Twitter for MarketersA Hands-On Training   Jessica Best   jbest@emfluence.com   @bestofjess or @emfluence
What is Twitter? Twitter is a real-time information network    that connects you to the latest stories, ideas, opinions an...
Background & Usage• 16% of online adults in the U.S., more than  200 Million monthly active users (Dec 2012).• 90 million ...
The Draw of TwitterFor consumers:                  For marketers:• Quick, digestible             • Immediate• Immediate   ...
All of the uses of• Marketing/Sales              • Market research:  – Website Traffic              – Brand research and  ...
What Twitter (Social Media) Isn’t                                       Marketing Strategy• A strategy                    ...
Getting Started with Twitter                                    Hands-on Training• Terminology  – Username: your own profi...
Getting Started with Twitter                                     Hands-on Training• Terminology  – RT or Retweet: a one-cl...
Getting Started with Twitter                                   Hands-on Training• Terminology  – #Hashtag: tool for connec...
Getting Started with Twitter                                     Hands-on Training• Metrics Quantitative                  ...
Step 1: Create a Profile• http://twitter.com                 @emfluence
Step 1: Create a Profile• Choose a Twitter name  – Personal Brand = First & Last Name  – Shorter is (much) better  – Avoid...
Step 1: Create a Profile• Create your Profile Page  – Profile picture: professional, headshot only  – Header image: releva...
Step 2: Follow people• Follow back interesting tweeps &  those who mention/“Connect”             @emfluence
Step 2: Follow people• Twitter’s “Discover” section              @emfluence
Step 2: Follow people• Twitter’s “Find Friends” feature              @emfluence
Step 2: Follow people• Hashtag contributors             @emfluence
Step 3: Lurk (a.k.a. Listen!)• Basic Listening  – Listen for your own name &    brand terms  – Try to check in a few times...
Step 3: Lurk (a.k.a. Listen!)• Advanced Listening  – Monitor keywords or popular    hashtags in your industry  – Monitor y...
Step 3: Lurk (a.k.a. Listen!)• Set up a list                  @emfluence
Step 4: Tweet• Curate/Share good content             @emfluence
Step 4: Tweet• Engage & have conversations             @emfluence
Step 4: Tweet• Create and share your own content  – Test ideal frequency, key times of day  – Intentionally create a tone/...
Step 4: Tweet• Go rich: use photos              @emfluence
Step 4.1: Plan• Create a Marketing Content Calendar             @emfluence
Step 4.1: Plan• Fill in the rest of the calendar               @emfluence
Step 5: Measure• Audience size/Impressions             @emfluence
Step 5: Measure• Audience impact  – Clicks, RTs, mentions                 @emfluence
Step 5: Measure• Conversions  – Traffic  – Sales                @emfluence
Step 6: Grow your Following• Follow relevant industry news, prospects,  current clients (they’re likely to follow  back)• ...
Step 6: Grow Your Following• Event-based tweeting  – Follow the show’s hashtag  – Follow people tweeting @ show  – Tweet g...
Ready? Set? Tweet!• The “perfect” tweet:          MESSAGE   (<98 characters)   LINK (22 char)   BLANK (20 char)  Leave at...
Those who ROCK TwitterThe Wow, That Rocked!                #kcdma
Wow                           H&R Block$   Social Media is     year-round.    • Despite their      seasonality, email     ...
Wow             the #emflHOHO Twitter Snowball$   Create connections/community.            #kcdma
Wow                               Country Music TV$   Event “ESP” and special access.    • CMT’s website has a page that  ...
Wow                         AMC Theatres$   Entertain                #kcdma
Wow                           Pepsi Refresh$   Have a plan: Crisis Response             #kcdma
WARNINGDon’t follow BetaPunch’s Customer Service leadGo on the defensive.             #kcdma
Social Media:The Good, the Bad andthe Wow!   Jessica Best   jbest@emfluence.com   @bestofjess or @emfluence
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KCDMA Twitter for Marketers Workshop 2013

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KCDMA Twitter for Marketers Workshop 2013

