Twitter strategies from business owners in the Promotional Product and Apparel Decoration indsutries

1. XL Social Media Strategies
For S-M Sized Businesses
FOCUS ON TWITTER
JAY BUSSELLE, IDEA CUSTOM SOLUTIONS

2. SOCIAL MEDIA MARKETING IS LIKE A PUPPY.
It’s so adorable
and cute that you
forget it also
needs constant
care and
attention!

3. The Benefits?
89% Increased exposure
75% Increased traffic on website
69% Marketplace Insight (training)
65% Develop loyal fans
61% Generate leads
58% Improve search rankings
54% Grow business partnerships
47% Reduce marketing expenses
43% Improved sales
The benefits of
Social Media Marketing
according to SMB
marketers worldwide
(eMarketer.com , May 2015)

5. Zero visibility
isn’t a good
thing
Downtown Phoenix AZ
Aug 2014

6. Each of These is an On-ramp

7. Is It A Waste Of Time?
Some business owners, marketers and sales people start the
process and don’t see immediate results (sales or ROI) so they
think it’s just busy work or time wasted.
1. They (you) didn’t have the right expectations. This isn’t the same
thing as buying an ad on TV.
2. Social Media Marketing, like all marketing, isn’t a light switch to be
turned on & off.

8. UPDATES since Jan 16:
Pinterest = 176 million
Twitter = 1.3 billion
Facebook = 1.55 billion
Instagram = 400 million
LinkedIn = 414 million

9. Let’s Define Social Media
I call it Social Media Marketing
 Social can be fun but so far in my life it has never paid all the bills.
 It’s still marketing, it’s networking, it’s influencing, it’s storytelling,
and it’s creating awareness.
 Think of it as an amplification and magnification tool that creates
connections

11. Make Great Choices
 Social media strategy is no longer about following the masses, it
is about engaging with targeted audiences.
 Don’t spend time and money building the wrong content to share
on the wrong network.

12. Content. Conversation. Community.
These are buzzwords but they relate to the efforts and objectives
related to successfully executing social media marketing.
 Unfortunately, many companies do a poor job of allocating the
necessary resources to support their social media efforts
 Content = the information, infographics, video, blogs, graphics, photos
 Conversation = the discussion, questions, comments, reviews,
 Community = like minded groups, niches, tribes,

13. Social, yes…
but with an
emphasis on
business
This is NOT sharing cute
pictures of cats or kids
on Facebook with your
friends and family and
hoping they “like” it.

14.  This is NOT following celebrities, politicians, musicians or athletes to find out
what they ate for dinner last night or that they like ice cream.
Social Misconceptions

15. This is NOT a popularity contest or tool to see who is wearing what?
Social Misconceptions

16. Imagine that you are creating a new cable network station. This
new network represents your business. What would you say, share,
explain, teach and even entertain?
 What I want to know is, can you help me?
 Can you produce content to tell me or show me that you can help
me solve my problems?
Building A Business Network

17. The Goal of Your Network
Tell the right story to the right audience in their preferred language.
OR

19. Who Is Your Perfect Customer?
Create a buyer persona or profile to define the perfect customer
 What industry or which market would they represent?
 How much would they spend on decorated apparel?
 How often would they buy?
 Do they participate in Social Media?
 LinkedIn, Facebook or Twitter?

20. When investing in Social Media Marketing
you should get involved where your
audience is already participating

22. Where Are The Pros Focused?
Let’s look at some important objectives most marketing
professionals are currently focused on:
1. Engagement
2. Awareness
3. Lead Generation
4. Website Traffic
5. Increase Sales
6. Increase Search Ranking
7. Lead Nurturing
*Social Media Strategy Survey – Ascend 2 & Partners, DEC 2015

23. The most fundamental synonym for Social
Media Marketing is INFLUENCE

24. The Source of the Influence
Measuring the impact that a given source will have influence on
you taking action
* www.fleishmanhillard.com

25. The Order Of Influence
Let’s review the order of influence:
1. Friend in your network
2. Trusted group
3. Company you follow
4. A media source you follow
5. Public figure or celebrity
6. Company paid content

26. Build Brand Awareness
 58% of people are influenced by a friend in their network.
 The larger and more relevant your audience is, the deeper
reach you have.
 If your brand is likeable and integrated in the social
conversation, the more you’ll stand out from the noise!

28. Talk With – NOT AT!
 Reward them with showing that you’re just as interested
in them as they are in you.
 Be AUTHENTIC and you will be rewarded with loyalty and
business.
 Reciprocate! Share content… share in their successes.

29. Success Stories
Visit: biz.twitter.com/success-stories to review case histories
1. What can your company do in 140 characters?
2. By industry, tactic, product, goal & company size

30. 0
2
4
6
8
10
12
18-24 25-34 35-44 45-54 55-64 65+
11.7 11.3
8.7
6.7
4.1
2.7
January 2015
Users in Millions
Age Group

31. My Twitter Profile Page

32. Pinned Tweet Activity

33. Pinned Tweet Activity

34. Followers

35. Twitter Analytics – 28 Day Summary

36. Twitter Analytics – Tweet Activity

37. Twitter Analytics – Audience Insights

38. Twitter Search
You can find LOTS of information about, clients, prospects,
topics, events, companies & competitors:
1. You can find an industry icon or supplier and see who is following them
2. Same thing with your competition
3. Perform a Search on the menu bar of Twitter (zoom tool)
4. Look up a person, company, event or a hashtag

39. Listen & Respond
All major Social Media
platforms allow you to
Search, Listen, Engage
and Respond!

40. Listen, Respond & Grow
 Get involved on this platform on a consistent basis.
 Be a part of the conversation and ask questions
 Be slow to sell and quick to build trust
 Be authentic, be you!

41. We just covered
a lot of
information!!!

42.  Decide to be VISIBLE!
 Know your prime target
 Identify on which platforms they are likely to be social
 Build your brand as if it were a cable network channel
 Create strategic partner relationships locally & industry specific
 Dedicate 2-3 hours per week for 1 year (15-30 minutes per day)
 Listen, Respond, Engage & Grow…. every day!

43. Let’s connect on Twitter & LinkedIn!