@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
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