Nailing Twitter Analytics - There’s never been more tools available to understand what your followers want. Use them to give them what they want and what you want to share.

1. Nailing Twitter
Analytics
Kelvin Newman
Rough Agenda
@kelvinnewman

2. Rough Agenda...
!
Helping digital marketers meet, learn and do their job
a little better
brightonSEO.
CONTENT
MARKETING
SHOW
MeasureFest
BiddableWorld
Completely
Email
AffiliateHuddle

3. The business was built with two
channels
!
Twitter & Email

4. The fundamentals
We all know this but it is worth repeating

5. what
customers
want
what
you
want to
tell them

6. what
customers
want
what
you
want to
tell them
London
|
10–13
February
2014
|
#SESLON
|
@SESConf

7. We all know it, but
never forget it
www.flickr.com/photos/jdhancock/

8. The importance of
personality in Twitter
marketing

9. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
Hands up who wants more
tweets from companies?

10. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
Supply is ∞
!
Demand ≠ Supply

11. Gestalt Effect
www.flickr.com/photos/jdhancock/

12. Your Stream
London
|
10–13
February
2014
|
#SESLON
|
@SESConf

13. Personality makes your
content stand out
Personality is the best way for your tweets to get noticed
www.flickr.com/photos/jdhancock/

14. Knowing what you aren’t
it often easier to define
than what you are
London
|
10–13
February
2014
|
#SESLON
|
@SESConf

15. Inclusive
Surprising
Involved
Agile
Corporate
Obvious
Serious
Neutral
London
|
10–13
February
2014
|
#SESLON
|
@SESConf

16. Tools

17. https://analytics.twitter.com
Awesome Tools from Twitter Analysing your account

18. Getting Access!!!
>>>>>>

19. Trends in Mentions, Follows & Unfollows
The challenge is making this actionable.

20. Highlight your “best”Tweets
What’s the trends and your ideal outcomes.

21. There’s lots of detail in that screen
Remember Twitter’s definition of “best” might not match
yours.

22. Trends in followers
What leads to increases in followers?

23. What are your
followers
interested in?
Mostly this won’t surprise
you but where is most useful
is where it allows you to go
‘off-topic’ yet still appeal to
your audience.

24. Big in Japan?
Does this follow where your
targeting?
!
Do you have followers likely
to disclose their location?

25. These are your
influencers
Primarily this is useful for
targeting adverts.
!
But can be useful for
outreach and other purposes.
!
I often set these people up
as a private list.

26. Tweet Binder
Find the influential Tweeters around a topic.
http://www.tweetbinder.com/

27. BlueNod
Visualise the Twitter Network around a topic or hashtag.
http://bluenod.com/

28. FollowerWonk
Find the overlaps between influencers in your space.
https://followerwonk.com/

29. Google Trends
Understand the seasonality in content demand. Use this to better time content.
http://www.google.com/trends/explore

30. BuzzSumo
Identify the most shared links and key influencers for any topic
http://buzzsumo.com/

31. Social Crawlytics
Learn from your competitors content success stories
https://socialcrawlytics.com/

32. Klout
Save time and effort finding great content to share.
http://klout.com/#/create

33. Bottlenose
Tap into and understand the Zeitgeist
http://bottlenose.com/

34. Twitter Archiving Google Spreadsheet
Carry out your Twitter Analysis in Google Docs
http://mashe.hawksey.info/2013/02/twitter-archive-tagsv5/

35. Five actions
https://www.flickr.com/photos/mcgraths/

36. Implement Twitter
Cards
https://www.flickr.com/photos/notjake13/

37. See info about all the tweets, posted by
anyone, that includes a link to your domain
https://blog.twitter.com/2014/introducing-analytics-for-
twitter-cards

38. Use custom audiences
to tailor ads to existing
customers
https://www.flickr.com/photos/buskersbern/

39. Test & Learn

40. Create a hitlist
https://www.flickr.com/photos/jdhancock

41. Promote a tweet
https://www.flickr.com/photos/jdhancock

42. tl;dr
There’s never been more tools available
to understand what your followers want.
Use them to give them what they want
and what you want to share.

43. Rough Agenda...
!
Helping digital marketers meet, learn and do their job
a little better
@kelvinnewman
!
kelvin@roughagenda.com
!
http://www.slideshare.net/kelvinnewman