Twitter marketing for dummies tủ tài liệu bách khoa

Twitter Marketing Dummies® For Visit www.dummies.com/cheatsheet/twittermarketing to view this book's cheat sheet Table of Contents Introduction About This Book Foolish Assumptions Conventions Used in This Book How This Book Is Organized Part I: The Future of Twitter in Business Part II: Building and Implementing Your Twitter Marketing Roadmap Part III: Devising Online Strategies for Twitter Marketing Domination Part IV: Implementing Twitter Strategies for Offline Marketing Domination Part V: The Part of Tens Appendixes Icons Used in This Book Where to Go from Here Part I: The Future of Twitter in Business Chapter 1: I Tweet, You Tweet, We All Tweet: Twitter and Your Business Understanding How Twitter Works Micro-blogging (tweeting) Following others and being followed Sharing with your followers and retweeting Using Twitter in Your Business Sharing news and stories Empowering your fans Customer service Finding a fit for your business Marketing on Twitter Chapter 2: Getting Started with Twitter Signing Up with Twitter Creating a Twitter account Using the Find Sources that Interest You features What’s with the Verified Accounts? Writing your 160-character bio and more Adding a picture Completing your profile settings additional Understanding Twitter Basics Compiling and following Twitter lists Using Listorious to maximize list building Twitter Software You Can Use Part II: Building and Implementing Your Twitter Marketing Road Map Chapter 3: Combining New and Old Media Marketing Applying Old-School Marketing and Principles Working with New Media Tools and Techniques Understanding the potential of social media Keeping your message real Tweeting to Find Warm Sales Leads Searching for potential customers Turning prospects into warm leads Sending commercial messages on Twitter Promoted Tweets What are promoted tweets? Positives and negatives promoted tweets of Deciding What to Tweet About The five types of tweets Tweeting about what you know Chapter 4: Planning Your Twitter Marketing Strategy Setting a Destination for Your Marketing Strategy Choosing a target audience Identifying your unique selling position Figuring out what your customers value Implementing Your Plan Crafting your message Defining the tactics Finalizing your marketing plan Chapter 5: Being Productive with Your Twitter Marketing Plan Creating a Time-Management Strategy for Twitter Avoiding Twitter overload Setting aside blocks of time Using Third-Party Tools to Be More Productive with Twitter HootSuite TweetDeck CoTweet Ping.fm Making the Most of Your Time on Twitter Don’t agonize over what to say Don’t read every tweet from the people you follow Don’t try to add value to all your tweets Do spread out your marketing tweets Do stick to a schedule with your tweets Chapter 6: Measuring the Success of Your Marketing Plan Measuring Your Marketing Efforts Advertising and Using an analytics package Twitalyzer HootSuite analytics Using URL shorteners Following the right people Using social media–monitoring services Tracking and Increasing Your Influence on Twitter Getting in on Twitter trends Tracking retweets with Retweetist Engaging Others on Twitter Balancing the follow-to-followers ratio Reducing your number of Twitter followers Part III: Devising Online Strategies for Twitter Marketing Domination Chapter 7: Building Your Personal Twitter Tribe Building Your Twitter Network Determining the best way to build your network Finding friends and professional contacts Searching for followers based on interests and keywords Identifying industry leaders and evangelists Hunting down your competition Finding the locals Following #FollowFriday Determining who’s worth following Quantity over Quality Understanding the value of quantity in the Twitterverse Following the rules for building a quantity-based network Understanding the negative side of list building Building the following that your business needs Qualifying out of the quantified The Pros and Cons of Auto-DMs Chapter 8: Leveraging Your Twitter Tribe The Power of the Retweet Discovering the art of retweeting Connecting with your evangelists Tracking Your TwitterCounter Followers by Using Signing up for TwitterCounter Searching for followers using TwitterCounter Viewing your follower growth on TwitterCounter Tracking When You Lose Followers with Qwitter Signing up for Qwitter Understanding why Qwitter is a powerful content tool Showing Your Followers That You Value Them Sharing before asking to share Asking how you can help your followers Chapter 9: Reaching Your Customers Finding Your Customers on Twitter Searching by subject matter on Twitter Finding followers by syncing your contact list Empowering Current Customers to Spread the Message Spreading a message to friends of friends of friends Understanding viral marketing on Twitter Creating your own viral marketing campaign Driving Traffic to Your Web