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A 2014 beginner's guide to Twitter Marketing for brands and small businesses, full of hints and tips to make Twitter work for you, the Social Marketer.
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for brands & Businesses 2014
By YEEN CHALERMVONGSENEE
@yeenster
Twitter marketing
Twitter – the basics o A “micro-blogging” Social Networking site
o It is accessible via website & mobile applications
o It is based on a system of users “following” other users.
o A post, aka a ‘Tweet’ is made up of 140 characters.
o Tweets of those you follow appear in your feed. Just because you follow
someone, does NOT mean they follow you.
o #hashtags are one of the hallmarks of Twitter; they allow people to find similar
topics and tweets
o DIRECT MESSAGE: Private tweet
equivalent to an email
o TWEETUP: Meeting organised via
o LIST: Twitter’s answer to Facebook
groups. You can create a ‘list’ of
people grouped by whatever topic
you choose
o GEOTAG: Geographical location
attached to a tweet
o @REPLY/ @MENTIONS: Response to a
particular user (we’ll go through the difference of these two later)
o TWEET: A single twitter post that is 140 characters or less
o TWEETSTREAM: Your newsfeed, made up of tweets from people you follow
o RETWEET: A reposted (equivalent to a “shared”) message on Twitter
o FOLLOWER: People who receive your tweets
o FAVORITE: Saved Tweet
o TRENDING TOPICS: The latest most-talked-about subjects across Twitter
Twitter terminology
The anatomy of a tweet Profile picture
@reply
Account
name Twitter
handle #hashtag Shortened URL
No. of times
tweet has
been
‘retweeted’
No. of times tweet has been ‘favorited’
Ways twitter is useful for business & brands
• Spot new trends
• Customer support - Monitor
reputation and provide
complaint resolutions.
Develop a public policy of
addressing negative
comments head-on. Be
transparent.
• Idea generation
• Monitor competition
• Promoting Events or your
business’ new products/services
• Encourage trials by offering
specials & discounts
• Gain customer feedback and
insight on service, events and
menu items.
• Having a direct dialogue with
your current and potentiall
customers
the significance of...
#hashtags o They allow your tweet to be more discoverable &
potentially go viral by reaching a relevant
audience
o They allow you to promote special events &
contests
o They help you find “twitter chatter” based around
certain topics of interest
o You can provide customer service and monitor
what’s being said about you. You can also track
the momentum and velocity of the conversations
via analytic tools
The significance of...
#hashtags
The rules for… o KEEP IT FOCUSED: Using the right words could
mean the difference between success vs. failure
for a tweet. Choose the right hashtags, use it the
right way. (ie: #turntables will generate a very
different result than #turn #tables!!)
o AVOID OVERKILL: Keep it relevant; keep it varied;
keep it succint! Just because you can use more
than one hashtag doesn’t mean you should. Use
2-3 hashtags per post at most. Too much looks like
spam.
o USE HASHTAGS TO ENGAGE YOUR AUDIENCE:
Using hashtags allows your brand the ability to
connect with your target via popular (trending)
topics. This in turn will drive new viewers to follow
you, & give you the opportunity to engage with
them. When used correctly, hashtags increase
your visibility and even improve customer
relationships.
@mentions o Every time your username is tagged on
Twitter with the @symbol, the tweet can be
found in your ”mentions folder” which is
located under the “connect tab” on
Twitter.com).
o Using these two makes your tweets more
‘personal’
o There are different levels of how “public”
each type of tweet is, we will go over on the next slide.
@
The significance of...
@reply
@mentions
The difference between...
@reply Tweets That Start With @Username
o Any tweet that starts with @username on Twitter is interpreted as @reply – that is, Twitter assumes you’re sending this message directly to that person and will place it in their feed (and mentions folder) accordingly.
o It’s still a public message. However, if you start a message with @username, it won’t appear in the standard home stream of anyone else in your network unless both of you (the sender and the recipient) are being followed.
