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.
Social Media Marke-ng:
Social Media Is Like Poi.
Unit 4 - Twi$er
2. Your TwiAer Account
4. TwiAer “Products”
5. TwiAer Analy-cs & Tools
6. Best & #Failed Prac-ces
Impact: How do You get Your
message to Your audience?
Create a campaign strategy,
including objec-ves & metrics:
n Share relevant content
n Engage the audience
n Entertain and Delight
n Calls-To-Ac-on (CTA)
n Create loyalty loop (content &
Share relevant content with the right
audience at the right -me.
The 3 Marketing Pillars
Brand You Proﬁle/Page Communicate Your Value Reach/Engage Your Audience
Portray: Who are you/ your
Create and maintain consistent look
and feel; be recognizable.
Convince: Why does it ma$er?
n Clear understanding of target
audience and needs
n Unique Selling Point
n Products & Services
Create relevant content in formats
that your audience likes to consume.
Awareness, Engagement, Conversion
TwiAer for Social Science Research
“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.”
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
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
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
4. Use visual content often
5. Measure towards goal attainment
Hashtag help to organize conversations
around a topic, e.g. #News, #Music.
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.
How can you make your
tweets most relevant?
Good content is important.
But good content in
context wins the day.
seasonal events like
Christmas, New Year,
July 4th, or gradua-on
to gain your target
Example to the right:
Samsung explains how to
use the Note 4 phone to
take pro pictures oﬀ
“Just 15% of CMOs have quan5ta5vely
proven the impact of social media.”
The CMO Survey: Highlights & Insights
* Total numbers are secondary.
> Instead, focus on conversion rates, growth rates etc.
> In the end, it’s all about actual outcomes.
1. Follower growth rate (%)
2. Likes / @Mentions / Retweets
3. Conversion Rates
(how many poten-al eyeballs?)
(how many interac-ons?)
(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)
Volume (e.g., # of visits to
InteracTon (e.g., # of
Retweets per post)
Conversion (e.g., # of
downloads of solu-on
Referral (e.g., # of
referrals to friends)
Contact (e.g., # opt-ins for
Depth (e.g., # of
click-thru on 2nd
Conversion (# of leads
RetenTon (e.g., # of
inquiries from installed
AnalyTcs Tools by Twi$er
Twi$er AnalyTcs can
be accessed via your
Twi$er Proﬁle Page
Or go directly to
Scroll down in Twi$er AnalyTcs
for historical data
“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.”
“Research shows that
Tweet copy with fewer than 50 characters
generates 56% more engagement
than Tweet copy with 50-100 characters.”
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.