外文翻譯---贏得推特營(yíng)銷的手段和策略

1、<p>　　畢業(yè)論文（設(shè)計(jì)）外文翻譯</p><p>　　標(biāo)題：Winning Twitter Marketing Tools & Tactics</p><p><b>　　原文：</b></p><p>　　What's Twitter, and Why Use it? </p><p>　

2、　Twitter is a communications platform with millions of users, and growing at a phenomenal rate. It helps businesses stay connected to their customers. As a business, you can use it to quickly share information with peopl

3、e interested in your company, gather real time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. Tech Crunch reports the Twitter user base is

4、 expected to be close to 25 million by the end of 2009. Masha</p><p>　　In this short guide, we'll tell you exactly how to capitalize on this huge buzz and "microblogging" phenomenon with some s

5、uggestions for professional tools and techniques to save you time. When you're new to Twitter, you might be wondering -- does anyone do anything besides talk about what they had for lunch? Short answer... yes. We tho

6、ught the same until we got a large client totally on Twitter. If you're already aboard, you might like to learn some ways to accelerate success, and be efficient </p><p>　　We'll cover:</p><

7、;p>　　? Time saving professional tools</p><p>　　? CRM Integration options</p><p>　　? Integration with your website and Business Blog</p><p>　　? Getting more followers the smart wa

8、y -- targeted for your business</p><p>　　? Advertising Tools in the Twitter arena</p><p>　　? A winning formula of tools, tactics and strategy</p><p>　　Time Saving Professional Tools

9、</p><p>　　For our clients, our professional Twitter tool is EasyTweets for three main reasons: Automated scheduling of tweets, automatic search and find targeted followers, and the ability to manage several

10、Twitter accounts. There is currently a special to try EasyTweets for $1.</p><p>　　Above are four of 12 professional tools we use for automation, market research, and smart feedback built into Easy Tweets.<

11、;/p><p>　　Compare - Online Twitter Tool to Downloadable Tool: EasyTweets is an online service, so it's available from any computer connected to the internet -- upgrades are planned in Fall of 2009. If you p

12、refer a downloadable program, we also like Hummingbird - there are a number of excellent features and its marketing reach extends beyond just Twitter. Larger companies may like to assign a marketing coordinator oversite

13、and writing duties using the EasyTweets multi-twitter account software online, while</p><p>　　CRM Integration Options - It's all about the Relationship</p><p>　　Most businesses, large and sm

14、all, understand the need to manage their customer relationships.</p><p>　　First we saw databases designed for the tasks. Then email. Then stand-alone CRM - Customer Relationship Management - software, with s

15、ome great options now online -- in cloud computing solutions. Here, we'll take a quick look at how three CRM providers are integrating Twitter and Social Media.</p><p>　　SalesForce.com versus SugarCRM<

16、;/p><p>　　These two contenders for a cloud solution to Customer Relationship Management are often thought of as Proprietary (SalesForce.com) versus Open Source (SugarCRM) -- but Sugar CRM also offers some paid

17、package options. Both are now integrating Twitter in interesting ways:</p><p>　　Above, SalesForce does a good job of integration into their CRM solution, and note that Facebook is also available. SugarCRM is

18、 adding Twitter search integration via its open source community "add-on modules."</p><p>　　BatchBook - This lesser known contender to services provided by SalesForce.com and SugarCRM is positionin

19、g itself as the "CRM that knows the Business of Social". One example,you can view blog posts, photos, tweets and more alongside contact history:</p><p>　　Above, BatchBook screen shows how using the

20、ir CRM solution's "Social Media SuperTag", you can enter information such as Twitter usernames, blog feeds and LinkedIn profile URLs (plus many others!) on a contact record. Read more about BatchBooks'

21、Social Media integration here.</p><p>　　Integration with your Website and Business Blog</p><p>　　Above, we configure your website to connect with your twitter page and vice-versa for a powerful

22、synergy. We develop Content Management Solutions and Business Blogs on the award-winning WordPress platform, and one great time saver and powerful integration tactic is to use Twitter plugins on your sites to automatical

