Marketing your brand on Twitter for Social Media Professionals

Twitter 101
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Twitter Terminology
Twitter Mechanics
Twitter for brands
Marketing on Twitter
Twitter Tools
Case Studies
Your Live Project!

Twictionary!
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(Prefix TW) – Tweeting while performing other mundane tasks (For Example –
Twshitting, tweeting from the pot)
Mentions – A tweet from another user mentioning YOU. (I Love you @FructisIndia) is a
mention
Reply – A reply to a tweet you sent out. (Of course we love you @FructisIndia)
Handle – Your identity on twitter (@FructisIndia, @FostersAoC)
Hashtag – A trending topic, or a point of conversation. #Twitter4Noobs is a
conversational point rallying users around teaching Newbs twitter tricks
Trends – A Hash tag that has picked up enough popularity to be picked up by Twitter’s
Algorithm and featured in the Trends List – (Trends can be personalized OR Geography
based)
Follower – People that have subscribed to YOUR Twitter Account
Following – People whose twitter account YOU have subscribed to
Tweets – 140 Character updates
Influencer – Twitter ke ‘Bhai’ log
#FollowFriday – Hashtag to suggest your followers to follow another user/brand
(GarnierMenIndia: Hey tweeple! Follow @FructisIndia for Hair care and more!)

This is when you
start taking
notes.
#ForReal
#TakeNotesNOW
#QUICKLY

Left Twitter Background Panel
This little piece right here is the crux of
your Background image.
The Right Panel is only visible on Wide
Screen Computers such as a designers
iMac.
Word of Caution
All brand creative elements should ideally feature
here without too much clutter.

The Twitter Menu Bar

Left Main Menu bar is
divided into 4 parts
- Home
- Connect
- Discover
- Me

Right Main Menu bar is
divided into three parts
- Search row
- Settings Button
- Compose


- Home
- Connect
- Discover
- Me
The Home screen gives you a complete
glimpse of your twitter account, options
accessible here are:
- Compose
- Your Handle Info
- Suggestions
- Trends List
- Tweets from accounts you follow


- Home
- Connect
- Discover
- Me
Clicking on the CONNECT Button further gives
you 2 options!
1)

2)

Interactions – This is a collection of all
mentions, follow notifications and re-tweets
Mentions – This option purely shows you
twitter users that have tweeted to you
(Initiating conversation or replying)


- Home
- Connect
- Discover
- Me
The Discover button shows you latest
news from accounts you are following
based on the number of interactions you
have had with this brand.
THIS IS A USELESS BUTTON THAT YOU WILL
NEVER USE.


- Home
- Connect
- Discover
- Me
The Me button shows you everything
that’s up with your account – From who
you are following, your followers, lists you
subscribe to, similar accounts and also
your Twitter COVER PICTURE

Which YOU will need to design for your
brand!


This is The Search Bar
You can search for
Relevant Hash
Tags, People, Accounts, Tr
ending Topics and lists for
your brand to subscribe
to.

- Search row
- Settings Button
- Compose


The Settings Button
Here’s where you check
•
•
•
•
•

Your DM’s (Private Tweets your
followers send you)
Your Lists
The Help Menu
Keyboard Shortcuts (if you’re
bored)
Settings
• Change Creatives (BG, PP, CP)
• Change Name/Handle
• Deactivate account (If you
click this button you die)

- Search row
- Settings Button
- Compose


The Upper Right Compose Button
Here’s what hippies click to DRAFT
a tweet. You can also –
- Add a location to your tweet

- Attach a Photograph with your
tweet

- Search row
- Settings Button
- Compose

Twitter Layout
Twitter Layout

The Compose button
Here’s where
most people
tweet from.

You can use
the previous
option. We
don’t judge.

Twitter Layout
Twitter Layout

Who to Follow: Suggestions on
tweeple for you to follow based on
your interests and people you
already follow.

The Trends Map: Hash tags that
have picked up popularity – You
can see trending topics based on
city, country, global and tailored
(which is trending topics that
would interest YOU)

Twitter Layout
Twitter Layout

The Twitter Stream –
Here’s where you see
tweets from people
that YOU are
following!
Right Twitter Background
Panel –
This isn’t as important as
the left BG Panel but
users with Wide Screen
computers can view this
hence it’s good to
make use of this space
too.

The Top TEN Brands!

And the NUMBER ONE BRAND ON TWITTER IS -

The Top Ten Rules for Brands
on Twitter!

Tweet on
Weekends.

That’s when
your followers
have more
time to read!

Fashion: Engagement for clothing and

fashion brands is 30% higher on
weekends, but only 12% of the industry’s
tweets are posted on Saturday and Sunday.

