Archives for December 2010

A day in the life of a small business tweet

Or, how you can fit Twitter ‘in between’ everything else. A guest post from @cherylcrichton

Tweeting is now commonplace in the corporate marketing landscape. With the right strategy and tools in place, Twitter allows small businesses to communicate on a much more personal level, and can actually influence the buying decision.

A day in the life of 140 characters:

08:45: CEO of ‘Company X’ gets an email advising that his latest product has been nominated for ‘Best New Widget Product of the Year’ Award.

08:51: CEO phones the marketing department and asks what can be done immediately to announce the nomination.

The marketing department advise that they will:

  • Web: Create a new page in the ‘News’ section of the website (which has the facility for the public to leave a comment on the award nomination, or sign-up for progress updates. It also has a link to a widget sheet download);
  • PR: Publish a press release;
  • Literature: Look at adding the award logo/short list message to the current collateral portfolio;
  • Social Media: Promote on social media (blog, Facebook, Twitter and YouTube);
  • Internal Communications: Advise all colleagues and brief them to promote the nomination.

08:59: The marketing department drafts and sends the first of five related 140 character tweets to their followers:

<delighted to be short-listed for ‘Best New X Product of the Year’ http://www.companyxyz.com/news/awards-short-list/ #widgetproductname>*

09:01: ‘Key Customer Y’ gets off a train at city centre location. They check their mobile phone for twitter updates and spot said tweet from favourite supplier. The customer is very happy to be using their service, so decides to re-tweet.

<@keycustomery RT @companyx Delighted to be short-listed for ‘Best New X Product of the Year’ www.companyx.com/news/awards-short-list/ #widgetproductname//A fantastic product>

Image representing Twitter as depicted in Crun...
Image via CrunchBase

09:30: Marketing department drafts some cut & paste copy for the rest of Company X to use in social media updates (Linkedin status, email signatures etc). Copy gets circulated with an internal communication about the announcement. The marketing department also conducts a review of all their current collateral/literature to see where the award provider’s logo can be added to promote the nomination.

09.36: One of Key Customer Y’s twitter followers (‘Small Business Z’) checks their twitter feed and notice an interesting re-tweet about a product they have been considering. They click on the link and are taken to the provider’s website. They notice the registration form for further updates and sign-up.

10:41: Whole of Company X are now talking about the nomination and the web page has gone live. All staff email signatures include a link to the website where people can sign-up for further alerts about the award. All Facebook Fan Page and Linkedin profiles have also been updated.

10:42: Small Business Z’s MD sends the link to their sales department with a request to find out more product information. They also receive a branded email advising that new updates will be sent on a regular basis, but that they can unsubscribe at anytime.

10.45: Small Business Z’s sales team receive the link from the MD and bookmark the page to check later. They decide to follow Company X on Twitter, and download the product sheet the next day.

Our tweet has done its job.

Test and measure:
Through-out the day, Company X sends 4 more tweets, which are variations on the same message, but with links to different pages on the website; the press release, the E-News sign-up and the awards section for example. These can be monitored later to see which tweet performs the best. This then forms the basis of tweets going forward up to and during the awards ceremony. Activity and feedback can also be included in the next e-News.

Outcomes:
The Small Business Z sales person that downloaded the product sheet a follow-up call from Company X and a product demo was arranged. They also received a welcome tweet and a link to the blog for future reference.

Company X made a note that Small Business Z saw a tweet from Key Customer Y, which prompted them to visit the website. Therefore, Company X send a second tweet to Key Customer Y saying they may be eligible for a referral fee should Small Business Z sign-up.

Note: Pages may start appearing in search engines and on twitter feed if hashtags are searched.

* URL shortener would typically be used.

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Clear Thought Consulting works with small businesses to equip them with the marketing strategies, skills, suppliers and set-up that they need to become bigger businesses.
SMART THINKING | STRAIGHT TALKING | GETS RESULTS

Contact: Cheryl Crichton. Associate | Clear Thought Consulting Ltd | 0117 325 77 25 | @cherylcrichton

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More than 5 hours a week spent on Social Media Marketing?

We are all aware of the power of social media. Used by millions of adults all around the world, social media is by far one of this century’s biggest phenomenons. So with such vast potential audience on social network sites and blogs every day, it only seems logical for companies to embrace social networking to boost the awareness of their brand.

A survey recently conducted by NikkiPilkington.com, an Internet marketing company based in the UK & France, reveals some dramatic if not unsurprising results on how businesses are now using social networking as a regular part of their marketing strategies. The results not only show which sites and what type of social media is most commonly used, but also the duration of time businesses spend on social media marketing.

The sites that people use to promote their business

The sites that people use to promote their business

An impressive 95% of businesses declare they incorporate Twitter into their marketing strategy. Twitter, the world’s leading micro-blogging service, now has literally billions of ‘Tweets’ per quarter. So anyone who is anybody now has to be there in order to boost their online performance.

Following not far behind is Facebook, now the world’s leading social networking site, with 77% of businesses responding taking part in ‘Facebook-ing’. Blogging is also used by an impressive 67% of businesses, with 48% also commenting on other blogs (often as a part of link-building campaign).

Online business forums and YouTube also take a slice, 61% and 28% respectively, but perhaps one of the most surprising revelations is that 0% seems to incorporate MySpace. Although MySpace arguably laid the foundations for social networking back in 2004, in 2008 it was overtaken by Facebook, whose popularity still on the rise.

We also asked how long per week was spent on social media marketing. Again unsurprisingly, 42% spend 5 hours or more every week using the likes of Twitter and Facebook. A still rather hefty 28% spent between 2-5 hours, whilst 17% spend 1-2 hours, and 9% spend 30 minutes to an hour per week on social media marketing. Only 4% spend less than half an hour a week, with all of these results proving the significance of social media within the realms of marketing.

How long per week is spent on Social Media Marketing

How long per week is spent on Social Media Marketing

It is clear that with the ever increasing rise of Tweets, updates and blogs, social media marketing is going to have to keep up with this modern form of communication. Although offline advertising should not be underestimated, social media marketing as a part of a digital marketing campaign is one of the most integral forms of increasing brand awareness in the 21st Century

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Disclaimer: The stats above were based on the responses of 624 business people. As the stats were gathered via Twitter, Facebook, online forums and blogs, it is clear that there will be some bias towards those areas of promotion. However, responses were also solicited via email and our newsletter, to try and even this up a little!

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