The very basics of Twitter from set up to Advanced search How to use free tools to analyse data and Twitter metrics

1. Spillly
has
been
promoting
Twitter
as
the
main
way
for
his
clients
to
manage
their
online
presence,
7ind
and
convert
new
clients
to
actual
sales
and
grow
their
stature
as
brand
leaders.

2. If
social
media
consultants
are
doing
their
jobs,
they
should
put
themselves
out
of
business.
Your
company
will
never
be
truly
social
if
you
silo
social
ac<vity
within
a
consultant
or
a
staff
manager.
To
facilitate
prolifera<on,
your
consultant
should
learn
how
your
company
works,
then
create
a
strategy
to
spread
social
throughout
your
organiza<on

3. "What's
your
goal?"
Some
social
media
gurus
think
the
big
prize
is
community.
That's
a
fine
start,
but
for
a
business,
it's
also
a
means
to
an
end-­‐which
is
whatever
your
company's
larger
goals
are,
whether
they
be
sales,
brand
awareness,
or
traffic.
Your
social
strategy
should
not
end
with
the
crea<on
of
an
online
conversa<on.

4. Companies
obsess
over
how
many
followers
they
have,
and
consultants
play
to
that.
Large
numbers
of
followers
oKen
don't
boost
consumer
engagement.
Rather,
you
should
be
cour<ng
influencers-­‐trusted
insiders
with
engaged
followers
(such
as
bloggers,
niche
celebri<es,
or
ac<ve
tweeters),
who
can
help
spread
your
message.

5. You
should
find
smart
ways
to
interpret
data
that
plaOorms
provide,
and
track
down
new
data
sources
as
well.
You
should
also
iden<fy
the
best
social
measurement,
management,
and
listening
tools
for
your
company's
needs,
so
you
can
look
up
those
data
yourself.
What
gets
measured,
gets
improved,
get
repeated.

6. 1.
LISTEN
BE
A
RELATIONSHIP
BUILDER
AND
A
FRIEND.
ALWAYS
LISTEN
AND
ASK
QUESTIONS,
THEN
LISTEN
SOME
MORE
2.
NURTURE
DON’T
TRY
HARD
TO
SELL
STUFF.
NURTURE
AND
AIM
TO
BE
RELENTLESSLY
HELPFUL
3.
SHARE
BE
HUMBLE,
GENEROUS
AND
RECOGNISE
THE
WORK
AND
OPINION
OF
OTHER
EXPERTS
4.
LEADERSHIP
BE
A
SOCIAL
MEDIA
SUPERSTAR
THAT
BUILDS
A
TRIBE
OF
LIKE-­‐MINDED
,
EMPOWERED
PROFESSIONALS
5.
ENGAGING
NETWORK
ONLINE
AND
OFF.
DON’T
BE
SHY
TO
TAKE
IT
A
STEP
FURTHER
AND
CONNECT
VIA
EMAIL
AND
TELEPHONE

7. 6.
BE
RESPONSIVE
YOUR
AIM
IS
TO
ENGAGE
ASK
QUESTIONS
AND
MAKE
INFORMED
COMMENTS
7.
PATIENCE
NEVER
BE
PUSHY.
THE
PATH
TO
SOCIAL
MEDIA
SUCCESS
TAKES
TIME
8.
WRITING
YOUR
COPY
MUST
BE
PROVOCATIVE.
WRITE
WITH
CONFIDENCE
AND
HUMILITY.
BE
HUMOUROUS
BUT
TAKEN
SERIOUSLY
9.
NEWSWORTHY
SOMETIMES
YOU
MAKE
THE
NEWS
BUT
MOSTLY
YOU
CURATE
NEWS.
ALWAYS
BE
TOPICAL
AND
NEVER
BE
PREDICTABLE
10.
HONEST
NO
VEILS.
NO
BULLSHIT.
YOU
ARE
WHO
YOU
ARE,
GENUINE
AND
SINCERE.

9. Pillar
1
• Talk
about
your
industry
and
new
developments
&
innovations
Pillar
2
• Talk
about
your
clients
and
post
pictures
and
video
which
is
engaging
Pillar
3
• Talk
about
what
your
business
can
offer
and
sell
sell
sell.

10. TO
CREAT
AWARENESS
OF
YOUR
BRAND
TO
DRIVE
PEOPLE
TO
YOUR
BUSINESS
TO
INTERACT
WITH
YOUR
AUDIENCE
AND
MAKE
THEM
FEEL
INVOLVED
TO
INSPIRE
AUDIENCES
TO
EXPRESS
THEMSELVES
AND
SHARE
THEIR
THOUGHTS
TO
MAKE
PEOPLE
FEEL
PART
OF
YOUR
COMMUNITY

11. TWEET:
WHEN
YOU
POST
OR
WRITE
YOUR
140
CHARACTERS
ON
TWITTER
AND
HIT
SEND
IT’S
CALLED
A
TWEET
OR
TWEETING.
HANDLE:
THAT’S
YOUR
TWITTER
NAME
@DUCTTAPE—BALANCE
SHORT
WITH
DESCRIPTIVE
AND
NO
MATTER
WHAT
YOUR
BUSINESS
HANDLE
IS
GET
YOUR
PERSONAL
NAME
IF
YOU
CAN
EVEN
IF
YOU
DON’T
PLAN
TO
USE
IT
RIGHT
NOW.
IT’S
LIKE
YOUR
URL
AND
WILL
HAVE
VALUE
SOMEDAY.
FOLLOW:
THIS
IS
SIMPLY
THE
ACT
OF
ADDING
SOMEONE
TO
YOUR
LIST
OF
PEOPLE
YOU
ARE
FOLLOWING—
THIS
MAKES
THEIR
TWEETS
SHOW
UP
ON
YOUR
HOME
PAGE.
REPLIES:
THIS
IS
WHAT
IT
IS
CALLED
WHEN
SOMEONE
WRITES
A
TWEET
DIRECTLY
AT
YOUR
HANDLE—
@DUCTTAPE
COOL
POST
TODAY
BLAH
BLAH—THIS
IS
OFTEN
AN
INVITE
TO
ENGAGE
WITH
A
FOLLOWER.

12. RETWEET:
THIS
IS
A
TACTIC
OF
REPUBLISHING
SOMEONE
ELSE’S
TWEET—THE
ORIGINAL
TWEET
ALONG
WITH
AUTHOR
STAYS
INTACT,
BUT
YOU
ARE
BASICALLY
SHOWING
SOMEONE’S
TWEET
TO
YOUR
FOLLOWERS—
MANY
PEOPLE
FIND
THIS
A
GREAT
WAY
TO
ADD
CONTENT
AND
ACKNOWLEDGE
GOOD
STUFF
FROM
THE
FOLKS
THEY
FOLLOW.
DM:
THIS
IS
A
MESSAGE
THAT
IS
SENT
DIRECTLY
TO
ANOTHER
USER.
THEY
MUST
BE
FOLLOWING
YOU
FOR
YOU
TO
DM
THEM,
BUT
THIS
IS
A
VERY
USEFUL
TOOL
FOR
PRIVATE
MESSAGES
AND
GENERALLY
A
GOOD
CHOICE
WHEN
YOU
START
GOING
BACK
AND
FORTH
WITH
SOMEONE
ON
SOMETHING
YOUR
ENTIRE
BASE
OF
FOLLOWERS
MIGHT
NOT
FIND
INTERESTING.
HASHTAG:
THIS
IS
A
WAY
PEOPLE
CATEGORIZE
TWEETS
SO
THAT
OTHERS
MIGHT
USE
THE
SAME
TAG
AND
EFFECTIVELY
CREATE
A
WAY
FOR
PEOPLE
TO
VIEW
RELATED
TWEETS—IT
WILL
LOOK
SOMETHING
LIKE
#MARKETING—MORE
ON
THIS
IN
SEARCH.

13. NAME
@
HANDLE
160
CHARACTER
BIO
LINK
LOCATION
PROFILE
PHOTO
HEADER
PHOTO
TWITTER.COM/SPILLLY

14. WRITE
NEW
TWEET
EVERYONE
YOU
FOLLOW
REPLIES,
MENTIONS
AND
NEW
FOLLOWERS
PRIVATE
MESSAGES
FROM
PEOPLE
YOU
FOLLOW

15. TWITTER
ACCOUNTS
SCHEDULED
DAY
NEW
TWEET
SCHEDULED
TIME
SEND
DIRECT
MESSAGE
TWEETDECK.COM

16. DAY
ORIGINAL
POSTS
LINKS
TO
FACEBOOK
/
WEBSITE
MONDAY
2
TWEETS
1
WITH
MINI
URL
TO
FACEBOOK
/
WEBSITE
TUESDAY
2
TWEETS
1
WITH
MINI
URL
TO
FACEBOOK
/
WEBSITE
WEDNESDAY
2
TWEETS
1
WITH
MINI
URL
TO
FACEBOOK
/
WEBSITE
THURSDAY
2
TWEETS
1
WITH
MINI
URL
TO
FACEBOOK
/
WEBSITE
FRIDAY
2
TWEETS
1
WITH
MINI
URL
TO
FACEBOOK
/
WEBSITE
SATURDAY
1
TWEETS
1
WITH
MINI
URL
TO
FACEBOOK
/
WEBSITE
SUNDAY
1
TWEETS
1
WITH
MINI
URL
TO
FACEBOOK
/
WEBSITE
ONCE
YOU
HAVE
ESTABLISHED
A
PATTERN
OF
TWEETS
AND
RESPONSES,
YOU
CAN
START
MEASURING
DAYS
AND
TIMES
YOU
GET
THE
BEST
REPSONSES
AND
START
RE-­‐
SCHEDULING
YOUR
TWEETS
ACCORDINGLY.

