AMA Twitter for Marketers

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AMA Twitter for Marketers, June 16, 2010, Chicago delivered by Bernie Borges.

AMA Twitter for Marketers, June 16, 2010, Chicago delivered by Bernie Borges.

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  • LogInsTweeSpeed noneTwitter FindandConvert amanda4688HootsuiteFindandConvert amanda4688TweetDeckSocialOomphFindandConvert amanda4688Klout: FindandConvert FnCrocks10WhatthehashtagFindandconvert amanda4688TwitpicFindandConvert amanda4688 Listorious Login via TwitterTweetReach no loginHubspot Twitter Grader no loginMrTweetfindandconvert amanda4688Kloutsingin thru TwitterTwellowfindandconvert FnCrocks10ManagerFlitter login with TwitterTwitalyzer USE ANY TWITTER USERNAMETwitter Analyzer usernameUnilyzer Oragenics Socialmedia09
  • Insert into twitter
  • ·      
  • Content of TweetsPointless babble – 41% Conversational – 38% Pass-along value – 9% Self-promotion – 6% Spam – 4% News – 4%
  • Note change facebook after tweaks
  • Location?By turning on this feature, you can include location information like neighborhood, town, or exact point when you tweetProtect my Tweets?Do not use if your objective is branding
  • Managing connections add slide
  • So be careful in choosing names for your listsTwitter lists are viewed by everyone following you so be careful how you identify your lists.Use Twitter lists to track influential followersMaximum on any list is 500 friends (following)Avoid words such as competitor, etcCheck the lists you are on and be sure to follow back those that have listed you
  • http://www.listorious.comWhat is itHow do you useBuild list find lists find peopleCan you add people to list?
  • Uses Twitter, Facebook, MySpace, Delicious, YouTube, FlickrNote: The compete graph is for unique visitors only – not all visitors – as a local website that may explain it or there was something going on with their website, etc, maybe it was just redesigned…
  • login
  • Manage people -
  • is odd about this profile?
  • http://tweetreach.comhttp://twitter.grader.comhttp://www.mrtweet.comhttp://www.klout.com
  • (under construction)
  • Tweetmeme has code for web, email, RSS and word plug-inDiscuss Pros and Cons of integrating Tweets into other social networks
  • 37 signals check out
  • Impact – combination of The number of followers a user hasThe number of unique references and citations of the user in TwitterThe frequency at which the user is uniquely retweetedThe frequency at which the user is uniquely retweeting other peopleThe relative frequency at which the user posts updatesEngagement ratio of people referenced by the user to the number of people referencing them.Influence is the likelihood that a Twitter user will either A) retweet something the user has written or B) reference the userGenerosity, as defined by Twitalyzer, is the percentage of updates in which a user retweets other people.Clout, as defined by Twitalyzer, is the relative likelihood that an individual's Twitter username will appear when searched for in Twitter.Velocity, as defined by Twitalyzer, is an indication of the relative frequency at which a user publishes updates in TwitterRetweeted reports the number of times the user had been retweeted by other people Retweeting Others reports the number of times the user had retweeted other peopleReferenced reports the number of times the user had been referenced or cited by other people in the seven days prior to the last analysisReferencing Others reports the number of times the user wrote or responded directly to other peopleUpdates is the number updates published in Twitter in the seven days priorFollowers are the number of followers reported by TwitterFollowing is the number of people the user is following as reported by TwitterLists reports the number of Twitter lists the user was a member of when the last analysis was conductedHashtags Cited are the number of updates that included at least one hashtag (evidenced by the presence of "#") published in the seven days prior


  • 1. Twitter for Marketers
    Bernie Borges
    June 16, 2010
  • 2. Goals
    Learn how to use twitter in productive and measurable ways in business.
    Understand the “rules of engagement.”
    Minimize mistakes.
    Maximize positive results.
