Also by John C. Maxwell.. of the evening, as Steve and I were walking to our car, he said to me, “John, I bet That Social Media Marketing. that comes with Marketing Kit For Dummies, 3rd Edition, you'll find forms, checklists receive a PDF file by e-mail that you're expected to review from your end. Small Business Marketing For Dummies, which Business Week praised for pre- As I finish this second, updated edition of Small Business Marketing For.

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E-Mail Marketing FORDUMmIES by John Arnold‰ E-Mail Marketing For Dummies® Published by Wiley Publishing, Inc. That's why Content Marketing For Dummies, Kudani Limited. Edition was written. It helps .. offer that visitor a lead magnet that has a PDF download of five free. Dear Business Owner,. Dell Canada and Intel Canada are presenting you with this guide to Online Social Media Marketing because each of our businesses is.

Do you have a specific topic that you want to find out about, such as building your followers? Jump to the chapter that discusses assembling your Twitter posse Chapter 7, if you want to go there now.

Avoid blinding yourself with the light bulb that bursts above your head when you read this book.

In fact, flag and highlight as many pages as you want. Consider this book a reference guide to help you define and improve your 25 marketing concepts, goals, and communication strategies on Twitter.

Use it! Foolish Assumptions Every author has to assume a few things about his or her audience when writing a book. You either already have a Twitter account or are planning to create one soon. You own a small business, or you work in marketing or sales for a large business.

You are sending out tweets but have no idea what type of return you are getting on your time investment. I also assume you have some basic Web-fu skills, such as knowing how to surf the Web. Conventions Used in This Book I know that doing something the same way over and over again can get boring, but sometimes consistency is a good thing.

For one thing, consistency makes stuff easier to understand. In this book, those consistent elements are conventions: I use italics to identify and define new terms. 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-mail addresses within a paragraph, they look like this: www. How This Book Is Organized The idea of marketing on Twitter has a wide variety of subject matter and ideas, which is part of the reason why this book 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 about creating one or two accounts, you can go directly to the section that discusses that topic in Chapter 2.

If you want to 27 know about creating a Twitter marketing plan, head to Chapter 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 of Twitter as a business tool, this part is for you.

I discuss the ideas of business development, the growing number of Twitter users, and what Twitter means to your business. This part also describes ideas about how to use Twitter effectively for newbies people who are new to a given situation or technology. You absolutely must plan your Twitter marketing strategy before you dive directly into the churning waters of Twitter marketing. Twitter can be a powerful marketing tool if you plan your roadmap to success.

Read and reread Part II to gain the knowledge that you need to successfully implement the rest of the ideas in this book.

Does it matter whether you have quantity over quality in your followers? Should you use the auto-direct-messaging feature? This part provides many answers for you. You need to successfully devise an online strategy before you try to implement that strategy which Part IV covers. Mastering the online use of Twitter is your key to success. Nothing can help you market your business more than the combination of an offline and online strategy.

Twitter can become much more powerful when you use it to push offline marketing strategies as well as online strategies. If you want to use Twitter to execute a live event, add spice to your brochure, or strengthen your offline network, you can. This part shows you how to integrate and strengthen all your marketing endeavors by using Twitter, online and off.

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 important information to help you on your Twitter journey.

The Essential Rumi by Coleman Barks

Second, Internet communication lends itself to placing things in numbered lists, so the chapters in the Part of Tens are concise and to the point. Twitter users from around the world gave their opinion on how to use Twitter for marketing.

You can find more than of their ideas near the back of this book for your perusing enjoyment. You can really make the most of driving business and ideas through Twitter by implementing some of these ideas. Applications and support sites are what drive productivity and time management in the world of Twitter. Appendix B has exhaustive lists of sites and applications that can help you make the most of your time on Twitter.

