A guide how to use Twitter as a marketing tool plus showing the role of Twitter as key for SEO.

1. Twitter the “X” Factor
Driving Brand Success
Marketing Strategy | Branding | Digital Marketing
2.0
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2. Agenda
¤ Introduction
¤ The social media context
¤ Twitter: You have to care!
ª Why Twitter?
ª Twitter and the Job Search Context
ª How to brand yourself.
ª Twitter Basics.
ª Get the most out of Twitter!
ª Twitter the Search Engine for Your Job Search.
¤ Bringing it all together: Social Media Aggregator Sites
¤ Recap: Do’s and Don’ts
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3. “In the long history of
humankind those who
learned to collaborate and
improvise most effectively
have prevailed.”
-Charles Darwin
“Social Media is about
the people! Not about
your business. Provide for
the people and the
people will provide for
Facilitating Brand Success
Driving Brand Success you.”
-Matt Goulart
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4. What is social media?
And
What are the elements of social media?
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5. Elements of social media
¤ Engagement & Interaction (many,
many : many)
¤ Find and be found
¤ Customer service
¤ Research
¤ Borderless
¤ Real time
¤ “Free”
¤ Democratic
¤ Another channel to help you
to find your next job
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6. In a nutshell
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7. Truths about social media
① There are no truths.
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8. Truths about social media
① There are no truths.
② It is impossible to keep
up.
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9. Truths about social media
① There are no truths.
② It is impossible to keep
up.
③ Be authentic,
transparent and
yourself.
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10. Truths about social media
① There are no truths.
② It is impossible to keep up.
③ Be authentic, transparent and
yourself.
④ It’s a long-term investment.
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11. Truths about social media
Hiring managers…
① There are no truths.
② It is impossible to keep up.
③ Be authentic, transparent
and yourself.
④ It’s a long-term investment.
⑤ Recruiters use social media.
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Source: Human Capital Institute / Jobvite, April 2011

12. Truths about social media
① There are no truths.
② It is impossible to keep up.
③ Be authentic, transparent and
yourself.
④ It’s a long-term investment.
⑤ Recruiters use social media.
⑥ Your efforts now will pay off at your
next job.
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13. Truths about social media
① There are no truths.
② It is impossible to keep up.
③ Be authentic, transparent
and yourself.
④ It’s a long-term
investment.
⑤ Recruiters use social
media.
55m ⑥ Your efforts now will pay
off at your next job.
832,488
⑦ Consumers use social
media.
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14. Truths about social media
① There are no truths.
② It is impossible to keep up.
③ Be authentic, transparent and yourself.
④ It’s a long-term investment.
⑤ Recruiters use social media.
⑥ Your efforts now will pay off at your
next job.
⑦ Customers use social media.
⑧ Effectiveness = online + offline
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15. Truths about social media
① There are no truths.
② It is impossible to keep up.
③ Be authentic, transparent and
yourself.
④ It’s a long-term investment.
⑤ Recruiters use social media.
⑥ Your efforts now will pay off at your
next job.
⑦ Customers use social media.
⑧ Effectiveness = online + offline.
⑨ Social media is fun!
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16. Why you should participate?
¤ 79% of European and 86% of U.S.
online adults engage with social
media. (Source: Forrester, 2012)
¤ 81% of small businesses now use
social media — up from 73 percent
earlier this year. (Source: Constant Contact,
2012)
¤ 82% of the world’s online
population is reached by social
networking sites, representing 1.2
billion users around the world.
(Source: comScore, 2012)
(Source: All Twitter, 2012)
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17. Why you should participate?
(Source: All Twitter, 2012)
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18. What are the Top Social Media Sites?
+
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• (Source: All Twitter, 2012)

