Twitter marketing for dummies tủ tài liệu bách khoa

Twitter Marketing ForConventions 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

Twitter Marketing For

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

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 additionalprofile settings

Understanding Twitter Basics

Compiling and following Twitterlists

Using Listorious to maximize listbuilding

Twitter Software You Can Use

Part II: Building and Implementing Your Twitter MarketingRoad Map

Chapter 3: Combining New and Old MediaMarketing

Applying Old-School Marketing and

Sending commercial messages on

Twitter

Promoted Tweets

What are promoted tweets?

Positives and negatives of

promoted tweets

Deciding What to Tweet About

The five types of tweets

Tweeting about what you know

Chapter 4: Planning Your Twitter MarketingStrategy

Setting a Destination for Your MarketingStrategy

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 TwitterMarketing Plan

Creating a Time-Management Strategy forTwitter

Avoiding Twitter overload

Setting aside blocks of time

Using Third-Party Tools to Be MoreProductive with Twitter

Don’t read every tweet from the

people you follow

Don’t try to add value to all your

Measuring Your Advertising and

Marketing Efforts

Using an analytics packageTwitalyzer

HootSuite analyticsUsing URL shortenersFollowing the right peopleUsing social media–monitoringservices

Tracking and Increasing Your Influence on

Twitter

Getting in on Twitter trendsTracking retweets with RetweetistEngaging Others on Twitter

Balancing the follow-to-followersratio

Reducing your number of Twitterfollowers

Part III: Devising Online Strategies for Twitter MarketingDomination

Chapter 7: Building Your Personal Twitter Tribe

Building Your Twitter Network

Determining the best way to buildyour network

Finding friends and professionalcontacts

Searching for followers based oninterests and keywords

Identifying industry leaders andevangelists

Hunting down your competitionFinding the locals

Following #FollowFriday

Determining who’s worthfollowing

Quantity over Quality

Understanding the value ofquantity in the TwitterverseFollowing the rules for building aquantity-based network

Understanding the negative side

Discovering the art of retweetingConnecting with your evangelists

Tracking Your Followers by UsingTwitterCounter

Signing up for TwitterCounter

Searching for followers usingTwitterCounter

Viewing your follower growth onTwitterCounter

Tracking When You Lose Followers withQwitter

Signing up for Qwitter

Understanding why Qwitter is apowerful content tool

Showing Your Followers That You ValueThem

Sharing before asking to share

Asking how you can help yourfollowers

Chapter 9: Reaching Your Customers

Finding Your Customers on Twitter

Searching by subject matter onTwitter

Finding followers by syncingyour contact list

Empowering Current Customers to Spreadthe Message

Spreading a message to friends offriends of friends

Understanding viral marketing onTwitter

Creating your own viralmarketing campaign

Driving Traffic to Your Web Site or BlogPublishing blog feeds by hand

Automating your blog feed

Automating your blog throughHootSuite

Retweeting to add value

Encouraging your followers toretweet

Understanding What Etiquette Has to Dowith Twitter Marketing

Chapter 10: Creating Quality Content on TwitterGenerating Quality Content

Tweeting about what matters toyou

Tweeting about what matters toyour brand

Conversing with your followers

Developing Your Story on Twitter

Developing your brand storyDeveloping content

Keeping Up with Trends on Twitter

Understanding Twitter trendsMonitoring Twitter trendsThe Art of the Hashtag

Understanding tagsUnderstanding hashtagsMaking the best use of hashtagsTracking the hashtag

Part IV: Implementing Twitter Strategies for OfflineMarketing Domination

Chapter 11: Promoting to Attract Sales Leads

Avoiding Interruption Marketing Tactics

on Twitter

Making the Most of Twitter Keywords

Developing your businesskeywords

Finding people who are talkingabout your keywords

Promoting Your Niche by Using Tweets

Writing about sales and deals

Writing about your servicesproactively

Promoting Your Content throughDiscussion

When and where to promote:Promoting the right way

The value of thought leadership

in B2B sales

Chapter 12: Improving Your Customer ServiceMay I Help? Twitter Customer Servicefrom Comcast

