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Twitter Training - Financial Services 8_2015

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Twitter Training
by Robeen Frank
July 2015
1

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created by Robeen Frank robeenf@gmail.com
Twitter Training
• Setting Up a Profile,
• Creating a Content Strategy,
• and Ma...

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created by Robeen Frank robeenf@gmail.com
What is Twitter
• Twitter is an immensely powerful platform for disseminating
co...

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Twitter Training - Financial Services 8_2015

  1. 1. Twitter Training by Robeen Frank July 2015 1
  2. 2. created by Robeen Frank robeenf@gmail.com Twitter Training • Setting Up a Profile, • Creating a Content Strategy, • and Maximizing Awareness and Engagement 2
  3. 3. created by Robeen Frank robeenf@gmail.com What is Twitter • Twitter is an immensely powerful platform for disseminating content and engaging with customers and prospects • The real power lies in the fact that your tweets, conversations and content can be amplified by orders of magnitude across the Twittersphere – which can help increase your brand awareness, thought leadership, trust, and authority 3
  4. 4. created by Robeen Frank robeenf@gmail.com How Small/Medium Businesses Use Twitter ! • Develop and promote your brand Interact with your customer base • Track what people are saying about your company and brand • Create buzz around upcoming events • Help individual employees act as liaisons to the public • Promote other content you‘ve created, including webinars, blog posts or podcasts • Develop direct relationships with bloggers and journalists for potential pr placement • Generate sales leads for your business 4
  5. 5. created by Robeen Frank robeenf@gmail.com Fun Twitter Stats • More than 50 million in the past year to reach 270 million active users. • In 2013, Twitter generated $716 million in Auto Sales. The best returns were on luxury model cars. For every $1 invested in Twitter marketing, luxury car brands saw a return of $17.80. That’s a return of 1,780%. • Over 300 billion tweets have been shared since the network launched. 0.01% of these (32 million) were shared during the 2014 World Cup final. This is more tweets than were shared during any other single event, including the Superbowl. • By 2015, 1/5 of internet users in the US are expected to have Twitter accounts. This figure has grown from 15.2% in 2012, and is set to rise to 24.2% by 2018. • Katy Perry (60 million) and Justin Bieber (57 million) each have more Twitter followers than Barack Obama (50 million). Lady Gaga is 6th in the world with 43 million followers, ahead of Britney Spears at 39.5 million. • The average Twitter user follows five or more businesses. Over a third (37%) of Twitter users will buy from a brand they follow. • Mobile users are more active on Twitter than desktop users. People with Twitter on their smartphone are 79% more likely to access Twitter several times a day. They’re also twice as likely to use Twitter the moment they wake up. • Americans love to Tweet about what they’re watching. Between January and April 2014, 17 million Americans shared tweets about a TV show. In total during this period, over 361 million tweets were shared about TV. 5
  6. 6. created by Robeen Frank robeenf@gmail.com YouTube is the most popular brand on Twitter • YouTube has 46.5 million followers • They’re ahead of Instagram (36 million followers) and Twitter (33 million followers). Facebook has just 14 million Twitter followers, less than the New York Times 6
  7. 7. created by Robeen Frank robeenf@gmail.com Twitter • Twitter is a useful communication tool that allows you to interact with people around the world in three different ways: ▫ Send a short message to a bunch of people publicly ▫ Send a short message to a specific person publicly ▫ Send a short message to a specific person privately • Twitter is also referred to as a “micro-blogging” service, meaning you can post
 short updates limited to 140 characters or fewer ▫ Originally, this character limitation was implemented to make twitter compatible with mobile phones and text messaging ▫ Now, it’s a useful characteristic that allows users to receive rapid-fire, concise information from many, many people! 7
  8. 8. created by Robeen Frank robeenf@gmail.com Some Definitions 8
  9. 9. created by Robeen Frank robeenf@gmail.com When you follow someone, their updates will be displayed on your twitter homepage 9
  10. 10. created by Robeen Frank robeenf@gmail.com Follow me back! 10
  11. 11. created by Robeen Frank robeenf@gmail.com Follower 11
  12. 12. created by Robeen Frank robeenf@gmail.com Status Update 12
