Spillly	
  has	
  been	
  promoting	
  Twitter	
  as	
  the	
  main	
  way	
  for	
  his	
  clients	
  to	
  
manage	
  th...
If	
  social	
  media	
  consultants	
  are	
  doing	
  their	
  jobs,	
  
they	
  should	
  put	
  themselves	
  out	
  o...
"What's	
  your	
  goal?"	
  Some	
  social	
  media	
  gurus	
  
think	
  the	
  big	
  prize	
  is	
  community.	
  That...
Companies	
  obsess	
  over	
  how	
  many	
  followers	
  
they	
  have,	
  and	
  consultants	
  play	
  to	
  that.	
  ...
You	
  should	
  find	
  smart	
  ways	
  to	
  interpret	
  data	
  
that	
  plaOorms	
  provide,	
  and	
  track	
  down	...
1.	
  	
  LISTEN	
  
	
  
BE	
  A	
  RELATIONSHIP	
  BUILDER	
  AND	
  A	
  FRIEND.	
  ALWAYS	
  LISTEN	
  AND	
  ASK	
  
...
6.	
  BE	
  RESPONSIVE	
  
	
  
YOUR	
  AIM	
  IS	
  TO	
  ENGAGE	
  
ASK	
  QUESTIONS	
  AND	
  MAKE	
  INFORMED	
  COMME...
Pillar	
  1	
  
•  Talk	
  about	
  your	
  
industry	
  and	
  
new	
  
developments	
  
&	
  innovations	
  
Pillar	
  2...
TO	
  CREAT	
  AWARENESS	
  OF	
  YOUR	
  BRAND	
  
TO	
  DRIVE	
  PEOPLE	
  TO	
  YOUR	
  BUSINESS	
  
TO	
  INTERACT	
  ...
TWEET:	
  
	
  
	
  WHEN	
  YOU	
  POST	
  OR	
  WRITE	
  YOUR	
  140	
  CHARACTERS	
  ON	
  TWITTER	
  AND	
  	
  
HIT	
 ...
RETWEET:	
  	
  
	
  
THIS	
  IS	
  A	
  TACTIC	
  OF	
  REPUBLISHING	
  SOMEONE	
  ELSE’S	
  TWEET—THE	
  ORIGINAL	
  TWE...
NAME	
  
@	
  HANDLE	
  
160	
  
CHARACTER	
  
BIO	
  
LINK	
  
LOCATION	
  
PROFILE	
  
PHOTO	
  
HEADER	
  
PHOTO	
  
TW...
WRITE	
  NEW	
  
TWEET	
  
EVERYONE	
  
YOU	
  FOLLOW	
  
REPLIES,	
  
MENTIONS	
  
AND	
  NEW	
  
FOLLOWERS	
  
PRIVATE	
...
TWITTER	
  
ACCOUNTS	
  
SCHEDULED	
  
DAY	
  
NEW	
  TWEET	
  
SCHEDULED	
  
TIME	
  
SEND	
  DIRECT	
  
MESSAGE	
  
TWEE...
DAY	
   ORIGINAL	
  POSTS	
   LINKS	
  TO	
  FACEBOOK	
  /	
  WEBSITE	
  
MONDAY	
   2	
  TWEETS	
  	
   1	
  WITH	
  MINI...
ORIGINAL	
  CONTENT	
  (20%)	
  
Think	
  evergreen,	
  FAQ,	
  Top	
  lists,	
  How-­‐to,	
  resource	
  
lists	
  
	
  	...
SEARCH	
  ANY	
  
OF	
  THE	
  
WORDS	
  YOU	
  
LOOKING	
  FOR..	
  
IN	
  THIS	
  
GEOGRAPHICAL	
  
AREA	
  
TWITTER.COM...
NEAR	
  YOU	
  –	
  
BASED	
  ON	
  GEO-­‐
TAGS	
  
ESCALATION	
  	
   EXAMPLE	
   CONTACT	
  
COMPLIMENTS	
   “I	
  love	
  what	
  you	
  did!”	
   SM	
  manager	
  :	
  ap...
RESPONSE	
  RATE	
  AND	
  TIME	
  TO	
  YOUR	
  FOLLOWERS	
  
