Juliann GrantTelesian Technology
www.telesian.comJuly 13, 2009
July 13, 2009 Page 2
AgendaTwitter TodayTwitter: What, When, How to Tweet
Setting a StrategyHow to Find Your AudienceBuilding Your BrandTwitter Culture4 Ways Twitter Can Boost Your Brand
Twitter Tools and AppsMarketing with Twitter: Do’s and Don’tsQuestions
July 13, 2009 Page 3
Will Twitter boost my bottom line?Dell sold $3M through @delloutlet*Companies needs to recognize:
Shift thinking to how to serve customers here, not about revenue
By building relationships By adding value to a customer or buyer’s
day Putting a human face on your brand will….
Build preference for your brand by having conversations with your Twitter network
Enable you to directly communicate with your customers, buyers, influencers
Shape the perception of your online reputation
People buy from peoplehttp://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=217801030&subSection=E-Business
July 13, 2009 Page 4
Who’s On Twitter
July 13, 2009 Page 5
Twitter’s Exponential Growth
5M
July 13, 2009 Page 6
Twitter is... A Constant Flow of Information
July 13, 2009 Page 7
Overhear Conversations aboutYour company, product or
brandCustomer experiencesCompetitor companies,
products, brandsIndustry trends, successes,
failures
These conversations have beenhappening, now you can hear
them
July 13, 2009 Page 8
Twitter is…Making marketers think in new dimensions
Think visual, audio, videoContinually evolving through its usersNot just for celebrities, there is a place for
B2BA place for brands to engage like never before
BUT…Before you start using Twitter for Marketing, you must build your Twitter brand
July 13, 2009 Page 10
Creating a Twitter StrategyWho will be responsible for Twitter?What are the expectations?
Understand why you are on Twitter Tweet frequency/participation Maintain a schedule
Agree Upon a Twitter Voice Customer service oriented, buyers and customers Allow personalities behind brand to come through
How will you use this information over time? R&D Marketing Product Planning
July 13, 2009 Page 11
A Twitter Plan…Will include a listening strategy
Know what is being said out there, about whom, by whom, and the things you care about
Will be prepared for risksComplaints, negative buzz
Will involve multiple functionsSales, marketing, product managers,
engineering, customer service, legalShould be part of a larger social networking
plan
July 13, 2009 Page 12
Define internal processesHow to handle product requirement requests
or suggestionsHow to handle customer service issues
Prepare for escalating customer complaints, problems, questions
Who is responsible for developing content
July 13, 2009 Page 13
Twitter Time Management2 hrs day up to full
time positionsRead tweet stream &
listening log (daily)Read and comment on
blogs (daily/weekly)Create tweets, share
tweets (daily)Write blog post (2-3
times/week)http://www.chrisbrogan.com/19-presence-management-chores-you-could-do-every-day/#comment-11897057http://www.emersonprocessxperts.com - Jim Cahill’s blog @ Emerson
…”Jim Cahill frequently features experts from
Emerson as guest bloggers, the blog is a big part of his
job, filling it up two or three times a week takes about 30% of his time…And it’s
working with 3-5 leads per week”
-- Charlene Li, Groundswell
…”Jim Cahill frequently features experts from
Emerson as guest bloggers, the blog is a big part of his
job, filling it up two or three times a week takes about 30% of his time…And it’s
working with 3-5 leads per week”
-- Charlene Li, Groundswell
July 13, 2009 Page 14
Finding Your MarketEditors/Journalists:*
www.mediaontwitter.comhttp://muckrack.com
Bloggers:
*http://blog.journalistics.com/2009/stalking_journalists_on_twitter/
Analysts:
http://sagecircle.wordpress.com/directories/analyst-twitter-
directory/
July 13, 2009 Page 15
Finding your marketAvoid buying
your marketSpammy contests
that require a follow back
Services or scripts that create followers for a fee
Get follow backs by following large numbers
• Organic growth is best Focus on building relationships not followershipsDo offer special offers for your followersQuality interactions vs. quantity
July 13, 2009 Page 17
Finding your market
Wefollow.com
Mrtweet.com
July 13, 2009 Page 18
Finding your Market
July 13, 2009 Page 19
Building a FollowingShare information freely and oftenPay it forwardDo not overly self-promote
1:10 ratio broadcast content to other messagesGet engaged with the Twitter Culture
Participate in chats that are relevant to your industry or start one if it does not exist
Ignore follower numbers, focus on quality of interactions
Comment on blogs you read
July 13, 2009 Page 20
Choose Follows Wisely
July 13, 2009 Page 21
Choose Follows WiselyYou don’t need to
follow back everyone who follows you.
Beware of Spammers
Automatic Direct Messages with a
pitch is Bad
July 13, 2009 Page 22
Building a Brand
Informative
Dialog
Engage
Dialog
Be RealBe Authentic
July 13, 2009 Page 23
Building A Brand: Be Relevant
Create content that is relevant to audience
Provide ways to engage, interact
Add value toyour customers
July 13, 2009 Page 24
Twitter EtiquetteRecognize others in your networkUse Direct Messages for:
One on one conversationsThanking followers for following
Do not send automatic thank you with a link
Retweet (RT) messages you read or find valuableGive credit where its dueRefrain from sharing political positionsTreat language as professional and personable
July 13, 2009 Page 25
Understand Twitter CultureComplete a profile, include bio/detailsGet the lingo down
RT (Retweet) HT( Hat tip) OH (Other half)#FollowFriday#Journchat (Mondays 8-10 pm EST) #PR2.0 (Wednesdays 8-9 pm EST)#Blogchat (Sunday nights 9 pm EST)
tweetchat.com good for tracking online chats. Set refresh to every 5 seconds.
