Twitter 101: Build your Brand


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Find out why you cannot afford to ignore social media. Do you know how to build your brand? Are you familiar with the basics of Twitter? What makes a good Tweet? How to develop a solid social media strategy? Read this deck for answers to these questions and contact me @NaThomson if you have more.

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Twitter 101: Build your Brand

  1. 1. Confidential MarketingXLerator   Twi%er  101:     Build  Your  Brand   July  23,  2013       Natascha  Thomson   CEO,  Marke<ngXLerator       MarketingXLerator
  2. 2. Confidential MarketingXLerator What You Will Learn Today: •  Why You Cannot Ignore Social Media •  How to Build Your Brand on Social •  Twitter 101
  3. 3. Confidential MarketingXLerator       Approximately  46%  of  online  users   count  on  social  media   when  making  a  purchase  decision.     Source:  Nielsen   3
  4. 4. Confidential MarketingXLerator Why  You  Should  Care   You Can Use Social Media To… •  Build Relationships •  Monitor what people are saying •  Get Feedback •  Be A Thought Leader •  Nurture Contacts •  Recruit Talent •  Pay It Forward •  Learn •  Sell 4
  5. 5. Confidential MarketingXLerator What  is  Your  Unique  Value   Proposi<on?     5
  6. 6. Cnfidential MarketingXLerator Self-­‐Branding  101   Establish Your Identity 1.  Who are you? 2.  How do you want to be perceived? 3.  What is your area of expertise? Share Your Know How 1.  Your social media profile = Your virtual business card 1.  Business Card > Decision to connect 2.  Content > Decision to stay connected 6
  7. 7. Cnfidential MarketingXLerator Example:  Self-­‐Branding   7
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  9. 9. Cnfidential MarketingXLerator Step  1:  Create  Your  Account  
  10. 10. Cnfidential MarketingXLerator TwiRer  101:  Set  Up   ü  Create a Twitter account ü  Short username (think PDA) ü  Complete the bio ü  Add profile & background pictures ü  Add company URL ü  Sign up for’s ü  Install 10
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  15. 15. Cnfidential MarketingXLerator TwiRer  101:  Conven<ons   ü  140 characters ü  RT other people (e.g. clients) ü  Follow Twitter etiquette ü  Use hashtags ü  Participate in #FollowFriday 15
  16. 16. Cnfidential MarketingXLerator Hashtags  #   Hashtags centralize conversations on specific interests n Follow Conversations on # n Research # in your business area (before you use or create them) n Participate in online events via hashtags n Short n Memorable 16
  17. 17. Cnfidential MarketingXLerator Hashtags  #   17
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  19. 19. Cnfidential MarketingXLerator TwiRer  Abbrevia<on  Dic<onary   •  MT  =  Modified  tweet.     •  RT  =  Retweet.     •  DM  =  Direct  message  (accounts  have  to  follow  each  other).   •  CC  =  Carbon-­‐copy.  Works  the  same  way  as  email.   •  IMHO  =  In  my  humble  opinion.   •  LOL  =  Laugh  out  Loud;  ROFL  =  Roll  On  The  Floor  Laughing.   •  TY  =  Thank  you.   •  ^NT  =  Ini<als  added  to  a  Tweet  to  indicate  a  personal  addi<on     19
  20. 20. Cnfidential MarketingXLerator Good Content is the Best Recipe 20
  21. 21. Cnfidential MarketingXLerator What Makes a Good Tweet? 3 Tips for a Good Tweet 1.  Listen before you tweet 2.  Add your own insights vs. just (re)tweet 3.  Be a personality not a company (P2P) 3 Tips to Increase Your Following 1.  Follow influencers & other interesting people 2.  Tweet during relevant events using the hashtag 3.  Include influencers or other relevant handles in your Tweets (even ask for RTs)
  22. 22. Cnfidential MarketingXLerator What Makes a Good Tweet? It’s actually quite complex… Metrics: Reach – Followers - Influence – Engagement Qualitative •  It’s audience appropriate •  Good content = not a product pitch •  Leaves room for Retweeting •  Influences (your audience) •  Is a well-defined piece in your overall social media strategy •  Is Retweeted by your influencers (not just friends) Quantitative •  Tweet is Retweeted and/or commented on •  Creates a high amount of impressions; premise: influencers have many followers •  Click-throughs to promoted content, e.g. via’s •  Growth in number of followers •  Increase in Klout score Related •  Klout, Twittalyzer, TweetReach
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  24. 24. Confidential MarketingXLerator Social  Media  Strategy:  Steps   1.  Define your brand 2.  Set your objectives 3.  Be clear on who your target audience is 4.  Choose the appropriate social channels (prioritize) 5.  Set up consistent profiles 6.  Post regularly 7.  Monitor 24
  25. 25. Confidential MarketingXLerator Social  Media  E<queRe   25 1.  Never  pitch;  become  a  trusted  advisor   2.  Be  respecbul  &  kind  –  The  Internet  is  forever   3.  Don’t  men<on  religion,  race,  poli<cs,  or  sex  
  26. 26. Confidential MarketingXLerator Monitoring  Tools     Freemium Ø – tracks click-throughs on your URLs. Integrates directly with Twitter & Buffer etc. Ø – schedule up to 10 Tweets. Integrates with Twitter and Install the browser extension to buffer articles as you read them. More for fee. Ø Put your Twitter handle into and get stats on up to 50 Tweets. More for fee. Ø provides your influencer score. Take this with a grain of salt. Twitalyzer is a similar tool for Twitter only. Ø Mr. Unfollowr tells you who has recently unfollowed you on Twitter Ø Twitonomy – helps you manage unfollows & provides amazing analysis of Twitter activity. Paid Ø  Crowdbooster - for $8/month you get information on impressions, RTs, Mentions, Favorites and a break down on the most successful tweets. +1 Ø  Communi.IT provides insights on your most engaged & influential Twitter followers. For free you can get suggestions for unfollows & #FF. Related: How to use Crowdbooster & BufferApp 26
  27. 27. Confidential MarketingXLerator Social  Media   What’s  In  It  For  Me?     ü  Know what people say about you and your company ü  Get support from your network ü  Build a reputation and find your next client 27
  28. 28. Confidential MarketingXLerator What  Now?   3  Steps  You  Can  Take  In  Less  Than  30  Minutes   28
  29. 29. Natascha Thomson @NaThomson +1 (925) 519-8111 Copyright  Marke<ngXLerator   All  Rights  Reserved