A simple, 5 part framework for getting into social media for your social business, and doing it right!

1. Small Business,
Social Business.
star%ng with Twi-er
1. Why?
2. How?
3. What NOT to do.
Laura “@Pistachio” Fitton
4. Find the right tools. CEO/Founder – oneforty
5. Keep it all together. Co-author – Twitter for Dummies

2. “by consistently touching
a tribe of people with
generosity and insight,
she’s earned the right to
lead”
-Seth Godin, Tribes

3. Small Business,
Social Business. star%ng with Twi-er
1. WHY?

6. Why Consumers Follow Brands
• Updates on future • Fun/entertainment
products (#1: 38%) • Exclusive content
• Stay informed about • Learn more about the
company activities company
• Discounts and • Show others my support
promotions for the company
• Updates on upcoming • Share ideas/provide
sales feedback (#10: 20%)
• Samples/coupons
CoTweet ExactTarget 2010

7. “Just for PR & MarkeAng, right?”
• MarkeAng • Brand Monitoring
• AdverAsing • SEO & Traffic
• PR/word of mouth • Promote events
• Social CRM • Create & share
• Sales content
• Contests & offers • Build community
• News & trends • Earn social capital
• Customer Service • Networking

8. “Everything email touches…”
• Events backchannel • Decentralized teams
• Research • Employee support
• CollaboraAon • Mentoring
• InnovaAon • Problem‐solving
• RecruiAng • Purely social
• Best pracAces • Knowledge
• Project status management
• Sourcing soluAons

9. Small Business,
Social Business. star%ng with Twi-er
2. HOW?

10. Listen.
Learn.
Care.
Serve.

11. Listen.

12. SMM Survey
http://bit.ly/bestsmmtools

13. SMM Survey

14. Learn.
• Act on what you’re hearing
• Shine a light on others’ ideas
• Innovate
• Measure and noAce what’s working
• Apologize when you screw up
• Encourage your team to explore and
take risks
• Try new stuff. Repeat.
14

15. Care.
Your Mother Taught You How To Tweet
1. Dress nicely
– Background & avatar
2. Introduce yourself
– Complete profile, link on your site
3. Be a good conversaAonalist
– Listen. Respond. Be relevant. Be useful.

16. Care.
Manage Customer Rela%onships
• Get involved where customers already are
• Build relaAonships and keep in touch
throughout the Customer Lifecycle
‐‐ save searches, track deals, manage
contacts & projects
• TIP: Try a Social CRM tool with many
different integraAons
16

17. Serve.
Create great content
• Twiaer streams, Facebook pages, blogs, ebooks,
white papers & webinars
• Cover things your prospecAve customer cares
about and needs to know.
• Tool Ap: Try Disqus for blog comments:
– encourage social sharing
– engage prospects
– organize email addresses
17

18. Serve.
Curate great content
• Be a one‐stop‐shop for everything customers need
• “Do what you do best and link to the rest!” ‐@jeearvis
• Resist “NIH” (not invented here) don’t try to generate
all the content yourself
http://14t.me/curatecontent

19. Small Business,
Social Business. star%ng with Twi-er
3. What NOT to do.

20. We Need More Followers!
Clickthrus?
Fans?
Friends?
Traffic?
Klout?
InfluenAals?
SOMETHINGS? Right? Don’t we? Hello?

21. You Need Business Objec6ves.
Then, measure what you’re actually
trying to do.

22. We Need Social Campaigns!
not so much.
Invest in Social literacy.

23. The ROI is Unproven!
+

24. The ROI is THERE
• Track conversions from social
media
• Build and track relaAonships
and leads
• Track conversAons with in‐
page analyAcs
• Retain customers and create
fans
• Save costs ‐ customer
support, lead generaAon

25. Small Business,
Social Business. star%ng with Twi-er
4. Find the right tools

26. Learn More…

27. Learn More…

28. Toolkits…

31. Small Business,
Social Business. star%ng with Twi-er
5. Keep it all together

32. http://bit.ly/socbasebeta

33. SocialBase.
Everything in one place.
Any tool. Any workflow.
BENEFITS
• Brings order and expertise immediately
• Customizable and programmable
• Expert training wheels for social
projects
• Brings scale and collaboration from
one desktop