Selling Success with Twitter: The Foundation

Submit questions and join the conversation #BCTweetTips

Anne Mercogliano (@akmercog) leads the integrated marketing efforts for Twitter's SMB ads platform. Her mission is to educate and empower all businesses to find success on Twitter. Prior to this role she was a business and brand strategy consultant for businesses ranging from small start-ups to the top of the Fortune 500 list. Anne has an MBA with a concentration in Strategy and Decision sciences from Duke University's Fuqua School of Business and her BA from Mount Holyoke College.

Heidi Tobias Wong (@htoby) combines over 17 years of experience in traditional, digital and social media marketing with a diverse education and technical background. This unique blend enables her to identify, design and implement strategic marketing solutions for e-commerce SMBs. In her role as Senior Manager of Distance Learning at Bigcommerce (@bigcommerce), Heidi facilitates webinars and workshops focused on helping SMBs incorporate the most beneficial, cost-effective technology into their platforms and marketing plans.

Submit questions and join the conversation #BCTweetTips

Agenda

• Setting your objectives

• Define success

• Find and understand customers on Twitter

• Twitter engagement tactics

• Amplify efforts with Twitter Ads

• Checklist for success

• Q & A

Submit questions and join the conversation #BCTweetTips

Grow presence

Traffic to store

Excitement for promotions

Drive sales

The right objectives for using Twitter

What do you hope to get out of your

first campaign?

Define success

- What can you really achieve?

- Who do you want to engage?

- Does it help customersbuy?

Find your customers on Twitter

Promote handle in other marketing

channels so they know you are there.

Import your contacts to find your customers.

Explore to find others who would be

interested.

Do you know who your customers are?

Create personas for your customers

Collect visual cues that represent the different groups

Document conversations and spot trends and terms used

Content attracts and nurtures

- Tweet like you talk with a good friend

- Engage your followers

- Keep it timely

- Give the inside scoop

Twitter selling success: @KissmysthrnSass

Majority of sales generated from social

media

Knows customer personas & lifestyle

Promotions only at right time

Twitter content success: @Newrelic

Needed to reach community active on Twitter

Infographic to engage; deepen with promoted Tweets

500% increase in traffic; 20% of revenue

Seizing the moment on Twitter

Leverage different types of events, industry or seasonal

Watch for and take advantage of spikes in conversation

Seized the moment: @ThecakestoreUK

Celebrity tweet = 14,000 new followers in an hour

Brand awareness = long term sales

Ongoing process, not instant results

Community, not just followers

@LoveitLoveit, Ruth

Lopardo

• Brand ambassador

• Leads with personality

• Topics and issues important

to customers

@RockerRags, Dave Lando

• Rock news & trivia

• Customer feedback

• Test of new items© 2013 Bigcommerce Pty. Ltd.

Followers drive sales

- 72% of followers are likely to purchase

- 30% recommend after following

- 86% will visit when a friend recommends

Source: Twitter / Market Probe International Study 2013

Community drives promotional traffic

Flock to Unlock

Twixclusive promotions

Let them help feature new inventories and offers

Flock to Unlock: @Bonobos

Challenge: Get new customers & move inventory

Solution: Exclusive Twitter sale

Results: 100 first-time buyers, 13x cost-effective marketing

© 2013 Bigcommerce Pty. Ltd.

Customer persona = right promotion

- Target by: interest, @username, geography,device and gender

- Respond in real time

- Complement your search campaigns

Build your Foundation Checklist

Gather data to build customer personas

Build a visual representation of persona (images, word clouds)

Provide reasons for an active relationship

Set achievable goals for your Twitter communications

Identify the content your customer personas want or are attracted by

Start participating in conversations and ask questions

Search out and be ready for opportunities to boost reach

Offer promotions only when the time is right

Use followers to reach new customers

Build your Twitter Foundation for Selling Success!

Bigcommerce & Twitter have the tools you need.

Implement the Foundation Checklist

More Tips: business.twitter.com

Follow @twittersmallbiz

Try Bigcommerce free:www.bigcommerce.com