Twitter Strategies


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Twitter can be your best friend: it can bring amazing results, help you connect with your audience and drive awareness for your cause. However, without a proper strategy in place, it can be challenging to post valuable content that engages your audience, increases your following and works towards meeting your goals and objectives.

It can seem daunting, but all is not lost. There are some easy steps and strategies that will help make engagement on Twitter more efficient while actually delivering better results.

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  • Something you always want to keep your eye on Theres a number of ways you can do this
  • Is everyone familiar with tweet deck?
  • To keep your twitter feed going and your audience interested in your tweets, you need to create strong content.. 3 Things: 1. Add followers 2. Provide value 3. Position as thought leaders
  • If you consider why people follow you- to get information that is important to them… providing value is the most important thing to focus on. We see a lot of companies who use Twitter to promote their products, services or events – which is great.. But they don’ t give anything else – this gets tired really quickly and people don ’ t RT or engage.. You lose your brand evangalists.. Law of thirds helps ensure youre giving the audience content to help them or that they find valuable, as well as interactive content for them to engage with you. At that point you can start to layer in promotional content. Speak to the fact that many of them are local – look for information that speak to local causes to connect with the audience.
  • Original content is any content that your organization is already producing.. By tweeting it you are amplifying your message and showing your leadership in a particular area
  • Curated content is content that you source outside of your organization – setting up google alerts and running daily/weekly google searches helps find the most current content on a particular subject – curated content also works to position you as thought leaders, circulating the most relevant and up to date content to your followers
  • Retweets are an easy way to make sure you are continuing to fill up your twitter stream with good content, it also helps you engage with the people you are following – often they will return the favour
  • A lot of the metrics youll be looking at can be measured manually – things like Mentions, RTs, etc. By making it a part of your daily or weekly routine you can cut down on the work Tools like tweet deck/hoot suite help keep track by listing out your RTs and mentions
  • Entering links into a url shortener will let you track # of clicks (engagement) on your content Helps you identify which content is resonating most with your audience for future planning
  • Gives info on how many people Twitter or Twitter clients are driving to your website You should see a steady rise each month as you start launching your Twitter feed and planning content strategically
  • Helps make measuring easier – can give it to anyone on your team to fill out Lets you see how things are going in a quick glance Set targets as you go – benchmark originally based on previous months until you can put some targets in
  • Twitter Strategies

