Tweet your way to the Top!
Offering limitless opportunities, businesses are starting to recognise that Twitter provides an effective platform on which to communicate with customers.

WordStorm’s final Breakfast Series for 2009 invited Jye Smith, Social Media Strategist from Switched On Media to reveal how to add Twitter to the marketing mix effectively. He also spoke about promoting your brand using other digital tools such as blogs and Facebook.

Jye provided some interesting facts about Australians’ behaviour in using social media:

• Around 74% of Australians use the internet, and 75% of those use social networks, this amounts to approximately 11.8 million Australians (Internet World Stats)
• Nearly 49% of shoppers have made a purchase based on a recommendation through a social media property; respondents mostly relied on the following sources when making a purchase decision: 60.53% user reviews; 20.48% comparison charts; 15.41% editorial reviews; 3.58% shared shopping lists (Nielson Online)
• Six million Australians now have a Facebook account (Facebook)
• 20 hours of YouTube video is uploaded every minute 

How to use Twitter as a part of your marketing mix?

• Know your audience and their social spaces (maybe not Twitter?)
• Know what you want to achieve (i.e. more sales leads)
• Know the way forward (with a long term strategy)
• Know the right things to measure (e.g. restaurant bookings vs followers)

Jye presented a case study on PayPal, to assist us in better understanding Twitter in the marketing mix:

Business outcomes and objectives

• Support the sale of tickets to PayPal Developer Days around Australia
• Create awareness
• Begin and continue a dialogue with Australia developers

Social media activity to meet objectives

• Research: monitoring and measurement
• Plan: strategy developed (short term and long term)
• Twitter profile
• Create hash tag
• Blogger outreach program

How to measure success

• Track each and every link (using multiple tools)
• Track page views and visitors to a specific landing page
• Track conversions (register for tickets)
• Analyse the sentiment of conversations and dialogue

For more information please contact Jye Smith on:
Twitter: @jyesmith
Email: jye@switchedonmedia.com.au
Blog: jyesmith.com

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