2. Table of Contents
Part I – Social Media Part II - Twitter
Marketing The Four Stages of “Getting”
Twitter
What is Social Media? What is Twitter?
Twitter Stats Fundamentals
The Truth About Social Media Creating an account
Four Steps to Social Media Create a profile/Be True to
Success Your Brand
Navigation
Advantages of Social Media
Basics
Who to Follow/Creating a
Network
Find Followers
Content
Additional Resources
Conclusion
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4. What is Social Media?
Social media includes web-based and mobile technologies used to turn
communication into interactive dialogue between organizations,
communities, and individuals.
- “Social Media.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc.. 25 April 2012. Web.
26 April 2012
“Social media are online communications in which individuals shift fluidly and
flexibly between the role of audience and author.”
- Joseph Thornley
CEO, Thornley Fallis
Blogging Chat Rooms
Micro Blogging Forums
Social networks Podcasts
Video Sharing Virtual worlds
Photo sharing Wikis
Bookmarking Mobile apps
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5. Social Media (cont.)
Social media ended the barrier between mass media and the
masses.
It also removed barriers that stood between businesses and their
customers.
It began with the birth of online diaries > “WebLog” > “Blog”
You could create, react, and communicate without any programming
skills for a global audience
Blogs changed the way people saw the Web and today are one of
the top sources of information
Blogs were in many ways, the predecessor of social networks
Social networks are sites that connect people socially
Today, they are the hub of online life, bringing together video, photos,
apps and more.
“A recent study by OfficeTeam shows that more than one-third of
companies feel that resumes will be replaced by profiles on social
networks.”
- “5 Reasons Why Your Online Presence Will Replace Your Resume in 10 years.” Forbes. Thomson Reuters. Feb 21, 2011.
Web. Apr 26, 2012.
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6. Twitter Stats
182 million site visits for March
- “Pinterest is Now the No. 3 Social Network in the U.S. [STUDY].” Mashable Social Media. Mashable,
Inc.. April 06, 2012. Web. April 26, 2012.
Over 140 million active users as of 2012
- “Twitter.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc.. May 1, 2012. Web. May 1,
2012.
Generating over 340 million tweets daily
- “Twitter.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc.. May 1, 2012. Web. May 1,
2012.
Fact: “Blog” was popularized by Evan Williams
(Blogger.com creator) who went on to found
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Twitter.com
7. The Truth about Social Media
You do not make money with social media
You make money by doing business with people that
know, like and trust you
You use/market with social media to develop
relationships with people so they will know, like and
trust you
- “Social Media Marketing in a Nutshell”. TheLeadersFactory.com. May 1, 2012.
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8. Four Steps to Social Media Success
Find Interested People
Deliver Quality Content
Capture
Information
Stay in
Touch
- “Social Media Marketing in a Nutshell”. TheLeadersFactory.com. May 1, 2012.
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9. Find Interested People
You can focus on a couple of different outlets.
Tonight’s discussion will focus strictly on Twitter
- “Social Media Marketing in a Nutshell”. TheLeadersFactory.com. May 1, 2012.
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10. Deliver Quality Content
Provide content, not commercials
You can write articles for online magazines
Create a blog
Write a guest blog post
Comment on industry specific blogs
Create how to videos
Provide solutions within industry specific forums or
your area of expertise
- “Social Media Marketing in a Nutshell”. TheLeadersFactory.com. May 1, 2012.
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11. Capture Information & Stay In Touch
Create a place to capture leads by exchanging high
perceived value content for contact information
Wufoo.com
Use that information to stay in touch via:
Newsletter
Catalogue blasts
Blog blasts
Tweet @mentions
RT’s
- “Social Media Marketing in a Nutshell”. TheLeadersFactory.com. May 1, 2012.
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12. Advantages of Social Media
Credibility
Increase Likelihood of Referrals
Helps Create and Develop New Relationships
Demand Higher Prices
High Visibility
Creates Familiarity
Fosters Trust
Platform to Offer Your Products or Services
You are Perceived as an Expert
- “Social Media Marketing in a Nutshell”. TheLeadersFactory.com. May 1, 2012.
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15. What is Twitter?
Share links to pictures,
Network with people
videos and other
around the world.
platforms.
Share interests, share Privacy Controls: You
resources. can control access to
your tweets.
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16. What is Twitter? (cont.)
Value
Twitter is a community of support and conversations are how that support
is conveyed.
You can follow and be followed by important people. There is simply no
other place on earth where you can connect with thought leaders, world
changers and industry experts like twitter. The magnitude of learning
possible is amazing.
A byproduct of a network with like minded, value aligned people, is that
you feed off each other and thereby learn at exponential speeds never
seen before in the history of the world. You build a Personal Learning
Network.
Real time, open conversations.
Time Involved
While Twitter itself can become all consuming, 30 minutes a day/two
hours a week will do the average person.
Use time saving applications. You could set up your Google Reader to
pull blog feeds, scan headlines twice a week 15 mins at a time and then
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schedule those to be posted through an online app like Timely that@haburke
allows
17. Fundamentals
DO
– Create a user name you can live with
• If you are branding yourself, use the same user name as your Facebook
account (or other social media)
– Do use your photo or logo
– Find topics of interest using Twitter search #Discover
– Follow back those that follow you (and interest you)
– Follow anyone that interest you
– Use your manners
– Limit your tweets to 120 characters or less to allow room for a RT
– Use a URL shortener – tinyurl.com bitly.com
DON’T
– Spam or direct sell
– Post tweets that will come back to haunt you
– Retweet items you have not seen or read yourself
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18. Creating an Account
Creating an account requires:
Full name
Email address
Password
Your email address or username and password will
be used to access the site.
