Why use Twitter ? Because it can provide proven ROU unlike print and TV. Here is why marketing one to one is better than mass marketing and can lead to more sales dollars

1. Twi.er
as
a
Marke4ng
Pla9orm
Can
it
help
me
meet
marke4ng
TWITTER
MARKETING
objec4ves
?
Rich
Meyer
Online
Strategic
Solu3ons
@richmeyer

2. TWITTER
MARKETING
Babson
Study
2010

3. Hard
Fact
“Social
media
is
more
measurable
than
tradi4onal
broadcast
TWITTER
MARKETING
media”
Jacob
Morgan
twi7aced

4. TWITTER
MARKETING
What
?
!

5. It’s
true
• Today
social
media
can
be
measured
right
through
to
conversion.
• Tradi3onal
adver3sing
is
measured
in
reach,
frequency,
impressions
and
TWITTER
MARKETING
other
outdated
metrics
that
have
liHle
bearing
on
conversion.
“I
might
remember
your
TV
spot
but
that
doesn’t
mean
that
I’m
going
to
buy
your
product”

6. So
then
what
is
relevant
today
?
• Engagement
&
discussions
by
brand
ambassadors.
TWITTER
MARKETING
• Loyalty
of
customers
as
a
result
of
social
media
collabora3on.
• Number
of
visitors
to
your
site
and
number
of
conversions
from
those
visitors.
• Increase
in
sales
that
can
be
directly
aHributed
to
specific
measurable
brand
collabora3ons.

7. How
can
TwiHer
help
me
meet
by
marke3ng
goals
?
TWITTER
MARKETING

8. Well
size
does
maHer
TWITTER
MARKETING

9. 36
Million
TwiHer
users
in
the
US
Social
media
can
produce
quan3fiable
results
TWITTER
MARKETING

10. Which
means
TwiHer
can
increases
leads
TWITTER
MARKETING
=

11. TwiHer
marke3ng
3
P’s
• Provoca4ve
TWITTER
MARKETING
• Provide
value
• Personable
Remember
that
TwiHer
is
about
communica3ng,
not
marke3ng.
Focus
on
adding
value
to
the
conversa3on,
not
selling
something
to
someone

12. It’s
all
about
the
influencers
(promoters)
TWITTER
MARKETING

13. The
social
media
effect
TWITTER
MARKETING

14. Start
with
a
social
media
business
process
TWITTER
MARKETING

15. Then
develop
a
strategic
approach
to
Using
TwiHer
TWITTER
MARKETING

16. Including
a
formalized
system
for
using
TwiHer
by
employees
TWITTER
MARKETING

17. Should
brands
be
Twee3ng?
The
commandments
1. We
can
ar3culate
the
company
vision
in
140-­‐characters
or
less
without
PR
garbage
and
clichés.
2. We
are
willing
to
give
to
great,
innova3ve
and
thought-­‐provoking
ideas,
even
if
they
come
TWITTER
MARKETING
from
outside
the
company.
3. We
are
willing
to
challenge
someone
who
has
something
nega3ve
to
say
even
if
our
posi3on
generated
cri3cism.
4. We
are
first
willing
to
listen
to
what
others
have
to
say
before
engaging
them.
5. We
are
not
going
to
get
carried
away
and
Tweet
about
banal
corporate
achievements.
6. We
are
going
to
dedicate
resources
to
listen
to
what
others
are
saying
about
us.
7. We
will
never
include
a
press
release,
CEO
speech,
or
annual
report
via
TwiHer
because
that
is
not
engagement.
8. We
understand
that
we
only
Tweet
when
we
have
something
meaningful
to
say.
9. We
will
not
try
to
be
all
things
to
all
followers.
10. We
will
use
TwiHer
not
just
to
give
you
the
good
news,
we’ll
also
use
it
to
let
you
know
the
bad
news
like
product
recalls
or
bad
media
news.
11. We
are
willing
to
try
TwiHer
and
understand
that
along
the
way
we
will
probably
make
some
mistakes.
12. We’ll
empower
our
employees
to
address
any
issues
customers
have
with
our
brand/
products
without
requiring
a
lot
of
3me
because
we
understand
consumers
don’t
want
to
wait
long
for
an
answer.
13. We
understand
that
everyone
is
a
poten3al
influencer
via
TwiHer.

18. Using
TwiHer
for
Business
1:
Engage
&
sell
your
followers
• As part of Mountain Dew’s DEWmocracy campaign, the soda
company empowered Flavor Nations — fan communities for new
Dew flavors — to own a flavor of soda that the company is now
TWITTER
MARKETING
testing on the market. Mountain Dew literally ceded control of the
go-to-market strategy for each of these flavors to the consumer
communities.

19. Using
TwiHer
for
Business
2:
Reward
your
loyal
customers
• Tasti D-Lite’s initiatives are defining the social media loyalty program.
A huge part of their strategy is automatically rewarding customers
with TreatCards when they tweet about the brand. It’s also an
TWITTER
MARKETING
important part of their plan to build brand awareness so that they can
open more stores across the United States.

20. Using
TwiHer
for
Business
3:
Market
Research
• Power Twitter users have learned the advantages of keeping a
careful eye on the network’s trends, and that they can perfect the
market research capabilities of Twitter by using Twitter Lists.
TWITTER
MARKETING
Business users should absolutely follow suit.

21. Using
TwiHer
for
Business
4:
TwiHer
Metadata
• Used in combination with the simplistic developer tools, this could
be a powerful way to add Twitter integrations to your site, append
notes about visitors’ on-site Twitter behaviors, tag tweets that
TWITTER
MARKETING
originate from your site, or attach your own identifiers and figure out
ways to reward actions (perhaps even loyalty). There’s definitely
opportunity to be creative and better track Twitter-related data at
the same time.