Tweets where the @Username is anywhere else except at the beginning
o If a given @username is included in a tweet anywhere else but at the very start, Twitter interprets this differently – as a mention instead of a reply.
o This is a more “public” tweet, and anyone following you will be able to see this tweet in their tweetstream
Retweets The significance of...
o It is one of the measures of ‘influence’ you
have on Twitter. The more your content
‘connects’ with people, the more it is ‘re-
tweeted’
o The more you are ‘re-tweeted’, the higher
the likelihood of the contents of your
conversation becoming a trending topic
Twitter getting started tips…
Getting started tips... 1. clearly branded profile image & unique twitter ‘handle’
• make sure your profile image is clearly branded and that your username is
easy-to-remember (and connected with your business)
• Background image should bring your brand to life
Getting started tips... Clear explanation of what you do
• Twitter gives you 160 characters to describe yourself
Follow relevant people, such as: • people that you want to follow you back
• people who have influence on your consumers and within
your industry (you want them to talk positively about you)
2.
3.
Getting started tips... 4. Share knowledge;
become an authority • keep your tweets interesting and
informative; keep them relevant
to the type of people you want
to attract
• try keep your tweets under 110
characters, so there is a little
room for people who retweet to
add a personalized message
Image courtesy of FeelArt/ FreeDigitalPhotos.net
Getting started tips... generate conversations with people you are
following: • conversing with the right people will bring you their attention; the
right exposure will bring you more interest and new followers
• don‘t get too controversial with sensitive subjects such as religion
and politics. You don’t want to alienate your followers
• Give compliments to other businesses; be part of relevant
conversations; highjack others’ conversations relevantly to gain
exposure.
• The more comfortable your followers feel with your brand, the more likely they will be to attempt interacting with you via social media.
5.
Linking to other places on the web
• drive traffic to your website via links in
your tweets
• use shortened URLs to conserve the
allotted word count
• include links to articles and content on
the web you want to direct your
followers to
6.
Getting started tips...
Getting started tips... include current trending keywords & #hashtags in your tweet:
• Highjack trends and
conversations in a relevant
way to get more exposure/
eyeballs, which will lead to
more followers. Capitalize on
TTs!!
7.
And don’t forget to promote your twitter handle where you can!
8.
Getting started tips...
9. Keep organized with “lists” feature
10. Connect with real people... • use @mentions (@sethgodin) to get people’s
attention, use #hastags (#SethGodin) to
become part of bigger conversations
• monitor your mentions & @ replies
• be fast about replying to people who tweet at
you
Image courtesy of Renjith Krishnan/ FreeDigitalPhotos.net
Getting started tips...
11. plan your content!
• Monday: Fun Facts
• Tuesday: In the News
• Wednesday: Special Promo
• Thursday: Cool video
• Friday: Special Product highlight
• Saturday: Interesting trivia
• Sunday: Helpful tips
building a following…
Building a following... • Use your email “Find Friends” function to see whom to
follow and build your first initial following
• Convert website (and other Social media) traffic into
followers by including Twitter buttons on your Digital
properties
• And include your Twitter handle in all your Marketing
materials
• Use seasonal events/ special offers to build an audience
• ENGAGE and CONVERSE: Talk to you fans, converse with
people in relevant communities; get noticed
• Become an authority in your field: Share interesting
content; use the right hashtags so your tweets (and
presence) becomes discoverable
Image courtesy of Master Isolated Images/ FreeDigitalPhotos.net
engaging with your community…
engaging with your community...
A big mistake some people still make is to treat Twitter as a channel to push out one-way
messages… (buy my stuff, here’s a sale, come eat at my restaurant etc etc)...
Twitter, like any social media, is about interaction, disseminating content and gaining the
interest from followers, establishing authority & trust in your specialized field. A successful
Twitter profile needs to do the following three well:
Listen + speak + respond
Listen + speak + respond i. Follow industry
influencers, media, and
even competitors to
learn about trends and
so you can also be part
of conversations; use
@mention & @reply to
converse with them
and get their attention
ii. Social Listening: Use
analytic tools to find
out what your target/
potential customers are
saying; what the chatter
around your business’
industry is about etc…
i. Share informative &
entertaining content that is
relevant to what your target
would be interested in; it is
important to connect with
your target via the right
mood/ tone/ subject matter
ii. And then sprinkle in promos
and special offers about your
business one you start
building a bit of a
reputation/relationship with
your customers.
iii. Remember to use relevant
#hashtags , @mentions as it
makes your content
discoverable and viral
i. Respond to Tweets; be
punctual and polite!!
what constitutes success…
what constitutes success… • Did you get retweeted, how often?
• What got retweeted & what didn’t?
• Are your followers increasing & are
they right ones?
• Are your target customers following
you?
• How much engagement your tweets
get? Retweets, @replies, @mentions,
favorites etc.
@yeenster [email protected] +yeenster
(May 2014)