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Why You Need Twitter for your small business. This presentation covers the basics including why Twitter can be an essential marketing tool, setting up your profile, how to Retweet, Direct Message, and more. It also covers great ways to promote your Twitter page and easy tips and tools for updating it.
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- 1. Why You Need Twitter Presented by: Jeanne Willson Markbeech Marketing www.MarkbeechMarketing.com
- 18. Anatomy of a Twitter page Profile image Your Bio Background image Tweet stream
- 19. Anatomy of a Twitter page Your status update
- 24. A New Twitter
- 25. How to Follow Click on ‘Follow’
- 30. How to Tweet Type something here
- 34. Etsy on Twitter
- 38. Case Study
- 50. Let’s go Live
Notas del editor
- Teusner Wine is a boutique winery in Australia’s Barossa Valley, has three employees. What was their goal for using Twitter? To promote their business by” building relationships with customers and potential customers.” He created a Twitter account for Teusner , and to get rolling, he used Twitter search for wine-related terms. When he found interesting and influential people talking about the business, he followed them. Then he started conversing about wine and interacting with them. When he finds them, he sends a friendly message. “We say, “Thanks for trying the wines, we’re really glad you’ve tasted them. G’day.’ They’re really surprised, and they’re happy to hear from us.” Brookes, who keeps the exchanges relaxed, steers away from sales. “This is about building trust as well as relationships—and that comes from not selling.” Since he started Tweeting, More people are coming to the winery for tours The company has seen an increase in traffic to its website More people enquiring where they can find Teusner wines at stores and restaurants near them. What else does he use Twitter for Gathering feedback Sharing information In addition to lots of chatting with Teusner customers and distributors (The Jug Shop in San Francisco (@JugShop) and Stokes Fine Wines in the UK (@JustinELLiddle) are both on Twitter), Brookes posts third-party reviews of the company’s wines; if they get a really stellar one, he might repost it a couple of times over a few days. He also shares information about tastings and dinners featuring Teusner wines, and he reports on what’s happening at the winery. Takeaway : “It’s building, we’re establishing new relationships, and people enjoy what we’re doing.”
- Don’t forget – what we do…
- We would like to do what we do but do it better so please fill out your feedback forms
- People generally like one or the other (Facebook or Twitter) Smart businesses will be on both. RichmondMom.com Great example of generally a B2C Twitter fan.
- People who like Twitter are REALLY into it. And if your target market is here, then you should be, too
- A way to communicate with your clients and prospects A place to communicate with industry leaders B2B and B2C
- How does it help me grow my business? ~ referral partners – get/give recommendations (viral marketing) ~ establish yourself as an expert – be the person in front of the class. You know a tremendous amount about your business – more than anyone – share it! ~ competitive advantage – not everyone in your industry is on social media, be the first, be the best, give, give, give
- Twitter is my morning paper Industry trends – I found out about .co domain names and who was buying them Found out about Facebook outage
- Before Four Square: Case study: ice cream van
- Here’s how to get started on Twitter And we’ll go through these one at a time…
- When someone comes to your page, create a unique look for your page More attractive pages get more followers, people will remember better (branding) Profile image Be sure your profile picture is something people recognize: your logo, your photo + logo. Shows up on all your posts in other people’s feed Create a compelling bio Be sure it includes: ~ your keywords (and a little something personal – social media, is, after all, social) ~ an ‘active’ link to your website (or, better yet, your blog) Background image – create a customized bg image you can add your email address (not ‘live’), other website addresses, more about your company, etc. Tweet Stream Where it all happens When you click on someone’s username you see their tweets.
