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Making	
  Twi*er	
  Your	
  
    Best	
  Friend:	
  Twi*er	
  
    Strategies	
  Exposed	
  
    Heather	
  Morrison	
                                June	
  2011	
  


1   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Agenda	
  	
  


•        Meet	
  and	
  greet	
  	
  
•        Growing	
  your	
  following	
  
•        Developing	
  content	
  
•        Managing	
  distribuCon	
  of	
  content	
  
•        Measure,	
  measure	
  measure	
  	
  
•        Discussion	
  	
  




     2    | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Who	
  Am	
  I?	
  	
  


•  Heather	
  Morrison	
  	
  
•  Digital	
  and	
  Community	
  
   Strategist	
  for	
  SequenCa	
  
   Environics	
  	
  
•  Fitness	
  nerd	
  
•  Avid	
  traveller	
  
•  Food	
  lover	
  	
  



    3    | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Developing	
  a	
  Twi*er	
  Strategy	
  	
  


So,	
  you	
  have	
  a	
  Twi$er	
  
account……	
  
	
  
Now	
  what?	
  How	
  do	
  you	
  
keep	
  it	
  going?	
  	
  




   4   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
INCREASE	
  YOUR	
  FOLLOWING	
  	
  


5   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
1. Set	
  Up	
  a	
  Following	
  Program	
  




 6   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Set	
  Up	
  a	
  Following	
  Program	
  


•  Set	
  up	
  ongoing	
  searches	
  
•  Include	
  acMve	
  Twi*er	
  
   searching	
  for:	
  
       •        Your	
  brand	
  name	
  
       •        Campaign	
  names	
  
       •        CompeCtor	
  names	
  
       •        3-­‐5	
  key	
  words	
  that	
  are	
  
                relevant	
  to	
  your	
  cause	
  and	
  
                audience	
  
       	
  


   7          | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Set	
  Up	
  a	
  Following	
  Program	
  


Use	
  free	
  tools	
  like	
  
Tweetdeck	
  and	
  
search.twi$er.com	
  to	
  
help!	
  	
  




   8   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
2. AcCvely	
  Seek	
  Out	
  New	
  People	
  




 9   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
AcMvely	
  Seek	
  Out	
  New	
  People	
  	
  


Look	
  for	
  people	
  
with	
  relevant	
  key	
  
words	
  in	
  their	
  bio	
  
using	
  tools	
  like	
  
FollowerWonk.	
  
	
  
This	
  will	
  help	
  you	
  
find	
  and	
  add	
  new	
  
people	
  who	
  are	
  
relevant	
  to	
  your	
  
cause.	
  



  10   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
3.  Promote!	
  




11   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Promote	
  	
  


•  Promote	
  your	
  Twi$er	
  
   feed	
  on	
  your	
  other	
  social	
  
   channels:	
  	
  
     •  Email/Newsle$er	
  
        subscripCons	
  	
  
     •  Embed	
  in	
  your	
  signature	
  
     •  Website	
  	
  
     •  LinkedIn	
  	
  
     •  Blog	
  	
  




    12   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Promote	
  	
  


•  Use	
  Hashtags	
  (#)	
  where	
  possible	
  to	
  help	
  
   interested	
  parCes	
  find	
  and	
  follow	
  your	
  
   tweets	
  and	
  events.	
  	
  




  13   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
FOCUS	
  ON	
  CONTENT	
  (THIS	
  IS	
  A	
  BIG	
  
ONE!!)	
  

14   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
1. Use	
  a	
  Mix	
  of	
  Content	
  Types	
  	
  




15   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Content	
  Types	
  



Provide	
  valuable	
  informaCon	
  to	
  
your	
  followers!!	
  
Rule	
  of	
  thirds	
  can	
  help:	
  	
                               Value-­‐
                                                            Promo	
      Added	
  
•  1/3	
  Value-­‐Add	
  –	
  educaConal,	
  
   informaCve,	
  etc.	
  	
  
•  1/3	
  InteracCve	
  –	
  polls,	
  open	
                   InteracCve	
  
   quesCons,	
  etc.	
  	
  
•  1/3	
  PromoConal	
  –	
  donaCon	
  or	
  
   events	
  informaCon,	
  etc.	
  	
