Nailing Twitter
Analytics
Kelvin Newman
Rough Agenda
@kelvinnewman
Rough Agenda...
!
Helping digital marketers meet, learn and do their job
a little better
brightonSEO.
CONTENT
MARKETING
SH...
The business was built with two
channels
!
Twitter & Email
The fundamentals
We all know this but it is worth repeating
what	

customers 	

want
what	

you	

want to	

tell them
what	

customers 	

want
what	

you	

want to	

tell them
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
 ...
We all know it, but
never forget it
www.flickr.com/photos/jdhancock/
The importance of
personality in Twitter
marketing
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
Hands up who wants more
tweets from comp...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
Supply is ∞
!
Demand ≠ Supply
Gestalt Effect
www.flickr.com/photos/jdhancock/
Your Stream
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
Personality makes your
content stand out
Personality is the best way for your tweets to get noticed
www.flickr.com/photos/j...
Knowing what you aren’t
it often easier to define
than what you are
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLO...
Inclusive
Surprising
Involved
Agile
Corporate
Obvious
Serious
Neutral
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SE...
Tools
https://analytics.twitter.com
Awesome Tools from Twitter Analysing your account
Getting Access!!!
>>>>>>
Trends in Mentions, Follows & Unfollows
The challenge is making this actionable.
Highlight your “best”Tweets
What’s the trends and your ideal outcomes.
There’s lots of detail in that screen
Remember Twitter’s definition of “best” might not match
yours.
Trends in followers
What leads to increases in followers?
What are your
followers
interested in?
Mostly this won’t surprise
you but where is most useful
is where it allows you to g...
Big in Japan?
Does this follow where your
targeting?
!
Do you have followers likely
to disclose their location?
These are your
influencers
Primarily this is useful for
targeting adverts.
!
But can be useful for
outreach and other purpo...
Tweet Binder
Find the influential Tweeters around a topic.
http://www.tweetbinder.com/
BlueNod
Visualise the Twitter Network around a topic or hashtag.
http://bluenod.com/
FollowerWonk
Find the overlaps between influencers in your space.
https://followerwonk.com/
Google Trends
Understand the seasonality in content demand. Use this to better time content.
http://www.google.com/trends/...
BuzzSumo
Identify the most shared links and key influencers for any topic
http://buzzsumo.com/
Social Crawlytics
Learn from your competitors content success stories
https://socialcrawlytics.com/
Klout
Save time and effort finding great content to share.
http://klout.com/#/create
Bottlenose
Tap into and understand the Zeitgeist
http://bottlenose.com/
Twitter Archiving Google Spreadsheet
Carry out your Twitter Analysis in Google Docs
http://mashe.hawksey.info/2013/02/twit...
Five actions
https://www.flickr.com/photos/mcgraths/
Implement Twitter
Cards
https://www.flickr.com/photos/notjake13/
See info about all the tweets, posted by
anyone, that includes a link to your domain
https://blog.twitter.com/2014/introdu...
Use custom audiences
to tailor ads to existing
customers
https://www.flickr.com/photos/buskersbern/
Test & Learn
Create a hitlist
https://www.flickr.com/photos/jdhancock
Promote a tweet
https://www.flickr.com/photos/jdhancock
tl;dr
There’s never been more tools available
to understand what your followers want.
Use them to give them what they want...
Rough Agenda...
!
Helping digital marketers meet, learn and do their job
a little better
@kelvinnewman
!
kelvin@roughagend...
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Twitter Analytics & Tools #smx #smxlondon @kelvinnewman

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Nailing Twitter Analytics - There’s never been more tools available to understand what your followers want. Use them to give them what they want and what you want to share.