Entertainment:

Tweets published by
entertainment brands on Sunday
and Monday receive 23% more engagement
than average, while Thursday receives the
lowest engagement.

Publishing: Engagement on Saturday is 29%
higher than average, yet only 7% of publishing

brands tweet on that day.

Sports Brands: People are far more likely to

engage with sports brands on Twitter during
the weekend, which is no big surprise. Engagement
rates are 52% higher on Saturday and Sunday than on
weekdays

Find your
Niche!
Knowing
when your
followers are
most
responsive is
half the
battle!

Tweet when
people are BUSY!
Tweets sent during busy
hours (8am to 7pm)
receive 30% more
engagement than
tweets posted at other
times (8pm to
7am), including
Saturday and Sunday.
64% of brands tweet
during busy hours and
take advantage of this
trend.

Follow the Right
People
Your Following to
Follower Ratio Matters –
A person who has 5000
Followers but 10000
Following is not an
influencer.
Don’t use
#TeamFollowBack…
Your Fans and Your
Client can see right
through it.

Plan your Tweet
Schedule
Plan your tweet schedule
according to the days
your tweets perform
best, & tweet more
frequently on those days.
But don’t overdo it.
there’s an inverse
relationship between
tweet frequency
& engagement, so the
more you tweet per
day, the less engaging
your tweets may
become.

Smaller is Better
17% More
Engaging
Bitch.

Tweets that contain
fewer than 100
characters receive
17% higher
engagement than
longer tweets. And
leave some room in
tweets, if you don’t
use all 140
characters, followers
can add their own
text either before or
after your content

Make sure your
links work

92% of all linking
errors are caused
by not inserting a
space before the
actual link, which
forces users to copy
and paste the link
into a browser.
I don’t want to do
that, do you?

Don’t overuse
Hashtags
Hashtags increase
engagement
dramatically… But
don’t over use
them.

Tweet images
Tweets with image
links
(via yfrog, instagr.a
m, Twitpic)etc have
engagement rates
200% higher than
those without.

Images are sexy people

Do use them once
in a while!

Be Fun
Twitter is the ultimate
social network for
prepubescent teenage
girls.
Be like them (Talkative)
(Informative) and have
a little Joie de Vivre…

Don’t be a Perv though.

Remember the three
golden RULES.
- Don’t schedule
tweets
- Reply QUICK
- Love your followers!

 Important

considerations
 Making your Hashtag Trend
 Incentivizing users
 Making Reports

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Important Considerations
(Influencers)
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These are people with a large share
of voice on twitter (anyone with over
500 followers.
Develop relationships with
influencers via your brand so that
you can call on them to push your
promotions
Make sure you take care of your
influencers by giving them a prize or
two once in a while even if their
entries aren’t snappy enough.

Making your Hashtag Trend
Here is how Twitter
figures out
whether a topic is
trending or not.

Trending Topic
Organic
Number of
People

Geographic
Reach

Sponsored
Show me the
Money

Trends happen either if you pay for them ($100,000 a day) OR if
Many people from different geographic locations are tweeting.
This is explained further along.

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If Justin Bieber tweets once it will add more to a
trend than if you tweet – Simply because his Klout
on twitter is more (No. of Followers)
However if 1000 people (with a 100 followers each)
from different countries use the same hashtag – It
will trend quicker than Justin Bieber pushing a trend
even though he collectively has more than 1 Million
followers.

Incentivizing Users
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If you have a funny/Generic hash tag (For Eg. #ILuvBoobs) You will
get LOTS of entries
However if you have a branded hash tag (Which you most likely will)
users will need a little prodding to participate
This prodding is popularly known as FREEBIES
 T-Shirts
 Passes
 Invites
 Key chains
 Contraceptives
 You get the drift
Freebies ensure your influencers and other users get in on the contest
and make your activity successful!

Twitter Tools
Twitter Tools are as below
 Metric Tracking Tools
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Social Bakers
Twitter Counter
Hash Tracking
CrowdBooster

Scheduling Tools
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FutureTweets.com
TweetDeck
SproutSocial

Future Tweets and
Tweet Deck Are
FREEEEEEE – Create
your Accounts
TODAY!

A Quick Little Video to Run it
all in!
 http://www.youtube.com/watch?v=ygoq

GfLBqFs

Questions
Please do not hesitate to ask
questions.

Questions about the
conundrums of life and who
made this mind blowing power
point will not be entertained.

Pop Quiz!
You will now be asked
questions about Twitter
at random, failing to
answer correctly will
result in ¼ of your
Grades being donated
to cancer research.

Take Home Project:
This time next week we will
expect you to have your own
personal twitter account with
50 followers.

Marketing your brand on Twitter for Social Media Professionals

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