Day 1 Wrapup: Social Media Success Summit 2010 (#SMSS10)

by Randy Duermyer on May 5, 2010

Keynote Address: How to Use Twitter As a Marketing Weapon
Presenter: Guy Kawasaki

The Social Media Success Summit 2010 got underway last night with an engaging keynote address from Guy Kawasaki.

The theme of the keynote was that when most of us were first exposed to Twitter, our first reaction was “What is this crap?” When used merely for personal reason, muddled musings sent out through Twitter bring no real value to its platform. What does bring value is using Twitter as a marketing weapon, and therein lies its power within the world of social media.

Main Session Takeaways:

  1. From a marketing standpoint, Twitter is invaluable for monitoring what’s being said about you, your company and your competition; engaging with others, especially prospects and customers; selling, not only to your prospects but to your competitors’ customers and prospects; listening to customers for the purpose of providing near-real-time support; and prospecting.
  2. To get the most out of Twitter as a marketing weapon, you need lots of followers. Better yet, targeted followers who want to buy from you. Otherwise, your following could grow by a factor of 10 while sales only double or triple.
  3. His opinion on the best way to build a following is to find interesting content and then tweet it out. He offered a few suggestions on where to find interesting content, including, of course, his own
  4. Perhaps the most important Twitter feature is its search and advanced search capabilities, which are invaluable for monitoring, engaging, selling, supporting and prospecting in the right places and to the right people.
  5. A single retweet from an influential Twitter user with hundreds of thousands or even millions of followers can be a game changer, and possibly even a life changer. The more interesting your tweets, the more likely you’ll get that retweet.
  6. Repeating tweets is smart. Guy’s original tweets are tweeted again three times at eight-hour intervals, much like TV news is repeated in a loop. He shared tracking data that showed the click-through rate on his tweets does drop off somewhat on successive repeat tweets, but not nearly as much as you might expect.
  7. He discussed a number of tools available including those he uses for scheduling and automating some tasks and otherwise managing his Twitter presence.
  8. In Guy’s opinion, the TweetMeme button on blogs may be the most powerful button anywhere as it encourages retweets, which then become a “proxy for quality”. Even more so than Diggs, since every retweet potentially risks the reputation of the person doing it. Therefore, retweets should be considered the sincerest form of flattery.

Examples of how several large corporations use Twitter were interwoven throughout the presentation, including Comcast, Dell Computer and Virgin Air. He suggested following @cleveraccounts, which is used by a group of several Twitter employees who are constantly on the lookout for, and tweeting examples of, the most engaging uses of Twitter.

Social Media Success Summit – Index of Session Takeaways
Did you attend this session of the Social Media Success Summit 2010? If so, what were your takeaways. If not, what are your thoughts and experiences on using Twitter and other forms of social media marketing as a marketing tool?

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{ 8 comments… read them below or add one }

Spencer May 5, 2010 at 12:46 pm

Thanks for this post. I was thinking about signing up for it, but did not. I appreciate the information!

Janet Barclay May 5, 2010 at 1:06 pm

Great wrap-up of a great session, Randy! Although some of the material was a refresher (monitor-engage-sell-prospect) I picked up a lot of interesting new ideas, especially the automation tools (many of which I’d never heard of) and using advanced search to find good people to follow and connect with.

Randy Duermyer May 6, 2010 at 8:44 am

Thanks for stopping by, for the comment and the compliment. It was certainly information packed, and great way to kick off the summit, wasn’t it?

Randy Duermyer May 6, 2010 at 8:45 am

You’re welcome, and thanks for stopping by. I think it will turn out to be a good investment. Watch for more session updates!

Nelson Wee May 6, 2010 at 11:21 am

Hi Randy,

Thanks for initiating this wrap-up! I came over here after I saw your discussion post in the SMSS10 forum – also went over to Janet’s too. Reading personal insights and side notes (some which I could not capture) from your post -> very useful. Can’t wait for the next one.

Randy Duermyer May 7, 2010 at 12:11 pm

Hi Nelson,
Thanks for dropping in and posting a comment. I’m glad the summary is useful to you and I hope you’re enjoying the summit as much as I am!

Clayton Koelewyn May 29, 2010 at 7:49 pm

It’s good to see a great post about Twitter plus social networking every now and again. Nice one, ta for a great read!

Randy Duermyer June 4, 2010 at 2:49 pm

Thanks for stopping by and leaving a comment.


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