Empowering Your Customer ServiceDiscovering why you should useTwitter for customer service

Determining who should useTwitter for customer service

Responding to public complaints

on Twitter

Practicing the Art of Listening

Understanding why it’s important

Using Twitter for Customer Service for aSmall Business

Offering Actionable Advice on TwitterHandling customer issues,concerns, cares, or problems

Remembering to say yes

Chapter 13: Relating to the Public

Managing Your Reputation

Following some generalguidelines

Monitoring what other folks aresaying

Using Reputation Management Services onTwitter

Free reputation managementservices

Paid reputation managementservices

Promoting Live Events on Twitter

Promoting your event

Live tweeting your event

Monitoring live tweets at an eventSetting the Proper Tone in Your TwitterCommunications

Maintaining a professional tone

Keeping it real: Transparency and

authenticity

Doing Media Relations with Twitter

Pitching a story to journalists

Finding someone to write about

your product

Using virtual press centers

Using Twitter for crisis

communications

Chapter 14: Building Thought Leadership onTwitter

The Big Deal about Thought Leadership

Being a thought leader can help

your career

Being a thought leader can help

increase your sales

The Importance of Your Twitter Bio

Writing the right bio

Avoiding the wrong bio

Becoming a B2B Thought Leader

Sharing your content

Sharing others’ valuable content

Collaboration is key

Part V: The Part of Tens

Chapter 15: Ten Do’s on Twitter

Do Be Honest

Do Have a Sense of Humor

Do Interact with Your Followers

Do Use TwitPic

Do Tweet on a Regular Basis

Do Use a Profile Picture

Do Fun Stuff Every Day

Do Stick to a Schedule

Do Say Thank You

Do Add Your Twitter Name to YourBusiness Card

Chapter 16: Ten Don’ts on Twitter

Don’t Create Too Many Accounts

Don’t Give a Hard Sell

Don’t Ignore Others

Don’t Have an Uneven Following/Follower Ratio

Chapter 17: Ten Thought Leaders on Twitter

Part VI: Appendixes

Appendix A: Great Twitter Marketing Ideas in 140Characters or Less

Appendix B: The Best Twitter Applications andSupport Sites

Cheat Sheet

Twitter® Marketing For Dummies®, 2nd Edition

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About the Author

Kyle Lacy loves everything about social media and the

Internet He believes in the massive potential to communicateand change the world in which we live by using online tools.Kyle started his obsession with social media and marketing at

Anderson University, where he helped run a start-up recordlabel called Orangehaus Records With Kyle’s leadership, themarketing team dove into the world of MySpace andFacebook to gain recognition for their artist, Jon McLaughlin,who was eventually signed to Island Records in New YorkCity.

After graduating college in December 2006, Kyle and hisgood friend, Brandon Coon, decided to start a graphic designand marketing company called Brandswag in July 2007.Brandswag started out designing identities for smallbusinesses and eventually turned to consulting on socialmedia In August 2010, Brandswag merged with anothercompany and became MindFrame Six people currently work

at MindFrame, and the company is mainly working onhelping companies and nonprofits understand the world ofintegrated marketing They strive to understand the ideas andmodels that drive measured marketing and campaigns

Kyle loves the idea of educating business owners and C-levelemployees on the power of social media (mainly Twitter) Hewrites a regular blog at www.kylelacy.com and is a regularcontributor to the Personal Branding Blog,http://personalbrandingblog.com His blog has been featured

on the Wall Street Journal’s Web site and in numerous

articles in Indianapolis and abroad In 2010, Kyle wasrecognized as one of the top Forty-under-40 businessprofessionals in Indianapolis and young alumni of the year for

Anderson University Twitter Marketing For Dummies was

also named one of the top Twitter marketing books for 2010.Dedication

To my parents and my family (middle-America and thenorthwest) I would not be where I am today without yourcontinuing support and encouragement.

