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The Complete Idiot's Guide to Twitter Marketing

Book Description

Twitter has tens of millions of users and its active "tweeters" and followers look to it to answer to the question, "What's happening?" Businesses both large and small can quickly and easily send out highly targeted messages to key customers using Twitter. However, simply grasping only the mechanics of Twitter and flogging a message nobody cares about isn't enough to make a measurable difference. Worse, using Twitter the wrong way can damage a company's brand. The Complete Idiot's Guide® to Twitter Marketing blends an understanding of Twitter's powerful tools and reach with marketing savvy and the key to really engaging followers and converting them to customers. It also covers new features such as the increasing importance of search engine optimization.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Contents
  5. Part 1: The Big Picture of Twitter Marketing
    1. 1 Twitter Marketing Basics
      1. A Brief History of Twitter
        1. Twitter Catches Fire
        2. Twitter as a Business Tool
      2. How Businesses Use Twitter
        1. What Twitter Can Mean for Small Businesses
        2. Twitter for Big Businesses
        3. Twitter for Marketing and Sales Professionals
        4. Making a Mental Shift
      3. How JetBlue Became a Leader in Twitter Marketing
        1. Moving from Customer Support to Marketing
        2. Secrets to JetBlue’s Success
      4. How Ben & Jerry’s Used Twitter to Promote Its Ideals
        1. Ben & Jerry’s Multifaceted Twitter Presence
        2. What Ben & Jerry’s Does Right
    2. 2 The Rewards of Twitter Done Right
      1. A Bevy of Business Benefits
        1. Twitter for Information Dissemination
        2. Leverage Word of Mouth
        3. Zappos Finds a Perfect Fit for Shoe Sales
      2. Cleaning Up by Finding Local Customers
      3. Engaging the Community with the Arizona Diamondbacks
        1. A Social Media Home Run
        2. Let’s Go #Hashtags!
        3. On the Big Screen
        4. Motivating Fans to Contribute by Sharing
        5. A Team Effort
        6. Keeping Contributors Independent—and Responsible
    3. 3 The Pitfalls of Twitter Marketing
      1. Public Relations Explosions
        1. Making a Hash of Hashtags
        2. Oops, I Shouldn’t Have Said That
        3. Public Shaming
      2. Poor Branding
        1. Sell, Sell, Sell
        2. Faking Sincerity
        3. Mistaking Follower Count for Influence
        4. Nothing Happens
        5. The Abandoned Twitter Page
        6. Lacking Engagement
  6. Part 2: Getting Started
    1. 4 Building Blocks of Using Twitter
      1. Basic Setup
        1. Choosing a Business Twitter Handle
        2. Creating Your Twitter Home Page
      2. Using Twitter Elements Properly
        1. A Look Around
        2. Understanding Hashtags
      3. Defining Your Twitter Persona
        1. Tweeting with Purpose
        2. Your Personal Brand
    2. 5 Understanding the Twitter Community
      1. Twitter Manners
        1. Using Direct Messaging for One-on-One Conversations
        2. Don’t Auto-DM New Followers
        3. Don’t Thank Followers for Following You
        4. Don’t Thank People for Retweeting You … Often
        5. The Dubious Merits of Follow Friday
      2. Engage with the Community
        1. Avoiding Heavy-Handed Selling
        2. Don’t Repeat the Same Things Over and Over
        3. Tweets Should Be Readable and Interesting
        4. Editing Tweets to Make Them Interesting
        5. Letting Your Personality Show
        6. Saying Something Original
        7. Don’t Make Your Twitter Account Only About Personality
        8. Being Trustworthy
        9. Don’t Blur Twitter with Other Social Networks
    3. 6 What to Tweet
      1. Learning to Be Concise
        1. Finding the Magic Number
        2. Maintaining Good Grammar
      2. Linking to Deeper Content
        1. Every Link Needs a Teaser
        2. Using Link-Shortening to Track Twitter Referrals
      3. Going Beyond Text
        1. Posting Media
        2. Photo Grids: Your Company’s Photo Album
      4. Who Wants Ads?
      5. It’s All About You
        1. Bragging
        2. Tweeting Company Activities
        3. Asking for Action
        4. Announcing Sales
        5. Sharing Your Knowledge
        6. Sharing Company Information
        7. Remembering to Be Human
      6. It’s All About Them
        1. Sharing Their Wins
        2. Asking for Help
        3. Making Friends
        4. Answering People
        5. Responding to Relevant Tweets