- Tweet Stream Where it all happens When you click on someone’s username you see their tweets. On your ‘Home’ section Only see tweets of people you follow Click on someone’s username to see their Twitter page
- 1) Start out with your email contact list 2) Add any prospects, clients, customers
- Consider who your target audience is. Is it the general public? B2C Is it gardening enthusiasts? Is it people in the marketing industry? You will also want to follow industry leaders for information you can use and retweet As you saw on a previous screen, I followed Mike Stelzner and within the day I had another 20 followers. People watch who follows who and will follow you if you are following someone they follow. People you follow will generally follow you back (especially local companies) Likely – some people who have huge lists will not follow you back – like famous people Similar interests: Go to industry leaders and see who is following them – and then follow their followers Twellow.com – online directory
- OPD = Other People’s content Ask through your blog postings Email marketing Other social media – Facebook, LinkedIn Use your email signature
- Must be under 140 characters (see counter) Best to make around 120 characters in case someone wants to retweet (leave room for their RT) Shows up on all your followers Twitter stream. It will get bumped off once more come along.
- RESOURCES Blog postings – yours and others FB posts – yours For example: if you are garden center; ~ tell me what are the best flowers to grow in the hot Virginia summer ~ how do I keep my lawn from drying up? ~ when should I plant which flower ANECDOTES ~ if your favorite customer comes in and tells you a good joke (clean), then use it and credit them for giving you a good laugh ~ if a customer share his frozen strawberry smoothie he bought at a new local eaterie, thank them for getting you addicted to yet another beverage
- Save a group of resourceful websites in a favorites folder in your browser Resources like trade magazines, good blogs on your topic, Each day, check those sources for valuable content your followers would like Articles Blog postings Motivational comments Tweet about them Put the source or your personal comment in parenthesis (Mashable) or (check it out) Copy headline, insert url (use bit.ly to shorten) Chirrps.com – most popular items retweeted
- Monitor your RT’s for day and time of day (use SocialOomph.com) For business people, schedule Tweets from 6a-12p Later afternoons or weekends are slow Schedule around top of the hour when people take breaks Ok to tweet your message more than once (ie: promote contest) Be sure to re-craft the wording Schedule at different times to catch different people (like 6am on Monday, 12pm on Tuesday, etc)
- Etsy is an online marketplace for buying & selling all things handmade launched in 2005 Grown to over 65 employees. Over 250,000 sellers have opened up shop on Etsy to sell their handmade goods. Etsy, just decided to “just have fun” and experiment with using Twitter in a broad variety of ways. Alert followers to particularly creative products from Etsy sellers Share valuable tips & tricks Provide information about upcoming events and promotions on the site. Share information from individual Etsy sellers (via “retweets”), Monitor and respond to Etsy-related questions and concerns that users express via Twitter Garner feedback and ideas instantaneously, effectively creating focus groups from the @Etsy followers. Discover users’ favorite Etsy items, design blogs, and projects Tool for impromptu surveys and feedback Etsy found that Twitter is, “amazing in the way it harnesses the collective brains of so many people.” For example, they recently tapped into the community to come up with helpful tips for craft fair season. Etsy has also realized that great content on Twitter has the opportunity to reach new users who were previously unaware of Etsy’s website. they often tweet about particularly unique and creative handmade items that Etsy sellers have listed. The coolest items are subsequently “retweeted” by @Etsy followers, exposing a broader audience to the handiwork of Etsy sellers. Advice for other companies joining Twitter? For a site specializing in handmade goods, there is no experience more flattering than being one of the first Twitter accounts to be followed by Martha Stewart (@MarthaStewart). That’s exactly the “spine-tingling excitement” Anda and @Etsy recently enjoyed. Anda’s advice to new companies? What she recently told the legend herself about how Etsy uses Twitter. Takeaway : @MarthaStewart “To connect, listen, interact, get feedback from our users that use Twitter too. And to have a little fun while we’re at it”. 9:52 AM May 13th from Tweetdeck
