Paul Kortman

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 Link to Tweet

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 Link to Tweet

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

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

The house is packed! Great Turnout. #grsm Link to Tweet

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 Link to Tweet

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

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

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

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

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

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 Link to Tweet

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

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

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

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

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 Link to Tweet

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

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

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

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

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

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

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 Link to Tweet

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

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

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

Easter Egg: http://bit.ly/bCHsxF #grsm Link to Tweet

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

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

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

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

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

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

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

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

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 Link to Tweet

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

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

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

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 Link to Tweet

Easter Egg: http://bit.ly/crDDGm #grsm Link to Tweet

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

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

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

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

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

Choose your integration wisely #grsm Link to Tweet

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

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 Link to Tweet
Too many tools to mention, but @oneforty from @pistachio has the best collection and review, I often find new tools there. #grsm Link to Tweet

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

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

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

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

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

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

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

Sorry there will be no slidedeck to download :) but you can search for #grsm and find all of these tweets (for a week) http://bit.ly/dldNxU Link to Tweet
Thanks for participating!! Did you enjoy the experiment? Lets carry on the conversation on #twitter #grsm Link to Tweet

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