6. How to Engage
• Business Goals Defined
• Listening Engine Tuned
• Discover Connections
• Converse Proactively
• Be Real
• Add Value & Share
• Repeat as Required
7. Twitter Marketplace Eco-System
• People Do Business with
People: NOT Companies
• People Make Connections
• Personal Connections =
Power
• Network of Friends=
Gravitational Influence
• Total Transparency
• Conversation is Currency
8. 9 Big Brands on Twitter
• Comcast
• H&R Block
• Southwest
• IBM
• Intel
• QuickBooks
• Jet Blue
• Dell
• SAP
10. Twitter Example: Motrin Snowball
• Motrin Video Ad
• Baby Slings
• Motrin Moms Revolt
• Twitter Velocity
• Social Uprising
• Motrin Response
• Video Ad Pulled
11. Twitter Page Branding
• Skin The Visual Background
• Contact Info
• Link to Web Site
• Effective Description
• Personal Network
• Consistent Brand Message
12. 7 Deadly Twitter Sins
• Not Listening
• Self-Promoting
• Not Adding Value
• Not Being Honest
• Hard Selling
• Corporate Speak
• Friend Collecting
13. 7 Best Practices
• Listen Effectively
• Manage Your Time Allocated Wisely
• Be Responsive
• Business Casual Tone: Real
• Leverage Tools
• Measure KPI
• Be Helpful, Humble and Human
14. 9 Sample Business Use Cases
• Customer Service
• Client Retention
• Branding & Marketing
• Polls & Surveys
• Networking
• Website Traffic
• New Customer Acquisition
• Communication Network
• Event Back Channel
18. Twitter is Part of Our Plan
• Our BOSTON “intent to serve” plan
• Twitter Message released prior to press release
19. We Educate Our Leaders
• They trust us to deliver the message
• They use the tools to connect with their Employees
• They see Twitter as part of an entire online branding
campaign
• Headlines help too…report ALL your success!
20. Twitter Value Pyramid
Value
Influencer Response
Your Value Add
Who You Interact With
Who Follows You & Their Influence
Who You Follow: Influence & Numbers
21. Listen Up!
• Persistent search
• RSS Feed
• Google Alerts
• TweetBeep
• Keyword, topics, p
roducts,brands, su
bjects…
22. Retweet Best Practices (RT)
• Conversations = Currency
• Write Great Headlines Their
Their
• Followers
Leave 12-15 Extra Characters Followers
Retweet
Retweet
Etc.
• Ask For Retweet
• Must Have Value Add Karma
• Retweets are Based on Your
Followers
Perceived Value to Followers Original
Retweet
Tweet
Network
• Thank Retweeters
23. Dealing With Brand Detractors
• Opportunity to Publicly Respond
• Public Transparency
• Huge Upside for Outreach
• Turn Into Satisfied Customers
• New Evangelists
• Lurker nodes retweet your response
28. Next Steps
• Define Your Goals
• Determine Your Use Case & Strategy
• Setup Your Twitter Account
• Choose Your Name Wisely
• Select People to Follow
• Watch How People Use
• Set Up Your Listening Engine
• Start Tweeting & Add Valuable Content
29. Summary
• You Have the Data
• Your Target Market is Looking
• You Have the Knowledge
• You Need to Determine Your Use Case
• You Need to Design Your Strategy
• You Need to Execute
• Failure to Execute is Risky
30. Twitter Becomes a Lifestyle Hack: Tweet Me
• Follow Me @Rumford
• 858-720-9604
• Rodney@GravitySummit.com
• www.TwitterBusinessBook.com