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  Twi*er  Your   Best  Friend:  Twi*er   Strategies  Exposed   Heather  Morrison   June  2011  1 | Twi$er  Strategies  –  Canada  Helps  
    2. 2. Agenda    •  Meet  and  greet    •  Growing  your  following  •  Developing  content  •  Managing  distribuCon  of  content  •  Measure,  measure  measure    •  Discussion     2 | Twi$er  Strategies  –  Canada  Helps  
    3. 3. Who  Am  I?    •  Heather  Morrison    •  Digital  and  Community   Strategist  for  SequenCa   Environics    •  Fitness  nerd  •  Avid  traveller  •  Food  lover     3 | Twi$er  Strategies  –  Canada  Helps  
    4. 4. Developing  a  Twi*er  Strategy    So,  you  have  a  Twi$er  account……    Now  what?  How  do  you  keep  it  going?     4 | Twi$er  Strategies  –  Canada  Helps  
    5. 5. INCREASE  YOUR  FOLLOWING    5 | Twi$er  Strategies  –  Canada  Helps  
    6. 6. 1. Set  Up  a  Following  Program   6 | Twi$er  Strategies  –  Canada  Helps  
    7. 7. Set  Up  a  Following  Program  •  Set  up  ongoing  searches  •  Include  acMve  Twi*er   searching  for:   •  Your  brand  name   •  Campaign  names   •  CompeCtor  names   •  3-­‐5  key  words  that  are   relevant  to  your  cause  and   audience     7 | Twi$er  Strategies  –  Canada  Helps  
    8. 8. Set  Up  a  Following  Program  Use  free  tools  like  Tweetdeck  and  search.twi$er.com  to  help!     8 | Twi$er  Strategies  –  Canada  Helps  
    9. 9. 2. AcCvely  Seek  Out  New  People   9 | Twi$er  Strategies  –  Canada  Helps  
    10. 10. AcMvely  Seek  Out  New  People    Look  for  people  with  relevant  key  words  in  their  bio  using  tools  like  FollowerWonk.    This  will  help  you  find  and  add  new  people  who  are  relevant  to  your  cause.   10 | Twi$er  Strategies  –  Canada  Helps  
    11. 11. 3.  Promote!  11 | Twi$er  Strategies  –  Canada  Helps  
    12. 12. Promote    •  Promote  your  Twi$er   feed  on  your  other  social   channels:     •  Email/Newsle$er   subscripCons     •  Embed  in  your  signature   •  Website     •  LinkedIn     •  Blog     12 | Twi$er  Strategies  –  Canada  Helps  
    13. 13. Promote    •  Use  Hashtags  (#)  where  possible  to  help   interested  parCes  find  and  follow  your   tweets  and  events.     13 | Twi$er  Strategies  –  Canada  Helps  
    14. 14. FOCUS  ON  CONTENT  (THIS  IS  A  BIG  ONE!!)  14 | Twi$er  Strategies  –  Canada  Helps  
    15. 15. 1. Use  a  Mix  of  Content  Types    15 | Twi$er  Strategies  –  Canada  Helps  
    16. 16. Content  Types  Provide  valuable  informaCon  to  your  followers!!  Rule  of  thirds  can  help:     Value-­‐ Promo   Added  •  1/3  Value-­‐Add  –  educaConal,   informaCve,  etc.    •  1/3  InteracCve  –  polls,  open   InteracCve   quesCons,  etc.    •  1/3  PromoConal  –  donaCon  or   events  informaCon,  etc.     16 | Twi$er  Strategies  –  Canada  Helps  
    17. 17. 2. Use  a  Mix  of  Content  Sources   17 | Twi$er  Strategies  –  Canada  Helps  
    18. 18. Content  Sources    1.  Original  content     •  Links  to  newsle$ers     •  ArCcles  or  blog  posts     •  Website  updates   18 | Twi$er  Strategies  –  Canada  Helps  
    19. 19. Content  Sources  2.  Curated  Content   •  Latest  news  around  your   area  of  experCse   •  Other  blogs,  news   sources,  magazines,  etc.     19 | Twi$er  Strategies  –  Canada  Helps  
    20. 20. Content  Sources    3.  Retweets  and   @menCons  of   people  you  are   following       20 | Twi$er  Strategies  –  Canada  Helps  
    21. 21. 3.  Plan  Your  Tweets  21 | Twi$er  Strategies  –  Canada  Helps  