23、ly tweet out your latest blog posts to your twitter page, and also show a running commentary of your Twitter feed on your site. This synergy will build you a powerful presence in the </p><p>　　Who's Usin

24、g Twitter for Business?</p><p>　　Heard of Dell, JetBlue, and Pepsi? Those are some big name companies making it work for them.ComCast uses Twitter for customer support. Some smaller successful players in the

25、 new Social Media space include CoffeeGroundz, NAKEDPizza, and Teusner Wines. (click to read a case study). You might also like to read, "40 of the Best Twitter Brands, and the People Behind Them."</p>&

26、lt;p>　　Getting more Followers the Smart Way -- Targeted for your</p><p><b>　　Business</b></p><p>　　You may have seen some of the SPAM programs out there advertising "Get 16k

27、followers a day," etc. Volume is not the answer. Targeting is, and automation can help. You want to proceed in such a way that you gather followers who are interested in your industry and business. And you want to e

28、ngage them by providing valuable information so they recommend you to more followers with similar interests. Here's our two-step, proven formula:</p><p>　　1. Set your automatic search and follow controls

29、 for people using key phrases specific to your industry. Below is screenshot showing this tactic in Operation using EasyTweets -- you can do that yourself, or contact us and we'll provide you this service:</p>

30、<p>　　2. Write short, compelling, and interesting tweets about your business, services, and industry -- and provide links, not only to your site but to other helpful reference material. If you don't have time -

31、- we'll quote you on this. For larger companies, we recommend you use 4-20 of your Twitter accounts (an EasyTweets Plus account manages up to 5 twitter accounts & a Pro Account up to 40 from the same dashboard) f

32、or your sales staff, marketing managers, and at least one C-Level executive.</p><p>　　Important Twitter Search Tools:</p><p>　　? Local Search - Nearby Tweets finds Tweeters in your neighborhood.

33、 Big Tip for sales people ... find and engage people talking about your services, and industry.</p><p>　　? Scoopler - Designed to search for hot topics, Scoopler returns the latest conversation in one column

34、 with a global search of videos, links and images in another.</p><p>　　? Twiogle - Twiogle combines the power of Google with the immediacy of</p><p><b>　　Twitter.</b></p><

35、p>　　? Monitter - Monniter (shown right) brings up a split screen where you can track three related Twitter conversation threads. WebFadds likes to watch SEO, Analytics, and CMS side by side.</p><p>　　TIP:

36、 Open all four of the above search sites and spend 30 minutes looking at search results for terms that relate to your Brand, Services & Products. This is a powerful tactic for both research and sales teams.</p>

37、<p>　　Advertising Tools in the Twitter Arena</p><p>　　As Twitter matures, more and more service providers are offering advertising opportunities on the platform. You can of course, use your twitter ac

38、count to advertise direct to your followers. You'll need to concept, prepare, and test the copy and graphics for your campaign -- give us a call... we'll help. And then, extend your reach using a good combination

39、 of the following tools:</p><p>　　? Bubble Guru - Video Ads for Websites & Twitter - easy to set-up and use.At right, Bubble Guru lets you simulate how the guru will look at your site. Your "guru&qu

40、ot; appears in a circular "bubble" that pops up over the desired page at your site. Controls go away so your talker is alone in "bubble" to present your company in a unique way. We installed a similar

41、 video marketing pop-up for ConditionedAIr.com.</p><p>　　? Featured Users - Feature your user profile across the Social Media landscape.</p><p>　　?TwitAd Service - Get other to tweet about your

42、company, products and services.</p><p>　　? Twitter Coupons - Offer exclusive coupons to your followers.</p><p>　　Above... BajaFresh serves up a Twitter Coupon</p><p>　　? TwiveAway -

43、 Run your own Twitter Give-away Contest on autopilot.</p><p>　　? TwtPoll - Take a poll for marketing research, and at the same time... advertise your company. </p><p>　　Above is a "TwtPoll&

44、quot; about Business Process Management -- the firm "IMGWorld", which is in the business of BPM, gets recognized within the Poll.</p><p>　　? Sponsored Tweets - Another service that connects adverti

