This presentation was delivered to the Florida Direct Marketing Association on May 21, 2009. For more information about the FDMA, go to www.fdma.org.
If you are interested in an "Advanced Twitter Workshop", contact Jeff Yaniga at jeffrey.yaniga@pb.com
Global Interconnection Group Joint Venture[960] (1).pdf
Twitter for Business - Florida Direct Marketing Association
1. Using Twitter for Business
Florida Direct Marketing
Association
May 21, 2009
Jeff Yaniga
Pitney Bowes Management Services
www.healthofyourbusiness.com
www.healthofyourbusiness.com
Jeff Yaniga
2. By the end of this session…
I. Navigate Twitter
II. Speak “Twitter”
III. Learn how the big brands are using Twitter
IV. Find Tweeple locally – friends, prospects,
customers and competitors
V. Have ideas for things to post
VI. Know some of the do’s and don’ts
VII. Have an outline for a daily “Twitter” Plan
www.healthofyourbusiness.com
Jeff Yaniga
3. What is Twitter?
I. It’s a one way mirror.
II. Networking Event that you can attend while
wearing your Snuggie.
III. Beachcombing for those one or two really
good shells.
IV. Your own personal “I Have A Dream”
speech.
V. A place to sell your Sham Wow, your Slap
Chop or your Scooter Chair.
VI. A newspaper filled with only the articles you
like.
www.healthofyourbusiness.com
Jeff Yaniga
6. FRIENDLY REMINDER
“Cisco just offered me a job! Now I have to weigh
the utility of a fatty paycheck against the daily
commute to San Jose and hating the work.”
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Jeff Yaniga
7. FRIENDLY REMINDER
“Who is the hiring manager? I’m sure they
would love to know that you will hate the work.
We here at Cisco are versed in the web.”
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Jeff Yaniga
8. Navigating Twitter
• Five Things You Need to Know:
– How to sign up
– How to set up your account – minimum
– How to follow others
– How to reply to others
– How to post
• BONUS: How to shorten URL’s to make
them more Twitter friendly.
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Jeff Yaniga
9. How to sign up: Start at www.twitter.com
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Jeff Yaniga
10. How to sign up: Start at www.twitter.com
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Jeff Yaniga
11. How to sign up: Start at www.twitter.com
www.healthofyourbusiness.com
Jeff Yaniga
12. How to sign up: Start at www.twitter.com
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Jeff Yaniga
13. How to set up account: Minimum
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Jeff Yaniga
14. How to set up account: Minimum
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Jeff Yaniga
15. How to set up account: Minimum
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Jeff Yaniga
16. How to set up account: Minimum
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Jeff Yaniga
17. Following Others 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.
• The mechanics of “following” and “reply”:
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Jeff Yaniga
26. FRIENDLY
REMINDER
RT @ChuckColton “Imitation is the sincerest
form of flattery.” (1820)
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Jeff Yaniga
27. The ReTweet – a.k.a. RT
• Once you follow others, you will get a
steady stream of relevant feeds.
• Selectively “ReTweet” relevant content.
• Copy and Paste the post you like into your
Update box along with the letters RT and
@ORIGINALPOSTER
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Jeff Yaniga
31. Case Studies
Gartner Research
• Direct – the company uses Twitter as a
Marketing or Public
Relations 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. Jeff Yaniga
www.healthofyourbusiness.com
32. Case Studies
• Starbucks
• Carnival Cruise
• Comcast
• Oprah
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Jeff Yaniga
33. Carnival Cruise
• Method: Direct, Internal Signaling
• Tweets: Customer Service,
Announcement, Crisis Management.
(Imagine running Cruise site during
H1N1.)
• Personality: Fun and on-brand.
• Staffed by: Social Media Strategist
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Jeff Yaniga
34. Carnival Cruise
• Metrics: Referrals, Conversions
• Other Social Media Channels: Forums,
Blogs, FaceBook, You Tube Channel, etc.
• Twitter Followers – January 2009: 691
• Twitter Followers – May 2009: 5,925
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Jeff Yaniga
38. Starbucks
• Method: Direct, Internal Signaling
• Tweets: Fire fighting, problem solving,
announcements,
idea collection
• Personality: Attentive, caffeinated.
• Staffed by*: Former Barista, Brad Nelson
• Origin: My Starbucks Idea
• Twitter Followers – January 2009: 30,270
• Twitter Followers – May 2009: 181,766
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Jeff Yaniga
41. 15 Minutes Per Day - Checklist
I. Take a genuine interest in others by reading
their feeds, looking at their websites and
praising publicly. Criticize privately.
II. Virtual Coffee: Twitter Search your
competition for ideas at the start of every day.
Follow if available.
III. Beat the Lunch Coma. Twitter Search your 80
/ 20 Customers (or Customer’s Industry)
EVERY DAY at noon. Follow if available.
IV. Every time you search via Google, search via
Twitter. Tweet questions if Twitter search
yield results.
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Jeff Yaniga
42. 15 Minutes Per Day - Checklist
V. Find your related Association on Twitter and
spend five minutes per day reading posts and
articles.
VI. Find Associations related to your customers
and follow them.
VII. READ YOUR TWITTER FEED. You have
now taken the time to follow others for good
reasons. Spend time every day reading what
they post and commenting when you have
something relevant to add.
www.healthofyourbusiness.com
Jeff Yaniga
43. Thank You!
• Interested in an “Advanced Twitter for
Business” Workshop? Email me at
jeffrey.yaniga@pb.com
• There’s much more to Pitney Bowes
Management Services than you think. Check
out our website at:
www.healthofyourbusiness.com
• Follow me on Twitter at
www.twitter.com/myworkaccount
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Jeff Yaniga