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Twitter Will Win
How To Build Your Brand Channel So You Win Too


                               @ nateriggs #cmworld
                                nateriggs.com/speaking
                                               tkg.com
Twitter will win...
among 18 to 29 year olds,   58% have adopted
                                smartphones
                                              @nateriggs #cmworld




                            Source: Think With Google, ourmobileplanet.com
u.s. smartphone penetration reached 51%
                                  in Feb
          2012, up from 38% in Feb 2011
                                       @nateriggs #cmworld




                           Source: Nielsen Mobile Insights, Feb 2012
In just the last 12 months,
tablet   adoption is up 400%
                            @nateriggs #cmworld




             Source: Nielsen’s 2012 Cross Platform Report
Twitter made up   roughly 85% of social activity
            occurring around broadcast television in
                                                   February 2012




@nateriggs #cmworld          Source: Trendrr TV February 2012 White Paper
#olympics
88% of Americans are aware of Twitter as
                      a social networking site
                                            @nateriggs #cmworld




                  Source: The Social Habit by Edison Research & Arbitron
The number of people who use
                         Twitter on a
typical day has quadrupled since 2010
                                                      @nateriggs #cmworld




         Source: Pew Research Center’s Internet & American Life Project Winter 2012
The average Twitter user’s frequency                of use has
            increased by 11% since last year
                                              @nateriggs #cmworld




                     Source: The Social Habit by Edison Research & Arbitron
Twitter adoption among 12 to 24 year olds                   nearly
              doubles that of older demographics
                                               @nateriggs #cmworld




                      Source: The Social Habit by Edison Research & Arbitron
As a business, Twitter is          viable
                      @nateriggs #cmworld




               Source: CrunchBase Profile - Twitter
“Because all of the brands are jumping in and spewing
 content, there’s a deafening noise. So, the one
way to cut across that is to advertise and
                    make your content shine higher.”

                    - Jeremiah Owyang, Altimeter Group
Researchers at EMarketer Inc. have said that in
2014, Twitter will reach $540 million in
      ad sales, which make up virtually all of its
 revenue, up from $139.5 million last year.
                                 - Bloomberg News
Twitter has positioned its service as complimentary
to mainstream   media networks
                                     @nateriggs #cmworld
Twitter Will Win
A Framework for Growing and Optimizing
      Your Content Distribution Channel


                        @ nateriggs #cmworld
                         nateriggs.com/speaking
                                        tkg.com
grow and optimize your brand’s
           channel on Twitter, so that
you can increase performance of
           your content distribution
collect data and
develop insights on your
  brand’s twitter audience
        and competitors
Twitter applications are being forced to mature in their
    focus on performance optimization
                                                     @nateriggs #cmworld




                Source: https://dev.twitter.com/blog/changes-coming-to-twitter-api
@socialbro provides real   time channel insights into
                             your brand’s Twitter audience
                                         @nateriggs #cmworld




                                                  @socialbro
                                           Source: socialbro.com
@klout is moving to provide deeper network-
             specific influence insights
                            @nateriggs #cmworld




                                        @klout
                                Source: klout.com
@simplymeasured focuses on competitive analysis
     and   insights that can be used as benchmarks
                                     @nateriggs #cmworld




                                      @simplymeasured
                                 Source: simplymeasured.com
develop a strategy that allows your
organization to operationalize
Twitter across multiple departments
most organizations today operate a centralized social
                                business strategy
                                      @nateriggs #cmworld
in the future, savvy organizations will work towards a more
       decentralized social business strategy
                                          @nateriggs #cmworld
monitor content
performance and evolve your
    editorial roadmap to focus on
         what resonates
               with your audience
@crowdbooster analyzes granular content
performance data to determine engagement
                                  @nateriggs #cmworld




                                      @crowdbooster
                                Source: crowdbooster.com
@bufferapp supports content
                       distribution with
             automated scheduling tools
                              @nateriggs #cmworld




                                      @bufferapp
                               Source: bufferapp.com
grow your twitter channel by integrating
onsite following and
frictionless sharing applications
across your brand’s web properties
@clicktotweet helps visitors to your web properties tweet
                                   suggested content
                                                    @nateriggs #cmworld




                  Example: http://socialtriggers.com/psychology-more-sales/
use api integration with your web properties to take
                      advantage of frictionless sharing
                                       @nateriggs #cmworld




