From SMX Toronto

1. Building Buzz on Twitter
SMX Toronto 2012
By: Aaron Friedman
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@aaronfriedman

2. Twitter – CRUSH IT!
“Hey @tallross, you have been
crushed by @aaronfriedman…
a BILLION times!”
@aaronfriedman

3. Agenda
• Twitter Uses
• Why Twitter is Important
• Successful Twitter (3 Steps)
• Twitter & The Long Tail
• Wrap up
@aaronfriedman

4. Twitter and the Great Unknown
Twitter entered the picture with a completely
different platform to connect with people and
learn about their lives than Facebook did.
WHAT THE
HECK IS
THAT!!!
@aaronfriedman

5. Although it took some time for the
function of Twitter to be defined by
those using the platform…
Twitter has proven to be a valuable
communication tool.
@aaronfriedman

6. For Connecting
Some of my
first tweets
ever
@aaronfriedman

7. For Fundraising
$5,000,000
raised in 2
days for Haiti
(Red Cross)
@aaronfriedman

8. For Business
• Customer
Service
• Support
• Competitions
• Giving back
@aaronfriedman

9. Twitter Is…
• 340M thoughts shared daily
• 140M+ Active Users
• The loudest voice on the planet
– “After the election in Iran, cries of protest from supporters of
opposition candidate Mir-Hossein Mousavi arose in all
possible media, but the loudest cries were heard in a
medium that didn't even exist the last time Iran had an
election. ”
Source: http://www.time.com/time/world/article/0,8599,1905125,00.html
@aaronfriedman

10. IMPORTANT
Beyond the ability to communicate with
consumers, understanding and implementing a
Twitter strategy has become even more critical
for marketers.
@aaronfriedman

11. Twitter Contributes to Engines
@aaronfriedman

12. Search + Social = The Future
Engines have deemed content from Twitter as a
valuable source of information. Impacting how the
search results are displayed
@aaronfriedman

13. Attributes Engines Might Consider
• Relevant/irrelevant messages posted
• Total number of documents initiated posted
by the author within a defined time period
• Total number of replies or comments made by
the author
• A number of [online] groups to which the
author is a member
@bill_slawski
Source: http://www.seobythesea.com/2009/11/how-search-engines-may-
rank-user-generated-content/
@aaronfriedman

14. Which Begs the Question
As marketers, how do we maximize twitter to
effectively communicate with our audience
base and ensure our content is helping in the
search engines?
@aaronfriedman

15. 3 points of successful Twittering
Clarity
Simplicity
Incentivize /
Timing
@aaronfriedman

16. CLARITY
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@aaronfriedman

17. Be Clear
Highlight the
content in the
tweet that you
actually want
people to share
@aaronfriedman

18. Oh, Also…
Don’t look like
Spam… people
don’t like that
@aaronfriedman

19. Too Long; Didn’t Read
• Highlight
not only
ON Twitter
But also
OFF Twitter
• TL;DR is a
great way
@aaronfriedman

20. SIMPLICITY
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@aaronfriedman

21. Make Sharing Easy
Give users a button to share with.
According to a Bright Edge Study, Share Buttons drive 7x more
exposure for web pages.
Source: http://searchengineland.com/learn-to-control-your-message-with-
social-sharing-open-graph-100245).
@aaronfriedman

22. And on that note…
Don’t complicate posts
by @tamccann
• 5 posts about your space – help make others smarter
• 3 posts about your product – demonstrate the role
you play in your industry
• 2 personal –give people something to connect to by
sharing your personal side
@aaronfriedman

23. INCENTIVIZE / TIMELY
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@aaronfriedman

24. Incentivize / Timely
• Give an incentive
and make sure
your information
is timely.
• QDF
@aaronfriedman

25. Competitions
Answering a
need
@aaronfriedman

26. Add brand to
consideration
pool
Reward/
Recognition
@aaronfriedman

27. ONE MORE THING…
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@aaronfriedman

28. Twitter and The Long Tail
A simple methodology on how to prioritize long tail queries using information from Twitter.
http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434
@aaronfriedman

29. Re-cap
Twitter is significant to Search Engine
Performance
• Clarity - Take away the guess work. Tell your
audience what to say?
• Simplicity - Sharing is easy and boosts
engagement
• Incentives / Timely Posts – Be relevant
• Use Twitter to target the long tail of search
@aaronfriedman

30. Thank you
Aaron Friedman
SEO Manager at
www.digitalhighrise.com
aaron.friedman@sparksmg.com
@aaronfriedman
+
@aaronfriedman