Proven techniques, tips and strategies to maximize your marketing reach and engagement on Twitter

1. A
Guide
to
Mastering
Twi2er
Marke4ng
By:
Robin
Colner
Founder
&
CEO

2. What
is
Twi2er?
• Twi2er
is
an
informa4on
network
(media
outlet)
made
up
of
140-­‐character
messages
called
Tweets.
It's
an
easy
way
to
discover
the
latest
news
related
to
subjects
you
care
about.
• 300+
million
members
–
140
million
ac4ve
users
340
million
tweets
per
day
–
launched
in
2006

3. New
Twi2er
Design
–
Forma2ed
for
Mobile
Devices

4. Anatomy
of
a
Tweet
1. Hashtag
–
Organize
conversa/on
around
a
topic
2. Men4on
–
Best
way
to
give
and
get
recogni/on
3. Reply
–
Limits
tweet
to
your
followers
4. Retweet
–
Don’t
use
RT
Bu?on,
Type
RT
or
via
@Twi?er
Handle
or
5. Links
–
Link
shorteners
19
characters

5. Why
Use
Twi2er?
• Expand
professional
rela4onships
–
Network
• Build
community
–
Meet
new
people
• Reach
industry
leaders
–
Be2er
than
email
• Demonstrate
and
exhibit
thought
leadership
and
exper4se
–
Boost
your
reputa4on
• Drive
traffic
to
blogs
and
websites
–
Generate
leads
and
referrals
• Monitor
industry
and
Company
–
Provide
real
4me
customer
service
• Iden4fy
prospects
and
promote
brand
• Influence
the
Influencers
• Eavesdrop
on
compe4tors
–
Offer
be2er
solu4ons

6. More
Twi2er
Advantages
• Provide
more
immediate
customer
service
• Promote
events,
products,
seminars,
blog
posts,
whitepapers
• Organize
Tweetups
and
Twi2er
Par4es
• Stay
on
top
of
trends,
news
and
industry
insights
• Find
local
events
• Get
recommenda4ons
• Follow
Your
Passion
–
Don’t
need
permission
to
follow
anyone
or
reciprocate
• Find
a
job
• Research
–
Lurk,
Listen,
Learn

7. Gegng
Started
• Complete
a
Profile
Bio,
160
char.
Upload
a
picture
or
logo
and
a
custom
background
–
Keywords
are
cri4cal
–
link
to
website
or
blog
or
Facebook
page
• Discover
Followers
–
search
interests,
industry
colleagues
and
influencers,
businesses
and
organiza4ons
in
your
geographic
area,
bloggers,
people
others
follow,
online
news
sources,
journalists,
celebri4es,
chari4es
• Review
Segngs
–
get
email
no4fica4on
alerts
as
to
new
followers,
retweets,
@men4ons
–
take
ac4on
within
a
short
4me
frame
–
consider
segng
up
a
separate
email
for
alerts
and
follow
back
–
avoid
spam
accounts
–
auto
post
to
Facebook
Page
• Establish
a
Personality
-­‐find
your
“voice”
and
start
pos4ng

8. Best
Prac4ces
to
Manage
Twi2er
• Establish
Lists
and
add
specific
followers
–
get
in
the
habit
of
checking
your
lists
first!
You
have
to
start
following
people
to
get
followers
• Post
own
blog
content
and
share
other
ar4cles
–
it’s
all
about
the
links
–
Vary
your
content
and
post
4mes
and
only
use
110
–
120
characters
Twi2er
shortens
URLs.
• Be
interes4ng,
informa4ve,
provide
4ps
that
people
will
retweet
• Track
click
through
stats
on
links
with
Bit.ly
and
Ow.ly
(Hootsuite)
• Pay
it
Forward
–
Retweet
Using
“RT”
or
via
@men4on
–
Reciprocity
Rules
–
Respond,
React
and
Thank
and
champion
your
customers,
colleagues,
followers
• Build
Rela4onships
with
Influencers
–
Add
to
the
Community
–
Join
a
tribe
• Review
engagement
related
to
your
tweets
in
Men$ons
&
Interac$ons-­‐
acknowledge
• Check
Ac$vity
tab
to
analyze
what
your
network
is
doing
• Reward
your
followers
with
updates
about
special
offers
discounts
and
4me-­‐
sensi4ve
deals