  13. 13. created by Robeen Frank robeenf@gmail.com @Reply 13
  14. 14. created by Robeen Frank robeenf@gmail.com Direct Message 14
  15. 15. created by Robeen Frank robeenf@gmail.com Twitter Stream 15
  16. 16. created by Robeen Frank robeenf@gmail.com Tweet-Up 16
  17. 17. created by Robeen Frank robeenf@gmail.com Retweet 17
  18. 18. created by Robeen Frank robeenf@gmail.com Twitter Lists 18
  19. 19. created by Robeen Frank robeenf@gmail.com Trending Topics 19
  20. 20. created by Robeen Frank robeenf@gmail.com Promoted Tweets 20
  21. 21. created by Robeen Frank robeenf@gmail.com Twitter is a Relationship Building Tool 21
  22. 22. created by Robeen Frank robeenf@gmail.com Sign up for Twitter • Do you want a company or personal account? 22
  23. 23. created by Robeen Frank robeenf@gmail.com Company Account • Represents your company as a whole • Use this type of account to: ▫ Keep your customer base up-to-date on your events ▫ Promote recent blog articles or news ▫ Update your consumers about products/services ▫ Give real-time updates at conferences and events ▫ Offer customer service and support 23
  24. 24. created by Robeen Frank robeenf@gmail.com Personal Account • A personal account used by an individual. • This account type is more personalized and is better for direct relationship building. • Use this type of account to: ▫ Act as a liaison to the public for your company ▫ Update people on what you‘re working on ▫ Share tidbits about your personality ▫ Expand your network and make connections 24
  25. 25. created by Robeen Frank robeenf@gmail.com Before You Start - Research the Competition ! ▫ Look at what your competitors and colleagues are doing on Twitter ▫ There is likely a similar blogger, freelancer, entrepreneur, local business, or any-sized business already out there taking advantage of Twitter ▫ You can find them by visiting their websites or using directories to search for Twitter users in a specific industry ●Twellow ●Wefollow ▫ Be sure to find the best examples to follow ●If you’re a new eCommerce store, and you’re just getting started with Twitter, then look for other eCommerce stores that have an awesome Twitter presence ●Watch what they do and note what seems to get a good response and what doesn’t. For example, does mentioning a limited, one day sale get a lot of replies and retweets? Or, is it when they post pictures of their products? 25
  26. 26. created by Robeen Frank robeenf@gmail.com Choose Your Twitter Handle Carefully 26
  27. 27. created by Robeen Frank robeenf@gmail.com Personalize Your Profile • You should personalize your account before you begin interacting with and following people • Before you add your information, your account will look inactive -- and if you start following people without a personalized profile, your chances of being followed back will decrease dramatically • Others may mistake you for a spammer - not what you want! 27
  28. 28. created by Robeen Frank robeenf@gmail.com Custom Background • When someone comes to your Twitter profile for the first time, they should see a great design that reflects your brand • WePay tells us the three things they want us to know about their product • They keep it simple and don’t bloat the background 28
  29. 29. created by Robeen Frank robeenf@gmail.com Netflix • Netflix shows dramatic photos letting us know when they will release the latest season of House of Cards. 29
  30. 30. created by Robeen Frank robeenf@gmail.com Acer • Acer shows us a few of their products. 30
  31. 31. created by Robeen Frank robeenf@gmail.com Eye-Catching Header Photo • If people are viewing your profile for the first time, they’re going to check out your profile photo • By extension, they’ll also look at the header photo. Pick something that describes your brand or displays something you’re trying to promote 31
  32. 32. created by Robeen Frank robeenf@gmail.com CNN • CNN showcases their upcoming documentary • The image and name give us an idea of the subject of the documentary, and they let us know when the documentary will be airing 32
  33. 33. created by Robeen Frank robeenf@gmail.com Wistia • Wistia shows the people behind the company. 33
  34. 34. created by Robeen Frank robeenf@gmail.com Charity Water • Charity Water shows us what their organization is about - providing clean water 34
  35. 35. created by Robeen Frank robeenf@gmail.com Beats by Dre • Beats by Dre showcases their bread and butter 35
  36. 36. created by Robeen Frank robeenf@gmail.com Write a Concise and Descriptive Bio • You get only 160 characters to describe yourself and what people will get when they follow you on Twitter • Make it interesting and convincing! 36
