Twitter for Business 101: Twtrcon

for Business: 101

Laura Fitton laura@oneforty.com @pistachio

@Pistachio?

“Laura Fitton… hasthousands of peoplefollowing her on Twitter.…by consistentlytouching a tribe ofpeople with generosityand insight, she’searned the right to lead”

-Seth Godin, Tribes

Influence (was)Attract attention to yourself

Influence (is)Provide attention & value to others

4 Word Guide toSocial Media

1. Listen.2. Learn.3. Care.4. Serve.

Social Media isNothing New

Photo Credit: (cc) jerryfletcher on flickr.com

Social Media isKnowledge

Knowledge is SociallyMediated

Photo Credit: (cc) fredoalvarez on flickr.com

Knowledge is SociallyMediated

Knowledge is SociallyMediated

Markets are SociallyMediated

Photo Credit: (cc) gregor_y on flickr.com

Markets are SociallyMediated

Markets are SociallyMediated

Photo Credit: (cc) matrianklw on flickr.com

What is Twitter?

in 11 more days?

17 BILLION.

65 Million TweetsEvery day.

• about your marketsproductsbrandscompanycustomersworld

What is Twitter?

It’s Your Business.

Twitter Disrupts

http://twitpic.com/135xa

Twitter Disrupts

Human Isolation.

“Use it Where YouThink Best”

-IBM ThinkPad ads circa 1992

“We see an ecosystem ofdevelopers swarmingaround the Twitter API likemoths around a flame”

-TechCrunch.com

“…history suggests thatwhere there is so much userengagement, dollars follow.”

-Chris Dixon

VALUE.visibilityrelevancerelationshipssocial capitalcommunityideastrust

researchmarketing

networkingcustomer

servicetrafficnewssalesSEO

ExternallyEventsCommunityCustomer serviceMonitoringNewsInnovationResearch

Point of SaleWord of MouthRelationshipsBrandingDirect salesSEO &trafficNetworking

InternallySales TeamsEvent PlanningProject StatusNewsCoordinationInterface

Decentralized teamsEmployee SupportMentoringProblem-solvingPurely Social

How to start?

By starting…

Influence (was)Attract attention to yourself

Influence (is)Provide attention & value to others

4 Word Guide toSocial Media

1. Listen.2. Learn.3. Care.4. Serve.

Manners 1011. 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?

• 200+ How-to guides to the toolsand services that make adifference:http://oneforty.com/i/toolkits

...by profession

…to promote

...by function

…by personality& use case

Think YOUR customersaren’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 wordyou’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 million messages a day• Display anywhere

– Widgets, embeds, filtering, search• Cloudprofile

– SIMPLE small biz websites

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

…Finds You

MeasurementNO: Follower numbers.YES: Follower engagement• Measurable links

– Clickthroughs– Conversations– Context

• Ripples in the water– Retweets, reposting your links– Others pointing towards what you do

Business Objectives

Measure appropriate standardsfor each objective

Will Employees Waste Time?

YES!!

Will Employees Waste Time?• Pointless meetings• Procrastinating• Coffee breaks• Telephone• Gossiping• Smoking• email• Web• IM• Social media

Efficiency• Tools• Objectives• Discipline

Learning more…

Business.Twitter.com

Outlook• What’s on the horizon? What trends should

we watch for next?• Better tools• Twitter.com

– Promoted Tweets– Business accounts

TFB 101 Toolkit