Social CRM: How businesses can use Twitter to increase sales.

Social CRM
How businesses can use Twitter to
increase sales.
Workshop
Bay Area Executives Meetup
http://www.meetup.com/BayAreaExecutives/

Tatyana Kanzaveli
@glfceo

© 2010 Social CRM World http://www.scrmworld.com @glfceo 1-650-469-3243

Please tell me:
• Company you are with?
• Are you using Twitter?
• Level of experience on Twitter?
• What are you hoping to learn here?

© 2010 Social CRM World http://scrmworld.com @glfceo

What is Twitter

Twitter is a free social messaging utility for
staying connected in real time.
Twitter is considered a micro-blogging platform
where you only have 140 characters for your
message.

An estimated 5-10 thousand new users are
signing up daily on Twitter.
Traffic to the site has grown by 600% over the
last 12 months with 20% of Twitter users joining
in the last 60 days.


Terminology
• To tweet - post a message
• Follow – subscribe
• Reply – respond
• Direct message DM – private
• Re-tweet (RT) - repost someone else’s msg
with comments or not
• Hashtag – mark a topic/subject


Twitter Demographics

The Pew Internet & American Life Project released
a study, Twitter and Status Updating, recently. The
study provided the percentage of online adults
that have said they have used Twitter before:

19% - 18 to 24 years old
2% - 65 and older

As of February, 2009


CoffeeGroundz Cafe
(@coffeegroundz)

Profile:

Is a local coffee house in Houston, Texas. They are
proclaim to have taken the first to-go order through
Twitter. A regular customer messaged them asking if
he could place an order and pick it up at the drive-
thru. From there CoffeGroundz started to take orders
via direct message from their cleintele. Clients are
now even ordering via Twitter directly from a table in
the store without having to walk up to the counter and
order a coffee.

Business Value:
Doubling clientele and building Community.

@coffeegroundz


Zoomdweebie's Tea Bar (@52teas)

Profile:

Local tea company in Wichita, Kansas. They set
up a Twitter account and offered a new tea blend
each week. Customers were also alerted to daily
specials.

Business Value:

The owner stated that they typically sold one or two packages every two or
three weeks, but Twitter has allowed them to ship 40 to 50 packages. They
are even getting orders from as far away as Scotland and Australia.

@52teas


Namecheap (@namecheap)
Profile:

70 person domain registrar out of Los Angeles, started
their Twitter account in December. They initially ran a
trivia contest once an hour and the first @ replies won an
one-year domain registration.

Business Value:

Namecheap's traffic increased by 10% in December and domain
registrations increased by 20%.


@NameCheap


Dell Made $3 Million From Twitter!

Dell sells refurbished systems through Twitter at
@DellOutlet, which the computer maker says has
more than 600,000 followers.
Since launching @DellOutlet in 2007, the company
has taken in more than $2 million in sales directly
attributed to Twitter and another $1 million from
people who start at Twitter and then move on to buy a
new computer somewhere else on the Dell Web site.


How Dell does it?

In making sales through @DellOutlet, Dell sends
tweets to subscribers, telling bargain hunters the
latest available refurbished systems. The company
also messages coupons and clearance events.

The strategy has taken @DellOutlet to the top 50 most
followed Twitter users, according to Dell. Such
standings are tracked on a third-party Twitter
monitoring service called TwitterCounter.

Other top 50 Twitter users includes brands like
@Zappos, @Woot, @JetBlue, and @WholeFoods.


@Delloutlet


How to play this game?
• Be creative, fun, passionate
• Build relationships
• Listen
• Respond
• Reward loyalty, referrals
• Integrate with other sales/marketing activities


What matters?
• Twitter profile
• Links
• Not too many hashtags
• Some hashtags
• Retweets


Twitter profile
• Bio
• Links
• Logo
• Wall


How?
• Contests
• Help me create a product
• Deals
• Offers


Example


Tools
• Google alerts
• Wefollow – directory
• Lists
• Listerious
• Twitterfeed
• Twellow
• Blip-fm
• twtQPon
• Twitpic
• Hootsuite – manage tweets
• Tweetbeep
• [oneforty]
• Ping.fm[seesmic]


http://www.oneforty.com


Cross Links
• Put twitter link on your web site
• Email signature
• All other communications
• If company has more than one person
tweeting – create a page with their twitter ids
• Create twitter list


Who to follow?

• Follow your target customers
• Follow your brand in conversations
• Follow your competitors in conversations
• Follow industry analysts
• Follow influencers: bloggers, reporters, etc..


Content
• Useful
• Responsive
• Interesting
• Fun
• Personal

80% - non direct business related content


Analyze
• The bottom line: sales!
• Number of followers [in your target markets]
• Number of click-throughs [for posted links]
• Traffic to your web site
• Traffic to your blog
• Document downloads
• Newsletter subscriptions
• Retweets
• Replies
• Lists


Key points
• Build trust
• Establish yourself as a subject matter expert
• Communicate: respond, answer, support, etc..
• Contribute useful content
• Build community
• Measure
• Adjust

It’s a commitment!


Social CRM: How businesses can use Twitter to increase sales.

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Social CRM: How businesses can use Twitter to increase sales.