Settings helps you manage settings for your
account, password, mobile, notifications, profile,
design, and allowable apps.
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19. Creating a Profile/Be True to Your Brand
You get 160 characters to wow the world with your bio. You know
you’re great, your mom knows you’re great but the wider world might
need a little more persuasion to click through and hit that follow
button. Use the Web link field. If you don’t have a personal website
to link out to then link to another of your social networking profiles,
like Facebook or about.me (a one page “about me” microsite).
Don’t forget a profile pic! Your face works best or your company’s
logo. Be true to your brand.
Branding is your identity in the marketplace. Any branding you have
developed should be carried through onto Twitter. At the very least,
your profile pics across all social platforms should be the same.
Keep in mind that your brand is more than a logo. It’s everything
from your website, your words, the clothes you wear, your community
all the way to your last post on twitter.
Your brand is what people think and feel about your business.
Perception is reality.
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20. Navigation – Top Bar
Home – Twitter feed Search
@Connect – Your Avatar – DM’s, Lists, Settings
interactions Compose
#Discover – Top news
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21. Navigation – Left to Right
Pic – View your profile Who to follow – recommendations
Tweets – # of your tweets Compose new Tweet
Following Twitter Feed – Reply, Retweet,
Followers Favorite, Open
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22. Basics
Common terms
– Hashtags (use # symbol in front of topic; makes search
easier)
– Direct message (use “DM” in front of @username to send
a private message to “username”)
– Retweet (use “RT” in front of @username to give
someone credit when you share their original tweet with
your followers)
– @replies (on your home page, click @Connect to find all
interactions and mentions of you on Twitter)
It’s not about sharing what you are doing
It’s about conversations
It’s about sharing resources
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23. Who to Follow/Creating Your Network
Import your e-mail contacts list. You can import e-mail
lists from Gmail, Yahoo!, Hotmail, LinkedIn, and AOL. You
can choose whether to follow people on your contacts
list.
Follow people you admire
Follow authors of your favorite books or magazine
articles
Follow those who are followed by the people you admire
Famous names
Leading industry experts
Follow companies
Exercise
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25. Find Followers
People follow others who:
Make them laugh and/or think
Provide a resource or a relevant article/blogpost
Encourage
Help promote something important to the follower
Argue respectfully, told the follower why they think they’re
wrong
Teach the follower something
Engage the follower
The Circle of Reciprocity
Thank other people
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26. Find Follwers
Manners/Etiquette and Chats
Manners/Etiquette
Watch your language
Keep private things private
Give credit where credit is due
Do not tweet about yourself or what you’re doing all the time (Ratio 20:1)
Promote others
Plug moderately
Space out your tweets
Say “thank you” (a lot)
Show interest in others, engage, have a conversation
Tell the truth
Chats
Twitter Chat Schedule - http://bit.ly/pzHksg
#LeadfromWithin
#LinkedInChat
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27. Content
Share articles
Announce new programs
Give feedback to others
Ask questions
Words of encouragement
Relay a resource
Share a link to a relevant resource – helps you stay
visible to your followers and builds relationship with the
authors
Reply’s to valid questions, comments or RT’s
Thank you goes a long way with a RTer
Recognize milestones and successes or special
occasions
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Don’t underestimate the attaboy’s @haburke
28. Additional Resources
Klout - finds the most influential people on every
topic
TweetDeck.com - read, write, and direct messages
access
TweetChat.com - monitor and chat about a
hashtagged topic
TwittaQuitta - sends you an email all people who
unfollowed you on twitter
HootSuite - social media dashboard which allows
teams to broadcast, monitor and track results
Themeleon - thousands of background patterns &
color palettes available to customize your Twitter
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profile.
29. Conclusion
“See, customers want something more from their favorite businesses than creative
campaigns, viral content, and everyday dialogue in social networks. Customers want to
be heard and they want to know that you’re listening. How businesses use social media
must remind them that they’re more than just an audience, consumer, or a conduit to
“trigger” a desired social effect.
Herein lies both the challenge and opportunity of social media. It’s bigger than marketing.
It’s also bigger than customer service. It’s about building relationships with customers
that improve experiences and more importantly, teaches businesses how to re-imagine
products and internal processes to better adapt to potential crises and seize new
opportunities.
It’s important to understand that we cannot assume that these networks simply exist for
people to lineup for our marketing messages or promotional campaigns. Nor can we
assume that they’re reeling in anticipation for simple dialogue. They want value. They
want recognition. They want access to exclusive information and offers. They need
direction, answers and resolution.”
- “The Path from a Social Brand to a Social Business”. BrianSolis.com. May 2, 2012. Web. May2, 2012 .
Twitter is one of many platforms in which the barriers that stood between businesses and
their customers have been removed. While the way we find and communicate with our
customers has changed, the solid principles of business remain.
People buy products they value from people they know, like and trust. Your goal on
twitter is to share yourself so they know you, be real and helpful so they like you and be a
consistent resource of excellence so they come to trust you.
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