1. Twitter for Marketers Bernie Borges September 29, 2010 1

2. Goals Learn how to use twitter in productive and measurable ways in business. Understand the “rules of engagement.” Minimize mistakes. Maximize positive results. Page 2

3. Expectations Learn what is Twitter and why it is so popular Design and launch a Twitter profile Learn how to develop a profitable content strategy on Twitter Twitter etiquette, rules of engagement and community-building “best practices” that increase engagement and relationships that spread your great content and messaging across the web Use Twitter for corporate branding Tools and techniques to expand, manage and measure your branding efforts through Twitter Integrating Twitter into other social networks e.g. Facebook, LinkedIn Join and follow Twitter conversations, respond appropriately to comments and how to use Twitter while attending an event or conference Integrate Twitter into all other aspects of your marketing strategies Page 3

4. Skills to Acquire The “social networking mindset” The “content marketing” mindset The habit of “Tweeting” daily How to engage with people and other brands How to build your personal and company brand How to maintain and manage your profile, followers and following Integrate Twitter into your marketing plan How to measure and refine results Page 4

5. Agenda This Morning This Afternoon A Twittle Thought Getting Started… Twitter Basics Management Tools for the Twittersphere Getting the Most Out of Twitter Measuring Results Marketing with Twitter In the Trenches Page 5

7. Objectives

8. Setting and Measuring Goals6

9. What Is Twitter? Twitter is a social networking and micro-blogging service that allows you to efficiently share ideas, thoughts and content in 140 characters or less 1 of 50 most popular websites on the web Twitter is about Spreading content Making connections Building relationship Expanding brand The result can be Driving traffic Increasing leads Generating revenue Page 7

10. Before We Begin…What Are Your Objectives? What is your company or client’s mission? What do you(they) want to accomplish? Who are your target audiences and subgroups? How well do you know them? What is important to them? Connect what you want to accomplish with what is important to your audience Page 8

11. Setting and Measuring Goals Source: Facebook Marketing an Hour a Day. Goals Metrics Example 9

13. SettingsAccount Password Mobile Notices Profile Design Connections 10

14. http://www.twitter.com/berniebay Link to My Profile Notie Social Icons 11

15. Setting Up a Profile Email addresses must be different if you are setting up a personal and business profile. Tip: Create a specific Gmail account for your Twitter profile to avoid clogging up your email. Page 12

16. SettingsAccount Fill in the basics. Add location? Protect my tweets? Password Use to change password Page 13

17. SettingsMobile Add your mobile number to start mobile (text) verification process Page 14

18. SettingsNotices Unless you choose a 3rd party app that offers auto-follow feature – you will need to receive emails when someone chooses to follow you to accept. Page 15

19. SettingsProfile Tip: Keep image less than 72k Be sure to add a URL Can be your website Can be your blog Can be Facebook or LinkedIn profile Bio 160 characters Use keywords for SEO value Make it interesting Page 16

20. SettingsDesign Customize your background to reflect your personality or brand Select Change background image Can upload any image Max 800k 1600px wide X 1200px tall Change design colors Can customize your colors More options http://www.colourlovers.com/themeleon/twitter Page 17

21. Settings…design A few more background options: http://tweetstyle.com/ http://www.mytweetspace.com/ http://freetwitterdesigner.com/ http://www.twitbacks.com/ http://peekr.net/ Page 18

22. Settings Listing of 3rd party apps that you have given permission to connect to your Twitter profile Some 3rd party apps allow you to use different password Keep a list Toggle Revoke Access Page 19

23. Common Twitter Shortcuts @username – Sends reply to individual, but in public timeline dusername – Sends private, direct message to individual RT = Retweet – Forwarding someone else’s tweet # (hashtag) – Used with a keyword/topic to create streams (#AMAtweet) Twitter Stream – Use of a specific hashtag, e.g. #FF (follow Friday) to follow a particular conversation SO – Shout Out – Using @username to thank, call attention to, etc Page 20

24. What is a Twitter Stream? A tweeter stream uses a “#” hashtag to identify streams of conversation based on an event, topic or person http://search.twitter.com What the Hash Tag TweetUp A pre-defined time to tweet about a specific topic or event Our Twitter stream – #AMATwitter Page 21

25. Join our Tweet-Up #AMATwitter Urban Dictionary: An organized or impromptu gathering of people that use Twitter. (A meet up of people that 'tweet' using Twitter.) Are you going to the "tweetup" tonight? Page 22

27. Content Strategy

28. Brand Strategy

29. Tweeting Etiquette

30. A Few Things Twitter Can and Cannot Do

31. Twitter Lists23

32. Defining Who To Follow Identify Your Target Audiences and SubGroups Think in terms of what associated groups are important to your audience that connect to (touch) your product or service Page 24

