business and social media tools : twitter
DESCRIPTION
How can Twitter increase your business success?TRANSCRIPT
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Author: Jean-Francois MESSIER
How can social media increase
your business success?
a
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This document is part of the “Social Media and Business” series by JF MESSIER
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can you improve your
business with Twitter ?
1.Objectives you can achieve
2.Weaknesses
3.Strengths
4.Quick-start guide
5.Tips on how to use Twitter
6.Twitter tools for business
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#1
you can achieve with
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Say a little to a lot at once 1.
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You can use Twitter to build yourself a large
personal network, find business
partners, or just promote your
business, whatever it might be.
2.
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By tweeting, you are
sending info out into the
larger worldwide web. 3.
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Customer Retention
first noticed that people were complaining about the company on Twitter.
They started tweeting back to the disgruntled customers.
4.
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Set up a
and helped
account on April 8, 2008,
users in need.
Customer Retention 4.
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Customers went from being disgruntled to being brand advocates — all because they were pleasantly surprised when reached out to them via Twitter and helped solve their problems.
Customer Retention 4.
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Airlines companies use
Customer Retention 4.
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In 2009 , because of the Iceland volcano,
KLM were the first airliner to use
&
59,000 followers
Customer Retention 4.
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If you spend any time on Twitter it’s hard to not notice somebody talking to or about
airlines.
Southwest Air uses
Customer Retention 4.
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JetBlue responds directly, often in under 2 minutes. Not
just JetBlue, other people also give insight based on
their own experience…
JetBlue uses
Customer Retention 4.
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with the help of the crowd, they turn situations that would have normally annoyed customer into understanding and an outstanding customer experience.
JetBlue uses
Customer Retention 4.
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Customer Service
Pointing followers to interesting posts….
Regular fun chit-chat
Informing SouthWest customers of great places to eat during layovers or delays
They use it in a number of ways…
Travel Advisories
Customer Retention 4.
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’s ROI just for sending out a tweet might look something like this:
50,000
$25,000
1.5 million
500
50
followers who see the tweet
Sales: 50 purchases x $500
followers
followers who click on the link
purchasers based on the tweet
E-commerce 5.
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By the end of 2009, had
generated
in sales from alone.
E-commerce 5.
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Lead Generation
The hook is
the
you share
6.
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Value
audience pull
to your fishnet
Lead Generation 6. push
&
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Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers…
It began tracking keywords on Twitter related to its core business: looking for trigger words or phrases that might show intent to buy (*)
(*) such as when someone tweets about doing a demo with a competitor or asking, “Does anyone have experience using Techrigy?”
Lead Generation 6.
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Within two weeks of setting up his own Twitter profile, Jim Reynolds, Techrigy’s director of sales, had lined up demos with decision-makers at Hitachi and IBM.
Lead Generation 6. Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers…
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Lead Generation 6. Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers…
One year later, Reynolds was averaging two online demonstrations per day through Twitter.
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He had personally closed more than a dozen deals through the service in Year 1.
Lead Generation 6. One year later, Reynolds was averaging two online demonstrations per day through Twitter.
Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers…
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In February 2009, Decho created a weekly contest
where followers could enter for a chance
to win a free Mozy Home Unlimited account, good
for one year of unlimited backup.
Lead Generation 6.
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followers in just a few
days.
300 people who re-tweeted
the first message,
600 1,000
In February 2009, Decho created a weekly contest
where followers could enter for a chance
to win a free Mozy Home Unlimited account, good
for one year of unlimited backup.
Lead Generation 6.
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3,000 followers
15 to 20 paid customers per week.
In February 2009, Decho created a weekly contest
where followers could enter for a chance
to win a free Mozy Home Unlimited account, good
for one year of unlimited backup.
Lead Generation 6.
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#2
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Users are still young
© 2010 Social CRM World http://scrmworld.com @glfceo, Pew Internet & American Life Project’s study
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Advertising & media
IT
Services
Retail
Education
Financial services
Government
Transport
Manufacturing
Other
Travel & tourism
Agriculture & mining
Healthcare
Police and armed forces
Users are mainly the ”y” generation
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#3
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©2009 MARKETINGPROFS LLC
Social media sites in terms of
providing business value
140
120
100
80
60
40
20
0
160
180
200
Great value
Some value
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Simplicity:
it is Facebook
without all the noise
Twitter is simply a website that
enables you to write a 140
character message to all your
followers.