9. 10
Steps
to
Mastering
the
Twi2erverse
• 1.
Tweet
10
to
16
4mes
a
day
• 2.
Op4mize
your
4ming
-­‐
Check
op4mal
engagement
4mes
on
Buffer.com
• 3.
Use
“Favorites”
to
Bookmark
and
Feature
tweets
• 4.
Post
Pictures
and
Videos
–
vary
type
of
posts
and
content
• 5.
Share
content
that
educates,
inspires
and
is
useful
–
tap
into
the
breaking
news
cycle
–
offer
stats,
quotes
and
provoca4ve
ques4ons
in
headlines
to
a2ract
a2en4on
–
curate
–
be
generous
–
links,
links,
links
• 6.
Avoid
heavy
self-­‐promo4on,
using
too
many
hashtags,
messy
formagng
and
improper
grammar
and
punctua4on
–
it’s
not
all
about
you!
• 7.
Monitor
prospects
and
compe4tors
–
get
alerts-­‐
use
monitoring
sorware
for
sen4ment
and
performance
analysis
–
Hootsuite,
Radian
6
• 8.
Use
Twi2er
follow
applica4ons
strategicially
–
Maintain
approx.
1:1
follwers/
following
ra4o
• 9.
Par4cipate
in
tweetchats,
twi2er
par4es
and
live
tweet
at
conferences
to
promote
your
handle
• 10.
Integrate
your
twi2er
handle
on
all
of
your
online
and
promo4onal
materials
• Bonus:
Include
Call-­‐to-­‐Ac4ons
in
Tweets

10. Offer
Followers
Valuable
Informa4on
from
a
Variety
of
Sources

11. Not-­‐for-­‐Profits
Engage
Donors
With
Compelling
Content

12. The
Adver4sing
Model
• Promoted
Tweets
–
Algorithm
to
distribute
to
users’
4melines
or
search
results
based
on
bio,
content,
followers,
loca4on
–
a
promoted
tweet
can
show
up
in
the
feed
of
someone
who
does
not
follow
the
adver4ser
–
paid
on
a
Cost
per
Engagement
basis.
• Promoted
Accounts
–
Featured
in
Search
results
and
Who
to
Follow
sec4ons
(recommenda4on
engine)
used
to
build
a
follower
base
quickly
• Promoted
Trends
–
Top
Trending
Topic
by
Loca4on
–
used
to
drive
conversa4on
and
engagement
around
a
new
product
or
topic
–
give
people
a
new
discovery
• The
Products
are
in
Beta
-­‐Adver4sers
need
to
complete
an
applica4on
and
be
considered
and
be
prepared
to
structure
adver4sing
tests

13. 3
Ways
to
Amplify
Your
Reach
Promoted
Tweet
Promoted
Account
Promoted
Trend

14. Adver4sing
Case
Study

16. Harness
the
Power
of
Advanced
Search
h?p://search.twi?er.com

17. Shortcut
Key
Strokes

18. Third
Party
Applica4ons
(Clients/
Tools)
to
Distribute
Content
and
Monitor
Reach
and
Engagement
• A
great
list
of
Twi2er
Tools
• h2p://socialmediatoday.com/eric-­‐goldstein/295232/most-­‐complete-­‐twi2er-­‐
applica4on-­‐list-­‐available-­‐2011-­‐edi4on
• Dashboards
to
schedule
and
auto
publish
tweets
and
monitor
account
and
key
search
terms
across
mul4ple
social
plavorms
-­‐
HootSuite,
TweetDeck
(owned
by
Twi2er)
-­‐
Bufferapp
-­‐
Adobe
Social
Analy4cs
-­‐
CoTweet
-­‐
SocialOomph
-­‐
Twi2erfeed
–
auto
publish
blog
post
to
your
Twi2er
account

19. Twi2er
Tools
Con4nued
• Find
Followers
-­‐
Listorious
-­‐
Twellow
-­‐
WeFollow
• Hashtag
Research
-­‐
TweetChat
-­‐
TweetGrid
-­‐
Hashtracking
• Manage
Followers
-­‐ Friend
or
Follow
-­‐ Just
Unfollow
-­‐ ManageFli2er
New
Tools
are
introduced
every
day

20. Twi2er
Tools
for
Influence
Analysis
• Influence
Analysis
-­‐
Klout
-­‐
Twi2erCounter
-­‐
Tweet.Grader
-­‐
PeerIndex
-­‐
Kred

21. Social
Media
Monitoring
and
Measurement
Plavorms
• Radian
6
(bought
by
Salesforce.com)
• SocialMen4on
• ArgyleSocial
• SproutSocial
• Adobe
Social
• Engage
121