This document provides an introduction to using Twitter for business purposes. It discusses setting up a Twitter account and profile, using various tools to manage a Twitter presence, how to effectively communicate on Twitter through retweeting and sharing information, how to measure the results of Twitter marketing, and the importance of consistency and having fun with social media. The overall message is that Twitter can be an effective tool for businesses to connect with customers and supporters when used strategically and with clear goals in mind.
1. Introduction to Social Media:
Twitter for Your Business
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Rachel Yeomans
VP Marketing, Astek
@RachelYeomans
@AstekWeb
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Nice to Meet You, Twitter
• A free micro-blogging platform
• Tweets limited to 140 characters
• Known for being the poster child for
people’s pretty meals the world over
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WelI It’s Known for Other Things
Too…
• Over 20 million tweets were sent out
during Hurricane Sandy
• 77% of buyers say they’re more likely to
buy from a company whose CEO uses
social media
• I got my job from Twitter!
Source: Mindjump & Twitter
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With That Being Said…
• 37% of Twitter followers are more likely to convert to being a
customer upon following a brand account
• Compare that to 27% of email subscribers & 17% of Facebook
followers
Twitter Followers are the Top Brand Purchasers
• 33% of Twitter followers recommend brands they follow
• Compare that to 24% for email and 21% for Facebook
Twitter Followers are also Top Brand Supporters
• Information!
• 38% of Twitter followers want information about upcoming products
• 31% want information about your company & industry
What Twitter Followers Want from You
MarketingCharts.com
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Argyle or Sprout
Argyle Sprout Social
Entrepreneur – Small/Medium
Business
Medium/Large Business
Best social posting integration One of the better social posting
integrations
Bookmarklet Bookmarklet
Singular URL Works with bit.ly
Scheduling/Random Scheduler Scheduling/Random Scheduler
Deep analytics dive Medium analytics
Social listening confined to Twitter
searches
Social listening
Conversion tracking No conversion tracking
Not-so-pretty in-depth reports Pretty high-level reports
Not cheap but high quality Cheap for the quality
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Twitter Language 101
Term Definition
@ Account Handle (@AstekWeb)
# Hashtag
Reply To respond to the individual who
posted that tweet
RT To repost/quote an entire tweet to
your audience
DM To send a private message to an
individual on Twitter
Follow You subscribe to have this Twitter
user’s tweets show up in your Twitter
feed
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Twitter Language 101
Term Definition
Lists You can add a Twitter user’s tweets
to a public or private Twitter list
(Examples: Friends, Colleagues,
Competitors, Clients, Food,
Fashion…)
Favorite You can mark a tweet as a Favorite;
that user sees a notification that you
Favorited the tweet
This. A Twitter term that emphasizes that
the article or link included in the
tweet is a “must read”
MT An RT that has been edited (usually
due to character length
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Tweet! Tweet!
Yes coffee IS healthy; @NYTimes
says so! http://t.cojk.com
RT @FitzTheCat: Dear Mom, thanks for the new cat
tower. But I find your head to be a much more
comfortable nap space
Attention #Chicago Brown Line riders! MT @WBEZ:
Train derailed at Armitage brown line. No trains
going 2 Loop. Shuttle buses from Belmont
Hey #RockinEvent2013 attendees – no
Starbucks line at the South Corridor. RUN!
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Remember These…
• 37% of Twitter followers are more likely to convert to being a
customer upon following a brand account
• Compare that to 27% of email subscribers & 17% of Facebook
followers
Twitter Followers are the Top Brand Purchasers
• 33% of Twitter followers recommend brands they follow
• Compare that to 24% for email and 21% for Facebook
Twitter Followers are also Top Brand Supporters
• Information!
• 38% of Twitter followers want information about upcoming products
• 31% want information about your company & industry
What Twitter Followers Want from You
MarketingCharts.com
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What You Should Tweet
1. Company/Industry Information
2. News
3. Promotions
4. A mix of all the above!
40. Remember Your Business Goals
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