Twitter for SMB
How SMB can benefit from Twitter
Features and Advertising Solutions
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Essentials
...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Summary
Dat...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Glossary
Th...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
ReTweet = a...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Reply = Twe...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Follow = Fo...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Twitter Pag...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
2) Get out ...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Let’s take ...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
4) Add your...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
5) Customiz...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Your Twitte...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
3) Define y...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Tweeting Be...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
3) Decide y...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
4) Respond ...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
5) Tweets a...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
6) Say than...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Twitter adv...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
While Linke...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Once you’re...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Current sit...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
1) Promoted...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
2) Promoted...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
<Native adv...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Lead Genera...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Targeting
T...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Mobile Mark...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Let’s start...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Advertising...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Keep contro...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Analytics
T...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
You will be...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
As a final ...
White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/
Companies s...
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How to use Twitter for Small and Medium Businesses

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Full report on how to use Twitter and its promoted products for Small and Medium Businesses

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How to use Twitter for Small and Medium Businesses

  1. 1. Twitter for SMB How SMB can benefit from Twitter Features and Advertising Solutions
  2. 2. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Essentials “Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting.” Twitter is a micro-blogging platform allowing you to share content in only 140-character long messages. The SMS of the Internet Over 200 million active users Over 340 million Tweets generated daily Over 1.6 billion search queries each day
  3. 3. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Summary Date: September 2013 1. Glossary 2. Twitter Page 3. Twitter Activity 4. Tweeting Best Practices 5. Twitter Advertising 6. Twitter Integrated 7. Monitoring and Analytics
  4. 4. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Glossary This is a tweet! Tweet (noun) = message composing on Twitter with 140 characters or less. Tweets will be visible publicly unless you locked your account. It is advised to lock down your account if you are an individual sharing content with friends only. But brands should obviously keep a public profile for higher visibility. Tweet (verb) = action of posting a message on Twitter Mention = Tweet mentioning another Twitter user by including “@name” of the user. The user will be notified that he/she’s been mentioned on Twitter. It is a great way to catch the attention of a specific user. The Tweet will be visible to that user as well as the rest of your followers. This is a mention!
  5. 5. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ ReTweet = action of sharing a Tweet shared by another user. There are two ways to ReTweet someone. You can either click on the “ReTweet” option on the original Tweet Or start the Tweet with “RT @username”. ReTweets will be visible to all your followers.
  6. 6. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Reply = Tweet posted in reply to another user’s message. You can either click on the “reply” button in the original Tweet or type @ username at the beginning of your Tweet. The difference is that if you reply by clicking on the “reply” button in the original Tweet, your replies will be linked to the original Tweet, making it easier for other users to follow the ongoing conversation. If you reply by adding @username at the beginning of your Tweet, it will appear like a simple, independent mention. Message (or Direct Message DM) = private message visible to you and the recipient only. To DM someone, you can either: o Start your Tweet with “DM” or “D”, e.g.: “DM @username Can I call you this afternoon?” o On their profile, click on the button on the left of the follow button and then click on “Send a direct message”. Attention: you can only send private messages to users who already follow your account. If you wish to contact a user who doesn’t follow your account, send them a Mention (but it will be public on Twitter so be careful not to Tweet sensible information).
