Tips to Optimize Your Twitter Strategy

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Tips to Optimize Your Twitter Strategy

  1. 1. Tweet Tweet! Optimize Your 2014 Twitter Marketing Strategy
  2. 2. 1. Twitter statistics - demographics, growth trends 2. The IPO - What it means for brands 3. What’s the next big thing? Video & Social TV 4. Examples of effective brand strategies 5. Tips to amplify the conversation around your brand on Twitter What We’ll Talk About: © Copyright 2013 Brickfish. All rights reserved.
  3. 3. Twitter User Data & Demographics
  4. 4. ‣ Over 100 million daily active users worldwide ‣ 231.7 million monthly active users ‣ 5,700 tweets per second! Global Twitter Statistics Source: TechCrunch, October 2013 © Copyright 2013 Brickfish. All rights reserved.
  5. 5. Gender Source: Pew Internet & American Life Project, February 2013 16% of US Internet Users Are Active on Twitter 52.7 million monthly active users 15% 17% 16% 27% 10% Male Female Age Groups 19% 26% 14% Race & Ethnicity 2% 18-29 30-49 50-64 65+Black Hispanic White © Copyright 2013 Brickfish. All rights reserved.
  6. 6. Facebook Still Dominates the US Social Landscape... 750 million 250 million 85.5 million 110 million 65 million 50 million * Unique Monthly Web Visits Source: eBiz MBA Knowledgebase, October 2013 © Copyright 2013 Brickfish. All rights reserved.
  7. 7. ...But, For Teens, Twitter is Overtaking Facebook Source: Statista & Mashable, October 2013 © Copyright 2013 Brickfish. All rights reserved.
  8. 8. Going Public: The IPO
  9. 9. #Timeline Twitter breaks through at SXSW; Hashtag debuts2007 2006 Co-founder @jack sends first tweet Hudson River plane crash news breaks on Twitter with a photo2009 Twitter bird gets a makeover; President Obama marks his win with a tweet 2012 Vine launches; Twitter files IPO; $TWTR begins trading2013 Uprisings begin with #Jan25, #TahirSquare, #Egypt 2011 © Copyright 2013 Brickfish. All rights reserved.
  10. 10. Twitter’s IPO - Thursday, November 7 $26.00 IPO $45.10 NYSE Debut 73% $TWTR Source: Mashable, Google Finance, 2013 Current Market Cap - $23 Billion *Updated Nov. 13, 2013 © Copyright 2013 Brickfish. All rights reserved.
  11. 11. 6-second viral videos 40 MM users Mobile Ad Analytics Platform Social Listening Platform Social TV Analytics & Content Curation It’s Not Just Microblogging - Recent Twitter Purchases Source: Mashable 2013 © Copyright 2013 Brickfish. All rights reserved.
  12. 12. Social Video: Vine is the Fastest Growing App in the World Source: Statista, October 2013 © Copyright 2013 Brickfish. All rights reserved.
  13. 13. Social TV: Twitter as a Second Screen The average Twitter audience for one TV episode is 50x larger than the number of authors publishing tweets. So, for example, if 2,000 people are tweeting about a program, 100,000 people see those tweets. From April-June 2013, 19 million unique people in the US composed 263 million tweets about live TV. Source: Neilsen, October 2013 © Copyright 2013 Brickfish. All rights reserved.
  14. 14. Poll: How does your brand manage your Twitter presence? Source: Live Poll During Webinar, Nov 2013 22% 22% 41% 15% Internal Team (Customer Service) Internal Team (Marketing/Communications) One Person Outside Agency © Copyright 2013 Brickfish. All rights reserved.
  15. 15. Twitter Changes in the Last ~60 Days
  16. 16. Photos & Videos Appear Automatically in Your Feed & Profile Source: Twitter, 2013 © Copyright 2013 Brickfish. All rights reserved.
  17. 17. “See It” - Tune into TV with a Tweet Source: The Next Web, Comcast, 2013 Partnership with @Comcast & @NBCUniversal - Change the channel, set the DVR & play a show On Demand directly from an expanded Tweet © Copyright 2013 Brickfish. All rights reserved.
  18. 18. Recommendation Feature & @MagicRecs Source: Twitter, November 2013 Receive personalized recommendations when multiple people in your network follow the same user or favorite or RT the same tweet. @MagicRecs, Twitter’s original experiment account © Copyright 2013 Brickfish. All rights reserved.
  19. 19. Scheduled Tweets Source: Twitter, November 2013 Twitter ads users can schedule promoted or organic tweets to be sent at specific dates and times. This feature is still tied to Ads accounts. © Copyright 2013 Brickfish. All rights reserved.
  20. 20. Anyone Can DM You - If You Allow It Source: The Next Web, Buffer, Twitter, 2013 Allow anyone to send you a DM, even if you aren’t following them. This change eliminates the common “Can you follow me back so I can DM you?” correspondence - making customer service on Twitter much easier! © Copyright 2013 Brickfish. All rights reserved.
