Heather Morrison - Making Twitter Your Best Friend: Twitter Strategies Exposed

1,257 views

Published on

Twitter can be your best friend: it can bring amazing results, help you connect with your audience and drive awareness for your cause. However, without a proper strategy in place, it can be challenging to post valuable content that engages your audience, increases your following and works towards meeting your goals and objectives.

It can seem daunting, but all is not lost. There are some easy steps and strategies that will help make engagement on Twitter more efficient while actually delivering better results.

In this session we will explore strategies for growing your following, planning content creation and distribution, and implementing a measurement framework.

Takeaways:
- Practical steps for finding and retaining followers
- Strategies for content creation and planning
- Tips and strategies for developing Twitter measurement and analytics

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Heather Morrison - Making Twitter Your Best Friend: Twitter Strategies Exposed

  1. 1. Making Twitter Your Best Friend: Twitter Strategies Exposed Heather Morrison1 | Twitter Strategies – Canada Helps
  2. 2. Agenda• Meet and greet• Growing your following• Developing content• Managing distribution of content• Measure, measure measure• Discussion 2 | Twitter Strategies – Canada Helps
  3. 3. Who Am I?• Heather Morrison• Digital and Community Strategist for Sequentia Environics• Fitness nerd• Avid traveller• Food lover 3 | Twitter Strategies – Canada Helps
  4. 4. Developing a Twitter StrategySo, you have a Twitteraccount……Now what? How do youkeep it going? 4 | Twitter Strategies – Canada Helps
  5. 5. INCREASE YOUR FOLLOWING5 | Twitter Strategies – Canada Helps
  6. 6. 1. Set Up a Following Program 6 | Twitter Strategies – Canada Helps
  7. 7. Set Up a Following Program• Set Up ongoing searches• Include active Twitter searching for: • Your brand name • Campaign names • Competitor names • 3-5 key words that are relevant to your cause and audience 7 | Twitter Strategies – Canada Helps
  8. 8. Set Up a Following ProgramUse free tools likeTweetdeck andsearch.twitter.com tohelp! 8 | Twitter Strategies – Canada Helps
  9. 9. 2. Actively Seek Out New People 9 | Twitter Strategies – Canada Helps
  10. 10. Actively Seek Out New PeopleLook for peoplewith relevant keywords in their biousing tools likeFollowerWonk.This will help youfind and add newpeople who arerelevant to yourcause. 10 | Twitter Strategies – Canada Helps
  11. 11. 3. Promote!11 | Twitter Strategies – Canada Helps
  12. 12. Promote• Promote your Twitter feed on your other social channels: • Email/Newsletter subscriptions • Embed in your signature • Website • LinkedIn • Blog 12 | Twitter Strategies – Canada Helps
  13. 13. Promote• Use Hashtags (#) where possible to help interested parties find and follow your tweets and events. 13 | Twitter Strategies – Canada Helps
  14. 14. FOCUS ON CONTENT (THIS IS A BIGONE!!)14 | Twitter Strategies – Canada Helps
  15. 15. 1. Use a Mix of Content Types15 | Twitter Strategies – Canada Helps
  16. 16. Content TypesProvide valuable information toyour followers!!Rule of thirds can help: Value- Promo Added•1/3 Value-Add – educational,informative, etc.•1/3 Interactive – polls, open Interactivequestions, etc.•1/3 Promotional – donation orevents information, etc. 16 | Twitter Strategies – Canada Helps
  17. 17. 2. Use a Mix of Content Sources17 | Twitter Strategies – Canada Helps
  18. 18. Content Sources1. Original content • Links to newsletters • Articles or blog posts • Website updates 18 | Twitter Strategies – Canada Helps
  19. 19. Content Sources2. Curated Content • Latest news around your area of expertise • Other blogs, news sources, magazines, etc. 19 | Twitter Strategies – Canada Helps
  20. 20. Content Sources3. Retweets and @mentions of people you are following 20 | Twitter Strategies – Canada Helps
  21. 21. 3. Plan Your Tweets21 | Twitter Strategies – Canada Helps
  22. 22. Tweet!• Plan to tweet at least 2-3 times per day• Plan as far ahead as possible • Original content can be planned in advance, as soon as you know about an event, blog post or article. • Curated content should be planned daily based on the latest news and articles. 22 | Twitter Strategies – Canada Helps
  23. 23. 4. Manage Your Content23 | Twitter Strategies – Canada Helps
  24. 24. Content Management and DistributionIt can be hard tomanage content in atime strapped world..But there are ways tomake it easier! 24 | Twitter Strategies – Canada Helps
  25. 25. Editorial CalendarsCreate aneditorial calendarInclude yourplanned tweetsfor each day 25 | Twitter Strategies – Canada Helps
  26. 26. Editorial CalendarAlign this calendar to your editorial calendar for othermarcomm activities 26 | Twitter Strategies – Canada Helps
  27. 27. METRICS: SO IS IT WORKING??27 | Twitter Strategies – Canada Helps
  28. 28. • Measurement is essential to all social media programs• It lets you know what’s working and what may need to be changed• Feeds information back into your strategy and planning 28 | Twitter Strategies – Canada Helps
  29. 29. 1. What Should I Measure?29 | Twitter Strategies – Canada Helps
  30. 30. What to Measure• Depends on the your goals/objectives.• Measurement frameworks will be different for everyone.• Most companies start with: • Engagement • Awareness • Brand Relevance 30 | Twitter Strategies – Canada Helps
  31. 31. Engagement• Engagement measurements look at direct engagement your brand • mentions • @ replies • retweets • direct messages. 31 | Twitter Strategies – Canada Helps
  32. 32. Awareness• Reach looks at data relating to potential reach on each channel • # of Twitter followers • Hash tag popularity and reach • # of links to your brand’s website posted through major URL shorteners. 32 | Twitter Strategies – Canada Helps
  33. 33. Brand Relevance• Brand relevancy and perception looks at how the audience views your brand including: • Sentiment – positive, negative, neutral. • Key Words – which words are most commonly associated with your brand? Topic – Is there a specific topic that seems to be hitting home with your audience? • Competitive analysis – share of voice, perception, etc. 33 | Twitter Strategies – Canada Helps
  34. 34. 2. Measurement Tools34 | Twitter Strategies – Canada Helps
  35. 35. Tools for Measurement• Manually • Mentions • RTs 35 | Twitter Strategies – Canada Helps
  36. 36. Tools for Twitter Measurement• Bit.ly (or other URL shorteners) 36 | Twitter Strategies – Canada Helps
  37. 37. Bit.ly Metrics 37 | Twitter Strategies – Canada Helps
  38. 38. Tools for Twitter Measurement• Google Analytics 38 | Twitter Strategies – Canada Helps
  39. 39. Use a Measurement Dashboard• Develop a Measurement Dashboard to help keep track of your success• Fill in on a monthly basis 39 | Twitter Strategies – Canada Helps
  40. 40. RECAP• Twitter Strategy: • Start a follower program • Plan your content • Manage your content • Measure! 40 | Twitter Strategies – Canada Helps
  41. 41. Questions?41 | Twitter Strategies – Canada Helps

×