  7. 7. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Follow = Following someone on Twitter means subscribing to their Tweets. It can be assimilated to an “opt-in” action, limited to the Twitter platform. You can follow an account by clicking the “Follow” button. Once you follow an account, the button turns blue and indicates “following”. You will receive a message every time a new user follows your account (and a message will be sent anytime you follow a new account). Unfollow = you can unfollow an account by clicking on that same button. If you scroll over the blue “following” button, it will turn red and indicates “Unfollow”. Click on it and the button will then turn back to grey and indicates “Follow” again. No message will be sent saying that you started unfollowing their account. Similarly, you won’t receive any notification telling you that a user unfollowed you. Timeline = newsfeed; list of real-time Tweets from all the users you are currently following. Follower = can be assimilated to a fan. A follower is any other user following your account. It means that they want to receive your future Tweets into their timeline. Hashtag = hashtags are like keywords. Add the hashtag symbol before words or phrases to catalog your Tweets or to organize conversations around a theme. #
  8. 8. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Twitter Page Creating an attractive and complete account is the first step in your Twitter strategy. Name Username 1) Choose your Name and Username The question is: what do you wish to promote? Do you want to promote your brand? Your career opportunities? Your technical service? Keep your username as relevant as possible. It is also important for search engine and social media optimization. The more coherent your social accounts, the more visibility for your pages. Your brand name is the first keyword you need to optimize; it is therefore the username you should use! My advice: keep it coherent, keep it identical!
  9. 9. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 2) Get out of your shell Even though eggs are pretty cute, the first thing to do is to add your company logo. Remember that this image is your first recognition sign! It is also the primary way to differentiate your profile from other egg heads. 3) Add a complete description Introduce yourself or your business as clearly as possible so that Twitter users understand who you are, what you do or what you tweet about from the first read. Don’t forget to add your localization and website!
  10. 10. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Let’s take the example of @Twitter and @marketingcloud Both descriptions, addition links and location (last line) are visible. The only difference is that @marketingcloud added another link in its description. Why? Well, here is what happens when people see the profiles from a list of users (from a user’s followers or followings list for instance): the location and extra link information disappeared. Therefore, if you wish people to be able to click on your website or landing page from any places on Twitter, remember to add your link in your description! Tip: Add your website or landing page in your description.
  11. 11. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 4) Add your location and website  Add your location so that people know where you are from and where to find you. o If you are a local business, enter city + country. If you have only domestic activities, then add only the country. o If you’re global, then say so! You can also enter your coordinates, or just say ‘World’ or ‘Worldwide’.  Add your website or landing page. You can choose to promote a different website than the one added in your description. For instance, you can add your website into your description and another landing page in the ‘Website’ section. Therefore you can highlight two different links equally important to your business. Remember that this link will only be visible when people actually click on your profile. A lower conversion rate is to be expected…
  12. 12. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 5) Customize your header and background pictures The great thing with Twitter is that you can upload 3 different visuals! Photo Header Theme o Background images (or theme) should take into account the fact that most of the image is hidden behind the main stream. You should therefore focus on the left side. Remember also that screens are not the same size: when a picture looks good on your computer, it may be entirely hidden on somebody else’s. o Header images are also pretty tricky as your avatar is in the middle of the top third of your header. The best practice is to create an image around it.
  13. 13. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Your Twitter activity 1) Watch, listen and learn It’s not because you’re not on Twitter that people don’t talk about there. The best way to control your e-reputation is to get out there, see what people say about you and respond accordingly. 2) Know your audience Which part of your target audience is on Twitter? You need to understand exactly your customer personas in order to deliver them relevant content. For instance, let’s say you are a technology company providing solutions for Hospitality, Restaurants and Food Delivery firms. After a quick market research, you realize that only prospects from the food delivery are on Twitter. Then, make sure to share only content related to their industry (and do not share information regarding the other industries). Maybe your other clients are spending time on other social networks, and this would be the place to reach them. According to a study by Compete, Twitter users follow 6 or more brands: - 94% for discounts and promotions - 88% for free stuff - 87% for fun and entertainment - 79% for updates and upcoming sales/events - 79% for access to exclusive content
  14. 14. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 3) Define your objectives What do you want to achieve with Twitter? o Educate your customers on a specific subject? o Build up a follower database and gain visibility on the platform? o Bring people to your website or to a specific landing page? o Share coupons and generate revenue from your e-commerce website? o Share promotions and generate offline, on-site traffic to your store? o Push people to fill in a contact form and therefore generate commercial leads? Defining your business and Twitter objectives will help you customize the content you will share on Twitter (informative messages, coupons, call to actions, etc.) 4) Connect in context Twitter gives you an open access to users worldwide. Connect with your target audience by engaging with real-time Tweets to influence conversations. Depending on your business and your objective, you should either provide followers with special offers limited to Twitter followers only; give followers a chance to send you feedbacks; offer them a sneak peak of your latest products or services.