- Copy their tweet and put @name RT at the end (by putting it at the end you increase the likelihood someone will RT. Here’s where the viral part starts ~ you tweet something ~ someone who has 200 followers RT’s it to their 200 people ~ a % of those people may RT to their followers, and on and on
- Wine Retailer Twitters Bin Ends located just down the road in Braintree, Massachusetts is a discount online wine and spirits retailer who has started to stream live online videos of wine tastings with pros that consumers can view via the Twitter social network To watch a live tasting all you need to is create a profile on Twitter, then receive notifications of upcoming events via the social network. The wine tastings also are promoted on the retailer’s web site and through social networking site Facebook. When the wine tastings are happening, you can log into Twitter to view the broadcast of a panel discussing selected wines. Viewers can ask questions or offer comments online during the live broadcasts. The tastings are promoted at least two weeks in advance so that consumers also can order featured wines from Binendswine.com and taste along with the experts, Bin Ends says. The first online tasting, held last week, drew 200 viewers from around the globe. About 10% of them ordered the promoted wines in advance from the company’s web site, according to a company spokesman. Shoppers who live in states that don’t permit direct shipment of alcohol to consumers can use the site’s “virtual sommelier,” which directs them to in-state retail locations where they can purchase the wine. That way no one has to miss out on a tasting, the spokesman says. This is a great example of a small company using social networking to expand their market reach. Instead of just targeting wine drinkers in the greater Boston area, Bin Ends is able to reach potential wine buyers worldwide. They joined Facebook and Twitter and then thought outside the box on how to stand out in these social networks. A virtual taste test is very creative and I am sure that the 200 viewers was several times more than what they would have expected for an in-store event.
- Holding a webinar Create a hashtag Everyone in the webinar is following on search.twitter.com Participants can talk to each other and ask questions Follow those who were part of the webinar after the event (networking) – they’ll follow you back Connect with them by sending them a note after the event (networking) Thank the speaker for the event (getting on their radar)
- A hashtag was likely already created for the show Tweet ahead of time to let your followers know you are going to be there Tweet about what booth you are in Tweet to attendees about your door prizes, free gifts or other giveaways (@MarkbeechMktg #RVARAM visit booth #24 & register to win a new 42” flat screen tv) Put up a screen and tweet live from the event invite attendees to tweet Tweet about special people visiting your booth (prospects: @puritanclean thanks for stopping by, look forward to tweeting #RVARAM, press: @robmcclure great to see you – hope you get home safe #RVARAM) Tweet about door prize winners REMEMBER, PEOPLE ARE ON THEIR Cell phones
- Use #FF or #Follow Fridays Use @ tags to speak directly to someone (ie: @MarkbeechMarketing Enjoyed the #RVASM101)
- Twitter widget code – you can get this from the Settings/Profile section under your website address Link from your website (follow us on Twitter) Add a Twitter widget Put your Twitter url on your business cards and on all your marketing materials Put your Twitter url in your email signature ** List your Twitter account on Twellow.com directory
- In your email marketing : Invite your newsletter or email contacts to become a fan Include a link in your email signature On your printed marketing materials : Put your twitter address on Your business card Your brochure Your postcards From your other social networks : Facebook page LinkedIn
- Twellow – Twitter Yellow Pages
- Schedule: Day, Time, length of time. Every Day from 8am to 8:30am I will update/work on my Twitter page Ideas folder – ideas you come across, you come up with, resources, anything you can include on your page Hootsuite You can manage your social media pages here – Twitter, FB, LinkedIn Schedule posts for later date Search for hot topics to RT Search for tweets with your keywords to RT Respond to DM’s Be prompt Schedule autoresponder for new followers via pu.ly
- A way to communicate with your clients and prospects A place to communicate with industry leaders B2B and B2C
- Twitter.com to sign up Twitter.com/MarkbeechMktg Profile image Background image Tweet stream Bio Status update Go over tabs How to follow ~ search for NYTimes How to tweet, RT, DM
- OpenForum has a great Social Media section Mashable.com is an online magazine with great tools and tips and information about the web and social media SME – more how-to’s and success stories WedProNews – Twitter news articles TechCrunch - the latest headlines, discussions