TWI002 Handbook_Final_WithCover_Orange

The basics 06
Create your Twitter profile 08
Basics of a Tweet 10
Find your voice 12
#Hashtags 14
Build your audience 16
Tools of the trade 18
Communicate with content 22
Visualise success 26
GIFs 28
Videos 30
Polls 32
Periscope: live video 34
Customer service 36
Take your Twitter account
to the next level 38
Advanced search 40
Analytics 42
Reach a wider audience 44
You’re ready to go! 46
Creating connections with new customers
Welcome to your guide to getting
the most out of Twitter: simple top tips
to bring new and existing customers
closer to your business.
133 characters
What’s
in this
book:
03

Creating connections with new customers
How
Twitter
can help
your
business
Twitter is where
people connect
with their passions,
share their opinions,
and find out what’s
happening in the
world right now.
Businesses can tap into Twitter
to expand their reach and connect
with new and existing customers.
Here are some ways your business
can get the most out of Twitter:
Discover what’s
happening right now
Twitter gives you access to what’s
going on in your industry, community,
and around the world. Use Twitter
search to listen to the relevant
conversations that are happening
and jump in where you can add value.
Increase your brand awareness
Raise the profile of your business
and increase the impact of your
marketing by using Twitter to reach
existing and potential customers
wherever they are.
Provide timely customer service
People Tweet about the products
and services they use, so it’s a natural
place to provide customer service.
Twitter is a fast, efficient way to
respond to feedback and questions.
Not on Twitter yet?
Start your account
now: twitter.com
Building your business on Twitter
69%
have bought something from
a small business because of Twitter
75%
feel better about a small business
after reading its Tweets
94%
plan to buy from small businesses
they follow on Twitter
96%
of users who turned to Twitter
for customer service and had a
friendly experience with a brand
would buy from that brand again
The power
of Twitter
for small
businesses
04 05

The basics.
The basics

mmm... and glug...
@mmm_newcastle
Tweets Tweets & Replies Media
Food and drink emporium –
oils, balsamics, pasta, herbs,
spices, chillies, chutneys, honey,
flour, beer, cider and wine to
make you say mmm... and glug...
10-13 Grainger Arcade, NE1 5QF
mmm-glug.co.uk
3,068 Vine Loops
Joined February 2009
13.3K Photos and videos
Createyour
Twitterprofile Profile image
This is the image that will identify
you and accompany every Tweet
you send. It should be clear, simple
and recognisable without small
text or logos.
Header image
The biggest image that decorates
your profile page. It doesn’t have
to be your logo – it should be a
welcoming, attractive image.
Screen name
You choose your account’s @handle
when first signing up to Twitter and
this is 15 characters max. You can
put more info into your screen name
to let people know who you are.
Twitter bio
160 characters to tell the world who
you are and what you do. You can
use this space to list your products
and services, or what your Twitter
account aims to offer (customer
support, new offers). Your bio text
affects where you appear in online
search too.
Location
Once people have found you,
make sure they can find you. Also
if there are two shops with similar
names, this helps to identify you
as the ‘High St Cafe’ in your town.
Website
Let people know you’re online.
1
2
3
4
5
6
1
2
4
TWEETS
61.2K
FOLLOWING
23.6K
FOLLOWERS
21.5K
LIKES
19.6K
LISTS
12
The basics
3
2
A more than decent
delivery of #Oktoberfest
beers at glug... today.
Best be getting them on
our shelves then! #Prost
mmm... and glug...
@mmm_newcastle
6
5
08 09

643 1.7k
Magnum UK
@MagnumUK
Introducing #MagnumPink #MagnumBlack,
available at @CooperativeFood @Tesco!
Which will you try first?
5
6
4
1
32
The basics
Tweet A Tweet is a message
posted on Twitter that can contain
text, photos, links and videos.
Reply Click ‘reply’ to respond
to anyone’s Tweet. Replying to
a Tweet is a way to show you’re
listening and provide helpful answers.
Retweet A Retweet is sharing
a Tweet from someone else with your
followers. Click the Retweet button
to share the Tweet as is, or quote the
Tweet to add a comment of your own.
Like A like is a simple way to
acknowledge a Tweet. It can also be
useful to use as a bookmarking tool
if you want to easily find a Tweet
again. Tap the heart icon to like a
Tweet and the author will see that
you appreciate it.
Hashtag A hashtag is any word,
or phrase without spaces, beginning
with the # symbol. People use hashtags
to organise conversations and make
it easier to find all content related to
a given topic. Click on a hashtag to go
directly to the search results for that
term. Hashtagged words that become
very popular are often Trending Topics.
Mention Bring a Tweet
to another person’s attention
by including their @username
in your message. You could use
it to ask someone a question,
to thank them, or simply to highlight
a piece of content.
1
2
3
Basicsof
aTweet
4
5
6
1110

