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Tweet Smarter:Unlock more value from Twitter with data-driven best practices
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Live Tweeting from@TwitterSmallBiz
Join in with#TweetSmarter
Hello.
Anne Mercogliano@akmercog
Head of SMB Marketing @Twitter
Russ Laraway@russlaraway
Head of SMB @Twitter
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The Value of Twitter
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271M active monthly users1 billion Tweets every 2 days78% of users are from mobile
How can that help my small business?
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Source: Twitter Internal July, 2013
#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Source: Twitter Internal July, 2013
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“run”
Source: Twitter Internal July, 2013
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
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“tired”VOLUME OF CONVERSATION
MON TUE WED THU FRI SAT SUN
Source: Twitter Internal July, 2013
35%Via a Tweet in a #hashtag
conversation
35%Via a friend’s @reply
57%Discovered an SMB on Twitter.
Source: DB5 Small Business Customer Insights Study 2014
Twitter brings you closer
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9 out of 10users have engaged in a conversation with or about an SMB on Twitter
Source: DB5 Small Business Customer Insights 2014
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feel better about an SMB after following it on Twitter
Source: DB5 Small Business Customer Insights Study 2014
have purchased something because of Twitter
73%
60%
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#TweetSmarter with Data-Driven Best Practices
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Know your goal
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Objective-Based
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#TweetSmarter with Data-Driven Best Practices
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Real world examples
2 POVS: Marketing & Sales
190,000 Promoted Tweets from SMB Advertisers
Statistically significant differences +
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1. Keep it short
2. Give clicks context
3. Make it visual
4. Optimize for leads
5. Start a conversation
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Tweets <100 characters get +18% more engagement
Keep it short
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Key TakeawayCurate with a calendar & punctuate with short Promoted Tweets
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Tweets with website cards have +43%engagement
Give clicks context
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Prime users before they click-through to set clear expectations
Key Takeaway
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Tweets with rich media get +313% engagement & +52% Retweets
Make it visual
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Vine FAQ• 6 second looping video
• Download the Vine app to get started
• Share on Vine platform and on Twitter
• Promote Tweets with Vines through Twitter Ads
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Key TakeawayA picture is worth 1000 words
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Tweets with Lead Generation Cards have +42% engagement
Optimize for leads
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Optimize for ease & validity
Key Takeaway
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Tweets from advertisers who @reply 1x week have +18% engagement
Start a conversation
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Key TakeawayTalk with customers, not at them
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Don’t overthink it.
Embedcustomeractions.
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@TwitterSmallBiz
TweetSmarter14
#ConnectingConvincing
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QUESTIONS ?