Tips to Optimize Your Twitter Strategy

Tweet Tweet!
Optimize Your 2014 Twitter Marketing Strategy

1. Twitter statistics - demographics, growth trends
2. The IPO - What it means for brands
3. What’s the next big thing? Video & Social TV
4. Examples of effective brand strategies
5. Tips to amplify the conversation around your brand on Twitter
What We’ll Talk About:
© Copyright 2013 Brickﬁsh. All rights reserved.

Twitter User Data & Demographics

‣ Over 100 million daily active users worldwide
‣ 231.7 million monthly active users
‣ 5,700 tweets per second!
Global Twitter Statistics
Source: TechCrunch, October 2013

Gender
Source: Pew Internet & American Life Project, February 2013
16% of US Internet Users Are Active on Twitter
52.7 million
monthly active users
15%
17%
16%
27%
10%
Male
Female
Age Groups
19%
26%
14%
Race & Ethnicity
2%
18-29
30-49
50-64
65+Black
Hispanic
White

Facebook Still Dominates the US Social Landscape...
750 million
250 million
85.5 million
110 million
65 million
50 million
* Unique Monthly Web Visits
Source: eBiz MBA Knowledgebase, October 2013

...But, For Teens, Twitter is Overtaking Facebook
Source: Statista & Mashable, October 2013

#Timeline
Twitter breaks through at SXSW;
Hashtag debuts2007
2006 Co-founder @jack
sends ﬁrst tweet
Hudson River plane crash news breaks
on Twitter with a photo2009
Twitter bird gets a makeover;
President Obama marks his win
with a tweet
2012
Vine launches; Twitter ﬁles IPO;
$TWTR begins trading2013
Uprisings begin
with #Jan25,
#TahirSquare,
#Egypt
2011

Twitter’s IPO - Thursday, November 7
$26.00 IPO
$45.10 NYSE Debut
73%
$TWTR
Source: Mashable, Google Finance, 2013
Current Market Cap - $23 Billion
*Updated Nov. 13, 2013

6-second viral videos
40 MM users
Mobile Ad
Analytics Platform
Social Listening Platform
Social TV Analytics &
Content Curation
It’s Not Just Microblogging - Recent Twitter Purchases
Source: Mashable 2013

Social Video: Vine is the Fastest Growing App in the World
Source: Statista, October 2013

Social TV: Twitter as a Second Screen
The average Twitter audience for one TV episode is 50x larger than the
number of authors publishing tweets.
So, for example, if
2,000
people are tweeting about a program,
100,000
people see those tweets.
From April-June 2013, 19 million unique people in the US composed 263
million tweets about live TV.
Source: Neilsen, October 2013

Poll: How does your brand manage your Twitter presence?
Source: Live Poll During Webinar, Nov 2013
22%
22%
41%
15%
Internal Team (Customer Service)
Internal Team (Marketing/Communications)
One Person
Outside Agency

Twitter Changes in the Last ~60 Days

Photos & Videos Appear Automatically in Your Feed & Proﬁle
Source: Twitter, 2013

“See It” - Tune into TV with a Tweet
Source: The Next Web, Comcast, 2013
Partnership with @Comcast & @NBCUniversal - Change the channel, set the
DVR & play a show On Demand directly from an expanded Tweet

Recommendation Feature & @MagicRecs
Source: Twitter, November 2013
Receive personalized recommendations when multiple people in your network
follow the same user or favorite or RT the same tweet.
@MagicRecs, Twitter’s original experiment account

Scheduled Tweets
Twitter ads users can schedule promoted or organic tweets to be sent at
speciﬁc dates and times. This feature is still tied to Ads accounts.

Anyone Can DM You - If You Allow It
Source: The Next Web, Buffer, Twitter, 2013
Allow anyone to send you a DM, even if you aren’t following them.
This change eliminates the common “Can you follow me back so I can DM
you?” correspondence - making customer service on Twitter much easier!

Real-Time Twitter Alerts
Sign up to receive alerts from participating gov. accounts as push notiﬁcations

1. There’s no “one size ﬁts all” Twitter strategy - must evolve with the platform.
2. If you want to be successful on social, ignoring Twitter is no longer an option.
3. Each audience & each conversation is unique.
What Do These Changes Mean for Brands?
Listen to Your Audience
Reﬁne Your Strategy
Optimize Your Contentaround your brand
Amplify
the conversation

Poll: What type of content do you utilize most on Twitter?
8%
12%
31%
50%
Information & Offers About Your Product
Curated Content
Multimedia (Photos & Videos)
Replies to Followers

Examples of Brands Rocking Twitter

Oreo | Real-Time; LOTS of media photo & video media

RedBull | Niche Brand Voice and Target Audience

JetBlue | Real-Time Customer Service

Coconut Bliss | Small Business, High Engagement

Poll: What % of your marketing budget is dedicated to social initiatives?
10%
43%
48%
Less than 10% 10% - 25%
25% - 50% 50% - 75%
Over 75%

1. Set objectives & focus your content strategy
2. Get creative with hashtags
3. Include many photos & videos
4. Posting schedule - including weekends &
off-business hours
5. Brand Voice - talk with your followers
(not to them) - focus on storytelling
Develop Your Strategy - Keys to Twitter Success
Tips to organically amplify the conversation around your brand

Differentiate Content Strategy From Other Social Networks
‣ Tweets with less than 100 characters get 17% more
engagement than the limit of 140
‣ Creation vs Curation
‣ Real-time, two-way interaction with consumers
‣ Connect directly with individuals - more personal than a
Like on Facebook
=
=
=
Twitter Content is Short & Impactful
Source: BufferApp, August 2013

Adopt, Utilize and Create Hashtags
‣ Increase searchability of your content
‣ Contribute to existing topics your consumers care about
‣ Track & measure the conversation
‣ Create your own - Change the way your consumers talk
about your brand
Join Larger Conversations to Reach More People
# #
# #

......But Don’t Go Crazy
‣ Tweets with 1 or 2 hashtags have 21% higher
engagement than those with 3+ hashtags
‣ Tweets that use 3+ hashtags show a 17% drop in
engagement
‣ The Takeaway? Focus on SEO keywords & key
hashtags to achieve optimal engagement
Yes, Excessive Hashtags Are Annoying

Include Photo & Video in Tweets
‣ Tweets with photos achieve on average 2x more
engagement than those without
‣ Videos on Vine & YouTube perform best
‣ Think #mobileﬁrst - 66% use mobile to tweet about
the brands they follow
Tweets with Multimedia Get Higher Engagement
With Photo With VideoJust Text
2x

When to Tweet?
‣ Tweets in the afternoon & late evening hours have
highest engagement
‣ Twitter users with a mobile device are 181% more likely to
be on Twitter during their commute
‣ Tweets posted on Fri, Sat & Sun have higher CTRs than
those posted during the week
‣ Ultimately, every audience is unique - see what works
best for your brand
General guidelines:
Time of Day
Day of Week

The Award Winning Social Media Solution
‣ Social, mobile and digital strategy
‣ Social community management
‣ Proprietary social campaign platform
‣ Responsive website development
‣ Mobile app development
About Brickﬁsh - A Leader in Social, Mobile & Digital Solutions
Contact our team to learn more.
855.281.4500 | info@brickﬁsh.com
180 N Stetson Ave. | Chicago, IL

Tips to Optimize Your Twitter Strategy

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