The basics of Twitter and how to use it for marketing.

2. Twitter Defined
• “a service for friends, family, and co-workers
to communicate and stay connected through
the exchange of a quick, frequent answers to
one simple question: What are you doing?”

3. Twitter Statistics
• An average of 1200 tweets per second.
• 182% increase in the number of mobile
users over the past year.
• Beyonce announced her pregnancy at the VMA’s - 8,868 tweets per second
• Tim Tebow’s 80-yard, game winning touchdown pass- 9,420 tweets per second.

4. Twitter Terminology
• Tweet
• @ replies (also known as mentions)
• Retweeting (RT)
• Hashtags (#)
• Direct Message (DM)
• Followers
• Feed
• Lists

5. Twitter Basics
(For personal or business)
• Fill in your profile so people know about you.
• Indexed by Google
• Use your own picture, or logo, as your avatar.
• Use @ before someone’s know to show reference to
that person. (@SpiderDigital)
• Use hashtags (#) to give context to updates.
• Also used to index tweets.

6. Twitter Basics
• Say what you are thinking/doing?
• Who we are and what we are talking about.
• Listen to what your Twitter friends are saying.
• Largest FREE focus group
• Respond to Twitter friends when you can add value
to the conversation.
• Update at least once a day.

7. Twitter Search Tools
• Search.twitter.com
• Helps find people and discussion topics
• Social Mention
• Real time collective posts about a topic
• Helps find topics to join in the conversation and helps find people
• Twellow
• A Twitter directory to find who to talk to
• Search world wide or by city
• StumbleUpon, Bottlenose, and Trendsmap
• tools to find information
• Hootsuite
• You can assign tasks and use as team management
• Add in key words to watch.
• Helps build conversation and audience.
• Schedule posts
• Analytics
• Tweetdeck
• Not cloud based
• Doesn’t have as many features as Hootsuite

8. Monitoring Tools
• Tweetgrader
• How influential are you on Twitter?
• Klout
• Over all social media influence

9. Twitter Monitoring and Measuring
• URL shorteners (free)
• Bit.ly or tinyURL
• Google Analytics(free)
• Statcounter (free)
• Boxcar (free)
• App that combines all alerts/messages to one spot.
• Twilert (free)
• App that enables your to receive email updates of tweets containing your
brand, service, product or any key word of choice.
• GetClicky (paid)
• Real time analytics
• Radian 6 and Argyle Social (level pricing)
• Measure reach, social influence, and ROI

10. How Business Use Twitter

11. How Businesses Use Twitter
• Building Brand Awareness
• Customer Service
• Building Loyalty and retention
• Promotion
• Instant Updates
• Job Recruitment
• Watch your competition
• Search visibility- All content is indexable

12. Twitter Marketing
• Chose your target audience
• Who does your product appeal to (their influencers as well)
• Who do you care about
• Decide whether to have 1 or multiple accounts
• What is our unique selling point on Twitter and does it differ from
our normal marketing USP
• Think about how to incentivize your customers on Twitter
differently than other platforms
• What do your customers value at the end of the day?

13. Twitter Marketing
• Implementing your plan
• Deciding on what content to produce
– Make a top 10 list of topics
– Look into what’s trending
• Crafting your message
– Language choice is crucial. Use keywords.
• How much do you tweet? (Once a day? 5 times a day?)
• How often do you tweet? (Every day? Once a week?)
• Percentages of tweets of sales vs offers vs promotions
• Look at competitors and what are they doing?

14. Increase Your Following
• Search for people or topics that may be relevant to
you or your business
• Search examples: keywords, competitors, or hashtags regarding
events that you attend. (#mediatraining)
• Find your customers and their influencers and find
what “lists” they are apart of in Twitter and cheer
pick who you want to follow.
• Lists group common Tweeters together. You make your
personalized list.
(Rapportive is a Gmail add-in that shows what social networks
your contacts are apart of.)

15. Increase Your Following
• Tweet interesting stuff
• People want the internet curated for them
• Tweet interesting links
• Use a lot of pictures
• Keep the elements of secrecy or surprise in your
tweets
• Start a contest
• Find passion in your tweets
• Ask and answer questions
• Stick to a consistent tweet schedule

16. Increase You Following
• Twitter is a place to build relationships
• The more involved you are the more followers you will have.
• Typically a good start is 4 or 5 tweets a day
• Have a mixed strategy:
sales, engagement, industry, company events.
• Think about the value you provide to your users
• WIIFM is how consumers think
• Do you have any promotions or coupons?
• What events will you be at? Trade Shows?
• What makes your customers job easier?
• Tell customers where to find your latest content.

17. Advertising on Twitter

18. Advertising Options
• Promoted Account
• Use Promoted Accounts to quickly scale a follower-base of
advocates and influencers for your brand.
• Promoted Tweet
• Use Promoted Tweets to amplify your message with targeting
options that allow you to reach the right person, in the right place,
at the right time.
• Promoted Trends
• Use Promoted Trends to drive conversations and interest around
your brand or product by capturing a user’s attention on Twitter.

19. Promoted Account
• Build a critical mass of loyal followers.
Promoted Accounts are ideal for:
• Turbo-charging user discovery
• Building up to a big event or your next
product release
• Capitalizing on a particular event or period of
the year when the account will be most
relevant.

20. Promoted Tweet
• Engage beyond your core followership. Promoted
Tweets are ideal for:
• Sharing content and seeding interest
• Building awareness among relevant audiences
• Building a brand voice
• Offering deals

21. Promoted Trends
• Join some of the world's biggest conversations.
Promoted Trends are ideal for:
• Building mass awareness
• Product launches and events
• Brand building by association

22. Enhanced Profiles
• Increase your brand's
Twitter presence.
Enhanced profile pages are
ideal for:
– Creating a richer experience
for your audience on Twitter
with visual branding
– Prominently featuring your
most relevant content
– Driving traffic to your latest
ad campaign, news, product
launch or promotion

24. Enhanced Not Enhanced

25. Analytics
• Impressions, Retweets, clicks, replies and follows,
and unfollows.
• Timeline activity breaks information down per tweet.
• Followers dashboard is where you can gain valuable
insights about your followers.
– See how you gained your followers over time and their
composition by interest, geography, gender, and
engagement.

26. Getting Started

27. Pricing
• CPC basis
• Same cost effectiveness as Facebook

28. @SpiderDigital
@mediaplacement