  • 3. Expectations
    Learn what is Twitter and why it is so popular
    Design and launch a Twitter profile
    Learn how to develop a profitable content strategy on Twitter
    Twitter etiquette, rules of engagement and community-building “best practices” that increase engagement and relationships that spread your great content and messaging across the web
    Use Twitter for corporate branding
    Tools and techniques to expand, manage and measure your branding efforts through Twitter
    Integrating Twitter into other social networks e.g. Facebook, LinkedIn
    Join and follow Twitter conversations, respond appropriately to comments and how to use Twitter while attending an event or conference
    Integrate Twitter into all other aspects of your marketing strategies
    Page 3
  • 4. Skills to Acquire
    The “social networking mindset.”
    The “content marketing” mindset
    The habit of “Tweeting” daily.
    How to engage with people and other brands.
    How to build your personal and company brand.
    How to maintain and manage your profile, followers and following.
    How to measure and refine results.
    Page 4
  • 5. Agenda
    Getting Started
    Twitter Basics
    Some Top Notch Management Tools
    Getting the Most Out of Twitter
    Measuring Your ROI
  • 6. Section OneIntroduction
    • What Is Twitter
    • 7. History
    • 8. Setting and Measuring Goals
  • 9. What Is Twitter?
    Twitter is a social networking and micro-blogging service that allows you to efficiently share ideas, thoughts and content in 140 characters or less
    Twitter is one of the 50 most popular websites on the web
    Twitter is about
    Spreading content
    Making connections
    Building relationship
    Expanding brand
    The result can be
    Driving traffic
    Increasing leads
    Generating revenue
    Page 7
  • 10. Twitter History -
    Conversations per hour on TweeSpeed
    A Little History
    Page 8
  • 11. Before We Begin…What Are Your Objectives?
    What is your company or client’s mission?
    What do you(they) want to accomplish?
    Who are your target audiences and subgroups?
    How well do you know them?
    What is important to them?
    Connect what you want to accomplish with what is important to your audience
  • 12. Setting and Measuring Goals
    Source: Facebook Marketing an Hour a Day.
  • 13. Section TwoGetting Started
    • Setting Up Your Profile
    • 14. Settings
  • 15.
    Author of Marketing 2.0, Social Media advocate, Inbound Marketing Agency CEO, Blogger, Podcaster, Speaker, Entrepreneur that left my heart in Silicon Valley.
    • On Twitter since Sept of 2007
    • 16. Focuses on quality of followers
    • 17. Tweets daily
    • 18. Engages and shares great content
    • 19.
    • 20.
    A Twitter Profile
  • 21. Setting Up a Profile
    Email addresses must be different if you are setting up a personal and business profile.
    Hint: Create a specific Gmail account for your Twitter profile to avoid clogging up your email.
    Page 13
  • 22. SettingsAccount
    Fill in the basics.
    Add location?
    Protect my tweets?
    Use to change password
    Page 14
  • 23. SettingsMobile
    Add your mobile number to start verification process
    Page 15
  • 24. SettingsNotices
    Unless you choose a 3rd party app that offers auto-follow feature – you will need to receive emails when someone chooses to follow you to accept.
    Page 16
  • 25. SettingsProfile
    Hint: Keep image less than 72k
    Be sure to add a URL
    Can be your website
    Can be your blog
    Can be Facebook or LinkedIn profile
    160 characters
    Use keywords for SEO value
    Make it interesting
    Page 17
  • 26. SettingsDesign
    Customize your background to reflect your personality or brand
    Select Change background image
    Can upload any image
    Max 800k
    1600px wide X 1200px tall
    Change design colors
    Can customize your colors
    More options
    Page 18
  • 27. Settings…design
    A few more background options:
    Page 19
  • 28. Settings
    Listing of 3rd party apps that you have given permission to connect to your Twitter profile
    Some 3rd party apps allow you to use different password
    Keep a list
    Toggle Revoke Access
    Page 20
  • 29. Common Twitter Shortcuts
    @username – Sends reply to individual, but in public timeline
    dusername – Sends private, direct message to individual
    RT = Retweet – Forwarding someone else’s tweet
    # (hashtag) – Used with a keyword/topic to create streams (#AMAtweet)
    Twitter Stream – Use of a specific hashtag, e.g. #FF (follow Friday) to follow a particular conversation
    SO – Shout Out – Using @username to thank, call attention to, etc
    Page 21
  • 30. What is a Twitter Stream?
