Twitter can be your best friend: it can bring amazing results, help you connect with your audience and drive awareness for your cause. However, without a proper strategy in place, it can be challenging to post valuable content that engages your audience, increases your following and works towards meeting your goals and objectives. It can seem daunting, but all is not lost. There are some easy steps and strategies that will help make engagement on Twitter more efficient while actually delivering better results. In this session we will explore strategies for growing your following, planning content creation and distribution, and implementing a measurement framework. Takeaways: - Practical steps for finding and retaining followers - Strategies for content creation and planning - Tips and strategies for developing Twitter measurement and analytics

1. Making Twitter Your
Best Friend: Twitter
Strategies Exposed
Heather Morrison
1 | Twitter Strategies – Canada Helps

2. Agenda
• Meet and greet
• Growing your following
• Developing content
• Managing distribution of content
• Measure, measure measure
• Discussion
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3. Who Am I?
• Heather Morrison
• Digital and Community
Strategist for Sequentia
Environics
• Fitness nerd
• Avid traveller
• Food lover
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4. Developing a Twitter Strategy
So, you have a Twitter
account……
Now what? How do you
keep it going?
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5. INCREASE YOUR FOLLOWING
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6. 1. Set Up a Following Program
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7. 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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8. Set Up a Following Program
Use free tools like
Tweetdeck and
search.twitter.com to
help!
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9. 2. Actively Seek Out New People
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10. 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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11. 3. Promote!
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12. Promote
• Promote your Twitter
feed on your other social
channels:
• Email/Newsletter
subscriptions
• Embed in your signature
• Website
• LinkedIn
• Blog
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13. Promote
• Use Hashtags (#) where possible to help
interested parties find and follow your
tweets and events.
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14. FOCUS ON CONTENT (THIS IS A BIG
ONE!!)
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15. 1. Use a Mix of Content Types
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16. Content Types
Provide valuable information to
your followers!!
Rule of thirds can help: Value-
Promo Added
•1/3 Value-Add – educational,
informative, etc.
•1/3 Interactive – polls, open Interactive
questions, etc.
•1/3 Promotional – donation or
events information, etc.
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17. 2. Use a Mix of Content Sources
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18. Content Sources
1. Original content
• Links to newsletters
• Articles or blog posts
• Website updates
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19. Content Sources
2. Curated Content
• Latest news around your
area of expertise
• Other blogs, news
sources, magazines, etc.
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20. Content Sources
3. Retweets and
@mentions of
people you are
following
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21. 3. Plan Your Tweets
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22. 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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23. 4. Manage Your Content
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24. 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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25. Editorial Calendars
Create an
editorial calendar
Include your
planned tweets
for each day
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26. Editorial Calendar
Align this calendar to your editorial calendar for other
marcomm activities
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27. METRICS: SO IS IT WORKING??
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28. • 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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29. 1. What Should I Measure?
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30. 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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31. Engagement
• Engagement
measurements look at
direct engagement your
brand
• mentions
• @ replies
• retweets
• direct messages.
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32. 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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33. 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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34. 2. Measurement Tools
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35. Tools for Measurement
• Manually
• Mentions
• RTs
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36. Tools for Twitter Measurement
• Bit.ly (or other URL shorteners)
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37. Bit.ly Metrics
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38. Tools for Twitter Measurement
• Google Analytics
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39. 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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40. RECAP
• Twitter Strategy:
• Start a follower program
• Plan your content
• Manage your content
• Measure!
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41. Questions?
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