twitter: social media prospecting tool
DESCRIPTION
A guide to using specific tools to find the right followers, find more followers like the ones you have, and analyzing your followers. Some theory, but primarily a hands-on guide.TRANSCRIPT
Twitter: Social Media Prospecting Tool
Twitter: Social Media Prospecting Tool November 17, 2009
Catherine Sherwood:Social Media Consultant with 20+ years of marketing and product strategy experience. Serving US & Canada.
Presented By: Presentation Agenda:
What is a Social Media Ecosystem?
Getting started with Twitter
Finding Followers Twellow wefollow Twitter Search
Finding More Followers Twellow Who Should i Follow?
Analyzing Your Followers Twitter & Su.pr TwitterAnalyzer
Twitter: Social Media Prospecting Tool
Look, Listen, and then Talk:
Twitter is just one part of your Social Media Ecosystem, but you will find many of your customers, prospects, employees, partners – and your competition – there.
A good Social Media Assessment will let you know where and how to get engaged.
Twitter: Social Media Prospecting Tool
Engage All Departments in a Social Media Strategy:
Create multiple touch points with your customers, partners and prospects
Many employees are already active in the social media; others can be trained
Create policies / escalation procedures to maximize success and avoid problems
Twitter: Social Media Prospecting Tool
The Power of Twitter:
Sources: (1) Nielson Online, March 2009; (2), (3) Quantcast, October 2009
From Feb08 – Feb09 grew 1,382% (7M accounts) 1
Gender (U.S.): Female 53%; Male 47% 2
Age: (U.S.) 18 – 34 / 44%; 35 – 49 / 28% 3
Twitter: Social Media Prospecting Tool
TWITTER: Only social networking site where you can efficiently find prospects
Advertise on FacebookPromote your Fan Page “offline”Get Fans to refer Friends
Connect with known contactsAsk for referralsMeet in Groups
Promote your Twitter account “offline”Use tools to find prospects that meet your criteria
Twitter: Social Media Prospecting Tool
Twitter can be used for multiple purposes…
Twitter: Social Media Prospecting Tool
Twitter: Social Media Prospecting Tool
First things first…
1. Create the right brand
Person
Company
Product
Twitter: Social Media Prospecting Tool
First things first…
2. Create a personality 3. When possible, let followers know what to expect
Twitter: Social Media Prospecting Tool
First things first…
4. Let followers know where else they can find you by listing your contact points…
..or keep it simple with a XeeSM account
Find all the ways to connect with us:
XeeSM.com/SouthwestAir
Twitter: Social Media Prospecting Tool
First things first…
5. Send out at least a dozen real tweets before you look for followers. (It doesn’t matter if only your co-workers are looking at them.) Make sure they are representative of what you will be doing and space them out over a week or two.
Twitter: Social Media Prospecting Tool
Don’t just sell…
– Share useful information
– Share some random thoughts
Show your love – Retweet (RT) interesting or helpful things that
your followers tweet
Direct Message (DM) followers you want to make a stronger
connection with
Don’t over-tweet or get too spammy – repeating the same
message over and over
Twitter: Social Media Prospecting Tool
Timing is important
Space is critical: also use shortened URLs to allow for more message content
Maximize your chances of getting retweeted
Twitter: Social Media Prospecting Tool
Thank your follower Go for an additional connection
And thank people when they follow you
Twitter: Social Media Prospecting Tool
Finding Followers: Twellow
Good way to locate people and companies by how they self-identify
Not as good about picking up what people end up talking about
More than 10M profiles
Twitter: Social Media Prospecting Tool
Twellow: Profiles
Twellow lists people with big followings whether they have registered or not
However, people need to register to have expanded data
oNumber of followers & locationoOne tweetoSocial Links: Twitter onlyoURLoDerived categories
Twitter: Social Media Prospecting Tool
Twellow: Profiles
Bob Hazlett has registered AND set up a profile
Twitter: Social Media Prospecting Tool
Twellow: Profiles
“More Info” button:
Live links to Bob’s social media sitesCategories of
interest that Bob has listed for himself
Twitter: Social Media Prospecting Tool
Twellow: Profiles
“View my full profile” link adds a self-created profile and multiple tweets:
Full profile created by Bob
Multiple tweets
Twitter: Social Media Prospecting Tool
Twellow: Search
BROWSE allows you to drill down within categories
ALL CATEGORIES has alpha listing of categories
Can sort accounts by: Followers Count | Registered Users | Screen Name
SEARCH has fairly sophisticated Boolean searching
Twitter: Social Media Prospecting Tool
Twellow: Search
TWELLOWHOOD lets you zoom in by geographic location
Twitter: Social Media Prospecting Tool
Twellow: Search
TWELLOWHOOD looks at Massachusetts
Twitter: Social Media Prospecting Tool
Twellow: Case Study 1
Planning a pro bono project for Friends of Tilonia
They sell craftwork from economically-depressed areas in India
Twitter: Social Media Prospecting Tool
Twellow: Case Study 1
ALL CATEGORIES: Clothing, 9,541 profiles
Maybe Pete Wentz and Venus Williams will tweet about Friends of Tilonia
Twitter: Social Media Prospecting Tool
Twellow: Case Study 1
ALL CATEGORIES: Crafts, 17,000+ profiles
Unlike Clothing category, there seems to be more people who are interested in crafts, not just people who sell crafts.
