The document provides training and guidelines for using Twitter to promote a brand. It discusses why companies should use Twitter, including to increase sales, create conversations, and build customer relationships. It recommends posting 1-2 times per day and provides terminology for things like handles, tweets, hashtags, and retweets. The document stresses defining a brand personality, responding promptly to customers, and crafting tweets with clear objectives and calls to action. It provides examples of effective tweet strategies and emphasizes avoiding inappropriate responses that could damage a brand.

1. Twitter Training & Guidelines

2. Presentation Overview
• Why use Twitter?
• How much should you post?
• Terminology
• Defining our brand personality
• How do we respond?
• Consequences of blowback
• Crafting a great Tweet
• Hashtags

3. Why use Twitter?
• Increase sales of products or services
• Create and capture conversations
• Build Customer Relationships

4. Increase Sales of Products or Services

5. Create and Capture Conversations
• Share details on a new product
Get people to share your content
Behind the scenes look at a process
Helpful tips

6. Convey Our Brand’s Personality
• Share news from our units/divisions
– New menu items
– Employee wins an award
– Sale events
– Etc.

7. Build Customer Relationships
• Shoutout for a job well done
• Respond to ?s or highlight a positive review

8. How much should you post?
• Requires a willingness to commit to frequent
posts.
– Strategy:
• Once or twice a day?
• Everyday?
• https://business.twitter.com/basics/how-to-create-a-
twitter-content-strategy

9. Terminology
• Handle- i.e. user name
– User names are preceded with an @ symbol
• Identifies user name as a Twitter profile
• Tweet- short message published on Twitter
– Can contain a photo, video or link
– Up to 140 characters of text
• Timeline- real-time feed of tweets
• Following- subscribing to see a user’s updates in your
timeline.
• Follower- someone had chosen to receive your
updates

10. Terminology
• @Reply- join an existing conversation with a
specific user
• Private conversation?- send a direct message
• Hashtag- any word beginning with the pound
symbol
– Use to reference a specific topic i.e. #neubig
• Retweet (RT)- passing along someone's Tweet
onto your feed

11. Defining Our Brand Personality
• Brand is the human element of our business
– How do we want to be perceived?
• How we come across to followers is a big part of our
brand personality.
– Defines who we are, how we think and our brand vibe
– Tweets need to sound human!
» Be fun!
» Use language and imagery that supports
» Be whimsical when appropriate or apologetic
» Don’t try to sound like your audience

12. How do we respond?
• Promptly
• Thank people for their feedback
• Re-tweet ideas that fit with voice of our brand
and avoid too much self-promotion
• To personalize the Tweet add your name
(company policy).
– Standardized messages from marketing do not
require a name. i.e Connections, meal plans,
textbooks, buyback, price compare, etc.
• To avoid blowback, think about what you are
going to say!

13. What is blowback?
• The unintended adverse results of a situation
– Newsjacking- trying to gain sales from a tragedy.
DON’T DO IT!

14. Consequences of blowback
• You could lose your job

15. Crafting a great Tweet
• Determine your objective for each Tweet
– What’s the goal?
• Get people to buy something?
• Promote sales or special events?
• Get someone to try a new recipe
• Show our fun side
– What is your call to action?
• Tell your friends
• Rate this recipe now
• Asking for a retweet and providing an incentive or
inspirational reason to do so

16. Crafting a great Tweet
• What is necessary to achieve your goal?
– Link to website or event
– Copy that motivates a click
• A compelling offer- must be valuable, novel, urgent &
thematic
– Picture or video

17. Examples
• Objective: Increase awareness to drive in-
store traffic
• Strategy: link to campaign landing page where
people can download a coupon

18. Examples
• Results:
– increased awareness of product
– increased number of followers
– Increased number of engagements
– Conversion rate for coupons at 37%, in-store
conversion rate 22%

19. Examples
• Get people to share your content- think about
how you can appeal to people’s emotions so
they are inspired to share.
Objective- uses Twitter as a channel for
providing the highest level of customer service.
Build a strong identity, boost engagements, get
people into restaurant.
Strategy- To encourage people to share their
content, @Ponchono8 created Promoted
Tweets that had a fun, light tone. They also
promoted the launch event by highlighting
their menu and special offers.

20. Examples
• Results
– Increased awareness around their launch,
reaching an audience of almost 300K Twitter users
with their campaigns.
– Achieved 10 times their normal levels of
engagement on Twitter
– @Ponchono8 also grew their follower base by
20%
– Established many new relationships in the local
community

21. Examples

22. Displaying Tweets on Digital Screens
• ASC will not display campaign Tweets on the
digital screens.

23. ASC’s Standardized Hashtags
• #neubig #thebookmark
• #cortlandasc #collegestore
• #thebistro #raquettepizza
• #fuel #ascdunkin
• #hilltop #getconnected
• #theden #bistrolive
• #court

24. Hashtags: 4 Tips for Writing Strong Ones
• “Decide what the hashtag is for. Is it for one event? Or an ongoing campaign? That
matters because the latter might require a hashtag that's a little easier to figure
out in a glance.
• Keep it short. Remember you've only got 140 characters, so be economical
because that hashtag eats into your available space.
• Check to see if anyone else out there is using your hashtag and how. You don't
want your message getting lost in the noise or associated with the wrong
messages.” Check the hashtag with #Ritetag.
• “Be specific. It's sort of related to point number three, but if you pick a hashtag
too vague or broad, then you're not getting in on the right conversation, and you'll
have a harder time bringing new people in”.
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