  




  16   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
2. Use	
  a	
  Mix	
  of	
  Content	
  Sources	
  




 17   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Content	
  Sources	
  	
  



1.  Original	
  content	
  	
  
       •           Links	
  to	
  newsle$ers	
  	
  
       •           ArCcles	
  or	
  blog	
  posts	
  	
  
       •           Website	
  updates	
  




  18        | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Content	
  Sources	
  


2.  Curated	
  Content	
  
       •           Latest	
  news	
  around	
  your	
  
                   area	
  of	
  experCse	
  
       •           Other	
  blogs,	
  news	
  
                   sources,	
  magazines,	
  etc.	
  	
  




  19        | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Content	
  Sources	
  	
  


3.  Retweets	
  and	
  
     @menCons	
  of	
  
     people	
  you	
  are	
  
     following	
  	
  
	
  




  20   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
3.  Plan	
  Your	
  Tweets	
  




21   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Tweet!	
  	
  


•  Plan	
  to	
  tweet	
  at	
  least	
  2-­‐3	
  Cmes	
  per	
  
     day	
  (3-­‐5	
  is	
  opCmal,	
  especially	
  when	
  
     you’re	
  just	
  starCng	
  out).	
  
	
  
•  Plan	
  as	
  far	
  ahead	
  as	
  possible	
  
        •  Original	
  content	
  can	
  be	
  planned	
  in	
  
           advance,	
  as	
  soon	
  as	
  you	
  know	
  about	
  an	
  
           event,	
  blog	
  post	
  or	
  arCcle.	
  	
  
        •  Curated	
  content	
  should	
  be	
  planned	
  
           daily	
  based	
  on	
  the	
  latest	
  news	
  and	
  
           arCcles.	
  	
  

   22    | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
4.  Manage	
  Your	
  Content	
  	
  




23   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Content	
  Management	
  and	
  DistribuMon	
  



It	
  can	
  be	
  hard	
  to	
  
manage	
  content	
  in	
  a	
  
Cme	
  strapped	
  world…	
  
	
  
But	
  there	
  are	
  ways	
  to	
  
make	
  it	
  easier!	
  	
  




  24   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Editorial	
  Calendars	
  	
  



Create	
  an	
  
editorial	
  calendar	
  	
  
	
  
Include	
  your	
  
planned	
  tweets	
  
for	
  each	
  day	
  	
  
	
  




         25   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Editorial	
  Calendar	
  	
  


Align	
  this	
  calendar	
  to	
  your	
  editorial	
  calendar	
  for	
  other	
  
marcomm	
  acCviCes	
  




  26   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
METRICS:	
  SO	
  IS	
  IT	
  WORKING??	
  	
  




27   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
•  Measurement	
  is	
  essenCal	
  to	
  all	
  social	
  media	
  
     programs	
  	
  
	
  
•  It	
  lets	
  you	
  know	
  what’s	
  working	
  and	
  what	
  may	
  
     need	
  to	
  be	
  changed	
  	
  

•  Feeds	
  informaCon	
  back	
  into	
  your	
  strategy	
  and	
  
   planning	
  	
  


 28   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
1. What	
  Should	
  I	
  Measure?	
  	
  




29   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
What	
  to	
  Measure	
  	
  


•  Depends	
  on	
  the	
  your	
  goals/objecCves.	
  	
  
•  Measurement	
  frameworks	
  will	
  be	
  different	
  for	
  
   everyone.	
  	
  
•  Most	
  companies	
  start	
  with:	
  	
  
        •  Engagement	
  
        •  Awareness	
  
        •  Brand	
  Relevance	
  	
  




   30   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Engagement	
  	
  


•  Engagement	
  
   measurements	
  look	
  at	
  
   direct	
  engagement	
  your	
  
   brand	
  
         •  menCons	
  	
  
         •  @	
  replies	
  	
  
         •  retweets	
  
         •  direct	
  messages	
  




  31   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Awareness	
  	
  


•  Reach	
  looks	
  at	
  data	
  
   relaCng	
  to	
  potenCal	
  reach	
  
   on	
  each	
  channel	
  	
  
       •  #	
  of	
  Twi$er	
  followers	
  	
  
       •  Hash	
  tag	
  popularity	
  and	
  
          reach	
  
       •  #	
  of	
  links	
  to	
  your	
  brand’s	
  
          website	
  




  32    | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Brand	
  Relevance	
  	
  


•  Brand	
  relevancy	
  and	
  
   percepCon	
  looks	
  at	
  how	
  the	
  
   audience	
  views	
  	
  your	
  brand	
  
   including:	
  	
  
            •  SenCment	
  –	
  posiCve,	
  
               negaCve,	
  neutral.	
  
