+        Twitter In-Depth    Ritch Brandon    @RitchBrandon    @ TurnYourBrandON
+    Today’s Discussion    Focused on Becoming Twitterific    • Strategy to leverage platform    • Establishing a follower...
+    What is Social Media?               It Is NOT…                      It Is…    • Traditional Marketing      Insightfu...
+    Five Goals of Inbound MarketingListen Understand what your customers are saying about your brand.Network Leading the ...
+     Why    Tweet?             Social Media is for Kids!
+    Use of Social Network Sites    Percent by Age Group    90%                                                           ...
+     Social Media Demographics     Percent Using Social Networking by Age Group                                          ...
+     Twitter Growth by Age Group                                                                                    100% ...
+    Social Media Demographics    Average Age of Users                             LinkedIn     All Social Networking     ...
+    Relative Age of Site User                                                                                  Avg. Age o...
+    Relative Gender of Site User                                                                  Female                 ...
+    Relative Education of Site User                                                                          <           ...
+    Relative Income of Site User                                                                   $0-24K                ...
+    Where Site Visitors“Share”Posts
+    Strategy to     Leverage     Platform
+    Engagement Across Marketing Mix
+    10 Levels of Communication Intimacy
+    Spectrum of Online “Friendship”    Source: Mike Arauz, 2009
+    Strategic Approach to Twitter
+      Basic    Operation
+    Joining the Conversation       Learn the rules       Be interested. Be interesting       Leave a trail       Star...
+    Components of a Tweet       140 characters       @handle       #hashtags       URL shorteners         bit.ly    ...
+    Terminology       Tweet – Message or “post” up to 140 characters sent through Twitter       Tweeps and Twitterers –...
+    Profile Settings    •   Be sure to change your Avatar to something…ANTHING other than the        default egg.    •   ...
+    Profile Design    •   Profiles can have custom backgrounds. They should be 1280x960 pixels.    •   Be aware that the ...
+    Timeline    •   The Timeline is a running record of your tweets and retweets.
+    Lists    •   User curated lists of other tweeps    •   Helpful to focus Twitter feed on specific topics    •   Can al...
+    Following and Followers    •   The Following and Followers page will give you additional information about        eac...
+    Who to Follow Suggestions    •   Twitter will make suggestions of others to follow based on those you        follow a...
+    Direct Messages    •   Direct messages are personal, one-on-one messages between two tweeps.        Think of them as ...
+The Twittersphere
+    8 Basic Categories of Tools    1.   Core Management of         Accounts    2.   Mobile Apps    3.   Follow and Get Fo...
+Core Tools to  Manage  Twitter
+    Twitter’s Website                         Surprisingly                                     not the best way to      ...
+    Twitter’s Native App                                 In contrast to its website,                               Twitt...
+    Hootsuite    Web-based Multiple Account Manager                                                      Twitter        ...
+    TweetDeck    Web-based Multiple Account Manager                                                Twitter              ...
+    TweetAdder                         Paid desktop software                         Automated marketing               ...
+    Mobile    Tools
+    TweetBot for iPhone    •   By far the best, in my opinion    •   Excellent user interface,        graphics, and detai...
+    TwitBird for iPhone    •   Excellent user interface    •   Manage your accounts on the go
TweetDeck+  for iPhone •   Mobile companion of     TweetDeck’s desktop software •   Familiar layout and design
+    Hootsuite for iPhone    •   Mobile version of Hootsuite    •   Familiar layout and design    •   Statistical component
+    TwitVid for iPhone    •   Quickly and easily record short        video to be shared on Twitter    •   App creates a t...
+ Follow &Be Followed
+    Tweepi    •   Friend analysis    •   Identify followed Tweeps that should be flushed    •   Identify Tweeps following...
+    Formulists    •   Automated, self-updating list generation tool    •   Ability to identify followers of other users
+    Social Oomph    •   Robust management tool    •   Automated direct messages, auto following
+    Identifying        Key    Influencers
+    Klout    •   Measure of overall online influence    •   Based on Facebook and Twitter measuring True Reach, Amplifica...
