#SocialCallingTake your Twitter marketing to the next
level
Shéa Bennett
@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
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?
@Sheamus
Social Media Manager
SCS Marketing
scsmarketing.co.uk
Editor
AllTwitter.com
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