social business... starting with twitter
DESCRIPTION
Advance your business with Twitter.Whether you want to find the right social media tools to connect with local customers, enhance your existing sales funnel, or just get the word out, oneforty shows you how Twitter can efficiently grow your business.TRANSCRIPT
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Getting started…
Social Business… Star%ng with Twi-er
#socbiz(ps
Laura “@Pistachio” Fitton CEO/Founder – oneforty
Co-author – Twitter for Dummies
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Social Business… Star%ng with Twi-er
• Why your business should be on Twi6er • Some use cases for social media • How to: Start engaging your customers • Myths & misconcep@ons
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“by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes
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Founding oneforty
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Social Business… Star%ng with Twi-er
• Why your business should be on Twi6er • Some use cases for social media • How to: Start engaging your customers • Myths & misconcep@ons
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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%)
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“Just for PR & Marke@ng, right?”
• Marke@ng • Adver@sing • 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
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“Everything email touches…”
• Decentralized teams • Employee support • Mentoring • Problem-‐solving • Purely social • Knowledge management
• Sourcing solu@ons
• Events backchannel • Research • Collabora@on • Innova@on • Recrui@ng • Best prac@ces • Project status
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Social Business in 2 Words…
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Be Useful!
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Social Business… Star%ng with Twi-er
• Why your business should be on Twi6er • Some use cases for social media • How to: Start engaging your customers • Myths & misconcep@ons
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Social Business in 4 Words…
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Listen. Learn. Care. Serve.
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Listen: Monitor Conversa@ons
• Why? – Content ideas – Compe@@ve analysis
– Customer service – Engagement – Product opportuni@es
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Listen: Monitor Conversa@ons
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• How? Google Alerts: brand, company, compe@tors and industry
• Search same terms on social tools
• Many op@ons from free to fancy
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Learn: Always Be Evolving
• Act on what you’re hearing • Innovate • Measure and no@ce what’s working • Apologize when you screw up • Encourage your team to explore and take risks
• Con@nually try new things
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Care: Manage Customer Rela@onships
• Get involved -‐-‐ where your customers already hang out
• Keep in touch throughout the Customer Lifecycle with Social CRM tools
-‐-‐ save searches, track deals, manage contacts & projects
• TIP: Choose a Social CRM tool with many different integra@ons
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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 conversa@onalist – Listen. Respond. Be relevant. Be useful.
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Serve: Create great content
• Twi6er streams, Facebook pages, blogs, ebooks, white papers & webinars
• Cover things your prospec@ve customer cares about and needs to know.
• Tool @p: Try Disqus for blog comments:
– encourage social sharing – engage prospects – organize email addresses
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Serve: Curate great content
• Resist “NIH” syndrome (not invented here) don’t try to generate all the content yourself
• Be a one-‐stop-‐shop resource for related customer needs • “Do what you do best and link to the rest!” -‐@jeharvis
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http://14t.me/curatecontent
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Social Business… Star%ng with Twi-er
• Why your business should be on Twi6er • Some use cases for social media • How to: Start engaging your customers • Myths & misconcep@ons
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We Need Social Campaigns!
not so much.
Invest in Social literacy.
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The ROI is Unproven!
+
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The ROI is THERE • You CAN track conversions
from social media • In-‐page analy@cs = track
conversions • Argyle Social, HubSpot &
Performable • Retaining customers • Customer support via Twi6er
= saved costs
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We Need More Followers! Clickthrus? Fans? Friends? Traffic? Klout? Influen@als? SOMETHINGS? Right? Don’t we? Hello?
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You Need Business Objec@ves
Then, measure appropriate standards
for each objec@ve
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Measurement
NO: Vanity Metrics. • Fans, followers, friends
• Impressions • Tweets • Raw traffic
YES: Business objec@ves • Use Analy@cs tools • Measurable link shorteners
– Clickthroughs – Conversa@ons – Context
• Ripples in the water – Retweets, repos@ng your links – Others talking about what you do
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Employees Will Waste Time!
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YES!!
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Employees Will Waste Time… • Pointless mee@ngs • Procras@naton • Coffee breaks • Telephone • Gossiping • Smoking • email • Web • IM • Social media
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Invest Time Efficiently
• Objec@ves • Workflow • Be6er Tools • Measurement • Repor@ng
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Learn More…
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Learn More…
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Learn More…
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