      7. It’s All About Shared Interests
        1. Tweeting About What You Have in Common
        2. Talking About Trends
        3. Sharing What You Learn
        4. Noticing the Real World
      8. Retweeting with Savoir Faire
        1. Gosh, Thanks!
        2. Adding Something of Your Own
        3. Getting Your Name Out … or In
        4. Always Giving Credit
        5. Asking for Retweets
        6. Appealing to Self-Interest
    4. 7 Finding the Right People to Follow
      1. The Community You Listen To
      2. What to Look For in People to Follow
        1. Oh No, Not Another Learning Experience!
        2. Enlightened Self-Interest
        3. Tasteful Sucking Up
      3. Finding People to Follow
        1. Using Twitter’s Search Tools
        2. Bloggers and Other Influencers
        3. Twitter Lists
        4. Curated Lists
      4. Keeping Up with the Twitter Stream
        1. How Many People to Follow
        2. Managing Twitter Overload
    5. 8 Building a Twitter Following
      1. Quality Over Quantity
        1. Your Follower Count Doesn’t Matter
        2. Monitoring Your Follower Count
      2. Getting Noticed
        1. Identify Target Followers
        2. Focus on Relevancy
        3. Tweet as Though You’ve Succeeded
        4. Start the Conversation
        5. Ask for Retweets
      3. Following Back
        1. The Electronic Holiday Card List
        2. The Follower to Following Ratio
      4. Avoiding the Spam Approach
        1. The Follow-Back Technique
        2. Push-Me Pull-You
    6. 9 The Art of the Hashtag
      1. Hashtags in Depth
        1. Identifying Shared Interests
        2. The Latest Trend
      2. Tweeting with Hashtags
        1. The Descriptive Hashtag
        2. The Twitter Sidebar
        3. Engaging in Conversations
        4. Joining a Cause
      3. Turning Hashtags into #MarketingWin
        1. Running Contests
        2. Capturing Attention
        3. Hashtags During Conferences
        4. Participating in Twitter Chats
        5. Hosting a Twitter Chat
      4. Tracking Hashtags
        1. Hashtags.org
        2. Twubs.com
        3. What the Trend
      5. Lexus: Driving Personality into a Twitter Conversation
        1. Reflecting Corporate Values
        2. Program Goals: Everybody Learns Something
        3. Bon Appetweet!
        4. Social Media Lessons
  7. Part 3: Twitter Marketing Campaigns
    1. 10 Designing a Successful Twitter Campaign
      1. Creating a Twitter Marketing Plan
        1. Setting Goals
        2. A Team Effort—Even If You Are In Charge
        3. Budgeting Time for Twitter
        4. Creating a Campaign Checklist
      2. The Information Gathering Phase
      3. The Organization Phase
        1. Using Personas to Identify Target Audiences
        2. Prioritizing Who to Target First
      4. Documenting the Campaign
        1. Setting Expectations
        2. Taking the Stakeholders to Lunch
        3. Lawyers Get Scared
        4. Designing Social Media Workflow
        5. Identifying the Front-Line Communicators
      5. Engage!
        1. Choose Your Basic Tools
        2. Establishing the Company Twitter Accounts
      6. Measuring the Results
    2. 11 Logistics of Your Twitter Campaign
      1. Defining the Campaign Scope
        1. Budgeting Time for Engagement
        2. Creating a Project Manager Role
        3. Establishing a Listening Program
        4. Automating the Listening Process
        5. Getting Tactical About Workflow
        6. Create an Editorial Calendar
      2. Twitter Tag Team
        1. Managing Multiple Accounts
        2. Transparency of Your Twitter Team
        3. Helping Followers Find the Right Account
        4. Monitoring Multiple Accounts
      3. When to Tweet
        1. How Often to Tweet
        2. Using Tools to Schedule Posts
        3. Reposting Tweets
        4. Timing Your Posts for Best Response
    3. 12 Your Social Media Team and Policies
      1. Who Owns the Twitter Campaign?
        1. Who Gets the Megaphone?
        2. New Kid on the Block: The Social Media Manager
        3. What’s Best for You?
        4. The Social Media Task Force
      2. Employee Roles
        1. The Person Who Tweets, But Tweets What?
        2. The Twitter Team Back-Office Staff
        3. Just How Big a Team Is This?
      3. Who Tweets?
        1. Appropriate Roles for Standalone Accounts
        2. Independent Voices
      4. Defining Your Social Media Policies
        1. Why You Need a Formal Policy
        2. What to Include
        3. What Can Be Said
    4. 13 Monitoring and Analyzing Your Twitter Campaigns
      1. Monitoring Your Brand
