The GREAT Power of Twitter Search

Another world-class bonus session today with Guy Kawasaki
How To use Twitter As A Marketing Weapon

I knew about Twitter search long ago, but there are some fascinating tips and small magic things you can do to use it really really well.

Twitter Advance Search. A powerfool tool. Let's show some examples that I did by myself imagining myself working at different companies.

Let's say you are a coffee chain brand, let's say your name is Starbucks just for the sake of everyone being familiar with the name. Let's say you have your office in Barcelona and you want to find out what people are ASKING about your brand to be able to answer them and engage. Only in Barcelona though because lets invent you are launching a new product just in Bcn for one week. I know I know, not likely being Starbucks but hey, let's just pretend for a few minutes.

Or lets say you are IESE, one of the biggest business schools in Spain and you wanna know what people are asking you in Madrid.

Lets say you have a company that sells soap-operas in the afternoons on a special channel and you only wanna target housewives. This is done by Google Boolean Search which Guy also explains but I have yet to try it more to be able to talk and write about it.

Or a language portal focusing on language classes in Germany! Remember the question mark if you are specifically looking for people asking a question.

Or lets say your name is Sephora and you wanna find out the questions surfacing in Madrid to be able to answer them. Simply pur Sephora near:Madrid within:50mi ? and voila!

What should I tweet about? This is a question many new Twitters are asking themselves. At a first glance Twitter makes sence for just very few people. For most of us it seems meaningless reading about your neighbor who bought a new car.

Tweet about interesting stuff for your audience. Sure, if your name is Madonna, it's highy interesting to tweet that you got a new BMW yesterday but if you're a normal person you probably wont get many retweets on that one.
Guy tells us that what is interesting for normal people are good, useful and fun links.
If you are lets say Sephora you first need to decide what's the over all objective. Is it Sales, Loyalty or Awareness. Maybe it's loyalty and you wanna place Twitter within Customer Service, that would make sense.  Or maybe you wanna use it as a channel to communicate the latest hot tips and advices regarding makeup, perfumes, celebrities wearing Sephora mascara e.t.c.
Basically stuff that interests your target group. Let's say women 25-34 years old.
What we could further do as a marketer of Sephora is to use Forrester's tool to calculate our audiences social tech profile. Let's say we are Sephora in the U.K and our target group are women 25-34 years old. This lets us see that most of them are joiners and spectators. Joiners are fairly active people so here you could consider social media contests where you ask a person to like your page or leave your email address. Since you seem to have lots of spectators too, it'd probably be a good idea to include nice visual content that engages the potential client.

If you are a famous business school you may post links about students who have graduated and succeeded or about the latest government grants that future students could take advantage of.

People, Important note. This takes practice! Try Try Test and test again.

Cheers and Happy Monday!

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