Using Twitter for business: slides I put together for the May 2010 Florida DMA event with Jeff Yaniga.

1. Using Twitter For Business Florida Direct Marketing Association May 20, 2010 Jason Peck – eWayDirect – www.ewaydirect.com Jeff Yaniga – Destination Rx – http://www.drx.com

2. What We’ll Cover What do YOU Want to Learn? Plus… Navigating Twitter Speaking the language Finding people to build relationships with What to tweet Examples of companies doing it well How to manage this

3. Things are a changin’ Hard selling  Making connections Promotion  Participation Hiding yourself  Being yourself

4. “ I think the way to succeed in today’s world is to make your business more personal. Twitter is also a great way of doing that.” - Tony Hsieh, Zappos CEO

5. Some things don’t change People want exclusive content and deals and to be treated like a king

6. What Is Twitter?! It’s a one way mirror Giant ears for real-time listening Networking Event that you can attend while wearing your Snuggie Beachcombing for those one or two really good shells. Your own personal “I Have A Dream” speech A place to connect with thought-leaders and influencers A newspaper filled with only the articles you like

11. Navigating Twitter What You Need To Know How to sign up and set up account How to search How to post How to follow others How to respond BONUS: How to shorten URLs and track clicks

12. Signing Up Sign up for Twitter (twitter.com) Use your real name in your profile and username if possible Put a real picture of yourself up Bio – mix of what you do and what you like Link to your website or blog

15. Finding People to Follow Search.twitter.com or from right side of the page when you’re logged in Sample searches: XYZ event that you’ll be attending, things you like/are interested in, your company, etc

16. Twitter Location Search

17. Finding People - Tweepsearch Tweepsearch.com Search info in people’s profiles Sample searches = pr agency florida, marketing ct, Location: “Ft. Lauderdale, FL”

18. Finding People - Twellow Twellow.com Yellow pages for Twitter

19. Finding People - Google

20. Following People on Twitter When you follow others, their posts are fed to your Twitter home page. You can choose to “Un-Follow” at any time. Many feel it is good form to automatically follow those who follow you. (Many don’t) EDITORIAL: If someone follows you, check out their “voice” and then decide. Use lists to group people and keep track of things

22. What To Post Share a mix of interesting industry info and things you’re interested in personally

23. What To Post Events- When you’re heading to an event, what you want to get out of it, who you’re excited to meet, what you’re learning, what you thought of it at the end General industry info Funny things that happen to you Things you’re passionate about Occasionally, company news – should be no more than 20% of your total Tweets Participate, don’t promote

24. Twitter-Friendly Links Use a link-shortening service like bit.ly or idek.net http://bit.ly/ http://idek.net/ Sign-up and install browser button Great for tracking clicks on links

25. How to Respond @reply to people you follow to engage in public conversation Ex: @myworkaccount thanks for sharing that info! I also think @NancyOkrent has written some good things about that RT people’s content if it’s interesting, and comment if appropriate Ex: RT @jasonpeckeWayDirect is the most awesomest company in the world! – I agree

26. Building Relationships

27. Benefits of Twitter Direct – the company uses Twitter as a marketing, public relations or customer service channel. Indirect – employees post as individuals, the company reaps the “benefit”. Internal – employees communicate with each other on internal projects. Inbound Signaling – Savvy companies use Twitter signals to get early feedback about issues and ideas and to conduct research

28. Examples Best Buy Naked Pizza Starbucks

29. http://twitter.com/twelpforce

30. Best Buy’s Twelpforce Started in July 2009 Over 2,000 employees have Over 27,000 questions answered Named “DMA Marketer of the Year” in Oct. 2009

32. Naked Pizza on Twitter Started in March 2009 Created a community around healthy eating, save on marketing costs and drive sales In April, a promo exclusive to Twitter brought in 15% of the days sales In late May 2009, there was a day where 68.6% of total dollar sales came from customers who said "I'm calling from Twitter"

34. Starbucks on Twitter Run by former barista, Brad Nelson Followers May 2009 – 181,000 May 2010 – 879,000 Primarily use for customer service and idea generation/feedback Push people to submit ideas to MyStarbucksIdea.com Over 80,000 ideas submitted

36. Measuring Success Align goals with overall business objectives If sales/leads isn’t the goal, assign a value to whatever you’re measuring Don’t just look at short term results of promotions. Think long term.

37. How Can I Manage This? Don’t worry about keeping up with everything, but always respond to everyone who mentions you Use tools to save time Use groups/lists to keep tabs on important people Hootsuite Free web-based tool, search easily, follow people, respond, shorten URLs, schedule tweets Tweetdeck Great tool for those who prefer a desktop Twitter client Twitterberry – client for Blackberry phones Tweetie – client for iPhones

38. Final Thought 87% of all Americans are now aware of Twitter — up from 5% in 2008 — but only 7% of the population actually use it (Edison Research)