1. Twitter for Marketers
A Hands-On Training
Jessica Best
jbest@emfluence.com
@bestofjess or @emfluence

2. What is Twitter?
Twitter is a real-time information network
that connects you to the latest stories,
ideas, opinions and news about what you
find interesting 140 characters at a time.
See photos, videos, conversations and links
to news, all in one place.
@emfluence

3. Background & Usage
• 16% of online adults in the U.S., more than
200 Million monthly active users (Dec 2012).
• 90 million tweets are sent every day
• 72% of top U.S. companies use Twitter
– 88% post company news & updates
– 40% offer customer service
– 28% offer deals
– 10% release job postings
@emfluence

4. The Draw of Twitter
For consumers: For marketers:
• Quick, digestible • Immediate
• Immediate • Trackable clicks
• “ESP” for the • Cost effective
world
• Feedback tool
– Ex. real-time TV
@emfluence

5. All of the uses of
• Marketing/Sales • Market research:
– Website Traffic – Brand research and
– Branding reputation monitoring
– Search Engine – Competitor research
Optimization • Customer service
• Communications/PR • Hiring
– Education
– Outreach
@emfluence

6. What Twitter (Social Media) Isn’t
Marketing Strategy
• A strategy
Digital
• A stand-alone channel marketing
SEO
• A magic pathway to Social
Email
success PPC
Social Media + Digital Marketing + Traditional combine
to create successful communication.
@emfluence

7. Getting Started with Twitter
Hands-on Training
• Terminology
– Username: your own profile name
– Tweet: a post
– Follower: someone who subscribes to your tweets
– Mention: an interactive way of sharing the twitter
name of the companies you’re talking about with
your followers, e.g. @emfluence
@emfluence

8. Getting Started with Twitter
Hands-on Training
• Terminology
– RT or Retweet: a one-click way to share someone
else’s tweets with your own followers
– Short URL: a URL shortened using bit.ly, emfl.us or
other to save characters in your tweet and to be
able to track click throughs.
– DM or Direct Message: a private message
between you and a Follower. You can only DM
people that follow you.
@emfluence

9. Getting Started with Twitter
Hands-on Training
• Terminology
– #Hashtag: tool for connecting around a topic
instead of by who you know; a.k.a. “Magic”
@emfluence

10. Getting Started with Twitter
Hands-on Training
• Metrics
Quantitative Qualitative
– Followers – Brand image
– Mentions – Positive/negative
– RTs sentiment
– Clicks – Influence (Klout, etc)
– Favorites – High value
– LEADS connections
@emfluence

11. Step 1: Create a Profile
• http://twitter.com
@emfluence

12. Step 1: Create a Profile
• Choose a Twitter name
– Personal Brand = First & Last Name
– Shorter is (much) better
– Avoid special characters (_, -, 1234)
– Save the cleverness for your tweets
@emfluence

13. Step 1: Create a Profile
• Create your Profile Page
– Profile picture: professional, headshot only
– Header image: relevant, easy to read over
– 160 character description/Location/Website
@emfluence

14. Step 2: Follow people
• Follow back interesting tweeps &
those who mention/“Connect”
@emfluence

15. Step 2: Follow people
• Twitter’s “Discover” section
@emfluence

16. Step 2: Follow people
• Twitter’s “Find Friends” feature
@emfluence

17. Step 2: Follow people
• Hashtag contributors
@emfluence

18. Step 3: Lurk (a.k.a. Listen!)
• Basic Listening
– Listen for your own name &
brand terms
– Try to check in a few times a
week & skim your “stream” for
about 10 minutes
• Follow KCDMA’rs and industry news
for good articles, events and updates
@emfluence

19. Step 3: Lurk (a.k.a. Listen!)
• Advanced Listening
– Monitor keywords or popular
hashtags in your industry
– Monitor your competitors’
mentions: good & bad
– Set up lists to “categorize”
those you follow
Try TweetDeck >>
@emfluence

20. Step 3: Lurk (a.k.a. Listen!)
• Set up a list
@emfluence

21. Step 4: Tweet
• Curate/Share good content
@emfluence

22. Step 4: Tweet
• Engage & have conversations
@emfluence

23. Step 4: Tweet
• Create and share your own content
– Test ideal frequency, key times of day
– Intentionally create a tone/brand
– Share other stuff 8x more than self promo
or self-authored
@emfluence

24. Step 4: Tweet
• Go rich: use photos
@emfluence

25. Step 4.1: Plan
• Create a Marketing Content Calendar
@emfluence

26. Step 4.1: Plan
• Fill in the rest of the calendar
@emfluence

27. Step 5: Measure
• Audience size/Impressions
@emfluence

28. Step 5: Measure
• Audience impact
– Clicks, RTs, mentions
@emfluence

29. Step 5: Measure
• Conversions
– Traffic
– Sales
@emfluence

30. Step 6: Grow your Following
• Follow relevant industry news, prospects,
current clients (they’re likely to follow
back)
• Include your twitter handle (@bestofjess)
in your email signature.
• Tweet at events
@emfluence

31. Step 6: Grow Your Following
• Event-based tweeting
– Follow the show’s hashtag
– Follow people tweeting @ show
– Tweet good notes from sessions
– Tweet about booth/sponsor promotion
The Summit on the New American City
will use the hashtag #CityAgeKC.
Anyone can follow the conference on
Twitter @CityAge and Mayor James
@MayorSlyJames.
@emfluence

32. Ready? Set? Tweet!
• The “perfect” tweet:
MESSAGE (<98 characters) LINK (22 char) BLANK (20 char)
 Leave at least 20 blank characters for Retweets
 Use good punctuation, grammar, capitalization
(no TXT speak and avoid all caps!)
 Include a call to action
 Shorten (& track) all URLs (http://emfl.us)
 Include relevant & industry-active hashtags in-line
 You can place [ ] around deliverables, e.g. [BLOG]

33. Those who ROCK Twitter
The Wow,
That Rocked!
#kcdma

34. Wow
H&R Block
$ Social Media is
year-round.
• Despite their
seasonality, email
and social don’t
stop in summer &
winter months.
#kcdma

35. Wow
the #emflHOHO Twitter Snowball
$ Create connections/community.
#kcdma

36. Wow
Country Music TV
$ Event “ESP” and special access.
• CMT’s website has a page that
aggregates tweets from artists and
event hosts on the night of the event. It
provides awesome content that users
want from CMT artists on the CMT
main website to drive traffic “home.”
#kcdma

37. Wow
AMC Theatres
$ Entertain
#kcdma

38. Wow
Pepsi Refresh
$ Have a plan: Crisis Response
#kcdma

39. WARNING
Don’t follow BetaPunch’s Customer Service lead
Go on the defensive.
#kcdma

40. Social Media:
The Good, the Bad and
the Wow!
Jessica Best
jbest@emfluence.com
@bestofjess or @emfluence