COMMENTS	
  OR	
  QUESTIONS	
  IS	
  CRITICAL	
  TO	
  ENGA...
¡  If	
  what	
  you	
  do	
  put	
  out	
  on	
  Twiler	
  is	
  not	
  adding	
  value	
  or	
  
return	
  on	
  invest...
“SETTINGS”	
  ON	
  
TWITTER.COM	
  
CLICK	
  “twitter	
  
ads”	
  
CLICK	
  “TWEET	
  
ACTIVITY”	
  
CLICK	
  
“ANAYLTICS”	
  
EXPORT	
  TO	
  
EXCEL	
  
FOLLOWS	
  
AND	
  
UNFOLLOWS	
  
ENGAGEMENT	
  
AND	
  TYPES	
  
IS	
  THIS	
  IN	
  LINE	
  
WITH	
  YOUR	
  
TARGET	
  
AUDIENCE?	
  
RICHER	
  
TWEETS	
  ONLY	
  
ON	
  WEB	
  
Why	
  Adver<se	
  on	
  Twiler?	
  
	
  
Twiler	
  ads	
  are	
  best	
  for	
  a	
  few	
  common	
  marke<ng	
  objec<v...
The	
  Promoted	
  Account	
  ad	
  goals	
  are	
  to	
  increase	
  the	
  number	
  of	
  
relevant	
  followers	
  to	...
Promoted	
  Tweets	
  appear	
  directly	
  in	
  the	
  <meline	
  among	
  non-­‐
paid	
  tweets.	
  Twiler	
  regularly...
Promoted	
  trends	
  are	
  featured	
  next	
  to	
  the	
  users	
  <meline	
  on	
  
twiler.com	
  among	
  the	
  org...
¡  BE	
  CONSISTANT	
  IN	
  TWEETING	
  AND	
  ENGAGEMENT	
  -­‐	
  DON’T	
  NEGLECT	
  TWITTER	
  
¡  TWITTER	
  WILL	...
Twitter 101 for Small and Medium Enterprises - How to "do" Twitter from the start
Twitter 101 for Small and Medium Enterprises - How to "do" Twitter from the start
Twitter 101 for Small and Medium Enterprises - How to "do" Twitter from the start
Twitter 101 for Small and Medium Enterprises - How to "do" Twitter from the start
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Twitter 101 for Small and Medium Enterprises - How to "do" Twitter from the start

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The very basics of Twitter from set up to Advanced search
How to use free tools to analyse data and Twitter metrics

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Twitter 101 for Small and Medium Enterprises - How to "do" Twitter from the start