Site or Blog Publishing blog feeds by hand Automating your blog feed Automating your blog through HootSuite Retweeting to add value Encouraging your followers to retweet Understanding What Etiquette Has to Do with Twitter Marketing Chapter 10: Creating Quality Content on Twitter Generating Quality Content Tweeting about what matters to you Tweeting about what matters to your brand Conversing with your followers 10 @azvibe Don’t use Twitter if all you’re going to is promote the latest and greatest or ask for help for your business Be yourself!! @bnyquist Don’t constantly change your avatar as it’s one of the main consistencies in your online branding @brianspaeth If you murder someone, don’t tweet about it Bad for the brand Putting a real name and face on your identity allows customers to associate with your brand on a personal level @photogeneve If you are a business, don’t always try to promote! Share things you find interesting, and others might too Building Relationships @divinewrite Help people Be the first to share Get an RSS feed of topical news for your industry and post a link as soon as breaking news hits the search engines Use Twitter as way to grow your networks on other social media channels It can be the hub of your social media wheel, each channel a spoke @mooshinindy Be yourself on Twitter People will either love you or hate you for it but at least it’s you 457 @appellatelaw If someone you know has good news, but is too modest to tweet about it, you might consider tweeting about it yourself Like in Shakespeare the more interesting characters are rounded, not flat or static So be well rounded Don’t be all over the place Be known as the go-to page for a topic, and as a reliable source for information on that topic @jennielees Pay it forward — giving is as good as getting, and social capital is invaluable It’s not all about you anymore @Chadrichards Identify, engage, respond, repeat ;) @JillHarding Simply be genuine and share useful information as in time it will come back to you @chuckgose Broadcasting is great for TV Not for Twitter Participation is a two-way street Get to know your groups and they will get to know you @fleurdeleigh Be mindful that your horse precedes your cart Relationships are key @gambitfauri BROADCASTING is one thing LISTENING is a major thing and REACTING is the real thing Have fun Meet people Share ideas They visit your Web site 458 @augie_malson Develop/build (potential followers) relationships with your @PhillipM If you can’t have a vested, genuine interest in your followers, then you are in the wrong business @yougonetwork Build relationships through interaction and remember quality of content over quantity will get you the right followers @unmarketing Take daily to reply/retweet others, nothing about you @LindsayManfredi Twitter should be about relationship-building and trust Use it wisely and people will get that Please don’t try to sell to me @Fleurdeleigh It is important to remember that there are people behind the accounts Be personable! Be shockingly honest Usually at least one person connects with that @sarahrobinson Always remember you were a beginner once too @donschindler Be a friend Be a resource Be yourself @askfrasco Twitter is a give-and-take relationship You have to contribute yourself in order to have others contribute to you 459 @socialarts Find something that you care about, and make it your goal to share that passion with followers, without expecting ANYTHING in return Engaging in Conversation @calamity7373 Create a dialogue with your followers; don’t just push promotions about your brand in their face @virtualewit Twitter is a conversation Take some time to listen to what is going on and respond; don’t just talk at people Don’t just talk about your product; talk about your area of expertise @hatmandu Don’t just use auto-follow tools to spam legions of people — instead, create individual conversations @followthecolson Twitter is not a scripted dialog It is an open conversation between you, your followers, and your potential followers Make sure you’re able to talk to the people who follow you Make sure you’re on when they’re on, and free to chat DON’T BE STUCK UP! Talk to the people who took time to mention you, follow you, and/or DM you @roundpeg Focus on building conversations relationships and the followers will come 460 and Remember that communicating, not marketing Twitter is about Listen Listen Listen And engage in conversations Do not spam Tweet about other people’s stuff @krisplantrich Don’t be a tweet hog! 15 tweets in a row gets irritating @AlaneAnderson Don’t be the JERK at the party that just wants to sell @briancarter Tweet funny stuff in funique (fun+unique) ways Funky ways work too Funquee @authorlisalogan Don’t answer “What are you doing?” Instead, reply, retweet, and respect (by following back those who follow you) @jennypratt Be bold Have an opinion Talk to strangers and have fun! When tweeting, you don’t need to make it all about you Staying on message in Twitter is dangerous Learn to adapt and listen to what they are telling you about your service/product @tonymarshall Remember that it’s called “tweeting,” not “squawking.” 