  15. 15. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Tweeting Best Practices 1) Don't be a constant self-promoter Don't only promote your products or services! If your followers wanted to receive such information, they would subscribe to your newsletters or check out your website. You have to share content that is meaningful to your audience such as info about your industry, market, legal and social environment, etc. 2) Don't be a spammer Don’t tweet too much, but don’t forget to tweet either! The image you send with an inactive profile is the one of an empty office: people can knock on the door and wait for an answer, there's nobody there! But on the other hand, tweeting every five minutes is also counter-productive and can lead to two impressions. o First, the company is desperate for attention and becomes annoying. Most people may just decide to tune you off and stop following you. o Second, the account was hacked and I, as a follower, should run away from it before the disease spreads and reach my own account. Me Me Me Tip: "If you have nothing relevant to say, then shush." Well, if you have nothing relevant to tweet, then don't.
  16. 16. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 3) Decide your Tweeting best schedule Do not follow tweeting instructions coming from generic studies! What you want to know is not when most tweets are sent out, but when your followers are on Twitter. Obviously, there is no general rule when it comes to tweeting times. It all depends on your audience. One more reason to avoid "high tweeting" times: if everybody tweets at the same time, how do you expect to stand out? You're lucky if your audience is on Twitter when other people aren't: it means you'll have more room and time to interact with them. For instance, o If you are based in Europe and your clients are in Australia, then there is no need to tweet during your day time. o If you sell baby food and you know moms are on the internet only in the evening when kids are in bed, then it is your best time to tweet. o If you provide telecommunication service and you know your audience is online only around lunch time, then that is your best time to tweet. Tip: Be timely when required! If your Twitter account intends to act as a customer service or technical support platform, make sure to respond to the comment or complaint as soon as possible. Compared to email inquiries, users would expect Twitter communication to be must faster.
  17. 17. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 4) Respond to your mentions and direct messages Answer publicly: Say you will help them, follow their account and ask them to DM you their contact information (if you don’t follow them, they won’t be able to send you a direct message, and at that point, you really don’t want to upset them more, so please save them the trouble!) Responding publicly to a complaint will show your audience that you care about your customers and make it a priority to reply to every one of them and solve their problem as fast as possible. Answer privately: Via DM, email or over the phone depending on the contact information they provided, respond to their request as effectively as possible, and reward or reimburse them if needed. A happy customer can be your best brand ambassador; but an unhappy one can become your worst nightmare. If you handle the issue correctly and satisfy your client, then chances are he/she may grant you with a nice ‘Thanks!’ tweet. Tip: In case of complaints, first, answer publicly and then privately. Your behaviour as a brand must be exemplary: - Always polite, respectful, and constructive - Keep cool - Be honest on your ability to solve the problem - Reward, reimburse, or compensate
  18. 18. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 5) Tweets automation Automation solutions exist in order to avoid your community manager to stay up all night and to pay him/her extra hours. Many different platforms exist such as TweetDeck, Hootsuite, etc. they give you many different sharing options. However, if you wish to stay simple and focus on Twitter, I would highly recommend the tool ClockTweets, the “French application to program your tweet with love”. Here is an example on how to schedule a tweet with ClockTweets: @Clocktweets was created in 2010 by Jonathan Noble, also known as @gafisme on Twitter. Easy to use Fast Trustworthy
  19. 19. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 6) Say thanks Say 'thank you' to all new followers: once a day (if many new followers every day), once every couple of days or once a week. It's never too late to say thank you! - In public via mentions: @username - In private via Direct Messages (DM) o First, it's a recall of who you are in case they hit the “follow” button without really knowing who you were. o Second, it may be an occasion. o Third, it's always nice to receive "thank you" notes. o Finally, it shows that you are a polite, friendly, talkative brand (compared to static brands that send out information without interacting with their audience). Thank you! 7) Retweet your fans There are two main reasons to retweet your fans: show your support or highlight your qualities. o Retweet your followers to show your love and support by sharing content you find relevant to the rest of your audience. It is a nice way to reward your customers: get the spotlight on them once in a while. o This can also be a nice occasion to indirectly communicate your best features, your values, or a particularly effective technical support team for instance.
