Twitter for Marketers<br />Bernie Borges<br />September 29, 2010<br />1<br />
Goals<br />Learn how to use twitter in productive and measurable ways in business.<br />Understand the “rules of engagemen...
Expectations<br />Learn what is Twitter and why it is so popular<br />Design and launch a Twitter profile<br />Learn how t...
Skills to Acquire<br />The “social networking mindset”<br />The “content marketing” mindset<br />The habit of “Tweeting” d...
Agenda<br />This Morning<br />This Afternoon<br />A Twittle Thought<br />Getting Started…<br />Twitter Basics<br />Managem...
Section OneA Twittle Thought<br /><ul><li>What Is Twitter
Objectives
Setting and Measuring Goals</li></ul>6<br />
What Is Twitter?<br />Twitter is a social networking and micro-blogging service that allows you to efficiently share ideas...
Before We Begin…What Are Your Objectives?<br />What is your company or client’s mission?<br />What do you(they) want to ac...
Setting and Measuring Goals<br />Source: Facebook Marketing an Hour a Day.<br />Goals<br />Metrics<br />Example<br />9<br />
Section TwoGetting Started<br /><ul><li>Setting Up Your Profile
Settings</li></ul>Account<br />Password<br />Mobile<br />Notices<br />Profile<br />Design<br />Connections<br />10<br />
http://www.twitter.com/berniebay<br />Link to My Profile<br />Notie Social Icons<br />11<br />
Setting Up a Profile<br />Email addresses must be different if you are setting up a personal and business profile.<br />Ti...
SettingsAccount<br />Fill in the basics.<br />Add location?<br />Protect my tweets?<br />Password<br />Use to change passw...
SettingsMobile<br />Add your mobile number to start mobile (text) verification process<br />Page 14<br />
SettingsNotices<br />Unless you choose a 3rd party app that offers auto-follow feature – you will need to receive emails w...
SettingsProfile<br />Tip: Keep image less than 72k<br />Be sure to add a URL<br />Can be your website<br />Can be your blo...
SettingsDesign<br />Customize your background to reflect your personality or brand<br />Select Change background image<br ...
Settings…design<br />A few more background options:<br />http://tweetstyle.com/<br />http://www.mytweetspace.com/<br />htt...
Settings<br />Listing of 3rd party apps that you have given permission to connect to your Twitter profile<br />Some 3rd pa...
Common Twitter Shortcuts<br />@username – Sends reply to individual, but in public timeline<br />dusername – Sends private...
What is a Twitter Stream?<br />A tweeter stream uses a “#” hashtag to identify streams of conversation based on an event, ...
Join our Tweet-Up #AMATwitter<br />Urban Dictionary:<br />An organized or impromptu gathering of people that use Twitter. ...
Section ThreeTwitter Basics<br /><ul><li>Who To Follow
Content Strategy
Brand Strategy
Tweeting Etiquette
A Few Things Twitter Can and Cannot Do
Twitter Lists</li></ul>23<br />
Defining Who To Follow<br />Identify Your Target Audiences and SubGroups<br />Think in terms of what associated groups are...
Develop Your Content Strategy<br />Align your business objectives with your audience’s interests and needs <br />Then deve...
THEN Develop Your Brand Strategy<br />26<br />It’s social media…not shouting media<br /><ul><li>Listen to your audience an...
Create tweets that are interesting to “them”
More informational than advertorial
Building trust and authority builds relationships that will help you achieve your goals
Deliver content around the 3 E’s (educate, enlighten, entertain)</li></li></ul><li>Tweeting Etiquette and Guidelines <br /...
Do not send out multiple tweets at the same time</li></ul>Be Social<br /><ul><li>Give shout-outs, aka SO, using @name to t...
Follow back those that follow you (excluding bots, inappropriate followers)
Follow others proactively
SO to those that consistently post good content</li></ul>Ignore Spam and Bots<br /><ul><li>Exception – RSS feeds with grea...
Report Spammers</li></ul>Target Your Content<br /><ul><li>Track & retweet their influential followers content
Use http://search.twitter.com to track keyword conversations
Use #hashtags to start & follow topical conversation streams</li></ul>Show personality…especially with your brands<br /><u...
Think of your tweets as short bursts of a relevant thought</li></ul>Hint: It is called social media not “shouting” media<b...
A Little Reminder…<br />Keep your objectives in the forefront but…<br />Focus on the interests of your target audiences an...
What Are Lists and Why Are They Valuable?<br />Twitter lists are viewed by everyone following you<br /><ul><li>Organize gr...
Manage influential followers
Follow back those that have listed you
Universal search value
Use private lists for reputation management
Good chi
Bad chi</li></ul>Page 29<br />
Listorious<br />Anything Twitter can do -  an app can help Twitter do better…Listorious:<br />Is a people search tool<br /...
Keep Your Ratio Low<br />Follow people whose lifestyle and interests may find your brand, products and tweets interesting ...
Set up RSS Tweets for Keywords<br />Page 32<br />
Section FourManagement Tools for the Twittersphere<br /><ul><li>HootSuite
TweetDeck
SocialOomph</li></ul>33<br />
Twitter Can and Cannot Do<br />Home Tab<br />Can retweet in real time but cannot schedule a tweet for later<br />Can selec...
Twitter Can and Cannot Do<br />Home or Profile Tab<br />Can view 20 at a time who you are following and who is following y...
Twitter Can and Cannot Do<br />Home or Profile Tab<br /><ul><li>Can view lists - view tweets from those lists and can repl...
Twitter Can and Cannot Do<br />Settings Tab<br />Can adjust or change Twitter settings<br />Can search for people<br />Pag...
Twitter Can and Cannot Do<br />http://search.twitter.com<br />Can search by #hashtags and keywords to find relevant tweets...
With HootSuite…you can<br />Follow Streams<br />Manage People<br />Study Stats<br />Page 39<br />Manage Settings/Assignmen...
