Optimising your Twitter Strategy //Paul Fabretti //Social Media Strategist

Twitter – phenomenal growth

Twitter – phenomenal growth

What is it? A quick and easy messaging tool which allows you to publish what you are doing to many people (followers) Conversations are a maximum of 140 characters (like SMS) Live conversations (streams)

A quick and easy messaging tool which allows you to publish what you are doing to many people (followers)

Conversations are a maximum of 140 characters (like SMS)

Live conversations (streams)

My followers and the people I'm following Number of posts (tweets) i’ve made Replies TO (@) me Private Messages TO me (DM) Twitter Search Current Hot “trending” Topics Post (tweet) entry box Friend id/avatar Their Tweet Their Tweet Replies to others and links

What’s in it for business?

Step 1: What’s our Twitter USP? Why do we want to be on here? What are we going to do on here? Should we offer some kind of incentive? Twitter-only special offer/discount Instant customer-service Competitions Raise awareness

Why do we want to be on here?

What are we going to do on here?

Should we offer some kind of incentive?

Twitter-only special offer/discount

Instant customer-service

Competitions

Raise awareness

Step 2 – On what and with whom should we engage? Find - what people are talking about and who those people are F

Find - what people are talking about and who those people are

Step 2 – On what and with whom should we engage? Find - what people are talking about and who those people are Understand – the person and their followers and how valid a prospect they are F U

Find - what people are talking about and who those people are

Understand – the person and their followers and how valid a prospect they are

Find - what people are talking about and who those people are Understand – the person and their followers and how valid a prospect they are Create – a reason for being there and establish contact – add value Step 2 – On what and with whom should we engage? F U C

Find - what people are talking about and who those people are

Understand – the person and their followers and how valid a prospect they are

Create – a reason for being there and establish contact – add value

Step 2 – On what and with whom should we engage? Find - what people are talking about and who those people are Understand – the person and their followers and how valid a prospect they are Create – a reason for being there and establish contact – add value Engage – develop a relationship. Use what makes them tick to get closer F U C E

Find - what people are talking about and who those people are

Understand – the person and their followers and how valid a prospect they are

Create – a reason for being there and establish contact – add value

Engage – develop a relationship. Use what makes them tick to get closer

Step 3 - How might we spend our time? TPH for keywords (tweets per hour) Keyword 1: 12tph Keyword 2: 5tph Keyword 3: 5tph General relevant topics: 10tph 32tph potential relevant tweets per hour * 7hours = 224 tweets per day Average tweet = 30 seconds. 224 tweets to respond to = c. 112 minutes per day = 10 hours per week = 40 hours per month * hourly rate...

TPH for keywords (tweets per hour)

Keyword 1: 12tph

Keyword 2: 5tph

Keyword 3: 5tph

General relevant topics: 10tph

32tph potential relevant tweets per hour * 7hours = 224 tweets per day

Average tweet = 30 seconds. 224 tweets to respond to = c. 112 minutes per day = 10 hours per week = 40 hours per month * hourly rate...

Step 4: Tone of Voice – how would we respond? @MatterNot: I’m sorry for that. Did you receive them broken? Can you DM me and I'll look into a replacement for you. Friendly & helpful: @lau_rie: What a brilliant idea. I wonder if we could get more people rating films on Twitter? How about a # lovefilmrating maybe? Engaging:

Friendly & helpful:

Engaging:

Step 5: Branded backgrounds

Step 5: Branded backgrounds

Step 5: Branded backgrounds

The Twitterverse

Step 6 – Basic Twitter search

Step 6.5 – Advanced Twitter search

Step 7: Twist – Relevant topic trends

Step 8 - Tweet Grid – multiple term monitoring

Step 9 – Tweet Beep – Google Alerts for Twitter

Step 10 - Twazzup – find influencers

Step 10 - Twazzup – find influencers

The power of the RT RT or Re-Tweet is the catalyst for viral content on Twitter 18,350 followers

RT or Re-Tweet is the catalyst for viral content on Twitter

The power of the RT RT or Re-Tweet is the catalyst for viral content on Twitter 99,874 followers

RT or Re-Tweet is the catalyst for viral content on Twitter

Step 11 - Twitter Friends – understand an influencer’s re-tweetability

Step 11 - Twitter Friends – understand an influencer’s re-tweetability

Step 12 - Twittersheep – understand an influencer’s audience

Step 13 - Tweetstats – “When’s good for you?”

Step 13 - Tweetstats – “When’s good for you?”

Step 14 - Twitpic– making Twitter content more interesting

Step 14 - Yfrog – making Twitter content more shareable

Step 15 - Otherinbox – multiple account management

Step 16 - Topify – Quick and easy follower handling

Step 17 – bit.ly - URL-shorteners with stats

Step 18a - Co-comment – manage your time better

Step 18a - Co-comment – manage your time better

Step 18a - Co-comment – manage your time better

Step 18a - Co-comment – manage your time better

Step 18b – Tweetdeck - manage your time better

Tips for playing nicely Tone has to be authentic and honest Be conversational Be respectful Be engaging and add value DO NOT SELL

Tone has to be authentic and honest

Be conversational

Be respectful

Be engaging and add value

DO NOT SELL

Find - what people are talking about and who those people are Understand – the person and their followers and how valid a prospect they are Create – a reason for being there and establish contact – add value Engage – develop a relationship. Use what makes them tick to get closer Tips for a more successful Twitter strategy F U C E

Find - what people are talking about and who those people are

Understand – the person and their followers and how valid a prospect they are

Create – a reason for being there and establish contact – add value

Engage – develop a relationship. Use what makes them tick to get closer

Resources Step 5: Branded backgrounds – Twitter Backgrounds Step 6: Twitter Search Step 7: Topic trends – Twist / Twitscoop Step 8: Multiple topic monitoring – Tweetgrid Step 9: Email topic alerts – Tweetbeep Step 10: Tweet frequency, trending topics and influencers – Twazzup Step 11: Follower audience profile – Twittersheep Step 12: Follower profiling and engagement patterns – Twitter friends Step 13: When is it best to approach them – Tweetstats Step 14: Making images more viral – Twitpic / Yfrog Step 15: Multiple account management – Otherinbox Step 16: Easy follower management – Topify Step 17: URL shorteners with analytics – bit.ly Step 18: Account management/allocation – Co-Comment / Tweetdeck

Step 5: Branded backgrounds – Twitter Backgrounds

Step 6: Twitter Search

Step 7: Topic trends – Twist / Twitscoop

Step 8: Multiple topic monitoring – Tweetgrid

Step 9: Email topic alerts – Tweetbeep

Step 10: Tweet frequency, trending topics and influencers – Twazzup

Step 11: Follower audience profile – Twittersheep

Step 12: Follower profiling and engagement patterns – Twitter friends

Step 13: When is it best to approach them – Tweetstats

Step 14: Making images more viral – Twitpic / Yfrog

Step 15: Multiple account management – Otherinbox

Step 16: Easy follower management – Topify

Step 17: URL shorteners with analytics – bit.ly

Step 18: Account management/allocation – Co-Comment / Tweetdeck