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Twitter 101 for Small Business presented by Ilona Olayan from Social Strategy1 and Hakan Degirmenci from Twitter and hosted by OfficeArrow - small business community. This session is Twitter 101 and we’ll be covering the basics of Twitter including what the term hashtag means, but if you do happen to already have a Twitter account and are somewhat familiar with hashtags, the hashtag we are using for today’s webinar is #OASocial. The presentation includes Twitter basics and how to’s, the big picture of the new Twitter, including Twitter statistics, and what to use twitter for as a business.
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Twitter 101 for Small Business: What Every Small Business Needs to Know #OASocial
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Ilona Olayan [email protected]
@eyelona www.socialstratgy1.com
Hakan Degirmenci [email protected]
@hakansf www.twitter.com
I’m Hakan.
State of
Social
Media in
Small
Business
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Today’s Topics
• Twitter by the Numbers – The Basics, Stats, What It Means To You
• How to integrate Twitter into Your Overall Marketing
• Twitter Etiquette and the Most Engaging Tweets
• Twitter User Behavioral Patterns Like Why Users Follow Brands and How Twitter Influences Purchase Decisions.
4 4
100M+ Registered Accounts
600K+ New Accounts / Day
2006 2011
Twitter by the Numbers
Tweets per day
250+ Million
Then: 3 years, 2 months, 1 day
Now: every 4.5 days
1,000,000,000 5
Twitter’s Audience
Source: comScore [P] Twitter.com in the U.S.,June 2011. For all metrics but education: Media Metrix, Base: P2+.
For education metrics: Plan Metrix, Base A18+. (Education metrics are not available in Media Metrix, Base: P2+)
Age Gender
Education Income Attended Grad School 159 Index vs. U.S. Internet (21%)
HHI > $100K 111 Index vs. U.S. Internet (23%)
160 Index
136 Index
119 Index
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Useful Communication tool that
allows you to interact with people
around the world
I don’t care what other people are
doing!
I don’t need to know that
John is heading to
the restroom.
1. short message to a bunch of people publicly 2. short message to a specific person publicly 3. Short message to a specific person privately
140 character limit
No one needs to know
what I am doing!
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Twitter is Faster
Than an Earthquake
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Setting Up an Account
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Setting Up an Account
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1 2
3 4
The Basics • Are you twittering, twitting or tweeting?
• Followers, Following, and Friends?
• Using a @username (@officearrow)
• What’s a hashtag (#)?
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Tweets
The Basics (continued) • What’s a DM (direct message)
• RT or "retweet"
– Example:
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RT @OfficeArrow – Slick statistics - Small Business
Stuck in Neutral on Social Media [Infographic &
Report]… officearrow.com/….
OR
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User Influence
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67%
51%
79%
60%
Are you more likely to buy since becoming a follower/fan?
Are you more likely to recommend since becoming a follower/fan?
Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey
The Power of a Follow A signal of interest and intent
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1)Why do Twitter users follow brands?
2)How does Twitter influence followers’ attitudes and behaviors towards brands?
3)How does Twitter influence purchase decisions?
4)How many Twitter users follow brands?
Understanding Followers - what the research says
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Reasons Twitter users follow brands
Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter”
Reasons to follow a brand on Twitter
% of respondents
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Twitter followers are more likely to recommend and take action
Twitter usage outcomes compared to non-followers
Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter”
Twitter influences retail purchase decisions
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2 in 3 Users Say Twitter Influences Purchases
Source: Compete Online Shopper Intelligence, Spring 2011
14.5
19.4
28.6
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12.5
0
5
10
15
20
25
30
35
Not at all influential Not very influential Influential Somewhat influential Extremely influential
% of respondents, n=525
Most Twitter users follow five or more brands
20 Note: n=500. Source: Lab42 survey as cited in company blog Aug 2011, republished by eMarketer
10.6
30.6
19.6
17.8
9.8
3.4
8.2
0 5 10 15 20 25 30 35
None
1-5
6-10
11-20
21-30
31-50
51+
Number of brands they follow according to US Twitter Users, Aug 2011
Number of brands US Twitter Users Follow, August 2011
How to Use it For Business • Develop and promote your business
• Interact with your customer base offering deals, specials or simply service
• Track what people are saying about your company and brand
• Create buzz around upcoming events
• Empower employees to act as liaisons to the public
• Develop direct relationships with bloggers and/or journalists for potential PR placement
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How do you apply the uses of Twitter to your business?
Plan your work and
work your plan
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Twitter Planning: 9 Points to Consider
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1 – Goals 6 – Schedule
2 - Messages to Followers 7 – Frequency
3 - Hashtags / Topics 8 - Tone
4 – Keywords 9 - Tactics
5 - Phrase 10 - Listen
What to Tweet About
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Link 98% included links for deeper engagement
Hashtag 72% used hashtags to brand the conversation
Real-Time 70% featured new, up-to-the minute content
Call to Action 40% used direct calls to action (“Click here”)
Exclamatory! 40% were exclamatory in tone (used “!”)
New Product 38% announced the launch of a new product
Ask a Question 24% asked a question
Game-Related 22% related to a game or contest
Secrets to Success What are the most engaging Tweets?
Source: Twitter Internal Data, Q410 – Q211. 25
Twitter Etiquette 1. Maintain a complete and current bio
2. Don’t shorten your URL or web address on your bio page
3. Investigate all links you plan on re-tweeting
4. Don’t spam your followers
5. Use good manners, just like in the offline world
6. Do not DM anything that may appear as spam
7. Stay away from controversial subjects
8. Don’t buy into personal or business attacks, if they occur – there’s one in every crowd, and Twitterville is no exception.
9. Have fun and make money!
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Coming Soon
Ilona Olayan [email protected]
@eyelona www.socialstratgy1.com
Hakan Degirmenci [email protected]
@hakansf www.twitter.com
Melanie Williams [email protected]
@officearrow www.officearrow.com
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