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Twitter for BusinessTwitter for Business

Paul Gillin, Author

The New InfluencersSecrets of Social Media Marketing

Social Marketing to the Business Customer

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It’s a constant flow of information that yields continual discovery

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Here’s what 140 characters looks like:“Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposi”

Or Tweetshrunk to:“4 score & 7 years ago R fthrs brought forth on ths continent, a new nation, conceived in Liberty, & dedicated 2 the prop that all men R crea”

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“Facebook users didn't think they wanted constant, up-to-the-minute updates on what other people are doing. Yet when they experienced this sort of omnipresent knowledge, they found it intriguing and addictive.

“Each individual bit of social information is �insignificant on its own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends' and family members' lives, like thousands of dots making a pointillist painting.”

--Clive Thompson, The New York Times, 9/8/09

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• Branding• Hiring • Traffic building• Professional networking • Publicity• News• Prospecting• Feedback• Peer relations• Competitive tracking• Search engine optimization• Mobile visibility

Source: Sirona Consulting

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Sign up• Create personal and business accounts; keep

names short!• If tweeting for business, choose username linked to

business (i.e. “@MeganCIO”

Fill out that profile• 160 characters; choose ‘em wisely!• Use keywords• Link to an “About” page on your site• Include photo or logo, depending on intended use

Change the default background• Choose images and themes consistent with the

intended persona• Pay attention to business marketing guidelines

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Choose a Reader• Twitter.com just doesn’t cut it for

active users• Seesmic (top) and Tweetdeck are

popular choices• Choose a mobile client• Readers support filtering, lists,

profiles, follow/unfollow, multimedia, cross-posting to other social networks, tweetshrink, URL shortening

Follow people• Start with a small list and grow• Follow your friends, then find people

through search.twitter.com, Listorious the people others follow

Listen For a While

Tweetdeck Seesmic

Tweetie

Twitterific(iPhone)

Pandora(Android)

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Say Something Interesting• Cite good articles on the Web • Comment on others’ tweets• Talk about others, not yourself

The Golden Ratio is 9:1• For every one tweet promoting yourself, send nine

promoting others• Be courteous, even if you disagree• Take time to look up user IDs of others you quote

@ShellyKramer: It's An Exciting Time to Be A Creative Type | http://bit.ly/c1Fzxo

Romania seeks to tax fatty fast food http://is.gd/8JS5a

New Mashable app is massive improvement from previous incantation and soo glad they dumped that 'graphic' or whatever it was

16 unusual facts about the human body http://u.nu/3fpw5

Do not have your username "admin" when using a wordpress blog #wcmia

4 Reasons Why Nobody Reads Your Blog http://ow.ly/19kDd #BloggingTips by @binterest

Facebook Problems Today: Photo Uploads Broken and Other Issues http://bit.ly/cuRs2n

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Helpful?Funny?Offbeat?Sympathetic?Snarky?Unpredictable?

Try following some popular people , then choose a style that makes sense for you

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Check out this interesting article! http://bit.ly/bvnPDV

RT @copyblogger Revised AP style guide http://bit.ly/bvnPDV

New entry on my blog: http://bit.ly/bvnPDV

@JasonFalls do you like @Backupify? I've heard of it but never from someone I trust who uses it.

We just launched a new product! http://bit.ly/bvnPDV

It’s snowing in Austin and raining in New York. Something’s wrong!

Info tweet

Retweet

Help tweet

Postman tweet

Smiley tweet

Youtweet

Source: Sirona Consulting

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Flame or use abusive languageRepeat personal or confidential informationTalk about your gambling, drinking or other after-hours exploitsComplain about clients or colleaguesRepeatedly send the same tweet

Don’t…Don’t…

Twitter is public and searchable. People are listening!

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Claims world’s shortest URLs

Create custom URLs like bit.ly/IBWebinar

Statistics about URLs you share

Embeds ads in tweets

http://maps.google.com/maps?q=one+speen+street,+framingham,+ma&ie=UTF8&hq=&hnear=1+Speen+St,+Framingham,+Middlesex,+Massachusetts+01701&gl=us&ei=-hOES45dh-GUB4G1_I4C&ved=0CAcQ8gEwAA&z=16http://3.ly/lyx

From This:

To This:

Look For:•Bookmarklets/browser integration•Analytics•Geotargeting•Custom URLs•Compatibility with your reader

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• Alternate between something relevant to your business and something irrelevant. Comments on the tax season can alternate with notes about my passion fruits coming into season.

• Add “Follow Me on Twitter” to your emails, web site, and other communications

• Focus on one or two of your followers a day. Spotlight something about them in a tweet. They’ll notice.

Excerpted from “137 Twitter Tips: How Small Businesses Get The Most From Twitter” by Small Business Trends (@smallbiztrends)

• Be useful. Be helpful. Be an authorityBe useful. Be helpful. Be an authority• Demonstrate you know your marketDemonstrate you know your market• Promote your work thoughtfullyPromote your work thoughtfully• Share links and knowledgeShare links and knowledge• Use LinkedIn contacts or business cards to look Use LinkedIn contacts or business cards to look

up and follow people in your fieldup and follow people in your field

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Direct Message Direct Message – – Essentially a short, Essentially a short, private e-mail (Both parties must be private e-mail (Both parties must be following each other).following each other).Hash tag Hash tag – – Text string that categorizes a Text string that categorizes a tweet’s relevance to a theme. tweet’s relevance to a theme. Examples: #fail, #tigerwoods, #obama, Examples: #fail, #tigerwoods, #obama, #macworld. Useful in organizing and #macworld. Useful in organizing and trendingtrendingAuto reply Auto reply – – Controversial practice of Controversial practice of sending automated responses to new sending automated responses to new followersfollowers

