Chris Winfield, President, 10e20, LLC
- There are no rules in Twitter and more importantly, what works for one company won’t work for another (e.g. customer service goals vs. sales goals)
- What would it take to tap into your market?
Chris is going to use questions he posed on Twitter last week (#smxpreso) to run his presentation…
How do you define ‘marketing’ on Twitter?
- About relationship marketing. Long term (months/years) steady return on your efforts. Some spikes, not many – @BrentDPayne
- Reaching out and building relationships & engaging in knowledge sharing – @martinbowling
- Anything that gets users from twitter to convert without pissing people off in the process – @kennyhyder
- Don’t do marketing on Twitter. Have a conversation and earn the trust of people – not fast enough to snag this one!
There’s a lot of spam on Twitter. But what’s the worst form of it? Why?
- Trending topic spam, especially on the local level. Totally ruins the most interesting part of the twitter data graph – @ddn
- “Want to join my mafia” That’s the worst IMO cuz it never ends and comes from random people so it’s hard to block – @Bukowsky
- Spam that steals login credentials and mass-spams all your followers, like several friends experienced last week – @audette
- Depending on who you represent, porn accounts following you can damage credibility. Be diligent in blocking – @DavidWallace
- False tagging and irrelevant links in hidden short URLs – @TimDineen
- DM spam. That’s the sacred column of Tweetdeck for me – @MatthewJBrown
- Auto-DM after following someone…usually entails a horrible pitch of some service – @SearchBuzz
How are you leveraging Twitter to help get you more links & traffic to your sites/blogs?
- Getting more links and traffic by spreading message via useful and interesting stuff and communicating – @fantomaster
- Use Twitter as RSS feed that I can interact with my followers and using keyword searches the find related writers to connect with – @goodroi
- Mixing conversation with links. if you just use an account to push content, people will stop listening – @katemorris
Are #hastags important? How do you use them?
- I use hashtags both when searching and most importantly during events like #smx and #thinkvisibility – @yoast
- Hashtags help in structuring tweet content and making it easier to find. They’re also great for establishing authority. – @fantomaster
Is Twitter’s ‘real-time search’ really a threat to Google? Why or why not?
- For sure! I rarely use Google for products, teach help, or any recommendation really. I just tweet and get answer – @BrentDPayne
- People don’t search Twitter unless it’s for something someone said, we still use (85%) Google. – @steveplunkett
- Greasemonkey scriptes overlays twitter results with googles. Facebook is more likely to be a threat. – @SEOSEM
- Yes. Google can’t yet provide info on live/current events. Twitter often becomes the first-try search engine – @TimDineen
- Twitter is a threat to Google bc it takes the convo offline FAST, leading to less content creation – @johnandrews
How would you convince a company (in 140 char or less) that Twitter isn’t a waste of time?
- Twitter can easily connect you to influencers in any disciple. Unlike Facebook, poeple see what you tweet @ them – @Tamar
- I already convinced by company & we have built up over 21K targeted followers. My boss is happy and my boss doesn’t yell at me as much – Bukowsky
- SEe the Georgia Aquarium results $43,000 or Dell. – @CharityHisle
- I’d *let* them read @comcastcares and then *make* them call Comcast Customer service – @MatthewJBrown
- Show them the power of twitter search engine by querying their brand or company name – @aviw
Tamar Weinberg, Author, Owner, Techipedia.com
- Participation is marketing (coined by Chris Heuer)
- If you’re involved in communities, you’re marketing yourself
Twitter for marketing gain
- It’s not impossible with the right ideas
- Out of the “box”: immediate feedback, ability to easily connect with people, fast customer service
- API applications really got Twitter off the ground, enabling developers to make powerful applications to eventually help marketers
- Dell made $3 million over 2 years by using its Twitter stream (used specific URLs only used in Twitter)
- Can small companies doe the same? (YES! Uses examples: Mimobot, Namecheap)
Saturated Markets and Twitter
- Apple’s App Store: Over 80,000 apps
- Convert: one week is all it took to become one of the top 30 paid apps
- Twitter gave them access to an older tech savvy demographic
- Relevant followers first, messaging later
- Offered a freebie that complemented the product (gave away limited addition MacBook Pro)
Twitter for Customer Service
- JetBlue’s Morgan Johnston helps Tamar all the time
- He also helps other people
- ComcastCares is the major case study
- Extends to client acquisition!
