+ 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
+ What is Social Media? It Is NOT… It Is… • Traditional Marketing Insightful • Easy sales Conversational • Free Targeted • Stand alone Cross-functional
+ 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.
+ 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
+ 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
+ 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
+ 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+
+ 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)
+ 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)
+ 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)
+ 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)
+ 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.
+ Profile Settings • Be sure to change your Avatar to something…ANTHING other than the default egg. • Enter something descriptive in Bio. • Include your location.
+ 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.
+ 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 also be automated using available tools discussed later
+ 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.
+ Who to Follow Suggestions • Twitter will make suggestions of others to follow based on those you follow already.
+ 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.
+ 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
+ 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
+ TweetBot for iPhone • By far the best, in my opinion • Excellent user interface, graphics, and detail • Manage your accounts on the go
+ 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 tweet with a link to the video • Video can be played on any format, including mobile and iPhones
+ Klout • Measure of overall online influence • Based on Facebook and Twitter measuring True Reach, Amplification Probability and Network Score
+ PeerIndex • Helps understand social and reputation capital online • Topic-based authority rankings • Assessment of authority and activity on a given subject
+ 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
+ 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!