Uses for Twitter in Business • Branding • Recruiting • Traffic building • Professional networking • Public Relations (PR) • News updates • Prospecting • Feedback • Peer relations • Competitive tracking • Search engine optimization • Mobile visibility
What is Twitter Add pictures Add your location Twitter is a social networking and microblogging service that allows you answer the question, "What are you doing?"by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."
Getting Started• Sign up • Produce some tweets • Create your account • Don’t start following people on • If tweeting for business, choose twitter until you’ve published some username linked to business (i.e. tweets! Why would anyone follow “@tribaltalk” you if you haven’t even bothered to update?• Fill out that profile • 160 characters; people use this information to decide whether they follow you • Use keywords • Link to your website • Include photo or logo, depending on intended use• Change the default background • Choose images and themes consistent with the intended persona • Pay attention to business marketing guidelines
ANATOMY OF A TWEET This changes a long website address into a short one so it If you @ someone takes up less of the they will receive it 140 character space in their mentions available stream A # is called a A retweet (RT) is hashtag and where someone likes allows people to your tweet and then search on forwards it on to their subjects, topics, int followers erests
Terms• Twit • Mentions/@replies – User of Twitter – @reply means a Twitter update (a tweet) that is directed to another; it will• Tweet be saved in the users "Replies" tab. – Message • Shortened URL• ReTweet – Shorted website address or url using tool – Forwarding to your followers like www.bit.ly someone else’s message • Hashtags• Follower vs. Following – users prefix a message with a hashtag to – follower is someone who subscribes enable others to discover relevant posts to receives your updates e.g. #news – following someone means you will see their messages in your own • Tweeps personal timeline – Meaning Twitter people. It is used to refer to or describe• DM Twitter users – DM = Direct Message is a way to sent someone a private tweet.
Url ShortenersWhat do they do?Takes long URLs (web addresses) andturns them into 25 character short URLS http://bit.ly Provides tracking metricsExample:http://www.telegraph.co.uk/finance/financialcrisis/8846201/Debt-crisis-live.html Goo.glTo from Google with tracking metricshttp://tgr.ph/sgahzBLeaves you more room for your Tweet
HASHTAGSDescription Why Use Hashtags? • Organise tweetsNo Punctuation • Trending topics • Use for group discussion/subject • Organising an eventKeep Short and involving people/introductions
HASHTAGS Before creating your own Create a hashtag e.g. for an hashtags check to see if anyone event, let people know so they can else is using it. talk about it, ask questions, find each other before the event.
HASHTAGS Listen • Trending topics • See what is trending • News • Crisis • Celebrity gossip • Business
HASHTAGSUse advanced Twittersearch to search hashtagsand combine with othersearch termsSearch of specific accountsto find people or acrossmentionsSearch based on geography(relies on location withinprofile)Search on “sentiment”negative / positive termsused in tweets
TWITTER TIPS – FINDING FRIENDS CLICK CLICK HERE HERE These are suggested friends that Twitter puts forward Use your other networks and contacts to kick start the people you follow
Types of Things People Twitter about• Information Sharing• Self Promotion• Opinions/Complaints• Statements and Random Thoughts• Me now• Question to followers• Anecdote (me)• Anecdote (others)
IdeasDo I have anything interesting to say?What do you enjoy?Coffee, Flowers, Wine, Food, Golf, Travel, Cause, Meetings, Cherries…
TWITTER TIPS Customise the Include the Include a brief background to address to your description about match your brand. website your organisation
TWITTER BACKGROUND TOOLSFree Twitter Designer Free Twitter Layout Free Twitter Designer! It allows you to personalize Free layouts your Twitter and background. backgroundsFree Twitter Backgrounds TwitBacks A directory of free A directory of Twitter free Twitter backgrounds backgrounds
TWITTER TIPS If appropriate add in Use lists for: your face and/or Clients people who manage Partners the social media – Research make it human Friends…
TWITTER TIPS – FINDING FRIENDS CLICK HERE Use your other networks and contacts to kick start the people you followThese are suggestedfriends that Twitterputs forward Tip Use LinkedIn contacts or business cards to look up and follow people in your field Add “Follow Me on Twitter” to your emails, web site, and other communications
70-20-10 Rule of Engagement 1. Be clear and concise 2. Be simple 3. Be relevant 4. Ask away 5. Sound like a human being 6. Don’t imitate the voice of the community
