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A Guide to Mastering Twitter Marketing

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Proven techniques, tips and strategies to maximize your marketing reach and engagement on Twitter

Proven techniques, tips and strategies to maximize your marketing reach and engagement on Twitter

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A Guide to Mastering Twitter Marketing A Guide to Mastering Twitter Marketing Presentation Transcript

  • A  Guide  to  Mastering     Twi2er  Marke4ng   By:  Robin  Colner   Founder  &  CEO  
  • What  is  Twi2er?  •  Twi2er  is  an  informa4on  network  (media   outlet)  made  up  of  140-­‐character  messages   called  Tweets.  Its  an  easy  way  to  discover   the  latest  news  related  to  subjects  you  care   about.  •  300+  million  members  –  140  million  ac4ve   users  340  million  tweets  per  day  –  launched   in  2006  
  • New  Twi2er  Design  –  Forma2ed   for  Mobile  Devices  
  • Anatomy  of  a  Tweet  1.  Hashtag  –  Organize  conversa/on  around  a  topic  2.  Men4on  –  Best  way  to  give  and  get  recogni/on  3.  Reply  –  Limits  tweet  to  your  followers    4.  Retweet  –  Don’t  use  RT  Bu?on,  Type  RT  or  via  @Twi?er  Handle  or    5.  Links  –  Link  shorteners  19  characters  
  • Why  Use  Twi2er?  •  Expand  professional  rela4onships  –  Network  •  Build  community  –  Meet  new  people  •  Reach  industry  leaders  –  Be2er  than  email  •  Demonstrate  and  exhibit  thought  leadership  and  exper4se  –   Boost  your  reputa4on  •  Drive  traffic  to  blogs  and  websites  –  Generate  leads  and   referrals  •  Monitor  industry  and  Company  –  Provide  real  4me  customer   service  •  Iden4fy  prospects  and  promote  brand    •  Influence  the  Influencers  •  Eavesdrop  on  compe4tors  –  Offer  be2er  solu4ons  
  • More  Twi2er  Advantages  •  Provide  more  immediate  customer  service  •  Promote  events,  products,  seminars,  blog  posts,   whitepapers  •  Organize  Tweetups  and  Twi2er  Par4es  •  Stay  on  top  of  trends,  news  and  industry  insights  •  Find  local  events  •  Get  recommenda4ons  •  Follow  Your  Passion  –  Don’t  need  permission  to   follow  anyone  or  reciprocate  •  Find  a  job  •  Research  –  Lurk,  Listen,  Learn  
  • Gegng  Started  •  Complete  a  Profile  Bio,  160  char.  Upload  a  picture  or  logo  and  a   custom  background  –  Keywords  are  cri4cal  –  link  to  website  or   blog  or  Facebook  page  •  Discover  Followers  –  search  interests,  industry  colleagues  and   influencers,  businesses  and  organiza4ons  in  your  geographic  area,   bloggers,  people  others  follow,  online  news  sources,  journalists,   celebri4es,  chari4es  •  Review  Segngs  –  get  email  no4fica4on  alerts  as  to  new  followers,   retweets,  @men4ons  –  take  ac4on  within  a  short  4me  frame  –   consider  segng  up  a  separate  email  for  alerts  and  follow  back  –   avoid  spam  accounts  –  auto  post  to  Facebook  Page  •  Establish  a  Personality  -­‐find  your  “voice”  and  start  pos4ng  
  • Best  Prac4ces  to  Manage  Twi2er  •  Establish  Lists  and  add  specific  followers  –  get  in  the  habit  of  checking  your  lists   first!  You  have  to  start  following  people  to  get  followers  •  Post  own  blog  content  and  share  other  ar4cles  –  it’s  all  about  the  links  –  Vary   your  content  and  post  4mes  and  only  use  110  –  120  characters  Twi2er  shortens   URLs.  •  Be  interes4ng,  informa4ve,  provide  4ps  that  people  will  retweet  •  Track  click  through  stats  on  links  with  Bit.ly  and  Ow.ly  (Hootsuite)  •  Pay  it  Forward  –  Retweet  Using  “RT”  or  via  @men4on  –  Reciprocity  Rules  –   Respond,  React  and  Thank  and  champion  your  customers,  colleagues,  followers  •  Build  Rela4onships  with  Influencers  –  Add  to  the  Community  –  Join  a  tribe  •  Review  engagement  related  to  your  tweets  in  Men$ons  &  Interac$ons-­‐   acknowledge  •  Check  Ac$vity  tab  to  analyze  what  your  network  is  doing  •  Reward  your  followers  with  updates  about  special  offers  discounts  and  4me-­‐ sensi4ve  deals  
