How to Use Twitter for Business Marketing (Twitter Part 2)

8/13/2019 How to Use Twitter for Business Marketing (Twitter Part 2)

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Andrew McCauley: Hello everybody. Welcome back to show #11. My name isAndrew McCauley and I am excited to be presentin this show today. !" course wealways have lovely Heather orter. Hey Heather$ how are you doin%

Heather Porter: Hey Andrew& Hey everybody& It is really ood to be back aswell and$ Andrew$ I cannot believe we are on #11. How ood is that&

Andrew McCauley: I know$ I know. !ne o" the thins that has happened I uess

last time we did' last podcast we were in a car drivin in Melbourne and it wascold$ wet and rainin( it)s settin up like that "or me riht now.

Heather Porter: Hot is it there%

Andrew McCauley: I am in alm *prins which is usually the hottest part o" the

country in the +* and lookin at my thermometer riht now it)s ,- deree Celsius$which is around about 11, ahrenheit. It)s a little hot over here riht here.

Heather Porter: And I am sittin next to a heater literally$ on top o" it almost$ in

*idney and it is "ree/in and it)s overcast.

Andrew McCauley: I am lucky it is a dry heat. I would hate to be down southwhere it)s really muddy and really hot and sweaty. *o$ that)s a ood thin and Iknow a lot o" people would love to be here than in the cold but that)s me.

Heather Porter: *o$ what are we oin to talk about today$ Andrew%

Andrew McCauley: Well$ two podcasts ao we talked about 0witter and wedecided to extend that into two shows because there was a lot o" in"ormation that

we ust didn)t et to cover in that "irst show. *o$ today I would like to continue. Ihave a "ew people ask some 2uestions since the last show about certain thins on

0witter and how to use it "or your business. *o$ we are oin to o throuh thattoday and ust add a "ew more bits and pieces and some cool tricks and tips "or

you.

Heather Porter: 3eah. *o$ overall$ like the "irst episode we really ust talkedabout what is 0witter$ what do we use i" "or$ what are some o" the tips on how totweet$ what you need "or your pro"ile( and today$ we are oin to o more into theadvanced stu""$ so the automation and really kickin into ideas "or adverti/in and

ettin more tra""ic to your 0witter accounts. *o$ this is excitin.

Andrew McCauley: 3eah$ yeah$ yeah and 0witter is chanin all the time and stillevery couple o" weeks they are brin out a new "unction or new tools interated to

0witter. *o$ there is always somethin new to use 0witter with. I actually havemy own little 0witter story this week. !ver here I am watchin the !lympics andthe coverae$ let)s say$ is not the best on 45C and I wanted to watch the 166meter sprint with +sain 5olt and Asa"a owell$ those uys$ and I couldn)t "ind itanywhere$ they wouldn)t show on 07. 0hey were showin some 18th placee2uestrian. 9ook$ there is not anythin wron with e2uestrian but the lamourevent o" the !lympics wasn)t even bein shown$ it ot replaced by e2uestrian by auy that wasn)t even in the medal hunt. *o$ I couldn)t watch it live on streamin

because it)s very di""icult to et live streamin because o" the rules and thereulations around the video that !lympic Committee let you stream on the net.

9isten here:http:;;autopilotyourbusiness.com;podcasts;11


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*o$ I ended up watchin the race via 0witter "eed. It)s cool. I was watchin all thetweets about' let)s "ace it$ the race was over in under ten seconds' but it wasood to see exactly who won 2uickly and keep up to date with what was oin onthere. *o$ that)s is my little !lympic 0witter story this week.

Heather Porter: I love it. I mean$ it)s bein used now as a news"eed more nowthan ever$ especially "or events around the world i" you don)t have access to 07 toactually watch them. *o$ you brouht up a ood point. I love it.

9et us et stuck in

Andrew McCauley: 9et us have a look at some o" the stu"" that we would like totalk about today. I uess one o" the 2uestions that we o"ten et is >How do I

automate this stu"" because do really have time to be sittin in "ront a tweet "eed$lookin at people sendin me messaes$ answerin them$ respondin to them%When do I et any work done%? sort o" thin.