Ideas for BusinessFocus on adding value to yourtarget audience/followers: • Demonstrate you know your market • Pass on good articles/blog posts about your market • Comment on others’ tweets • Talk about topical subjects, not just yourself • Retweet others good posts/news • Send occasional promotional tweets • Attach interesting photos
Some ideas• Engaged and interact with your current clients and potential clients• Inspire conversation to support communications goal• Create buzz around an offline event before, during, and after• Get new ideas and feedback on programs, products and services• Customer service and retention• Drive traffic to web site or blog• Recruit new employees• Advertise events, activities, products and promotions (exclusives)
Some ideas• Coordinate meetings with colleagues and clients• Identify Influencers like journalists using Twitter and encourage them to use you as a source• Identify and build relationships with organisations in your market sector• Tweeting key points about your issues affecting clients/your market• Learn and listen to competitor activity• Ask questions, conduct market research• Publish recent news or blogs
Let People Know You’re on Twitter Where to put your Twitter name Business Cards/ Stationary Website Email Signature Window/Reception Decals On Vehicles, Adverts - Print, Radio + TV
Some Integration Options If you like tweeting then integrating your feed into Facebook will cause you to be seen as a spammer. Ideally post 1-3 times per day on Facebook dependent on your audience
Twitter Statistics The average Linkedin user is 44 years old The averageInfochart sources: blog Buffer Facebook user is 38 years old Male – Female Ratio Demographics The average Twitter user is 39 years old Infochart sources: blog Adage Source: All Facebook http://bit.ly/tl52gc
Twitter StatisticsIn June Pew Research undertooka survey of 2,277 Twitter profilesand determined that Twitteradoption among internet usersin the United States hadincreased significantly.Their analysis, Twitter usageamongst all online adults hadleapt to 13% (from 8%), and themale demographic had doubledin size to 14% (from 7%).
People Are Sharing Share of posts by AddtoAnyMost Tweets do not share links.Twitter drives website trafficProvides opportunity forengagement as well as referringto sites
Twitter Shows Strong Growth • Inspire conversation to support communications goal • Create buzz around an offline event before, during, and after • Get new ideas and feedback on programs and services • Drive traffic to web site or blog • Recruit advocates
People Follow Brands People follow brands to receive exclusivity, promotions, and be “in the know” Followers read brand posts more than they tweet about brands 75% of followers have never “un-followed” a 60% of followers say they’re more likely toSource: Chadwick Martin Bailey brand recommend a brand to a friend after following”
Sharing Statistics Links on Twitter receive 4.8 clicks, while on Facebook links receive 4.3 clicks, and on email 1.7 clicks. Based on Bit.ly research, the half-life of a shared link depends on the platform where it’s shared. The half-life of a shared link on Twitter is 2.8 hours
The Psychology Of Twitter Other noted reasons: • Tweeting too many quotes • self-promotion • anger issues • too self-centered • don’t share anything new • not enough conversation • not interesting
Where do you place a linkhttp://danzarrella.com/new-twitter-data-optimal-link-placement-for-clicks.html#
Sharing StatisticsTakeout: your best time to The vertical line represents the According to a report fromTweet for Click Through average click through rate (CTR) BrightEdge:Rates is mid week and – followers to clicks. The “Websites that displayweekend. horizontal line represents the Twitter’s Tweet button on number of links tweeted per their homepage get sevenUse a tool like Tweriod to hour. times more social mediafind out when your mentions than sites withoutfollowers are online and the Takeout: you can achieve a the button”best time to Tweet. higher click through rate if you tweet between 1 – 4 times per hour.Source: Kissmetrics Source: Kissmetrics and Dan Zarrella
Track ResultsDetermine:Which channels deliver webtraffic?Twitter, Facebook, email, Linkedin...What about conversion rate?Build measuring funnelsTO DO:Set up Google Analytics andconnect with HootSuite along withOw.ly click stat reports
More Tools Pluggio Buffer Enables to you to build targeted Build a targeted lists, get reports on list of tweets that your activity and are scheduled some stats. Free based on your version is very following. These basic, but are delivered over moderate price for the course of the more functionality. day. SocialOomph Timely A complete Twitter Automation and Analytic Tool. Timely schedules Provides useful Tweets based upon tools for keyword the best time to analysis deliver them. reports, follow backs, and reporting.