  37. 37. created by Robeen Frank robeenf@gmail.com Profile Picture • I recommend using your logo as the profile picture • This is another reason it’s so important to have a quality logo • Keep in mind that people associate emotions with logos • So, if you tweet too much or tweet annoying, mindless comments, then that reflects on your logo and by extension your brand 37
  38. 38. created by Robeen Frank robeenf@gmail.com Populate Some Great Tweets • When people are deciding whether to follow you, chances are they will base their decision on your most recent tweets • If you visit your profile, you’ll see your last fifteen tweets (at least) • Make sure they all don’t look the same • Retweet others (to get a mix of logos and variety), add pictures to tweets, and do a blend of sharing links and sole text updates • Avoid syncing your Facebook status updates with your Twitter • If you are going to do this with every tweet, it’s probably better to just use Facebook • In the ideal scenario, write your status updates on Facebook (where you’ll be able to write more), and then write a separate message on Twitter 38
  39. 39. created by Robeen Frank robeenf@gmail.com Andrew Weil M.D. - Facebook and Twitter Posts 39
  40. 40. created by Robeen Frank robeenf@gmail.com Tweets with Photos and Videos • Every Twitter profile shows the most recently posted images and videos, which also show on the official Twitter mobile app • People’s eyes are drawn toward photos, so one of the first things someone sees when viewing a profile is the pictures and videos section • It is important to tweet images and videos that followers will find valuable 40
  41. 41. created by Robeen Frank robeenf@gmail.com Charity:Water • Here charity:water shows the mission of their charity – providing access to clean water. 41
  42. 42. created by Robeen Frank robeenf@gmail.com Vice • Vice shows pictures of their latest stories as well as pictures of what’s happening in the world 42
  43. 43. created by Robeen Frank robeenf@gmail.com Inc. • “Inc.” shares entrepreneurial quotes as well as covers of their latest issues. 43
  44. 44. created by Robeen Frank robeenf@gmail.com Tweeting Advice • Be authentic – Twitter is SOCIAL, not promotional • Don’t Tweet unless you’re certain it will make your follower’s day • How often? See above • 30-50% of your Tweets should have pics (and pics can be graphics) • Study competitors – don’t steal, but mimic the best behaviors • Use analytics to create an improvement feedback loop 44
  45. 45. created by Robeen Frank robeenf@gmail.com Twitter Stats to Help You Reach More Followers • Twitter engagement for brands is 17% higher on weekends • Tweets with links get 2X the engagement rate than those without • Tweets with less than 100 characters get 17% more engagement • Twitter’s fastest growing demographic is 55–64 year-olds • Tweets with hashtags get 2x more engagement • 66% of user-generated tweets that mention brands come from mobile users • Twitter users who mostly use a mobile device are 181% more likely to be on Twitter during their commute • Amplifiers are 122% more likely to send direct messages • Your tweets have a 12x higher chance of being retweeted if you ask for it, and 23x higher if you actually spell out the word “retweet” • Tweets that include links are 86% more likely to be retweeted 45
  46. 46. created by Robeen Frank robeenf@gmail.com Action Words Get Results in Your Twitter Posts 46
  47. 47. created by Robeen Frank robeenf@gmail.com Tips For Engaging on Twitter ! • Be patient - it takes time to build your Twitter network and organic growth is best • Remember twitter is a two way conversation — you need to answer as much as you ask but most importantly share, share, share • Participate and say something - don’t always expect people to always answer, as it depends on how many you follow and what you’re asking • Get involved in the conversation - don’t be afraid to reply and if you don’t get a response back, don’t be offended • Learn the twitter language and how to use it well i.e. @, DM, #, hashtags, RT • Use a twitter client where possible and not the web interface • Avoid using up all 140 characters as it makes Retweeting harder • Remember online is forever - if you didn’t want it online don’t say it in the first place • Think about how what you say reflects on how people visualize you 47
  48. 48. created by Robeen Frank robeenf@gmail.com Finding Targeted Followers • After you have your profile set up, and you have some great tweets, your next goal will be to gain followers • While there are lots of ways to get just any followers, the key is to get targeted followers who are interested in your industry • It is better to have 300 engaged followers than 3,000 unengaged followers • While it is not only about numbers, there is something to be said for having a good follower count showing on your profile • With a new Twitter account start by finding people who have a follow-back policy in place, usually implemented by an online application • Basically, you will be looking for people who have close to a 1:1 ratio of followers to following 48
