9/20 ppt twitter

Marketing via TwitterMarketing in Social MEdia

Created by Jan Ahrens [email protected]

Agenda – Agenda – 9/209/20

Guest speaker – Priskila Mersiawati Assignment #1 review Marketing via Twitter Review articles Cool App presentations:

Roula Bazerbashi Thanwarat Jaroenpanich Matt Matzinger Christina Toy

Assignment #2 introduction

twitter overview

DefinitionDefinition


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Twitter – a microblogging service Text-based messages 140 character maximum Free Send and receive messages via Twitter website

or a mobile SMS Twitter is currently considered the most popular

microblogging service

Twitter Twitter Communication PathCommunication Path

Tweeting Following

Tweet Example in Tweet Example in Mobile InboxMobile Inbox


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Tweet Example Tweet Example Message Message in Mobilein Mobile


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TerminologyTerminology Author – the person posting the tweet

Followers – the people receiving the tweet through an opt-in subscription

Following – those people that read someone’s tweets

Retweet – when you tweet someone else’s tweet (like forwarding)

Posts – a tweet

Timeline – the set of posts that are made


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TermsTerms Tweep – one’s followers on Twitter; contracted from

“Twitter” and “Peeps”

Tweet – one posted message on Twitter

Twitterati – famous people who twitter (verb)

Twitpic – Twitter website that allows pictures to be uploaded

TweetUp – meeting someone in person with whom you met via Twitter, or meeting someone in person with communicated via Twitter (“I’m at 5th and Mission…where are you?

Hungry?”)


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Twitter AbbreviationsTwitter AbbreviationsTechnical

MT – modified tweet; you’ve paraphrased

RT – Retweet

DM – direct message to DM someone, you need to type D username message

PRT – partial retweet

HT – hat tip, attributing a link to another Twitter user

Conversational

IMHO – in my humble opinion

OH – overheard IRL – in real life NSFW – not safe for work FWIW – for what it’s worth QOTD – quote of the day BTW – by the way BFN – bye for now AFAIK – as far as I know TY – thank you YW – you’re welcome

http://www.businessinsider.com/twitter-abbreviations-201-08#ixzz0xrurkdb0

Twitter Twitter CommandsCommands

HistoryHistory Twitter founded July 2006 Founders:

Evan Williams – Pyralabs founder; Blogger

Jack Dorsey – Originated idea for Twitter

Biz Stone Momentum and Famous

Example: Barack Obama’s presidential campaign


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Interesting StatisticsInteresting Statistics 105MM registered users 87% of Americans are aware of Twitter (88% aware of

Facebook) 7% of Americans use Twitter (41% Facebook) 33% of Twitter users are on it everyday 57% of U.S, Twitter.com visitors are from California Demograhics:

53% of Twitter users are male (up from 37% a year ago!) Age - 33% are 25-34 19% are 35-44 Wealthier & more highly educated than average


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Top TwitterholicsTop Twitterholics

Percent Using Twitter Percent Using Twitter to…to…

Tweeps Engaged in Tweeps Engaged in BrandsBrands

Tweet LengthTweet Length

Tweets by Day of Tweets by Day of WeekWeek

55 million Tweets per day!

Twitter Statistics in Twitter Statistics in Fortune 100 Global Fortune 100 Global CompaniesCompanies

Other Microblogging Other Microblogging SitesSites


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By Google

Can microblog from within social networking sites – Facebook only within site

Adds audio, IM & email to microblogging

Intra company microblogging

Other Microblogging Other Microblogging SitesSites

Plurk – shows microblog timeline horizontally

Twitter Strategies & Tactics

Twitter StrategiesTwitter Strategies Communication

News Relationship Building Get ideas (ask followers, follow others)

Branding Profile Create story

Drive traffic To blog or website Selling Advertising

Twitter Tactics – Twitter Tactics – Gaining FollowersGaining Followers


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Gaining Followers: Search your email address book and

invite Follow anyone in your address book Invite people from your address book not

currently on Twitter Link to all your social media:

Blog and Website announcements Tweet your blog Social media toolbar with Twitter icon Put icon on social network site

Your signature should include your Twitter site

EmailEmail From my Yahoo

email, 203 were on Twitter

203/1,553 = 13% (higher than the average!)

