Introduction to Marketing on Twitter, ADPR4300 (Session 3)
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Introduction to Marketing on Twitter, ADPR4300 (Session 3)

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Marquette University, Emerging and Social Media (ADPR4300) ...

Marquette University, Emerging and Social Media (ADPR4300)

In our third week we will being to talk about specific social media channels and platforms. We will start with Twitter and understanding the basics of marketing on the platform, building an audience as well as engaging content.

Building on previous sessions, you will be required to sign-up for an account Klout in an effort to understand how content and engagement affects your scores. While Klout isn't the only service trying to measure influence, it is a good tool to use directionally to understand what content is effective and who are your key influencers.

For more about the course please visit:
http://www.jenders.com/adpr4300

Thank you,
Dennis Jenders

More in: Business , Technology
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  • 1. SOCIAL + EMERGING MEDIA MARQUETTE UNIVERSITY / FALL 2013 / #ADPR4300
  • 2. AGENDA 01 TWITTER BASICS 02 CONTENT + ENGAGEMENT 03 BUILD A FOLLOWING 04 TOOLS OF THE TRADE 05 ASSIGNMENT 06 QUESTIONS
  • 3. WHAT DID YOU THINK? BLOG ASSIGNMENT #1
  • 4. 4 BLOG ASSIGNMENT #1 WHAT DID YOU THINK? 25 > < 25 SOCIAL MEDIA MANAGERS
  • 5. JUST THE BASICS MARKETING ON TWITTER
  • 6. 6
  • 7. 7 “We live in a society that is as distracted as it is informed. People are making decision on what to read, view, purchase, visit, and sample based on the information that filters through their attention dashboards.” – Brian Solis, Engage!
  • 8. Launched in 2006, Twitter is a microblogging service primarily used for personal communications. Since then it has become a critical channel for personal updates, quick conversation, connecting in real time and a leading platform for sharing news and information – 140 characters at a time. 
  • 9. 9 MARKETING ON TWITTER THE BASICS 30% of Twitter users are in the U.S. and more than 86% of B2B consumers use the platform. Twitter is the go-to platform for breaking news and real-time information. The world learned about the passing of Whitney Houston 27 mins before traditional news sources. Twitter processes more than 1.6 billion searches per day and rivals Google / YouTube as a major search engine. Of Twitter users surveyed, nearly 40% said they’ve received news they would not have found elsewhere.     TWITTER
  • 10. 10
  • 11. 11
  • 12. 12 TWITTER PROFILE 1: Your profile image / text should be legible, at any size. 2: Clearly state who you are and provide any pertinent contact information. (Especially as a customer service account)
  • 13. 13 MARKETING ON TWITTER THE BASICS PROFILE DESCRIPTION + Enhancing your profile: + Consider both your Twitter handle and profile name for branding and SEO purposes. + 160 total characters to explain yourself, your brand, your mission. + Don’t forget to include your brand URL. + Verified Listings for advertisers and key celebrities.
  • 14. 14 MARKETING ON TWITTER THE BASICS PROFILE DESIGN + Enhancing your profile: + Ability to upload a background image, you can choose to tile the image or not. + Provides branding opportunity, but consider screen real-estate. + Can modify background and link colors. + Profile Image + Consider what can / can’t be seen and understood at 50px. + Recent Images + All recent images are featured on your profile page and can generate further engagement.  TWITTER
  • 15. 15
  • 16. 16 TWITTER + IMAGES 1: Leverage the use of images, uploaded to Twitter. 2: Services like Instagram have blocked thumbnail views.
  • 17. 17
  • 18. 18 TWITTER + IMAGES 1: Images should be shareable, especially when you are asking for a share.
  • 19. 19
  • 20. 20
