Recap of Twitter Strategy for Business 2010 at #grsm

The following are the 60 or so tweets I had as my presentation material for a recent talk at GRSM on Twitter Strategy for Business. I would love to post the slideshare of this presentation however it was designed as a presentation via twitter. Many of you have asked how I did it. I could not have done it with out the help of two staff members of ddm marketing & communications who posted each point as I hit it. These tweets are my content, I prewrote them and my staff only filled in 3 or so tweets where I strayed from my pre written notes.  I’ve also embedded the video for your viewing pleasure.

GRSM – Aug. 26th 2010 Paul Kortman Twitter Strategy from Grand Rapids Social Marketing on Vimeo.

Were you there? What did you think? Discuss your thoughts in the comments section below

Presentation Notes as Tweets

Getting setup for #GRSM, follow along at home or from your own laptop at @grcommfound by going here: http://bit.ly/dbXy3K

Just a couple more minutes until we start the Twitter talk at #grsm, we will be Ustreaming this for those at home, follow @grsm for link

If you don’t care about live tweeting events, or learning about #twitter use a tool to mute me: http://bit.ly/ahN902 #grsm

– @joelleo and @imaclurg from @grsm should be thanked (or bought a few beers) for creating #grsm and giving back to the community

The house is packed! Great Turnout. #grsm

For those who didn’t get the link earlier, what you see on the big screen can be seen on your screen here: http://bit.ly/dbXy3K #grsm

Paul Kortman @namtrok is starting an non-traditional presentation, using #twitter as the presentation tool #grsm http://bit.ly/dbXy3K

This is an experiment in action, we’ve taken the proper safety precautions, but this whole presentation could blow up :) #grsm

Tweet Grid Link: http://bit.ly/dbXy3K

I work for @teamddm as dir of Search & Social: We help companies navigate twitter & more on a daily basis #grsm

Gratuitous plug for @teamddm, did you know we’re hiring? http://bit.ly/1q7JX Search & Social, CSS, Proj Mgmt & more #grsm (plz RT)

I believe that #twitter is an infrastructure like the power grid. You can use it for whatever purpose. Thus, twitter as a preso tool #grsm

Pyramid of Strategy: top= Marketing Strategy, second tier includes Advertising Strategy, PR, Sales, Trad Media, Web Strategy #grsm

Everything you do should be driven by objectives which come from a strategy, this includes all SocMed, but especially Twitter #grsm

Pyramid of Strategy: Whiteboard pic, Marketing Strategy http://twitpic.com/2i1cls #grsm

Under Web strategy (Tier 3 of Pyramid of Strategy) is Conversion Strategy, Content Strategy, and Social Media Strategy #grsm

Ever thought about a conversion strategy for your website? What are you trying to get your users to do? How does it help your biz? #grsm

Pyramid of Strategy: Tier 4 under SocMed Strat: Blog, Facebook, Twitter, 4Sq, Tumblr, Flickr, YouTube, <–All are Strategies #grsm

Question for you to ponder: What are you doing with your web presence? #GRSM

Pyramid of Strategy: Whiteboard pic, Web/Social Strategy http://twitpic.com/2i1co3 #grsm

And finally Tier 5 under Twitter Strategy – Listen, Objectives, Voice, Content Strat, Follower Strategy, Integration Strat, & Tools #grsm

Pyramid of Strategy: Whiteboard pic, Twitter Strategy http://twitpic.com/2i1cql #grsm

Pyramid of Strategy: Whiteboard pic, Whole Pyramid: http://twitpic.com/2i1cjm #grsm

I’m going to skip over Listen as a strategy, all I’ll say is you’ve got to listen first. I’m assuming you are or have done this. #grsm

Objectives flow from Marketing Strategy all the way down to Twitter Strategy, are you selling hammers? or pimping a non-profit #grsm

Example Objectives for Twitter Strategy: Sell Tickets, brand awareness, buzz generation, Publicity prep, customer support and more #grsm

Example Objective: Product Awareness, focus around a topic like better eyesight, this drives content and follower strategy too. #grsm

Easter Egg: http://bit.ly/bCHsxF #grsm

Voice was covered last year http://bit.ly/936nOi Personal/Person, Person behind the brand, & the brand #grsm What is your voice on Twitter?

New thoughts or ideas on voice for twitter strategy? #grsm Are you going to be hip, stale, conversational, self-focused or what?

How many retweets, original content, replies, and marketing are you going to post? #grsm

I recommend: 40% original content, 40% other’s content and 20% (or less) ads/marketing speak #grsm

Social Media is a multidirectional platform. DO NOT be 100% marketing, or 100% one-way. Dialog, Dialog, Dialog. #grsm
Want to know how to create content that will “go viral” or at a minimum get retweeted? checkout @danzarrella now working for @hubspot #grsm

Questions to ask in a content strategy: ratios, do you RT? Content scheduled? Editorial Calendar? What value are you offering? #grsm

So many brands get it so wrong with 90% marketing speak 10% “hey i’m going to talk to someone” #grsm

Editorial calendars help plan what you’re going to say on Twitter… it’s not bad to plan #grsm

We all want Followers, but you’ve got to have the right followers, total numbers mean nothing if they are not in your target market #grsm

Tools to help in building follower base: @followerwonk, @socialoomph, @tweepsearch, @PeopleBrowsr, @twittersearch, & more #grsm

Automation can only do so much, the old school methods still work the best, hand following, @ replying and unfollowing non followers #grsm

It is really hard to follow 100 people manually…. use tools #grsm

Some clients have taken > year to break the 1,000 follower mark, others have broken 2,000 in 6 months. Depends on target Audience #grsm

Easter Egg: http://bit.ly/crDDGm #grsm

It’s not about the follower number, it’s about reach, dialog, and engagement of followers. Success is not measured in follower count #grsm
If success were measured by follower count @ladygaga should be today’s speaker, > 5 Million followers and less than 500 tweets #grsm

Key in Follower Strategy: find the right accounts to follow through keyword/topic/geo-based searches, like “Venture Capitalist” #grsm

Also possible to do a contest, give-aways based on hashtag, dialog, or following. <– These are more difficult to gain adoption #grsm

Contests to gain followers work well if you have a large base of engaged followers already or can engage influencers #grsm
Short and Simple what other social networks are you going to integrate to your twitter presence? #grsm – this is your integration strategy

Example integrations: YouTube, Blog, RSS feed, Delicious, Feed Reader, Facebook, Tumblr, Posterous, 4sq, flickr, linkedin, etc #grsm

Choose your integration wisely #grsm

Be careful with Integration of other SocMed content as they can be annoying, and they can mess up, automation is not always best #grsm

You have to have a strategy with what tools you are going to use. Don’t use a tool just cause the twitterati use it. #grsm
Too many tools to mention, but @oneforty from @pistachio has the best collection and review, I often find new tools there. #grsm

I use @tweetgrid @tweetdeck @tweetie @twitter (iPhone) @echophone @cotweet @hootsuite @friendorfollow @klout @twitterfeed & others #grsm

Don’t forget listening tools: @scoutlabs @radian6, @AlterianSM2, @socialmention Automate the easy stuff, spend your time on dialog #grsm
New Features: Followed by http://twitpic.com/2i0qm9 U both Follow http://twitpic.com/2i0qri Suggestions 4U http://twitpic.com/2i0qws #grsm

For important topics, create an RSS feed and drop it in your email so you’re notified when your topic comes up #grsm

Take an afternoon once a quarter and evaluate your strategy #grsm

Can you remember twitter without replies?? #grsm
Freebie: Twitter Lists: http://bit.ly/bXY76B #grsm
Because of Twitter and sms people’s lives were saved in last years Chilean earthquake. ISPs/web access down but sms was up #grsm
Thanks for listening, reading, tweeting, asking questions and all, please feel free to ask questions here #grsm or on #twitter!

Thanks to @danielbkimball and @imeghanp from @teamddm for being the wizards behind the curtain! #grsm

And thanks to @GRCommFound for making space for #grsm and other learning/non-profit events.

Sorry there will be no slidedeck to download :) but you can search for #grsm and find all of these tweets (for a week) https://twitter.com/search?q=from:namtrok+grsm
Thanks for participating!! Did you enjoy the experiment? Lets carry on the conversation on #twitter #grsm

Wow that’s a long outline

There is a lot to say about twitter and business!

Were you there? What did you think? Discuss your thoughts in the comments section below

http://paulkortman.com