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7 Proven Strategies
to Maximize Twitter
for Your Business
Dave Kerpen
CEO, Likeable Local
#SMTLive | @DaveKerpen
Today We’ll Cover:
1.Why Twitter?
2.Seven strategies for Twitter
success
3.Twitter for Customer Service
4.How Likeable Local can help
#SMTLive | @DaveKerpen
But first, a tale of Twitter...
In Las Vegas
About the Aria And the Rio
And how a little
empathy goes a long
way!
#SMTLive | @DaveKerpen
These are a few of my favorite stats…
Promoted tweets boost offline sales by
29%
About 92% of international brands tweet more
than once daily, 36% of which are link-
containing tweets
85% of followers feel more connected with
a small business after following them 70% of marketers
will
increase spend
on social in 2015
Over $8.5 billion was spent on social media in 2014
And projected spend for 2018 is $14 billion
About 63% of Twitter
users regard their
smartphones as
their primary tweeting device
Sources: HubSpot, Simply Measured, Twitter, eMarketer
#SMTLive | @DaveKerpen
7 Proven Twitter Success Strategies
1.LISTEN strategically.
2.RESPOND to everyone.
3.REPEAT great content.
4.HASHTAG wisely.
5.ADVERTISE smarter.
6.JOIN conversations
7.USE tools.
#SMTLive | @DaveKerpen
Start
Listening!
Type in keywords
Establish keywords
related to your
company/customers
1. Listen Strategically
#SMTLive | @DaveKerpen
Why Listen?
Why Listen?
o Make people feel heard
o Gain a better understanding of
your customers
o Uncover new opportunities
o Contribute to future product
planning & discover customers’
likes, dislikes, wants & needs
#SMTLive | @DaveKerpen
Identify WHAT & WHO To Listen To
FIRST, ASK YOURSELF THESE QUESTIONS:
• “What’s important to your business?”
• “What’s important to your customers?”
• “Who is important to your customers?”
• “Who is important in your industry?”
#SMTLive | @DaveKerpen
Choose The Right Keywords
o Identify the right keywords and
phrases that’ll give you the most
relevant Twitter conversations!
o Listen to industry influencers!
They’re the people who your
customers are also listening to!
#SMTLive | @DaveKerpen
2. Respond to Everyone
80% of Customer Service
inquiries go unanswered on
social media
By being in the top 20%, you can
establish your company as a leader
#SMTLive | @DaveKerpen
Source: Adweek
Telephone Customer Service is OUT
o Customer service is no
longer just phone lines.
o Twitter is now where
people express their
opinions.
o Twitter is PUBLIC!
#SMTLive | @DaveKerpen
Twitter = The New Customer Service Tool
#SMTLive | @DaveKerpen
Source: Social Media Examiner
The Power of Responding
71% of customer complaints on Twitter go unanswered
YET, 83% of people appreciate being answered
by a company when they receive a response
HOWEVER, 63% would not like it or hate it if the company contacted them
about something other than their complaint tweet
So on Twitter, respond to EVERYONE with a timely & pertinent
response
Source: Maritz Research
#SMTLive | @DaveKerpen
How To Respond
1) Respond quickly and publicly
• Always apologize
• Mention you’ll send a private message
• This lets the commenter, and anyone else
listening know that you’re also listening
2) Resolve privately
• Avoid further public back and forth, and fix the
problem!
#SMTLive | @DaveKerpen
Notice: Respond quickly
AND with an apology!
Let’s Take a Look at Some Examples!
#SMTLive | @DaveKerpen
Source: Fluid Digital, Courtyleer
Respond
publically
AND
Resolve
Privately
#SMTLive | @DaveKerpen
Source: Business 2 Community
Responding to Negative Comments
The Two Rules Of Thumb:
1) Do Not Ignore
– Ignoring tells your customer you don’t care
– Exceptions = obscene comments, private information
2) Don’t be defensive
#SMTLive | @DaveKerpen
Like this 
Say Thank You!
Don’t forget to
respond to positive
comments too!
A “thank you” is just
as important as an
“I’m sorry”!
#SMTLive | @DaveKerpen
Maximize Exposure:
Know Your Twitter Timing
The average shelf life of a tweet is only 20 minutes!