Findyour
voice Speak to your customers
in their language
Twitter is a conversational platform
where people interact with people and
businesses quickly and less formally.
Think about the tone of your Tweets.
If your business was a character in a
movie or a TV show, who would it be?
How would they respond to criticism
and praise? These are all very
important questions to answer to help
you distinguish your brand on Twitter.
Add fun or emotive visuals to your
Tweets with emojis to showcase
your business’ personality and bring
another dimension to your messages.
Ask your customers to respond with
the emoji that best expresses their
feelings about a favourite product.
Top Tip:
—
Discuss your voice with your
team, so anyone can Tweet out
from your Twitter account to
speak to your customers with
confidence.
Humour adds character to your
Tweets and can make you stand out
more. A hashtag or an image can
often be used as the punchline.
2:05 PM — 11 AUG 2016
What did the cheese say when it looked
in the mirror... #halloumi #humblelunch
#newmenu #staffperks
15 24
Humble Grape Wine
@humblegrape
The basics
12 13

#Hashtags
Top Tip
—
Hit the
button and below
the search box
you’ll see Trends —
a list of the
most popular and
relevant terms
being discussed
right now.
Get involved:
Expand your reach and influence,
try searching a few regular hashtags
and see how you could join in:
#MondayMotivation
#ILoveNewcastle
#ThrowbackThursday
#NorthEastHour
#FridayFeeling
Why #hashtag?
Hashtags are a conversation marker –
they tell you the topic of a Tweet or
a collection of Tweets. Think of a
hashtag as a table in a pub where
everyone’s talking about the same
thing. You can either join in the
conversation or just sit and listen in.
They allow you to reach a much
wider audience, because people
using Twitter search for or click on
hashtags in Tweets to discover more
about topics they’re interested in.
By Tweeting with a relevant hashtag,
you may reach loads of people who
aren’t yet following your account.
Example: If you run a promotion
when your local football team are
playing, make sure to Tweet using
the hashtag fans are using for that
game. But use smartly and sparingly
– stick to no more than two
hashtags per Tweet.
Top Tip
—
Hashtags are a particularly useful
tool for businesses to find out what
people who are into a topic or event
think about it —to help you decide
how to frame your offers or get an
insight into which types of products
or services may do well.
Search Twitter
4 7
See you at the bar...
We’ve got that #FridayFeeling!
#Newcastle
As You Like It
@asyoulikeitjes
19 AUG 2016
The basics
14 15

Help people find you
Make sure your Twitter handle is
highly visible in your shop, on your
website and on flyers and business
cards. Let people know why they
should follow you – i.e. Follow us
on Twitter to be the first to know
about coolest new products.
34% of Twitter users say they
have interacted with a small
business after seeing an ad
that included the business’s
Twitter handle.
Reach out
Follow and start conversations
with the people you want to be
followed by – especially the key
influencers in your community
with big followings of their own.
Get involved
Join the conversation about
your business and products;
pose a question to your followers;
get to know your customers.
Top Tip
—
If you know your customers are
really into a certain sport or event,
Tweet more when that’s happening
to reach them when they are at
their most engaged and open
to discovering new things.
Top Tip
—
Orchard Pig took full advantage
of the trending story of Glastonbury
Festival traffic queues to get
its product out there into the
conversation.
Top Tip
—
#NorthEastHour is a regular
networking event on Twitter,
where North East businesses
connect and chat. Get involved
Mon 8—9pm or Tue 2—3pm.
Buildyour
audience
22 JUN 2016
Stuck in #GlastonburyTraffic?
That’s what Roger’s here for!
Tweet us using #CiderForecast
your license plate we’ll
bring you a cider.
139 219
Orchard Pig
@Orchardpig
The basics
6 1
Bit of latte art for #northeasthour
and #latteartthursday
Flat Caps Coffee
@FlatCapJoe
25 OCT 2012
16 17

