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Tuning Up Twitter Tactics
                  SMX East 2012
                  By: Aaron@aaronfriedman
                            Friedman
Twitter Is

        340M thoughts            140M+ Active           The loudest voice
         shared daily               Users                 on the planet




 “After the election in Iran, cries of protest from supporters of opposition candidate
 Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in
 a medium that didn't even exist the last time Iran had an election. ”

                                                                          @aaronfriedman
Twitter brought a completely different way to connect with
people and learn about their lives…different than Facebook.
                                                @aaronfriedman
Although it
took some                                 No one
time for the                           Answered …
function of
Twitter to be
defined …



                Twitter has proven to be a valuable
                        communication tool. @aaronfriedman
For Connecting

    Some of my
    first tweets
        ever




     @aaronfriedman
For Fundraising




                   $5,000,000
                   raised in 2
                  days for Haiti
                   (Red Cross)
                      @aaronfriedman
For
    Business


• Customer
  Service
• Support
• Competitions
• Giving back



       @aaronfriedman
Beyond the ability to communicate with consumers,

understanding and implementing a Twitter strategy has
become even more critical for marketers.




                                                    @aaronfriedman
Twitter Contributes to Engines




                                 @aaronfriedman
@aaronfriedman
Attributes Engines Might Consider
                      Relevant/irrelevant messages posted

   Total number of documents initiated posted by the author
                              within a defined time period                     @bill_slawski
    Total number of replies or comments made by the author




                                            Source: http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user-
                                            generated-content/                               @aaronfriedman
Which Begs the Question

             As marketers, how do we maximize twitter to
         effectively communicate with our audience base and
         ensure our content is helping in the search engines?




                                                            @aaronfriedman
3 points of
successful
Twittering                 Clarity




                                     Incentivize
              Simplicity
                                      / Timing




                                                   @aaronfriedman
Clarity




          14   @aaronfriedman
Be Clear
Highlight the content in the
tweet that you actually want
people to share




                               @aaronfriedman
Too Long; Didn’t Read

Highlight not only
ON Twitter But also
OFF Twitter

TL;DR is a great
way

                        @aaronfriedman
Simplicity




             @aaronfriedman
Make Sharing Easy

  Start by giving users a button to share




                                     Source: http://searchengineland.com/learn-to-control-your-message-with-social-sharing-
                                     open-graph-100245).
                                                                                               @aaronfriedman
Don’t
complicate
    posts
                                                  by @tamccann

             5 posts about your space – help make others smarter
             3 posts about your product – demonstrate the role you
             play in your industry
             2 personal –give people something to connect to by
             sharing your personal side
                                                            @aaronfriedman
Incentivize /
Timely




                @aaronfriedman
Timely information,
when you see a need,
 gives your audience
an incentive to share
 your information, or
   take an immediate
               action.


                         @aaronfriedman
Competitions
                              Reward/
                             Recognition

                   Problem
                   Solving




   Add brand to
   consideration
        pool
                              @aaronfriedman
TACTICS
          &
              TOOLS
               23   @aaronfriedman
How About Some Actionable Stuff Now?
                                       @aaronfriedman
@aaronfriedman
Tactics to Improve Quality




    Twitter Long Tail
                        Twitter Cards   “Force Tweet” Code
      Suggestion
                                                 @aaronfriedman
Twitter and The Long Tail




    A simple methodology on how to prioritize long tail queries using information from Twitter.
    http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434
                                                                                              @aaronfriedman
Step 1:


Identify
Keywords


Understanding what long tail queries are driving people to your site
                                                             @aaronfriedman
Step 2:

Look At
Social
Data



          @aaronfriedman
Step 3 :
                      Super relevant

                      Have a list of
Develop               user for
Content               outreach

                      Grow your
                      network
                                        http://searchengineland.com/how-to-prioritize-the-long-tail-with-
           MORE INFO ON THIS METHOD 
                                        twitter-118434                              @aaronfriedman
Twitter Cards

• Give you control of how your content is
  displayed with Tweets
• Drive traffic to your site
• Increase the number of people
  following your Twitter accounts
  through content attribution

Essentially rich snippets for Tweets.
Making Twitter more engaging.

