Twitter for business - Advanced June2010

Twitter For Business – Tools & Strategies for Getting more from it

Summary (Blended Optimisation)

SocialNetworking

SocialBookmarking

Multi-Media

Email Mktg.

Link Strategy PPC/Banners

WebsiteOptimisation

Blogging

PrintAdvertising

Exhibitions & Events

Teleseminars

Joint Ventures

P.R.Direct Mail

Field Mktg.

Networking

Testing &Measuring

Today’s Workshop• Brand Awareness Through Social Networking• Twitter Power• Why Tweet? Attendee Objectives / Challenges• Examples of Business Successes via Twitter• Twitter Etiquette• Strategy - Targeting• Tools• Strategy - Tweets• What Next?

What brand name comes to mind when I say ‘hamburger’?

What brand name comes to mind when I say ‘soft drink’?

What brand name comes to mind when people think of your product or service?

• Your Name?• Or Your Competitor’s?

Staying Top Of Mind

• Social Media can help you or your brand stay ‘top of mind’ with your prospects and customers

• Is time spent on social networking a cost or an investment?

• It depends on the results

Twitter Power

• 900% increase in users over past year• Social Media Revolution Video • Is being used as a search engine• Ideal if blog seems too much like hard

work• ‘Google is history, Twitter is now’. Discuss

Why Tweet?

• Get to know other local businesses• Learn from others Worldwide• Share your ideas and experience• Find new suppliers• Find new customers (Sales!)• Find new employees• Huge Brands using Twitter• UK Companies on Twitter

Your objectives

• 60 second intro• How are you using Twitter?• What are your challenges so far?• What are your main objectives today?

IRUN and TwitterCorporate Policy & Strategy

• All offices to use Twitter• Corporate Twitter ‘skin’ & naming convention• IRUN Twitter ‘gurus’

3 Steps To Twitter Happiness:

Start Conversations

Exchange Information

Build Relationships

Examples of Local Successes• Found out about Medway Council tender for

large-scale web project via Twitter• Got involved in launching and running

4Networking Canterbury via Twitter• Now become the Area Leader responsible for

launching Ashford & 2 other groups• Found new Virtual PA for IRUN via Twitter• IRUN has gained local clients around the

country via Twitter (e.g. Fallowfields Hotel).• IRUN Barnsley appointed as a local business

advisor through Twitter contacts, and granted £17K funding for 10 new clients.

Examples of Local Successes

• Organic Farmers & Growers

Examples of Local Successes• Maidstone Symphony Orchestra

Examples of Local Successes

Examples of Local Success

• Wedding photographer• £600 booking via Twitter, from a competitor!

The Result…

Social Media - Measuring ROIArticle at B2B Marketing OnlineRecommendations:

• Nonfinancial impacts (website traffic)• Financial data (advanced Analytics)• Plot social media activity against sales

revenue, transactions, new customers, loyalty data and market research

Strategy• Set objectives (Business & Marketing

objectives)

Q: Who are my ideal customers?

A: Revisit your P&L --> bottom line

– Local clients– National– International

Strategy

• Sales and / or other benefits • Landing pages

• website • blog• facebook

Finding People & Businesses

• Twitter Search (company name or business)• Advanced Twitter Search

http://search.twitter.com/advanced• Twello Search (join first)• Geographical searches• Twitter lists• Keyword searches• Hash tags in your tweets

Twitter Lists

• Use other people’s lists to find relevant groups of tweeters you may be interested in following

• As the number of people you follow grows, create your own lists to group similar people

• You can also do this in Tweetdeck & Hootsuite

Do's and Don'ts• Do

– Ask questions– Answer Questions– ReTweet interesting Tweets– Engage

• Don't– Try to sell all the time– Be spammy– Be dull– Let Twitter consume you!

Etiquette

• http://www.chrisbrogan.com/a-brief-and-informal-twitter-etiquette-guide/

• It’s common sense politeness / consideration for others

• Any questions about this?

Twitter Tools

• SocialOomph• Twollo• Twello• Tweetdeck or Hootsuite• Twitterfeed• Bit.Ly

Socialoomph.com (formerly Tweetlater)

Twollo.com

Warning -Make sure you have posted at least 50 Tweets before going heavy on Twollo.

Twellow.com

Tweetdeck.com

Hootsuite.com

• Filters tweets using chosen criteria (columns)• Can manage multiple accounts• On multiple social networks• Manage lists• Schedule tweets• Integrates Facebook, LinkedIn etc into one

panel.

www.Bit.ly – URL shortener

Other Useful Tools

• MrTweet – finds influential Tweeps• Pixelpipe - Publish photos, video, audio, text

and files on over 100 online destinations and counting...

• Ping.fm - a simple and FREE service that makes updating your social networks a snap!

Tweets

• To Sell or Not to Sell?• Services & offerings• Start conversations• Ask questions• Take a few minutes to think about a short-

list of questions you might ask

Tweets

• Answer questions• Enter conversations, give informed

opinions• Don’t be inflammatory• Tweet topical information & events• Special offers & guarantees• Take a few minutes to think about a short-

list of topics & events to tweet

Plan Your Tweets

1. Choose Your Preferred Audience2. Decide How Many Tweets You Want to Send Daily3. Decide How Long You Want to Make Your Tweet

Plan4. Find the Keywords You Want to Use on Twitter

(Keyword Analysis / Research)5. Choose Different Formats for Your Scheduled

Tweets6. Write Your Timeless Tweets7. Choose Your Times8. Schedule Your Tweets

Draft Tweet Plan

• Regular tweets (schedule)• Periodic tweets

• Retweets• Topical / interest tweets• Events etc• Blog posts• Services & offerings • Offers & guarantees

• http://bit.ly/aHo8t2

What else should you be doing?

Linkedin.com – professional relationships

Ecademy.com – good for search engines

4Networking.biz – good regionally

Start a Blog – Wordpress.com

Facebook page for fans

FaceBook page for fans

What Next?• Let us know your email address now so we can

send you this presentation & links• Register for your chosen tools to try out• Email us back with your Twitter username• We’ll email a list of everyone's Twitter

usernames in a few days time so you and future Kent workshop attendees can follow each other

• Contact IRUN for further support

Summary (Blended Optimisation)

SocialNetworking

SocialBookmarking

Multi-Media

Email Mktg.

Link Strategy PPC/Banners

WebsiteOptimisation

Blogging

PrintAdvertising

Exhibitions & Events

Teleseminars

Joint Ventures

P.R.Direct Mail

Field Mktg.

Networking

Testing &Measuring

A Bit About Irun• Business development specialists who use the

Internet & other marketing to grow businesses• Clients large and small UK wide including Holiday Inn

Express, Abacus Accountants and Thames Water• One to one, 40 minute Internet marketing clinic.

Normally £90. Offer £60 (ex vat)Offers• Develop and manage your Twitter business account.

Normally £199 per month. Offer £169 per month (ex vat)

• Or if your website needs complete overhaul arrange an appointment with our sales team

Any Questions?

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Vol.27,No.6 June2010 NEA HIGHER EDUCATION ... · June2010 5 WHITECOPY YellowCopy LAIRD KRAMER, GEORGE O’BRIEN, ERIC BREWE—FLORIDA INT’L UNIVERSITY ThePhysicsofChange June2010