  • 10  Steps  to  Mastering  the   Twi2erverse  •  1.  Tweet  10  to  16  4mes  a  day    •  2.  Op4mize  your  4ming  -­‐  Check  op4mal  engagement  4mes  on  Buffer.com  •  3.  Use  “Favorites”  to  Bookmark  and  Feature  tweets  •  4.  Post  Pictures  and  Videos  –  vary  type  of  posts  and  content  •  5.  Share  content  that  educates,  inspires  and  is  useful  –  tap  into  the  breaking   news  cycle  –  offer  stats,  quotes    and  provoca4ve  ques4ons  in  headlines  to  a2ract   a2en4on  –  curate  –  be  generous  –  links,  links,  links  •  6.  Avoid  heavy  self-­‐promo4on,  using  too  many  hashtags,  messy  formagng  and   improper  grammar  and  punctua4on  –  it’s  not  all  about  you!  •  7.  Monitor  prospects  and  compe4tors  –  get  alerts-­‐  use  monitoring  sorware  for   sen4ment  and  performance  analysis  –  Hootsuite,  Radian  6  •  8.  Use  Twi2er  follow  applica4ons  strategicially  –  Maintain  approx.  1:1  follwers/ following  ra4o    •  9.  Par4cipate  in  tweetchats,  twi2er  par4es  and  live  tweet  at  conferences  to   promote  your  handle  •  10.  Integrate  your  twi2er  handle  on  all  of  your  online  and  promo4onal  materials  •  Bonus:  Include  Call-­‐to-­‐Ac4ons  in  Tweets  
  • Offer  Followers  Valuable  Informa4on   from  a  Variety  of  Sources  
  • Not-­‐for-­‐Profits  Engage  Donors   With  Compelling  Content  
  • The  Adver4sing  Model  •  Promoted  Tweets  –  Algorithm  to  distribute  to  users’  4melines  or  search  results   based  on  bio,  content,  followers,  loca4on  –  a  promoted  tweet  can  show  up  in  the   feed  of  someone  who  does  not  follow  the  adver4ser  –  paid  on  a  Cost  per   Engagement  basis.  •  Promoted  Accounts  –    Featured  in  Search  results  and  Who  to  Follow  sec4ons   (recommenda4on  engine)  used  to  build  a  follower  base  quickly    •  Promoted  Trends  –  Top  Trending  Topic  by  Loca4on  –  used  to  drive  conversa4on   and  engagement  around  a  new  product  or  topic  –  give  people  a  new  discovery  •  The  Products  are  in  Beta  -­‐Adver4sers  need  to  complete  an  applica4on  and  be   considered  and  be  prepared  to  structure  adver4sing  tests  
  • 3  Ways  to  Amplify  Your  Reach   Promoted TweetPromotedAccountPromotedTrend
  • Adver4sing  Case  Study  
  • Harness  the  Power  of  Advanced   Search   h?p://search.twi?er.com  
  • Shortcut  Key  Strokes  
  • Third  Party  Applica4ons  (Clients/ Tools)  to  Distribute  Content  and   Monitor  Reach  and  Engagement    •  A  great  list  of  Twi2er  Tools  •  h2p://socialmediatoday.com/eric-­‐goldstein/295232/most-­‐complete-­‐twi2er-­‐ applica4on-­‐list-­‐available-­‐2011-­‐edi4on  •  Dashboards  to  schedule  and  auto  publish  tweets  and  monitor  account  and  key   search  terms  across  mul4ple  social  plavorms    -­‐  HootSuite,  TweetDeck  (owned  by  Twi2er)    -­‐  Bufferapp    -­‐  Adobe  Social  Analy4cs    -­‐  CoTweet    -­‐  SocialOomph    -­‐  Twi2erfeed  –  auto  publish  blog  post  to  your  Twi2er  account  
  • Twi2er  Tools  Con4nued  •  Find  Followers                                            -­‐  Listorious      -­‐  Twellow      -­‐  WeFollow  •  Hashtag  Research      -­‐  TweetChat      -­‐  TweetGrid      -­‐  Hashtracking  •  Manage  Followers                       -­‐  Friend  or  Follow   -­‐  Just  Unfollow   -­‐  ManageFli2er   New  Tools  are  introduced  every  day  
  • Twi2er  Tools  for  Influence  Analysis  •  Influence  Analysis      -­‐  Klout      -­‐  Twi2erCounter      -­‐  Tweet.Grader      -­‐  PeerIndex      -­‐  Kred  
  • Social  Media  Monitoring     and  Measurement  Plavorms  •  Radian  6  (bought  by  Salesforce.com)  •  SocialMen4on  •  ArgyleSocial  •  SproutSocial  •  Adobe  Social  •  Engage  121