+    PeerIndex    •   Helps understand social and reputation capital online    •   Topic-based authority rankings    •   A...
+    Social Mention    •   Aggregates content from across the Internet    •   Allows easy tracking and measuring of what o...
+    Analytics
+    Twitter Counter    •   Tracks and projects growth in Twitter Followers and Tweets
+    Twitalyzer    •   Calculated Impact Score    •   Influencer Type categorization
+    Tweet Grader    •   Broad assessment of how a Twitter account is performing    •   Suggestions to improve score
+    Tweet Reach    •   Calculates exposure of a tweet (number of impressions)    •   Provides list of actual tweets on th...
+    TweetEffect    •   Tracks changes in number of followers correlated with specific tweets
+    Search
+    Search.twitter.com    •   Search for tweets on specific criteria
+    Trendistic    Visually follow trends in topics discussed on Twitter
+    The Archivist    •   Comprehensive information from Twitter archive of tweets about a        specific topic, keyword ...
+    Display     Feeds
+    Visable Tweets    •   Rotating feed of tweets on a specific topic or from a specific account    •   Multiple display ...
+    Twitterfall    •   Stream feed of tweets on a specific topic or from a specific account    •   Multiple display optio...
+    Screenr    •   Captures screencasts from your computer    •   Provides a link to the video in a tweet    •   Videos c...
+    Integration     with other     Platforms
+Directory of More Tools
+    Twitter Eye    •   Reviews and highlights 3rd party Twitter tools
+ blog.TurnYourBrandON.com (marketingte.ch) •   Reviews and highlights 3rd party Twitter tools
+     Work    Session
+    Now What?       Establish or review your existing Twitter account           If the most obvious handle is available...
+    @RitchBrandon    @TurnYourBrandON
Twitter In-depth Introduction for Business
Twitter In-depth Introduction for Business
Twitter In-depth Introduction for Business
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Twitter In-depth Introduction for Business

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An in-depth introduction to Twitter for business

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  • Twitter In-depth Introduction for Business

    1. 1. + Twitter In-Depth Ritch Brandon @RitchBrandon @ TurnYourBrandON
    2. 2. + Today’s Discussion Focused on Becoming Twitterific • Strategy to leverage platform • Establishing a follower-base • Tools to manage accounts • Leveraging search function and lists • Integration with blogs, Facebook Pages, and other platforms • Identifying key influencers • Monitoring brand mentions • Incorporating Twitter into your customer service • Work Session
    3. 3. + What is Social Media? It Is NOT… It Is… • Traditional Marketing  Insightful • Easy sales  Conversational • Free  Targeted • Stand alone  Cross-functional
    4. 4. + Five Goals of Inbound MarketingListen Understand what your customers are saying about your brand.Network Leading the online conversation is the best way to communicate your message.Energize Give fans the tools they need to share your message among their peers.Embrace Ask clients for new ideas that drive better service and greater innovation.Support Enable customers to help each other when service arise.
    5. 5. + Why Tweet? Social Media is for Kids!