  49. 49. created by Robeen Frank robeenf@gmail.com Great Places to Find Followers • Twitter Counter - enter in your keyword and you will see users with their following and follower counts • Connect Twitter Counter with your Twitter account and follow those users directly from the search results 49
  50. 50. created by Robeen Frank robeenf@gmail.com Who Do Your Followers Follow • You can find great people to follow from looking at people your followers are following • Once you begin receiving updates from a handful of people, watch to see whom those people chat with by looking at @replies - then look at the bios/stream and decide if they would be good to follow 50
  51. 51. created by Robeen Frank robeenf@gmail.com Mine Twitter Lists • Look at the lists that your followers have • Look at the lists of influencers, bloggers, and media - and the lists they are on 51
  52. 52. created by Robeen Frank robeenf@gmail.com Other Ideas • Look at your favorite bloggers and follow them • Collect people’s Twitter names at events - write down their usernames and follow them later - or even better, use the twitter mobile app/ Hootsuite • Follow Hashtags (#) at events once you begin receiving updates from a handful of people, watch to see whom those people chat with by looking at @ replies 52
  53. 53. created by Robeen Frank robeenf@gmail.com Twellow • Follow users by category 53
  54. 54. created by Robeen Frank robeenf@gmail.com View User Profiles for More Info • Each user has a Twellow profile page where you can see their preferences for following, their extended bio, location, chosen categories, as well as their other social network pages • You can follow or unfollow them on Twitter via their profile or even Tweet! 54
  55. 55. created by Robeen Frank robeenf@gmail.com Add Your Twitter Profile 55
  56. 56. created by Robeen Frank robeenf@gmail.com WeFollow : Search By Interest 56
  57. 57. created by Robeen Frank robeenf@gmail.com Follow Influential Tweeters and Add Yourself 57
  58. 58. created by Robeen Frank robeenf@gmail.com Tweet Adder - Twitter Management Tool • TweetAdder finds and follows new users regularly based on your customized searches • It also unfollows people who do not follow you back within a specified time frame. • Powerful follower searches help you create very tight, focused keyword searches within a user’s biography and tweets • People who come up in these results are likely interested in following you back • Useful for someone who is targeting a local business, industry influencers, or just needing more fans 58
  59. 59. created by Robeen Frank robeenf@gmail.com Following Don’ts • Don’t follow too many people at once • A best practice is to follow no more than 25-50 people a day, because there will be a time gap between following people and when they follow you back ▫ If your profile says you are following 2,000 people and only 30 followers have followed you back so far, it appears that 1,970 of the people you followed chose not to follow you back ▫ This unfavorable ratio won‘t help boost your credibility and may negatively affect people‘s decisions to follow you ▫ Give your followers some time to follow you back before finding a new batch of people to add to your network • Don’t follow hundreds of people at once ▫ Although many people do this in order to have a “valuable ratio” (or more followers than people you‘re following), it’s artificial network building and not a best practice 59
  60. 60. created by Robeen Frank robeenf@gmail.com Get Followers From Your Website/ Other Social Profiles • If you have a website, blog, email newsletter, or other way to share links with others online - add your Twitter link to everything, down to your email signature, forum signature, and even other social profiles (such as Facebook) • This way, people who already are connecting with you online can find you easily on Twitter • Place “follow” buttons on your blog and various pages of your website. 60
  61. 61. created by Robeen Frank robeenf@gmail.com Tweet Button • Twitter’s Tweet button allows you to put a tweet button on each of your blog posts to make it easier for visitors to share those posts with their followers • When you create the button, you can put in a Twitter account to recommend after someone shares your post 61
  62. 62. created by Robeen Frank robeenf@gmail.com Tweet Button • This button will appear only if the person who tweeted the link is not following the specified account • This example uses @motortrend - since I do not follow @motortrend, it shows after I tweet the link: 62