  1. 1. Spillly  has  been  promoting  Twitter  as  the  main  way  for  his  clients  to   manage  their  online  presence,  7ind  and  convert  new  clients  to  actual   sales  and  grow  their  stature  as  brand  leaders.  
  2. 2. If  social  media  consultants  are  doing  their  jobs,   they  should  put  themselves  out  of  business.   Your  company  will  never  be  truly  social  if  you   silo  social  ac<vity  within  a  consultant  or  a  staff   manager.  To  facilitate  prolifera<on,  your   consultant  should  learn  how  your  company   works,  then  create  a  strategy  to  spread  social   throughout  your  organiza<on    
  3. 3. "What's  your  goal?"  Some  social  media  gurus   think  the  big  prize  is  community.  That's  a  fine   start,  but  for  a  business,  it's  also  a  means  to  an   end-­‐which  is  whatever  your  company's  larger   goals  are,  whether  they  be  sales,  brand   awareness,  or  traffic.  Your  social  strategy   should  not  end  with  the  crea<on  of  an  online   conversa<on.    
  4. 4. Companies  obsess  over  how  many  followers   they  have,  and  consultants  play  to  that.  Large   numbers  of  followers  oKen  don't  boost   consumer  engagement.  Rather,  you  should  be   cour<ng  influencers-­‐trusted  insiders  with   engaged  followers  (such  as  bloggers,  niche   celebri<es,  or  ac<ve  tweeters),  who  can  help   spread  your  message.    
  5. 5. You  should  find  smart  ways  to  interpret  data   that  plaOorms  provide,  and  track  down  new   data  sources  as  well.  You  should  also  iden<fy   the  best  social  measurement,  management,   and  listening  tools  for  your  company's  needs,  so   you  can  look  up  those  data  yourself.     What  gets  measured,  gets  improved,  get   repeated.    
  6. 6. 1.    LISTEN     BE  A  RELATIONSHIP  BUILDER  AND  A  FRIEND.  ALWAYS  LISTEN  AND  ASK   QUESTIONS,  THEN  LISTEN  SOME  MORE     2.  NURTURE     DON’T  TRY  HARD  TO  SELL  STUFF.  NURTURE  AND  AIM  TO  BE  RELENTLESSLY   HELPFUL     3.  SHARE     BE  HUMBLE,  GENEROUS  AND  RECOGNISE  THE  WORK  AND  OPINION  OF  OTHER   EXPERTS     4.  LEADERSHIP     BE  A  SOCIAL  MEDIA  SUPERSTAR  THAT  BUILDS  A  TRIBE  OF  LIKE-­‐MINDED  ,   EMPOWERED  PROFESSIONALS     5.  ENGAGING     NETWORK  ONLINE  AND  OFF.  DON’T  BE  SHY  TO  TAKE  IT  A  STEP  FURTHER  AND   CONNECT  VIA  EMAIL  AND  TELEPHONE    
  7. 7. 6.  BE  RESPONSIVE     YOUR  AIM  IS  TO  ENGAGE   ASK  QUESTIONS  AND  MAKE  INFORMED  COMMENTS     7.  PATIENCE     NEVER  BE  PUSHY.  THE  PATH  TO  SOCIAL  MEDIA  SUCCESS  TAKES  TIME     8.  WRITING     YOUR  COPY  MUST  BE  PROVOCATIVE.  WRITE  WITH  CONFIDENCE  AND  HUMILITY.   BE  HUMOUROUS  BUT  TAKEN  SERIOUSLY     9.  NEWSWORTHY     SOMETIMES  YOU  MAKE  THE  NEWS  BUT  MOSTLY  YOU  CURATE  NEWS.  ALWAYS  BE   TOPICAL  AND  NEVER  BE  PREDICTABLE   10.  HONEST     NO  VEILS.  NO  BULLSHIT.  YOU  ARE  WHO  YOU  ARE,  GENUINE  AND  SINCERE.    
  8. 8. Pillar  1   •  Talk  about  your   industry  and   new   developments   &  innovations   Pillar  2   •  Talk  about  your   clients  and  post   pictures  and   video  which  is   engaging   Pillar  3   •  Talk  about   what  your   business  can   offer  and  sell   sell  sell.  
  9. 9. TO  CREAT  AWARENESS  OF  YOUR  BRAND   TO  DRIVE  PEOPLE  TO  YOUR  BUSINESS   TO  INTERACT  WITH  YOUR  AUDIENCE  AND  MAKE  THEM  FEEL  INVOLVED   TO  INSPIRE  AUDIENCES  TO  EXPRESS  THEMSELVES  AND  SHARE  THEIR  THOUGHTS   TO  MAKE  PEOPLE  FEEL  PART  OF  YOUR  COMMUNITY    
