Post on 03-Aug-2015
transcript
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
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
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
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
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
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
#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%