  • 21. 21 TWITTER + VIDEOS 1: Leverage YouTube, embeds are immediately viewable.
  • 22. 22
  • 23. 23 TWITTER LISTS 1: Lists are great to organize / filter content and followers. 2: Lists are even better for sharing.
  • 24. 24
  • 25. 25
  • 26. WHY ONLY 140 CHARACTERS? 
  • 27. 27 MARKETING ON TWITTER THE BASICS COMMON QUESTIONS + Merging Accounts + You can contact Twitter directly about merging accounts. (Certainly helps if you are an advertiser or have a large following) + Trademark / Copyright + Twitter is fairly responsive when you make an official complaint / request about infringement. + Making @Replies Public + By simply adding a period or another character in front of an @reply everyone will be able to see it. + May be important for customer service issues, or conversation you want others to see.  TWITTER
  • 28. 28     01 BREAKING NEWS The primary platform for breaking news, Twitter is where members (and non-members) go to search on trending topics. 02 SHARED EXPERIENCES Shared experiences from TV shows to political events. Twitter is the go-to platform to have a conversation in real- time. 03 INTELLIGENCE Big data. The openness of the platform allows us to query the platform to identify trends and sentiment. 04 BUSINESS Essential for brands to listen for customer service opportunities and more. MARKETING ON TWITTER PLATFORM STRENGTHS
  • 29. 29     01 BREAKING NEWS The primary platform for breaking news, Twitter is where members (and non-members) go to search on trending topics. 02 SHARED EXPERIENCES Shared experiences from TV shows to political events. Twitter is the go-to platform to have a conversation in real- time. 03 INTELLIGENCE Big data. The openness of the platform allows us to query the platform to identify trends and sentiment. 04 BUSINESS Essential for brands to listen for customer service opportunities and more. MARKETING ON TWITTER PLATFORM STRENGTHS ADDITIONAL STRENGTHS INCLUDE: 1: Customer Service – Any company can benefit for listening for unhappy customers. 2: Media – Opportunity to connect with content creators, journalists, etc. 3: Centers of Influence – Identify influential fans and followers.
  • 30. CONTENT + ENGAGEMENT
  • 31. 31 MARKETING ON TWITTER CONTENT + ENGAGEMENT DEVELOPING CONTENT FOR TWITTER Here are some best practices to keep in mind, review and refine for each of your brands / clients. + 140 total characters means a lot less real estate. + Always leave room for your link, “RT” and username. + Create monthly content calendars of pre-approved posts. + Consider separating accounts for employment, news aggregation, the CEO, etc. + Less thought is required in accounting for conversations, sharing, and retweeting. (Post once per hour) + Develop content, images and videos that are easily shared and retweeted. (Be selective) + Update your creative quarterly.  TWITTER
  • 32. 32 MARKETING ON TWITTER CONTENT + ENGAGEMENT SUCCESS STORIES ARE PLENTIFUL + Dell Outlet + Twitter users follow Dell Outlet for exclusive deals on electronics—and have driven more than $3M in sales through Twitter. + Zappos (Case Study) + Created a highly responsive customer service platform that uses Twitter’s powerful set of APIs and website tools to integrate customers into the brand experience. + Tasti-D-Lite + Ice cream eaters in New York give local chain Tasti-D-Lite marketing feedback via Twitter—and sometimes get surprise dessert deliveries. + Bonobos (Case Study) + Used an exclusive Twitter sale centered around the “Flock to Unlock” method. Followers spread the message by retweeting the offer and, after a certain number of Retweets, they were rewarded with a discount.  TWITTER
  • 33. 33
  • 34. ONCE YOU FLIP THE SWITCH, IT’S HARD TO TURN IT OFF.
  • 35. ONCE YOU FLIP THE SWITCH, IT’S HARD TO TURN IT OFF. MARKETING ON TWITTER 1: Remember, social media isn’t a campaign. 2: Have a plan on to consistently generate content. 3: Twitter is less active than Facebook, and that is OK. 4: Don’t be selfish. Not all of your content need to be about you.
