How to Grow Your Brand on Twitter

Twitter for Brands. A basic guide to growing your brand on Twitter.Ryan Spoon: ryanspoon.comPolaris Venture Partners: polaris.vcDogpatch Labs: dogpatchlabs.com

About Us:Sample Companies

“Twitter is not a technology. It’s aconversation. And it’s happeningwith or with you.”Charlene Li.

Twitter is big. … as if you needed convincing. Today: 200m users 250m tweets/day 400m uniques/mohttp://9.mshcdn.com/wp-content/uploads/2010/03/1bntweets3.jpg

“The biggest mistake we seecompanies make when they first hitTwitter is to think about it as achannel to push out information.”Tim O’Reilly.

Avoid making that mistake withthese five guidelines: 1. Listen 2. Be authentic 3. Be compelling 4. Find the influencers 5. Extend off-Twitter, onsite

“Too many people fail to realizethat real communication goes inboth directions.”Lee Lacocca.

Your customers are on Twitter.…Whether or not you are.They are talking aboutyou; good or bad.Listen to what they aresaying.

Listening: Search Twitter search is enormously useful… and under-utilized. By query / phrase By username By location By sentiment Save your searches!

Example: Local SearchSearch: Peoplelooking for bestcoffee in SanFrancisco area.Useful for: localcoffeeshops, biggerchains, customer support, etc

Example: Customer Sentiment

Listening: 3 rd Party AppsThe most powerful “listening platforms”are from 3rd party tools.Better way to create brand dashboard:- set saved searches, profiles- manage multiple accounts- integrated analytics- schedule tweets- manage workflow with team

Listening: DataListen to the data….figure out what’s working:- Best time to tweet- Most effective tweets- Characteristics of most retweeted, replied tweets- Characterisitcs of highest traffic drivers off-Twitter http://hootsuite.com/about

Listening: Real-TimeListen, and respond,in real-time.From @wholefoods: “theonline community doesn’trecognize office hours – norshould they. Waiting untilMonday is just not goodenough.”Example: I tweeted badSouthwest experience. Theyresponded < 4 minutes.

“The key to successful leadershiptoday is influence, not authority.”Ken Blanchard.

Who are You Talking To?Before engaging with users, you shouldunderstand their: 1. influence 2. relevance 3. background… THEN determine response, speed, etc.

How? Try Klout.Use Klout to understandindividual user’s:- influence and reach- topics of expertise- network & similar usersHint: try Klout’s Chrome app andsee Klout scores on Twitter.com.

Use Influence To:1. Customer Service: Manage & prioritize CS workflows2. Acquisition: Identify potential customers & partners3. Marketing: Run targeted campaigns; grow your following.

“Authenticity, honesty, andpersonal voice underlie much ofwhat’s successful on the web.”Rick Levine.

Be RelatablePeople want to hear & interact with real voices.The best brands on Twitter are personable & real.Why so popular?Non-corporate, unique, fun, relatable, responsive.

Create Conversation.Twitter is not an advertisement.It is a conversation.People relate to conversation.Not to advertising and broadcasts.Broadcast (i.e. TV) Conversation

“I am all for conversation. But youneed to have a message.”Renee Blodgett.

What IS Compelling?Simple answer: Would you want to getthese updates via SMS?- Unique content, spin- Current / real-time focus- Promotes more than themselves- Exclusive access: photos, deals, insights- Conversational: two-way platform- Fun, smart and worth the read

Examples: Compelling Brands(In my opinion)Big brandsPersonal brandE-commerceEmerging

Examples: Compelling Brands(in Twitter’s opinion) * Twitter Case Studies

What is NOT Compelling? - Corporate-only voice - Broadcast only - High volume - Stale content - Ordinary content - Mostly self-serving - Self-infatuated

Example: NOT Compelling80+ tweets in 24 hrsOrdinary / useless content:Untargeted content:

“Successful brands don’t stopon Twitter.com – they build socialdirectly into their web and mobileexperiences.”Me :)

Basic: Tweet Button

Better: Display of multi-user activitywith inline reply, retweet functions

Great: Fab’s “Feed” shows real-timepurchases and social activity

Social from the Ground Up: Flipboardreimagines Twitter reading & publishing

Summary:1. Create conversation, not ads2. Your voice: be compelling3. Their voice: who’s talking?4. Apply this to your web, off-Twitter5. Success requires dedication to it(mentality, product, people, tools)

Lastly, Best Practices According to Twitter

More Reading- Twitter Best Practices - Using Twitter effectively - Twitter for Publisher Networks- Twitter for Business - Twitter Marketing Guide - Humanizing your Brand- Twitter Case Studies - 7 Sneaky Ways to Use Twitter - My Response to Mark Cuban’s:- Examples: Twitter Media to Spy on Your Competition Does ESPN.com Have a Twitter- Twitter for Websites - 10 Twitter Tools Used by Problem?- Resources for mobile Social Media Experts - 11 Ways to Usher NFL, NBA, MLB developers - The Science of Social Timing into new Web- Small Business One-Pager Part 1: Social Networks - Why Twitter Images Is Important- Twitter Logos & Icons - 5 Tips To Make Your Startup’s (Screenshot)- Twitter Developer Guidelines Twitter Account Stand Out - Twitter Promotes Mobile Apps & - 10 Great Twitter Tools To SMS To Logged-Out Users. Smart. Transform Your Tweeting - Twitter Promoted Tweets & Experience Effective Real-Time, Event-Based Advertising - For Social Ads, Voice and Relevance are more Important than Just Reach.

Learn more.Connect with us. polaris.vc dogpatchlabs.com ryanspoon.com @polarisvc @dogpatchlabs @ryanspoon fb.com/polarisventures fb.com/dogpatchlabs fb.com/ryanspoon

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How to Grow Your Brand on Twitter

by Ryan Spoon

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