Author’s Acknowledgments

First off, I would like to thank the awesome team at Wiley —Amy Fandrei and Pat O’Brien — for putting up with myhectic schedule and my early, early, early morning writinghabits Also, thanks to Manny Hernandez (@askmanny) forhelping with the content of the book from a technical side.Manny is the man!

Publisher’s Acknowledgments

We’re proud of this book; please send us your commentsthrough our online registration form located atwww.dummies.com/register/

Some of the people who helped bring this book to marketinclude the following:

Acquisitions, Editorial, and Media Development

Project Editor: Pat O’Brien

Acquisitions Editor: Amy Fandrei

Copy Editors: John Edwards, Annie Sullivan

Technical Editor: Michelle Oxman

Editorial Manager: Kevin Kirschner

Media Development Project Manager: LauraMoss-Hollister

Media Development Assistant Project Manager: Jenny

Swisher

Media Development Associate Producers: Josh Frank,

Marilyn Hummel, Douglas Kuhn, and Shawn Patrick

Editorial Assistant: Amanda Graham

Sr Editorial Assistant: Cherie Case

Cartoons: Rich Tennant (www.the5thwave.com)

Composition Services

Project Coordinator: Katherine Crocker

Layout and Graphics: Samantha K Cherolis, Joyce

Haughey, Corrie Socolovitch

Proofreaders: John Greenough, The Well-Chosen Word Indexer: Cheryl Duksta

Publishing and Editorial for Technology Dummies

Richard Swadley, Vice President and Executive Group

Publisher

Andy Cummings, Vice President and Publisher

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Publishing for Consumer Dummies

Diane Graves Steele, Vice President and Publisher

Composition Services

Debbie Stailey, Director of Composition Services

Greetings, and welcome to Twitter Marketing For Dummies.

You have officially entered into the joyous world ofmarketing on Twitter If you want to think about the tool interms of celebrity, Twitter is the Oprah of social-networkingsites Twitter is huge, both in the number of users andexcitement

This idea of communicating on the Internet is continuallyevolving, and with Twitter, you have the opportunity to reachmillions of people in a matter of seconds The future of onlinecommunication is rendering business owners lifeless because

of how slow they are to adopt new technology forcommunication What if your customers stopped using thephone and moved somewhere else? Would you be ready?Would you read about Twitter if your competitors bought thisbook? Guess what — they already did

This book is full of ideas created by the masses about how tocommunicate through Twitter Success is the only option, andTwitter can help you with your business goals and aspirations

So, is Twitter life, and the rest just details? Not exactly, butTwitter can help you create a sustainable communicationmodel to drive more leads, revenue, and customer evangelists

to your product And the best part is, you don’t have to spendcountless hours researching how to use Twitter to marketyour products I did it for you!

About This Book

If you’ve received your citizenship papers from Twitter andare just starting to dip into the world of 140-charactercommunication, this book is for you It gives an in-depth lookinto the world of marketing on Twitter The majority of theconcepts discussed deal with combining Twitter with yourtraditional marketing plan, creating your following of brandevangelists, and finding the best tools for productivity onTwitter Most of all, you discover how Twitter can transformthe way your business communicates with clients (bothcurrent and potential) and increase your sales.

Twitter offers a fun way to communicate with your followers,but it also has huge business potential This book deals withTwitter as a business tool As a famous rapper once said, “Weare makin’ it rain benjamins.” To the layman, this expressionmeans one-hundred-dollar bills are falling from the sky(which probably makes the cash a little awkward to gather)

I wrote this book to help you gain traction on Twitter and todrive revenue to your business If you can successfully marketthrough Twitter, you can drive more leads and potentiallymore business to your door! Do you have a specific topic thatyou want to find out about, such as building your followers?Jump to the chapter that discusses assembling your Twitterposse (Chapter 7, if you want to go there now)

Avoid blinding yourself with the light bulb that bursts aboveyour head when you read this book If you tear a page out topost on your wall, or put sticky notes and highlights all overthe pages of this book, I’ve done my job In fact, flag andhighlight as many pages as you want Consider this book areference guide to help you define and improve your

marketing concepts, goals, and communication strategies onTwitter.