Toolsof
thetrade It’s so
simple
to engage
with your
community
with the
click of
a button
The basics
Quote Tweet
This allows you to share Tweets
from other accounts but also add
your own context above it.
Example: Quote Tweet someone’s
request for recommendations for great
gift ideas with a suggestion from your
shop. This means all your followers
see the product you’re highlighting.
Retweet
Use this to share Tweets from
other accounts to your followers.
Example: Retweet a link to an
amazing recipe using one of your
best-selling products.
Like
Hit this on Tweets you enjoy to
let the person behind the account
know you’re loving their work.
Example: Search for mentions of your
company and ‘like’ positive feedback
if it doesn’t need a response.
Follow Back
Add someone to regularly
see their Tweets.
Example: If you’ve been involved
in a great chat with someone on
Twitter why not add them so you
don’t miss out next time?
18 19

42% of Twitter
users use Twitter
when waking up
in the morning
1 in 4 users use Twitter
whilst dining out
1 in 3 are on Twitter
whilst commuting
1 in 4 UK Twitter users
are on Twitter whilst
on the toilet
The basics
Twitter is
part of our
daily life.
20 21

Communicate
withcontent.
Communicate with content

Has your
Tweet got an
image
GIF
video
poll
3:34 PM — 27 MAR 2015
Big Nutbrown has brought Little
Nutbrown to visit @7Stories too.
#guesshowmuchIloveyou @WalkerBooksUK
38 77
Seven Stories
@7stories
24 25

Visualise
success
25 5890 3415 24
Home is where the heart sticker
is. And the house one, too.
#StickTogether #LiveThere
1940s Farm opens at Beamish this
Saturday with a whole host of activities!
beamish.org.uk/february-half-term-
activities … #northeasthour
The Training Lab is here. Find out
more at brewlabcoffee.co.uk/training
#coffee #Edinburgh #barista
Airbnb
@Airbnb
Beamish Museum
@Beamish_Museum
Brew Lab
@BrewLabCoffee
18 AUG 201611 FEB 201420 MAY 2015
Up your imagery
game with these
great Twitter tools.
Tagging Once you’ve uploaded
a picture you can click ‘Who’s
in this photo?’ below it to tag up to
10 accounts. The people you tag
will receive a notification that you’ve
tagged them and will be more likely
to see the Tweet and share it with
their own following.
Filters After uploading
you can hit this icon to choose
from a selection of image filters to
help the photo look amazing!
Stickers Once you’ve
chosen a picture or snapped
one in the app you can hit this icon
to choose from a host of fun stickers.
You can position these stickers by
dragging them around the image
or pinching them to change the size.
Use rich visuals in your Tweets
Adding a bold image, video, or GIF
to your Tweets adds a touch of
personality, and means people are
much more likely to engage with
your Tweet. In fact, people are three
times more likely to engage with
Tweets that contain videos and
photos.
Can’t decide which photo to use?
You can attach up to four photos
to a single Tweet.
Example: Upload a sequence of four
pictures in one Tweet showing the
unboxing of a brilliant new product
that just arrived to help build buzz.
26 27

GIFs
GIFs are short, looping
animations clipped from
popular culture and have
become a way of communicating
emotions or reactions in funny
or poignant ways.
Why use a GIF?
Try adding GIFs to enhance your
Tweet – the short, looping animations
autoplay in Twitter timelines, meaning
any Tweet including a GIF will grab
attention as your potential customers
scroll through.
You don’t need any videos or
design skills – just hit the GIF button
when composing a Tweet and you
can search through a huge library
of free-to-use GIFs.
Use GIFs as you would emojis
– search ‘thank you’ or a ‘yes!’
and you’ll find a host of potential
animations to use. The world’s iconic
media moments, films, songs, TV
shows and celebrities are all there
at your disposal – for free!
Example: If you’ve had a good
weekend, Tweet a thank you to your
customers using a ‘thank you’ or
‘thumbs up’ GIF to add visuals.
Top Tip
—
Test the water with a #fridayfeeling
GIF in one of your Tweets.
#FridayFeeling
116 Tweet
2928

Videos
People are six
times more likely to
engage with Tweets
which include video,
compared to Tweets
with photos. Videos
also autoplay in
timelines – so are
great for grabbing
attention.
The world responds to video now
more than ever – and it’s particularly
useful for engaging a younger
audience.
Everyone can now add videos
up to 140 seconds long to their
Tweets – either filming in-app or
clipping and uploading videos
from your phone or desktop.
Filming short videos on your phone
can allow your customers to connect
with the real people behind the
company name, building a strong
relationship and encouraging loyalty.
Example: Film a short clip with
one of your sales assistants taking
your followers through their three
favourite outfits on sale now.
Video:
Pro-Tips
Become a video star
with these extra tools.
Portrait or landscape?
Both formats look great on Twitter
so choose the orientation that helps
you showcase what’s being featured.
Vertical video works great for clips
of people talking straight to camera,
or close-ups of products. Horizontal
can be useful for showing off wide
displays or landscapes.
Top Tips
—
1. Make the first few seconds
count – be visual, make the
first 10 seconds count
2. Keep it short and to the point
3. Videos are simple and effective
ways to engage and add value
to your customers experience
of your products
4
In the jungle, the mighty
jungle, your child sleeps
tonight... http://bit.ly/2cgeE0s
#kidsbedrooms #Dulux
Homebase
@Homebase_uk
9 SEP 2016
30 31

