Twitter is a powerful tool that not only helps you engage with with potential customers and clients but can also drive traffic, leads and revenue for your business. In this session, Anne Mercogliano, Twitter's Head of SMB Marketing, and Russ Laraway, Twitter's Head of Small and Medium business will co-present a new, data-driven analysis of the content features that drive performance on Twitter. They'll also discuss the implications of these findings from both a sales and marketing perspective, and introduce tangible tips that you can apply to your teams right away.

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Tweet Smarter:
Unlock more value from Twitter with data-driven best practices

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Live Tweeting from@TwitterSmallBiz
Join in with#TweetSmarter

3. Hello.
Anne Mercogliano
@akmercog
Head of SMB Marketing @Twitter
Russ Laraway
@russlaraway
Head of SMB @Twitter

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The Value of Twitter

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271M active monthly users
1 billion Tweets every 2 days
78% of users are from mobile

6. How can that help my small business?

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Source: Twitter Internal July, 2013
#hungry
WED
SAT
FRI
TUE
THU
SUN
MON
VOLUME OF CONVERSATION

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“run”
Source: Twitter Internal July, 2013
WED
SAT
FRI
TUE
THU
SUN
MON
VOLUME OF CONVERSATION

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“tired”
VOLUME OF CONVERSATION
MON
TUE
WED
THU
FRI
SAT
SUN
Source: Twitter Internal July, 2013

10. 35%
Via a Tweet in a #hashtag conversation
35%
Via a friend’s @reply
57%
Discovered an SMB on Twitter.
Source:DB5 Small Business Customer Insights Study 2014

11. Twitter brings you closer

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9 out of 10
users have engaged in a conversation with or about an SMB on Twitter
Source:DB5 Small Business Customer Insights 2014

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feel better about an SMB after following it on Twitter
Source:DB5 Small Business Customer InsightsStudy2014
have purchased something because of Twitter
73%
60%

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#TweetSmarter with Data-Driven Best Practices

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Know your goal

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Objective-Based

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#TweetSmarter with Data-Driven Best Practices

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Real world examples
2 POVS: Marketing & Sales
190,000 Promoted Tweets from SMB Advertisers
Statistically significant differences
+

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1.
Keep it short
2.
Give clicks context
3.
Make it visual
4.
Optimize for leads
5.
Start a conversation

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Tweets <100 characters get +18% more engagement
Keep it short

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Key Takeaway
Curate with a calendar & punctuate with short Promoted Tweets

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Tweets with website cards have +43% engagement
Give clicks context

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Prime users before they click-through to set clear expectations
Key Takeaway

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Tweets with rich media get +313% engagement & +52% Retweets
Make it visual

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Vine FAQ
•
6 second looping video
•
Download the Vine app to get started
•
Share on Vine platform and on Twitter
•
Promote Tweets with Vines through Twitter Ads

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Key Takeaway
A picture is worth 1000 words

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Tweets with Lead Generation Cards have +42% engagement
Optimize for leads

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Optimize for ease & validity
Key Takeaway

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Tweets from advertisers who @reply 1x week have +18% engagement
Start a conversation

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Key Takeaway
Talk with customers, not at them

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Don’t
overthink
it.
Embed
customer
actions.

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@TwitterSmallBizTweetSmarter14

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43. #Connecting
Convincing

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QUESTIONS ?