So, how do you maximize your Twitter exposure?
Cater to your fans who are on Twitter at different times!
#SMTLive | @DaveKerpen
3. Repeat Great Content
#SMTLive | @DaveKerpen
Repeat Tweets
Use Twitter Reverb by Likeable Hub to
help!
“Repeating a tweet gets
you 86% as much
performance as the initial
tweet!”
#SMTLive | @DaveKerpen
4. #Hashtag Wisely
#SMTLive | @DaveKerpen
Source: Bufferapp
Why Hashtag?
o Hashtags = trackable
Twitter keywords!
o Hashtags let your
tweets become part of
larger conversations to
gain more visibility
#SMTLive | @DaveKerpen
Source: Go Brand Go
Hashtag Tips
1)Create a hashtag before
promoting an initiative
2)Make it simple
3)Make it easy to use
4)Make it FUN (and
informative)!
#SMTLive | @DaveKerpen
Source: Front Man Marketing
5. Advertise Smarter
#SMTLive | @DaveKerpen
Source: Twitter
Advertise Smarter
Ad Copy Rules of Thumb:
1. Be Clear and Concise
2. Keep Your Objective
in Mind
3. Always Be Helping
Don’t forget to optimize your
visuals for mobile, too!
Be creative. Be unique. Be Visual.
 Visual content is consumed most directly on social media
#SMTLive | @DaveKerpen
Set Smart Objectives
• What do you want to achieve in your ad campaign?
– More followers?
– More click-throughs?
– More engagement?
– More app installs?
– More leads?
• Setting goals will set you up to
succeed!
#SMTLive | @DaveKerpen
Find Your Perfect Audience
Twitter has dozens of targeting options to find
YOUR perfect audience
Upload a list of contacts & create a custom or
lookalike audience based on people you
know are receptive to your ads
#SMTLive | @DaveKerpen
6. Join The Conversation
#SMTLive | @DaveKerpen
Why Join Conversations?
o Listening and engaging doesn’t have
to be limited to only your customer
base!
o Find new potential fans conversing
about similar topics!
o Engaging can convert fans leads
customers
o Engage with folks talking about your
competitors so they know your brand
too!
#SMTLive | @DaveKerpen
How To Join The Conversation
#SMTLive | @DaveKerpen
7. Use Tools
Succeeding on Twitter requires care and regular attention,
which takes time and resources!
#SMTLive | @DaveKerpen
Tools We Love
#SMTLive | @DaveKerpen
Why Use Social Tools?
Tools can help with:
1. Content
2. Listening
3. Analytics
4. Repeating
#SMTLive | @DaveKerpen
Click To Tweet
1. Write a tweet
2. Create a shareable
custom link with that
tweet
3. Make it easy for your
audience to send out
your curated message
4. Track the activity of
that link
#SMTLive | @DaveKerpen
Social Quant
• Increase your followers
• Expand real connections
• Identify relevant potential
connections
• Expand your market
visibility
• Analyze your growth
#SMTLive | @DaveKerpen
Likeable Hub
Likeable Hub is an
accessible app that can help
you:
• Share content across
channels
• Listen
• Create content ideas
• Repeat tweets
• Generate leads & referrals
• Measure your progress
#SMTLive | @DaveKerpen
HOW CAN
LIKEABLE HUB
HELP?
#SMTLive | @DaveKerpen
Likeable Hub VIP
#SMTLive | @DaveKerpen
Choose from thousands of content
ideas and trending news posts to
share in seconds.
TURBOPOST ™ Technology
#SMTLive | @DaveKerpen
Strategically
Repeated Tweets:
Reverb for Twitter
automatically
repeats your posts 5
times to maximize
reach and
engagement
Clicking “TurboPost” turns
your Facebook post into a
“boosted post on your
business’ page to increase
audience reach!
Likeable Hub Site
#SMTLive | @DaveKerpen
THANK YOU / GRAND PRIZE!
CONTACT
Dave Kerpen
EMAIL
dave@likeable.com
TWITTER
@DaveKerpen
PHONE
212-359-4347
QUESTIONS?