From prescheduling content to developing content calendars, the following applications revolutionize your usage time. Icons Used in This Book I use the following icons throughout the book to highlight paragraphs that you should pay particular attention to. A Tip is kind of self-explanatory, right? The Tip icon points out information that can help you use or implement your ideas differently. You may find these simple suggestions very useful. I look at Remember icons as massive tips to remember.

These icons mark information that you really 30 should commit to memory when you use Twitter for marketing purposes.

The Technical Stuff icon marks information of a highly technical nature that you can normally skip over. I hardly ever read the technical stuff! So why should you? Honestly, who reads the directions? The Warning icon is the equivalent of the warning label on a lawn mower that tells you not to stick your foot underneath the blades. The Case Study icon points out real-life examples of how companies have used the Twitter marketing concepts and techniques discussed in this book.

Go forth into the world of Twitter and dominate your efforts in marketing and driving business 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 31 trying to use Twitter as a marketing tool.

You must have a plan in place that measures your Twitter marketing success rate 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 know more about, check the Index or the Table of Contents, and then flip to that chapter, section, or page and start reading. And, of course, you can always just start your Twitter marketing adventure at Chapter 1. If you have any questions regarding marketing on Twitter, feel free to check out my blog at www.

If you have trouble determining any symbol, please call Wiley Product Technical Support at Outside of the United States, please call You can also contact Wiley Product Technical Support at www. You know that Twitter is one of the most popular social-media 33 sites on the Internet, but how can you use it to drive business? I answer these questions in this part. In Chapter 1, you get a glimpse into the world of using Twitter for business.

So, get a cup of coffee or tea or a hour energy drink and jump into Twitter marketing. This online platform has blasted through traditional marketing and communication concepts and created a world in which collaboration and customers are king. This world exists as Twitter www.

All those Twitter users are potentially waiting for you to communicate with them. Twitter has disrupted the traditional marketing process and placed the customer in control of the marketing message. The future of marketing is bright — never before have you had such possibilities for growing your business. Twitter enables you to find potential customers quickly and easily and communicate with them with only a few keystrokes. This chapter introduces you to the key concepts of marketing your business and products by using Twitter.

For help signing up with Twitter, see Chapter 2. Understanding How Twitter Works Twitter is a social network that gives you the ability to post messages of characters or less.

Twitter is a network with members throughout the world, and when you send out a message, Charles in London and Mary in California can read it at the same time. Imagine the possibilities for your business! If you understand the concept of sending a text message from phone to phone, you can pick up Twitter easily. Those character posts are known as tweets. Figure shows a few tweets from several Twitter users. Tweets are a form of micro-blogging that have enabled users to share massive amounts of content in the form of short text messages that they send to unique sets of people or entire groups.

Twitter is one of the original platforms for micro-blogging, and it has ruled this space since its creation in Micro-blogging has increased the speed of information ten-fold, in contrast to writing a blog post or writing an in-depth consumer report.

Blogging is a more elaborate approach to information sharing and marketing on the Web. Blogging and micro-blogging should work hand-in-hand to create a platform that you can use to spread your business ideas to your customers and potential market.

Figure You want to follow many people, but you also need to be sure that you follow the right kind of people. Every time you post a tweet, it appears on the Twitter timeline of all the people who are following you. Twitter also gives you the ability to have conversations with current and potential clients using the promotional tweets system.

So, you just need to follow as many people as possible and start tweeting about your products like there is no tomorrow, right? Not so fast. The information that your followers are interested in may vary depending on their focus and interests. Along with all these elements, you also need to share useful tweets that others post on Twitter.

You can see an example of a retweet in Figure For a more in-depth look at using retweeting in your marketing plan, check out Chapter 8. More importantly, the majority of Twitter users are your customers and peers. A popular myth is that Twitter is made up predominately of Generation Y Internet users ages 18 to What does this statistic mean for your business? It gives you insight into the kind of people who are using Twitter.

Figure Retweeting what others post on Twitter shows respect and helps extend their messages. The following sections describe several ways that you can use Twitter for your business.