  63. 63. created by Robeen Frank robeenf@gmail.com Direct Messages • Twitter users have a love hate relationship with direct messages, as many of the ones sent seem like spam • As you follow others, you will see examples of good and bad direct messages • The bad ones are those that are pitching a product or service right off the bat and trying to get you to opt-in to their mailing list • Think of your direct message as a way to go above and beyond to connect with a new follower - simply thank them for following you, or ask what they would like to learn from you on Twitter • Personalize each DM to your new followers • When you start getting dozens of new followers daily, it becomes a a productivity issue • Free services such as Social Oomph let you register your Twitter account and send your new followers a direct message automatically. ▫ My suggestion here is to remember not to pitch your new followers off the bat and ALWAYS try to reply personally to them if they respond to your message. • Don’t worry if they don’t reply.- the payoff of sending a DM and getting a response is greater than any damage you can do by sending a DM to someone who doesn’t reply 63
  64. 64. created by Robeen Frank robeenf@gmail.com Make Your Tweets Unique, Relevant, and Helpful • Make your tweets useful resources so people need you • People will want to follow you if they think they’ll get value from your tweets • Be sure to avoid making your twitter account a purely promotional tool • Would you subscribe to a newsletter if it didn‘t have anything useful to say? 64
  65. 65. created by Robeen Frank robeenf@gmail.com Interact With Potential Followers • Interact with those people you follow who don’t yet follow you back • Make sure to monitor your Twitter stream and comment on what other people are saying ▫ Give feedback; compliment people. ▫ The key is to engage - this will give them incentive to follow you back 65
  66. 66. created by Robeen Frank robeenf@gmail.com Avoid Putting @USER in the Beginning of Your Tweets • To make your tweets as visible as possible, avoid putting @user in the very beginning of your tweet • This will make your tweet viewable only in the Twitter streams of people who follow you and the user to whom you‘re tweeting • When you put @user within your tweet, Twitter knows who to send it to • This type of tweet is also called a reply or @reply (pronounced “at reply”) • All of the @replies you receive will go into your @connections tab across the main twitter navigation • Anytime you put an @ in front of someone’s username, it automatically becomes a link to that person’s profile • This feature makes it easy for you to easily visit those users’ profiles and engage with them as well 66
  67. 67. created by Robeen Frank robeenf@gmail.com Twitter Searches • Twitter searches are very powerful in the sense that you can monitor any tweets, including those for a particular keyword • For example, if you sell auto accessories, you can set up a Twitter search in HootSuite for the keywords “best muffler?” to watch for anyone tweeting a question related to finding the best muffler • If you run a food blog, you can set up a search for “cookie recipe?” to watch for anyone asking for a cookie recipe • In both cases, you can reply from @username to the person and share a link to your website where you have information that answers their question • You also can use advanced Twitter search to get even more detailed with your searches, such as someone who tweets a specific keyword within 15 miles of a particular area code 67
  68. 68. created by Robeen Frank robeenf@gmail.com Create Your Own Twitter Lists • Twitter lists allow you to add people (up to 5,000) to particular lists to help you monitor those users • This is a great way to monitor thought leaders in your industry • You do not have to follow these people to have them on one of your lists. • You can create lists easily in HootSuite by adding a new column to one of your tabs, creating a new list, and adding users to the list • Follow them to learn what topics are most important in your industry, retweet their posts, and respond to them when they have questions in order to get on their radar 68
  69. 69. created by Robeen Frank robeenf@gmail.com Monitor Your Business and Brand • You can use HootSuite to monitor mentions of your business, brand, website, blog, or products by creating keyword searches for those names • This way, you can thank those who praise you, as well as respond quickly to those who might have customer service issues or other negative commentary 69
