How to Use Twitter for your Business
A Webinar Presented by Webbed Marketing in Partnership with Fahlgren
Introductions - Presenters
– Yvonne Rayburn, Webbed Marketing
• yrayburn@webbedmarketing.com • @yrayburn
– Lara Kretler, Fahlgren
• lara.kretler@fahlgren.com • @LaraK
– Rebecca Roebuck, Webbed Marketing
• rroebuck@webbedmarketing.com • @dcrebekah
Introduction to Twitter
• What is Twitter?
– In simple terms – free social networking and micro-blogging service that allows anyone to say anything to anybody in 140 characters or less. – Twitter is a “what are you doing now” type of micro-blogging. – Great way to communicate/network with contacts old and new. – You can subscribe, share, friend or follow as many feeds as you would like.
How to use Twitter
• Sign up!
– Very painless. Go to http://twitter.com/account/create – Next step to save yourself time and questions should be http://help.twitter.com/index.php?pg=kb.book &id=1
Profile/Twitter Handle
• Once you sign up you will get a home page/profile page.
– http://twitter.com/yrayburn – From your home/profile pages, you can find others Twitter streams to follow and post your own messages.
• Your Twitter handle is how others know you on Twitter.
– @yrayburn
Why would I use Twitter?
• Do you want to connect with others in your industry/who share your views? • Do you want instant access to what is being said about your company/brand? • Would you like a steady stream of ideas, content, links, resources, and tips focused on your area of expertise or interest?
Why would I use Twitter?
• Would you like to monitor what is being said about your customers or target audience? • Would you like to extend the reach of your thought leadership? • Are you looking to promote your products directly to a target audience? • Twitter is great for all of these, except the last one!
Why would I use Twitter?
• News is happening first on Twitter! • Great way to get the headlines before they even hit the newswires or news about what is happening in your community. • Sometimes, not accurate, as with the death of Ohio Congresswoman Stephanie Tubbs-Jones. But, was re-tweeted correctly within minutes!
Who to follow
• With Twitter, who you follow is everything • First figure out who is important to you:
– People talking about your brand or industry – Prospects – Customers – Influencers – Experts
• Resources exist to help you find them
Finding people to follow
• Summize.com, Tweetscan.com – search Tweets for company/industry keywords • Quotably.com – search/view conversations by Twitter name • Twellow.com, Socialbrandindex.com – Twitter business directories • Dossy.org/twitter/karma – see who’s following you so you can follow back
Following the right way
• Don’t start following 1,000 people right away • Follow those who follow you • Start monitoring keyword mentions related to your brand or company or interests • Follow others in proportion to who is following you
What do I say?
• Follow those who interest you and be of interest yourself so others will follow you • Provide something of value – information, links, tips, humor, personality, humanity • Don’t be a bot or spammer! • Remember to engage in two-way conversation
How Do I Brand & Promote My Business?
• • Grab branded Twitter name NOW
– Even if not ready to use it, scoop it up
Generate website or blog traffic
– Showcase your website link in profile – Tweet to promote new blog posts (yours and others of interest) – Feature “specials” for Twitter followers – Don’t over-promote, but do share links and information related to your business
How Do I Brand & Promote My Business?
• Answer questions, offer advice
– Provide tips and info related to your brand, company or industry – Showcase your expertise and gain credibility – Be a good Twitizen – respond to queries about more than just your subject area – Add value to gain and keep followers
•
Be a human voice for your brand
How Do I Brand & Promote My Business?
• Showcase your Twitter @name in offline communications:
– – – – – – Advertisements Business cards Email signature Press releases Packaging Web site
Twitter Case Study: Zappos
• Zappos Philosophy
– Marketing strategy based on positive word-ofmouth and customer retention – Advertising dollars are spent online – Enhance the Zappos customer experience – Encourage an open and communicative company culture
Twitter Case Study: Zappos
• Tony Hsieh, CEO of Zappos, has been using Twitter for over a year
Twitter Case Study: Zappos
• Great feedback and warm feelings toward Zappos from the Twitter community and blogosphere. Zappos gets it!
Twitter Case Study: #dontgo
• #dontgo is a Twitter-based effort to force a vote on new oil drilling during the House’s August recess. • http://dontgomovement.com
Twitter Case Study: #dontgo
• How was the movement successful?
– Twitter was used to notify people of a grassroots movement – Members of Congress connected directly with Twitter followers – The story made headlines – The movement has been given the tag #dontgo on Twitter – Members of Congress have joined twitter
• http://twitter.pbwiki.com/USGovernment
– Even the White House is on Twitter
• http://twitter.com/TheWhiteHouse
Companies on Twitter That We Follow
• • • • • • • NBC @NBC_4 CBS @10TV Experience Columbus @ExpCols CNN @cnn Comcast @comcastcares Dell @RichardatDELL Whole Foods @wholefoods
More Twitter Resources
• Twitter fan wiki:
- http://twitter.pbwiki.com/
• Tweetmarks (commonly bookmarked Twitter sites):
- http://www.tweetmarks.com
• 69 Twitter add-ons:
- http://smartech.blogetery.com/2008/05/16/69twitter-web-services-you-should-know/
• 50 ideas for using Twitter for business:
- http://www.chrisbrogan.com/50-ideas-onusing-twitter-for-business/