Twitter In-depth Introduction for Business

+ Twitter In-Depth Ritch Brandon @RitchBrandon @ TurnYourBrandON

+ 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.

+ Why Tweet? Social Media is for Kids!

+ 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)

+ 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  Start courting customers and influencers

+ Components of a Tweet  140 characters  @handle  #hashtags  URL shorteners  bit.ly  goo.gl  ow.ly  RT  DM

+ 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.

+The Twittersphere

+ 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

+Core Tools to Manage Twitter

+ 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

+ Hootsuite Web-based Multiple Account Manager  Twitter  Facebook Profiles and Pages  LinkedIn  WordPress  MySpace  Foursquare

+ TweetDeck Web-based Multiple Account Manager  Twitter  Foursquare  Google Buzz

+ 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

+ Mobile Tools

+ 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

+ Follow &Be Followed

+ Tweepi • Friend analysis • Identify followed Tweeps that should be flushed • Identify Tweeps following you that should be reciprocated

+ 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, 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

+ 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 the search topic

+ 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 or phrase

+ Display Feeds

+ Visable Tweets • Rotating feed of tweets on a specific topic or from a specific account • Multiple display options • Excellent for events, on-location feedback

+ Twitterfall • Stream feed of tweets on a specific topic or from a specific account • Multiple display options • Excellent for events, on-location feedback

+ Screenr • Captures screencasts from your computer • Provides a link to the video in a tweet • Videos can be watched on all platforms, including mobile

+ 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, 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!

+ @RitchBrandon @TurnYourBrandON

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Twitter In-depth Introduction for Business

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