    A tweeter stream uses a “#” hashtag to identify streams of conversation based on an event, topic or person
    What the Hash Tag
    A pre-defined time to tweet about a specific topic or event
    Our Twitter stream –
  • 31.
    Social media guru, communications and emerging technology consultant, speaker and author
    • Generously shares his knowledge
    • 32. Transparent
    • 33. Easily engages with his communities
    Over 58,000+ returns on Google search for “Chris Brogan”
  • 34. Section ThreeTwitter Basics
    • Who To Follow
    • 35. Content Strategy
    • 36. Brand Strategy
    • 37. Tweeting Etiquette
    • 38. A Few Things Twitter Can and Cannot Do
    • 39. Twitter Lists
  • 40. Defining Who To Follow
    Identify Your Target Audiences and SubGroups
    Think in terms of what associated groups are important to your audience that connect to (touch) your product or service
    Page 25
  • 41. Develop Your Content Strategy
    It’s social media – not shouting media - Align your business objectives with your audience’s interests and needs
    Then develop content that addresses “them” not “you”
    Share your content using URL shorteners
    Blog posts
    White Papers
    Pictures or 3rd party app like HootSuite or TweetDeck
    Videos – YouTube
    Share other people’s content
    Blogs, articles, pictures, videos
    Retweet other people’s content
  • 42. THEN Develop Your Brand Strategy
    It’s social media…not shouting media
    • Listen to your audience and learn
    • 43. Create tweets that are interesting to “them”
    • 44. More information and less advertorial
    • 45. Building trust and authority builds relationships that will ultimately translate into revenue
    • 46. Deliver content around the 3 E’s (educate, enlighten, entertain)
  • 47.
    Financial planner, entrepreneur, philanthropist, innovator, social media extraordinaire
    Uses cutting edge video to create interest
    Engages with followers
    Shares great content
    Doesn’t “shout” his business model but draws interest by delivering great content to his audience
    Over 13,000 returns on Google search for “Richard Bejah”
  • 48. Tweeting Etiquette and Guidelines
    Be Consistent
    Spread your tweets out
    Do not send out multiple tweets at the same time
    allow at least 7 minutes between tweets
    Be Social
    Acknowledge through shout-outs (@name) those that retweet your content and shout out (SO) to you
    Follow back those that follow you (except for bots, spammer or inappropriate)
    Make it a point to follow others proactively
    Shout out tweeters that consistently post good content
    Ignore Spam and Bots
    Exception – RSS feeds with great content that can be re-tweeted
    Report Spammers
    Target Your Content
    Track your most influential followers and retweet their content
    Use #hashtags to start and follow topical conversation streams
    Use to track keyword conversations
    Show personality…especially with your brands
    Think of your tweets as headlines
    Think of your tweets as short bursts of a relevant thought
    Page 29
    Hint: It is called social media not “shouting” media
  • 49. Its about them
    A little reminder…
    Keep your objectives in the forefront but…
    Focus on the interests of your target audiences and subgroups.
    Then create tweets and retweet content that will engage and generate interaction.
  • 50. Why Are Lists and Why Are They Valuable?
    Twitter lists are viewed by everyone following you
    • Organize groups and followers
    • 51. Manage influential followers
    • 52. Follow back those that have listed you
    • 53. Universal search value
    • 54. Use private lists for reputation management
    • 55. Good chi
    • 56. Bad chi
    Page 31
  • 57. Listorious
    Anything Twitter can do - an app can help Twitter do better…Listorious:
    Is a people search tool
    Helps you get found
    Allows you to tag your lists
    Helps you find influencers within your target groups
    Logon to
    Add yourself
    Add your top 6 best keywords
    Page 32
  • 58.
    Sarasota Memorial Hospital – Top 100 hospitals in US
    Implemented social media 18 months ago
    Uses SM “divide and conquer” strategy and now includes employees as part of engagement
    Twitter just one aspect of social media strategy
    Over 8,000 returns on Google search for “Sarasota Memorial”
  • 59. Section FourSome Top-Notch Management Tools
  • 62. A Few Things Can and Cannot Do
    Home Tab
    Can retweet in real time but cannot schedule a tweet for later.
    Can select direct messages and view Inbox or Sent.