  70. 70. created by Robeen Frank robeenf@gmail.com Attach to a Trending Topic or #Hashtag • One way to spread your Twitter message beyond your own followers is to attach it to a currently popular hashtag (#keyword) or topic • The top 10 most popular hashtags are listed on the left sidebar of your Twitter homepage • You can change it to show worldwide trends, trends specific to a particular country, or even tailored trends • If there is a trend or hashtag that you can jump on board with, your tweet will be seen by anyone following the topic • This is a great way to promote relevant blog posts and content that will drive new traffic to your website and possibly new followers to your Twitter account as well • Just be sure you are authentic • If a trending topic is Justin Bieber, don’t tweet about Bieber unless it makes sense for your brand to do so 70
  71. 71. created by Robeen Frank robeenf@gmail.com Hootsuite • One of the best Twitter management tools that I highly recommend for setting up your listening and posting strategy on Twitter is HootSuite • This tool allows you to set up multiple tabs with 10 columns to help you schedule posts as well as monitor your mentions, direct messages, searches, and Twitter lists • SEE ALSO MY PRESENTATION ON HOOTSUITE (on Google Drive in CTI MARKETING, SOCIAL MEDIA folder) 71
  72. 72. created by Robeen Frank robeenf@gmail.com Getting Started with Hootsuite 72
  73. 73. created by Robeen Frank robeenf@gmail.com Add Streams & Tabs 73
  74. 74. created by Robeen Frank robeenf@gmail.com Adding Streams 74
  75. 75. created by Robeen Frank robeenf@gmail.com Adding Streams 75
  76. 76. created by Robeen Frank robeenf@gmail.com Composing Messages 76
  77. 77. created by Robeen Frank robeenf@gmail.com Link Shorteners - Tracking 77
  78. 78. created by Robeen Frank robeenf@gmail.com Vanity URLs • You do not have to use Owl.ly as the link shortener - create your own branded URL shortener, that can still make use of the tracking and click-through rate information that is provided through Hootsuite • This is incredibly important if you are striving to get your brand consistent across all social media platforms • This option is only available for the Pro and Executive versions. 78
  79. 79. created by Robeen Frank robeenf@gmail.com Choose Streams for Your Post 79
  80. 80. created by Robeen Frank robeenf@gmail.com Scheduling With Hootsuite 80
  81. 81. created by Robeen Frank robeenf@gmail.com Twitter Lists in Hootsuite • The Twitter Lists feature is a way to organize the people you are following (or not yet following) on Twitter in preferred groupings • Lists offer a way to see updates from specific people you have decided to focus your attention on • These lists are not just a listing of selected Twitter profiles, but rather a curated stream of members’ most recent tweets • Creating lists helps improve your Twitter experience • Building lists isn’t a one-time activity. They need to be developed, nurtured and grown over time 81
  82. 82. created by Robeen Frank robeenf@gmail.com See/Edit Scheduled Posts 82
  83. 83. created by Robeen Frank robeenf@gmail.com How to Use Twitter Lists • Monitor Competitors ▫ Keep your competitors’ Twitter accounts in one handy list so you can easily monitor their tweets ▫ This is an excellent way to see how they interact on Twitter: scope out their activities, view their updates, check out their offers and stay on top of their news ▫ Use these insights to improve your own Twitter strategy ▫ See what works for them and adapt it for your business ▫ In this case, you may want to make your Twitter list(s) private ▫ That way, your competitors won’t know you are monitoring them 83
  84. 84. created by Robeen Frank robeenf@gmail.com Connect With Industry Leaders • Keep track of the leaders in your industry by putting them into one powerful list • Use this list to manage and improve your relationship with these leaders • When you follow their tweets, you can engage with them consistently. Retweet their content, mention them and when they ask a question, be the first to respond • Creating a list of industry leaders also adds value to your account. • Creating a list with all of the top influencers makes you a valuable resource • Share your list with your followers and recommend they subscribe • Looking for more industry leaders to follow - follow people on the influencer lists of your competitors 84
  85. 85. created by Robeen Frank robeenf@gmail.com Stay on Top of Trends • To keep up with the latest news and trends on Twitter without getting distracted by irrelevant tweets, create a list • Add the top websites and users who constantly share breaking news in your industry to one news-oriented Twitter list • Also, find out-of-the-box sources and up-and- coming news sites to make your list unique • This is an effective way to unclutter your Twitter feed, while also increasing your profile’s status as an industry leader 85
