KCDMA Twitter for Marketers Workshop 2013

Twitter for MarketersA Hands-On Training

Jessica [email protected]@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

Email

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


• 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


• Terminology– #Hashtag: tool for connecting around a topic

instead of by who you know; a.k.a. “Magic”

@emfluence


• MetricsQuantitative Qualitative– Followers– Mentions– RTs– Clicks– Favorites– LEADS

@emfluence

– Brand image– Positive/negative

sentiment– Influence (Klout, etc)– High value

connections

• http://twitter.com

Step 1: Create a Profile

@emfluence

http://twitter.com/


• Choose a Twitter name– Personal Brand = First & Last Name– Shorter is (much) better– Avoid special characters (_, -, 1234)– Save the cleverness for your tweets

@emfluence


• 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


• Twitter’s “Discover” section

@emfluence


• Twitter’s “Find Friends” feature

@emfluence


• 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


• 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 >>


• Set up a list

@emfluence

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

@emfluence

Step 4: Tweet

• Go rich: use photos

@emfluence

Step 4.1: Plan

• Create a Marketing Content Calendar

@emfluence

Step 4.1: Plan

• Fill in the rest of the calendar

@emfluence

Step 5: Measure

• Audience size/Impressions

@emfluence

Step 5: Measure

• Audience impact– Clicks, RTs, mentions

@emfluence

Step 5: Measure

• Conversions– Traffic– Sales

@emfluence

Jessica Best

Need Google analytics screenshot

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)

http://emfl.us/

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 [email protected]@bestofjess or @emfluence

KCDMA Twitter for Marketers Workshop 2013

Self Improvement

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