Heather Porter: 3eah.

Andrew McCauley: *o$ there are a number o" tools out there which I would liketo o throuh today ust to help you manae your time on 0witter and in "act evensome o" the other social networks as well so that you are not spendin all o" thattime on one activity when you should be spendin your time on overall businessrowth.

Heather Porter: 3eah$ reat. *o$ where do you want to start% @o you want tostart with the tools or kind o" take a step back a little bit and revisit some o" the

basics o" 0witter perhaps%

Andrew McCauley: !kay let us start with that. I uess one o" the thins "irstand "oremost about the whole entire social media plat"orm is that it is not there

ust to be pushin sales in"ormation out to people you are "ollowin. I" you oback to businesses pre


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Andrew McCauley: 3eah$ yeah$ totally$ totally. I don)t think we need to o toomuch into it. 0he other podcast that we did$ #$ has a ood rane o" some basicin"ormation there. *o$ i" you haven)t listened to that$ o back and have a listen.3ou will et some reat insihts there. 9et)s move on to some o" the stu"" that wewant to talk about today.

Heather Porter: *ounds ood.

Andrew McCauley: What I want to talk about is third


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Andrew McCauley: *o$ Hootsuite.com has a "ree version and also a pro version.ssentially what it does it lets you do a number o" thins. It lets you collect all o"your "eeds in one spot. *o$ you may have your acebook pae$ your 0witter "eeds$you 9inkedIn "eeds$ you may have =D account there and you o to one centraldashboard and look at everythin that)s comin in rather oin into each individualplat"orm$ loin in$ seein who has written somethin about you$ riht back andresponse and then lo out and o to the next plat"orm. It lets you centrali/eeverythin so that you only have to lo in once and it pulls in"ormation "rom those

plat"orms and puts a link to your central dashboard. *o$ it is a very reat way tokeep a track o" who is talkin about you$ who is doin what and keepin your

"iner on the pulse.

*o$ the other part o" that thouh is it lets in"ormation comin in and in"ormationoin out. Hootsuite also lets you post to all o" those particular plat"orms as well

with a sinle push o" a button. *o$ you may have a reat article that you want tosend out to all your "ollowers$ you can select acebook$ you can select 0witter$9inkedIn$ it)s like all at once and all you need to do is hit the button and it will sendout the tweet to all those plat"orms at the same time so that you know all o" your

"ollowers are ettin the messae at the same time.

Heather Porter: And speakin o" that$ what I love about Hootsuite is that littlehootlet that it has. It)s a "ree little thin that you can install riht up into yourbrowser)s bookmark up at the top and basically when you are sur"in around thenet$ i" you can come across somethin that you think would be valuable to sharewith your di""erent accounts$ you click on it and then it actually takes the +E9 o"that pae and shrinks it down into mini trackable +E9 and then you could type any

messae you want around it and then choose your various social media accountsand then ust click Fdo it now)$ Fupdate now) or you can even schedule it "or the

"uture directly "rom this cool little hootlet( it)s reat.

Andrew McCauley: 3eah. 3ou brin up two ood points. irstly$ trackable linksare very important. 3ou want to know i" you are sendin out tweets to your

"ollowers$ which ones are ettin the responses that you need$ which ones arepeople clickin on$ how many people are actually takin action on the in"ormationyou are sendin out. *o$ Hootsuite have a reat "unctionality$ checkin andtrackin how interactive your "ollowers are with you. *o$ that)s a reat "eature o"Hootsuite.

0hen the other point you brin out is bein able to schedule that. *o$ you don)thave to lo into Hootsuite every 16 minutes to o and post a tweet. 3ou can

actually set them up so that while you are travellin or while you are sleepin orwhenever you want$ you have ot tweets oin around round the clock as much as

you need to. *o$ you don)t need to keep loin back in every day to make surethat you have ot in"ormation and your "ollowers are interactin with you. *o$ it)san awesome way to keep the conversation alive without havin to lo in everysinle day.

