introduction to marketing on twitter, adpr4300 (session 3)

SOCIAL + EMERGING MEDIAMARQUETTE UNIVERSITY / FALL 2013 / #ADPR4300

AGENDA

01 TWITTER BASICS

02 CONTENT + ENGAGEMENT

03 BUILD A FOLLOWING

04 TOOLS OF THE TRADE

05 ASSIGNMENT

06 QUESTIONS

WHAT DID YOU THINK?BLOG ASSIGNMENT #1

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BLOG ASSIGNMENT #1WHAT DID YOU THINK?

25 > < 25SOCIAL MEDIAMANAGERS

JUST THE BASICSMARKETING ON TWITTER

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“We live in a society that is as distracted as it is informed. People are making decision on what toread, view, purchase, visit, and sample based on the information that filters through their attention dashboards.”

– Brian Solis, Engage!

Launched in 2006, Twitter is a microblogging service primarily

used for personal communications. Since then it has become a

critical channel for personal updates, quick conversation,

connecting in real time and a leading platform for sharing

news and information – 140 characters at a time.

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MARKETING ON TWITTERTHE BASICS

30% of Twitter users are in the U.S. and more than 86% of B2B

consumers use the platform.

Twitter is the go-to platform for breaking news and real-time

information. The world learned about the passing of Whitney

Houston 27 mins before traditional news sources.

Twitter processes more than 1.6 billion searches per day and

rivals Google / YouTube as a major search engine.

Of Twitter users surveyed, nearly 40% said they’ve received

news they would not have found elsewhere.

TWITTER

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TWITTER PROFILE

1: Your profile image / text should be legible, at any size.

2: Clearly state who you are and provide any pertinent contact information.

(Especially as a customer service account)

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PROFILE DESCRIPTION

+ Enhancing your profile:

+ Consider both your Twitter handle and profile name for branding and SEO

purposes.

+ 160 total characters to explain yourself, your brand, your mission.

+ Don’t forget to include your brand URL.

+ Verified Listings for advertisers and key celebrities.

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PROFILE DESIGN

+ Enhancing your profile:

+ Ability to upload a background image, you can choose to tile the image or

not.

+ Provides branding opportunity, but consider screen real-estate.

+ Can modify background and link colors.

+ Profile Image

+ Consider what can / can’t be seen and understood at 50px.

+ Recent Images

+ All recent images are featured on your profile page and can generate

further engagement.

TWITTER

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TWITTER + IMAGES

1: Leverage the use of images, uploaded to Twitter.

2: Services like Instagram have blocked thumbnail views.

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TWITTER + IMAGES

1: Images should be shareable, especially when you are asking for a share.

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TWITTER + VIDEOS

1: Leverage YouTube, embeds are immediately viewable.

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TWITTER LISTS

1: Lists are great to organize / filter content and followers.

2: Lists are even better for sharing.

WHY ONLY 140CHARACTERS?

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COMMON QUESTIONS

+ Merging Accounts

+ You can contact Twitter directly about merging accounts. (Certainly helps if

you are an advertiser or have a large following)

+ Trademark / Copyright

+ Twitter is fairly responsive when you make an official complaint / request

about infringement.

+ Making @Replies Public

+ By simply adding a period or another character in front of an @reply

everyone will be able to see it.

+ May be important for customer service issues, or conversation you want

others to see.

TWITTER

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01 BREAKING NEWS

The primary platform for breaking

news, Twitter is where members (and

non-members) go to search on

trending topics.

02 SHARED EXPERIENCES

Shared experiences from TV shows to

political events. Twitter is the go-to

platform to have a conversation in real-

time.

03 INTELLIGENCE

Big data. The openness of the

platform allows us to query the

platform to identify trends and

sentiment.

04 BUSINESS

Essential for brands to listen for

customer service opportunities and

more.

MARKETING ON TWITTERPLATFORM STRENGTHS

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01 BREAKING NEWS

The primary platform for breaking

news, Twitter is where members (and

non-members) go to search on

trending topics.

02 SHARED EXPERIENCES

Shared experiences from TV shows to

political events. Twitter is the go-to

platform to have a conversation in real-

time.

03 INTELLIGENCE

Big data. The openness of the

platform allows us to query the

platform to identify trends and

sentiment.

04 BUSINESS

Essential for brands to listen for

customer service opportunities and

more.

MARKETING ON TWITTERPLATFORM STRENGTHS

ADDITIONAL STRENGTHS INCLUDE:

1: Customer Service – Any company can benefit for listening for unhappy customers.

