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A presentation on: . Twitter: It’s Not Just for Bored Celebrities. by Kalena Jordan Search Engine College. Who the heck is Kalena Jordan?. One of the first people to offer Search Engine Optimisation services in Australia/NZ, back in 1997.

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  1. A presentation on: Twitter: It’s Not Just for Bored Celebrities by Kalena JordanSearch Engine College www.searchenginecollege.com

  2. Who the heck is Kalena Jordan? • One of the first people to offer Search Engine Optimisation services in Australia/NZ, back in 1997. • In 2004 I co-founded the online search marketing training institution SearchEngineCollege.com. • I’ve been blogging about search since 2002 and currently author an “agony aunt” style search engine advice column at www.Ask-Kalena.com and I blog at SiteProNews.com • From skeptic to Twitter *Power User* [@kalena]. Rely on it almost entirely for industry news & business leads. www.searchenginecollege.com

  3. Audience Question: • Hands up – how many of you are Twitter users? • Keep hand up if you use Twitter once/month or more. (below average) • Keep hand up if you use Twitter once/week or more. (average) • Keep hand up if you use Twitter once/day or more. (above average) • Keep hand up if you use Twitter once/hour or more. (power user) • Keep your hand up if you use Twitter more than once/hour… www.searchenginecollege.com

  4. www.searchenginecollege.com

  5. Key Twitter Facts • Twitter.com – free signup • Founders are ex–Googlers Evan Williams and Biz Stone. Launched March 2006. • Fastest growing community site on web. • 1,382% growth in 12 months to Feb 09. • The largest user group is 35-49 year olds. • 50 million tweets a day being sent. Source: Neilsen www.searchenginecollege.com

  6. Key Twitter Moments • Mumbai terrorist attacks. • Oprah’s on-air tweet. • Ashton Kutcher beats CNN to 1m followers. • Plane ditches in Hudson River. • Michael Jackson dies. • Kanye West steals Taylor Swift’s limelight. • Earthquakes / tsunamis in Samoa & Indonesia www.searchenginecollege.com

  7. Ok, so lots of celebrities are on Twitter and it’s great for breaking news. But is it useful for business? Are NZ businesses actively using Twitter? Is Twitter Useful for Business? www.searchenginecollege.com

  8. Air New Zealand @flyairnz Telecom NZ @telecomNZ Best Blooms @bestblooms Spagalimis @spagalimis Epic Beer @epicbeer Mr Vintage @mrvintage Ponoko @ponoko Wine Vault @TheWineVault Hell Pizza @HellPizza666 Te Papa @Te_Papa All Blacks @allblacksrugby NZ Rugby @NZRugby Vodafone @vodafonenz Book a Bach @bookabach Orcon @orcon Tourism NZ @PureNewZealand TV3 @tv3nz ASB Bank @ASBBank Google NZ @googledownunder NZ Herald @nzherald Some NZ Brands on Twitter www.searchenginecollege.com

  9. NZ Personalities on Twitter • John Key @johnkeypm • Rhys Darby @rhysiedarby • John Campbell @johnjcampbell • Paul Holmes @paul_holmes www.searchenginecollege.com • not indexed by many search engines now • use keyword phrase combinations where possible (don’t dilute the relevancy by adding more words than necessary)

  10. Audience Question: • How many of you use Twitter for your business? (Survey) www.searchenginecollege.com

  11. www.searchenginecollege.com

  12. Conversation is a powerful, persuasive business tool. Twitter is where the conversation is happening. People are already talking about your brand. Placing your business on Twitter is like being at the water cooler, handing out the cups. Twitter allows you to engage directly with customers and potential customers in real time in front of an impressionable public. It’s fun! As an effective advertising tool, the dusty old Yellow Pages seems prehistoric in comparison. Why Twitter is Good for Biz www.searchenginecollege.com

  13. Manage & contribute to your online reputation. Interact and engage with your customers. Help and offer solutions. Offer incentives to buy / sign up. Give your brand a personality. Virtual PR and marketing activities e.g. Vodafone Real time competitions e.g. *Find Ms Parker* Learn from your customers. Adapt accordingly. How Do Businesses Use it? www.searchenginecollege.com

  14. Reserve your Twitter name ASAP e.g. @Google Connect your account with a logical email address. Template your Twitter page to match your brand (e.g.) Assign a staff member to monitor /use the account daily. Create keyword alerts (TweetBeep / Google) and assign someone to process and respond to them. Flesh out your Twitter profile for viewers. Set goals for your Twitter channel and review / revise them regularly (# of followers, # of tweets, links posted). Design a dedicated Twitter landing page (e.g.) Set Up Your Brand on Twitter www.searchenginecollege.com

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  16. <Back www.searchenginecollege.com

