making an impact in 140 characters or less

2011Direct Selling Association Be Connected Conference

Making an Impact in 140 Characters or Less

John Bigay (@jbigay)

Chief Marketing Officer

Barefoot Books (@LiveBarefoot)

• Started in earnest in 2009 • Approach has evolved over time, but remains a pillar of social

strategy• Today: More than 7500 followers from around the world,

majority not Ambassadors but parents, educators, bloggers, who share a passion in our mission

Twitter @ Barefoot Books

@LiveBarefoot | @jbigay

• “Breadcrumb” strategy: gateway to website, brand• Be a player in the large/influential parenting space online• Connect with influencers

– Makes “the biggies” more approachable• Pulse on our Ambassadors• Promote positive feedback about our products

Why use Twitter?

@LiveBarefoot | @jbigay

• @ replies, @ replies, @ replies • Think like a person, not like a brand• Who doesn’t love a good quotation?• Philanthropic campaign

– Promotion in summer 2010– Every new follower, we will donate a book to a child in need– 1200 new followers in two weeks– Great way to spotlight our commitment to giving back and help

children in need• Resources (Who tweets?)• Tools

How does your feed grow?

@LiveBarefoot | @jbigay

Results

• Discovered new journalists and influential bloggers in the parenting space from Twitter searches and following lists

• Feature press and blogger coverage directly attributable to Twitter

• Important touch point for our community• Significant anecdotal feedback on customer satisfaction

Results

@LiveBarefoot | @jbigay

• Stick with it and results will come• View it as a friendly cocktail party• Pay attention to timing of re-tweets • @replies rule• Customers demand service on Twitter, and they should get it• Don’t fall victim to Klout obsession• Twitter Search=key tool to learn pulse of direct sellers• Put handle on your email signature/business card

Lessons learned

@LiveBarefoot | @jbigay