AMA Twitter for Marketers Updated 9-29-2010

Twitter for Marketers
Bernie Borges
September 29, 2010
1

Goals
Learn how to use twitter in productive and measurable ways in business.
Understand the “rules of engagement.”
Minimize mistakes.
Maximize positive results.
Page 2

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

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
Integrate Twitter into your marketing plan
How to measure and refine results
Page 4

Agenda
This Morning
This Afternoon
A Twittle Thought
Getting Started…
Twitter Basics
Management Tools for the Twittersphere
Getting the Most Out of Twitter
Measuring Results
Marketing with Twitter
In the Trenches
Page 5

Section OneA Twittle Thought
What Is Twitter
Objectives
Setting and Measuring Goals
6

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
1 of 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

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
Page 8

Setting and Measuring Goals
Source: Facebook Marketing an Hour a Day.
Goals
Metrics
Example
9

Section TwoGetting Started
Setting Up Your Profile
Settings
Account
Password
Mobile
Notices
Profile
Design
Connections
10

http://www.twitter.com/berniebay
Link to My Profile
Notie Social Icons
11

Setting Up a Profile
Email addresses must be different if you are setting up a personal and business profile.
Tip: Create a specific Gmail account for your Twitter profile to avoid clogging up your email.
Page 12

SettingsAccount
Fill in the basics.
Add location?
Protect my tweets?
Password
Use to change password
Page 13

SettingsMobile
Add your mobile number to start mobile (text) verification process
Page 14

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 15

SettingsProfile
Tip: 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
Bio
160 characters
Use keywords for SEO value
Make it interesting
Page 16

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
http://www.colourlovers.com/themeleon/twitter
Page 17

Settings…design
A few more background options:
http://tweetstyle.com/
http://www.mytweetspace.com/
http://freetwitterdesigner.com/
http://www.twitbacks.com/
http://peekr.net/
Page 18

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 19

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 20

What is a Twitter Stream?
A tweeter stream uses a “#” hashtag to identify streams of conversation based on an event, topic or person
http://search.twitter.com
What the Hash Tag
TweetUp
A pre-defined time to tweet about a specific topic or event
Our Twitter stream –
#AMATwitter
Page 21

Join our Tweet-Up #AMATwitter
Urban Dictionary:
An organized or impromptu gathering of people that use Twitter. (A meet up of people that 'tweet' using Twitter.)
Are you going to the "tweetup" tonight?
Page 22

Section ThreeTwitter Basics
Who To Follow
Content Strategy
Brand Strategy
Tweeting Etiquette
A Few Things Twitter Can and Cannot Do
Twitter Lists
23

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 24

Develop Your Content Strategy
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
http://www.twitpic.com or 3rd party app like HootSuite or TweetDeck
Videos – YouTube
Share other people’s content
Blogs, articles, pictures, videos
Retweet other people’s content
Page 25

THEN Develop Your Brand Strategy
26
It’s social media…not shouting media
Listen to your audience and learn
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)

Tweeting Etiquette and Guidelines
Be Consistent
Spread your tweets out
Do not send out multiple tweets at the same time
Be Social
Give shout-outs, aka SO, using @name to those that retweet your content
Follow back those that follow you (excluding bots, inappropriate followers)
Follow others proactively
SO to those that consistently post good content
Ignore Spam and Bots
Exception – RSS feeds with great content
Report Spammers
Target Your Content
Track & retweet their influential followers content
Use http://search.twitter.com to track keyword conversations
Use #hashtags to start & follow topical conversation streams
Show personality…especially with your brands
Think of your tweets as headlines
Think of your tweets as short bursts of a relevant thought
Hint: It is called social media not “shouting” media
Page 27

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.
Page 28
28
Its about them

What Are Lists and Why Are They Valuable?
Twitter lists are viewed by everyone following you
Organize groups and followers
Manage influential followers
Follow back those that have listed you
Universal search value
Use private lists for reputation management
Good chi
Bad chi
Page 29

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 http://www.listorious.com
Add yourself
Add your top 6 best keywords
Page 30

