nick westergaard | branddrivendigital.com | 2015

social spotlight

TwitterHow to Make the Most of Your Brand in 140 Characters (or Less!)

Twitter Is Simple

Photo via Flickr user chaztoo

Twitter: Social Spotlight‣ By the Numbers

‣ How Brands Engage

‣ Things to Remember

Twitter Vocab

‣ Tweet

‣ Retweet (RT)

‣ Reply or @ mention

‣ Direct message (DM)

‣ Also ‘Hat Tip’ (HT) and ‘Modified Tweet’ (MT)

‣ #FollowFriday or #FF, #ThrowbackThursday or #TBT

‣ Twitter Chats, Block, and Report

‣ Also, Twitter is a proper noun — Capitalize it! However,

the verb — to tweet — is lower case.

Photo via Flickr user Pank Seelen

Following Isn’t Reciprocal

1

Twitter by the Numbers

645 milliontwitter users as of february 2014

255 millionactive users as of june 2014

115 followershow many followers the average twitter user has

500 milliontweets per day

Over 40% Use Every Day or More

Twitter Use Tapers with Age

So Does Twitter Frequency

New Users Are Big on Twitter

Over 1/3 Are Consumers Only

China blocks Facebook

Only in Japan ...

My Favorite Stat? Half Hear About Tweets

Over a Third Follow Brands

Why Do They Follow Brands?

Influences Purchase Decisions

... Also Ranked As Least Useful!

One in Six Complain ...

One Third Expect a Response

76% Access via Mobile

Photo via Flickr user William Hook

Photo via Flickr user romytetue

Many Engage Via Clients

34% Have Seen Leads 20% Have Closed Deals

44% Have Recommended 58% Tweet Bad Experiences

Photo via Flickr user .reid

4%4%6%

9%

38%

40%

Pointless BabbleConversationalPass-Along ValueSelf-PromotionNewsSpam

Source: Pear Analytics

What Are People Tweeting?

60% who try twitter quit after the first week!

2

How Brands Engage

98% of all top brands are active on twitter

Source: SimplyMeasured

92% of companies tweet more than once a day

Source: SimplyMeasured

Top Brands Daily Tweet Activity Average of 10 tweets per day

Source: SimplyMeasured

58% of top brands have over 100,000 followers on twitter

Source: SimplyMeasured

Source: SimplyMeasured

Forbes Small Business Breakdown

How Big & Small Business Are Using

Source: Simply Measured

Photo via Flickr user C!

Twitter Profile

Twitter Profile — NEW

Notice Anything?

Search Twitter

Hashtags

Photo via Flickr user mikecogh

TV + Twitter Chat = Integration!

Lists > Listening!

GO MOBILE!Management Tools

Integration: Tweet Button

Integration: Interactive Experience

Zappos’ Tweet Wall

C-Level Connections

Customer Service

Customer Service

Who Would You Follow?

More Visual

Conversation Calendar

Photo via Flickr user DafneCholet

12:1

Photo via Flickr user bengrey

Account Details

Source: Simply Measured

Engagement by Link Type

Source: Simply Measured

Links Drive Engagement

Source: Simply Measured

Pics + Links= twitter engagement success

Source: SimplyMeasured

Favorites + Retweets = Engagement

Source: Simply Measured

Engagement = Growth

Source: SimplyMeasured

Bigger Audience = More Engagement

Source: SimplyMeasured

Chicken & Egg Problem

Photo via Flickr user Mark Turnauckas

Responding Is Also Key

Source: SimplyMeasured

Basic Ad Offerings

‣ Promote Your Account

‣ Promote Tweets

‣ Promote Trends

Twitter Ads in Action

Key Metrics

‣ Followers

‣ Retweets & Replies

‣ Impressions & Clicks

Advantages of Social Advertising

‣ Stronger Brand Awareness, Engagement, & Loyalty

‣ Increased Reach & Broader Customer Base

‣ Increased Web Traffic

‣ Increased Conversions, Leads, & Sales

Introducing the ‘Buy’ Button

3

Things to Remember About Twitter

Photo via Flickr user clasesdeperiodismo

Twitter Measurement

‣ Total followers

‣ Number of times listed

‣ Total brand mentions

‣ Sentiment (+/- talk about your brand)

‣ Reply ratio (what % are replies)

‣ Profile views

‣ Number of clicks per tweet

‣ Engagement by day/time

‣ Referring links on site

10 Most Followed on Twitter‣ Katy Perry (@katyperry)

‣ Justin Bieber (@justinbieber)

‣ Barack Obama (@barackobama)

‣ YouTube (@YouTube)

‣ Lada Gaga (@ladygaga)

‣ Taylor Swift (@taylorswift13)

‣ Britney Spears (@britneyspears)

‣ Rihanna (@rihanna)

‣ Instagram (@instagram)

‣ Justin Timberlake (@jtimberlake)

Most Followed Companies‣ @facebook

‣ @MTV

‣ @google

‣ @Starbucks

‣ @Microsoft

What’s Next?

Photo via Flickr user Geoff Livingston

Which Brands Do You Follow?

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard