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Training session

  1. 1. Twitter
  2. 2. What is Twitter?
  3. 3. What is Twitter? • Twitter is a social networking and micro-blogging platform • It’s a bit like blogging, a bit like texting and a bit like instant messaging • Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers
  4. 4. Who is using Twitter?
  5. 5. Who’s using it?
  6. 6. Who’s using it?
  7. 7. Important Definitions • TWEET – Each comment posted on Twitter is referred to as a tweet, and the act of sending a tweet is referred to as tweeting • RETWEET – A Retweet is a type of message posted (or tweeted) on micro blogging service, Twitter, that repeats some information previously tweeted by another user, symbolised by RT at beginning of Tweet. E.g. RT@BRITNEYSPEARS I love fish! • FOLLOWING – To subscribe to someone’s Twitter updates • FOLLOWERS – To have people subscribing to your Twitter updates • @Reply – Beginning your Tweet or citing @personsname in your Tweet designates that you are referring to @personsname. People tend to monitor their @ mentions so it acts as a convenient, albeit public, way to communicate with people who are not following you
  8. 8. Important Definitions • HASHTAG – a topic with a hash symbol (“#”) at the start to identify it. Twitter hashtags like #fishfriday help spread information on Twitter while also helping to organise it • LIST – A convenient way to bunch other users on Twitter into Groups to get an overview of what they’re up to • DM – Short for Direct Message, a private Tweet which you can only send to people who are following you • TRENDING TOPICS – Twitter indexes the most common phrases currently appearing in messages, making it into a discovery engine for finding out what is happening right now.
  9. 9. Twitter at a glance
  10. 10. Twitter at a glance
  11. 11. Twitter at a glance
  12. 12. The Budding Rose
  13. 13. The Budding Rose
  14. 14. Why bother?
  15. 15. What does Twitter actually do?
  16. 16. So why bother? Raising awareness of your brand online Raising awareness of your brand online Online media Increasing the number of quality websites linking to you Online media Increasing the number of quality websites linking to you Boosting your search engine ranking Boosting your search engine ranking Driving traffic to your website Driving traffic to your website Increasing customer acquisition & sales Increasing customer acquisition & sales
  17. 17. Why bother? Reputation
  18. 18. Why bother? Reach
  19. 19. Why bother? Reach
  20. 20. Why bother? Reach
  21. 21. Why bother? Reach
  22. 22. Why bother? Reach
  23. 23. Why bother? Reach
  24. 24. Why bother? Reach
  25. 25. How to use it
  26. 26. Planning is vital • Strategy – The plan of action to achieve a goal or objective • Tactics – The methods and means used to execute a strategy • Goals/objectives – The end point. The result. What you want at the end. • Target – An objective or aim within a specific time. You would have a target on the way to achieving your goal.
  27. 27. Twitter Policy and Guidelines • Have IT signed off on sites being accessed? • IT tested/approved social media tools? • Work with HR to create policy for usage: – Covers you legally – Gives staff reassurance – Helps prevent comms disasters – Specify bandwidth, platform use – Different accounts for work and personal – Cover not just bandwidth but hours – Acknowledge their rights but point out the wider issues – !
  28. 28. How will you speak to them? • ‘Marketing speak’ just does not work – Avoid exaggeration – people can spot it, and do not need to put up with it – Is it really ‘the world’s leading’? • Be human – Chatty, simple language works best – Avoid jargon at all costs • Be friendly – Relationships can be formed very quickly online • Be open – People are largely very understanding. If issues arise be up-front and open and maintain dialogue • Transparency – Always state your intention – Always state who you are representing
  29. 29. Twitter Management tools
  30. 30. Hootsuite
  31. 31. Normal Twitter
  32. 32. Hashtags
  33. 33. Hashtag monitoring
  34. 34. Twitter advanced searches
  35. 35. Using Twitter tips • Unless you tell them otherwise, people expect an answer within hours of sending a tweet - on the same day at the very least • While you can send tweets of up to 140 characters, it’s better to send ones under 120 and shorter the better, to make it easier to share • If you have any keywords put them in your first 70 characters so that search engines like Google see them more prominently • Don’t use long web URL addresses use a link instead - far shorter and you can see how many people click on a link • Always remember the 7:2:1 rule - seven tweets should not be about you, two can be slightly and one can be a blatant pitch to get people to purchase/download • You can post the same tweet more than once • Try to always have a call to action in tweets
  36. 36. Bitly links
  37. 37. Bitly links
  38. 38. Bitly links
  39. 39. Finding people
  40. 40. Twitter directories
  41. 41. Twitter directories
  42. 42. Who are others following?
