluate Your Goals </li></ul></ul><ul><ul><ul><li>Drivi...
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How to Use Twitter to Build Your Brand

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An introduction to using twitter to build your brand and support your overall marketing goals.

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  • You can also use this search to follow you brand mentions on all major news and social media sources. http://newsmixx.com/search. This also has a rss feed which you can pull up in any rss reader.
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  • How to Use Twitter to Build Your Brand

    1. 1. How to Use Twitter to Build Your Brand
    2. 2. <ul><ul><li>What is Twitter? </li></ul></ul><ul><ul><li>Get Started  </li></ul></ul><ul><ul><li>Define Your Personality  </li></ul></ul><ul><ul><li>Build Your Presence  </li></ul></ul><ul><ul><li>Measure Your Success </li></ul></ul>Agenda
    3. 3. What is Twitter?
    4. 4. <ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Micro-blogging  </li></ul></ul><ul><ul><li>Users publish short messages (tweets)  </li></ul></ul><ul><ul><ul><li>140 characters or less  </li></ul></ul></ul><ul><ul><li>Answers the question &quot;What's on Your Mind?“   </li></ul></ul><ul><ul><li>Access from phone, third-party applications, RSS, and web </li></ul></ul>What is Twitter?
    5. 5. <ul><ul><li>Over 1.25 Billion Tweets and counting </li></ul></ul><ul><ul><li>Jan 2008 - Jan 2009  </li></ul></ul><ul><ul><ul><li>1000% growth in users  </li></ul></ul></ul><ul><ul><ul><li>54M monthly visits, up over 1200% </li></ul></ul></ul>What is Twitter?
    6. 6. <ul><ul><li>Uses for Business </li></ul></ul><ul><ul><ul><li>Share Information </li></ul></ul></ul><ul><ul><ul><li>Monitor Buzz </li></ul></ul></ul><ul><ul><ul><li>Customer Interaction </li></ul></ul></ul><ul><ul><li>Goals for Twitter </li></ul></ul><ul><ul><ul><li>Get customer/marketplace feedback in real time </li></ul></ul></ul><ul><ul><ul><li>Respond more quickly to issues </li></ul></ul></ul><ul><ul><ul><li>Monitor the industry and competitors </li></ul></ul></ul><ul><ul><ul><li>Engage in direct contact with consumers </li></ul></ul></ul>What is Twitter?
    7. 7. Get Started
    8. 8. Get Started
    9. 9. Get Started: Settings <ul><ul><li>One-Line Bio  </li></ul></ul><ul><ul><ul><li>160 characters max </li></ul></ul></ul><ul><ul><li>Profile Picture </li></ul></ul><ul><ul><li>Background Design </li></ul></ul><ul><ul><li>URL, Location, Time Zone, Notification Settings </li></ul></ul>
    10. 10. Get Started: Following <ul><ul><li>Following a user - their updates will appear on your homepage </li></ul></ul><ul><ul><li>Finding people </li></ul></ul><ul><ul><ul><li>Search for businesses, people, and influencers in your community </li></ul></ul></ul><ul><ul><ul><li>Building a network  </li></ul></ul></ul><ul><ul><ul><li>Follow high-volume users by RSS </li></ul></ul></ul><ul><ul><li>Follow those who follow you </li></ul></ul>
    11. 11. Get Started: Jargon <ul><ul><li>Tweet = Posting or sending a message on Twitter </li></ul></ul><ul><li>  </li></ul><ul><ul><li>@ = Use to reply to another person, or referencing someone, in front of their Twitter ID  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>DM = Direct Message sent via the Twitter network, use when sending personal info, sharing constructive criticism, having a long conversation or when you want to ask someone a specific question </li></ul></ul><ul><li>  </li></ul><ul><ul><li>RT = Retweet is a re-post of someone’s message. You would RT @TwitterName a quote of one of their Tweets.  </li></ul></ul><ul><li>  </li></ul><ul><ul><li># = hashtag: Hashtags are a community-driven convention to add context to your tweets. You create a hashtag simply by prefixing a word in your post with a hash symbol: #hashtag.  </li></ul></ul><ul><ul><ul><li>http://hashtags.org </li></ul></ul></ul>
    12. 12. Define Your Personality
    13. 13. <ul><ul><li>What's best for your business? </li></ul></ul><ul><ul><li>Match goals </li></ul></ul><ul><ul><ul><li>Sales, customer service, brand awareness </li></ul></ul></ul><ul><ul><li>Profile Name: Company or Individual? </li></ul></ul>Define Your Personality
    14. 14. Define Your Personality
    15. 15. Define Your Personality
    16. 16. Define Your Personality
    17. 17. <ul><ul><li>Blogs & Press Releases </li></ul></ul><ul><ul><ul><li>Not just links </li></ul></ul></ul><ul><ul><li>Engagement & Conversation </li></ul></ul><ul><ul><li>Tweet often </li></ul></ul>Define Your Personality: What to Tweet
    18. 18. <ul><ul><li>Share Business Information </li></ul></ul><ul><ul><ul><li>promotions/giveaways </li></ul></ul></ul><ul><ul><ul><li>site updates </li></ul></ul></ul><ul><ul><ul><li>inform of site outages  </li></ul></ul></ul><ul><ul><li>Begin Conversations </li></ul></ul><ul><ul><ul><li>  Ask questions relevant to your industry </li></ul></ul></ul><ul><ul><li>  Share Links </li></ul></ul><ul><ul><ul><li>What interests the community </li></ul></ul></ul>Define Your Personality: What to Tweet
