Marketing via Twitter Marketing in Social MEdia Created by Jan Ahrens  [email_address]
Agenda –  9/20 <ul><ul><li>Guest speaker – Priskila Mersiawati </li></ul></ul><ul><ul><li>Assignment #1 review </li></ul><...
twitter overview
Definition <ul><li>Twitter  – a microblogging service </li></ul><ul><ul><li>Text-based messages </li></ul></ul><ul><ul><li...
Twitter Communication Path <ul><li>Tweeting </li></ul>Following
Tweet Example in Mobile Inbox Created by Jan Ahrens jbahrens2002@yahoo.com
Tweet Example Message  in Mobile Created by Jan Ahrens jbahrens2002@yahoo.com
Terminology <ul><li>Author  – the person posting the tweet </li></ul><ul><li>Followers  – the people receiving the tweet t...
Terms <ul><li>Tweep  – one’s followers on Twitter; contracted from “Twitter” and “Peeps” </li></ul><ul><li>Tweet  – one po...
Twitter Abbreviations <ul><li>Technical </li></ul><ul><li>MT – modified tweet; you’ve paraphrased </li></ul><ul><li>RT – R...
Twitter  Commands
History <ul><li>Twitter founded July 2006 </li></ul><ul><li>Founders: </li></ul><ul><ul><li>Evan Williams – Pyralabs found...
Interesting Statistics <ul><li>105MM registered users </li></ul><ul><li>87% of Americans are aware of Twitter (88% aware o...
Top Twitterholics
Percent Using Twitter to…
Tweeps Engaged in Brands
Tweet Length
Tweets by Day of Week 55 million Tweets per day!
Twitter Statistics in  Fortune 100 Global Companies
Twitter Statistics in  Fortune 100 Global Companies
Twitter Statistics in  Fortune 100 Global Companies
Twitter Statistics in  Fortune 100 Global Companies
Twitter Statistics in  Fortune 100 Global Companies
Twitter Statistics in  Fortune 100 Global Companies
Twitter Statistics in  Fortune 100 Global Companies
Twitter Statistics in  Fortune 100 Global Companies
Other Microblogging Sites Created by Jan Ahrens jbahrens2002@yahoo.com By Google Can microblog from within social networki...
Other Microblogging Sites <ul><li>Plurk – shows microblog timeline horizontally </li></ul>
Twitter Strategies & Tactics
Twitter Strategies <ul><li>Communication </li></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Relationship Building </li>...
Twitter Tactics –  Gaining Followers <ul><li>Gaining Followers: </li></ul><ul><ul><li>Search your email address book and i...
Email <ul><li>From my Yahoo email, 203 were on Twitter </li></ul><ul><li>203/1,553 = 13% (higher than the average!) </li><...
Twitter Tactics –  Gaining Followers <ul><li>Follow others </li></ul><ul><ul><li>Don’t follow anyone else until your profi...
Twitter Tactics – Making $ <ul><li>Selling </li></ul><ul><li>Be cautious </li></ul><ul><li>Not frequently </li></ul><ul><l...
Twitter Tactics - Misc <ul><li>Reserving additional Twitter URLs early </li></ul><ul><ul><li>Twitter.com/eReferrals </li><...
13 Things to Do On Twitter Besides Tweet <ul><li>Share Files </li></ul><ul><li>Exchange Business Cards </li></ul><ul><li>S...
Tweets
Messaging:  JetBlue Fun stuff,  engaging Keeping you  Informed  Segments: City – Boston Ethnic – Hispanics Product Features
Tweets Overview <ul><li><= 140 characters </li></ul><ul><li>Etiquette: </li></ul><ul><ul><li>Don’t spam </li></ul></ul><ul...
Tweet Content Strategy  <ul><li>Twitter asks “What’s happening?” (a year ago it was “ what are you doing now ?”) </li></ul...
Tweet Content <ul><li>Tweets </li></ul><ul><ul><li>Links to URLs, blog, etc </li></ul></ul><ul><ul><li>Don’t link too ofte...
Categorizing Tweets <ul><li>Exercise for Groups – identify </li></ul>
Tone <ul><li>Less formal than an email </li></ul><ul><li>Shorter than a blog post </li></ul><ul><li>For companies, tone ca...
