There is a lot of uncertainty with how to use Twitter and show an ROI for your business. This presentation covers the questions you need to ask before you ever send your first tweet. We also look at some case studies of other organizations that use Twitter as part of their strategy and how they do it.

1. Social Media Strategies for
Business
@KattStearns

3. What We Will Cover
 What Is Social Media
 The benefits of Social Media
 How to start a social media plan
 Twitter 201
 What is Twitter
 Twitter best practices
 Twitter case studies
 How to monitor your social media

4. Use of Social Media in the
B.C. Public Service
Policy Summary No.33
policy and guide on using
social media.

5. It’s a Social World

16. #YVRCanada

17. Crowd Source

18. What Is Social Media

19. 12 Categories of Social Media
 Monitoring Tools (Google Analytics)
 Publishing Tools (Blogging/ Wordpress)
 Social Networking Sites (Facebook)
 Micro Blogging (Twitter/ Tumbler)
 Widgets (Social Sharing)
 Collaboration Tools (Wikipedia)
 Photo/Video Sharing (Flickr, YouTube)
 Personal Broadcasting (Pod Casts)
 Social Commerce (Amazon)
 Location Based Tools (4 Squares, Facebook Places)
 Social Bookmarking (Digg, Stumble Upon)

21. Why Adopt Social Media?
 Listen to your audience - be a part of the conversation
 What are they saying about you?
 Humanize your brand – build like and trust
 Communicate in a way that inspires them to take action
 Paid, earned and owned media
 Inexpensive way to share your message – TIME

22. Why Adopt Social Media?

23. One key element has
changed the conversation
from TV and radio to
social…

24. Brand Advocates

26. Focus On How Do I Make
Their Lives Better, Rather
Than Trying To Interrupt
Them To Sell a Message!

27. It’s not B2B or B2C.
We are all in the business
of P2P.

28. Creating a Social Media
Strategy

29. Have a Vision

30. Have a Vision
 Understand why your organization exists
 What is it that you are passionate about?
 What problem are you solving?
 If the New York Times where to do an interview on you
what message would you want to share?
You’re doing more than just switching out
light bulbs you’re…

31. Understand Your Audience
 Who are we talking to?
 Who is your ideal audience? Students, staff, co-
workers, communities, businesses, government…

32. What Is Your Message

33. What Are Your Objectives
 Don’t just check the “we use social” check box
 What business objectives are you meeting?
 What is the story that you are trying to get across?
 Educate, entertain or empower

34. Now Start Looking At Social
 What is the best way to share your message?
 Where is your audience currently?
 Does your audience want to have a conversation with
you there?
 Identify goals and metrics for the platforms

35. Create a Content Plan
 You may be part of the organizations main social sites or
you may have your own sustainability sites
 What type of content will work best to tell your story
(photo, video, text…)
 Create, curate and repurpose content
 Listen to the conversation and engage – be helpful
 Identify who will be doing this and your frequency

36. Twitter 201

37. Twitter Stats
 190 Million unique Twitter sign ins monthly
 43% use Twitter from a mobile device
 40% of people don’t tweet but sign into Twitter monthly
 Average Brand Response time is 11 hours 15min
 Customer expected response time is 3 hours
 Announced Thursday they are going public

38. What Is Twitter?

39. Optimize Your Profile
 Twitter handle that represents your brand (name check)
 Have a picture of your smiling face or your logo
 Bio: what you do, how your help and what your
passionate about. (thoughts are your own)
 Link to website
 Identify keywords and hashtags to use in tweets and bio
 Create lists to keep yourself organized

40. What do I say on Twitter?
Twitter Strategies

41. Tell Your Story
They might not care that you
switched out a light bulb
but…

42. Tell Your Story
They will care if it is a picture
of a light bulb!

43. Tell Your Story

44. Be The Information Source

45. Build Connections

46. Crowd Source Projects

47. Be Helpful

48. Listen To The Conversation
Latitude, Longitude and Radius

49. Listen To The Conversation

50. Listen To The Conversation

51. Listen To The Conversation
Latitude, Longitude and Radius

52. Create Hashtags
 Follow topics, searchable, amplify
meaning, keywords, trending, promote and brand your
company.
 Facebook, Instagram, Google+, Vine and Pinterest
 Don’t use punctuation or it won’t be searchable
 Create a hashtag that you can use to get you message
across in all your marketing material online and offline.
“How do you conserve? Share your
tips for a chance to win #IAmGreen”

53. Create Hashtags
 Use hashtags to Promote events and campaigns
before, during and after.
 TweetWall Pro to display tweets at events
 Run Twitter contests to get more followers and help bring
awareness to your hashtag
 Twitter Chats with other EM’s or with your audience
 Create different hashtags for specific updates

54. Listen To The Conversation

55. Listen To The Conversation

56. Share Your Content
 Tweet blog posts, reports, videos and other content.
 Share tips and advise (#EMMonday, #TipTuesday)
 Embed tweets in your website or in documents
 After they signup or take a pledge to send out to their
network

57. Share Your Content

58. Share Your Content

59. Share Your Content

60. Customer Service

61. You Don’t Have to Tweet
 News updates from all news outlets (headlines only)
 Traffic updates #RiderAlert
 Contests, discounts and specials
 Follow favorite brands, authors and businesses for
updates
 Stay on top of the latest news and trends
 You can make your account private (not recommended
for business purposes)

62. How To Monitor
Social Media

63. What Matters To You?

64. Twitter Analytics

65. Twitonomy

66. KLOUT

67. Google Analytics

68. Google Adwords

69. Social Media Analytics Tools

70. Twitter Can Do More
Than Just Drive Traffic
To Your Website

71. Small Consistent
Interactions
That Can Lead To
Big Discovery!

72. Questions?!?

73. Thank You!!
What was your favorite tip?
@KattStearns
Katt@KattStearns.com