Understand The Toolshttp://www.briansolis.com/2011/01/exploring-the-twitterverse/
STRATEGY, OBJECTIVES, TACTICS OBJECTIVE STRATEGY TACTICSEvery business or Strategies are the things you Whereas strategies establishorganisation has objectives. need to do to accomplish a broad outline of how youThey are simply a matter of your objectives. If your want to achieve yourdeciding where you want to objective is where you want objectives, tactics arebe and when you want to your company to be, the specific actions.get there. strategy is the route you need to take to get there.For example: if the purpose of your For example: if the objective is to For example: If you strategy is tomarketing plan to launch a new sell 10k of units through website target segment A profiles for yourproduct to a targeted audience – within 3 months: strategy might be new product:segment A: one or more of the following: “Target relevant segment AIf so your objective might read: • Increase website traffic using influencers on Twitter and develop Twitter relationship with them”“Achieve 10k sales of product • Increase the sharing of contentthrough website within first 3 e.g. blogmonths.” • Increase no of followers based on customer segment A profile
Set a Strategy Strategy Listen Create Engage Customer Target and follow your Create relevant news, info, links Develop relationships with existing and potential and tips that is relevant to them people and foster community Relationships customers. Listen to their and helps them with their issues around your brand and people interests, concerns, issues and and problems. passions. Sales Leads Listen in real time for Respond with helpful advice and Interweave contact methods to potential opportunities provide relevant solutions develop contact opportunities. Reputation Listen for your Create policy regarding Respond manage and moderate. brand/products and key situations/comments. management people online. PR Listen to target audience and Use insights to develop creative Respond to people, amplify and gain insight into behaviours, PR campaign around brand. Create engage with audience passions and interests content/articles and involve community influencers Promotions Target and follow target Build in offers and promotional Use feedback and success stories profiles; interested in similar mechanics e.g. links, Twtpic to build on campaign. Foster and products/services reward brand champions / advocates Event Coverage Integrate Twitter into event Develop hashtag for event; ensure Develop interaction with people communications e.g. email, pre-event good questions are pre/during and post event website…Listen to interest shared and build on coverage e.g. press articles
Match Twitter to Your Target AudienceAs a trend the average ageis becoming lower. Incontrast the average ageof a Facebook user isgetting older.
Match Twitter to Your Target AudienceAge has an effect on social mediausage, according to Umpf, theirfindings revealed that more than halfof all pensionable UK adults were onFacebook, with more than a third alsousing YouTube on a regular basis;proof, if any were needed, that socialmedia is not the preserve of theyoung. Marketers, take heed!
Twitter Analysis Tools TweetStats tHE ARCHIVIST TweetStats The Archivist was provides simple built by Mix statistics for Online, a group of Twitter including designers and tweeting style developers at and tendencies. Microsoft. Klout Crowdbooster Crowdbooster does a great job of tracking your retweets and proving good statistics.