Tweets - Frequency <ul><li>Frequency can vary dramatically by industry/personality </li></ul><ul><li>1 per day common </li...
Searching Twitter & Tweets
Twitter Search Confusion <ul><li>On my Twitter page </li></ul><ul><li>Search for Seth Godin </li></ul><ul><li>Search box l...
Twitter Search <ul><li>Name results: </li></ul><ul><li>Real-time results: Tweets w Seth Godin’s name </li></ul>
Twitter Search Confusion – before ‘Name Results’ <ul><li>So, I try twitter.com/sethgodin (usually works!) </li></ul><ul><l...
Twitter Search Confusion <ul><li>Then, I try a twazzup search </li></ul><ul><li>Still  no luck AND misinformation (he is “...
Twitter Search Confusion <ul><li>Next, I try going to his blog </li></ul><ul><li>It says he’s on Twitter! </li></ul>
Twitter Search Confusion <ul><li>Ahhh. Finally found him on Twitter! </li></ul><ul><li>Search experience thoughts? </li></...
Search Engines <ul><li>Twitter Search Engines </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
Marketer’s Role <ul><li>Set strategy for Twitter and incorporate into overall marketing strategy </li></ul><ul><li>Identif...
Anatomy of a Twitter Page
Anatomy of a Twitter Page  Example: Whole Foods <ul><li>1.  Customizable sidebar: In this case, company information </li><...
Anatomy of a Twitter Page  Example: Whole Foods <ul><li>1. Sidebar tactics: </li></ul><ul><ul><li>Branding </li></ul></ul>...
Anatomy of a Twitter Page  Example: Whole Foods <ul><li>Responses to others begin with @ </li></ul>2. Most recent Tweets O...
Anatomy of a Twitter Page  Example: Whole Foods <ul><li>3. Profile : name, location, url </li></ul><ul><ul><li>Only one UR...
Anatomy of a Twitter Page  Example: Whole Foods <ul><li>Tweets : # of tweets to-date on account </li></ul><ul><li>Favorite...
Anatomy of a Twitter Page  Example: Whole Foods <ul><li>Following : photo gallery of the most recent Twitterers that Whole...
A Twitter Account and Page Profile
Twitter Profile - Background <ul><li>12 supplied by Twitter </li></ul><ul><li>Create and use your own! </li></ul><ul><ul><...
Twitter Profile - Background <ul><li>What business is this Twitterer in? </li></ul><ul><li>Why does background matter? </l...
Twitter Profile - Photo <ul><li>What do these Twitter profile photos tell you  (Twitter search: Word of Mouth Marketing) <...
Twitter Profile - Photo <ul><li>Choose your photo wisely </li></ul><ul><li>Good quality (not from webcam or mobile) </li><...
Twitter Profile – Left Sidebar <ul><li>Don’t leave this blank! It’s your “ad” </li></ul><ul><li>Part of the background ima...
Twitter Profile - Bio <ul><li>Tone – related to brand </li></ul><ul><li>Adaptable – you can change the bio for current pro...
Twitter Profile - Location <ul><li>Location </li></ul><ul><ul><li>Set a general location  (e.g. San Francisco Bay Area) </...
Twitter Profile – Right Sidebar <ul><li>Rarely used </li></ul><ul><li>Some computers may not display it </li></ul>
How to Create a Twitter Account <ul><li>Profile </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul>Created by Jan A...
How to Create a Twitter Account <ul><li>Profile </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul>Created by Jan A...
How to Create a Twitter Account <ul><li>Profile </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul>Created by Jan A...
More “How To” Help Created by Jan Ahrens jbahrens2002@yahoo.com
Twitter – the rest…
Suppliers <ul><li>Trendistic  – to watch trends by keyword in Twitter </li></ul><ul><li>TweetDeck  – social media browser ...
How to Measure Twitter Marketing <ul><li># Followers </li></ul><ul><li># Replies </li></ul><ul><li># Retweets </li></ul><u...
How to Measure Twitter Marketing <ul><li>With links – from server logs measure CTR, sales, etc </li></ul>Content # Replies...
Measurement Tools <ul><li>Twitterank.com </li></ul><ul><ul><li>Uses number of incoming replies to give each Twitterer a sc...
Advantages & Disadvantages of Marketing via Twitter/RSS <ul><li>Advantages </li></ul><ul><li>Easy to create </li></ul><ul>...
