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Twitter Orientation
Twitter is Many Things

• An information network (like an RSS feed for social media)
• A way to follow friends, interests, brands, organizations, etc.
• A place to post updates and share links to photos, videos, articles,
  music, blogs, etc.
• A place to listen to what everyone’s talking about
A Tweeter’s Lexicon

                          Tweet                                                              Follow
                                                                  To subscribe to someone’s Twitter feed. No permission needed
A piece of content (text/links/images/video) posted to Twitter.
                                                                                     to follow/be followed.


                      @Mention                                                   DM (Direct Message)
    Like directly addressing someone in a big crowd. Both
                                                                      A DM is a private message seen only by the person you
      the recipient and your (the sender’s) followers will
                                                                  desire, like a conversation in a room with only two people in it.
                      see the @mention.
                                                                              A DM is akin to an email to one recipient.
          @mentions can occur anywhere in a tweet

                         @Reply                                                           #Hashtag
    This subset of the @mention is like a direct address to
                                                                   Marks keywords/phrases so they appear in Twitter searches.
 someone in a room of mutual friends. Only the recipient and
                                                                   Anything can be tagged, but only the most popular become
           followers in common will see the @reply.
                                                                                        Trending Topics.
  @replies always have @ as the first character in the tweet.



                    RT (ReTweet)                                                     URL Shortenter
Sharing someone else’s Tweet, without commentary, with your       Services like bit.ly and tinyURL that make long web addresses
           followers. A way to help posts go viral.                 shorter to save room in the post. Twitter has one built in.
Persistent Icons Help You Navigate


    Tweet
    To post
                            •   Persistent black bar at the top
                                of web interface pages
    Home
    Personal dashboard      •
                            •   Tweet button enables posting
                                a new Tweet, uploading a
    @Connect                    photo, or indicating a location
    To interact and track       in just one click

    #Discover               •   Five icons are the same for all
    To search and tag           devices


    Me
    Personal info, stats
    and Tweets
Home Page

  The Home page is a
   dashboard of basic
 data about you, some
 recommendations of
   folks to follow, and
 some trends for your
 city, state, or country.

 It also features your
     Tweet Stream.
 Newer posts appear
 at the top and push
   older ones down.
@Connect Page

      Search for
 #topics, @people or
    anything else

 Recommendations for
    who to follow


Displays all @mentions
   to and from you
#Discover Page

 A curated selection of
 major trending stories
     based on your
  interests, location,
    what you follow,
       and news.

             Trends
   Lots of people discuss the same
  topic, sometimes spontaneously.
   Anyone can create a #hashtag.
     Promoted Trends
 Advertisers create trends/#hashtags
         and buy placement.

   Prominent Videos,
   Images and Tweets
 Twitter’s algorithms try to show you
 relevant media. Pay-for-placement is
             also possible.
Personal Profile Page

   Basic info about you


   Links to detailed info
    about your account

       Similar to you:
  suggestions for people
   to investigate/follow

    All of your recent
  Tweets, @mentions, an
     d retweets (RTs)
Determining Twitter Utility
How will it benefit your brand/organization?
Determine Your Goals & Objectives

• Answer key questions before you begin:
  ‣ In what ways does Twitter align with your overall communications
    strategy?
  ‣ How will Twitter serve your brand or organization?
    ⎯ Raising awareness, building a loyal set of followers, news
      distribution, etc.
  ‣ How will your posts serve your audience?
    ⎯ Will they be helpful, educational, service-oriented, funny?
    ⎯ Will they always convey a certain kind of information, call to
      action, discount, promotion, news?
Have a Plan

• Consider the steps needed to ensure a successful Twitter presence
  ‣ Be committed. Secure buy-in on your plan from all decision
    makers
  ‣ Empower someone. Who will be responsible for Tweeting?
  ‣ Define approval parameters. Do any/all Tweets need to be pre-
    approved?
  ‣ Set a schedule. How often do you want to Tweet? Weekly? Daily?
    Hourly?
    ⎯ Develop a content calendar and timeline to ensure Tweets will
      be approved in a timely manner




12
Set Realistic Metrics

• Remember: the channel is the vehicle, not the destination
• Key Performance Indicators (KPI)
  ‣ Impressions, shares, RTs, @mentions, site visits, learnings, brand
    stories shared, conversations entered, sales, site visits, etc.