Heather Porter: 3eah$ well said. What else do we have we can use%

Andrew McCauley: Well$ there is a number o" other plat"orms. Hootsuite has a

couple o" other "unctions( I am not oin to et too deep into it now but ust butust to understand they are the maor ones as you really want to use Hootsuite "or.



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0here is another plat"orm called 0weetdeck and 0weetdeck is a very similarproram. It is a matter o" pre"erence which one you use. As you said earlier$ wepre"er to use Hootsuite because we have been usin it "rom pretty much day one.I also used 0weetdeck and I like it but I ust sort o" ravitated towards Hootsuite.0here is number o" those ones. 0here is a couple o" other ones out there. *eismicI think is still around. *ocial !omph is still around. 0heir "unctionalities are a littlelimited$ so I am not a bi "an o" those but ust remember thouh you don)t want tobe postin stu"" all the time and talkin about yoursel"( you ot to build

relationships even thouh you have this "unctionality o" automation.

Heather Porter: And on the point o" automation is in 0weetdeck you can set upan actual direct response email or direct response tweet that oes out to peopleand new "ollowers o" yours%

Andrew McCauley: I think *ocial !omph does that.

Heather Porter: *ocial !omph$ yeah.

Andrew McCauley: *ocial !omph$ that)s a direct messae. *o$ when people likeyou$ there is an automated messae to say >Hey$ thanks "or likin me? or >0hanks

"or "ollowin on 0witter. lease check out my website or check my homepae.?

Heather Porter: xactly$ exactly. And I have actually have done a little testinon that and somebody else in our network said that this is one o" the pieces thatthey always implement with their clients and it works and basically$ yeah$ you setup your "irst little autoHey$ reat that we are connected. We would have tohan out with you on acebook as well? and leave your acebook link and I actually

have done that on my own 0witter account and I have had people that are cominto my acebook pae as a direct result o" those little direct replies. 4ow$ a lot o"

people "ind them annoyin$ so you are not oin to probably et a hue amount o"bene"it but it)s still worth tryin.

Andrew McCauley: 3eah. ersonally$ I think I still have one set up "rom manymoons ao but I really don)t look at them anymore( I haven)t looked at directmessae "or a lon time. I am ust not a bi "an o" them because there are manye


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posts "rom 9inkedIn back to 0witter but you won)t be able to send tweets into9inkedIn. *o$ i" you use an automated tool like Hootsuite or 0weetdeck$ you canstill et around that issue. *o$ i" it)s mainly the "allout i" you are usin it directly"rom the plat"orm sendin tweets directly into 9inkedIn.

Heather Porter: 3eah$ yeah. Well$ another topic I would love to B slihtly on thetopic o" automation still is the 0witter)s version o" =oole alerts which technicallykind o" is an automation piece I suppose to this. *o$ what)s that called$ Andrew%

What exists to allow us to very easily be alerted when certain thins 0weeted%

Andrew McCauley: 3eah$ there is a whole bunch o" di""erent thins out there.+p until recently you could actually et an E** "eed in searches that you did on0witter( I think they disabled that "unction now but there are a number o" thirdHouse "or sale$*idney? or somethin like that$ you can set up an alert. !ne o" the tools that I liketo use is called 0wilert and it)s a "ree web app that sort o" enables you to see

reular email updates o" tweets containin your brand$ your product and yourservice$ pretty much any keyword at all that you like. *o$ I use it all the time. It)s

a reat way to connect with people particularly i" they are lookin "or publicity$ sothey are able to et out there 2uickly because they et this tool and can say >Hey$I ust noticed you posted o" that $ 3$ . I have ot an answer "or your problem.Here it is%?

Heather Porter: 0hat)s brilliant to listen in. *o$ it)s ood "or market research$ it)s

ood "or "indin new "ollowers$ potential leads and clients but also seein whatpeople are sayin about you and your brand "or brand reputation manaement.

*o$ i" there is a problem$ you very 2uickly will know that they are talkin about youand you can et in there and do some proactive manaement o" what)s oin on.