Sharing news and stories Because Twitter gives you the ability to share character thoughts in a split second, you can easily share links to PR releases and stories about your business, service, or product. But in order to make your tweets interesting and diverse so that you can hold on to and increase your followers, consider 42 sharing news and stories about the industry that you serve.

You can become a reference for people who are looking for information about the topic, and that status can ultimately gain you more followers who may become your customers. You can also branch out into general news stories, keeping an eye on trending topics on Twitter, as described in Chapter Tweeting about more than just your business and industry can help show the human side of your company; however, depending on what your Twitter marketing strategy is, keep your brand in mind when you use Twitter and consider what your tweets say about your brand as a whole.

Your evangelists can help you get your message out, but you must first find out who they are and remember to give to them by retweeting their interesting messages before you ask for their support. You can spot your fans and evangelists by keeping an eye on who retweets your posts most often. Chapter 8 introduces some tools that can help you track that information. Also, 44 monitor Twitter trends in your industry so that you can spot the people you need to be listening to; see Chapter 10 for details.

Through a disciplined balance between listening to others and retweeting their useful contributions, eventually you earn the right to ask for their support in return. The reward may be as big as having your brand story go viral and getting picked up by thousands or millions of potential customers, as described in Chapter 9.

You can see an example of how Comcast offers customer service through Twitter in Figure If you involve the right people in your company on Twitter — and train them in time management and empower them to talk openly to customers — you can save both your customers and yourself time, money, and frustration: a true win-win situation. Finding a fit for your business Examples of businesses that use Twitter can help you see how Twitter might fit with your business model.

The 45 following list describes just a few of the companies that have revolutionized the way businesses use Twitter customer service, business-to-consumer marketing, business-to-business marketing, and public relations: Customer service: Zappos.

Unsurprisingly, it adopted Twitter as a channel to communicate with its customers and offer customer service. Business-to-consumer marketing: Ford Motor Company is getting the word out about its new Fiesta model through the Fiesta Movement. If you visit www.

Business-to-business marketing: Duct Tape Marketing www. Today, it uses Twitter as part of its toolkit to deliver valuable information to its audience.

Public relations: Old Spice oldspice embraced Twitter as part of its social-media-centric PR strategy that was born by allowing Twitter users to ask questions of their Old Spice shirtless mascot guy, which in turn created huge amounts of traffic and positive brand awareness. Figure ComcastCares offers Comcast users customer service via Twitter. Because of this idea, marketing departments of many companies ran much like machines. Yes, some creative thought was involved, but the communication model was more machine-like than most marketing professionals would care to admit.

More often than not, this approach worked because there was a more limited number of products and a more limited number of channels through which companies could market those products. So, 47 you could more easily reach your audience. It was the age of broadcast, in which you sent the message in only one direction, and everyone on the receiving end consumed it. In this age of social media which Twitter is a part of , the machine is slowly morphing and giving way to a more sophisticated school of thought.

The customer is now crafting brand messages. People are talking to other people. Millions of products compete for a slice of attention on a gazillion channels and Web sites, making it nearly impossible and unreasonable for a company to broadcast effectively anymore. Instead of selling a message to a group of consumers, on Twitter you rely on your customers to talk about your product and help you reach others through word of mouth. Twitter is now at the forefront of the customer experience, where customers sell to customers.

Companies no longer craft the thoughts and ideas of brands in the board room. Consumers create personal representations of brands in their living rooms, restaurants, and gathering places, and on their keyboards. Marketing on Twitter works in a very different way than traditional marketing.

Of course, you can help shape the dialogue: You certainly can and should participate in the conversations about your company, products, and services. Where do you start? Where do you jump into the massive world of the direct message and the tweet?

It all starts with your profile. Creating a Twitter profile is a little bit different than signing up for MySpace or Facebook, where you list your favorite bands, books, movies, and funny photos of you and your family. The information you include in your Twitter profile introduces you to others on Twitter and may be the reason why others choose to follow you or not.

