Building a Twitter Strategy:Building a Twitter Strategy:How to Practice What You TweetHow to Practice What You Tweet

with Diane K. DanielsonFounder, www.DowntownWomensClub.com

VP of Business Development, www.Convengine.com

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Before we start tweeting …Before we start tweeting …

Online image checklist◦Google maps◦LinkedIn portfolio◦Website/Blog/Facebook Fan Page◦Email address

Online footprint◦Qualified links◦Blog comments

Credibility

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411 BostonReferences?

History?

Quality?

Ubiquitous?

Credible?

Why Twitter?Why Twitter?

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The business meeting

The reunion/girls’ night out

The cocktail party

Why Twitter?Why Twitter?

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What business problems do you need to solve?◦Marketing◦Networking◦Publicity/brand awareness◦Crises management◦Customer service◦Market research◦CRM

A few Twitter truthsA few Twitter truths

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Social media = conversational selling.Give them the what; sell them the how.Social media doesn’t work if you don’t work

social media.

--Lena West, www.RealWomenDoSocialMedia.com

Your @name & iconYour @name & iconWhat’s your brand?

◦@DowntownWoman v. @DianeDanielsonIcon:

◦avatar, logo or you?◦Be consistent (even across platforms)

Short, memorable, easy to spell.

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Twitter basics:Twitter basics:

140 charactersRT@DM##follow friday (or #FF)Branded background

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Twitter basics:Twitter basics:

What do I do?What do I do?

Start reading:◦Insights from experts and colleagues◦News updates (industry/biz/trends)◦Competition◦Conferences◦Colleagues◦Clients◦Brands

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Start following:Start following:

• Who to follow?– @breakingnews, @cnn– Industry leaders– http://mrtweet.net/ – http://whofollowswhom.com/– Who your friends follow– Keyword searches

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Twitter ListsTwitter Lists

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Who I don’t follow:Who I don’t follow:

They lock their updatesThey tweet as a company, not an individualThere are no “@s” in their tweetstreamThey have a beefcake photoThey have offensive tweetsThey are clearly spam (get rich, etc.)They just don’t interest me

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3 Rules for giving good 3 Rules for giving good tweettweet

1. Have a strategy.

2. Be positive, informative, funny or insightful.

3. Be a Renaissance tweeter.

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How to be a Renaissance How to be a Renaissance TweeterTweeterWhat to post - 30/30/30/10 rule:

◦30% self promotion◦30% promoting others◦30% your personality/interacting◦10% just for fun

How to post regularly◦Link your blog◦Twitthat or Twitthis◦Connect to other social networks

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Case Study: Marketing a Service

Case Study: Market ResearchCase Study: Market Research

Go to http://search.twitter.com. Find people tweeting about “soccer cleats”Follow them

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What do you learn?◦ Women are a large percentage of purchasers◦ Guys will buy cleats just because they want

something new◦ Orange is the hot new color◦ Customization is a new trend◦ Who are the influencers?

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Case Study: Market ResearchCase Study: Market Research

Twitter Search is the New GoogleTwitter Search is the New Google

Real-time searchSet up RSS feeds

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Influencers & followersInfluencers & followers

Next steps? Follow who the competition, bloggers and retailers are following.

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Time to start tweetingTime to start tweeting

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• Back to beginning: @Name or @Brand? Image, logo or icon? Celebrity? CEO? eRep? What do you tweet about?

• Soccer fashion?

• Guess whose cleat?

• Soccer updates?

Time ManagementTime ManagementCreate a scheduleSampling of Twitter Tools:

◦www.hootsuite.com or www.tweetdeck.com time tweets, tracks links, facebook, keywords

◦www.twitterfeed.com links your blog to Twitter◦Facebook Twitter app links to Facebook

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Cell phone

Using a Twitter InterfaceUsing a Twitter Interface

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Hootsuite – tracking keywordsHootsuite – tracking keywords

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03/06/10

Google analytics

Twitter = #10 source of referrals to www.DowntownWomensClub.com.

Twitter = #2 source of referrals to our blog.Twitter = #1 source for our Affiliate program.Facebook has higher conversion rate (to

mailing list/paid members).

Just for funJust for funhttp://twitter.grader.comhttp://www.herebeforeaplusk.com/Want more? Google “twitter applications”For more about corporate strategy, read: Twitterville by Shel Israel.

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Thank you!Thank you!Diane K. Danielson

@DowntownWoman

www.dianedanielson.com

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