45、sers with tweeters -- you can create "sponsored conversations" on Twitter.</p><p>　　A Winning Formula of Tools, Tactics & Strategy</p><p>　　Ok. We've given you a brief overview

46、 in this guide of tools and tactics for marketing on Twitter. There are a number of services and software solutions out there, so here we'll sum up our formula for winning (which means getting customers and doing so

47、efficiently) in the Twitter arena:</p><p>　　? Establish a Twitter account for each key member of your marketing and customer service team, plus at least one C-Level Executive.</p><p>　　? Establi

48、sh additional Twitter accounts per service/product focus to serve the Twitter community by talking about and linking to sites of interest -- and occassionally your own. This is a secondary, but powerful technique that al

49、lows you to grow targeted followers who value your tweets, and so will follow your lead.</p><p>　　? Integrate and automate your Tweeting with your Business Blog and Content Management System</p><p

50、>　　? Make sure you commit to tweeting helpful tweets 2-3 times a day (c'mon -- a tweet is only 1-2 sentences long). Yes, there's automation to save you time. No -- you shouldn't rely totally on automation

51、-- think about connecting with live customers and prospect engagement.</p><p>　　Advanced Tip: Using your EasyTweets account there's a way to automatically place feeds from related reference sites in your

52、 tweets, with a short comment before each tweet. Learn how in the online guides, or we'll show you how.</p><p>　　Integrate a focused, and well-developed Twitter marketing campaign using a smart combinati

53、on of tools listed above.</p><p>　　? Prove it: You and your Executives want to see ROI, right? So, install Google Analytics, set up values for each of your site Conversion goals, then review the value of tra

54、ffic coming to your site and converting from visitors... to prospects, leads, and customers.</p><p>　　Above is a recent report pulled from Google Analytics that shows the "Goal Value" for visitors

55、from Twitter (we can help you with twitter presence, too), who visited WebFadds.com. They converted at around 1%, so each click was worth .23 cents to us.</p><p>　　That's our approach, and it can be your

56、 winning approach too. Do it yourself, or contact WebFadds and we'll provide a prompt estimate for your Twitter Marketing program</p><p>　　That's it. We wanted to keep this guide short and to the poi

57、nt, so we'll end with two recommended books, and a Directory of links to over 30 more resources.</p><p>　　出處：Danielle Chonody. Co-Founder of the Association of Pet Sitting[J].Twitter Secets.2008(10).pp76

58、-89</p><p><b>　　二、翻譯文章</b></p><p>　　標(biāo)題：贏得推特營(yíng)銷的手段和策略</p><p><b>　　譯文：</b></p><p>　　什么是推特和使用推特的原因。</p><p>　　推特是一個(gè)數(shù)以萬(wàn)計(jì)的用戶交流的平臺(tái)，并且用戶量以驚人

59、的速度增長(zhǎng)著。它幫助企業(yè)與其客戶保持聯(lián)系。你可以利用推特快速地將信息分享給對(duì)公司感興趣的人，收集市場(chǎng)情報(bào)和反饋，并且建立與客戶、合伙人和其他對(duì)你公司感興趣的人的關(guān)系。有科技報(bào)告指出截止09年底，推特的用戶將達(dá)到25000000。Mashable計(jì)算在08年，推特的增長(zhǎng)速度為752%。推特?fù)碛衅鋬?yōu)勢(shì)即巨大的市場(chǎng)基礎(chǔ)和強(qiáng)勁的發(fā)展速度。</p><p>　　通過(guò)這短短的指導(dǎo)，我們會(huì)告訴你如何利用專業(yè)的推特工具和技術(shù)來(lái)幫

60、助你節(jié)省時(shí)間。</p><p>　　當(dāng)你開始加入推特時(shí)，你會(huì)感到奇怪——人們除了談?wù)撐顼埻膺€會(huì)做些什么事?簡(jiǎn)短的回答…是的。我們也是這樣想的，直到我們?cè)谕铺刂械玫搅艘淮蠊P客戶。如果你已經(jīng)加入，你也許想學(xué)習(xí)一些方法來(lái)加快成功的速度。在這個(gè)指南里我們會(huì)告訴你一些方法。在過(guò)去的6個(gè)月里，我們已經(jīng)通過(guò)獲得客戶和業(yè)務(wù)的發(fā)展來(lái)證明了自己的這些戰(zhàn)略和技術(shù)。</p><p><b>　　我們將討

