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How to get 100,000 impressions on Twitter
- 3. How to get 100,000 impressions on Twitter
- 4. — How to define success — How to measure that success — How to find your audience — How to tweet better and more often — How to boost the signal of your tweets — Simple campaigns I’ll be covering.. — Conversions on social — How to save time — How to save money — How to prove ROI — Answering questions
- 6. Social media shouldn’t be tacked onto a job role
- 7. Just like any Twitter without a plan… — 3,600 followers — 1.0% engagement rate — Lots of work, but not much love Analytics via Twitter analytics
- 9. Followerwonk Who’s talking Who’s not talking anymore When they’re talking
- 10. Twitter Analytics - audience What they’re talking about
- 11. What does success look like?
- 12. How you measure success Twitter analytics and Sprout Social
- 13. Twitter Analytics - free — Free — Available to any Twitter account — Demographic information — Manual reports — No custom settings
- 14. Tweetdeck - free These are whatTwitter lists are for
- 15. Sprout Social — £40 a month — Schedule a year in advance, schedule tweets for multiple days — Automatic Bit.ly links, trackable — Automatic reports, customisable — Easy to insert RSS feeds — Great UX, easy to manage
- 16. Sprout Social Easy approval process Schedule content for multiple accounts Schedule content for multiple days
- 17. Content
- 18. Curated Content
- 19. Curated Content Feedly — Free — Most popular topics from that week — RSS Feed plugs into Sprout Social — Add and drop publications based on preference — Add any number of topics
- 20. Curated Content
- 21. Curated Content
- 22. Twitter influencers Choose which metrics are important to you Choose who you consider an influencer to your brand What are they sharing?
- 23. Twitter influencers Head of Digital at the Football Association
- 25. Award-winning website launch for local business with global reach. A gorilla.
- 26. Unsplash— Completely copyright free and free to use — Great travel, scenery images — Never have to give credit — Able to edit and change even for commercial use
- 27. Canva — Made by designers, very complimentary font/images — Upload custom house fonts, images to use instead of Photoshop — All social media dimensions — As complex or as simple as you want to make the image. — No waiting for designers! — Can even do your resume ;)
- 29. — How to define success — How to measure that success — How to find your audience — How to tweet better and more often — How to find influencers — Curated content — Where to find quality free images So far we have learnt..
- 30. Campaigns
- 31. Landing pages Simple CTA message Concise information
- 32. Landing pages Simple CTA message: Find your role Concise information
- 33. Landing pages Simple CTA message: Book tickets Concise information
- 34. UTM Parameters You can do custom Bit.ly links if you need to like: bit.ly/e3Whitepaper https://www.e3.co.uk/news/blog-posts/2016-blog-posts/august/whitepaper-putting-innovation-on-the- agenda?utm_source=Social&utm_medium=Twitter&utm_campaign=Whitepaper%20Innovation&utm_content=TwitterPost2
- 35. UTM Parameters
- 36. Google Analytics Bad naming! Good naming!
- 38. Google Tag Manager A tag is something that will send information from your site to Google Analytics A trigger is the information you want to send and when do you want to send it
- 39. Google Tag Manager - tag Your GATracking ID Assign monetary value
- 40. Google Tag Manager - trigger
- 42. Google Tag Manager Element class: btn This is a button, like an image it’s referred to as an element. It’s under class. Therefore it’s an element class
- 44. Google Tag Manager Not sure if that is unique title?
- 46. Google Analytics We named this in tags Our event action name.
- 47. Google Analytics Most pertinent to us, but play around!
- 48. Google Analytics Perhaps need more posts? Where we should be focusing our efforts/budget.
- 50. Hitting 1 million impressions
- 51. To sum up.. — Social isn’t easy — It isn’t something you should just do
- 52. To sum up.. — It can become easier for you because you’re now an expert — It’s something you, and your company, should want and need to do
Editor's Notes
- Jack of all trades, master of some E3 one of the UK’s largest independent agencies – Royal Navy, Orange and Bristol Airport I’m basically in charge of making e3 famous so if you haven’t heard of us lol
- -Please save questions until the end unless it’s a burning question on a specific slide
- Controversial for two reasons, but true Social is about conversation, natural conversation Reddit OP Daily Mail Sign up now
- -I understand why this happens -Don’t put time into something, you won’t get value -I can be seen as easy because everyone uses FB right? -Social can be the easiest part of your job
- -How I can to the account -Something we HAD to do -No strategy -We changed how we thought about twitter -A new channel
- -Start with your audience -Who are they? -Buyer personas -Could inform web audience
- Free from Moz Word Cloud bios Best time to tweet/followers most active Twitter follower/ing ratio Cut Brenda
- Insights mostly US based Interest based on Tweets Interesting Tech vs. Marketing insight So now we know our audience better..
