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

3


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


Global


Global


USA




USA


TwiAerforSocialScienceResearch

14

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?

Brand

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


WouldYouFollowtheseAccounts?

Ask:“Whywouldsomebodywanttofollowme?”


B2B/B2C


B2B


B2B/B2C


B2C/B2B


B2C


B2B


B2B


B2C


B2B


B2C


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.”

89

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

101


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

124


SomeoftheThreats

PhishingHacking

MimickingClickFraudAdFraudMalware

ImpersonaTonSocialEngineering

125



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.

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

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