Or…TweetDeck<br />Page 40<br />
HootSuite or TweetDeck or Both?<br />HootSuite<br />Browser based<br />Can schedule tweets<br />Can save drafts<br />Follo...
Advanced Tweeting with SocialOomph<br />http://www.socialoomph.com  is a fee-based multiple Twitter management software pl...
Key Feature: Recurring Tweets<br />Create rotating tweets that expands opportunity for your content to be found<br />Creat...
Best Practice Stuff To Remember<br />Establish a pattern of consistency in your tweeting strategy <br />Keep your “it is a...
Finding Time for Twitter<br />Create a Twitter team and share tweeting engagement<br />Set aside dedicated time for tweeti...
Sue<br />Atlanta, GA<br />Section FiveGetting the Most Out of Twitter<br /><ul><li>Guidelines on Who To Follow
Guidelines on Who NOT to Follow
Keep Your Ratio Low
Follow Back
Follow Others
Managing Your Following List
Other 3rd Party Apps</li></ul>1. Bookmarking Profiles<br />46<br />
Guidelines on Who to Follow<br />Influential Tweeters<br />A verified account TrueTwit profile that who you are following ...
Guidelines on Who Not to Follow<br />No photo or image<br />Does not follow back<br />Large number of tweets<br />Tweets m...
So How Do You Know Who Is Influential?<br />http://tweetreach.com/<br />http://www.mrtweet.com<br />http://www.klout.com<b...
HubSpot’s Twitter Grader<br />Score includes<br />Grade<br />Rank<br />Tag cloud<br />History<br />Follower graph<br />Fol...
Be personable…even as a brand<br />Follow back those that follow you	<br />Manually respond to emails from Twitter<br />Us...
Find Others to Follow<br /><ul><li>Follow people from http://search.twitter.com                                    streams...
Search Google with “keyword Twitter”
Follow people from LinkedIn and Facebook
Use 3rd party apps
http://www.twibes.com/</li></ul>www.mrtweet.com<br />www.Twellow.com<br />http://wefollow.com/<br />Page 52<br />
<ul><li>Follow back mentions from SO’s and RTs
In HootSuite / TweetDeck                                      set up “specific keywords”                                  ...
Follow people who have                                          listed you
Follow the followers of                                  influential people that you follow or follow you
Use 3rd party apps to find relevant followers</li></ul>Grow Your Followers <br />Page 53<br />
Finding Influencers with WeFollow<br />Page 54<br />
Using Twellow to Find Communities<br />Page 55<br />Search<br />Suggested Users<br />Manage Follow / Unfollow<br />
Unfollow using http://manageflitter.com<br /><ul><li>Use weekly to:</li></ul>Unfollow Twitterers that have not tweeted in ...
Integrating Twitter into Your Marketing Strategy<br />Email signature “Follow us on Twitter”<br />On your website, blog em...
Integrate Your Social Media into Twitter<br />Page 58<br />
Section SixMeasuring Results<br /><ul><li>Meaure-Review-Revise
Google Analytics
Twitalyzer
Twitter Analyzer
Klout
Twitter Grader
Socialoomph
Unilyzer
And More Apps
Finding Time for Twitter</li></ul>59<br />
Measure – Review - Revise<br />Social Media Strategies are long term – not short<br />Use metrics for<br />Understanding t...
Google Analytics<br />Google can help you understand traffic that Twitter is driving to your website or blog<br />(Some 3r...
Twitalyzer – Free and Fee Based<br />Value: 	<br />Provides metrics to refine your Twitter methods    <br />Measure the in...
Twitter Analyzer<br />Much like Twitalyzer<br />Matter of preference<br />Does not provide the scoring<br />Page 63<br />
Klout<br />Dynamic Analysis:<br />Reach<br />Demand<br />Engagement<br />Velocity<br />Activity<br />Page 64<br />
SocialOomph Stats<br />Twitter click traffic across all Twitter profile streams<br />Twitter click details - exportable<br...
Unilyzer<br />Unilyzer.com <br />Relationship metrics <br />Fee based<br /> Page 66<br />
A few of the 70,000+ 3rd Party Apps for Twitter<br />Free<br />HootSuitehttp://www.HootSuite.com<br />TweetDeckhttp://www....
SocialOomphhttp://www.socialoomph.com
Unilyzerhttp://www.unilyzer.com
Radian6 http://www.radian6.com/
ObjectiveMarketerhttp://objectivemarketer.com/</li></ul>Mac<br /><ul><li>Twitterific
Tweetr
Tweetie</li></ul>Mobile<br /><ul><li>Tweetie (iPhone_
TweetDeck (iPhoneiPad)
Twitterberry (Blackberry)
TinyTwitter (Blackberry)
HootSuite (iPhone, Android)</li></ul>Widgets<br /><ul><li>http://twitter.com/goodies/widget_profile
http://twitter.com/goodies/widget_search
http://deanjrobinson.com/projects/twitt-twoo/
http://tweetmeme.com/about/retweet_button
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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
  • http://www.twitter.com/berniebay
  • http://www.twitter.com
  • 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
  • http://whatthehashtag.com http://search.twitter.com
  • http://www.twitpic.com
  • http://search.twitter.com
  • 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?
