building buzz on twitter
DESCRIPTION
From SMX TorontoTRANSCRIPT
1@aaronfriedman
Building Buzz on TwitterSMX Toronto 2012
By: Aaron Friedman
Twitter – CRUSH IT!
“Hey @tallross, you have been crushed by @aaronfriedman… a BILLION times!”
@aaronfriedman
Agenda
• Twitter Uses
• Why Twitter is Important
• Successful Twitter (3 Steps)
• Twitter & The Long Tail
• Wrap up
@aaronfriedman
Twitter and the Great Unknown
Twitter entered the picture with a completely different platform to connect with people and
learn about their lives than Facebook did.
@aaronfriedman
WHAT THE HECK IS THAT!!!
WHAT THE HECK IS THAT!!!
Although it took some time for the function of Twitter to be defined by
those using the platform…
@aaronfriedman
Twitter has proven to be a valuable communication tool.
For Connecting
@aaronfriedman
Some of my first tweets
ever
For Fundraising
@aaronfriedman
$5,000,000 raised in 2 days for
Haiti (Red Cross)
For Business
@aaronfriedman
• Customer Service
• Support• Competition
s• Giving back
Twitter Is…
• 340M thoughts shared daily • 140M+ Active Users
• The loudest voice on the planet– “After the election in Iran, cries of protest from supporters of
opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election. ”
@aaronfriedmanSource: http://www.time.com/time/world/article/0,8599,1905125,00.html
IMPORTANT
Beyond the ability to communicate with consumers, understanding and implementing a Twitter strategy has become even more critical for marketers.
@aaronfriedman
Why?
Twitter Contributes to Engines
@aaronfriedman
Search + Social = The Future
Engines have deemed content from Twitter as a valuable source of information. Impacting how the search results are displayed
@aaronfriedman
Attributes Engines Might Consider
• Relevant/irrelevant messages posted • Total number of documents initiated posted
by the author within a defined time period• Total number of replies or comments made by
the author• A number of [online] groups to which the
author is a member
Source: http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user-generated-content/
@aaronfriedman
@bill_slawski
Which Begs the Question
@aaronfriedman
As marketers, how do we maximize twitter to effectively communicate with our audience
base and ensure our content is helping in the search engines?
3 points of successful Twittering
Clarity
@aaronfriedman
Simplicity
Incentivize / Timing
16@aaronfriedman
CLARITY
Be Clear
Highlight the content in the tweet that you actually want people to share
@aaronfriedman
Oh, Also…
@aaronfriedman
Don’t look like Spam… people don’t like that
Too Long; Didn’t Read
• Highlight not only ON Twitter But also OFF Twitter
• TL;DR is a great way
@aaronfriedman
@ajkohn does this REALLY well
20@aaronfriedman
SIMPLICITY
Make Sharing Easy
Give users a button to share with.
According to a Bright Edge Study, Share Buttons drive 7x more exposure for web pages.
Source: http://searchengineland.com/learn-to-control-your-message-with-social-sharing-open-graph-100245). @aaronfriedman
And on that note…
Don’t complicate posts
• 5 posts about your space – help make others smarter• 3 posts about your product – demonstrate the role you
play in your industry• 2 personal –give people something to connect to by
sharing your personal side
@aaronfriedman
5:3:2 by @tamccann
23@aaronfriedman
INCENTIVIZE / TIMELY
Incentivize / Timely
• Give an incentive and make sure your information is timely.
• QDF
@aaronfriedman
@aaronfriedman
Competitions
Answering a need
@aaronfriedman
Reward/ Recognition
Add brand to
consideration pool
27@aaronfriedman
ONE MORE THING…
Twitter and The Long Tail
A simple methodology on how to prioritize long tail queries using information from Twitter.http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434
@aaronfriedman
Re-cap
Twitter is significant to Search Engine Performance• Clarity - Take away the guess work. Tell your
audience what to say?• Simplicity - Sharing is easy and boosts
engagement• Incentives / Timely Posts – Be relevant• Use Twitter to target the long tail of search
@aaronfriedman
@aaronfriedman
Thank you
Aaron Friedman SEO Manager at
www.digitalhighrise.com
@aaronfriedman
+