The document provides an overview of how to use Twitter effectively for marketing purposes. It begins with basic definitions of Twitter and what it can offer. It then discusses developing a Twitter presence, including choosing a handle, bio, and profile picture. The document also covers finding people to follow on Twitter, including industry experts and competitors. Finally, it offers best practices for tweeting, including scheduling tweets, using hashtags and links wisely, and tracking analytics. The overall document serves as a guide for beginners on how to set up and maximize their use of Twitter for business or personal branding.

1. Beyond
Survival:
Explore,
Develop
and
Strengthen
Your
Twi;er
Skills
for
Marke@ng
Success
Rachel Lawley
@Rachel_Lawley
TSAE Education Day October 19, 2011

2. What
is
Twi;er
• Twitter.com: “Twitter is an information network.
Millions of people, organizations, and
businesses use it to discover and share new
information.”
• About.com: “Social messaging, news reporting,
social media marketing, and microblogging”

3. What
is
Twi;er
• What Rachel thinks it is:
An efficient, online, free tool used to communicate, learn,
share information and network while serving as a key
medium to integrate all aspects of marketing campaigns
and goals.
It offers a new dimension of customer service.
A quick and easy connection to your interests and
prospects on the Internet.

4. What
Can
Twi;er
Offer
• Real-time way to communicate
• Networking opportunities not possible through sites that restrict you
to “likes,” “networks,” etc.
• Learn from mentors, authors, community and industry leaders,
and peers
• Stay current on news and events
• Communicate timely news and information
• Connect with influential and key people
• Create and deepen relationships
• Research
• Viral marketing - promote charities and businesses through goodwill
It’s incredible what you can learn, teach and share
in 140 characters!

5. Why
Are
You
Twee@ng?
• Whether personal or business, know your
purpose
• Business:
o Goals
o Topics
o Social media plan
o Social media policies
• For anything posted about your business
• Internal / Staff
• Personal:
o What do you offer that your business account
doesn’t?

6. Jump
In
Get Your Flight Plan Ready

7. Basic
Twi;er
Glossary
• Tweet: a post using 140 characters or less, sometimes referred to as “post”
• Handle: your name / username
• Mention: when you use a handle in a tweet preceded with the @ symbol
• @: use this to mention a user, this also makes the handle a link to that profile
• Retweet: when a tweet by another user is forwarded or re-posted, reaching a new set
of followers
• Message or DM: a direct message is a 140 character private message to a user who
follows you
• # (Hashtag): place before a keyword or phrase to categorize or label your tweet
• Follow: to subscribe to read someone’s tweets
• Followers: the number of twitter users subscribed to your feed
• Following: the number of twitter users you subscribed to, these tweets will appear in
your feed
• List: group of twitter users; group by topic, interest, location of users choice

8. Get
Started
Or
to
Refresh
Yourself
• Handle
o Easy to remember, distinctive, descriptive
o Short
o Easy for people to recall
• Account tab:
o Tweet privacy
o Notices
• Profile tab:
o Bio
• 160 characters to introduce yourself
• If personal, perhaps don’t list your job
o Website
o Picture / Logo
o Post to Facebook – let’s discuss
• Design tab

9. Find
Good
Tweeps
Stay true to your plan and goals
• Who to follow:
o Peers
o Industry experts
o Associations, societies, organizations
o Mentors
o Authors
o Those you enjoy learning from
o Relevant media
• See who Twitter suggests
• Check out people’s lists
• Wefollow.com
• Tweettop.com
• JustTweetIt.com

10. A
Few
Neat
Tweeps
• Local / Networking
o @TallySAE
o @FSAE
o @FreshfromFlorida
• Social media & business
o @Mashable
o @OPENForum
o @smexaminer
o @oneforty

11. Find
Prospects:
Digging
Deeper
• Search.twitter.com – review the operators
• Search for people using your keywords
• What are your competitors talking about? More
importantly, what are Tweeps talking about with
your competitors?

