nedma15: building and engaging online communities with twitter - justine jordan and lauren smith

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USING TWITTER AND SOCIAL CONTENT TO BUILD YOUR B2B COMMUNITY

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USING TWITTER AND SOCIAL CONTENT TO BUILD YOUR B2B COMMUNITY

WHO ARE YOU?

Justine Jordan Marketing Director @meladorri

PROBABLY LIKE US.

#NEDMA15

Lauren Smith Content Marketing Manager @lozzzytweets

of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

On average, a social customer will tell

42 people About a good customer service experience

SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER SERVICE BAROMETER

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

On average, a social customer will tell

53 people About a bad customer service experience

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER SERVICE BAROMETER

with a company that engages and responds to customer service requests over social media

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

GUERRILLA TWITTER MARKETING TECHNIQUES

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

PRACTICAL TIPS FOR BUILDING A COMMUNIT Y

AROUND YOUR BRAND

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

USING ORIGINAL + THIRD PARTY CONTENT

TO EARN TRUST AND INFLUENCE FOLLOWERS

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

Sales Revenue Growth

YOU NEED: TO GET: TO GET: YOU NEED:

Trust Followers Content

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

CREDIT: @BRENDAN @WISTIA

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

CREDIT: @BRENDAN @WISTIA

RESPONSIVE + HELPFUL PROMOTIONAL

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

gap

SOURCE: @BUZZFEED

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

P E O P L E B U Y F R O M C O M PA N I E S T H E Y T R U S T Y O U ’ L L B E T O P O F M I N D W H E N T H E Y ’ R E R E A DY T O B U Y S O M A K E T H E M T R U S T Y O U !

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

SOCIAL MEDIA TRUST FORMULA

TRUST= Authority x Helpfulness x Intimacy

Self Promotion

SOURCE: @STEVERAYSON @ANDERSPINK

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

BE A HUMAN ANSWER YOUR CUSTOMERS’ QUESTIONS

AND PROVE YOU CAN BE HELPFUL

PRIORITY

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

YOU ARE HUMAN, RIGHT?

CoTags

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

PEOPLE TRUST (AND LIKE) OTHER PEOPLE

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

So tweet like one!

YOU’RE A HUMAN, RIGHT?

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

ACT LIKE A HUMAN — SHOW YOUR BRAND PERSONALITY

PARTICIPATE + START CONVERSATIONS

PRIORITY

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

!! conversations !!

replies to other users

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

Infrequent tweets No replies

Missed opportunities

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

Infrequent tweets No replies

Missed opportunities

ENTIRELY SELF-PROMOTIONAL = TRUST SCORE OF ZERO

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

Monitor URLs for each of your products or services Respond to every single tweet

LISTEN + SUPPORT

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

LISTEN + SUPPORT

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

LISTEN + SUPPORT

Solve issues when you can or point them toward appropriate channels (email / phone)

LISTEN + SUPPORT

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

LISTEN + SUPPORT

#MPWORLD @MELADORRI @LITMUSAPP

HUMAN PROMOTE

HELPFUL

MISSION

STOP TRYING TO GET FOLLOWERS START TRYING TO FIND PEOPLE TO FOLLOW

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

#HASHTAGS = KEYWORDS

MONITOR

Store saved keyword searches

Monitor for opportunities to interact

Find new people to follow: users, customers, influencers, competitors, partners

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

CREATE—AND USE!—HASHTAGS

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

FOLLOW

Look at the follower lists for your partners, competitors and customers

Follow those people, too

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

We should probably follow them!

EVENTS + WEBINARS

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

EVENTS + WEBINARS

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

Respond to questions

Live tweet takeaways and tips

Provide resources §  Original and third-party

Follow relevant users that used the hashtag

EVENTS

Find and monitor related industry events and Twitter chats—or start your own!

Join in and be helpful, or live tweet tidbits that would be interesting to your audience

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

BUT EXERCISE CAUTION

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

PRIORITY

BUILD AUTHORITY BE AN EXPERT. HAVE AN OPINION. SHARE YOUR INSIGHTS.

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

MISSION

CONTENT THEY WANT TO SHARE GIVE YOUR FOLLOWERS

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

S A Y S H A R I N G A L L O W S T H E M T O I N F O R M O T H E R S O F P R O D U C T S T H E Y C A R E A B O U T A N D P O T E N T I A L L Y C H A N G E O P I N I O N S O R E N C O U R A G E A C T I O N

SOURCE: NYTMARKETING.WHSITES.NET/MEDIAKIT/POS/

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

share to give people a better sense of who they are and what they care about

SOURCE: NYTMARKETING.WHSITES.NET/MEDIAKIT/POS/

S H A R E B E C A U S E I T I S A W AY T O S U P P O R T C A U S E S O R I S S U E S T H AT T H E Y C A R E A B O U T

SOURCE: NYTMARKETING.WHSITES.NET/MEDIAKIT/POS/

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

share information in order to connect with other people that share their interests

SOURCE: NYTMARKETING.WHSITES.NET/MEDIAKIT/POS/

TAP INTO THE DESIRE TO SHARE

People share: to get a reaction reinforce an identity look smart and/or helpful

CREDIT: @DANOSHINSKY @BUZZFEED

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

FINDING THINGS TO SHARE

RSS blog feeds Partners Hashtags Software Give credit and congratulations

FEEDLY ALLOWS YOU TO ORGANIZE AND CURATE BLOG CONTENT

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

GOOGLE ALERTS

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

#HASHTAGS (AGAIN)

Find articles to share by searching for keywords your audience is interested in

Look to your web analytics stats for ideas. What drives people to your site?

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

CREATE VALUABLE CONTENT

@THESALESLION @JAYBAER @CMICONTENT @JOEPULIZZI @JCHERNOV

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

WHEN YOU DO PROMOTE, PROMOTE WISELY Use a combination of promotion and value

Be humble and thankful

Load up your tweets with positive words (excited, thrilled)—your followers will mirror your positivity!

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

BE READY

NEW FOLLOWERS!

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P

LITMUS TWITTER FOLLOWER GROWTH

0 2000 4000 6000 8000

10000 12000 14000 16000 18000

Aug-

12

Oct-1

2 D

ec-1

2 Fe

b-13

Ap

r-13

Jun-

13

Aug-

13

Oct-1

3 D

ec-1

3 Fe

b-14

Ap

r-14

Jun-

14

Aug-

14

Oct-1

4 D

ec-1

4 Fe

b-15

Ap

r-15

4,398

16,315

+270%

RESPOND AND INTERACT. BE HONEST AND GENUINE.

PROJECT POSITIVITY. ADD VALUE.

# N E D M A 1 5 @ M E L A D O R R I @ L O Z Z Z Y T W E E T S @ L I T M U S A P P