Social Media Marketing

Lecture 3 Twitter & Bit.Ly & Klout.com

Wednesday Agenda

Morning items:•Twitter:– Twitter– Lecture– Tweetdeck– Hootsuite

Afternoon items:•Twitter Strategy•Bit.Ly•Klout.com

Twitter Checklist (1 of 3)

• Create account https://twitter.com/signup• Use Business Name as Full Name• Use same email address as in blog, and the

same you’ll use for Facebook• Upload photo• Enter Bio information, including blog URL• Tweet to announce the creation of your

account (add #iesegsmm at the end)

Twitter Checklist (2 of 3)

• Follow Dr. C’s IESEG-SMM List• Create a list called IESEG-SMM-Friend and enter

at least 3 friends from the class in it• Create a public list for your business (e.g. wine

manufacturers), and add at least 3 businesses• Create a private list of competitors for your

business, and add at least 3 businesses

Wednesday Afternoon Agenda

• 1. Check homework: Open Tabs for Blog, Twitter, LinkedIn (close Facebook)

• 2. Email me at coursari@msu.edu– Full name– Business Name– Blog URL– Twitter ID– LinkedIn Profile– (save this email; you'll update it tomorrow and resend)

• 3. Add me so I can add you back• 4. Follow my List IESEG-SMM

Twitter Checklist (3 of 3)

• Tweet something related to your business + #iesegsmm

• Reply to a Friend’s tweet• Send a DM to another Friend• Search.twitter.com to retrieve all #iesegsmm

tweets

Tonight’s Homework

Twitter• Download Tweetdeck (or HootSuite)• Add your Twitter account• Send at least 2 business related tweets (append #iesegsmm)Blog: Post at least 2 blogs & 2 comments (tag/label iesegsmm)Facebook: Create your Page - Naming information:

http://www.facebook.com/help/?page=1167LinkedIn: Create your professional profile as part of your businessAds:• Retrieve and create 3 photos to use in your ads; dimensions:

– 110 px wide x 80 px tall; aspect ratio of 4:3 or 16:9. < 5MB

• Prepare text to accompany each ad (rem: 1-2 benefits)

Tactics:Tactics:R.O.L.E.S. & A.V.A.T.A.R.S.R.O.L.E.S. & A.V.A.T.A.R.S.

Dr. Constantinos K. CoursarisAssistant Professor, M.S.U.

Telecommunication, Information Studies, and MediaUsability / Accessibility Research and Consulting

Twitter: DrCoursaris

@DrCoursaris TweetStats 2009-10

@DrCoursaris TweetStats 2011

@DrCoursaris TweetStats 2011

R.R. O. L. E. S. & A. V. A. T. A. R. S.

• Follow• List• RT• @• DM• …

R.R. O. L. E. S. & A. V. A. T. A. R. S.

• Work– Networking– Coordinating– Knowledge Sharing

• Leisure• Both• … neither?!

R. O.O. L. E. S. & A. V. A. T. A. R. S.

• Manage contacts / helps Objectives

R. O. L.L. E. S. & A. V. A. T. A. R. S.

R. O. L. E.E. S. & A. V. A. T. A. R. S.

R. O. L. E. S.S. & A. V. A. T. A. R. S.

R. O. L. E. S. & A.A. V. A. T. A. R. S.

Dr. CDr. C MSU DubaiMSU Dubai

R. O. L. E. S. & A. V.V. A. T. A. R. S.

R. O. L. E. S. & A. V.V. A. T. A. R. S.

• #• RT, via• URL

R. O. L. E. S. & A. V. A.A. T. A. R. S.

R. O. L. E. S. & A. V. A. T.T. A. R. S.

• ? IMPs• 473 CTs• ? CTR

• ObserveLong tail

• Ensureuniquecampaigntracking

R. O. L. E. S. & A. V. A. T.T. A. R. S.

• 834 IMPs• 146 CTs• 17.5% CTR• 11.% eCTR

R. O. L. E. S. & A. V. A. T. A.A. R. S.

• Tactics & Opinions

R. O. L. E. S. & A. V.V. A. T. A. R.R. S.

PollEverywhere

PollAnywhere

Twitter Sentiment

Social Mention

Hashtags.org

TwapperKeeper

TwapperKeeper

Summarizr (via TwapperKeeper)

Summarizr (via TwapperKeeper)

Summarizr (via TwapperKeeper)

Final Twitter Tips

• Favorite tweets you want to RT in the future– By Others more RTs for you– By You: focus on popular ones

• RTs, bit.ly stats• RT a tweet 3-4x over 6-8 wk without losing appeal

– Once RTed, unfavorite tweets

• Content Strategy & Schedule tweets to save time• Identify Influencers• Track Impact

Content Placement Strategy

Influencers & Conversations

Measure Results

Measure Results

• If you can’t measure it, you can’t manage it• Measure based on Objectives• Objectives should have measurable goals• Evaluate data & conclude• Return on Engagement– How many clicked a blog post link?– How many RTs?– How many comments/likes/shares of blog posts?– How many followers does the person who RTed you have?

Track Impact

Top 10 Twitter Apps

• Bit.ly: shorten URLs & track statistics• TweetStats: Stats & Tweet Cloud• TwitPic or TweetPhoto/Plixi: Share photos on Twitter• Tweetmeme: ReTweet buttons for blog / website• Screenr: Web-based recorder of iPhone/laptop & shared• 12seconds: Mobile/laptop videos on your channel• Favstar.fm: Track most favorited tweets• Twibbon: Raise awareness by allowing followers to embed

ribbons/icons on Twitter avatars• BubbleTweet: Video onto your Twitter profile• Trottr: Brief audio mobile msgs, hosted online & shared

R. O. L. E. S. & A. V. A. T. A. R. S.S.

How can Twitter help?

Tactics:Tactics:R.O.L.E.S. & A.V.A.T.A.R.S.R.O.L.E.S. & A.V.A.T.A.R.S.

Dr. Constantinos K. CoursarisAssistant Professor, M.S.U.

Telecommunication, Information Studies, and MediaUsability / Accessibility Research and Consulting

Twitter: DrCoursaris