Twitter for business cultivating communities & maximizing engagement

Twitter For Business: Cultivating Communities & Maximizing Engagement
@marcusnelson
Director of Social Media

O hai.
@marcusnelson
Director of Social Media

Twitter Mission Statement
Instantly connect people everywhere to what is most meaningful to them.

Charlie Sheen or #Egypt Meme
#egypt
#osama

Twitter Is Big

Twitter is Big
200M+Registered Accounts
600KNew Accounts/Day
2011
2006

Tweets per day
200 Million

Tweets
then: 3 yrs, 2 months, 1day.
now: one week.

Taking the top 100 interests (covering 98% of all ‘interest volume’), these are the major categories that emerge.
The chart gives a rough sense of the relative sizes of these interest categories, e.g. “Stated interest in celebrity is roughly the size of tech and news combined”.
Source: Twitter
Twitter’s top interest categories

Followers are brand advocates
60%
51%
Are you more likely to
buy since becoming a
follower/fan?
Are you more likely to
recommend since
becoming a follower/fan?
A Twitter follow is the most explicit expression of loyalty and interest online. A follow doesn’t just confirm an existing affinity, it increases purchase intent and the willingness to recommend.
67%
79%
Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey

Behavioral Insights
Twitter Users are:
Early adopters, more educated, more likely to own a smartphone,more likely to be male, more likely tohave a higher income.
Heavily influenced by brands
Spend more money
They post their opinion everywhere
http://blogs.forrester.com/reineke_reitsma/10-12-31-the_data_digest_why_are_twitter_users_so_attractive_to_marketers
Source: North American Technographics

Twitter drives purchasing activity

Power of a Follower vs. Fan
Social Network Comments Fuel Offline Behavior
Comments on social sites about brands and products are encouraging users to take action.

Twitter Ad Products

Ad products that amplify
Promoted Trends
Promoted Tweets
Promoted Accounts

Old Spice Promoted Trend

Coca-Cola Promoted Tweet
( )
+
=
Character
#awesome
Direct Conversation

Xbox Promoted Account

Have a Twitter Strategy
1/1/11
12/31/11

Case Study
Promoted Trend
+
Celebrity

Twitter ROI = Stratospheric
“Radio Shack saw wireless-platform sales increase double digits in the three days that followed the promoted trend. ‘The ROI on this social-media initiative was stratospheric for us.’”
Radio Shack CMO, Lee Applebaum
Ad Age Digital April 2011

Why Do People Share?

Why do people share?
reinforces shared views & social bonds.
need to proselytize or desire to connect.
emotional, positive, interesting, anger-inducing, or sad most likely to be shared.
calm themselves or reduce uncertainty.
bolsters own sense of self.
source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

At the end of the day…
broadcasting is self-focused

New Analytic Dashboards

Promoted Tweets Dashboard

Promoted Trends Dashboard

Promoted Accounts Dashboard

Timeline Activity

New Follower Dashboard

Thank You
@marcusnelson

The basics

Twitter glossary
Tweet = a message of 140 characters or less
Retweet =the reposting of a tweet, passing it along
@username = how you address or reference someone
#hashtag = used to track topics or conversations
/via or /by = source or author of content referenced
OH = overheard
#ff = follow friday

Crafting the tweet – sending a message
@username [body of message] #hashtag
Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all,
start message with a word or a ‘.’

sending a message

Crafting the tweet – sending a direct message
D username [body of message]
Pro tip: You cannot direct (private) message someone who is not following you.Remember also, “@” not required.

sending a direct message
D audiencemember It’s a private message silly.
You can’t see this yet.

Crafting the tweet – content post
[title of article] http://link.com/via @source #hashtag
Pro tip: leave around 20 characters for others to leave a comment in retweet

content post

Crafting the tweet – retweeted post
RT @username: [title of article] http://link.com/via @source #hashtag « [insert comment]
Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!)

retweeted post

Build your following

Finding people like you
Follow interesting people
Use Twitter’s suggested users
Follow popular/relevant #hashtags
Who do your friends follow?
Linkedin lists twitter handles

Best use cases

Develop and promote your brand

Customer Support

Provoke thought / humor

Be known as a thought leader

Help with access to information

Engage followers with a question

Tips from twitter

http://paper.li	34
http://www.twylah.com	10
http://lanyrd.com	8
https://twitter.com	4
http://us-w1.rockmelt.com	3
http://twitter.com	1

Twitter for business cultivating communities & maximizing engagement

by Marcus Nelson

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