    22. 22. Tweet!    •  Plan  to  tweet  at  least  2-­‐3  Cmes  per   day  (3-­‐5  is  opCmal,  especially  when   you’re  just  starCng  out).    •  Plan  as  far  ahead  as  possible   •  Original  content  can  be  planned  in   advance,  as  soon  as  you  know  about  an   event,  blog  post  or  arCcle.     •  Curated  content  should  be  planned   daily  based  on  the  latest  news  and   arCcles.     22 | Twi$er  Strategies  –  Canada  Helps  
    23. 23. 4.  Manage  Your  Content    23 | Twi$er  Strategies  –  Canada  Helps  
    24. 24. Content  Management  and  DistribuMon  It  can  be  hard  to  manage  content  in  a  Cme  strapped  world…    But  there  are  ways  to  make  it  easier!     24 | Twi$er  Strategies  –  Canada  Helps  
    25. 25. Editorial  Calendars    Create  an  editorial  calendar      Include  your  planned  tweets  for  each  day       25 | Twi$er  Strategies  –  Canada  Helps  
    26. 26. Editorial  Calendar    Align  this  calendar  to  your  editorial  calendar  for  other  marcomm  acCviCes   26 | Twi$er  Strategies  –  Canada  Helps  
    27. 27. METRICS:  SO  IS  IT  WORKING??    27 | Twi$er  Strategies  –  Canada  Helps  
    28. 28. •  Measurement  is  essenCal  to  all  social  media   programs      •  It  lets  you  know  what’s  working  and  what  may   need  to  be  changed    •  Feeds  informaCon  back  into  your  strategy  and   planning     28 | Twi$er  Strategies  –  Canada  Helps  
    29. 29. 1. What  Should  I  Measure?    29 | Twi$er  Strategies  –  Canada  Helps  
    30. 30. What  to  Measure    •  Depends  on  the  your  goals/objecCves.    •  Measurement  frameworks  will  be  different  for   everyone.    •  Most  companies  start  with:     •  Engagement   •  Awareness   •  Brand  Relevance     30 | Twi$er  Strategies  –  Canada  Helps  
    31. 31. Engagement    •  Engagement   measurements  look  at   direct  engagement  your   brand   •  menCons     •  @  replies     •  retweets   •  direct  messages   31 | Twi$er  Strategies  –  Canada  Helps  
    32. 32. Awareness    •  Reach  looks  at  data   relaCng  to  potenCal  reach   on  each  channel     •  #  of  Twi$er  followers     •  Hash  tag  popularity  and   reach   •  #  of  links  to  your  brand’s   website   32 | Twi$er  Strategies  –  Canada  Helps  
    33. 33. Brand  Relevance    •  Brand  relevancy  and   percepCon  looks  at  how  the   audience  views    your  brand   including:     •  SenCment  –  posiCve,   negaCve,  neutral.   •  Key  Words  –  which  words  are   most  commonly  associated   with  your  brand?  Topic  –  Is   there  a  specific  topic  that   seems  to  be  hikng  home   with  your  audience?     •  CompeCCve  analysis  –  share   of  voice,  percepCon,  etc.     33 | Twi$er  Strategies  –  Canada  Helps  
    34. 34. 2.  Measurement  Tools    34 | Twi$er  Strategies  –  Canada  Helps  
    35. 35. Tools  for  Measurement  •  Manually     •  MenCons   •  RTs    •  Tools  like  Tweetdeck   and  Hootsuite  help   capture  metrics  for   you   35 | Twi$er  Strategies  –  Canada  Helps  
    36. 36. Tools  for  Twi*er  Measurement    •  Bit.ly  (or  other  URL  shorteners)   36 | Twi$er  Strategies  –  Canada  Helps  
    37. 37. Bit.ly  Metrics     37 | Twi$er  Strategies  –  Canada  Helps  
    38. 38. Tools  for  Twi*er  Measurement    •  Google  AnalyCcs     38 | Twi$er  Strategies  –  Canada  Helps  
    39. 39. 3.  Tracking  and  Reports  39 | Twi$er  Strategies  –  Canada  Helps  
    40. 40. Use  a  Measurement  Dashboard    •  Develop  a  Measurement  Dashboard  to  help   keep  track  of  your  success  •  Fill  in  on  a  monthly  basis     40 | Twi$er  Strategies  –  Canada  Helps  
    41. 41. RECAP    •  Twi$er  Strategy:     •  Start  a  follower  program   •  Plan  your  content     •  Manage  your  content   •  Measure!     41 | Twi$er  Strategies  –  Canada  Helps  
    42. 42. QuesCons?    42 | Twi$er  Strategies  –  Canada  Helps  

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