Examples of Twitters - Exercise <ul><li>Twitter search exercise – industry </li></ul><ul><li>Identify strategy: </li></ul>...
Social Media Jobs
<ul><li>Social Media Specialist for Express </li></ul><ul><li>Posted 10/1/09 on LinkedIn </li></ul><ul><li>… responsible f...
References and Additional Reading <ul><li>Comm, Joel (2009).  Twitter power: how to dominate your market one tweet at a ti...
Next Week –  9/27 <ul><ul><li>Assignment #2 due Sunday, 9/26 by 7 pm </li></ul></ul><ul><ul><li>Marketing via Podcast, RSS...
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  • http://www.edisonresearch.com/twitter_usage_2010.php
  • http://www.edisonresearch.com/twitter_usage_2010.php http://www.businessinsider.com/everything-you-need-to-know-about-whos-using-twitter-2010-4 http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics-r_n_537992.html
  • http://www.taranfx.com/twitter-usage-stats-2009-2010
  • http://www.taranfx.com/twitter-usage-stats-2009-2010
  • Opinion What I’m doing Entertainment Research / feedback (via questions and surveys) Picture Driving to blog or website Sell – discounts, deals, offer product (sneak peeks) Advertise Combination
  • 9/20 PPT Twitter

    1. 1. Marketing via Twitter Marketing in Social MEdia Created by Jan Ahrens [email_address]
    2. 2. Agenda – 9/20 <ul><ul><li>Guest speaker – Priskila Mersiawati </li></ul></ul><ul><ul><li>Assignment #1 review </li></ul></ul><ul><ul><li>Marketing via Twitter </li></ul></ul><ul><ul><li>Review articles </li></ul></ul><ul><ul><li>Cool App presentations: </li></ul></ul><ul><li>Roula Bazerbashi </li></ul><ul><li>Thanwarat Jaroenpanich </li></ul><ul><li>Matt Matzinger </li></ul><ul><li>Christina Toy </li></ul><ul><ul><li>Assignment #2 introduction </li></ul></ul>
    3. 3. twitter overview
    4. 4. Definition <ul><li>Twitter – a microblogging service </li></ul><ul><ul><li>Text-based messages </li></ul></ul><ul><ul><li>140 character maximum </li></ul></ul><ul><ul><li>Free </li></ul></ul><ul><ul><li>Send and receive messages via Twitter website or a mobile SMS </li></ul></ul><ul><ul><li>Twitter is currently considered the most popular microblogging service </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    5. 5. Twitter Communication Path <ul><li>Tweeting </li></ul>Following
    6. 6. Tweet Example in Mobile Inbox Created by Jan Ahrens jbahrens2002@yahoo.com
    7. 7. Tweet Example Message in Mobile Created by Jan Ahrens jbahrens2002@yahoo.com
    8. 8. Terminology <ul><li>Author – the person posting the tweet </li></ul><ul><li>Followers – the people receiving the tweet through an opt-in subscription </li></ul><ul><li>Following – those people that read someone’s tweets </li></ul><ul><li>Retweet – when you tweet someone else’s tweet (like forwarding) </li></ul><ul><li>Posts – a tweet </li></ul><ul><li>Timeline – the set of posts that are made </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    9. 9. Terms <ul><li>Tweep – one’s followers on Twitter; contracted from “Twitter” and “Peeps” </li></ul><ul><li>Tweet – one posted message on Twitter </li></ul><ul><li>Twitterati – famous people who twitter (verb) </li></ul><ul><li>Twitpic – Twitter website that allows pictures to be uploaded </li></ul><ul><li>TweetUp – meeting someone in person with whom you met via Twitter, or meeting someone in person with communicated via Twitter (“I’m at 5 th and Mission…where are you? Hungry?” ) </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    10. 10. Twitter Abbreviations <ul><li>Technical </li></ul><ul><li>MT – modified tweet; you’ve paraphrased </li></ul><ul><li>RT – Retweet </li></ul><ul><li>DM – direct message to DM someone, you need to type D username message </li></ul><ul><li>PRT – partial retweet </li></ul><ul><li>HT – hat tip, attributing a link to another Twitter user </li></ul><ul><li>Conversational </li></ul><ul><li>IMHO – in my humble opinion </li></ul><ul><li>OH – overheard </li></ul><ul><li>IRL – in real life </li></ul><ul><li>NSFW – not safe for work </li></ul><ul><li>FWIW – for what it’s worth </li></ul><ul><li>QOTD – quote of the day </li></ul><ul><li>BTW – by the way </li></ul><ul><li>BFN – bye for now </li></ul><ul><li>AFAIK – as far as I know </li></ul><ul><li>TY – thank you </li></ul><ul><li>YW – you’re welcome </li></ul>http://www.businessinsider.com/twitter-abbreviations-201-08#ixzz0xrurkdb0