  • http:www.hootsuite.com loginFollow StreamsManage tweets and view specific criteria in multiple columnsManage PeopleManage lists, followers and friends by profileStudy StatsView up to 30-days geographical summary statsIndividual tweet statsManage Settings &amp; AssignmentsManage social networks, invite team members for profile accessAssign dutiesLogin http://hootsuite.comClick on confirmation email
  • http:www.tweetdeck.com
  • http://www.socialoomph.com
  • http://www.socialoomph.com/tweets/add/?account=select
  • http://truetwit.com/Influential TweetersA verified account TrueTwit profile that who you are following is who they say they are.Low ratio of followers to followingThey are social and are following best practicesTweets are relevant to followersProfile has picture or avatarProvides name, website and bioNote: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you
  • Large number of tweetsOften signifies bot
  • http://tweetreach.comhttp://twitter.grader.comhttp://www.mrtweet.comhttp://www.klout.comhttp://www.socialoomph.com
  • http://twitter.grader.com
  • http://hootsuite.com/http://www.socialoomph.com/friendfinderconfig
  • http://wefollow.com/city/new_york_nyhttp://wefollow.com/top
  • http:www.twellow.comChoose 10 categories that fit your profileYou will be found by others searching the categories.Search and follow people via geo target, categories, or keyword search.
  • http://manaBegin at last page (oldest) Review list and select those to deletegeflitter.com
  • Tweetmeme has code for web, email, RSS and word plug-inDiscuss Pros and Cons of integrating Tweets into other social networks
  • http://www.google.com/
  • http://www.twitalyzer.com/ Free and fee
  • http://www.twitteranalyzer.com/Free and fee Offer featured user
  • http://klout.com/
  • http://www.unilyzer.com/http://guest.kontagent.com/dashboard/dashboard/
  • In the words of Twitter creator and co-founder Jack Dorsey during his morning keynote, “Twitter is about approach, transparency, and immediacy.” It’s about real people.It’s about emotion. It’s about empathy. News is global and Twitter is one of the leading social networks that connects us to other human beings through the stories that affect them and us.
  • White Paper http://thesocialcustomer.com/sites/default/docs/TSC-76KvzawuvVcXnLoCUUlk/TSC_Whitepaper_v10_083110.pdf
  • Imagine the following Walmart would have if they joined in
  • http://weblogs.hitwise.com/us-heather-hopkins/2010/03/twitter_and_news_and_media_web.html Could it be because news sources do not follow back like other info sources?
  • Less social media friendly news outlet
  • Engagement strategyWebsite offers Facebook connection which takes you to landing page to share NY times with friends
  • Encouraging reports and community to report news as they see itStory:One of the big stories of the night was that of a huge sinkhole on Milwaukee’s East Side that swallowed a Cadillac Escalade. The local news carried the story, but the first media report didn’t come from a TV news crew. It came from a “reporter” named “@matt_is_a_nerd” who scooped all the other media outlets at 7:08 with his Tweet:Before the local news was able to scramble their trucks to go set up a live shot, Twitterer “@theGlenn” published the first photo:Minutes later,  @Mike_Thieltwitpic’ed the photo of the actual SUV in the hole that has since gone viral:That photo ended up on all the local TV stations and by the next morning, even NBC’s Today Show was showing it.
  • Alternative news
  • Brian Roberts, CEO of comCast stated at Web 2.0 Summit “It has changed the culture of our company,”Frank Eliason, head of comcastCares has 11 people focused on solving CustServ comments across Twitter
  • Egads to social connections on website 
  • http://business.twitter.com/twitter101/case_jetblue
  • Sign up as an advertiser or tweeterhttps://app.sponsoredtweets.com/tweeters/FindandConvert/opps/current Twitter term Promoted Tweets3rd Party term Sponsored Tweets
  • Twitter sponsored tweetsStarbuck’s and Best Buy part of Twitter’s Sponsored Tweets launched in April
  • 3rd party – Twitter banned in April – removed auto feature to comply – going strong
  • http://twiveaway.com/http://tweetaways.com/
  • http://twitter.com/chrisbroganhttp://www.chrisbrogan.com/http://newmarketinglabs.comhttp://twitter.com/chrisbrogan/lists/membershipshttp://klout.com/profile/stats/chrisbrogan/Social media guru, communications and emerging technology consultant, speaker and author
  • Personalized the brandUses Twitter, Facebook, MySpace, Delicious, YouTube, FlickrSarasota Memorial Hospital – Top 100 hospitals in USImplemented social media 18 months agoUses SM “divide and conquer” strategy and now includes employees as part of engagementTwitter just one aspect of social media strategyNote: 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…http://twitter.com/SMHCShttp://www.smh.com/http://twitter.com/SMHCS/lists/membershipshttp://klout.com/profile/summary/SMHCS/
  • http://twitter.com/explorechicagohttp://www.explorechicago.orgFoursquarehttp://twitter.com/explorechicago/lists/membershipshttp://klout.com/profile/stats/explorechicago/Twitter profile since Nov 2008Also on FoursquareOver 10,000 returns on Google search for “Explore Chicago”Chicago Office of Tourism tasked with promoting the city, activites and community
  • http://twitter.com/RichardBejahhttp://richardbejah.com/http://bejah.isofa.tv/http://twitter.com/RichardBejah/lists/membershipshttp://klout.com/profile/stats/RichardBejah/Financial planner, entrepreneur, philanthropist, innovator, social media extraordinaire.Engages with followersShares great contentDoesn’t “shout” his business model but draws interest by delivering great content to his audience
  • http://twitter.com/chicagotribuneWhat is odd about this profile?http://www.chicagotribune.comTwitter profile since Nov 2008Also on FoursquareChicago Tribune – leading industry newspaper
  • 37 signals check out
  • http://twitter.com/threadlesshttp://www.threadless.com/http://twitter.com/threadless/lists/membershipshttp://klout.com/profile/stats/threadless/Edgy B2C retail and online social media - community based tee shirt company based in ChicagoTwitter profile since April 2007Inbound marketing focused retailer