13
Best Practices
8 Steps to Great Tweets


1.   Optimize your Tweets
2.   Follow the right people
3.   Attract followers
4.   Ask great questions
5.   Respond judiciously
6.   Monitor keywords
7.   Use #hashtags
8.   Encourage RTs
1. Optimize Your Tweets

                      Worth
        Useful Info              #Hashtag
                      RTing




                                             Strong
Short
                                             Voice




                                 Shortened
        @mention      Friendly
                                    link
Examples of Less-than-Great Tweets

                           No links, #hashtags,
                             or @mentions



                               Broken link



                               No context




                           Over 140 characters
2. Follow the Right People


• Search people and brands you love
• Search topics, trends, or #hashtags
  and follow people talking about them
• Social media/email contacts
• Industry experts and newsmakers
• People your friends follow
• Great tweeters
• Those who follow you (a courtesy)
3. Attract New Followers

• Post when you have something
  interesting to share
• Compelling Tweets earn more RTs
• Promote/link to other social
  media channels
• Ask outright for people to follow
  you—make it a call to action
• RT posts from Tweeters you
  admire— they’ll see it
4. Ask Great Questions

•   Open-ended
•   Fun to answer
•   RT to others’ questions
•   RT/@reply compelling answers
5. Respond Judiciously

• Share the behavior/language you
  expect
• BE the behavior/language you expect
• Answer inquiries quickly and in the
  manner they were made (@, public,
  DM, etc., or direct the conversation to
  DM if it is more appropriate to the
  content)
• Be human, be yourself
• Don’t fan the flames
  (ignore the mildly offensive)
• “Block” the worst offenders
6. Monitor Keywords

• Search for chatter about
  relevant terms
• Jump in with @s or RTs
  about
  those subjects
• Check out #trends related
  to your keywords or
  interests
7. Use Hashtags

• Assign a word or phrase others can
  adopt (#TransplantInnovation,
  #ThwartingThrombosis,
  #HealthyLifestyles, etc.)
• Use relevant trending topics tags
• Look at how others use #hashtags
• Frequently check out the #Discover
  tab
8. Encourage Retweets

• Keep it short!
• Useful/relevant/interesting and novel
• Check your links before sending
To learn more…
Contact us to discuss your Twitter and social
media strategy in more detail.

North America              Europe

Michelle Green             David Knechtel
VP, Creative Director      Director, European Operations
Social Media & Marketing   dknechtel@kaneandfinkel.com
mgreen@kaneandfinkel.com

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Best Practices for Twitter for Healthcare and Pharma Professionals