    11. 11. Twitter Commands
    12. 12. History <ul><li>Twitter founded July 2006 </li></ul><ul><li>Founders: </li></ul><ul><ul><li>Evan Williams – Pyralabs founder; Blogger </li></ul></ul><ul><ul><li>Jack Dorsey – Originated idea for Twitter </li></ul></ul><ul><ul><li>Biz Stone </li></ul></ul><ul><li>Momentum and Famous Example: </li></ul><ul><ul><li>Barack Obama’s presidential campaign </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    13. 13. Interesting Statistics <ul><li>105MM registered users </li></ul><ul><li>87% of Americans are aware of Twitter (88% aware of Facebook) </li></ul><ul><li>7% of Americans use Twitter (41% Facebook) </li></ul><ul><li>33% of Twitter users are on it everyday </li></ul><ul><li>57% of U.S, Twitter.com visitors are from California </li></ul><ul><li>Demograhics: </li></ul><ul><ul><li>53% of Twitter users are male (up from 37% a year ago!) </li></ul></ul><ul><ul><li>Age - 33% are 25-34 19% are 35-44 </li></ul></ul><ul><ul><li>Wealthier & more highly educated than average </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    14. 14. Top Twitterholics
    15. 15. Percent Using Twitter to…
    16. 16. Tweeps Engaged in Brands
    17. 17. Tweet Length
    18. 18. Tweets by Day of Week 55 million Tweets per day!
    19. 19. Twitter Statistics in Fortune 100 Global Companies
    20. 20. Twitter Statistics in Fortune 100 Global Companies
    21. 21. Twitter Statistics in Fortune 100 Global Companies
    22. 22. Twitter Statistics in Fortune 100 Global Companies
    23. 23. Twitter Statistics in Fortune 100 Global Companies
    24. 24. Twitter Statistics in Fortune 100 Global Companies
    25. 25. Twitter Statistics in Fortune 100 Global Companies
    26. 26. Twitter Statistics in Fortune 100 Global Companies
    27. 27. Other Microblogging Sites Created by Jan Ahrens jbahrens2002@yahoo.com By Google Can microblog from within social networking sites – Facebook only within site Adds audio, IM & email to microblogging Intra company microblogging
    28. 28. Other Microblogging Sites <ul><li>Plurk – shows microblog timeline horizontally </li></ul>
    29. 29. Twitter Strategies & Tactics
    30. 30. Twitter Strategies <ul><li>Communication </li></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Relationship Building </li></ul></ul><ul><ul><li>Get ideas (ask followers, follow others) </li></ul></ul><ul><li>Branding </li></ul><ul><ul><li>Profile </li></ul></ul><ul><ul><li>Create story </li></ul></ul><ul><li>Drive traffic </li></ul><ul><ul><li>To blog or website </li></ul></ul><ul><ul><li>Selling </li></ul></ul><ul><ul><li>Advertising </li></ul></ul>
    31. 31. Twitter Tactics – Gaining Followers <ul><li>Gaining Followers: </li></ul><ul><ul><li>Search your email address book and invite </li></ul></ul><ul><ul><li>Follow anyone in your address book </li></ul></ul><ul><ul><li>Invite people from your address book not currently on Twitter </li></ul></ul><ul><ul><li>Link to all your social media: </li></ul></ul><ul><ul><ul><li>Blog and Website announcements </li></ul></ul></ul><ul><ul><ul><li>Tweet your blog </li></ul></ul></ul><ul><ul><ul><li>Social media toolbar with Twitter icon </li></ul></ul></ul><ul><ul><ul><li>Put icon on social network site </li></ul></ul></ul><ul><ul><li>Your signature should include your Twitter site </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    32. 32. Email <ul><li>From my Yahoo email, 203 were on Twitter </li></ul><ul><li>203/1,553 = 13% (higher than the average!) </li></ul>
