Getting started…

Social  Business…            Star%ng  with  Twi-er              

#socbiz(ps  

Laura “@Pistachio” Fitton CEO/Founder – oneforty

Co-author – Twitter for Dummies

Social  Business…  Star%ng  with  Twi-er  

•  Why  your  business  should  be  on  Twi6er  •  Some  use  cases  for  social  media  •  How  to:  Start  engaging  your  customers  •  Myths  &  misconcep@ons  

“by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes

Founding  oneforty  

Social  Business…  Star%ng  with  Twi-er  

•  Why  your  business  should  be  on  Twi6er  •  Some  use  cases  for  social  media  •  How  to:  Start  engaging  your  customers  •  Myths  &  misconcep@ons  

Why  Consumers  Follow  Brands  

•  Updates on future products (#1: 38%)

•  Stay informed about company activities

•  Discounts and promotions

•  Updates on upcoming sales

•  Samples/coupons

CoTweet ExactTarget 2010

•  Fun/entertainment •  Exclusive content •  Learn more about the

company •  Show others my

support for the company

•  Share ideas/provide feedback (#10: 20%)

“Just  for  PR  &  Marke@ng,  right?”  

•  Marke@ng  •  Adver@sing  •  PR/word  of  mouth  •  Social  CRM  •  Sales  •  Contests  &  offers  •  News  &  trends  •  Customer  Service  

•  Brand  Monitoring  •  SEO  &  Traffic  •  Promote  events  •  Create  &  share  content  

•  Build  community  •  Earn  social  capital  •  Networking  

“Everything  email  touches…”  

•  Decentralized  teams  •  Employee  support  •  Mentoring  •  Problem-­‐solving  •  Purely  social  •  Knowledge  management  

•  Sourcing  solu@ons  

•  Events  backchannel  •  Research  •  Collabora@on  •  Innova@on  •  Recrui@ng  •  Best  prac@ces  •  Project  status  

Social  Business  in  2  Words…  

Be Useful!

Social  Business…  Star%ng  with  Twi-er  

•  Why  your  business  should  be  on  Twi6er  •  Some  use  cases  for  social  media  •  How  to:  Start  engaging  your  customers  •  Myths  &  misconcep@ons  

Social  Business  in  4  Words…  

 Listen.  Learn.  Care.  Serve.  

Listen:  Monitor  Conversa@ons  

• Why?  – Content  ideas  – Compe@@ve  analysis  

– Customer  service  – Engagement  – Product  opportuni@es  

Listen:  Monitor  Conversa@ons  

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•  How?          Google  Alerts:  brand,  company,  compe@tors  and  industry  

•  Search  same  terms  on  social  tools  

•  Many  op@ons  from  free  to  fancy  

Learn:  Always  Be  Evolving  

•  Act  on  what  you’re  hearing  •  Innovate  •  Measure  and  no@ce  what’s  working  •  Apologize  when  you  screw  up  •  Encourage  your  team  to  explore  and  take  risks  

•  Con@nually  try  new  things  

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Care:  Manage  Customer  Rela@onships  

•  Get  involved  -­‐-­‐  where  your  customers  already  hang  out    

•  Keep  in  touch  throughout  the  Customer  Lifecycle  with  Social  CRM  tools  

-­‐-­‐  save  searches,  track  deals,  manage  contacts  &  projects  

•  TIP:  Choose  a  Social  CRM  tool  with  many  different  integra@ons  

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Care:  Your  Mother  Taught  You  How  To  Tweet  

1.  Dress  nicely  –  Background  &  avatar  

2.  Introduce  yourself  –  Complete  profile,  link  on  your  site  

3.  Be  a  good  conversa@onalist  –  Listen.  Respond.  Be  relevant.  Be  useful.  

Serve:  Create  great  content  

•  Twi6er  streams,  Facebook  pages,  blogs,  ebooks,  white  papers  &  webinars  

•  Cover  things  your  prospec@ve  customer  cares  about  and  needs  to  know.    

•  Tool  @p:  Try  Disqus  for  blog  comments:    

–  encourage  social  sharing  –  engage  prospects    –  organize  email  addresses  

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Serve:  Curate  great  content  

•  Resist  “NIH”  syndrome  (not  invented  here)  don’t  try  to  generate  all  the  content  yourself  

•  Be  a  one-­‐stop-­‐shop  resource  for  related  customer  needs  •  “Do  what  you  do  best  and  link  to  the  rest!”  -­‐@jeharvis  

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http://14t.me/curatecontent

Social  Business…  Star%ng  with  Twi-er  

•  Why  your  business  should  be  on  Twi6er  •  Some  use  cases  for  social  media  •  How  to:  Start  engaging  your  customers  •  Myths  &  misconcep@ons  

We  Need  Social  Campaigns!  

 not  so  much.  

 

Invest  in  Social  literacy.  

The  ROI  is  Unproven!  

+

The  ROI  is  THERE •  You  CAN  track  conversions  

from  social  media  •  In-­‐page  analy@cs  =  track  

conversions  •  Argyle  Social,  HubSpot  &  

Performable  •  Retaining  customers  •  Customer  support  via  Twi6er  

=  saved  costs  

We  Need  More  Followers!  Clickthrus?    Fans?    Friends?    Traffic?    Klout?    Influen@als?  SOMETHINGS?  Right?  Don’t  we?  Hello?  

You  Need  Business  Objec@ves  

   

Then,    measure  appropriate  standards    

for  each  objec@ve    

Measurement  

NO:  Vanity  Metrics.  •  Fans,  followers,  friends  

•  Impressions  •  Tweets  •  Raw  traffic  

YES:  Business  objec@ves  •  Use  Analy@cs  tools  •  Measurable  link  shorteners  

– Clickthroughs  – Conversa@ons  – Context  

•  Ripples  in  the  water  – Retweets,  repos@ng  your  links  – Others  talking  about  what  you  do  

Employees  Will  Waste  Time!  

YES!!

Employees  Will  Waste  Time…  •  Pointless  mee@ngs  •  Procras@naton  •  Coffee  breaks  •  Telephone  •  Gossiping  •  Smoking  •  email  •  Web  •  IM  •  Social  media  

Invest  Time  Efficiently  

•  Objec@ves  • Workflow  •  Be6er  Tools  •  Measurement  •  Repor@ng  

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