Twitter: We Are Social's Guide For Brands

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With 271 million global monthly active users, and 500 million tweets sent everyday, Twitter represents a hugely valuable opportunity for brands. However, with its real-time environment and focus on …

With 271 million global monthly active users, and 500 million tweets sent everyday, Twitter represents a hugely valuable opportunity for brands. However, with its real-time environment and focus on dialogue, Twitter needs a particular mindset before marketers can realise its full potential. This how-to guide explains how you can make best use of Twitter, with practical, easy-to-follow dos and don'ts to help you get Twitter right for your brand, starting today.

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  • 1. TWITTER GUIDE THE ESSENTIAL HOW-TO FOR BRANDS AND MARKETERS JOLENE SIOW • WE ARE SOCIAL awree social We Are Social @wearesocialsg • A Guide To Twitter • 1
  • 2. WFA • We Are Social @WFAReconnect • @wearesocialsg • 4
  • 3. CONTEXT Twitter offers marketers a unique platform to engage people in direct, valuable, real-time conversations. This ‘how-to’ guide offers practical tips for brands, explaining the dos and don’ts of Twitter best practice. We Are Social @wearesocialsg • A Guide To Twitter • 3
  • 4. SHARE YOUR THOUGHTS AND QUESTIONS: @WEARESOCIALSG We Are Social @wearesocialsg • A Guide To Twitter • 4
  • 5. AUG TWITTER IN NUMBERS 2014 NUMBER OF GLOBAL MONTHLY ACTIVE USERS NUMBER OF TWEETS SENT EVERY DAY # 271 MILLION 500 MILLION PERCENTAGE OF USERS ACCESSING VIA MOBILE DEVICES 78% (211 MILLION) PERCENTAGE OF ACCOUNTS OUTSIDE OF USA 77% (209 MILLION) We Are Social @wearesocialsg • A Guide To Twitter • 5 • Source: Twitter
  • 6. WHAT DOES TWITTER SUCCESS LOOK LIKE? Twitter success isn’t just about the number of followers you’ve got. Rather, it’s all about the quality and level of engagement your brand has with your audience. After all, what good will 100,000 followers do you if none of them is really interested in what you have to say? We Are Social @wearesocialsg • A Guide To Twitter • 6
  • 7. “ If you use it intelligently, Twitter can be a form of engineered serendipity. ~ Jason Silva! We Are Social @wearesocialsg • A Guide To Twitter • 7
  • 8. TWITTER: 10 DOS & A DON’T 1. KNOW WHAT YOU WANT TO ACHIEVE 2. GET YOUR BASICS DOWN PAT 3. ACTIVELY LISTEN TO YOUR AUDIENCES 4. PROVIDE VALUE TO YOUR AUDIENCES 5. BE AUTHENTIC, PERSONAL AND BELIEVABLE 6. DEVELOP YOUR OWN TONE OF VOICE 7. HAVE CONVERSATIONS WITH PEOPLE 8. TAKE TIME TO THINK BEFORE YOU TWEET 9. GIVE YOUR TWEETS A HELPING HAND 10. TRACK PROGRESS, EVALUATE AND EVOLVE 11. THOU SHALT NOT… We Are Social @wearesocialsg • A Guide To Twitter • 8
  • 9. HOW TO USE TWITTER: THE DOS We Are Social @wearesocialsg • A Guide To Twitter • 9
  • 10. #1 KNOW WHAT YOU WANT TO ACHIEVE START WITH A PURPOSE Are you going to use Twitter to sell, provide customer service, foster relationships or build your brand? Having a clear purpose helps you to plan your content. PLAN YOUR STRATEGY Having an overarching strategy in place helps you to make better decisions and present a more cohesive brand to your audience. Know what you want to get from Twitter activities, and actively plan for it. We Are Social @wearesocialsg • A Guide To Twitter • 10
  • 11. #2 GET YOUR BASICS DOWN PAT DON’T BE AN EGG Help potential followers know what you’re all about. Upload a profile picture, have a cover photo, and fill in your bio; make sure your profile reflects your personality. SPEND TIME ON TWITTER This enables you to deepen your understanding on the unique way in which Twitter works. Learn the vocabulary and grammar people use on Twitter, and how it works. You are tweeting; not twittering. We Are Social @wearesocialsg • A Guide To Twitter • 11
  • 12. #3 ACTIVELY LISTEN TO YOUR AUDIENCES UNDERSTAND YOUR AUDIENCE Listen to what people are saying – not just about your brand, but everything they care about. This knowledge can be of immense value to your brand, because when you truly understand people, you can then better fulfil their needs, wants and desires. TREAT PEOPLE LIKE PEOPLE To relate to your audience and deepen your relationship with them, it’s imperative to remember that, while collecting data is hugely important, people will always be more than statistics. We Are Social @wearesocialsg • A Guide To Twitter • 12
  • 13. #4 PROVIDE VALUE TO YOUR AUDIENCES BE USEFUL Whether it is information, entertainment or something else altogether, strive to provide value to your target audience. You’ll know what that value looks like if you’ve been actively listening. When you add value to people’s lives, you become more relevant to them. IT’S NOT ABOUT YOU Value is subjective, and keeping your followers in mind helps you determine ways in which you can add value to their lives, rather than only thinking and talking about your brand’s needs all the time. We Are Social @wearesocialsg • A Guide To Twitter • 13