  • It is not about the number of followers
  • http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&amp;Store_Code=BS&amp;Product_Code=9781604942880
  • AMA Twitter for Marketers Updated 9-29-2010

    1. 1. Twitter for Marketers<br />Bernie Borges<br />September 29, 2010<br />1<br />
    2. 2. Goals<br />Learn how to use twitter in productive and measurable ways in business.<br />Understand the “rules of engagement.” <br />Minimize mistakes.<br />Maximize positive results.<br /> Page 2<br />
    3. 3. Expectations<br />Learn what is Twitter and why it is so popular<br />Design and launch a Twitter profile<br />Learn how to develop a profitable content strategy on Twitter<br />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<br />Use Twitter for corporate branding<br />Tools and techniques to expand, manage and measure your branding efforts through Twitter<br />Integrating Twitter into other social networks e.g. Facebook, LinkedIn<br />Join and follow Twitter conversations, respond appropriately to comments and how to use Twitter while attending an event or conference<br />Integrate Twitter into all other aspects of your marketing strategies<br />Page 3<br />
    4. 4. Skills to Acquire<br />The “social networking mindset”<br />The “content marketing” mindset<br />The habit of “Tweeting” daily<br />How to engage with people and other brands<br />How to build your personal and company brand<br />How to maintain and manage your profile, followers and following<br />Integrate Twitter into your marketing plan<br />How to measure and refine results<br />Page 4<br />
    5. 5. Agenda<br />This Morning<br />This Afternoon<br />A Twittle Thought<br />Getting Started…<br />Twitter Basics<br />Management Tools for the Twittersphere<br />Getting the Most Out of Twitter<br />Measuring Results<br />Marketing with Twitter<br />In the Trenches<br /> Page 5<br />
    6. 6. Section OneA Twittle Thought<br /><ul><li>What Is Twitter
    7. 7. Objectives
    8. 8. Setting and Measuring Goals</li></ul>6<br />
    9. 9. What Is Twitter?<br />Twitter is a social networking and micro-blogging service that allows you to efficiently share ideas, thoughts and content in 140 characters or less<br />1 of 50 most popular websites on the web<br />Twitter is about<br />Spreading content<br />Making connections<br />Building relationship<br />Expanding brand<br />The result can be<br />Driving traffic<br />Increasing leads<br />Generating revenue<br />Page 7<br />
    10. 10. Before We Begin…What Are Your Objectives?<br />What is your company or client’s mission?<br />What do you(they) want to accomplish?<br />Who are your target audiences and subgroups?<br />How well do you know them?<br />What is important to them?<br />Connect what you want to accomplish with what is important to your audience<br />Page 8<br />
    11. 11. Setting and Measuring Goals<br />Source: Facebook Marketing an Hour a Day.<br />Goals<br />Metrics<br />Example<br />9<br />
    12. 12. Section TwoGetting Started<br /><ul><li>Setting Up Your Profile
    13. 13. Settings</li></ul>Account<br />Password<br />Mobile<br />Notices<br />Profile<br />Design<br />Connections<br />10<br />
    14. 14. http://www.twitter.com/berniebay<br />Link to My Profile<br />Notie Social Icons<br />11<br />
    15. 15. Setting Up a Profile<br />Email addresses must be different if you are setting up a personal and business profile.<br />Tip: Create a specific Gmail account for your Twitter profile to avoid clogging up your email.<br />Page 12<br />
    16. 16. SettingsAccount<br />Fill in the basics.<br />Add location?<br />Protect my tweets?<br />Password<br />Use to change password<br />Page 13<br />
    17. 17. SettingsMobile<br />Add your mobile number to start mobile (text) verification process<br />Page 14<br />
    18. 18. SettingsNotices<br />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.<br />Page 15<br />
    19. 19. SettingsProfile<br />Tip: Keep image less than 72k<br />Be sure to add a URL<br />Can be your website<br />Can be your blog<br />Can be Facebook or LinkedIn profile<br />Bio<br />160 characters<br />Use keywords for SEO value<br />Make it interesting<br />Page 16<br />
    20. 20. SettingsDesign<br />Customize your background to reflect your personality or brand<br />Select Change background image<br />Can upload any image<br />Max 800k<br />1600px wide X 1200px tall<br />Change design colors<br />Can customize your colors<br />More options<br />http://www.colourlovers.com/themeleon/twitter<br />Page 17<br />
    21. 21. Settings…design<br />A few more background options:<br />http://tweetstyle.com/<br />http://www.mytweetspace.com/<br />http://freetwitterdesigner.com/<br />http://www.twitbacks.com/<br />http://peekr.net/<br />Page 18<br />
    22. 22. Settings<br />Listing of 3rd party apps that you have given permission to connect to your Twitter profile<br />Some 3rd party apps allow you to use different password<br />Keep a list<br />Toggle Revoke Access<br />Page 19<br />
    23. 23. Common Twitter Shortcuts<br />@username – Sends reply to individual, but in public timeline<br />dusername – Sends private, direct message to individual<br />RT = Retweet – Forwarding someone else’s tweet<br /># (hashtag) – Used with a keyword/topic to create streams (#AMAtweet)<br />Twitter Stream – Use of a specific hashtag, e.g. #FF (follow Friday) to follow a particular conversation<br />SO – Shout Out – Using @username to thank, call attention to, etc<br />Page 20<br />
    24. 24. What is a Twitter Stream?<br />A tweeter stream uses a “#” hashtag to identify streams of conversation based on an event, topic or person<br />http://search.twitter.com <br />What the Hash Tag<br />TweetUp<br />A pre-defined time to tweet about a specific topic or event<br />Our Twitter stream – <br />#AMATwitter<br />Page 21<br />
    25. 25. Join our Tweet-Up #AMATwitter<br />Urban Dictionary:<br />An organized or impromptu gathering of people that use Twitter. (A meet up of people that 'tweet' using Twitter.)<br />Are you going to the "tweetup" tonight?<br /> Page 22<br />
