#SocialCallingTake your Twitter marketing to the next

level

Shéa Bennett

Twitter

@Sheamus

Social Media Manager

SCS Marketing

scsmarketing.co.uk

Editor

AllTwitter.com

What’s on the agenda?

•A brief history of Twitter (Twitter “firsts”)

•Twitter paid marketing

•The future of Twitter

•10 actionable Twitter #takeaways

•Your questions

1 - Twitter #history

?

First Twitter homepage

First tweet

Mar 21st, 2006 - https://twitter.com/jack/status/20

My first tweet

Everybody’s first tweet is the same

Other first tweets...

July 8th, 2008

Other first tweets...

January 16th, 2009

Other first tweets...

December 11th, 2009

Google

Well, do ya, punk?

Your first tweet?

Topsy.com - more than 400 billion tweets

indexed (it’s better than Twitter search)

Epic Twitter moments

Mar 21st, 2006

First brand on Twitter

@earnestsewn ‘joined’ Twitter on Nov 9th, 2006

First brand on Twitter

Didn’t tweet until January 27th, 2011!

First retweet

April 17th, 2007

First #hashtag

August 23rd, 2007

Power of Twitter

April 10th, 2008

First Twitter marketer

November 5th, 2008

First tipping point

January 15th, 2009 - “It just changed everything.”

First million followers

April 17th, 2009 (today Ashton 29th, @cnnbrk 35th)

First ‘proper’ celebrity

April 17th, 2009

Second tipping point

June 25th, 2009

“We saw an instant doubling of tweets

per second the moment the story broke.” ~ Twitter

co-founder Biz Stone

#revolution

Twitter becomes an important political tool

First promoted Tweet

April 15th, 2010

Twitter = news

May, 2011 - the death of Osama Bin Laden

Twitter ≠ news

April 23rd, 2013 - market plummets on ‘news’

Brands go sentient

We don’t know who will strike first - us or them

Twitter #numbers• 240+ million active users (15m in the UK, +5m in 18

mos)

• 1 billion tweets sent every 2-3 days

• 80% of users in the UK connect via mobile

• 1 in 3 UK mobile users go on Twitter in social situations (i.e., at a restaurant or gallery)

• 40% of users worldwide use Twitter as a "curated news feed of updates that reflect their passions" (i.e., they don’t tweet)

• 63% of brands on Twitter have more than one active profile

2 - Twitter #marketing

Promoted ProductsPromoted Account

Promoted Tweet

Promoted Trend

Promoted Account•The only legitimate way to “buy” followers on Twitter

•Kickstart your Twitter presence

•Pay only when you add a follower via your promotion

Promoted Tweet•Get your message in front of a relevant, targeted audience

•Drive engagement and raise awareness

•Pay only when a user engages (retweet, reply, clicks link etc)

Promoted Trend•Go straight to the top of Twitter for 24 hours*

•Massive exposure for businesses

•Priced against # of Twitter users in your country (i.e., £20,000 for the UK, $200K in the USA)

Twitter Analytics

Free for everyone, genuinely valuable

when marketing with Twitter

Twitter advertising•Full Service

- access to all Promoted Products- £15,000 min. commitment (Trends extra)- available worldwide

•Self Service- access to some Promoted Products- pay as you go (for lower budgets)- available in the U.S. only

Why advertise with Twitter?

•It works!

•Organic growth on Twitter is slow

•High engagement + awareness + traffic

•Verified profile (credibility < 1 week)

•Pinned tweets (‘free’ marketing)

•Filter mentions (signal > noise)

3 - Twitter’s #future

Vine

Vine

•Twitter’s short social video platform

•Create and share 6-second, looping videos

•40 million users (since Jan 2013)

•Very effective for brand marketing

•Interest and growth feels like early Twitter

•At the very least, Vine has given us this...

Ryan Gosling won’t eat his cereal

iOS 7 & Siri•Twitter is now fully integrated with iPhone and iPad

•Search Twitter using Siri (and your voice)

•Twitter mobile apps are getting a big redesign to take advantage of iOS 7

Twitter #IPO

Twitter #IPO• Estimated valuation of $15-20 billion

• Twitter is a media darling - IPO > $30 bn

• IPO will be the opposite of Facebook’s

• Twitter is betting big on mobile

• ‘Dumbing down’ mobile interface to better appeal to a mainstream audience (streams + TV)

• Twitter feels like it’s already everywhere, but it’s an illusion - most of your friends don’t use it (they will)

• Cash injection will take Twitter literally everywhere

• All of this will have a huge impact on marketing

4 - Twitter #takeaways

Twitter #takeaways

• Don’t keyword stuff your bio - far better to just give people the facts to inform their ‘shall I follow?’ decision

• Ensure your Twitter profile photo is clear at all sizes and scales - you never know where and how somebody is reading your tweets

• Keep a close eye on the apps that have access to your Twitter profile - revoke anything that you no longer need or do not remember authorising (you can always undo)

1. GO PRO WITH YOUR PROFILE

Twitter #takeaways2. THINK IN 100 CHARACTERS (OR LESS)

Copy (100 or less)Link

(20-22)Blank

(18-20)

Believe it or not, this tweet is written to

exactly 100 characters, showing

how much space you have.

http://t.co

RT space

Twitter #takeaways

•Be consistent, find your ‘voice’

•Don’t #use #hashtags #on #every #flippin #word

•Get inside the heads of your followers - who do they think they are talking to?

•WHY are they following you?

• ‘Playing’ with your audience (or other brands) can reap dividends...

3. CONTENT

Twitter #takeaways4. WHY WE FOLLOW BRANDS

Twitter #takeaways

•Share more images - they generate at least 2x the engagement rate of text-only tweets

•Don’t share images only for engagement

•Upload images via Twitter’s image sharer (pic.twitter.com) - avoids the dreaded extra click (i.e., Instagram)

• If you have a verified profile, always pin a tweet with an image at the top

5. IMAGES

Twitter #takeaways

•There is no ‘best time to tweet’ (but there might be for you)

•Share your best content twice per day, every day - AM and PM

•PROMOS: The better the offer, the more people will need (and be happy) to keep hearing about it

6. ENGAGEMENT

Twitter #takeaways7. THINK MOBILE

•60% worldwide access Twitter via mobile, 80% UK

•Twitter feels different on a mobile (and different mobiles)

•Will your message be understood ‘on the fly’?

Twitter #takeaways

•Use HootSuite

•Find your perfect mobile Twitter client

•Twitter is 24/7 (you don’t have to be)

•Delegate & empower your team

8. MANAGE TWITTER

Twitter #takeaways

•Manage complaints privately (move the conversation)

•Consider setting your profile to receive direct messages from any follower - can reduce public complaints

•Do not feed the trolls (the block button is your friend - get ruthless!)

9. CUSTOMER SUPPORT

Twitter #takeaways

•If you’re going to use Twitter, use Twitter (Twitter folks hate being sent to Facebook)

•Educate your boss

•Do it yourself - and if you can’t, find someone who can do it properly

10. BONUS TIPS

Any questions?

Twitter

@Sheamus

Social Media Manager

SCS Marketing

scsmarketing.co.uk

Editor

AllTwitter.com