Twitter Analysis Tools TweetLevel Twitalyzer Calculates the Twitalyzer trends level of popularity thirty different of a user of metrics so you can Twitter. decide which measures are right for you and which are meaningful for your business. TweetGrader Trendistic Trendistic allows you to track trends in Twitter
Research Twitter is an invaluable resource for PollDaddy Create marketing and public relations surveys, polls, and professionals, largely because of quizzes. Collect responses via the promotion and relationship your website, natures of the network. You can e- use these basic tools to ask mail, iPad, Facebo questions of your own network for ok, and Twitter. Generate and feedback and suggestions share easy-to- read reports. TwTPoll Enter your Twitter Polls.Tw Create polls that name, poll you can post to question, and Twitter. You need answer options to to specify the create your short question and the query. Your poll options that you can be shared via want to provide email, Twitter, or to the use. Facebook,
Finding People Twellow TweetFind Search for people Search for people based on locality based on locality – ranks according – ranks according to influence. You to influence. You are able to follow are able to follow them within the them within the platform. Also platform. Also features a map. features a map. Just Tweet It Increasr A twitter An easy to directory use Twitter sorted by follower tool interest
Finding People Local Follow Filter Tweeps Search for people Search for people based on locality locally. and keywords in their bio. FriendLyx Twiends You can list yourself FriendLynx searches by for each of your interests and count Facebook friends on ry, and can find Twitter and helps interesting people you follow them. to follow and cool Twitter applications to use.
TWITTER TIPS Able to follow Search by your location people directly in Twellow
Follow and Unfollow People Does Follow Qwitter Twerp Scan Twitoria Tool to check if one person Follow, unfollow or block Shows activity of the people follows another person Daily reports on unfollows contacts youre following Follow Cost Just Unfollow Is Follow TweetFindToolsFind out how frequently Easy tool to unfollow those Find out who is following - Tool to unfollow people thatpeople update / tweet) that are not following you. enter two usernames dont follow you Tweepi Friend or Follow Fllwrs Manage FlitterReview and clean your list of Keeps track of who is and Great tool to sort out yourfollowers Who is and isn’t following you isn’t following followers
Listening, Trends and Tags Social Mention Monitter Crowdbooster TwitScoop Social media search engine Real time twitter search tool Real time twitter search tool Search and follow whats incl: Twitter based on keywords. based on keywords. buzzing on twitter in real-time. Twazzup TweetMeMe Twistori Topsy Realtime search results from Trending stories and news. Live feed of Tweets showing Real Time Search For Twitter Twitter loves, hates, believes, wishes Favstar Sulia Twendz Twit Links Explore Twitter Trending funny tweets Headlines and interest streams Conversations and Sentiment aaaaaaa Hashtagify Search Hash Hash Mash HashTags
Lists and Groups Formulists Group Tweet One of our favorite apps. GroupTweet Formulists will enables 2 to help you create 100,000+ lists for you contributors to based upon tweet from the certain criteria / same account. keywords. Crowd Status Twitter Groups Crowdstatus is Twitter Groups made up of allows you to send a crowds, each message to those crowd contains groups without people and each needing to send the person in the message to each crowd has a person one at a status. time!
As an Organisational Tool PlanyPus My Chores Planypus is a wiki for your social life. The Build and easiest way to track your share plans with tasks your friends. TwitterCal Remember the Milk Integrate and Manage tasks on share your Twitter as well as Google Calendar set notifications with Twitter
Distributing Pictures, Videos and Files TwitPic TwitVid TwitPic allows Easily Post you to post Videos or photos or videos Photos on from your Twitter (you can phone, from the also post to site, or through Facebook) email. Twitxr Moby Picture Directly share your photos, videos and Share pictures audio with your on Twitter via friends on your your mobile favorite social phone sites: facebook, twitter, f lickr, youtube, and more!
Interesting Visual Tools TwitArcs TwitterFall MentionMap 5KBrowser A spacey way to “see” Visualization tool that shows An interesting real time Creates a "mindmap" type connections on connection to people and browser of Twitter activity view of mentions by Twitter, something that is content. by keyword / user / etc username nearly impossible on the site itself. Twitter Fountain TwitterStream TweepsKey PortWiture Portwiture is mainly for fun. Cool way to view tweets by It is an interactive tool to let This app generates a graph It takes a look at your recent person/ keyword in real time you create StreamGraphs of your Twitter Twitter statuses and gives on big screen. from the latest tweets based followers, displaying them as you a visual look on a given word or user. coloured dots.