    33. 33. Twitter Tactics – Gaining Followers <ul><li>Follow others </li></ul><ul><ul><li>Don’t follow anyone else until your profile is up and looking good </li></ul></ul><ul><ul><ul><li>After authors see that you’re following them, they’ll begin following you, be ready </li></ul></ul></ul><ul><li>Follow experts </li></ul><ul><li>Engage in conversations in your area </li></ul><ul><li>Provide content on others’ tweets </li></ul><ul><li>Create good content </li></ul>
    34. 34. Twitter Tactics – Making $ <ul><li>Selling </li></ul><ul><li>Be cautious </li></ul><ul><li>Not frequently </li></ul><ul><li>Make unique offers </li></ul><ul><li>Targeted </li></ul><ul><li>Link to landing page (not home page) </li></ul><ul><li>Advertising </li></ul><ul><li>Affiliate links infrequently </li></ul><ul><li>Can’t put Google AdSense on (yet?) </li></ul><ul><li>Links in sidebar not clickable (yet?) </li></ul>
    35. 35. Twitter Tactics - Misc <ul><li>Reserving additional Twitter URLs early </li></ul><ul><ul><li>Twitter.com/eReferrals </li></ul></ul><ul><ul><li>Twitter.com/electronicReferrals </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    36. 36. 13 Things to Do On Twitter Besides Tweet <ul><li>Share Files </li></ul><ul><li>Exchange Business Cards </li></ul><ul><li>Share Images </li></ul><ul><li>Share Files </li></ul><ul><li>Share Videos </li></ul><ul><li>Raise Money </li></ul><ul><li>Lobby for Reform </li></ul><ul><li>Screencast </li></ul><ul><li>Play Games </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Be Someone Else </li></ul><ul><li>Start a Petition </li></ul><ul><li>Find a Job </li></ul>http://mashable.com/2009/08/21/13-twitter-tools/ Which ones can a marketer use?
    37. 37. Tweets
    38. 38. Messaging: JetBlue Fun stuff, engaging Keeping you Informed Segments: City – Boston Ethnic – Hispanics Product Features
    39. 39. Tweets Overview <ul><li><= 140 characters </li></ul><ul><li>Etiquette: </li></ul><ul><ul><li>Don’t spam </li></ul></ul><ul><li>Follow general style rules </li></ul><ul><ul><li>No SMS messaging abbreviations </li></ul></ul><ul><ul><li>Some symbols ok </li></ul></ul><ul><ul><li>Sentence fragments ok </li></ul></ul><ul><li>Don’t always send to URL/blog </li></ul><ul><li>Different verbiage than blog (not “5 great ways to…”) </li></ul><ul><ul><li>Use curiosity </li></ul></ul><ul><li>URLs should be short or shortened </li></ul>
    40. 40. Tweet Content Strategy <ul><li>Twitter asks “What’s happening?” (a year ago it was “ what are you doing now ?”) </li></ul><ul><ul><li>If you answer this as a professional, be sure to explain why </li></ul></ul><ul><ul><ul><li>Not just “ working on content for web page ” but “ working on content for web page to see trends and develop best practices ” </li></ul></ul></ul><ul><li>Stay on your basic message </li></ul><ul><ul><li>For a company, keep it professional but less formal than other communications </li></ul></ul>
    41. 41. Tweet Content <ul><li>Tweets </li></ul><ul><ul><li>Links to URLs, blog, etc </li></ul></ul><ul><ul><li>Don’t link too often (click fatigue) </li></ul></ul><ul><ul><li>Use targeted keywords (for Twitter searches) </li></ul></ul><ul><ul><li>Selling typically needs to be low-key, infrequent, and with appropriate tone to company tweets </li></ul></ul><ul><ul><ul><li>New features </li></ul></ul></ul><ul><ul><ul><li>Promotions and special deals </li></ul></ul></ul><ul><ul><li>Promote blog </li></ul></ul><ul><ul><ul><li>But don’t just give links to blog </li></ul></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    42. 42. Categorizing Tweets <ul><li>Exercise for Groups – identify </li></ul>
    43. 43. Tone <ul><li>Less formal than an email </li></ul><ul><li>Shorter than a blog post </li></ul><ul><li>For companies, tone can be more personable but not personal </li></ul>
