How To Make the Most of Twitter for Business

Cnfidential MarketingXLerator

SocialMediaMarke-ng:Twi$erInstructor:NataschaThomson@NaThomson

Cnfidential MarketingXLerator2

SocialMediaIsLikePoi.

ConsistencyMa$ers.

Unit4-Twi$er

1.  Demographics2.  YourTwiAerAccount3.  #Hashtags4.  TwiAer“Products”5.  TwiAerAnaly-cs&Tools6.  Best&#FailedPrac-ces

Impact:HowdoYougetYourmessagetoYouraudience?Createacampaignstrategy,includingobjec-ves&metrics:n  Sharerelevantcontentn  Engagetheaudiencen  EntertainandDelightn  Calls-To-Ac-on(CTA)n  Convertn  Createloyaltyloop(content&sharing)

Sharerelevantcontentwiththerightaudienceattheright-me.

The 3 Marketing Pillars

BrandYouProfile/Page CommunicateYourValue Reach/EngageYourAudience

Portray:Whoareyou/yourcompany?n  Iden-tyn  Promise/Differen-ator

Createandmaintainconsistentlookandfeel;berecognizable.

Convince:Whydoesitma$er?n  Clearunderstandingoftargetaudienceandneeds

n  UniqueSellingPointn  Differen-atorsn  Products&Services

Createrelevantcontentinformatsthatyouraudiencelikestoconsume.

Awareness, Engagement, Conversion 4

Demographics

Global

TwiAerforSocialScienceResearch

hAp://www.ssri.psu.edu/news/1248/twiAer-data-powerful-resource-researchers

“KnowingthedemographicsofagroupisusuallythefirststepinpopulaTonresearch,andTwi$eroffersoneofthenewestandmostrapidlygrowingBigDatasources.Twi$erdataisveryversaTleandcanrevealavarietyofsocial,behavioralandemoTonalinformaTonaboutitsusersinrealTme.”

B2Bvs.B2C

Source:OurDigitalCoach.

Cnfidential MarketingXLerator20hAps://contently.com/strategist/2015/01/14/infographic-the-best--mes-to-post-on-social-for-b2b-b2c-brands/

Twi$erBranding

Whoareyou?Whyshouldyouraudiencecare?Howcanyouproveit?

Portray:Whoareyou?n  (Brand)Iden-tyn  Promise/Differen-ator

WouldYouFollowtheseAccounts?

Ask:“Whywouldsomebodywanttofollowme?”

B2B/B2C

B2C/B2B

YourTwi$erAccount

ChooseYour

Wisely

hAps://business.twiAer.com/en/basics/create-a-twiAer-business-profile.html

Cnfidential MarketingXLeratorhAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer

YourTwi$erBrand“TwiAerisaconversa-onalplaiorm,soit’simportanttodevelopahumantoneofvoiceforyourbrand.IfyourbrandwasacharacterinamovieoraTVshow,whowoulditbe?Howwouldtheyrespondtocri-cismandpraise?Theseareallveryimportantques-onstoanswertohelpyoudisTnguishyourbrandonTwiAer.”

Twi$erUse101

hAps://business.twiAer.com/en/basics/intro-twiAer-for-business.html

5 Pro Optimization Tips

1.  Pick your @Handle wisely

2.  Complete your profile with your goal in mind

3.  Follow your target audience, influencers,

thought leaders, news sources & competitors

4.  Create Twitter lists from the get go

5.  Engage instead of just amplifying

Be a Goal Focused Human

1.  Share the content your target audience craves 2.  Be authentic and respectful 3.  Use relevant hashtags / Tweet at live events / attend

TweetChats 4.  Use visual content often 5.  Measure towards goal attainment

hAp://www.webpronews.com/google-should-now-send-more-traffic-to-twiAer-2016-01/

How to use a

Hashtag help to organize conversations around a topic, e.g. #News, #Music.

Cnfidential MarketingXLerator hAp://hashtagify.me

Identify the right hashtags for your area of expertise via research. If it is too generic, your tweet can get lost, if nobody is using it, nobody might be looking for it; find the sweet spot.

Cnfidential MarketingXLerator62hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer

hAp://www.socialmediatoday.com/social-networks/8--ps-crea-ng-more-effec-ve-tweets-twiAer

Howcanyoumakeyourtweetsmostrelevant?Goodcontentisimportant.Butgoodcontentincontextwinstheday.ConsiderleveragingseasonaleventslikeChristmas,NewYear,July4th,orgradua-ontogainyourtargetaudience’saAen-on.Exampletotheright:SamsungexplainshowtousetheNote4phonetotakepropicturesofffireworks.

