The document discusses strategies for business success on Twitter. It provides statistics on Twitter usage growth and demographics. Specific case studies are presented to illustrate how habits can be built for real-time response infrastructure, clear brand intentions, active conversation participation, social media executive support, easy sharing, paid advertising, and calculated risk-taking. The key message is that building new cultural habits within an organization is the secret to success on Twitter.

1. I know the secret to success
as a business on Twitter.
@nateriggs | #GoInboundMktg
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2. @nateriggs | #GoInboundMktg
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3. The percentage of Internet users who use
Twitter daily quadrupled from 2% in 2010
to 8% by the end of 2012.
Source: Pew Internet Research Winter 2012 @nateriggs | #GoInboundMktg
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4. As of May 2013, there is an average of over
115 million active Twitter users every
month.
Source: StatisticBrain.com/twitter-statistics @nateriggs | #GoInboundMktg
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5. The largest segment of American Twitter
users is made up of 25-34 year old males.
Source: The Social Habit Q4 2012 @nateriggs | #GoInboundMktg
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6. Adoption is increasing among 12-24 year olds
almost twice as fast when compared to older
demographics.
Source: The Social Habit Q4 2012 @nateriggs | #GoInboundMktg
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7. What’s causing this momentum?
@nateriggs | #GoInboundMktg
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8. @nateriggs | #GoInboundMktg
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9. Image Credit: Luca Bruno / Associated Press 2005
St. Peter's Basilica: 2005
@nateriggs | #GoInboundMktg
St. Peter's Basilica, 2013
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10. Smartphones have moved to the mainstream.
@nateriggs | #GoInboundMktg
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11. Tablets are outpacing global computer sales.
@nateriggs | #GoInboundMktg
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12. 41% of tablet owners and 38% of smartphone
owners used their device while also watching
television.
Source: Nelisen - The Social Media Report 2012 @nateriggs | #GoInboundMktg
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13. @nateriggs | #GoInboundMktgSource: Trendrr TV February 2012 White Paper
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14. STEPPS: Why Things Catch On
✓ Social Currency
✓ Triggers
✓ Emotions
✓ Public
✓ Practical Value
✓ Stories
Contagious: Why Things Catch On by Jonah Berger@nateriggs | #GoInboundMktg
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15. TWITTER HABITS
How To Build Mirco-blogging into Your Business Culture
and Get Results
@nateriggs | #GoInboundMktgFlicker Photo Credit: looseends
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16. The secret to business success on Twitter:
build new cultural habits.
@nateriggs | #GoInboundMktg
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17. - Stephen R. Covey
1932 - 2012
@nateriggs | #GoInboundMktg
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18. @nateriggs | #GoInboundMktg
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19. Ann Graybiel, PhD
McGovern Institute for Brain
Research at MIT
@nateriggs | #GoInboundMktg
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20. Habits tend to form slowly but, once formed have
great stability.
@nateriggs | #GoInboundMktg
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21. Charles Duhigg
Winner of the Pulitzer Prize
The New York Times
@nateriggs | #GoInboundMktg
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22. @nateriggs | #GoInboundMktg
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23. = =
@nateriggs | #GoInboundMktg
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24. @nateriggs | #GoInboundMktg
The secret to business success on Twitter:
build new cultural habits.
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25. Case Study: Oreo Superbowl Campaign -- Whisper Fight Spot @nateriggs | #GoInboundMktg
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26. Oreo’s “Whisper Fight” commercial generated
55,000 tweets within 10 minutes of airing, at
the rate of 110 tweets per second.
@nateriggs | #GoInboundMktg
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27. CBS sold out its ad inventory for Super Bowl
XLVII at prices averaging
$3.8 million per 30 second spot.
@nateriggs | #GoInboundMktg
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28. Source: YouTube - CBS Super Bowl Black Out 2013 @nateriggs | #GoInboundMktg
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29. @nateriggs | #GoInboundMktg
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30. “While we certainly didn’t expect the
blackout, the team’s first instinct was
to figure out how Oreo could be
relevant in the moment.”
- Sarah Hofstetter
President, 360i
@nateriggs | #GoInboundMktg
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31. @nateriggs | #GoInboundMktg
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32. The ‘Dunk in the Dark’ tweet received more
than 16,000 RT’s, over 6000 favorites, and
Oreo added 8000+ Twitter followers.
@nateriggs | #GoInboundMktg
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33. - Sarah Hofstetter
President, 360i
“Having a full team of creative,
social media experts and the brand
made it quick and seamless.”
@nateriggs | #GoInboundMktg
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34. Habit #1
Build infrastructure
for real time.@nateriggs | #GoInboundMktg
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35. Case Example: @bobevansfarms guest response @nateriggs | #GoInboundMktg
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36. 37

37. Case Example: @bobevansfarms guest response @nateriggs | #GoInboundMktg
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38. Case Example: @bobevansfarms guest response @nateriggs | #GoInboundMktg
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39. Case Example: @bobevansfarms guest response @nateriggs | #GoInboundMktg
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40. Case Example: @bobevansfarms guest response @nateriggs | #GoInboundMktg
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41. Habit #2
Be clear about your
intentions.
@nateriggs | #GoInboundMktg
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42. Instagram Photo Credit:
@pinkleme, @hannahhhbrooks, @abijoy1991, @sauceruney, @paige_aldrich
@nateriggs | #GoInboundMktg
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43. Case Study: @jenisicream @nateriggs | #GoInboundMktg
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44. Case Study: @jenisicream @nateriggs | #GoInboundMktg
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45. Actively participate in
the conversation.
Habit #3
Photo credit: OnlineJazz.net
@nateriggs | #GoInboundMktg
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46. Case Study: @DanKimRedMango @nateriggs | #GoInboundMktg
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47. @DanKimRedMango
Case Study: @DanKimRedMango @nateriggs | #GoInboundMktg
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48. Case Study: @DanKimRedMango @nateriggs | #GoInboundMktg
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49. Support and
encourage social executives.
Habit #4Photo credit: OnlineJazz.net
Case Study: @DanKimRedMango @nateriggs | #GoInboundMktg
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53. @nateriggs
#GoInboundMktgMktg Source: clicktotweet.com
@clicktotweet
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54. At every touch,
make sharing easy.
Habit #5
Photo credit: OnlineJazz.net
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55. “Because all of the brands are jumping in
and spewing content, there’s a
deafening noise.”
- Jeremiah Owyang
Analyst, The Altimeter Group
@nateriggs | #GoInboundMktg
“So, the one way to cut across that is to
advertise and make your content shine
higher.”
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56. Case Study: FreedMaxick Twitter
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57. Case Study: FreedMaxick Twitter
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59. Case Study: Twitter Ads: YouTube
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60. Be prepared to
pay to play.
Habit #6Photo credit: OnlineJazz.net
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62. Case Study: Big Bird, 2012 - 2nd Presidential Debate
17,000 Tweets per minute for ‘Big Bird’
after that moment during the debate.
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64. Source: https://election.twitter.com/map
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66. Consistently
take calculated risks.
Habit #7
Photo credit: glogster.com
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67. The secret to business success on Twitter:
build new cultural habits.
@nateriggs | #GoInboundMktg
1. Build infrastructure for real time.
2. Be clear about your intentions.
3. Activly participate in the conversation.
4. Support and encourage social executives.
5. At every touch, make sharing easy.
6. Be prepared to pay to play.
7. Continuously take calculated risks.
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68. Get my slides:
http://naterig.gs/goinboundmktg
@nateriggs | linkedin.com/in/nateriggsnate@nateriggs.com | 614-348-2646
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