A webinar by Juliann Grant given for the Progressive Business Audio Conferences on November 3, 2010

1. Power Marketing:
Build Your Brand and
Boost your Bottom Line
November 3, 2010
Juliann Grant
Telesian Technology

2. Agenda
• Why Twitter now?
• Marketing with Twitter
– Designing & Launching a Twitter Profile for Your Brand
– Developing an effective content strategy
– Strategies to grow your follower base
– Newest Twitter & social network tools for productivity & management
• Integrate Twitter into Your Current Marketing Strategy
– Listening tactics
– 8 Steps for Marketing Integration
– Event integration example
• Avoid top Twitter faux pas': Build a positive reputation
• Final recommendations

3. Is Twitter really ALL THAT?
180 million
unique visitors
come to the
Twitter site every
month
5% of Americans
were aware of
Twitter in 2008,
compared to 87% in
2010
300,000 new
users sign up
for Twitter
each day
.
65% of the Fortune
100 use Twitter to
communicate with
customers and
stakeholders
81% of marketers
using social media
said it generates
more exposure for
their business

4. More Twitter facts
New Orleans-based
pizza chain Naked
Pizza brought in
15% of its business
from an exclusive-
to-Twitter
promotion in April
Dell reported that
Twitter
promotions
helped it sell $6.5
million in gear last
year
A HubSpot study of
2,000 companies
showed that
companies that have
blogs have 79% more
Twitter followers than
those that don’t
.
Old Spice ran a
Twitter campaign
that boosted sales
107% for its shower
gel products
8% of tweets
involve advertising,
product
recommendations
or complaints
http://www.baselinemag.com/c/a/Business-Intelligence/25-Fast-Facts-About-Twitter-in-the-
Workplace-212013/?kc=EWWHNEMNL09282010STR1

5. Twitter growth

6. It’s not just Twitter
• Raw usage numbers are too big to ignore
• LinkedIn
– All business
– Over 60 million users
• Largest Facebook demographic is ages 35-54
– Fastest growing is 55+
– Facebook: over 400 million users
– Facebook surpassed Google August 2010: Users spent 41.1
million minutes on Facebook, which surpassed Google’s 39.8
million
• YouTube: over 100 million visitors per month
• Compare to Google’s 359 million visitors in March
http://www.allfacebook.com/facebook-surpasses-google-in-
time-spent-on-site-domestically-2010-09

7. Launching @ Twitter Presence

8. Key considerations
– Are you committed as an organization?
– What is your strategy
• Who will be responsible?
• How will your brand be represented?
– Corporate brand?
– Divisions?
– By Product/Service?
• Do you need guidelines?
– http://socialmediatoday.com/ralphpaglia/141903/social-media-
employee-policy-examples-over-100-companies-and-
organizations
– What is your content plan?

9. Key components
• Blog
– Human voice
– Build link love
– Can be a team blog, adds more points of view
• SlideShare and YouTube accounts
– Need a place to store PDFs, videos, webinars
• Daily Twitter participation (yes, daily)
– Consider adding profiles in Facebook, LinkedIn
• Set up listening feeds
• Integration points with marketing and web site
– Media page for sharing blogs and social media profiles
– Use landing pages to eliminate link to nowhere

10. Plan out content, content, and more
content
– Everyone is publishing volumes of content, which makes it hard
for marketers to rise above the noise while continually producing
fresh content.
– Customers are not looking at information from just one
source—and especially not from just one company.
– Customers are increasingly consuming expert and community
content as a part of the buy cycle
By 2013 the quantity of information on the
Internet will double roughly every 72 hours

11. Generating good content
Difference between being
a short order cook and an executive chef

12. What content?
• Start with what you have
• Turn anything printed into
digital
– White papers
– Case studies
– Brochures
– PPTs (speaking opps,
seminars)
– Newsletters
– Articles
• Build out multimedia options
– Webinars
– Podcasts
– Videos
• 183 million U.S. Internet
users watched online video
during the month of May.
• YouTube.com achieved
record levels of viewing
activity with an all-time high
of 14.6 billion videos viewed
and surpassing the
threshold of 100 videos per
viewer for the first time.

13. Build a information repository

14. The difference good content can make

15. Old Spice
Uploaded 160 videos
In late July, Old Spice
accounted for eight of the
most popular 11 videos on
YouTube and more than 21
million views
Old Spice Twitter followers
had jumped from 3,000 to
46,000 in less than 48 hours
http://www.youtube.com/resul
ts?search_query=RE%3A+Ol
d+Spice&aq=f

16. Finding your market: Directories
Editors/Journalists:*
http://www.mediaontwitter.com
http://muckrack.com
Analysts:
http://www.sagecircle.com
Bloggers:
Peers, Colleagues, Companies:

17. Finding your market: Organic
New Twitter Feature Just Participate

18. Building a following
• Share information freely and often
• Pay it forward
• Do not overly self-promote
– 1:10 ratio broadcast content to other messages
• Ignore follower numbers, focus on quality of
interactions
• Comment on blogs you read
• Retweet often

19. Choose follows wisely
Rules of the Road
1. You don’t need to follow
back everyone who
follows you.
2. Beware of Spammers
– High following rate
– Low tweet and follower count
3. Evaluate every profile. If
you don’t know the
person, look at who they
know.
4. Do not set up Automatic
Direct Messages for new
followers that are overly
promotional.