Andrew McCauley: 0otally. !ne o" the other thins that people don)t reali/e

they can use is "or is spyin on a competition. 0hey can o and see what they aredoin$ "ind out what they are talkin about$ what people are talkin about to thembecause that is also awesome. I mean$ you could never do that ten years aounless you sat the door o" the shop that you are competin aainst and tryin tolisten into what people are sayin as they transact with them. 4ow$ you can oand "ind out what people are sayin about your competitors and have the upper

hand. 3ou can even "ound out who your competitors) customers are which isreally$ really cool.

Heather Porter: How incredible and you ust set it up$ sit back and let all this

in"ormation come to you.

Andrew McCauley: 0otally$ totally. And you can have this in the "orm o" anemail. *o$ you can et daily e


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Andrew McCauley: 3eah. *o$ the other 2uestion then we ot comin us is >Iknow that we can order that stu"" but I am runnin out o" thins to say. I wouldlike to know what else I can talk about because I am not that creative and I thinkthat people are ettin sick o" what I am talkin about.? *o$ we have been doin alot o" tests on di""erent thins that people are respondin to throuh our acebookand our 0witter accounts and were are "indin a whole rane o" awesomein"ormation about what people are respondin to and how the interactions arehappenin. I think$ pictures and photos are one o" the biest thins that we are

ettin$ pictures alone$ ettin some results "rom pictures and comments. *o$ Iwanted to ust spend a couple o" minutes ust ivin you some really cool tools

that we can use to post so people say >Hey$ you uys are postin some really "unstu"" or some really relevant stu"". *o$ what it is that you are talkin about%?without havin to sit there and wreck your brain every day.

*o$ havin said that$ one o" the "irst sites that I really do like is a site calledwww.alltop.com. Alltop is a syndicated site that has a collection o" in"ormationabout any topic that you can possibly think o" and it shows you the best blos thatare out there in a particular industry. *o$ I want to o to Alltop riht now as we

speak( I am oin to do a 2uick search. *o$ ive me an industry or a niche thatyou think we can talk about.

Heather Porter: Well$ some o" our clients riht now are doin propertyinvestment.

Andrew McCauley: Alriht. *o$ let)s look at property. I will type Fproperty) inthe search box there$ Fproperty investment) and what comes back is a whole bunch

o" results about bankin$ probably investment bankin$ crowd "undin$ interiordesin$ patents$ real estate$ taxes. I can click on one o" those. 9et)s ust click on

Freal estate) and what it brins back to me is the top "ive blos in about 166Ddi""erent blos that are all relevant and recent about property investment an real

estate. *o$ all you need to do is click on the link( it takes you directly to thatparticular blo pae which is reat. 0hen you can post that to people and say

>Hey$ I have ust read this reat article. Here it is. Check it out.? And this wasposted on Guly J8th$ so that)s only ust recently. 3our people will start thinkin thatyou are o""erin them reat service by ivin them current up


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week and all that would take you what$ next to -


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Andrew McCauley: 0hat)s I uess we now move on to the actual part o" 0witterthat many people don)t understand and that)s the sponsored stories and sponsoredtweets or promoted tweets that have been actually paid "or to 0witter. *o$ you canet your tweets "ound and searched by more people than what)s ust on your list.

*o$ is it okay i" we di into that%

Heather Porter: 9et us di in. 3eah$ let)s start ettin on that because I know

it)s new and 2uite unknown and people are probably riht now listenin to this andthinkin >3eah$ how is that oin to work%? *o$ how does it work% 9et)s start with

how$ I uess$ where it shows up because my "irst 2uestion is >!kay$ so you etthese promoted tweets$ where do they actually show up$ how do people seethem%?

