AMA Twitter for Marketers 3-2-2011

Twitter for Marketers 1 Presented by: Bernie Borges March 2, 2011 Philadelphia

Before You Begin Your Twitter Marketing ,[object Object]

Learn how to completely set up and brand your profile

Tips and helpful links to personalize your Twitter background

Understand content and brand strategies

Learn tweeting etiquette and best practices

Understand what Twitter can and cannot do,[object Object]

Agenda This Morning This Afternoon A Twittle Thought Getting Started… Twitter Basics Management Tools for the Twittersphere Getting the Most Out of Twitter Measuring Results Marketing with Twitter In the Trenches

What the Heck is Twitter!? Develop a Twitter Habit What Is Twitter? Before You Begin Setting and Measuring Goals 5

Twitter Business Best Practices http://business.twitter.com/basics/best-practices

Google Indexes Real Time Tweets

Twitter Is An Information and News and Media Websites But people are bypassing News and Media websites 60% going directly to social networking and entertainment sites instead

Develop a Twitter Habit Commit to a “social networking” mindset Commit to a “content marketing” mindset Develop the habit of “Tweeting” daily Use Twitter as a tool to engage with people and other brands Use Twitter as a tool to build your personal and company brand

What Is Twitter? Twitter is a social networking and micro-blogging service that allows you to efficiently share ideas, thoughts and content in 140 characters or less 1 of 50 most popular websites on the web Twitter is about Spreading content Making connections Building relationships Expanding brand The result can be Driving traffic Increasing leads Improving customer service Generating revenue

Before You Begin…What Are Your Objectives? Define your mission What do you want to accomplish? Who are your target audiences and subgroups? How well do you know them? What is important to them? Connect what you want to accomplish with what is important to your audience

Setting and Measuring Goals* *Source: Facebook Marketing an Hour a Day. Goals Metrics Example 13

Create and brand your Profile What’s a Profile? Creating Your Settings Account Password Mobile Notices Profile Design Connections Twitter Terminology 14

http://www.twitter.com/berniebay

Setting Up a Profilehttp://www.twitter.com/ Email addresses must be different if you are setting up a personal and business profile. Tip: Create a specific Gmail account for your Twitter profile to avoid clogging up your email.

Settings Accounthttp://www.twitter.com/youraccount Fill in the basics Add location Protect my tweets Password Use to change password

Settings Mobile http://www.twitter.com/youraccount Optionally add your mobile number to start mobile (text) verification process

SettingsNotices Unless you choose a 3rd party app that offers auto-follow feature – you will need to receive emails when someone chooses to follow you to accept.

Settings Noticeshttp://www.twitter.com/youraccount Unless you choose a 3rd party app that offers auto-follow feature – you will need to receive emails when someone chooses to follow you and either accept/not accept

SettingsProfile Page 21 Tip: Keep image less than 72k Be sure to add a URL Can be your website Can be your blog Can be Facebook or LinkedIn profile Bio 160 characters Use keywords for SEO value Make it interesting

Settings Profilehttp://www.twitter.com/youraccount Tip: Keep image less than 72k Be sure to add a URL Can be your website Can be your blog Can be Facebook or LinkedIn profile Bio 160 characters Use keywords for SEO value Make it interesting

Settings Designhttp://www.twitter.com/youraccount Customize your background to reflect your personality or brand Select Change background image Can upload any image Max 800k 1600px wide X 1200px tall Change design colors Can customize your colors More options http://www.colourlovers.com/themeleon/twitter

Settings…Designhttp://www.twitter.com/youraccount A few more background options: http://tweetstyle.com/ http://www.mytweetspace.com/ http://freetwitterdesigner.com/ http://www.twitbacks.com/ http://peekr.net/

Settingshttp://www.twitter.com/youraccount Listing of 3rd party apps that you have given permission to connect to your Twitter profile Some 3rd party apps allow you to use different password Keep a list Toggle revoke access Remove access More Help http://support.twitter.com/groups/31-twitter-basics