  • 14. #5 BE AUTHENTIC, PERSONAL & BELIEVABLE BE HUMAN Talk to your Twitter audience the way you would talk with people in real life. This is your chance to be multi-dimensional, and much more than ‘that big corporation’. DON’T BE AN RSS FEED People are looking for brands that they can relate to; not for just another bot. Sharing relevant articles or information can be more impactful if you share your perspectives and thoughts. We Are Social @wearesocialsg • A Guide To Twitter • 14
  • 15. #6 DEVELOP YOUR OWN TONE OF VOICE DEFINE YOUR BRAND’S VOICE Develop a conversational style that is consistent and unique. This will inspire active dialogue, and help to prevent your tweets being lost amongst all the other activity in your audience’s feeds. SHOW YOUR PERSONALITY Having a strong, unique voice helps you stand out, and gives people a reason to follow and engage with you over all those other brands’ self-promotional feeds. We Are Social @wearesocialsg • A Guide To Twitter • 15
  • 16. #7 HAVE CONVERSATIONS WITH PEOPLE GO BEYOND SELF-PROMOTION Just as you would avoid only talking about yourself in physical-world conversations, the same applies on Twitter. Have conversations about the things that really interest your followers. EMBRACE TWO-WAY DIALOGUE Twitter’s unique structure is built around dialogue, so take advantage of it. Twitter isn’t about advertising, it’s about conversation. We Are Social @wearesocialsg • A Guide To Twitter • 16
  • 17. #8 TAKE TIME TO THINK BEFORE YOU TWEET THINK BEFORE YOU TWEET Don’t just jump in on trends in an attempt to be timely and hip – instead, understand what is trending and why, before deciding if you should join the conversation. This helps to prevent insensitive posts. TAKE A STEP BACK When responding to angry or negative comments, it’s sometimes best not to reply instantly. Getting a second pair of eyes on your reply can be useful too. This helps you avoid overly defensive tweets which could backfire on your brand. We Are Social @wearesocialsg • A Guide To Twitter • 17
  • 18. #9 GIVE YOUR TWEETS A HELPING HAND ILLUSTRATE YOUR TWEETS Your target group on Twitter is likely to belong to a visual generation. Use added media such as images or short videos to support your tweets and attract people’s attention. USE RELEVANT HASHTAGS Hashtags help your tweets show up more easily in searches, thus gaining greater reach. Be cautious though – #dont #hashtag #every #single #word We Are Social @wearesocialsg • A Guide To Twitter • 18
  • 19. #10 TRACK PROGRESS, EVALUATE & EVOLVE USE DATA AS A GUIDING LIGHT Tracking your tweets’ performance will help you develop valuable insights into your Twitter strategy, and into the nuances of your audience’s preferences and motivations. DON’T BE AFRAID OF CHANGE Tweaking your game plan as you learn from data insights ensures that your brand consistently grows and stays ahead of competitors. Moreover, the social media landscape is constantly shifting – don’t get left behind! We Are Social @wearesocialsg • A Guide To Twitter • 19
  • 20. HOW TO USE TWITTER: THE DON’TS We Are Social @wearesocialsg • A Guide To Twitter • 20
  • 21. 3 KEY THINGS TO AVOID ON TWITTER DON’T SPAM It annoys people, and erodes your brand’s credibility. It’s also likely to breach Twitter’s code of conduct, and may get your account banned. DON’T BUY FOLLOWERS Engagement is more powerful – and more important – than follower numbers. People can also see when you’ve bought fans, and it makes you seem shallow. DON’T AUTO-TWEET Sending automated tweets or direct messages appears insincere, and borders on spam. Avoid services that automatically tweet on your behalf. We Are Social @wearesocialsg • A Guide To Twitter • 21
  • 22. TWITTER: 10 DOS & A DON’T 1. KNOW WHAT YOU WANT TO ACHIEVE 2. GET YOUR BASICS DOWN PAT 3. ACTIVELY LISTEN TO YOUR AUDIENCES 4. PROVIDE VALUE TO YOUR AUDIENCES 5. BE AUTHENTIC, PERSONAL AND BELIEVABLE 6. DEVELOP YOUR OWN TONE OF VOICE 7. HAVE CONVERSATIONS WITH PEOPLE 8. TAKE TIME TO THINK BEFORE YOU TWEET 9. GIVE YOUR TWEETS A HELPING HAND 10. TRACK PROGRESS, EVALUATE AND EVOLVE 11. THOU SHALT NOT… We Are Social @wearesocialsg • A Guide To Twitter • 22
  • 23. GET MORE TIPS AND INSIGHT: WEARESOCIAL.SG We Are Social @wearesocialsg • A Guide To Twitter • 23
  • 24. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social Making Friends & Influencing People • 45
  • 25. WE ARE SOCIAL SINGAPORE JOLENE SIOW @WEARESOCIALSG // @JOLENERUYAN SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social @wearesocialsg • A Guide To Twitter • 25