Download Likeable Hub for free at LikeableHub.com!
#SMTLive | @DaveKerpen

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7 Proven Strategies to Maximize Twitter for Your Business

  • 1. 7 Proven Strategies to Maximize Twitter for Your Business Dave Kerpen CEO, Likeable Local #SMTLive | @DaveKerpen
  • 2. Today We’ll Cover: 1.Why Twitter? 2.Seven strategies for Twitter success 3.Twitter for Customer Service 4.How Likeable Local can help #SMTLive | @DaveKerpen
  • 3. But first, a tale of Twitter... In Las Vegas About the Aria And the Rio And how a little empathy goes a long way! #SMTLive | @DaveKerpen
  • 4. These are a few of my favorite stats… Promoted tweets boost offline sales by 29% About 92% of international brands tweet more than once daily, 36% of which are link- containing tweets 85% of followers feel more connected with a small business after following them 70% of marketers will increase spend on social in 2015 Over $8.5 billion was spent on social media in 2014 And projected spend for 2018 is $14 billion About 63% of Twitter users regard their smartphones as their primary tweeting device Sources: HubSpot, Simply Measured, Twitter, eMarketer #SMTLive | @DaveKerpen
  • 5. 7 Proven Twitter Success Strategies 1.LISTEN strategically. 2.RESPOND to everyone. 3.REPEAT great content. 4.HASHTAG wisely. 5.ADVERTISE smarter. 6.JOIN conversations 7.USE tools. #SMTLive | @DaveKerpen
  • 6. Start Listening! Type in keywords Establish keywords related to your company/customers 1. Listen Strategically #SMTLive | @DaveKerpen
  • 7. Why Listen? Why Listen? o Make people feel heard o Gain a better understanding of your customers o Uncover new opportunities o Contribute to future product planning & discover customers’ likes, dislikes, wants & needs #SMTLive | @DaveKerpen
  • 8. Identify WHAT & WHO To Listen To FIRST, ASK YOURSELF THESE QUESTIONS: • “What’s important to your business?” • “What’s important to your customers?” • “Who is important to your customers?” • “Who is important in your industry?” #SMTLive | @DaveKerpen
  • 9. Choose The Right Keywords o Identify the right keywords and phrases that’ll give you the most relevant Twitter conversations! o Listen to industry influencers! They’re the people who your customers are also listening to! #SMTLive | @DaveKerpen
  • 10. 2. Respond to Everyone 80% of Customer Service inquiries go unanswered on social media By being in the top 20%, you can establish your company as a leader #SMTLive | @DaveKerpen Source: Adweek
  • 11. Telephone Customer Service is OUT o Customer service is no longer just phone lines. o Twitter is now where people express their opinions. o Twitter is PUBLIC! #SMTLive | @DaveKerpen
  • 12. Twitter = The New Customer Service Tool #SMTLive | @DaveKerpen Source: Social Media Examiner
  • 13. The Power of Responding 71% of customer complaints on Twitter go unanswered YET, 83% of people appreciate being answered by a company when they receive a response HOWEVER, 63% would not like it or hate it if the company contacted them about something other than their complaint tweet So on Twitter, respond to EVERYONE with a timely & pertinent response Source: Maritz Research #SMTLive | @DaveKerpen
  • 14. How To Respond 1) Respond quickly and publicly • Always apologize • Mention you’ll send a private message • This lets the commenter, and anyone else listening know that you’re also listening 2) Resolve privately • Avoid further public back and forth, and fix the problem! #SMTLive | @DaveKerpen
  • 15. Notice: Respond quickly AND with an apology! Let’s Take a Look at Some Examples! #SMTLive | @DaveKerpen Source: Fluid Digital, Courtyleer
  • 17. Responding to Negative Comments The Two Rules Of Thumb: 1) Do Not Ignore – Ignoring tells your customer you don’t care – Exceptions = obscene comments, private information 2) Don’t be defensive #SMTLive | @DaveKerpen Like this 
