9/20 PPT Twitter

Marketing via Twitter Marketing in Social MEdia Created by Jan Ahrens [email_address]

Agenda – 9/20 Guest speaker – Priskila Mersiawati Assignment #1 review Marketing via Twitter Review articles Cool App presentations: Roula Bazerbashi Thanwarat Jaroenpanich Matt Matzinger Christina Toy Assignment #2 introduction

Definition Twitter – a microblogging service Text-based messages 140 character maximum Free Send and receive messages via Twitter website or a mobile SMS Twitter is currently considered the most popular microblogging service Created by Jan Ahrens jbahrens2002@yahoo.com

Twitter Communication Path Tweeting Following

Tweet Example in Mobile Inbox Created by Jan Ahrens jbahrens2002@yahoo.com

Tweet Example Message in Mobile Created by Jan Ahrens jbahrens2002@yahoo.com

Terminology Author – the person posting the tweet Followers – the people receiving the tweet through an opt-in subscription Following – those people that read someone’s tweets Retweet – when you tweet someone else’s tweet (like forwarding) Posts – a tweet Timeline – the set of posts that are made Created by Jan Ahrens jbahrens2002@yahoo.com

Terms Tweep – one’s followers on Twitter; contracted from “Twitter” and “Peeps” Tweet – one posted message on Twitter Twitterati – famous people who twitter (verb) Twitpic – Twitter website that allows pictures to be uploaded TweetUp – meeting someone in person with whom you met via Twitter, or meeting someone in person with communicated via Twitter (“I’m at 5 th and Mission…where are you? Hungry?” ) Created by Jan Ahrens jbahrens2002@yahoo.com

Twitter Abbreviations Technical MT – modified tweet; you’ve paraphrased RT – Retweet DM – direct message to DM someone, you need to type D username message PRT – partial retweet HT – hat tip, attributing a link to another Twitter user Conversational IMHO – in my humble opinion OH – overheard IRL – in real life NSFW – not safe for work FWIW – for what it’s worth QOTD – quote of the day BTW – by the way BFN – bye for now AFAIK – as far as I know TY – thank you YW – you’re welcome http://www.businessinsider.com/twitter-abbreviations-201-08#ixzz0xrurkdb0

History Twitter founded July 2006 Founders: Evan Williams – Pyralabs founder; Blogger Jack Dorsey – Originated idea for Twitter Biz Stone Momentum and Famous Example: Barack Obama’s presidential campaign Created by Jan Ahrens jbahrens2002@yahoo.com

Interesting Statistics 105MM registered users 87% of Americans are aware of Twitter (88% aware of Facebook) 7% of Americans use Twitter (41% Facebook) 33% of Twitter users are on it everyday 57% of U.S, Twitter.com visitors are from California Demograhics: 53% of Twitter users are male (up from 37% a year ago!) Age - 33% are 25-34 19% are 35-44 Wealthier & more highly educated than average Created by Jan Ahrens jbahrens2002@yahoo.com

Tweets by Day of Week 55 million Tweets per day!

Twitter Statistics in Fortune 100 Global Companies

Other Microblogging Sites Created by Jan Ahrens jbahrens2002@yahoo.com By Google Can microblog from within social networking sites – Facebook only within site Adds audio, IM & email to microblogging Intra company microblogging

Other Microblogging Sites Plurk – shows microblog timeline horizontally

Twitter Strategies Communication News Relationship Building Get ideas (ask followers, follow others) Branding Profile Create story Drive traffic To blog or website Selling Advertising

Twitter Tactics – Gaining Followers Gaining Followers: Search your email address book and invite Follow anyone in your address book Invite people from your address book not currently on Twitter Link to all your social media: Blog and Website announcements Tweet your blog Social media toolbar with Twitter icon Put icon on social network site Your signature should include your Twitter site Created by Jan Ahrens jbahrens2002@yahoo.com

Email From my Yahoo email, 203 were on Twitter 203/1,553 = 13% (higher than the average!)

Twitter Tactics – Gaining Followers Follow others Don’t follow anyone else until your profile is up and looking good After authors see that you’re following them, they’ll begin following you, be ready Follow experts Engage in conversations in your area Provide content on others’ tweets Create good content

Twitter Tactics – Making $ Selling Be cautious Not frequently Make unique offers Targeted Link to landing page (not home page) Advertising Affiliate links infrequently Can’t put Google AdSense on (yet?) Links in sidebar not clickable (yet?)

Twitter Tactics - Misc Reserving additional Twitter URLs early Twitter.com/eReferrals Twitter.com/electronicReferrals Created by Jan Ahrens jbahrens2002@yahoo.com

13 Things to Do On Twitter Besides Tweet Share Files Exchange Business Cards Share Images Share Files Share Videos Raise Money Lobby for Reform Screencast Play Games Social Bookmarking Be Someone Else Start a Petition Find a Job http://mashable.com/2009/08/21/13-twitter-tools/ Which ones can a marketer use?