Also, this book doesn’t look good gathering dust on abookshelf Use it! (Everyone knows that the color yellowdoesn’t blend well with anything.)

Foolish Assumptions

Every author has to assume a few things about his or heraudience when writing a book I made the followingassumptions about you:

You’re an awesome individual because you picked up thisbook

You either already have a Twitter account or are planning

to create one soon

You own a small business, or you work in marketing orsales for a large business

You want to combine the two preceding bullets and useTwitter to market your business and/or products

You are sending out tweets but have no idea what type ofreturn you are getting on your time investment Further, youhave no idea whether your boss is going to fire you the nexttime she finds out you’re using Twitter

I also assume you have some basic Web-fu skills, such asknowing how to surf the Web I assume that you may haveyour own Web site and/or blog, and that you may even have a

few social media sites that you visit and update frequently(such as Facebook, MySpace, LinkedIn, and so on).

Conventions Used in This Book

I know that doing something the same way over and overagain can get boring, but sometimes consistency is a goodthing For one thing, consistency makes stuff easier tounderstand In this book, those consistent elements are

conventions:

I use italics to identify and define new terms (I even used

this convention to explain the word “conventions” in thepreceding paragraph!)

Whenever you have to type something, I put the stuff you

need to type in bold so that you can easily tell what you need

to enter

When I type URLs (Web addresses), code, or e-mailaddresses within a paragraph, they look like this:www.wiley.com

How This Book Is Organized

The idea of marketing on Twitter has a wide variety ofsubject matter and ideas, which is part of the reason why thisbook is broken down into parts, chapters, and sections The

whole point of organizing the book in the For Dummies way

is for quick reviewing and reading If you want to know aboutcreating one or two accounts, you can go directly to thesection that discusses that topic in Chapter 2 If you want to

know about creating a Twitter marketing plan, head toChapter 4.

The following sections describe how the book is organized.Part I: The Future of Twitter in Business

If you need to understand the concepts and future trends ofTwitter as a business tool, this part is for you I discuss theideas of business development, the growing number ofTwitter users, and what Twitter means to your business Thispart also describes ideas about how to use Twitter effectively

for newbies (people who are new to a given situation or

technology) If you’re not new to Twitter, you can skipChapter 2, which discusses how to get signed up for anaccount and create a profile

Part II: Building and Implementing Your Twitter MarketingRoadmap

Part II is the most important part of the book You absolutelymust plan your Twitter marketing strategy before you divedirectly into the churning waters of Twitter marketing.Twitter can be a powerful marketing tool if you plan yourroadmap to success Read and reread Part II to gain theknowledge that you need to successfully implement the rest

of the ideas in this book

Part III: Devising Online Strategies for Twitter MarketingDomination

From building your following to implementingcommunication strategies, Part III takes a look at how you

can use Twitter to grow your business Does it matter whetheryou have quantity over quality in your followers? Should youuse the auto-direct-messaging feature? (Please don’t.) Thispart provides many answers for you You need to successfullydevise an online strategy before you try to implement thatstrategy (which Part IV covers) Mastering the online use ofTwitter is your key to success.

Part IV: Implementing Twitter Strategies for OfflineMarketing Domination

Integration, integration, integration Nothing can help youmarket your business more than the combination of an offlineand online strategy Twitter can become much more powerfulwhen you use it to push offline marketing strategies as well asonline strategies If you want to use Twitter to execute a liveevent, add spice to your brochure, or strengthen your offlinenetwork, you can This part shows you how to integrate andstrengthen all your marketing endeavors by using Twitter,online and off