    1. 1. Making Twitter Your Best Friend: Twitter Strategies Exposed Heather Morrison June 2011
    2. 2. Agenda <ul><li>Meet and greet </li></ul><ul><li>Growing your following </li></ul><ul><li>Developing content </li></ul><ul><li>Managing distribution of content </li></ul><ul><li>Measure, measure measure </li></ul><ul><li>Discussion </li></ul>
    3. 3. Who Am I? <ul><li>Heather Morrison </li></ul><ul><li>Digital and Community Strategist for Sequentia Environics </li></ul><ul><li>Fitness nerd </li></ul><ul><li>Avid traveller </li></ul><ul><li>Food lover </li></ul>
    4. 4. Developing a Twitter Strategy <ul><li>So, you have a Twitter account…… </li></ul><ul><li>Now what? How do you keep it going? </li></ul>
    5. 5. Increase your following
    6. 6. <ul><li>Set Up a Following Program </li></ul>
    7. 7. Set Up a Following Program <ul><li>Set up ongoing searches </li></ul><ul><li>Include active Twitter searching for: </li></ul><ul><ul><li>Your brand name </li></ul></ul><ul><ul><li>Campaign names </li></ul></ul><ul><ul><li>Competitor names </li></ul></ul><ul><ul><li>3-5 key words that are relevant to your cause and audience </li></ul></ul>
    8. 8. Set Up a Following Program <ul><li>Use free tools like Tweetdeck and to help! </li></ul>
    9. 9. <ul><li>Actively Seek Out New People </li></ul>
    10. 10. Actively Seek Out New People <ul><li>Look for people with relevant key words in their bio using tools like FollowerWonk. </li></ul><ul><li>This will help you find and add new people who are relevant to your cause. </li></ul>
    11. 11. <ul><li>Promote! </li></ul>
    12. 12. Promote <ul><li>Promote your Twitter feed on your other social channels: </li></ul><ul><ul><li>Email/Newsletter subscriptions </li></ul></ul><ul><ul><li>Embed in your signature </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Blog </li></ul></ul>
    13. 13. Promote <ul><li>Use Hashtags (#) where possible to help interested parties find and follow your tweets and events. </li></ul>
    14. 14. Focus on Content (this is a big one!!)
    15. 15. <ul><li>Use a Mix of Content Types </li></ul>
    16. 16. Content Types <ul><li>Provide valuable information to your followers!! </li></ul><ul><li>Rule of thirds can help: </li></ul><ul><li>1/3 Value-Add – educational, informative, etc. </li></ul><ul><li>1/3 Interactive – polls, open questions, etc. </li></ul><ul><li>1/3 Promotional – donation or events information, etc. </li></ul>
    17. 17. <ul><li>Use a Mix of Content Sources </li></ul>
    18. 18. Content Sources <ul><li>Original content </li></ul><ul><ul><li>Links to newsletters </li></ul></ul><ul><ul><li>Articles or blog posts </li></ul></ul><ul><ul><li>Website updates </li></ul></ul>
    19. 19. Content Sources <ul><li>Curated Content </li></ul><ul><ul><li>Latest news around your area of expertise </li></ul></ul><ul><ul><li>Other blogs, news sources, magazines, etc. </li></ul></ul>
    20. 20. Content Sources <ul><li>Retweets and @mentions of people you are following </li></ul>
    21. 21. <ul><li>Plan Your Tweets </li></ul>
    22. 22. Tweet! <ul><li>Plan to tweet at least 2-3 times per day (3-5 is optimal, especially when you’re just starting out). </li></ul><ul><li>Plan as far ahead as possible </li></ul><ul><ul><li>Original content can be planned in advance, as soon as you know about an event, blog post or article. </li></ul></ul><ul><ul><li>Curated content should be planned daily based on the latest news and articles. </li></ul></ul>
    23. 23. <ul><li>Manage Your Content </li></ul>
    24. 24. Content Management and Distribution <ul><li>It can be hard to manage content in a time strapped world… </li></ul><ul><li>But there are ways to make it easier! </li></ul>
    25. 25. Editorial Calendars <ul><li>Create an editorial calendar </li></ul><ul><li>Include your planned tweets for each day </li></ul>
    26. 26. Editorial Calendar <ul><li>Align this calendar to your editorial calendar for other marcomm activities </li></ul>
    27. 27. Metrics: so is it working??
    28. 28. <ul><li>Measurement is essential to all social media programs </li></ul><ul><li>It lets you know what’s working and what may need to be changed </li></ul><ul><li>Feeds information back into your strategy and planning </li></ul>
    29. 29. <ul><li>What Should I Measure? </li></ul>
    30. 30. What to Measure <ul><li>Depends on the your goals/objectives. </li></ul><ul><li>Measurement frameworks will be different for everyone. </li></ul><ul><li>Most companies start with: </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Brand Relevance </li></ul></ul>
    31. 31. Engagement <ul><ul><li>Engagement measurements look at direct engagement your brand </li></ul></ul><ul><ul><ul><li>mentions </li></ul></ul></ul><ul><ul><ul><li>@ replies </li></ul></ul></ul><ul><ul><ul><li>retweets </li></ul></ul></ul><ul><ul><ul><li>direct messages </li></ul></ul></ul>
    32. 32. Awareness <ul><li>Reach looks at data relating to potential reach on each channel </li></ul><ul><ul><li># of Twitter followers </li></ul></ul><ul><ul><li>Hash tag popularity and reach </li></ul></ul><ul><ul><li># of links to your brand’s website </li></ul></ul>
    33. 33. Brand Relevance <ul><li>Brand relevancy and perception looks at how the audience views your brand including: </li></ul><ul><ul><li>Sentiment – positive, negative, neutral. </li></ul></ul><ul><ul><li>Key Words – which words are most commonly associated with your brand? Topic – Is there a specific topic that seems to be hitting home with your audience? </li></ul></ul><ul><ul><li>Competitive analysis – share of voice, perception, etc. </li></ul></ul>
    34. 34. <ul><li>Measurement Tools </li></ul>
    35. 35. Tools for Measurement <ul><li>Manually </li></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><li>RTs </li></ul></ul><ul><li>Tools like Tweetdeck and Hootsuite help capture metrics for you </li></ul>
    36. 36. Tools for Twitter Measurement <ul><li> (or other URL shorteners) </li></ul>
    37. 37. Metrics
    38. 38. Tools for Twitter Measurement <ul><li>Google Analytics </li></ul>
    39. 39. <ul><li>Tracking and Reports </li></ul>
    40. 40. Use a Measurement Dashboard <ul><li>Develop a Measurement Dashboard to help keep track of your success </li></ul><ul><li>Fill in on a monthly basis </li></ul>
    41. 41. RECAP <ul><li>Twitter Strategy: </li></ul><ul><ul><li>Start a follower program </li></ul></ul><ul><ul><li>Plan your content </li></ul></ul><ul><ul><li>Manage your content </li></ul></ul><ul><ul><li>Measure! </li></ul></ul>
    42. 42. <ul><li>Questions? </li></ul>