                                            @aaronfriedman
2.<meta name="twitter:site" content="@nytimes">
1.<meta name="twitter:card" content="summary">
3.<meta name="twitter:creator" content="@SarahMaslinNir">
4.<meta name="twitter:url" content="http://www.nytimes.com/2012/02/19/arts/music/amid-police-presence-
fans-congregate-for-whitney-houstons-funeral-in-newark.html">
5.<meta name="twitter:title" content="Parade of Fans for Houston’s Funeral">
6.<meta name="twitter:description" content="NEWARK - The guest list and parade of limousines with
celebrities emerging from them seemed more suited to a red carpet event in Hollywood or New York than than
a gritty stretch of Sussex Avenue near the former site of the James M. Baxter Terrace public housing
project here.">
7.<meta name="twitter:image" content="http://graphics8.nytimes.com/images/2012/02/19/us/19whitney-
span/19whitney-span-articleLarge.jpg">




                                            Summary
                                             Photo
                                             Player
                                      https://dev.twitter.com/docs/cards
                                                                                               @aaronfriedman
Force Tweets



               @aaronfriedman
Twitter
Intent
Tweet




          @aaronfriedman
Hand Code and Adding to Text as a Link

 href="https://twitter.com/intent/tweet?source=webclient&amp;text=I+tota
 lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan
 d.com/7-important-digital-assets-to-optimize-for-
 132001+Makes+Perfect+Sense!">tweet a message</a>


+ The Key…
                                                 …OR         @aaronfriedman
How Tweet Buttons Work

                         Typically they grab:
                         • Title Tag
                         • Header

                         Problem: These are underutilized
                          73 Characters in Header
                         ~20 URL
                         ~14 Twitter Handle
                          107 Used
                                                33 Left

                                                     @aaronfriedman
Put This In Your Tweet Button
    <a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif”
    border=”0″ /></a>
        <script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>
        <script type=”text/javascript”>
        $().ready(function(){$(‘.tweetThis’).hide();});
        function tweetSelectedText(){
              var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();
              var twtUrl = location.href;
              var maxLength = 140 – (twtUrl.length + 1);
              if (twtTitle.length > maxLength) {
                    twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;
              }
              var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);
              newwindow=window.open(twtLink,’name’,'height=500,width=500′);
              if (window.focus) {newwindow.focus()}
        }
        </script>

                                                                                                             @aaronfriedman
Send a Better Message to Users
                                  <p class= “tweetThis”>
                                  Actions and what people do
                                  are the new SEO and
                                  Pinocchio's lying big nose.
                                  </p>
                                 Pro Tip:
                                 Change the message the next day
                                 to reach people not interested the
                                 first time.

                             http://searchengineland.com/how-to-tweet-what-you-want-
                             because-content-matters-121748     @aaronfriedman
Re-cap

    Twitter is significant to Search Engine Performance

    • Clarity - Take away the guess work. Tell your audience what to say?
    • Simplicity - Sharing is easy and boosts engagement
    • Incentives / Timely – Be relevant

    Control The Above. And Don’t Forget…

                                                            @aaronfriedman
The Power Is Yours!




                          •   Find Topics – Long Tail
                              Method
                          •   Control What Users Share
                      For Twitter Success!@aaronfriedman
Aaron Friedman
SEO Manager at

           www.digitalhighrise.com

           aaron.friedman@sparksmg.com

           @aaronfriedman


                             +
                                         @aaronfriedman

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Tuning up your twitter tactics - SMX East 2012

