for Business: 101

Laura Fitton laura@oneforty.com @pistachio

@Pistachio?

“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

QuickTime™ and a decompressor

are needed to see this picture.

Influence (was)

Attract attention to yourself

Influence (is)

Provide attention & value to others

4 Word Guide to Social Media

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

Social Media is Nothing New

Photo Credit: (cc) jerryfletcher on flickr.com

Social Media is Knowledge

Knowledge is Socially Mediated

Photo Credit: (cc) fredoalvarez on flickr.com

Knowledge is Socially Mediated

Knowledge is Socially Mediated

Markets are Socially Mediated

Photo Credit: (cc) gregor_y on flickr.com

Markets are Socially Mediated

Markets are Socially Mediated

Photo Credit: (cc) matrianklw on flickr.com

What is Twitter?

100 Million Tweets

Every day.

• about your marketsproductsbrandscompanycustomersworld

What is Twitter?

It’s Your Business.

Twitter Disrupts

http://twitpic.com/135xa

Twitter Disrupts

Human Isolation.

“Use it Where You Think Best”

-IBM ThinkPad ads circa 1992

“We see an ecosystem of developers swarming around the Twitter API like moths around a flame”

-TechCrunch.com

“…history suggests that where there is so much user engagement, dollars follow.”

-Chris Dixon

VALUE.visibility

relevance

relationships

social capital

community

ideas

trust

research

marketing

networking

customer

service

traffic

news

sales

SEO

Externally

Events

Community

Customer service

Monitoring

News

Innovation

Research

Point of Sale

Word of Mouth

Relationships

Branding

Direct sales

SEO &traffic

Networking

Internally

Sales Teams

Event Planning

Project Status

News

Coordination

Interface

Decentralized teams

Employee Support

Mentoring

Problem-solving

Purely Social

How to start?

By starting…

Influence (was)

Attract attention to yourself

Influence (is)

Provide attention & value to others

4 Word Guide to Social Media

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

Manners 101

1. 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?

• 500+ comparisons, case studies, how-to guides

http://oneforty.com/i/toolkits

• Add YOUR brand’s story, and new tips as you learn them

...by profession

…to promote

...Comparisons

…how-to guides

Think YOUR customers aren’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 word you’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

• Thousands of ways to deliver

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• Analytics tools• Measurable links

– Clickthroughs– Conversations– Context

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

Business Objectives

Measure appropriate standards

for 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

Need more?

Join us at 4:40 Today!

TFB 101 Toolkit

for Business: 101

Laura Fitton laura@oneforty.com @pistachio