Twitter For Business: A "How To" for B2B Marketing
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Straight from the 312 Digital social media workshop, Astek Marketing VP Rachel Yeomans goes through the process of using Twitter to increase brand awareness, build a social media community and generate leads.
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Twitter For Business: A "How To" for B2B Marketing
- 1. Introduction to Social Media: Twitter for Your Business 312digital Rachel Yeomans VP Marketing, Astek @RachelYeomans @AstekWeb
- 2. 312digita l Nice to Meet You, Twitter • A free micro-blogging platform • Tweets limited to 140 characters • Known for being the poster child for people’s pretty meals the world over
- 3. 312digita l WelI It’s Known for Other Things Too… • Over 20 million tweets were sent out during Hurricane Sandy • 77% of buyers say they’re more likely to buy from a company whose CEO uses social media • I got my job from Twitter! Source: Mindjump & Twitter
- 4. 312digita l Before We Begin… Traditional Marketing Public Relations Editorial Social Media
- 6. 312digita l With That Being Said… • 37% of Twitter followers are more likely to convert to being a customer upon following a brand account • Compare that to 27% of email subscribers & 17% of Facebook followers Twitter Followers are the Top Brand Purchasers • 33% of Twitter followers recommend brands they follow • Compare that to 24% for email and 21% for Facebook Twitter Followers are also Top Brand Supporters • Information! • 38% of Twitter followers want information about upcoming products • 31% want information about your company & industry What Twitter Followers Want from You MarketingCharts.com
- 8. 312digita l Now Let’s Get To It… Set-Up Tools Speaking Twitter Be…Be…Be Influential “ROI”
- 10. 312digita l The Process Create a Twitter Account Update Your Settings Make It Pretty
- 18. 312digita l The Dimensions Profile: 500x500 73x73 48x48 31x31 Header: 1252x626 Background: 1600x1200 2560x1600
- 21. 312digita l The Process Password Reset Where in the world is… Don’t protect your tweets How can Twitter contact you
- 22. 312digita l The Process Think securely! Attach mobile phone option Need current password
- 23. 312digita l The Process Download the app Text to tweet Password reset option
- 26. 312digita l The Process …or make your own! Pick your background…
- 29. 312digita l Argyle or Sprout Argyle Sprout Social Entrepreneur – Small/Medium Business Medium/Large Business Best social posting integration One of the better social posting integrations Bookmarklet Bookmarklet Singular URL Works with bit.ly Scheduling/Random Scheduler Scheduling/Random Scheduler Deep analytics dive Medium analytics Social listening confined to Twitter searches Social listening Conversion tracking No conversion tracking Not-so-pretty in-depth reports Pretty high-level reports Not cheap but high quality Cheap for the quality
- 30. 312digita l Argyle or Sprout You pick! ArgyleSocial.com SproutSocial.com
- 32. 312digita l Twitter Language 101 Term Definition @ Account Handle (@AstekWeb) # Hashtag Reply To respond to the individual who posted that tweet RT To repost/quote an entire tweet to your audience DM To send a private message to an individual on Twitter Follow You subscribe to have this Twitter user’s tweets show up in your Twitter feed
- 33. 312digita l Twitter Language 101 Term Definition Lists You can add a Twitter user’s tweets to a public or private Twitter list (Examples: Friends, Colleagues, Competitors, Clients, Food, Fashion…) Favorite You can mark a tweet as a Favorite; that user sees a notification that you Favorited the tweet This. A Twitter term that emphasizes that the article or link included in the tweet is a “must read” MT An RT that has been edited (usually due to character length
- 34. 312digita l Tweet! Tweet! Yes coffee IS healthy; @NYTimes says so! http://t.cojk.com RT @FitzTheCat: Dear Mom, thanks for the new cat tower. But I find your head to be a much more comfortable nap space Attention #Chicago Brown Line riders! MT @WBEZ: Train derailed at Armitage brown line. No trains going 2 Loop. Shuttle buses from Belmont Hey #RockinEvent2013 attendees – no Starbucks line at the South Corridor. RUN!
- 36. 312digita l Twitter Baby Steps 1. Listen 2. Retweet (ideally with a comment) 3. Share 4. Post
- 37. 312digita l Remember These… • 37% of Twitter followers are more likely to convert to being a customer upon following a brand account • Compare that to 27% of email subscribers & 17% of Facebook followers Twitter Followers are the Top Brand Purchasers • 33% of Twitter followers recommend brands they follow • Compare that to 24% for email and 21% for Facebook Twitter Followers are also Top Brand Supporters • Information! • 38% of Twitter followers want information about upcoming products • 31% want information about your company & industry What Twitter Followers Want from You MarketingCharts.com
- 38. 312digita l What You Should Tweet 1. Company/Industry Information 2. News 3. Promotions 4. A mix of all the above!
- 39. 312digita l How Often? 1. Standard is 3-5 tweets per day 2. Be consistent!
- 40. Remember Your Business Goals Social Media Expert Resourc e Webina r Online News Resourc e’s Website Webina r Host’s Website News Website Social Media Audienc e
- 49. 312digita l Be Accountable 1. What’s working? 2. What’s not? 3. What needs to be changed? 4. What are others doing? 5. Next steps
- 50. 312digita l Oh Yes, and Have Fun!
- 51. #THANKYOU!!! 312digital Rachel Yeomans VP Marketing, Astek rachel.yeomans@astekweb.com AstekWeb.com @RachelYeomans @AstekWeb