Integrate Your Facebook Page to Twitter 1. Go to your Facebook page – click Edit Page 3. Link page to Twitter 2. Click on resources
Tips• Do track your progress using social analytics tools• Do Inspire conversation to support communications goal• Do find your niche community & stay focused on that topic• Do Create buzz around an offline event before, during, and after• Do Identify and build relationships with allies & supporters• Don’t delete or Ignore negative feedback, address it• Don’t use your friends and followers for their networks• Don’t only broadcast about your org, share stories & respond• Don’t be a control freak: guide conversations• Don’t just expect someone will run your SM
Rules of Content In a CommunityThe reality will be different forevery community and business.When designing and building yourcommunity, you should always:1. Remember that while your top participants will lay the 1% • Experts foundation for your community, success at scale will depend as much on the 100,000 9% • Enthusiasts users who make one post as the 100 who make 1000.2. Toward that end, you must create 15% • Dabblers an aspirational environment, with a low barrier to entry and a clear path to move up the ladder of 75% • Spectators participation. 70
Developing the Conversation5 reasons business is social
Tips• Be useful. Be helpful. Be an authority• Demonstrate you know your market• Promote your work thoughtfully• Share links and knowledge• Use LinkedIn contacts or business cards to look up and follow people in your field• Alternate between your business and something more personal e.g. comments about the movement in market conditions tempered with Tweets about your passion for creative design.• Add your Twitter account and “Follow Me on Twitter” to your emails, web site, and other communications• Focus on one or two of your followers a day. Spotlight something about them in a tweet. They’ll notice.
USING SOCIAL MEDIA • Observe and understand the conversations Listen • Discover the platforms relevant to your audience • Gain insights • Set benchmarks • Engage in conversation on the social Engage web • Add value to your community • Build relationships online • Respond to feedback • Lead the conversation Influence • Develop your brand at the heart of the community • Drive traffic to your online properties
Some More Resources• Slide deck on social media and learning in the workplace as context for tool exploration http://c4lpt.co.uk/library/janes-articles-and-presentations/social-media-and-its-impact-on-how- we-learn-in-the-workplace-2/• A tool selection process described for educationalists http://web2survivalguide.wordpress.com/web-20-and-education/choosing-the-right-tool/• http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/ - 50 Ideas on Using Twitter for Business – Chris Brogan• http://technmarketing.com/web/11-things-to-avoid-when-using-twitter/ - 11 Things to Avoid When Using Twitter | Tech N’ Marketing.• http://twitterhandbook.com/ - Twitter Handbook — How good people make BIG things happen - FAST!• http://econsultancy.com/blog/4162-the-10-twitter-commandments - The 10 Twitter Commandments – Econsultancy• http://blog.neworld.com/2011/15-of-the-best-twitter-campaigns/ - 15 Good Twitter Campaigns• http://www.smashingmagazine.com/2009/03/02/twitter-web-designer-and-developer-toolbox- api-and-tutorials/ - 50 Twitter Tools and Tutorials For Designers and Developers• http://www.mpdailyfix.com/4-steps-to-launching-a-successful-twitter-chat - This is an excellent how-to guide to launching a Twitter chat.• http://www.socialmediaexaminer.com/26-twitter-tips-for-enhancing-your-tweets - 26 tips to get you Tweeting better.• http://adage.com/adagestat/post?article_id=146612 - If you’re using Twitter, you’ll find these tips to be essential.• http://mrpublicrelations.blogspot.com/2010/11/35-big-twitter-hashtags-for-pr-pros.html - Valuable list of key PR hashtags on Twitter.
HOW WE CAN HELP YOUSome ideas on how we can help your organisation:1. Train and develop internal teams2. Workshop ideas and creative for campaigns3. Develop Facebook pages and apps4. Increase awareness of your brand through PR, Social Media and Online Marketing5. Mobile websites to help you become Smartphone (iPhone, Blackberry, Android) ready6. Manage your Social Media for you: blogs, Tweets, Facebook fan posts, press articles and news - starting from £400 per month7. Produce Websites that are socially integrated and SEO optimised8. Provide outsourced technical solutions for integrating systems9. Help you improve the performance of your Online MarketingFor more information:Contact us on: 01295 722842Email: email@example.com