Fitton preconf keynote realtime ny june 2011

Social Business… Starting with Twitter

Founder/CEO oneforty.com

How Did THAT Happen??!!

“Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead”

-Seth Godin, Tribes

So Twitter…

What’s the Big Deal?

Global Sensing and Signaling Network

The Message is the Influencer.

Any to Many

Only connect!- E.M. Forster

People with more connections have more

options

What does it Do?

Top Reasons Consumers Follow Brands• Updates on future

products (#1: 38%)• Stay informed about

company activities• Discounts and

promotions • Updates on upcoming

sales • Samples/coupons

CoTweet ExactTarget 2010

• Fun/entertainment • Exclusive content • Learn more about the

company • Show others my support

for the company• Share ideas/provide

feedback (#10: 20%)

• Marketing• Advertising• PR/word of mouth• Social CRM• Sales• Contests & offers• News & trends• Customer Service

• Brand Monitoring• SEO & Traffic• Promote events• Create & share

content• Build community• Earn social capital• Networking

“Just for PR & Marketing, Right?”

• Decentralized teams• Employee support• Mentoring• Problem-solving• Purely social• Knowledge

management• Sourcing solutions

• Events backchannel• Research• Collaboration• Innovation• Recruiting• Best practices• Project status

Everything Email Touches, Social Will

Influence (was)

Attract attention to yourself

Influence (is)

Provide attention & value to others

How Does it Work?

Listen.Learn.Care.Serve.

SMM Surveyhttp://bit.ly/bestsmmtools

SMM Survey

Listen.

Learn.• Act on what you’re hearing• Shine a light on others’ ideas• Innovate• Measure and notice what’s working• Apologize when you screw up• Encourage your team to explore and

take risks• Try new stuff. Repeat.

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Care.Your Mother Taught You How To Tweet1. Dress nicely

– Background & avatar

2. Introduce yourself– Complete profile, link on your site

3. Be a good conversationalist– Listen. Respond. Be relevant. Be useful.

Manage Customer Relationships• Get involved where customers already are• Build relationships and keep in touch

throughout the Customer Lifecycle -- save searches, track deals, manage

contacts & projects• TIP: Try a Social CRM tool with many

different integrations

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Care.

Serve.Create great content• Twitter streams, Facebook pages, blogs, ebooks,

white papers & webinars• Cover things your prospective customer cares

about and needs to know. • Tool tip: Try Disqus for blog comments:

– encourage social sharing– engage prospects – organize email addresses

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Serve.Curate great content• Be a one-stop-shop for everything customers need• “Do what you do best and link to the rest!” -@jeffjarvis• Resist “NIH” (not invented here) don’t try to generate

all the content yourself

http://14t.me/curatecontent

Myths/What NOT to do.

We Need More Followers!Clickthrus? Fans? Friends? Traffic? Klout? Influentials?SOMETHINGS? Right? Don’t we? Hello?

You Need Business Objectives.

Then, measure what you’re actually trying to do.

We Need Social Campaigns!

not so much.

Invest in Social literacy.

The ROI is Unproven!

+

The ROI is THERE

• Track conversions from social media

• Build and track relationships and leads

• Track converstions with in-page analytics

• Retain customers and create fans

• Save costs - customer support, lead generation

Right tasks. Right tools.

Learn More…

Learn More…

Confused?

• 1000+ how-to guides

http://oneforty.com/i/toolkits• Add YOUR company’s story

Toolkits…

http://bit.ly/socbasebeta

Introducing… SocialBase

Everything in one place. Any tool. Any workflow.

• Expert training and guidance

• Customizable workflow management

• Brings order and expertise immediately

• Company wide scale and collaboration

BENEFITS

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http://bit.ly/socbasebeta

Thanks!