This document summarizes a Twitter for Business presentation given by Chris Breikss of 6S Marketing. The presentation discusses why companies should use Twitter to promote their brand, engage customers, and monitor discussions. It provides tips on setting goals for Twitter use, determining content strategy, and considering an internal or external budget for managing social media accounts. The presentation also covers tools for monitoring brands, organizing employee contributions, and tracking analytics. Ethics of social media use and having proper privacy policies are also addressed.

1. Twitter for Business Presentation October 19, 2010 Chris Breikss, 6S Marketing

2. About Me Chris Breikss President, 6S Marketing Founded 6S in 2000 (10 years!!) 25 employees Expert in SEO, SEM, Social Media Worked With 400+ Clients Speak, Sponsor & Attend Industry Events Across North America

3. Why use Twitter?

4. Why use Twitter? Promote your company in social media Communicate with existing customers Monitor what are people saying about your company

5. Why use Twitter? Engage brand advocates Experiential and promote events Leverage content that you have developed such as blog posts, videos Build relationships with industry leaders

10. Goals Increase Twitter followers by __%? Increase awareness? Extend reach of marketing initiatives? Online content distribution plan? Increase traffic to website?

11. What should we talk about? Reply to other people's questions Comment on other people's tweets Stick with the conversation Build relationships Don't be a ME! ME!

12. What should we talk about? Share events that you are attending or planning to attend Have you tweeted about being here? Have you checked in on Foursquare or Facebook Places? @chrisbreikss@6S_Marketing

13. What should we talk about? Promote your own content like blogs, articles, video, ad campaign creative Promote other's content like articles that you find interesting or relevant to your industry Re-Tweet people that you want to build relationships with

14. Content Strategy Proprietary content Content development considerations (budget?!?) Repurpose content for other mediums Repurpose archived content (old videos, print campaigns, photos)

15. Content Creation Strategy Regularly recurring content on social media profiles 20% - 25% unpredictable, unique content Ad hoc updates (on the fly and mobile) Contests

16. Budget What kind of budget is required to maximize Twitters effectiveness? Internal resources vs. external In-house vs. out-house

17. Budget - Internal Internal Hire Junior vs. Senior BCIT Grads Are Best

18. Budget – Internal – Junior Straight out of school, some experience Will cost $3000-$4000 per month Look for someone with experience with a personal blog

19. Budget – Internal – Junior What courses relation to social media / marketing did they take Likely have not worked in a corporate environment Usually are proficient in excel, word, but have not used exchange or a phone system Email etiquette and professionalism not a given

20. Budget – Internal – Senior 2+ years experience $4000+ per month Do they have a personal blog? How many followers do they have on Twitter? How many friends on Facebook?

21. Budget – External There are 200 social media “experts” in Vancouver $1000+ per month What is the strategy? Give them guidelines, develop documentation What is their experience with companies like yours?

22. Ethics Move public conversation private Ask them to follow back Don’t delete or ignore negative comments How should you respond? What is the policy here? Turn that negative conversation around

23. Ethics How do ethics contribute and what should you watch out for Flaming… Arguing on the Internet is useless Twetiquette = Twitter Etiquette

24. Policy Have social media privacy policies and guidelines What authorizations does your employee have? Contractor? Document problems Have an emergency PR response plan (does not need to be complicated)

25. Twitter Tools Monitor Your Brand! search.twitter.com Radian6 RSS Feeds to Outlook (or other reader) works great!

27. Radian6 Canadian Company (Fredericton, New Brunswick) $500-$1500 per month (est.) Measures sentiment Records history, creates reports Management console

28. Twitter Tools Organize Your Troops! Hootsuite How many contributors? We have 7 within our 25 person company Use initials to sign Tweets

30. Hootsuite Canadian Company (Vancouver, BC) Freemium Manage multiple accounts Manage multiple platforms inc. Twitter and Facebook Management console, respond and schedule responses

32. Hootsuite

33. Hootsuite

34. MailChimp Social Pro

38. Analytics and Reporting Track Successes! Bit.ly urlshortener Google URL Builder Google Analytics Integrate Your Email with Twitter using MailChimp

42. Questions Chris Breikss @6S_Marketing @chrisbreikss chris@6Smarketing.com