- Listen to conversation w/ competitors FULLY, then chime in
- Zappos! Firsthand knowledge of the culture
- One company (Oh Nuts) is finding higher SERP rankings w/ retweets
Other Communications via Twitter
- Iran Election protests
- Mumbai terrorist attacks
- Hurrican Gustav via the Home Depot
- Israel’s “Citizen’s Press Conference”
What works best?
- Contest (brings visibility, especially using hashtags; retweets increase SEO)
- Solid customer service (Twitter more effective than calling someone now)
- Desktop: Seesmic Desktop, TweetDeck
- URL shortener: HootSuite, bit.ly, su.pr
- Trends: Twitt(url)y, Twist, Twitscoop
- Stats: TweetStats, TwitterCounter, TwInfluence, Twitter Grader
Michael Gray, President, Atlas Web Service
What are your goals?
- Commercial accounts have different goals than personal acocunts
- Connect with your customers, advocates, industry leaders, new customers, and detractors (don’t be afraid to connect with people who are saying bad things about you)
- Make sales and generate leads
- Promote content
- Solve customer problems
How big can you make your account? You can grow even if you’re not a well known brand
Tips to grow your account
- Tweet links to non self serving interesting content
- Retweet the most self serving links of power users in your vertical
- Help solve people’s problems
- Engage with users, especially people who @ you (Remember, if you start with @, only people who follow both you and the person will see it. Use a period or words in front of the @ if you want more people to see it)
- Don’t be a robot, tweet the occasional boring off the cuff slice of life information
Dig through other People’s Follower List
- Use directories like Twellow, WeFollow, Mr. Tweet to find leaders in your vertical
- Build a list of A, B, and C level people
- Mine your followers
- Use auto follow scripts with caution!
Automate without being a Robot
- Look for ways to automate your Twitter activity
- Have blog post auto tweet when they publish
- Schedule tweets in the future with tools
- Use virtual assistants and “grunt labor”
- Repeat tweets for multiple timezones (Think about tweeting something in the morning one day, then the afternoon the following day)
Twitter for Traffic
- Traffic from social media can be powerful
Twitter in the SERPs
- While keywords may not rank, names and company names will! (Rep management)
- URL shortening: 301 and tracking, like bit.ly
- Twitter Hawk: paid with automatic tweets
- Make tweets direct and click enticing
- Keep tweets as short as possible: try to leave 15-25 characters
- Jump start the retweet process with your friends
- Ask for the retweet – thank the people who do retweet
- Be aware of multiple timezones – retweet yourself several times throughout the day
- If more than 30 minutes has gone by without a retweet, chances are you’re not going to be retweeted
- Retweet your best content from months/years past
- Best practices for joining a conversation? If it’s a closed conversation (between two people), you should probably avoid it. If it’s an open topic, jump in, be funny, be natural. Make sure you add to a conversation (more than just yes/no). Be patient, sometimes when someone has a lot of followers it might take a while to get back to you.
- Superlinks accuracy? HootSuite is being used by a lot of businesses. Superlinks is pre-beta, there are problems. What about the viral aspect? Hidden gem, you can see how many people have seen the content and give it a “thumbs up”. Many analytics are going to underreport traffic, URL shorteners might overreport because of bots.
- 80/20 rule: 80% of focus is about the account (personal vs. company brands), 20% unrelated content.
- Personal tweets depend entirely on comfort level
- Follow a bunch of people to try to acquire followers? No, quality not quanity (Tamar). If you’re looking for exposure, follow everyone who follows you who isn’t a spammer (Michael). It depends on what your goals are, Chris wants to connect with people. He won’t follow 10,000 people – they are no longer “friends” then (Chris).
- How big does a contest need to be to be worthwhile? Give away something someone wants (lowest $ amount: $25), make sure it’s something that relates to your industry.
- How much time do you need to spend on Twitter? As much time to get you what you want, as little time as you can.