Twitter Tactics – Twitter Tactics – Gaining FollowersGaining Followers

Follow others Don’t follow anyone else until your profile is up and looking

good After authors see that you’re following them, they’ll begin

following you, be ready

Follow experts

Engage in conversations in your area

Provide content on others’ tweets

Create good content

Twitter Tactics – Twitter Tactics – Making $Making $

Selling

Be cautious

Not frequently

Make unique offers

Targeted

Link to landing page (not home page)

Advertising

Affiliate links infrequently

Can’t put Google AdSense on (yet?)

Links in sidebar not clickable (yet?)

Twitter Tactics - MiscTwitter Tactics - Misc


Reserving additional Twitter URLs early Twitter.com/eReferrals Twitter.com/electronicReferrals

13 Things to Do On Twitter13 Things to Do On TwitterBesides TweetBesides Tweet

1. Share Files

2. Exchange Business Cards

3. Share Images

4. Share Files

5. Share Videos

6. Raise Money

8. Lobby for Reform

9. Screencast

10. Play Games

11. Social Bookmarking

12. Be Someone Else

13. Start a Petition

14. Find a Job

http://mashable.com/2009/08/21/13-twitter-tools/

Which ones can a marketer use?

Tweets

Messaging: Messaging:

JetBlueJetBlue

Fun stuff, engaging

Keeping you Informed

Segments:City – BostonEthnic – Hispanics

Product Features

Tweets OverviewTweets Overview <= 140 characters

Etiquette: Don’t spam

Follow general style rules No SMS messaging

abbreviations Some symbols ok Sentence fragments ok

Don’t always send to URL/blog

Different verbiage than blog (not “5 great ways to…”) Use curiosity

URLs should be short or shortened

Tweet Content Tweet Content Strategy Strategy

Twitter asks “What’s happening?” (a year ago it was “what are you doing now?”) If you answer this as a professional, be sure to explain why

Not just “working on content for web page” but “working on content for web page to see trends and develop best practices”

Stay on your basic message For a company, keep it professional but less formal than other

communications

Tweet ContentTweet Content


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Tweets Links to URLs, blog, etc Don’t link too often (click fatigue) Use targeted keywords (for Twitter searches) Selling typically needs to be low-key,

infrequent, and with appropriate tone to company tweets New features Promotions and special deals

Promote blog But don’t just give links to blog

Categorizing TweetsCategorizing Tweets Exercise for Groups – identify

ToneTone Less formal than an email

Shorter than a blog post

For companies, tone can be more personable but not personal

Tweets - FrequencyTweets - Frequency Frequency can vary dramatically by industry/personality

1 per day common

Ok to repeat tweets

Plan your tweets

Day 1 – going to start working on social media toolbar analysis

Day 2 – looked at 50 commerce websites today

Day 3 – saw trends with facebook and twitter

Day 4 – smaller companies adapt more quickly

Day 5 – check out this book on Amazon

Searching Twitter & Tweets

Twitter Search Twitter Search ConfusionConfusion

On my Twitter page

Search for Seth Godin

Search box location – poor

No filters available (Twitter page, Tweets, etc)

Twitter SearchTwitter Search Name

results:

Real-time results: Tweets w Seth Godin’s name

Twitter Search Twitter Search Confusion – before Confusion – before ‘Name Results’‘Name Results’

So, I try twitter.com/sethgodin (usually works!)

Seth’s personal Twitter page?

• For personal Twitter use, keep tweets confidential


Then, I try a twazzup search

Still no luck AND misinformation (he is “not active”); some Tweets are returned


Next, I try going to his blog

It says he’s on Twitter!


