An in-depth introduction to Twitter for business

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Twitter In-Depth
Ritch Brandon
@RitchBrandon
@ TurnYourBrandON

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Today’s Discussion
Focused on Becoming Twitterific
• Strategy to leverage platform
• Establishing a follower-base
• Tools to manage accounts
• Leveraging search function and lists
• Integration with blogs, Facebook Pages, and other platforms
• Identifying key influencers
• Monitoring brand mentions
• Incorporating Twitter into your customer service
• Work Session

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What is Social Media?
It Is NOT… It Is…
• Traditional Marketing  Insightful
• Easy sales  Conversational
• Free  Targeted
• Stand alone  Cross-functional

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Five Goals of Inbound Marketing
Listen
Understand what your customers are saying about your brand.
Network
Leading the online conversation is the best way to communicate your message.
Energize
Give fans the tools they need to share your message among their peers.
Embrace
Ask clients for new ideas that drive better service and greater innovation.
Support
Enable customers to help each other when service arise.

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Why
Tweet?
Social Media is for Kids!

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Use of Social Network Sites
Percent by Age Group
90% 83% 86%
73% 76%
67%
68% 58% 61%
48% 47%
18-29
45% 36% 36% 30-49
25% 25% 26% 50-64
22%
23% 16% 16% 65+
12% 13%
7%
5% 7%
1% 4%
0%
Sept-05 May-08 Nov-08 Apr-09 Dec-09 May-10
Sources: cnn.com| Pewinternet.org | royalpingdom.com | Flowtown

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Social Media Demographics
Percent Using Social Networking by Age Group
60+ years old
50-64 years old 26%
47%
Sources: cnn.com| Pewinternet.org | royalpingdom.com | Flowtown

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Twitter Growth by Age Group
100%
88%
33%
27%
13%
All Adults 18-29 30-49 50-64 65+
Sources: cnn.com| Pewinternet.org | royalpingdom.com | Flowtown

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Social Media Demographics
Average Age of Users
LinkedIn
All Social Networking 44
Sites
Facebook
37 years old 38
61% are 35+
Twitter
39
64% are 35+

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Relative Age of Site User
Avg. Age of 39
Older
United States, data sorted by average age per site, youngest at top
Source: Google Ad Planner (U.S. demographics data)

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Relative Gender of Site User
Female
60% Female
Male
United States, data sorted by average age per site, youngest at top
Source: Google Ad Planner (U.S. demographics data)

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Relative Education of Site User
<
High
School
74% Some College
Graduate Degree
United States, data sorted by average age per site, youngest at top
Source: Google Ad Planner (U.S. demographics data)

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Relative Income of Site User
$0-24K
$150k+
United States, data sorted by average age per site, youngest at top
Source: Google Ad Planner (U.S. demographics data)

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Where Site Visitors“Share”Posts

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Strategy to
Leverage
Platform

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Engagement Across Marketing Mix

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10 Levels of Communication Intimacy

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Spectrum of Online “Friendship”
Source: Mike Arauz, 2009

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Strategic Approach to Twitter

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Basic
Operation

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Joining the Conversation
 Learn the rules
 Be interested. Be interesting
 Leave a trail
 Start courting customers and influencers

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Components of a Tweet
 140 characters
 @handle
 #hashtags
 URL shorteners
 bit.ly
 goo.gl
 ow.ly
 RT
 DM

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Terminology
 Tweet – Message or “post” up to 140 characters sent through Twitter
 Tweeps and Twitterers – Twitter users
 Avatar – Personal image uploaded to your Twitter profile
 DM – Direct private message that begins d username
 FF – Follow Friday
 Listed – To be included in another Twitter user’s list
 List – Curated groups of other Twitter users Fail Whale – Twitter error message
 Mention – Mentioning another user in a Tweet by including the @username
 OAuth – A method to allow a user to grant a 3rd party access to their account without giving up their
password
 Retweet – The act of forwarding another user’s tweet to your followers. Can also be a noun.

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Profile Settings
• Be sure to change your Avatar to something…ANTHING other than the
default egg.
• Enter something descriptive in Bio.
• Include your location.

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Profile Design
• Profiles can have custom backgrounds. They should be 1280x960 pixels.
• Be aware that the middle of your background will be obscured by content.

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Timeline
• The Timeline is a running record of your tweets and retweets.

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Lists
• User curated lists of other tweeps
• Helpful to focus Twitter feed on specific topics
• Can also be automated using available tools discussed later

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Following and Followers
• The Following and Followers page will give you additional information about
each of your friends and whether you are returning the favor of following
them.
• You can also “Unfollow” anyone from this page.

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Who to Follow Suggestions
• Twitter will make suggestions of others to follow based on those you
follow already.

