Twitter Social Spotlight

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How to Make the Most of Your Brand 
in 140 Characters (or Less!)

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Twitter Social Spotlight

  1. 1. nick westergaard | branddrivendigital.com social spotlight TwitterHow to Make the Most of Your Brand 
 in 140 Characters (or Less!)
  2. 2. twitter is deceptively simple Photo via Flickr user chaztoo
  3. 3. Twitter social spotlight ‣ By the Numbers ‣ How Brands Engage ‣ Things to Remember
  4. 4. ‣ Tweet ‣ Retweet (RT) ‣ Reply or @ mention ‣ Direct message (DM) ‣ ‘Hat Tip’ (HT) ‣ ‘Modified Tweet’ (MT) ‣ #FollowFriday or #FF, #ThrowbackThursday or #TBT ‣ Twitter Chats, Block, and Report ‣ Also, Twitter is a proper noun — Capitalize it! ‣ However, the verb — to tweet — is lower case. twitter vocab
  5. 5. following isn’t reciprocal
  6. 6. By the Numbers 1
  7. 7. 140characters in a tweet (for now)
  8. 8. 310 millionmonthly active users Source: Simply Measured
  9. 9. 100 milliondaily active users 
 — BEHIND INSTAGRAM & SNAPCHAT Source: Simply Measured
  10. 10. daily tweets are in decline Source: Business Insider
  11. 11. down in 12–24 use
  12. 12. But it’s still second in awareness
  13. 13. 1 billionUnique visits monthly to sites 
 with embedded Tweets Source: Twitter
  14. 14. only in japan … Photo via Flickr user chaztoo
  15. 15. 20%of americans use twitter 75%hear about 
 tweets in the media
  16. 16. 60%who try twitter quit within a week
  17. 17. what are people tweeting? Source: Pear Analytics 4%4% 6% 9% 38% 40% Pointless Babble Conversational Pass-Along Value Self-Promotion News Spam
  18. 18. How Brands Engage 2
  19. 19. one thirdof twitter users follow brands Source: Edison Research
  20. 20. 100%adoption among the interbrand 100 
 — only network to do this Source: Simply Measured
  21. 21. 99%of the interbrand 100 post at least 
 once a month Source: Simply Measured
  22. 22. top brands tweet 10x per day Source: Simply Measured
  23. 23. forbes small business breakdown Source: Forbes
  24. 24. big business vs. small business use Source: Simply Measured
  25. 25. evolution of the profile
  26. 26. wait — this looks familiar …
  27. 27. more visual, more of an identity crisis?
  28. 28. 44%have recommended products 
 based on twitter Source: Twitter
  29. 29. one in sixcomplain via twitter Source: Edison Research
  30. 30. customer service is big on twitter
  31. 31. sharing is also big — 12:1 Photo via Flickr user Andrii Zymohliad
  32. 32. hashtags help Photo via Flickr user Petit_louis
  33. 33. hashtags + TV = conversation integration
  34. 34. website integration
  35. 35. sharing integration
  36. 36. lists = listening
  37. 37. engagement by link type Source: Simply Measured
  38. 38. links drive engagement Source: Simply Measured
  39. 39. engagement drives growth Source: Simply Measured
  40. 40. bigger audience = greater engagement Source: Simply Measured
  41. 41. twitter’s chicken & egg problem Photo via Flickr user Mark Turnauckas
  42. 42. Follow more THE ANSWER?
  43. 43. like & favorite more THE ANSWER?
  44. 44. pics & links= higher engagement the secret to twitter success? Source: Simply Measured
  45. 45. friday16.9% of your total mentions top day for mentions? Source: Simply Measured
  46. 46. 1 PM-2 PM5.9% of your total mentions top time for mentions? Source: Simply Measured
  47. 47. basic Twitter ad offerings ‣ Promote Your Account ‣ Promote Tweets ‣ Promote Trends
  48. 48. twitter ads in action
  49. 49. key metrics ‣ Followers ‣ Retweets & Replies ‣ Impressions & Clicks
  50. 50. Advantages of Twitter advertising ‣ Stronger Brand Awareness, Engagement, & Loyalty ‣ Increased Reach & Broader Customer Base ‣ Increased Web Traffic ‣ Increased Conversions, Leads, & Sales
  51. 51. coming soon … the buy button
  52. 52. real-time, Cust. service and consumer insights best uses for twitter:
  53. 53. Things to Remember 3
  54. 54. ‣ Total followers ‣ Number of times listed ‣ Total brand mentions ‣ Sentiment (+/- talk about your brand) ‣ Reply ratio (what % are replies) ‣ Profile views ‣ Number of clicks per tweet ‣ Engagement by day/time ‣ Referring links on site Twitter measurement
  55. 55. ‣ Katy Perry (@katyperry) ‣ Justin Bieber (@justinbieber) ‣ Taylor Swift (@taylorswift13) ‣ Barack Obama (@barackobama) ‣ YouTube (@YouTube) ‣ Rihanna (@rihanna) ‣ Lada Gaga (@ladygaga) ‣ The Ellen Show (@TheEllenShow) ‣ Justin Timberlake (@jtimberlake) ‣ Twitter (@Twitter) Top 10 Brands on Twitter Source: Statista
  56. 56. account details of most-followed businesses Source: Simply Measured
  57. 57. the twitter family of networks and apps R.I.p.
  58. 58. 200 millionmonthly active users Source: DMR NOT FOR LONG
  59. 59. 100 millionwatch vines each month Source: DMR NOPE
  60. 60. 71%of vine users are millennials Source: DMR so …?
  61. 61. 10 millionperiscope users Source: DMR
  62. 62. 200 millionperiscope broadcasts to date Source: DMR
  63. 63. 40 yearsworth of video every day in july of 2015 periscope users watched Source: Twitter
  64. 64. 10%brands using 
 vine 15%brands using periscope i just can’t even
  65. 65. what’s next? acquisition …? Photo via Flickr user Geoff Livingston
  66. 66. #UIMKTG @nickwestergaard
  67. 67. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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