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Find people with similar Find people with similar interestsinterestsCreate conversations around a Create conversations around a brand or eventbrand or eventCreate structured online Create structured online eventseventsMonitor topics of interest Monitor topics of interest Discover new sources and Discover new sources and informationinformationQuick assess sentimentQuick assess sentiment

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Memes: Thematic conversations, often tied to days of the week. Ex: #FollowFriday, #Music Monday, #SinnerSundayResponses: It’s considered a snub to fail to respond to a request sent as an @ messageTexting Slang: Avoid all but the essential. “IMO” is OK; “LMFAO” isn’t

Trends: Popular topics of the moment, often displayed as tag cloudsSelling: Just don’t

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Building Followers: The

Quality/Quantity Tradeoff

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• Follow people you admire• Comment upon and retweet their

messages• Include their Twitter name• If they follow you, thank them• Ask for advice, input• It’s occasionally OK to ask for a RT• They know they’re important;

don’t abuse the relationship

Checking out "Facebook and Health Ads" on @WEGOHealth : http://ning.it/93dQ6z

Tweeps: I'm in front of a college journalism class. What shld these students know abt social media.

RT @tshuttleworth: This is the golden age of engagement for book publishers. - Arianna Huffington #toccon

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• Attend and organize events• Tweet from events you

attend• Create Twitter-only events• Add your Twitter ID to all

communications• Participate in topical Twitter

chats• Think outside the box: What

can you try with Twitter?

#brandchat (Weds. @ 10) #smallbizchat (Weds. @ 7)#solorpr (Weds. @ noon)#journchat (Mon. @ 7)#blogchat (Sun. @ 8)

A great list of scheduled Twitter chats is at http://bit.ly/TwitChatSched

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Pros•Quick way for both parties to build follower count•Easily automated•Can introduce both parties to wide variety of other perspectives

Cons•Accumulates undesirable followers

•Tweetstream quickly becomes unwieldy

•Looks like a numbers game

Robotic process in which a person automatically follows back any new followers

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Dana Lewis (@danamlewis) and co-creator Arik Hanson created the Twitter hashtag #hcsm in early 2009 to stimulate a discussion of healthcare issues. It has become the most cited healthcare community on Twitter, drawing more than 2,000 followers for the moderator account, 50 to100 regular participants during each weekly scheduled chat and contributions from more than 200 people throughout the week.

AdWeek used Twitter, video and near-real-time reporting to bring an eager US audience the latest news from the annual Cannes advertising festival. The coverage spiked the b-to-b magazine’s website traffic and provided comprehensive coverage of an event that’s crucial to its audience

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Paul Armstrong has built a following of more than 24,000 people for his Twitter persona @themediaisdying. Last summer he was hired as head of social media for one of Europe’s largest public sector consultancies.

A team of 16 publishing professionals collaborate on the satirical tweet stream @fakeapstylebook. They’ve amassed more than 218,000 followers in with just 1,700 tweets. They also have a best-selling book.

Justin Halpern began recording his father’s off-color and often hilarious homespun wisdom on @Sh*tMyDadSays. Six months and 140 tweets later, he’s got 2.3 million followers and a TV show.

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The Twitter Fan Page Wiki lists more than 700 applications. Everyone’s tastes are different. Some of my favorites:

Big directory of businesses on Twitter

Schedule tweets for later delivery

Who’s tweeting in your area

Continuous keyword/ hashtag monitoring

Measures power, reach and authority of a Twitter account

TweetStats analyzes your own Twitter activity

Customer Twitter dashboard

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Business Uses of Twitter

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• Personal relationships with recruiters improve applicant quality

• Image of Sodexo as progressive company appeals to young workers

• Recruitment costs substantially reduced

Principal Value

• Most of the company‘s 60 recruiters user Twitter and

other social media to meet hiring demand.

• Focus is on building relationships and enthusiasm among

prospective employees

• Traffic to careers site up 182% in last two years, job

applications up 25%. Recruitment ad costs down $300K

“The human touch is essential. People know there’s somebody behind the message and the photo.”

-Kerry Noone, Manager, Marketing Communications

Quote

Spending time connecting with candidates on Sodexo Careers Facebook page this AM - http://www.facebook.com/SodexoCareers

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Contrary to popular belief, our golden gallic Croissants are perfect anytime, not just breakfast. http://bakertweet.com/m/714

Flow of InformationType of Comms

Promotional

Personal

Infor-ma-tional

Auto-matic

AlbionsOven (Der Bäcker Ofen)

• Keep customers informed/engaged about current status of product/service

• In this business, timing matters

• Twitter is low-cost real-time promotional channel

• Goals: Increase demand and customer loyalty

Best Practice

• Good use of realtime/neartime Twitter features

• Messages are informative, witty and original

Analysis & Frameworks

Broad-cast

En-gage

Listen

  

Source: Richard Caelius (@rcaelius)

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• Still a very early-stage marketStill a very early-stage market• Tools mainly manage multiple Tools mainly manage multiple

accounts and monitor accounts and monitor conversationsconversations

• Next generation will automate Next generation will automate posting across multiple channels, posting across multiple channels, summarize feedback and follow summarize feedback and follow up on actionsup on actions

• This will be a hotbed of activity This will be a hotbed of activity during the next two years as during the next two years as corporations learn that Twitter is corporations learn that Twitter is the killer social media applicationthe killer social media application

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Paul Gillin

508-656-0734

paul@gillin.com

Site: gillin.com

Blog: paulgillin.com

Twitter: pgillin

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