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“How to use Twitter to Build you
Business"
Creating on going and valuable relationships.
Sponsored by: Waterloo Region Small Business Resource Center
Presented by: Gordon Diver & Kelly Craft

About Gordon
© 2014 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 2
Principal at Diverse Achievements, focus on Micro, For Purpose and Solo Entrepreneur companies.
Helping these organizations level the playing field with overall business strategies primarily in Marketing,
Social Media training/execution, CRM business processes.
What we’re not - social media ‘gurus’. I’m an experienced business strategist, having been a worker bee, a
manager and a solo entrepreneur.
Digital Strategist at AptiSense (Kelly Craft, Founder) focuses on primarily the SMB
markets. Helping these organizations build effective strategies, then use proven tactics
and business processes to reach their goals as “Social Business” leaders in their
industries. We focus on CRM, Social, Digital Marketing and more.
We occupy the middle ground:
We’re tacticians as well.
Image: diverseachievements.com

What we’ll cover
• The Basics
• Setting up your Twitter Page
• Twitter Best Practices
• How to use Search, and
Listening
• Lists,
• Twitter Resources.

To Twitter or Not to Twitter

The Basics – Personal vs Business

The Basics – Types of Business Accts
The 5 Types of Accounts for Biz:
1. All Biz, All the Time
2. Brand Name Only
3. Blended Personal/Corporate
4. Real Person in real time
5. Fake and Fun
Source: {Grow} Blog – Mark Schaefer Read post here:

Building Blocks of a Tweet

What Your Bio Might Look Like

The New Twitter Layout

Your Twitter Public View

Bio Layout Dimensions

Develop Your Brand Voice
Twitter is not formal, it’s a
great place to showcase
your personal/brand
personality.
Have fun and remember to
be respectful of your
audience.
Be conversational.

Tone vs. Voice
Your brand voice, doesn’t ever change.
So if you’ve decided to be playful and
informal that’s how you remain.
However, your tone would take on a
different sound if dealing with an irritated
customer, who expressed a concern.
You’d be more comforting and respectful.

Interact and Respond

Getting Started – Listen first

Search Results – SMW (Social Media Week)
You’re able to refine your search to find
what’s relevant to you and your audience.

Advanced Search

Use Search to Monitor You.

Frequency – How often should I Tweet
There is no right
answer for this
question. It’s what is
right for you and your
audience. The key is to
be consistent.
Download the Twitter
app to your smartphone
to help you.
Frequency also means, when you’re on
Twitter. We advise, having scheduled
times to be on the site and use tech to
deal with urgent only matters.

Plan in Advance – 1 Week at a Time
Plan your week in advance:
Monday – Offer a Follower only
Promotions (See Westjet Wednesday)
Tuesday – Go behind the scenes
Wednesday – Provide a helpful tip
Thursday – Share a media story about
your business, industry or community
Friday – Highlight people, staff, clients
or vendors.

Tweet Something Sharable
Items that typically get shared include:
• Photos
• A question with a link to the answer (ideally your blog)
• Videos with helpful tips or just fun – like this ex.
(http://youtu.be/cB3L5ya06gU)
• Add a quote, that you believe will be of interest to not
only your followers, but their followers.
• Tweet about Twitter itself to get more followers. Ex.
@HubSpot's most-shared content is about Twitter.

Gain Followers by Promoting Your Handle
Traditional Places:
• Email Footer
• Blog
• On your Website
• Your business card
• Corporate Letterhead
• In-store Signage

Stay Informed with Your Account

Lists – Why they are important
Lists are great for:
• Staying connected with those your closest with.
• Social Prospecting – following industry and future
brand advocates to understand their issues/concerns
• Public lists or private lists.
• A way to see how others perceive you – what lists
have they added you to.
• You can add anyone to a list, even if you’re not
following them.

Social Dashboards
I personally use Hootsuite to manage not only my Twitter
account, but other social platforms. It is a powerful tool
to help you stay on top of your activities, lists and much
more. Being able to share the workload is a great benefit
as well. You can get a free trial of pro here: Get Yours!

Hootsuite Dashboard

Measure Your Efforts
You’ll be able to tell how your doing
by paying attention to these items:
• Are people favoriting and
retweeting your posts.
• Use Google Analytics to track
the traffic coming to your
website.
• Create follower only promotions
to generate return visits and new
followers.
• Ask your audience. Do they like
what you’re doing, what would
they like to see more of.

Twitter Best Practices
Know your goals for your account. Understand how
Twitter helps with planning, networking, marketing, and
your overall business goals.
Post at least once/day or as many times as serves your
audience, but be consistent.
Maintain a consistent voice, but moderate your tone to
fit the circumstances. .
Funny is welcome! Your goal is to inform, entertain and
promote.
Definitely incorporate relevant photos, videos and useful
links to additional information
Encourage your audience to receive notifications of your
posts – give a good reason to.

Twitter Resources
Don’t have an account, start here and then;
Watch This: Set up your account YouTube video.
Twitter for Business: How Twitter Can Help….
Twitter “For Purpose Orgs”. Not For Profit Guide
The Tao of Twitter – Mark W. Schaefer Book
Twitter Glossary
Running a promotion – check Twitter Support for
best practices.
HubSpot’s - Tweetable Twitter Tips
Hootsuite and Twitter Guide: Use them together

Housekeeping / Q&A
© 2014 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
Connect with us:
LinkedIn: Gordon Diver
Twitter: @gdiver62
Facebook: Business Page
LinkedIn: Kelly Craft
Twitter: @krcraft
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