Twitter for 101 for Business

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<ul><li><p>*</p></li><li><p>-Twitter Overview -Twitter Terms &amp; Anatomy of a Tweet</p><p>-Twitter Tools &amp; Best Practices</p><p>-Case Studies</p><p>*Talk about what twitter has become now. Use this for Twitter Stats - http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.htmlUse this for Twitter 101 Video http://www.youtube.com/watch?v=ddO9idmax0o </p><p>Twitter Overview (What is it?)Why Twitter? Stats Twitter Basics / TermsTwitter ToolsTweet OptimizationHow to Grow Twitter FollowingTwitter TimeYou have a Twitter handle, now what? What should you tweet, who should you follow who should be tweeting for your company? Case Studies</p></li><li><p>What is Twitter?</p><p>*Talk about what twitter has become now.</p><p>Twitter describes itself as, a service for friends, family, and coworkers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing? Tweets are restricted to 140 charactersProper grammar is ignored in many cases</p></li><li><p>*</p></li><li><p>*</p></li><li><p>*</p></li><li><p>*</p></li><li><p>*</p></li><li><p>Piece of Content#HashtagCredit the SourceLink</p><p> 140 Characters</p><p>*</p></li><li><p>Piece of Content#HashtagCredit the SourceLink</p><p> 140 CharactersRelevant Mentions</p><p>*</p></li><li><p>@ReplyDM (Direct Message)Auto DMTrending TopicsListsPromoted Tweets, Accounts, Keywords Sponsored Tweet</p><p>*</p></li><li><p>@Reply</p><p>*</p></li><li><p>DM (Direct Message)</p><p>Discuss Utility of DM</p><p>Talk about auto DM*</p></li><li><p>Sponsored &amp; Promoted Tweets</p><p>*</p></li><li><p>Trending Topics</p><p>*</p></li><li><p>Re-Tweet</p><p>*</p></li><li><p>Lists</p><p>*</p></li><li><p>Talk about What the Trend?Dont overuse hashtags-not in every tweet, it is too spammy and people will not want to follow youIf you are creating a hashtag, send a tweet out explaining what the hashtag means if it isnt obvious. Make sure the hashtag is creating value for yourself and your followers</p><p>The # is a favorite tool for conferences and events. Its also a way for Twitter users to organize themselves.When everyone adds a certain hashtag to tweets about a topic, it becomes easier to find that topic, and more likely the topic will appear in Twitters trending topics. Hashtags like #followfriday help spread information on Twitter while also helping to organize it.</p><p>*</p></li><li><p>*If you havent already secured your twitter handle, make sure you do so asap-you want to be easy to findResearch other brands on twitter to see what you admire/dont admireSocial Identity can help you design your page-keep the same colors and logo as the rest of your brand if possibleClaim your Twitter handleDecide how you want to brand your businessChoose the right background for your twitter page.Have your Twitter link with your blog if you have oneInclude your twitter handle on your business card</p></li><li><p>Logo (250x250 pixels)BioWebsiteLinkProfile Links (Sidebar)</p><p>Branding</p><p>Logo Select Square Logo 250x250 Pixels. If multiple twitter accounts Face w/Logo (Kodak example) Bio A 160 Character Bio Mostly Keywords. Tip: Use Keywords Website Link A link to your main website. Branding (Overall) Make transition from Social Media to your brand as easy as possible. Profile Links (Sidebar) Highlight other ways to connect w/your brand similar to Contact Us on your website. Non-clickableBrand Description (Sidebar) More than 160 Characters but should be brief. *</p></li><li><p>What are people saying about your brand?</p><p>How are going to deal with customer service issues if they arise?</p><p>How many people will be tweeting for your company and when?</p><p>Strategize so you can execute effectively </p><p>*</p></li><li><p>Who </p><p>should you follow?</p><p>*</p></li><li><p>*</p></li><li><p>1. Show Us Who You AreWhen you sign up for Twitter, youre asked to provide 3 pieces of personal information: a bio, a homepage link and a picture. Many more accounts than youd expect dont do these simple things. But accounts that do take the time, have many more follower than those that dont. So show us who you are.*</p></li><li><p>2. Stop Talking About YourselfWhat I found here is pretty clear, accounts that have more followers do not tend to talk about themselves much. Imagine meeting someone at a cocktail party who did nothing but talk about themselves all night long. Would you want to listen to them for very long?Want more followers? Stop talking about yourself.*</p></li><li><p>3. Dont Just ConverseWhen you look at the average reply percentage of folks with over 1,000 followers and compare it to the reply percentage of users with less than 1,000 followers what you find is interesting. Users with lots of followers respond much less frequently. The effect is the same when you compare users with more than 1,000,000 followers with those that have less.*</p></li><li><p>4. Identify Yourself AuthoritativelyOne of my favorite unicorns-and-rainbows myths to pick on is the dog-eared dont call yourself a guru. Ive heard said a bunch of different ways, and its present anytime someone maligns the term social media expert or suggests there is no such thing. It turns out though, that when you pull the rainbow-colored wool from your eyes and look at actual data, Twitter accounts that use the word guru tend to have 100 more followers than the average Twitter account.