Keep Your Ratio Low
Follow people whose lifestyle and interests may find your brand, products and tweets interesting enough to
Follow up back
May retweet your content to their followers.
Might wish to engage in conversation
This will increase the amount of people that may see your tweets.
As you reach the 2000 follower 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 31

Set up RSS Tweets for Keywords
Page 32

Section FourManagement Tools for the Twittersphere
HootSuite
TweetDeck
SocialOomph
33

Twitter 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
Page 34

Home or Profile Tab
Can view 20 at a time who you are following and who is following you. But cannot tell who is following you back
Page 35

Home or Profile Tab
Can view lists - view tweets from those lists and can reply but cannot retweet
Page 36

Settings Tab
Can adjust or change Twitter settings
Can search for people
Page 37

http://search.twitter.com
Can search by #hashtags and keywords to find relevant tweets and twitterers to follow
Page 38

With HootSuite…you can
Follow Streams
Manage People
Study Stats
Page 39
Manage Settings/Assignments
Login http://hootsuite.com
Click on confirmation email

Or…TweetDeck
Page 40

HootSuite or TweetDeck or Both?
HootSuite
Browser based
Can schedule tweets
Can save drafts
Follow and unfollow management
List directory
Statistics per tweet & link
Collaborative tweeting and assignments
Page 41
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
TweetDeck
Desktop application (Adobe Air)
New tweet notification
Can email tweets
Customizable settings
Search and List Directory on website
Can schedule tweets
Tweet management filters
Translate Tweets

Advanced Tweeting with SocialOomph
http://www.socialoomph.com is a fee-based multiple Twitter management software platform with automation tools and tracking analytics.
Professional version offers:
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 42

Key Feature: 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 43

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
Maintain and update lists
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 44

Finding Time for Twitter
Create a Twitter team and share tweeting engagement
Set aside dedicated time for tweeting
Find daily activities that do not generate results and replace them
Use 3rd party apps to increase quality and efficiency
Page 45

Sue
Atlanta, GA
Section FiveGetting the Most Out of Twitter
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
1. Bookmarking Profiles
46

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
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 47

Guidelines on Who Not to Follow
No photo or image
Does not follow back
Large number of tweets
Tweets multiple tweets at one time
No website or bio
Tweets rarely
Exception: News portals with quality content
Page 48

So How Do You Know Who Is Influential?
http://tweetreach.com/
http://www.mrtweet.com
http://www.klout.com
http://twittergrader.com/
Page 49

HubSpot’s Twitter Grader
Score includes
Grade
Rank
Tag cloud
History
Follower graph
Follower comparison
Page 50

Be personable…even as a brand
Follow back those that follow you
Manually respond to emails from Twitter
Use the follow back feature in Twitter management software such as Hootsuite and TweetDeck
Use the automated feature in SocialOomph and other apps with filter options
Use the people management tool in HootSuite
Page 51

Find Others to Follow
Follow people from http://search.twitter.com streams and keywords
Search Google with “keyword Twitter”
Follow people from LinkedIn and Facebook
Use 3rd party apps
http://www.twibes.com/
www.mrtweet.com
www.Twellow.com
http://wefollow.com/
Page 52

Follow back mentions from SO’s and RTs
In HootSuite / TweetDeck set up “specific keywords” column
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
Grow Your Followers
Page 53

Finding Influencers with WeFollow
Page 54

Using Twellow to Find Communities
Page 55
Search
Suggested Users
Manage Follow / Unfollow

Unfollow using http://manageflitter.com
Use weekly to:
Unfollow Twitterers that have not tweeted in a month
Unfollow Twitterers that have not followed you back within a few days or weeks
Page 56

Integrating Twitter into Your Marketing Strategy
Email signature “Follow us on Twitter”
On your website, blog email, newsletter
Direct mail & media campaigns
Other social networks e.g. LinkedIn, Facebook, Myspace
Page 57
http://www.twitterbuttons.com/
http://www.twitip.com
http://www.freetwitterbuttons.org/
http://tweetmeme.com/about/retweet_button
Point your audience to your Twitter profile in your off-line and on-line marketing activities