Part V: The Part of Tens

Tradition Plain and simple The Part of Tens caters to a

couple of traditions First, the For Dummies books all have a

Part of Tens, which in this case sums up the more importantinformation to help you on your Twitter journey Forexample, I guide you through the top ten don’ts of Twitter,such as annoying people with a hard sell (Don’t do it!).Second, Internet communication lends itself to placing things

in numbered lists, so the chapters in the Part of Tens areconcise and to the point

Hundreds of people contributed to Appendix A Twitter usersfrom around the world gave their opinion on how to useTwitter for marketing You can find more than 100 of theirideas near the back of this book for your perusing enjoyment.You can really make the most of driving business and ideasthrough Twitter by implementing some of these ideas

Applications and support sites are what drive productivity andtime management in the world of Twitter Appendix B hasexhaustive lists of sites and applications that can help youmake the most of your time on Twitter From preschedulingcontent to developing content calendars, the followingapplications revolutionize your usage time

Icons Used in This Book

I use the following icons throughout the book to highlightparagraphs that you should pay particular attention to

A Tip is kind of self-explanatory, right? The Tipicon points out information that can help you use orimplement your ideas differently You may find these simplesuggestions very useful

I look at Remember icons as massive tips toremember These icons mark information that you really

should commit to memory when you use Twitter formarketing purposes.

The Technical Stuff icon marks information of ahighly technical nature that you can normally skip over Ihardly ever read the technical stuff! So why should you?Honestly, who reads the directions?

The Warning icon is the equivalent of the warninglabel on a lawn mower that tells you not to stick your footunderneath the blades Warnings help you along your way sothat you don’t cut off your little Twitter toes

The Case Study icon points out real-life examples

of how companies have used the Twitter marketing conceptsand techniques discussed in this book

Where to Go from Here

You’re ready, my young Jedi Go forth into the world ofTwitter and dominate your efforts in marketing and drivingbusiness through the Internet But where should you start?

If you already know the basic Twitter ropes, you can skip Part

I But I strongly suggest that you read Part II before you start

trying to use Twitter as a marketing tool You must have aplan in place that measures your Twitter marketing successrate and indicates how you use the tool Part II describes how

to plan and develop a strategy

If you have a specific topic in mind that you want to knowmore about, check the Index or the Table of Contents, andthen flip to that chapter, section, or page and start reading.And, of course, you can always just start your Twittermarketing adventure at Chapter 1

If you have any questions regarding marketing on Twitter,feel free to check out my blog atwww.kylelacy.comor e-mail

me atkyle@yourmindframe.com

Please note that some special symbols used in this eBook maynot display properly on all eReader devices If you havetrouble determining any symbol, please call Wiley ProductTechnical Support at 800-762-2974 Outside of the UnitedStates, please call 317-572-3993 You can also contact WileyProduct Technical Support atwww.wiley.com/techsupport

sites on the Internet, but how can you use it to drive business?What’s the difference between micro-blogging and blogging?Who’s on Twitter, and why are they using it? I answer thesequestions in this part.

In Chapter 1, you get a glimpse into the world of usingTwitter for business If you haven’t already signed up forTwitter, Chapter 2 helps you sign up and get going So, get acup of coffee or tea (or a 12-hour energy drink) and jump intoTwitter marketing

Marketing your business on Twitter

Throwing out traditional marketing methods

Imagine a world in which over 100 million potentialcustomers are talking, sharing ideas, and shaping new realms

of communication This online platform has blasted throughtraditional marketing and communication concepts andcreated a world in which collaboration and customers areking This world exists as Twitter (www.twitter.com)

Twitter has exploded, with growth rates of 585%year-over-year and over 100 million members as of thiswriting All those Twitter users are potentially waiting for you

to communicate with them When you start using Twitter foryour business, you’re entering a new phase of Internetmarketing in which you discuss your brand on a daily basisand send out your thoughts in bursts of 140 characters or less.You’re on the leading edge of a communication and culturaltransformation in the business landscape of the world Isn’tthis exciting?

Twitter has disrupted the traditional marketing process andplaced the customer in control of the marketing message But

don’t fret! The future of marketing is bright — never beforehave you had such possibilities for growing your business.Twitter enables you to find potential customers quickly andeasily and communicate with them with only a fewkeystrokes.