  20. 20. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Twitter advertising “72%of people are more likely to buy from a company if they have followed or interacted with the business through Twitter.” “82%are more likely to recommend a SMB if they have followed their Twitter account.” “86% said there’re more likely to go to a SMB if a friend recommended it on Twitter.” According to a survey by Market Probe International, May 2013 Twitter is a fantastic platform to reinforce your brand image, grow your prospects base, engage with customers, reply to their inquiries, run promotions, and much more.
  21. 21. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ While Linkedin users are mainly B2B decision makers and Facebook users B2C consumers, Twitter users are both B2B and B2C-type individuals. People visit Twitter to scan a large thread of news and information, often without a specific mindset. People seeking professional advices would visit Linkedin. People willing to check out their friend’s updates would visit Facebook. Tip: This is a very important idea to keep in mind, and this is why the content you will share on Twitter should be very different from the one you share on Facebook or Linkedin.
  22. 22. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Once you’re used to using the free features of Twitter, you may decide to advertise on the platform and give a boost to your visibility, leads, or sales. Like the other social networks, Twitter offer two advertising programs: the self-advertising program and the agency type program. If you advertise with the ‘agency type program’, it means that you will be assigned to an Account Executive who will manage your advertising campaign according to your objectives and your budget. Let’s focus on the Small and Medium Business and explain the solutions available through the self-serving program. Twitter Promoted Products Promoted Accounts Promoted Tweets Promoted Trends Advertisers can pay to promote their account, for a Tweet to appear in a user’s timeline, or for topics to appear as “trends”.
  23. 23. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Current situation and restrictions Twitter advertising allows advertisers to promote their account, get a Tweet to appear in a user’s timeline, or topics to be featured as “trends”. The self-advertising program is widely available in the USA, but not yet in Europe. According to the last news, it should be open to all companies in Europe by the end of this year. For now, if you are a European company and you want to advertise with Twitter, be ready to pay a minimum amount of €5.000/ month for at least three months. And by the end of this year, you’ll have access to the self-serving platform (for budgets between €1 and €5.000). You can also try to register now. You won’t be able to advertise yet with a small budget, but you’ll be on the “waiting list”. Tip: Instead of investing your annual marketing budget right now, take advantage of this delay to create your account, learn how to use the platform, start building an audience.
  24. 24. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 1) Promoted Tweets “Make your Tweets count even more with advanced targeting and tools” It is a very good way to strengthen a particular message to the right target, at the right time, and the right place. Promoted Tweets will be seen in users’ timeline or in search results, according to the targeting options you selected. A promoted Tweet is a Tweet that you decide to sponsor on the platform. You can either: o Create an ad copy, meaning that you create a specific Tweet to be promoted (with a call-to-action or a promotional offer); o Manually pick one of the Tweets you already published; o Or, let Twitter select up to 5 of your most engaging and fresh Tweets. In that case, Twitter will automatically rotate the Tweets according to the level of engagement they generate. Tip: If you decide to promote a Tweet manually, make sure to select one with a clear and unique Call-to- Action.
  25. 25. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ 2) Promoted Account “For businesses and brands who want to grow their follower base” Promoted Accounts scan your current followers database and appear on pages of users with similar interests on the “Who to follow” section, as well as in search results, according to the targeting options you selected. It is a great way to grow your follower’s database quickly. 3) Promoted Trends “Larger brands can gain mass awareness in our list of trending topics” Promoted trends are displayed at the top of the trend list (on the left column of every page on Twitter) for an entire day. When people click on the Promoted Trend, they are led to your marketing message displayed through your Promoted Tweet.