  1. 1. Twitter for MarketersA Hands-On Training Jessica Best jbest@emfluence.com @bestofjess or @emfluence
  2. 2. What is Twitter? Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting 140 characters at a time.See photos, videos, conversations and links to news, all in one place. @emfluence
  3. 3. Background & Usage• 16% of online adults in the U.S., more than 200 Million monthly active users (Dec 2012).• 90 million tweets are sent every day• 72% of top U.S. companies use Twitter – 88% post company news & updates – 40% offer customer service – 28% offer deals – 10% release job postings @emfluence
  4. 4. The Draw of TwitterFor consumers: For marketers:• Quick, digestible • Immediate• Immediate • Trackable clicks• “ESP” for the • Cost effective world • Feedback tool – Ex. real-time TV @emfluence
  5. 5. All of the uses of• Marketing/Sales • Market research: – Website Traffic – Brand research and – Branding reputation monitoring – Search Engine – Competitor research Optimization • Customer service• Communications/PR • Hiring – Education – Outreach @emfluence
  6. 6. What Twitter (Social Media) Isn’t Marketing Strategy• A strategy Digital• A stand-alone channel marketing SEO• A magic pathway to Social Email success PPCSocial Media + Digital Marketing + Traditional combine to create successful communication. @emfluence
  7. 7. Getting Started with Twitter Hands-on Training• Terminology – Username: your own profile name – Tweet: a post – Follower: someone who subscribes to your tweets – Mention: an interactive way of sharing the twitter name of the companies you’re talking about with your followers, e.g. @emfluence @emfluence
  8. 8. Getting Started with Twitter Hands-on Training• Terminology – RT or Retweet: a one-click way to share someone else’s tweets with your own followers – Short URL: a URL shortened using bit.ly, emfl.us or other to save characters in your tweet and to be able to track click throughs. – DM or Direct Message: a private message between you and a Follower. You can only DM people that follow you. @emfluence
  9. 9. Getting Started with Twitter Hands-on Training• Terminology – #Hashtag: tool for connecting around a topic instead of by who you know; a.k.a. “Magic” @emfluence
  10. 10. Getting Started with Twitter Hands-on Training• Metrics Quantitative Qualitative – Followers – Brand image – Mentions – Positive/negative – RTs sentiment – Clicks – Influence (Klout, etc) – Favorites – High value – LEADS connections @emfluence
  11. 11. Step 1: Create a Profile• http://twitter.com @emfluence
  12. 12. Step 1: Create a Profile• Choose a Twitter name – Personal Brand = First & Last Name – Shorter is (much) better – Avoid special characters (_, -, 1234) – Save the cleverness for your tweets @emfluence
  13. 13. Step 1: Create a Profile• Create your Profile Page – Profile picture: professional, headshot only – Header image: relevant, easy to read over – 160 character description/Location/Website @emfluence
  14. 14. Step 2: Follow people• Follow back interesting tweeps & those who mention/“Connect” @emfluence
  15. 15. Step 2: Follow people• Twitter’s “Discover” section @emfluence
  16. 16. Step 2: Follow people• Twitter’s “Find Friends” feature @emfluence
  17. 17. Step 2: Follow people• Hashtag contributors @emfluence
  18. 18. Step 3: Lurk (a.k.a. Listen!)• Basic Listening – Listen for your own name & brand terms – Try to check in a few times a week & skim your “stream” for about 10 minutes • Follow KCDMA’rs and industry news for good articles, events and updates @emfluence
  19. 19. Step 3: Lurk (a.k.a. Listen!)• Advanced Listening – Monitor keywords or popular hashtags in your industry – Monitor your competitors’ mentions: good & bad – Set up lists to “categorize” those you follow Try TweetDeck >> @emfluence
  20. 20. Step 3: Lurk (a.k.a. Listen!)• Set up a list @emfluence
  21. 21. Step 4: Tweet• Curate/Share good content @emfluence
  22. 22. Step 4: Tweet• Engage & have conversations @emfluence
  23. 23. Step 4: Tweet• Create and share your own content – Test ideal frequency, key times of day – Intentionally create a tone/brand – Share other stuff 8x more than self promo or self-authored @emfluence
  24. 24. Step 4: Tweet• Go rich: use photos @emfluence
  25. 25. Step 4.1: Plan• Create a Marketing Content Calendar @emfluence
  26. 26. Step 4.1: Plan• Fill in the rest of the calendar @emfluence
  27. 27. Step 5: Measure• Audience size/Impressions @emfluence
  28. 28. Step 5: Measure• Audience impact – Clicks, RTs, mentions @emfluence
  29. 29. Step 5: Measure• Conversions – Traffic – Sales @emfluence
  30. 30. Step 6: Grow your Following• Follow relevant industry news, prospects, current clients (they’re likely to follow back)• Include your twitter handle (@bestofjess) in your email signature.• Tweet at events @emfluence
  31. 31. Step 6: Grow Your Following• Event-based tweeting – Follow the show’s hashtag – Follow people tweeting @ show – Tweet good notes from sessions – Tweet about booth/sponsor promotion The Summit on the New American City will use the hashtag #CityAgeKC. Anyone can follow the conference on Twitter @CityAge and Mayor James @MayorSlyJames. @emfluence
  32. 32. Ready? Set? Tweet!• The “perfect” tweet: MESSAGE (<98 characters) LINK (22 char) BLANK (20 char)  Leave at least 20 blank characters for Retweets  Use good punctuation, grammar, capitalization (no TXT speak and avoid all caps!)  Include a call to action  Shorten (& track) all URLs (http://emfl.us)  Include relevant & industry-active hashtags in-line  You can place [ ] around deliverables, e.g. [BLOG]
  33. 33. Those who ROCK TwitterThe Wow, That Rocked! #kcdma
  34. 34. Wow H&R Block$ Social Media is year-round. • Despite their seasonality, email and social don’t stop in summer & winter months. #kcdma
  35. 35. Wow the #emflHOHO Twitter Snowball$ Create connections/community. #kcdma
  36. 36. Wow Country Music TV$ Event “ESP” and special access. • CMT’s website has a page that aggregates tweets from artists and event hosts on the night of the event. It provides awesome content that users want from CMT artists on the CMT main website to drive traffic “home.” #kcdma
  37. 37. Wow AMC Theatres$ Entertain #kcdma
  38. 38. Wow Pepsi Refresh$ Have a plan: Crisis Response #kcdma
  39. 39. WARNINGDon’t follow BetaPunch’s Customer Service leadGo on the defensive. #kcdma
  40. 40. Social Media:The Good, the Bad andthe Wow! Jessica Best jbest@emfluence.com @bestofjess or @emfluence

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