beyond a tweet
DESCRIPTION
Twitter for business. Created for BlogPaws 2013.TRANSCRIPT
Beyond A Tweet
Twitter For Pet Businesses
Your Social Media Guide
Toby Bloomberg
Toby Bloomberg - My Life In Social Media
I
Our Game Plan
Plan I
Audience Segment/s
Engage Content
Followers
Interact
Measure Metrics
Tell Integrate
Awareness
No ZZZZZZZZZZZZZZs A Working Session
Twitter Planning Worksheet
Plan I
Audience Segment/s
Engage Content
Followers
Interact
Company: Twitter Handle:
Goals: ROI/revenue. ROO/return on objective. ROE/return on engagement
Measure Metrics
Tell Integrate
Awareness
Know your
customer
Content
engagement Metrics Create
awareness
Twitter Strategy Worksheet
Plan For Your Audience
The essence of strategy is choosing what not to do. Michael Porter
Twitter Is Like Chasing Your Tail.
http://www.petsugar.com/Video-Cat-Chasing-His-Tail-13145198
Without A Plan …
Source: Forrester Research
Then & Now
Goals Return On:
ROI/ Investment ROO/ Objective ROE/ Engagement
11 Return On Ideas 1. Reinforce branding
2. Improve customer service/product support
3. Lead generation/new business opportunities
4. Loyalty marketing
5. Customer feedback/research
6. Search engine rankings
7. Sharing internal knowledge
8. Thought leadership
9. Increased awareness
10. Media - digital and traditional - attention
11. Learnings
Source:Ogilvy
Strategy Versus Random Tweets
Not All Alike. Surprises.
Customers…
Cora(zon)
Beyond Just Demos: Personas …
http://social.razoo.com/2012/07/6-steps-to-creating-marketing-personas-for-your-nonprofit
Tribe – group
connected to one another, connected to a leader and connected to an idea that inspires their passion. Concept by Seth Godin
BlogPaws Tribe
Twitter Lists
Twitter Follow/ers
Plan
Define Audience Segment/s
Create Personas
Identify Tribes
Photes: Blogpaws Faceboook
ttp://www.elephants.com
Tarra & Bella
Know your
customer
Engage: Relationships
Through Content
Sometimes me think, 'What is friend?' And then me
think, 'Friend is what last chocolate chip cookie is for.‘
http://nytmarketing.whsites.net/mediakit/pos/
New
Yo
rk T
imes T
he P
sych
olo
gy o
f S
hari
ng
Researc
h
Community 1st 2nd
Last
http://twitter.com/Ford
Alan Mulally, CEO Scott Monty, Social Media Ford Motor Company
Twitter Town Hall Meetings
Inte
grat
e
Soci
al
Net
wo
rks
C O N T E S T S
Influencers
$$
Possible Reach
12k+
Influencers
Influencers
Follow Follow Follow Follow Follow
F
O
L
L
O
W
Content Calendar: Goodwill of Washington
Goal: To develop 5 posts a week
Monday: Vintage and contemporary fashion trends.
Tuesday: Publicizes the Goodwill Good Buy of the Week - an item or an outfit purchase online,
Wednesday: “What is it” - shares an image of an item donated to Goodwill and asks her readers to guess what it is.
Thursday: General content subject matter varies
Friday: Ask the Fashionista,” answers fashion or shopping questions from readers.
Followers
Photos
Content
Direction
Topic & type:
links, video,
photos
Frequency/Time
Tonality/Voice
Calendar
In-the-
-Moment!
Followers
Define Segments
Research people to follow
Interact
Active
Reactive
Engage
http://internet-pets.blogspot.com
Know your
customer
Content
engagement
Measure: Metrics
To Determine
Success
First get your facts, then you can distort them at your leisure. Mark Twain
Going Beyond Twitter
Goals Return On:
ROI/ Investment ROO/ Objective ROE/ Engagement
Best time to tweet
Web Analytics
KLOUT
Measure
What Is
Su
ccess?
http://www.amazon.com/Alex-Brown/e/B004TW503W
Know your
customer
Content
engagement Metrics
Before you create any more “great content.” figure out how you are going to market it first. Joe Pulizzi & Newt Barrett
Tell
http://smallbiztrends.com/
Hashtags: Yours Mine & Ours
Header…
E Most valuable realest
Placement of
avatar/text
At a glance .. would
you know this was
about pets?
Identify the people beyond the logo
Total Experience
http://bit.ly/16ZOcTG
Social Media Marketing GPS Free eBook of 40 Twitter Interviews
Click to tweet and share
Twitter Ads
Natural
Contextual
6 Second Videos
10 Quick Tell Tips 1. Email signature
2. Multiple locations on website/blog
3. Tweeter feed on website/blog
4. All collateral materials
5. Newsletters
6. Linkedin – add to
7. Facebook Info
8. Active in Twitter
conversations, tweet chats
9. Start your own tweet chat
10. Business card
TEll They
Will
Not
Come
Unless
You
Tell Them
Know your
customer
Content
engagement Metrics Create
Awareness
Twitter Planning Worksheet
Plan I
Define Audience Segment/s
Content
Followers
Engage Passive
Active
Company: Twitter Handle:
Goals: ROI/revenue. ROO/return on objective. ROE/return on engagement
Measure Metrics
Tell Integrate
Awareness
Know your
customer
Content
engagement Metrics Create
Awareness
Join The Conversation With Maxie & Me!
Divamarketingblog.com @tobydiva