AMA Twitter for Marketers Orlando-6-9-11

Twitter for Marketers1Presented by:Bernie BorgesJune 9, 2011Orlando

Before You Begin Your Twitter MarketingBegin by defining your objectives

Review Twitter settings and how to brand your profile

Understand content and brand strategies

Learn tweeting etiquette and best practices

Build relationships and expand your network

Content best practices to expand your footprint on the webExpectationsLearn what is Twitter and why it is so popularDesign and launch a Twitter profileLearn how to develop a profitable content strategy on TwitterTwitter etiquette, rules of engagement and community-building “best practices” that increase engagement and relationships that spread your great content and messaging across the webUse Twitter for corporate branding, sales development and customer service

Expectations…continuedTools and techniques to expand, manage and measure your branding efforts through TwitterIntegrating Twitter into other social networks e.g. Facebook, LinkedInJoin and follow Twitter conversations, respond appropriately to comments and how to use Twitter while attending an event or conferenceIntegrate Twitter into all other aspects of your marketing strategies

AgendaThis MorningThis AfternoonA Twittle ThoughtGetting Started…Twitter BasicsManagement Tools for the TwittersphereGetting the Most Out of TwitterMeasuring ResultsMarketing with TwitterIn the Trenches

What the Heck is Twitter!?Develop a Twitter HabitWhat Is Twitter?Before You BeginSetting and Measuring Goals6

Is Twitter a Fad??Increase in Tweets in 1 yearTweets posted per weekNo of Tweets on 3/11/11280%1 billion177 million

Twitter FactsTwitter for Businesses“Twitter connects businesses to customers in real-time. Businesses use Twitter to quickly share information with people interested in their products and services, gathers real-time market intelligence and feedback and build relationships with customers, partners and influential people”Twitter offers businesses a chance to REACH an engaged audience.

Twitter FactsYou Don’t Have To Tweet To Get Value from Twitter“ You don’t have to build a web page, surf the web or tweet to enjoy Twitter. Whether you tweet 100 times a day or never, you still have access to the voices and information surrounding what interests you. You can contribute, or just listen in and retrieve up to the second information.”

Twitter Business Best Practiceshttp://business.twitter.com/basics/best-practices

Google Indexes Real Time Tweets

Twitter Is An Information and News and Media WebsitesBut people are bypassing News and Media websites60% going directly to social networking and entertainment sites instead

Develop a Twitter HabitCommit to a “social networking” mindsetCommit to a “content marketing” mindsetDevelop the habit of “Tweeting” dailyUse Twitter as a tool to engage with people and other brandsUse Twitter as a tool to build your personal and company brand

What Is Twitter?Twitter is aboutSpreading contentMaking connectionsBuilding relationshipsExpanding brandThe result can beDriving trafficIncreasing leadsImproving customer serviceGenerating revenue

Before You Begin…What Are Your Objectives?Define your missionWhat do you want to accomplish?Who are your target audiences and subgroups?How well do you know them?What is important to them?Connect what you want to accomplish with what is important to your audience

Create and brand your ProfileWhat’s a Profile?Creating Your SettingsAccountPasswordMobileNoticesProfileDesignConnectionsTwitter Terminology16

A Twitter Profilehttp://www.twitter.com/berniebay

Tips for Setting Up Your Profilehttp://www.twitter.com/Email addresses must be different if you are setting up a personal and business profile.Tip: Create a specific Gmail account for your Twitter profile to avoid clogging up your email.

Settings AccountFill in the basicsAdd locationDon’t protect tweetsPasswordUse to change password

Settings…. MobileOptionally add your mobile number to start mobile (text) verification processCool Feature Twitter Commands

New Features for Mac – iOS - AndroidFind friends using contacts in phoneQuick Bar with TrendsCleaner Compose ScreenNew – auto complete feature

Settings…NoticesUnless you choose a 3rd party app that offers auto-follow feature – you will need to receive emails when someone chooses to follow you to accept.

Settings…ProfileTip: Keep image less than 72kBe sure to add a URLCan be your websiteCan be your blogCan be Facebook or LinkedIn profileBio160 charactersUse keywords for SEO valueMake it interesting

Settings DesignCustomize your background to reflect your personality or brandSelect Change background imageCan upload any imageMax 800k1600px wide X 1200px tallChange design colorsCan customize your colorsMore optionshttp://www.colourlovers.com/themeleon/twitter

Settings…DesignA few more background options:http://tweetstyle.com/http://www.mytweetspace.com/http://freetwitterdesigner.com/http://www.twitbacks.com/http://peekr.net/

Settings…ApplicationsListing of 3rd party apps that you have given permission to connect to your Twitter profileSome 3rd party apps allow you to use different passwordKeep a listToggle revoke accessRemove accessMore Helphttp://support.twitter.com/groups/31-twitter-basics