    19. 19. <ul><ul><li>Tweet other's work or news from your industry </li></ul></ul><ul><ul><li>Reply to tweets </li></ul></ul><ul><ul><li>Use your followers </li></ul></ul><ul><ul><ul><li>Retweet an interesting article </li></ul></ul></ul>Define Your Personality: Post Relevant Content
    20. 20. <ul><ul><li>Use Hashtags to encourage response </li></ul></ul><ul><ul><li>Searchable, easy to monitor </li></ul></ul><ul><ul><li>Ask customers a question or promote a specific product </li></ul></ul>Define Your Personality: Post Relevant Content
    21. 21. <ul><ul><li>Replying </li></ul></ul><ul><ul><li>Direct communication with customers  </li></ul></ul><ul><ul><li>Respond to complaints and praise  </li></ul></ul><ul><ul><li>Continue the conversation </li></ul></ul>Define Your Personality: Post Relevant Content
    22. 22. Build Your Presence
    23. 23. <ul><ul><li>Stream Aggregators </li></ul></ul><ul><ul><ul><li>Twitter Search (search.twitter.com)‏ </li></ul></ul></ul><ul><ul><ul><li>Tweetmeme (tweetmeme.com)‏ </li></ul></ul></ul><ul><ul><li>Conduct keyword searches </li></ul></ul><ul><ul><ul><li>RSS </li></ul></ul></ul><ul><ul><ul><li>Monitor mentions of your company </li></ul></ul></ul><ul><ul><ul><ul><li>Praise & complaints </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reply </li></ul></ul></ul></ul><ul><ul><li>Comment on interesting posts </li></ul></ul><ul><ul><ul><li>Retweet & credit original user </li></ul></ul></ul><ul><ul><ul><li>Find new people to follow </li></ul></ul></ul>Build Your Presence: Monitor Buzz
    24. 24. Build Your Presence: Monitor Buzz
    25. 25. <ul><ul><li>Be discoverable! </li></ul></ul><ul><ul><li>Post link to your Twitter </li></ul></ul><ul><ul><ul><li>Website, Blog, Facebook, Email Communications </li></ul></ul></ul><ul><ul><ul><li>Let current customers know </li></ul></ul></ul><ul><ul><ul><li>Allows customers to engage in a direct conversation in a space they already use </li></ul></ul></ul><ul><ul><li>Follow all your followers </li></ul></ul>Build Your Presence: Publicize
    26. 26. <ul><ul><li>Domain Name Registration </li></ul></ul><ul><ul><li>Contest to launch Twitter account in Dec 2008 </li></ul></ul><ul><ul><li>Once an hour, a Christmas-related trivia question </li></ul></ul><ul><ul><li>Prize: one-year domain registration </li></ul></ul><ul><ul><ul><li>To receive it, you needed a Namecheap account </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Site traffic up over 10%  </li></ul></ul></ul><ul><ul><ul><li>Domain Registrations up 20%  </li></ul></ul></ul><ul><ul><ul><li>Publicity </li></ul></ul></ul>Build Your Presence: Namecheap
    27. 27. Measure Your Success
    28. 28. Measure Your Success <ul><ul><li>Qualitative Goals </li></ul></ul><ul><ul><ul><li>Direct conversation with customers, customer satisfaction </li></ul></ul></ul><ul><ul><ul><li>Increased brand awareness and improved image </li></ul></ul></ul><ul><ul><ul><li>Brand loyalty </li></ul></ul></ul><ul><ul><li>Quantitative Goals </li></ul></ul><ul><ul><ul><li>Increased site traffic </li></ul></ul></ul><ul><ul><ul><li>Increased sales </li></ul></ul></ul><ul><ul><ul><li>Page rank </li></ul></ul></ul>
    29. 29. <ul><ul><li>How to measure? </li></ul></ul><ul><ul><ul><li>Number of followers </li></ul></ul></ul><ul><ul><ul><li>Frequency of brand discussion </li></ul></ul></ul><ul><ul><ul><li>Google Analytics for homepage </li></ul></ul></ul><ul><ul><ul><li>Web tools starting to include Twitter </li></ul></ul></ul><ul><ul><ul><ul><li>Example: Omniture SiteCatalyst </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Monitor and measure tweets </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Track preset keywords </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Identify brand advocates and cynics </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Other web tools will follow </li></ul></ul></ul></ul>Measure Your Success
    30. 30. <ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Hear what people are saying about Dell </li></ul></ul><ul><ul><li>Individual customer connections to address individual needs  </li></ul></ul><ul><ul><li>Act to change to business processes and products </li></ul></ul><ul><ul><li>Build and nurture customer/stakeholder relationships </li></ul></ul><ul><ul><li>Product Development  </li></ul></ul><ul><ul><li>Track revenue generation from The Dell outlet, small business and home offers available on Twitter </li></ul></ul>Measure Your Success: DellOutlet
    31. 31. Measure Your Success: DellOutlet
    32. 32. <ul><ul><li>Dell began on Twitter in March 2007 </li></ul></ul><ul><ul><li>Announced occasional sales for the Dell Outlet online store  </li></ul></ul><ul><ul><li>More than 11,000 followers by February 2008  </li></ul></ul><ul><ul><li>Dell Outlet began a series of promotions exclusively on Twitter   </li></ul></ul><ul><ul><li>Over $1M in revenue through Twitter   </li></ul></ul>Measure Your Success DellOutlet
    33. 33. <ul><ul><li>Set ROI Metrics </li></ul></ul><ul><ul><li>Constantly Evaluate Your Goals </li></ul></ul><ul><ul><ul><li>Driving traffic to site </li></ul></ul></ul><ul><ul><ul><li>Increased customer service </li></ul></ul></ul><ul><ul><ul><li>Raise brand awareness  </li></ul></ul></ul><ul><ul><li>Listen to your feedback  </li></ul></ul>Measure Your Success

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