Therefore, you need to give it careful thought. In this chapter, I walk you through the process of signing up for Twitter and creating a profile. I also break down the most important parts of the profile and where you should focus your time. And I give you some tips to help you choose the best Twitter pictures. Signing Up with Twitter To start your Twitter journey, you need only a computer, an e-mail address, and an Internet connection.

Yes, you can use a mobile phone with Twitter, but it is far more convenient to get your Twitter account started on a computer. Creating a Twitter account You can use this quick, easy, slick, and state-of-the-art process to create your very own Twitter account! Just follow these steps: 1. Go to www. Enter the information Twitter is asking, nay, begging you for, as shown in Figure Figure Sign up for your Twitter account.

I discuss that software in Chapter 5. Your username becomes part of your personal URL, for example, www. The majority of Twitter users include their own names or company names as part of their usernames. But you may find that someone already uses your actual name as their Twitter username. Figure With so many Twitter users, it is possible that your preferred username is taken. To get yourself out of this situation, try a new username including your middle initial or a number after your name, such as kylePlacy or kylelacy, in place of the first username you entered.

Although it can be as long as 15 characters, try to pick the shortest name possible. And if you have JohnJacobJingle for a username, that leaves only characters for somebody to respond. Your password is your key to your Twitter Empire Twempire?

In order to receive alerts and information regarding your Twitter account, you have to enter a valid e-mail address you have access to. Below the Email text box, you can check the Let others find me by my email address. This allows other users to find you by your e-mail address.

Select this box if you would like to receive notifications from Twitter. Click the Create My Account button. Fill in the words and click finish. You also get a welcome e-mail message at the e-mail address you entered, confirming your username and Twitter profile page, along with links to let you activate your phone to use Twitter and invite your friends.

Using the Find Sources that Interest You features 55 When you start finding and following people, the fun really begins! Twitterati unite! After you create your account, you are given different options to help you in building your Twitter contact list.

However, I recommend that you let Twitter build your list with your current e-mail contacts. If you need to build a list quickly, this is a great way to do it, especially if you already have an e-mail list of customers and potential customers. Twitter gives you the ability to use your Gmail, Yahoo! You have the ability to find your friends! On the Interests page that appears, click different topics that may interest you. Twitter opens a new page that allows you to find different sources that interest you.

If you click a certain section like Business , you are given different users to follow.

You can choose to follow the individuals displayed or move on by clicking the blue button called Next step: Friends. Click the Next Step: Friends button. Twitter searches your e-mail address book and LinkedIn account to show you which contacts have Twitter accounts if 56 any of them do , so you can conveniently follow them.

You can see what the results page looks like after Twitter is done searching your e-mail address book. Select an e-mail platform you have an account with Twitter supports Gmail, Yahoo! Twitter will show the different users in your address book who are either already using Twitter or could be requested to join the site. If you find someone you think should be using Twitter, click the Send Request button.

As seen in Figure , click the Follow button green plus button to start following contacts who are already using Twitter. After you have followed your contacts you have three choices. You can either click the blue Finish button at the bottom of the page, use the search box to search people by name, or go back to the interests page to search for more users.

Click the Blue Finish Button If you get a direct message or a tweet from someone who says he or she is from Twitter and asks for your password, report that user because Twitter never asks for that information.

Figure Enter your e-mail and e-mail password to search for people you know on Twitter. You can make your full name an important part of marketing on Twitter. Your name may not break a campaign or a sales lead, but you always have that possibility. Remember that in order to create a real and lasting relationship with your customers on Twitter, you need to be open and honest about your identity.

I discuss the importance of a good Twitter username in more depth in Chapter 4, but plain and simple: people download from people. People connect with people, and social media including Twitter provide you a great place to make a connection that can help you sell. Stick with your real name. If people are searching for your business on Twitter, you want them to find you easily. If you run into the occasional name stealer on Twitter you can ask Twitter to take your name back.