Common Twitter Shortcuts@username – Sends reply to individual, but in public timelinedusername – Sends private, direct message to individualRT = Retweet – Forwarding someone else’s tweet# (hashtag) – Used with a keyword/topic to create streams (#AMAtweet)Twitter Stream – Use of a specific hashtag, e.g. #FF (follow Friday) to follow a particular conversationSO – Shout Out – Using @username to thank, call attention to, etc

Tweet With a StrategyContent StrategyBrand StrategyShortened URLsDefining Who To FollowTweeting EtiquetteTwitter ListsDetermining FollowersA Few Things Twitter Can and Cannot Do28

Defining Who To FollowIdentify your target audiences and subgroupsThink in terms of what associated groups are important to your audience that connect to (touch) your product or service

Finding FollowersTwitter helps you find followersHome>Who To Follow >Browse Interests

Finding FollowersSelect “influencer’s” followers and follow them

FollowersFollowingKeep Your Following Ratio BalancedFollow people whose lifestyle and interests may find your brand, products and tweets interesting enough to:Follow you backMay retweet your content to their followersMight wish to engage in conversationNote: As you reach the 2000 followers mark, you should have a ratio of 110% or less

Develop Your Content StrategyAlign your business objectives with your audience’s interests and needs Then develop content that addresses “THEM” not “you”

8 Rules of Twitter MarketingRewardShareDemonstrate wider leadership and authorityListenChampion your stakeholdersAskEstablish the right voiceRespond

1. ShareUse Share and Presence appsPresence iconsShare icons

1. ShareUse Share appsShare on multiple platformsFacebookWebsiteLinkedInBlog

1. ShareUse Share appsShare on multiple platformsBe selective – Share quality content

1. ShareUse Share appsShare on multiple platformsBe selective – Share quality contentBe generous – Share other’s content

2. ListenListen to your audience and learnCreate tweets that are interesting to “them”Be more informational than advertorial Build trust and authority that will help you achieve your business goalsDeliver content around the 3 E’s (educate, enlighten, entertain)

3. AskAsk othersStart a conversation

4. RespondRespond to members when appropriate

6. Demonstrate wider leadership and authorityShare knowledge and expertise

8. Establish the right voiceShow your personality

New Features – More media content

Shortened URLshttp://en.wikipedia.org/wiki/URL_shorteningUse URL shorteners to condense your links Http://bit.ly/http://tiny.cc/http://budurl.com/and moreMost 3rd apps like HootSuite, TweetDeck, SocialOomphor Twitter browser apps provide URL shortenersWhat Is a Twitter Stream?A stream of conversations filtered according to your criteriaKeywords – e.g. “social media”, “job search”, “running shoes”Any topic you wish to follow – e.g. “2010 election”, “world series”, “liquid sealants”Names, brands – e.g. “Oprah Winfrey”, “iPhone”, “Steve Jobs”, “Starbucks”

Twitter Stream Examples#blshttp://whatthetrend.com/TweetUp

Hashtag(s)Use a “#” hashtag to identify streams of conversations based on an event, topic or personhttp://search.twitter.com What the Hashtaghttp://whatthehashtag.com/Main_Pagehttp://wthashtag.com/Category:Acronyms

New Features – Easier access to profile informationclick a @username to see a mini profile without navigating from the page, which provides quick access to account information, including bio and recent Tweets.

New Features – Discover more related contentClick a Tweet, the details pane shows additional information related to the author or subject.

Be Consistent Spread your tweets out

Do not send out multiple tweets at the same timeTweeting EtiquetteHint: It is called social media not “shouting” media

Etiquette…continuedBe SocialGive shout-outs, aka SO, using @name to those that retweet your content

Follow back those that follow you (excluding bots, inappropriate followers)

SO to those that consistently post good content

Report SpammersTweeting GuidelinesTarget Your ContentTrack & retweet influential follower’s content

Use http://search.twitter.com to track keyword conversations

Use #hashtags to start & follow topical conversation streamsGuidelines…continuedShow personality…especially with your brandsThink of your tweets as headlines

Think of your tweets as short bursts of a relevant thoughtA Little Reminder…Keep your objectives in the forefront but…Focus on the interests of your target audiences and subgroups. Then create tweets and retweet content that will engage and generate interaction.Its about them

What Are Twitter Lists? Twitter lists are viewedby everyone following you http://twitter.com/berniebay/lists/memberships

Why Are They Valuable?Organize groups and followers

Follow back those that have listed you

Use private lists for reputation management

Bad chiSet up RSS Tweets for Keywords

How to Set Up Twitter RSS Feed3. Add to Google Homepage1. Click on RSS feed in Twitter4. In iGoogle, click on home arrow, click add a tab2. Click on subscribe now