19. Your social media strategy
① Think about your goals before
you begin.
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20. Your social media strategy
① Think about your
goals before you
begin.
② Start small, build in
increments.
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21. Your social media strategy
① Think about your goals before
you begin.
② Start small, build in increments.
③ Looking (listening) is as
important as leaping.
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22. Your social media strategy
① Think about your goals
before you begin.
② Start small, build in
increments.
③ Looking (listening) is as
important as leaping.
④ Look for
connections, not
jobs!
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23. Your social media strategy
① Think about your goals
You!
before you begin.
② Start small, build in
increments.
③ Looking (listening) is as
important as leaping.
④ Look for connections, not
jobs.
⑤ Stay on people’s
radar.
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24. Your social media strategy
① Think about your goals before you
begin.
② Start small, build in increments.
③ Looking (listening) is as important
as leaping.
④ Look for connections, not jobs.
⑤ Stay on people’s radar.
⑥ Plan your brand and voice.
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25. Your social media strategy
① Think about your goals before you
begin.
② Start small, build in increments.
③ Looking (listening) is as important as
leaping.
④ Look for connections, not jobs.
⑤ Stay on people’s radar.
⑥ Plan your brand and voice.
⑦ Persistence trumps talent.*
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*Daniel Pink, The Adventures of Johnny Bunko

26. Twitter
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27. www.ravoth.com

28. Twitter Quick Stats
¤ 465M + Accounts.
¤ 175M + Tweets per day.
¤ 2009: 330K Canadian user.
¤ 2012: 6,6M + Canadian users.
¤ >300 Recruiters with > 200,000 Followers
¤ Twitter users are more educated and have
higher incomes than the general population.
¤ Average user age: 39+.
¤ Twitter users tend to be “early adopters.”
¤ Twitter plays an active role in purchasing
decisions.
¤ Companies using Twitter average 2x more leads
per month than those that do not.
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29. Twitter: Not Just For Sandwiches!
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30. www.ravoth.com

31. www.ravoth.com

32. 1 2 3
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33. Why I love Twitter!
① Easy to consume
② “Serendipity factor”
③ Direct and immediate
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34. How To Build Your Personal
Brand On Twitter?
1. Claim your Twitter handle
2. Decide how you want to brand yourself
Three techniques for branding yourself on Twitter:
• Lead with your company:
• Mutual branding:
• 100% personal branding:
3. Become known as an expert or resource
4. Establish a Twitter marketing plan
5. Utilize third-party applications (e.g. Twitpic, Tweet Stats)
6. Form a Twitter “Mastermind Group”
• Grouptweet app
• Twitter Groups
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35. Branding Opportunity
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36. The 140 Character Message
People use Twitter by posting, or “tweeting”, short and concise bits of information
about items that could be of interest to their followers
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37. Twitter Lingo Part I
What are Hashtags ("#" Symbols)?
Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a
Tweet. It was created organically by Twitter users as a way to categorize messages.
Hashtags: Helping you find interesting Tweets.
People use the hashtag symbol # before relevant keywords in their Tweet to
categorize those Tweets to show more easily in Twitter Search.
Clicking on a hash-tagged word in any message shows you all other Tweets in that
category.
Hashtags can occur anywhere in the Tweet.
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38. Twitter Lingo Part II
MT = Modified tweet. This means the tweet you're looking at is a
paraphrase of a tweet originally written by someone else.
RT = Retweet. The tweet you're looking at was forwarded to you by
another user.
DM = Direct message. A direct-message is a message only you and the
person who sent it can read. IMPORTANT: To DM someone all you need
to type is D username message.
PRT = Partial retweet. The tweet you're looking at is the truncated version
of someone else's tweet.
HT = Hat tip. This is a way of attributing a link to another Twitter user.
CC = Carbon-copy. Works the same way as email.
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More Lingo @ http://mashable.com/2008/11/15/twitterspeak/