</p><p>Now, I dont think the takeaway here should be to call yourself a guru at every opportunity, but if you look at the rest of the words on the list, you should realize that you need to identify yourself authoritatively*</p></li><li><p>5. Dont be a Debbie DownerNegative remarks include things like sadness, aggression, negative emotions and feelings, and morbid comments. Nobody likes to follow a Debbie Downer accounts with lots of followers dont tend to make many negative remarks. If you want more followers, cheer up!There is no empirical data to suggest that conversations lead to increased reach on Twitter.*</p></li><li><p>@#%&amp;!@%?@%?</p><p>Dont ignore or delete negativity unless it is directly attacking another person, or is blatantly offensiveWhen removing posts, always leave a message explaining that inappropriate language or direct attacks are not permittedWhen Responding:Dont try to reason with the userInstead, acknowledge the problem, and try to solve iti.e. We are sorry this happened, we are working now to fix the problem, stay tuned for more updatesIf possible, ask user to engage over email or phone</p></li><li><p>*Tweet deck, hootsuite, etc. to schedule tweetsHash dictionary-helps you keep track of conversations that include hashtagsKlout scoreTweet Reach</p></li><li><p>*</p></li><li><p>*</p></li><li><p>*</p></li><li><p>*</p></li><li><p>*</p></li><li><p>*</p></li><li><p>1. People Like a Person, Not Just a Logo @Ford</p><p>Scott Monty is head of social media for Ford Motor Company and, for many, the face and personality of Ford on Twitter. His account,@ScottMonty, has more followers and a higher Klout Score than the @Ford official account. Immediately upon talking to Monty, you realize why hes had such success in his role: Hes not only personable but very much believes in the company. He says: One of the reasons that it works so well is that I dont do it simply because its a job. I truly believe in the things Ford Motor Company is doing from the products to the great leadership. The reason I took the job is that it was something that resonated with me personally. I think you can tell when people are doing something just because its a job or because they truly believe in it.Monty points out that one of the biggest challenges to this approach is finding a representative that will be the right fit. As for the benefits, Monty adds: People appreciate looking at a face as an avatar instead of a logo. That personal touch brings along a degree of humanity to the brand. I talk about 360 degrees of my life and people like that.Best for: Companies that have a strong social media lead who is committed to the company and who fits well with the brand image*</p></li><li><p>2. Announce Whos Tweeting @Zappos_Service</p><p>The Twitter handle for Zappos support has a rather unusual, but practical approach to having multiple people run its account: They simply tweet when they change shifts (which happens fairly often) and let people know whos helping at any given time. Its a very brick-and-mortar approach similar to how you can check the name tag of whos helping you at the store, but you still view them as a company representative.We want Twitter to be more personalized, says Corina Craig, one of Zapposs tweeters. We want people doing Twitter who like to do it. A lot of our customers have their favorite tweeters. People reach out and say, Hey Corina hows everything going? This method was chosen to promote the best customer experience. You can get 24/7 service from Zappos and you can still correspond with someone who has a name and personality.Best for: Companies that need to provide service 24/7.*</p></li><li><p>3. Carefully Craft the Brand Voice @VirginAmerica</p><p>Virgin America does a remarkable job of being responsive on Twitter despite the fact that there are only two people behind the handle. Jill Fletcher is the social media and communications manager and one of those two people. She explains that they work very hard to develop a consistent company voice for the account that fits with the overall brand.The Virgin Voice is casual, cheeky and irreverent, and so are we, she says. Nick [her colleague] and I work very closely together to inject as much of the Virgin Voice into our tweets as possible, but we arent afraid to let our personalities shine through either. I think its a mistake to over-think every message that goes out on social media. Our aim is to simply be true to Virgins values in our social media posts by going out of our way to create wow for our guests and having fun along the way.Best for: A brand with a strong voice.