Common Twitter Shortcuts @username – Sends reply to individual, but in public timeline dusername – Sends private, direct message to individual RT = Retweet – Forwarding someone else’s tweet # (hashtag) – Used with a keyword/topic to create streams (#AMAtweet) Twitter Stream – Use of a specific hashtag, e.g. #FF (follow Friday) to follow a particular conversation SO – Shout Out – Using @username to thank, call attention to, etc

Tweet With a Strategy Content Strategy Brand Strategy Shortened URLs Defining Who To Follow Tweeting Etiquette Twitter Lists Determining Followers A Few Things Twitter Can and Cannot Do 27

Align your business objectives with your audience’s interests and needs Then develop content that addresses “them” not “you” Share your content using shortened URLs e.g. bit.ly, ow.ly ,[object Object]

Pictureshttp://www.twitpic.com or 3rd party apps like HootSuite or TweetDeck ,[object Object],Share other people’s content ,[object Object],Retweet other people’s content Develop Your Content Strategy

THEN Develop Your Brand Strategy It’s social media…not shouting media ,[object Object]

Create tweets that are interesting to “them”

More informational than advertorial

Build trust and authority that will help you achieve your business goals

Deliver content around the 3 E’s (educate, enlighten, entertain),[object Object],[object Object]

Hashtag(s) Use a “#” hashtag to identify streams of conversations based on an event, topic or person http://search.twitter.com What the Hashtag http://whatthehashtag.com/Main_Page http://wthashtag.com/Category:Acronyms

Join Our Tweet-Up #- - - -http://search.twitter.com/ Urban Dictionary: An organized or impromptu gathering of people that use Twitter. (A meet up of people that 'tweet' using Twitter.) Are you going to the "tweetup" tonight? Search for TweetUp by hashtag on http://www.whatthehashtaghttp://www.search.twitter.com

Defining Who To Follow Identify your target audiences and subgroups Think in terms of what associated groups are important to your audience that connect to (touch) your product or service

Be Consistent ,[object Object]

Do not send out multiple tweets at the same timeBe Social ,[object Object]

Follow back those that follow you (excluding bots, inappropriate followers)

SO to those that consistently post good content

Report SpammersHint: It is called social media not “shouting” media Tweeting Etiquette

Tweeting Guidelines Target Your Content ,[object Object]

Use http://search.twitter.com to track keyword conversations

Use #hashtags to start & follow topical conversation streamsShow personality…especially with your brands ,[object Object]

Think of your tweets as short bursts of a relevant thought,[object Object]

What Are Twitter Lists? Why Are They Valuable? Twitter lists are viewedby everyone following you http://twitter.com/berniebay/lists/memberships ,[object Object]

Follow back those that have listed you

Use private lists for reputation management

Finding Followers Select “influencer’s” followers and follow them

Finding Followers Twitter helps you find followers

Followers Following Keep Your Following Ratio Balanced Follow people whose lifestyle and interests may find your brand, products and tweets interesting enough to: Follow you back May retweet your content to their followers Might wish to engage in conversation ,[object Object]

As you reach the 2000 followers mark, you should have a ratio of 110% or less,[object Object]

Automate Tweets from Blog Content Advantage: Automates blog content feed to Twitter Caution: Don’t rely on it to tweet No opportunity to edit tweet

How to Set Up Twitter RSS Feed 3. Add to Google Homepage 1. Click on RSS feed in Twitter 4. In iGoogle, click on home arrow, click add a tab 2. Click on subscribe now

Twitter Can and Cannot Do Can DM in real time Cannot schedule a DM tweet to send later

Twitter Can and Cannot Do Can scroll endlessly for both followers and those following you

Twitter Can and Cannot Do ,[object Object],[object Object]

Twitter Can and Cannot Do http://search.twitter.com Can search by #hashtags and keywords to find relevant tweets and twitterers to follow

Summary “Your Twitter strategy should be a component of your overall social communication plan to expand your brand across the web and produce measurable results.” Remember to: Define your goals Define and follow your target audience Tweet consistently everyday Engage your audience proactively and reactively Share content links Follow people back (unless their tweets are inappropriate) Retweet great content from influencers you wish to engage Be human! Consistently manage your lists and followers Always be interesting engage following content conversation twitter tweet connect user reach coupons followers news retweet

