How to make the most out of Twitter for your business - Working with

How to make the most out of Twitter for your business - Working with
How to make the most out of Twitter
        for your business

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How to make the most out of Twitter for your business - Working with
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How to make the most out of Twitter for your business - Working with
er...what’s been happening???
How to make the most out of Twitter for your business - Working with
More and more people were ignoring
     one-way communication
How to make the most out of Twitter for your business - Working with
Traditional marketing and media
   tactics focused on crafting
      corporate messages –
then mass distributing them to a
          core audience
How to make the most out of Twitter for your business - Working with
How to make the most out of Twitter for your business - Working with
Old web vs new web
How to make the most out of Twitter for your business - Working with
How to make the most out of Twitter for your business - Working with
How to make the most out of Twitter for your business - Working with
Social media can be a big “puller”
  BUT it needs to be genuinely
  is all about
More and more people were ignoring
     one-way communication
         TO OTHERS
What is
“Twitter is an information network.
Millions of people, organizations, and businesses
 use it to discover and share new information.”


 All done in just       140 characters
This is exactly 140 characters. It’s not
 too many words, but that makes it
better. Twitter means you do not ever
     have to read long messages.
Twitter v Facebook
• Twitter is topic-based and is done without a user’s approval or the need
  for reciprocation. Facebook is all about friends/family and social interest.
• Facebook users want to read, discuss and share content that interests
  them. “Tweeps” are more into global trends and short conversations
• Tweets have a shorter lifespan than Facebook updates
• Facebook is a social network – Twitter could be classified as an “interest
• Individual users on Twitter have more power to praise or criticise a brand
  and make their view count much more than a Facebook user.
Twitter vs Facebook
        • Twitter = SPEED
     • Twitter = INFORMATION
      • Twitter = MORE VIRAL

      • Facebook = PERSONAL
      • Facebook = VERSATILE
Twiiter people vs Twitter businesses
• People expect most businesses to be on Twitter,
  but they don’t want them in their face 24/7
• People effect REAL engagement through strong
  opinion and debate - businesses tend to watch
  their Ps & Qs
• People like to have relationships with people – a
  customer relationship is always going to be
Anatomy of a Tweet
Profile                                              Time
picture   Registered                                since
            name              Twitter
                            name/handle   Hashtag   Tweet

                   link                             Mention
• A hashtag is any word in a Tweet beginning with the # sign
• People use hashtags to organize conversations around a
  specific topic
• Clicking on a hashtag takes you to search results for that
• Users often add the prefix # to words in their Tweets to
  categorize them for others eg: “Can’t believe Murray has
  finally won #wimbledon"
• Think of hashtags as the theme of your Tweet
• Once you've signed up and chosen a Twitter username, you and
  others can mention an account in your Tweets by preceding it
  with the @ symbol, eg: "Glad your event went well @DAFFernando!"
• So if you want to bring a Tweet to someone’s attention, but you
  still want all of your followers to see the message, use a
• Include the @username of whomever you want to mention in
  your Tweet, and it will appear in the Mentions section
• All @username mentions are clickable and link back to the
  mentioned individual’s profile
• You can respond to a Tweet by hitting the reply button
• When you reply, your response is public, and will show up
  in your home timeline and the timeline of the person to
  whom you are responding
• The reply will also be visible in the home timelines of
  people who follow both you and the person to whom you
  sent the reply
• Therefore, someone not in the conversation has to follow
  both of the people replying to be able to read both sides of
  the conversation.
• When you see a Tweet by another user that
  you want to share, click Retweet below it to
  forward it to your followers instantly
• This way you pass along someone’s Tweet to
  be seen by all of your followers
• Retweet is also known as RT
• A Message is a Tweet that is only seen by you and
  the person you are sending it to
• If you want to privately Tweet to a particular user
  who's already following you, start your Tweet
  with DM or D to direct-message them, eg: "D
  @DAFFernando what is your mobile number?"
• Include links in your Tweets to direct people to a
  webpage of your choice
• Twitter’s link-shortening feature allows you to paste a
  link of any length into the Tweet box and it will
  automatically be shortened to 19 characters
• This makes it easier to fit long URLs into the 140
  character limit
• Alternatively, use shorteners like or
To “Follow”
• “To follow” someone means that you are subscribing to their
  stream of Tweets
• You will automatically receive their Tweets in your timeline
• When someone follows you, your Tweets will show up in their
• Twitter has an asymmetrical follower model, which means that you
  do not need to “approve” of the people who follow you, and they
  do not need to “approve” of you
• However, you will likely want to follow back most of the people who
  follow your business. This acknowledges them, and enables them to
  send you direct messages.
• Allows you to group people together by a
  name of your choice
• Easier to keep track of conversations
• Easier to keep up with key groups of people
Include a link
                                                             to your