Andrew McCauley: *ure. *o$ when you do a search "or somethin on twitter$let)s say you wanted to type in !lympics and you et a whole bunch o" results "rompeople that have used the word F!lympics) in their tweets. I" you have paid "or thispromoted tweet with the keyword F!lympics) in it$ your tweet is oin to show up

at the top o" that particular result and it is not oin to et crushed down in thetimeline as new tweet comes on( it will stay at the top o" that tweet list until you

have stopped payin "or that. *o$ you want to promote your tweets when youwant to reach users when they are searchin "or thins on 0witter$ as I said. 0heywill taret search terms and they are oin to stay at the top o" the results pae.*o$ it is a pretty cool way$ i" you have ot a hot topic or somethin that knowpeople search a lot "or and you can pay "or promoted tweet. 3ou are oin to "indthat people will click on your link because it may be relevant to them and still stay

at the top and ettin seen by more people.

Heather Porter: 0hat)s reat. And does that show up ust i" you are onwww.0witter.com and you are usin their search "acilitates.

Andrew McCauley: 3es.

Heather Porter: !kay.

Andrew McCauley: *o$ you can also taret "ollowers. *o$ you can o and "indtareted people who are your "ollowers so that only your "ollowers et to see thatparticular result so there is more o" a connection there or you can even use

taretin people that are very similar to what your "ollowers are like. *o$ whatthat does is it extends the reach o" your campain and the brand to more users

who are receptive to your messae. *o$ let)s say you have ot a thousand peoplethat "ollow you and you promoted posts to users who are like your "ollowers$ you

miht have another "ive thousand people that are very similar to your current"ollowers. 0hat makes you to et in "ront o" those people alon which is anawesome way to start rowin the list.

Heather Porter: 0his is reat. And where do I "ind it because I am actually ointo www.0witter.com riht now. How do you purchase these promoted ads%

Andrew McCauley: !kay. *o$ you ot to o down the very bottom you will see

on the le"t


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Heather Porter: I do see them. FAdvertisers)$ yeah.

Andrew McCauley: Click on Fadvertisin).

Heather Porter: =reat.

Andrew McCauley: And you will "ind that that will take you to a pae where you

are oin to apply. 3ou can)t ust run an ad ust o"" the bat. 3ou do need to othrouh a little bit o" a process will 0witter itsel" but once you are up and runnin$

you will "ind some reat results. *o$ you can see that sort o" stu"" there. *o$that)s promoted tweets.

4ow$ let)s look at the next one. 0he next one is promoted trends. 0rends have

ust chaned a little bit recently. +p until not so lon ao trends were the thinsthat were makin the most noise$ the most splash in the 0witterverse. *o$ i" +sain5olt won the 166 meter$ he would be one o" the most trendin topic becauseeveryone is talkin about him. *o$ 0witter would say >0his is one o" the most

trendin topics.? When Michael Gackson died$ Michael Gackson was the mosttrendin topic "or a lon time. *o$ you can actually promote trends. 4ow$

because o" its placement$ a promoted trend will et you massive exposure and it ispretty much like the only place to kick start or ampli"y a conversation on 0witterand beyond. *o$ imaine havin your business name or your product or service asa promoted trend on the le"t hand side when you are lookin at 0witter. I am notsure i" you see that when we are talkin riht now. Can you see the trends on thele"t hand side underneath your' i" you o to the Fhome) button on your 0witter

account%

Heather Porter: 3eah$ I see that$ yup.

Andrew McCauley: 3ou see the trend. *o$ you can promote trends. 3ou shouldsee a promoted trend there$ in this instance on mine I have ot #dineoutday. *o$

some company has promoted that trend to be at the top. *o$ somebody)s oin tocheck this out.

Heather Porter: *o$ I see one that)s di""erent$ obviously bein in Australia. *o$I see #C7*5eautClub. *o$ would that mean somebody is promotin that trend.

Andrew McCauley: 3eah$ and trends will be di""erent to everyone. 3ou and Iwon)t see the same trends because we all have di""erent interests. *o$ they will try

and promote trends to people that are relevant. 0here is no point spendin a lot o"money on trend i" no one is interested in that.

Heather Porter: *o$ let)s use an example. *o$ i" I have a mortar business$ I ama naturopath$ let)s say$ how would I use that "or my business and I am branchinout to sell products like supplements and thins on the internet throuh mywebsite% What would I use a trend "or%

Andrew McCauley: Well$ you could use it as the name o" your business so peoplesee that the name o" your business is a trend. Gust by bein curious$ they are

oin to see what that trend is all about. *o$ they are oin to click on it.