17. ORIGINAL
CONTENT
(20%)
Think
evergreen,
FAQ,
Top
lists,
How-­‐to,
resource
lists
CURATED
&
USER
GENERATED
CONTENT
(80%)
Share
&
promote
Imagery
and
link
heavy

18. SEARCH
ANY
OF
THE
WORDS
YOU
LOOKING
FOR..
IN
THIS
GEOGRAPHICAL
AREA
TWITTER.COM
SENTIMENT

19. NEAR
YOU
–
BASED
ON
GEO-­‐
TAGS

20. ESCALATION
EXAMPLE
CONTACT
COMPLIMENTS
“I
love
what
you
did!”
SM
manager
:
appropriate
response
F
A
Q
“what
<me
do
you
close?”
SM
manager
:
appropriate
response
COMPLAINTS
“
Your
service
was
disgus<ng!”
SM
manager
will
make
ini<al
contact
i.e
“We’re
terribly
sorry,
we’re
going
to
fix
this.
Please
DM
us
your
contact
details”.
Manager
will
then
contact
superior
in
order
to
arrange
a
solu<on.
SM
Manager
will
then
let
the
user
know
what
the
solu<ons
is.

21. RESPONSE
RATE
AND
TIME
TO
YOUR
FOLLOWERS
COMMENTS
OR
QUESTIONS
IS
CRITICAL
TO
ENGAGEMENT
AND
GROWING
AMBASSADORIAL
FOLLOWERS
Example
:
“Can
I
make
an
appointment
urgently?
“
If
you
wait
2
days
to
reply,
you
will
lose
this
Poten<al
sale.

22. ¡ If
what
you
do
put
out
on
Twiler
is
not
adding
value
or
return
on
investment
for
your
business,
don’t
give
up
–
change
your
strategy.
¡ Measure
your
monthly
growth
in
terms
of:
1. New
Followers
/
Lost
followers
2. Level
of
engagement
–
number
of
conversa<ons
3. Sen<ment
of
engagement
(
posi<ve
/
nega<ve
)
4. What
content
is
working
and
what
is
not
5. How
many
“conversions”
took
place
i.e.
how
many
people
bought
your
product
or
service
off
Twiler.

23. “SETTINGS”
ON
TWITTER.COM
CLICK
“twitter
ads”

24. CLICK
“TWEET
ACTIVITY”
CLICK
“ANAYLTICS”

25. EXPORT
TO
EXCEL
FOLLOWS
AND
UNFOLLOWS
ENGAGEMENT
AND
TYPES

27. IS
THIS
IN
LINE
WITH
YOUR
TARGET
AUDIENCE?

28. RICHER
TWEETS
ONLY
ON
WEB

30. Why
Adver<se
on
Twiler?
Twiler
ads
are
best
for
a
few
common
marke<ng
objec<ves,
including:
Promoons:
Recommended
for
<me
sensi<ve
events
with
a
sense
of
urgency.
Twiler
users
are
following
brands
to
get
informa<on
on
discounts
and
free
stuff.
Brand
awareness:
Allow
adver<sers
exposure
to
poten<ally
new
audience
Followers:
Pay-­‐per-­‐follow
to
grow
the
follower
base
and
leverage
this
audience
for
future
promo<ons
and
dialogue.

31. The
Promoted
Account
ad
goals
are
to
increase
the
number
of
relevant
followers
to
a
Twiler
profile.
The
ads
are
featured
in
Twiler
search
results
and
within
the
Who
To
Follow
sec<on.
Promoted
Accounts
are
suggested
to
users
based
on
ad
targe<ng
on
desktops
and
mobile.
(CPF
basis)

32. Promoted
Tweets
appear
directly
in
the
<meline
among
non-­‐
paid
tweets.
Twiler
regularly
analyzes
the
engagement
rate
of
the
adver<sers
tweets
to
iden<fy
five
of
the
most
engaging
to
create
an
ad
to
serve
to
users
automa<cally.
Adver<sers
can
also
select
specific
tweets
that
can
be
changed
any<me.
(cost
per
engagement)

33. Promoted
trends
are
featured
next
to
the
users
<meline
on
twiler.com
among
the
organic
Twiler
trends
and
are
tailored
for
users
based
on
loca<on
and
who
they
follow.

34. ¡ BE
CONSISTANT
IN
TWEETING
AND
ENGAGEMENT
-­‐
DON’T
NEGLECT
TWITTER
¡ TWITTER
WILL
DELIVER
RESULTS
OVER
TIME
–
IT’S
A
MARATHON
NOT
A
SPRINT
¡ ADD
TWITTER
TO
YOUR
DAILY
TASKS
–
TWICE
A
DAY
AT
LEAST
¡ ADD
TWITTER
TO
YOUR
MOBILE
PHONE
OR
TABLET
AND
ENSURE
A
SECOND
PERSON
COVERS
THE
ACCOUNT
WHEN
YOUR
PRIMARY
ACCOUNT
MANAGER
IS
NOT
AVAILABLE