33. Develop Your Content Strategy Align your business objectives with your audience’s interests and needs Then develop content that addresses “them” not “you” Share your content using URL shorteners Blog posts White Papers Pictures http://www.twitpic.com or 3rd party app like HootSuite or TweetDeck Videos – YouTube Share other people’s content Blogs, articles, pictures, videos Retweet other people’s content Page 25

35. Create tweets that are interesting to “them”

36. More informational than advertorial

37. Building trust and authority builds relationships that will help you achieve your goals

40. Follow back those that follow you (excluding bots, inappropriate followers)

41. Follow others proactively

44. Use http://search.twitter.com to track keyword conversations

46. Think of your tweets as short bursts of a relevant thoughtHint: It is called social media not “shouting” media Page 27

47. A Little Reminder… Keep your objectives in the forefront but… Focus on the interests of your target audiences and subgroups. Then create tweets and retweet content that will engage and generate interaction. Page 28 28 Its about them

49. Manage influential followers

50. Follow back those that have listed you

51. Universal search value

52. Use private lists for reputation management

53. Good chi

54. Bad chiPage 29

55. Listorious Anything Twitter can do - an app can help Twitter do better…Listorious: Is a people search tool Helps you get found Allows you to tag your lists Helps you find influencers within your target groups Logon to http://www.listorious.com Add yourself Add your top 6 best keywords Page 30

56. Keep Your Ratio Low Follow people whose lifestyle and interests may find your brand, products and tweets interesting enough to Follow up back May retweet your content to their followers. Might wish to engage in conversation This will increase the amount of people that may see your tweets. As you reach the 2000 follower mark, you must have a ratio of 110% or less E.G. 1800 followers or less, you can not follow more than 2,000. Page 31

57. Set up RSS Tweets for Keywords Page 32

59. TweetDeck

60. SocialOomph33

61. Twitter Can and Cannot Do Home Tab Can retweet in real time but cannot schedule a tweet for later Can select direct messages and view Inbox or Sent Page 34

62. Twitter Can and Cannot Do Home or Profile Tab Can view 20 at a time who you are following and who is following you. But cannot tell who is following you back Page 35

64. Twitter Can and Cannot Do Settings Tab Can adjust or change Twitter settings Can search for people Page 37

65. Twitter Can and Cannot Do http://search.twitter.com Can search by #hashtags and keywords to find relevant tweets and twitterers to follow Page 38

66. With HootSuite…you can Follow Streams Manage People Study Stats Page 39 Manage Settings/Assignments Login http://hootsuite.com Click on confirmation email

67. Or…TweetDeck Page 40

68. HootSuite or TweetDeck or Both? HootSuite Browser based Can schedule tweets Can save drafts Follow and unfollow management List directory Statistics per tweet & link Collaborative tweeting and assignments Page 41 Both offer: Multiple Account monitoring and tweeting Scheduled Tweets Tweet and upload pictures or images to Twitter Allow respond, follow, view profile, add to list Keyword and hashtag search Create custom columns Social network integration, i.e., Facebook, LinkedIn TweetDeck Desktop application (Adobe Air) New tweet notification Can email tweets Customizable settings Search and List Directory on website Can schedule tweets Tweet management filters Translate Tweets

69. Advanced Tweeting with SocialOomph http://www.socialoomph.com is a fee-based multiple Twitter management software platform with automation tools and tracking analytics. Professional version offers: Recurring updates Filters on most automation features Schedule & Publish Blog Posts and Pages Find Quality Friends to Follow Using Keywords Private Tweet Viewing/Grouping Channels Discover Which Followers Have The Most Clout Manage Many Accounts with TweetCOCKPIT Much more Page 42

70. Key Feature: Recurring Tweets Create rotating tweets that expands opportunity for your content to be found Create shortened URL Enclose with brackets { tweet 1 http;//shortURL | tweet 2 http;//shortURL | tweet 3 } 3. Schedule 1st tweet followed by “|” 4. Schedule 2nd tweet followed by “|” 5. And so on… close with “}” Page 43

71. Best Practice Stuff To Remember Establish a pattern of consistency in your tweeting strategy Keep your “it is all about them” hat on when tweeting RT other people’s stuff Maintain and update lists Follow social “white hat” best practices Follow those that follow you but maintain low follower to following ratios – recommend 1.25 to 1 or less Respond to RTs (retweets) and SOs (Shout Outs) Tweet consistently and set up a good maintenance schedule Measure which content resonates best with your target groups Page 44

72. Finding Time for Twitter Create a Twitter team and share tweeting engagement Set aside dedicated time for tweeting Find daily activities that do not generate results and replace them Use 3rd party apps to increase quality and efficiency Page 45