            •  Key	
  Words	
  –	
  which	
  words	
  are	
  
               most	
  commonly	
  associated	
  
               with	
  your	
  brand?	
  Topic	
  –	
  Is	
  
               there	
  a	
  specific	
  topic	
  that	
  
               seems	
  to	
  be	
  hikng	
  home	
  
               with	
  your	
  audience?	
  	
  
            •  CompeCCve	
  analysis	
  –	
  share	
  
               of	
  voice,	
  percepCon,	
  etc.	
  

	
  
       33    | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
2.  Measurement	
  Tools	
  	
  




34   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Tools	
  for	
  Measurement	
  


•  Manually	
  	
  
       •  MenCons	
  
       •  RTs	
  	
  
•  Tools	
  like	
  Tweetdeck	
  
   and	
  Hootsuite	
  help	
  
   capture	
  metrics	
  for	
  
   you	
  



  35   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Tools	
  for	
  Twi*er	
  Measurement	
  	
  


•  Bit.ly	
  (or	
  other	
  URL	
  shorteners)	
  




  36   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Bit.ly	
  Metrics	
  	
  




   37    | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Tools	
  for	
  Twi*er	
  Measurement	
  	
  


•  Google	
  AnalyCcs	
  	
  




  38   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
3.  Tracking	
  and	
  Reports	
  




39   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
Use	
  a	
  Measurement	
  Dashboard	
  	
  


•  Develop	
  a	
  Measurement	
  Dashboard	
  to	
  help	
  
   keep	
  track	
  of	
  your	
  success	
  
•  Fill	
  in	
  on	
  a	
  monthly	
  basis	
  	
  




  40   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
RECAP	
  	
  


•  Twi$er	
  Strategy:	
  	
  
        •    Start	
  a	
  follower	
  program	
  
        •    Plan	
  your	
  content	
  	
  
        •    Manage	
  your	
  content	
  
        •    Measure!	
  	
  




   41    | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  
QuesCons?	
  	
  




