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Tuning up your twitter tactics - SMX East 2012

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  • 1. Tuning Up Twitter Tactics SMX East 2012 By: Aaron@aaronfriedman Friedman
  • 2. Twitter Is 340M thoughts 140M+ Active The loudest voice shared daily Users on the planet “After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didnt even exist the last time Iran had an election. ” @aaronfriedman
  • 3. Twitter brought a completely different way to connect withpeople and learn about their lives…different than Facebook. @aaronfriedman
  • 4. Although ittook some No onetime for the Answered …function ofTwitter to bedefined … Twitter has proven to be a valuable communication tool. @aaronfriedman
  • 5. For Connecting Some of my first tweets ever @aaronfriedman
  • 6. For Fundraising $5,000,000 raised in 2 days for Haiti (Red Cross) @aaronfriedman
  • 7. For Business• Customer Service• Support• Competitions• Giving back @aaronfriedman
  • 8. Beyond the ability to communicate with consumers,understanding and implementing a Twitter strategy hasbecome even more critical for marketers. @aaronfriedman
  • 9. Twitter Contributes to Engines @aaronfriedman
  • 10. @aaronfriedman
  • 11. Attributes Engines Might Consider Relevant/irrelevant messages posted Total number of documents initiated posted by the author within a defined time period @bill_slawski Total number of replies or comments made by the author Source: http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user- generated-content/ @aaronfriedman
  • 12. Which Begs the Question As marketers, how do we maximize twitter to effectively communicate with our audience base and ensure our content is helping in the search engines? @aaronfriedman
  • 13. 3 points ofsuccessfulTwittering Clarity Incentivize Simplicity / Timing @aaronfriedman
  • 14. Clarity 14 @aaronfriedman
  • 15. Be ClearHighlight the content in thetweet that you actually wantpeople to share @aaronfriedman
  • 16. Too Long; Didn’t ReadHighlight not onlyON Twitter But alsoOFF TwitterTL;DR is a greatway @aaronfriedman
  • 17. Simplicity @aaronfriedman
  • 18. Make Sharing Easy Start by giving users a button to share Source: http://searchengineland.com/learn-to-control-your-message-with-social-sharing- open-graph-100245). @aaronfriedman
  • 19. Don’tcomplicate posts by @tamccann 5 posts about your space – help make others smarter 3 posts about your product – demonstrate the role you play in your industry 2 personal –give people something to connect to by sharing your personal side @aaronfriedman
  • 20. Incentivize /Timely @aaronfriedman
  • 21. Timely information,when you see a need, gives your audiencean incentive to share your information, or take an immediate action. @aaronfriedman
  • 22. Competitions Reward/ Recognition Problem Solving Add brand to consideration pool @aaronfriedman
  • 23. TACTICS & TOOLS 23 @aaronfriedman
  • 24. How About Some Actionable Stuff Now? @aaronfriedman
  • 25. @aaronfriedman
  • 26. Tactics to Improve Quality Twitter Long Tail Twitter Cards “Force Tweet” Code Suggestion @aaronfriedman
  • 27. Twitter and The Long Tail A simple methodology on how to prioritize long tail queries using information from Twitter. http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434 @aaronfriedman
  • 28. Step 1:IdentifyKeywordsUnderstanding what long tail queries are driving people to your site @aaronfriedman
  • 29. Step 2:Look AtSocialData @aaronfriedman
  • 30. Step 3 : Super relevant Have a list ofDevelop user forContent outreach Grow your network http://searchengineland.com/how-to-prioritize-the-long-tail-with- MORE INFO ON THIS METHOD  twitter-118434 @aaronfriedman
  • 31. Twitter Cards• Give you control of how your content is displayed with Tweets• Drive traffic to your site• Increase the number of people following your Twitter accounts through content attributionEssentially rich snippets for Tweets.Making Twitter more engaging. @aaronfriedman
  • 32. 2.<meta name="twitter:site" content="@nytimes">1.<meta name="twitter:card" content="summary">3.<meta name="twitter:creator" content="@SarahMaslinNir">4.<meta name="twitter:url" content="http://www.nytimes.com/2012/02/19/arts/music/amid-police-presence-fans-congregate-for-whitney-houstons-funeral-in-newark.html">5.<meta name="twitter:title" content="Parade of Fans for Houston’s Funeral">6.<meta name="twitter:description" content="NEWARK - The guest list and parade of limousines withcelebrities emerging from them seemed more suited to a red carpet event in Hollywood or New York than thana gritty stretch of Sussex Avenue near the former site of the James M. Baxter Terrace public housingproject here.">7.<meta name="twitter:image" content="http://graphics8.nytimes.com/images/2012/02/19/us/19whitney-span/19whitney-span-articleLarge.jpg"> Summary Photo Player https://dev.twitter.com/docs/cards @aaronfriedman
  • 33. Force Tweets @aaronfriedman
  • 34. TwitterIntentTweet @aaronfriedman
  • 35. Hand Code and Adding to Text as a Link href="https://twitter.com/intent/tweet?source=webclient&amp;text=I+tota lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan d.com/7-important-digital-assets-to-optimize-for- 132001+Makes+Perfect+Sense!">tweet a message</a>+ The Key… …OR @aaronfriedman
  • 36. How Tweet Buttons Work Typically they grab: • Title Tag • Header Problem: These are underutilized 73 Characters in Header ~20 URL ~14 Twitter Handle 107 Used 33 Left @aaronfriedman
  • 37. Put This In Your Tweet Button <a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a> <script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script> <script type=”text/javascript”> $().ready(function(){$(‘.tweetThis’).hide();}); function tweetSelectedText(){ var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text(); var twtUrl = location.href; var maxLength = 140 – (twtUrl.length + 1); if (twtTitle.length > maxLength) { twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’; } var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl); newwindow=window.open(twtLink,’name’,height=500,width=500′); if (window.focus) {newwindow.focus()} } </script> @aaronfriedman
  • 38. Send a Better Message to Users <p class= “tweetThis”> Actions and what people do are the new SEO and Pinocchios lying big nose. </p> Pro Tip: Change the message the next day to reach people not interested the first time. http://searchengineland.com/how-to-tweet-what-you-want- because-content-matters-121748 @aaronfriedman
  • 39. Re-cap Twitter is significant to Search Engine Performance • Clarity - Take away the guess work. Tell your audience what to say? • Simplicity - Sharing is easy and boosts engagement • Incentives / Timely – Be relevant Control The Above. And Don’t Forget… @aaronfriedman
  • 40. The Power Is Yours! • Find Topics – Long Tail Method • Control What Users Share For Twitter Success!@aaronfriedman
  • 41. Aaron FriedmanSEO Manager at www.digitalhighrise.com aaron.friedman@sparksmg.com @aaronfriedman + @aaronfriedman

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