Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How To Make the Most of Twitter for Business

2,568 views

Published on

Whether you are a corporation, growth hacker or individual, this deck will provide you with the facts you need to plan your Twitter marketing strategy. Find tips and tricks, tools and insights that you can apply right away. First presented at UCSC Ext. Silicon Valley in one of my social media classes.

Published in: Business
  • Be the first to comment

How To Make the Most of Twitter for Business

  1. 1. CnfidentialMarketingXLerator Social Media Marke-ng: Twi$er Instructor: Natascha Thomson @NaThomson
  2. 2. CnfidentialMarketingXLerator 2 Social Media Is Like Poi. Consistency Ma$ers.
  3. 3. CnfidentialMarketingXLerator Unit 4 - Twi$er 1.  Demographics 2.  Your TwiAer Account 3.  #Hashtags 4.  TwiAer “Products” 5.  TwiAer Analy-cs & Tools 6.  Best & #Failed Prac-ces 3
  4. 4. CnfidentialMarketingXLerator Impact: How do You get Your message to Your audience? Create a campaign strategy, including objec-ves & metrics: n  Share relevant content n  Engage the audience n  Entertain and Delight n  Calls-To-Ac-on (CTA) n  Convert n  Create loyalty loop (content & sharing) Share relevant content with the right audience at the right -me. The 3 Marketing Pillars Brand You Profile/Page Communicate Your Value Reach/Engage Your Audience Portray: Who are you/ your company? n  Iden-ty n  Promise/Differen-ator Create and maintain consistent look and feel; be recognizable. Convince: Why does it ma$er? n  Clear understanding of target audience and needs n  Unique Selling Point n  Differen-ators n  Products & Services Create relevant content in formats that your audience likes to consume. Awareness, Engagement, Conversion 4
  5. 5. CnfidentialMarketingXLerator Demographics
  6. 6. CnfidentialMarketingXLerator
  7. 7. CnfidentialMarketingXLerator 7 Global
  8. 8. CnfidentialMarketingXLerator 8 Global
  9. 9. CnfidentialMarketingXLerator 9 Global
  10. 10. CnfidentialMarketingXLerator USA
  11. 11. CnfidentialMarketingXLerator
  12. 12. CnfidentialMarketingXLerator
  13. 13. CnfidentialMarketingXLerator USA
  14. 14. CnfidentialMarketingXLerator TwiAer for Social Science Research 14 hAp://www.ssri.psu.edu/news/1248/twiAer-data-powerful-resource-researchers “Knowing the demographics of a group is usually the first step in populaTon research, and Twi$er offers one of the newest and most rapidly growing Big Data sources. Twi$er data is very versaTle and can reveal a variety of social, behavioral and emoTonal informaTon about its users in real Tme.”
  15. 15. CnfidentialMarketingXLerator B2B vs. B2C
  16. 16. CnfidentialMarketingXLerator 16 Source: Our Digital Coach.
  17. 17. CnfidentialMarketingXLerator 17
  18. 18. CnfidentialMarketingXLerator 18
  19. 19. CnfidentialMarketingXLerator 19
  20. 20. CnfidentialMarketingXLerator 20 hAps://contently.com/strategist/2015/01/14/infographic-the-best--mes-to-post-on-social-for-b2b-b2c-brands/
  21. 21. CnfidentialMarketingXLerator Twi$er Branding
  22. 22. CnfidentialMarketingXLerator 22 Who are you? Why should your audience care? How can you prove it? Brand Portray: Who are you? n  (Brand) Iden-ty n  Promise/Differen-ator
  23. 23. CnfidentialMarketingXLerator Would You Follow these Accounts? Ask: “Why would somebody want to follow me?”
