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:
- 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.
- 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.
- 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 alltop.com.
- 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.
- 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.
- 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.
- He discussed a number of tools available including those he uses for scheduling and automating some tasks and otherwise managing his Twitter presence.
- 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?