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Making Twitter Your

Best Friend: Twitter

Strategies Exposed

Heather Morrison

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Agenda

• Meet and greet

• Growing your following

• Developing content

• Managing distribution of content

• Measure, measure measure

• Discussion

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Who Am I?

• Heather Morrison

• Digital and Community Strategist for Sequentia Environics

• Fitness nerd

• Avid traveller

• Food lover

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Developing a Twitter Strategy

So, you have a Twitter account……

Now what? How do you keep it going?

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INCREASE YOUR FOLLOWING

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1. Set Up a Following Program

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Set Up a Following Program

• Set Up ongoing searches

• Include active Twitter searching for:

• Your brand name

• Campaign names

• Competitor names

• 3-5 key words that are relevant to your cause and audience

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Set Up a Following Program

Use free tools like Tweetdeck and search.twitter.com to help!

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2. Actively Seek Out New People

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Actively 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.

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3. Promote!

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Promote

• Promote your Twitter feed on your other social channels:

• Email/Newsletter subscriptions

• Embed in your signature

• Website

• LinkedIn

• Blog

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Promote

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

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FOCUS ON CONTENT (THIS IS A BIG ONE!!)

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1. Use a Mix of Content Types

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Content Types

Provide valuable information to your followers!!

Rule of thirds can help:

•1/3 Value-Add – educational, informative, etc.

•1/3 Interactive – polls, open questions, etc.

•1/3 Promotional – donation or events information, etc.

Value-Added

Interactive

Promo

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2. Use a Mix of Content Sources

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Content Sources

1. Original content

• Links to newsletters

• Articles or blog posts

• Website updates

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Content Sources

2. Curated Content

• Latest news around your area of expertise

• Other blogs, news sources, magazines, etc.

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Content Sources

3. Retweets and @mentions of people you are following

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3. Plan Your Tweets

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Tweet!

• Plan to tweet at least 2-3 times per day

• Plan as far ahead as possible

• Original content can be planned in advance, as soon as you know about an event, blog post or article.

• Curated content should be planned daily based on the latest news and articles.

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4. Manage Your Content

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Content Management and Distribution

It can be hard to manage content in a time strapped world..

But there are ways to make it easier!

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Editorial Calendars

Create an editorial calendar

Include your planned tweets for each day

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Editorial Calendar

Align this calendar to your editorial calendar for other marcomm activities

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METRICS: SO IS IT WORKING??

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• Measurement is essential to all social media programs

• It lets you know what’s working and what may need to be changed

• Feeds information back into your strategy and planning

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1. What Should I Measure?

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What to Measure

• Depends on the your goals/objectives.

• Measurement frameworks will be different for everyone.

• Most companies start with:

• Engagement

• Awareness

• Brand Relevance

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Engagement

• Engagement measurements look at direct engagement your brand

• mentions

• @ replies

• retweets

• direct messages.

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Awareness

• Reach looks at data relating to potential reach on each channel • # of Twitter followers

• Hash tag popularity and reach

• # of links to your brand’s website posted through major URL shorteners.

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Brand Relevance

• Brand relevancy and perception looks at how the audience views your brand including: • Sentiment – positive,

negative, neutral.

• Key Words – which words are most commonly associated with your brand? Topic – Is there a specific topic that seems to be hitting home with your audience?

• Competitive analysis – share of voice, perception, etc.

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2. Measurement Tools

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Tools for Measurement

• Manually

• Mentions

• RTs

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Tools for Twitter Measurement

• Bit.ly (or other URL shorteners)

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Bit.ly Metrics

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Tools for Twitter Measurement

• Google Analytics

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Use a Measurement Dashboard

• Develop a Measurement Dashboard to help keep track of your success

• Fill in on a monthly basis

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RECAP

• Twitter Strategy:

• Start a follower program

• Plan your content

• Manage your content

• Measure!

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Questions?