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Direct Messages
• Direct messages are personal, one-on-one messages between two tweeps.
Think of them as emails.
• DMs are also limited to 140 characters.
• DMs can only be sent to people who are following your account.

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The Twittersphere

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8 Basic Categories of Tools
1. Core Management of
Accounts
2. Mobile Apps
3. Follow and Get Followers
4. Identifying Key Influencers
5. Analytics
6. Search
7. Display Feeds
8. Integration with other
platforms

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Core Tools to
Manage
Twitter

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Twitter’s Website
 Surprisingly
not the best way to
manage your account
 One account at a time
 Poor User Interface
 No scheduling feature
 No integration with other
platforms

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Twitter’s Native App
 In contrast to its website,
Twitter’s native app (Mac) is
quite good
 Multiple accounts at a time
 Resides in top tool bar
and runs in background
 Nice UI with new tweet alerts
 No scheduling feature
 No integration with other
platforms

39. +
Hootsuite
Web-based Multiple Account Manager
 Twitter
 Facebook Profiles
and Pages
 LinkedIn
 WordPress
 MySpace
 Foursquare

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TweetDeck
Web-based Multiple Account Manager
 Twitter
 Foursquare
 Google Buzz

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TweetAdder
 Paid desktop software
 Automated marketing
 Search Tweets for potential
marketing/following
opportunities
 Search specific locations
 Automate follow/follow back/
Thank-you messages
 Follow others’ Tweeps/lists

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Mobile
Tools

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TweetBot for iPhone
• By far the best, in my opinion
• Excellent user interface,
graphics, and detail
• Manage your accounts on the go

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TwitBird for iPhone
• Excellent user interface
• Manage your accounts on the go

45. TweetDeck
+
for iPhone
• Mobile companion of
TweetDeck’s desktop software
• Familiar layout and design

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Hootsuite for iPhone
• Mobile version of Hootsuite
• Familiar layout and design
• Statistical component

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TwitVid for iPhone
• Quickly and easily record short
video to be shared on Twitter
• App creates a tweet with a link to
the video
• Video can be played on any
format, including mobile and
iPhones

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Follow &
Be Followed

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Tweepi
• Friend analysis
• Identify followed Tweeps that should be flushed
• Identify Tweeps following you that should be reciprocated

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Formulists
• Automated, self-updating list generation tool
• Ability to identify followers of other users

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Social Oomph
• Robust management tool
• Automated direct messages, auto following

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Identifying
Key
Influencers

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Klout
• Measure of overall online influence
• Based on Facebook and Twitter measuring True Reach, Amplification
Probability and Network Score

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PeerIndex
• Helps understand social and reputation capital online
• Topic-based authority rankings
• Assessment of authority and activity on a given subject

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Social Mention
• Aggregates content from across the Internet
• Allows easy tracking and measuring of what others are saying about you, a
new product, or topic
• Monitors 100+ social media platforms including Twitter, Facebook, YouTube

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Analytics

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Twitter Counter
• Tracks and projects growth in Twitter Followers and Tweets

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Twitalyzer
• Calculated Impact Score
• Influencer Type categorization

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Tweet Grader
• Broad assessment of how a Twitter account is performing
• Suggestions to improve score

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Tweet Reach
• Calculates exposure of a tweet (number of impressions)
• Provides list of actual tweets on the search topic

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TweetEffect
• Tracks changes in number of followers correlated with specific tweets

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Search

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Search.twitter.com
• Search for tweets on specific criteria

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Trendistic
Visually follow trends in topics discussed on Twitter

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The Archivist
• Comprehensive information from Twitter archive of tweets about a
specific topic, keyword or phrase

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Display
Feeds

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Visable Tweets
• Rotating feed of tweets on a specific topic or from a specific account
• Multiple display options
• Excellent for events, on-location feedback

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Twitterfall
• Stream feed of tweets on a specific topic or from a specific account
• Multiple display options
• Excellent for events, on-location feedback

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Screenr
• Captures screencasts from your computer
• Provides a link to the video in a tweet
• Videos can be watched on all platforms, including mobile

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Integration
with other
Platforms

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Directory of More Tools

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Twitter Eye
• Reviews and highlights 3rd party Twitter tools

73. + blog.TurnYourBrandON.com
(marketingte.ch)
• Reviews and highlights 3rd party Twitter tools

74. +
Work
Session

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Now What?
 Establish or review your existing Twitter account
 If the most obvious handle is available, use it!
 Start by following others
 Retweet others
 Remember that Tweets are PUBLIC!
Don’t say something stupid!
 Create your own tweets
 Integrate with other social media!

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@RitchBrandon
@TurnYourBrandON