  24. 24. CnfidentialMarketingXLerator 24 B2B / B2C
  25. 25. CnfidentialMarketingXLerator 25 B2B
  26. 26. CnfidentialMarketingXLerator 26 B2B / B2C
  27. 27. CnfidentialMarketingXLerator 27 B2C / B2B
  28. 28. CnfidentialMarketingXLerator 28 B2C
  29. 29. CnfidentialMarketingXLerator 29 B2B
  30. 30. CnfidentialMarketingXLerator 30 B2B
  31. 31. CnfidentialMarketingXLerator 31 B2C
  32. 32. CnfidentialMarketingXLerator 32 B2B
  33. 33. CnfidentialMarketingXLerator 33 B2C
  34. 34. CnfidentialMarketingXLerator Your Twi$er Account
  35. 35. CnfidentialMarketingXLerator 35
  36. 36. CnfidentialMarketingXLerator Choose Your Wisely
  37. 37. CnfidentialMarketingXLerator 37 hAps:// business.t wiAer.co m/en/ basics/ create-a- twiAer- business- profile.ht ml
  38. 38. CnfidentialMarketingXLerator 38
  39. 39. CnfidentialMarketingXLerator 39
  40. 40. CnfidentialMarketingXLerator hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer Your Twi$er Brand “TwiAer is a conversa-onal plaiorm, so it’s important to develop a human tone of voice for your brand. If your brand was a character in a movie or a TV show, who would it be? How would they respond to cri-cism and praise? These are all very important ques-ons to answer to help you disTnguish your brand on TwiAer.”
  41. 41. CnfidentialMarketingXLerator Twi$er Use 101
  42. 42. CnfidentialMarketingXLerator 42 hAps:// business.t wiAer.co m/en/ basics/ intro- twiAer- for- business. html
  43. 43. CnfidentialMarketingXLerator 43
  44. 44. CnfidentialMarketingXLerator 44
  45. 45. CnfidentialMarketingXLerator 45
  46. 46. CnfidentialMarketingXLerator 46
  47. 47. CnfidentialMarketingXLerator 47
  48. 48. CnfidentialMarketingXLerator 48
  49. 49. CnfidentialMarketingXLerator 49
  50. 50. CnfidentialMarketingXLerator 50
  51. 51. CnfidentialMarketingXLerator 51
  52. 52. CnfidentialMarketingXLerator 52
  53. 53. CnfidentialMarketingXLerator 5 Pro Optimization Tips 1.  Pick your @Handle wisely 2.  Complete your profile with your goal in mind 3.  Follow your target audience, influencers, thought leaders, news sources & competitors 4.  Create Twitter lists from the get go 5.  Engage instead of just amplifying
  54. 54. CnfidentialMarketingXLerator Be a Goal Focused Human 1.  Share the content your target audience craves 2.  Be authentic and respectful 3.  Use relevant hashtags / Tweet at live events / attend TweetChats 4.  Use visual content often 5.  Measure towards goal attainment
  55. 55. CnfidentialMarketingXLerator 55 hAp://www.webpronews.com/google-should-now-send-more-traffic-to-twiAer-2016-01/
  56. 56. CnfidentialMarketingXLerator 56 How to use a
  57. 57. CnfidentialMarketingXLerator 57
  58. 58. CnfidentialMarketingXLerator Hashtag help to organize conversations around a topic, e.g. #News, #Music.
  59. 59. CnfidentialMarketingXLerator hAp://hashtagify.me Identify the right hashtags for your area of expertise via research. If it is too generic, your tweet can get lost, if nobody is using it, nobody might be looking for it; find the sweet spot.
  60. 60. CnfidentialMarketingXLerator
  61. 61. CnfidentialMarketingXLerator 61
  62. 62. CnfidentialMarketingXLerator 62 hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer
  63. 63. CnfidentialMarketingXLerator hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer How can you make your tweets most relevant? Good content is important. But good content in context wins the day. Consider leveraging seasonal events like Christmas, New Year, July 4th, or gradua-on to gain your target audience’s aAen-on. Example to the right: Samsung explains how to use the Note 4 phone to take pro pictures off fireworks.
  64. 64. CnfidentialMarketingXLerator Twi$er “Products”
  65. 65. CnfidentialMarketingXLerator 6 Second Videos
  66. 66. CnfidentialMarketingXLerator Live-Streaming
  67. 67. CnfidentialMarketingXLerator
  68. 68. CnfidentialMarketingXLerator
  69. 69. CnfidentialMarketingXLerator
  70. 70. CnfidentialMarketingXLerator 70 Trending Topics * Great to use if your tweet truly relates to the trending topic * “Hijacking” a hashtag with an unrelated tweet can backfire
  71. 71. CnfidentialMarketingXLerator 71
  72. 72. CnfidentialMarketingXLerator The TwiAer Mobile App
  73. 73. CnfidentialMarketingXLerator
  74. 74. CnfidentialMarketingXLerator
  75. 75. CnfidentialMarketingXLerator
  76. 76. CnfidentialMarketingXLerator 76
  77. 77. CnfidentialMarketingXLerator 77 How It Works: hAps:// about.twiAer.co m/products/ alerts/how-it- works
  78. 78. CnfidentialMarketingXLerator 78
  79. 79. CnfidentialMarketingXLerator #Video
  80. 80. CnfidentialMarketingXLerator #S-ckers
  81. 81. CnfidentialMarketingXLerator Paid Media
  82. 82. CnfidentialMarketingXLerator TwiAer: Owned vs. Earned vs. Paid •  Owned –  TwiAer Account –  Posts –  Original content •  Earned –  Followers –  Engagement with other TwiAer users –  Clicks on URLs •  Paid –  Promoted Posts –  Ads Source: SmartInsights.com
  83. 83. CnfidentialMarketingXLerator 83 Source: Nielsen.
  84. 84. CnfidentialMarketingXLerator 84
  85. 85. CnfidentialMarketingXLerator Twi$er Ads can be accessed via your Twi$er Profile Page
  86. 86. CnfidentialMarketingXLerator
  87. 87. CnfidentialMarketingXLerator 87
  88. 88. CnfidentialMarketingXLerator Measurement & Tools
  89. 89. CnfidentialMarketingXLerator “Just 15% of CMOs have quan5ta5vely proven the impact of social media.” 89 The CMO Survey: Highlights & Insights
  90. 90. CnfidentialMarketingXLerator Success Metrics * Total numbers are secondary. > Instead, focus on conversion rates, growth rates etc. > In the end, it’s all about actual outcomes. Example Metrics: 1.  Follower growth rate (%) 2.  Likes / @Mentions / Retweets 3.  Conversion Rates
  91. 91. CnfidentialMarketingXLerator Sample Metrics REACH (how many poten-al eyeballs?) ENGAGE (how many interac-ons?) ACT (response to call to ac-on) ADVOCATE & SHARE (sa-sfac-on and loyalty) AWARENESS Volume (e.g., # followers) Interac-on (e.g., # of retweets or shares) Click-Thru ( e.g., click-thru on bit.ly links) Shares (e.g., # of shares or # of repeat visits) INTERACTION Volume (e.g., # of visits to company blog) InteracTon (e.g., # of Retweets per post) Conversion (e.g., # of downloads of solu-on whitepaper) Referral (e.g., # of referrals to friends) INTENT Contact (e.g., # opt-ins for newsleAer) Depth (e.g., # of click-thru on 2nd level links) Conversion (# of leads generated) RetenTon (e.g., # of inquiries from installed base)
  92. 92. CnfidentialMarketingXLerator AnalyTcs Tools by Twi$er
  93. 93. CnfidentialMarketingXLerator Twi$er AnalyTcs can be accessed via your Twi$er Profile Page
  94. 94. CnfidentialMarketingXLerator 94 Or go directly to