    Home or Profile Tab
    Can select and view 20 at a time who you are following and who is following you. But cannot tell who is following you back.
    Can view lists - view tweets from those lists and can reply but cannot retweet.
    Settings Tab
    5. Can adjust or change Twitter settings
    6. Can search for people
    7. Can search #hashtags and keywords to find relevant tweets and twitterers to follow.
    Page 35
  • 63. With HootSuite…you can
    Follow Streams
    Manage tweets and view specific criteria in multiple columns
    Manage People
    Manage lists, followers and friends by profile
    Study Stats
    View up to 30-days geographical summary stats
    Individual tweet stats
    Manage Settings & Assignments
    Manage social networks, invite team members for profile access
    Assign duties
    Click on confirmation email
    Page 36
  • 64. HootSuite Dashboard
    3) Choose Profile
    1) Create tweet
    4) Choose now or later / save draft etc 5) Send
    2) Shorten URL
    Click on Icon for profile details and to follow
    Active Account
    Columns for monitoring
    Additional Tools
    Page 37
  • 65. Creating A Tweet
    Paste URL into URL Box
    Click “Shrink It”
    Write Tweet in front of shortened URL
    Choose “from” Twitter account if using multiple accounts
    Want to send out tweet more than once?
    Click Save button
    Wish to tweet later?
    Click Send later and schedule date & time
    Monitor Your Conversations by creating columns
    Monitor your follower’s tweets
    Track, follow and respond to mentions, shout outs and direct messages
    Search, track and follow twitterers and conversations around keywords
    Page 38
  • 66. Good HootSuite Stuff To Know
    HootSuite URL shortener is and recently introduced
    HoostSuite only provides stats on tweets sent from HootSuite. Any tweets sent from or other app you may use is not measured with
    Clicking on profile icon offers overview of Twitterer
    Clicking on profile in this window takes you to their profile and website link
    Provides useful insight into Twitterer
    Page 39
  • 67. What HootSuite Can Do and Resources
    Personalized View
    Multi-Column View Demo
    Personalized Tabs Demo
    Manage Followers
    Message Drafts
    Customize URLs
    File Upload
    Schedule Tweets
    Twitter Lists
    Quick Search
    iPhone app video
    Track Stats
    HootSuite YouTube Channel
    Page 40
  • 68.
    Cloud based business productivity software
    3 Twitter branded profiles but do not follow back. No direct message links…Missing an excellent opportunity to increase customer service satisfaction.
    Over 68,000 returns on Google search for “37signals”
  • 69. Or…TweetDeck
  • 70. HootSuite or TweetDeck or Both?
    Browser based
    Can schedule tweets
    Can save drafts
    Follow and unfollow management
    List directory
    Statistics per tweet & link
    Collaborative tweeting and assignments
    Both offer:
    Multiple Account monitoring and tweeting
    Scheduled Tweets
    Tweet and upload pictures or images to Twitter
    Allow respond, follow, view profile, add to list
    Keyword and hashtag search
    Create custom columns
    Social network integration, i.e., Facebook, LinkedIn
    Desktop application (Adobe Air)
    New tweet notification
    Can email tweets
    Customizable settings
    Search and List Directory on website
    Customizable AP settings
    Tweet management filters
    Translate Tweets
  • 71. Advanced Tweeting with SocialOomph is a fee-based multiple Twitter management software platform with automation tools and tracking analytics.