  86. 86. created by Robeen Frank robeenf@gmail.com Create Lists for Events • If you’re planning an event, create a Twitter list of speakers and attendees • This is a great addition to event marketing and helps everyone connect with each other prior to the event • Those who can’t attend will be able to develop relationships with attendees, as well as follow the activity from the event in real time 86
  87. 87. created by Robeen Frank robeenf@gmail.com Maintain Customer Relationships • Social media has improved customer service immensely • If people can’t reach someone for service, they go right to the company’s social media links
 Nurture your relationships with your most active social customers by adding them to a list • Whenever customers mention you, simply add them to your Twitter list • That way, you can follow their tweets and interact with them regularly by retweeting, responding and asking how they are doing • Also, reach out directly to these loyal customers to share promotions they may have missed 87
  88. 88. created by Robeen Frank robeenf@gmail.com Follow Bloggers and Media ! • Create a list that encompasses everyone who writes about your industry • This includes influential and up- and-coming bloggers, journalists and reporters 88
  89. 89. created by Robeen Frank robeenf@gmail.com Reward Your Biggest Fans ! • Use a Twitter list to share some love with your most active followers • Create a list of people who share your blog posts and/or those who actively retweet your content • Engage with these fans on a regular basis by thanking them and sharing their tweets • This positive reinforcement also serves to increase the chances of them continuing to share your blog posts • The list can also be used to monitor from which other sources your most active users tweet 89
  90. 90. created by Robeen Frank robeenf@gmail.com Use Hootlet to Post From Your Browser 90
  91. 91. created by Robeen Frank robeenf@gmail.com Twitter Chats • A great way to get involved with the Twitter community is to participate in relevant Twitter chats • Joining in these chats can lead to an increase in targeted followers as well as new traffic to your website, assuming you have content that directly ties in with the topic of the chat 91
  92. 92. created by Robeen Frank robeenf@gmail.com Hosting a Twitter Chat • Choose a time, day and hashtag • Create a website with instructions for newbies • Advertise and promote • At the appointed time, start Tweeting using the hastag! 92
  93. 93. created by Robeen Frank robeenf@gmail.com Twitter Chat 93
  94. 94. created by Robeen Frank robeenf@gmail.com Add Meta Tags to Your Page • With Twitter Cards, you can attach rich photos, videos and media experience to Tweets that drive traffic to your website • Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers. • https://dev.twitter.com/cards/overview 94
  95. 95. Financial Services Examples 95
  96. 96. created by Robeen Frank robeenf@gmail.com A Digital Strategy MUST Include Social Media • Financial services companies can no longer have a digital marketing strategy without utilizing social media. • Investors use social media platforms to research, compare products and share experiences, but most importantly, to ask for advice. • By connecting with investors and clients through social media, an asset manager’s social reach and presence will gain greater visibility and generate new leads. • However, a successful digital marketing campaign must have a roadmap for social media that defines specific goals. • There are rules and regulations for financial services that should be followed, so it would be unwise to go in without a solid game plan. • Additionally, there are many platforms to consider: Twitter, Facebook, LinkedIn, YouTube and Google+, to name a few. 96
  97. 97. created by Robeen Frank robeenf@gmail.com Which Fund Managers Are #Winning at Twitter? • These asset managers on Twitter that are particularly good at engaging followers with authentic, valuable and visual content. • They all do more than just tweet often — they use the platform effectively to do the following four things: • Engage followers in a helpful, happy tone • Stay true to the brand by sharing consistent, relevant content • Limit self-promotion • Incorporate pictures and video 97
  98. 98. created by Robeen Frank robeenf@gmail.com Investec Asset Management does a stellar job of engaging with customer issues right on their Twitter feed 98
  99. 99. created by Robeen Frank robeenf@gmail.com STANLIB responds to their followers, even if it’s with a simple “thank you” or “glad we can help” 99
