Twitterforbusinesses

Twitter!For Businesses Marcus Nelson Director of Social Media

@marcusnelson #smss

O hai.

Marcus Nelson Director of Social Media

@marcusnelson #smss

Today’s Agenda

  Twitter is big

  The basics

  Tool talk

  Marketing your services

  Establish contacts

  Best use cases

  Why do people share content?

  Build your following

  Q&A

@marcusnelson #smss

Twitter is big

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User growth 2007-2010

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Tweets per month

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The basics

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Social Media Team

Social Media Strategist •  Responsible for the overall program, including

ROI

Community Manager •  Customer facing role trusted by customers

Product Marketing, Comms •  Produce content and

messaging

PM, Development, QA •  Builds and maintains social

apps, website, and CRM system integration

Web Analytic, SEM, SEO •  Assist with listening platforms,

advertising, and search

Source: http://altimetergroup.com

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Organizational models

Organic Centralized Hub-and-Spoke Multiple Hubs

Source: http://altimetergroup.com

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Social Media Policy Provides Clear Rules

  What’s In Bounds   What’s Out of Bounds   Who to Escalate Things To

http://salesforce.com/socialmediapolicy

What’s In Bounds What’s Out of Bounds Who to Escalate Things To

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Training Employees

Support

Products

Sales

Marketing

Strategy, Policy, Best Practices

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Definition of terms

Tweet = a message of 140 characters or less

Retweet = the reposting of a tweet, passing it along

@username = how you address or reference someone

#hashtag = used to track topics or conversations

/via or /by = source or author of content referenced

OH = overheard #ff = follow friday

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Crafting the tweet — content post

[title of article] http://link.com /via @source #hashtag

Pro tip: leave around 20 characters for others to leave a comment in retweet

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Crafting the tweet — retweeted post

RT @username: [title of article] http://link.com /via @source #hashtag « [insert comment]

Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!)

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Crafting the tweet — sending a message

@username [body of message] #hashtag

Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all,

start message with a word or a ‘.’

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Crafting the tweet — sending a direct message

D username [body of message]

Pro tip: You cannot direct (private) message someone who is not following you. Remember also, “@” not required.

D audiencemember It’s a private message silly. You can’t see this yet.

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Social media audit

Support Products Sales Marketing

Where Are Your Strengths?"

Where Can You Improve?"

Source: http://altimetergroup.com

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Tool talk

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Engagement

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Tools to Manage Your Channels

Schedule Posts Moderate Conversations

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Measurement

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Other tools

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7,500

10,000

5,000

2,500

Views Per Day 7,500+

Videos have been very successful

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7,500 video views a day =

a) average video view is 3 minutes b) average hyper-efficient rep pitches 8 hours a day, no breaks Assumptions

Hyper-efficient Reps 46

It’s like automating a sales team

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Social media dashboard

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Marketing your services

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Add value

  Do your homework – what does your audience enjoy?

  Create content that caters to those interests: –  Content can be blog posts, videos, infographics, contests –  Make it captivating, instructive, humorous, or inspirational

  Experiment, find your voice -- measure results

  Search relevant keywords or competitor terms –  Ask permission before engaging people –  Don’t assume your interruption is welcome

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of all tweets sent were invitations for product information, or responses from peers or brand representatives.

source: http://live.psu.edu/story/41446

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visited a site after learning about a product

via social media.

source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter

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of twitter users introduced to a brand were compelled to search for additional information.

source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter

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Establish contacts

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Finding people like you

  Use Twitter’s suggested users

  Follow popular/relevant #hashtags

  Who do your friends follow?

  Linkedin lists twitter handles

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Best use cases

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Develop and promote your brand

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Customer Support

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Provoke thought / humor

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Be known as a thought leader

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Help with access to information

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Engage followers with a question

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Why do people share content?

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motivations for sharing

  reinforces shared views & deepens social bonds.

  need to proselytize or create a desire to connect.

  emotional, positive, interesting, anger-inducing, or sad stories are more likely to be shared.

  calm themselves or reduce uncertainty.

  to bolster their own sense of self.

source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

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broadcasting is self-focused

  self-presentation motives, identity signaling, or affiliation goals play a stronger role in shaping what people share with larger audiences.

source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

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Build your following

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Have steady and consistent content

  Content doesn’t have to be directly about your product –  Become a resource for information about your respective space –  Don’t be afraid to go “off brand”

–  Content should appeal your follower’s humor, emotion, or intellect. If not, they won’t RT no matter how much you post

  Set up searches for content to RT or learn from

  Schedule tweets for optimal engagement/exposure

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Example - grasshopper

Grasshopper.com launches videos that speak directly to entrepreneurs – connects with the geek crowd who socialize videos to 2 million viewers.

534,125 views 1,101,526 views

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Example - salesforce

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Example - kissmetrics

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Example — kissmetrics blog

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Example — kissmetrics infographic

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Example — kissmetrics infographic

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Example — kissmetrics infographic

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Example — kissmetrics infographic

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Example — kissmetrics infographic

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Be a person, not a machine

  Follow back everyone who follows you

  Engage your audience

  Ask questions or opinions

  RT your followers and/or reply as often as possible

  DON’T send auto-direct messages

  Be kind, stay positive and say #thankyou… a lot!

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Q & A

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@marcusnelson #thankyou