    26. 26. Section ThreeTwitter Basics<br /><ul><li>Who To Follow
    27. 27. Content Strategy
    28. 28. Brand Strategy
    29. 29. Tweeting Etiquette
    30. 30. A Few Things Twitter Can and Cannot Do
    31. 31. Twitter Lists</li></ul>23<br />
    32. 32. Defining Who To Follow<br />Identify Your Target Audiences and SubGroups<br />Think in terms of what associated groups are important to your audience that connect to (touch) your product or service<br />Page 24<br />
    33. 33. Develop Your Content Strategy<br />Align your business objectives with your audience’s interests and needs <br />Then develop content that addresses “them” not “you”<br />Share your content using URL shorteners<br />Blog posts<br />White Papers<br />Pictures<br />http://www.twitpic.com or 3rd party app like HootSuite or TweetDeck<br />Videos – YouTube<br />Share other people’s content<br />Blogs, articles, pictures, videos<br />Retweet other people’s content<br />Page 25<br />
    34. 34. THEN Develop Your Brand Strategy<br />26<br />It’s social media…not shouting media<br /><ul><li>Listen to your audience and learn
    35. 35. Create tweets that are interesting to “them”
    36. 36. More informational than advertorial
    37. 37. Building trust and authority builds relationships that will help you achieve your goals
    38. 38. Deliver content around the 3 E’s (educate, enlighten, entertain)</li></li></ul><li>Tweeting Etiquette and Guidelines <br />Be Consistent <br /><ul><li>Spread your tweets out
    39. 39. Do not send out multiple tweets at the same time</li></ul>Be Social<br /><ul><li>Give shout-outs, aka SO, using @name to those that retweet your content
    40. 40. Follow back those that follow you (excluding bots, inappropriate followers)
    41. 41. Follow others proactively
    42. 42. SO to those that consistently post good content</li></ul>Ignore Spam and Bots<br /><ul><li>Exception – RSS feeds with great content
    43. 43. Report Spammers</li></ul>Target Your Content<br /><ul><li>Track & retweet their influential followers content
    44. 44. Use http://search.twitter.com to track keyword conversations
    45. 45. Use #hashtags to start & follow topical conversation streams</li></ul>Show personality…especially with your brands<br /><ul><li>Think of your tweets as headlines
    46. 46. Think of your tweets as short bursts of a relevant thought</li></ul>Hint: It is called social media not “shouting” media<br />Page 27<br />
    47. 47. A Little Reminder…<br />Keep your objectives in the forefront but…<br />Focus on the interests of your target audiences and subgroups. <br />Then create tweets and retweet content that will engage and generate interaction.<br /> Page 28<br />28<br />Its about them<br />
    48. 48. What Are Lists and Why Are They Valuable?<br />Twitter lists are viewed by everyone following you<br /><ul><li>Organize groups and followers
    49. 49. Manage influential followers
    50. 50. Follow back those that have listed you
    51. 51. Universal search value
    52. 52. Use private lists for reputation management
    53. 53. Good chi
    54. 54. Bad chi</li></ul>Page 29<br />
    55. 55. Listorious<br />Anything Twitter can do - an app can help Twitter do better…Listorious:<br />Is a people search tool<br />Helps you get found<br />Allows you to tag your lists<br />Helps you find influencers within your target groups<br />Logon to http://www.listorious.com<br />Add yourself<br />Add your top 6 best keywords<br />Page 30<br />
    56. 56. Keep Your Ratio Low<br />Follow people whose lifestyle and interests may find your brand, products and tweets interesting enough to<br />Follow up back<br />May retweet your content to their followers.<br />Might wish to engage in conversation<br />This will increase the amount of people that may see your tweets.<br />As you reach the 2000 follower mark, you must have a ratio of 110% or less<br />E.G. 1800 followers or less, you can not follow more than 2,000.<br />Page 31<br />
    57. 57. Set up RSS Tweets for Keywords<br />Page 32<br />
    58. 58. Section FourManagement Tools for the Twittersphere<br /><ul><li>HootSuite
    59. 59. TweetDeck
    60. 60. SocialOomph</li></ul>33<br />
    61. 61. Twitter Can and Cannot Do<br />Home Tab<br />Can retweet in real time but cannot schedule a tweet for later<br />Can select direct messages and view Inbox or Sent<br /> Page 34<br />
    62. 62. Twitter Can and Cannot Do<br />Home or Profile Tab<br />Can view 20 at a time who you are following and who is following you. But cannot tell who is following you back<br /> Page 35<br />
    63. 63. Twitter Can and Cannot Do<br />Home or Profile Tab<br /><ul><li>Can view lists - view tweets from those lists and can reply but cannot retweet</li></ul>Page 36<br />
    64. 64. Twitter Can and Cannot Do<br />Settings Tab<br />Can adjust or change Twitter settings<br />Can search for people<br />Page 37<br />
    65. 65. Twitter Can and Cannot Do<br />http://search.twitter.com<br />Can search by #hashtags and keywords to find relevant tweets and twitterers to follow<br />Page 38<br />
    66. 66. With HootSuite…you can<br />Follow Streams<br />Manage People<br />Study Stats<br />Page 39<br />Manage Settings/Assignments<br />Login http://hootsuite.com<br />Click on confirmation email<br />
    67. 67. Or…TweetDeck<br />Page 40<br />
    68. 68. HootSuite or TweetDeck or Both?<br />HootSuite<br />Browser based<br />Can schedule tweets<br />Can save drafts<br />Follow and unfollow management<br />List directory<br />Statistics per tweet & link<br />Collaborative tweeting and assignments<br />Page 41<br />Both offer:<br />Multiple Account monitoring and tweeting<br />Scheduled Tweets<br />Tweet and upload pictures or images to Twitter<br />Allow respond, follow, view profile, add to list<br />Keyword and hashtag search<br />Create custom columns<br />Social network integration, i.e., Facebook, LinkedIn<br />TweetDeck<br />Desktop application (Adobe Air)<br />New tweet notification<br />Can email tweets<br />Customizable settings<br />Search and List Directory on website<br />Can schedule tweets<br />Tweet management filters<br />Translate Tweets<br />
    69. 69. Advanced Tweeting with SocialOomph<br />http://www.socialoomph.com is a fee-based multiple Twitter management software platform with automation tools and tracking analytics. <br />Professional version offers:<br />Recurring updates<br />Filters on most automation features<br />Schedule & Publish Blog Posts and Pages <br />Find Quality Friends to Follow Using Keywords<br />Private Tweet Viewing/Grouping Channels <br />Discover Which Followers Have The Most Clout <br />Manage Many Accounts with TweetCOCKPIT <br />Much more<br />Page 42<br />
    70. 70. Key Feature: Recurring Tweets<br />Create rotating tweets that expands opportunity for your content to be found<br />Create shortened URL<br />Enclose with brackets<br />{ tweet 1 http;//shortURL | tweet 2 http;//shortURL | tweet 3 }<br />3. Schedule 1st tweet followed by “|”<br />4. Schedule 2nd tweet followed by “|”<br />5. And so on… close with “}”<br />Page 43<br />
    71. 71. Best Practice Stuff To Remember<br />Establish a pattern of consistency in your tweeting strategy <br />Keep your “it is all about them” hat on when tweeting<br />RT other people’s stuff<br />Maintain and update lists<br />Follow social “white hat” best practices<br />Follow those that follow you but maintain low follower to following ratios – recommend 1.25 to 1 or less<br />Respond to RTs (retweets) and SOs (Shout Outs)<br />Tweet consistently and set up a good maintenance schedule<br />Measure which content resonates best with your target groups<br />Page 44<br />
    72. 72. Finding Time for Twitter<br />Create a Twitter team and share tweeting engagement<br />Set aside dedicated time for tweeting<br />Find daily activities that do not generate results and replace them<br />Use 3rd party apps to increase quality and efficiency<br /> Page 45<br />
    73. 73. Sue<br />Atlanta, GA<br />Section FiveGetting the Most Out of Twitter<br /><ul><li>Guidelines on Who To Follow
    74. 74. Guidelines on Who NOT to Follow
    75. 75. Keep Your Ratio Low
    76. 76. Follow Back
    77. 77. Follow Others
    78. 78. Managing Your Following List
    79. 79. Other 3rd Party Apps</li></ul>1. Bookmarking Profiles<br />46<br />
    80. 80. Guidelines on Who to Follow<br />Influential Tweeters<br />A verified account TrueTwit profile that who you are following is who they say they are.<br />Low ratio of followers to following<br />Tweets are relevant to followers<br />Profile has picture or avatar<br />Provides name, website and bio<br />Note: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you<br />Page 47<br />
    81. 81. Guidelines on Who Not to Follow<br />No photo or image<br />Does not follow back<br />Large number of tweets<br />Tweets multiple tweets at one time<br />No website or bio<br />Tweets rarely<br />Exception: News portals with quality content<br />Page 48<br />
    82. 82. So How Do You Know Who Is Influential?<br />http://tweetreach.com/<br />http://www.mrtweet.com<br />http://www.klout.com<br />http://twittergrader.com/<br /> Page 49<br />
    83. 83. HubSpot’s Twitter Grader<br />Score includes<br />Grade<br />Rank<br />Tag cloud<br />History<br />Follower graph<br />Follower comparison<br />Page 50<br />
    84. 84. Be personable…even as a brand<br />Follow back those that follow you <br />Manually respond to emails from Twitter<br />Use the follow back feature in Twitter management software such as Hootsuite and TweetDeck<br />Use the automated feature in SocialOomph and other apps with filter options<br />Use the people management tool in HootSuite<br />Page 51<br />
    85. 85. Find Others to Follow<br /><ul><li>Follow people from http://search.twitter.com streams and keywords
    86. 86. Search Google with “keyword Twitter”
    87. 87. Follow people from LinkedIn and Facebook
    88. 88. Use 3rd party apps
    89. 89. http://www.twibes.com/</li></ul>www.mrtweet.com<br />www.Twellow.com<br />http://wefollow.com/<br />Page 52<br />
    90. 90. <ul><li>Follow back mentions from SO’s and RTs
    91. 91. In HootSuite / TweetDeck set up “specific keywords” column
    92. 92. Follow people who have listed you
    93. 93. Follow the followers of influential people that you follow or follow you
    94. 94. Use 3rd party apps to find relevant followers</li></ul>Grow Your Followers <br />Page 53<br />
    95. 95. Finding Influencers with WeFollow<br />Page 54<br />
    96. 96. Using Twellow to Find Communities<br />Page 55<br />Search<br />Suggested Users<br />Manage Follow / Unfollow<br />
    97. 97. Unfollow using http://manageflitter.com<br /><ul><li>Use weekly to:</li></ul>Unfollow Twitterers that have not tweeted in a month<br />Unfollow Twitterers that have not followed you back within a few days or weeks<br />Page 56<br />
    98. 98. Integrating Twitter into Your Marketing Strategy<br />Email signature “Follow us on Twitter”<br />On your website, blog email, newsletter<br />Direct mail & media campaigns<br />Other social networks e.g. LinkedIn, Facebook, Myspace<br />Page 57<br />http://www.twitterbuttons.com/<br />http://www.twitip.com<br />http://www.freetwitterbuttons.org/<br />http://tweetmeme.com/about/retweet_button<br />Point your audience to your Twitter profile in your off-line and on-line marketing activities<br />
    99. 99. Integrate Your Social Media into Twitter<br />Page 58<br />
    100. 100. Section SixMeasuring Results<br /><ul><li>Meaure-Review-Revise
    101. 101. Google Analytics
    102. 102. Twitalyzer
    103. 103. Twitter Analyzer
    104. 104. Klout
    105. 105. Twitter Grader
    106. 106. Socialoomph
    107. 107. Unilyzer
    108. 108. And More Apps
    109. 109. Finding Time for Twitter</li></ul>59<br />
    110. 110. Measure – Review - Revise<br />Social Media Strategies are long term – not short<br />Use metrics for<br />Understanding target audiences<br />Building better relationships<br />Understanding behaviors<br />Refining targeting<br />Understanding results<br />Refining processes<br />Improving relationships<br />Refining content<br />Page 60<br />