    6. 6. + Use of Social Network Sites Percent by Age Group 90% 83% 86% 73% 76% 67% 68% 58% 61% 48% 47% 18-29 45% 36% 36% 30-49 25% 25% 26% 50-64 22% 23% 16% 16% 65+ 12% 13% 7% 5% 7% 1% 4% 0% Sept-05 May-08 Nov-08 Apr-09 Dec-09 May-10 Sources: cnn.com| Pewinternet.org | royalpingdom.com | Flowtown
    7. 7. + Social Media Demographics Percent Using Social Networking by Age Group 60+ years old 50-64 years old 26% 47%Sources: cnn.com| Pewinternet.org | royalpingdom.com | Flowtown
    8. 8. + Twitter Growth by Age Group 100% 88% 33% 27% 13% All Adults 18-29 30-49 50-64 65+Sources: cnn.com| Pewinternet.org | royalpingdom.com | Flowtown
    9. 9. + Social Media Demographics Average Age of Users LinkedIn All Social Networking 44 Sites Facebook 37 years old 38 61% are 35+ Twitter 39 64% are 35+
    10. 10. + Relative Age of Site User Avg. Age of 39 Older United States, data sorted by average age per site, youngest at top Source: Google Ad Planner (U.S. demographics data)
    11. 11. + Relative Gender of Site User Female 60% Female Male United States, data sorted by average age per site, youngest at top Source: Google Ad Planner (U.S. demographics data)
    12. 12. + Relative Education of Site User < High School 74% Some College Graduate Degree United States, data sorted by average age per site, youngest at top Source: Google Ad Planner (U.S. demographics data)
    13. 13. + Relative Income of Site User $0-24K $150k+ United States, data sorted by average age per site, youngest at top Source: Google Ad Planner (U.S. demographics data)
    14. 14. + Where Site Visitors“Share”Posts
    15. 15. + Strategy to Leverage Platform
    16. 16. + Engagement Across Marketing Mix
    17. 17. + 10 Levels of Communication Intimacy
    18. 18. + Spectrum of Online “Friendship” Source: Mike Arauz, 2009
    19. 19. + Strategic Approach to Twitter
    20. 20. + Basic Operation
    21. 21. + Joining the Conversation  Learn the rules  Be interested. Be interesting  Leave a trail  Start courting customers and influencers
    22. 22. + Components of a Tweet  140 characters  @handle  #hashtags  URL shorteners  bit.ly  goo.gl  ow.ly  RT  DM
    23. 23. + Terminology  Tweet – Message or “post” up to 140 characters sent through Twitter  Tweeps and Twitterers – Twitter users  Avatar – Personal image uploaded to your Twitter profile  DM – Direct private message that begins d username  FF – Follow Friday  Listed – To be included in another Twitter user’s list  List – Curated groups of other Twitter users Fail Whale – Twitter error message  Mention – Mentioning another user in a Tweet by including the @username  OAuth – A method to allow a user to grant a 3rd party access to their account without giving up their password  Retweet – The act of forwarding another user’s tweet to your followers. Can also be a noun.
    24. 24. + Profile Settings • Be sure to change your Avatar to something…ANTHING other than the default egg. • Enter something descriptive in Bio. • Include your location.
    25. 25. + Profile Design • Profiles can have custom backgrounds. They should be 1280x960 pixels. • Be aware that the middle of your background will be obscured by content.
    26. 26. + Timeline • The Timeline is a running record of your tweets and retweets.
    27. 27. + Lists • User curated lists of other tweeps • Helpful to focus Twitter feed on specific topics • Can also be automated using available tools discussed later
    28. 28. + Following and Followers • The Following and Followers page will give you additional information about each of your friends and whether you are returning the favor of following them. • You can also “Unfollow” anyone from this page.
    29. 29. + Who to Follow Suggestions • Twitter will make suggestions of others to follow based on those you follow already.
    30. 30. + Direct Messages • Direct messages are personal, one-on-one messages between two tweeps. Think of them as emails. • DMs are also limited to 140 characters. • DMs can only be sent to people who are following your account.
