Optimising your Twitter Strategy //Paul Fabretti //Social Media Strategist
Twitter – phenomenal growth
Twitter – phenomenal growth
 
What is it? <ul><li>A quick and easy messaging tool which allows you to publish what you are doing to many people (followe...
My followers and the people I'm following Number of posts (tweets) i’ve made Replies TO (@) me Private Messages TO me (DM)...
What’s in it for business?
Step 1: What’s our Twitter USP? <ul><li>Why do we want to be on here? </li></ul><ul><li>What are we going to do on here? <...
Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </l...
Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </l...
<ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their ...
Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </l...
Step 3 - How might we spend our time? <ul><li>TPH for keywords (tweets per hour) </li></ul><ul><ul><li>Keyword 1: 12tph </...
Step 4: Tone of Voice – how would  we  respond? @MatterNot: I’m sorry for that. Did you receive them broken? Can you DM me...
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 <ul><li>RT or Re-Tweet is the catalyst for viral content on Twitter </li></ul>18,350 followers
The power of the RT <ul><li>RT or Re-Tweet is the catalyst for viral content on Twitter </li></ul>99,874 followers
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 <ul><li>Tone has to be authentic and honest </li></ul><ul><li>Be conversational </li></ul><ul><li>...
<ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their ...
Resources <ul><li>Step 5: Branded backgrounds –  Twitter Backgrounds </li></ul><ul><li>Step 6:  Twitter Search </li></ul><...
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How to Optimise your Twitter Strategy

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This is my presentation from the Figaro Digital even on Social Media, 28th July 2009.

The presentation focussed solely on how any business or agency can improve the effectiveness of their Twitter interactions using a variety of tools and some simple rules.

Transcript of "How to Optimise your Twitter Strategy"

