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Twitter for Business Paul Gillin Author, The New Influencers Secrets of Social Media Marketing gillin.com
Twitter is a Microblog Service It is the simplest form of blog. But in simplicity there is often great power. “ A microblog differs from a traditional blog in that its content is typically much smaller, in both actual size and aggregate file size…microbloggers post about topics ranging from the simple, such as ‘what I'm doing right now,’ to the thematic, such as ‘sports cars.’” --Wikipedia
A Few Microblogging Services And, of course…
Did You Know That…	 ,[object Object]
10% of Twitter users account for 90% of all activity? (Harvard Business School)
The more followers you have, the more you tweet? (Sysomos)
Brazilians are the second largest population of Twitter users? (Sysomos)
15% of all US adults will use a microblog service this year? (eMarketer)
Ashton Kutcher, Britney Spears and Ellen DeGeneres each have more followers than President Obama? (Twitterholic.com),[object Object]
Many Uses for Twitter
Publish Everywhere 44 million members 32 million members 300 million members 1 billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 10 million members 50 million members
International Flavor Source: Twitter, Compete.com
What’s the big deal about 140? Here’s what 140 characters looks like: “Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposi” Or Tweetshrunk to: “4 score & 7 years ago R fthrs brought forth on ths continent, a new nation, conceived in Liberty, & dedicated 2 the prop that all men R crea”
The Appeal of “Ambient Intimacy” “Facebook users didn't think they wanted constant, up-to-the-minute updates on what other people are doing. Yet when they experienced this sort of omnipresent knowledge, they found it intriguing and addictive. “Each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends' and family members' lives, like thousands of dots making a pointillist painting.” --Clive Thompson, The New York Times, 9/8/09
Uses For Twitter in Business ,[object Object]
Hiring
Traffic building
Professional networking
Publicity
News
Prospecting
Feedback
Peer relations
Competitive tracking
Search engine optimization
Mobile  visibility$ Source: Sirona Consulting
Getting Started Sign up ,[object Object]
If tweeting for business, choose username linked to business (i.e. “@MeganCIO”Fill out that profile ,[object Object]
Use keywords
Link to an “About” page on your site
Include photo or logo, depending on intended useChange the default background ,[object Object]
Pay attention to business marketing guidelines,[object Object]
Step Two Choose a Reader ,[object Object]
Seesmic (top) and Tweetdeck are popular choices
Choose a mobile client
Readers support filtering, lists, profiles, follow/unfollow, multimedia, cross-posting to other social networks, tweetshrink, URL shorteningFollow people ,[object Object]
Follow your friends, then find people through search.twitter.com, Listorious the people others followListen For a While Tweetdeck Seesmic Tweetie Twitterific (iPhone) Pandora (Android)
Monitor Conversations
It's Your Turn to Talk Say Something Interesting ,[object Object]
Comment on others’ tweets
Talk about others, not yourselfThe Golden Ratio is 9:1 ,[object Object]
Be courteous, even if you disagree
Take time to look up user IDs of others you quote@ShellyKramer: It's An Exciting Time to Be A Creative Type | http://bit.ly/c1Fzxo Do not have your username "admin" when using a wordpress blog #wcmia New Mashable app is massive improvement from previous incantation and soo glad they dumped that 'graphic' or whatever it was Facebook Problems Today: Photo Uploads Broken and Other Issues http://bit.ly/cuRs2n 4 Reasons Why Nobody Reads Your Blog http://ow.ly/19kDd #BloggingTips by @binterest Romania seeks to tax fatty fast food http://is.gd/8JS5a 16 unusual facts about the human body http://u.nu/3fpw5
Consider Your Persona Helpful? Funny? Offbeat? Sympathetic? Snarky? Unpredictable? Try following some popular people , then choose a style that makes sense for you
Check out this interesting  article! http://bit.ly/bvnPDV New entry on my blog: http://bit.ly/bvnPDV @JasonFalls do you like @Backupify? I've heard of it but never from someone I trust who uses it. It’s snowing in Austin and raining in New York. Something’s wrong! We just launched a new product! http://bit.ly/bvnPDV Info tweet  Retweet Help tweet Six Types of Tweets RT @copyblogger Revised AP style guide http://bit.ly/bvnPDV Postman tweet Smiley tweet Source: Sirona Consulting Youtweet

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Twitter for Business

  • 1. Twitter for Business Paul Gillin Author, The New Influencers Secrets of Social Media Marketing gillin.com
  • 2. Twitter is a Microblog Service It is the simplest form of blog. But in simplicity there is often great power. “ A microblog differs from a traditional blog in that its content is typically much smaller, in both actual size and aggregate file size…microbloggers post about topics ranging from the simple, such as ‘what I'm doing right now,’ to the thematic, such as ‘sports cars.’” --Wikipedia
  • 3. A Few Microblogging Services And, of course…
  • 4.
