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![Twitter’s Audience
Age Gender
160 136 119
Index Index Index
Education Income
Attended Grad School HHI > $100K
159 Index vs. U.S. Internet (21%) 111 Index vs. U.S. Internet (23%)
Source: comScore [P] Twitter.com in the U.S.,June 2011. For all metrics but education: Media Metrix, Base: P2+.
For education metrics: Plan Metrix, Base A18+. (Education metrics are not available in Media Metrix, Base: P2+) 6](https://image.slidesharecdn.com/twitter101forsmb-111220123337-phpapp01/75/Twitter-101-for-Small-Business-6-2048.jpg)
![The Basics (continued)
• What’s a DM (direct message)
• RT or "retweet"
– Example:
RT @OfficeArrow – Slick statistics - Small Business
OR Stuck in Neutral on Social Media [Infographic &
Report]… officearrow.com/….
13
13](https://image.slidesharecdn.com/twitter101forsmb-111220123337-phpapp01/75/Twitter-101-for-Small-Business-13-2048.jpg)
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Twitter 101 for Small Business
The document provides an overview of Twitter's role for small businesses, discussing its user demographics, engagement strategies, and influence on purchase decisions. Key topics include setting up a Twitter account, understanding follower behavior, and effective tweeting practices to engage an audience. Additionally, it highlights Twitter etiquette and offers planning points for businesses looking to integrate Twitter into their marketing strategy.
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Twitter 101 for Small Business
- 1. Twitter 101 for SmallBusiness: What Every Small Business Needs to Know #OASocial
- 2. I’m Hakan. Hakan Degirmenci Ilona Olayan [email protected] [email protected] @hakansf @eyelona www.twitter.com www.socialstrategy1.com 2
- 3. State of Social Mediain Small Business 3
- 4. Today’s Topics • Twitterby the Numbers – The Basics, Stats, What It Means To You • How to integrate Twitter into Your Overall Marketing • Twitter Etiquette and the Most Engaging Tweets • Twitter User Behavioral Patterns Like Why Users Follow Brands and How Twitter Influences Purchase Decisions. 4 4
- 5. Twitter by theNumbers 100M+ Registered Accounts 600K+ New Accounts / Day 250+ Million Tweets per 2006 2011 day 1,000,000,000 Then: 3 years, 2 months, 1 day Now: every 4.5 days 5
- 6. Twitter’s Audience Age Gender 160 136 119 Index Index Index Education Income Attended Grad School HHI > $100K 159 Index vs. U.S. Internet (21%) 111 Index vs. U.S. Internet (23%) Source: comScore [P] Twitter.com in the U.S.,June 2011. For all metrics but education: Media Metrix, Base: P2+. For education metrics: Plan Metrix, Base A18+. (Education metrics are not available in Media Metrix, Base: P2+) 6
- 7. Useful Communication toolthat allows you to interact with people around the world No one needs I don’t need I don’t care to know to know that what other what I am John is people are doing! heading to doing! the restroom. 1. short message to a bunch of people publicly 2. short message to a specific person publicly 3. Short message to a specific person privately 140 character limit 7 7
- 8. Twitter is Faster Thanan Earthquake 8
- 9. Setting Up anAccount 9
- 10. Setting Up anAccount 10
- 11. 1 2 4 3 11
- 12. The Basics • Are you twittering, twitting or tweeting? • Followers, Following, and Friends? • Using a @username (@officearrow) • What’s a hashtag (#)? Tweets 12
- 13. The Basics (continued) •What’s a DM (direct message) • RT or "retweet" – Example: RT @OfficeArrow – Slick statistics - Small Business OR Stuck in Neutral on Social Media [Infographic & Report]… officearrow.com/…. 13 13
- 14.
- 15. The Power ofa Follow A signal of interest and intent Are you more likely to buy since 67% becoming a follower/fan? 51% Are you more likely 79% to recommend since becoming a 60% follower/fan? Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey 15
- 16. Understanding Followers - whatthe research says 1) Why do Twitter users follow brands? 2) How does Twitter influence followers’ attitudes and behaviors towards brands? 3) How does Twitter influence purchase decisions? 4) How many Twitter users follow brands? 16
- 17. Reasons Twitter usersfollow brands Reasons to follow a brand on Twitter % of respondents Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter” 17
- 18. Twitter followers aremore likely to recommend and take action Twitter usage outcomes compared to non- followers Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter” 18
- 19. Twitter influences retail purchasedecisions 2 in 3 Users Say Twitter Influences Purchases % of respondents, n=525 35 30 28.6 25 25 20 19.4 15 14.5 12.5 10 5 0 Not at all influential Not very influential Influential Somewhat influential Extremely influential Source: Compete Online Shopper Intelligence, Spring 2011 19
- 20. Most Twitter usersfollow five or more brands Number of brandsbrands US Twitter Users US Twitter Users, Aug 2011 Number of they follow according to Follow, August 2011 51+ 8.2 31-50 3.4 21-30 9.8 11-20 17.8 6-10 19.6 1-5 30.6 None 10.6 0 5 10 15 20 25 30 35 Note: n=500. Source: Lab42 survey as cited in company blog Aug 2011, republished by eMarketer 20
- 21. How to Useit For Business • Develop and promote your business • Interact with your customer base offering deals, specials or simply service • Track what people are saying about your company and brand • Create buzz around upcoming events • Empower employees to act as liaisons to the public • Develop direct relationships with bloggers and/or journalists for potential PR placement 21
- 22. Plan your work and work your plan How do you apply the uses of Twitter to your business?
- 23. Twitter Planning: 10 Pointsto Consider 1 – Goals 6 – Schedule 2 - Messages to Followers 7 – Frequency 3 - Hashtags / Topics 8 - Tone 4 – Keywords 9 - Tactics 5 - Phrase 10 - Listen 23
- 24. What to TweetAbout 24
- 25. Secrets to Success Whatare the most engaging Tweets? Link 98% included links for deeper engagement 72% used hashtags to brand the Hashtag conversation Real-Time 70% featured new, up-to-the minute content 40% used direct calls to action (“Click Call to Action here”) Exclamatory! 40% were exclamatory in tone (used “!”) New Product 38% announced the launch of a new product Ask a Question 24% asked a question Game-Related 22% related to a game or contest Source: Twitter Internal Data, Q410 – Q211. 25
- 26. Twitter Etiquette 1. Maintaina complete and current bio 2. Don’t shorten your URL or web address on your bio page 3. Investigate all links you plan on re-tweeting 4. Don’t spam your followers 5. Use good manners, just like in the offline world 6. Do not DM anything that may appear as spam 7. Stay away from controversial subjects 8. Don’t buy into personal or business attacks, if they occur – there’s one in every crowd, and Twitterville is no exception. 9. Have fun and make money! 26
- 27. Coming Soon 27
- 28. Melanie Williams [email protected] @officearrow www.officearrow.com Hakan Degirmenci Ilona Olayan [email protected] [email protected] @hakansf @eyelona www.twitter.com www.socialstrategy1.com 28