74. Guidelines on Who NOT to Follow

75. Keep Your Ratio Low

76. Follow Back

77. Follow Others

78. Managing Your Following List

79. Other 3rd Party Apps1. Bookmarking Profiles 46

80. Guidelines on Who to Follow Influential Tweeters A verified account TrueTwit profile that who you are following is who they say they are. Low ratio of followers to following Tweets are relevant to followers Profile has picture or avatar Provides name, website and bio Note: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you Page 47

81. Guidelines on Who Not to Follow No photo or image Does not follow back Large number of tweets Tweets multiple tweets at one time No website or bio Tweets rarely Exception: News portals with quality content Page 48

82. So How Do You Know Who Is Influential? http://tweetreach.com/ http://www.mrtweet.com http://www.klout.com http://twittergrader.com/ Page 49

83. HubSpot’s Twitter Grader Score includes Grade Rank Tag cloud History Follower graph Follower comparison Page 50

84. Be personable…even as a brand Follow back those that follow you Manually respond to emails from Twitter Use the follow back feature in Twitter management software such as Hootsuite and TweetDeck Use the automated feature in SocialOomph and other apps with filter options Use the people management tool in HootSuite Page 51

86. Search Google with “keyword Twitter”

87. Follow people from LinkedIn and Facebook

88. Use 3rd party apps

89. http://www.twibes.com/www.mrtweet.com www.Twellow.com http://wefollow.com/ Page 52

91. In HootSuite / TweetDeck set up “specific keywords” column

92. Follow people who have listed you

93. Follow the followers of influential people that you follow or follow you

94. Use 3rd party apps to find relevant followersGrow Your Followers Page 53

95. Finding Influencers with WeFollow Page 54

96. Using Twellow to Find Communities Page 55 Search Suggested Users Manage Follow / Unfollow

98. Integrating Twitter into Your Marketing Strategy Email signature “Follow us on Twitter” On your website, blog email, newsletter Direct mail & media campaigns Other social networks e.g. LinkedIn, Facebook, Myspace Page 57 http://www.twitterbuttons.com/ http://www.twitip.com http://www.freetwitterbuttons.org/ http://tweetmeme.com/about/retweet_button Point your audience to your Twitter profile in your off-line and on-line marketing activities

99. Integrate Your Social Media into Twitter Page 58

101. Google Analytics

102. Twitalyzer

103. Twitter Analyzer

104. Klout

105. Twitter Grader

106. Socialoomph

107. Unilyzer

108. And More Apps

109. Finding Time for Twitter59

110. Measure – Review - Revise Social Media Strategies are long term – not short Use metrics for Understanding target audiences Building better relationships Understanding behaviors Refining targeting Understanding results Refining processes Improving relationships Refining content Page 60

111. Google Analytics Google can help you understand traffic that Twitter is driving to your website or blog (Some 3rd party apps are co-mingled within direct traffic results) Can set alerts to specific URLs, landing pages, campaigns Can export data to create client specific reports Page 61

112. Twitalyzer – Free and Fee Based Value: Provides metrics to refine your Twitter methods Measure the influence of specific Tweeters Page 62

113. Twitter Analyzer Much like Twitalyzer Matter of preference Does not provide the scoring Page 63

114. Klout Dynamic Analysis: Reach Demand Engagement Velocity Activity Page 64

115. SocialOomph Stats Twitter click traffic across all Twitter profile streams Twitter click details - exportable Page 65

116. Unilyzer Unilyzer.com Relationship metrics Fee based Page 66

118. SocialOomphhttp://www.socialoomph.com

119. Unilyzerhttp://www.unilyzer.com

120. Radian6 http://www.radian6.com/

122. Tweetr

124. TweetDeck (iPhoneiPad)

125. Twitterberry (Blackberry)

126. TinyTwitter (Blackberry)

128. http://twitter.com/goodies/widget_search

129. http://deanjrobinson.com/projects/twitt-twoo/

130. http://tweetmeme.com/about/retweet_button

131. http://www.twitterbuttons.com/

132. http://www.twitip.com

134. Twitter is about approach, transparency, and immediacy Page 69

135. Social Media as a Business Strategy From The SocialCustomer White Paper Management buy-in is a must Integrate social channels with traditional service and marketing processes Identify the social channels that your customers engage in. Engage with social customers in multiple channels if necessary. Customer support staff should take time to engage with customers on social channels. Page 70

136. Continued… From The SocialCustomer White Paper More interactions generate a higher positive impact with social customers Companies that have a longer history of engaging customers on social channels from a service perspective experience a more positive impact on their service goals Facebook and Twitter ranked similarly for effective engagement overall Page 71

137. 33% of Fortune 100 on Twitter60% of the Top 10 Page 72

138. http://twitter.com/Chevron http://twitter.com/GMblogs http://twitter.com/conocophillips GE – protected Tweets http://twitter.com/fordcustservice http://twitter.com/ATTNews But not all are well versed or committed yet