Messaging: JetBlue Fun stuff, engaging Keeping you Informed Segments: City – Boston Ethnic – Hispanics Product Features

Tweets Overview <= 140 characters Etiquette: Don’t spam Follow general style rules No SMS messaging abbreviations Some symbols ok Sentence fragments ok Don’t always send to URL/blog Different verbiage than blog (not “5 great ways to…”) Use curiosity URLs should be short or shortened

Tweet Content Strategy Twitter asks “What’s happening?” (a year ago it was “ what are you doing now ?”) If you answer this as a professional, be sure to explain why Not just “ working on content for web page ” but “ working on content for web page to see trends and develop best practices ” Stay on your basic message For a company, keep it professional but less formal than other communications

Tweet Content Tweets Links to URLs, blog, etc Don’t link too often (click fatigue) Use targeted keywords (for Twitter searches) Selling typically needs to be low-key, infrequent, and with appropriate tone to company tweets New features Promotions and special deals Promote blog But don’t just give links to blog Created by Jan Ahrens jbahrens2002@yahoo.com

Categorizing Tweets Exercise for Groups – identify

Tone Less formal than an email Shorter than a blog post For companies, tone can be more personable but not personal

Tweets - Frequency Frequency can vary dramatically by industry/personality 1 per day common Ok to repeat tweets Plan your tweets Day 1 – going to start working on social media toolbar analysis Day 2 – looked at 50 commerce websites today Day 3 – saw trends with facebook and twitter Day 4 – smaller companies adapt more quickly Day 5 – check out this book on Amazon

Twitter Search Confusion On my Twitter page Search for Seth Godin Search box location – poor No filters available (Twitter page, Tweets, etc)

Twitter Search Name results: Real-time results: Tweets w Seth Godin’s name

Twitter Search Confusion – before ‘Name Results’ So, I try twitter.com/sethgodin (usually works!) Seth’s personal Twitter page? For personal Twitter use, keep tweets confidential

Twitter Search Confusion Then, I try a twazzup search Still no luck AND misinformation (he is “not active”); some Tweets are returned

Twitter Search Confusion Next, I try going to his blog It says he’s on Twitter!

Twitter Search Confusion Ahhh. Finally found him on Twitter! Search experience thoughts? His Twitter Page?

Search Engines Twitter Search Engines Created by Jan Ahrens jbahrens2002@yahoo.com

Marketer’s Role Set strategy for Twitter and incorporate into overall marketing strategy Identify and employ marketing tactics Within company – determine marketing and customer service roles Created by Jan Ahrens jbahrens2002@yahoo.com

Anatomy of a Twitter Page Example: Whole Foods 1. Customizable sidebar: In this case, company information 2. Most recent Tweets 3 . Static sidebar with statistics for co

Anatomy of a Twitter Page Example: Whole Foods 1. Sidebar tactics: Branding Communicate Direct to sites Engage Set tone Compare to Chevrolet’s

Anatomy of a Twitter Page Example: Whole Foods Responses to others begin with @ 2. Most recent Tweets Original Tweets (non-responding to others) Additional actions: following, blocking, etc

Anatomy of a Twitter Page Example: Whole Foods 3. Profile : name, location, url Only one URL allowed Bio: 160 characters Follow Statistics Following: Those twitterers that Whole Foods is following Followers: Those people following Whole Foods Listed: Lists that are following Whole Foods Tweets

Anatomy of a Twitter Page Example: Whole Foods Tweets : # of tweets to-date on account Favorites : identifying your favorite Twitterers Lists : Organizing the people you follow Actions : blocking, reporting, etc

Anatomy of a Twitter Page Example: Whole Foods Following : photo gallery of the most recent Twitterers that Whole Foods is following RSS feed

A Twitter Account and Page Profile

Twitter Profile - Background 12 supplied by Twitter Create and use your own! Do it yourself in Photoshop Other free templates Hire professionals Reinforce your brand or expertise Change backgrounds if it is relevant (e.g new music album cover)

Twitter Profile - Background What business is this Twitterer in? Why does background matter? Exercise: search an industry and find 2 different Twitter pages with backgrounds that are contrasting

Twitter Profile - Photo What do these Twitter profile photos tell you (Twitter search: Word of Mouth Marketing)

Twitter Profile - Photo Choose your photo wisely Good quality (not from webcam or mobile) Reflect your brand personality HOWEVER: More flexible than a website photo For personal photo: crop close, not typical crop, may be more informal but not too informal Can’t decide? Don’t forget the left sidebar

Twitter Profile – Left Sidebar Don’t leave this blank! It’s your “ad” Part of the background image Great opportunities… Reinforce brand – name, logo, tagline (top left, 2 nd most viewed location on T) Further describe expertise Describe tweets & ask to “follow me” Provide URLs for your website, blog More photos Surveys

Twitter Profile - Bio Tone – related to brand Adaptable – you can change the bio for current projects E.g. “currently analyzing social media toolbar trends…”

Twitter Profile - Location Location Set a general location (e.g. San Francisco Bay Area) Change locations if it is relevant (e.g. at great MKT 396 class right now!)

