Twitter 101 for Small Business presented by Ilona Olayan from Social Strategy1 and Hakan Degirmenci from Twitter and hosted by OfficeArrow - small business community. This session is Twitter 101 and we’ll be covering the basics of Twitter including what the term hashtag means, but if you do happen to already have a Twitter account and are somewhat familiar with hashtags, the hashtag we are using for today’s webinar is #OASocial. The presentation includes Twitter basics and how to's, the big picture of the new Twitter, including Twitter statistics, and what to use twitter for as a business.

1. Twitter 101 for
Small Business:
What Every Small Business Needs to Know
#OASocial

2. I’m
Hakan.
Hakan Degirmenci Ilona Olayan
hakan@twitter.com ilona@socialstrategy1.com
@hakansf @eyelona
www.twitter.com www.socialstrategy1.com
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3. State of
Social
Media in
Small
Business
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4. Today’s Topics
• Twitter by the Numbers – The Basics, Stats,
What It Means To You
• How to integrate Twitter into Your Overall
Marketing
• Twitter Etiquette and the Most Engaging
Tweets
• Twitter User Behavioral Patterns Like Why
Users Follow Brands and How Twitter
Influences Purchase Decisions.
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5. Twitter by the Numbers
100M+
Registered Accounts
600K+
New Accounts / Day
250+ Million
Tweets per 2006 2011
day
1,000,000,000
Then: 3 years, 2 months, 1 day
Now: every 4.5 days 5

6. Twitter’s Audience
Age Gender
160 136 119
Index Index Index
Education Income
Attended Grad School HHI > $100K
159 Index vs. U.S. Internet (21%) 111 Index vs. U.S. Internet (23%)
Source: comScore [P] Twitter.com in the U.S.,June 2011. For all metrics but education: Media Metrix, Base: P2+.
For education metrics: Plan Metrix, Base A18+. (Education metrics are not available in Media Metrix, Base: P2+) 6

7. Useful Communication tool that
allows you to interact with people
around the world
No one needs I don’t need I don’t care
to know to know that what other
what I am John is people are
doing! heading to doing!
the restroom.
1. short message to a bunch of people publicly
2. short message to a specific person publicly
3. Short message to a specific person privately
140 character limit 7
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8. Twitter is Faster
Than an Earthquake
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9. Setting Up an Account
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10. Setting Up an Account
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11. 1
2
4
3
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12. The Basics
• Are you twittering, twitting or tweeting?
• Followers, Following, and Friends?
• Using a @username (@officearrow)
• What’s a hashtag (#)?
Tweets
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13. The Basics (continued)
• What’s a DM (direct message)
• RT or "retweet"
– Example:
RT @OfficeArrow – Slick statistics - Small Business
OR Stuck in Neutral on Social Media [Infographic &
Report]… officearrow.com/….
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14. User Influence
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15. The Power of a Follow
A signal of interest and intent
Are you more likely
to buy since 67%
becoming a
follower/fan? 51%
Are you more likely
79%
to recommend since
becoming a
60%
follower/fan?
Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey
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16. Understanding
Followers - what the research says
1) Why do Twitter users follow brands?
2) How does Twitter influence followers’ attitudes and
behaviors towards brands?
3) How does Twitter influence purchase decisions?
4) How many Twitter users follow brands?
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17. Reasons Twitter users follow
brands
Reasons to follow a brand on Twitter
% of respondents
Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter” 17

18. Twitter followers are more
likely to recommend and take
action
Twitter usage outcomes compared to non-
followers
Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter” 18

19. Twitter influences retail
purchase decisions
2 in 3 Users Say Twitter Influences
Purchases
% of respondents, n=525
35
30 28.6
25
25
20 19.4
15 14.5
12.5
10
5
0
Not at all influential Not very influential Influential Somewhat influential Extremely influential
Source: Compete Online Shopper Intelligence, Spring 2011 19

20. Most Twitter users follow
five or more brands
Number of brandsbrands US Twitter Users US Twitter Users, Aug 2011
Number of they follow according to Follow, August 2011
51+ 8.2
31-50 3.4
21-30 9.8
11-20 17.8
6-10 19.6
1-5 30.6
None 10.6
0 5 10 15 20 25 30 35
Note: n=500. Source: Lab42 survey as cited in company blog Aug 2011, republished by eMarketer 20

21. How to Use it For Business
• Develop and promote your business
• Interact with your customer base offering deals,
specials or simply service
• Track what people are saying about your company
and brand
• Create buzz around upcoming events
• Empower employees to act as liaisons to the public
• Develop direct relationships with bloggers and/or
journalists for potential PR placement
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22. Plan your work
and
work your plan
How do you apply the uses
of Twitter to your business?

23. Twitter Planning:
10 Points to Consider
1 – Goals 6 – Schedule
2 - Messages to Followers 7 – Frequency
3 - Hashtags / Topics 8 - Tone
4 – Keywords 9 - Tactics
5 - Phrase 10 - Listen
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24. What to Tweet About
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25. Secrets to Success
What are the most engaging Tweets?
Link 98% included links for deeper engagement
72% used hashtags to brand the
Hashtag
conversation
Real-Time
70% featured new, up-to-the minute
content
40% used direct calls to action (“Click
Call to Action
here”)
Exclamatory! 40% were exclamatory in tone (used “!”)
New Product 38% announced the launch of a new
product
Ask a Question 24% asked a question
Game-Related 22% related to a game or contest
Source: Twitter Internal Data, Q410 – Q211. 25

26. Twitter Etiquette
1. Maintain a complete and current bio
2. Don’t shorten your URL or web address on your bio page
3. Investigate all links you plan on re-tweeting
4. Don’t spam your followers
5. Use good manners, just like in the offline world
6. Do not DM anything that may appear as spam
7. Stay away from controversial subjects
8. Don’t buy into personal or business attacks, if they occur –
there’s one in every crowd, and Twitterville is no exception.
9. Have fun and make money!
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27. Coming Soon
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28. Melanie Williams
Melanie.williams@officearrow.com
@officearrow
www.officearrow.com
Hakan Degirmenci Ilona Olayan
hakan@twitter.com ilona@socialstrategy1.com
@hakansf @eyelona
www.twitter.com www.socialstrategy1.com
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