Why use Polls?
Get interactive with our
simple-to-use polls. Just click the
icon to reveal the options to include
a fast and fun survey in your Tweet.
Polls allow you to quickly take the
temperature of your customers on
a whole range of issues, and you
can use them to build a habit among
your followers of interacting with
your account.
Polls can be set to run for any
duration between five minutes and
seven days - and anyone who votes
can receive a notification when the
poll closes, leading them to come
back to your profile to check the
final result.
Top Tips
—
If you’ve got a big announcement
to make, set a poll to end at
the same time - as the poll’s
notifications will drive more people
back to your profile.
Emojis add an extra visual
to poll questions.
Polls
3:49 AM — 18 FEB 2016
2:19 AM — 15 SEP 2016
ERMAGERD! It’s London Fashion Week!
Which mini #Batiste will you be popping
in your bag today?
Fun poll. More than any other
books, I read...
poetry
novels
non fiction
other
136 votes • 17 hours left
86 votes • Final results
1 3
3 3
Batiste Hair
@BatisteHair
The Poetry Society
@PoetrySociety
33% Tropical
27% Blush
20% Original
20% Cherry
32 33

Periscope:
livevideo Live Video
Use Twitter’s live video tool
Periscope to build a more personal
and interactive relationship with
your followers.
Periscope videos are filmed using
the stand-alone mobile app, which
can be linked to your Twitter account.
This means every time you decide
to give your customers a live update
the video stream will autoplay in the
timelines of your followers.
Periscope features live commenting
on screen as you record, allowing you
to respond in real-time to customer
queries and they can guide how you
focus the rest of the broadcast.
Once the live recording is over,
your followers can watch the whole
thing back and share it as they
would any Twitter video.
Periscope is free to
download in the App
Store and Play Store.
Example: On Saturday morning
film a live tasting session with one
of your suppliers or in-store experts.
Or Periscope the unboxing of the
latest stock.
2:37 PM — 19 SEP 2016
Have you seen my Live stream yet?
Spot a duck to #win some big prizes! RTF
www.periscope.tv/CaptainObvious
Live/1zqJVVaQZWZJB# …
28 52
Captain Obvious
@CaptainObvious
34 35

Customer
service:
direct
messages
Messages are Twitter’s
system for private discussions
between accounts when you don’t
want a conversation to take place
in public. You’ll see your messages
in the inbox below the icon shown
above. They are sometimes referred
to as ‘Direct Messages’ or ‘DMs’.
Open up
In your settings you can opt
to be able to receive Messages from
anyone – including customers
who you may not follow.
Keep it regular
Check your Messages and
Notifications frequently and reply
in a timely manner. People love
the rapid customer service they
can get from Twitter.
Stay classy
Keep it professional – don’t get
drawn into a long, public discussion.
Ask customers to Direct Message
you if there are likely to be
follow-ups.
Twitter allows you to deliver excellent
customer service in a timely manner –
boosting customer satisfaction
and showcasing the top-level service
your company can offer.
After receiving a response from
a retailer 77% of Twitter users
say they feel more positively
towards that business.
You’ll receive notifications if
customers mention your @handle
in their Tweets, but you can also
search for mentions of your own
company to keep an eye on buzz
around your business. Searching
for your company name or products
allows you to reach out to
customers proactively.
Hit ‘reply’ or use the person’s handle
to make sure they see your message,
or you can use the Quote Tweet
function if you want your response
to be seen by all of your followers.
Top Tip
—
Retweet or Like positive feedback
– or send them a personal reply
thanking them for their custom.
Don’t ignore negative feedback –
but don’t take it personally!
Customer
service
6:31 AM—15 SEP 2016
Heather Marie Vitale
@kerplunker • Sep 15
@eDreams_en How can I find the info
for a trip I’ve already taken? I need
the booking reference/ticket no.
eDreams
@eDreams_en • Sep 15
@kerplunker Hi Heather, please
login to the “MyTrips” area to have
access to past trips. More details:
http://bit.ly/2ak0bV7. Let us know.
Heather Marie Vitale
@kerplunker • Sep 15
@eDreams_en I did. My trip was not
listed there, despite having booked
it on the site only a few months ago.
eDreams
@eDreams_en
@kerplunker Hi Heather, thanks
for the feedback. Please send us
a DM describing your issue and
provide the email address used
in the booking.
36 37

Take your Twitter account to the next level
Take your Twitter
account to the
next level.

