Using @Twitter Effectively
@DavidGerzof
9.16.2013
Social Media is Old
Technology is New
@DavidGerzof
Social Vs. traditional
Communication
tional media: one-wayMarketing by interruption & interm
Social media: two-wayMarketin...
Vernacular
@Handle
#Hashtag
.DotHack
DM
Follow / Followers
Following
Flame
Mention
RT & MT
Trends / Trending
Tweet
URL sho...
Understanding Twitter
Why 140 Characters?
Facebook vs. Twitter
Time & Place vs. Ideas
Search.Twitter.com
@DavidGerzof
Main Uses for Twitter
Connecting with: customers, consumers, constituencies
Community building
Customer support
Research -...
How Some People You May Know
Use Twitter
@DavidGerzof
US Twitter Use
US Twitter currently stands at 18%
@DavidGerzof
Getting Started
Choose the right handle
Set up your Twitter page
Have an engaging description
Brand your background
Upload...
HootSuite
Sample Twitter Page
@DavidGerzof
SO YOU HAVE A TWITTER PAGE,
NOW WHAT?
PLAN
IMPLEMENTMEASURE
EVALUATE
RUN A “CAMPAIGN”
Goals &
Objectives
@DavidGerzof
PLAN
IMPLEMENTMEASURE
EVALUATE
@DavidGerzof
Determine who to follow
Listen, set up listening posts
Rules of engagement
Content calendar
Timing
Voice and message
PLAN
...
Follow the Right People
Start with Twitter
recommendations
People whose opinions
matter to you
Leaders
Colleagues
Friends
...
Discover the Right
People to Follow
Listen a lot - twitter can be your
always-on, giant focus group
Listening
Use Twitter ...
Rules of Engagement
Have a policy that works for you
Make sure everyone knows it
Stick to your rules
@DavidGerzof
Tweets & Timing
Establish what and when you’re going to share
(Content Calendar)
≈ 4-5 Tweets per day is ideal
General rul...
Voice and Message
Remember Twitter is bi-directional
Define your voice, personality
and what you stand for - stick to it
R...
PLAN
IMPLEMENTMEASURE
EVALUATE
@DavidGerzof
Tell people you’re on Twitter
Creating an engaging channel
Build your army
The 80/20 Rule
“Share Tactics”
URL shorteners
H...
Let Your networks know you’re on
Twitter
Add your @handle to your email
signature and business cards
Add a Twitter button ...
Create an engaging channel
Share your expertise & insights
Add media: Vine, Instagram, pics, etc.
Respond to everyone (wit...
Build Your
Audience & Army
This doesn’t happen over night
@mention handles you want to
engage with
Tweet content that inte...
The 80/20 Rule
Vilfredo Pareto - Pareto Principle
80% of your Twitter content should
help your community
20% can be self p...
Twitter “Share Tactics”
Compelling content - news, humor, wit,
controversy, unique qualities
Politeness - “PLS RT” ≈ 4X
Th...
Link shorteners
http:/www.hks.harvard.edu/news-events/events-calendar/usin
211 Characters, Use bit.ly
http://hvrd.me/1gfu0...
Hashtags
Hashtags are used to identify
specific topics or conversations;
#adding #a #Hashtag #to #generic
#words #gets #yo...
PLAN
IMPLEMENTMEASURE
EVALUATE
@DavidGerzof
RT tracking
Follower growth
Follower quality
Reach
Influence
Sentiment
Mention tracking
Link tracking
MEASURE
@DavidGerzof
Reach
@DavidGerzof
@DavidGerzof
REACH
Influence
@DavidGerzof
Sentiment & Mentions
@DavidGerzof
Clicks
@DavidGerzof
PLAN
IMPLEMENTMEASURE
EVALUATE
@DavidGerzof
Compare measurement data to goals & objectives
Follower/following ratio >100% ideal
Tweets/followers ratio < 100% ideal
Me...
MentionMapp
@DavidGerzof
Twitalyzer
@DavidGerzof
Overshare
Broadcast without listening
Tweet without thinking
Lock your feed with privacy settings
Confuse your accounts
Ha...
Using @Twitter Effectively
@DavidGerzof
9.16.2013
Thank You
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Using Twitter Effectively Harvard Presentation by David Gerzof Richard

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Using Twitter Effectively - A Harvard University Presentation by David Gerzof Richard. Presentation Date 9.16.13. This presentation covers: getting started on Twitter, Twitter Vocabulary, Twitter Main Uses, Twitter campaigns, Twitter Rules of engagement, tweets and timing, Twitter voice and message, Twitter Engagement and Twitter Measurement.

