The Essentials of Twitter

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The David All Group team consumes and develops best practices for communications to ensure that our valued clients efficiently achieve their objectives. Historically we have memorialized and …

The David All Group team consumes and develops best practices for communications to ensure that our valued clients efficiently achieve their objectives. Historically we have memorialized and distributed these tactics and strategies to the community via free, downloadable guides: “The Essential Guide to Twitter,” “The Essential Guide to Pinterest” and “The Essential Guide to Google+.” The evolution of these efforts is an ongoing series of events, "DAGtalks: Sharing Knowledge + Growing Community." At the first DAGtalks session, our editorial and research director discussed strategies, best practices and case studies to help brands and trade associations use Twitter.

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Transcript

  • 1. Why Twitter Matters‣ 140 million+ active users‣ 400 million tweets daily as of June 2012 -- up 18 percent in three months‣ Three-plus years to get to 1 billion tweets, an amount now posted in less than three days‣ “Twitter lets me hear from a lot of people in a very short period of time.” (Robert Scoble, tech blogger)‣ While only 16 percent of CEOs use Twitter now, that is expected to grow to 57 percent in five years (IBM study, May 2012)
  • 2. The Contrarian View“[Twitter] demands attention and “I hardly go on Twitter anymore because ofresponse. It is the enemy of [@mentions]. Twitter is just so negative. ... Itscontemplation. brutal.” -- Bill Keller, New York Times -- Mardy Fish, U.S. tennis player
  • 3. Strategy Inform Converse Learn Promote RewardSpread the message about your organization or brand. Increase your control over theconversation by leading it. Tell your story, your way.‣ Tweet pull quotes and facts from your best stories‣ Curate the conversation about your industry‣ Live-tweet at conferences‣ Host industry/issue Twitter chats‣ Stay focused (but add doses of personality)
  • 4. Case Study The American Butter Institute turned to social media to tell consumers “the benefits of butter in home cooking recipes.”
  • 5. Case Study Harvard Business Review has inserted its brand into the Twitter business community by hosting the weekly #HBRchat.
  • 6. Strategy Inform Converse Learn Promote RewardTwitter demands equal parts listening and talking. Converse with your audience to buildrelationships and foster goodwill.‣ Talk more, broadcast less‣ Connect with “influentials” (peers, press, etc.)‣ Respond to all questions (even if only to move the chat offline)‣ Grant Twitter interviews to journalists and bloggers‣ Make retweeting a daily habit
  • 7. Case Study Netflix talks with customers and retweets them regularly.
  • 8. Case Study The Brewers Association consistently answers fans’ questions.
  • 9. Strategy Inform Converse Learn Promote RewardTwitter is a great research tool. Do your homework to discover what people want andwhat they are saying about you.‣ Solicit feedback on new offerings/ideas‣ Follow and build lists of key audiences‣ Monitor your Twitter reputation‣ Research journalists, policymakers, other influentials
  • 10. Case Study H&R Block monitors Twitter for positive and negative remarks about company services and directly engages customers.
  • 11. Strategy Inform Converse Learn Promote RewardUse 90 percent of your time on Twitter to inform, converse and learn. The other 10percent can be all about you.‣ Tout new products, services and features‣ Give loyal followers key information about your brand so they can take your story to friends‣ Ask people to retweet (but don’t be pathetic)‣ Encourage followers to take action‣ Advertise to build audience and share company messaging
  • 12. Advertising On Twitter‣ Target existing audiences based on who they follow‣ Run ads before/during/after major events (i.e., Super Bowl)‣ Build ads around airing of popular TV shows‣ Post Twitter-exclusive discounts
  • 13. Case Study Inform Converse Learn Promote Reward
  • 14. Case Study Inform Converse Learn Promote Reward
  • 15. The Best Of The Best
  • 16. Strategy Inform Converse Learn Promote RewardYour brand activists don’t need incentives to tell your story, but they deserve them andcertainly will appreciate them.‣ Start with a simple “thank you” for retweets‣ Sponsor contests that offer compelling rewards (including brand products and services)‣ Grant insider access to your most loyal “ambassadors”
  • 17. Case Study The National Lottery UK gave away VIP tickets to the Summer Olympics.
  • 18. Case Study San Francisco-based Esurance gave followers the chance to win VIP concert tickets for answering “insider” questions.
  • 19. Twitter Timing Is Everything Timing Frequency‣ Peak times and days: 1-3 p.m. ‣ “Users who tweet between 10 and 50 times per Monday through Thursday for the most day have more followers on average than those link clicks, two hours earlier for the that tweet less frequently” (HubSpot) most visibility and retweets (bit.ly) ‣ Average: 4 tweets per day‣ Spread tweets throughout the day; ‣ Sweet spot: 22 per day, or one per hour don’t bunch them together ‣ Rule of thumb: three tweets per blog post‣ Schedule evergreen tweets for off hours and weekends ‣ Know when to blog instead of mini-blog
  • 20. How To Write For TwitterAttention spans are short in the Twitter era. To be noticed, you must write tweets thatare not only concise but also precise.‣ Use proper grammar, and adopt a consistent Twitter style‣ Consider the 4-U approach to writing‣ Be as short as possible -- but as long as necessary‣ Spurn the canned promotional language of press releases‣ Avoid automated content (be a person, not a robot)‣ Tease the story with links and engaging quotes‣ Highlight key facts, ask compelling questions‣ Start tweets with topics when relevant (i.e., VIDEO, INFOGRAPHIC)‣ Use hashtags sparingly and with purpose
  • 21. Mind Your Twitter Manners DO DON’T ‣ Be evil (i.e., mean)‣ Say thank you ‣ Auto-follow or auto-DM‣ Give credit (retweets, @mentions, links) ‣ Engage trolls and flamers‣ Provoke thought ‣ Provoke people‣ Be transparent ‣ Retweet without comment if you’re not‣ Use direct links endorsing the view ‣ Drive traffic to your home page