  10. 10. TWEET:      WHEN  YOU  POST  OR  WRITE  YOUR  140  CHARACTERS  ON  TWITTER  AND     HIT  SEND  IT’S  CALLED  A  TWEET  OR  TWEETING.       HANDLE:       THAT’S  YOUR  TWITTER  NAME  @DUCTTAPE—BALANCE  SHORT  WITH  DESCRIPTIVE  AND  NO   MATTER  WHAT  YOUR  BUSINESS  HANDLE  IS  GET  YOUR  PERSONAL  NAME  IF  YOU  CAN  EVEN  IF  YOU   DON’T  PLAN  TO  USE  IT  RIGHT  NOW.  IT’S  LIKE  YOUR  URL  AND  WILL  HAVE  VALUE  SOMEDAY.       FOLLOW:       THIS  IS  SIMPLY  THE  ACT  OF  ADDING  SOMEONE  TO  YOUR  LIST  OF  PEOPLE  YOU  ARE  FOLLOWING—   THIS  MAKES  THEIR  TWEETS  SHOW  UP  ON  YOUR  HOME  PAGE.       REPLIES:       THIS  IS  WHAT  IT  IS  CALLED  WHEN  SOMEONE  WRITES  A  TWEET  DIRECTLY  AT  YOUR  HANDLE—   @DUCTTAPE  COOL  POST  TODAY  BLAH  BLAH—THIS  IS  OFTEN  AN  INVITE  TO  ENGAGE  WITH  A   FOLLOWER.    
  11. 11. RETWEET:       THIS  IS  A  TACTIC  OF  REPUBLISHING  SOMEONE  ELSE’S  TWEET—THE  ORIGINAL  TWEET   ALONG  WITH  AUTHOR  STAYS  INTACT,  BUT  YOU  ARE  BASICALLY  SHOWING  SOMEONE’S   TWEET  TO  YOUR  FOLLOWERS—  MANY  PEOPLE  FIND  THIS  A  GREAT  WAY  TO  ADD   CONTENT  AND  ACKNOWLEDGE  GOOD  STUFF  FROM  THE  FOLKS  THEY  FOLLOW.       DM:       THIS  IS  A  MESSAGE  THAT  IS  SENT  DIRECTLY  TO  ANOTHER  USER.  THEY  MUST  BE   FOLLOWING  YOU  FOR  YOU  TO  DM  THEM,  BUT  THIS  IS  A  VERY  USEFUL  TOOL  FOR   PRIVATE  MESSAGES  AND  GENERALLY  A  GOOD  CHOICE  WHEN  YOU  START  GOING  BACK   AND  FORTH  WITH  SOMEONE  ON  SOMETHING  YOUR  ENTIRE  BASE  OF  FOLLOWERS   MIGHT  NOT  FIND  INTERESTING.       HASHTAG:       THIS  IS  A  WAY  PEOPLE  CATEGORIZE  TWEETS  SO  THAT  OTHERS  MIGHT  USE  THE  SAME   TAG  AND  EFFECTIVELY  CREATE  A  WAY  FOR  PEOPLE  TO  VIEW  RELATED  TWEETS—IT   WILL  LOOK  SOMETHING  LIKE  #MARKETING—MORE  ON  THIS  IN  SEARCH.      
  12. 12. NAME   @  HANDLE   160   CHARACTER   BIO   LINK   LOCATION   PROFILE   PHOTO   HEADER   PHOTO   TWITTER.COM/SPILLLY  
  13. 13. WRITE  NEW   TWEET   EVERYONE   YOU  FOLLOW   REPLIES,   MENTIONS   AND  NEW   FOLLOWERS   PRIVATE   MESSAGES  FROM   PEOPLE  YOU   FOLLOW  
  14. 14. TWITTER   ACCOUNTS   SCHEDULED   DAY   NEW  TWEET   SCHEDULED   TIME   SEND  DIRECT   MESSAGE   TWEETDECK.COM  
  15. 15. DAY   ORIGINAL  POSTS   LINKS  TO  FACEBOOK  /  WEBSITE   MONDAY   2  TWEETS     1  WITH  MINI  URL  TO  FACEBOOK  /  WEBSITE   TUESDAY   2  TWEETS   1  WITH  MINI  URL  TO  FACEBOOK  /  WEBSITE   WEDNESDAY   2  TWEETS   1  WITH  MINI  URL  TO  FACEBOOK  /  WEBSITE   THURSDAY   2  TWEETS   1  WITH  MINI  URL  TO  FACEBOOK  /  WEBSITE   FRIDAY   2  TWEETS   1  WITH  MINI  URL  TO  FACEBOOK  /  WEBSITE   SATURDAY   1  TWEETS   1  WITH  MINI  URL  TO  FACEBOOK  /  WEBSITE   SUNDAY   1  TWEETS   1  WITH  MINI  URL  TO  FACEBOOK  /  WEBSITE   ONCE  YOU  HAVE  ESTABLISHED  A  PATTERN  OF  TWEETS   AND  RESPONSES,  YOU  CAN  START  MEASURING  DAYS  AND   TIMES  YOU  GET  THE  BEST  REPSONSES  AND  START  RE-­‐ SCHEDULING  YOUR  TWEETS  ACCORDINGLY.  
  16. 16. ORIGINAL  CONTENT  (20%)   Think  evergreen,  FAQ,  Top  lists,  How-­‐to,  resource   lists       CURATED  &  USER  GENERATED  CONTENT  (80%)   Share  &  promote         Imagery  and  link  heavy    
  17. 17. SEARCH  ANY   OF  THE   WORDS  YOU   LOOKING  FOR..   IN  THIS   GEOGRAPHICAL   AREA   TWITTER.COM   SENTIMENT  
  18. 18. NEAR  YOU  –   BASED  ON  GEO-­‐ TAGS  
