Download - Intro to Twitter
TwitterologyThe “tweet” way to grow your business
Cory WilliamsonProject Producer
Checkerboard Strategic Web Development
twitter.com/corywilliamson
Topics
• Your Social Media Plan• What is Twitter?• The Basics• Marketing Through Twitter• Mastering Twitter
Social Media Plan
• Secure your brand• Set Goals• Know who you are
– Marketing is storytelling.
• Know who you are talking to– Where are your customers talking?
• Create rules of engagement– What are you going to do when someone
disagrees with you?
• Engage carefully– Listen before you speak.
What is Twitter?
• A micro blogging platform• 140 Character Max
• Largest demographic: 35-49 yrs• 3,000,000 Tweets per day• 1382% growth in February, 2009• Expected 18 Million Users by 2010
Why is Twitter Relevant?
• Word of Mouth is not a new concept• Traditional advertising isn’t working• Internet makes messages shorter,
quicker• Twitter is word of mouth on steroids
How is Twitter Used?
As a Social Network
• Connect with friends, family and colleagues
• Discuss topics with experts• Use web apps and cell phones to
stay in touch• Protect your updates to keep
conversations private
As a News Source
• Journalism 2.0• World’s fastest news source• Trending Topics• Cases where news hits Twitter before
CNN• World’s largest news organizations
are on Twitter
As a Search Engine
• Twitter Search and 3rd party apps• Find any topic or article with links• Ask questions, respond to tweets• Google Search is full of advertising
and non-specific results
Twitter is full of experts in every topic.
Drive Traffic
• Drive devoted followers to blog or website
• Should not be your focus for using Twitter
• It takes time to grow dedicated followers
• Brand Loyalists provide feedback and user generated content
• Engage in discussion around your topics
Customer Service
• Most popular for businesses• Cut down on customer service emails
and phone calls• Monitor specific keywords• Respond quickly• Transparency on Twitter will result in
happier customers
Find your Twitter Voice
• Send blog updates• Ask questions about products• Offer promotions exclusively on
Twitter• Monitor “brand keywords”• Product releases• Highlight most loyal followers
Find the right combination of the 5 uses.
Twitter Basics
Lingo
• Follow• Tweet• @Replies• Retweet (RT)• Direct Messages (DM)• Hashtags (#)
Following
• Must be following to receive updates• Follow/Unfollow button• More followers ≠ more success
Tweeting
• Tweet, Tweeting, Tweeted– Post, Update, Message
• Each Tweet is indexed in the Twitter Search
@Replies (mentions)
• Respond to a tweet• Shows up on followers homepage• Syntax: @username
– i.e. “@corywilliamson ________”
• The username becomes a link
Retweet
• Interesting tweets get “retweeted”• Your followers share your tweet with
their followers– Perpetuates content for further reach
• Syntax: RT @username– i.e. “RT @corywilliamson _______”
Direct Message (DM)
• Not indexed in search• Use DM sparingly, as the nature of
Twitter is social• Can only DM your followers• Syntax: “D username”
– i.e. “D corywilliamson _________”
Hashtags (#)
• Twitter’s way to categorize search• Created by users• Used for product launches
#FordFiesta or events #SMBMSP
Setting Up an Account
• Personal or Corporate Profile?• Choose a username that fits your
goals• Fill out your profile completely• Choose an appropriate profile picture• Utilize the background image for
added content
Marketing Through Twitter
Introduction to APIs
• Programming language for software communication
• Allows for more features not offered on Twitter.com
• Automate Responses• Monitor Keywords• Most people will not use the APIs
Building Effective Followers
• Use your other resources• Ask questions to initiate interactions• Share relevant links• Respond to discussion• Keep offers exclusive to followers
and ask for RTs• Its not a numbers game
Twitter Spam Accounts
• Spam accounts are growing rapidly on Twitter
• Links can be dangerous• What to look for:
• Accounts with shared profile pic• Repeated Tweets• Inappropriate usernames
• If a profile doesn’t seem like they fit your target market, don’t follow
Big Myth about Social Media
• Quick messages mean instant results– “Get it now!”
– “Get tons of ______ !”
– “Gain 1000’s of followers”
– “Make money overnight with no effort!”
– “Get 900 followers in ______ (time frame)!”
• Marketing principles still apply. Social media is a tool, not a magic potion
Measure Success
• Use your social media plan• Twitter Grader/Twinfluence• What were your goals? Customer
Service? Brand Awareness?• Neilson, Radian6
Promoting Your Profile
• Email Signature• Website• Radio/TV/News Placements• Use a recognized Twitter Icon• Twitter.com/corywilliamson or
@corywilliamson are recognizable
Mastering Twitter
Twitter Integration
• Twitter Apps• Twitter Widgets• Mobile Twitter• Twitter stream is an RSS Feed
3rd Party Applications
Taking it Offline
• Tweet-up’s• Product Demonstration Parties• Product Launches and Specials• Special Events• Ask followers to help promote the
event
“Mention Twitter for a free gift”
Case Study
• @DunkinDonuts, @CNN, @comcastcares, @UnitedAirlines, @Maggianos, @Zappos
• Intriguing and Relevant Tweets• Ask Questions• Hold contests, coupon offers, conduct
polls• Carry conversations and promos over
to Facebook, Blog, and other resources
@Maggianos
• Exclusive Twitter Promo– $100 gift card for followers
• Gained 2000 new followers– Costs of tweeting far less than $100 reward
@DunkinDonuts
• Several tweets per day• Very personal, authentic• Product launches, customer feedback• Exclusive Twitter promotion
– Doesn’t necessarily relate to DunkinDonuts
Tips and Tricks
• Stick to your social media plan• Build trust before you start selling• Optimize landing page• Monetize traffic with offers or
discounts– “Next 100 people to buy ___ gets 10%
off”
Keys to Twitter Success
• Don’t Sound like a robot• Vary your content and tweet times• Be authentic and believable• It takes time to listen and engage• Stick with it!
– Even if you think no one is listening
• Other resources:
http://www.mashable.comhttp://www.twitter.com/twitter101“Twitter Power” by Joel Comm
Thank You!
Connect With Me!
On Twitter :: @corywilliamsonOn LinkedIn ::
linkedin.com/in/corywilliamsonOn Facebook ::
facebook.com/corywilliamson