An introduction by Juliann Grant about building a Twitter network and how marketing can integrate into their plans.

1. Juliann Grant
Telesian Technology
www.telesian.com
July 13, 2009

2. Agenda
 Twitter Today
 Twitter: What, When, How to Tweet
 Setting a Strategy
 How to Find Your Audience
 Building Your Brand
 Twitter Culture
 4 Ways Twitter Can Boost Your Brand
 Twitter Tools and Apps
 Marketing with Twitter: Do’s and Don’ts
 Questions
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3. Will Twitter boost my bottom line?
 Dell sold $3M through @delloutlet*
 Companies needs to recognize:
 Shift thinking to how to serve customers here, not
about revenue
 By building relationships
 By adding value to a customer or buyer’s day
 Putting a human face on your brand will….
 Build preference for your brand by having
conversations with your Twitter network
 Enable you to directly communicate with your
customers, buyers, influencers
 Shape the perception of your online reputation
 People buy from people
http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=217801030&subSection=E-Business
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4. Who’s On Twitter
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5. Twitter’s Exponential Growth
5M
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6. Twitter is...
A Constant Flow of Information
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7. Overhear Conversations about
 Your company, product or brand
 Customer experiences
 Competitor companies, products,
brands
 Industry trends, successes,
failures
These conversations have been
happening, now you can hear them
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8. Twitter is…
 Making marketers think in new dimensions
 Think visual, audio, video
 Continually evolving through its users
 Not just for celebrities, there is a place for B2B
 A place for brands to engage like never before
BUT…
Before you start using Twitter for Marketing, you
must build your Twitter brand
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10. Creating a Twitter Strategy
 Who will be responsible for Twitter?
 What are the expectations?
 Understand why you are on Twitter
 Tweet frequency/participation
 Maintain a schedule
 Agree Upon a Twitter Voice
 Customer service oriented, buyers and customers
 Allow personalities behind brand to come through
 How will you use this information over time?
 R&D
 Marketing
 Product Planning
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11. A Twitter Plan…
 Will include a listening strategy
 Know what is being said out there, about whom, by
whom, and the things you care about
 Will be prepared for risks
 Complaints, negative buzz
 Will involve multiple functions
 Sales, marketing, product managers, engineering,
customer service, legal
 Should be part of a larger social networking plan
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12. Define internal processes
 How to handle product requirement requests or
suggestions
 How to handle customer service issues
 Prepare for escalating customer complaints, problems,
questions
 Who is responsible for developing content
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13. Twitter Time Management
 2 hrs day up to full time
…”Jim Cahill frequently features
positions experts from Emerson as guest
bloggers, the blog is a big part of
 Read tweet stream & his job, filling it up two or three
listening log (daily) times a week takes about 30% of
his time…And it’s working with
 Read and comment on 3-5 leads per week”
-- Charlene Li, Groundswell
blogs (daily/weekly)
 Create tweets, share
tweets (daily)
 Write blog post (2-3
times/week)
http://www.chrisbrogan.com/19-presence-management-chores-you-could-do-every-day/#comment-11897057
http://www.emersonprocessxperts.com - Jim Cahill’s blog @ Emerson
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14. Finding Your Market
Editors/Journalists:*
www.mediaontwitter.com Bloggers:
http://muckrack.com
Analysts:
http://sagecircle.wordpress.com/
directories/analyst-twitter-
directory/
*http://blog.journalistics.com/2009/stalking_journalists_on_twitter/
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15. Finding your market
 Avoid buying your
market
 Spammy contests
that require a follow
back
 Services or scripts
that create followers
for a fee
 Get follow backs by
following large
numbers
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16. • Organic growth is best
 Focus on building relationships not followerships
 Do offer special offers for your followers
 Quality interactions vs. quantity