  1. 1. Optimising your Twitter Strategy //Paul Fabretti //Social Media Strategist
  2. 2. Twitter – phenomenal growth
  3. 3. Twitter – phenomenal growth
  4. 5. What is it? <ul><li>A quick and easy messaging tool which allows you to publish what you are doing to many people (followers) </li></ul><ul><li>Conversations are a maximum of 140 characters (like SMS) </li></ul><ul><li>Live conversations (streams) </li></ul>
  5. 6. 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
  6. 7. What’s in it for business?
  7. 8. Step 1: What’s our Twitter USP? <ul><li>Why do we want to be on here? </li></ul><ul><li>What are we going to do on here? </li></ul><ul><li>Should we offer some kind of incentive? </li></ul><ul><ul><li>Twitter-only special offer/discount </li></ul></ul><ul><ul><li>Instant customer-service </li></ul></ul><ul><ul><li>Competitions </li></ul></ul><ul><ul><li>Raise awareness </li></ul></ul>
  8. 9. Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </li></ul>F
  9. 10. Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their followers and how valid a prospect they are </li></ul>F U
  10. 11. <ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their followers and how valid a prospect they are </li></ul><ul><li>Create – a reason for being there and establish contact – add value </li></ul>Step 2 – On what and with whom should we engage? F U C
  11. 12. Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their followers and how valid a prospect they are </li></ul><ul><li>Create – a reason for being there and establish contact – add value </li></ul><ul><li>Engage – develop a relationship. Use what makes them tick to get closer </li></ul>F U C E
  12. 13. Step 3 - How might we spend our time? <ul><li>TPH for keywords (tweets per hour) </li></ul><ul><ul><li>Keyword 1: 12tph </li></ul></ul><ul><ul><li>Keyword 2: 5tph </li></ul></ul><ul><ul><li>Keyword 3: 5tph </li></ul></ul><ul><ul><li>General relevant topics: 10tph </li></ul></ul><ul><li>32tph potential relevant tweets per hour * 7hours = 224 tweets per day </li></ul><ul><li>Average tweet = 30 seconds. 224 tweets to respond to = c. 112 minutes per day = 10 hours per week = 40 hours per month * hourly rate... </li></ul>
  13. 14. 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. <ul><li>Friendly & helpful: </li></ul>@lau_rie: What a brilliant idea. I wonder if we could get more people rating films on Twitter? How about a # lovefilmrating maybe? <ul><li>Engaging: </li></ul>
  14. 15. Step 5: Branded backgrounds
  15. 16. Step 5: Branded backgrounds
  16. 17. Step 5: Branded backgrounds
  17. 18. The Twitterverse
  18. 19. Step 6 – Basic Twitter search
  19. 20. Step 6.5 – Advanced Twitter search
  20. 21. Step 7: Twist – Relevant topic trends
  21. 22. Step 8 - Tweet Grid – multiple term monitoring
  22. 23. Step 9 – Tweet Beep – Google Alerts for Twitter
  23. 24. Step 10 - Twazzup – find influencers
  24. 25. Step 10 - Twazzup – find influencers
  25. 26. The power of the RT <ul><li>RT or Re-Tweet is the catalyst for viral content on Twitter </li></ul>18,350 followers
  26. 27. The power of the RT <ul><li>RT or Re-Tweet is the catalyst for viral content on Twitter </li></ul>99,874 followers
  27. 28. Step 11 - Twitter Friends – understand an influencer’s re-tweetability
  28. 29. Step 11 - Twitter Friends – understand an influencer’s re-tweetability
  29. 30. Step 12 - Twittersheep – understand an influencer’s audience
  30. 31. Step 13 - Tweetstats – “When’s good for you?”
  31. 32. Step 13 - Tweetstats – “When’s good for you?”
  32. 33. Step 14 - Twitpic– making Twitter content more interesting
  33. 34. Step 14 - Yfrog – making Twitter content more shareable
  34. 35. Step 15 - Otherinbox – multiple account management
  35. 36. Step 16 - Topify – Quick and easy follower handling
  36. 37. Step 17 – bit.ly - URL-shorteners with stats
  37. 38. Step 18a - Co-comment – manage your time better
  38. 39. Step 18a - Co-comment – manage your time better
  39. 40. Step 18a - Co-comment – manage your time better
  40. 41. Step 18a - Co-comment – manage your time better
  41. 42. Step 18b – Tweetdeck - manage your time better
  42. 43. Tips for playing nicely <ul><li>Tone has to be authentic and honest </li></ul><ul><li>Be conversational </li></ul><ul><li>Be respectful </li></ul><ul><li>Be engaging and add value </li></ul><ul><li>DO NOT SELL </li></ul>
  43. 44. <ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their followers and how valid a prospect they are </li></ul><ul><li>Create – a reason for being there and establish contact – add value </li></ul><ul><li>Engage – develop a relationship. Use what makes them tick to get closer </li></ul>Tips for a more successful Twitter strategy F U C E
  44. 45. Resources <ul><li>Step 5: Branded backgrounds – Twitter Backgrounds </li></ul><ul><li>Step 6: Twitter Search </li></ul><ul><li>Step 7: Topic trends – Twist / Twitscoop </li></ul><ul><li>Step 8: Multiple topic monitoring – Tweetgrid </li></ul><ul><li>Step 9: Email topic alerts – Tweetbeep </li></ul><ul><li>Step 10: Tweet frequency, trending topics and influencers – Twazzup </li></ul><ul><li>Step 11: Follower audience profile – Twittersheep </li></ul><ul><li>Step 12: Follower profiling and engagement patterns – Twitter friends </li></ul><ul><li>Step 13: When is it best to approach them – Tweetstats </li></ul><ul><li>Step 14: Making images more viral – Twitpic / Yfrog </li></ul><ul><li>Step 15: Multiple account management – Otherinbox </li></ul><ul><li>Step 16: Easy follower management – Topify </li></ul><ul><li>Step 17: URL shorteners with analytics – bit.ly </li></ul><ul><li>Step 18: Account management/allocation – Co-Comment / Tweetdeck </li></ul>

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