  95. 95. CnfidentialMarketingXLerator 95 Scroll down in Twi$er AnalyTcs for historical data
  96. 96. CnfidentialMarketingXLerator
  97. 97. CnfidentialMarketingXLerator 97 Twi$er Dashboard App offers analyTcs & scheduling on your mobile phone
  98. 98. CnfidentialMarketingXLerator 98 hAps://business.twiAer.com
  99. 99. CnfidentialMarketingXLerator 99 hAps://support.twiAer.com/ar-cles/20171990
  100. 100. CnfidentialMarketingXLerator 3rd Party Tools
  101. 101. CnfidentialMarketingXLerator 5 Free(mium) Tools 1.  Buffer –  Schedule & measure 2.  Bitly –  Stats on Click-Through-Rate (CTR) 3.  Twitonomy –  Manage who you follow 4.  Hootsuite –  Schedule & measure 5.  eClincher ($10/month) –  Schedule & measure –  Analy-cs 10 1
  102. 102. CnfidentialMarketingXLerator Best PracTces
  103. 103. CnfidentialMarketingXLerator 103 hAps://eclincher.com/blog/the-frequency-guide-how-osen-to-post-on-social-media
  104. 104. CnfidentialMarketingXLerator “Don’t be afraid to ask your consumers to do something on TwiAer. Whether that’s a Retweet, a Like or choosing a team, make it simple, achievable, and fun.” hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer
  105. 105. CnfidentialMarketingXLerator “Research shows that Tweet copy with fewer than 50 characters generates 56% more engagement than Tweet copy with 50-100 characters.” hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer
  106. 106. CnfidentialMarketingXLerator 1.  Follower growth rate (%) 2.  Retweets / Mentions / Quotes 3.  Conversion Rates (CTR/Leads) Best PracTce #1
  107. 107. CnfidentialMarketingXLerator
  108. 108. CnfidentialMarketingXLerator
  109. 109. CnfidentialMarketingXLerator Best PracTce #2
  110. 110. CnfidentialMarketingXLerator
  111. 111. CnfidentialMarketingXLerator
  112. 112. CnfidentialMarketingXLerator
  113. 113. CnfidentialMarketingXLerator Best PracTce #3
  114. 114. CnfidentialMarketingXLerator
  115. 115. CnfidentialMarketingXLerator
  116. 116. CnfidentialMarketingXLerator
  117. 117. CnfidentialMarketingXLerator
  118. 118. CnfidentialMarketingXLerator 118 Best PracTce #4
  119. 119. CnfidentialMarketingXLerator 119
  120. 120. CnfidentialMarketingXLerator 120 hAp://www.huffingtonpost.com/ 2013/02/04/oreos-super-bowl-tweet- dunk-dark_n_2615333.html Best PracTce #5
  121. 121. CnfidentialMarketingXLerator #Failed PracTces
  122. 122. CnfidentialMarketingXLerator 122
  123. 123. CnfidentialMarketingXLerator 123
  124. 124. CnfidentialMarketingXLerator The Cyber Security Challenge 124
  125. 125. CnfidentialMarketingXLerator Some of the Threats Phishing Hacking Mimicking Click Fraud Ad Fraud Malware ImpersonaTon Social Engineering 125
  126. 126. CnfidentialMarketingXLerator 126
  127. 127. CnfidentialMarketingXLerator 1.  Have unique & complex passwords –  Tools: 1Password, LastPass –  Don’t share passwords between team members –  Tools: Hootsuite, Sprinklr 2.  Don’t store passwords in your browser / clear history 3.  Change passwords at least every 6 months 4.  Don’t click on every URL –  Tools: ZeroFox, Lookingglass Scout There is ALWAYS a risk. Have an escala-on plan as part of your company social media/business policy. 127
  128. 128. CnfidentialMarketingXLerator
  129. 129. CnfidentialMarketingXLerator OpTonal: Addi-onal Resources: Free TwiAer @Skillshare Class hAps://blog.twiAer.com/ 2016/grow-your-business- on-twiAer-with-our-new- skillshare-class 129

×