  21. 21. Real-Time Twitter Alerts Source: Twitter, November 2013 Sign up to receive alerts from participating gov. accounts as push notifications © Copyright 2013 Brickfish. All rights reserved.
  22. 22. 1. There’s no “one size fits all” Twitter strategy - must evolve with the platform. 2. If you want to be successful on social, ignoring Twitter is no longer an option. 3. Each audience & each conversation is unique. What Do These Changes Mean for Brands? Listen to Your Audience Refine Your Strategy Optimize Your Contentaround your brand Amplify the conversation © Copyright 2013 Brickfish. All rights reserved.
  23. 23. Poll: What type of content do you utilize most on Twitter? Source: Live Poll During Webinar, Nov 2013 8% 12% 31% 50% Information & Offers About Your Product Curated Content Multimedia (Photos & Videos) Replies to Followers © Copyright 2013 Brickfish. All rights reserved.
  24. 24. Examples of Brands Rocking Twitter
  25. 25. Oreo | Real-Time; LOTS of media photo & video media © Copyright 2013 Brickfish. All rights reserved.
  26. 26. RedBull | Niche Brand Voice and Target Audience © Copyright 2013 Brickfish. All rights reserved.
  27. 27. JetBlue | Real-Time Customer Service © Copyright 2013 Brickfish. All rights reserved.
  28. 28. Coconut Bliss | Small Business, High Engagement © Copyright 2013 Brickfish. All rights reserved.
  29. 29. Refine Your Twitter Strategy
  30. 30. Poll: What % of your marketing budget is dedicated to social initiatives? Source: Live Poll During Webinar, Nov 2013 10% 43% 48% Less than 10% 10% - 25% 25% - 50% 50% - 75% Over 75% © Copyright 2013 Brickfish. All rights reserved.
  31. 31. 1. Set objectives & focus your content strategy 2. Get creative with hashtags 3. Include many photos & videos 4. Posting schedule - including weekends & off-business hours 5. Brand Voice - talk with your followers (not to them) - focus on storytelling Develop Your Strategy - Keys to Twitter Success Tips to organically amplify the conversation around your brand © Copyright 2013 Brickfish. All rights reserved.
  32. 32. Differentiate Content Strategy From Other Social Networks ‣ Tweets with less than 100 characters get 17% more engagement than the limit of 140 ‣ Creation vs Curation ‣ Real-time, two-way interaction with consumers ‣ Connect directly with individuals - more personal than a Like on Facebook = = = Twitter Content is Short & Impactful Source: BufferApp, August 2013 © Copyright 2013 Brickfish. All rights reserved.
  33. 33. Adopt, Utilize and Create Hashtags ‣ Increase searchability of your content ‣ Contribute to existing topics your consumers care about ‣ Track & measure the conversation ‣ Create your own - Change the way your consumers talk about your brand Join Larger Conversations to Reach More People # # # # © Copyright 2013 Brickfish. All rights reserved.
  34. 34. ......But Don’t Go Crazy ‣ Tweets with 1 or 2 hashtags have 21% higher engagement than those with 3+ hashtags ‣ Tweets that use 3+ hashtags show a 17% drop in engagement ‣ The Takeaway? Focus on SEO keywords & key hashtags to achieve optimal engagement Yes, Excessive Hashtags Are Annoying Source: BufferApp, August 2013 © Copyright 2013 Brickfish. All rights reserved.
  35. 35. Include Photo & Video in Tweets ‣ Tweets with photos achieve on average 2x more engagement than those without ‣ Videos on Vine & YouTube perform best ‣ Think #mobilefirst - 66% use mobile to tweet about the brands they follow Tweets with Multimedia Get Higher Engagement With Photo With VideoJust Text 2x Source: BufferApp, August 2013 © Copyright 2013 Brickfish. All rights reserved.
  36. 36. When to Tweet? ‣ Tweets in the afternoon & late evening hours have highest engagement ‣ Twitter users with a mobile device are 181% more likely to be on Twitter during their commute ‣ Tweets posted on Fri, Sat & Sun have higher CTRs than those posted during the week ‣ Ultimately, every audience is unique - see what works best for your brand General guidelines: Time of Day Day of Week Source: BufferApp, August 2013 © Copyright 2013 Brickfish. All rights reserved.
  37. 37. The Award Winning Social Media Solution ‣ Social, mobile and digital strategy ‣ Social community management ‣ Proprietary social campaign platform ‣ Responsive website development ‣ Mobile app development About Brickfish - A Leader in Social, Mobile & Digital Solutions Contact our team to learn more. 855.281.4500 | info@brickfish.com 180 N Stetson Ave. | Chicago, IL © Copyright 2013 Brickfish. All rights reserved.

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