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Laura “@Pistachio” Fitton CEO/Founder – oneforty Co-author – Twitter for Dummies Small Business, Social Business. star%ng with Twi-er 1. Why? 2. How? 3. What NOT to do. 4. Find the right tools. 5. Keep it all together.
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Page 1: Small Business... Social Business, starting with Twitter

Laura “@Pistachio” FittonCEO/Founder – oneforty

Co-author – Twitter for Dummies

Small Business,Social Business.star%ng with Twi-er

1. Why?2. How?3. What NOT to do.4. Find the right tools.5. Keep it all together.

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“by consistently touchinga tribe of people withgenerosity and insight,she’s earned the right tolead”-Seth Godin, Tribes

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Small Business,Social Business. star%ng with Twi-er

1. WHY?

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Why 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%)

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“Just for PR & MarkeAng, right?”

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

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

• Build community• Earn social capital• Networking

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“Everything email touches…”

• Decentralized teams• Employee support• Mentoring• Problem‐solving• Purely social• Knowledgemanagement

• Sourcing soluAons

• Events backchannel• Research• CollaboraAon• InnovaAon• RecruiAng• Best pracAces• Project status

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Small Business,Social Business. star%ng with Twi-er

2. HOW?

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Listen.Learn.Care.Serve.

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Listen.

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SMM Surveyhttp://bit.ly/bestsmmtools

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SMM Survey

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

• Try new stuff. Repeat.

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Care.Your Mother Taught You How To Tweet

1. Dress nicely– Background & avatar

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

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

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Manage Customer Rela%onships• Get involved where customers already are• Build relaAonships and keep in touchthroughout the Customer Lifecycle

     ‐‐ save searches, track deals, managecontacts & projects

• TIP: Try a Social CRM tool with manydifferent integraAons

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Care.

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

white papers & webinars• Cover things your prospecAve customer cares

about and needs to know.• Tool Ap: 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!” ‐@jeearvis

• Resist “NIH” (not invented here) don’t try to generateall the content yourself

http://14t.me/curatecontent

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Small Business,Social Business. star%ng with Twi-er

3. What NOT to do.

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We Need More Followers!Clickthrus?

Fans?

Friends?

Traffic?

Klout?

InfluenAals?

SOMETHINGS? Right? Don’t we? Hello?

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You Need Business Objec6ves.

Then, measure what you’re actuallytrying to do.

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We Need Social Campaigns!

not so much.

Invest in Social literacy.

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The ROI is Unproven!

+

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The ROI is THERE

• Track conversions from socialmedia

• Build and track relaAonshipsand leads

• Track conversAons with in‐page analyAcs

• Retain customers and createfans

• Save costs ‐ customersupport, lead generaAon

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Small Business,Social Business. star%ng with Twi-er

4. Find the right tools

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Learn More…

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Learn More…

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Toolkits…

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Small Business,Social Business. star%ng with Twi-er

5. Keep it all together

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http://bit.ly/socbasebeta

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Everything in one place.Any tool. Any workflow.

• Brings order and expertise immediately

• Customizable and programmable

• Expert training wheels for socialprojects

• Brings scale and collaboration fromone desktop

BENEFITS

SocialBase.