How to Use Twitter to Build Your Brand

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An introduction to using twitter to build your brand and support your overall marketing goals.

An introduction to using twitter to build your brand and support your overall marketing goals.

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  • You can also use this search to follow you brand mentions on all major news and social media sources. http://newsmixx.com/search. This also has a rss feed which you can pull up in any rss reader.
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  • 1. How to Use Twitter to Build Your Brand
  • 2.
      • What is Twitter?
      • Get Started 
      • Define Your Personality 
      • Build Your Presence 
      • Measure Your Success
    Agenda
  • 3. What is Twitter?
  • 4.
      • Social networking
      • Micro-blogging 
      • Users publish short messages (tweets) 
        • 140 characters or less 
      • Answers the question "What's on Your Mind?“  
      • Access from phone, third-party applications, RSS, and web
    What is Twitter?
  • 5.
      • Over 1.25 Billion Tweets and counting
      • Jan 2008 - Jan 2009 
        • 1000% growth in users 
        • 54M monthly visits, up over 1200%
    What is Twitter?
  • 6.
      • Uses for Business
        • Share Information
        • Monitor Buzz
        • Customer Interaction
      • Goals for Twitter
        • Get customer/marketplace feedback in real time
        • Respond more quickly to issues
        • Monitor the industry and competitors
        • Engage in direct contact with consumers
    What is Twitter?
  • 7. Get Started
  • 8. Get Started
  • 9. Get Started: Settings
      • One-Line Bio 
        • 160 characters max
      • Profile Picture
      • Background Design
      • URL, Location, Time Zone, Notification Settings
  • 10. Get Started: Following
      • Following a user - their updates will appear on your homepage
      • Finding people
        • Search for businesses, people, and influencers in your community
        • Building a network 
        • Follow high-volume users by RSS
      • Follow those who follow you
  • 11. Get Started: Jargon
      • Tweet = Posting or sending a message on Twitter
    •  
      • @ = Use to reply to another person, or referencing someone, in front of their Twitter ID 
    •  
      • DM = Direct Message sent via the Twitter network, use when sending personal info, sharing constructive criticism, having a long conversation or when you want to ask someone a specific question
    •  
      • RT = Retweet is a re-post of someone’s message. You would RT @TwitterName a quote of one of their Tweets. 
    •  
      • # = hashtag: Hashtags are a community-driven convention to add context to your tweets. You create a hashtag simply by prefixing a word in your post with a hash symbol: #hashtag. 
        • http://hashtags.org
  • 12. Define Your Personality
  • 13.
      • What's best for your business?
      • Match goals
        • Sales, customer service, brand awareness
      • Profile Name: Company or Individual?
    Define Your Personality
  • 14. Define Your Personality
  • 15. Define Your Personality
  • 16. Define Your Personality
  • 17.
      • Blogs & Press Releases
        • Not just links
      • Engagement & Conversation
      • Tweet often
    Define Your Personality: What to Tweet
  • 18.
      • Share Business Information
        • promotions/giveaways
        • site updates
        • inform of site outages 
      • Begin Conversations
        •   Ask questions relevant to your industry
      •   Share Links
        • What interests the community
    Define Your Personality: What to Tweet
  • 19.
      • Tweet other's work or news from your industry
      • Reply to tweets
      • Use your followers
        • Retweet an interesting article
    Define Your Personality: Post Relevant Content
  • 20.
      • Use Hashtags to encourage response
      • Searchable, easy to monitor
      • Ask customers a question or promote a specific product
    Define Your Personality: Post Relevant Content
  • 21.
      • Replying
      • Direct communication with customers 
      • Respond to complaints and praise 
      • Continue the conversation
    Define Your Personality: Post Relevant Content
  • 22. Build Your Presence
  • 23.
      • Stream Aggregators
        • Twitter Search (search.twitter.com)‏
        • Tweetmeme (tweetmeme.com)‏
      • Conduct keyword searches
        • RSS
        • Monitor mentions of your company
          • Praise & complaints
          • Reply
      • Comment on interesting posts
        • Retweet & credit original user
        • Find new people to follow
    Build Your Presence: Monitor Buzz
  • 24. Build Your Presence: Monitor Buzz
  • 25.
      • Be discoverable!
      • Post link to your Twitter
        • Website, Blog, Facebook, Email Communications
        • Let current customers know
        • Allows customers to engage in a direct conversation in a space they already use
      • Follow all your followers
    Build Your Presence: Publicize
  • 26.
      • Domain Name Registration
      • Contest to launch Twitter account in Dec 2008
      • Once an hour, a Christmas-related trivia question
      • Prize: one-year domain registration
        • To receive it, you needed a Namecheap account
      • Results
        • Site traffic up over 10% 
        • Domain Registrations up 20% 
        • Publicity
    Build Your Presence: Namecheap
  • 27. Measure Your Success
  • 28. Measure Your Success
      • Qualitative Goals
        • Direct conversation with customers, customer satisfaction
        • Increased brand awareness and improved image
        • Brand loyalty
      • Quantitative Goals
        • Increased site traffic
        • Increased sales
        • Page rank
  • 29.
      • How to measure?
        • Number of followers
        • Frequency of brand discussion
        • Google Analytics for homepage
        • Web tools starting to include Twitter
          • Example: Omniture SiteCatalyst
            • Monitor and measure tweets
            • Track preset keywords
            • Identify brand advocates and cynics
          • Other web tools will follow
    Measure Your Success
  • 30.
      • Objectives
      • Hear what people are saying about Dell
      • Individual customer connections to address individual needs 
      • Act to change to business processes and products
      • Build and nurture customer/stakeholder relationships
      • Product Development 
      • Track revenue generation from The Dell outlet, small business and home offers available on Twitter
    Measure Your Success: DellOutlet
  • 31. Measure Your Success: DellOutlet
  • 32.
      • Dell began on Twitter in March 2007
      • Announced occasional sales for the Dell Outlet online store 
      • More than 11,000 followers by February 2008 
      • Dell Outlet began a series of promotions exclusively on Twitter  
      • Over $1M in revenue through Twitter  
    Measure Your Success DellOutlet
  • 33.
      • Set ROI Metrics
      • Constantly Evaluate Your Goals
        • Driving traffic to site
        • Increased customer service
        • Raise brand awareness 
      • Listen to your feedback 
    Measure Your Success