                               Source: http://bit.ly/TweetMyTime
social optimization tools
          can help increase your
        channel growth
and reduce manual labor
@socialbro uses naturallanguage search
       algorithms optimize content distribution
                                @nateriggs #cmworld




                                        @socialflow
                                 Source: socialflow.com
content optimization    metrics can help identify
           opportunities for promoted posts
                                 @nateriggs #cmworld




                                         @socialflow
                                  Source: socialflow.com
TweetAdder uses social automation tools to help
                    brands grow their Twitter channel
                                     @nateriggs #cmworld




                                       Source: tweetadder.com
it’s your   channel
@nateriggs          it’s your   channel
nateriggs.com
plus.ly/nateriggs
nateriggs@tkg.com
tkg.com
appendix research
citations and resources
citations for articles + research studies
Source                                    Description                                                                                 Link
The Social Habit, Edison Research &       January/February 2012 national landline/mobile phone survey of 2,020 people, 12 and over
Arbitron, June 2012                       Data weighted to national population figures.                                               http://bit.ly/socialhabit

                                          Data analysis of social media interaction per channel as related to broadcast television
Trendrr TV February 2012 White Paper      programming                                                                                 http://bit.ly/TrendrrFeb12
Pew Research Center’s Internet &
American Life Project -- Twitter Use      Data from telephone interviews conducted in January and February 2012, sample of 2,253
2012                                      adults 18 and older and from March to April 2012, sample of 2,254 adults, 18 and older.     http://bit.ly/pewinternet12

                                          CrunchBase is a free database of technology companies, people, and investors that anyone
CrunchBase Company Profile -- Twitter     can edit.                                                                                   http://bit.ly/crunchbase-twitter

Twitter Said To Expect $1 Billion In Ad
Revenue In 2014 - Bloomberg News          Article by Jonathan Erlichman and Brian Womack - Jun 2, 2012 12:01 AM ET                    http://bit.ly/bloomberg-twitter

Think with Google -
OurMobilePlanet.com                       Site for real time data and insights on smartphone adoption and usage across 40 countries   http://bit.ly/googlemobileplanet


Nielsen Media Research                    Annual research study conducted by Nielsen on U.S. smartphone adoption                      http://bit.ly/nielsen-smartphone-2012


Nielsen Media Research                    Annual research study conducted by Nielsen on U.S. cross platform media usage               http://bit.ly/nielsen-cross-platform-study


Twitter Developers Blog                   Post -- Changes coming in Version 1.1 of the Twitter API | Twitter Developers               http://bit.ly/twitter-api-changes

                                                                                                                                      http://bit.ly/tweet-from-post-example-
SocialTriggers                            Post - 5 Psychological Master Keys That Will Open The Doors to More Sales, Derek Halpern    social-triggers

TweetMyTime Frictionless Sharing Case Case study from the launch of TweetMyTime, in partnership with Nate Riggs and huber &
Study                                 co.                                                                                             http://bit.ly/TweetMyTime
links for applications and tools
Source           Description                                                                                    Link

SocialBro        SocialBro allows you to explore and segment your Twitter community                             http://bit.ly/socialbro-tool


                 Klout is the standard of online influence measurement. New updates to their dashboard are
Klout            now in preview                                                                                 http://bit.ly/klout-preview


                 Simply Measured is 3rd party Twitter application that provides easy social media
SimplyMeasured   measurement & analytics, as well as competitive analysis                                       http://bit.ly/simplymeasured-tool


                 Crowdbooster is a 3rd party social media marketing analytics and optimization tool that
Crowdbooster     assists with per-post performance analysis                                                     http://bit.ly/crowdbooster-tool


                 Buffer is a 3rd party social media marketing application that allows for easy automated
Buffer           scheduling to a customizable buffer distribution pattern                                       http://bit.ly/buffer-app-tool


                 SocialFlow is a social performance optimization tool that uses natural language search
SocialFlow       analysis to determine peak distribution times for content updates                              http://bit.ly/socialflow-tool


                 TweetAdder is niche-specific Twitter marketing software that allows users to search for an
TweetAdder       automatically add targeted Twitter followers.                                                  http://bit.ly/tweetadder-tool