42   | Twi$er	
  Strategies	
  –	
  Canada	
  Helps	
  

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Twitter strategies

  • 1. Making  Twi*er  Your   Best  Friend:  Twi*er   Strategies  Exposed   Heather  Morrison   June  2011   1 | Twi$er  Strategies  –  Canada  Helps  
  • 2. Agenda     •  Meet  and  greet     •  Growing  your  following   •  Developing  content   •  Managing  distribuCon  of  content   •  Measure,  measure  measure     •  Discussion     2 | Twi$er  Strategies  –  Canada  Helps  
  • 3. Who  Am  I?     •  Heather  Morrison     •  Digital  and  Community   Strategist  for  SequenCa   Environics     •  Fitness  nerd   •  Avid  traveller   •  Food  lover     3 | Twi$er  Strategies  –  Canada  Helps  
  • 4. Developing  a  Twi*er  Strategy     So,  you  have  a  Twi$er   account……     Now  what?  How  do  you   keep  it  going?     4 | Twi$er  Strategies  –  Canada  Helps  
  • 5. INCREASE  YOUR  FOLLOWING     5 | Twi$er  Strategies  –  Canada  Helps  
  • 6. 1. Set  Up  a  Following  Program   6 | Twi$er  Strategies  –  Canada  Helps  
  • 7. Set  Up  a  Following  Program   •  Set  up  ongoing  searches   •  Include  acMve  Twi*er   searching  for:   •  Your  brand  name   •  Campaign  names   •  CompeCtor  names   •  3-­‐5  key  words  that  are   relevant  to  your  cause  and   audience     7 | Twi$er  Strategies  –  Canada  Helps  
  • 8. Set  Up  a  Following  Program   Use  free  tools  like   Tweetdeck  and   search.twi$er.com  to   help!     8 | Twi$er  Strategies  –  Canada  Helps  
  • 9. 2. AcCvely  Seek  Out  New  People   9 | Twi$er  Strategies  –  Canada  Helps  
  • 10. AcMvely  Seek  Out  New  People     Look  for  people   with  relevant  key   words  in  their  bio   using  tools  like   FollowerWonk.     This  will  help  you   find  and  add  new   people  who  are   relevant  to  your   cause.   10 | Twi$er  Strategies  –  Canada  Helps  
  • 11. 3.  Promote!   11 | Twi$er  Strategies  –  Canada  Helps  
  • 12. Promote     •  Promote  your  Twi$er   feed  on  your  other  social   channels:     •  Email/Newsle$er   subscripCons     •  Embed  in  your  signature   •  Website     •  LinkedIn     •  Blog     12 | Twi$er  Strategies  –  Canada  Helps  
  • 13. Promote     •  Use  Hashtags  (#)  where  possible  to  help   interested  parCes  find  and  follow  your   tweets  and  events.     13 | Twi$er  Strategies  –  Canada  Helps  
  • 14. FOCUS  ON  CONTENT  (THIS  IS  A  BIG   ONE!!)   14 | Twi$er  Strategies  –  Canada  Helps  
  • 15. 1. Use  a  Mix  of  Content  Types     15 | Twi$er  Strategies  –  Canada  Helps  
  • 16. Content  Types   Provide  valuable  informaCon  to   your  followers!!   Rule  of  thirds  can  help:     Value-­‐ Promo   Added   •  1/3  Value-­‐Add  –  educaConal,   informaCve,  etc.     •  1/3  InteracCve  –  polls,  open   InteracCve   quesCons,  etc.     •  1/3  PromoConal  –  donaCon  or   events  informaCon,  etc.     16 | Twi$er  Strategies  –  Canada  Helps  
  • 17. 2. Use  a  Mix  of  Content  Sources   17 | Twi$er  Strategies  –  Canada  Helps  
  • 18. Content  Sources     1.  Original  content     •  Links  to  newsle$ers     •  ArCcles  or  blog  posts     •  Website  updates   18 | Twi$er  Strategies  –  Canada  Helps  
  • 19. Content  Sources   2.  Curated  Content   •  Latest  news  around  your   area  of  experCse   •  Other  blogs,  news   sources,  magazines,  etc.     19 | Twi$er  Strategies  –  Canada  Helps  
  • 20. Content  Sources     3.  Retweets  and   @menCons  of   people  you  are   following       20 | Twi$er  Strategies  –  Canada  Helps  
  • 21. 3.  Plan  Your  Tweets   21 | Twi$er  Strategies  –  Canada  Helps  
  • 22. Tweet!     •  Plan  to  tweet  at  least  2-­‐3  Cmes  per   day  (3-­‐5  is  opCmal,  especially  when   you’re  just  starCng  out).     •  Plan  as  far  ahead  as  possible   •  Original  content  can  be  planned  in   advance,  as  soon  as  you  know  about  an   event,  blog  post  or  arCcle.     •  Curated  content  should  be  planned   daily  based  on  the  latest  news  and   arCcles.     22 | Twi$er  Strategies  –  Canada  Helps  
  • 23. 4.  Manage  Your  Content     23 | Twi$er  Strategies  –  Canada  Helps  
  • 24. Content  Management  and  DistribuMon   It  can  be  hard  to   manage  content  in  a   Cme  strapped  world…     But  there  are  ways  to   make  it  easier!     24 | Twi$er  Strategies  –  Canada  Helps  
  • 25. Editorial  Calendars     Create  an   editorial  calendar       Include  your   planned  tweets   for  each  day       25 | Twi$er  Strategies  –  Canada  Helps  
  • 26. Editorial  Calendar     Align  this  calendar  to  your  editorial  calendar  for  other   marcomm  acCviCes   26 | Twi$er  Strategies  –  Canada  Helps  
  • 27. METRICS:  SO  IS  IT  WORKING??     27 | Twi$er  Strategies  –  Canada  Helps  
  • 28. •  Measurement  is  essenCal  to  all  social  media   programs       •  It  lets  you  know  what’s  working  and  what  may   need  to  be  changed     •  Feeds  informaCon  back  into  your  strategy  and   planning     28 | Twi$er  Strategies  –  Canada  Helps  
  • 29. 1. What  Should  I  Measure?     29 | Twi$er  Strategies  –  Canada  Helps  
  • 30. What  to  Measure     •  Depends  on  the  your  goals/objecCves.     •  Measurement  frameworks  will  be  different  for   everyone.     •  Most  companies  start  with:     •  Engagement   •  Awareness   •  Brand  Relevance     30 | Twi$er  Strategies  –  Canada  Helps  
  • 31. Engagement     •  Engagement   measurements  look  at   direct  engagement  your   brand   •  menCons     •  @  replies     •  retweets   •  direct  messages   31 | Twi$er  Strategies  –  Canada  Helps  
  • 32. Awareness     •  Reach  looks  at  data   relaCng  to  potenCal  reach   on  each  channel     •  #  of  Twi$er  followers     •  Hash  tag  popularity  and   reach   •  #  of  links  to  your  brand’s   website   32 | Twi$er  Strategies  –  Canada  Helps  
  • 33. Brand  Relevance     •  Brand  relevancy  and   percepCon  looks  at  how  the   audience  views    your  brand   including:     •  SenCment  –  posiCve,   negaCve,  neutral.   •  Key  Words  –  which  words  are   most  commonly  associated   with  your  brand?  Topic  –  Is   there  a  specific  topic  that   seems  to  be  hikng  home   with  your  audience?     •  CompeCCve  analysis  –  share   of  voice,  percepCon,  etc.     33 | Twi$er  Strategies  –  Canada  Helps  
  • 34. 2.  Measurement  Tools     34 | Twi$er  Strategies  –  Canada  Helps  
  • 35. Tools  for  Measurement   •  Manually     •  MenCons   •  RTs     •  Tools  like  Tweetdeck   and  Hootsuite  help   capture  metrics  for   you   35 | Twi$er  Strategies  –  Canada  Helps  
  • 36. Tools  for  Twi*er  Measurement     •  Bit.ly  (or  other  URL  shorteners)   36 | Twi$er  Strategies  –  Canada  Helps  
  • 37. Bit.ly  Metrics     37 | Twi$er  Strategies  –  Canada  Helps  
  • 38. Tools  for  Twi*er  Measurement     •  Google  AnalyCcs     38 | Twi$er  Strategies  –  Canada  Helps  
  • 39. 3.  Tracking  and  Reports   39 | Twi$er  Strategies  –  Canada  Helps  
  • 40. Use  a  Measurement  Dashboard     •  Develop  a  Measurement  Dashboard  to  help   keep  track  of  your  success   •  Fill  in  on  a  monthly  basis     40 | Twi$er  Strategies  –  Canada  Helps  
  • 41. RECAP     •  Twi$er  Strategy:     •  Start  a  follower  program   •  Plan  your  content     •  Manage  your  content   •  Measure!     41 | Twi$er  Strategies  –  Canada  Helps  
  • 42. QuesCons?     42 | Twi$er  Strategies  –  Canada  Helps  