  17. www.searchenginecollege.com

  18. Silicon Valley pizza chain Tony & Alba @tonyalba_pizza Used keyword tracking & Twitter Search tool to monitor conversations on Twitter for the keyword *pizza*. Noticed a local tweeting to his buddy suggesting their families visit a particular pizza parlour. Tweeted to them suggesting Tony & Alba’s instead. Further away, but gave incentive of reserving table and providing free soft drinks for the whole family. RESULT = future business from 2 families & those who observed Twitter conversation. Case Study – The Pizza Win www.searchenginecollege.com

  19. Mexican restaurant chain Costa Vida @CostaVida Utah store sent a one-day-only offer for a free sweet pork burrito to their 80 followers. Offer required electronic coupon sent to cell phone. Followers tweeted/txted offer to THEIR followers & so on. More than 2,500 people inundated Costa Vida’s Utah restaurant looking for their free burrito. RESULT = demand outstripped supply and burritos were gone in first hour. Costa Vida spent several days fulfilling promise to coupon holders. WIN or FAIL? Case Study – The Burrito Fail www.searchenginecollege.com

  20. So there are plenty of Twitter users. But are they really interested in connecting with businesses? How do end-users interact with brands on Twitter? (Survey) Is Twitter Used by Customers? www.searchenginecollege.com

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  22. 63% of poll respondents conversed with a company on Twitter. Nearly half of those people had an issue to resolve with the company they contacted. Represents huge potential for customer retention. Direct, instant feedback via tweets is cheaper and more accurate than market research. Twitter account can replace or supplement help desk and customer support lines. Size of business is irrelevant. It’s free advertising! Why Twitter Works for Business www.searchenginecollege.com

  23. Tweet regularly! Don’t do this. Follow people, interact, offer incentives or guidance. Be polite and helpful. Take any heated conversations to DM. Refrain from sales speak and self promotion. Be human not corporate. Let personality shine through. Don’t push your brand, wait for people to pull it. Be careful using auto-tweet & auto-follow tools. Don’t use auto-responder tools. Non sequitur! (e.g.) Twitter Business Etiquette www.searchenginecollege.com

  24. Tweet Regularity FAIL <Back www.searchenginecollege.com

  25. Auto Tweet Response FAIL www.searchenginecollege.com

  26. Auto Tweet Response FAIL www.searchenginecollege.com

  27. Main account @secollege, several accounts for specific course disciplines e.g. @learnseo, @learnppc etc. TweetBeep.com alerts to monitor keywords and phrases e.g. “seo course”, “learn adwords”, “seo certification”. Monitor alerts regularly via Gmail & filter them manually. Tweet @replies to those persons suggesting our courses as alternative to offline training & competitors. (e.g.) Tweet lesson updates, competitions like #findMsParker. RESULT = Qualified leads produce more enrolments. Interactivity creates sense of community for virtual campus. Case Study–Search Engine College www.searchenginecollege.com Next>

  28. Case Study–Search Engine College <Back www.searchenginecollege.com

  29. Case Study–Search Engine College <Back www.searchenginecollege.com

  30. Human Tweet Response WIN www.searchenginecollege.com

  31. Human Tweet Response WIN <Back www.searchenginecollege.com

  32. Saw a special tweeted by Auckland florist @BestBlooms Placed order, received a call confirming same day delivery Bouquet arrived but wasn’t quite as expected. (e.g.) I let Best Blooms know via DM I was disappointed & they apologised via public tweet. Case closed? Next day a replacement bouquet & box chocs arrived (e.g.) RESULT = Customer disappointment became customer delight and earned a blog post, lots of Twitter RTs and personal recommendations. Customer service WIN. Case Study – The Free Bouquet Next> www.searchenginecollege.com

  33. Expectations Not Met <Back www.searchenginecollege.com

  34. Expectations Surpassed “This was how it was supposed to look! Our mistake. Sincere apologies Best Blooms” <Back www.searchenginecollege.com

  35. Auckland’s own Wine Vault uses Twitter @TheWineVault Small brand successfully leveraging social media. Jayson cross-promotes WineVaultTV, his daily video blog with special guests eg. John Campbell. Co creator of #TweetBunchNZ – live Twitter wine reviews. Tweets wine specials, competitions like #findthewine. 20%-25% of sales directly attributed to Twitter & Facebook. RESULT = Brand evangelism. Create a sense of fun around your brand to win loyalty and lots of RT’s. Case Study – The Wine Vault Next> www.searchenginecollege.com

  36. Case Study – The Wine Vault <Back www.searchenginecollege.com

  37. Final Piece of Advice www.searchenginecollege.com

  38. THANK YOU

  39. Follow Me: @kalena @secollege www.searchenginecollege.com www.searchenginecollege.com

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