Twitter: Social Media Prospecting Tool
Twellow: Case Study 1
ALL CATEGORIES: Fiber Arts, 310 profiles
Small category, but right on target, and seems to have a lot of enthusiasts
Twitter: Social Media Prospecting Tool
Twellow: Case Study 1
ALL CATEGORIES: Microfinance, 200 profiles
Microfinancing is associated with helping artisans in poor regions build businesses – similar to what Friends of Tilonia are doing.
Twitter: Social Media Prospecting Tool
Twellow: Case Study 2
SourceMedia’s Financial Planning magazine / website have a defined audience
who market themselves on Twitter
Twitter: Social Media Prospecting Tool
Twellow: Case Study 2
Categories such as Financial Advisors (3,284 profiles), Estate Planner (320 profiles),
even some CPAs (1,625 profiles) are their audience…and these people actively market
themselves on Twitter
Twitter: Social Media Prospecting Tool
Twellow: Case Study 2
Financial Advisors like to tout their expertise, so retweets would be appreciated.
SourceMedia might consider adding some guest bloggers from their Twitter followers.
Twitter: Social Media Prospecting Tool
Twellow lets you find people who have expressed areas of interest by putting
them in their Bio or by selecting specific categories in Twellow.
However, what they actually tweet about covers a wider range of topics
Hashtags are used by people who consistently tweet about a topic, and are a
good way to find people who have a commitment to that topic
wefollow organizes those hashtagged topics and let you find the accounts that
use them.
Finding Followers: wefollow
Twitter: Social Media Prospecting Tool
wefollow: Search for Tags
Click on Top Tags
Twitter: Social Media Prospecting Tool
wefollow: Search for Tags
Followers in tagNumber of people following those that use the tag
People in tagNumber of people using the tag
AlphabeticallyAlphabetical listing of all tags
Twitter: Social Media Prospecting Tool
wefollow: Interpreting Results
MOST INFLUENTIAL are – most likely – those that use the hashtag often and have a large number of followers
MOST FOLLOWERS may not use the hashtag as often
There are 1,633 users of #fashionista with a total of 399,262 followers
Twitter: Social Media Prospecting Tool
wefollow: Other Uses
Can see TOP TWITTER USERS overall or by category: Celebrity, Music, Socialmedia, Entrepreneur, News, Tech, Blogger, TV. Follow your ranking to measure success against your goals.
TOP CITIES could supplement Twellowhood searches, but wefollow does not have as much user detail.
Twitter: Social Media Prospecting Tool
The interface is not as nice and many of the extra features missing, but
search.twitter.com allows for more advanced searches than Twellow or wefollow
Finding Followers: Twitter Search
Twitter: Social Media Prospecting Tool
Twitter Search: Advanced Search
Use Case 1: Can find a person tweeting about a topic and living in a specific location.
Use Case 2: Can find people asking a question or having a good / bad attitude about a product.
Twitter: Social Media Prospecting Tool
My brother-in-law sells photography and similar equipment in Albuquerque, NM and promoting his store’s knowledgeable staff helps to differentiate them from the big box stores.
