Twitter for business cultivating communities & maximizing engagement
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Twitter For Business: Cultivating Communities & Maximizing Engagement
@marcusnelson
Director of Social Media
@marcusnelson #smss
O hai.
@marcusnelsonDirector of Social Media
@marcusnelson #smss
Twitter Mission Statement
Instantly connect people everywhere to what is most meaningful to them.
Charlie Sheen or #Egypt Meme
#egypt#osama
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Twitter Is Big
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Twitter is Big
200M+ Registered Accounts
600K
New Accounts/Day
2006 2011
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Tweets per day
200 Million
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Tweets
then: 3 yrs, 2 months, 1day.
now: one week.
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Celebrity
Music
News
Technology
Arts & Lifestyle
Sports
Humor
Politics
Media
Business
Non-Profit
Taking the top 100
interests (covering 98%
of all ‘interest volume’),
these are the major
categories that emerge.
The chart gives a rough
sense of the relative
sizes of these interest
categories, e.g. “Stated
interest in celebrity is
roughly the size of tech
and news combined”.
Source: Twitter
Twitter’s top interest categories
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Followers are brand advocates
Are you more likely to
buy since becoming a
follower/fan?
Are you more likely to
recommend since
becoming a follower/fan?
A Twitter follow is the most explicit expression of loyalty and interest online. A follow doesn’t just confirm an existing affinity, it increases purchase intent and the willingness to recommend.
67%
51%
79%
60%
Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey
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Behavioral Insights
Twitter Users are:• Early adopters, more educated,
more likely to own a smartphone,more likely to be male, more likely tohave a higher income.
• Heavily influenced by brands
• Spend more money
• They post their opinion everywhere
http://blogs.forrester.com/reineke_reitsma/10-12-31-the_data_digest_why_are_twitter_users_so_attractive_to_marketers
Source: North American Technographics
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Twitter drives purchasing activity
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Power of a Follower vs. Fan
Social Network Comments Fuel Offline Behavior
Comments on social sites about brands and products are encouraging users to take action.
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Twitter Ad Products
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Ad products that amplify
Promoted Trends Promoted Tweets Promoted Accounts
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Old Spice Promoted Trend
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( )
Character Direct Conversation+ =
Coca-Cola Promoted Tweet
#awesome
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Xbox Promoted Account
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Have a Twitter Strategy
1/1/11 12/31/11
Case Study
Promoted Trend
+
Celebrity
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Twitter ROI = Stratospheric
“Radio Shack saw wireless-platform sales increase double digits in the three days that followed the promoted trend. ‘The ROI on this social-media initiative was stratospheric for us.’”
Radio Shack CMO, Lee Applebaum
Ad Age Digital April 2011
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Why Do People Share?
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Why do people share?
o reinforces shared views & social bonds.
o need to proselytize or desire to connect.
o emotional, positive, interesting, anger-inducing, or sad most likely to be shared.
o calm themselves or reduce uncertainty.
o bolsters own sense of self.source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
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At the end of the day…
broadcasting is self-focused
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New Analytic Dashboards
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Promoted Tweets Dashboard
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Promoted Trends Dashboard
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Promoted Accounts Dashboard
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Timeline Activity
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New Follower Dashboard
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Thank You
@marcusnelson
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The basics
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Twitter glossary
Tweet = a message of 140 characters or less
Retweet = the reposting of a tweet, passing it along
@username = how you address or reference someone
#hashtag = used to track topics or conversations
/via or /by = source or author of content referenced
OH = overheard
#ff = follow friday
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Crafting the tweet – sending a message
@username [body of message] #hashtag
Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all,
start message with a word or a ‘.’
@marcusnelson #smss
sending a message
@marcusnelson #smss
Crafting the tweet – sending a direct message
D username [body of message]
Pro tip: You cannot direct (private) message someone who is not following you.
Remember also, “@” not required.
@marcusnelson #smss
sending a direct message
D audiencemember It’s a private message silly. You can’t see this yet.
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Crafting the tweet – content post
[title of article] http://link.com /via @source #hashtag
Pro tip: leave around 20 characters for others to leave a comment in retweet
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content post
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Crafting the tweet – retweeted post
RT @username: [title of article] http://link.com /via @source #hashtag « [insert comment]
Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!)
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retweeted post
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Build your following
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Finding people like you
Follow interesting people
Use Twitter’s suggested users
Follow popular/relevant #hashtags
Who do your friends follow?
Linkedin lists twitter handles
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Best use cases
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Develop and promote your brand
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Customer Support
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Provoke thought / humor
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Be known as a thought leader
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Help with access to information
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Engage followers with a question
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Tips from twitter
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Tips from twitter
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Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter