People who follow you on Twitter are 72% more likely to purchase and 86% more likely to recommend you if their friends are recommending you as well. (Twitter Blog) Those kind of numbers could dramatically impact the success of your store, but in order to make it happen, you need to build the right foundation and take the right actions in Twitter. In this first part of our educational series with Twitter, we share what this foundation is and what you have to do to build it for yourself, plus offer examples of e-commerce businesses who have used Twitter to grow. Knowing your customers on Twitter and what they want Setting goals you can reach and getting results Attracting and keeping customers How to spot events and relationships and use them to grow followers and sales About the presenters: Anne Mercogliano (@akmercog) leads the integrated marketing efforts for Twitter's SMB ads platform. Her mission is to educate and empower all businesses to find success on Twitter. Prior to this role she was a business and brand strategy consultant for businesses ranging from small start-ups to the top of the Fortune 500 list. Anne has an MBA with a concentration in Strategy and Decision sciences from Duke University's Fuqua School of Business and her BA from Mount Holyoke College. Heidi Tobias Wong (@htoby) combines over 17 years of experience in traditional, digital and social media marketing with a diverse education and technical background. This unique blend enables her to identify, design and implement strategic marketing solutions for e-commerce SMBs. In her role as Senior Manager of Distance Learning at Bigcommerce (@bigcommerce), Heidi facilitates webinars and workshops focused on helping SMBs incorporate the most beneficial, yet cost-effective technology into their platforms and marketing plans.

1. Selling Success with
Twitter: The Foundation
Submit questions and join the conversation #BCTweetTips

2. Anne Mercogliano (@akmercog) leads the integrated marketing
efforts for Twitter's SMB ads platform. Her mission is to educate and
empower all businesses to find success on Twitter. Prior to this role
she was a business and brand strategy consultant for businesses
ranging from small start-ups to the top of the Fortune 500 list. Anne
has an MBA with a concentration in Strategy and Decision sciences
from Duke University's Fuqua School of Business and her BA from
Mount Holyoke College.
Heidi Tobias Wong (@htoby) combines over 17 years of experience
in traditional, digital and social media marketing with a diverse
education and technical background. This unique blend enables her to
identify, design and implement strategic marketing solutions for e-
commerce SMBs. In her role as Senior Manager of Distance Learning
at Bigcommerce (@bigcommerce), Heidi facilitates webinars and
workshops focused on helping SMBs incorporate the most
beneficial, cost-effective technology into their platforms and marketing
plans.
Submit questions and join the conversation #BCTweetTips

3. Agenda
• Setting your objectives
• Define success
• Find and understand customers on Twitter
• Twitter engagement tactics
• Amplify efforts with Twitter Ads
• Checklist for success
• Q & A
Submit questions and join the conversation #BCTweetTips

4.  Grow presence
 Traffic to store
 Excitement for promotions
 Drive sales
The right objectives for using Twitter
What do you hope to get out of your
first campaign?

5. Define success
- What can you really achieve?
- Who do you want to engage?
- Does it help customers
buy?

6. Find your customers on Twitter
Promote handle in other
marketing channels so
they know you are there.
Import your contacts to
find your customers.
Explore to find others
who would be
interested.

7. Do you know who your customers are?
Create personas for your customers
Collect visual cues that represent the
different groups
Document conversations and spot trends
and terms used

8. Content attracts and nurtures
- Tweet like you talk with a
good friend
- Engage your followers
- Keep it timely
- Give the inside scoop

9. Twitter selling success: @KissmysthrnSass
Majority of sales generated from social media
Knows customer personas & lifestyle
Promotions only at right time

10. Twitter content success: @Newrelic
Needed to reach community active on Twitter
Infographic to engage; deepen with promoted Tweets
500% increase in traffic; 20% of revenue

11. Seizing the moment on Twitter
Leverage different types of
events, industry or seasonal
Watch for and take advantage of spikes
in conversation

12. Seized the moment: @ThecakestoreUK
Celebrity tweet = 14,000 new followers in an hour
Brand awareness = long term sales
Ongoing process, not instant results

13. Community, not just followers
@LoveitLoveit, Ruth Lopardo
• Brand ambassador
• Leads with personality
• Topics and issues important
to customers
@RockerRags, Dave Lando
• Rock news & trivia
• Customer feedback
• Test of new items
© 2013 Bigcommerce Pty. Ltd.

14. Followers drive sales
- 72% of followers are likely to
purchase
- 30% recommend after following
- 86% will visit when a friend
recommends
Source: Twitter / Market Probe International Study 2013

15. Community drives promotional traffic
Flock to Unlock
Twixclusive promotions
Let them help feature new inventories
and offers

16. Flock to Unlock: @Bonobos
Challenge: Get new customers & move inventory
Solution: Exclusive Twitter sale
Results: 100 first-time buyers, 13x cost-effective marketing

17. © 2013 Bigcommerce Pty. Ltd.
Customer persona = right promotion
- Target by: interest, @username, geography,
device and gender
- Respond in real time
- Complement your search campaigns

18. Build your Foundation Checklist
 Gather data to build customer personas
 Build a visual representation of persona (images, word
clouds)
 Provide reasons for an active relationship
 Set achievable goals for your Twitter communications
 Identify the content your customer personas want or
are attracted by
 Start participating in conversations and ask questions
 Search out and be ready for opportunities to boost
reach
 Offer promotions only when the time is right
 Use followers to reach new customers

19. Build your Twitter Foundation for Selling Success!
Bigcommerce & Twitter have the tools you need.
Implement the Foundation Checklist
More Tips: business.twitter.com
Follow @twittersmallbiz
Try Bigcommerce free:
www.bigcommerce.com