Live from Pubcon Vegas: Capitalizing on Twitter & the Microblogging Revolution

By Janet Driscoll Miller | Nov 10, 2009
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The next session of the day was Capitalizing on Twitter and the Microblogging Revolution. The session covered everything from case studies to tools.

Jon Henshaw

First up was Jon Henshaw of Raven Tools. Jon’s first question: Who are you on Twitter? Are you going to be a brand, an expert, what? What works best is being a real person. Set up a real profile… take the time to set it up.

With your initial engagement:

  • Follow target groups
  • Unfollow gently and randomly
  • Maintain your ratio of followers to following
  • Contribute and stay on topic
  • Retweet for max ego boost (boosts ego for others — enables reciprocity)
  • Find topics using Twitter search

Jon mentioned monittor.com which shows geo-targeted tweets. Pretty interesting.

For corporate use, Jon recommends:

  • use your brand in username
  • control access
  • use for sales and support
  • distribute coupons/promos
  • use it for crowdsourcing

He mentioned that CoTweet is a great tool for companies to work together as a team when tweeting.

What do you need to be successful on Twitter?

3rd Party Tools

  • EasyTweets
  • Topify — highly recommended — can follow, unfollow, dm, etc. through email
  • Incoming
  • Google It!

Dave Snyder

Next up was “The Most Dangerous Man on the Internet” — Dave Snyder of Search and Social. Dave focused on promotions via Twitter with actionable takeaways from a case study.

Dave reminded us… not everyone will become Dell or Comcast on Twitter (two of the most commonly used case studies of businesses having success with Twitter). It’s less about followers, though, than influencers.  What should you become? A networker within your niche.

That can lead to foot traffic if you have an event, location, etc. It leads to branding, site traffic, and ultimately, sales. The key? Build up an effective network!

In the case study, Dave covered how they helped SEJ Tools succeed with Twitter:

  1. Set up goals (examples: branding and signups)
  2. What is the draw? (in this case, powered by Raven Tools, 30 day free trial, no credit card needed on signup, and allow input for future features)
  3. Used tools to spread the great news about the product (they used Wildfireapp.com to create a coupon offering for a free 30 day trial)
  4. Used tools to promote — socialoomph and EasyTweets allowed him to schedule tweets to make sure the timing was right.
  5. They also used Facebook ads since many users in this space used FB as well.
  6. BlvdStatus shows promotion tracking — interesting app. Shows the references from social media.
  7. Answered questions and gave feedback.
  8. In just three days, they had over 100 signups.

Remember you won’t hit a homerun every time, but adapt and learn!

Brian Carter

Next up was Brian Carter from Fuel Interactive. His presentation, and I loved this, was entitled: “I Tweet a Lot and I Like Money Too”.

The value of your social capital is important. There are five types of capital: financial, human, cultural, social and political. The key is how one feeds into another and powers another. For instance, financial (money) can get you human capital (workers).

How do you gain social capital? You have to keep tweeting and replying to maintain influence. There are also pay-per-tweet services you can use to help. If you prostitue yourself on Twitter, you’ll lose followers and influence.

TweetROI has some ranking factors that helps you identify a spammer using the UserRank measurements of TweetROI. If you’re going to pay someone by their influence, look at how many followers and compare to how many retweets they get. You can often tell who the spammers are because they don’t have many, if any, retweets.

Brent Payne

Next up was Brent Payne, the SEO director for Tribute Interactive. Brent covered Twitter for media companies specifically. Brent covered some Twitter account types to consider:

  • Newsfeed (like @CNNBRK for breaking CNN news)
  • Celebrities (there is a celebrity at every company! Example: anchors like @AndersonCooper)
  • Employees (different than celebrities — celebrities have PR training on how to interact with public; also set guidelines!)
  • Brand Persona (ex: @ColonelTribune — like a cartoon character who tweets for the company)

To get big fast, promote your profiles. Here are a few ideas:

  • Use the media you have to get big and promote the profile!
  • Also use Twitter directories, like Twellow and WeFollow. MuckRack is a popular one in the journalism space.
  • Consider having a TweetUp and mingle.
  • Poach followers by following those who follow your competitors followers.
  • You can also “cheat” by using autofollowers and such, but he does not condone cheating.

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