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ROCK MY Making Your Tw eets Sing for your Brand LIVE Twitter Chat and Medianar™ January 28, 2009

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How it Works <ul><li>Moderator will Tweet throughout </li></ul><ul><ul><li>Welcome message and 5 minutes for everyone to give introductions </li></ul></ul><ul><ul><li>Tweet tip and related question to stimulate chatter </li></ul></ul><ul><ul><ul><li>Tip: Always have a plan and a purpose before tweeting. </li></ul></ul></ul><ul><ul><ul><li>Q: Have you set goals for your tweets? </li></ul></ul></ul><ul><ul><li>Last 10 minutes of chat is Boast Your Best Practice </li></ul></ul><ul><ul><li>All tweets should have #msimedianars in it </li></ul></ul><ul><ul><li>Follow on twitterchat.com or search.twitter.com </li></ul></ul><ul><ul><li>Look out for a recap blogpost on http://mstrategiesinc.typepad.com/m_musings </li></ul></ul>

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Misconceptions about Twitter <ul><li>Twitter is a platform to micro-blog all about your brand: FALSE </li></ul><ul><ul><li>Twitter is all about engaging with others and building relationships </li></ul></ul><ul><ul><li>It is also about being helpful and sharing helpful content with others </li></ul></ul><ul><li>Twitter is simply another form of IM: Somewhat FALSE </li></ul><ul><ul><li>You could use it as such, but no one will think you mean business </li></ul></ul><ul><ul><li>Engaging in brief exchanges is good, but must be meaningful </li></ul></ul><ul><li>Twitter’s business benefits are grossly over rated: FALSE </li></ul><ul><ul><li>If you follow some specific guidelines, Twitter can benefit your business in a relatively short amount of time. </li></ul></ul><ul><ul><li>HOWEVER, real needle movement takes time and some nurturing </li></ul></ul>

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Tip #1: Party with a Purpose <ul><li>Twitter is fun and can seem like a big virtual party, and that’s all it is if you don’t have a plan. </li></ul><ul><li>Example goals: </li></ul><ul><ul><li>Customer relations? </li></ul></ul><ul><ul><li>Thought leadership? </li></ul></ul><ul><ul><li>Brand awareness? </li></ul></ul><ul><ul><li>Selling a product or service? </li></ul></ul><ul><ul><li>Drive traffic to your content? </li></ul></ul><ul><ul><li>Information/Alerts? </li></ul></ul><ul><ul><li>Issues management? </li></ul></ul><ul><li>Knowing where you are going will help you </li></ul><ul><ul><li>plan your Twitter existence </li></ul></ul><ul><ul><li>Plan your actions/tactics </li></ul></ul><ul><ul><li>Understand what tools you need </li></ul></ul><ul><ul><li>Exercise: State your Twitter goal in 140 characters or less. </li></ul></ul>

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Tip #2: Tweet more than “What Are You Doing?” <ul><li>Your Tweets should exist loosely within your industry or space and brand essence </li></ul><ul><ul><li>Your followers should be able to count on what you will and will not tweet </li></ul></ul><ul><ul><li>You should also be sure to humanize your Tweets by sharing some glimpses of the person behind the profile </li></ul></ul><ul><li>Keep your tweets positive and remember the Golden Rule </li></ul>I have an account. Now what?

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Tip #2: Tweet more than “What Are You Doing?” <ul><li>Your tweets should point to meaningful and useful content </li></ul><ul><ul><li>Share links that will interest your audience. </li></ul></ul><ul><ul><li>Share insights, reactions or opinions </li></ul></ul><ul><li>Engage your followers on topics that interest them. </li></ul><ul><ul><li>Ask questions and ask for their insights and opinions </li></ul></ul><ul><ul><li>Be sincere </li></ul></ul><ul><li>Don’t be a Twitter Narcissist! </li></ul><ul><li>Exercise: Ever unfollow someone for a specific reason? What was it? </li></ul>

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Tip #3: “Brands Cannot Live On Twitter Alone” <ul><li>Let’s face it, the secret to a successful Twitter is access and understanding of the incredible and FREE apps that complement the service. </li></ul><ul><ul><li>Get a tweet organizer </li></ul></ul><ul><ul><li>Access tweet measures </li></ul></ul><ul><ul><li>List in & leverage tweet directories </li></ul></ul><ul><ul><li>Get a mobile client for your PDA </li></ul></ul><ul><ul><li>Get a tweet manager and feed </li></ul></ul><ul><ul><li>Engage a tweet monitor </li></ul></ul><ul><ul><li>Look into a SM integrator </li></ul></ul><ul><ul><li>Exercise: Name your favorite app and why… </li></ul></ul>