July 13, 2009 Page 26
Top 4 Ways to Boost Your BrandListen before engaging.Be authentic. Share expertise.Participate. Be Visible.Respond quickly. Show you are listening.
Brands to Watch:Dell (dell.com/twitter)
Zappos (twitter.com/zappos) Comcast (twitter.com/comcastcares)
Guy Kawasaki (twitter.com/GuyKawasaki)
July 13, 2009 Page 28
Twitter for the Desktop Top Recommendations for Desktop Twitter App:
Tweetdeck: http://tweetdeck.com Seesmic: http://seesmic.com/ Twhirl http://www.twhirl.org/ Hootsuite http://hootsuite.com/ (a web-based app)
Top for Handheld: iPhone App:
Tweetie ($2.99) Twitteriffic (Free) SimplyTweet ($3.99)
Windows: Gravity $12 http://mobileways.de/products/gravity/gravity/ Pocketwit: http://code.google.com/p/pocketwit/
May 2009: 25 Twitter Apps for Managing Multiple Accountshttp://mashable.com/2009/05/18/twitter-apps-manage-multiple-accounts/
July 13, 2009 Page 29
July 13, 2009 Page 30
Listening Tools:Search for
keywords Search by
#hashtagMonitor
competitorsCatch a
conference you could not attend
http://search.twitter.com
July 13, 2009 Page 31
Listening Tools: RSS FeedsFriendFeed, Google/Yahoo Reader to manage
Feeds
OrganizeStreams byFolder
Join/Create Groups
Add in Google
key word
search RSS feeds
Build Business Intel
July 13, 2009 Page 32
Listening Tools: Google Reader
Types of Feeds: Company name, Product/service name, Competitor namesIndustry keywords, Product keywords, Executive names
July 13, 2009 Page 33
Listening Tools
July 13, 2009 Page 34
Tracking: Hashtags #An internet filing systemDoes not require registration but do check
for usage Search.twitter.com
Create unique #topics and use hashtags for tracking conversations, topics, etc.EventsProgramsContestsBody of knowledge (#Pauto)
July 13, 2009 Page 35
Tracking: Links
Looks at conversation
trends for
YouFriends
MentionsGroups
July 13, 2009 Page 38
Other Monitoring Tools
July 13, 2009 Page 39
Blog Comments
July 13, 2009 Page 40
Survey tools
July 13, 2009 Page 41
Photo ShareUpload one photo at a time
Good for at events
Upload many photos at a time
Organize and sort into groups, folders
July 13, 2009 Page 44
Deployment Models The Tire (Distributed)
Where each business unit or group may create its own social media programs without a centralized approach. We call this approach the “tire,” as it originates at the edges of the company.
The Tower (Centralized)We refer to this centralization as the “tower” — a standalone
group within a company that’s responsible for social media programs, often within corporate marketing or corporate communications.
The Hub and Spoke (Cross Functional)Like the hub on a bicycle wheel, a cross-functional group that
represents multiple stakeholders across the company assembles in the middle of the organization. The hub facilitates resource sharing and cross-functional communications (via the “spokes” in the wheel) to those at the edge of the organization (or the “tire”)
http://www.web-strategist.com/blog/2009/06/25/report-companies-should-organize-for-social-media-in-hub-and-spoke/
July 13, 2009 Page 45
Marketing To Do’sSet up corporate/brand ID on Twitter
Allow employee accounts too Be clear in profile that employees are associated
with a brand Creates synergy with sharing brand information
Set up ProfileUse key words in descriptionLink to blog vs. web site preferablyInclude an avatar, logo
July 13, 2009 Page 46
Marketing To-Do’sPrimary research
Surveys, solicit direct feedbackContent Development
Organize around what customers want to knowThought Leadership
Blog posts Web Site
Inbound lead generationSubscriptionsCommentsEventsContests
July 13, 2009 Page 47
Marketing To-Do’sCreate a body of work/area of expertise
Claim a hashtag or twoSet up a FriendFeed Group to aggregate links,
blog postsSet up other groups outside of Twitter
LinkedInFacebook
Measure, measure, measure
July 13, 2009 Page 48
The New ROI: Return on InfluenceMeasure back to a common denominator
where possible: cost per thousand (reach)Influence counts as intangible result
InteractionsSocial mentions or recommendationsBlog commentsQuestions askedInbound links
July 13, 2009 Page 49
Ten Things to Avoid on Twitter1. Set up a profile and then ignore it.2. Follow 1,000s of people in the first few
weeks3. Use Twitter to broadcast your message only.4. Using a formal, stodgy corporate tone. This
is not a web site.5. Not establish a Listening Strategy first.6. Ignoring information gathered from
Listening.
July 13, 2009 Page 50
Ten Things to Avoid on Twitter7. Send Automatic Direct Messages to new
followers with a link or call to action.8. Taking credit for information or links. 9. Not be transparent.10.Defending against negative buzz. Easier to
fall on your sword.
July 13, 2009 Page 51
One Final Thought
Like it or not, Twitter is quickly revolutionizing the way our entire news ecosystem operates, from journalist to consumer, and blurring the
lines in between,"
Andrew LipsmanComScore
July 13, 2009 Page 52
Q&AThank you for your time
Contact Me: Juliann Grant [email protected]
Blog: http://blog.telesian.comTwitter: www.twitter.com/julianng
LinkedIn: http://www.linkedin.com/in/julianngrant
Facebook: http://www.facebook.com/julianngrant