461 @smquaseb Twitter is an ongoing conversation you participate in It isn’t about how much info you can shove out; it is about communicating @blakenquist Don’t talk AT people Talk TO people @JustShireen Talk Interact Respond It should be a conversation, not a sales pitch Retweeting @makingcjc Learn how to RT (retweet) It not only helps you stay active, but lets people know what you’re interested in @mayhemstudios “Retweet” is a powerful tool on Twitter; it helps to build your brand, following, trust & be seen as an expert in your field @KristieKreation Don’t just retweet; post links and post quotes!! Make sure you carry on conversations so others know a little about you @SandyDfromNJ Twitter is a great place to clarify your vision, mission & message Are you being retweeted? @MacksMind Speak simple Share your passion RT the best words of others @ForwardSteps Remember to leave 20 or so characters free at the end of tweets for news that you’d like others to RT @briancarter Expertise, sex, news, controversy, and humor get retweeted Making fun of yourself is my favorite 462 Following and Followers @bradjward Don’t get caught up in the numbers game 100 relevant followers on Twitter is worth more than 1,000 followers any day of the week @sarahebuckner It drives me crazy when people don’t post for a few hours, then post times in a row If they that a lot, I unfollow First — get followers Second — keep followers Sounds easy, right? It’s actually not It takes patience and hard work @Arsene333 Before you click Send, ask yourself “Would I follow this person solely based on this one tweet?” If yes, clink Send @jecates Following thousands of people hoping to get their attention is more likely to get you blocked than followed @greenphare Listen, think, then react Don’t tweet just because Many followings don’t mean you are a “superstar.” @ericblonde Be a person to follow — not just a Twitter account @Aislinnye Make friends with your followers and tweet them as you’d like them to tweet you @claymabbitt With every tweet, you’re either giving people a reason to retweet or you’re giving them a reason to unfollow 463 @lookwebdesign Twitter is as good as the people you follow Using Twitter Wisely @krisplantrich All tweets are read — not just your branding or marketing ones Be careful what you tweet! Keep your business and personal life separate Would you like to see someone you were considering to work for you drinking on a boat? Twitter works best when integrated Use it to supplement blogging and other social media efforts @unmarketing Twitter is a conversation about your business/ industry, whether you’re there or not Your choice @wowbroadcasting Add the Twitter icon to your Web site @karamartens Twitter is a great equalizer CEOs, gurus, and regular joes all have to make the best of 140 charac @jennypratt Twitter bios rule If say something interesting about yourself in 140 characters imagine what you can with stuff you really care about 464 Appendix B The Best Twitter Applications and Support Sites In This Appendix BeTweeted CoTweet Digsby monitter SocialOomph TrackThis Twimailer TwitHawk Twitoria TwitPic Twitter Toolbar TwitterFox Take it from me, Twitter applications can really make Twitter fun and easy to use In this appendix, I present you with a list 465 of the top Twitter applications that you can use to help you go about your daily Twitter routine BeTweeted www.betweeted.com You can think of BeTweeted as an advertising network It is an application that allows Twitter users to get involved by sharing companies’ content The advertisers pay to have their content tweeted, and bloggers can use the tool to gain subscribers It’s an interesting tool that could help you build awareness for your product or service but also help you make some money on the side CoTweet www.cotweet.com CoTweet is a Web application that allows you to manage corporate Twitter accounts through a single CoTweet login This is a great tool for businesses with more than a couple of employees using Twitter at one time With CoTweet, you can monitor keywords and different trending topics on Twitter, as well as assign tweets and on-duty notifications for your employees It’s an awesome tool Digsby www.digsby.com Digsby isn’t a Twitter-based application, but you can still use it to make Twitter a more enjoyable experience It’s a 466 social-networking tool that alerts you of events, such as when you receive new messages, and it gives you a live newsfeed (like Facebook does) about what your followers (on all networking sites) are up to You can keep track of everything your followers are doing at all times You can also track where specific people are located (geographically) at any given time! Awesome! monitter www.monitter.com monitter is a great Twitter tool that allows you to monitor the Twitter world for when twitterers use a set of keywords so that you can watch what people are saying about your product, service, or idea I am really talking about a topical keyword that describes what your business does What are you the best at? You enter three words into each of the squares on the Web site, and monitter starts feeding your keywords into the main tracking feed on the site monitter lets you quickly and easily follow and respond to keywords SocialOomph www.socialoomph.com SocialOomph is a Web-based application that allows the user to manage multiple social-media accounts from one login The value of SocialOomph comes from the ability to automatically find followers, preschedule DMs to your clients, manage multiple accounts, purge DMs from your account, and manage Facebook SocialOomph is hands down one of the better automation management applications While 467 it’s not great for managing content, the tool is brilliant at automating processes at Twitter TrackThis www.usetrackthis.com This is a genius application! You no longer have to wonder whether Grandma sent your birthday present in time This application allows you to track shipments of your postal packages Direct messages are sent directly to your Twitter account to update the status report on your packages Twimailer www.twimailer.com Twimailer is an application that allows you to siphon all that annoying e-mail from Twitter into one main stream account If you want to organize the e-mail you receive from Twitter, Twimailer is the way to go! TwitHawk www.twithawk.com TwitHawk is a real-time targeted marketing engine that allows you to search Twitter on a chosen topic (or keyword) and either autoreplies to that person or generates a list of matches for you to respond or reject The point of this application is to hit the conversation while it is happening and then follow up Make sure that you are being sincere when using the tool Do not spam 468 You can also link track (or track links to the layman) with an average cost of around $0.02, with a max of $0.05 per tweet The people over at TwitHawk are feeling blessed and are currently offering ten free tweets for signing up Twitoria www.twitoria.com I’m a huge fan of Twitoria because it helps me clean up my follower list every now and again You don’t want to be overrun by people who don’t use Twitter! You type in your Twitter username and select a length of time from the drop-down list, and Twitoria sorts who you’re following based on how long it’s been since each person tweeted Use Twitoria if you want to cut down your follower count TwitPic www.twitpic.com TwitPic is an application that allows you to share your favorite pictures on Twitter For example, you can use TwitPic to introduce your new product to your network of followers You can post pictures to TwitPic from your phone, through the TwitPic application programming interface, or through the site itself Some popular Twitter clients also have built-in support for TwitPic TwitPic allows you to add pictures to Twitter easily So, what does adding pictures for you? It creates a more valuable 469 experience for your customers They want to know what you are doing on a daily basis By sharing pictures through TwitPic, your customers can see a visual representation of what you are doing! Twitter Toolbar www.thetwittertoolbar.com The Twitter Toolbar is a handy and easy-to-use shortcut/ quick-links toolbar that brings Twitter so close, it’s only one click away With the Twitter Toolbar, you have access to a large variety of highly requested tools and resources And — just as important — the Twitter Toolbar is absolutely free to use! TwitterFox http://twitterfox.net TwitterFox is the Echofon for Firefox (the Web browser) extension that notifies you of your friends’ tweets on Twitter The Firefox extension adds a tiny icon to the Firefox status bar that notifies you when your friends update their tweets It also has a cool, small text input that you can use to update your tweets from your browser This may be overkill if you use Twitterrific or TweetDeck, but you may think it’s perfect if you love Firefox and Web browsing! 470 To access the cheat sheet specifically for this book, go to www.dummies.com/cheatsheet/twittermarketing Find out "HOW" at Dummies.com 471 ... Best Twitter Applications and Support Sites Cheat Sheet 16 Twitter Marketing For Dummies , 2nd Edition by Kyle Lacy Twitter Marketing For Dummies , 2nd Edition Published by Wiley Publishing, Inc... the top Forty-under-40 business professionals in Indianapolis and young alumni of the year for Anderson University Twitter Marketing For Dummies was also named one of the top Twitter marketing. . .Twitter Marketing Dummies For Visit www .dummies. com/cheatsheet/twittermarketing to view this book's cheat sheet Table of Contents