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Tip #4 Know Your Audience and Their Influencers <ul><li>Franchisee Demo: </li></ul><ul><ul><li>Male Skew, 28-45 </li></ul></ul><ul><ul><li>Gen Xers </li></ul></ul><ul><ul><li>Sweet spot: Male, 38 </li></ul></ul><ul><ul><li>Income $250,000 </li></ul></ul><ul><li>Follow the personalities and peers they like </li></ul><ul><li>Engage in the conversations that they are into </li></ul><ul><li>Speak on topics that resonate with them </li></ul><ul><li>Quote the experts they respect </li></ul>Drive audience from other SM sites YouTube, FaceBook Twitter, LinkedIn Second Life Internet Radio Zeroing in on your target’s influencers is key to successful Twittering Exercise: How will you engage your audience? <ul><li>Franchisee Psycho: </li></ul><ul><ul><li>Extroverted “Go-getters” </li></ul></ul><ul><ul><li>Gamers/gaming enthusiasts OR </li></ul></ul><ul><ul><li>Retail franchisees </li></ul></ul><ul><ul><li>Very Educated </li></ul></ul>

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Tip #5: Engage Smart Strategies <ul><li>Tweet and Retweet </li></ul><ul><ul><li>Content from influencers meaningful to your audience </li></ul></ul><ul><ul><li>Thank those who RT you </li></ul></ul><ul><ul><li>Return the favor </li></ul></ul><ul><li>Search and Engage </li></ul><ul><ul><li>Search for terms relevant to the target </li></ul></ul><ul><ul><li>Engage/follow and ask them to follow </li></ul></ul><ul><ul><li>Listen for brand feedback </li></ul></ul><ul><li>#hashtag strategically </li></ul><ul><ul><li>#aterm to make it searchable </li></ul></ul><ul><ul><li>Start an interest group </li></ul></ul><ul><ul><li>Host chats </li></ul></ul><ul><li>Use the RSS feeds </li></ul><ul><ul><li>Subscribe to RSS feeds for relevant search terms to engage </li></ul></ul><ul><ul><li>Proactively insert yourself into conversations w/strong call to action </li></ul></ul><ul><li>DM your followers from time to time because it makes them feel important and you seem thoughtful and approachable. </li></ul>Exercise: What tricks do you use to get what you want out of Twitter?

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Example Brand on Engage Connect Provide Target Competitors/Other Brands Industry thought leaders Naysayers Subject Matter Experts Enthusiasts Media/Bloggers Opportunities for Content—tips/advice Resources—useful links Promotions/Contests Relationships Thought leadership—quoteable source Resource for answers One-to-one relationship building Chats on trends and issues Market-by-Market “Tweet ups” Client service Issues management (#) hash-tag interest groups Blog traffic and loyalists

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The Follower Dilemma <ul><li>“ I see people with thousands of followers, how did they do that?” </li></ul><ul><li>“ Am I a Twitter failure if I only have a couple hundred followers?” </li></ul><ul><li>“ Is it quality over quantity?” </li></ul><ul><li>@guykawasaki said in a recent blog post that 200 people who will do what you say is better than 10,000 who won’t. </li></ul><ul><li>Ask yourself, what do you want your followers to do and how do you want to respond to your tweets and select your followers accordingly. </li></ul><ul><li>It’s perfectly fine to unfollow for a good reason. </li></ul>Exercise: How will you move your followers to action?

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Driving Traffic <ul><li>Give away FREE stuff! </li></ul><ul><li>Do not protect your tweets. </li></ul><ul><ul><li>Popular Apps and Tools like Twellow and Tweetlater will not work if you do </li></ul></ul><ul><ul><li>This makes your tweets searchable on the web </li></ul></ul><ul><ul><li>CAUTION: ask @keyinfluencer why you should be careful what you tweet </li></ul></ul><ul><li>List in all Twitter directories </li></ul><ul><li>Engage @MrTweet </li></ul><ul><li>Participate in #chats and #followfridays </li></ul><ul><li>Point all your SM platforms to Twitter </li></ul>

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Quick Dos and Don’ts <ul><li>Do have your own dynamic content to drive your followers to </li></ul><ul><li>Update everyday, frequently </li></ul><ul><li>Connect with followers on other SM platforms and IRL (TweetUps) </li></ul><ul><li>Don’t get carried away with the bots. </li></ul><ul><li>Don’t just spew out your marketing messages and pitches </li></ul><ul><li>Do be human—throwing in a random thought or something that you are doing will give you depth </li></ul><ul><li>When you pitch, do make them trend or issues centric—de-emphasize the brand </li></ul><ul><li>Do follow your followers back, especially if they are “on strategy” for your Twitter plan </li></ul><ul><li>Do aim to have slightly more followers than those you follow—adds to Brand’s mystique </li></ul>Exercise: What are some of your dos & don’ts?

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Brands that Rock on Twitter <ul><li>@Starbucks </li></ul><ul><li>@RichardatDell </li></ul><ul><li>@wholefoods </li></ul><ul><li>@southwestair </li></ul><ul><li>@JetBlue </li></ul><ul><li>@donlemoncnn </li></ul><ul><li>@barackobama </li></ul><ul><li>@todayshow </li></ul>

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Thank you for Joining Us <ul><li>Final 10 minutes “Best Practice Boast Up” </li></ul><ul><li>Follow us @mstrategiesinc and @msimedianars to find out about the next LIVE chat. </li></ul>You’ve been a wonderful audience! Good night!

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