How to Dominate Your Market One Tweet at a Time.

291 Pages·2010·3.38 MB·English

by  Joel Comm

Business/Marketing COMM FOREWORD BY ENTREPRENEUR, AUTHOR
& PEAK PERFORMANCE STRATEGIST
Revised and updated with the latest on
ANTHONY ROBBINS
successful Twitter marketing
In this revised and updated edition of Twitter Power, online marketing entrepreneur
Joel Comm explores the latest trends, methods, and practices for making Twitter
work for your business. You’ll see how businesses and marketers are building a loyal
following among Twitter members, expanding awareness of their product or service,
t
and even handling negative publicity due to angry or disappointed customers.
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Updated with the latest business applications for Twitter, recent case studies, and
other relevant social media info, Twitter Power gives you everything you need to
tweet your way to success.
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twitter power
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PRAISE FOR
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“As a forward-thinking entrepreneur, it’s clear to me that Twitter is a must-use for any smart power
businessperson online. Joel Comm’s Twitter Power is the must-read guide defi ning how to leverage
the power of this incredible tool to brand and increase sales in an increasingly competitive world.”
p
—Joseph Sugarman, Chairman and founder, BluBlocker Corporation,
and author of The Adweek Copywriting Handbook
o
“Jam-packed with clever ways to leverage the Jovian social-networking power of Twitter.
The ‘Twitter as Help Desk’ idea alone is a fi endishly simple revolutionary idea.”
w
—Mark Joyner, #1 bestselling author of Integration Marketing (www.integrationmarketing.com)
2.0
“When Joel Comm speaks about anything to do with making money on the Internet, I listen.
e
If you want to learn what you need to know for your business to profi t from Twitter, you will
fi nd it in the pages of this excellent guide.”
—Chet Holmes, business consultant and strategist, r
author of the #1 business bestseller The Ultimate Sales Machine
2
.
0 How to Dominate Your Market
joel comm is one of the world’s leading new media market-
ing strategists and has been creating profi table web sites since
1995. He is an in-demand speaker at marketing and personal
O H One Tweet at a Time
development conferences and is also the author of The AdSense n o
Code, a New York Times and BusinessWeek bestseller. e TYow
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Visit www.joelcomm.com for more information. e M D
cover design: paul mccarthy / author photo: allison rose $16.95 USA/$19.95 CAN t at aarkom
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joel comm
NEW YORK TIMES BESTSELLING AUTHOR
978-0-470-56336-6
Chapter= Page=14 Date:February11,2010 Time:1:6pm
Chapter= Page=1 Date:March9,2010 Time:12:53pm
Praise for Twitter Power 2.0
“Asaforward-thinkingentrepreneur,it’scleartomethatTwitterisamust-usefor
anysmartbusinesspersononline.JoelComm’sTwitterPoweristhemust-readguide
defininghowtoleveragethepowerofthisincredibletooltobrandandincrease
salesinanincreasinglycompetitiveworld.”
—JosephSugarman,Chairmanandfounder,BluBlockerSunglass
CorporationandauthorofTheAdweekCopywritingHandbook
“Jam-packedwithcleverwaystoleveragetheJoviansocial-networkingpowerof
Twitter.The‘TwitterasHelpDesk’ideaaloneisafiendishlysimple,revolutionary
idea.”
—MarkJoyner,#1bestsellingauthorofIntegrationMarketing
www.IntegrationMarketing.com
“WhenJoelCommspeaksaboutanythingtodowithmakingmoneyontheInternet,
I listen. If you want to learn what you need to know for your business to profit
fromTwitter,youwillfinditinthepagesofthisexcellentguide.”
—ChetHolmes,Businessconsultantandstrategist,andauthorofthe
#1businessbestseller,TheUltimateSalesMachine
“FormonthsIsawandheardthebuzzaboutTwitter,butitwasn’tuntilJoeltoldme
detailsaboutitthatIfullyunderstooditsmarketingimplications.NowIcanclearly
seehowthisfreesitecanhelpmefurtherbuildrelationshipswithmycustomers,
andIamgoingtobe‘tweeting’frequently!Infact,Ihavealreadystarted,thanks
toJoel.Sothanksforwritingthisbook,Joel.It’sgoingtohelpalotofpeoplegrow
theirbusiness!”
—StephenPierce,www.MakeRealMoneyOnTheInternet.com
“IntheshortamountoftimeIhavehadwithJoelComm,Icanclearlyseethatthisisa
manwhounderstandshowtobuildprofitableInternetbusinesses.TwitterPower
is sure to set a new standard for those seeking to broaden their entrepreneurial
vision to include the latest Internet technologies. I recommend you read it and
beginapplyingittoyourbusinessrightaway!”