    44. 44. Tweets - Frequency <ul><li>Frequency can vary dramatically by industry/personality </li></ul><ul><li>1 per day common </li></ul><ul><li>Ok to repeat tweets </li></ul><ul><li>Plan your tweets </li></ul>Day 1 – going to start working on social media toolbar analysis Day 2 – looked at 50 commerce websites today Day 3 – saw trends with facebook and twitter Day 4 – smaller companies adapt more quickly Day 5 – check out this book on Amazon
    45. 45. Searching Twitter & Tweets
    46. 46. Twitter Search Confusion <ul><li>On my Twitter page </li></ul><ul><li>Search for Seth Godin </li></ul><ul><li>Search box location – poor </li></ul><ul><li>No filters available (Twitter page, Tweets, etc) </li></ul>
    47. 47. Twitter Search <ul><li>Name results: </li></ul><ul><li>Real-time results: Tweets w Seth Godin’s name </li></ul>
    48. 48. Twitter Search Confusion – before ‘Name Results’ <ul><li>So, I try twitter.com/sethgodin (usually works!) </li></ul><ul><li>Seth’s personal Twitter page? </li></ul><ul><li>For personal Twitter use, keep tweets confidential </li></ul>
    49. 49. Twitter Search Confusion <ul><li>Then, I try a twazzup search </li></ul><ul><li>Still no luck AND misinformation (he is “not active”); some Tweets are returned </li></ul>
    50. 50. Twitter Search Confusion <ul><li>Next, I try going to his blog </li></ul><ul><li>It says he’s on Twitter! </li></ul>
    51. 51. Twitter Search Confusion <ul><li>Ahhh. Finally found him on Twitter! </li></ul><ul><li>Search experience thoughts? </li></ul><ul><li>His Twitter Page? </li></ul>
    52. 52. Search Engines <ul><li>Twitter Search Engines </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    53. 53. Marketer’s Role <ul><li>Set strategy for Twitter and incorporate into overall marketing strategy </li></ul><ul><li>Identify and employ marketing tactics </li></ul><ul><li>Within company – determine marketing and customer service roles </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    54. 54. Anatomy of a Twitter Page
    55. 55. Anatomy of a Twitter Page Example: Whole Foods <ul><li>1. Customizable sidebar: In this case, company information </li></ul>2. Most recent Tweets 3 . Static sidebar with statistics for co
    56. 56. Anatomy of a Twitter Page Example: Whole Foods <ul><li>1. Sidebar tactics: </li></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Communicate </li></ul></ul><ul><ul><li>Direct to sites </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>Set tone </li></ul></ul><ul><li>Compare to Chevrolet’s </li></ul>
    57. 57. Anatomy of a Twitter Page Example: Whole Foods <ul><li>Responses to others begin with @ </li></ul>2. Most recent Tweets Original Tweets (non-responding to others) Additional actions: following, blocking, etc
    58. 58. Anatomy of a Twitter Page Example: Whole Foods <ul><li>3. Profile : name, location, url </li></ul><ul><ul><li>Only one URL allowed </li></ul></ul><ul><li>Bio: 160 characters </li></ul><ul><li>Follow Statistics </li></ul><ul><ul><li>Following: Those twitterers that Whole Foods is following </li></ul></ul><ul><ul><li>Followers: Those people following Whole Foods </li></ul></ul><ul><ul><li>Listed: Lists that are following Whole Foods Tweets </li></ul></ul>
    59. 59. Anatomy of a Twitter Page Example: Whole Foods <ul><li>Tweets : # of tweets to-date on account </li></ul><ul><li>Favorites : identifying your favorite Twitterers </li></ul><ul><li>Lists : Organizing the people you follow </li></ul><ul><li>Actions : blocking, reporting, etc </li></ul>
    60. 60. Anatomy of a Twitter Page Example: Whole Foods <ul><li>Following : photo gallery of the most recent Twitterers that Whole Foods is following </li></ul><ul><li>RSS feed </li></ul>
    61. 61. A Twitter Account and Page Profile
    62. 62. Twitter Profile - Background <ul><li>12 supplied by Twitter </li></ul><ul><li>Create and use your own! </li></ul><ul><ul><li>Do it yourself in Photoshop </li></ul></ul><ul><ul><li>Other free templates </li></ul></ul><ul><ul><li>Hire professionals </li></ul></ul><ul><li>Reinforce your brand or expertise </li></ul><ul><li>Change backgrounds if it is relevant (e.g new music album cover) </li></ul>