Using Twitter Productively 3rd Party Management Tools ,[object Object]

Isn’t Twitter Enough? Think of Twitter as the motor in your car Apps* are the automatic transmission, power steering, etc. Apps improve your ability to get where you are going with Twitter *Apps – 3rd party applications

HootSuite HootSuite easy-to-follow tutorials: Library http://blog.hootsuite.com/library/ ,[object Object],http://blog.hootsuite.com/webinars/ ,[object Object],http://hootsuite.com/about ,[object Object],http://help.hootsuite.com/forums/81675-faqs

With HootSuite…you can Follow Streams Manage People Study Stats Manage Settings/Assignments Login http://hootsuite.com Click on confirmation email

HootSuite or TweetDeck or Both? Both offer: Multiple Account monitoring and tweeting Scheduled Tweets Tweet and upload pictures or images to Twitter Allow respond, follow, view profile, add to list Keyword and hashtag search Create custom columns Social network integration, i.e., Facebook, LinkedIn HootSuite Browser based Can schedule tweets Can save drafts Follow and unfollow management List directory Statistics per tweet & link Collaborative tweeting and assignments TweetDeck Desktop application (Adobe Air) New tweet notification Can email tweets Customizable settings Search and List Directory on website Can schedule tweets Tweet management filters Translate Tweets

Advanced Tweeting with SocialOomph Page 58 http://www.socialoomph.com is a fee-based multiple Twitter management software platform with automation tools and tracking analytics. Professional version offers: Recurring updates Filters on most automation features Schedule & Publish Blog Posts and Pages Find Quality Friends to Follow Using Keywords Private Tweet Viewing/Grouping Channels Discover Which Followers Have The Most Clout Manage Many Accounts with TweetCOCKPIT Much more

Key Feature: Recurring Tweets Create rotating tweets that expands opportunity for your content to be found Create shortened URL Enclose with brackets { tweet 1 http;//shortURL | tweet 2 http;//shortURL | tweet 3 } 3. Schedule 1st tweet followed by “|” 4. Schedule 2nd tweet followed by “|” 5. And so on… close with “}”

Enterprise Level Tweeting Standard Basic set of features. Best for individuals and organizations that manage only a few Twitter accounts by only a couple of team members. Enterprise ,[object Object]

Conversation history,[object Object]

Finding Time for Twitter Create a Twitter team and share tweeting engagement Schedule not less than 5 tweets per day Find daily activities that do not generate results and replace them Use 3rd party apps to increase quality and efficiency

Sue Atlanta, GA Getting the Most Out of Twitter ,[object Object]

Guidelines on Who NOT to Follow

Other 3rd Party Apps1. Bookmarking Profiles 63

Guidelines on Who to Follow Influential Tweeters A verified account TrueTwit profile that who you are following is who they say they are. Low ratio of followers to following Tweets are relevant to followers Profile has picture or avatar Provides name, website and bio Note: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you

Guidelines on Who Not to Follow No photo or image Does not follow back Large number of tweets Tweets multiple tweets at one time No website or bio Tweets rarely Exception: News portals with quality content

So How Do You Know Who Is Influential? http://tweetreach.com/ http://www.mrtweet.com http://www.klout.com http://twittergrader.com/

HubSpot’s Twitter Grader Score includes Grade Rank Tag cloud History Follower graph Follower comparison

Be personable…even as a brand Follow back those that follow you Manually respond to emails from Twitter Use the follow back feature in Twitter management software such as HootSuite and TweetDeck Use the automated feature in SocialOomph and other apps with filter options Use the people management tool in HootSuite Be human!

