Twitter the X Factor 2.0 by Joachim Ravoth

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A guide how to use Twitter as a marketing tool plus showing the role of Twitter as key for SEO.

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Twitter the X Factor 2.0 by Joachim Ravoth

  1. 1. Twitter the “X” Factor Driving Brand Success Marketing Strategy | Branding | Digital Marketing 2.0 www.ravoth.com
  2. 2. Agenda ¤  Introduction ¤  The social media context ¤  Twitter: You have to care! ª  Why Twitter? ª  Twitter and the Job Search Context ª  How to brand yourself. ª  Twitter Basics. ª  Get the most out of Twitter! ª  Twitter the Search Engine for Your Job Search. ¤  Bringing it all together: Social Media Aggregator Sites ¤  Recap: Do’s and Don’ts www.ravoth.com
  3. 3. “In the long history ofhumankind those wholearned to collaborate andimprovise most effectivelyhave prevailed.” -Charles Darwin “Social Media is about the people! Not about your business. Provide for the people and the people will provide for Facilitating Brand Success Driving Brand Success you.” -Matt Goulart www.ravoth.com
  4. 4. What is social media? And What are the elements of social media? www.ravoth.com
  5. 5. Elements of social media ¤  Engagement & Interaction (many, many : many) ¤  Find and be found ¤  Customer service ¤  Research ¤  Borderless ¤  Real time ¤  “Free” ¤  Democratic ¤  Another channel to help you to find your next job www.ravoth.com
  6. 6. In a nutshell www.ravoth.com
  7. 7. Truths about social media ①  There are no truths. www.ravoth.com
  8. 8. Truths about social media ①  There are no truths. ②  It is impossible to keep up. www.ravoth.com
  9. 9. Truths about social media ①  There are no truths. ②  It is impossible to keep up. ③  Be authentic, transparent and yourself. www.ravoth.com
  10. 10. Truths about social media ①  There are no truths. ②  It is impossible to keep up. ③  Be authentic, transparent and yourself. ④  It’s a long-term investment. www.ravoth.com
  11. 11. Truths about social mediaHiring managers… ①  There are no truths. ②  It is impossible to keep up. ③  Be authentic, transparent and yourself. ④  It’s a long-term investment. ⑤  Recruiters use social media. www.ravoth.com Source: Human Capital Institute / Jobvite, April 2011
  12. 12. Truths about social media ①  There are no truths. ②  It is impossible to keep up. ③  Be authentic, transparent and yourself. ④  It’s a long-term investment. ⑤  Recruiters use social media. ⑥  Your efforts now will pay off at your next job. www.ravoth.com
  13. 13. Truths about social media ①  There are no truths. ②  It is impossible to keep up. ③  Be authentic, transparent and yourself. ④  It’s a long-term investment. ⑤  Recruiters use social media. 55m ⑥  Your efforts now will pay off at your next job. 832,488 ⑦  Consumers use social media. www.ravoth.com
  14. 14. Truths about social media ①  There are no truths. ②  It is impossible to keep up. ③  Be authentic, transparent and yourself. ④  It’s a long-term investment. ⑤  Recruiters use social media. ⑥  Your efforts now will pay off at your next job. ⑦  Customers use social media. ⑧  Effectiveness = online + offline www.ravoth.com
  15. 15. Truths about social media ①  There are no truths. ②  It is impossible to keep up. ③  Be authentic, transparent and yourself. ④  It’s a long-term investment. ⑤  Recruiters use social media. ⑥  Your efforts now will pay off at your next job. ⑦  Customers use social media. ⑧  Effectiveness = online + offline. ⑨  Social media is fun! www.ravoth.com
  16. 16. Why you should participate? ¤  79% of European and 86% of U.S. online adults engage with social media. (Source: Forrester, 2012) ¤  81% of small businesses now use social media — up from 73 percent earlier this year. (Source: Constant Contact, 2012) ¤  82% of the world’s online population is reached by social networking sites, representing 1.2 billion users around the world. (Source: comScore, 2012) (Source: All Twitter, 2012) www.ravoth.com
  17. 17. Why you should participate? (Source: All Twitter, 2012) www.ravoth.com
  18. 18. What are the Top Social Media Sites? + www.ravoth.com • (Source: All Twitter, 2012)
  19. 19. Your social media strategy ①  Think about your goals before you begin. www.ravoth.com
  20. 20. Your social media strategy ①  Think about your goals before you begin. ②  Start small, build in increments. www.ravoth.com
  21. 21. Your social media strategy ①  Think about your goals before you begin. ②  Start small, build in increments. ③  Looking (listening) is as important as leaping. www.ravoth.com
  22. 22. Your social media strategy ①  Think about your goals before you begin. ②  Start small, build in increments. ③  Looking (listening) is as important as leaping. ④  Look for connections, not jobs! www.ravoth.com