12. Find
a
Twi;er
Client
(Dashboard,
Browser)
• Several Twitter browsers to chose from
o Play around - use what works for you
• Top five from TopTenReviews.com’s “Twitter Client
Review”
o Seesmic
o HootSuite
o Twitter
o TweetDeck
o Mixero
• ArgyleSocial.com - $$, marketing campaign tracking
• Check oneforty.com for options, tools and more

13. Time
to
Tweet!
Get Your Chirp Ready

14. Twee@ng
• Stick to your strategies, goals, and SM and
marketing plans
• Keep it under 140
o Shorten your links
o Leave room for others to RT you
• Keep in interesting: mix it up
o News
o Local Info / Updates / Events
o Your events & things related to your event
o Random, funny thoughts & observations
o Causes you believe in and/or support
o Blog posts

15. Twee@ng
• Respond
• Share behind the scenes
• Ask to learn, value your member
• Reward with special offers, contests,
advanced knowledge
• Exhibit leadership, industry experience
• Recognize and reply

16. Twee@ng
• Be true to yourself and your brand
o Consider how much personality you want
o Be yourself
• Tweeting from within a website
o Look for the share or Tweet options
• Reply
• RT: Retweets
o From your platform
• DM: When appropriate to have a private
conversation or reply
o Be cautious of links in DMs

17. Do
More
Than
Tweet,
Read,
ReTweet
Feather Fluffing

18. Tweet
with
Meaning…and
Manners
• Think of the 5 stages of customer buying behavior
o Perceiving a need
o Seeking value
o Assessing value
o Buying value
o Value in use
• This is an example of your customer service
o How would you handle compliments, complaints,
suggestions, introductions in face-to-face situations
o When ReTweeting, add comments
o Say “thanks,” “you’re welcome” and “welcome”
• Don’t just push your sales information
o Don’t be a used car salesman: “I’m great, look at me!”

19. Link
Wisely
• Follow your integrated plan and link to:
o your website
o your other SM platforms
o brochures and other online publications
o the most direct landing page that provides the information
• Are you sending followers somewhere useful?
• Does it make sense with your post?
• Always make sure your links are working and relevant
o Make sure your links are not password protected, members-only,
etc.
• Don’t ReTweet blindly – read what you’re linking to

20. Use
Hashtags
Wisely
• Online chat sessions: #assnchat
• Live events, conferences: #TallySAE
• Don’t over-use
• Search
• Create lists
• Common #s
o #FF – why you recommend them
o #FB
o #TallySAE
• Play around on hashtags.org

21. When
to
Tweet
• Pick the times of day that work for you
• Integrate into your marketing plan
o Your customers’ buying schedule
o How far out to promote events
• Think about what you’re promoting
• Recurring event? Tweet during this one to get
interest in the next one.
• Buffer.com
• Timely.is

22. Schedule
Your
Tweets
• Outline a strategy
o Timeline for starting/ending tweets
o What will you schedule vs. live tweet
o How often will you incorporate “live” tweets?
o Handling mentions & ReTweets
• Schedule tweets using clients and sites like
Co-Tweet, FutureTweets
• Twitter is about instant communication, so
balance wisely
o Maybe only time generic messages like quotes,
announcements, events, posts you like

23. Promote
with
Purpose
• Promote without being tacky –
what interests your audience?
o Meetings, speakers
o Books, news
o Local events
o Contests
• Good examples:
o @BrknHrtsFL
o @FreshfromFlorida
o @FLStateParks
o @VisitFlorida
o @BagelHeads
o @aflacduck
• Remember: enthusiasm is contagious!

24. Stay
On
Top
of
Your
Twi;er
Experience
Keep a Bird’s Eye View

25. Who’s
Following
You
• Keep an eye on your followers
o Clean
o Active
o Different beliefs on “unfollow”
• Watch out for creeps
• Use tools to help clean your follow list

26. Clean Up
o Twitoria
o FriendorFollow
o TheTwitCleaner
o UnTweeps
Tracking and Analytics
o Twitalyzer
o TweetStats
o Klout
o TweetGrader
o Don’t forget the
analytics tools in the
clients like HooteSuite
and through bit.ly
Manage
Your
Account
Clean,
Organize,
Learn
the
Effects

27. Read
More
About
It…
• Good resources:
o Amex Open Forum:
www.openforum.com
o Mashable:
mashable.com
o Blog Hubspot:
blog.hubspot.com
o Social Media Examiner:
www.socialmediaexaminer.com

28. Thank
you
&
have
fun!
Rachel Lawley
@Rachel_Lawley
lawleyrs@gmail.com