Ahhh. Finally found him on Twitter!

Search experience thoughts?

His Twitter Page?

Search EnginesSearch Engines Twitter Search Engines


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Marketer’s RoleMarketer’s Role Set strategy for Twitter and incorporate into overall

marketing strategy

Identify and employ marketing tactics

Within company – determine marketing and customer service roles


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Anatomy of a Twitter Page

Anatomy of a Twitter Page Anatomy of a Twitter Page Example: Whole FoodsExample: Whole Foods1. Customizable sidebar: In this case, company information

2. Most recent Tweets

3. Static sidebar with statistics for co

Anatomy of a Twitter Anatomy of a Twitter

Page Page

Example: Whole FoodsExample: Whole Foods1. Sidebar tactics:

Branding Communicate Direct to sites Engage Set tone

Compare to Chevrolet’s

Anatomy of a Twitter Page Anatomy of a Twitter Page Example: Whole FoodsExample: Whole Foods

Responses to others begin with @

2. Most recent Tweets

Original Tweets (non-responding to others)Additional actions: following, blocking, etc

Anatomy of a Twitter Page Anatomy of a Twitter Page Example: Whole FoodsExample: Whole Foods3. Profile: name, location, url

Only one URL allowed

Bio: 160 characters

Follow Statistics Following: Those twitterers that

Whole Foods is following Followers: Those people following

Whole Foods Listed: Lists that are following Whole

Foods Tweets


Tweets: # of tweets to-date on account

Favorites: identifying your favorite Twitterers

Lists: Organizing the people you follow

Actions: blocking, reporting, etc


Following: photo gallery of the most recent Twitterers that Whole Foods is following

RSS feed

A Twitter Account and Page Profile

Twitter Profile - Twitter Profile - BackgroundBackground

– 12 supplied by Twitter– Create and use your own!

– Do it yourself in Photoshop

– Other free templates– Hire professionals

– Reinforce your brand or expertise

– Change backgrounds if it is relevant (e.g new music album cover)

Twitter Profile - Twitter Profile - BackgroundBackground

What business is this Twitterer in?

Why does background matter?

Exercise: search an industry and find 2 different Twitter pages with backgrounds that are contrasting

Twitter Profile - PhotoTwitter Profile - Photo What do these Twitter profile photos tell you (Twitter

search: Word of Mouth Marketing)

Twitter Profile - PhotoTwitter Profile - Photo Choose your photo wisely

Good quality (not from webcam or mobile)

Reflect your brand personality HOWEVER: More flexible than a website photo For personal photo: crop close, not

typical crop, may be more informal but not too informal

Can’t decide? Don’t forget the left sidebar

Twitter Profile – Left Twitter Profile – Left SidebarSidebar

Don’t leave this blank! It’s your “ad”

Part of the background image

Great opportunities… Reinforce brand – name, logo, tagline

(top left, 2nd most viewed location on T)

Further describe expertise Describe tweets & ask to “follow me” Provide URLs for your website, blog More photos Surveys

Twitter Profile - BioTwitter Profile - Bio Tone – related to brand

Adaptable – you can change the bio for current projects E.g. “currently analyzing social

media toolbar trends…”

Twitter Profile - Twitter Profile - LocationLocation

Location Set a general location (e.g. San

Francisco Bay Area) Change locations if it is relevant (e.g. at

great MKT 396 class right now!)

