a guide to mastering twitter marketing
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Tips, Strategies and Techniques for using Twitter to effectively market your businessTRANSCRIPT
A Guide to Mastering Twi2er Marke4ng
The Digital Marke4ng Success Series: Unit 2: Mastering Twi2er Marke4ng
By: Robin Colner Founder & CEO
What is Twi2er?
• Twi2er is an informa4on network (media outlet) made up of 140-‐character messages called Tweets. It's an easy way to discover the latest news related to subjects you care about.
• 300+ million members – 140 million ac4ve users 340 million tweets per day – launched in 2006
New Twi2er Design – Forma2ed for Mobile Devices
Anatomy of a Tweet
1. Hashtag – Organize conversa/on around a topic 2. Men4on – Best way to give and get recogni/on 3. Reply – Limits tweet to your followers 4. Retweet – Don’t use RT Bu?on, Type RT or via @Twi?er Handle or 5. Links – Link shorteners 19 characters
Why Use Twi2er?
• Expand professional rela4onships – Network • Build community – Meet new people • Reach industry leaders – Be2er than email • Demonstrate and exhibit thought leadership and exper4se –
Boost your reputa4on • Drive traffic to blogs and websites – Generate leads and
referrals • Monitor industry and Company – Provide real 4me customer
service • Iden4fy prospects and promote brand • Influence the Influencers • Eavesdrop on compe4tors – Offer be2er solu4ons
More Twi2er Advantages
• Provide more immediate customer service • Promote events, products, seminars, blog posts, whitepapers
• Organize Tweetups and Twi2er Par4es • Stay on top of trends, news and industry insights • Find local events • Get recommenda4ons • Follow Your Passion – Don’t need permission to follow anyone or reciprocate
• Find a job • Research – Lurk, Listen, Learn
Gegng Started • Complete a Profile Bio, 160 char. Upload a picture or logo and a
custom background – Keywords are cri4cal – link to website or blog or Facebook page
• Discover Followers – search interests, industry colleagues and influencers, businesses and organiza4ons in your geographic area, bloggers, people others follow, online news sources, journalists, celebri4es, chari4es
• Review Segngs – get email no4fica4on alerts as to new followers, retweets, @men4ons – take ac4on within a short 4me frame – consider segng up a separate email for alerts and follow back – avoid spam accounts – auto post to Facebook Page
• Establish a Personality -‐find your “voice” and start pos4ng
Best Prac4ces to Manage Twi2er • Establish Lists and add specific followers – get in the habit of checking your lists
first! You have to start following people to get followers • Post own blog content and share other ar4cles – it’s all about the links – Vary
your content and post 4mes and only use 110 – 120 characters Twi2er shortens URLs.
• Be interes4ng, informa4ve, provide 4ps that people will retweet
• Track click through stats on links with Bit.ly and Ow.ly (Hootsuite)
• Pay it Forward – Retweet Using “RT” or via @men4on – Reciprocity Rules – Respond, React and Thank and champion your customers, colleagues, followers
• Build Rela4onships with Influencers – Add to the Community – Join a tribe
• Review engagement related to your tweets in Men$ons & Interac$ons-‐ acknowledge
• Check Ac$vity tab to analyze what your network is doing
• Reward your followers with updates about special offers discounts and 4me-‐sensi4ve deals
10 Steps to Mastering the Twi2erverse
• 1. Tweet 10 to 16 4mes a day • 2. Op4mize your 4ming -‐ Check op4mal engagement 4mes on Buffer.com • 3. Use “Favorites” to Bookmark and Feature tweets • 4. Post Pictures and Videos – vary type of posts and content • 5. Share content that educates, inspires and is useful – tap into the breaking
news cycle – offer stats, quotes and provoca4ve ques4ons in headlines to a2ract a2en4on – curate – be generous – links, links, links
• 6. Avoid heavy self-‐promo4on, using too many hashtags, messy formagng and improper grammar and punctua4on – it’s not all about you!
• 7. Monitor prospects and compe4tors – get alerts-‐ use monitoring sorware for sen4ment and performance analysis – Hootsuite, Radian 6
• 8. Use Twi2er follow applica4ons strategicially – Maintain approx. 1:1 follwers/following ra4o
• 9. Par4cipate in tweetchats, twi2er par4es and live tweet at conferences to promote your handle
• 10. Integrate your twi2er handle on all of your online and promo4onal materials • Bonus: Include Call-‐to-‐Ac4ons in Tweets
Offer Followers Valuable Informa4on from a Variety of Sources
Not-‐for-‐Profits Engage Donors With Compelling Content
The Adver4sing Model • Promoted Tweets – Algorithm to distribute to users’ 4melines or search results
based on bio, content, followers, loca4on – a promoted tweet can show up in the feed of someone who does not follow the adver4ser – paid on a Cost per Engagement basis.
• Promoted Accounts – Featured in Search results and Who to Follow sec4ons (recommenda4on engine) used to build a follower base quickly
• Promoted Trends – Top Trending Topic by Loca4on – used to drive conversa4on and engagement around a new product or topic – give people a new discovery
• The Products are in Beta -‐Adver4sers need to complete an applica4on and be considered and be prepared to structure adver4sing tests
3 Ways to Amplify Your Reach
Promoted Trend
Promoted Account
Promoted Tweet
Adver4sing Case Study
Harness the Power of Advanced Search
h?p://search.twi?er.com
Shortcut Key Strokes
Third Party Applica4ons (Clients/Tools) to Distribute Content and Monitor Reach and Engagement
• A great list of Twi2er Tools • h2p://socialmediatoday.com/eric-‐goldstein/295232/most-‐complete-‐twi2er-‐
applica4on-‐list-‐available-‐2011-‐edi4on • Dashboards to schedule and auto publish tweets and monitor account and key
search terms across mul4ple social plavorms -‐ HootSuite, TweetDeck (owned by Twi2er) -‐ Bufferapp -‐ Adobe Social Analy4cs -‐ CoTweet -‐ SocialOomph -‐ Twi2erfeed – auto publish blog post to your Twi2er account
Twi2er Tools Con4nued • Find Followers
-‐ Listorious -‐ Twellow -‐ WeFollow
• Hashtag Research -‐ TweetChat -‐ TweetGrid -‐ Hashtracking
• Manage Followers -‐ Friend or Follow -‐ Just Unfollow -‐ ManageFli2er
New Tools are introduced every day
Twi2er Tools for Influence Analysis
• Influence Analysis -‐ Klout
-‐ Twi2erCounter
-‐ Tweet.Grader
-‐ PeerIndex
-‐ Kred
Social Media Monitoring and Measurement Plavorms
• Radian 6 (bought by Salesforce.com) • SocialMen4on
• ArgyleSocial • SproutSocial • Adobe Social • Engage 121