  19. 19. ESCALATION     EXAMPLE   CONTACT   COMPLIMENTS   “I  love  what  you  did!”   SM  manager  :  appropriate  response   F  A  Q   “what  <me  do  you  close?”   SM  manager  :  appropriate  response   COMPLAINTS   “  Your  service  was  disgus<ng!”   SM  manager  will  make  ini<al  contact   i.e  “We’re  terribly  sorry,  we’re  going   to  fix  this.  Please  DM  us  your  contact   details”.  Manager  will  then  contact   superior  in  order  to  arrange  a   solu<on.  SM  Manager  will  then  let   the  user  know  what  the  solu<ons  is.      
  20. 20. RESPONSE  RATE  AND  TIME  TO  YOUR  FOLLOWERS   COMMENTS  OR  QUESTIONS  IS  CRITICAL  TO  ENGAGEMENT   AND  GROWING  AMBASSADORIAL  FOLLOWERS       Example  :  “Can  I  make  an  appointment  urgently?  “   If  you  wait  2  days  to  reply,  you  will  lose  this   Poten<al  sale.    
  21. 21. ¡  If  what  you  do  put  out  on  Twiler  is  not  adding  value  or   return  on  investment  for  your  business,  don’t  give  up  –   change  your  strategy.   ¡  Measure  your  monthly  growth  in  terms  of:   1.  New  Followers  /  Lost  followers   2.  Level  of  engagement  –  number  of  conversa<ons   3.  Sen<ment  of  engagement  (  posi<ve  /  nega<ve  )   4.  What  content  is  working  and  what  is  not   5.  How  many  “conversions”  took  place  i.e.  how  many  people   bought  your  product  or  service  off  Twiler.    
  22. 22. “SETTINGS”  ON   TWITTER.COM   CLICK  “twitter   ads”  
  23. 23. CLICK  “TWEET   ACTIVITY”   CLICK   “ANAYLTICS”  
  24. 24. EXPORT  TO   EXCEL   FOLLOWS   AND   UNFOLLOWS   ENGAGEMENT   AND  TYPES  
  25. 25. IS  THIS  IN  LINE   WITH  YOUR   TARGET   AUDIENCE?  
  26. 26. RICHER   TWEETS  ONLY   ON  WEB  
  27. 27. Why  Adver<se  on  Twiler?     Twiler  ads  are  best  for  a  few  common  marke<ng  objec<ves,   including:     Promoons:  Recommended  for  <me  sensi<ve  events  with  a   sense  of  urgency.  Twiler  users  are  following  brands  to  get   informa<on  on  discounts  and  free  stuff.     Brand  awareness:  Allow  adver<sers  exposure  to  poten<ally   new  audience     Followers:  Pay-­‐per-­‐follow  to  grow  the  follower  base  and   leverage  this  audience  for  future  promo<ons  and  dialogue.  
  28. 28. The  Promoted  Account  ad  goals  are  to  increase  the  number  of   relevant  followers  to  a  Twiler  profile.  The  ads  are  featured  in   Twiler  search  results  and  within  the  Who  To  Follow  sec<on.   Promoted  Accounts  are  suggested  to  users  based  on  ad   targe<ng  on  desktops  and  mobile.  (CPF  basis)      
  29. 29. Promoted  Tweets  appear  directly  in  the  <meline  among  non-­‐ paid  tweets.  Twiler  regularly  analyzes  the  engagement  rate  of   the  adver<sers  tweets  to  iden<fy  five  of  the  most  engaging  to   create  an  ad  to  serve  to  users  automa<cally.  Adver<sers  can   also  select  specific  tweets  that  can  be  changed  any<me.  (cost   per  engagement)    
  30. 30. Promoted  trends  are  featured  next  to  the  users  <meline  on   twiler.com  among  the  organic  Twiler  trends  and  are  tailored   for  users  based  on  loca<on  and  who  they  follow.  
  31. 31. ¡  BE  CONSISTANT  IN  TWEETING  AND  ENGAGEMENT  -­‐  DON’T  NEGLECT  TWITTER   ¡  TWITTER  WILL  DELIVER  RESULTS  OVER  TIME  –  IT’S  A  MARATHON  NOT  A  SPRINT   ¡  ADD  TWITTER  TO  YOUR  DAILY  TASKS  –  TWICE  A  DAY  AT  LEAST   ¡  ADD  TWITTER  TO  YOUR  MOBILE  PHONE  OR  TABLET  AND  ENSURE  A  SECOND   PERSON  COVERS  THE  ACCOUNT  WHEN  YOUR  PRIMARY  ACCOUNT  MANAGER  IS   NOT  AVAILABLE  

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