Twitter Profile – Right Twitter Profile – Right SidebarSidebar

Rarely used

Some computers may not display it

How to Create a How to Create a Twitter AccountTwitter Account

1. Profile

2. Design

3. Test


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• Create a name for your Twitter acct• Use branding best practices –

reflects personality of your business – memorable, meaningful, likeable or appropriate

• Customize your Twitter URL• Username is a part of URL so

choose wisely• E.g. Twitter.com/username

• Bio of <= 160 characters• __, __ and __ who likes to __• __, __ and __ with __

How to Create a Twitter How to Create a Twitter AccountAccount

1. Profile

2. Design

3. Test


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• Look and feel of the Twitter• Colors• Designs• Fonts• Photos and graphics

How to Create a Twitter How to Create a Twitter AccountAccount1. Profile

2. Design

3. Test


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• Test Twitter privately• Post a few times• Have friends review

More “How To” HelpMore “How To” Help


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Twitter – the rest…

SuppliersSuppliers Trendistic – to watch

trends by keyword in Twitter

TweetDeck – social media browser


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• SocialOomph – schedules your tweets

How to Measure How to Measure Twitter MarketingTwitter Marketing

# Followers

# Replies

# Retweets

Which tweets generate most new followers


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How to Measure How to Measure Twitter MarketingTwitter Marketing

Content # Replies # Retweets

# New Followers

CTRs link

Inspirational Quote

12 4 3 1

New Product 4 1 0 0

Content / expertise

15 8 4 2

• With links – from server logs measure CTR, sales, etc

Measurement ToolsMeasurement Tools Twitterank.com

Uses number of incoming replies to give each Twitterer a score representing popularity

Monitter – watches Twitter for a keyword

Tweetbeep – alerts for Twitter Name, business, keywords, your blog, etc

Advantages & Disadvantages Advantages & Disadvantages of Marketing via Twitter/RSSof Marketing via Twitter/RSS

Advantages

Easy to create

Inexpensive

Wide reach

Viral potential – pass along retweet

Engagement – ask questions, get responses

Disadvantages Need frequency - takes time

Staying relevant

Hard to measure effectiveness

Tweets as standard text messages (SMS) can cost sender/receiver depending on mobile plan

Difficult to write in <140 characters

Segmenting? Targeted messages go to all followers


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Examples of Twitters - Examples of Twitters - ExerciseExercise

Twitter search exercise – industry

Identify strategy: Communicate Monitor Advertise

Analyze tweets and categorize


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Social Media JobsSocial Media Jobs

Social Social Media Media JobsJobs

Social Social Media Media JobsJobs

Social Media Specialist for Express

Posted 10/1/09 on LinkedIn

…responsible for devising a strategy and delivering interactive content to promot Express, create engaged communitites, drive innovation, and drive traffic and conversion.

…will develop and implement social media strategies including on-location events, podcasts, online advertising, Twitters, SEO, social networking, social bookmarking and website submissions.

…will participate in several online communities including Twitter, Facebook, LinkedIn, MySpace, etc on a daily basis

ReferencesReferencesand Additional and Additional ReadingReading

Comm, Joel (2009). Twitter power: how to dominate your market one tweet at a time. Hoboken, NJ: Wiley & Sons, Inc.

Gillin, Paul (2009). Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books

Meerman Scott, David (2009) The New Rules of Marketing & PR. Hoboken, NJ: John Wiley & Sons, Inc

Morris, Tee (2009). All a Twitter: A Personal and Professional Guide to Social Networking with Twitter . QuePublishers, e-resource.

Twitter – What does it Mean to Your Organization? Visible Technologies. Obtained online at: http://www.visibletechnologies.com/downloads/Twitter-Best-Practices.pdf

http://stwem.com/2009/08/21/the-anatomy-of-twitter-an-8-point-strategic-guide/

http://mashable.com/guidebook/twitter/ Power Twitterers:

Robert Scoble @scobleizer Peter Shankam @skydiver Kevin Rose @kevinrose


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Next Week – Next Week – 9/279/27

Assignment #2 due Sunday, 9/26 by 7 pm

Marketing via Podcast, RSS Read chapters and articles, listen to

podcast Cool App presentations:

Claire Frances Camaclang Punnipa Jongsirinurak Julia Nita Trang Tran

9/20 ppt twitter

Documents

twitter link

twitter marketing

twitter site

twitter users

twitter icon

aware of twitter

comereferrals twitter

definition twitter