—BillBartmann,BillionaireBusinessCoach,www.billionaireu.com
“Iwaslucky.JoelCommsatdownwithmeandexplainedwhatTwitteris,howit
works,andhowIcouldandshouldbeusingitformybusiness.Joelknowsmore
about using Twitter than any other human, and the proof is in his own massive
success with ‘tweeting.’ You’re even luckier; in this book, Joel will teach YOU
everythingyouneedtoknowaboutTwitter—andyoudon’tevenneedtobuyhim
lunch.”
—DanO’Day,Radioadvertisingguru,www.twitter/danoday
“I’mamazedhowmanypeoplearenotyetusingTwittertoconnectwithcustomers
andassociates.Onceagain,JoelCommleadsthewayintothefuturebyshowing
peoplehowtheycanhaveincreasedsuccessbytakingsomeverysimpleactions.
Thisbookhasinspiredmetotakemysocialmediapresencetothenextlevel!”
—ChristopherHoward,Wealthandpersonalachievementexpert
Chapter= Page=2 Date:March9,2010 Time:12:53pm
“SocialmediahasgivenonlinebusinessthefueltoridethenextwaveoftheInternet
formanyyearstocome.Ifyouwanttobeonthecuttingedgeofstrategiesthat
arebeingimplementedbythemostsuccessfulbusinesses,TwitterPowerisamust-
read.Joelhasdoneagreatjobofdemonstratinghowaminorinvestmentoftime
and energy can result in long-term payoffs. No wonder they call him the Social
MediaExpert!”
—KristopherJones,CEOofPepperjamandauthorofSearchEngineOptimization:
YourVisualBlueprintforEffectiveInternetMarketing
“JoelComm’sunderstandingofsocialmediaanditsapplicationsforentrepreneurs
andthegrowthoftheirbusinessesisremarkable.Beyondhisknowledge,itishis
abilitytocommunicateiteffectivelythatmakeshimstandapart,whilehishumor
indeliverykeepsyoucomingbackformore.”
—JenGroover,A“OneWomanBrand”andfounderofButlerBagLLC
“I’vebeenabigfanofJoel’sabilityandtrackrecordtokeepupandexplainthe
importance of new web-based communication tools and trends. I consider him
to be at the front edge of the Internet and a sage guide to help you grasp and
understandchangesinthefast-pacedonlineworld.”
—TonyRubleski,Amazon#1bestsellingauthor,www.MindCaptureBook.com
“Thanks,Joel,forthisintriguinglookatTwitter.You’veproventhatTwitterPower
isn’tjustaboutmakingnewconnectionstogeneratesales.It’saboutbrand-building,
focusgroups,theexchangeofideas,andtheemotionofdebate.Allconductedin
realtimeviacomputer,cellphone,PDAs,andperhapsevenTVbythetimeyou
readthis.WhenyouaddintheincrediblyviralnatureofTwitter,thepossibilities
arevirtuallyendless.”
—DanNickerson,www.YouMetDan.com
“I’vebeenfollowingJoelonTwitterforawhilenowandI’llbefrank—heannoys
me. But in a good way. He always manages to grab my attention in Twitter, de-
spitethelimitedwordsavailablewithinthemicrobloggingplatform.Thisclearly
demonstratesthatJoelunderstandshowthisnewandpowerfulsocialmediatool
shouldbeused.IfyouwanttounleashthepowerofTwitterforyourbusiness,Joel
issomeoneyoushouldpayattentionto.”
—YaroStarak,www.entrepreneurs-journey.com
“I’matwitteringfool.Twitterisoneofthemostaddictingthingsonthenet.Besides
thefactyougettoupdateeveryoneandtalktopeopleyou’drarelytalkto,it’sa
great tool for building an online buzz. Make sure you follow Joel Comm on this
subject,becausehe’sonthecuttingedgeofthis.”
—MattBacak,Internetmultimillionaire,Atlanta,GA
Chapter= Page=3 Date:March9,2010 Time:12:53pm
twitter
power
2.0
How to Dominate Your Market
One Tweet at a Time
JOEL COMM
JohnWiley&Sons,Inc.
Chapter= Page=4 Date:March9,2010 Time:12:53pm
Copyright©2010byJoelComm.Allrightsreserved.
