2. ICS
TWITTER MA RKETING BAS
You’re not
the only
one. It
took a
while for
the world
to ‘get’
Twitter!
Source: http://weblogs.hitwise.com/robin-goad/2009/06/twitter_sending_traffic_to_online_media_but_not_retail.html
3. ICS
TWITTER MA RKETING BAS
In which
areas will
you be
increasing
marketing
spend?
4th Annual Online Customer
Engagement Report 2010
5. ICS
TWITTER MA RKETING BAS
Why people use Twitter
0% 10% 20% 30% 40% 50%
Learn about products/services 42%
Provide opinions about products/
41%
services
Ask for opinions about products/ 31%
services
Look for discounts 28%
Purchase products/services 21%
Seek customer support 19%
Source: Edison Research (April 2010)
6. ICS
TWITTER MA RKETING BAS
Richard Sedley
Course Director for Social Media, CIM
Director Customer Engagement
Follo
w m
on T e !
witt
er!
@RichardSedley
8. ICS
TWITTER MA RKETING BAS
30 second introductions
Please tell us…
• Name
• Position
• Department
• Interest in Social Media
• What you hope to achieve today
9. ICS
TWITTER MA RKETING BAS
Agenda
The
idea
• What Twitter is is to
conf build
• Jargon buster what idence, !
’s po find
som s o
• Setting up your profiles e fu sible an ut
n! d ha
• The roles that Twitter can play ve
• How to write the perfect Tweet
• The Twitter ecosystem
• Managing and monitoring
• Who to follow
13. ICS
TWITTER MA RKETING BAS
Jargon buster: ‘@messages’
@ symbol
denotes the
name of an
account and
links to the
account
14. ICS
TWITTER MA RKETING BAS
Jargon buster: ‘retweet’
The act of
reposting
someone else’s
tweet and
giving them
credit
15. ICS
TWITTER MA RKETING BAS
Jargon buster: ‘DM’
Messaging is
public by default
but private Direct
Messages can
be sent
16. ICS
TWITTER MA RKETING BAS
Jargon buster: ‘Tweetup’
A face to face
get together
organised
via Twitter
17. ICS
TWITTER MA RKETING BAS
Jargon buster: ‘hashtag’ ‘#’
A simple way
of categorising
a tweet to say
this contains
something on
this subject
18. ICS
TWITTER MA RKETING BAS
Jargon buster: ‘hashtag’ ‘#’
Follow or search
!
for a #hashtag
th
to k eep up wi
!
some thing you
!
are int erested in
19. ICS
TWITTER MA RKETING BAS
Jargon buster:
‘lists’
Cr eate a list
of people
you’re !
int erested in
te !
(ma ke it priva
your
an d monitor
rs
competito m
he
without t u)!
know ing it’s yo
24. ICS
TWITTER MA RKETING BAS
Twitter le
sugg ests peop
you might be
interes t in (just
,
se lect a few
s
you can alway
m
disco nnect fro
r)!
them late
25. ICS
TWITTER MA RKETING BAS
l
The s ystem wil
t
even sugges
people on
u
T witter yo
!
al ready know
26. ICS
TWITTER MA RKETING BAS
This is where
t
you c an connec
y,
with S tephen Fr
,
or Will iam Hague
or Prof Brian
e.!
C ox… or m
Don’t feel pressured
to connect to
anyone now you
can do it later.
27. Personalise you
profile via settings
ICS
TWITTER MA RKETING BAS
Post your first Tweet
38. ICS
TWITTER MA RKETING BAS
Deliver as
much
value
through
this
channel
as you
can. You
will gain
respect.!
Check out
@DaveChaffey!
39. ICS
TWITTER MA RKETING BAS
Give and take
A B
Lead gen. form White paper e
and y
Give ost
m
will
likely !
White paper Lead gen. form
re ceive
Conversion rate = 84% Conversion rate = 72%
44%
completion accuracy
91%
completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
40. ICS
TWITTER MA RKETING BAS
People are
always
looking for
a bargain.!
Dell say
they have
made
millions
from this
channel. !
I believe
them.!
42. ICS
TWITTER MA RKETING BAS
B2B vs B2C Social Network usage
(N America, September 2009)
…and just in case
you B2B types are
asking if this is !
Other for you!
Plurk
FriendFeed
MySpace B2C
YouTube B2B
Twitter
Facebook
0 20 40 60 80 100
Source: Business.com 2009 B2B Social Media Benchmark Study
43. ICS
TWITTER MA RKETING BAS
…and don
’t
forget t
o
listen.!
Let’s sa
y
I’m loo
king
to work
out who
is
talking
about www.search.twitter.com
Microso
ft
SharePo
int!
44. ICS
TWITTER MA RKETING BAS
Ok
interesti
ng,
but I ne
ed
someone
in Watch
London
(these out for
develope tiling
rs
don’t tra
vel
well)!