  26. 26. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ <Native advertising> The biggest difference between Twitter advertising and other social advertising is that Twitter advertising is based on sponsored content integrated into the Twitter model. This is what is called “native advertising”: “online advertising method in which the advertiser attempts to gain attention by providing valuable content in the context of the user's experience.” “Native ad formats match both the form and the function of the user experience in which it is placed, integrated in the business model.” (Source: Wikipedia) Native advertising is less intrusive than other online advertisements because natural ads integrate into the business model of the platform. Twitter does not propose specific ad spaces. Therefore, Ads do not disrupt the user experience.
  27. 27. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Lead Generation cards Lead Generation cards are not really advertising solutions, but are a great way to generate leads, and revenue from your Promoted Tweets. No need to send your Twitter audience to your contact page on your website, get their information securely directly from the Twitter platform. Lead Generation Cards are registration forms associated with a Promoted Tweet. When a customer clicks on the Promoted element to expand the Tweet, they will see an option to sign up with their Twitter @usernames as well as email addresses. You will then receive the contact information directly. (Lead Generation Cards are not available through the self-advertising program yet, only managed accounts.) As advertisers already know, the more clicks and pages visit required, the less conversion. Thanks to Twitter Lead Generation Cards, reduce the number of clicks your audience has to make to subscribe to your offers and get even more leads. Tip: Make sure to have a clear Call-To-Action inviting people to expand your tweet and register their contact information.
  28. 28. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Targeting Twitter offers different levels of ad targeting: - Location (countries, states/regions, major metropolitan areas), - Gender, - Keywords: reach people that search, tweet about or engage with specific keywords, - Interests and similarity to existing followers: reach people with specific interest or people who follow specific accounts, - Device targeting. Device Targeting Twitter real value proposition is its device targeting. Twitter is the only social network offering ad targeting according to the device users utilize. And knowing that 60% of Twitter users connect with their mobile device monthly, device targeting becomes a strong comparative advantage. This is a great way to reach on-the-go customers with timely messaging. Advertisers can choose to target desktop computers and laptops, iOS, Android, as well as other mobile devices. Mobile device targeting is a great way to reach specific mobile users. Tip: If you do not select a specific devise, the default setting will target users across all devices.
  29. 29. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Mobile Marketing Mobile notifications are a great technique to promote exclusive content, special deals and events, and Twitter will soon be the preferred publisher for mobile advertising. You can now reach users 24/7, wherever they might be. And they don’t even need to have a Twitter account. This is actually an issue that needs to be addressed by every business as some people, current customers or prospects, may not be willing to create social media accounts. The fact is, individuals would easily find a use in other social networks (connect with friends on Facebook, or connect with colleagues on Linkedin), but they have difficulties understanding how they could use Twitter. Well, there is now a way to address these concerns with “Fast Follow”. “Fast Follow” allow mobile users to receive updates from Twitter accounts without creating one for themselves. The only thing they need is the mobile phone, even the most standard basic one will do.
  30. 30. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Let’s start the SMS marketing! As any kind of notifications strategy, you have to get people to opt-in. When it’s pretty easy for users to understand how to follow your account on the Twitter platform, make sure to communicate clearly to non-users how to follow your updates. Here is how it works: send Follow username to your Twitter shortcode and you will start receiving Tweets from that user on your device. You will start receiving SMS updates whenever that Twitter account posts a Tweet. Tip: make sure to keep your activity reasonable as Fast Follow users can only receive a limited amount of updates daily. If they hit the limit, they will receive the message “You've reached your daily limit for Tweet notifications”. And they would need to create an account to receive more updates. Also, as notifications will arrive as text messages, you may want to avoid sending out too hundreds of updates a day: it could quickly become overwhelming and push your audience to opt-out.
