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social spotlight
TwitterHow to Make the Most of Your Brand 

in 140 Characters (or Less!)
twitter is deceptively simple
Photo via Flickr user chaztoo
Twitter social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember
‣ Tweet
‣ Retweet (RT)
‣ Reply or @ mention
‣ Direct message (DM)
‣ ‘Hat Tip’ (HT)
‣ ‘Modified Tweet’ (MT)
‣ #FollowFriday or #FF, #ThrowbackThursday or #TBT
‣ Twitter Chats, Block, and Report
‣ Also, Twitter is a proper noun — Capitalize it!
‣ However, the verb — to tweet — is lower case.
twitter vocab
following isn’t reciprocal
By the Numbers
1
140characters in a tweet (for now)
310 millionmonthly active users
Source: Simply Measured
100 milliondaily active users 

— BEHIND INSTAGRAM & SNAPCHAT
Source: Simply Measured
daily tweets are in decline
Source: Business Insider
down in 12–24 use
But it’s still second in awareness
1 billionUnique visits monthly to sites 

with embedded Tweets
Source: Twitter
only in japan …
Photo via Flickr user chaztoo
20%of americans use
twitter
75%hear about 

tweets in the media
60%who try twitter quit within a week
what are people tweeting?
Source: Pear Analytics
4%4%
6%
9%
38%
40%
Pointless Babble
Conversational
Pass-Along Value
Self-Promotion
News
Spam
How Brands Engage
2
one thirdof twitter users follow brands
Source: Edison Research
100%adoption among the interbrand 100 

— only network to do this
Source: Simply Measured
99%of the interbrand 100 post at least 

once a month
Source: Simply Measured
top brands tweet 10x per day
Source: Simply Measured
forbes small business breakdown
Source: Forbes
big business vs. small business use
Source: Simply Measured
evolution of the profile
wait — this looks familiar …
more visual, more of an identity crisis?
44%have recommended products 

based on twitter
Source: Twitter
one in sixcomplain via twitter
Source: Edison Research
customer service is big on twitter
sharing is also big — 12:1
Photo via Flickr user Andrii Zymohliad
hashtags help
Photo via Flickr user Petit_louis
hashtags + TV = conversation integration
website integration
sharing integration
lists = listening
engagement by link type
Source: Simply Measured
links drive engagement
Source: Simply Measured
engagement drives growth
Source: Simply Measured
bigger audience = greater engagement
Source: Simply Measured
twitter’s chicken & egg problem
Photo via Flickr user Mark Turnauckas
Follow more
THE ANSWER?
like & favorite more
THE ANSWER?
pics & links= higher engagement
the secret to twitter success?
Source: Simply Measured
friday16.9% of your total mentions
top day for mentions?
Source: Simply Measured
1 PM-2 PM5.9% of your total mentions
top time for mentions?
Source: Simply Measured
basic Twitter ad offerings
‣ Promote Your Account
‣ Promote Tweets
‣ Promote Trends
twitter ads in action
key metrics
‣ Followers
‣ Retweets & Replies
‣ Impressions & Clicks
Advantages of Twitter advertising
‣ Stronger Brand Awareness, Engagement, & Loyalty
‣ Increased Reach & Broader Customer Base
‣ Increased Web Traffic
‣ Increased Conversions, Leads, & Sales
coming soon … the buy button
real-time, Cust. service
and consumer insights
best uses for twitter:
Things to Remember
3
‣ Total followers
‣ Number of times listed
‣ Total brand mentions
‣ Sentiment (+/- talk about your brand)
‣ Reply ratio (what % are replies)
‣ Profile views
‣ Number of clicks per tweet
‣ Engagement by day/time
‣ Referring links on site
Twitter measurement
‣ Katy Perry (@katyperry)
‣ Justin Bieber (@justinbieber)
‣ Taylor Swift (@taylorswift13)
‣ Barack Obama (@barackobama)
‣ YouTube (@YouTube)
‣ Rihanna (@rihanna)
‣ Lada Gaga (@ladygaga)
‣ The Ellen Show (@TheEllenShow)
‣ Justin Timberlake (@jtimberlake)
‣ Twitter (@Twitter)
Top 10 Brands on Twitter
Source: Statista
account details of most-followed businesses
Source: Simply Measured
the twitter family of networks and apps
R.I.p.
200 millionmonthly active users
Source: DMR
NOT FOR LONG
100 millionwatch vines each month
Source: DMR
NOPE
71%of vine users are millennials
Source: DMR
so …?
10 millionperiscope users
Source: DMR
200 millionperiscope broadcasts to date
Source: DMR
40 yearsworth of video every day
in july of 2015 periscope users watched
Source: Twitter
10%brands using 

vine
15%brands using
periscope
i just can’t even
what’s next? acquisition …?
Photo via Flickr user Geoff Livingston
#UIMKTG
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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