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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