  100. 100. created by Robeen Frank robeenf@gmail.com State Street sends live tweets from the events they attend. This is an effective way to encourage interactions and showcase the firm’s attendance at popular events like TED and ALFI conferences. 100
  101. 101. created by Robeen Frank robeenf@gmail.com Fidelity does a superb job tweeting out various content that resonates with their brand message and clientele. They weave in creative ways to incorporate trending topics and current affairs. 101
  102. 102. created by Robeen Frank robeenf@gmail.com Aviva uses Twitter to share news about the charitable work they do, helping to create greater awareness for the causes they support. 102
  103. 103. created by Robeen Frank robeenf@gmail.com BlackRock rarely shares self-serving content. Instead, the firm tweets helpful information and statistics their audience is likely to be interested in. 103
  104. 104. created by Robeen Frank robeenf@gmail.com T. Rowe Price does just about the same – providing their followers with a recap of the week’s market activity and peppering their stream with expert insight. 104
  105. 105. created by Robeen Frank robeenf@gmail.com Allianz and Cannon Assets include pictures, infographics and charts to add color to their content. 105
  106. 106. created by Robeen Frank robeenf@gmail.com 106
  107. 107. Use Images, Videos and Charts 107
  108. 108. created by Robeen Frank robeenf@gmail.com Highland Capital Management tweets a variety of content from promotional materials to company gatherings. It’s clear that Highland has a knack for adding the human element to their big asset management brand. 108
  109. 109. created by Robeen Frank robeenf@gmail.com Schroders includes video and imagery like a true Twitter professional. Expert interviews, award conferences and industry infographics emphasize their brand as an authentic, reliable source of information within the financial services industry. 109
  110. 110. created by Robeen Frank robeenf@gmail.com Standard Life Investments are great at promoting content with interesting imagery. Studies have shown that Tweets with images drive more engagement, including up to 35% more retweets. 110
  111. 111. Tweet Helpful Tips 111
  112. 112. created by Robeen Frank robeenf@gmail.com Aberdeen Asset UK does a fantastic job of tweeting out tips for their clients. Their mix of educational and directional Twitter content is an excellent example of how to establish your financial brand on Twitter. Aberdeen Asset UK also uses educational videos and imagery to better engage their audience across media types. 112
  113. 113. created by Robeen Frank robeenf@gmail.com Triumph Capital also includes a mix of educational and informational tweets in their content. Their inclusion of retweets and links follows this pattern, but livens up the page with imagery. 113
  114. 114. Follow a Content Schedule 114
  115. 115. created by Robeen Frank robeenf@gmail.com Direxion Investments is both consistent in brand messaging and frequency. Want to learn about tips, tricks and industry news? Direxion Investments has you covered. 115
  116. 116. created by Robeen Frank robeenf@gmail.com Tweeting consistently is the biggest lesson to learn from Vanguard FA’s Twitter presence. Vanguard tweets a variety of financial services news articles and investing tips which all substantiate their brand at the forefront of the industry. 116
  117. 117. created by Robeen Frank robeenf@gmail.com How else should financial services use Twitter? • Investors, especially millennials, expect to be able to connect to financial brands 24/7. • Twitter is a great way to encourage this sort of availability on a well-developed social media platform. • Advisors should tweet financial tips for their followers that answer industry questions and establish the brand as a voice of authority. • #SocialMediaTip: Leave space for people to include “RT @yourusername” for easy sharing. • Because the word count on Twitter is limited, use tweets as a way to guide followers to other longer content, like blog articles or informational videos. • Asset managers and financial brands should link to articles that strengthen the brand and tweet eye-catching infographics to increase reach. • By directly engaging with investors on Twitter, financial brands encourage further contact which can generate new leads. • Be careful of promotional content on Twitter. Asset managers and financial service brands have to make clear which tweeted content is promotional and new FCA guidelines on retweets makes compliance trickier. This doesn’t mean you have to steer clear of retweeting, but instead it makes it essential to stay up to date on social media regulations for financial services. 117
  118. 118. Thank You! ! Robeen Frank robeenf@gmail.com July 2015 118

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