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ISBN:978-0470-56336-6
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10 9 8 7 6 5 4 3 2 1
Chapter=toc Page=5 Date:March6,2010 Time:4:48pm
Contents
Foreword ix
Preface xi
Introduction: What Can Twitter Do for You? xv
Chapter 1: An Introduction to the Social Media
Landscape 1
SoWhatExactlyIsSocialMedia? 2
SocialMedia,SoWhat?WhySocialMediaReally
IsaBigDeal 5
TheDifferentTypesofSocialMediaSites—
ContenttoSuitEveryMarket 9
ACloserLookatMicroblogging 15
Introducing ... Twitter! 20
Chapter 2: What Is Twitter and Why Is It So Powerful? 24
TwitterandItsSuccesses 24
ThePowerofTwitter’sImmediateFeedback 27
InstantAccesstoSmartPeople24/7 29
Chapter 3: Getting Started the Right Way on Twitter 31
SigningUp—DoesTwitterHavetheWeb’s
MostFriendlyRegistrationPage? 31
Who’sonTwitter?YourFirstFollowers! 35
CreateanInvitingTwitterProfile 37
ChoosingYourTwitterPicture 52
DesigningYourTwitterProfile 55
DesigningaCommercialBackgroundImage
forTwitter 63
ChoosingtheRightColors 66
NoticestoNotice 68
TweetingwithYourMobilePhone 70
v
Chapter=toc Page=6 Date:March6,2010 Time:4:48pm
vi Contents
SendingYourVeryFirstTweet 72
BecomingaFollower 73
AWordaboutSecurity 73
Chapter 4: Building a Following on Twitter 76
QuantityorQuality:ChoosingtheType
ofFollowingYouWant 78
Quality:HowtoBeIntentionalaboutCreating
YourOwnNetworkofExperts 81
Quantity:SevenKillerStrategiestoReaching
CriticalMassonTwitter 87
TwitterankandPageRank 101
Chapter 5: The Art of the Tweet 104
TweetEtiquette 105
TheBenefitsofFollowingbeforeTwittering 112
HowtoJoinaConversation 113
HowtoBeInterestingonTwitter 116
HowtoDriveBehavior 134
Chapter 6: The Magic of Connecting with Customers
on Twitter 137
IdentifyingProblemsandSolicitingFeedback 138
DiscoveringYourTopFans,Promoters,
andEvangelists 140
YourMicroHelpDesk 146
Chapter 7: Leveraging Twitter for Team
Communication 151
TwitterforVirtualTeamLeaders 152
CreatingaTwitterAccountforaVirtualTeam 154
BuildingaTeamwithTwitter 155
Chapter 8: Using Twitter to Help Build Your Brand 159
CreateaStory 161
PortrayingYourBrandwithYourProfile 163
TweetStyle—WhattoSayWhenYou’re
BuildingaBrandtoCreateValue
andHowtoSayIt 165
Chapter=toc Page=7 Date:March6,2010 Time:4:48pm
Contents vii
ReinforcetheCoreMessage 175
Repetition,Repetition,Repetition 178
WritingtheTweets 178
WinRetweets 179
CreateHashtagsandRunHashtagChats 180
Chapter 9: Leveraging the Power of Twitter to Drive
Behavior in Your Followers 183
DrivingFollowerstoaWebSite 184
PromotingaBlogonTwitter 184
TwitterasaResourceforPostIdeas 189
DrivingFollowerstotheMall 191
CanYouPutAffiliateLinksonTwitter? 194
DrivingFollowerstoRegister 195
TrackingResultsandTestingStrategies 197
TrackingMultipleTweets 201
MakingtheMostofTwitter’sTrends 204
Chapter 10: Quick Ways to Make Money on Twitter 208
EarnwithAdvertisingonTwitter 209
OfferSpecializedServices 213
Barter,Buy,andSellYourWaytoProfit 215
Chapter 11: Beyond Twitter.com: Third-Party Tools
You Will Want to Know About 218
SocialOomph 218
Twitterrific 220
Twhirl 221
Twitterfeed 222
Trendistic 222
Twellow 223
TweetBeep 224
TwitterCounter 225
TweetDeck 226
TwitThis 227
TweetAways 228
HootSuite 228
TwitPic 228
Chapter=toc Page=8 Date:March6,2010 Time:4:48pm
viii Contents
Chapter 12: Building Powerful Solutions on Top
of the Twitter Platform 231
SoWhatIsanAPIAnyway? 232
WhatCanYouDoWithTwitter’sAPI?
AutomatingYourTwitterExperience 233
CreatingYourTwitterApp 234
Chapter 13: Putting It All Together 236
A30-DayPlanforDominatingTwitter 237
Chapter 14: Power Twitterers 246
Conclusion 253
Directory Of Twitterers 255
Other Books by Joel Comm 259
Index 261