How to Optimise your Twitter Strategy

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

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)

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

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

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

Create – a reason for being there and establish contact – add value
Step 2 – On what and with whom should we engage? F U C

Engage – develop a relationship. Use what makes them tick to get closer
F U C E

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...

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:

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

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

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

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 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 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

Engage – develop a relationship. Use what makes them tick to get closer
Tips for a more successful Twitter strategy F U C E

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

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How to Optimise your Twitter Strategy

by Brazen PR on Jul 29, 2009

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How to Optimise your Twitter Strategy — Presentation Transcript