Integrate Your Social Media into Twitter
Page 58

Section SixMeasuring Results
Meaure-Review-Revise
Google Analytics
Twitalyzer
Twitter Analyzer
Klout
Twitter Grader
Socialoomph
Unilyzer
And More Apps
Finding Time for Twitter
59

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 60

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 61

Twitalyzer – Free and Fee Based
Value:
Provides metrics to refine your Twitter methods
Measure the influence of specific Tweeters
Page 62

Twitter Analyzer
Much like Twitalyzer
Matter of preference
Does not provide the scoring
Page 63

Klout
Dynamic Analysis:
Reach
Demand
Engagement
Velocity
Activity
Page 64

SocialOomph Stats
Twitter click traffic across all Twitter profile streams
Twitter click details - exportable
Page 65

Unilyzer
Unilyzer.com
Relationship metrics
Fee based
Page 66

A few of the 70,000+ 3rd Party Apps for Twitter
Free
HootSuitehttp://www.HootSuite.com
TweetDeckhttp://www.tweetdeck.com
TweeSpeedhttp://www.tweespeed.com
TweetMeMEhttp://www.tweetmeme.com
MrTweethttp://mrtweet.net
Twitter Grader http://twitter.grader.com
Nutshell Mail http://nutshellmail.com
Twitpichttp://twitpic.com
Twitvidhttp://www.twitvid.com
Tweetsharehttp://www.tweetshare.com
TweetMixxhttp://www.tweetmixx.com
TweetBeephttp://tweetbeep.com
TweetReachhttp://www.tweetreach.com
ManageFlitterhttp://www.manageflitter.com
TwitterAnalyzerhttp://www.twitteranalyzer.com
Klouthttp://www.klout.com
Twitalyzerhttp://www.twitalyzer.com
Listorioushttp://www.listorious.com
Whatthehashtaghttp://whatthehashtag.com
Page 67
Free Basic or Premium (fee based)
BudUrlhttp://www.bud.url
SocialOomphhttp://www.socialoomph.com
Unilyzerhttp://www.unilyzer.com
Radian6 http://www.radian6.com/
ObjectiveMarketerhttp://objectivemarketer.com/
Mac
Twitterific
Tweetr
Tweetie
Mobile
Tweetie (iPhone_
TweetDeck (iPhoneiPad)
Twitterberry (Blackberry)
TinyTwitter (Blackberry)
HootSuite (iPhone, Android)
Widgets
http://twitter.com/goodies/widget_profile
http://twitter.com/goodies/widget_search
http://deanjrobinson.com/projects/twitt-twoo/
http://tweetmeme.com/about/retweet_button
http://www.twitterbuttons.com/
http://www.twitip.com
http://www.freetwitterbuttons.org/

Section SevenMarketing with Twitter
68

Twitter is about approach, transparency, and immediacy
Page 69

Social Media as a Business Strategy
From The SocialCustomer White Paper
Management buy-in is a must
Integrate social channels with traditional service and marketing processes
Identify the social channels that your customers engage in.
Engage with social customers in multiple channels if necessary.
Customer support staff should take time to engage with customers on social channels.
Page 70

Continued…
From The SocialCustomer White Paper
More interactions generate a higher positive impact with social customers
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
Facebook and Twitter ranked similarly for effective engagement overall
Page 71

33% of Fortune 100 on Twitter60% of the Top 10
Page 72

http://twitter.com/Chevron
http://twitter.com/GMblogs
http://twitter.com/conocophillips
GE – protected Tweets
http://twitter.com/fordcustservice
http://twitter.com/ATTNews
But not all are well versed or committed yet

Real-time Interfacing Builds Trust
People trust more those companies who use microblogging websites like Twitter to provide real-time responses.
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.
Note: 76 percent said they were less likely to trust information from a blogger getting free samples from companies they write about.
Survey by Fleishman-Hillard with Research by Harris Interactive
Page 74

http://twitter.com/Ford

Twitter Is An Information and News and Media Websites
But people are bypassing News and Media websites
60% going directly to social networking and entertainment sites instead
Page 76