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Heather Porter: =ot it.

Andrew McCauley: I" I o and click on #dineoutday or my trend riht now$ it)soin to show me all the results "or dine out day and there is a whole rane o"di""erent promotions that they have been doin over the last couple o" hours I cano throuh and read and "ind out what)s it all about and maybe spend some moneywith those people.

Heather Porter: It)s almost like a press release to 0witter$ isn)t it% It)s kind o"like here I am around$ here are the thins oin around this trend.

Andrew McCauley: xactly$ exactly.

Heather Porter: =reat.

Andrew McCauley: *o$ this one here can be 2uite an expensive one thouh. *o$ust keep in mind that it)s not a cheap thin to be on top o" the trends and whilewe are on trends$ i" you can see the word Fchane) next to Ftrends)%

Heather Porter: 3up$ I can.

Andrew McCauley: 3ou can actually chane the location o" your trend. *o$ rihtnow you probably have a lobal trend riht there. I" you click on the word

Fchane)$ you can o and pick which country you want to see trends "rom.

Heather Porter: 3eah$ worldwide$ I can see all the di""erent countries there as

well. It)s reat.

Andrew McCauley: xactly. *o$ I am in the +* but I would like to see what)strendin in Australia. *o$ I have my trends set to Australia so I can see what)s

oin on in keepin track o" news that)s comin out o" Australia. *o$ you can dothat. I think in the +* you can actually chane to di""erent states in the +*( you

can pick certain states in the +*.

Heather Porter: Wow&

Andrew McCauley: *o$ i" you are livin in Cali"ornia$ you can see what)s oin onin Cali"ornia rather than ust +* as a whole entire trend.

Heather Porter: 3eah$ what a reat tool& 0his is ama/in&

Andrew McCauley: 3eah$ yeah. Alriht$ so that)s sponsored trends. 0he "inal

one is the promoted accounts.

Heather Porter: !kay.

Andrew McCauley: 4ow$ Fpromoted accounts) is a "eature in the search resultsthat shows you who to "ollow. 9et)s click on your Fhome) button aain and you willsee there will Fpromoted) and in my case I have a Eapid*even as a promoted"ollower. 0hey have paid money to turn up at the top and say >0his person here

best represents closely what you are all about and you should "ollow them because



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0witter when they are over with them$ they say >3ou uys should "ollow thisperson because he is a reat match here.?

Heather Porter: I am so lad that I work with you$ *ocial Media 5loke$ becauseI was wonderin what this stu"" was and the other day I was actually kind o" cullinmy list$ ettin rid o" a "ew people that I am "ollowin that are ust not in my areaanymore and I kept clickin on tweets that were comin up in my tweet "eed and itwould keep comin up o" people that I was not "ollowin and I could not "iure out

why they were appearin there. *o$ this totally makes sense. All these little newareas are exactly "rom what you are talkin about here. It)s all the new promoted

area o" 0witter. How lon has it actually been around%

Andrew McCauley: It has been around "or a while now. When they introduced itI think acebook 2uickly "ollowed suit with their promoted posts and as you know

we have been playin with some promoted post activity recently but one o" the2uestions that we do o"ten et is how much is this sort o" stu""% Is it expensive%

Heather Porter: 3eah.

Andrew McCauley: *o$ let me tell you this. romoted tweets are the "irst one

we spoke about$ promoted tweets are o""ered on a costWell$ these uys are spendin some serious cash? but you are oin to

understand$ I am thinkin the number now o" 0witter users are around about J-6million the other day and i" you can et your trend on top o" or in "ront o"everybody else and you have ot people clickin throuh$ then tens o" thousandso" dollars may be chump chane i" you are ettin some ood results.

Heather Porter: 3ou know the little devil)s advocate in me is now sayin >!kay.

*o$ is this only seen on 0witter.com because so many people are usin these third

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How to Use Twitter for Business Marketing (Twitter Part 2)