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Marketing on Twitter to Drive Business Revenue Muhammad Karim, 2011

Marketing on twitter to drive business revenue

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How to make money on Twitter and the marketing best practice you need to use.

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Page 1: Marketing on twitter to drive business revenue

Marketing on Twitter to Drive Business Revenue

Muhammad Karim, 2011

Page 2: Marketing on twitter to drive business revenue

Driving Brand Revenue or Brand Awareness?

Both.

What is Twitter Good For?

Driving Brand Awareness and Consumer Engagement

Driving Brand Revenue

Short Term

Long Term

Page 3: Marketing on twitter to drive business revenue

But How Do You Drive Revenue in the Short Term with Twitter?

Depends on how big a following you have. If you don’t have a big following Build one.

With a Big Following…1. Drive Off-line Promotions In-store.2. Drive On-line or Off-line Marketing

Campaigns

Page 4: Marketing on twitter to drive business revenue

So Let’s Stick with What Twitter is Great At…

Brand Awareness and Consumer Engagement.

Now let’s see how we can use best practice to make the

most from TWITTER.

Page 5: Marketing on twitter to drive business revenue

Best Practice1. Research Your Consumers Before

Engaging • Know how your customers use Twitter. - Use http://search.twitter.com and see what conversations are happening around your brand/product/category. Know what your consumers are saying about you.

• If you don’t get any results around your brand or product, you may have the opportunity to now start the conversation yourself!

• Or… Twitter may not be the right channel for you. If your consumer’s aren’t there… should you be?

Page 6: Marketing on twitter to drive business revenue

Best Practice2. What Are Your Organisational

Objectives/ Goals?• What do you want to do with Twitter? Make

Sales? Use it as a channel for Customer Services? Promote Content?

• You Need to know what you’re using it for before dedicating budget and resource to it.

Page 7: Marketing on twitter to drive business revenue

Best Practice3. Create a Branded or Personal Profile

Here you can go with either a Branded Profile with the company logo, or a personal profile linked to the company.• A specific Brand profile with the brand logo is needed for all

marketing activity and consumer engagement on a personal level.

• Employees engaging with consumers on a personal level can also engage with consumers as part of the brand but these personal profiles should identify the company along with the employees personal name.

Note: Don’t use your personal profile for Business!

Page 8: Marketing on twitter to drive business revenue

Best Practice4.  Build your Equity and Credibility

• This is all about building a reputation as a trusted source of information around your brand/product/industry.

• For your customers to believe and engage with what you have to say, they need to trust you.

• One Way Marketing Messages and Communication doesn’t work in this channel. If you’re disengenuous, people will ignore you.

Page 9: Marketing on twitter to drive business revenue

Best Practice5. Tracking Metrics and Conversation

Trends• I’d recommend investing in Radian6 or Nielsen Buzz

Metrics to track sentiment, twitter conversations, trends, etc.

• This makes your Twitter activity more quantifiable.

• You can track metrics like “How much money Twitter has saved your brand”.

Page 10: Marketing on twitter to drive business revenue

Best Practice6. Less Structure is Better

• You need to make your Twitter presence personal and more human. Remember that you are talking to People.

• Too much structure and a rigid way of operating can push your consumers away and see you as disingenuous.

• Always have someone available to manage your Twitter account.

Page 11: Marketing on twitter to drive business revenue

Best Practice7. Listen before Talking

• Don’t just jump right in and expect everyone on Twitter to welcome you with open arms.

• Take time to sit and listen to what your consumers and community are saying.

• Then engage with them on their level.• Get personal with Twitter followers by @’ing them

personally with answers about your brand or product. – 9/10 times they will follow you.

Page 12: Marketing on twitter to drive business revenue

Best Practice8. Be Authentic, Believable and Clear

Cicero in On Duties in 44BC set forth the following rules, which are VERY relevant for Twitter…

1. Speak clearly.2. Speak easily, but not too much, give others their turn.3. Do not interrupt.4. Be courteous.5. Deal seriously with serious matters, gracefully with lighter ones.6. Never criticize people behind their backs.7. Stick to subjects of general interests.8. Do not talk about yourself.9. Never lose your temper.

Page 13: Marketing on twitter to drive business revenue

Best Practice9. Branding Basics

• Use your business logo as your avatar.• Customise your twitter page.• Link to your website.

Page 14: Marketing on twitter to drive business revenue

Best Practice10. Start the Conversation

• Proactively engage your followers.• Ask broad open-ended questions to engage

the majority of your followers.• Give people ideas or thoughts on your

industry.• Speak about things are YOUR users would

care about.

Page 15: Marketing on twitter to drive business revenue

Good Case Study (@JetBlue)

http://www.daveraffaele.com

• Quick• Human• Solved

the Problem.

Page 16: Marketing on twitter to drive business revenue

Bad Case Study (@HabitatUK)

• Unfocused• Using popular Hashtags (#) to PROMOTE

PROMOTE PROMOTE.

Page 17: Marketing on twitter to drive business revenue

Bad Case Study (@HabitatUK)The Reaction

Page 18: Marketing on twitter to drive business revenue

Common Mistakes• Auto DM’s, Auto follow, Auto response.• Not replying to queries on Twitter.• Only tweeting Links and not having a

conversation.• Too much Retweeting.• Over-Following – Quality not Quantity.• Tweeting too much – Be Timely.• Speaking like a Corporation instead of a

person.• Sponsored Tweets – No Value.

Page 19: Marketing on twitter to drive business revenue

Useful Twitter AppsI’ll keep it simple, if you want more…

Google “Twitter Apps”… there are new app’s coming out all the time.

Page 20: Marketing on twitter to drive business revenue

Any Questions?

Muhammad KarimEmail: [email protected]

Twitter: @mkarim