Advanced
search
Advanced searching
When you click on a hashtag you
will find all the conversation around
that topic. But what if you’re
searching for something more
specific? An exact phrase or set
of words?
Advanced Twitter search offers
filtering options that can help you
find very specific content. You could
see every Tweet from today, by
someone in your city (or another
location), with the phrase “what
should I have for dinner?”. You could
filter to see everything a particular
account (maybe your competitor)
Tweeted in October. You could find
a Tweet by remembering a phrase
in it — even if you forgot who
Tweeted it. You could find all the
users who have “fashionista” in their
bios and so much more.
Accounts Photos Videos More options
All
Tweets
Accounts
Photos
Videos
News
From everyone
From people you know
From everywhere
Near you
Save this search
Embed this search
Advanced search
small business
small business
40 41

Analytics
Twitter analytics
Understanding how well your Tweets
have performed is key to tailoring how
you speak to your customers. We
make it really easy to see who’s been
checking out your Tweets.
Quick check
Simply tap the Tweet Activity
button under any of your own
Tweets to see how many people
saw it in their timelines (impressions)
and how many interacted with it
(engagements).
Deep dive
For a more thorough look
at how your account is performing
over time simply go to
analytics.twitter.com when logged
in to your account. You’ll be able to
view a range of stats, check out your
most popular Tweets, see trends
in follower growth and video views,
and find out who your most
influential followers are.
Summary updated daily
458.4%58.4%
1 23
1
2
View Tweet
View profile View followers dashboard
View all Tweet activity
View all Tweet activity
View Tweet Activity
Get started
View Tweet Activity
View Tweet Activity
Follow
11.1%
Tweets
28 day summary compared to previous 28 days
December 2016 so far... 00 days
Top Tweet earned 211 impressions
Top follower followed by 176k people
Top link
earned 000 link clicks
Top mention earned 12 engagements Get your Tweets in front
of more people
Promoted Tweets and content opens
up your reach on Twitter on more than
1.2 billion people.
Tweets
142
Mentions
385
Profile visits
3.9k
Tweet impressions
74k
New followers
109
00 0000 000 00 000
TWEET HIGHLIGHTS ADVERTISE ON TWITTER
DECEMBER SUMMARY
Tweet impressions
Home
Username @Handle
Username
@Handle
Username
@Handle
@Handle tweet here tweet here tweet
here tweet here tweet here tweet here
tweet here tweet here tweet here.
Tweet here @Handle tweet here tweet
here tweet here tweet here. url.com/link
Analytics Tweets Followers Twitter Cards Tools Username
Profile visits Mentions Followers
Account Home
Top media Tweet earned 211 impressions
pic/twitter.com/linkhere
42 43

Reachawider
audience
If you want to target your
Tweets at new customers
you can use Promoted Tweets
to deliver your Tweets into the
timelines of specific groups of
Twitter users. All you need is an
account, a Tweet and a credit card.
1. Choose a Tweet to promote
Click on the activity icon for any
Tweet in your timeline, on your mobile
phone or from your computer. Or,
select a Tweet in your Tweet activity
dashboard or one of your top-
performing Tweets in account home.
2. Click on “Promote this Tweet”
3. Select the location you’d
like to target
Available options include worldwide,
country, state/province/region or
metro area.
4. Select your budget
We’ll provide an estimate of the
results you’re likely to see at
each level. If this is your first time
advertising on Twitter, you’ll be asked
to enter your payment information.
5. Confirm your spend
Watch your Tweet reach a wider
audience in real time. We’ll show
you the metrics right there, but you
can also always see the data for any
Tweet you promote by visiting
ads.twitter.com
ads.twitter.com
44 45

You’reready
togo! 01.
Sign up at
twitter.com
02.
Search for accounts
in your community
using
03.
Follow some accounts
relevant to your
business – including
@TwitterBusiness
and @TwitterAdsUK
04.
For more business
info head to
business.twitter.com
or visit our blog
blog.twitter.com/en-
gb/advertising-uk
Search Twitter
46

TWI002 Handbook_Final_WithCover_Orange

TWI002 Handbook_Final_WithCover_Orange

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