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What is Twitter and what has it got to do with my business? This question was on many peoples lips as I prepared to talk to Institute of Directors (IOD) members in Maidstone, Kent. Twitter along with its social media buddies is a game changer for the way businesses talk to each other and to consumers. It's no longer enough to preach your marketing messages, people are not interested. You need to be part of the conversation, sharing your knowledge, your network and your services. Companies that choose to stay outside of the conversation and think their website is enough will get left behind.This presentation puts into context what Twitter is and whay it is important for your business. Some top level tips to get started using it are also included. A audio track will be added.
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Twitter For Business Success
In case you hadn’t noticed the internet has changed.....
Old Internet
Image thanks: http://seomraranga.wordpress.com
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King & Queen of Social Media
CONTENT CONVERSATION
Image thanks: PA @ www.telegraph.co.uk
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What is social media?
It’s people talking to each other
It’s being social on the internet
Sharing
Referring
Raving
Bitching
FunImage thanks: http://www.chronicle.pitt.edu
“The Ants have megaphones!”- Malcolm Gladwell “The Longtail”
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The genesis of Ideas
“I believe that these days, the rapid communication that is enabled by wikis, blogs,
Twitter, YouTube and you name it ensures that no matter what kind of company you
are, your customers are having a conversation about your products and practices.
The question that every company has to ask is: ‘Do I want to be part of this
conversation? Do I want to learn from it? Am I willing to innovate on the basis of it?’
If you harness the power of this community, you will benefit. If you turn your back on
it, you get further and further out of touch while competitors flourish. So yes, I think
this is a new kind of communication for a new age of customer engagement.”
Marc Benioff, CEO of Salesforce.comMyStarbucksIdea
Dells IdeaStorm
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30 social media statistics
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Why is social media good for business?
• Improve your search results
• Build your online profile and reputation
• Targeted visitor traffic to your company website
• The ability to interact with customers and potential customers
• Networking increases your reach– Directly through your contacts
– Indirectly through your contacts contacts
• Increased sales through increased brand awareness
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Using social media for business
...loves social media
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• 140 character messaging tool• Mass communication• One to one communication• Real time search engine
What is Twitter?
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OMG WTF its Twitter.....LOL
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12:50 PM (PST)March 21, 20061
11:59 PM (PST) Dec 31, 200918,000,000
First Tweet Sent
Estimated users by 2010
Twi’History
WHY?
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Reasons for using Twitter
• Endless reasons to use Twitter • What challenges does your business face?• Here are ten general reasons:
– #1 Gain Exposure– #2 Build Trust– #3 Generate Leads– #4 Drive Traffic– #5 Provide Excellent Customer Service– #6 Expand Your Network– #7 Get Feedback– #8 Market Research– #9 Testimonial Tool– #10 Build Authority
4 million UK Twitter users
23,579,044 unique visitors to Twitter.com in Aug 2009
3,000,000 message sent on Twitter every day
18 million users by end
of 2009
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Who Tweets?• Starbucks Coffee (Starbucks) 296,045• Best Buy (BestBuy) 8,944• Dell Outlet (DellOutlet) 1,208,168• Zappos.com CEO -Tony (zappos) 1,331,274• Oprah Winfrey (Oprah) 2,220,746• Chris Brogan (chrisbrogan) 99,197• Lance Armstrong (lancearmstrong) 1,995,845• Guardian Tech (guardiantech) 1,245,391• Hammer (MCHammer) 1,469,410• lilyroseallen (lilyroseallen) 1,481,838• Whole Foods Market (WholeFoods) 1,390,635• Threadless (threadless) 1,187,416• James McBrearty (taxhelpukcom) 8,155 Cobham, Surrey, UK.• Vegware Packaging (Vegware) 454 UK, Ireland• Sally Asling (SurreyLets) 2,004 Guildford, Surrey, UK
Your competitorsYour customersYour target audiencePeople who share your passions
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Case study #1 - @DellOutlet
• Challenge:– Dell Outlet carries refurbished inventory that it needs to sell quickly
Fast turn around– Limited advertising budget– Reliance on email marketing, paid search results, search-engine
optimization and affiliate links to raise awareness and drive sales.
• Objective:– Find new, cost-effective ways to reach people.
• Twitter benefits:– Raising awareness– Increasing sales $3million in revenue– Connecting with customers
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Case study #2 – @NakedPizza
• Challenges:– Over reliance on direct mail– Decreasing open rates of email newsletter– Rising marketing costs– No stand out from competitors
• Objectives:– create a community around healthy eating– save on marketing costs– drive sales
• Twitter benefits:– No cost – Mass communication– Twitter promotions driving up to 68% of sales during promotion
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Case studies – Naked Pizza
• Reported 20% of revenue coming directly from twitter with spikes as high as 69% on days where they hit twitter with a serious campaign.
• Notice a few things:– One, it’s a person, not a robot.– Two, that person is ENGAGING in
conversations nonstop.– Three, they’re not just pimping
pizza.– Four, they have a personality.– Five, every once in a while, they
sneak in a playful promo that revolved around the community.
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The Twitter Basics
• Define your objectives• Register• Name• Twitter name• Bio
• Web link• Location• Product• USP
• Choose as short a username as possible• Think hard about your thumbnail• Use your background to share more
info
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@jonniejensen is on Twitter
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Twitter Etiquette
Twanker - An egocentric individual, celebrity or organization who uses Twitter only for one-way broadcasting about their own greatness.
Twidiot - An individual or organization that uses Twitter only to talk about insignificant things no one cares about, like what they had for breakfast or their latest press release.
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Lets Get Started
• Follow other people (judiciously)• Reply to @ messages• RT often and strategically
– RT @jonniejensen the copied message goes here...
• Leave room for retweets – 120 characters• Refer to people by their Twitter names on Twitter• Allow and respond to DMs• Real time – so favourite your messages
So lets do it....
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Twitter Tools
• TweetDeck.com• Tweetadder.com• TweepSearch.com• Klout.com• Tweetmeme.com• Listorious.com• TwitterGrader.com• Twitter Counter
