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Twitter Social Spotlight
 

Twitter Social Spotlight

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How to Make the Most of Your Brand 
in 140 Characters (or Less!)

How to Make the Most of Your Brand 
in 140 Characters (or Less!)

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    Twitter Social Spotlight Twitter Social Spotlight Presentation Transcript

    • social spotlight Twitter How to Make the Most of Your Brand 
 in 140 Characters (or Less!) nick westergaard | branddrivendigital.com | summer–fall 2013
    • Twitter Is Simple Photo via Flickr user chaztoo
    • Twitter: Social Spotlight ‣ By the Numbers ‣ How Brands Engage ‣ Things to Remember
    • Twitter Vocab ‣ Tweet ‣ Retweet (RT) ‣ Reply or @ mention ‣ Direct message ‣ Also ‘Hat Tip’ (HT) and ‘Modified Tweet’ (MT)
    • Following Isn’t Reciprocal Photo via Flickr user Pank Seelen
    • 1 Twitter by the Numbers
    • 645 million twitter users as of february 2014
    • 115 followers how many followers the average twitter user has
    • 340 million tweets per day
    • Young — Most 18 to 44
    • Frequency of Use Tapers with Age
    • New Users Are Big on Twitter
    • Only in Japan ... China blocks Facebook
    • My Favorite Stat
    • Over a Third Follow Brands
    • Why Do They Follow Brands?
    • Influences Purchase Decisions
    • ... Also Ranked As Least Useful!
    • One in Six Complain ...
    • One Third Expect a Response
    • 55% Access via Mobile Photo via Flickr user William Hook
    • 40% Don’t Tweet Use Twitter to Stay Current Photo via Flickr user Wili_Hybrid
    • Many Engage Via Clients Photo via Flickr user romytetue
    • 34% Have Seen Leads 20% Have Closed Deals
    • 44% Have Recommended 58% Tweet Bad Experiences Photo via Flickr user .reid
    • What Are People Tweeting? Pointless Babble Conversational Pass-Along Value Self-Promotion News Spam 4% 4% 6% 9% 40% 38% Source: Pear Analytics
    • 2 How Brands 
 Engage
    • Photo via Flickr user C!
    • Twitter Profile
    • Search Twitter
    • Hashtags Photo via Flickr user mikecogh
    • TV + Twitter Chat = Integration!
    • Lists > Listening!
    • Management Tools GO MOBILE!
    • Integration: Tweet Button
    • Integration: Interactive Experience
    • Zappos’ Tweet Wall
    • C-Level Connections
    • Customer Service
    • Customer Service
    • Who Would You Follow?
    • More Visual
    • Conversation Calendar Photo via Flickr user DafneCholet
    • 12:1 Photo via Flickr user bengrey
    • How Are Big & Small Business Using Source: Simply Measured
    • Engagement by Link Type Source: Simply Measured
    • Account Details Source: Simply Measured
    • Basic Ad Offerings ‣ Promote Your Account ‣ Promote Tweets ‣ Promote Trends
    • Twitter Ads in Action
    • Key Metrics ‣ Followers ‣ Retweets & Replies ‣ Impressions & Clicks
    • Advantages of Social Advertising ‣ Stronger Brand Awareness, Engagement, & Loyalty ‣ Increased Reach & Broader Customer Base ‣ Increased Web Traffic ‣ Increased Conversions, Leads, & Sales
    • 3 Things to Remember About Twitter
    • Photo via Flickr user clasesdeperiodismo
    • Twitter Measurement ‣ Total followers ‣ Number of times listed ‣ Total brand mentions ‣ Sentiment (+/- talk about your brand) ‣ Reply ratio (what % are replies) ‣ Profile views ‣ Number of clicks per tweet ‣ Engagement by day/time ‣ Referring links on site
    • 10 Most Followed on Twitter ‣ Lada Gaga (@ladygaga) ‣ Justin Bieber (@justinbieber) ‣ Katy Perry (@katyperry) ‣ Rihanna (@rihanna) ‣ Britney Spears (@britneyspears) ‣ Barack Obama (@barackobama) ‣ Shakira (@shakira) ‣ Taylor Swift (@taylorswift13) ‣ Kim Kardashian (@KimKardashian) ‣ YouTube (@YouTube)
    • Most Followed Brand
    • Most Followed Brick & Mortar
    • What’s Next? Photo via Flickr user Geoff Livingston
    • Which Brands Do You Follow?
    • BRAND DRIVEN digital BRAND DRIVEN social BRAND DRIVEN social Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com
 twitter: @nickwestergaard nick westergaard | branddrivendigital.comnick westergaard | fall 2012 | summer–fall 2013 2014