17. Finding your market
Wefollow.com
Mrtweet.com
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18. Finding your Market
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19. Building a Following
 Share information freely and often
 Pay it forward
 Do not overly self-promote
 1:10 ratio broadcast content to other messages
 Get engaged with the Twitter Culture
 Participate in chats that are relevant to your industry or
start one if it does not exist
 Ignore follower numbers, focus on quality of
interactions
 Comment on blogs you read
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20. Choose Follows Wisely
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21. Choose Follows Wisely
Yo u d o n ’ t
n e e d t o f o llo w
bac k
e v e ryo n e w h o
f o llo w s y o u .
Beware of Spammers
Automatic Direct
Messages with a pitch
is Bad
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22. Building a Brand
Be Real
Be Authentic
Informative
Dialog
Engage
Dialog
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23. Building A Brand: Be Relevant
Add value to
your customers
Create content that is
relevant to audience
Provide ways to
engage, interact
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24. Twitter Etiquette
 Recognize others in your network
 Use Direct Messages for:
 One on one conversations
 Thanking followers for following
 Do not send automatic thank you with a link
 Retweet (RT) messages you read or find valuable
 Give credit where its due
 Refrain from sharing political positions
 Treat language as professional and personable
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25. Understand Twitter Culture
 Complete a profile, include bio/details
 Get the lingo down
 RT (Retweet) HT( Hat tip) OH (Other half)
 #FollowFriday
 #Journchat (Mondays 8-10 pm EST)
 #PR2.0 (Wednesdays 8-9 pm EST)
 #Blogchat (Sunday nights 9 pm EST)
tweetchat.com good for tracking online chats.
July 13, 2009 Set refresh to every 5 seconds.
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26. Top 4 Ways to Boost Your
Brand
 Listen before engaging.
 Be authentic. Share expertise.
 Participate. Be Visible.
 Respond quickly. Show you are listening.
Brands to Watch:
Dell (dell.com/twitter)
Zappos (twitter.com/zappos)
Comcast (twitter.com/comcastcares)
Guy Kawasaki (twitter.com/GuyKawasaki)
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28. Twitter for the Desktop
 Top Recommendations for Desktop Twitter App:
 Tweetdeck: http://tweetdeck.com
 Seesmic: http://seesmic.com/
 Twhirl http://www.twhirl.org/
 Hootsuite http://hootsuite.com/ (a web-based app)
 Top for Handheld:
 iPhone App:
 Tweetie ($2.99)
 Twitteriffic (Free)
 SimplyTweet ($3.99)
 Windows:
 Gravity $12 http://mobileways.de/products/gravity/gravity/
 Pocketwit: http://code.google.com/p/pocketwit/
May 2009: 25 Twitter Apps for Managing Multiple Accounts
http://mashable.com/2009/05/18/twitter-apps-manage-multiple-accounts/
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29. July 13, 2009 Page 29

30. Listening Tools: http://search.twitter.com
 Search for
keywords
 Search by
#hashtag
 Monitor
competitors
 Catch a
conference
you could not
attend
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31. Listening Tools: RSS Feeds
 FriendFeed, Google/Yahoo Reader to manage Feeds
Add in
Google
key word
search
RSS Organize
feeds Streams
by
Folder
Build
Business
Intel
Join/Create
Groups
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32. Listening Tools: Google Reader
Types of Feeds: Company name, Product/service name, Competitor names
Industry keywords, Product keywords, Executive names
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33. Listening Tools
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34. Tracking: Hashtags #
 An internet filing system
 Does not require registration but do check for usage
 Search.twitter.com
 Create unique #topics and use hashtags for tracking
conversations, topics, etc.
 Events
 Programs
 Contests
 Body of knowledge (#Pauto)
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35. Tracking: Links
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36. Looks at
conversation
trends for
You
Friends
Mentions
Groups

38. Other Monitoring Tools
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39. Blog Comments
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40. Survey tools
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41. Photo Share
Upload one photo at a time
Good for at events
Upload many photos at a time
Organize and sort into groups, folders
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44. Deployment Models
 The Tire (Distributed)
 Where each business unit or group may create its own social
media programs without a centralized approach. We call this
approach the “tire,” as it originates at the edges of the company.
 The Tower (Centralized)
 We refer to this centralization as the “tower” — a standalone
group within a company that’s responsible for social media
programs, often within corporate marketing or corporate
communications.
 The Hub and Spoke (Cross Functional)
 Like the hub on a bicycle wheel, a cross-functional group that
represents multiple stakeholders across the company assembles
in the middle of the organization. The hub facilitates resource
http://www.web-strategist.com/blog/2009/06/25/report-companies-should-organize-for-social-media-in-hub-and-spoke/
sharing and cross-functional communications (via the “spokes” in
July 13, 2009
the wheel) to those at the edge of the organization (or the “tire”)
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45. Marketing To Do’s
 Set up corporate/brand ID on Twitter
 Allow employee accounts too
 Be clear in profile that employees are associated with a
brand
 Creates synergy with sharing brand information
 Set up Profile
 Use key words in description
 Link to blog vs. web site preferably
 Include an avatar, logo
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46. Marketing To-Do’s
 Primary research
 Surveys, solicit direct feedback
 Content Development
 Organize around what customers want to know
 Thought Leadership
 Blog posts
 Web Site
 Inbound lead generation
 Subscriptions
 Comments
 Events
 Contests
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47. Marketing To-Do’s
 Create a body of work/area of expertise
 Claim a hashtag or two
 Set up a FriendFeed Group to aggregate links, blog
posts
 Set up other groups outside of Twitter
 LinkedIn
 Facebook
 Measure, measure, measure
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48. The New ROI:
Return on Influence
 Measure back to a common denominator where
possible: cost per thousand (reach)
 Influence counts as intangible result
 Interactions
 Social mentions or recommendations
 Blog comments
 Questions asked
 Inbound links
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49. 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.
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50. Ten Things to Avoid on Twitter
1. Send Automatic Direct Messages to new followers
with a link or call to action.
2. Taking credit for information or links.
3. Not be transparent.
4. Defending against negative buzz. Easier to fall on
your sword.
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51. One Final Thought
Like it or not, Twitter is quickly revolutionizing the
way our entire news ecosystem operates, from
journalist to consumer, and blurring the lines in
between,"
Andrew Lipsman
ComScore
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52. Q&A
Thank you for your time
Contact Me: Juliann Grant
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
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