Using Twitter Productively3rd Party Management Tools Save Time

Summary“Your Twitter strategy should be a component of your overall social communication plan to expand your brand across the web and produce measurable results.”engagefollowingcontentconversationtwittertweetconnectuserreachcouponsfollowersnewsretweet

Listorioushttp://www.listorious.comIs a people search toolHelps you get foundAllows you to tag your listsHelps you find influencers within your target groups

Automate Tweets from Blog ContentAdvantage:Automates blog content feed to TwitterCaution:Don’t rely on it to tweetNo opportunity to edit tweet

HootSuiteHootSuite easy-to-follow tutorials:Libraryhttp://blog.hootsuite.com/library/Webinarshttp://blog.hootsuite.com/webinars/Under the Hoodhttp://hootsuite.com/aboutFAQhttp://help.hootsuite.com/forums/81675-faqs

With HootSuite…you canFollow StreamsManage PeopleStudy StatsManage Settings/AssignmentsLogin http://hootsuite.comClick on confirmation email

HootSuite - TweetDeck or Both?Both offer:Multiple Account monitoring and tweetingScheduled TweetsTweet and upload pictures or images to TwitterAllow respond, follow, view profile, add to listKeyword and hashtag searchCreate custom columnsSocial network integration, i.e., Facebook, LinkedInMobile applicationsAnalytics

Advanced Tweeting with SocialOomphPage 70http://www.socialoomph.com is a fee-based multiple Twitter management software platform with automation tools and tracking analytics. Professional version offers:Recurring updatesFilters on most automation featuresSchedule & Publish Blog Posts and Pages Find Quality Friends to Follow Using KeywordsPrivate Tweet Viewing/Grouping Channels Discover Which Followers Have The Most Clout Manage Many Accounts with TweetCOCKPIT Much more

Key Feature: Recurring TweetsCreate rotating tweets that expands opportunity for your content to be foundCreate shortened URLEnclose with brackets{ tweet 1 http;//shortURL | tweet 2 http;//shortURL | tweet 3 }3. Schedule 1st tweet followed by “|”4. Schedule 2nd tweet followed by “|”5. And so on… close with “}”

Enterprise Level TweetingEnterpriseSupports Twitter & FacebookUnlimited usersAdvanced workflow, analyticsConversation historyStandardBasic set of features. Best for individuals and organizations that manage only a few Twitter accounts by only a couple of team members.

Best Practice Stuff To RememberEstablish a pattern of consistency in your tweeting strategy Keep your “it is all about them” hat on when tweetingRT other people’s stuffMaintain and update lists

Best Practice Stuff…continuedFollow social marketing best practicesFollow those that follow you but maintain balanced follower to following ratios – recommend 1.25 to 1 or lessEngage: Proactively and in response to RTs (retweets) and SOs (Shout Outs)Tweet consistently and set up a good maintenance scheduleMeasure which content resonates best with your target groups

Finding Time for TwitterCreate a Twitter team and share tweeting engagementSchedule not less than 5 tweets per dayFind daily activities that do not generate results and replace themUse 3rd party apps to increase quality and efficiency

Remember to…Define your goalsDefine and follow your target audienceTweet consistently everydayEngage your audience proactively and reactively Share content linksFollow people back (unless their tweets are inappropriate)Retweet great content from influencers you wish to engageBe human!Consistently manage your lists and followersAlways be interesting

SueAtlanta, GAGetting the Most Out of TwitterGuidelines on Who To Follow

Guidelines on Who NOT to Follow

Other 3rd Party Apps1. Bookmarking Profiles77

Guidelines on Who to FollowInfluential TweetersA verified account TrueTwit profileLow ratio of followers to followingTweets are relevant to followersProfile has picture or avatarProvides name, website and bioNote: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you

Guidelines on Who to FollowNo photo or imageNo website or bioLarge number of tweets in ratio to followersTweets multiple tweets at one timeDoes not follow backTweets rarelyNote: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you

So How Do You Know Who Is Influential?http://tweetreach.com/http://www.mrtweet.comhttp://www.klout.comhttp://twittergrader.com/

HubSpot’s Twitter GraderScore includesGradeRankTag cloudHistoryFollower graphFollower comparison

Be personable…even as a brandFollow back most who follow you Manually reply to TweetsUse the follow back feature in Twitter management software such as HootSuite and TweetDeckUse the automated feature in SocialOomph and other apps with filter optionsUse the people management tool in HootSuiteBe human!