Twitter Profile – Right Sidebar Rarely used Some computers may not display it

How to Create a Twitter Account Profile Design Test Created by Jan Ahrens jbahrens2002@yahoo.com Create a name for your Twitter acct Use branding best practices – reflects personality of your business – memorable, meaningful, likeable or appropriate Customize your Twitter URL Username is a part of URL so choose wisely E.g. Twitter.com/username Bio of <= 160 characters __, __ and __ who likes to __ __, __ and __ with __

How to Create a Twitter Account Profile Design Test Created by Jan Ahrens jbahrens2002@yahoo.com Look and feel of the Twitter Colors Designs Fonts Photos and graphics

How to Create a Twitter Account Profile Design Test Created by Jan Ahrens jbahrens2002@yahoo.com Test Twitter privately Post a few times Have friends review

More “How To” Help Created by Jan Ahrens jbahrens2002@yahoo.com

Suppliers Trendistic – to watch trends by keyword in Twitter TweetDeck – social media browser Created by Jan Ahrens jbahrens2002@yahoo.com SocialOomph – schedules your tweets

How to Measure Twitter Marketing # Followers # Replies # Retweets Which tweets generate most new followers Created by Jan Ahrens jbahrens2002@yahoo.com

How to Measure Twitter Marketing With links – from server logs measure CTR, sales, etc Content # Replies # Retweets # New Followers CTRs link Inspirational Quote 12 4 3 1 New Product 4 1 0 0 Content / expertise 15 8 4 2

Measurement Tools Twitterank.com Uses number of incoming replies to give each Twitterer a score representing popularity Monitter – watches Twitter for a keyword Tweetbeep – alerts for Twitter Name, business, keywords, your blog, etc

Advantages & Disadvantages of Marketing via Twitter/RSS Advantages Easy to create Inexpensive Wide reach Viral potential – pass along retweet Engagement – ask questions, get responses Disadvantages Need frequency - takes time Staying relevant Hard to measure effectiveness Tweets as standard text messages (SMS) can cost sender/receiver depending on mobile plan Difficult to write in <140 characters Segmenting? Targeted messages go to all followers Created by Jan Ahrens jbahrens2002@yahoo.com

Examples of Twitters - Exercise Twitter search exercise – industry Identify strategy: Communicate Monitor Advertise Analyze tweets and categorize Created by Jan Ahrens jbahrens2002@yahoo.com

Social Media Specialist for Express Posted 10/1/09 on LinkedIn … responsible for devising a strategy and delivering interactive content to promot Express, create engaged communitites, drive innovation, and drive traffic and conversion. … will develop and implement social media strategies including on-location events, podcasts, online advertising, Twitters, SEO, social networking, social bookmarking and website submissions. … will participate in several online communities including Twitter, Facebook, LinkedIn, MySpace, etc on a daily basis Social Media Jobs

References and Additional Reading Comm, Joel (2009). Twitter power: how to dominate your market one tweet at a time. Hoboken, NJ: Wiley & Sons, Inc. Gillin, Paul (2009). Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books Meerman Scott, David (2009) The New Rules of Marketing & PR . Hoboken, NJ: John Wiley & Sons, Inc Morris, Tee (2009). All a Twitter: A Personal and Professional Guide to Social Networking with Twitter . QuePublishers, e-resource. Twitter – What does it Mean to Your Organization? Visible Technologies. Obtained online at: http://www.visibletechnologies.com/downloads/Twitter-Best-Practices.pdf http://stwem.com/2009/08/21/the-anatomy-of-twitter-an-8-point-strategic-guide/ http://mashable.com/guidebook/twitter/ Power Twitterers: Robert Scoble @scobleizer Peter Shankam @skydiver Kevin Rose @kevinrose Created by Jan Ahrens jbahrens2002@yahoo.com

Next Week – 9/27 Assignment #2 due Sunday, 9/26 by 7 pm Marketing via Podcast, RSS Read chapters and articles, listen to podcast Cool App presentations: Claire Frances Camaclang Punnipa Jongsirinurak Julia Nita Trang Tran

9/20 PPT Twitter

More Related Content

What's hot

Viewers also liked

Similar to 9/20 PPT Twitter

More from Jan Ahrensggu

9/20 PPT Twitter

Editor's Notes