The document provides guidance on developing an effective Twitter strategy for business. It recommends starting with goals of acquisition, retention, and integrated marketing. It then discusses analyzing strengths, weaknesses, opportunities, and threats; developing audience personas; understanding followers through data; identifying influencers; gathering social insights; planning content and outreach; optimizing profiles; promoting organically and on-site; revisiting strategies; and realizing returns through analytics and custom calculations. The overall strategy emphasizes using data to inform focused, results-oriented tactics.

1. Twitter Analysis & Action
Cater to Followers and Attract Influencers
with a Laser-Focused Strategy
@KurtKrejny
Director of Online Marketing

2. NOT CHARLIE DAY

3. Overview
• Shared experience
• Organized vision
• Don’t fly blind
• Data drives decisions
• Results-oriented

4. Why Use Twitter for Business?
Acquisition
Generate leads and sales – obtain quality visitors and conversions
Retention
Enhance branding visibility and build repeat customers – nurture leads
Integrated Marketing
Strengthen other efforts associated with customer acquisition and retention
SEO
Paid
E-mail
Acquisition Retention Integrated Marketing
Video
Mobile
Offline

5. Twitter Pain Points
• SWOT analysis
• Team, process and workflow
• Audience understanding
• Problem solving
• Measurements and reporting
• Recoverable mistakes
Take the Blue Pill!

6. Twitter SWOT Analysis
WEAKNESSES: THREATS:
• Not ranking for branded search • Duplicate or spam accounts
• Poor image, bio and URL • Negative mentions
• Not linked to blog • Hacked account
• No custom URL shortener with tracking • Unanswered customer service requests
• No custom background • New channel adoption (Google+ / Pinterest)
• No follower interaction • Measureable ROI (favorable)
• Over promotional content • Lack of brand evangelists
• Few retweets • Employee posts
• No personality or human voice • Ever-changing management tools
• Poor response strategy • Search engine rankings
• No crisis management plan • CRM integration
• Poor following/follower ratio
• No on-site integration
• No sharing widgets
• No time to manage account
• Lack of focus toward business goals
• No reporting
• Can’t connect with audience
• Minimal digital assets

7. Determine Your Goals
• Align with overarching business goals
• Quantity vs. quality
• Brand visibility
• Content distribution
• Generate links and traffic (new form of link building)
• Influence search rankings
• Connect with customers / prospects
• Reputation & sentiment
• Expert positioning
• Customer service
Goals and objectives drive the tactics of your campaign

9. Develop Audience Personas
• Put yourself in their shoes
• Document your known experience
• Nuances of Twitter
• Keep the dust off
• Identify actionable insights
• Prioritize efforts
Personas guide a smarter campaign

10. People Driven Product Driven
• Based on the Meyers-Briggs Type Established Products and Markets:
Indicator (MBTI) methodology • Financial Decision Maker
• The Eisenberg Brothers simplified the • Champion
decision-model from 16 types of • Evangelist
personalities to 4
• Power User
• Competitive
• Spontaneous Brand New Products:
• Methodical • Innovators
• Humanistic • Early Adopters
• Early Majority
• Late Majority
• Laggards

11. Persona Template

12. Understand Your Followers
• Utilize tools
• Analyze data
• Create categories from bios
• Develop custom formulas
• Identify influencers
Existing data refines your strategy

13. Twitter Profile Data Export
http://freebies.simplymeasured.com/freebies/twitter-follower-analytics
FOLLOWER PROFILE ANALYSIS: TOP KEYWORDS
4,000 3,424
3,500 - Time Zones
3,000
2,500 - Followers by # of Followers
2,000
1,500
828
- Date of Last Tweet
1,000 685 637
500 191 114 251 122 - Users by # of Followers
0
- Users by Total Tweets
FOLLOWERS TOP TIME ZONES USERS BY # OF FOLLOWERS
(GMT-05:00) Eastern Time … 24%
(GMT-08:00) Pacific Time… 13%
9% 0 to 100
(GMT-06:00) Central Time… 12%
20%
(GMT-10:00) Hawaii 11% 11% 100 to 500
(GMT-05:00) Quito 8%
500 to 1000
(GMT+05:30) New Delhi 5%
(GMT-07:00) Mountain… 3% 19% 1000 to 2500
(GMT-09:00) Alaska 3%
41% > 2500
(GMT-03:00) Greenland 3%
(GMT+05:30) Mumbai 2%
0% 10% 20% 30%