Notas do Editor

  1. Something you always want to keep your eye on Theres a number of ways you can do this
  2. Is everyone familiar with tweet deck?
  3. To keep your twitter feed going and your audience interested in your tweets, you need to create strong content.. 3 Things: 1. Add followers 2. Provide value 3. Position as thought leaders
  4. If you consider why people follow you- to get information that is important to them… providing value is the most important thing to focus on. We see a lot of companies who use Twitter to promote their products, services or events – which is great.. But they don’ t give anything else – this gets tired really quickly and people don ’ t RT or engage.. You lose your brand evangalists.. Law of thirds helps ensure youre giving the audience content to help them or that they find valuable, as well as interactive content for them to engage with you. At that point you can start to layer in promotional content. Speak to the fact that many of them are local – look for information that speak to local causes to connect with the audience.
  5. Original content is any content that your organization is already producing.. By tweeting it you are amplifying your message and showing your leadership in a particular area
  6. Curated content is content that you source outside of your organization – setting up google alerts and running daily/weekly google searches helps find the most current content on a particular subject – curated content also works to position you as thought leaders, circulating the most relevant and up to date content to your followers
  7. Retweets are an easy way to make sure you are continuing to fill up your twitter stream with good content, it also helps you engage with the people you are following – often they will return the favour
  8. A lot of the metrics youll be looking at can be measured manually – things like Mentions, RTs, etc. By making it a part of your daily or weekly routine you can cut down on the work Tools like tweet deck/hoot suite help keep track by listing out your RTs and mentions
  9. Entering links into a url shortener will let you track # of clicks (engagement) on your content Helps you identify which content is resonating most with your audience for future planning
  10. Gives info on how many people Twitter or Twitter clients are driving to your website You should see a steady rise each month as you start launching your Twitter feed and planning content strategically
  11. Helps make measuring easier – can give it to anyone on your team to fill out Lets you see how things are going in a quick glance Set targets as you go – benchmark originally based on previous months until you can put some targets in