The first of a series of mini courses designed to provide a brief but informative look into social media and how your business can benefit from the tools.
2. Agenda
• Twitter 101
• Using Twitter as a marketing channel
• Building customer relationships
• Four steps to a successful strategy
• Getting started
• Keys to becoming a top Tweeter
3. Twitter 101 – What is Twitter?
• Launched in 2006
• Social network based on micro-
blogging
• User-generated content called
Tweets
• 1 Tweet = 140 characters or less
• More than 350 million users
worldwide
4. Twitter 101 – What is Twitter?
• Growing communication medium
• Listening opportunity
• Content syndication platform
• Real-time search utility
• Content source for search engines
• Way to stay connected with clients and
prospects
5. Twitter 101 – What is Twitter?
• 340 million tweets per
day
• 170 million active users
worldwide
Source: Semiocast
6. A Marketing Channel
Twitter enables B2B companies to:
• Market to prospects and customers in key
industries
• Promote new and existing products and
services
• Drive more traffic to their website(s)
• Measure impact and effectiveness of social
media
7. A Marketing Channel
An active Twitter program can increase:
• Visibility of a company’s brand
• Connections to customers interested in a B2B
company’s products and services
• Number and quality of links to website
• Pre-qualified visits to website
• Keyword rankings
8. Building Relationships
• Listen to what people say
about your company
• Engage with customers
and business partners
• Influence others by
sharing content and
experiences
9. Building Relationships
Listening
• Educate yourself on "
conversations and trends "
in the industry
• Find key influencers and players in specific markets
• Find new customers by searching for keywords
• Leverage word of mouth
• Identify problems, unsatisfied clients or brand image
issues
11. Building Relationships
Contributing and Sharing
• Become a subject matter
expert
• Help clients learn more about
their industry
• Lead industry discussions
• Syndicate your content
12. Successful Twitter Strategy
• Establish goals
• Decide on a frequency for updates
• Define and organize subject matter
• Determine tactics for gaining followers
13. Successful Twitter Strategy
Establish Goals
• How do you plan to use Twitter?
– Promote your company’s products
and services
– Research industry trends and
challenges
– Solicit industry/customer feedback
– Customer service
14. Successful Twitter Strategy
Decide on a frequency for updates
• How often should you Tweet?
– Three or four Tweets per day
– Space out Tweets evenly over a set period
– Stick to core “online” hours of customers you’re
trying to reach
15. Successful Twitter Strategy
Define and Organize Subject Matter
• What should you Tweet about?
– Product and service information
– News and events
– Thought-leading content (articles, white papers, blog
posts)
16. Successful Twitter Strategy
Determine Follower-Gaining Tactics
• How do I get more followers?
– Post compelling, industry, relevant content
– Include keywords to get picked up in Twitter
searches
– Follow other Twitter users
– Add Twitter handle to your email signature
17. Twitter – Getting Started
Create your Twitter Account
• Go to Twitter.com
• Fill out the four fields on the sign-up page
• Go to the “Settings” page
– Complete your 160-character bio
– Click on the picture tab and upload photo or logo
– Optional: Click on design tab and select a
background image for your Twitter page
18. Twitter – Getting Started
Follow Relevant People and Companies
• Use “Who to Follow” link on the home page
• Use search box to find people "
and companies, and to search "
industry keywords
• There is no wrong number of "
people to follow!
19. Keys to Becoming a Top Tweeter
Quick Tips and Tricks
• Use hashtags (#) to index your tweets
• Use a link shortener, such as bit.ly
• Get a Twitter app like Hootsuite or Tweetdeck
• Use sites like Twellow to help find followers
• Don’t spam your followers
20. Keys to Becoming a Top Tweeter
Choose the Right Words
• Use keywords you expect your target audience
to search
• Stay consistent in your tone and style
• Keep Tweets aligned with your brand
Remember: Your Twitter account is part of your brand!
Treat it accordingly.
21. Keys to Becoming a Top Tweeter
Give Correct (and Useful) Information
• Post reliable info about your company
– Don’t forget details like times and dates!
• Check that your links work "
before posting
• Point followers directly to "
your website and/or landing "
pages
22. Keys to Becoming a Top Tweeter
Tweet Frequently, not Obsessively
• Don’t over-Tweet on any subject
• Plan up to four tweets per day on different
topics
• Use Twitter apps to schedule tweets when live
tweeting isn’t an option
23. Keys to Becoming a Top Tweeter
Use Hashtags
• Hashtags identify keywords in tweets
• Give your posts more impact
• Use them to align your tweets with industry
conversations
• Examples: #birthday, "
#Philadelphia, #spa, "
#restaurant, #giftcard
24. Keys to Becoming a Top Tweeter
Direct Followers to Great Content
• Your website
• Other social media sites
– Facebook, LinkedIn, YouTube, Flickr and more
• Customer testimonials
• Relevant industry information
– Trade shows, polls, educational info and more
25. About Schubert b2b
Schubert B2B is a nationally
recognized B2B marketing
agency located in
Downingtown, Pa., near
Philadelphia. Building B2B
brand leaders is our singular
mission, and has been for 35
years.
www.schubertb2b.com