    Purchase Professional version
    Recurring updates
    Filters on most automation features
    Schedule & Publish Blog Posts and Pages
    Find Quality Friends to Follow Using Keywords
    Private Tweet Viewing/Grouping Channels
    Discover Which Followers Have The Most Clout
    Manage Many Accounts with TweetCOCKPIT
    Much more
    Page 44
  • 72. SocialOomph: Recurring Tweets
    Create rotating tweets that expands opportunity for your content to be found
    Create shortened URL
    Enclose with brackets
    { tweet 1 http;//shortURL | tweet 2 http;//shortURL | tweet 3 }
    3. Schedule 1st tweet followed by “|”
    4. Schedule 2nd tweet followed by “|”
    5. And so on… close with “}”
    Page 45
  • 73. SocialOomph: A Few Key Features
    Add and manage multiple accounts
    Create extended profiles on Twitter
    ) Edit and filer automation
    Manage direct messages
    Top Followers with clout
    Create Channels
    Click and Short URL Stats
    Page 46
  • 74. Best Practice Stuff To Remember
    Establish a pattern of consistency in your tweeting strategy
    Keep your “it is all about them” hat on when tweeting
    RT other people’s stuff when it is good content that is relevant to your communities
    Maintaining and updating lists within profiles are important for tracking influencers
    Follow social “white hat” best practices
    Follow those that follow you but maintain low follower to following ratios – recommend 1.25 to 1 or less
    Respond to RTs (retweets) and SOs (Shout Outs)
    Tweet consistently and set up a good maintenance schedule
    Measure which content resonates best with your target groups
    Page 47
  • 75.
    Chicago Office of Tourism tasked with promoting the city, activites and community
    Twitter profile since Nov 2008
    Also on Foursquare
    Over 10,000 returns on Google search for “Explore Chicago”
  • 76. Sue
    Atlanta, GA
    Section FiveGetting the Most Out of Twitter
    • Guidelines on Who To Follow
    • 77. Guidelines on Who NOT to Follow
    • 78. Keep Your Ratio Low
    • 79. Follow Back
    • 80. Follow Others
    • 81. Managing Your Following List
    • 82. Other 3rd Party Apps
    1. Bookmarking Profiles
  • 83. Guidelines on Who to Follow
    Influential Tweeters
    A verified account TrueTwit profile that who you are following is who they say they are.
    Low ratio of followers to following
    They are social and are following best practices
    Tweets are relevant to followers
    Profile has picture or avatar
    Provides name, website and bio
    Note: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you
    Page 50
  • 84. Guidelines on Who Not to Follow
    No photo or image
    Does not follow back
    Large number of tweets
    Often signifies bot
    Tweets multiple tweets at one time
    No website or bio
    Tweets rarely
    Exception: News portals with quality content
    Page 51
  • 85.
    Chicago Tribune – leading industry newspaper
    Twitter profile since Nov 2008
    Also on Foursquare
    Over 602,000+ returns on Google search for “Chicago Tribune”
  • 86. So How Do You Know Who Is Influential?
  • 87. HubSpot’s Twitter Grader
    Score includes
    Tag cloud
    Follower history and comparison
  • 88. Keep Your Ratio Low
    You want to follow people whose lifestyle and interests may find your brand, products and tweets interesting enough to follow and occasionally may retweet your content to their followers.
    This will increase the amount of people that may see your tweets.
    As you reach the 2000 mark, you must have a ratio of 110% or less
    E.G. 1800 followers or less, you can not follow more than 2,000.
    Page 55
  • 89. Follow Back Options
    It is important to be personable and social, even as a brand. Follow the same etiquette as if meeting someone in person. If they say hi (retweet, SO or comment – respond in kind)
    Follow back those that follow you
    Manually respond to emails from Twitter
    Use the manual follow back feature in Twitter management software such as Hootsuiteand TweetDeck
    Use the automated feature in SocialOomph and other apps with filter options to eliminate undesirable tweeters
    Use the people management tool in HootSuite
    Page 56
  • 90. Finding Others to Follow
    • Follow the followers of influential people that follow you
    • 91. Following back mentions from SO’s and RTs
    • 92. In HootSuite / TweetDeck set up column with specific keywords
    • 93. Follow people who have listed you
    • 94. Follow people from search.twitter streams
    • 95. Use 3rd party apps
    • 96.
    • 97.
    • 98.
    Page 57
  • 99. Using Mr Tweet to Follow Influencers
    Page 58
  • 100. Using Twellow to Find Communities
    Search by
  • 101. Unfollowing using
    • Use once a week to:
    Unfollow Twitterers that have not tweeted in a month
    Unfollow Twitterers that have not followed you back within a few days or weeks
    • Begin at last page (oldest)
    • 102. Review list and select those to delete
    Page 60
  • 103.