    111. 111. Google Analytics<br />Google can help you understand traffic that Twitter is driving to your website or blog<br />(Some 3rd party apps are co-mingled within direct traffic results)<br />Can set alerts to specific URLs, landing pages, campaigns<br />Can export data to create client specific reports<br />Page 61<br />
    112. 112. Twitalyzer – Free and Fee Based<br />Value: <br />Provides metrics to refine your Twitter methods <br />Measure the influence of specific Tweeters<br />Page 62<br />
    113. 113. Twitter Analyzer<br />Much like Twitalyzer<br />Matter of preference<br />Does not provide the scoring<br />Page 63<br />
    114. 114. Klout<br />Dynamic Analysis:<br />Reach<br />Demand<br />Engagement<br />Velocity<br />Activity<br />Page 64<br />
    115. 115. SocialOomph Stats<br />Twitter click traffic across all Twitter profile streams<br />Twitter click details - exportable<br />Page 65<br />
    116. 116. Unilyzer<br />Unilyzer.com <br />Relationship metrics <br />Fee based<br /> Page 66<br />
    117. 117. A few of the 70,000+ 3rd Party Apps for Twitter<br />Free<br />HootSuitehttp://www.HootSuite.com<br />TweetDeckhttp://www.tweetdeck.com<br />TweeSpeedhttp://www.tweespeed.com<br />TweetMeMEhttp://www.tweetmeme.com<br />MrTweethttp://mrtweet.net<br />Twitter Grader http://twitter.grader.com<br />Nutshell Mail http://nutshellmail.com<br />Twitpichttp://twitpic.com<br />Twitvidhttp://www.twitvid.com<br />Tweetsharehttp://www.tweetshare.com<br />TweetMixxhttp://www.tweetmixx.com<br />TweetBeephttp://tweetbeep.com<br />TweetReachhttp://www.tweetreach.com<br />ManageFlitterhttp://www.manageflitter.com<br />TwitterAnalyzerhttp://www.twitteranalyzer.com<br />Klouthttp://www.klout.com<br />Twitalyzerhttp://www.twitalyzer.com<br />Listorioushttp://www.listorious.com<br />Whatthehashtaghttp://whatthehashtag.com<br />Page 67<br />Free Basic or Premium (fee based)<br /><ul><li>BudUrlhttp://www.bud.url
    118. 118. SocialOomphhttp://www.socialoomph.com
    119. 119. Unilyzerhttp://www.unilyzer.com
    120. 120. Radian6 http://www.radian6.com/
    121. 121. ObjectiveMarketerhttp://objectivemarketer.com/</li></ul>Mac<br /><ul><li>Twitterific
    122. 122. Tweetr
    123. 123. Tweetie</li></ul>Mobile<br /><ul><li>Tweetie (iPhone_
    124. 124. TweetDeck (iPhoneiPad)
    125. 125. Twitterberry (Blackberry)
    126. 126. TinyTwitter (Blackberry)
    127. 127. HootSuite (iPhone, Android)</li></ul>Widgets<br /><ul><li>http://twitter.com/goodies/widget_profile
    128. 128. http://twitter.com/goodies/widget_search
    129. 129. http://deanjrobinson.com/projects/twitt-twoo/
    130. 130. http://tweetmeme.com/about/retweet_button
    131. 131. http://www.twitterbuttons.com/
    132. 132. http://www.twitip.com
    133. 133. http://www.freetwitterbuttons.org/</li></li></ul><li>Section SevenMarketing with Twitter<br />68<br />
    134. 134. Twitter is about approach, transparency, and immediacy<br />Page 69<br />
    135. 135. Social Media as a Business Strategy<br />From The SocialCustomer White Paper <br />Management buy-in is a must<br />Integrate social channels with traditional service and marketing processes<br />Identify the social channels that your customers engage in. <br />Engage with social customers in multiple channels if necessary. <br />Customer support staff should take time to engage with customers on social channels. <br /> Page 70<br />
    136. 136. Continued…<br />From The SocialCustomer White Paper <br />More interactions generate a higher positive impact with social customers<br />Companies that have a longer history of engaging customers on social channels from a service perspective experience a more positive impact on their service goals <br />Facebook and Twitter ranked similarly for effective engagement overall<br /> Page 71<br />
    137. 137. 33% of Fortune 100 on Twitter60% of the Top 10<br /> Page 72<br />
    138. 138. http://twitter.com/Chevron<br />http://twitter.com/GMblogs<br />http://twitter.com/conocophillips<br />GE – protected Tweets <br />http://twitter.com/fordcustservice<br />http://twitter.com/ATTNews<br />But not all are well versed or committed yet<br />
    139. 139. Real-time Interfacing Builds Trust<br />People trust more those companies who use microblogging websites like Twitter to provide real-time responses.<br />75% polled say they view companies who microblog sending frequent messages on sites like Twitter or updating their status on social networks like Facebook as more trustworthy than those who don’t.<br />Note: 76 percent said they were less likely to trust information from a blogger getting free samples from companies they write about.<br />Survey by Fleishman-Hillard with Research by Harris Interactive<br /> Page 74<br />
    140. 140. http://twitter.com/Ford<br />
    141. 141. Twitter Is An Information and News and Media Websites<br />But people are bypassing News and Media websites<br />60% going directly to social networking and entertainment sites instead<br /> Page 76<br />
    142. 142. http://twitter.com/NewYorker<br />
    143. 143. http://twitter.com/washingtonpost<br />
    144. 144. http://twitter.com/NYTimes<br />
    145. 145. Twitter Forcing Change in Media Culture <br />80<br />
    146. 146. http://twitter.com/Matt_is_a_nerd<br />http://twitter.com/Mike_Thiel<br />
    147. 147. http://twitter.com/wikileaks<br />
    148. 148. How Does a New Domain Build Website Traffic? <br />Page 83<br />3 week old domain<br />1/3rd of traffic driven by social networking<br />
    149. 149. http://twitter.com/novellajewelry<br />
    150. 150. http://twitter.com/etsy<br />
    151. 151. Etsy – Just Wanted to Have Fun<br />Alert followers to particularly creative products from Etsy sellers<br />Share valuable tips & tricks<br />Provide information about upcoming events and promotions on the site.<br />Share information from individual Etsy sellers (via “retweets”)<br />Page 86<br /><ul><li>Monitor and respond to Etsy-related questions and concerns that users express via Twitter
    152. 152. Garner feedback and ideas instantaneously, effectively creating focus groups from the @Etsy followers.