In HootSuite / TweetDeck set up “specific keywords” column

Follow people who have listed you

Follow the followers of influential people that you follow or follow you

Use 3rd party apps to find relevant followersGrow Your Followers

Finding Influencers with WeFollow

Using Twellow to Find Communities Search Suggested Users Manage Follow / Unfollow

Unfollow using http://manageflitter.com ,[object Object],Unfollow Twitterers that have not tweeted in a month Unfollow Twitterers that have not followed you back within a few days or weeks

Integrating Twitter into Your Marketing Strategy http://www.twitterbuttons.com/ http://www.twitip.com http://www.freetwitterbuttons.org/ http://tweetmeme.com/about/retweet_button Email signature “Follow us on Twitter” On your website, blog email, newsletter Direct mail & media campaigns Other social networks e.g. LinkedIn, Facebook, Myspace Point your audience to your Twitter profile in your off-line and on-line marketing activities

Measuring Results ,[object Object]

Measure – Review - Revise Social Media Strategies are long term – not short Use metrics for Understanding target audiences Building better relationships Understanding behaviors Refining targeting Understanding results Refining processes Improving relationships Refining content Measuring results is constantly changing with more tools available…day by day

Google Analytics Google can help you understand traffic that Twitter is driving to your website or blog (Some 3rd party apps are co-mingled within direct traffic results) Can set alerts to specific URLs, landing pages, campaigns Can export data to create client specific reports

Twitalyzer – Free and Fee Based Value: Provides metrics to refine your Twitter methods Measure the influence of specific Tweeters

Twitter Analyzer Much like Twitalyzer Matter of preference Does not provide the scoring

Klout Dynamic Analysis: Reach Demand Engagement Velocity Activity

SocialOomph Stats Twitter click traffic across all Twitter profile streams Twitter click details - exportable

Unilyzer Unilyzer.com Relationship metrics Fee based

A few of the 70,000+ 3rd Party Apps for Twitter Free HootSuitehttp://www.HootSuite.com TweetDeckhttp://www.tweetdeck.com TweeSpeedhttp://www.tweespeed.com TweetMeMEhttp://www.tweetmeme.com MrTweethttp://mrtweet.net Twitter Grader http://twitter.grader.com Nutshell Mail http://nutshellmail.com Twitpichttp://twitpic.com Twitvidhttp://www.twitvid.com Tweetsharehttp://www.tweetshare.com TweetMixxhttp://www.tweetmixx.com TweetBeephttp://tweetbeep.com TweetReachhttp://www.tweetreach.com ManageFlitterhttp://www.manageflitter.com TwitterAnalyzerhttp://www.twitteranalyzer.com Klouthttp://www.klout.com Twitalyzerhttp://www.twitalyzer.com Listorioushttp://www.listorious.com Whatthehashtaghttp://whatthehashtag.com Free Basic or Premium (fee based) ,[object Object]

SocialOomphhttp://www.socialoomph.com

Unilyzerhttp://www.unilyzer.com

Radian6 http://www.radian6.com/

ObjectiveMarketerhttp://objectivemarketer.com/Mac ,[object Object]

TweetieMobile ,[object Object]

HootSuite (iPhone, Android)Widgets ,[object Object]

http://twitter.com/goodies/widget_search

http://deanjrobinson.com/projects/twitt-twoo/

http://tweetmeme.com/about/retweet_button

http://www.twitterbuttons.com/

http://www.freetwitterbuttons.org/,[object Object]

Social Media as a Business Strategy From The SocialCustomer White Paper Management buy-in is a must Integrate social channels with traditional service and marketing processes Identify the social channels that your customers engage in. Engage with social customers in multiple channels if necessary. Customer support staff should take time to engage with customers on social channels.

Continued… From The SocialCustomer White Paper More interactions generate a higher positive impact with social customers Companies that have a longer history of engaging customers on social channels from a service perspective experience a more positive impact on their service goals Facebook and Twitter ranked similarly for effective engagement overall

Twitter for Business http://business.twitter.com/

33% of Fortune 100 on Twitter60% of the Top 10

Real-time Interfacing Builds Trust People trust more those companies who use microblogging websites like Twitter to provide real-time responses. 75% polled say they view companies who microblog sending frequent messages on sites like Twitter or updating their status on social networks like Facebook as more trustworthy than those who don’t. Note: 76 percent said they were less likely to trust information from a blogger getting free samples from companies they write about. Survey by Fleishman-Hillard with Research by Harris Interactive

http://www.thefordstory.com/ford-social-networks/?tab=twitter

AMA Twitter for Marketers 3-2-2011

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