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  • Check out Trenspire -- a social media monitoring and analytics tool for Twitter http://www.trenspire.com . It focuses on speed, precision and usability. Video here: https://www.youtube.com/watch?v=Q4xza74JDqE&rel=0
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Twitter Analytics & Tools #smx #smxlondon @kelvinnewman

  1. 1. Nailing Twitter Analytics Kelvin Newman Rough Agenda @kelvinnewman
  2. 2. Rough Agenda... ! Helping digital marketers meet, learn and do their job a little better brightonSEO. CONTENT MARKETING SHOW MeasureFest BiddableWorld Completely Email AffiliateHuddle
  3. 3. The business was built with two channels ! Twitter & Email
  4. 4. The fundamentals We all know this but it is worth repeating
  5. 5. what customers want what you want to tell them
  6. 6. what customers want what you want to tell them London  |  10–13  February  2014  |  #SESLON  |  @SESConf    
  7. 7. We all know it, but never forget it www.flickr.com/photos/jdhancock/
  8. 8. The importance of personality in Twitter marketing
  9. 9. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Hands up who wants more tweets from companies?
  10. 10. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Supply is ∞ ! Demand ≠ Supply
  11. 11. Gestalt Effect www.flickr.com/photos/jdhancock/
  12. 12. Your Stream London  |  10–13  February  2014  |  #SESLON  |  @SESConf    
  13. 13. Personality makes your content stand out Personality is the best way for your tweets to get noticed www.flickr.com/photos/jdhancock/
  14. 14. Knowing what you aren’t it often easier to define than what you are London  |  10–13  February  2014  |  #SESLON  |  @SESConf    
  15. 15. Inclusive Surprising Involved Agile Corporate Obvious Serious Neutral London  |  10–13  February  2014  |  #SESLON  |  @SESConf    
  16. 16. Tools
  17. 17. https://analytics.twitter.com Awesome Tools from Twitter Analysing your account
  18. 18. Getting Access!!! >>>>>>
  19. 19. Trends in Mentions, Follows & Unfollows The challenge is making this actionable.
  20. 20. Highlight your “best”Tweets What’s the trends and your ideal outcomes.
  21. 21. There’s lots of detail in that screen Remember Twitter’s definition of “best” might not match yours.
  22. 22. Trends in followers What leads to increases in followers?
  23. 23. What are your followers interested in? Mostly this won’t surprise you but where is most useful is where it allows you to go ‘off-topic’ yet still appeal to your audience.
  24. 24. Big in Japan? Does this follow where your targeting? ! Do you have followers likely to disclose their location?
  25. 25. These are your influencers Primarily this is useful for targeting adverts. ! But can be useful for outreach and other purposes. ! I often set these people up as a private list.
  26. 26. Tweet Binder Find the influential Tweeters around a topic. http://www.tweetbinder.com/
  27. 27. BlueNod Visualise the Twitter Network around a topic or hashtag. http://bluenod.com/
  28. 28. FollowerWonk Find the overlaps between influencers in your space. https://followerwonk.com/
  29. 29. Google Trends Understand the seasonality in content demand. Use this to better time content. http://www.google.com/trends/explore
  30. 30. BuzzSumo Identify the most shared links and key influencers for any topic http://buzzsumo.com/
  31. 31. Social Crawlytics Learn from your competitors content success stories https://socialcrawlytics.com/
  32. 32. Klout Save time and effort finding great content to share. http://klout.com/#/create
  33. 33. Bottlenose Tap into and understand the Zeitgeist http://bottlenose.com/
  34. 34. Twitter Archiving Google Spreadsheet Carry out your Twitter Analysis in Google Docs http://mashe.hawksey.info/2013/02/twitter-archive-tagsv5/
  35. 35. Five actions https://www.flickr.com/photos/mcgraths/
  36. 36. Implement Twitter Cards https://www.flickr.com/photos/notjake13/
  37. 37. See info about all the tweets, posted by anyone, that includes a link to your domain https://blog.twitter.com/2014/introducing-analytics-for- twitter-cards
  38. 38. Use custom audiences to tailor ads to existing customers https://www.flickr.com/photos/buskersbern/
  39. 39. Test & Learn
  40. 40. Create a hitlist https://www.flickr.com/photos/jdhancock
  41. 41. Promote a tweet https://www.flickr.com/photos/jdhancock
  42. 42. tl;dr There’s never been more tools available to understand what your followers want. Use them to give them what they want and what you want to share.
  43. 43. Rough Agenda... ! Helping digital marketers meet, learn and do their job a little better @kelvinnewman ! kelvin@roughagenda.com ! http://www.slideshare.net/kelvinnewman

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