Social media, such as Twitter, can increase business success in several ways: 1. Twitter allows businesses to build networks, find partners, and promote themselves to a large audience. 2. Companies can use Twitter to provide customer service, respond to complaints, and turn unhappy customers into brand advocates. 3. Tools like contests and monitoring keywords can help businesses generate leads and sales from Twitter. 4. With tips on setup, content, and engagement, Twitter is a platform businesses can quickly start using to their advantage.

1. How can social media increase
your business success?
a
Author: Jean-Francois MESSIER

2. This document is part of the “Social Media and Business” series
by JF MESSIER

3. can you improve your
business with Twitter ?
1.Objectives you can achieve
2.Weaknesses
3.Strengths
4.Quick-start guide
5.Tips on how to use Twitter
6.Twitter tools for business

4. #1
you can achieve with

5. 1.
Say a little to a lot at once

6. 2.
You can use
Twitter to build
yourself a large
personal network,
find business
partners, or just
promote your
business,
whatever it
might be.

7. 3.
By tweeting, you are
sending info out into the
larger worldwide web.

8. 4. Customer Retention
first noticed that
people were complaining about the
company on Twitter.
They started tweeting back to the
disgruntled customers.

9. 4. Customer Retention
Set up a
account on April
8, 2008,
and helped
users in need.

10. 4. Customer Retention
Customers went from being
disgruntled to being brand
advocates — all because they were
pleasantly surprised when
reached out to
them via Twitter and helped solve
their problems.

11. 4. Customer Retention
Airlines companies use

12. 4. Customer Retention
In 2009 , because of the
Iceland volcano,
KLM were the first
airliner to use
&
59,000
followers

13. 4. Customer Retention
Southwest Air uses
If you spend any time on
Twitter it’s hard to not notice
somebody talking to or about
airlines.

14. 4. Customer Retention
JetBlue uses
JetBlue responds directly,
often in under 2 minutes. Not
just JetBlue, other people
also give insight based on
their own experience…

15. 4. Customer Retention
JetBlue uses
with the help of the crowd,
they turn situations that
would have normally annoyed
customer into understanding
and an outstanding customer
experience.

16. 4. Customer Retention
They use it in a number of ways…
Travel Advisories
Customer Service
Pointing followers to
interesting posts….
Regular fun chit-chat
Informing SouthWest
customers of great places to
eat during layovers or delays

17. 5. E-commerce
’s ROI just for sending out a tweet
might look something like this:
1.5 million
followers
50,000 who see the tweet
followers
500
followers who click on the link
50purchasers based on the tweet
$25,000
Sales: 50 purchases x $500

18. 5. E-commerce
By the end of 2009, had
generated
in sales from alone.

19. 6. Lead Generation
The hook is
the
you share

20. 6. Lead Generation
push
& pull
audience
to your fishnet
Value

21. 6. Lead Generation
Techrigy turned to Twitter
to get ability to pinpoint
and engage directly with
decision-makers…
It began tracking
keywords on Twitter
related to its core
business: looking for
trigger words or
phrases that might
show intent to buy (*)
(*) such as when someone tweets about doing a demo with a
competitor or asking, “Does anyone have experience using Techrigy?”

22. 6. Lead Generation
Techrigy turned to Twitter
to get ability to pinpoint
and engage directly with
decision-makers… Within two weeks of
setting up his own
Twitter profile, Jim
Reynolds, Techrigy’s
director of sales, had
lined up demos with
decision-makers at
Hitachi and IBM.

23. 6. Lead Generation
Techrigy turned to Twitter
to get ability to pinpoint
and engage directly with One year later,
Reynolds was
decision-makers… averaging two online
demonstrations per
day through Twitter.

24. 6. Lead Generation
Techrigy turned to Twitter
to get ability to pinpoint
and engage directly with One year later,
Reynolds was
decision-makers… averaging two online
demonstrations per
day through Twitter.
He had personally
closed more than a
dozen deals through
the service in
Year 1.

25. 6. Lead Generation
In February 2009, Decho created a weekly contest
where followers could enter for a chance
to win a free Mozy Home Unlimited account, good
for one year of unlimited backup.

26. 6. Lead Generation
In February 2009, Decho created a weekly contest
where followers could enter for a chance
to win a free Mozy Home Unlimited account, good
for one year of unlimited backup.
300 people who re-tweeted
the first message,
600 1,000
followers in just a few
days.

27. 6. Lead Generation
In February 2009, Decho created a weekly contest
where followers could enter for a chance
to win a free Mozy Home Unlimited account, good
for one year of unlimited backup.
3,000 followers
15 to 20
paid customers per week.