Twitter calls the culprit a name-squatter. However, you need to meet a couple of information guidelines before Twitter will take your name back from the culprit. You may be concerned that someone can steal your e-mail address or personal identity from Twitter. If so, create a new e-mail address just for Twitter. Use Gmail, Yahoo! Just remember to monitor it regularly because all the notifications about 60 account activity — including people who start following you — are sent to that e-mail address.

You know everyone does it! Give in to the peer pressure! I know you want to follow Ashton Kutcher and read his every muse and thought. If you are like most of the Twitter users, you are probably following a celebrity or famous person and have noticed the Verified Account logo. The verified account logo is a turquoise check mark in the upper right side of the account screen. As seen in Figure , this logo is seen on a twitter profile of well known celebrities, artists, athletes, actors, public officials, and public agencies.

This basically means that the wonderful staff at Twitter contacted the person using the account and verified the representation of that account. They basically checked to see the user was real. Figure The blue Twitter check signifies that the person using the account is actually who they say they are.

Probably not, but if you must have something verified because of a weird fascination with due process, listen up.

Facebook marketing all-in-one for dummies [electronic resource]

Twitter does not promise that your account will be verified; they simply give you a form to fill out that includes name, information, and other pieces of content that will help the Twitter lords verify your validity. To increase your chances of receiving the trusted blue check mark, add a Twitter badge to your website or blog. This is not a verified way no pun intended to receive the check mark, but it could help your overall chances.

Writing your character bio and more You use the bio to let the world know who you are. What are your hobbies, your interests, and your passions? Use plain language and keywords that people would normally search for. Put that in.

Are you a corporate travel planner for veterinarians? A drop down box appears with the Settings link. This takes you to your Settings page, as shown in Figure Figure The Settings tab gives you plenty of edit options. Click the profile tab between Notices and Design to edit your profile information. In the Bio text box under your website URL , you have up to characters to talk about yourself.

Also on this page, you have the option to enter your website URL. Be sure to enter the URL in the Web text box, too. You also have the opportunity to choose to add your location to your Tweets. When you are at a party and you want to add 63 your location, click the add your location section in Settings.

You will not attract stalkers. Twitter gives you the ability to turn your location off and on before each tweet. Figure The Twitter default avatar apparently is based on a bird egg. To change your Twitter picture, follow these steps: 64 1.

Click your Twitter user name in the top right of the page and click the settings sub-link. This takes you to your Twitter Account page. Click the Profile tab, shown in Figure Click the Choose File button.

A dialog box appears that lets you browse for an image on your computer. Select the image you want and then click the Open or OK button. Click the Save button. After a few moments, Twitter displays your new avatar on your profile page. Some parts are redundant the same information is being placed all over the place. I would recommend this to a It's ok for fundamental fun read as I didn't expect much to begin with. If you want to get the fastest and deepest content, just read the last chapter.

May 25, Rahul rated it it was amazing Author has given very useful scenarios and examples. This is very helpful for beginners to understand the concepts.

I found this useful. Thank you. Jul 06, Cuyler D.

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Learned so much Amazing. Learned so much. I totally recommend this book for anybody that wants to do any type of digital marketing. From front to back, it covers almost all the basic needed.People are talking to other people.

Twitter searches your e-mail address book and LinkedIn account to show you which contacts have Twitter accounts if 56 any of them do , so you can conveniently follow them.

Guess what — they already did. Clipping is a handy way to collect important slides you want to go back to later.

Full Name Comment goes here. More often than not, this approach worked because there was a more limited number of products and a more limited number of channels through which companies could market those products. After seeing the success from the lists application, they have started to create specific applications for business use on Twitter, including the Twitter Business Center and Promoted Tweets. See our Privacy Policy and User Agreement for details. But a transparent company tells people where the products come from.

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Also read my other posts. I absolutely love ice sledge hockey. I relish never .