Laura “@Pistachio” FittonCEO/Founder – oneforty

Co-author – Twitter for Dummies

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1. Why?2. How?3. What NOT to do.4. Find the right tools.5. Keep it all together.

“by consistently touchinga tribe of people withgenerosity and insight,she’s earned the right tolead”-Seth Godin, Tribes

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1. WHY?

Why Consumers Follow Brands• Updates on future

products (#1: 38%)• Stay informed about

company activities• Discounts and

promotions• Updates on upcoming

sales• Samples/coupons

CoTweet ExactTarget 2010

• Fun/entertainment• Exclusive content• Learn more about the

company• Show others my support

for the company• Share ideas/provide

feedback (#10: 20%)

“Just for PR & MarkeAng, right?”

• MarkeAng• AdverAsing• PR/word of mouth• Social CRM• Sales• Contests & offers• News & trends• Customer Service

• Brand Monitoring• SEO & Traffic• Promote events• Create & sharecontent

• Build community• Earn social capital• Networking

“Everything email touches…”

• Decentralized teams• Employee support• Mentoring• Problem‐solving• Purely social• Knowledgemanagement

• Sourcing soluAons

• Events backchannel• Research• CollaboraAon• InnovaAon• RecruiAng• Best pracAces• Project status

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2. HOW?

Listen.Learn.Care.Serve.

Listen.

SMM Surveyhttp://bit.ly/bestsmmtools

SMM Survey

Learn.• Act on what you’re hearing• Shine a light on others’ ideas• Innovate• Measure and noAce what’s working• Apologize when you screw up• Encourage your team to explore andtake risks

• Try new stuff. Repeat.

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Care.Your Mother Taught You How To Tweet

1. Dress nicely– Background & avatar

2. Introduce yourself– Complete profile, link on your site

3. Be a good conversaAonalist– Listen. Respond. Be relevant. Be useful.

Manage Customer Rela%onships• Get involved where customers already are• Build relaAonships and keep in touchthroughout the Customer Lifecycle

     ‐‐ save searches, track deals, managecontacts & projects

• TIP: Try a Social CRM tool with manydifferent integraAons

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Care.

Serve.Create great content• Twiaer streams, Facebook pages, blogs, ebooks,

white papers & webinars• Cover things your prospecAve customer cares

about and needs to know.• Tool Ap: Try Disqus for blog comments:

– encourage social sharing– engage prospects– organize email addresses

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Serve.Curate great content• Be a one‐stop‐shop for everything customers need

• “Do what you do best and link to the rest!” ‐@jeearvis

• Resist “NIH” (not invented here) don’t try to generateall the content yourself

http://14t.me/curatecontent

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3. What NOT to do.

We Need More Followers!Clickthrus?

Fans?

Friends?

Traffic?

Klout?

InfluenAals?

SOMETHINGS? Right? Don’t we? Hello?

You Need Business Objec6ves.

Then, measure what you’re actuallytrying to do.

We Need Social Campaigns!

not so much.

Invest in Social literacy.

The ROI is Unproven!

+

The ROI is THERE

• Track conversions from socialmedia

• Build and track relaAonshipsand leads

• Track conversAons with in‐page analyAcs

• Retain customers and createfans

• Save costs ‐ customersupport, lead generaAon

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4. Find the right tools

Learn More…

Learn More…

Toolkits…

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5. Keep it all together

http://bit.ly/socbasebeta

Everything in one place.Any tool. Any workflow.

• Brings order and expertise immediately

• Customizable and programmable

• Expert training wheels for socialprojects

• Brings scale and collaboration fromone desktop

BENEFITS

SocialBase.