61、論：</b></p><p><b>　　節(jié)省時(shí)間的專業(yè)工具</b></p><p><b>　　CRM集成的選擇</b></p><p>　　網(wǎng)站和商業(yè)博客的整合</p><p>　　獲得更多追隨者的方式 ——為您的業(yè)務(wù)尋找目標(biāo)</p><p>　　廣告工具在推

62、特的舞臺(tái)</p><p>　　工具、戰(zhàn)術(shù)和戰(zhàn)略的勝利方程式。</p><p><b>　　節(jié)省時(shí)間的專業(yè)工具</b></p><p>　　對(duì)于我們的客戶，我們的專業(yè)推特工具是EasyTweets。主要原因有三：自動(dòng)化安排的推特，自動(dòng)搜索針對(duì)性的追隨者，并且能夠同時(shí)管理幾個(gè)推特賬戶。目前EasyTweets的特殊嘗試價(jià)為1美元。</p>

63、;<p>　　以上四種專業(yè)工具，我們使用了自動(dòng)化、市場(chǎng)調(diào)研和智能反饋來(lái)建成簡(jiǎn)單的推特。</p><p>　　在線推特工具與可下載工具的比較：EasyTweets是一個(gè)在線服務(wù)，它允許任何連接因特網(wǎng)的電腦使用——計(jì)劃在2009年秋天進(jìn)行升級(jí)。如果您愿意，我們也可以使用“蜂鳥”可下載程序 – 它有一批優(yōu)秀的多項(xiàng)功能，其營(yíng)銷范圍不僅僅是Twitter的延伸。規(guī)模較大的公司可能要指定一個(gè)營(yíng)銷協(xié)調(diào)以外的網(wǎng)站以

64、供描述多推特賬戶軟件——在線EASY TWITTER的使用職責(zé)，而你的營(yíng)銷總監(jiān) - 需要利用“蜂鳥”這個(gè)下載程序，因?yàn)樗cFacebook和PingFM（還有一個(gè)到幾個(gè)社會(huì)化媒體市場(chǎng)的門戶）集成了若干收費(fèi)的社會(huì)化媒體市場(chǎng)。</p><p>　　CRM集成選項(xiàng) - 它包括了所有的關(guān)系。</p><p>　　大多數(shù)企業(yè)，不論大小，都明確知道他們需要管理客戶關(guān)系。</p><

65、p>　　首先我們看到的是通過(guò)任務(wù)而設(shè)計(jì)的數(shù)據(jù)庫(kù)，然后再通過(guò)電子郵件引導(dǎo)，接著是獨(dú)立的CRM客戶關(guān)系管理軟件?，F(xiàn)在有一些非常好的在線選擇- 云計(jì)算解決方案。在這里，我們可以快速的查找三個(gè)整合的CRM供應(yīng)商和社會(huì)媒體推特。</p><p><b>　　窗體頂端</b></p><p>　　SalesForce.com 與 SugarCRM:這兩個(gè)競(jìng)爭(zhēng)者往往認(rèn)為自己在

66、云解決方案中擁有專有權(quán)（SalesForce.com）與開放源碼權(quán)（SugarCRM）——但是SugarCRM還提供了一些有償包裝的選擇。</p><p>　　以上示例，銷售人員對(duì)他們的CRM解決方案也進(jìn)行了集成工作，值得注意的是FACEBOOK上的數(shù)據(jù)也是可以利用的。</p><p>　　Batch Book—這個(gè)鮮為人知的競(jìng)爭(zhēng)者，是為SalesForce.com 與 SugarCRM

67、提供服務(wù)的，它將自己定位于“客戶關(guān)系管理，明確自己企業(yè)社會(huì)中的商業(yè)”。舉例來(lái)說(shuō)，你可以查看博客文章，照片，推送內(nèi)容和更多的接觸史。</p><p>　　從上面可以看出，BatchBook的屏幕顯示著如何使用他們的CRM解決“Social Media SuperTag”。你可以輸入信息，如Twitter的用戶名，博客資料和個(gè)人資料網(wǎng)址增加更多聯(lián)系人的記錄，了解更多整合于BatchBook的社會(huì)媒體。</p&g

