How to Optimise your Twitter Strategy

Optimising your Twitter Strategy //Paul Fabretti //Social Media Strategist

Twitter – phenomenal growth

What is it? <ul><li>A quick and easy messaging tool which allows you to publish what you are doing to many people (followers) </li></ul><ul><li>Conversations are a maximum of 140 characters (like SMS) </li></ul><ul><li>Live conversations (streams) </li></ul>

My followers and the people I'm following Number of posts (tweets) i’ve made Replies TO (@) me Private Messages TO me (DM) Twitter Search Current Hot “trending” Topics Post (tweet) entry box Friend id/avatar Their Tweet Their Tweet Replies to others and links

What’s in it for business?

Step 1: What’s our Twitter USP? <ul><li>Why do we want to be on here? </li></ul><ul><li>What are we going to do on here? </li></ul><ul><li>Should we offer some kind of incentive? </li></ul><ul><ul><li>Twitter-only special offer/discount </li></ul></ul><ul><ul><li>Instant customer-service </li></ul></ul><ul><ul><li>Competitions </li></ul></ul><ul><ul><li>Raise awareness </li></ul></ul>

Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </li></ul>F

Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their followers and how valid a prospect they are </li></ul>F U

<ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their followers and how valid a prospect they are </li></ul><ul><li>Create – a reason for being there and establish contact – add value </li></ul>Step 2 – On what and with whom should we engage? F U C

Step 2 – On what and with whom should we engage? <ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their followers and how valid a prospect they are </li></ul><ul><li>Create – a reason for being there and establish contact – add value </li></ul><ul><li>Engage – develop a relationship. Use what makes them tick to get closer </li></ul>F U C E

Step 3 - How might we spend our time? <ul><li>TPH for keywords (tweets per hour) </li></ul><ul><ul><li>Keyword 1: 12tph </li></ul></ul><ul><ul><li>Keyword 2: 5tph </li></ul></ul><ul><ul><li>Keyword 3: 5tph </li></ul></ul><ul><ul><li>General relevant topics: 10tph </li></ul></ul><ul><li>32tph potential relevant tweets per hour * 7hours = 224 tweets per day </li></ul><ul><li>Average tweet = 30 seconds. 224 tweets to respond to = c. 112 minutes per day = 10 hours per week = 40 hours per month * hourly rate... </li></ul>

Step 4: Tone of Voice – how would we respond? @MatterNot: I’m sorry for that. Did you receive them broken? Can you DM me and I'll look into a replacement for you. <ul><li>Friendly & helpful: </li></ul>@lau_rie: What a brilliant idea. I wonder if we could get more people rating films on Twitter? How about a # lovefilmrating maybe? <ul><li>Engaging: </li></ul>

Step 5: Branded backgrounds

The Twitterverse

Step 6 – Basic Twitter search

Step 6.5 – Advanced Twitter search

Step 7: Twist – Relevant topic trends

Step 8 - Tweet Grid – multiple term monitoring

Step 9 – Tweet Beep – Google Alerts for Twitter

Step 10 - Twazzup – find influencers

The power of the RT <ul><li>RT or Re-Tweet is the catalyst for viral content on Twitter </li></ul>18,350 followers

The power of the RT <ul><li>RT or Re-Tweet is the catalyst for viral content on Twitter </li></ul>99,874 followers

Step 11 - Twitter Friends – understand an influencer’s re-tweetability

Step 12 - Twittersheep – understand an influencer’s audience

Step 13 - Tweetstats – “When’s good for you?”

Step 14 - Twitpic– making Twitter content more interesting

Step 14 - Yfrog – making Twitter content more shareable

Step 15 - Otherinbox – multiple account management

Step 16 - Topify – Quick and easy follower handling

Step 17 – bit.ly - URL-shorteners with stats

Step 18a - Co-comment – manage your time better

Step 18b – Tweetdeck - manage your time better

Tips for playing nicely <ul><li>Tone has to be authentic and honest </li></ul><ul><li>Be conversational </li></ul><ul><li>Be respectful </li></ul><ul><li>Be engaging and add value </li></ul><ul><li>DO NOT SELL </li></ul>

<ul><li>Find - what people are talking about and who those people are </li></ul><ul><li>Understand – the person and their followers and how valid a prospect they are </li></ul><ul><li>Create – a reason for being there and establish contact – add value </li></ul><ul><li>Engage – develop a relationship. Use what makes them tick to get closer </li></ul>Tips for a more successful Twitter strategy F U C E

Resources <ul><li>Step 5: Branded backgrounds – Twitter Backgrounds </li></ul><ul><li>Step 6: Twitter Search </li></ul><ul><li>Step 7: Topic trends – Twist / Twitscoop </li></ul><ul><li>Step 8: Multiple topic monitoring – Tweetgrid </li></ul><ul><li>Step 9: Email topic alerts – Tweetbeep </li></ul><ul><li>Step 10: Tweet frequency, trending topics and influencers – Twazzup </li></ul><ul><li>Step 11: Follower audience profile – Twittersheep </li></ul><ul><li>Step 12: Follower profiling and engagement patterns – Twitter friends </li></ul><ul><li>Step 13: When is it best to approach them – Tweetstats </li></ul><ul><li>Step 14: Making images more viral – Twitpic / Yfrog </li></ul><ul><li>Step 15: Multiple account management – Otherinbox </li></ul><ul><li>Step 16: Easy follower management – Topify </li></ul><ul><li>Step 17: URL shorteners with analytics – bit.ly </li></ul><ul><li>Step 18: Account management/allocation – Co-Comment / Tweetdeck </li></ul>

How to Optimise your Twitter Strategy

Microsoft

How to Optimise your Twitter Strategy