22. Using
TwiHer
for
Business
5:
Sponsored
Tweets
• Sponsored
Tweets
is
a
new
TwiHer
adver3sing
plaiorm
that
connects
adver3sers
with
tweeters.
Adver3sers
can
create
sponsored
conversa3ons
on
TwiHer.
Tweeters
can
earn
money
for
spreading
the
word.
TWITTER
MARKETING

23. Some
examples
of
Brands
TWITTER
MARKETING
Using
Twi.er
successfully

24. Brands
using
TwiHer
• @delloutlet
uses
TwiHer
and
Facebook
to
send
coupons
to
customers.
In
just
one
year,
Dell
recorded
upward
of
$3
million
in
sales
directly
sourced
from
TwiHer.
TWITTER
MARKETING
• Coffee
Groundz
uses
the
direct
message
channel
on
TwiHer
to
receive
and
prepare
orders.
Using
TwiHer
as
a
promo3on
and
marke3ng
channel,
Coffee
Groundz
reports
20
to
30%
increased
sales
and
market
share.
• Moonfruit
offered
11
Macbook
Pros
and
10
iPod
Touches
to
celebrate
its
10th
anniversary.
In
order
to
qualify,
contestants
had
to
send
a
tweet
using
the
hashtag
#moonfruit.
One
month
following
the
comple3on
of
the
contest,
Moonfruit
site
traffic
was
up
300%
and
sales
also
increased
by
20%-­‐-­‐and
all
because
of
a
meager
investment
of
$15,000

25. Brands
using
TwiHer
• 436
Zappos
employees
use
TwiHer,
including
CEO
Tony
Hsieh.
TWITTER
MARKETING
• Frank
Eliason
of
Comcast
and
Richard
Binhammer
of
Dell
are
paving
the
way
for
service-­‐focused
organiza3ons
on
TwiHer.
Eliason,
whose
3tle
is
director
of
digital
care
at
Comcast,
uses
TwiHer
to
help
200
to
300
subscribers
a
day.
• Over
3
million
men3ons
of
Starbucks
populated
TwiHer
in
May
2009
and,
as
the
company
learned,
the
price
for
paying
aHen3on
is
less
than
that
for
a
caramel
macchiato,
but
the
value
is
priceless.

26. Brands
using
TwiHer
• Morgan
Johnston,
Manager
of
Corporate
Communica3ons
at
JetBlue,
was
inspired
to
change
policy
because
of
TwiHer.
He
helped
eliminate
a
$50
fee
for
carry-­‐on
bikes
aser
hearing
complaints
via
TwiHer.
TWITTER
MARKETING
• Brian
Simpson
has
helped
The
Roger
Smith
in
New
York
monitor
dialogue
related
to
hotel
stays
and
travel
in
order
to
offer
specials
in
the
hopes
of
aHrac3ng
new
guests.
Using
TwiHer
search,
he
can
iden3fy
prospects
and
offer
them
a
10%
discount
on
the
lowest-­‐rate
rooms.
Simpson
es3mates
that
TwiHer
and
other
forms
of
social
media
have
neHed
between
$15,000
to
$20,000
in
addi3onal
revenue.
• The
Michigan
Department
of
Transporta3on
uses
Facebook
and
TwiHer
to
alert
friends
and
followers
of
traffic
and
road
closure

27. Brands
using
TwiHer
• U.K.-­‐based
Wiggly
Wigglers
a
marketer
of
farming
and
gardening
supplies,
was
surprised
to
learn
that
Bri3sh
Telecom
overcharged
the
company
by
$10,000.
Aser
five
months
of
a
stalemate
and
without
any
promise
or
TWITTER
MARKETING
hope
of
resolu3on,
company
owner
Heather
Gorringe
took
her
story
to
the
TwiHerverse.
Within
30
minutes,
the
company
responded
with
help
and
two
days
later,
the
bill
was
adjusted.
• brands.peoplebrowsr.com
and
celebrity.peoplebrowsr.com
provide
real-­‐
3me
insight
into
the
most
ac3vely
discussed
brands
and
celebri3es
on
TwiHer
at
any
moment
in
3me,
while
also
revealing
the
sen3ment
that
is
most
associated
with
each.

28. So
in
summary…
• TwiHer
can
be
a
very
useful
tool
in
helping
you
meet
your
business
objec3ves
and
its
ROI
can
be
directly
measured.
• However,
it
requires
a
well
thought
out
business
strategy
and
process
to
TWITTER
MARKETING
be
successful.
• It’s
OK
to
target
influencers
via
social
media
but
anyone
can
be
an
influencer
it
they
are
not
treated
as
a
person
and
with
respect.
• Experiment
and
op3mize
your
social
media
strategy
as
you
learn
what
your
audience
wants
and
expects
from
you
via
online
collabora3on.
• Using
TwiHer
as
a
business
driver
is
not
easy.
It
requires
a
lot
of
3me
and
the
right
axtude.
Remember
consumers
are
in
control
when
you
use
social
media.
• The
use
of
social
media
can
be
measured
right
through
to
conversion.
Can
you
say
this
about
TV
or
print
?

29. Richard
Meyer
• My
resume
hHp://www.richardameyer.com
• My
marke3ng
BLOG
hHp://www.richsblog.com
TWITTER
MARKETING
• MY
DTC
BLOG
hHp://www.worldofdtcmarke3ng.com
hHp://www.twiHer.com/richmeyer
hHp://www.facebook.com/richardameyer
hHp://www.linkedin.com/in/richardameyer