                 Twitter app that allows you to embed code on any blog or site so that visitors can tweet pre-
Click To Tweet   programed content updates                                                                     http://bit.ly/Pnx9x2

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“Twitter Will Win — And With the Right Plan of Attack, So Will You”

  • 1. Twitter Will Win How To Build Your Brand Channel So You Win Too @ nateriggs #cmworld nateriggs.com/speaking tkg.com
  • 3.
  • 4. among 18 to 29 year olds, 58% have adopted smartphones @nateriggs #cmworld Source: Think With Google, ourmobileplanet.com
  • 5. u.s. smartphone penetration reached 51% in Feb 2012, up from 38% in Feb 2011 @nateriggs #cmworld Source: Nielsen Mobile Insights, Feb 2012
  • 6. In just the last 12 months, tablet adoption is up 400% @nateriggs #cmworld Source: Nielsen’s 2012 Cross Platform Report
  • 7.
  • 8. Twitter made up roughly 85% of social activity occurring around broadcast television in February 2012 @nateriggs #cmworld Source: Trendrr TV February 2012 White Paper
  • 10. 88% of Americans are aware of Twitter as a social networking site @nateriggs #cmworld Source: The Social Habit by Edison Research & Arbitron
  • 11. The number of people who use Twitter on a typical day has quadrupled since 2010 @nateriggs #cmworld Source: Pew Research Center’s Internet & American Life Project Winter 2012
  • 12. The average Twitter user’s frequency of use has increased by 11% since last year @nateriggs #cmworld Source: The Social Habit by Edison Research & Arbitron
  • 13. Twitter adoption among 12 to 24 year olds nearly doubles that of older demographics @nateriggs #cmworld Source: The Social Habit by Edison Research & Arbitron
  • 14. As a business, Twitter is viable @nateriggs #cmworld Source: CrunchBase Profile - Twitter
  • 15. “Because all of the brands are jumping in and spewing content, there’s a deafening noise. So, the one way to cut across that is to advertise and make your content shine higher.” - Jeremiah Owyang, Altimeter Group
  • 16. Researchers at EMarketer Inc. have said that in 2014, Twitter will reach $540 million in ad sales, which make up virtually all of its revenue, up from $139.5 million last year. - Bloomberg News
  • 17. Twitter has positioned its service as complimentary to mainstream media networks @nateriggs #cmworld
  • 18. Twitter Will Win A Framework for Growing and Optimizing Your Content Distribution Channel @ nateriggs #cmworld nateriggs.com/speaking tkg.com
  • 19. grow and optimize your brand’s channel on Twitter, so that you can increase performance of your content distribution
  • 20.
  • 21. collect data and develop insights on your brand’s twitter audience and competitors
  • 22. Twitter applications are being forced to mature in their focus on performance optimization @nateriggs #cmworld Source: https://dev.twitter.com/blog/changes-coming-to-twitter-api
  • 23. @socialbro provides real time channel insights into your brand’s Twitter audience @nateriggs #cmworld @socialbro Source: socialbro.com
  • 24. @klout is moving to provide deeper network- specific influence insights @nateriggs #cmworld @klout Source: klout.com
  • 25. @simplymeasured focuses on competitive analysis and insights that can be used as benchmarks @nateriggs #cmworld @simplymeasured Source: simplymeasured.com
  • 26. develop a strategy that allows your organization to operationalize Twitter across multiple departments
  • 27. most organizations today operate a centralized social business strategy @nateriggs #cmworld
  • 28. in the future, savvy organizations will work towards a more decentralized social business strategy @nateriggs #cmworld
  • 29. monitor content performance and evolve your editorial roadmap to focus on what resonates with your audience
  • 30. @crowdbooster analyzes granular content performance data to determine engagement @nateriggs #cmworld @crowdbooster Source: crowdbooster.com
  • 31. @bufferapp supports content distribution with automated scheduling tools @nateriggs #cmworld @bufferapp Source: bufferapp.com
  • 32. grow your twitter channel by integrating onsite following and frictionless sharing applications across your brand’s web properties
  • 33. @clicktotweet helps visitors to your web properties tweet suggested content @nateriggs #cmworld Example: http://socialtriggers.com/psychology-more-sales/
  • 34. use api integration with your web properties to take advantage of frictionless sharing @nateriggs #cmworld Source: http://bit.ly/TweetMyTime