  • 5. 10% of Twitter users account for 90% of all activity? (Harvard Business School)
  • 6. The more followers you have, the more you tweet? (Sysomos)
  • 7. Brazilians are the second largest population of Twitter users? (Sysomos)
  • 8. 15% of all US adults will use a microblog service this year? (eMarketer)
  • 9.
  • 10. Many Uses for Twitter
  • 11. Publish Everywhere 44 million members 32 million members 300 million members 1 billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 10 million members 50 million members
  • 12. International Flavor Source: Twitter, Compete.com
  • 13. What’s the big deal about 140? Here’s what 140 characters looks like: “Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposi” Or Tweetshrunk to: “4 score & 7 years ago R fthrs brought forth on ths continent, a new nation, conceived in Liberty, & dedicated 2 the prop that all men R crea”
  • 14. The Appeal of “Ambient Intimacy” “Facebook users didn't think they wanted constant, up-to-the-minute updates on what other people are doing. Yet when they experienced this sort of omnipresent knowledge, they found it intriguing and addictive. “Each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends' and family members' lives, like thousands of dots making a pointillist painting.” --Clive Thompson, The New York Times, 9/8/09
  • 15.
  • 20. News
  • 26. Mobile visibility$ Source: Sirona Consulting
  • 27.
  • 28.
  • 30. Link to an “About” page on your site
  • 31.
  • 32.
  • 33.
  • 34. Seesmic (top) and Tweetdeck are popular choices
  • 36.
  • 37. Follow your friends, then find people through search.twitter.com, Listorious the people others followListen For a While Tweetdeck Seesmic Tweetie Twitterific (iPhone) Pandora (Android)
  • 39.
  • 41.
  • 42. Be courteous, even if you disagree
  • 43. Take time to look up user IDs of others you quote@ShellyKramer: It's An Exciting Time to Be A Creative Type | http://bit.ly/c1Fzxo Do not have your username "admin" when using a wordpress blog #wcmia New Mashable app is massive improvement from previous incantation and soo glad they dumped that 'graphic' or whatever it was Facebook Problems Today: Photo Uploads Broken and Other Issues http://bit.ly/cuRs2n 4 Reasons Why Nobody Reads Your Blog http://ow.ly/19kDd #BloggingTips by @binterest Romania seeks to tax fatty fast food http://is.gd/8JS5a 16 unusual facts about the human body http://u.nu/3fpw5
  • 44. Consider Your Persona Helpful? Funny? Offbeat? Sympathetic? Snarky? Unpredictable? Try following some popular people , then choose a style that makes sense for you
  • 45. Check out this interesting article! http://bit.ly/bvnPDV New entry on my blog: http://bit.ly/bvnPDV @JasonFalls do you like @Backupify? I've heard of it but never from someone I trust who uses it. It’s snowing in Austin and raining in New York. Something’s wrong! We just launched a new product! http://bit.ly/bvnPDV Info tweet Retweet Help tweet Six Types of Tweets RT @copyblogger Revised AP style guide http://bit.ly/bvnPDV Postman tweet Smiley tweet Source: Sirona Consulting Youtweet
  • 46. Don’t… Flame or use abusive language Repeat personal or confidential information Talk about your gambling, drinking or other after-hours exploits Complain about clients or colleagues Repeatedly send the same tweet Twitter is public and searchable. People are listening!