    Success driven ex-DELL sales maker and new media evangelist by day. Meditating, guitar playing, wine making, crime fighting superhero at night (under construction)
    Twitter profile since June 2008
    Social networking guru
    Over 1900 returns on Google search for “Darren Willinger”
  • 104. Integrating Twitter into Your Marketing Strategies
    Email signature “Follow us on Twitter”
    On your website,blog email, newsletter
    Direct mail & media campaigns
    Other social networks e.g. LinkedIn, Facebook, Myspace
    Use Twitter widgets and icons to point your audience to your Twitter profile in your off-line and on-line marketing activities
  • 105. Section SixMeasuring Your ROI
  • 115. Measure – Review - Revise
    Social Media Strategies are long term – not short
    Use metrics for
    Understanding target audiences
    Building better relationships
    Understanding behaviors
    Refining targeting
    Understanding results
    Refining processes
    Improving relationships
    Refining content
    Page 64
  • 116.
    Social media monitoring/engagement platform for PR, marketing and customer support professionals.
    • Twitter profile since Nov 2007
    • 117. B2B marketing software company using social media
    • 118. Over 11,000 returns on Google search for “Radian6”
  • 119. Google Analytics
    Google can help you understand traffic that Twitter is driving to your website or blog
    (Some 3rd party apps are co-mingled within direct traffic results)
    Can set alerts to specific URLs, landing pages, campaigns
    Can export data to create client specific reports
    Page 66
  • 120. Twitalyzer
    Allows you to see the influence of any Twitter profile with detailed 7-day real time analytics of your profile(s).
    Value: 1) Provides metrics to refine your Twitter methodologies 2) Measure the influence of specific Tweeters
    Page 67
  • 121. A Relatively New Twitter Brand Account
    Page 68
  • 122.
    Edgy B2C retail and online social media - community based tee shirt company based in Chicago
    Twitter profile since April 2007
    Inbound marketing focused retailer
    Over 26,000 returns on Google search for “threadless”, Chicago
  • 123. Twitter Analyzer
    Much like Twitzlyzer
    Matter of preference
    Does not provide the scoring
    Page 70
  • 124. Klout
    Easy analysis of
    Page 71
  • 125. SocialOomph Stats
    Provides an overview of Twitter click traffic across all Twitter profile streams
    Page 72
  • 126. SocialOomphShort URL Details
    Provides click details on tweeted content URLs and ability to download into Excel to further manipulate, graph or sort data.
    Page 73
  • 127. SocialOomphStats Charts
    Provides overview of all profiles or individual Twitter profile data by
    Friends (Following)
    Friends / Followers Ratio
    Total Tweets
    Tweets Published by Socialoomph
    People Followed by Socialoomph settings
    Direct messages sent
    Page 74
  • 128. Unilyzer
    Provides relationship metrics
    Fee based
  • 129. A few of the 70,000+ 3rd Party Apps for Twitter
    Twitter Grader
    Nutshell Mail
    Page 76
    Free Basic or Premium (fee based)
    • BudUrlhttp://www.bud.url
    • 130. SocialOomph
    • 131. Unilyzer
    • 132. Radian6
    • Tweetie (iPhone_
    • 135. TweetDeck (iPhoneiPad)
    • 136. Twitterberry (Blackberry)
    • 137. TinyTwitter (Blackberry)
    • 138. HootSuite (iPhone, Android)
    • 139.
    • 140.
    • 141.
    • 142.
    • 143.
    • 144.
  • Finding Time for Twitter
    Create a Twitter team and share tweeting engagement
    Use 3rd party apps to increase quality and efficiency
    Set aside dedicated time for tweeting
    Find daily activities that do not generate results and replace them
  • 145. Summary
    Your Twitter strategy should be a component of your overall social communication strategy to expand your brand across the web and produce measurable results.
    Remember to:
    Define your goals
    Define and find your target audience
    Tweet consistently everyday
    Engage with your audience
    Send tweets at least 7 minutes apart
    Follow people back (unless their tweets are inappropriate)
    Retweet great content from influencers you wish to engage
    Report spammers
    Manage your lists and followers consistentlyto keep your ratios low
    Always be interesting
    Page 78
  • 146. Read more…
    Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing
    Wheatmark's online bookstore
    Website: http://www.findandconvert.comBlog: Fan Page: book: