Juliann GrantTelesian Technology

www.telesian.comJuly 13, 2009

July 13, 2009 Page 2

AgendaTwitter TodayTwitter: What, When, How to Tweet

Setting a StrategyHow to Find Your AudienceBuilding Your BrandTwitter Culture4 Ways Twitter Can Boost Your Brand

Twitter Tools and AppsMarketing with Twitter: Do’s and Don’tsQuestions

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Will Twitter boost my bottom line?Dell sold $3M through @delloutlet*Companies needs to recognize:

Shift thinking to how to serve customers here, not about revenue

By building relationships By adding value to a customer or buyer’s

day Putting a human face on your brand will….

Build preference for your brand by having conversations with your Twitter network

Enable you to directly communicate with your customers, buyers, influencers

Shape the perception of your online reputation

People buy from peoplehttp://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=217801030&subSection=E-Business

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Who’s On Twitter

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Twitter’s Exponential Growth

5M

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Twitter is... A Constant Flow of Information

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Overhear Conversations aboutYour company, product or

brandCustomer experiencesCompetitor companies,

products, brandsIndustry trends, successes,

failures

These conversations have beenhappening, now you can hear

them

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Twitter is…Making marketers think in new dimensions

Think visual, audio, videoContinually evolving through its usersNot just for celebrities, there is a place for

B2BA place for brands to engage like never before

BUT…Before you start using Twitter for Marketing, you must build your Twitter brand

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Creating a Twitter StrategyWho will be responsible for Twitter?What are the expectations?

Understand why you are on Twitter Tweet frequency/participation Maintain a schedule

Agree Upon a Twitter Voice Customer service oriented, buyers and customers Allow personalities behind brand to come through

How will you use this information over time? R&D Marketing Product Planning

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A Twitter Plan…Will include a listening strategy

Know what is being said out there, about whom, by whom, and the things you care about

Will be prepared for risksComplaints, negative buzz

Will involve multiple functionsSales, marketing, product managers,

engineering, customer service, legalShould be part of a larger social networking

plan

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Define internal processesHow to handle product requirement requests

or suggestionsHow to handle customer service issues

Prepare for escalating customer complaints, problems, questions

Who is responsible for developing content

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Twitter Time Management2 hrs day up to full

time positionsRead tweet stream &

listening log (daily)Read and comment on

blogs (daily/weekly)Create tweets, share

tweets (daily)Write blog post (2-3

times/week)http://www.chrisbrogan.com/19-presence-management-chores-you-could-do-every-day/#comment-11897057http://www.emersonprocessxperts.com - Jim Cahill’s blog @ Emerson

…”Jim Cahill frequently features experts from

Emerson as guest bloggers, the blog is a big part of his

job, filling it up two or three times a week takes about 30% of his time…And it’s

working with 3-5 leads per week”

-- Charlene Li, Groundswell

…”Jim Cahill frequently features experts from

Emerson as guest bloggers, the blog is a big part of his

job, filling it up two or three times a week takes about 30% of his time…And it’s

working with 3-5 leads per week”

-- Charlene Li, Groundswell

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Finding Your MarketEditors/Journalists:*

www.mediaontwitter.comhttp://muckrack.com

Bloggers:

*http://blog.journalistics.com/2009/stalking_journalists_on_twitter/

Analysts:

http://sagecircle.wordpress.com/directories/analyst-twitter-

directory/

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Finding your marketAvoid buying

your marketSpammy contests

that require a follow back

Services or scripts that create followers for a fee

Get follow backs by following large numbers

• Organic growth is best Focus on building relationships not followershipsDo offer special offers for your followersQuality interactions vs. quantity

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Finding your market

Wefollow.com

Mrtweet.com

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Finding your Market

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Building a FollowingShare information freely and oftenPay it forwardDo not overly self-promote

1:10 ratio broadcast content to other messagesGet engaged with the Twitter Culture

Participate in chats that are relevant to your industry or start one if it does not exist

Ignore follower numbers, focus on quality of interactions

Comment on blogs you read

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Choose Follows Wisely

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Choose Follows WiselyYou don’t need to

follow back everyone who follows you.

Beware of Spammers

Automatic Direct Messages with a

pitch is Bad

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Building a Brand

Informative

Dialog

Engage

Dialog

Be RealBe Authentic

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Building A Brand: Be Relevant

Create content that is relevant to audience

Provide ways to engage, interact

Add value toyour customers

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Twitter EtiquetteRecognize others in your networkUse Direct Messages for:

One on one conversationsThanking followers for following

Do not send automatic thank you with a link

Retweet (RT) messages you read or find valuableGive credit where its dueRefrain from sharing political positionsTreat language as professional and personable

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Understand Twitter CultureComplete a profile, include bio/detailsGet the lingo down

RT (Retweet) HT( Hat tip) OH (Other half)#FollowFriday#Journchat (Mondays 8-10 pm EST) #PR2.0 (Wednesdays 8-9 pm EST)#Blogchat (Sunday nights 9 pm EST)

tweetchat.com good for tracking online chats. Set refresh to every 5 seconds.

