Welcome

2. Welcome Twitter as an effective marketing tool

3. Our aim today… • For you to leave today with more confidence to use Twitter as an effective marketing tool… • And for those yet to use Twitter, to be convinced that it’s a good thing to do!

4. What we’ll cover… • Twitter in numbers • Setting up on Twitter • Twitter as a marketing tool • Creating meaningful content • Basic dos and don’ts • To create an account and profile • To create and send a tweet for the first timers!

5. Do you know how many followers…- and their reach? • One Direction • Lady Gaga • Visit Isles of Scilly • Your business?

6. Twitter – numbers and facts that matter • Launched in 2006 • 500 million Twitter accounts; 288 million active users • 44% growth in Twitter from June 2012 to March 2013 • Twitter’s fastest growing age demographic is 55 to 64 year olds • 21% of the world’s internet population use Twitter every month • 53% of Twitter users don’t post - but they do listen, watch and click • 53% of users are female

7. Setting up a Twitter account • Go to Twitter.com – simply follow the steps! • Make sure the @Account_Name is right for your business! • Complete the profile (and review after a few weeks) • Choose a relevant background photo • Choose the settings that work for you

12. Useful symbols / things to know • 140 characters in total – less with a link! • Hashtags (#) • #ff #tbt • DM • Starting a tweet with an @ and using a “.” • Favouriting / starring • Deleting a tweet… • Re-tweeting – ultimate goal!

13. Twitter - useful marketing tool or idle chat?

14. Twitter – useful marketing tool! • Twitter is a means to get instant public messages out to your audience • Important platform for online conversation • Your followers learn something of you and you can learn something about them. Network! • Check for the negative comments as well as positive…. You need to know • Use to support your marketing strategy!

15. Here’s the proof… • 70% of small businesses are on Twitter • 85% of followers feel more connected with a small business after following them • Twitter users are 3 times more likely to follow brands than Facebook users • 51% of active Twitter users follow companies, brands or products on social networks • 42% of Twitter users learn about products and services via Twitter • 67% of Twitter users are far more likely to buy from the brands they follow on Twitter • 37% of Twitter users will purchase from a brand they follow • 90% of users say they follow businesses on Twitter to get discounts and promos • Twitter users frequently exchange info about products and services

16. What to post? Ideas for content…

17. What to post – some ideas for content… • News about your company or products / service • Promotions and sales offers • Links to insights • to blogs, Facebook, photos, articles, websites • Events and achievements • Community stuff, your staff, general points of interest • Influential posts; industry news/research

18. Why use Twitter in business? • Create value for your customers • Get your news and information out fast • Share useful information; re-tweet; be helpful! • Watch your following grow • FANTASTIC, FLEXIBLE tool for SMEs – get the word out, network with colleagues, find new customers, win new business

19. There is a direct correlation between number of tweets and number of followers It’s about talking (not selling!) to your (prospective) customers But… don’t over do it!

20. Three elements of the Tweet • Headline – 140 characters to tempt the reader to click the link or re-tweet. Engage! • Links – Always try to include a link (photos / blog / industry research and insight etc) – take your followers on a journey • Hashtags – drive those tweets into Twitter searches and lists that are relevant

21. Compose your own tweet….. • 10 minutes • Share

22. Rules of engagement… • Dos? • Don’ts?

23. Rules of engagement • Do your research – look at what others are doing! • Do plan your approach • Do keep tweets conversational – don’t shout! • Do keep it professional • Do give your brand a personality and voice - it will make the difference! • Do take time to do about 15-20 minutes a day for social media • Do track results • Don’t go for the hard sell • Don’t use it as a vehicle to compete or bad-mouth • Don’t mislead • Don’t over-do the personal…there’s a thin line • Don’t over-tweet • Don’t under-tweet! • Don’t have a race for followers – meaningful content counts more than # tweets • Don’t take it or leave it

24. Which one - or both?

25. Hootsuite and Tweetdeck • Useful for managing Twitter accounts • Useful for research and analytics

26. To recap… • How many characters per tweet? • There is a direct correlation between what and what? • What % of Twitter users will purchase from a brand they follow? • What are the 3 elements of a tweet? • Five content ideas?

27. Have we achieved our aim? • Are you more confident about using Twitter as an effective marketing tool? • And for those yet to use Twitter, are you convinced that it’s a good thing to do?

28. Further reading and references • www.socialmediatoday.com • www.about.com • www.jeffbullas.com • www.mashable.com • @TwitterUKI_SME • Tweetdeck / Hootsuite • Google search engine!!

29. Thank you!