39. Tips On How to Use Hashtags on Twitter
1. Keep it Simple
ª Keep it short
ª Don’t overdue it
ª Think Like a Dromedary. (When using multiple words to create or replicate a hashtag,
capitalize the first letter of each word: #UseHashtags
2. Keep up on Trends
3. Organize Your Social Media Dashboards
4. Create Your Own Hashtag
5. Start Tweet Chatting (Twitter Chats)
6. Join and Promote Tweet Chats
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40. Twitter Bonus Tips
Twitter Bonus Tips
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41. Get The Most Out Of Twitter!
Make your Twitter presence “employer-friendly”
¡ Put your job pitch in your Twitter bio (which is 160 characters)
¡ Use a professional looking avatar
¡ Tweet about your job search
¡ Utilize your Twitter background. There’s lots of space you can use to
promote yourself.
¡ Include a link to an online CV or resume in your bio.
¡ Establish yourself as an expert in your field on Twitter.
Note:
It’s important to note that you should not misrepresent yourself. If you’re not a medical doctor, don’t play one on Twitter.
As those on Twitter become interested in your content, when employers are looking at you, you’ll have more than just your
resume to back up your knowledge and experience .
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42. A Cupcake Business Started From Scratch
Over 2000 followers
with a few weeks!
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43. Integrating Twitter Into the Paper Selling Process
10 sales reps using Twitter
accounts on behalf of Neenah
to close new business,
www. twitter.com/NeenahPaper
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44. Search Engine
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45. Search Hashtags on Twitter
Start by searching hashtags related to
your industry and location with "#jobs"
or "#jobsearch,”
Try a few iterations of that search until
you discover some leads.
Searching for jobs on Twitter means you
literally have the most up-to-date job
listings since they're posted in real-time
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46. www.ravoth.com

47. Create a List
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48. Create a Tweet
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49. www.ravoth.com

50. www.ravoth.com

51. Hashtag?
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52. Photos on Twitter
Share Images
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53. www.ravoth.com

54. Twitter Sample – Product
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55. Twitter Sample - Recruiter
>300 Recruiters with
>200,000 Followers
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56. Twitter Sample – Job Search
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57. www.ravoth.com

58. Twitter Sample – Job Search
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60. www.ravoth.com

61. Twitter and Online Ranking
¤ Study shows that URLs receive a significant boost in Google rankings when
they are shared on Twitter
¤ The effects of this boost seem to level out at around 50 tweets, and the
subsequent benefit of gaining additional tweets is minimal until around 5,000
tweets
¤ After 5,000 tweets the average ranking of URLs improves considerably
¤ URLs receiving over 7,500 tweets almost always rank inside the top 5
results
¤ Average rankings are heavily correlated to the number of tweets about each
URL
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62. Twitter on Mobile
60% of 465M users
access Twitter through mobile.
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63. What will be new on Twitter?
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64. Twitter introduces new ‘tweemail’ feature
Share-this-tweet-via-email feature.
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65. A mobile service that lets you capture and share short looping videos. Like
Tweets, the brevity of videos on Vine (6 seconds or less)
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66. Apply For Jobs Directly Through Twitter
www.gozaik.com/
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67. www.ravoth.com

68. Useful Twitter Sources: Info & Tools
http://tweetspinner.com
http://www.tweetstats.com
http://twtrland.com
http://www.twazzup.com
http://tweet.grader.com
http://dossy.org/twitter/karma
http://twtpoll.com
http://manageflitter.com
http://tweetbeep.com
http://www.tweetfeel.com
http://twiends.com
http://twittercounter.com
http://www.twellow.com
http://www.hashtags.org
http://listorious.com
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69. Twitter Information
http://mashable.com/guidebook/twitter
http://business.twitter.com
http://www.mediabistro.com/alltwitter
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70. Knowem @ www.knowem.com
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71. Bringing It All Together
Social Media Aggregators
TweetDeck
HootSuite
Spindex
Twimbow
Seesmic
Engagio
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72. TweetDeck
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73. www.ravoth.com

74. Hootlet
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75. www.ravoth.com

76. Étiquette… Étiquette…Étiquette…
¤ forget there’s no such thing as “free”.
¤ forget nothing is ever completely private on the
Internet.
¤ “diss” your customers.
¤ try to be everywhere / do everything.
¤ just broadcast.
¤ plagiarize (give credit).
¤ be shy to ask questions and reach out.
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77. ¤ remember your goals.
¤ be aware your competition is on social media – and your
customers.
¤ reserve your “digital real estate”.
¤ use different, complex passwords.
¤ post regularly.
¤ watch your time.
¤ make sure your profiles/photos are current.
¤ be responsive.
¤ be yourself.
¤ jump in and try it!
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78. Marketing Strategy | Branding | Social Media Marketing
Facilitating Brand Success
Driving Brand Success
416.356.8173 | jravoth@mac.com | www.ravoth.com
linkedin/ravoth | twitter/ravoth | posekim/blogspot.ca
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79. Please join:
Social Media Branding Canada Group
on LinkedIn
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80. www.slideshare.net/jravoth
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