15. Influencer Research
• Categorize influencers
• Topics & communities of interest
• Secondary influencers
• Domain influence
Manipulate your message for influencer impact
Detailed Influencer Data: http://www.twitalyzer.com

16. Gather Social Insights
• Supplemental data
• Audience demographics
• Best day/time and topics to post
More data points for a smarter content strategy
Facebook Insights LinkedIn Analytics
YouTube Analytics

17. Facebook Insights
• Reach, engagement, talking about, virality
• “Like” demographics and location
• Tab views
• Referring traffic
• Export data

18. YouTube Analytics
• Top 10 videos
• Geography / Demographics
• Drill down by video
• Traffic sources
• Audience retention
• Engagement metrics
• Subscribers
• Likes / dislikes
• Favorites
• Comments
• Sharing
• Export data

19. LinkedIn Analytics
• Engagement for specific Products & Services pages
• Visits by:
• Industry
• Function
• Company

20. Content, Acquisition, Engagement
• Utilize data to determine effective content
• Create content-to-category map (with goals)
• Determine % of activity in each category
• Plan content calendar / posting schedule
• Develop outreach strategy for influencers
• Utilize management tools
• Establish follow criteria
• Follower maintenance
• Update SWOT analysis
Tools / data / experience / hustle / sound marketing

21. Content-to-
Category
Mapping

22. Twitter Content Tactics
Recognize Intellectualize
• Follower of the day • Fact of the day
• Fan photos • Questions / Polls
• Preferred partners • Tweet chat
• Share other viral content • Live tweeting (events, conferences, webinars)
Incentivize Capitalize
• Contests (random or earned) • Popular hash tags
• Limited time promo code • Promoted tweets / accounts / trends
• First time customer promo
• Free product for evangelists
• Charitable effort
Visualize
• Photos / Videos
• Infographics / Charts

23. Twitter Profile Optimization
• Searchable name / support brand
• Bio – add @profile, hash tag or URL
• Is location important?
• Web URL supports your goals
• Add Favorites / Create Public Lists
• Images and videos draw attention
• Multiple users – consider monikers
• Custom URL shortener (trackable)
• Design / Custom background
• Brand colors / easy to read
• Add more info / images
• Call to action / phone number
• Promote other channels
• Add personality
If search engines can’t find you, how will your audience find you?

24. Organic Visibility Tips
• Get your Twitter profile to rank
• Proactive reputation management
• Link building and Twitter directories
• Daily recap service (paper.li, Storify)
• Cross-channel promotion
• Include handle in press releases
• Email signature / newsletters
• Offline promotion
• TV, radio, print, business cards, tradeshow displays,
storefront, QR codes
• Use standard hash tags
• Timely trending topics
• Follow the people that follow you on other channels
Make it easy for people to find you

25. On-site Promotion
• Profile link placement
• Feed on homepage, newsroom or blog
• Fresh content
• Sharing widget
• Determine what should be shareable
• Pre-populated text (make it easy)
• Social sign-in option
• Retweet links within content
• Promote hash tags within content
Make it easy for people to follow you

26. SWOT Analysis Revisited
STRENGTHS: OPPORTUNITIES:
• Ranking for branded search • Duplicate accounts removed
• Optimal image, bio and URL • Few negative mentions
• Connected to blog posts • Secure account access
• Custom URL shortener with tracking • Customer service requests honored
• Custom background • Early adopter with new channels
• Engaged followers • ROI tied to all efforts
• Valuable and informative content • Solid base of brand evangelists
• Loads of retweets • Employee social media guidelines
• Personality in messaging • Effective management tools
• Timely response strategy • Social CRM integration
• Crisis management plan developed • Boost search engine rankings
• Excellent following/follower ratio
• Proper on-site integration
• Sharing widgets in the right spots
• Efficient account management
• Efforts support business goals
• Solid reporting and analysis
• Extensive library of digital assets

27. Realize Your Return
Analytics:
• Segmented traffic and conversions
• Understand multi-channel funnels
Custom Calculations:
• Value of a Twitter follower
• Value of retweet / trending topic
Tracking:
• Coupon codes / Direct Message links
• Unique call tracking number
Lead-gen:
• Non-branded outreach (based on keywords)
• Social CRM solution to close the loop
Increase the chance of a tracked conversion – don’t leave money on the table

28. Thank You!
http://twittertools.fathomdelivers.com
Kurt Krejny
kkrejny@fathomdelivers.com
@KurtKrejny
@FathomOnline