  • 47. Terms to know Tweet: A single Twitter message of 140 characters or less Profile: Your Twitter persona, including contact info and 160-character profile Follower: Unilateral relationship in which a person chooses to receive all your tweets Tweetstream: The flow of tweets from people you follow Public Timeline: The globally visible Twitter stream @Reply: Public response to a single user that is directed to a special inbox for that user. Also appears on tweetstreams of that person’s followers Retweet: Twitter message forwarded to another member’s followers
  • 48. Terms to know Direct Message (DM): Private Tweet; the equivalent of an e-mail or text message Block: Prevents someone from following you Tweeple: People who tweet Tweetup: Meeting organized via Twitter; the event itself is usually heavily tweeted List: 2009 enhancement that enables members to group and share lists other tweeple by category Favorite: Saved tweet Connections: Applications permitted to access your account Geotag: Optional geographic annotation that tells people where you are
  • 49.
  • 53. Compatibility with your readerFrom This: http://maps.google.com/maps?q=one+speen+street,+framingham,+ma&ie=UTF8&hq=&hnear=1+Speen+St,+Framingham,+Middlesex,+Massachusetts+01701&gl=us&ei=-hOES45dh-GUB4G1_I4C&ved=0CAcQ8gEwAA&z=16 Claims world’s shortest URLs To This: http://3.ly/lyx
  • 54.
  • 55. Demonstrate you know your market
  • 56. Promote your work thoughtfully
  • 57. Share links and knowledge
  • 58. Use LinkedIn contacts or business cards to look up and follow people in your field
  • 59. Alternate between something relevant to your business and something irrelevant. Comments on the tax season can alternate with notes about my passion fruits coming into season.
  • 60. Add “Follow Me on Twitter” to your emails, web site, and other communications
  • 61. Focus on one or two of your followers a day. Spotlight something about them in a tweet. They’ll notice.Excerpted from “137 Twitter Tips: How Small Businesses Get The Most From Twitter” by Small Business Trends (@smallbiztrends)
  • 62.
  • 63. Don’t follow too many more people than follow you, or you risk looking like a spammer.
  • 64. Find other companies that are similar to yours and follow them. Their customers will start following you.
  • 65. The smart way to market on Twitter: Don’t. Instead, provide value to others.
  • 66. Always be positive. The quickest way to get me to stop listening to you is to constantly complain.
  • 67. When the people you are following put out a tweet for help, answer back. Don’t let the it die in cyberspace.
  • 68. If you ask for a RT (retweet) leave at least 15 characters so people RT’ingyour message don’t have to shorten it.Excerpted from “137 Twitter Tips: How Small Businesses Get The Most From Twitter” by Small Business Trends (@smallbiztrends)
  • 69. Advanced Tools Direct Message – Essentially a short, private e-mail (Both parties must be following each other). Hash tag – Text string that categorizes a tweet’s relevance to a theme. Examples: #fail, #tigerwoods, #obama, #macworld. Useful in organizing and trending Auto reply – Controversial practice of sending automated responses to new followers
  • 70. Use Hash Tags To… Find people with similar interests Create conversations around a brand or event Create structured online events Monitor topics of interest Discover new sources and information Quick assess sentiment
  • 71. Twitter Culture Trends: Popular topics of the moment, often displayed as tag clouds Selling: Just don’t Memes: Thematic conversations, often tied to days of the week. Ex: #FollowFriday, #Music Monday, #SinnerSunday Responses: It’s considered a snub to fail to respond to a request sent as an @ message Texting Slang: Avoid all but the essential. “IMO” is OK; “LMFAO” isn’t
  • 72. Building Followers: The Quality/Quantity Tradeoff
  • 73. A Tiny Sampling of Follower Services TwtrFrnd - Find out who two members follow in common, plus who member 1 is following who also follows member 2 TweetSum - Follow or ignore your recent followers with a simple drag and drop interface TwtUpon - Find people based up on interests and feedback Topify- One-click follow-back; Answer direct messages from your inbox TwitSeeker - Find & follow tweeps based on keywords Joule- Charts, graphs, and RSS feeds of your follower changes. TheTwitterBot - AutoFollow massive number of new people Tweepi - Value of metrics to help find people to follow and unfollow Twitroduce - Track activity around your tweets. One-click of other usersstalking (and who is stalking them). iHazFollow - Check to see who is following who, and if the relationship is reciprocated. Source: Twitter Fan Wiki
  • 74. Word to the Wise Twitter has a very open architecture This is both blessing and curse A lot of Twitter apps don’t work or deliver questionable results 404 – Caveat Emptor Just don’t expect too much
  • 75. Engage Popular People 1.7 million followers 1.1 million followers 1.2 million followers 473,000 followers 980,000 followers
  • 76.
