#EatYourTweets by Twitter Asia was presented at iMedia Brand Summits, Asia. #imbsummit

1. Subtitle
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#EatYourTweets
@TwitterAsia

2. #TwitterChefs
@Freddie_covi @ladyxtel

3. Menu
Introduction to Twitter Twitter content strategy
Q & A
Amuse-Bouche
Dessert
Appetizer
Getting started on Twitter
Entree
Twitter ad products

4. Slide title
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Introduction
to Twitter
Amuse-Bouche

5. Slide title
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#PopQuiz
#imbsummit @TwitterAsia

6. What are the 3 origins of Malaysian Cuisine?
@M____? @C_____? @I____?

7. History of Malaysian Cuisine
@MALAY @CHINESE @INDIAN
Malaysian cuisine is influenced by
various cultures from all around the
world.
ORIGINS

8. And what were the original ingredients for Twitter?
@JACK @EV @BIZ
@E___? @B___? @N___?@J___?

9. A brief history of Twitter
@JACK @EV @BIZ
Small bursts of information called Tweets
leveraged a new ability to send SMS text
messages across different mobile carriers
as status updates.
THE IDEA
FOUNDED IN 2006 BY
@JACK @EV @BIZ @NOAH

11. Trends in
160+
locations

13. Slide title
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Getting Started
on Twitter
Appetizer

14. Slide title
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#PopQuiz
#imbsummit @TwitterAsia

15. Most popular Malaysian Dishes?
@C____________________? @P____________________? @M___________________?

16. Most popular Malaysian Dishes?
@? @?
@CURRYMEE @PENANG
FRIEDKWAYTEOW
@MALACCA CHENDOL

18. Most popular reasons for using Twitter?
@S____________________? @H____________________? @D___________________?

19. Most popular reasons for using Twitter?

20. Never be an Egg!

21. Slide title
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Sizzling News!

22. Breaking News!
• An emphasis on photos, including larger header
and profile pictures.
• Popular Tweets — those people have "favorited"
and re-tweeted — will show up larger in their
timeline making it easier to quickly spot what
messages people are reacting to
• The redesign also gives users the ability to pin
certain tweets to the top of their timeline, giving
them a little more control over what visitors see.
A whole new Twitter Look!
http://www.today.com/tech/twitter-reveals-redesign-today-2D79496356

23. Breaking News!

24. @TwitterAds | Confidential
FOLLOWER
A registered account that
follows another account
FOLLOW
The process of subscribing to
Tweets from another account
TWEET
Short form updates of 140
characters or less used to
communicate with followers
@USERNAME
An account’s profile name
or handle, preceded by
the “@” symbol
#HASHTAG
A word or phrase preceded by a “#”
symbol, used to organize Tweets
MENTION
To recognize an account in
a Tweet via the account’s
@username
TIMELINE
A chronological
presentation of Tweets
from all followed accounts
BASIC TERMINOLOGY

25. 25@TwitterAds | Confidential
Barista Bar @baristabar
TWEET
Short form updates of 140 characters or less used to
communicate with followers, users similar to your
followers or users with interests you target
RETWEET
To repost a Tweet
from another
account to share
with your followers
REPLY
To respond publicly
to a specific account
from a Tweet
FAVORITE
To make a Tweet as
special or preferred
@USERNAME
An account’s profile name or handle,
preceded by the “@” symbol
PROFILE PHOTO
Reflects your brand identity and
personality
ENGAGEMENT
Clicks, follows, retweets,
favorites and replies that occur
within a given Tweet
TWEET TERMINOLOGY

26. @TwitterAds | Confidential
TWITTER HOMEPAGE Web
26
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
@ #Home Connect Discover Me
Josh Jones
2,812 827 342
TWEETS FOLLOWING FOLLOWERS
Compose new Tweet...
San Francisco Trends
Barista Bar @baristabar
Tweets
Who to follow
Jean Chow @jeanchow
Follow
Jordan Robinson @mighty55
Follow
Barista Bar @baristabar
Follow
SEARCH
Search for what’s
happening on Twitter
TIMELINE
The real-time
stream of Tweets of
accounts you follow
WHO TO
FOLLOW
Suggested users to
follow based on your
interests
YOU
A snapshot of
your Twitter vitals
TRENDS
See what’s being
talked about most on
the platform globally,
locally, and tailored
by your interests
COMPOSE
Create a new Tweet