    153. 153. Discover users’ favorite Etsy items, design blogs, and projects
    154. 154. Tool for impromptu surveys and feedback</li></li></ul><li>http://twitter.com/hubspot<br />
    155. 155. HubSpot Employees Are Active on Twitter<br />http://twitter.com/mvolpe<br />http://twitter.com/bhalligan<br />http://twitter.com/dharmesh<br />88<br />
    156. 156. Promote Business through Building Relationships<br />Teusner Winery<br />Used Twitter search to find related keywords<br />Keeps tweets relaxed and stays away from selling<br />Customer-to-customer conversations, not just customer-to-you<br />Use conversations to learn what customers like<br />Twitter 101 Case Study<br /> Page 89<br />
    157. 157. http://twitter.com/Teusnerwine<br />
    158. 158. Twitter as A Cultural Catalyst<br />Page 91<br />
    159. 159. http://twitter.com/comcastcares<br />
    160. 160. Jet Blue’s Modest Goal – Better Customer Service<br />Jet Blue was an early adopter of social media in 2007. They began a Twitter profile with the objective of improving customer service. <br />What began as a small experiment, tore down walls and lead to better qualitative rather than quantitative improvements.<br />1M+ followers later, they are an often studied example of a successful corporate driven Twitter Strategy.<br />Twitter 101 Case Study<br /> Page 93<br />
    161. 161. http://twitter.com/jetblue<br />
    162. 162. Twitter’s Promoted Tweets (beta)<br /> Page 95<br />
    163. 163. http://twitter.com/starbucks<br />
    164. 164. http://twitter.com/twelpforce<br />http://twitter.com/bestbuy<br />
    165. 165. http://twitter.com/zecco<br />
    166. 166. http://twitter.com/spontwts<br />
    167. 167. Convergence – Mobile Twitter Apps<br />Page 100<br />
    168. 168. http://twitter.com/twtapps<br />
    169. 169. Coupon Tweeting<br />Page 102<br />
    170. 170. Coupon Tweet<br /> Page 103<br />
    171. 171. Create Coupons with twtQpon<br />Page 104<br />
    172. 172. Integrate Twitter Into Your Contests, Giveways and Coupon On/Off-Line Marketing Plans<br /> Page 105<br />Giveaway<br />Give away something in return for your visitors to take action<br />Use 3rd party platforms:<br /> http://twiveaway.com/<br /> http://tweetaways.com/<br />
    173. 173. http://twitter.com/couponsforward<br />
    174. 174. Section SevenIn the Trenches<br />107<br />
    175. 175. 108<br />Thought Leaders<br />
    176. 176. http://twitter.com/chrisbrogan<br />109<br />
    177. 177. http://twitter.com/mashable<br />
    178. 178. 111<br />Community Syndicators<br />
    179. 179. http://twitter.com/SMHCS<br />112<br />
    180. 180. http://twitter.com/explorechicago<br />113<br />
    181. 181. 114<br />
    182. 182. 115<br />Content Sharers<br />
    183. 183. http://twitter.com/RichardBejah<br />116<br />
    184. 184. http://twitter.com/andersoncooper<br />
    185. 185. http://twitter.com/chicagotribune<br />
    186. 186. 119<br />Brands<br />
    187. 187. http://twitter.com/radian6<br />120<br />
    188. 188. http://twitter.com/bnluk<br />
    189. 189. http://twitter.com/nfl<br />
    190. 190. http://twitter.com/threadless<br />123<br />
    191. 191. http://www.twitter.com/delloutlet<br />
    192. 192. 125<br />Conversationalists<br />
    193. 193. http://www.twitter.com/guykawasaki<br />
    194. 194. http://twitter.com/Scobleizer<br />
    195. 195. http://twitter.com/TheEllenShow<br />
    196. 196. Summary<br />“Your Twitter strategy should be a component of your overall social communication strategy to expand your brand across the web and produce measurable results.”<br />Remember to:<br />Define your goals<br />Define and follow your target audience<br />Tweet consistently everyday<br />Engage your audience proactively and reactively <br />Share content links<br />Offer Twitter-only specials<br />Follow people back (unless their tweets are inappropriate)<br />Retweet great content from influencers you wish to engage<br />Report spammers<br />Consistently manage your lists and followers<br />Always be interesting<br />Page 129<br />
    197. 197. Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing<br />Read more…<br />Page 130<br />Amazon <br />Wheatmark's online bookstore<br />Website: http://www.findandconvert.com<br />Blog: http://www.findandconvert.com/blog<br />Twitter: http://twitter.com/berniebay<br />LinkedIn: http://www.linkedin.com/in/bernieborges<br />Facebook: http://www.facebook.com/bernie.borges<br />Facebook Fan Page: http://www.facebook.com/findandconvert<br />
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