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Searchability
You can find tweets about any topic that interests you, and participate in real-time quality dialog with people you do not know, from all around the world
makes it “pull”:
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Availability:
Almost every current
website has a Twitter
button, that when clicked,
tweets whatever content
you are looking at, and
shares it with all the
members of your Twitter
network
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Due its widespread use
across pretty much all
industries, you can get a
lot using Twitter.
Popularity:
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Registered Users
Source http://tweetreports.com/–AUGUST 2010
165 Million
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Updates per month
Source http://tweetreports.com/–AUGUST 2010
5.4 Billion
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Users following a brand
or a company
Source http://tweetreports.com/–AUGUST 2010
31%
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search queries on Twitter
Source http://tweetreports.com/–AUGUST 2010
600 Million
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search queries on Twitter
Source http://tweetreports.com/–AUGUST 2010
600 Million
every day!
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Click-through rate
Twitter has the best
click-through rate
1,904%
287%
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Getting
on
#4
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Write a Bio
Post a Picture Design your Page
Connect Tweet
What you should do next
Do… Create a user-friendly Twitter ID
(@yourname)
Tweet Tweet Tweet Tweet Tweet Tweet
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Write a Bio
Post a Picture Design your Page
Connect Tweet
What you should do next
Do… Create a user-friendly Twitter ID
(@yourname)
Tweet Tweet Tweet Tweet Tweet Tweet
10’
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Do NOT use
Twitter and ampersands
do NOT get along for
some reason.
in your Twitter profile &
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People like to read articles and posts, and not just hear your thoughts on certain matters
Share , don’t just
write random thoughts…
links URL shorteners
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Since Twitter only allows you 140 characters, you need links as short as possible.
URL shorteners
Share , don’t just
write random thoughts…
links
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89 19 characters
URL shorteners
http://effectivesalespresentation.blogspot.com/2010/12/15
-minutes-of-infamy.html?spref=tw
URL
enable you to share a
long link and still
have room for your
thoughts about the
link you are sharing.
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89 26 characters
http://effectivesalespresentation.blogspot.com/2010/12/15
-minutes-of-infamy.html?spref=tw
URL shorteners
enable you to share a
long link and still
have room for your
thoughts about the
link you are sharing.
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Retweet (RT): RT, RT, RT
When you come across interesting content shared by one of the people you follow, do not forget to RT it for your followers
"Retweet" is a powerful tool on Twitter: helps
you build your brand, following and trust,
and be seen as an expert in your field
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74 characters
Twitter allows you 140 characters but if you
use them all up, you
when someone retweets your tweet, they need to add between 14-30 characters for their name. Never put more than
cannot be retweeted
characters 125
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Reply (@): simply type @ and then the name, then type the reply.
All Twitter clients have a reply button for every tweet, which makes the process much easier.
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Like Guy Kawasaki, don’t ONLY promote
your blog/business in your tweets
There is nothing wrong with sharing your blog posts with your followers. However, like elsewhere, everything in moderation
@GuyKawasaki 309,082 followers
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If you are following many people, how can you possibly read everything? You can’t! Create a group of the people that generally tweet interesting things and follow only that column. It makes the Twitter experience so much easier.
Groups
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Interact: Twitter is NOT about
updating your status,
you have Facebook
and LinkedIn
for that
Twitter is about
dialog, it’s
about social
interaction.
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Interact: Don't just
push
promotions
about your
brand in
their face.
Create a dialogue
with your followers.
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#3 #5
on how to use
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Monitor what people are
saying about your
product.
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Monitor what people are
saying about your
product.
When people
pissed help
are
them out
:
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Monitor what people are
saying about your
product.
confused help
are
them out
:
When people
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Monitor what people are
saying about your
product.
questions answer
have
them
When people
:
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Monitor what people are
saying about your
product.
happy ask
are
them to
:
When people
the word spread
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Monitor what people are
saying about your
product.
happy ask
are
them to
:
When people
follow
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Monitor what people are
saying about your
product.
happy ask
are
for
:
When people
If they like what you do,
they will
help
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By simply monitoring
what people are saying
about you, you’re using
Twitter better than 95%
of the companies out
there.