*</p></li><li><p>Avoid a Cult of Personality @WholeFoods</p><p>The Whole Foods Twitter handle definitely has a social media savvy team behind it (even if you cant easily tell who its members are). They have a very active presence and even post the hours that they are available to answer tweets, making expectations clear for their customers. Due to Whole Foods international nature, with each store potentially having quirks or a neighborhood feel of its own, having one Twitter account to represent all of them is a unique challenge.Winnie Hsia, social media senior specialist for Whole Foods, says, From the beginning, it has been important for us to avoid creating a cult of personality around any individual managing our social media presence. We want our social media channels to convey our brand personality and not necessarily the personality of the individual managing the outgoing messages and conversation. We have, however, sought individuals who understand our brand voice friendly, positive and conversation-driven - to be our social media specialists.She believes keeping a certain level of anonymity is important for the brand. Michael Bepko, social media specialist, adds that this has never been a problem for them with their fans. In general, what is really important to our customers, fans and critics on Twitter is that they receive quick, helpful responses from us not that information originates from a particular person, Bepko says.Best for: Brands that are international or multi-faceted where it may be hard for one person to represent the entire company.*</p></li><li><p>5. Get Many Departments Involved @JetBlue</p><p>JetBlue Airways is another great example of a company that manages its Twitter brand well. Morgan Johnston, manager of corporate communications, says there are approximately 20 people behind JetBlues corporate account. Every one of us is an established crewmember with expertise in different areas within the company that our followers find useful, Johnston says. Representatives from Corporate Communications, Marketing, Interactive (web) team, TrueBlue (customer loyalty) team, and Customer Commitment team are all able to respond directly to customers. This allows the JetBlue Twitter presence to answer all kind and varieties of questions. Johnston adds, We like to think of the team as an all-seeing, quickly accessible amazing information booth.JetBlue maintains aTwitter listof on-duty reps so customers can find out whos behind the voice at any given time. JetBlue also uses co-tags when someone is expressing a personal instead of brand opinion. Johnston explains: So while @JetBlue as a corporate entity may not be able to advocate for any particular restaurant at our airport terminal at JFK, you can be sure if Im handling the question, there will be a Try the guacamole at Revolucin ^MJ attached.Best for: Companies where customers are looking for information first and need to be able to get in touch with different parts of the company.*</p></li><li><p>One Account, One Voice @PalmsLasVegas</p><p>This Las Vegas hotel has an active Twitter presence that works well for its image. It maintains its brand without feeling stifled. Amber Olson, the social media strategy manager for the Palms, notes that the account has one voice behind it, making it easy to maintain one consistent feel and personality. While having one person behind an account may be impossible for bigger companies, it may be just the right mix for a local hotel or business.Tweets are done freely and in real time; its more genuine and in the moment, Olson says. While most companies strive for this, its especially easy with this approach because theres no need to check to ensure the tweet is in the right voice.Best for: Small or local businesses where its possible for one person to manage the whole account.*</p></li><li><p>*Talk about the futureQr codesTweetupsBlog lunchesYelp</p></li><li><p>BackgroundJune 2008Lunch closedNo social presenceNo blended solutionDinner 100 covers on busiest night</p><p>*</p></li><li><p>*</p></li><li><p>*</p></li><li><p>ReputableTwitter Users</p><p>*</p></li><li><p>Facebook Feedback</p><p>*</p></li><li><p>Increased Following</p><p>*</p></li><li><p>ResultsDinner 400 CoversLunch 80-100 CoversWeekly Oyster Fridays</p><p>*</p></li><li><p>*</p></li><li><p>Goal</p><p>To generate more traffic to House of Blues (HOB) Restaurant </p><p>Increase Brand awareness and Increase following (currently 705)</p><p>Begin training followers to be responsive and alert to HOB Tweets</p><p>*</p></li><li><p>Strategy</p><p>Contest:AC/DC Giveaway</p><p>Contest Length- 4:45pm-6pm</p><p>*</p></li><li><p>Dialogue With Contest Entrants</p><p>*</p></li><li><p>Results</p><p>20 tweets in first 40 mins </p><p>Final Following 745 Followers (40 new followers in less than 2hrs)</p><p>In less than 24hr following grew from 705 to 760 (55 new followers) from 1 tweet that was sent during rush hour 4:50pm. </p><p>*70% of the winners publicly acknowledge winning and referenced the HOB brand, many praising the brand. Entire contest took less than 1hr worth of work but generated an immediate local buzz around Boston due to short contest time frame and immediate winner recognition. Since LiveNation decided to take over ticket giveaways follow up contest involving restaurant werent possible.</p></li><li><p>Twitter Mistakes</p><p>*</p></li><li><p>How Not to Run a Twitter Promotion</p><p>*This was an extremely complex legal document where even the URL was complicated. </p></li><li><p>*</p></li><li><p>Joselin Mane Chief Social Media Strategist</p><p>100 N Washington St, Bostonwww.451marketing.com@451Heat</p><p>*</p></li><li><p>**Talk about what twitter has become now. Use this for Twitter Stats - http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.htmlUse this for Twitter 101 Video http://www.youtube.com/watch?v=ddO9idmax0o </p><p>Twitter Overview (What is it?)Why Twitter? Stats Twitter Basics / TermsTwitter ToolsTweet OptimizationHow to Grow Twitter FollowingTwitter TimeYou have a Twitter handle, now what? What should you tweet, who should you follow who should be tweeting for your company? Case Studies</p><p>*Talk ab...</p></li></ul>