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Welcome. Twitter as an effective marketing tool. Our aim today…. For you to leave today with more confidence to use Twitter as an effective marketing tool… And for those yet to use Twitter, to be convinced that it’s a good thing to do!. What we’ll cover…. Twitter in numbers
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Welcome Twitter as an effective marketing tool
Our aim today… • For you to leave today with more confidence to use Twitter as an effective marketing tool… • And for those yet to use Twitter, to be convinced that it’s a good thing to do!
What we’ll cover… • Twitter in numbers • Setting up on Twitter • Twitter as a marketing tool • Creating meaningful content • Basic dos and don’ts • To create an account and profile • To create and send a tweet for the first timers!
Do you know how many followers…- and their reach? • One Direction • Lady Gaga • Visit Isles of Scilly • Your business?
Twitter – numbers and facts that matter • Launched in 2006 • 500 million Twitter accounts; 288 million active users • 44% growth in Twitter from June 2012 to March 2013 • Twitter’s fastest growing age demographic is 55 to 64 year olds • 21% of the world’s internet population use Twitter every month • 53% of Twitter users don’t post - but they do listen, watch and click • 53% of users are female
Setting up a Twitter account • Go to Twitter.com – simply follow the steps! • Make sure the @Account_Name is right for your business! • Complete the profile (and review after a few weeks) • Choose a relevant background photo • Choose the settings that work for you
Useful symbols / things to know • 140 characters in total – less with a link! • Hashtags (#) • #ff #tbt • DM • Starting a tweet with an @ and using a “.” • Favouriting / starring • Deleting a tweet… • Re-tweeting – ultimate goal!
Twitter – useful marketing tool! • Twitter is a means to get instant public messages out to your audience • Important platform for online conversation • Your followers learn something of you and you can learn something about them. Network! • Check for the negative comments as well as positive…. You need to know • Use to support your marketing strategy!
Here’s the proof… • 70% of small businesses are on Twitter • 85% of followers feel more connected with a small business after following them • Twitter users are 3 times more likely to follow brands than Facebook users • 51% of active Twitter users follow companies, brands or products on social networks • 42% of Twitter users learn about products and services via Twitter • 67% of Twitter users are far more likely to buy from the brands they follow on Twitter • 37% of Twitter users will purchase from a brand they follow • 90% of users say they follow businesses on Twitter to get discounts and promos • Twitter users frequently exchange info about products and services
What to post – some ideas for content… • News about your company or products / service • Promotions and sales offers • Links to insights • to blogs, Facebook, photos, articles, websites • Events and achievements • Community stuff, your staff, general points of interest • Influential posts; industry news/research
Why use Twitter in business? • Create value for your customers • Get your news and information out fast • Share useful information; re-tweet; be helpful! • Watch your following grow • FANTASTIC, FLEXIBLE tool for SMEs – get the word out, network with colleagues, find new customers, win new business
There is a direct correlation between number of tweets and number of followers It’s about talking (not selling!) to your (prospective) customers But… don’t over do it!
Three elements of the Tweet • Headline – 140 characters to tempt the reader to click the link or re-tweet. Engage! • Links – Always try to include a link (photos / blog / industry research and insight etc) – take your followers on a journey • Hashtags – drive those tweets into Twitter searches and lists that are relevant
Compose your own tweet….. • 10 minutes • Share
Rules of engagement… • Dos? • Don’ts?
Rules of engagement • Do your research – look at what others are doing! • Do plan your approach • Do keep tweets conversational – don’t shout! • Do keep it professional • Do give your brand a personality and voice - it will make the difference! • Do take time to do about 15-20 minutes a day for social media • Do track results • Don’t go for the hard sell • Don’t use it as a vehicle to compete or bad-mouth • Don’t mislead • Don’t over-do the personal…there’s a thin line • Don’t over-tweet • Don’t under-tweet! • Don’t have a race for followers – meaningful content counts more than # tweets • Don’t take it or leave it
Hootsuite and Tweetdeck • Useful for managing Twitter accounts • Useful for research and analytics
To recap… • How many characters per tweet? • There is a direct correlation between what and what? • What % of Twitter users will purchase from a brand they follow? • What are the 3 elements of a tweet? • Five content ideas?
Have we achieved our aim? • Are you more confident about using Twitter as an effective marketing tool? • And for those yet to use Twitter, are you convinced that it’s a good thing to do?
Further reading and references • www.socialmediatoday.com • www.about.com • www.jeffbullas.com • www.mashable.com • @TwitterUKI_SME • Tweetdeck / Hootsuite • Google search engine!!