68、t;<p>　　網(wǎng)站和商業(yè)博客的集成</p><p>　　通過(guò)圖片顯示可知，我們配置您的網(wǎng)站就可以與您的推特頁(yè)面達(dá)到強(qiáng)大的協(xié)調(diào)作用，反之亦然。</p><p>　　我們開發(fā)的內(nèi)容管理解決方案與商業(yè)博客在WordPress平臺(tái)上屢獲殊榮，這是一個(gè)能夠節(jié)省時(shí)間的和強(qiáng)大的整合策略，將推特的插件安裝在你的網(wǎng)站上，他便會(huì)在你推特的頁(yè)面顯示最新博客文章和得到的內(nèi)容評(píng)論。這種協(xié)同作用將建立

69、一個(gè)強(qiáng)大的社交媒體，讓你的CMS更新和更有趣，也能使你更自由的駕馭它。</p><p>　　聰明的獲得更多追隨者的辦法——有針對(duì)性的進(jìn)行買賣</p><p>　　你可能已經(jīng)看到了“一天獲得16K的追隨者”的廣告或者一些類似方案的垃圾郵件。其實(shí)追隨者的數(shù)量多與少并不是推特成功的真正答案。正確的定位和自動(dòng)化才是真正能幫助你的。你持續(xù)收集對(duì)你的業(yè)務(wù)感興趣的行業(yè)和追隨者這樣一種方式，這樣，你便能提

70、供更加有價(jià)值的信息，獲得他們的建議，得到更多有相似利益的追隨者。</p><p>　　這是我們的兩個(gè)步驟，是較成熟的公式：</p><p>　　設(shè)置自動(dòng)搜索和跟蹤關(guān)鍵短語(yǔ)。</p><p>　　寫簡(jiǎn)短、引人注目和有趣的關(guān)于你企業(yè)的內(nèi)容，并提供鏈接（鏈接不僅是你的網(wǎng)站，還可以使其他有益的材料）。對(duì)于較大的公司，我們建議為你的銷售人員、營(yíng)銷經(jīng)理和至少一個(gè)的C級(jí)行政機(jī)關(guān)使

71、用4—20個(gè)的推特賬戶（一個(gè)EASYTWITTER PLUS 賬戶可管理多達(dá)40個(gè)來(lái)自同一儀表板的賬戶）。</p><p>　　重要的推特搜索工具：</p><p>　　本地搜索——發(fā)現(xiàn)在你附近的推送者。銷售人員的大秘訣：查找和聘請(qǐng)人員對(duì)你的服務(wù)和工業(yè)進(jìn)行討論。</p><p>　　Scoopler——旨在尋找熱點(diǎn)。Scoopler能夠通過(guò)在另一地的全局搜索到的一個(gè)

72、視頻，鏈接和圖像帶回一系列的最新談話。</p><p>　　Twiogle - Twiogle 直接結(jié)合了GOOGLE進(jìn)行推特。</p><p>　　Monitter – Monniter可以將屏幕進(jìn)行“分割”，在這里你可以跟蹤三個(gè)有關(guān)推特的對(duì)話線程。</p><p>　　提示：打開所有的上述搜索網(wǎng)站，通過(guò)30分鐘的搜索可以找到很多涉及你的品牌、產(chǎn)品與服務(wù)的內(nèi)容。這

73、是研究和銷售隊(duì)伍的強(qiáng)大戰(zhàn)術(shù)。</p><p><b>　　推特的廣告工具</b></p><p>　　推特的日益成熟，為越來(lái)越多的服務(wù)商在這個(gè)平臺(tái)上提供了廣告機(jī)會(huì)。你可以用推特賬戶直接向你的追隨者宣傳。但是你仍需要測(cè)試廣告系列的顯卡，做足相應(yīng)的準(zhǔn)備，然后你才能將以下工具很好的結(jié)合起來(lái)。</p><p>　　Bubble Guru——視頻廣告網(wǎng)站