27. @TwitterAds | Confidential
TWITTER HOMEPAGE Mobile
27
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Home Connect
@ Discover
# Me
TIMELINE
The real-time stream
of Tweets of accounts
you follow
NAVIGATE
Use the Home,
Connect, Discover and
Me tabs to explore
every area of Twitter
COMPOSE
Create a new Tweet

28. @TwitterAds | Confidential
Barista Bar@baristabar
Article title
Summary text from article
Hide Media
RICH MEDIA
Add sight, sound and motion
to your Tweets to drive
engagement
!
!
!
!
Summary cards:
Display web content such as
blog posts news articles and
product reviews
!
Photo cards:
Highlight your brand’s photo-
based content
!
Audio and video cards:
Showcase interactive media
experiences like videos,
music players and live
streaming events
!
ARTICLE
SUMMARY
See content previews
of articles
SHOW/HIDE
Expand or hide article
summaries, photos,
videos, conversations
EXPAND THE TWEET
28
Enable easy, free
distribution of your
branded content
online and mobile

29. @TwitterAds | Confidential 29
TWITTER SEARCH
@ #Home Connect Discover Me
San Francisco Trends
san francisco coffee
Results for san francisco coffee
Top Tweets
Top Images
Top Videos
Top People
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
REAL-TIME SEARCH
See a real-time stream of Tweets
containing your search terms
TOP RESULTS
Searching on Twitter
surfaces the Top Tweets,
People, Images, and
Videos on the platform.

30. @TwitterAds | Confidential
@
Hom
Conne
30
TWITTER NAVIGATION
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Home Connect
@ Discover
# Me
HOME
Your Home Timeline contains your stream of
Tweets of accounts that you follow
!
CONNECT
All interactivity and mentions
!
DISCOVER
What’s happening right now, tailored for you
!
ME
Your profile page
!
DIRECT MESSAGE
To send a private message to an account that
is a follower (also known as a DM)
#
@

31. @TwitterAds | Confidential
GETTING STARTED
31
GO TO TWITTER.COM
Sign up for a new account if you haven’t done so already.
NEXT...
!
UPLOAD A PROFILE PHOTO
that reflects your brand identity and personality
CREATE A BIO
about your business and include links to your website and
brand content. Keep it clear and concise, but be creative
PERSONALIZE BACKGROUND AND HEADER IMAGE
to bring your profile to life. The right background will make a
statement about your brand
CONVEY INSIGHTS
and information through the Tweets in your timeline. Keep them
fresh and Tweet 2 - 3 times a day
NEW TO TWITTER? SIGN UP
SIGN UP
Full name
Email
Password

32. @TwitterAds | Confidential
SELECT A USERNAME
Your @username is a representation of your
brand on Twitter. Make it easily recognizable. It
appears as part of the URL to your Twitter
profile page (e.g. twitter.com/username)
32
YOUR USERNAME
TWEETS
742
FOLLOWING FOLLOWERS
4,423 3,834
Barista Bar
@baristabar
Love coffee? We do! Our espresso, tea, paninis and Tweets
are freshly brewed by the Barista Bar team in San Francisco!
San Francisco · http://baristabarSF.com

33. @TwitterAds | Confidential
YOUR TWITTER PROFILE
33
PROFILE PHOTO
Choose a profile image that visually represents
your brand
BIO
Keep it clear and concise, but be creative.
Include links to your website and brand content.
HEADER IMAGE
Showcase your brand prominently to grab the
attention of your visitors
SITE LINK
Help drive traffic to your main website or specific
landing page
Barista Bar @baristabar
Barista Bar @baristabar
@ #Home Connect Discover Me
Barista Bar
@baristabar
Love coffee? We do! Our espresso, tea, paninis and Tweets are
freshly brewed by the Barista Bar team in San Francisco!
San Francisco · http://baristabarSF.com
2,812 2,812 2,812
TWEETS FOLLOWING FOLLOWERS
Tweets
Barista Bar @baristabar
Tweets
Following
Followers
Favorites
Lists
Jean Chow @jeanchow
Follow
Similar to you
Ryan Brown @brownday
Follow
Jordan Robinson @mighty55
Follow
PINNED TWEET
Your most engaging, time-sensitive content
affixed to the top of your timeline on your profile
page
BACKGROUND IMAGE
Create a rich experience with an engaging
background image that tells your brand story