Twi$er“Products”

6SecondVideos

Live-Streaming

TrendingTopics*Greattouseifyourtweettrulyrelatestothetrendingtopic*“Hijacking”ahashtagwithanunrelatedtweetcanbackfire

TheTwiAerMobileApp

HowItWorks:hAps://about.twiAer.com/products/alerts/how-it-works

#Video

#S-ckers

PaidMedia

TwiAer:Ownedvs.Earnedvs.Paid

•  Owned–  TwiAerAccount–  Posts–  Originalcontent

•  Earned–  Followers–  Engagementwithother

TwiAerusers–  ClicksonURLs

•  Paid–  PromotedPosts–  Ads

Source:SmartInsights.com

Source:Nielsen.

Twi$erAdscanbeaccessedviayourTwi$erProfilePage

Measurement&Tools

“Just15%ofCMOshavequan5ta5velyproventheimpactofsocialmedia.”

TheCMOSurvey:Highlights&Insights

Success Metrics

* Total numbers are secondary. > Instead, focus on conversion rates, growth rates etc. > In the end, it’s all about actual outcomes. Example Metrics: 1. Follower growth rate (%) 2. Likes / @Mentions / Retweets 3. Conversion Rates

SampleMetricsREACH

(howmanypoten-aleyeballs?)ENGAGE

(howmanyinterac-ons?)ACT

(responsetocalltoac-on)ADVOCATE&SHARE

(sa-sfac-onandloyalty)

AWARENESS Volume(e.g.,#followers) Interac-on(e.g.,#ofretweetsorshares)

Click-Thru(e.g.,click-thruonbit.lylinks)

Shares(e.g.,#ofsharesor#ofrepeatvisits)

INTERACTION Volume(e.g.,#ofvisitstocompanyblog)

InteracTon(e.g.,#ofRetweetsperpost)

Conversion(e.g.,#ofdownloadsofsolu-onwhitepaper)

Referral(e.g.,#ofreferralstofriends)

INTENT Contact(e.g.,#opt-insfornewsleAer)

Depth(e.g.,#ofclick-thruon2ndlevellinks)

Conversion(#ofleadsgenerated)

RetenTon(e.g.,#ofinquiriesfrominstalledbase)

AnalyTcsToolsbyTwi$er

Twi$erAnalyTcscanbeaccessedviayourTwi$erProfilePage

Orgodirectlyto

ScrolldowninTwi$erAnalyTcsforhistoricaldata

Twi$erDashboardAppoffersanalyTcs&scheduling

onyourmobilephone

Cnfidential MarketingXLerator98hAps://business.twiAer.com

Cnfidential MarketingXLerator99hAps://support.twiAer.com/ar-cles/20171990

3rdPartyTools

5Free(mium)Tools1.   Buffer

–  Schedule&measure

2.   Bitly–  StatsonClick-Through-Rate(CTR)

3.   Twitonomy–  Managewhoyoufollow

4.   Hootsuite–  Schedule&measure

5.   eClincher($10/month)–  Schedule&measure–  Analy-cs

BestPracTces

Cnfidential MarketingXLerator103hAps://eclincher.com/blog/the-frequency-guide-how-osen-to-post-on-social-media

“Don’tbeafraidtoaskyourconsumerstodosomethingonTwiAer.

Whetherthat’saRetweet,aLikeorchoosingateam,

makeitsimple,achievable,andfun.”

“Researchshowsthat

Tweetcopywithfewerthan50characters

generates56%moreengagement

thanTweetcopywith50-100characters.”

1.  Follower growth rate (%) 2.  Retweets / Mentions / Quotes 3.  Conversion Rates (CTR/Leads)

BestPracTce#1

BestPracTce#2

BestPracTce#3

BestPracTce#4

hAp://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html

BestPracTce#5

#FailedPracTces

TheCyberSecurityChallenge

SomeoftheThreats

PhishingHacking

MimickingClickFraudAdFraudMalware

ImpersonaTonSocialEngineering

1.  Haveunique&complexpasswords–  Tools:1Password,LastPass–  Don’tsharepasswordsbetweenteammembers–  Tools:Hootsuite,Sprinklr

2.   Don’tstorepasswordsinyourbrowser/clearhistory3.   Changepasswordsatleastevery6months4.   Don’tclickoneveryURL

–  Tools:ZeroFox,LookingglassScout

ThereisALWAYSarisk.Haveanescala-onplanaspartofyourcompanysocialmedia/businesspolicy.

OpTonal:Addi-onalResources:FreeTwiAer@SkillshareClasshAps://blog.twiAer.com/2016/grow-your-business-on-twiAer-with-our-new-skillshare-class

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