  • 36. 36 MARKETING ON TWITTER CONTENT + ENGAGEMENT
  • 37. 37 MARKETING ON TWITTER CONTENT + ENGAGEMENT MARKETING ON TWITTER 1: The data will help you better understand how to reach your followers, and what makes them engage with you and your content.
  • 38. 38 MARKETING ON TWITTER CONTENT + ENGAGEMENT
  • 39. 39 MARKETING ON TWITTER CONTENT + ENGAGEMENT MARKETING ON TWITTER 1: Social media marketing is 24/7/365. 2: Consider the consumer first, not what is most convenient for you.
  • 40. 40 MARKETING ON TWITTER CONTENT + ENGAGEMENT
  • 41. 41 MARKETING ON TWITTER CONTENT + ENGAGEMENT MARKETING ON TWITTER 1: Again, the data will tell a story. 2: Build a list of verbs and nouns that describe your products / business. 3: Identify the words that work. Collect, test and save them.
  • 42. 42 MARKETING ON TWITTER CONTENT + ENGAGEMENT PAPER.LI + Delighted fans with a well timed tweet during the power outage, setting a precedent for real-time marketing. + Over 15,000 retweets. + Nearly 5,500 people favorited the Tweet. + 20,000 Likes on Facebook. + Marketing team made the graphic and had it approved within minutes. + Lesson: Be prepared, by having protocols in place Oreo was ready to act quickly. + In comparison, the traditional spot that Oreo ran during the Super Bowl had: + 680,000 views on YouTube. + 1,200 hashtag mentions on Twitter.
  • 43. 43 MARKETING ON TWITTER CONTENT + ENGAGEMENT TWEET CHAT + Easily follow specific chat hashtags, or create your own. + Great discovery tool that will help you identify potential chats to take part in. + When following a specific chat, you receive a simple stream only related to that hashtag. + Easily converse in real-time, allowing users to watch a live chat or interact immediately.
  • 44. THE CANARY IN THE COAL MINE 
  • 45. THE CANARY IN THE COAL MINE  MARKETING ON TWITTER 1: Twitter is a an early indicator. How can you use that to your advantage? 2: Monitoring for customer complaints can reveal a lot about your company. 3: More so, monitoring for industry specific conversation or trends can help you build your business and challenge the competition.
  • 46. BUILD A FOLLOWING
  • 47. #FOLLOWFRIDAY #WINEWEDNESDAY 
  • 48. #FOLLOWFRIDAY #WINEWEDNESDAY  MARKETING ON TWITTER 1: Hashtags can be a powerful way to identify influencers, find your audience and insert yourself into the right conversation. 2: But that doesn’t mean you need to be in every conversation. Choose wisely, and make sure your interaction is appropriate.
  • 49. 49 MARKETING ON TWITTER CONTENT + ENGAGEMENT
  • 50. 50 MARKETING ON TWITTER CONTENT + ENGAGEMENT MARKETING ON TWITTER 1: Don’t be a case study in awful. Once you publish, there is no taking it back. 2: Always be thoughtful, considerate and appropriate. 3: Brands do not need to acknowledge every trending topic or disaster.
  • 51. 51 MARKETING ON TWITTER CONTENT + ENGAGEMENT REFOLLOW + Refollow is a tool that helps you discover, manage, and protect your Twitter relationships. + Quick and easy tool that can help your grow your Twitter following / network.
  • 52. 52 MARKETING ON TWITTER CONTENT + ENGAGEMENT WEFOLLOW + WeFollow started as a Twitter directory in 2009 and has since grown to a community of over 1.3 million users. + What makes WeFollow special is that everyone told us their interests when they joined. This means you can search for people by interest and sort them by what we call their Prominence Score. + This ranking system lets you quickly discover, follow and learn from the most prominent people around the world.
  • 53. TOOLS OF THE TRADE
  • 54. 54 MARKETING ON TWITTER TOOLS OF THE TRADE
  • 55. 55 MARKETING ON TWITTER TOOLS OF THE TRADE TWEETDECK 1: Provides a dashboard for more flexibility and insight. 2: Customize and arrange various account feeds, searches, lists. 3: Schedule tweets, fully manage accounts, monitor conversations.