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Using Twitter Effectively Harvard Presentation by David Gerzof Richard

  1. 1. Using @Twitter Effectively @DavidGerzof 9.16.2013
  2. 2. Social Media is Old Technology is New @DavidGerzof
  3. 3. Social Vs. traditional Communication tional media: one-wayMarketing by interruption & interm Social media: two-wayMarketing by permission @DavidGerzof
  4. 4. Vernacular @Handle #Hashtag .DotHack DM Follow / Followers Following Flame Mention RT & MT Trends / Trending Tweet URL shortener @DavidGerzof
  5. 5. Understanding Twitter Why 140 Characters? Facebook vs. Twitter Time & Place vs. Ideas Search.Twitter.com @DavidGerzof
  6. 6. Main Uses for Twitter Connecting with: customers, consumers, constituencies Community building Customer support Research - Always-on focus group Sales & promotion Information sharing Branding Search @DavidGerzof
  7. 7. How Some People You May Know Use Twitter @DavidGerzof
  8. 8. US Twitter Use US Twitter currently stands at 18% @DavidGerzof
  9. 9. Getting Started Choose the right handle Set up your Twitter page Have an engaging description Brand your background Upload a profile picture @DavidGerzof
  10. 10. HootSuite
  11. 11. Sample Twitter Page @DavidGerzof
  12. 12. SO YOU HAVE A TWITTER PAGE, NOW WHAT?
  13. 13. PLAN IMPLEMENTMEASURE EVALUATE RUN A “CAMPAIGN” Goals & Objectives @DavidGerzof
  14. 14. PLAN IMPLEMENTMEASURE EVALUATE @DavidGerzof
  15. 15. Determine who to follow Listen, set up listening posts Rules of engagement Content calendar Timing Voice and message PLAN @DavidGerzof
  16. 16. Follow the Right People Start with Twitter recommendations People whose opinions matter to you Leaders Colleagues Friends Influencers @DavidGerzof
  17. 17. Discover the Right People to Follow Listen a lot - twitter can be your always-on, giant focus group Listening Use Twitter Search for keywords Track Hashtags Influencers of your Influencers @DavidGerzof
  18. 18. Rules of Engagement Have a policy that works for you Make sure everyone knows it Stick to your rules @DavidGerzof
  19. 19. Tweets & Timing Establish what and when you’re going to share (Content Calendar) ≈ 4-5 Tweets per day is ideal General rules (made to be broken): Weekends are better than week days 7am-8pm is better than 8pm-7am ≈ 30% increase in engagement Learn when the conversations you want to listen to or join are happening @DavidGerzof
  20. 20. Voice and Message Remember Twitter is bi-directional Define your voice, personality and what you stand for - stick to it Remain consistent with your voice and message @DavidGerzof
  21. 21. PLAN IMPLEMENTMEASURE EVALUATE @DavidGerzof
  22. 22. Tell people you’re on Twitter Creating an engaging channel Build your army The 80/20 Rule “Share Tactics” URL shorteners Hashtags IMPLEMENT @DavidGerzof
  23. 23. Let Your networks know you’re on Twitter Add your @handle to your email signature and business cards Add a Twitter button to your blogs, web pages, etc. Use Twitter’s “Find Friends” tool @DavidGerzof
  24. 24. Create an engaging channel Share your expertise & insights Add media: Vine, Instagram, pics, etc. Respond to everyone (within reason) Stay on topic Be human, get personal (within reason) @DavidGerzof
  25. 25. Build Your Audience & Army This doesn’t happen over night @mention handles you want to engage with Tweet content that interests your target audience Follow the conversation, engage when ready
  26. 26. The 80/20 Rule Vilfredo Pareto - Pareto Principle 80% of your Twitter content should help your community 20% can be self promotional @DavidGerzof
  27. 27. Twitter “Share Tactics” Compelling content - news, humor, wit, controversy, unique qualities Politeness - “PLS RT” ≈ 4X The ideal retweet sweet spot number is 100-120 characters #Hashtags ≈ 2X More than 2 Hashtags ≈ .5X Timing your audience @DavidGerzof
  28. 28. Link shorteners http:/www.hks.harvard.edu/news-events/events-calendar/usin 211 Characters, Use bit.ly http://hvrd.me/1gfu0NB 23 Characters @DavidGerzof
  29. 29. Hashtags Hashtags are used to identify specific topics or conversations; #adding #a #Hashtag #to #generic #words #gets #you #nowhere #fast Use two Hashtags at most in any one tweet Know where your hashtag leads @DavidGerzof
  30. 30. PLAN IMPLEMENTMEASURE EVALUATE @DavidGerzof
  31. 31. RT tracking Follower growth Follower quality Reach Influence Sentiment Mention tracking Link tracking MEASURE @DavidGerzof
  32. 32. Reach @DavidGerzof
  33. 33. @DavidGerzof REACH
  34. 34. Influence @DavidGerzof
  35. 35. Sentiment & Mentions @DavidGerzof
  36. 36. Clicks @DavidGerzof
  37. 37. PLAN IMPLEMENTMEASURE EVALUATE @DavidGerzof
  38. 38. Compare measurement data to goals & objectives Follower/following ratio >100% ideal Tweets/followers ratio < 100% ideal Mentionmapp Twitalizer EVALUATE @DavidGerzof
  39. 39. MentionMapp @DavidGerzof
  40. 40. Twitalyzer @DavidGerzof
  41. 41. Overshare Broadcast without listening Tweet without thinking Lock your feed with privacy settings Confuse your accounts Hashtag without thinking Auto-follow, auto-DM Ignore your community, Vanish What Not to do @DavidGerzof
  42. 42. Using @Twitter Effectively @DavidGerzof 9.16.2013 Thank You

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