- What do you need to show is happening? Focus on goals If you are unsure, awareness, impressions. Define impressions
- Paid vs. Free I’ve used both
- I use this even tho I used paid Useful for a day-to-day benchmark Bit clunky No custom reports Excel – no sexy reports
- Useful generally – easy to see lists Twitter ads scheduler also available – ads, videos Clunky, tricky to schedule in advance Good option generally
- What we use Schedule Instagram, LinkedIn, FB Lovely reports, customisable Competitor reports Benchmarking
- Approval process – no excel spreadsheet Multiple days, over long time Multiple Accounts Nice UX Multiple Users Now you know audience + reporting what are you tweeting?
- Twitter is a social platform Don’t broadcast Diversify content Be a publisher, authoritative, useful to followers I’m a one man band, I can’t create this I use..
- A small team, budget = diversity by curated Build trust as not a broadcaster Authority in your sector Build influencers + tweet more + quick How to find the best curated content…
- Content aggregator Easy to organise Add relevant verticals sectors Plug in sprout
- Love this tool £90 You can get free trail – cheap Trending – most popular news Drill down into specifics Add your own topics
- Topic too niche or want specifics? Digital Travel example Look into past examples Content ideation as well
- Influencers tool Segment - No broadcasters Good idea to keep an eye on influencers An influencer for us is Head of Digital Look into content they share..
- Graph of what the FA HOD is sharing Newspapers Econsultancy, Tech – good PR, Outreach, Content Curated content Could do this with 50 people
- Tweets with images get 18% more clicks, 89% more favourites and 150% more retweets. No character limit anymore
- Could have had a great image Example of wasted opps People are visual, use images
- Not your typical stock photo Great imagery Going to Glencoe based on an image I saw
- Made by designers Social media sizes Canva for work – custom fonts No waiting for designers So by now…
- We should craft perfect tweets Attribution – journos narcissist - Washingtonpost Images Bit.ly – shorting links - explain Rite tag Best time Multiple days
- Hopefully! We should have learnt how redesign your twitter Creating meaningful convos Giving audience useful info But you still need to promote your own content…
- Going to show you simple campaigns Creation Tracking Reporting
- Ideally you have Landing Page Landing page is concise and simple If you cant make it, fake it Audience understands page Easy to convert, to get them to complete action
- Example of Royal Navy – e3 client Simple Concise I know what to do
- Simple concise
- Track your campaign effectively Create UTM links They send info to GA a You designate what info they send Long link
- GA UTM What info do you need to report Source – Social Medium – Twitter Name – SPECIFIC - Googlecardboard
- To find this information Acquisition > campaigns Good name here Bad name here but only email 118 clicks Twitter more than linkedin But spend less time So we know who clicked our links..
- So we know who clicked our links… But who clicked my CTA Who completed my action We can find this out through Tag Manager
- I was overwhelmed by this – its easy Tag will send info to your site Trigger is what and when Who downloaded whitepaper
- This is the tag It’s an event cause it’s a button click Link would be a pageview Category – Action – Label -> like UTM This is what we named it Money – What is this worth?
- Trigger Only tracking 1 click Find out what that button is named Go into FE on your site
- Right click inspect
- Hover over button It’s an element because it’s a button Under class BTN is the unique factor
- Element class > BTN Only telling us when that CTA is clicked
- Button used somewhere else on your site? Don’t worry
- Completed
- Find this info GA> Behaviour > Events Event Action/Label/Category 46 people out of 118 = 40%
- But how do we link that to the UTM links? Go into secondary dimension Acquisition>Source Medium
- UTM Links and Google Tag What people clicked and what they did after Remember Twitter people didn’t stay long LinkedIn not many downloads Email best medium Monetary value = £10 = £460
- Finally hit 100,000 after 3 months Lots of tweets but campaigns running
- After a year This is Sprout This is GA 100% engagement Bounce rate same as direct Takes about 30 minutes a day