fitton preconf keynote realtime ny june 2011
Post on 12-Dec-2014
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Social Business… Starting with Twitter
Founder/CEO oneforty.com
How Did THAT Happen??!!
“Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead”
-Seth Godin, Tribes
So Twitter…
What’s the Big Deal?
Global Sensing and Signaling Network
The Message is the Influencer.
Any to Many
Only connect!- E.M. Forster
People with more connections have more
options
What does it Do?
Top Reasons 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%)
• Marketing• Advertising• PR/word of mouth• Social CRM• Sales• Contests & offers• News & trends• Customer Service
• Brand Monitoring• SEO & Traffic• Promote events• Create & share
content• Build community• Earn social capital• Networking
“Just for PR & Marketing, Right?”
• Decentralized teams• Employee support• Mentoring• Problem-solving• Purely social• Knowledge
management• Sourcing solutions
• Events backchannel• Research• Collaboration• Innovation• Recruiting• Best practices• Project status
Everything Email Touches, Social Will
Influence (was)
Attract attention to yourself
Influence (is)
Provide attention & value to others
How Does it Work?
Listen.Learn.Care.Serve.
SMM Survey
Listen.
Learn.• Act on what you’re hearing• Shine a light on others’ ideas• Innovate• Measure and notice what’s working• Apologize when you screw up• Encourage your team to explore and
take risks• Try new stuff. Repeat.
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Care.Your Mother Taught You How To Tweet1. Dress nicely
– Background & avatar
2. Introduce yourself– Complete profile, link on your site
3. Be a good conversationalist– Listen. Respond. Be relevant. Be useful.
Manage Customer Relationships• Get involved where customers already are• Build relationships and keep in touch
throughout the Customer Lifecycle -- save searches, track deals, manage
contacts & projects• TIP: Try a Social CRM tool with many
different integrations
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Care.
Serve.Create great content• Twitter streams, Facebook pages, blogs, ebooks,
white papers & webinars• Cover things your prospective customer cares
about and needs to know. • Tool tip: 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!” -@jeffjarvis• Resist “NIH” (not invented here) don’t try to generate
all the content yourself
http://14t.me/curatecontent
Myths/What NOT to do.
We Need More Followers!Clickthrus? Fans? Friends? Traffic? Klout? Influentials?SOMETHINGS? Right? Don’t we? Hello?
You Need Business Objectives.
Then, measure what you’re actually trying to do.
We Need Social Campaigns!
not so much.
Invest in Social literacy.
The ROI is Unproven!
+
The ROI is THERE
• Track conversions from social media
• Build and track relationships and leads
• Track converstions with in-page analytics
• Retain customers and create fans
• Save costs - customer support, lead generation
Right tasks. Right tools.
Learn More…
Learn More…
Confused?
• 1000+ how-to guides
http://oneforty.com/i/toolkits• Add YOUR company’s story
Toolkits…
Introducing… SocialBase
Everything in one place. Any tool. Any workflow.
• Expert training and guidance
• Customizable workflow management
• Brings order and expertise immediately
• Company wide scale and collaboration
BENEFITS
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