Heather Morrison - Making Twitter Your Best Friend: Twitter Strategies Exposed

Making Twitter Your Best Friend: Twitter Strategies Exposed Heather Morrison1 | Twitter Strategies – Canada Helps

Agenda• Meet and greet• Growing your following• Developing content• Managing distribution of content• Measure, measure measure• Discussion 2 | Twitter Strategies – Canada Helps

Who Am I?• Heather Morrison• Digital and Community Strategist for Sequentia Environics• Fitness nerd• Avid traveller• Food lover 3 | Twitter Strategies – Canada Helps

Developing a Twitter StrategySo, you have a Twitteraccount……Now what? How do youkeep it going? 4 | Twitter Strategies – Canada Helps

INCREASE YOUR FOLLOWING5 | Twitter Strategies – Canada Helps

1. Set Up a Following Program 6 | Twitter Strategies – Canada Helps

Set Up a Following Program• Set Up ongoing searches• Include active Twitter searching for: • Your brand name • Campaign names • Competitor names • 3-5 key words that are relevant to your cause and audience 7 | Twitter Strategies – Canada Helps

Set Up a Following ProgramUse free tools likeTweetdeck andsearch.twitter.com tohelp! 8 | Twitter Strategies – Canada Helps

2. Actively Seek Out New People 9 | Twitter Strategies – Canada Helps

Actively Seek Out New PeopleLook for peoplewith relevant keywords in their biousing tools likeFollowerWonk.This will help youfind and add newpeople who arerelevant to yourcause. 10 | Twitter Strategies – Canada Helps

3. Promote!11 | Twitter Strategies – Canada Helps

Promote• Promote your Twitter feed on your other social channels: • Email/Newsletter subscriptions • Embed in your signature • Website • LinkedIn • Blog 12 | Twitter Strategies – Canada Helps

Promote• Use Hashtags (#) where possible to help interested parties find and follow your tweets and events. 13 | Twitter Strategies – Canada Helps

FOCUS ON CONTENT (THIS IS A BIGONE!!)14 | Twitter Strategies – Canada Helps

1. Use a Mix of Content Types15 | Twitter Strategies – Canada Helps

Content TypesProvide valuable information toyour followers!!Rule of thirds can help: Value- Promo Added•1/3 Value-Add – educational,informative, etc.•1/3 Interactive – polls, open Interactivequestions, etc.•1/3 Promotional – donation orevents information, etc. 16 | Twitter Strategies – Canada Helps

2. Use a Mix of Content Sources17 | Twitter Strategies – Canada Helps

Content Sources1. Original content • Links to newsletters • Articles or blog posts • Website updates 18 | Twitter Strategies – Canada Helps

Content Sources2. Curated Content • Latest news around your area of expertise • Other blogs, news sources, magazines, etc. 19 | Twitter Strategies – Canada Helps

Content Sources3. Retweets and @mentions of people you are following 20 | Twitter Strategies – Canada Helps

3. Plan Your Tweets21 | Twitter Strategies – Canada Helps

Tweet!• Plan to tweet at least 2-3 times per day• Plan as far ahead as possible • Original content can be planned in advance, as soon as you know about an event, blog post or article. • Curated content should be planned daily based on the latest news and articles. 22 | Twitter Strategies – Canada Helps

4. Manage Your Content23 | Twitter Strategies – Canada Helps

Content Management and DistributionIt can be hard tomanage content in atime strapped world..But there are ways tomake it easier! 24 | Twitter Strategies – Canada Helps

Editorial CalendarsCreate aneditorial calendarInclude yourplanned tweetsfor each day 25 | Twitter Strategies – Canada Helps

Editorial CalendarAlign this calendar to your editorial calendar for othermarcomm activities 26 | Twitter Strategies – Canada Helps

METRICS: SO IS IT WORKING??27 | Twitter Strategies – Canada Helps

• Measurement is essential to all social media programs• It lets you know what’s working and what may need to be changed• Feeds information back into your strategy and planning 28 | Twitter Strategies – Canada Helps

1. What Should I Measure?29 | Twitter Strategies – Canada Helps

What to Measure• Depends on the your goals/objectives.• Measurement frameworks will be different for everyone.• Most companies start with: • Engagement • Awareness • Brand Relevance 30 | Twitter Strategies – Canada Helps

Engagement• Engagement measurements look at direct engagement your brand • mentions • @ replies • retweets • direct messages. 31 | Twitter Strategies – Canada Helps

Awareness• Reach looks at data relating to potential reach on each channel • # of Twitter followers • Hash tag popularity and reach • # of links to your brand’s website posted through major URL shorteners. 32 | Twitter Strategies – Canada Helps

Brand Relevance• Brand relevancy and perception looks at how the audience views your brand including: • Sentiment – positive, negative, neutral. • Key Words – which words are most commonly associated with your brand? Topic – Is there a specific topic that seems to be hitting home with your audience? • Competitive analysis – share of voice, perception, etc. 33 | Twitter Strategies – Canada Helps

2. Measurement Tools34 | Twitter Strategies – Canada Helps

Tools for Measurement• Manually • Mentions • RTs 35 | Twitter Strategies – Canada Helps

Tools for Twitter Measurement• Bit.ly (or other URL shorteners) 36 | Twitter Strategies – Canada Helps

Bit.ly Metrics 37 | Twitter Strategies – Canada Helps

Tools for Twitter Measurement• Google Analytics 38 | Twitter Strategies – Canada Helps

Use a Measurement Dashboard• Develop a Measurement Dashboard to help keep track of your success• Fill in on a monthly basis 39 | Twitter Strategies – Canada Helps

RECAP• Twitter Strategy: • Start a follower program • Plan your content • Manage your content • Measure! 40 | Twitter Strategies – Canada Helps

Questions?41 | Twitter Strategies – Canada Helps

Heather Morrison - Making Twitter Your Best Friend: Twitter Strategies Exposed

by CanadaHelps / MyCharityConnects on Jun 07, 2011

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