2: Media – Opportunity to connect with content creators, journalists, etc.

3: Centers of Influence – Identify influential fans and followers.

CONTENT + ENGAGEMENT

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MARKETING ON TWITTERCONTENT + ENGAGEMENT

DEVELOPING CONTENT FOR TWITTER

Here are some best practices to keep in mind, review and refine for each of your

brands / clients.

+ 140 total characters means a lot less real estate.

+ Always leave room for your link, “RT” and username.

+ Create monthly content calendars of pre-approved posts.

+ Consider separating accounts for employment, news aggregation, the CEO, etc.

+ Less thought is required in accounting for conversations, sharing, and retweeting.

(Post once per hour)

+ Develop content, images and videos that are easily shared and retweeted. (Be

selective)

+ Update your creative quarterly.

TWITTER

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SUCCESS STORIES ARE PLENTIFUL

+ Dell Outlet

+ Twitter users follow Dell Outlet for exclusive deals on electronics—and have

driven more than $3M in sales through Twitter.

+ Zappos (Case Study)

+ Created a highly responsive customer service platform that uses Twitter’s

powerful set of APIs and website tools to integrate customers into the

brand experience.

+ Tasti-D-Lite

+ Ice cream eaters in New York give local chain Tasti-D-Lite marketing

feedback via Twitter—and sometimes get surprise dessert deliveries.

+ Bonobos (Case Study)

+ Used an exclusive Twitter sale centered around the “Flock to Unlock”

method. Followers spread the message by retweeting the offer and, after a

certain number of Retweets, they were rewarded with a discount.

TWITTER

https://business.twitter.com/success-stories/zappos

https://business.twitter.com/success-stories/zappos

https://business.twitter.com/success-stories/bonobos

https://business.twitter.com/success-stories/bonobos

ONCE YOU FLIP THE SWITCH, IT’S HARD TO TURN IT OFF.

ONCE YOU FLIP THE SWITCH, IT’S HARD TO TURN IT OFF. MARKETING ON TWITTER

1: Remember, social media isn’t a campaign.

2: Have a plan on to consistently generate content.

3: Twitter is less active than Facebook, and that is OK.

4: Don’t be selfish. Not all of your content need to be about you.

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MARKETING ON TWITTER

1: The data will help you better understand how to reach your followers, and

what makes them engage with you and your content.

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1: Social media marketing is 24/7/365.

2: Consider the consumer first, not what is most convenient for you.

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1: Again, the data will tell a story.

2: Build a list of verbs and nouns that describe your products / business.

3: Identify the words that work. Collect, test and save them.

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PAPER.LI

+ Delighted fans with a well timed tweet during the power

outage, setting a precedent for real-time marketing.

+ Over 15,000 retweets.

+ Nearly 5,500 people favorited the Tweet.

+ 20,000 Likes on Facebook.

+ Marketing team made the graphic and had it approved

within minutes.

+ Lesson: Be prepared, by having protocols in place

Oreo was ready to act quickly.

+ In comparison, the traditional spot that Oreo ran during

the Super Bowl had:

+ 680,000 views on YouTube.

+ 1,200 hashtag mentions on Twitter.

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TWEET CHAT

+ Easily follow specific chat hashtags, or create your own.

+ Great discovery tool that will help you identify potential

chats to take part in.

+ When following a specific chat, you receive a simple

stream only related to that hashtag.

+ Easily converse in real-time, allowing users to watch

a live chat or interact immediately.

THE CANARY IN THE COAL MINE

THE CANARY IN THE COAL MINE MARKETING ON TWITTER

1: Twitter is a an early indicator. How can you use that to your advantage?

2: Monitoring for customer complaints can reveal a lot about your company.

3: More so, monitoring for industry specific conversation or trends can help

you build your business and challenge the competition.

BUILD A FOLLOWING

#FOLLOWFRIDAY#WINEWEDNESDAY

#FOLLOWFRIDAY#WINEWEDNESDAY MARKETING ON TWITTER

1: Hashtags can be a powerful way to identify influencers, find your audience

and insert yourself into the right conversation.

2: But that doesn’t mean you need to be in every conversation. Choose wisely,

and make sure your interaction is appropriate.

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1: Don’t be a case study in awful. Once you publish, there is no taking it back.

2: Always be thoughtful, considerate and appropriate.

3: Brands do not need to acknowledge every trending topic or disaster.

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REFOLLOW

+ Refollow is a tool that helps you discover, manage, and

protect your Twitter relationships.

