twitter for business cultivating communities & maximizing engagement

Twitter For Business: Cultivating Communities & Maximizing Engagement

@marcusnelson

Director of Social Media

@marcusnelson #smss

O hai.

@marcusnelsonDirector of Social Media

@marcusnelson #smss

Twitter Mission Statement

Instantly connect people everywhere to what is most meaningful to them.

Charlie Sheen or #Egypt Meme

#egypt#osama

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Twitter Is Big

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Twitter is Big

200M+ Registered Accounts

600K

New Accounts/Day

2006 2011

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Tweets per day

200 Million

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Tweets

then: 3 yrs, 2 months, 1day.

now: one week.

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Celebrity

Music

News

Technology

Arts & Lifestyle

Sports

Humor

Politics

Media

Business

Non-Profit

Taking the top 100

interests (covering 98%

of all ‘interest volume’),

these are the major

categories that emerge.

The chart gives a rough

sense of the relative

sizes of these interest

categories, e.g. “Stated

interest in celebrity is

roughly the size of tech

and news combined”.

Source: Twitter

Twitter’s top interest categories

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Followers are brand advocates

Are you more likely to

buy since becoming a

follower/fan?

Are you more likely to

recommend since

becoming a follower/fan?

A Twitter follow is the most explicit expression of loyalty and interest online. A follow doesn’t just confirm an existing affinity, it increases purchase intent and the willingness to recommend.

67%

51%

79%

60%

Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey

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Behavioral Insights

Twitter Users are:• Early adopters, more educated,

more likely to own a smartphone,more likely to be male, more likely tohave a higher income.

• Heavily influenced by brands

• Spend more money

• They post their opinion everywhere

http://blogs.forrester.com/reineke_reitsma/10-12-31-the_data_digest_why_are_twitter_users_so_attractive_to_marketers

Source: North American Technographics

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Twitter drives purchasing activity

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Power of a Follower vs. Fan

Social Network Comments Fuel Offline Behavior

Comments on social sites about brands and products are encouraging users to take action.

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Twitter Ad Products

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Ad products that amplify

Promoted Trends Promoted Tweets Promoted Accounts

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Old Spice Promoted Trend

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( )

Character Direct Conversation+ =

Coca-Cola Promoted Tweet

#awesome

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Xbox Promoted Account

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Have a Twitter Strategy

1/1/11 12/31/11

Case Study

Promoted Trend

+

Celebrity

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Twitter ROI = Stratospheric

“Radio Shack saw wireless-platform sales increase double digits in the three days that followed the promoted trend. ‘The ROI on this social-media initiative was stratospheric for us.’”

Radio Shack CMO, Lee Applebaum

Ad Age Digital April 2011

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Why Do People Share?

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Why do people share?

o reinforces shared views & social bonds.

o need to proselytize or desire to connect.

o emotional, positive, interesting, anger-inducing, or sad most likely to be shared.

o calm themselves or reduce uncertainty.

o bolsters own sense of self.source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

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At the end of the day…

broadcasting is self-focused

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New Analytic Dashboards

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Promoted Tweets Dashboard

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Promoted Trends Dashboard

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Promoted Accounts Dashboard

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Timeline Activity

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New Follower Dashboard

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Thank You

@marcusnelson

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The basics

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Twitter glossary

Tweet = a message of 140 characters or less

Retweet = the reposting of a tweet, passing it along

@username = how you address or reference someone

#hashtag = used to track topics or conversations

/via or /by = source or author of content referenced

OH = overheard

#ff = follow friday

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Crafting the tweet – sending a message

@username [body of message] #hashtag

Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all,

start message with a word or a ‘.’

@marcusnelson #smss

sending a message

@marcusnelson #smss

Crafting the tweet – sending a direct message

D username [body of message]

Pro tip: You cannot direct (private) message someone who is not following you.

Remember also, “@” not required.

@marcusnelson #smss

sending a direct message

D audiencemember It’s a private message silly. You can’t see this yet.

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Crafting the tweet – content post

[title of article] http://link.com /via @source #hashtag

Pro tip: leave around 20 characters for others to leave a comment in retweet

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content post

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Crafting the tweet – retweeted post

RT @username: [title of article] http://link.com /via @source #hashtag « [insert comment]

Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!)

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retweeted post

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Build your following

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Finding people like you

Follow interesting people

Use Twitter’s suggested users

Follow popular/relevant #hashtags

Who do your friends follow?

Linkedin lists twitter handles

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Best use cases

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Develop and promote your brand

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Customer Support

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Provoke thought / humor

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Be known as a thought leader

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Help with access to information

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Engage followers with a question

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter

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Tips from twitter