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Top 4 Ways to Boost Your BrandListen before engaging.Be authentic. Share expertise.Participate. Be Visible.Respond quickly. Show you are listening.

Brands to Watch:Dell (dell.com/twitter)

Zappos (twitter.com/zappos) Comcast (twitter.com/comcastcares)

Guy Kawasaki (twitter.com/GuyKawasaki)

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Twitter for the Desktop Top Recommendations for Desktop Twitter App:

Tweetdeck: http://tweetdeck.com Seesmic: http://seesmic.com/ Twhirl http://www.twhirl.org/ Hootsuite http://hootsuite.com/ (a web-based app)

Top for Handheld: iPhone App:

Tweetie ($2.99) Twitteriffic (Free) SimplyTweet ($3.99)

Windows: Gravity $12 http://mobileways.de/products/gravity/gravity/ Pocketwit: http://code.google.com/p/pocketwit/

May 2009: 25 Twitter Apps for Managing Multiple Accountshttp://mashable.com/2009/05/18/twitter-apps-manage-multiple-accounts/

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Listening Tools:Search for

keywords Search by

#hashtagMonitor

competitorsCatch a

conference you could not attend

http://search.twitter.com

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Listening Tools: RSS FeedsFriendFeed, Google/Yahoo Reader to manage

Feeds

OrganizeStreams byFolder

Join/Create Groups

Add in Google

key word

search RSS feeds

Build Business Intel

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Listening Tools: Google Reader

Types of Feeds: Company name, Product/service name, Competitor namesIndustry keywords, Product keywords, Executive names

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Listening Tools

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Tracking: Hashtags #An internet filing systemDoes not require registration but do check

for usage Search.twitter.com

Create unique #topics and use hashtags for tracking conversations, topics, etc.EventsProgramsContestsBody of knowledge (#Pauto)

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Tracking: Links

Looks at conversation

trends for

YouFriends

MentionsGroups

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Other Monitoring Tools

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Blog Comments

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Survey tools

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Photo ShareUpload one photo at a time

Good for at events

Upload many photos at a time

Organize and sort into groups, folders

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Deployment Models The Tire (Distributed)

Where each business unit or group may create its own social media programs without a centralized approach. We call this approach the “tire,” as it originates at the edges of the company.

The Tower (Centralized)We refer to this centralization as the “tower” — a standalone

group within a company that’s responsible for social media programs, often within corporate marketing or corporate communications.

The Hub and Spoke (Cross Functional)Like the hub on a bicycle wheel, a cross-functional group that

represents multiple stakeholders across the company assembles in the middle of the organization. The hub facilitates resource sharing and cross-functional communications (via the “spokes” in the wheel) to those at the edge of the organization (or the “tire”)

http://www.web-strategist.com/blog/2009/06/25/report-companies-should-organize-for-social-media-in-hub-and-spoke/

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Marketing To Do’sSet up corporate/brand ID on Twitter

Allow employee accounts too Be clear in profile that employees are associated

with a brand Creates synergy with sharing brand information

Set up ProfileUse key words in descriptionLink to blog vs. web site preferablyInclude an avatar, logo

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Marketing To-Do’sPrimary research

Surveys, solicit direct feedbackContent Development

Organize around what customers want to knowThought Leadership

Blog posts Web Site

Inbound lead generationSubscriptionsCommentsEventsContests

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Marketing To-Do’sCreate a body of work/area of expertise

Claim a hashtag or twoSet up a FriendFeed Group to aggregate links,

blog postsSet up other groups outside of Twitter

LinkedInFacebook

Measure, measure, measure

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The New ROI: Return on InfluenceMeasure back to a common denominator

where possible: cost per thousand (reach)Influence counts as intangible result

InteractionsSocial mentions or recommendationsBlog commentsQuestions askedInbound links

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Ten Things to Avoid on Twitter1. Set up a profile and then ignore it.2. Follow 1,000s of people in the first few

weeks3. Use Twitter to broadcast your message only.4. Using a formal, stodgy corporate tone. This

is not a web site.5. Not establish a Listening Strategy first.6. Ignoring information gathered from

Listening.

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Ten Things to Avoid on Twitter7. Send Automatic Direct Messages to new

followers with a link or call to action.8. Taking credit for information or links. 9. Not be transparent.10.Defending against negative buzz. Easier to

fall on your sword.

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One Final Thought

Like it or not, Twitter is quickly revolutionizing the way our entire news ecosystem operates, from journalist to consumer, and blurring the

lines in between,"

Andrew LipsmanComScore

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Q&AThank you for your time

Contact Me: Juliann Grant julianng@telesian.com

Blog: http://blog.telesian.comTwitter: www.twitter.com/julianng

LinkedIn: http://www.linkedin.com/in/julianngrant

Facebook: http://www.facebook.com/julianngrant