Twitter Search: Advanced Search
Search
Results
Twitter: Social Media Prospecting Tool
COLGATE can find tweets about their brand “With positive attitude”
Twitter Search: Advanced Search
Twitter: Social Media Prospecting Tool
SUGGESTED USERS offers up a list of people you may want to follow
IGNORE button helps manage the list
Finding More Followers: Twellow Suggested Users
(1)Set up an account, create a Profile and select the categories you want to be listed under.
(2)Click on Suggested Users
Twitter: Social Media Prospecting Tool
Does not provide the level of user detail that Twellow does
However, may find different people than with Twellow’s Suggested User function
Finding More Followers: Who Should I Follow?
Twitter: Social Media Prospecting Tool
Who Should i Follow?
Can narrow or expand results by looking for more or less popular people
Can also filter by location
Twitter: Social Media Prospecting Tool
Who Should i Follow?
If someone seems right on target, can click on See more users… link and find similar people.
Twitter: Social Media Prospecting Tool
Setting and measuring goals will increase your effectiveness:
– Number of followers = reach
– Number of click-throughs on links = interest
– Number of retweets = advocacy
– Number of DMs = connections
Analyzing Your Followers
Twitter: Social Media Prospecting Tool
# Followers
Analyzing Your Followers: Twitter and Su.pr
# Direct Messages
Search @username for retweets
URL shortener service measures clicks & retweets
Su.pr
Twitter: Social Media Prospecting Tool
Slice and dice your users, mentions, etc. to understand your Twitterverse …in depth
Analyzing Your Followers: TwitterAnalyzer
Twitter: Social Media Prospecting Tool
User
Friends
Mentions
Groups
Trends (coming soon)
TwitterAnalyzer: Types of Statistics
Twitter: Social Media Prospecting Tool
Online Followers: How many of your users are online RIGHT NOW?
TwitterAnalyzer: Friends
Could help you refine what is best time of day to tweet.
Twitter: Social Media Prospecting Tool
Followers Growth rate: See how many new followers you acquire or lose on each day. Click on the graph to see your messages causing this change.
TwitterAnalyzer: Friends
One way to measure positive or negative impact of tweet.
Twitter: Social Media Prospecting Tool
Followers Density Map: See your followers locations
TwitterAnalyzer: Friends
If location of followers is important, this is a good chart.
Twitter: Social Media Prospecting Tool
Followers Activity: A representation of how many of your followers are active on Twitter and how active your followers are
TwitterAnalyzer: Friends
If most followers are not that active, need to adjust your follower strategy
Twitter: Social Media Prospecting Tool
Most Retweeting Friends: Who retweets you most.
TwitterAnalyzer: Friends
DM these RT’ers; find their other social sites and connect there as well.
Twitter: Social Media Prospecting Tool
Closest Friends: See the friends you are most in contact with
TwitterAnalyzer: Friends
Are these the most influential? Is your circle too small?
Twitter: Social Media Prospecting Tool
Disregarded Friends: See the friends who sent you messages but didn’t get an answer from you.
TwitterAnalyzer: Friends
Check this chart daily!
Twitter: Social Media Prospecting Tool
See the followers mentioning you the most.
TwitterAnalyzer: Mentions
DM them, find and follow them on their other social sites.
Twitter: Social Media Prospecting Tool
See followers by: Occupation, Join Date, Popularity, Gender, Actions (i.e. topics)
TwitterAnalyzer: Groups
Make sure your followers match your desired demographics
Twitter: Social Media Prospecting Tool
Pay it forward:
Friends of Tilonia can be found at www.tilonia.com
Credits:
A strategic approach to Twitter: Created by Ogilvy for IBM
A Visual Guide To Twitter: www.Applicant.com
Tools:
Twellow: www.twellow.com
wefollow: wefollow.com
Twitter Search: search.twitter.com
Who Should i Follow: www.whoshouldifollow.com
Su.pr URL Shortener: http://Su.pr
TwitterAnalyzer: www.twitteranalyzer.com
Twitter: Social Media Prospecting Tool
Twitter: Social Media Prospecting Tool Thank You !
Catherine Sherwood:Social Media Consultant with 20+ years of marketing and product strategy experience. Serving US & Canada.
Presented By: Follow Up:
Presentation available on SlideShare:
www.slideshare.net/CatherineABQ
Comments, questions, feedback?
Blog post set up for discussion:
http://CatherineSherwood.com
Email:
Phone: 505-660-6106
Twitter: @CateSherwood
For links to all my Social Sites:XeeSM.com/CatherineSherwood