http://twitter.com/NewYorker

http://twitter.com/washingtonpost

http://twitter.com/NYTimes

Twitter Forcing Change in Media Culture
80

http://twitter.com/Matt_is_a_nerd
http://twitter.com/Mike_Thiel

http://twitter.com/wikileaks

How Does a New Domain Build Website Traffic?
Page 83
3 week old domain
1/3rd of traffic driven by social networking

http://twitter.com/novellajewelry

http://twitter.com/etsy

Etsy – Just Wanted to Have Fun
Alert followers to particularly creative products from Etsy sellers
Share valuable tips & tricks
Provide information about upcoming events and promotions on the site.
Share information from individual Etsy sellers (via “retweets”)
Page 86
Monitor and respond to Etsy-related questions and concerns that users express via Twitter
Garner feedback and ideas instantaneously, effectively creating focus groups from the @Etsy followers.
Discover users’ favorite Etsy items, design blogs, and projects
Tool for impromptu surveys and feedback

http://twitter.com/hubspot

HubSpot Employees Are Active on Twitter
http://twitter.com/mvolpe
http://twitter.com/bhalligan
http://twitter.com/dharmesh
88

Promote Business through Building Relationships
Teusner Winery
Used Twitter search to find related keywords
Keeps tweets relaxed and stays away from selling
Customer-to-customer conversations, not just customer-to-you
Use conversations to learn what customers like
Twitter 101 Case Study
Page 89

http://twitter.com/Teusnerwine

Twitter as A Cultural Catalyst
Page 91

http://twitter.com/comcastcares

Jet Blue’s Modest Goal – Better Customer Service
Jet Blue was an early adopter of social media in 2007. They began a Twitter profile with the objective of improving customer service.
What began as a small experiment, tore down walls and lead to better qualitative rather than quantitative improvements.
1M+ followers later, they are an often studied example of a successful corporate driven Twitter Strategy.
Twitter 101 Case Study
Page 93

http://twitter.com/jetblue

Twitter’s Promoted Tweets (beta)
Page 95

http://twitter.com/starbucks

http://twitter.com/twelpforce
http://twitter.com/bestbuy

http://twitter.com/zecco

http://twitter.com/spontwts

Convergence – Mobile Twitter Apps
Page 100

http://twitter.com/twtapps

Coupon Tweeting
Page 102

Coupon Tweet
Page 103

Create Coupons with twtQpon
Page 104

Integrate Twitter Into Your Contests, Giveways and Coupon On/Off-Line Marketing Plans
Page 105
Giveaway
Give away something in return for your visitors to take action
Use 3rd party platforms:
http://twiveaway.com/
http://tweetaways.com/

http://twitter.com/couponsforward

Section SevenIn the Trenches
107

108
Thought Leaders

http://twitter.com/chrisbrogan
109

http://twitter.com/mashable

111
Community Syndicators

http://twitter.com/SMHCS
112

http://twitter.com/explorechicago
113

115
Content Sharers

http://twitter.com/RichardBejah
116

http://twitter.com/andersoncooper

http://twitter.com/chicagotribune

119
Brands

http://twitter.com/radian6
120

http://twitter.com/bnluk

http://twitter.com/nfl

http://twitter.com/threadless
123

http://www.twitter.com/delloutlet

125
Conversationalists

http://www.twitter.com/guykawasaki

http://twitter.com/Scobleizer

http://twitter.com/TheEllenShow

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 follow your target audience
Tweet consistently everyday
Engage your audience proactively and reactively
Share content links
Offer Twitter-only specials
Follow people back (unless their tweets are inappropriate)
Retweet great content from influencers you wish to engage
Report spammers
Consistently manage your lists and followers
Always be interesting
Page 129

Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing
Read more…
Page 130
Amazon
Wheatmark's online bookstore
Website: http://www.findandconvert.com
Blog: http://www.findandconvert.com/blog
Twitter: http://twitter.com/berniebay
LinkedIn: http://www.linkedin.com/in/bernieborges
Facebook: http://www.facebook.com/bernie.borges
Facebook Fan Page: http://www.facebook.com/findandconvert

AMA Twitter for Marketers Updated 9-29-2010

by Bernie Borges on Sep 30, 2010

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AMA Twitter for Marketers Updated 9-29-2010 — Presentation Transcript