Choose a clear simple
                            Write a clear and       Choose appropriate
  profile image that
                          informative bio that      background image
 shows the best face
                        describes your business       for your brand
  of your business.
                        in 160 characters or less
of updates are
not from the Twitter website.
                                Source: Equalman 2013
Why should businesses use Twitter?
More than
   50%                         of companies
Of users follow a              use Twitter for
brand or product               business

         79%                  67%
         of users likely to   of users likely to
         recommend            buy from a brand
         brands they follow   they follow
Every purchasing decision is preceded by a

 ...Twitter simply allows many people to
have that conversation easily, publicly and
What does Twitter do for businesses?
• To connect and network with others in your industry or others who
  share you views - COLLABORATION
• To get instant access to what’s being said, this minute, about your
  organization, people, products, or brand - REPUTATION
• To receive a steady stream of ideas, content, links, resources, and
  tips focused on your area of expertise or interest - EDUCATION
• To extend the reach of your thought leadership – blog posts and
  other content - POSITION
• To promote your products and services directly to a target
  audience? Yes, but don’t overdo it– PROMOTION
Three simple steps...
1. GET STARTED Your customers are already on Twitter.
   Don’t miss the opportunity to be part of the conversation.

2. ENGAGE YOUR AUDIENCE Make sure your voice shapes
   the online identity of your business. Tweet about the
   ideas, principles and value of your business.

3. AMPLIFY YOUR IMPACT The more people who talk about
   your business on Twitter, the more followers (and
   potential customers) you’ll get.
Choose the right name
•   Is it you or your business?
•   Should it be a real name or something else?
•   Make it snappy and memorable if possible
•   Relax your corporate ID for once?
People don’t want to be sold to –
     they want to be heard
What should you Tweet about??
Tweeting in 4 simple steps
People are
                                                      enough about you
                                                      and your company
                                                      to buy from you
                                      People get to
                                      know you
                                      and your
                  Join in the         company
                  conversation in a
                  meaningful way
Listen to what
your customers
and competitors
are talking
Listen / Research first!!
Best practice
1.   Share. Share photos and behind the scenes info about your
     business. Even better, give a glimpse of developing projects and
     events. Users come to Twitter to get and share the latest, so give
     it to them!

2.   Listen. Regularly monitor the comments about your company,
     brand, and products.

3.   Ask. Ask questions of your followers to glean valuable insights and
     show that you are listening.

4.   Respond. Respond to compliments and feedback in real time
Best practice
5.   Reward. Tweet updates about special offers, discounts and time-
     sensitive deals.

6.   Demonstrate wider leadership and know-how. Reference articles
     and links about the bigger picture as it relates to your business.

7.   Champion your stakeholders. Retweet and reply publicly to great
     tweets posted by your followers and customers.

8.   Establish the right voice. Twitter users tend to prefer a direct,
     genuine, and of course, a likable tone from your business, but
     think about your voice as you Tweet. How do you want your
     business to appear to the Twitter community?
How often should you Tweet?
• No right answer
• Every five minutes is too often;
  once a week is too infrequent
• Initially, make a goal of
  tweeting 1-4 times a day
• Over time, you’ll see what
  works best for the amount of
  content you want to share and
  for the conversations you get
  involved with
• Plan ahead!
Promote your
How do you grow followers?
• Keep your content engaging
• Follow others – target followers of your
  collaborators or competitors
• Use search to find local people/collaborators
• Follow and interact with industry influencers
• RT and respond to people
When it comes to Twitter, what is the
one thing beginners HAVE to learn?
• Tells you all you need to know about how
  influential you (or anyone else) is on social
  media – especially Twitter
Crisis, what crisis?
•   Formulate a crisis response plan
•   Map out your escalation path
•   Apply social media triage
•   Never hide or ignore!
•   Be seen to be reasonable
Social media triage                                                                                           Take reasonable action
                                                                                                                  to fix issue and let
                                                                                                                customer know action
                                  Positive                Negative
                                                                                          Yes                        Yes
                                                                                                                   Does customer
          No        Do you want              Assess the              Evaluate the
                                                                                                                 need/deserve more
                    to respond?               message                  purpose

                            Yes                                       Unhappy       Yes   Are the facts   No      Gently correct the
No Response
                                                                     Customer?              correct?                    facts


          Yes       Can you add         No                            Dedicated     Yes   Are the facts   No
                      value?                                         Complainer?            correct?
                                                                     No                   Yes
                                                                                             Is the              Explain what is being
 Respond in                                  Thank the                Comedian                            Yes
                                                                                           problem                done to correct the
kind & share                                  person                 Want-to-Be?
                                                                                          being fixed?                   issue.
    This framework was built using the USAF Blog Triage.             Yes
                                                                                                                  Let post stand and
    (Added this attribution post webinar)                                                                              monitor.

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