20. What to tweet, when to tweet
Informative
Dialog
Engage
Be Real
Be Authentic
Be Present

21. Try out a TweetChat
• Tweetchat schedule:
http://bit.ly/9NlzoE
– #Blogchat Monday 9 pm est
– #PR20 Tuesday 8 pm est
– #Leadershipchat Tues 8 pm est
• Great for finding like-minded
people to follow
• Good dialog, exchange of ideas
• Start your own

22. Use #Hashtags to “tag” tweets
• Keep it short!
• Does not require registration but check for usage
– Search.twitter.com
• Create unique topics and use #hashtags for tracking conversations, topics, etc.
– Events, Programs, Contests
– Body of knowledge ex. #Pauto
– Geography
– General terms ex. #b2b
• Short-lived on Twitter ~ last 7 days available
– Archive when necessary

23. Create valuable “Twitter Lists”
Create any list:
• Hashtag
• Market focus
• Product focus
• Customer service
• Editor and
analysts

24. Use Your Lists: Be Relevant
Create content that is
relevant to audience
Provide ways to
engage, interact
Add value to
your customers

25. Twitter management tools
• Other recommended applications:
– Tweetdeck: http://tweetdeck.com
– Cotweet http://cotweet.com
Hootsuite.com

26. Integration
in the
Marketing
Mix

27. Remember….
Marketing still drives the bus

28. First, marketing must listen up!
• Search for
keywords
• Search by
#hashtag
• Monitor
competitors
• Create feeds
in a Reader
or in an tool
like Hootsuite
• Consider
automated
tools
http://search.twitter.com

29. Twitter supports marketing
• Marketing Goals
– Build brand awareness
– Drive new leads into the sales pipeline
– Put a human face on the company and brands
– Deepen customer relationships
– Improve buying experience
• Organize a Strategy
– Why, who, what, when, where, how
• Schedule programs and tactics
– Identify programs and supporting content
– Plan to get the message out

30. 8 steps for marketing integration
1. Evaluate your current content assets
– Take inventory
2. Review your current marketing plan to identify:
– Product launches
– New/Existing campaigns – customers/prospects
– Events/webinars
– PR activities (press releases in queue, articles to be
published, speaking events
– Any new materials being produced

31. 8 steps for marketing integration
3. Create a mini editorial calendar
- Have an idea of when things are happening and
what content can be published
4. Organize a distribution plan for information
- Which networks, web sites
- How will information flow – can it be automated?
- Includes internal and external information

32. Use content in many ways
Content
How To Articles
Blog Post
Newsletter
Article
Exec Interview
Video/Podcast
User
Generated
Guest
Blog Post
Glowing
Review
Newsletter
Article
SM
Profiles
SM
Profiles
SM
Profiles
SM
Profiles
Blog Post
Newsletter
Article
Exec Interv
Video/Podcast
Twitter, LinkedIn, Facebook, YouTube, Flickr, etc.
Newsletter
Article
Place as
Article
White
Papers
Twitter, LinkedIn, Facebook, YouTube, Flickr, etc.

33. 8 steps for marketing integration
5. Use push-pull marketing strategies
– E-newsletters/email blasts proactively share outbound
– Twitter, blogs pull interested readers inbound
– Landing pages for lead generation
6. Line up a response team -- Establish processes for
receiving information and routing it to key team
resources
7. Make commitment to curate content regularly on
Internet
– Daily/Weekly is best for social networks
– Monthly for web site

34. 8 Steps to Marketing Integration
8. Measure, measure, measure
– Who: Audience analysis
• Demographics, psychographics
• How many, tone of interaction
– What: Interaction and content analysis
• Video plays, forwards, polls, time spent, clicks, installs,
comments, ratings, inquiries, sales
– Where: Network Analysis
• Which sites produced what kind of chatter?

35. Event integration example
• Core elements
– Web site media page
– Central blog
– Volunteer bloggers
– Listening campaign
– Event #hashtag
– Live event blogging
– Social Networks:
• Twitter
• YouTube
• Facebook
• LinkedIn

44. Ten things to avoid on Twitter
1. Set up a profile and then ignore it.
2. Follow 1,000s of people in the first few weeks
3. Use Twitter to broadcast your message only.
4. Using a formal, stodgy corporate tone. This is
not a web site.
5. Not establish a Listening Strategy first.
6. Ignoring information gathered from Listening.

45. Ten things to avoid on twitter
7. Send Automatic Direct Messages to new
followers with a link or call to action.
8. Taking credit for information or links.
9. Not be transparent.
10.Defending against negative buzz. Easier to fall
on your sword.

46. Final recommendations
• Participate
– Make it a priority and spend focused time weekly
– Balance promotional tweets with other tweets
– Show you are listening and adding value to the
conversation, not just posting endlessly
• Reach out and start conversations
• Ask questions, answer other questions
• Get to know Twitter culture
– Get the lingo down
• RT (Retweet) HT( Hat tip) OH (Other half)
– #FollowFriday
• Don’t be afraid to experiment!
– Expand beyond Twitter to other social networks

47. Final recommendations
• Recognize others in your network, give credit
• Use Direct Messages for:
– One on one conversations
– Thanking followers for following
• Retweet (RT) messages you find valuable
• Refrain from sharing political positions
• Treat language as professional and personable
• Remember behind each profile is a person

48. Questions?
Connect with Me:
Juliann Grant
Phone: 617-909-7414
julianng@telesian.com
Blog: http://blog.telesian.com
Twitter: www.twitter.com/julianng
LinkedIn: http://www.linkedin.com/in/julianngrant
Facebook: http://www.facebook.com/julianngrant
Thank you!!