74、及易于推特設(shè)置和使用。使用“泡沫大師”后，你的“大師”會(huì)在彈出的你所需要的網(wǎng)頁(yè)上出現(xiàn)一個(gè)圓形的“泡沫”，當(dāng)你離開控制鍵時(shí)這個(gè)孤獨(dú)的“泡沫”就以獨(dú)特的方式呈現(xiàn)在你公司的網(wǎng)站上。</p><p>　　TwitAd 服務(wù)——讓其他的人推送你公司的產(chǎn)品和服務(wù)。</p><p>　　推特優(yōu)惠券——給你的追隨者提供獨(dú)家的優(yōu)惠券。</p><p>　　以上便是BajaFresh提

75、供的一個(gè)推特優(yōu)惠券。</p><p>　　TwiveAway –運(yùn)行自己的推特贈(zèng)送大賽。</p><p>　　TwtPoll——以市場(chǎng)研究為調(diào)查，并在同一時(shí)間宣傳你的公司。</p><p>　　以上是一個(gè)“TWTPOLL”關(guān)于企業(yè)的業(yè)務(wù)流程管理，正在BPM的業(yè)務(wù)上，獲取投票確認(rèn)。</p><p>　　Sponsored Tweets——另一項(xiàng)

76、服務(wù)，連接推特與廣告——你可以創(chuàng)建對(duì)推特的“主辦談話”。</p><p>　　戰(zhàn)術(shù)和戰(zhàn)略制勝的工具</p><p>　　我們已經(jīng)給出了推特上的這些工具營(yíng)銷策略指導(dǎo)的簡(jiǎn)要概述。有許多服務(wù)和解決方案在那里。我們將要在推特的舞臺(tái)上總結(jié)出我們的制勝公式（即讓客戶有效的這樣做。）</p><p>　　建立與每一個(gè)營(yíng)銷客戶與服務(wù)的競(jìng)技隊(duì)伍，再加上至少一個(gè)C集級(jí)的主要成員的推特賬

77、戶。</p><p>　　增設(shè)推特服務(wù)/產(chǎn)品的重點(diǎn)賬戶服務(wù)，談?wù)摵玩溄拥接嘘P(guān)網(wǎng)站利益的推特社區(qū)。強(qiáng)大的技術(shù)，可以讓你成長(zhǎng)成為有追隨者珍惜并且又有針對(duì)性的推特，并使他們一直跟隨你的領(lǐng)導(dǎo)。</p><p>　　集成和自動(dòng)化你推特的商務(wù)博客和內(nèi)容管理系統(tǒng)。</p><p>　　確保每天發(fā)布兩次2-3次的有幫助推特（來(lái)吧，每次內(nèi)容只要1-2句就可以了）。當(dāng)然，自動(dòng)化可以幫助

78、你節(jié)省時(shí)間，但是，不能完全依靠自動(dòng)化，必須考慮到與客戶的交流和前景參與的連接。</p><p>　　高級(jí)提示：使用EASY TWITTER賬戶有一個(gè)地方的方式，它將自動(dòng)從你的提供的推特內(nèi)容相關(guān)的參考網(wǎng)站的進(jìn)行簡(jiǎn)短的注釋，集成一個(gè)重點(diǎn)，與發(fā)達(dá)的推特營(yíng)銷活動(dòng)上列出的工具巧妙結(jié)合。</p><p>　　證明這一點(diǎn)：你和你的主管是希望看到投資回報(bào)率的不是么？因此，安裝谷歌分析，建立了你網(wǎng)站每個(gè)目標(biāo)

79、值的轉(zhuǎn)換，然后對(duì)來(lái)到你網(wǎng)站的客戶，潛在客戶的流量進(jìn)行轉(zhuǎn)換。</p><p>　　以上是谷歌最近的一份報(bào)告，其分析顯示游客訪問(wèn)WebFadds.com時(shí)，每次點(diǎn)擊就可以轉(zhuǎn)換成1%左右的目標(biāo)值。</p><p>　　出處：Danielle Chonody. Co-Founder of the Association of Pet Sitting[J].Twitter Secets.2008(1