139. Real-time Interfacing Builds Trust People trust more those companies who use microblogging websites like Twitter to provide real-time responses. 75% polled say they view companies who microblog sending frequent messages on sites like Twitter or updating their status on social networks like Facebook as more trustworthy than those who don’t. Note: 76 percent said they were less likely to trust information from a blogger getting free samples from companies they write about. Survey by Fleishman-Hillard with Research by Harris Interactive Page 74

140. http://twitter.com/Ford

141. Twitter Is An Information and News and Media Websites But people are bypassing News and Media websites 60% going directly to social networking and entertainment sites instead Page 76

142. http://twitter.com/NewYorker

143. http://twitter.com/washingtonpost

144. http://twitter.com/NYTimes

145. Twitter Forcing Change in Media Culture 80

146. http://twitter.com/Matt_is_a_nerd http://twitter.com/Mike_Thiel

147. http://twitter.com/wikileaks

148. How Does a New Domain Build Website Traffic? Page 83 3 week old domain 1/3rd of traffic driven by social networking

149. http://twitter.com/novellajewelry

150. http://twitter.com/etsy

152. Garner feedback and ideas instantaneously, effectively creating focus groups from the @Etsy followers.

153. Discover users’ favorite Etsy items, design blogs, and projects

155. HubSpot Employees Are Active on Twitter http://twitter.com/mvolpe http://twitter.com/bhalligan http://twitter.com/dharmesh 88

156. Promote Business through Building Relationships Teusner Winery Used Twitter search to find related keywords Keeps tweets relaxed and stays away from selling Customer-to-customer conversations, not just customer-to-you Use conversations to learn what customers like Twitter 101 Case Study Page 89

157. http://twitter.com/Teusnerwine

158. Twitter as A Cultural Catalyst Page 91

159. http://twitter.com/comcastcares

160. Jet Blue’s Modest Goal – Better Customer Service Jet Blue was an early adopter of social media in 2007. They began a Twitter profile with the objective of improving customer service. What began as a small experiment, tore down walls and lead to better qualitative rather than quantitative improvements. 1M+ followers later, they are an often studied example of a successful corporate driven Twitter Strategy. Twitter 101 Case Study Page 93

161. http://twitter.com/jetblue

162. Twitter’s Promoted Tweets (beta) Page 95

163. http://twitter.com/starbucks

164. http://twitter.com/twelpforce http://twitter.com/bestbuy

165. http://twitter.com/zecco

166. http://twitter.com/spontwts

167. Convergence – Mobile Twitter Apps Page 100

168. http://twitter.com/twtapps

169. Coupon Tweeting Page 102

170. Coupon Tweet Page 103

171. Create Coupons with twtQpon Page 104

172. Integrate Twitter Into Your Contests, Giveways and Coupon On/Off-Line Marketing Plans Page 105 Giveaway Give away something in return for your visitors to take action Use 3rd party platforms: http://twiveaway.com/ http://tweetaways.com/

173. http://twitter.com/couponsforward

174. Section SevenIn the Trenches 107

175. 108 Thought Leaders

176. http://twitter.com/chrisbrogan 109

177. http://twitter.com/mashable

178. 111 Community Syndicators

179. http://twitter.com/SMHCS 112

180. http://twitter.com/explorechicago 113

181. 114

182. 115 Content Sharers

183. http://twitter.com/RichardBejah 116

184. http://twitter.com/andersoncooper

185. http://twitter.com/chicagotribune

186. 119 Brands

187. http://twitter.com/radian6 120

188. http://twitter.com/bnluk

189. http://twitter.com/nfl

190. http://twitter.com/threadless 123

191. http://www.twitter.com/delloutlet

192. 125 Conversationalists

193. http://www.twitter.com/guykawasaki

194. http://twitter.com/Scobleizer

195. http://twitter.com/TheEllenShow

196. Summary “Your Twitter strategy should be a component of your overall social communication strategy to expand your brand across the web and produce measurable results.” Remember to: Define your goals Define and follow your target audience Tweet consistently everyday Engage your audience proactively and reactively Share content links Offer Twitter-only specials Follow people back (unless their tweets are inappropriate) Retweet great content from influencers you wish to engage Report spammers Consistently manage your lists and followers Always be interesting Page 129

197. Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing Read more… Page 130 Amazon Wheatmark's online bookstore Website: http://www.findandconvert.com Blog: http://www.findandconvert.com/blog Twitter: http://twitter.com/berniebay LinkedIn: http://www.linkedin.com/in/bernieborges Facebook: http://www.facebook.com/bernie.borges Facebook Fan Page: http://www.facebook.com/findandconvert