  • 18. Say Thank You! Don’t forget to respond to positive comments too! A “thank you” is just as important as an “I’m sorry”! #SMTLive | @DaveKerpen
  • 19. Maximize Exposure: Know Your Twitter Timing The average shelf life of a tweet is only 20 minutes! So, how do you maximize your Twitter exposure? Cater to your fans who are on Twitter at different times! #SMTLive | @DaveKerpen
  • 20. 3. Repeat Great Content #SMTLive | @DaveKerpen
  • 21. Repeat Tweets Use Twitter Reverb by Likeable Hub to help! “Repeating a tweet gets you 86% as much performance as the initial tweet!” #SMTLive | @DaveKerpen
  • 22. 4. #Hashtag Wisely #SMTLive | @DaveKerpen Source: Bufferapp
  • 23. Why Hashtag? o Hashtags = trackable Twitter keywords! o Hashtags let your tweets become part of larger conversations to gain more visibility #SMTLive | @DaveKerpen Source: Go Brand Go
  • 24. Hashtag Tips 1)Create a hashtag before promoting an initiative 2)Make it simple 3)Make it easy to use 4)Make it FUN (and informative)! #SMTLive | @DaveKerpen Source: Front Man Marketing
  • 25. 5. Advertise Smarter #SMTLive | @DaveKerpen Source: Twitter
  • 26. Advertise Smarter Ad Copy Rules of Thumb: 1. Be Clear and Concise 2. Keep Your Objective in Mind 3. Always Be Helping Don’t forget to optimize your visuals for mobile, too! Be creative. Be unique. Be Visual.  Visual content is consumed most directly on social media #SMTLive | @DaveKerpen
  • 27. Set Smart Objectives • What do you want to achieve in your ad campaign? – More followers? – More click-throughs? – More engagement? – More app installs? – More leads? • Setting goals will set you up to succeed! #SMTLive | @DaveKerpen
  • 28. Find Your Perfect Audience Twitter has dozens of targeting options to find YOUR perfect audience Upload a list of contacts & create a custom or lookalike audience based on people you know are receptive to your ads #SMTLive | @DaveKerpen
  • 29. 6. Join The Conversation #SMTLive | @DaveKerpen
  • 30. Why Join Conversations? o Listening and engaging doesn’t have to be limited to only your customer base! o Find new potential fans conversing about similar topics! o Engaging can convert fans leads customers o Engage with folks talking about your competitors so they know your brand too! #SMTLive | @DaveKerpen
  • 31. How To Join The Conversation #SMTLive | @DaveKerpen
  • 32. 7. Use Tools Succeeding on Twitter requires care and regular attention, which takes time and resources! #SMTLive | @DaveKerpen
  • 33. Tools We Love #SMTLive | @DaveKerpen
  • 34. Why Use Social Tools? Tools can help with: 1. Content 2. Listening 3. Analytics 4. Repeating #SMTLive | @DaveKerpen
  • 35. Click To Tweet 1. Write a tweet 2. Create a shareable custom link with that tweet 3. Make it easy for your audience to send out your curated message 4. Track the activity of that link #SMTLive | @DaveKerpen
  • 36. Social Quant • Increase your followers • Expand real connections • Identify relevant potential connections • Expand your market visibility • Analyze your growth #SMTLive | @DaveKerpen
  • 37. Likeable Hub Likeable Hub is an accessible app that can help you: • Share content across channels • Listen • Create content ideas • Repeat tweets • Generate leads & referrals • Measure your progress #SMTLive | @DaveKerpen
  • 39. Likeable Hub VIP #SMTLive | @DaveKerpen Choose from thousands of content ideas and trending news posts to share in seconds.
  • 40. TURBOPOST ™ Technology #SMTLive | @DaveKerpen Strategically Repeated Tweets: Reverb for Twitter automatically repeats your posts 5 times to maximize reach and engagement Clicking “TurboPost” turns your Facebook post into a “boosted post on your business’ page to increase audience reach!
  • 41. Likeable Hub Site #SMTLive | @DaveKerpen
  • 42. THANK YOU / GRAND PRIZE! CONTACT Dave Kerpen EMAIL dave@likeable.com TWITTER @DaveKerpen PHONE 212-359-4347 QUESTIONS? Download Likeable Hub for free at LikeableHub.com! #SMTLive | @DaveKerpen