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Twitter Basics: A Guide to Getting Started and Building Your Audience

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  1. Twitter Defined • “a service for friends, family, and co-workers to communicate and stay connected through the exchange of a quick, frequent answers to one simple question: What are you doing?”

  2. Twitter Statistics • An average of 1200 tweets per second. • 182% increase in the number of mobile users over the past year. • Beyonce announced her pregnancy at the VMA’s - 8,868 tweets per second • Tim Tebow’s 80-yard, game winning touchdown pass- 9,420 tweets per second.

  3. Twitter Terminology • Tweet • @ replies (also known as mentions) • Retweeting (RT) • Hashtags (#) • Direct Message (DM) • Followers • Feed • Lists

  4. Twitter Basics(For personal or business) • Fill in your profile so people know about you. • Indexed by Google • Use your own picture, or logo, as your avatar. • Use @ before someone’s know to show reference to that person. (@SpiderDigital) • Use hashtags (#) to give context to updates. • Also used to index tweets.

  5. Twitter Basics • Say what you are thinking/doing? • Who we are and what we are talking about. • Listen to what your Twitter friends are saying. • Largest FREE focus group • Respond to Twitter friends when you can add value to the conversation. • Update at least once a day.

  6. Twitter Search Tools • Search.twitter.com • Helps find people and discussion topics • Social Mention • Real time collective posts about a topic • Helps find topics to join in the conversation and helps find people • Twellow • A Twitter directory to find who to talk to • Search world wide or by city • StumbleUpon, Bottlenose, and Trendsmap • tools to find information • Hootsuite • You can assign tasks and use as team management • Add in key words to watch. • Helps build conversation and audience. • Schedule posts • Analytics • Tweetdeck • Not cloud based • Doesn’t have as many features as Hootsuite

  7. Monitoring Tools • Tweetgrader • How influential are you on Twitter? • Klout • Over all social media influence

  8. Twitter Monitoring and Measuring • URL shorteners (free) • Bit.ly or tinyURL • Google Analytics(free) • Statcounter (free) • Boxcar (free) • App that combines all alerts/messages to one spot. • Twilert (free) • App that enables your to receive email updates of tweets containing your brand, service, product or any key word of choice. • GetClicky (paid) • Real time analytics • Radian 6 and Argyle Social (level pricing) • Measure reach, social influence, and ROI

  9. How Business Use Twitter

  10. How Businesses Use Twitter • Building Brand Awareness • Customer Service • Building Loyalty and retention • Promotion • Instant Updates • Job Recruitment • Watch your competition • Search visibility- All content is indexable

  11. Twitter Marketing • Chose your target audience • Who does your product appeal to (their influencers as well) • Who do you care about • Decide whether to have 1 or multiple accounts • What is our unique selling point on Twitter and does it differ from our normal marketing USP • Think about how to incentivize your customers on Twitter differently than other platforms • What do your customers value at the end of the day?

  12. Twitter Marketing • Implementing your plan • Deciding on what content to produce • Make a top 10 list of topics • Look into what’s trending • Crafting your message • Language choice is crucial. Use keywords. • How much do you tweet? (Once a day? 5 times a day?) • How often do you tweet? (Every day? Once a week?) • Percentages of tweets of sales vs offers vs promotions • Look at competitors and what are they doing?

  13. Increase Your Following • Search for people or topics that may be relevant to you or your business • Search examples: keywords, competitors, or hashtags regarding events that you attend. (#mediatraining) • Find your customers and their influencers and find what “lists” they are apart of in Twitter and cheer pick who you want to follow. • Lists group common Tweeters together. You make your personalized list. (Rapportive is a Gmail add-in that shows what social networks your contacts are apart of.)

  14. Increase Your Following • Tweet interesting stuff • People want the internet curated for them • Tweet interesting links • Use a lot of pictures • Keep the elements of secrecy or surprise in your tweets • Start a contest • Find passion in your tweets • Ask and answer questions • Stick to a consistent tweet schedule

  15. Increase You Following • Twitter is a place to build relationships • The more involved you are the more followers you will have. • Typically a good start is 4 or 5 tweets a day • Have a mixed strategy: sales, engagement, industry, company events. • Think about the value you provide to your users • WIIFM is how consumers think • Do you have any promotions or coupons? • What events will you be at? Trade Shows? • What makes your customers job easier? • Tell customers where to find your latest content.

  16. Advertising on Twitter

  17. Advertising Options • Promoted Account • Use Promoted Accounts to quickly scale a follower-base of advocates and influencers for your brand. • Promoted Tweet • Use Promoted Tweets to amplify your message with targeting options that allow you to reach the right person, in the right place, at the right time. • Promoted Trends • Use Promoted Trends to drive conversations and interest around your brand or product by capturing a user’s attention on Twitter.

  18. Promoted Account • Build a critical mass of loyal followers. Promoted Accounts are ideal for: • Turbo-charging user discovery • Building up to a big event or your next product release • Capitalizing on a particular event or period of the year when the account will be most relevant.

  19. Promoted Tweet • Engage beyond your core followership. Promoted Tweets are ideal for: • Sharing content and seeding interest • Building awareness among relevant audiences • Building a brand voice • Offering deals

  20. Promoted Trends • Join some of the world's biggest conversations. Promoted Trends are ideal for: • Building mass awareness • Product launches and events • Brand building by association

  21. Enhanced Profiles • Increase your brand's Twitter presence. Enhanced profile pages are ideal for: • Creating a richer experience for your audience on Twitter with visual branding • Prominently featuring your most relevant content • Driving traffic to your latest ad campaign, news, product launch or promotion

  22. Enhanced Not Enhanced

  23. Analytics • Impressions, Retweets, clicks, replies and follows, and unfollows. • Timeline activity breaks information down per tweet. • Followers dashboard is where you can gain valuable insights about your followers. • See how you gained your followers over time and their composition by interest, geography, gender, and engagement.

  24. Getting Started

  25. Pricing • CPC basis • Same cost effectiveness as Facebook

  26. @SpiderDigital @mediaplacement

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