COMMUNITIES & CONVERSATIONS @DELL

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Stefanie NelsonDell Inc.

What is Twitter? A little about the Twitter audience Why Twitter for Business Twitter best practices Twitter don’ts How to measure success

TWITTER

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Text-based, limit 140 characters

No images, no pictures, no apps

Only those that follow you on Twitter will receive your Tweets

But anyone can view your Tweets and responses on your Twitter page

Users will Re-Tweet (RT) what they like so their followers can see it

Direct Messages (DMs) go only to the recipient

WHAT IS TWITTER?

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TWITTER AUDIENCE IS GROWING

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TWITTER AUDIENCE IS GLOBAL

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Source: Twitter.com

WHY TWITTER?

Your customers are there Your critics are there And they are talking about you

I wish that walmart and costco would have

nursing/feeding rooms like malls.

Why doesn’t Walmart offer paper bags?

JC Penny’s is my fav. store at the moment. Going home tomorrow with my new purse (which is

awesomely green) and two new dresses.

Can a $35 membership at SAMs club really save yu that much money?

Easter slice and bakes 99 cents at HEB, getchu some!

Just read in CE Pro that Best Buy will replace magnolia employees with

cheap labor. Is that true? Hmmmm!

Twitter is a great tool to help influence how our brand is perceived

BEST PRACTICES

HAVE AN OBJECTIVE

Help change perception of H&R Block being only brick & mortar and raise awareness of online and software products

Increase reach for offer messaging to help rapidly move bubbles of inventory

Address customer service issues

BUT BE FLEXIBLE

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Began Twittering to communicate online and software offerings, but discovered that they could gain advocates by helping people with tax questions

Began Twittering promos but found a good way to engage customers and improve CE

Social media is still evolving. Be prepared to evolve with it.

BE RELEVANT IN YOUR TWEETS

Know your target audience and speak to them

BE LOCAL

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Speak to your audiences in their individual languages

Target retail customers by giving them information for the store nearest them

MAKE IT EASY TO FIND YOU

Use “Follow us on Twitter” buttons on you site, in your marketing

Create a page on your site highlighting Twitter offerings

BE SELECTIVE ABOUT WHO YOU “FOLLOW”

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• Follow everyone who follows you if your focus is customer care

• Otherwise, follow only other Twitter accounts that are relevant to your audience:

• Follow only other company-owned Twitter accounts to help raise awareness of the other properties (cross-promote)

• Follow other Twitter accounts that post information your audience would find interesting

TWITTER DON’TS

Last Tweet in May 2007!

Auto DMs (direct messages) – don’t do canned responses, especially with blatant sales pitch

Don’t be inactive

Hey, thanks for following me! Here’s how you can buy my stuff…

MEASURING SUCCESS

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Measurement/tracking

– Track your sales via tracking URLs, toll-free numbers, etc.

– Interactivity: Responses and Re-Tweets

– Problems resolved

– Brand perception over time

– What about followers?– Go for quality over quantity

– Each of your 500 followers may have 500 followers of their own

– Interesting and relevant messages are often re-tweeted

KEY TAKEAWAYS

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Have an objective Speak to your target audience Be prepared to change your objective based on how

followers interact with you Make it easy to find you Tweet frequently (find your frequency sweet spot) Don’t Spam with auto-DMs Measure against your objectives

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Happy Tweeting!

OLDER THAN MOST SOCIAL MEDIA AUDIENCES

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