34. Slide title
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#PopQuiz
#imbsummit @TwitterAsia

35. Most popular Malaysian spices?
@B____________________? @G____________________? @C___________________?

36. Most popular Malaysian spices?
@BELACHAN
(FERMENTED SHRIMP
PASTE)
@GULA MELAKA (PALM
SUGAR)
@COCONUT MILK

37. What are the ad formats on Twitter?
@P___________T__________ @P___________A__________ @P___________T__________

38. 38
Twitter Paid Products

39. Using Promoted Tweets to target consumer interests
John Doe
@JohnDoe
Sports
Outdoors
Fitness
Automotive
@ESPN
@OpentrailsHike
@MensHealthMag
@MotorTrend
Jane Doe
@JaneDoe
Fashion
Yoga
Design
Writing
@MarieClaire
@YogaMag
@Adobe
@NYTimes
Ryan Brown @brownday
Got butterflies as if I'm about to suit up
today. #BeatTheRavens #Niners#SB47
#QuestforSix
Men’s Health Mag @ MensHealthMag
The covert affairs workout: http://ow.ly/
hTy1w How @ChrisGorham stays ultra-fit
and how YOU can, too.
Lifehacker @lifehacker
The Ask Lifehacker podcast is LIVE right
now! Come join us & ask some questions!
lifehacker.com/598599
The Onion @TheOnion
"It takes confidence to walk around
Hollywood as a Native American blanket
covered in beads." http://onion.com/
ZvLr9E
Anja Brierly Lange @AnjaYogini
OM Yoga Magazine is out and you can
find my back and core strengthening
practice in the March issue. Have fun!
From Me To You @_FromMeToYou
What. Gold clutches. Real gold clutches
actually roam the world. I wished they'd
roam into my apartment…
Nike@Nike
Together we are unstoppable. Together resolutions
become promises. Together we will #makeitcount.
youtu.be/HNRqJxl2588
Promoted by Nike
Burberry@Burberry
Live on Twitter - #Burberry A/W13 runway show
"Trench Kisses' #LFW uk.burberry.com/store/shows/
womenswear-aw13/berryorig
Promoted by Burberry
Burberry @Burberry
Live on Twitter - #Burberry A/W13 runway
show "Trench Kisses' #LFW
uk.burberry.com/store/shows/
womenswear-aw13/berryorig…
! Promoted by Burberry
Nike @Nike
Together we are unstoppable. Together
resolutions become promises. Together
we will #makeitcount. http://youtu.be/
HNRqJxl2588
Promoted by Nike

40. Twitter, Inc. | Confidential ( )40
Barista Bar @baristabarIm stuck on what to get my mum for mothers day. Flowers or a
massage. She deserves them both. #MumGifts
Jane Doe @JaneDoe
context
sentiment
#hashtag
keywords keywords
Every Tweet sends real-time signals
These signals can be categorised into two groups: what you tweet and how you engage.
Hide MoreFavoriteReply Retweet

41. Lead Generation Cards simplify email capture
We’re celebrating #DoUsAFlavor TODAY w/
@WayneBrady. Submit and share to Twitter
for a chance at a video surprise:
cards.twitter.com/cards/1j8vnw/4bc …
LAY’S
@LAYS
Jan 14, 2014
Submit your idea for the next great Lay’s flavor!
Ryan Brown
@brownday
br****@gm***.com
View advertiser privacy policy
Share your name and email address with LAY’s
Custom submission page
Create My Flavor

42. Free People
@FreePeople
Home
...it's all in the details. And we
love the intricacies of this top!
freep.pl/nccr1
Threadless
@threadless
Home
Some great @TheSimpsons
designs already comin' in!
Excellent. ow.ly/n5ZV3
Showcase
products with the
Product Card
Drive traffic with
the Summary Card