  43. 43. Who are others following?
  44. 44. Building a following
  45. 45. Building a following/who is the audience? • You create a reason for people to follow you by being relevant and interesting to them • Who’s ‘them’? – Journalists – MSPs/MEPs/MPs – Prospects – Clients – Customers – Internal stakeholders • Audience mapping is key to building a following
  46. 46. Building your following • Once you have identified who your target audience is, where they reside and what they are interested in, then now it is time to go to work • The parameters for your Twitter, and perhaps broader social media activity, should be set based upon your objectives, set out at the beginning, combined with the above intelligence • When developing your plans it is ideal to create as many different suitable focal points as possible, both in terms of collateral and in terms of discussion points • Although this approach requires slightly more effort it ensures you will have a greater degree of success • Remember one key thing: What can you give people, how can you help them? • It’s not about you, it’s about them
  47. 47. Building a following • Its OK to have an initial goal and then to amend this over time, as you grow in confidence and experience • Brands and organisations that are deemed to be pioneering in social media all started off small and built on their learnings as they went • Dell didn’t go from a standing start on Twitter to generating millions of dollars over night!
  48. 48. Building a following • Its also important to consider the fact that Twitter can impact a business in many ways – PR, Marketing, Customer Services, Market Research, Sales, HR, Recruitment • Many organisations seem to feel most comfortable with their Twitter activity initially sitting with PR or marketing • In this case a sensible starting point might be to use it for information or news distribution and then build on this accordingly – Shifting from one way communication to becoming more engaging over time • Have a clear objective, one way or the other
  49. 49. Building a following • We now need to create that reason for our audience to follow us • We do this by researching and getting under the skin of what it is our target audience is interested in – What are the kind of things the tweet about? – What do they Retweet? – What type of content or links do they share? – Who else are they following? What do they talk about? • Its also important to try and get a good feel for what they are not interested in
  50. 50. Where will Twitter content come from? • SPFA website - not only the home page but also deeper links. It’s a good idea to make sure the home page is up to date as people may click on it in links, remembering that the idea is to provide useful information at a glace • Other tweeters • Other social media networks like Facebook, Linkedin, Instagram and Pinterest - all of which have relevant material.
  51. 51. Promoted Tweets/Advertising
  52. 52. Promoted Tweets • Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers • Promoted Tweets are clearly labeled as Promoted when an advertiser is paying for their placement on Twitter • In every other respect, Promoted Tweets act just like regular Tweets and can be retweeted, replied to, favorited and more • All Promoted Tweets are first displayed as regular Tweets to the timelines of people following an account • The advertisers can then promote those Tweets to spark additional conversation
  53. 53. Promoted Tweets • Users see Promoted Tweets at the top of relevant search result pages on Twitter • In Search Results for a Promoted Trend. Users may also see a Promoted Tweet in the search results when they click on a Promoted Trend • A Promoted Tweet will appear in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user • Twitter uses a variety of signals to determine which Promoted Tweets are relevant to users, including what a user chooses to follow, how they interact with a Tweet, what they reTweet, and more
  54. 54. Twitter etiquette
  55. 55. Twitter etiquette – Do... • Be transparent – Use a genuine username and account name, fill out your bio and add a picture. This helps people to know who you are and what your interests are. If they don’t know this, they might be suspicious of you if you try to follow them. • Be professional – If you use Twitter for your work, state this in your bio so that people know that you might not be impartial
  56. 56. Twitter etiquette – Do... • Build relationships – It’s fine to follow people you don’t know. It’s perfectly valid to be interested in what they have to say, rather than who they are. If they want to, they can follow you back. – Similarly, don’t worry about unfollowing people. This isn’t flagged at the other end and there are many reasons to unfollow people which are not necessarily personal. – Feel free to @reply to people or DM them if they’re following you too. As long as you’re polite, it means you’re showing interest in what they have to say. – If you think someone has said or linked to something particularly interested, ReTweeting that is a great way to endorse and promote them – and they might return the favour in future
  57. 57. Measuring Twitter
  58. 58. Measuring Twitter • It’s important to measure your progress, or the progress of the people you are monitoring • To do this, use the same metrics you adopted to ascertain their influence, whether through Twitter’s own statistics, or through one of the third-party tools mentioned • As with all measurement however, make sure that what you measure is relevant to your strategy and objectives, and that they in turn tie in to what you want to achieve for yourself or your organisation
  59. 59. Platforms and metrics Twitter • Number of actively generated Tweets • Number of Retweets • Number of Followers • Total audience reached • Tone of posts • Sentiment • Key messages • URL links • Downloads • Call to actions