  • 77. Comment upon and retweet their messages
  • 79. If they follow you, thank them
  • 81. It’s occasionally OK to ask for a RT
  • 82. They know they’re important; don’t abuse the relationshipChecking out "Facebook and Health Ads" on @WEGOHealth : http://ning.it/93dQ6z Tweeps: I'm in front of a college journalism class. What shld these students know abt social media. RT @tshuttleworth: This is the golden age of engagement for book publishers. - Arianna Huffington #toccon
  • 83.
  • 84. Tweet from events you attend
  • 86. Add your Twitter ID to all communications
  • 87. Participate in topical Twitter chats
  • 88. Think outside the box: What can you try with Twitter?#brandchat(Weds. @ 10) #smallbizchat (Weds. @ 7) #solorpr(Weds. @ noon) #journchat (Mon. @ 7) #blogchat (Sun. @ 8)
  • 89.
  • 91.
  • 93.
  • 94. Offbeat and Original Paul Armstrong has built a following of more than 22,000 people for his Twitter persona @themediaisdying. Last summer he was hired as head of social media for one of Europe’s largest public sector consultancies. A team of 16 publishing professionals collaborate on the satirical tweet stream @fakeapstylebook. They’ve amassed more than 100,000 followers in less than four months with just 850 tweets. A book is in the works. Justin Halpern began recording his father’s off-color and often hilarious homespun wisdom on @Sh*tMyDadSays. Six months and 103 tweets later, he’s got 1.2 million followers and a TV pilot.
  • 95. The Twitter Fan Page Wiki lists more than 700 applications. Everyone’s tastes are different. Some of my favorites: Continuous keyword/ hashtag monitoring Big directory of businesses on Twitter Measures power, reach and authority of a Twitter account Schedule tweets for later delivery TweetStats analyzes your own Twitter activity Who’s tweeting in your area Customer Twitter dashboard
  • 96. Business Uses of Twitter
  • 97.
  • 98. Ask questions, conduct market research
  • 99. Collect ideas, innovations and feedback from social network
  • 100. Customer service and retention
  • 101. Humanize brand, increase staff retention, build team spirit
  • 104. Advertise events, activities, products and promotions
  • 105. Automatically broadcast of events related to businessSource: Richard Caelius (@rcaelius)
  • 106.
  • 107. Special offers and promotions (by segment and geography), special interest engagement groups and information channel
  • 108.
  • 109. Free permission marketingSource: Richard Caelius (@rcaelius)
  • 110.
  • 111. Focus is on building relationships and enthusiasm among prospective employees
  • 112.
  • 113. Image of Sodexo as progressive company appeals to young workers
  • 114. Recruitment costs substantially reducedQuote “The human touch is essential. People know there’s somebody behind the message and the photo.” -Kerry Noone, Manager, Marketing Communications
  • 115.
  • 116. In this business, timing matters
  • 117. Twitter is low-cost real-time promotional channel
  • 118.
  • 119. Messages are informative, witty and original Source: Richard Caelius (@rcaelius)
  • 120.
  • 121. Tools mainly manage multiple accounts and monitor conversations
  • 122. Next generation will automate posting across multiple channels, summarize feedback and follow up on actions
  • 123.
  • 124. Thank you! Paul Gillin 508-656-0734 paul@gillin.com www.gillin.com Twitter: pgillin Subscribe to my free weekly newsletter at gillin.com Available on Amazon or at NewInfluencers.com Available on Amazon or at SSMMbook.com Coming late 2010: Social Marketing to the Business Customer By Paul Gillin & Eric Schwartzman