Post on 02-Nov-2014
description
Twitter for MarketersA Hands-On Training
Jessica Bestjbest@emfluence.com@bestofjess or @emfluence
What is Twitter?
Twitter is a real-time information network that connects you to the latest stories,
ideas, opinions and news about what you find interesting 140 characters at a time.
See photos, videos, conversations and links to news, all in one place.
@emfluence
Background & Usage
• 16% of online adults in the U.S., more than 200 Million monthly active users (Dec 2012).
• 90 million tweets are sent every day• 72% of top U.S. companies use Twitter
– 88% post company news & updates– 40% offer customer service– 28% offer deals– 10% release job postings
@emfluence
The Draw of Twitter
For consumers:
• Quick, digestible
• Immediate
• “ESP” for the world– Ex. real-time TV
@emfluence
For marketers:
• Immediate
• Trackable clicks
• Cost effective
• Feedback tool
All of the uses of
@emfluence
• Marketing/Sales– Website Traffic – Branding– Search Engine
Optimization• Communications/PR
– Education– Outreach
• Market research:– Brand research and
reputation monitoring– Competitor research
• Customer service• Hiring
What Twitter (Social Media) Isn’t
• A strategy
• A stand-alone channel
• A magic pathway to success
Social Media + Digital Marketing + Traditional combine to create successful communication.
Marketing Strategy
Digital marketing
SEO
Social
PPC
@emfluence
Getting Started with TwitterHands-on Training
• Terminology – Username: your own profile name– Tweet: a post– Follower: someone who subscribes to your tweets– Mention: an interactive way of sharing the twitter
name of the companies you’re talking about with your followers, e.g. @emfluence
@emfluence
Getting Started with TwitterHands-on Training
• Terminology – RT or Retweet: a one-click way to share someone
else’s tweets with your own followers– Short URL: a URL shortened using bit.ly, emfl.us or
other to save characters in your tweet and to be able to track click throughs.
– DM or Direct Message: a private message between you and a Follower. You can only DM people that follow you.
@emfluence
Getting Started with TwitterHands-on Training
• Terminology– #Hashtag: tool for connecting around a topic
instead of by who you know; a.k.a. “Magic”
@emfluence
Getting Started with TwitterHands-on Training
• MetricsQuantitative Qualitative– Followers– Mentions– RTs– Clicks– Favorites– LEADS
@emfluence
– Brand image– Positive/negative
sentiment– Influence (Klout, etc)– High value
connections
Step 1: Create a Profile
• Choose a Twitter name– Personal Brand = First & Last Name– Shorter is (much) better– Avoid special characters (_, -, 1234)– Save the cleverness for your tweets
@emfluence
Step 1: Create a Profile
• Create your Profile Page– Profile picture: professional, headshot only– Header image: relevant, easy to read over– 160 character description/Location/Website
@emfluence
Step 2: Follow people
• Follow back interesting tweeps & those who mention/“Connect”
@emfluence
Step 2: Follow people
• Twitter’s “Discover” section
@emfluence
Step 2: Follow people
• Twitter’s “Find Friends” feature
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Step 2: Follow people
• Hashtag contributors
@emfluence
Step 3: Lurk (a.k.a. Listen!)
• Basic Listening– Listen for your own name &
brand terms– Try to check in a few times a
week & skim your “stream” for about 10 minutes
• Follow KCDMA’rs and industry news for good articles, events and updates
@emfluence
Step 3: Lurk (a.k.a. Listen!)
• Advanced Listening– Monitor keywords or popular
hashtags in your industry– Monitor your competitors’
mentions: good & bad– Set up lists to “categorize”
those you follow
@emfluence
Try TweetDeck >>
Step 3: Lurk (a.k.a. Listen!)
• Set up a list
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Step 4: Tweet
• Curate/Share good content
@emfluence
Step 4: Tweet
• Engage & have conversations
@emfluence
Step 4: Tweet
• Create and share your own content– Test ideal frequency, key times of day– Intentionally create a tone/brand– Share other stuff 8x more than self promo
or self-authored
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Step 4: Tweet
• Go rich: use photos
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Step 4.1: Plan
• Create a Marketing Content Calendar
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Step 4.1: Plan
• Fill in the rest of the calendar
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Step 5: Measure
• Audience size/Impressions
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Step 5: Measure
• Audience impact– Clicks, RTs, mentions
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Step 5: Measure
• Conversions– Traffic– Sales
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Step 6: Grow your Following
• Follow relevant industry news, prospects, current clients (they’re likely to follow back)
• Include your twitter handle (@bestofjess) in your email signature.
• Tweet at events
@emfluence
Step 6: Grow Your Following
• Event-based tweeting– Follow the show’s hashtag– Follow people tweeting @ show– Tweet good notes from sessions– Tweet about booth/sponsor promotion
@emfluence
The Summit on the New American City will use the hashtag #CityAgeKC.
Anyone can follow the conference on Twitter @CityAge and Mayor James
@MayorSlyJames.
• The “perfect” tweet:
Leave at least 20 blank characters for Retweets Use good punctuation, grammar, capitalization
(no TXT speak and avoid all caps!) Include a call to action Shorten (& track) all URLs (http://emfl.us) Include relevant & industry-active hashtags in-line You can place [ ] around deliverables, e.g. [BLOG]
Ready? Set? Tweet!
MESSAGE (<98 characters) LINK (22 char) BLANK (20 char)
Those who ROCK Twitter
The Wow, That Rocked!
#kcdma
WowH&R Block
Social Media isyear-round.
• Despite their seasonality, email and social don’t stop in summer & winter months.
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#kcdma
Wowthe #emflHOHO Twitter Snowball
Create connections/community.$
#kcdma
WowCountry Music TV
Event “ESP” and special access.• CMT’s website has a page that
aggregates tweets from artists and event hosts on the night of the event. It provides awesome content that users want from CMT artists on the CMT main website to drive traffic “home.”
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#kcdma
WowAMC Theatres
Entertain
#kcdma
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WowPepsi Refresh
Have a plan: Crisis Response
#kcdma
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WARNINGDon’t follow BetaPunch’s Customer Service lead
Go on the defensive.
#kcdma
Social Media:The Good, the Bad and the Wow!
Jessica Bestjbest@emfluence.com@bestofjess or @emfluence