    63. 63. Twitter Profile - Background <ul><li>What business is this Twitterer in? </li></ul><ul><li>Why does background matter? </li></ul><ul><li>Exercise: search an industry and find 2 different Twitter pages with backgrounds that are contrasting </li></ul>
    64. 64. Twitter Profile - Photo <ul><li>What do these Twitter profile photos tell you (Twitter search: Word of Mouth Marketing) </li></ul>
    65. 65. Twitter Profile - Photo <ul><li>Choose your photo wisely </li></ul><ul><li>Good quality (not from webcam or mobile) </li></ul><ul><li>Reflect your brand personality HOWEVER: </li></ul><ul><ul><li>More flexible than a website photo </li></ul></ul><ul><ul><li>For personal photo: crop close, not typical crop, may be more informal but not too informal </li></ul></ul><ul><li>Can’t decide? </li></ul><ul><ul><li>Don’t forget the left sidebar </li></ul></ul>
    66. 66. Twitter Profile – Left Sidebar <ul><li>Don’t leave this blank! It’s your “ad” </li></ul><ul><li>Part of the background image </li></ul><ul><li>Great opportunities… </li></ul><ul><ul><li>Reinforce brand – name, logo, tagline (top left, 2 nd most viewed location on T) </li></ul></ul><ul><ul><li>Further describe expertise </li></ul></ul><ul><ul><li>Describe tweets & ask to “follow me” </li></ul></ul><ul><ul><li>Provide URLs for your website, blog </li></ul></ul><ul><ul><li>More photos </li></ul></ul><ul><ul><li>Surveys </li></ul></ul>
    67. 67. Twitter Profile - Bio <ul><li>Tone – related to brand </li></ul><ul><li>Adaptable – you can change the bio for current projects </li></ul><ul><ul><li>E.g. “currently analyzing social media toolbar trends…” </li></ul></ul>
    68. 68. Twitter Profile - Location <ul><li>Location </li></ul><ul><ul><li>Set a general location (e.g. San Francisco Bay Area) </li></ul></ul><ul><ul><li>Change locations if it is relevant (e.g. at great MKT 396 class right now!) </li></ul></ul>
    69. 69. Twitter Profile – Right Sidebar <ul><li>Rarely used </li></ul><ul><li>Some computers may not display it </li></ul>
    70. 70. How to Create a Twitter Account <ul><li>Profile </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Create a name for your Twitter acct </li></ul><ul><ul><li>Use branding best practices – reflects personality of your business – memorable, meaningful, likeable or appropriate </li></ul></ul><ul><li>Customize your Twitter URL </li></ul><ul><ul><li>Username is a part of URL so choose wisely </li></ul></ul><ul><ul><li>E.g. Twitter.com/username </li></ul></ul><ul><li>Bio of <= 160 characters </li></ul><ul><ul><li>__, __ and __ who likes to __ </li></ul></ul><ul><ul><li>__, __ and __ with __ </li></ul></ul>
    71. 71. How to Create a Twitter Account <ul><li>Profile </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Look and feel of the Twitter </li></ul><ul><ul><li>Colors </li></ul></ul><ul><ul><li>Designs </li></ul></ul><ul><ul><li>Fonts </li></ul></ul><ul><ul><li>Photos and graphics </li></ul></ul>
    72. 72. How to Create a Twitter Account <ul><li>Profile </li></ul><ul><li>Design </li></ul><ul><li>Test </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Test Twitter privately </li></ul><ul><li>Post a few times </li></ul><ul><li>Have friends review </li></ul>
    73. 73. More “How To” Help Created by Jan Ahrens jbahrens2002@yahoo.com
    74. 74. Twitter – the rest…
    75. 75. Suppliers <ul><li>Trendistic – to watch trends by keyword in Twitter </li></ul><ul><li>TweetDeck – social media browser </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>SocialOomph – schedules your tweets </li></ul>
    76. 76. How to Measure Twitter Marketing <ul><li># Followers </li></ul><ul><li># Replies </li></ul><ul><li># Retweets </li></ul><ul><li>Which tweets generate most new followers </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    77. 77. How to Measure Twitter Marketing <ul><li>With links – from server logs measure CTR, sales, etc </li></ul>Content # Replies # Retweets # New Followers CTRs link Inspirational Quote 12 4 3 1 New Product 4 1 0 0 Content / expertise 15 8 4 2
    78. 78. Measurement Tools <ul><li>Twitterank.com </li></ul><ul><ul><li>Uses number of incoming replies to give each Twitterer a score representing popularity </li></ul></ul><ul><li>Monitter – watches Twitter for a keyword </li></ul><ul><li>Tweetbeep – alerts for Twitter </li></ul><ul><ul><li>Name, business, keywords, your blog, etc </li></ul></ul>
    79. 79. Advantages & Disadvantages of Marketing via Twitter/RSS <ul><li>Advantages </li></ul><ul><li>Easy to create </li></ul><ul><li>Inexpensive </li></ul><ul><li>Wide reach </li></ul><ul><li>Viral potential – pass along retweet </li></ul><ul><li>Engagement – ask questions, get responses </li></ul><ul><li>Disadvantages </li></ul><ul><li>Need frequency - takes time </li></ul><ul><li>Staying relevant </li></ul><ul><li>Hard to measure effectiveness </li></ul><ul><li>Tweets as standard text messages (SMS) can cost sender/receiver depending on mobile plan </li></ul><ul><li>Difficult to write in <140 characters </li></ul><ul><li>Segmenting? Targeted messages go to all followers </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    80. 80. Examples of Twitters - Exercise <ul><li>Twitter search exercise – industry </li></ul><ul><li>Identify strategy: </li></ul><ul><ul><li>Communicate </li></ul></ul><ul><ul><li>Monitor </li></ul></ul><ul><ul><li>Advertise </li></ul></ul><ul><li>Analyze tweets and categorize </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    81. 81. Social Media Jobs
    82. 82. <ul><li>Social Media Specialist for Express </li></ul><ul><li>Posted 10/1/09 on LinkedIn </li></ul><ul><li>… responsible for devising a strategy and delivering interactive content to promot Express, create engaged communitites, drive innovation, and drive traffic and conversion. </li></ul><ul><li>… will develop and implement social media strategies including on-location events, podcasts, online advertising, Twitters, SEO, social networking, social bookmarking and website submissions. </li></ul><ul><li>… will participate in several online communities including Twitter, Facebook, LinkedIn, MySpace, etc on a daily basis </li></ul>Social Media Jobs
    83. 83. References and Additional Reading <ul><li>Comm, Joel (2009). Twitter power: how to dominate your market one tweet at a time. Hoboken, NJ: Wiley & Sons, Inc. </li></ul><ul><li>Gillin, Paul (2009). Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books </li></ul><ul><li>Meerman Scott, David (2009) The New Rules of Marketing & PR . Hoboken, NJ: John Wiley & Sons, Inc </li></ul><ul><li>Morris, Tee (2009). All a Twitter: A Personal and Professional Guide to Social Networking with Twitter . QuePublishers, e-resource. </li></ul><ul><li>Twitter – What does it Mean to Your Organization? Visible Technologies. Obtained online at: http://www.visibletechnologies.com/downloads/Twitter-Best-Practices.pdf </li></ul><ul><li>http://stwem.com/2009/08/21/the-anatomy-of-twitter-an-8-point-strategic-guide/ </li></ul><ul><li>http://mashable.com/guidebook/twitter/ </li></ul><ul><li>Power Twitterers: </li></ul><ul><ul><li>Robert Scoble @scobleizer </li></ul></ul><ul><ul><li>Peter Shankam @skydiver </li></ul></ul><ul><ul><li>Kevin Rose @kevinrose </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    84. 84. Next Week – 9/27 <ul><ul><li>Assignment #2 due Sunday, 9/26 by 7 pm </li></ul></ul><ul><ul><li>Marketing via Podcast, RSS </li></ul></ul><ul><ul><li>Read chapters and articles, listen to podcast </li></ul></ul><ul><ul><li>Cool App presentations: </li></ul></ul><ul><li>Claire Frances Camaclang </li></ul><ul><li>Punnipa Jongsirinurak </li></ul><ul><li>Julia Nita </li></ul><ul><li>Trang Tran </li></ul>
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