The World of Twitter Gillian Muessig Co-founder | President SEOmoz #OMSATL July , 2011
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The World of Twitter
Gillian MuessigCo-founder | President SEOmoz
#OMSATLJuly , 2011
• The Platforms• Strategy• Goals• Tactics• Hot Tips
Today’s Menu
www.seomoz.org
The Platforms
www.seomoz.org
www.seomoz.org
A Mess of SM Platforms
SMBs on social media sites doubled from 12 to 25% in 2009
SMBs on social media sites doubled from 12 to 25% in 2011
www.seomoz.org
Where Does Twitter Fit In?
Wikipedia’s Page on “Mobile Social Networks”
http://www.marketingprofs.com/charts/2011/4524/smb-twitter-use-doubles
#LovingIt :D
Strategy
www.seomoz.org
Social Media is UselessIf Your Business Processes
Aren’t Congruent
www.seomoz.org
www.seomoz.org
Things Twitter Can Do• Branding• Product launches• Community building / support• Customer service• Build your triage list• ID life cycle stages• Clue in R&D• Tell you when to pivot or die
www.seomoz.org
Branding
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Product Launches
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Community Building
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Customer Service
Image credit: http://www.catalystmarketers.com/dell-does-twitter-do-you
www.seomoz.org
Triage List
Image credit: http://www.ww-ghosts.com/html-files/medical-and-health.htm
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ID Life Cycle Stages
Image credit: http://www.maxi-pedia.com/product+life+cycle+plc
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Clue in R&D
Image credit: http://seomz.me/o5bQYl
www.seomoz.org
Pivot or Die
Goals
www.seomoz.org
www.seomoz.org
http://formulists.com/
www.seomoz.org
Success Factors• Consistency across an intelligently selected
set of platforms• Allocating sufficient resources to listen, report,
ponder, and take action on a business, as well as marketing level
• Establishing a business model that melds marketing, advertising, and customer service
What You Need to Know
• Who your audience is• Where they hang out• Where they want to hear from you• When – frequency, days, times• How – email, tweets, blogs, videos,
images, white papers, testimonials
www.seomoz.org
Don’t Start That Again!
www.seomoz.org
What d’you wonna do?I dunno. What d’you wonna do?Now, don’ start THAT again!
What d’you wonna do?I dunno. What d’you wonna do?Now, don’ start THAT again!
Twitter for SEO
• Tweets bring temporal SEO benefits• Current events• Trending Topics (google/Twitter)• Industry-specific trending topics
Search Ranking Factors
http://www.seomoz.org/blog/new-edition-ranking-factors-for-2011-live
Social Content in SERPs
www.seomoz.org
Tactics
www.seomoz.org
5 Simple Steps
• Be a Scout• Reduce Risk• Increase Confidence• Create Urgency• KISS!
http://www.siteposition.ca
Be A Scout (be prepared)• Know Your Customer
• Age• Socio-economics• Culture• Politics• Location• Weather
www.seomoz.org
Emotional Hooks
@AimClear # SMX NYC 2010
• Anger• Exclusivity• Fear• Flattery
• Greed • Guilt or salvation• Desire to be recognized• Desire to understood
Reduce Risk
• Money-back guarantee• Clear, generous return policy• Trial offers• Exchange privileges• Lease-to-buy
www.seomoz.org
Increase Confidence
• Readily available customer service
• Testimonials• Brand recognition• Manage your reputation
www.seomoz.org
Create Urgency• One time offers at signup• Time limited sales
as a business model• Woot, Groupon, etc
• Occasional time limited offers• Refer to ad motivators –
• Fear of not being first• Fear of being left behind
www.seomoz.org
KISS• Reduce # options
• Good-Better-Best• White space is your friend• Consistency
• Process• Branding• Fonts & color palettes• Corporate voice
www.seomoz.org
TacticsPaid Advertising on Twitter
www.seomoz.org
reference
reference
reference
Hot Tips
www.seomoz.org
Hot TIps
• Share more than a sentence about you• Don’t advertise in your bio!
Hot TIps
• Perfect spelling & grammar works• Nothing else does
Hot Tips
• Leave enough characters to re-tweet
Hot Tips
• Just a couple of interests,business & personal
Hot Tips
• The brain ignores negatives; write in the positive
What to Tweet About
www.seomoz.org
Mention & Link to Assets• Blogs – yours and others• Vertical market social media sites• Images / Info-graphics / Video• Deal landing pages• Press coverage / mentions / citations
www.seomoz.org
Optimize Your Blog• QDF – keep it fresh, update 3-7x week• QDR – stay on topic 90% of the time• Write for readers, SEO and SMM success
• Understand LDA• Including Video in blogs increases readership
• SEOmoz blog -• SEOmoz Whiteboard Fridays
http://www.seomoz.org/blog
Video Value• 363,762 visits to text blog posts last month
• Average time spent: 03:11 •34,000 visits to (4) Whiteboard Friday blog posts
• Average time spent of 04:54 min
• 10% traffic go to Whiteboard Friday posts• Average time on post: +2 min• More comments
http://www.seomoz.org/blog
Localize Content• Localized colloquial language includes
• Pop culture• Local slang• Local politics• Local weather• Local news
www.seomoz.org
Vertical Social Media Opportunities• WAYN• TripIt• Dopplr• SeatGuru• PhoneTag• FlyerTalk• Facebook, LInedIn travel groups• LonelyPlanet.com forums• Yelp, Urban Spoon….
www.seomoz.org
“I’m looking for a latte in Lesotho…”
Social Commerce
• Direct link between Social Media & Commerce• Success is directly related to the strength of
your community
www.seomoz.org
Tight Niche Market
www.seomoz.org
Shared Values, Shared Goals, Shared Experience
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Sense of Exclusivity
www.seomoz.org
(Think high school cliques)
Promote Inclusion – Share Info
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Encourage Discussion…but understand the differencebetween “damn it” vs “damn you”
www.seomoz.org
Customer Service IS Marketing
www.seomoz.org
Good Reading
• http:www.seomoz.org/blog• http://business.twitter.com/• http://www.twitip.com/• http://www.chrisbrogan.com/50-ideas-on
-using-twitter-for-business/
You Can Get This Presentation on…
• http://www.slideshare.net/seomom/2011-07-oms-nj-gillian-muessig-twitter-workshop
Thank-you!
Gillian MuessigPresident, SEOmoz, Inc.@SEOmom
www.seomoz.org
No, REALLY Thank-you
use code: OMS2011FREE Access to SEOmoz PRO for 45 days
www.seomoz.org
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