  • 1. Tuning Up Twitter Tactics SMX East 2012 By: Aaron@aaronfriedman Friedman
  • 2. Twitter Is 340M thoughts 140M+ Active The loudest voice shared daily Users on the planet “After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election. ” @aaronfriedman
  • 3. Twitter brought a completely different way to connect with people and learn about their lives…different than Facebook. @aaronfriedman
  • 4. Although it took some No one time for the Answered … function of Twitter to be defined … Twitter has proven to be a valuable communication tool. @aaronfriedman
  • 5. For Connecting Some of my first tweets ever @aaronfriedman
  • 6. For Fundraising $5,000,000 raised in 2 days for Haiti (Red Cross) @aaronfriedman
  • 7. For Business • Customer Service • Support • Competitions • Giving back @aaronfriedman
  • 8. Beyond the ability to communicate with consumers, understanding and implementing a Twitter strategy has become even more critical for marketers. @aaronfriedman
  • 9. Twitter Contributes to Engines @aaronfriedman
  • 11. Attributes Engines Might Consider Relevant/irrelevant messages posted Total number of documents initiated posted by the author within a defined time period @bill_slawski Total number of replies or comments made by the author Source: http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user- generated-content/ @aaronfriedman
  • 12. Which Begs the Question As marketers, how do we maximize twitter to effectively communicate with our audience base and ensure our content is helping in the search engines? @aaronfriedman
  • 13. 3 points of successful Twittering Clarity Incentivize Simplicity / Timing @aaronfriedman
  • 14. Clarity 14 @aaronfriedman
  • 15. Be Clear Highlight the content in the tweet that you actually want people to share @aaronfriedman
  • 16. Too Long; Didn’t Read Highlight not only ON Twitter But also OFF Twitter TL;DR is a great way @aaronfriedman
  • 17. Simplicity @aaronfriedman
  • 18. Make Sharing Easy Start by giving users a button to share Source: http://searchengineland.com/learn-to-control-your-message-with-social-sharing- open-graph-100245). @aaronfriedman
  • 19. Don’t complicate posts by @tamccann 5 posts about your space – help make others smarter 3 posts about your product – demonstrate the role you play in your industry 2 personal –give people something to connect to by sharing your personal side @aaronfriedman
  • 20. Incentivize / Timely @aaronfriedman
  • 21. Timely information, when you see a need, gives your audience an incentive to share your information, or take an immediate action. @aaronfriedman
  • 22. Competitions Reward/ Recognition Problem Solving Add brand to consideration pool @aaronfriedman
  • 23. TACTICS & TOOLS 23 @aaronfriedman
  • 24. How About Some Actionable Stuff Now? @aaronfriedman
  • 26. Tactics to Improve Quality Twitter Long Tail Twitter Cards “Force Tweet” Code Suggestion @aaronfriedman
  • 27. Twitter and The Long Tail A simple methodology on how to prioritize long tail queries using information from Twitter. http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434 @aaronfriedman
  • 28. Step 1: Identify Keywords Understanding what long tail queries are driving people to your site @aaronfriedman
  • 29. Step 2: Look At Social Data @aaronfriedman
  • 30. Step 3 : Super relevant Have a list of Develop user for Content outreach Grow your network http://searchengineland.com/how-to-prioritize-the-long-tail-with- MORE INFO ON THIS METHOD  twitter-118434 @aaronfriedman
  • 31. Twitter Cards • Give you control of how your content is displayed with Tweets • Drive traffic to your site • Increase the number of people following your Twitter accounts through content attribution Essentially rich snippets for Tweets. Making Twitter more engaging. @aaronfriedman
  • 32. 2.<meta name="twitter:site" content="@nytimes"> 1.<meta name="twitter:card" content="summary"> 3.<meta name="twitter:creator" content="@SarahMaslinNir"> 4.<meta name="twitter:url" content="http://www.nytimes.com/2012/02/19/arts/music/amid-police-presence- fans-congregate-for-whitney-houstons-funeral-in-newark.html"> 5.<meta name="twitter:title" content="Parade of Fans for Houston’s Funeral"> 6.<meta name="twitter:description" content="NEWARK - The guest list and parade of limousines with celebrities emerging from them seemed more suited to a red carpet event in Hollywood or New York than than a gritty stretch of Sussex Avenue near the former site of the James M. Baxter Terrace public housing project here."> 7.<meta name="twitter:image" content="http://graphics8.nytimes.com/images/2012/02/19/us/19whitney- span/19whitney-span-articleLarge.jpg"> Summary Photo Player https://dev.twitter.com/docs/cards @aaronfriedman
  • 33. Force Tweets @aaronfriedman
  • 34. Twitter Intent Tweet @aaronfriedman
  • 35. Hand Code and Adding to Text as a Link href="https://twitter.com/intent/tweet?source=webclient&amp;text=I+tota lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan d.com/7-important-digital-assets-to-optimize-for- 132001+Makes+Perfect+Sense!">tweet a message</a> + The Key… …OR @aaronfriedman
  • 36. How Tweet Buttons Work Typically they grab: • Title Tag • Header Problem: These are underutilized 73 Characters in Header ~20 URL ~14 Twitter Handle 107 Used 33 Left @aaronfriedman
  • 37. Put This In Your Tweet Button <a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a> <script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script> <script type=”text/javascript”> $().ready(function(){$(‘.tweetThis’).hide();}); function tweetSelectedText(){ var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text(); var twtUrl = location.href; var maxLength = 140 – (twtUrl.length + 1); if (twtTitle.length > maxLength) { twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’; } var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl); newwindow=window.open(twtLink,’name’,'height=500,width=500′); if (window.focus) {newwindow.focus()} } </script> @aaronfriedman
  • 38. Send a Better Message to Users <p class= “tweetThis”> Actions and what people do are the new SEO and Pinocchio's lying big nose. </p> Pro Tip: Change the message the next day to reach people not interested the first time. http://searchengineland.com/how-to-tweet-what-you-want- because-content-matters-121748 @aaronfriedman
  • 39. Re-cap Twitter is significant to Search Engine Performance • Clarity - Take away the guess work. Tell your audience what to say? • Simplicity - Sharing is easy and boosts engagement • Incentives / Timely – Be relevant Control The Above. And Don’t Forget… @aaronfriedman
  • 40. The Power Is Yours! • Find Topics – Long Tail Method • Control What Users Share For Twitter Success!@aaronfriedman
  • 41. Aaron Friedman SEO Manager at www.digitalhighrise.com aaron.friedman@sparksmg.com @aaronfriedman + @aaronfriedman