The document discusses the significance of Twitter as a social media platform for businesses, emphasizing its real-time communication capabilities and engagement potential. It outlines Twitter basics, usage guidelines, and tools for effective management. Additionally, it highlights the importance of integrating Twitter within a broader marketing strategy to enhance brand awareness and audience engagement.

1. Does it make sense for YOUR business?Twitter, tweets, retweets & tweetups.Sally WitzkyAll slides © 2009 Traction Group LLC. All rights reserved.

2. Why RU here?Why did you come today?To learn?To network?To converse?To socialize?Other?

3. Twitter basics.Micro-blog @ 140 charactersA real-time, short messaging serviceWorks over multiple networks / devicesAround the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from businesses and friends

4. Very similar to…LinkedIn: “What are you working on now?”Facebook:“What’s on your mind?”Only that’s all it is…nothing more.

5. Organic Blueprints page.

6. Random Twitter stats…54% of Fortune 100 companies are choosing Twitter as social network platform of choiceOf top global brands, media and technology companies ENGAGE in social media much more than lagging financial services segment

7. Engagement = financial performanceSource: The World’s Most Valuable Brands: Who’s most engaged? Wetpaint & Altimeter. http://engagementdb.com July 2009Revenue Growth (last 12 mos.)Gross Margin Growth (last 12 mos.)Net Margin Growth (last 12 mos.)MavensMavensMavensButterfliesButterfliesSelectivesSelectivesButterfliesSelectivesWallflowersWallflowersWallflowers

9. Twitter 101 terms.Handle, i.e. @sallywitzkyTweet (140-character message)Retweet (tweeting others’ message)@reply (reply, not private)Direct Message or DM (private)Bio (important – target audience)URL (to send ppl for more info)Hashtag (#RVA, #SMCRVA)

10. Twitter 101 managers.Tweetdeck (most popular)Hootsuite (multi-accounts, tracking)CoTweet (esp. for larger companies)Seesmic Desktop (fun)PeopleBrowsr (more advanced)Twitterberry (Blackberry)Tweetie & TwitterFon (iPhone)Digsby (IM, eMail + social networks)

11. What do I tweet?Not your meals or where you are unless tres coolWhat relevant content is on your blog or on your website?Challenge yourself to engagewith others vs. always talk about youFind a style that works for you

12. What’s the use? Many reasons to tweet…To learn, fastTo converse, quickly (kind of like working a room only at warp speed)To help others by promoting themTo build awareness, considerationTo drive traffic to blog, site, articlesTo show appreciation; thank publicallyTo ENGAGE with target audienceTo provide customer service

13. Twitter access…From your computer or phoneBest to utilize a Tweet manager vs. Twitter.comAutomate small % of your updates w/ TweetLaterPro & Ping.fmUpdate Twitter, Facebook and LinkedIn status all at same time

14. I even tweet to blog… 

15. Art of ENGAGEMENT.There is both an art and science to conversation:Listening (requires patience)Learning (keeps ‘ole ego in check)Sharing (what value do I bring?)Promoting (how can I help others)Twitter only one small puzzle piece

17. Twitter is where to get…Your news, local and globalTo know ppl better in shorter time To connect B4 U know peopleCreates deeper conversations when you both meet; no intros neededStrange at first; much appreciated thoCreates ability to know people you wouldn’t know otherwise

18. Twitter is voracious…For learning…I learn more from Twitter from more people than I could meet in a lifetimeFor connecting with lots of ppl fastSocial interactionFor ENGAGING w/ a fewppl fastAnd often deeper

19. Tweeting barefoot…Carrie Wilkerson@barefoot_exec or http://twitter.com/barefoot_exec67,000 followers (her peeps)She’s tweeted over 25,000 times She knows many of them personallyVery loyal brand following who buy

20. Twitter…Doesn’t replace in-person connections; makes them richerKeeps your name in the minds of others; and their names in yoursGet to know each other over time…that’s the basis of any advertising/marketing campaign

21. A great ad campaign…Advertising campaigns measured w/ reach, frequency and GRPsinclude direct mail, email, banner adsKeys to success are…Relevancy, consistency and emotional tie…whether to make one laugh or crycreates memorability and desire for product or service

22. Twitter works same way.ReachAre you reaching your target audience and advocates?How many followers do you have?FrequencyHow often do you tweet?RelevancyWhat is your content?RU providing value?ConsistencyCan y0u be counted on to always provide good content?

23. But the difference is…There’s no media cost(that doesn’t mean it is free)There’s the ability to converseOne person or more at a time, quicklyCritical piece remains: search engine optimization – an important aspect even B4 Twitter

24. Twitter not holy only.Use as part of marketing strategyWith other online effortsSocial networks (Facebook, LinkedIn..)Paid media (Google AdWords…)Google / Bing directories, profilesBlogs (you can have multiple)Websites, particularly e-commercePay attention to keywords!

25. Integrated marketing example from Home Instead Senior Care RVAJust launched!

26. Home Instead Senior Careof Richmond, VirginiaTwo Twitter Background PagesTorsten Steinfatt @HomeInsteadRVATeresa Steinfatt @TeresaSteinfattTwo LinkedIn accountsFacebook Fan PageLocal BlogLocal Website

27. Two Twitter accounts.

28. Local blog.

29. Facebook Fan page

30. Websites

31. Plus ancillary services…FriendFeedStumbleUponDiggTumblerDeliciousNetworkedBlogsHootsuiteGoogle AnalyticsTwellowPeoplePondTechnoratiTwitPicYouTubeMyBlogLogPing.fmSlideShareAnd more…(x 2)

32. Home Instead tweets…Relevant articles / Point of viewRTs (retweets) othersEvents / activitiesCommunity partnershipsFocused on RVABuilding brand awareness, consideration and generating opportunities and leads

33. Tweets as traffic drivers.Measure tweets w/linksShorten the link, i.e. HootsuiteTest!Copy approachTimes of dayMeasure tweet click-throughs and website traffic sources w/analytics

34. Sweet tweets.

35. Tweet stats.

36. Parting thoughts.Focus on building your online brand with a strategic approach, then decide on which social networks are right for youYou wouldn’t launch an ad or PR campaign without at least some semblance of a plan!

37. Parting thoughts.Social networking and social media is simply social marketing, as opposed to traditional advertising, PR and direct response marketingThe core elements of traditional don’t go away; simply shift

38. Parting thoughts.A business still requires an acquisition, retention and cross-sell strategy that includes event and product promotion The way in which a business overlays the marketing tactics to meet goals won’t change; What tactics or tools one uses will; higher engagement tools and staff.

39. Questions?What’s on your mind?

40. Tweet me.Twitter.com/sallywitzkyTwitter.com/tractiongroupSally Witzkysally@tractiongroup.com 804.402.0804TractionGroup.com