        1. Identifying What’s Important
        2. Collect Data That Helps You Make Decisions
        3. Your Analytics Team
      2. What to Monitor and Track
        1. The Minimum Data Set
        2. Why Followers Don’t Matter
        3. Twitter Metrics Checklist
      3. Making Sense of the Data
        1. Looking Beyond the Numbers
        2. Putting the Data to Work
        3. Taking Action on Monitoring
      4. The Value of Social Media Influence
        1. The New Field of Social Media Influence
        2. The New SAT Score
        3. Is Your Score Big Enough?
        4. What “Influence” Measures—and What It Doesn’t
    5. 14 Tools to Tweet and Monitor Campaigns
      1. Understanding Tool Categories
      2. Criteria for Evaluating Tools
      3. Twitter Clients
        1. CoTweet
        2. HootSuite
        3. TweetDeck
      4. Dedicated Monitoring Tools
        1. Monitoring for Free
        2. Business-Class Monitoring Tools
  8. Part 4: Tailoring Twitter to Your Business Needs
    1. 15 How Small Businesses Can Use Twitter
      1. What’s Different About Twitter for Small Businesses?
        1. Finding Influencers Just an @Mention Away
        2. The Solo Business Difference
        3. The Nimble Small Business
      2. Taking Advantage of Small Business Strengths
        1. Building a Personal Brand
        2. The Personal Touch
        3. It’s All on Your Shoulders
        4. Twitter: The Savior for the Marketing-Inept
        5. Conversing Is Easier Than Marketing
        6. Managing Your Time
      3. Finding Suppliers and Customers
        1. A Fashionable Example
        2. No PR, Just Outreach
    2. 16 How to Use Twitter in a Retail Environment
      1. What Makes Retail Different?
        1. Personal Service Is in Retail’s DNA
        2. Retail Depends on Local Word of Mouth
        3. It’s All Local
        4. A-Fordable One-on-One Marketing
      2. Tips for Retailers
        1. Give Customers a Reason to Come In
        2. Keeping the Conversation Going After the Sale
      3. Using Sales, Coupons, and Promotions
        1. Creating Trackable Promotions
        2. A Pearl of a Prize
        3. Create Incentives to Share
      4. Building on Location-Based Services
        1. The Gamification of Marketing
        2. Foursquare for Retailers
    3. 17 Using Twitter as a Customer Service Tool
      1. The Marketing Benefits of Good Customer Service
        1. The Payoffs of Public Support
        2. Dealing with Failure in Public
        3. Turning Frowns Upside Down
        4. Market Research Opportunity
      2. Customer Service Workflow
        1. Creating Cheat Sheets
        2. Interacting with the Social Media Team
        3. The Essential Customer Service Process
        4. Helping Users Know You’re Available
    4. 18 Using Twitter for Business Communications
      1. What’s Different About Twitter for MarCom
        1. A Cultural Transition
        2. The Challenge of Conversation
        3. Getting Buy-In from Company Executives
        4. A Longer-Term Plan
      2. The PR Role
        1. Twitter for Announcements
        2. Protecting the Company Name
        3. Crisis Management
        4. The Red Cross and a Healthy Response
        5. Interacting with the Press
        6. Treating Bloggers as Press
      3. Paying for Attention
        1. Follow Me! Follow Me!
        2. Buying Your Way onto Trending Topics
        3. Sponsoring Tweets
        4. Tweets Talk
  9. Part 5: Integrating Twitter into Your Marketing Mix
    1. 19 Aligning Your Twitter Strategy with Other Online Marketing
      1. Incorporating Twitter on Your Company Website
        1. Help People Find Your Social Media Presence
        2. Encourage Site Visitors to Share Your Content
        3. Removing Site Barriers to Entry
        4. Using Twitter IDs as Site Logins
        5. Displaying a Twitter Feed on the Site
        6. Including Twitter Links on Company Pages
        7. Treating Your Twitter Link as an Online Calling Card
      2. Finding Work and Workers
        1. Finding Staff Through Twitter
        2. Finding Gigs
    2. 20 Aligning Twitter with Offline Marketing
      1. Being Found
        1. At the Corner of Main Street and Twitter
        2. Emphasizing the Local
      2. Being Engaged
        1. Demonstrating Commitment
        2. Emphasizing Service
        3. Beyond “Sign Up for Our Newsletter”
        4. Reflecting Your Community Knowledge
        5. The Testing Ground
      3. Being Inspired
        1. Encouraging Community Building with Tweetups
        2. Going Big
  10. Appendixes
    1. Glossary
    2. Index