    31. 31. +The Twittersphere
    32. 32. + 8 Basic Categories of Tools 1. Core Management of Accounts 2. Mobile Apps 3. Follow and Get Followers 4. Identifying Key Influencers 5. Analytics 6. Search 7. Display Feeds 8. Integration with other platforms
    33. 33. +Core Tools to Manage Twitter
    34. 34. + Twitter’s Website  Surprisingly not the best way to manage your account  One account at a time  Poor User Interface  No scheduling feature  No integration with other platforms
    35. 35. + Twitter’s Native App  In contrast to its website, Twitter’s native app (Mac) is quite good  Multiple accounts at a time  Resides in top tool bar and runs in background  Nice UI with new tweet alerts  No scheduling feature  No integration with other platforms
    36. 36. + Hootsuite Web-based Multiple Account Manager  Twitter  Facebook Profiles and Pages  LinkedIn  WordPress  MySpace  Foursquare
    37. 37. + TweetDeck Web-based Multiple Account Manager  Twitter  Foursquare  Google Buzz
    38. 38. + TweetAdder  Paid desktop software  Automated marketing  Search Tweets for potential marketing/following opportunities  Search specific locations  Automate follow/follow back/ Thank-you messages  Follow others’ Tweeps/lists
    39. 39. + Mobile Tools
    40. 40. + TweetBot for iPhone • By far the best, in my opinion • Excellent user interface, graphics, and detail • Manage your accounts on the go
    41. 41. + TwitBird for iPhone • Excellent user interface • Manage your accounts on the go
    42. 42. TweetDeck+ for iPhone • Mobile companion of TweetDeck’s desktop software • Familiar layout and design
    43. 43. + Hootsuite for iPhone • Mobile version of Hootsuite • Familiar layout and design • Statistical component
    44. 44. + TwitVid for iPhone • Quickly and easily record short video to be shared on Twitter • App creates a tweet with a link to the video • Video can be played on any format, including mobile and iPhones
    45. 45. + Follow &Be Followed
    46. 46. + Tweepi • Friend analysis • Identify followed Tweeps that should be flushed • Identify Tweeps following you that should be reciprocated
    47. 47. + Formulists • Automated, self-updating list generation tool • Ability to identify followers of other users
    48. 48. + Social Oomph • Robust management tool • Automated direct messages, auto following
    49. 49. + Identifying Key Influencers
    50. 50. + Klout • Measure of overall online influence • Based on Facebook and Twitter measuring True Reach, Amplification Probability and Network Score
    51. 51. + PeerIndex • Helps understand social and reputation capital online • Topic-based authority rankings • Assessment of authority and activity on a given subject
    52. 52. + Social Mention • Aggregates content from across the Internet • Allows easy tracking and measuring of what others are saying about you, a new product, or topic • Monitors 100+ social media platforms including Twitter, Facebook, YouTube
    53. 53. + Analytics
    54. 54. + Twitter Counter • Tracks and projects growth in Twitter Followers and Tweets
    55. 55. + Twitalyzer • Calculated Impact Score • Influencer Type categorization
    56. 56. + Tweet Grader • Broad assessment of how a Twitter account is performing • Suggestions to improve score
    57. 57. + Tweet Reach • Calculates exposure of a tweet (number of impressions) • Provides list of actual tweets on the search topic
    58. 58. + TweetEffect • Tracks changes in number of followers correlated with specific tweets
    59. 59. + Search
    60. 60. + Search.twitter.com • Search for tweets on specific criteria
    61. 61. + Trendistic Visually follow trends in topics discussed on Twitter
    62. 62. + The Archivist • Comprehensive information from Twitter archive of tweets about a specific topic, keyword or phrase
    63. 63. + Display Feeds
    64. 64. + Visable Tweets • Rotating feed of tweets on a specific topic or from a specific account • Multiple display options • Excellent for events, on-location feedback
    65. 65. + Twitterfall • Stream feed of tweets on a specific topic or from a specific account • Multiple display options • Excellent for events, on-location feedback
    66. 66. + Screenr • Captures screencasts from your computer • Provides a link to the video in a tweet • Videos can be watched on all platforms, including mobile
    67. 67. + Integration with other Platforms
    68. 68. +Directory of More Tools
    69. 69. + Twitter Eye • Reviews and highlights 3rd party Twitter tools
    70. 70. + blog.TurnYourBrandON.com (marketingte.ch) • Reviews and highlights 3rd party Twitter tools
    71. 71. + Work Session
    72. 72. + Now What?  Establish or review your existing Twitter account  If the most obvious handle is available, use it!  Start by following others  Retweet others  Remember that Tweets are PUBLIC! Don’t say something stupid!  Create your own tweets  Integrate with other social media!
    73. 73. + @RitchBrandon @TurnYourBrandON
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