28. #2

29. Users are still young
© 2010 Social CRM World http://scrmworld.com @glfceo, Pew Internet & American Life Project’s study

30. Users are mainly the ”y” generation
Advertising & media
IT
Services
Retail
Education
Financial services
Government
Transport
Manufacturing
Other
Travel & tourism
Agriculture & mining
Healthcare
Police and armed forces
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

31. #3

32. Social media sites in terms of
providing business value
200
180
160 Great value
140
120 Some value
100
80
60
40
20
0
©2009 MARKETINGPROFS LLC

33. Simplicity:
Twitter is simply a website that
enables you to write a 140
character message to all your
followers.
it is Facebook
without all the noise

34. Searchability
makes it “pull”:
You can find tweets
about any topic that
interests you, and
participate in real-time
quality dialog with
people you do not
know, from all around
the world

35. Availability
:
Almost every current
website has a Twitter
button, that when clicked,
tweets whatever content
you are looking at, and
shares it with all the
members of your Twitter
network

36. Popularity:
Due its widespread use
across pretty much all
industries, you can get a
lot using Twitter.

37. Registered Users
165 Million
Source http://tweetreports.com/–AUGUST 2010

38. Updates per month
5.4 Billion
Source http://tweetreports.com/–AUGUST 2010

39. Users following a brand
or a company
31%
Source http://tweetreports.com/–AUGUST 2010

40. search queries on Twitter
600 Million
Source http://tweetreports.com/–AUGUST 2010

41. search queries on Twitter
600 Million
Source http://tweetreports.com/–AUGUST 2010
every day!

42. Click-through rate
1,904%
Twitter has the best
click-through rate
287%

44. #4
Getting
on

45. What you should do next
Connect Tweet Tweet Tweet
Design your Page Tweet TweetTweet
Tweet
Post a Picture
Write a Bio
Do… Create a user-
friendly Twitter ID
(@yourname)

46. What you should do next
Connect Tweet Tweet Tweet
Design your Page Tweet TweetTweet
Tweet
Post a Picture
Write a Bio
Do… Create a user-
friendly Twitter ID
(@yourname)
10’

47. &
Do NOT use
in your Twitter profile
Twitter and ampersands
do NOT get along for
some reason.

48. URL shorteners
Share links , don’t just
write random thoughts…
People like to read
articles and posts,
and not just hear
your thoughts on
certain matters

49. URL shorteners
Share links , don’t just
write random thoughts…
Since Twitter only
allows you 140
characters, you
need links as short
as possible.

50. URL shorteners
http://effectivesalespresentat
ion.blogspot.com/2010/12/15
-minutes-of-
infamy.html?spref=tw
enable you to share a
long link and still
have room for your
thoughts about the
link you are sharing.
89 19  characters

51. URL shorteners
http://effectivesalespresentat
ion.blogspot.com/2010/12/15
-minutes-of-
infamy.html?spref=tw
enable you to share a
long link and still
have room for your
thoughts about the
link you are sharing.
89 26 characters

52. Retweet (RT): RT, RT, RT
"Retweet" is a powerful tool on Twitter: helps
you build your brand, following and trust,
and be seen as an expert in your field
When you come across
interesting content
shared by one of the
people you follow, do not
forget to RT it for your
followers

53. Twitter allows you 140 characters but if you
use them all up, you
cannot be
retweeted
when someone retweets
your tweet, they need to
add between 14-30
characters for their name.
Never put more than
125 characters
74 characters

54. Reply (@):
simply type @
and then the name,
then type the reply.
All Twitter clients have a
reply button for every tweet,
which makes the process
much easier.

55. Like Guy Kawasaki, don’t
ONLY promote
your blog/business in your tweets
There is nothing wrong with
sharing your blog posts with
your followers. However,
like elsewhere, everything
in moderation
@GuyKawasaki
309,082 followers

56. Groups
If you are following many
people, how can you possibly
read everything? You can’t!
Create a group of the people
that generally tweet
interesting things and follow
only that column. It makes the
Twitter experience so much
easier.

57. Interact:
Twitter is NOT about
updating your status,
you have Facebook
and LinkedIn
for that
Twitter is about
dialog, it’s
about social
interaction.

58. Interact:
Create a dialogue Don't just
with your followers. push
promotions
about your
brand in
their face.

59. #3
#5
on how to use

60. Monitor what people are
saying about your
product.

61. Monitor what people are
saying about your
product.
When people
are pissed :
help them out

62. Monitor what people are
saying about your
product.
When people
are confused :
help them out

63. Monitor what people are
saying about your
product.
When people
have questions:
answer them

64. Monitor what people are
saying about your
product.
When people
are happy :
ask them to
spread
the word

65. Monitor what people are
saying about your
product.
When people
are happy :
ask them to
follow

66. Monitor what people are
saying about your
product.
When people
are happy :
ask for help
If they like what you do,
they will

67. Monitor what people are
saying about your
product.
By simply monitoring
what people are saying
about you, you’re using
Twitter better than 95%
of the companies out
there.