This chapter introduces you to the key concepts of marketingyour business and products by using Twitter (For helpsigning up with Twitter, see Chapter 2.)

Understanding How Twitter Works

Twitter is a social network that gives you the ability to post

messages of 140 characters or less Twitter is a network withmembers throughout the world, and when you send out amessage, Charles in London and Mary in California can read

it at the same time Imagine the possibilities for yourbusiness!

If you understand the concept of sending a text message fromphone to phone, you can pick up Twitter easily The samerules that apply to texting also apply to the world of Twitter,with one exception: On Twitter, you’re limited to 140characters to communicate a concrete thought

Micro-blogging (tweeting)

Twitter is built on the concept of micro-blogging, in which

people write short, frequent posts (often by using a cellphone) that don’t exceed 140 characters Those 140-character

posts are known as tweets Figure 1-1 shows a few tweets

from several Twitter users

Figure 1-1: Twitter users tweet about what they’re doing,

what they care about, and whatever they feel likecommunicating

Tweets are a form of micro-blogging that have enabled users

to share massive amounts of content in the form of short textmessages that they send to unique sets of people or entiregroups Twitter is one of the original platforms formicro-blogging, and it has ruled this space since its creation

in 2006 Micro-blogging has increased the speed ofinformation ten-fold, in contrast to writing a blog post orwriting an in-depth consumer report

Blogging is a more elaborate approach toinformation sharing and marketing on the Web

Micro-blogging is a short-term approach that’s ideal for quickand thoughtful communication Blogging and micro-bloggingshould work hand-in-hand to create a platform that you canuse to spread your business ideas to your customers andpotential market.

Following others and being followed

When you follow somebody on Twitter, his or her tweets

appear on your Twitter timeline (much like you can see yourfriends’ status updates on your Facebook feed), as shown inFigure 1-2 The big difference between Twitter and Facebook

is that you don’t need other people’s approval before you canfollow them on Twitter, as long as they’ve set their Twitteraccounts to public status

Figure 1-2: You want to follow many people, but you also

need to be sure that you follow the right kind of people

Being followed on Twitter has very little to do with beingfollowed in real life, when you feel like someone isshadowing your every move Every time you post a tweet, itappears on the Twitter timeline of all the people who arefollowing you If you’re posting on Twitter as a business, youneed followers on Twitter so that you can get your messageout about your company, products, and services Twitter alsogives you the ability to have conversations with current andpotential clients using the promotional tweets system.

So, you just need to follow as many people as possible andstart tweeting about your products like there is no tomorrow,right? Not so fast You need to have a plan, a strategy to makethe most of Twitter, before you start following a bunch of

people (or tweeple, as they’re sometimes called in the

Twitterverse)

Sharing with your followers and retweeting

When you start following others on Twitter, you need to shareuseful information with them so that they want to follow you,too The information that your followers are interested in mayvary depending on their focus and interests But they’reprobably not dying to read a ton of tweets in a row in whichyou praise your products and services: If you take that

approach, prepare to be unfollowed massively on Twitter.

You need to strike a balance between your marketingmessage (naturally, you want to promote your company,products, and services — otherwise, you wouldn’t be readingthis book), useful information about your industry, and somepersonal elements to give people a feel for the human side ofyour company Along with all these elements, you also need

to share useful tweets that others post on Twitter Sendingyour followers a tweet that you’ve received is called

retweeting, and it’s considered part of the social currency on

Twitter You can see an example of a retweet in Figure 1-3

Retweeting goes well beyond giving credit to whoever sharedsomething: It indicates that you respect or like this person’sopinion, thoughts, or whatever he or she tweets about Also,when others retweet something you’ve posted, you can start

to get your message out in the Twitter world — but you have

to start by retweeting messages posted by other people beforeyou can ask them to retweet your messages For a morein-depth look at using retweeting in your marketing plan,check out Chapter 8