  23. 23. Your social media strategy ①  Think about your goalsYou! before you begin. ②  Start small, build in increments. ③  Looking (listening) is as important as leaping. ④  Look for connections, not jobs. ⑤  Stay on people’s radar. www.ravoth.com
  24. 24. Your social media strategy ①  Think about your goals before you begin. ②  Start small, build in increments. ③  Looking (listening) is as important as leaping. ④  Look for connections, not jobs. ⑤  Stay on people’s radar. ⑥  Plan your brand and voice. www.ravoth.com
  25. 25. Your social media strategy ①  Think about your goals before you begin. ②  Start small, build in increments. ③  Looking (listening) is as important as leaping. ④  Look for connections, not jobs. ⑤  Stay on people’s radar. ⑥  Plan your brand and voice. ⑦  Persistence trumps talent.* www.ravoth.com *Daniel Pink, The Adventures of Johnny Bunko
  26. 26. Twitter www.ravoth.com
  27. 27. www.ravoth.com
  28. 28. Twitter Quick Stats ¤  465M + Accounts. ¤  175M + Tweets per day. ¤  2009: 330K Canadian user. ¤  2012: 6,6M + Canadian users. ¤  >300 Recruiters with > 200,000 Followers ¤  Twitter users are more educated and have higher incomes than the general population. ¤  Average user age: 39+. ¤  Twitter users tend to be “early adopters.” ¤  Twitter plays an active role in purchasing decisions. ¤  Companies using Twitter average 2x more leads per month than those that do not. www.ravoth.com
  29. 29. Twitter: Not Just For Sandwiches! Find a nd co indust nnect r y big w wigs (o ith Hir e me! r not- s o-big wigs) Build for r a netwo esea r com rch ( k and u s ing newbe.com/watc pani h? es, p eopl e) subj se Break outu ect m atter w.y tp://ww BxzY , in dust ri es, ht sJhY v=0UF www.ravoth.com
  30. 30. www.ravoth.com
  31. 31. www.ravoth.com
  32. 32. 1 2 3 www.ravoth.com
  33. 33. Why I love Twitter! ①  Easy to consume ②  “Serendipity factor” ③  Direct and immediate www.ravoth.com
  34. 34. How To Build Your Personal Brand On Twitter? 1.  Claim your Twitter handle 2.  Decide how you want to brand yourself Three techniques for branding yourself on Twitter: •  Lead with your company: •  Mutual branding: • 100% personal branding: 3. Become known as an expert or resource 4. Establish a Twitter marketing plan 5. Utilize third-party applications (e.g. Twitpic, Tweet Stats) 6. Form a Twitter “Mastermind Group” •  Grouptweet app •  Twitter Groups www.ravoth.com
  35. 35. Branding Opportunity www.ravoth.com
  36. 36. The 140 Character Message People use Twitter by posting, or “tweeting”, short and concise bits of information about items that could be of interest to their followers www.ravoth.com
  37. 37. Twitter Lingo Part I What are Hashtags ("#" Symbols)? Definition: The # symbol, called a hashtag, is used to mark keywords or topics in aTweet. It was created organically by Twitter users as a way to categorize messages. Hashtags: Helping you find interesting Tweets. People use the hashtag symbol # before relevant keywords in their Tweet tocategorize those Tweets to show more easily in Twitter Search. Clicking on a hash-tagged word in any message shows you all other Tweets in thatcategory. Hashtags can occur anywhere in the Tweet. www.ravoth.com
  38. 38. Twitter Lingo Part II MT = Modified tweet. This means the tweet youre looking at is aparaphrase of a tweet originally written by someone else. RT = Retweet. The tweet youre looking at was forwarded to you byanother user. DM = Direct message. A direct-message is a message only you and theperson who sent it can read. IMPORTANT: To DM someone all you needto type is D username message. PRT = Partial retweet. The tweet youre looking at is the truncated versionof someone elses tweet. HT = Hat tip. This is a way of attributing a link to another Twitter user. CC = Carbon-copy. Works the same way as email. www.ravoth.com More Lingo @ http://mashable.com/2008/11/15/twitterspeak/
  39. 39. Tips On How to Use Hashtags on Twitter 1.  Keep it Simple ª  Keep it short ª  Don’t overdue it ª  Think Like a Dromedary. (When using multiple words to create or replicate a hashtag, capitalize the first letter of each word: #UseHashtags 2.  Keep up on Trends 3.  Organize Your Social Media Dashboards 4.  Create Your Own Hashtag 5.  Start Tweet Chatting (Twitter Chats) 6.  Join and Promote Tweet Chats www.ravoth.com
  40. 40. Twitter Bonus Tips Twitter Bonus Tips www.ravoth.com