47. ICS
TWITTER MA RKETING BAS
How could you use Twitter to:
• Promote your products & services?
• Increase awareness of your brand?
• Add value to your services?
• Provide pre, post and mid-purchase customer support?
Split into pairs to discuss how you might use Twitter for
your organisations (10 mins)
48. ICS
TWITTER MA RKETING BAS
How else can we use Twitter?
• Promote time-limited offers – ‘the last few seats for a movie
starting in 30 mins’
• Create & organise events online and ‘Tweetups’ offline –
using Twtvite
• Make coupons for special offers for Twitter customers –
using Twtqpon
• Post jobs & get applications online – using Twtjobs
• Test and promote new products
• Build mailing lists
• Create a Twitter business card – Twtbizcard
• Gain support for your charity - Twibbon
49. ICS
TWITTER MA RKETING BAS
Ho w to
writ e the
per fect
tw eet! kio!
ion fr om @soo
a great presentat
Based on tter!
llow h er on Twi
do please fo
50. ICS
TWITTER MA RKETING BAS
Insider Knowledge
“Top brands’ sites that don’t work on iPad”
“10 web passwords to avoid”
Spend ti
Advice that has worked me
on the
“Top 10 ways to become a real social media expert” headline
if
“3 ways to act on your social media monitoring” you wan
t it
Topical/seasonal to be
“10 beers you must drink this summer” passed o
n!
Pick a tribe
“Which kind of pirate are you?”
“Which celebrity mom are you?”
Dos and don’ts
“10 things you should never say to a porn star”
“6 tinned foods you should never try”
51. ICS
TWITTER MA RKETING BAS
The
Smashin
g
Magazine
formula
!
Number + adjective + design item + sticky message
53. ICS
TWITTER MA RKETING BAS
Write with the aim of being retweeted
140 = maximum length of a tweet
15 = maximum length of a username
10 = space to say it’s a retweet / include comment
The mag
140 -15 -10 = 115 characte
ic numb
er of
rs for a
tweet. !
But if y
ou want
retweets multiple
I’d aim
for arou
Based on a formula by @danzarrella
nd 85!
54. ICS
TWITTER MA RKETING BAS
Great words for Twitter
Positive:
‘free’, ‘great’, ‘follow’, ‘how to’, ‘top’
Words which focus on the user:
‘you’, ‘help’
Do pleas
Tweets including nouns e
check o
i.e. the name of something ut
@sookio
for
some gr
Rarely retweeted words eat tips!
Negative fillers
‘tired’, ‘sleep’, ‘home’, ‘bored’
“-ing verbs”
‘going’, ‘watching’, ‘listening’
62. ICS
TWITTER MA RKETING BAS
Tweetdeck is your all in one management tool!
(use Hootsuite if your IT Dept. won’t let you install Tweetdeck)!
63. ICS
TWITTER MA RKETING BAS
Just be
careful
that you
don’t mi
personal x
and
business
account
I guaran s.
tee at s
point yo ome
u’ll send
the wro to
ng one a
some po t
int!
64. ICS
TWITTER MA RKETING BAS
10 conversations to listen for
in Social Media
• The complaint • The crisis
• The compliment • The competitor
• The problem • The crowd
• The question or inquiry • The influencer
• The campaign impact • The point of need
http://blog.freshnetworks.com/2009/05/the-top-10-conversations-to-listen-for-in-social-media/
65. ICS
TWITTER MA RKETING BAS
Measurement framework
1. Attention
• The amount of traffic to your content for a given period of time.
2. Participation
• The extent to which users engage with your content in a channel.
3. Authority
• Inbound links to your content
4. Influence
• The size of the user base subscribed to your content.
5. Conversions
• Completions of a desired task.
X Sentiment
66. ICS
TWITTER MA RKETING BAS
Conversation monitoring for a bank
avs!
One of m y all time f
Could
t
a sale his offer !
oppor
tunity
!
Might se
em trivia
but part l
of the I
brand ha K
s been b EA
around f uilt
ree penc
ils!
68. ICS
TWITTER MA RKETING BAS
Marketers it is worth checking out
1. @DaveChaffey
2. @Econsultancy
3. @JimNovo
4. @MarketingProfs
5. @Sidneyeve
This lot
6. @Guy1067 share so
7. @ADHumlen me
brilliant
8. @AndyBeal informat
ion!
9. @JeffBullas
10. @Mashable
69. ies!
M RK ETinNegraAe ICwitter with your other activit
I G Bt S T S
TWITTERickAis to t
The tr
70. ICS
TWITTER MA RKETING BAS
Thanks for participating
Let’s spend the last few minutes talking about
what we’ve covered…
Richard Sedley
• twitter.com/richardsedley
• or email r.sedley@cscape.com