+ Quick and easy tool that can help your grow your Twitter

following / network.

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WEFOLLOW

+ WeFollow started as a Twitter directory in 2009 and has

since grown to a community of over 1.3 million users.

+ What makes WeFollow special is that everyone told us

their interests when they joined. This means you can

search for people by interest and sort them by what we

call their Prominence Score.

+ This ranking system lets you quickly discover, follow and

learn from the most prominent people around the world.

TOOLS OF THE TRADE

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MARKETING ON TWITTERTOOLS OF THE TRADE

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TWEETDECK

1: Provides a dashboard for more flexibility and insight.

2: Customize and arrange various account feeds, searches, lists.

3: Schedule tweets, fully manage accounts, monitor conversations.

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TWITTER COUNTER

+ Twitter Counter provides statistics of Twitter usage and

tracks over 94 million users and counting.

+ Basic stats include Followers, Following, Tweets.

+ Pro account allows for historical data, mentions, RTs, and

easily allows for exporting of data.

+ Simple solution to track your Twitter growth, or that of

the competition.


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BUFFER APP

+ Easily add great articles, pictures and videos to your

Buffer and they automagically share them for you

throughout the day.

+ Post to your Facebook, Twitter, Google+, LinkedIn and

App.net accounts easily and quickly from wherever you

find great content.

+ Detailed analytics on all your posts to every social

network. See how many likes, shares and retweets you

get at a glance.

+ Invite your whole team to make consistent sharing easier.

Anyone can manage the account from all our apps.

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CROWD BOOSTER

+ Check the number of retweets, replies, impressions, likes,

comments, and many more metrics, all customizable by

date range, all in real-time so you can quickly adapt to

your audience’s reaction.

+ See the benefits of long-term engagement or the

effectiveness of a one-time social media campaign.

Customize the date range to figure out what drives your

community to grow. We will even alert you when we

notice a spike.

+ See every Facebook post or tweet on a table with the

associated metrics. Sort the table to see the message

with the most viral reach, highest number of replies, etc.

to highlight successful messages and use it to help

teammates replicate your success.

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BIT.LY

+ In short, Bitly is a service to bookmark, organize, and

share the things you care about online.

+ Easily allows you, or brands, to collect stats on the

links you share across social media channels.

+ Combine with Google Analytics for more powerful

stats and information.

+ Bitly is available via our website, browser extensions,

mobile web, and numerous third-party tools integrated

with our open public API.

+ Bitly also powers more than 10,000 custom short URLs

and offers an enterprise analytics platform that helps web

publishers and brands grow their social media traffic.

+ Tricks of the trade:

+ You can add a plus sign after any link shortened by

Bitly to see stats.

SEPTEMBER 9, 2013ASSIGNMENT(S)

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ASSIGNMENTSDUE BY SEPTEMBER 15, 2013

TWEET + FOLLOW

Some of you may already have an account, some of you may not. Either way, everyone

will need to have a public, personal account on Twitter for this class.

+ Don’t forget to tweet with the #ADPR4300 hashtag.

+ Follow you classmates, either individually or using the Twitter list:

+ https://twitter.com/djenders/adpr4300-fall-2013/members

DOWNLOAD TWEETDECK + SIGN-UP FOR KLOUT

+ Download TweetDeck: http://www.tweetdeck.com/

+ Sign-up for Klout: http://klout.com/

REQUIRED READING(S)

+ Check the required reading(s) on D2L.

https://twitter.com/djenders/adpr4300-fall-2013/members

https://twitter.com/djenders/adpr4300-fall-2013/members

http://www.tweetdeck.com/

http://www.tweetdeck.com/

http://klout.com

http://klout.com

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WHAT IS KLOUT

Klout is just one way companies are trying to quantify your influence. Users

are scored on a scale of 1-100 to demonstrate just how influential they are.

Business can award perks or search for influencers to launch products, etc.

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SIGN-UP FOR KLOUT

1: Sign-up for Klout using your Twitter account.

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CONNECT OTHER NETWORKS

1: After signing-up for the service you can choose to connect other networks,

including Facebook, Instagram, your blog and more.

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MEASURE YOUR CHANGE IN INFLUENCE

1: During the semester, monitor how Klout measures your social footprint to

understand what is considered influential behavior, and what isn’t.

LETS TALK...CLASS DISCUSSION + QUESTIONS

introduction to marketing on twitter, adpr4300 (session 3)

Business

twitter profile

twitter content

twitter basics

twitter lists

twitter users

twitter handle

twitter processes

primary platform