“Use it Where You Think Best” -IBM ThinkPad ads circa 1992
“We see an ecosystem of developers swarming around the Twitter API like moths around a flame” -TechCrunch.com
“…history suggests that where there is so much user engagement, dollars follow.”
VALUE. research marketing visibility networking relevance customer relationships service social capital traffic community news ideas sales trust SEO
Externally Events Point of Sale Community Word of Mouth Customer service Relationships Monitoring Branding News Direct sales Innovation SEO &traffic Research Networking
Internally Sales Teams Decentralized teams Event Planning Employee Support Project Status Mentoring News Problem-solving Coordination Purely Social Interface
How to start?
Influence (was) Attract attention to yourself
Influence (is) Provide attention & value to others
4 Word Guide to Social Media
1. Listen. 2. Learn. 3. Care. 4. Serve.
Manners 101 1. Dress nicely – Background & avatar 2. Introduce yourself – Complete profile, link on your site 3. Be a good conversationalist – Listen. Respond. Be relevant. Be useful.
Twitter Campaigns? not so much. Twitter literacy.
Best Approach? Set simple standards… • Excellence • Authenticity • Engagement that work for your organization…
Bearing in Mind… • Produce feeds of cool, useful things • Publish & subscribe: – Self-serving… fails. – Useful… thrives. • Work to not be rejected as spam
Confused by Twitter? • 500+ comparisons, case studies, how-to guides http://oneforty.com/i/toolkits • Add YOUR brand’s story, and new tips as you learn them
Think YOUR customers aren’t on Twitter?
Off-Platform Benefits • Get Found. (SEO) • Listen and Learn. (Research) • Generate Content • Word of Mouth • Media and PR
Get Found. (SEO) • Even very common words DOMINATE Google (@pistachio, @dough) • Choose the Google Adsense word you’d spend your last dollar on
Listen and Learn. (Research) • Passive – listening tools: monitoring, analytics • Active – ask questions, use #tags, “recruit” groups • Live – real-time focus groups, polls, surveys • Global sensing and signaling network
Fresh Content. • Abundant content – 65 mil ion messages a day • Display anywhere – Widgets, embeds, filtering, search • Thousands of ways to deliver
Word of Mouth • “Pass-along” and ReTweet norms • @DellOutlet: $500k to less than 1k • Celebrities, influencers • Journalists, bloggers
Media and PR • Publish • Become known • Be helpful
Measurement NO: Follower numbers. YES: Follower engagement • Analytics tools • Measurable links – Clickthroughs – Conversations – Context • Ripples in the water – Retweets, reposting your links – Others pointing towards what you do
Business Objectives Measure appropriate standards for each objective
Will Employees Waste Time?
Will Employees Waste Time? • Pointless meetings • Procrastinating • Coffee breaks • Telephone • Gossiping • Smoking • email • Web • IM • Social media
Efficiency • Tools • Objectives • Discipline
Join us at 4:40 Today!
TFB 101 Toolkit
for Business: 101 Laura Fit ton laura@oneforty. com @pistachio