43. Spotify
@Spotify
Home
Relive every electrifying Super
Bowl halftime show in history -
from 1967 to 2014 - with this
playlist! cards.twitter.com/cards/
a9arm/4so
Acquire new
users with the
Mobile App
Card

44. Slide title
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Twitter content
Strategy
Entree

45. Subtitle
#PopQuiz
#imbsummit @TwitterAsia

46. What makes each
social network so
yummy?

47. What makes Twitter taste so unique?
Subtitle

48. Slide title
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Skittles
@Skittles
If you want to hide something, just
put it next to a pack of Skittles.
Nobody will even notice it’s there.
#protip
Myth: Only the funniest survive

49. @TwitterAdsUK
Not true. Being informative is more valued.
Exciting
Funny
Informative
Useful
0 12.5 25 37.5 50
Exciting
Funny
Informative
Useful
source: “Who Gives A Tweet? Evaluating Microblog Content Value”, Andre, Berntain and Luther 2012

50. The role of trigger terms

51. There is no perfect Tweet, but over the next few slides we
will see some tips and best practice examples to help
drive higher engagement.
!
One size doesn’t fit all so bear them in mind and treat
each Tweet as an opportunity to learn and improve for the
next one.

52. @TwitterAdsUK
Keep your Tweets looking clean
Multiple # and @ signs can dilute from
the main aim of the Tweet - drive
video engagement.
Think about the action you want to
happen and make it as easy as
possible for the user

53. @TwitterAdsUK
Give them a reason to engage - Ask a question
The Twitter audience is a highly engaged group and
likely to engage with content that asks a question
and begs for a response through an @reply, # or by
clicking deeper on a link.

54. @TwitterAdsUK
Identify potential complaints before they happen
Let people know there will be a strain on the system and use humor to calm
them before they have a chance to get stressed

55. @TwitterAdsUK
Include a picture and ask a question
X2 engagement
with pictures

56. @TwitterAdsUK
Use an active voice to create urgency
Telling people that something is time sensitive, ending soon, limited time only etc will increase CTR.

57. @TwitterAdsUK
Use directional language if you want an action
When trying to prompt a click through, tell people what they are going to get for it. Is it an App install,
video, PDF, infographic etc.

58. @TwitterAdsUK
Include strong call to action
Tweets must have one strong call to action and when possible tell the user what sort of
value add there is to engage

59. @TwitterAds | Confidential 59
Tweeting 4 or fewer times per day is the
“Tweet Spot” for keeping engagement high
- more than 4 sees a 17% drop in
engagement
Time Tweets to benefit your
audience: FREQUENCY
Buddy Media 2012
THE
SOURCE

60. @TwitterAds | Confidential 60
MONDAY:
Special Promotions
TUESDAY:
Behind the scenes
WEDNESDAY:
Helpful tips
THURSDAY:
Media spotlights
FRIDAY:
Focus on your followers
Barista Bar @baristabar
Anyone having a “Case of the Mondays”?
Let us know what movie that’s from for 30%
off your coffee! #happymonday
Barista Bar @baristabar
Check out our rockstar barista
@brownday’s favorite methods of grinding
his beans: pic.twitter.com/hHj89AL
Barista Bar @baristabar
Check out our tutorial on making the
perfect latte. Please RT and share!
#latte t.co/34fkd9
Barista Bar @baristabar
This might be our favorite “latte
flower” photo from longtime customer
@ehchkay pic.twitter.com/uif843D
Barista Bar @baristabar
We need your help! What should we call our new
espresso drink? Best answer gets free
espressos for a month! #espresso t.co/fa34
Time Tweets to benefit your
audience: DAY-OF-WEEK

61. DRIVE YOUR
CAMPAIGN
STRATEGIES
ON TWITTER
Select targeting
Exclude current customers (with TA)
Choose in-Tweet format
Set bids & budgets
Prospect new customers
Drive leads down the funnel
TA - CRM or TA - Web
Optimize tweet creative
Adjust bids & budgets
Leverage performance measurement
Maximize Loyalty
Re-engage existing customers
Drive repeat site traffic
Encourage content and app downloads

62. Q&A
Desert

63. April, 2014
#thankyou
business.twitter.com