  41. 41. Get The Most Out Of Twitter! Make your Twitter presence “employer-friendly” ¡  Put your job pitch in your Twitter bio (which is 160 characters) ¡  Use a professional looking avatar ¡  Tweet about your job search ¡  Utilize your Twitter background. There’s lots of space you can use to promote yourself. ¡  Include a link to an online CV or resume in your bio. ¡  Establish yourself as an expert in your field on Twitter. Note: It’s important to note that you should not misrepresent yourself. If you’re not a medical doctor, don’t play one on Twitter.As those on Twitter become interested in your content, when employers are looking at you, you’ll have more than just yourresume to back up your knowledge and experience . www.ravoth.com
  42. 42. A Cupcake Business Started From Scratch Over 2000 followers with a few weeks! www.ravoth.com
  43. 43. Integrating Twitter Into the Paper Selling Process 10 sales reps using Twitter accounts on behalf of Neenah to close new business, www. twitter.com/NeenahPaper www.ravoth.com
  44. 44. Search Engine www.ravoth.com
  45. 45. Search Hashtags on Twitter Start by searching hashtags related to your industry and location with "#jobs" or "#jobsearch,” Try a few iterations of that search until you discover some leads. Searching for jobs on Twitter means you literally have the most up-to-date job listings since theyre posted in real-time www.ravoth.com
  46. 46. www.ravoth.com
  47. 47. Create a List www.ravoth.com
  48. 48. Create a Tweet www.ravoth.com
  49. 49. www.ravoth.com
  50. 50. www.ravoth.com
  51. 51. Hashtag? www.ravoth.com
  52. 52. Photos on Twitter Share Images www.ravoth.com
  53. 53. www.ravoth.com
  54. 54. Twitter Sample – Product www.ravoth.com
  55. 55. Twitter Sample - Recruiter >300 Recruiters with >200,000 Followers www.ravoth.com
  56. 56. Twitter Sample – Job Search www.ravoth.com
  57. 57. www.ravoth.com
  58. 58. Twitter Sample – Job Search www.ravoth.com
  59. 59. www.ravoth.com
  60. 60. www.ravoth.com
  61. 61. Twitter and Online Ranking ¤  Study shows that URLs receive a significant boost in Google rankings when they are shared on Twitter ¤  The effects of this boost seem to level out at around 50 tweets, and the subsequent benefit of gaining additional tweets is minimal until around 5,000 tweets ¤  After 5,000 tweets the average ranking of URLs improves considerably ¤  URLs receiving over 7,500 tweets almost always rank inside the top 5 results ¤  Average rankings are heavily correlated to the number of tweets about each URL www.ravoth.com
  62. 62. Twitter on Mobile 60% of 465M users access Twitter through mobile. www.ravoth.com
  63. 63. What will be new on Twitter? www.ravoth.com
  64. 64. Twitter introduces new ‘tweemail’ feature Share-this-tweet-via-email feature. www.ravoth.com
  65. 65. A mobile service that lets you capture and share short looping videos. LikeTweets, the brevity of videos on Vine (6 seconds or less) www.ravoth.com
  66. 66. Apply For Jobs Directly Through Twitter www.gozaik.com/ www.ravoth.com
  67. 67. www.ravoth.com
  68. 68. Useful Twitter Sources: Info & Tools http://tweetspinner.com http://www.tweetstats.com http://twtrland.com http://www.twazzup.com http://tweet.grader.com http://dossy.org/twitter/karma http://twtpoll.com http://manageflitter.com http://tweetbeep.com http://www.tweetfeel.com http://twiends.com http://twittercounter.com http://www.twellow.com http://www.hashtags.org http://listorious.com www.ravoth.com
  69. 69. Twitter Information http://mashable.com/guidebook/twitter http://business.twitter.com http://www.mediabistro.com/alltwitter www.ravoth.com
  70. 70. Knowem @ www.knowem.com www.ravoth.com
  71. 71. Bringing It All Together Social Media Aggregators TweetDeck HootSuite Spindex Twimbow Seesmic Engagio www.ravoth.com
  72. 72. TweetDeck www.ravoth.com
  73. 73. www.ravoth.com
  74. 74. Hootletwww.ravoth.com
  75. 75. www.ravoth.com
  76. 76. Étiquette… Étiquette…Étiquette… ¤  forget there’s no such thing as “free”. ¤  forget nothing is ever completely private on the Internet. ¤  “diss” your customers. ¤  try to be everywhere / do everything. ¤  just broadcast. ¤  plagiarize (give credit). ¤  be shy to ask questions and reach out. www.ravoth.com
  77. 77. ¤  remember your goals. ¤  be aware your competition is on social media – and your customers. ¤  reserve your “digital real estate”. ¤  use different, complex passwords. ¤  post regularly. ¤  watch your time. ¤  make sure your profiles/photos are current. ¤  be responsive. ¤  be yourself. ¤  jump in and try it! www.ravoth.com
  78. 78. Marketing Strategy | Branding | Social Media Marketing Facilitating Brand Success Driving Brand Success 416.356.8173 | jravoth@mac.com | www.ravoth.com linkedin/ravoth | twitter/ravoth | posekim/blogspot.ca www.ravoth.com
  79. 79. Please join: Social Media Branding Canada Group on LinkedIn www.ravoth.com
  80. 80. www.slideshare.net/jravoth www.ravoth.com

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