  • 35. social optimization tools can help increase your channel growth and reduce manual labor
  • 36. @socialbro uses naturallanguage search algorithms optimize content distribution @nateriggs #cmworld @socialflow Source: socialflow.com
  • 37. content optimization metrics can help identify opportunities for promoted posts @nateriggs #cmworld @socialflow Source: socialflow.com
  • 38. TweetAdder uses social automation tools to help brands grow their Twitter channel @nateriggs #cmworld Source: tweetadder.com
  • 39. it’s your channel
  • 40. @nateriggs it’s your channel nateriggs.com plus.ly/nateriggs nateriggs@tkg.com tkg.com
  • 42. citations for articles + research studies Source Description Link The Social Habit, Edison Research & January/February 2012 national landline/mobile phone survey of 2,020 people, 12 and over Arbitron, June 2012 Data weighted to national population figures. http://bit.ly/socialhabit Data analysis of social media interaction per channel as related to broadcast television Trendrr TV February 2012 White Paper programming http://bit.ly/TrendrrFeb12 Pew Research Center’s Internet & American Life Project -- Twitter Use Data from telephone interviews conducted in January and February 2012, sample of 2,253 2012 adults 18 and older and from March to April 2012, sample of 2,254 adults, 18 and older. http://bit.ly/pewinternet12 CrunchBase is a free database of technology companies, people, and investors that anyone CrunchBase Company Profile -- Twitter can edit. http://bit.ly/crunchbase-twitter Twitter Said To Expect $1 Billion In Ad Revenue In 2014 - Bloomberg News Article by Jonathan Erlichman and Brian Womack - Jun 2, 2012 12:01 AM ET http://bit.ly/bloomberg-twitter Think with Google - OurMobilePlanet.com Site for real time data and insights on smartphone adoption and usage across 40 countries http://bit.ly/googlemobileplanet Nielsen Media Research Annual research study conducted by Nielsen on U.S. smartphone adoption http://bit.ly/nielsen-smartphone-2012 Nielsen Media Research Annual research study conducted by Nielsen on U.S. cross platform media usage http://bit.ly/nielsen-cross-platform-study Twitter Developers Blog Post -- Changes coming in Version 1.1 of the Twitter API | Twitter Developers http://bit.ly/twitter-api-changes http://bit.ly/tweet-from-post-example- SocialTriggers Post - 5 Psychological Master Keys That Will Open The Doors to More Sales, Derek Halpern social-triggers TweetMyTime Frictionless Sharing Case Case study from the launch of TweetMyTime, in partnership with Nate Riggs and huber & Study co. http://bit.ly/TweetMyTime
  • 43. links for applications and tools Source Description Link SocialBro SocialBro allows you to explore and segment your Twitter community http://bit.ly/socialbro-tool Klout is the standard of online influence measurement. New updates to their dashboard are Klout now in preview http://bit.ly/klout-preview Simply Measured is 3rd party Twitter application that provides easy social media SimplyMeasured measurement & analytics, as well as competitive analysis http://bit.ly/simplymeasured-tool Crowdbooster is a 3rd party social media marketing analytics and optimization tool that Crowdbooster assists with per-post performance analysis http://bit.ly/crowdbooster-tool Buffer is a 3rd party social media marketing application that allows for easy automated Buffer scheduling to a customizable buffer distribution pattern http://bit.ly/buffer-app-tool SocialFlow is a social performance optimization tool that uses natural language search SocialFlow analysis to determine peak distribution times for content updates http://bit.ly/socialflow-tool TweetAdder is niche-specific Twitter marketing software that allows users to search for an TweetAdder automatically add targeted Twitter followers. http://bit.ly/tweetadder-tool Twitter app that allows you to embed code on any blog or site so that visitors can tweet pre- Click To Tweet programed content updates http://bit.ly/Pnx9x2

Editor's Notes

  1. 88% of people are at least aware of Twitter = mass awareness 59% of people hear about Twitter regularly = cultural mainstream
  2. Single individual manages all social media activity Content must collected from departmental stakeholders Clearly communicating coverage hours is necessary Lower cost 3rd party management dashboards are adequate
  3. Single individual manages all social media activity Content must collected from departmental stakeholders Clearly communicating coverage hours is necessary Lower cost 3rd party management dashboards are adequate