twitter social spotlight
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How to Make the Most of Your Brand in 140 Characters (or Less!)TRANSCRIPT
nick westergaard | branddrivendigital.com | 2015
social spotlight
TwitterHow to Make the Most of Your Brand in 140 Characters (or Less!)
Twitter Is Simple
Photo via Flickr user chaztoo
Twitter: Social Spotlight‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember
Twitter Vocab
‣ Tweet
‣ Retweet (RT)
‣ Reply or @ mention
‣ Direct message (DM)
‣ Also ‘Hat Tip’ (HT) and ‘Modified Tweet’ (MT)
‣ #FollowFriday or #FF, #ThrowbackThursday or #TBT
‣ Twitter Chats, Block, and Report
‣ Also, Twitter is a proper noun — Capitalize it! However,
the verb — to tweet — is lower case.
Photo via Flickr user Pank Seelen
Following Isn’t Reciprocal
1
Twitter by the Numbers
645 milliontwitter users as of february 2014
255 millionactive users as of june 2014
115 followershow many followers the average twitter user has
500 milliontweets per day
Over 40% Use Every Day or More
Twitter Use Tapers with Age
So Does Twitter Frequency
New Users Are Big on Twitter
Over 1/3 Are Consumers Only
China blocks Facebook
Only in Japan ...
My Favorite Stat? Half Hear About Tweets
Over a Third Follow Brands
Why Do They Follow Brands?
Influences Purchase Decisions
... Also Ranked As Least Useful!
One in Six Complain ...
One Third Expect a Response
76% Access via Mobile
Photo via Flickr user William Hook
Photo via Flickr user romytetue
Many Engage Via Clients
34% Have Seen Leads 20% Have Closed Deals
44% Have Recommended 58% Tweet Bad Experiences
Photo via Flickr user .reid
4%4%6%
9%
38%
40%
Pointless BabbleConversationalPass-Along ValueSelf-PromotionNewsSpam
Source: Pear Analytics
What Are People Tweeting?
60% who try twitter quit after the first week!
2
How Brands Engage
98% of all top brands are active on twitter
Source: SimplyMeasured
92% of companies tweet more than once a day
Source: SimplyMeasured
Top Brands Daily Tweet Activity Average of 10 tweets per day
Source: SimplyMeasured
58% of top brands have over 100,000 followers on twitter
Source: SimplyMeasured
Source: SimplyMeasured
Forbes Small Business Breakdown
How Big & Small Business Are Using
Source: Simply Measured
Photo via Flickr user C!
Twitter Profile
Twitter Profile — NEW
Notice Anything?
Search Twitter
Hashtags
Photo via Flickr user mikecogh
TV + Twitter Chat = Integration!
Lists > Listening!
GO MOBILE!Management Tools
Integration: Tweet Button
Integration: Interactive Experience
Zappos’ Tweet Wall
C-Level Connections
Customer Service
Customer Service
Who Would You Follow?
More Visual
Conversation Calendar
Photo via Flickr user DafneCholet
12:1
Photo via Flickr user bengrey
Account Details
Source: Simply Measured
Engagement by Link Type
Source: Simply Measured
Links Drive Engagement
Source: Simply Measured
Pics + Links= twitter engagement success
Source: SimplyMeasured
Favorites + Retweets = Engagement
Source: Simply Measured
Engagement = Growth
Source: SimplyMeasured
Bigger Audience = More Engagement
Source: SimplyMeasured
Chicken & Egg Problem
Photo via Flickr user Mark Turnauckas
Responding Is Also Key
Source: SimplyMeasured
Basic Ad Offerings
‣ Promote Your Account
‣ Promote Tweets
‣ Promote Trends
Twitter Ads in Action
Key Metrics
‣ Followers
‣ Retweets & Replies
‣ Impressions & Clicks
Advantages of Social Advertising
‣ Stronger Brand Awareness, Engagement, & Loyalty
‣ Increased Reach & Broader Customer Base
‣ Increased Web Traffic
‣ Increased Conversions, Leads, & Sales
Introducing the ‘Buy’ Button
3
Things to Remember About Twitter
Photo via Flickr user clasesdeperiodismo
Twitter Measurement
‣ Total followers
‣ Number of times listed
‣ Total brand mentions
‣ Sentiment (+/- talk about your brand)
‣ Reply ratio (what % are replies)
‣ Profile views
‣ Number of clicks per tweet
‣ Engagement by day/time
‣ Referring links on site
10 Most Followed on Twitter‣ Katy Perry (@katyperry)
‣ Justin Bieber (@justinbieber)
‣ Barack Obama (@barackobama)
‣ YouTube (@YouTube)
‣ Lada Gaga (@ladygaga)
‣ Taylor Swift (@taylorswift13)
‣ Britney Spears (@britneyspears)
‣ Rihanna (@rihanna)
‣ Instagram (@instagram)
‣ Justin Timberlake (@jtimberlake)
Most Followed Companies‣ @facebook
‣ @MTV
‣ @Starbucks
‣ @Microsoft
What’s Next?
Photo via Flickr user Geoff Livingston
Which Brands Do You Follow?
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard