LocalVox How to Use Twitter to Drive Local Business Strategies, Case Studies and ROI
New Cycle of Engagement Marketing Search (SEO), Yelp, Google+ Local, mobile apps, directories, social media Brand, website, reviews, content Deals, events, calls to action Email, social media, blog Deals, loyalty programs Social media, FourSquare, Yelp, Google+ Local, Twitter
Twitter is an Opportunity & an Expectation 300,000,000+ People 250,000,000+ Tweets/day 93% of consumers believe a company should have a social media presence 2 85% of consumers believe a company should interact with it s customers on social media 2 11% of a local businesses next hire will be a social media manager 3 170% annual growth 2 Cones Business in Social Media 2011 3 Streetfight Mag 2011
Twitter is a Cocktail Party Talk to everyone who talks to you Listen for conversations you want to insert yourself into Talk about your story at the right times
Twitter is A great way to get customer feedback An extension of your customer service A way to network with groups and communities A channel to identify prospective customers And yes, a PR channel
But Don t Be This Guy Buy this. Buy that. Buy now. Look a sale. Buy this, it s new. Buy this it s a value. Buy this it s great. You should buy now. BUY! BUY! BUY!
Doing It Right Requires Effort & Time
Growth is Slow Early On Exponential growth looks flat early on
What to Tweet The right first question might be how should I respond to people, but Show off your expertise Share information that makes them feel special Secrets of the business, first access to special events, etc. Do not over-share! How often do you think your customers want to hear from you? Tip: Remember that only 20% of your followers will see any one post. Repost and reuse. But never sequentially.
Yes Offer a Deal It s often less than the cost of acquisition and measurable Reward loyalty & sharing Marketing to existing customers is 8x more cost effective! Foursquare check-ins Twitter positivity Focus where it helps you most Focus on off hours / days Less popular products, new products that need awareness Reward sharing
Retweet Often There are no original ideas, just original people. Barbara Grizzuti Harrison
Hashtags Are Your Friend Hashtag is like a keyword, makes it easier to be found Use in the #context of your #Twitter posts
What s the Right Time to Post? Typically most engaging between 1-4. Don t worry you can schedule Tweets through most tools. Use Buffer or Tweriod for more advanced analysis and mgmt
Target Local Consumers Interest-based searches Business-related searches
Finding Influencers We use Twellow, WeFollow and Technorati Follow or search relevant hashtags or use Hashtweeps Look at competitors and who they follow and who follows them
Engaging Influencers RTs are ok @mentions are better, but you need to do more Research what they talk about before engaging Trick #1: Setup a list of influencers and search the list for? Find any way to add value to them to get on their radar Trick #2: Invite them in. Have a blogger/influencer event
Get Listed, Find Competitors Use Listorious to find local lists that can expand your reach Reach out to curators to get included Find competitors to follow Lists are not used that often but good for one time setup /research
Great Tools for Twitter Mgmt Just like email, shading shows unread suggestions that I should review Follow this person back because they are influential Respond to this person because they mentioned you Simple to use Social Inbox Email notifications and email back Action oriented Connects EVERYWHERE (FB, Yelp, Tumblr, LinkedIn, YouTube, Flickr, Wordpress, etc.)
Look at Engagement & Growth
Other Tools That Are Solid SproutSocial (We Use as Part of SRM) Connects to multiple accounts (FB, Twitter, LinkedIn) Good for multiple accounts, approvals Great analytics Starts at $9 per month Hootsuite Connects to multiple accounts (FB, Twitter, LinkedIn) Free version Good analytics Starts at Free Tweetdeck Twitter-only but does it well Column-based tracking. Great for following searches Analytics very weak Free
Other Helpful Twitter Tools Tweetchat cool tool for creating Twitter chats organized by hashtag Buffer, Tweriod When to post, auto-scheduling Tweepi, Wefollow, Refollow Manage the following and unfollowing of your Tweeps Technorati,Twellow, Twitter Search - Influencer discovery Listorious Find lists to be included on Here s an organized list for research purposes: http://dailytekk.com/2012/03/19/the-top-100-twitter-tools-of-2012-categorized/
Simple Twitter Playbook Follow and RT people you want to follow you back à Influencers Use lots of hash tags Regular Content mix Tweets, RTs, @replies, @mentions Respond to everything Promote other channels like FB, especially on DM thanks for follows
Online Marketing Is Too Complex Life was simple when all I had to do was buy a yellow pages ad Tracey Frost, CEO Citibabes A kid s playspace My website is hard to update SEO changes all the time SEO Consultants are expensive What do I do when Google changes their algorithm? It s hard to message my loyal customers Traditional local advertising is expensive and expires Social Media seems like a full time commitment There are too many directory listings to manage I don t have time to deal with multiple vendors Help!
Time Is Your Most Precious Resource Leverage Great Tools Social Media (Postling, Sprout Social, Hootsuite) Email (Constant Contact, Mailchimp) Local Directory Optimization (egumball, Yext) Or Better a Single Platform (LocalVox) Find Partners Who Have Great Service & Education
Your Local Internet Marke=ng Solu=on Let Us Know How We Can Help You! www.localvox.com Tel: (646) 545-3400 Fax: (917) 591-2488