Monitor what people are
saying about your
product.
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everyone who follows you.
Follow
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Hashtag (#): They enable easy categorization of tweets for effective future searching
For example, you are tweeting about PowerPoint, you simply insert a # before the word PowerPoint.
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Hashtag (#): They enable easy categorization of tweets for effective future searching
For example, you are tweeting about PowerPoint, you simply insert a # before the word PowerPoint.
Anyone who then searches hashtags.org or Twitter search for the #PowerPoint term will come up with your tweet as well as all tweets on the subject.
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80% & content
your readers will
find helpful,
Tweet self promotion. 20%
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A good mix will get you
farther than 100% promotion
80% helpful
self-promotion 20%
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The 3 Twitter marketing 's
and most of all,
be ersonable
to use Twitter effectively
Be rovocative
rovide value
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iWoman Temperamental, slow, expensive… But hey she looks good…
G4 GIRL
Think sexy
Be rovocative
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Be rovocative
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rovide value
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rovide value
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and most of all,
be ersonable
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and most of all,
be ersonable
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Twitter works best when integrated.
Use it to supplement blogging and other social media efforts
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#6 Essential
for business
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Automates all in a very simple interface:
DM, retweet, shorten a URL, share a Twitpic
without ever leaving Tweetdeck,
when replying to a tweet with a hashtag, the hashtag is automatically generated in your reply
Etc.
http://www.tweetdeck.com
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Enables you to share pictures with your followers
No need to tell how many words a picture is worth, so sometimes it’s helpful to stop telling and start showing.
http://twitpic.com/
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HootSuite is perfect for businesses
needing multiple Twitter profiles and
multiple users.
It allows you to easily schedule tweets and switch back and forth between accounts.
http://hootsuite.com/
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Each person maintains his or her own profile and activity record.
CoTweet boasts such customers as Macworld, Ford and Whole Foods.
http://cotweet.com/
Multiple people from the same company can
communicate through a single Twitter account.
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http://twittercounter.com/
Lets you chart the number of followers over time, from last week to last month.
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http://friendorfollow.com/
1) which of the people you follow are following you back and 2) which people are following you, but you have yet to reciprocate.
Powerful tool for seeing
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http://twitalyzer.com/
Goes beyond basic metrics to show the influence, signal-to-noise ratio, generosity and a whole host of other metrics related to your Twitter account.
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http://GoogleAnalytics.com/
Measures the number
of people visiting your
website from the
Twitter.com domain
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http://Omniture.com/
Enables clients to
view brand comments
over time, influencers
vs. detractors, and a
host of other metrics
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Find out who is
tweeting your links.
http://backtweets.com/
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http://Search.Twitter.com/
Monitors what people are saying about your brand on Twitter, setting up RSS feeds related to the words you care about.
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http://Monitter.com/
Provides a live streaming view of what people in your location are saying about your company or employees.
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http://Radian6.com/
Listen to conversations happening throughout the social media universe, not just Twitter. The tools are loaded with additional powerful functionality for managing your brand
http://Techrigy.com/
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http://TweetBeep.com/
Enter your keywords (e.g. company name, product, competitors, etc.) and receive regular updates whenever someone mentions those words in social media.
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http://TwtQpon.com/
Creates exclusive
deals for your
products or services,
and shares them with
your followers.
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http://TwitterHawk.com/
Connects you with people actively talking about your product or service within your area. You can automatically send them a customized response.
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http://TwitBacks.com/
Improves the look and feel of your Twitter page. TwitBacks.com allows you to provide additional business contact information, and a photo or logo as well.
http://TwitterGallery.com/
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Synthesis
Twitter is a conversation
about your
business/industry,
whether you're there
or not.
Your choice.
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One more thing…
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Social Media Communication, SlideShare
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Five Tips for Landing Page Optimization, Tom Wentworth
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5 steps to exploring social media using visual thinking, Jocelyn Wallace
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Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Mercuri Website : http://www.mercuri.net/ JF MESSIER’s blog: http://newsalespresentation.com/
Photo Credit All photos in this presentation were purchase on iStockPhoto.com. All logos or brand references are copyright of their respective owners. Slides from this document may not be repurposed without express written consent. Send permission requests to [email protected]