  31. 31. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Advertising model and budget The Twitter advertising model is based on a Cost per Engagement pricing. The advertiser pays only for the actions that a user takes with the promoted element: - Promoted Accounts: you pay only when a user click on “follow” on your account; - Promoted Tweets: you pay when people engage with the Promoted Tweet (retweet, reply, favorite or click on); - Promoted Trends: you pay when people click on the Promoted Trend. There is not different cost depending on the type of engagement. You will never be charged for your organic activity on Twitter. NB: “Cost Per Lead” is not the Twitter terminology. Twitter only talks about “Cost Per Engagement“. In order to generate a lead via the Lead Generation Cards, the user would have to click on the call-to-action “Sign up!” or “Join the club”, etc. This click is an engagement; this is why Twitter will only refer to Cost Per Engagement. Cost Per Lead is a terminology used mostly by marketers and was used here for a better understanding.
  32. 32. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Keep control over your budget! Twitter allows you to set a lifetime and daily budget for the promoted element you run. As soon as your daily budget is reached, the campaign will stop. You will never be charged for more than what you set up initially. In terms of engagement, the advertiser pays only for the first engagement a user takes with the promoted element. For instance, if a user “retweets” and then “favorites” a Promoted Tweet, the advertiser will only pay one time for the first engagement, being here the retweet. Or if you linked a Lead Generation Card to your Promoted Tweet, and the user retweet and then sign up, you will still pay only for the first action the user took with that Tweet. But, if a user interacts with two different promoted elements from your company: Promoted Tweet + Promoted Trend OR Promoted Tweet 1 + Promoted Tweet 2 the next day, then, the advertiser will pay for two distinct engagement. Auction Model Like the other social networks (and digital advertising solutions such as Bing and Google campaigns), Twitter ads also run according to a bidding model. You decide the maximum amount you are willing to pay and you place your bid. The maximum amount you will pay per engagement is that bid. You actually don’t need to pay that full amount, you just need to pay one cent above a competitive bid. Therefore, the minimum cost an advertiser will incur is €0.01 per engagement, supposing that no one else is bidding on the same target (keywords, location, etc.) For instance, if you said you’re ready to pay 1€50 maximum per engagement, and your competition said they would only pay €0,80, then you win the bid and the effective cost per engagement you will pay is €0,81. Tip: No need to worry too much about the amount of your bids. Twitter will give you suggestions according to what is done in your market and how to optimize your campaign.
  33. 33. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Analytics Twitter analytics help you track multiple components of your advertising activity, get in-depth information regarding your audience and their behavior on the platform and finally the possibility to adjust your campaign to get even better results. The follower dashboard will give you insightful information regarding your audience: interests, geography, device used and engagement.
  34. 34. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ You will be able to see the performance of your promoted products in real time according to the number of impressions, retweets, clicks, mentions, replies, and follows as they happen. A dashboard will give you a complete appreciation of your activity on Twitter, as well as the performance of every single tweet or trend. Tip: find out what kind of tweet drive the more engagement from your audience and make sure to share more of this type of content (may that be coupons, funny pictures or promotional videos).
  35. 35. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ As a final advice, remember to integrate your social media strategy with your off line marketing activities: Communication around your Twitter account across all existing digital properties and physical collateral and encourage people to follow you on Twitter or opt-in for SMS updates via the Fast Follow option Don’t forget to integrate Twitter buttons (follow, share, etc.) on your website and blogs.
  36. 36. White paper written by Florence Poirel @FlorencePoirel in September 2013. Source: http://business.twitter.com/ Companies sometimes think that social activity is a side component of their marketing strategy, when it’s not. Social activity should support your overall marketing activities and integrate as much as possible through everything you do online and offline. Source: https://business.twitter.com/ Read success stories at https://blog.twitter.com/advertising Twitter basics for businesses and individuals http://socialmediavalue.wordpress.com/2013/03/30/twitter- basics/ Twitter etiquette: 5 rules to keep in mind http://socialmediavalue.wordpress.com/2013/03/31/twitter- etiquette/

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