Twitter for Business, Social E Conference Handout
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Lane's handout from the Twitter for Business slideshow where he was the opening keynote in Newport, RI.
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Twitter for Business, Social E Conference Handout
- 1. Utilizing Twitter for Business Social E Conference – June 24, 2011 by Lane Sutton, @KidCriticUSA By connecting with customers on the social networks they use daily, you will build a stronger, better relationship and be “in” with the next generation. Best Practices • Make two-‐way connections. (You should be talking to others, have conversations, engaging, and they should talk to you -‐ not one way) • Be personable, the seriousness is now gone. It is all about adding that touch. • Don’t be a broadcaster. Be a creator, connector, and engager. • Share content relevant to your brand. • Build value for followers like rewards, customer service, updates, interesting advice or content. • Listen! What are others saying? Check for feedback to improve, and listen more than you talk. Content • Create a blog to write your own content related to your brand, particularly tips or advice. (i.e.: If you’re a bank, write blog posts about saving money, why it’s important, how to do it, and examples for earning interest). Try Blogger.com, Typepad, WordPress to start. • “Do what you do best, and link to the rest” -‐@jeffjarvis • Make content shareable (include share button on websites like ShareThis/AddThis) • Leave at least 20 characters or more depending on your Twitter handle remaining when you tweet so you can be credited for re-‐tweets you get. • To curate content, follow people you find interesting, and then use a service like http://postpo.st to search/gather content from the people you follow on a particular topic. • Twitter loves links, and gets more clicks than Facebook or e-‐mail. • 79% more Twitter followers for companies with a blog. (HubSpot) 80/20 Rule for Less Self-‐Promotion, More Engagement/Connecting • The 80% represents talking with others, engaging with them, and not yourself. • The 20% is for you! Do little promotion with this, but rather tweet out relevant content to your brand (that others will like). Don’t yell! 1
- 2. When to Tweet • Between 11 am and 5pm are the most popular active tweeting times. • Be consistent, be frequent. Try to tweet at least 4 times throughout the day. Many active users log in multiple times in a day. • Later in the day, and later in the week are the most re-‐tweetable times. • Timely, www.timely.is: Using your last 199 tweets, it finds the tweets that didn’t get its full potential. it can auto-‐schedule tweets, tell you best times to tweet, and adapt to new behavior. • TweetWhen, http://www.tweetwhen.com/, gives two graphs tells you the most influential time to tweet, and the most effective day to tweet based on your profile. • Tweriod, www.tweriod.com, tells you a timeframe of when you will receive the most exposure, when most of your followers are online. Answering Questions/Customer Service • Many use Twitter as a second method of communication, if phone or e-‐mail don’t work quickly as 5% say. • If someone complains or ask a question, and receive great service – they’re much more likely to recommend or rave about the experience. Brand/Customer Interactions • More than 1/2 of active Twitter users follow companies, brands, or products. • Twitter is used for requesting customer service issues be resolved. • One in three Internet users say social media content sways their purchase decisions. • 79% of US Twitter users are more likely to recommend brands they follow. Lane Sutton 2
- 3. Twitter Tools • Twitter Advanced Search, www.Search.Twitter.com -‐ Twitter’s official hidden advanced search where you can narrow down your search by phrases, words, terms, location, attitude, dates, and people. Monitor keywords, competitors, or search for leads. • Crowdbooster, www.crowdbooster.com: Analyzes impressions, retweets, responses, and followers. It recommends the best times to tweet based on this data. • * Social Mention -‐ http://socialmention.com/ Google Alerts but for social media, monitor certain search terms on Twitter, blogs, news, and does great statistics like sentiment analysis (ratio of mentions positive to negative), reach (range of influence), strength (likelihood your brand is being discussed), passion (likelihood of users talking about brand repeatedly), keywords, hashtags, top users discussing brand. • http://Bit.ly -‐ URL shortening service that will also track how many clicks a link receives with a graph by day. • www.TweetEffect.com -‐ See when/why you were unfollowed with tweets and the change in follower numbers. • www.Twilert.com -‐ Similar to Google Alerts, but tracks search terms and sends an email digest of them. Twitter Clients (my favorites besides Twitter.com, TweetDeck, Seesmic) • HootSuite, www.hootsuite.com : web-‐based client with tweet-‐scheduling, 3 columns for main timeline, mentions, DMs, link shortening, click tracking, file attaching. • CoTweet, www.cotweet.com : web-‐based, offers tweet scheduling, conversation threading, messaging archives, unified inbox, multiple tweeters, tweets/DMs assigned to respond, brand search, initials of tweeter.’’ Dress Up Your Profile • Dress your profile up with a headshot avatar. Pages with a human avatar are more followed. Put a face on the account. Wouldn’t you want to know who you’re writing? • Use a site like www.TwitBacks.com to create a custom background with a background picture/logos, add in text to extend beyond the 160 characters biography limit. • For your bio, explain what your company offers. What will you tweet? 3 Lane Sutton @KidCriticUSA avatar