Follow back mentions from SO’s and RTs

In HootSuite / TweetDeck set up “specific keywords” column

Follow people who have listed you

Follow the followers of influential people that you follow or follow you

Use 3rd party apps to find relevant followersGrow Your Followers

Finding Influencers with WeFollow

Using Twellow to Find CommunitiesSearchSuggested UsersManage Follow / Unfollow

Unfollow using http://manageflitter.comUse weekly to:Unfollow Twitterers that have not tweeted in a month+Unfollow Twitterers that have not followed you back within a few days or weeks

Integrating Twitter into Your Marketing Strategyhttp://www.twitterbuttons.com/http://www.twitip.comhttp://www.freetwitterbuttons.org/http://tweetmeme.com/about/retweet_buttonEmail signature “Follow us on Twitter”On your website, blog email, newsletterDirect mail & media campaignsOther social networks e.g. LinkedIn, Facebook, MyspacePoint your audience to your Twitter profile in your off-line and on-line marketing activities

Measuring ResultsMeasure-Review-Revise

Measure – Review - ReviseSocial Media Strategies are long term – not shortMeasuring results is constantly changing with more tools available…day by day

Measure – Review - ReviseUse metrics forUnderstanding target audiencesBuilding better relationshipsUnderstanding behaviorsRefining targetingUnderstanding resultsRefining processesImproving relationshipsRefining content

Google AnalyticsGoogle can help you understand traffic that Twitter is driving to your website or blog(Some 3rd party apps are co-mingled within direct traffic results)Can set alerts to specific URLs, landing pages, campaignsCan export data to create client specific reports

Twitalyzer – Free and Fee BasedValue: Provides metrics to refine your Twitter methods Measure the influence of specific Tweeters

Klout Dynamic AnalysisReachDemandEngagementVelocity

ActivitySocialOomph StatsTwitter click traffic across all Twitter profile streamsTwitter click details - exportable

TrendisticMeasure, track and compare keywords and brands across Twitter

Twitter EffectAssess the influence of your tweets

UnilyzerUnilyzer.com Relationship metrics Fee based

A few of the 70,000+ 3rd Party Apps for TwitterFreeHootSuitehttp://www.HootSuite.comTweetDeckhttp://www.tweetdeck.comTweeSpeedhttp://www.tweespeed.comTweetMeMEhttp://www.tweetmeme.comMrTweethttp://mrtweet.netTwitter Grader http://twitter.grader.comNutshell Mail http://nutshellmail.comTwitpichttp://twitpic.comTwitvidhttp://www.twitvid.comTweetsharehttp://www.tweetshare.comTweetMixxhttp://www.tweetmixx.comTweetBeephttp://tweetbeep.comTweetReachhttp://www.tweetreach.comManageFlitterhttp://www.manageflitter.comTwitterAnalyzerhttp://www.twitteranalyzer.comKlouthttp://www.klout.comTwitalyzerhttp://www.twitalyzer.comListorioushttp://www.listorious.comWhatthehashtaghttp://whatthehashtag.comFree Basic or Premium (fee based)BudUrlhttp://www.bud.url

SocialOomphhttp://www.socialoomph.com

Unilyzerhttp://www.unilyzer.com

Radian6 http://www.radian6.com/

ObjectiveMarketerhttp://objectivemarketer.com/MacTwitterific

HootSuite (iPhone, Android)Widgetshttp://twitter.com/goodies/widget_profile

http://twitter.com/goodies/widget_search

http://deanjrobinson.com/projects/twitt-twoo/

http://tweetmeme.com/about/retweet_button

http://www.twitterbuttons.com/

http://www.freetwitterbuttons.org/Marketing with Twitter99

Twitter for Businesshttp://business.twitter.com/

33% of Fortune 100 on Twitter60% of the Top 10

Real-time Interfacing Builds TrustPeople trust more those companies who use microblogging websites like Twitter to provide real-time responses.75% polled say they view companies who microblog sending frequent messages on sites like Twitter or updating their status on social networks like Facebook as more trustworthy than those who don’t.Note: 76 percent said they were less likely to trust information from a blogger getting free samples from companies they write about.Survey by Fleishman-Hillard with Research by Harris Interactive

The Ford Storyhttp://www.thefordstory.com/ford-social-networks/?tab=twitter

http://twitter.com/washingtonpost

Twitter Forcing Change in Media Culture

Twitter Redefining Customer Service http://www.twitter.com/caltrain

Twitter Redefining Customer Service http://www.twitter.com/zappos

Twitter Redefining Customer Service http://www.twitter.com/twelpforce

http://twitter.com/twelpforcehttp://twitter.com/bestbuy

Online Sales from Dell http://www.twitter.com/delloutlet

AMA Twitter for Marketers Orlando-6-9-11

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AMA Twitter for Marketers Orlando-6-9-11

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