  • 56. 56 TWITTER COUNTER + Twitter Counter provides statistics of Twitter usage and tracks over 94 million users and counting. + Basic stats include Followers, Following, Tweets. + Pro account allows for historical data, mentions, RTs, and easily allows for exporting of data. + Simple solution to track your Twitter growth, or that of the competition. MARKETING ON TWITTER TOOLS OF THE TRADE
  • 57. 57 MARKETING ON TWITTER TOOLS OF THE TRADE BUFFER APP + Easily add great articles, pictures and videos to your Buffer and they automagically share them for you throughout the day. + Post to your Facebook, Twitter, Google+, LinkedIn and App.net accounts easily and quickly from wherever you find great content. + Detailed analytics on all your posts to every social network. See how many likes, shares and retweets you get at a glance. + Invite your whole team to make consistent sharing easier. Anyone can manage the account from all our apps.
  • 58. 58 MARKETING ON TWITTER TOOLS OF THE TRADE CROWD BOOSTER + Check the number of retweets, replies, impressions, likes, comments, and many more metrics, all customizable by date range, all in real-time so you can quickly adapt to your audience’s reaction. + See the benefits of long-term engagement or the effectiveness of a one-time social media campaign. Customize the date range to figure out what drives your community to grow. We will even alert you when we notice a spike. + See every Facebook post or tweet on a table with the associated metrics. Sort the table to see the message with the most viral reach, highest number of replies, etc. to highlight successful messages and use it to help teammates replicate your success.
  • 59. 59 MARKETING ON TWITTER TOOLS OF THE TRADE BIT.LY + In short, Bitly is a service to bookmark, organize, and share the things you care about online. + Easily allows you, or brands, to collect stats on the links you share across social media channels. + Combine with Google Analytics for more powerful stats and information. + Bitly is available via our website, browser extensions, mobile web, and numerous third-party tools integrated with our open public API. + Bitly also powers more than 10,000 custom short URLs and offers an enterprise analytics platform that helps web publishers and brands grow their social media traffic. + Tricks of the trade: + You can add a plus sign after any link shortened by Bitly to see stats.
  • 60. 60
  • 61. 61
  • 62. 62
  • 63. SEPTEMBER 9, 2013 ASSIGNMENT(S)
  • 64. 64 ASSIGNMENTS DUE BY SEPTEMBER 15, 2013 TWEET + FOLLOW Some of you may already have an account, some of you may not. Either way, everyone will need to have a public, personal account on Twitter for this class. + Don’t forget to tweet with the #ADPR4300 hashtag. + Follow you classmates, either individually or using the Twitter list: + https://twitter.com/djenders/adpr4300-fall-2013/members DOWNLOAD TWEETDECK + SIGN-UP FOR KLOUT + Download TweetDeck: http://www.tweetdeck.com/ + Sign-up for Klout: http://klout.com/ REQUIRED READING(S) + Check the required reading(s) on D2L.  
  • 65. 65
  • 66. 66 WHAT IS KLOUT Klout is just one way companies are trying to quantify your influence. Users are scored on a scale of 1-100 to demonstrate just how influential they are. Business can award perks or search for influencers to launch products, etc.
  • 67. 67
  • 68. 68 SIGN-UP FOR KLOUT 1: Sign-up for Klout using your Twitter account.
  • 69. 69
  • 70. 70 CONNECT OTHER NETWORKS 1: After signing-up for the service you can choose to connect other networks, including Facebook, Instagram, your blog and more.
  • 71. 71
  • 72. 72 MEASURE YOUR CHANGE IN INFLUENCE 1: During the semester, monitor how Klout measures your social footprint to understand what is considered influential behavior, and what isn’t.
  • 73. LETS TALK... CLASS DISCUSSION + QUESTIONS