  • 1. Click to edit Master Twitter text styles Let’s get comfortable Click to edit Master title style
  • 3. Twitter is Many Things • An information network (like an RSS feed for social media) • A way to follow friends, interests, brands, organizations, etc. • A place to post updates and share links to photos, videos, articles, music, blogs, etc. • A place to listen to what everyone’s talking about
  • 4. A Tweeter’s Lexicon Tweet Follow To subscribe to someone’s Twitter feed. No permission needed A piece of content (text/links/images/video) posted to Twitter. to follow/be followed. @Mention DM (Direct Message) Like directly addressing someone in a big crowd. Both A DM is a private message seen only by the person you the recipient and your (the sender’s) followers will desire, like a conversation in a room with only two people in it. see the @mention. A DM is akin to an email to one recipient. @mentions can occur anywhere in a tweet @Reply #Hashtag This subset of the @mention is like a direct address to Marks keywords/phrases so they appear in Twitter searches. someone in a room of mutual friends. Only the recipient and Anything can be tagged, but only the most popular become followers in common will see the @reply. Trending Topics. @replies always have @ as the first character in the tweet. RT (ReTweet) URL Shortenter Sharing someone else’s Tweet, without commentary, with your Services like bit.ly and tinyURL that make long web addresses followers. A way to help posts go viral. shorter to save room in the post. Twitter has one built in.
  • 5. Persistent Icons Help You Navigate Tweet To post • Persistent black bar at the top of web interface pages Home Personal dashboard • • Tweet button enables posting a new Tweet, uploading a @Connect photo, or indicating a location To interact and track in just one click #Discover • Five icons are the same for all To search and tag devices Me Personal info, stats and Tweets
  • 6. Home Page The Home page is a dashboard of basic data about you, some recommendations of folks to follow, and some trends for your city, state, or country. It also features your Tweet Stream. Newer posts appear at the top and push older ones down.
  • 7. @Connect Page Search for #topics, @people or anything else Recommendations for who to follow Displays all @mentions to and from you
  • 8. #Discover Page A curated selection of major trending stories based on your interests, location, what you follow, and news. Trends Lots of people discuss the same topic, sometimes spontaneously. Anyone can create a #hashtag. Promoted Trends Advertisers create trends/#hashtags and buy placement. Prominent Videos, Images and Tweets Twitter’s algorithms try to show you relevant media. Pay-for-placement is also possible.
  • 9. Personal Profile Page Basic info about you Links to detailed info about your account Similar to you: suggestions for people to investigate/follow All of your recent Tweets, @mentions, an d retweets (RTs)
  • 10. Determining Twitter Utility How will it benefit your brand/organization?
  • 11. Determine Your Goals & Objectives • Answer key questions before you begin: ‣ In what ways does Twitter align with your overall communications strategy? ‣ How will Twitter serve your brand or organization? ⎯ Raising awareness, building a loyal set of followers, news distribution, etc. ‣ How will your posts serve your audience? ⎯ Will they be helpful, educational, service-oriented, funny? ⎯ Will they always convey a certain kind of information, call to action, discount, promotion, news?
  • 12. Have a Plan • Consider the steps needed to ensure a successful Twitter presence ‣ Be committed. Secure buy-in on your plan from all decision makers ‣ Empower someone. Who will be responsible for Tweeting? ‣ Define approval parameters. Do any/all Tweets need to be pre- approved? ‣ Set a schedule. How often do you want to Tweet? Weekly? Daily? Hourly? ⎯ Develop a content calendar and timeline to ensure Tweets will be approved in a timely manner 12
  • 13. Set Realistic Metrics • Remember: the channel is the vehicle, not the destination • Key Performance Indicators (KPI) ‣ Impressions, shares, RTs, @mentions, site visits, learnings, brand stories shared, conversations entered, sales, site visits, etc. 13
  • 15. 8 Steps to Great Tweets 1. Optimize your Tweets 2. Follow the right people 3. Attract followers 4. Ask great questions 5. Respond judiciously 6. Monitor keywords 7. Use #hashtags 8. Encourage RTs
  • 16. 1. Optimize Your Tweets Worth Useful Info #Hashtag RTing Strong Short Voice Shortened @mention Friendly link
  • 17. Examples of Less-than-Great Tweets No links, #hashtags, or @mentions Broken link No context Over 140 characters
  • 18. 2. Follow the Right People • Search people and brands you love • Search topics, trends, or #hashtags and follow people talking about them • Social media/email contacts • Industry experts and newsmakers • People your friends follow • Great tweeters • Those who follow you (a courtesy)
  • 19. 3. Attract New Followers • Post when you have something interesting to share • Compelling Tweets earn more RTs • Promote/link to other social media channels • Ask outright for people to follow you—make it a call to action • RT posts from Tweeters you admire— they’ll see it
  • 20. 4. Ask Great Questions • Open-ended • Fun to answer • RT to others’ questions • RT/@reply compelling answers
  • 21. 5. Respond Judiciously • Share the behavior/language you expect • BE the behavior/language you expect • Answer inquiries quickly and in the manner they were made (@, public, DM, etc., or direct the conversation to DM if it is more appropriate to the content) • Be human, be yourself • Don’t fan the flames (ignore the mildly offensive) • “Block” the worst offenders
  • 22. 6. Monitor Keywords • Search for chatter about relevant terms • Jump in with @s or RTs about those subjects • Check out #trends related to your keywords or interests
  • 23. 7. Use Hashtags • Assign a word or phrase others can adopt (#TransplantInnovation, #ThwartingThrombosis, #HealthyLifestyles, etc.) • Use relevant trending topics tags • Look at how others use #hashtags • Frequently check out the #Discover tab
  • 24. 8. Encourage Retweets • Keep it short! • Useful/relevant/interesting and novel • Check your links before sending
  • 25. To learn more… Contact us to discuss your Twitter and social media strategy in more detail. North America Europe Michelle Green David Knechtel VP, Creative Director Director, European Operations Social Media & Marketing dknechtel@kaneandfinkel.com mgreen@kaneandfinkel.com