68. Follow
everyone
who follows you.

70. Hashtag (#): They enable easy
categorization of tweets for
effective future searching
For example, you are
tweeting about PowerPoint,
you simply insert a # before
the word PowerPoint.

71. Hashtag (#): They enable easy
categorization of tweets for
effective future searching
For example, you are
tweeting about PowerPoint,
you simply insert a # before
the word PowerPoint.
Anyone who then searches
hashtags.org or Twitter
search for the #PowerPoint
term will come up with your
tweet as well as all tweets on
the subject.

72. 20%
Tweet
80% content & self promotion.
your readers will
find helpful,

73. 20%
self-promotion
80% helpful
A good mix will get you
farther than 100% promotion

74. Be rovocative
rovide value
and most of all,
be ersonable
The 3 Twitter marketing 's
to use Twitter effectively

75. Be rovocative
G4 iWoman
GIRL
Temperamental, slow, expensive…
But hey she looks good…
Think sexy

76. Be rovocative

77. rovide value

78. rovide value

79. and most of all,
be ersonable

80. and most of all,
be ersonable

81. Twitter works best when integrated.
Use it to supplement
blogging and other
social media efforts

82. #6
Essential
for business

83. Automates all in a
very simple interface:
DM, retweet, shorten a URL,
share a Twitpic
without ever leaving
Tweetdeck,
when replying to a tweet
with a hashtag, the hashtag
is automatically generated in
your reply
Etc.
http://www.tweetdeck.com

84. Enables you to
share pictures with
your followers
No need to tell how
many words a picture
is worth, so
sometimes it’s helpful
to stop telling and
start showing.
http://twitpic.com/

85. HootSuite is perfect
for businesses
needing multiple
Twitter profiles and
multiple users.
It allows
you to easily
schedule tweets and
switch back and forth
between accounts.
http://hootsuite.com/

86. Multiple people from
the same company can
communicate
through a single
Twitter account.
Each person
maintains his or
her own profile and
activity record.
CoTweet boasts
such customers as
Macworld, Ford and
Whole Foods.
http://cotweet.com/

87. Lets you chart the
number of followers
over time, from last
week to last month.
http://twittercounter.com/

88. Powerful tool for
seeing
1) which of the
people you follow are
following you back
and
2) which people are
following you, but you
have yet to
reciprocate.
http://friendorfollow.com/

89. Goes beyond basic
metrics to show the
influence, signal-to-
noise ratio,
generosity and a
whole host of other
metrics related to
your Twitter
account.
http://twitalyzer.com/

90. Measures the number
of people visiting your
website from the
Twitter.com domain
http://GoogleAnalytics.com/

91. Enables clients to
view brand comments
over time, influencers
vs. detractors, and a
host of other metrics
http://Omniture.com/

92. Find out who is
tweeting your links.
http://backtweets.com/

93. Monitors what
people are saying
about your brand on
Twitter, setting up
RSS feeds related to
the words you
care about.
http://Search.Twitter.com/

94. Provides a live
streaming view of
what people in
your location are
saying about your
company or
employees.
http://Monitter.com/

95. Listen to
conversations
happening throughout
the social media
universe, not just
Twitter.
The tools are loaded with
additional powerful
functionality for
managing your brand
http://Radian6.com/ http://Techrigy.com/

96. Enter your keywords
(e.g. company name,
product, competitors,
etc.) and receive
regular updates
whenever someone
mentions those words
in social media.
http://TweetBeep.com/

97. Creates exclusive
deals for your
products or services,
and shares them with
your followers.
http://TwtQpon.com/

98. Connects you with
people actively
talking about your
product or service
within your area.
You can automatically
send them a
customized response.
http://TwitterHawk.com/

99. Improves the look and
feel of your Twitter
page.
TwitBacks.com allows
you to provide additional
business contact
information, and a photo
or logo as well.
http://TwitBacks.com/ http://TwitterGallery.com/

100. Synthesis
Twitter is a conversation
about your
business/industry,
whether you're there
or not.
Your choice.

101. One more thing…

102. Bibliography
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103. Author: Jean-François MESSIER
Global New Technologies Director at Mercuri International
Mercuri Website : http://www.mercuri.net/
JF MESSIER’s blog: http://newsalespresentation.com/
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