This is a presentation I gave at GSMI's Social Media Strategy Summit on September 21st, 2011 in Boston: B2B social media presents an opportunity to not only cultivate communities on social platforms, but also amplify awareness for a company’s brand. Crosschannel marketing requires businesses to create relevant content for their subscriber base as increased relevancy spurs increased engagement with customers online. It’s important to understand how all the pieces, from monitoring conversations to customer interactions to analytics that show ROI, are a necessity in processing how social services have transformed the way people communicate, share and make purchase decisions. In this session, you will learn how to use Twitter to better market your services and establish industry contacts. Attendees will also learn how businesses can best utilize Twitter, how to build a Twitter following, and how to take advantage of all the search tools and other platform applications to show ROI.

1. Twitter For Business: Cultivating Communities & Maximizing Engagement @marcusnelson Director of Social Media

2. O hai. @marcusnelson Director of Social Media

3. Twitter Mission Statement Instantly connect people everywhere to what is most meaningful to them.

4. Charlie Sheen or #Egypt Meme #egypt #osama

5. Twitter Is Big

6. Twitter is Big 200M+Registered Accounts 600KNew Accounts/Day 2011 2006

7. Tweets per day 200 Million

8. Tweets then: 3 yrs, 2 months, 1day. now: one week.

9. Taking the top 100 interests (covering 98% of all ‘interest volume’), these are the major categories that emerge. The chart gives a rough sense of the relative sizes of these interest categories, e.g. “Stated interest in celebrity is roughly the size of tech and news combined”. Source: Twitter Twitter’s top interest categories

10. Followers are brand advocates 60% 51% Are you more likely to buy since becoming a follower/fan? Are you more likely to recommend since becoming a follower/fan? A Twitter follow is the most explicit expression of loyalty and interest online. A follow doesn’t just confirm an existing affinity, it increases purchase intent and the willingness to recommend. 67% 79% Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey

12. Heavily influenced by brands

13. Spend more money

14. They post their opinion everywherehttp://blogs.forrester.com/reineke_reitsma/10-12-31-the_data_digest_why_are_twitter_users_so_attractive_to_marketers Source: North American Technographics

15. Twitter drives purchasing activity

16. Power of a Follower vs. Fan Social Network Comments Fuel Offline Behavior Comments on social sites about brands and products are encouraging users to take action.

17. Twitter Ad Products

18. Ad products that amplify Promoted Trends Promoted Tweets Promoted Accounts

20. Old Spice Promoted Trend

21. Coca-Cola Promoted Tweet ( ) + = Character #awesome Direct Conversation

22. Xbox Promoted Account

23. Have a Twitter Strategy 1/1/11 12/31/11

24. Case Study Promoted Trend + Celebrity

25. Twitter ROI = Stratospheric “Radio Shack saw wireless-platform sales increase double digits in the three days that followed the promoted trend. ‘The ROI on this social-media initiative was stratospheric for us.’” Radio Shack CMO, Lee Applebaum Ad Age Digital April 2011

26. Why Do People Share?

28. need to proselytize or desire to connect.

29. emotional, positive, interesting, anger-inducing, or sad most likely to be shared.

30. calm themselves or reduce uncertainty.

31. bolsters own sense of self.source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

32. At the end of the day… broadcasting is self-focused

33. New Analytic Dashboards

34. Promoted Tweets Dashboard

35. Promoted Trends Dashboard

36. Promoted Accounts Dashboard

37. Timeline Activity

38. New Follower Dashboard

39. Thank You @marcusnelson

40. The basics

41. Twitter glossary Tweet = a message of 140 characters or less Retweet =the reposting of a tweet, passing it along @username = how you address or reference someone #hashtag = used to track topics or conversations /via or /by = source or author of content referenced OH = overheard #ff = follow friday

42. Crafting the tweet – sending a message @username [body of message] #hashtag Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all, start message with a word or a ‘.’

43. sending a message

44. Crafting the tweet – sending a direct message D username [body of message] Pro tip: You cannot direct (private) message someone who is not following you.Remember also, “@” not required.

45. sending a direct message D audiencemember It’s a private message silly. You can’t see this yet.

46. Crafting the tweet – content post [title of article] http://link.com/via @source #hashtag Pro tip: leave around 20 characters for others to leave a comment in retweet

47. content post

48. Crafting the tweet – retweeted post RT @username: [title of article] http://link.com/via @source #hashtag « [insert comment] Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!)

49. retweeted post

50. Build your following

51. Finding people like you Follow interesting people Use Twitter’s suggested users Follow popular/relevant #hashtags Who do your friends follow? Linkedin lists twitter handles

52. Best use cases

53. Develop and promote your brand

54. Customer Support

55. Provoke thought / humor

56. Be known as a thought leader

57. Help with access to information

58. Engage followers with a question

59. Tips from twitter

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