Twitter for Business - Florida Direct Marketing Association

Using Twitter for Business

Florida Direct Marketing
Association
May 21, 2009

Jeff Yaniga
Pitney Bowes Management Services
www.healthofyourbusiness.com
Jeff Yaniga

By the end of this session…
I. Navigate Twitter
II. Speak “Twitter”
III. Learn how the big brands are using Twitter
IV. Find Tweeple locally – friends, prospects,
customers and competitors
V. Have ideas for things to post
VI. Know some of the do’s and don’ts
VII. Have an outline for a daily “Twitter” Plan

Jeff Yaniga

What is Twitter?
I. It’s a one way mirror.
II. Networking Event that you can attend while
wearing your Snuggie.
III. Beachcombing for those one or two really
good shells.
IV. Your own personal “I Have A Dream”
speech.
V. A place to sell your Sham Wow, your Slap
Chop or your Scooter Chair.
VI. A newspaper filled with only the articles you
like.
Jeff Yaniga

Jeff Yaniga

FRIENDLY REMINDER

“Cisco just offered me a job! Now I have to weigh
the utility of a fatty paycheck against the daily
commute to San Jose and hating the work.”

Jeff Yaniga

FRIENDLY REMINDER

“Who is the hiring manager? I’m sure they
would love to know that you will hate the work.
We here at Cisco are versed in the web.”

Jeff Yaniga

Navigating Twitter
• Five Things You Need to Know:
– How to sign up
– How to set up your account – minimum
– How to follow others
– How to reply to others
– How to post
• BONUS: How to shorten URL’s to make
them more Twitter friendly.
Jeff Yaniga

How to sign up: Start at www.twitter.com

Jeff Yaniga

How to set up account: Minimum

Jeff Yaniga

Following Others on Twitter
• When you follow others, their posts are fed
to your Twitter home page.
• You can choose to “Un-Follow” at any
time.
• Many feel it is good form to automatically
follow those who follow you. (Many don’t)
• EDITORIAL: If someone follows you,
check out their “voice” and then decide.
• The mechanics of “following” and “reply”:
Jeff Yaniga

Back to Business…..the Reply

Jeff Yaniga

Starting Conversations

Jeff Yaniga

Building rapport …

Jeff Yaniga

FRIENDLY
REMINDER

RT @ChuckColton “Imitation is the sincerest
form of flattery.” (1820)

Jeff Yaniga

The ReTweet – a.k.a. RT
• Once you follow others, you will get a
steady stream of relevant feeds.
• Selectively “ReTweet” relevant content.
• Copy and Paste the post you like into your
Update box along with the letters RT and
@ORIGINALPOSTER

Jeff Yaniga

The “ReTweet”

Jeff Yaniga

Finding People to Follow

Jeff Yaniga

Case Studies
Gartner Research
• Direct – the company uses Twitter as a
Marketing or Public
Relations channel.
• Indirect – employees post as individuals, the
company reaps
the “benefit”.
• Internal – employees communicate with each
other on internal projects.
• Inbound Signaling – Savvy companies use
Twitter signals to get early feedback about
issues and ideas. Jeff Yaniga

Case Studies
• Starbucks
• Carnival Cruise
• Comcast
• Oprah

Jeff Yaniga

Carnival Cruise
• Method: Direct, Internal Signaling
• Tweets: Customer Service,
Announcement, Crisis Management.
(Imagine running Cruise site during
H1N1.)
• Personality: Fun and on-brand.
• Staffed by: Social Media Strategist

Jeff Yaniga

Carnival Cruise
• Metrics: Referrals, Conversions
• Other Social Media Channels: Forums,
Blogs, FaceBook, You Tube Channel, etc.
• Twitter Followers – January 2009: 691
• Twitter Followers – May 2009: 5,925

Jeff Yaniga

Converse with customers … and sell

Jeff Yaniga

Communications

Jeff Yaniga

Separate signal from noise

Jeff Yaniga

Starbucks
• Method: Direct, Internal Signaling
• Tweets: Fire fighting, problem solving,
announcements,
idea collection
• Personality: Attentive, caffeinated.
• Staffed by*: Former Barista, Brad Nelson
• Origin: My Starbucks Idea
• Twitter Followers – January 2009: 30,270
• Twitter Followers – May 2009: 181,766

Jeff Yaniga

Idea Collection

Jeff Yaniga

15 Minutes Per Day - Checklist

I. Take a genuine interest in others by reading
their feeds, looking at their websites and
praising publicly. Criticize privately.
II. Virtual Coffee: Twitter Search your
competition for ideas at the start of every day.
Follow if available.
III. Beat the Lunch Coma. Twitter Search your 80
/ 20 Customers (or Customer’s Industry)
EVERY DAY at noon. Follow if available.
IV. Every time you search via Google, search via
Twitter. Tweet questions if Twitter search
yield results.
Jeff Yaniga

15 Minutes Per Day - Checklist

V. Find your related Association on Twitter and
spend five minutes per day reading posts and
articles.
VI. Find Associations related to your customers
and follow them.
VII. READ YOUR TWITTER FEED. You have
now taken the time to follow others for good
reasons. Spend time every day reading what
they post and commenting when you have
something relevant to add.

Jeff Yaniga

Thank You!
• Interested in an “Advanced Twitter for
Business” Workshop? Email me at
jeffrey.yaniga@pb.com
• There’s much more to Pitney Bowes
Management Services than you think. Check
out our website at:
• Follow me on Twitter at
www.twitter.com/myworkaccount

Jeff Yaniga

Twitter for Business - Florida Direct Marketing Association

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