How to make the most out of Twitter for your business - Working with
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Media & marketing agency: • website design & build •social media marketing • SEO • newsletters • content creation • copywriting •design and print •video production www.terrafermamedia.com
Traditional Traditional marketing and media tactics focused on crafting corporate messages – then mass distributing them to a core audience
Social media can be a big “puller” BUT it needs to be genuinely SOCIAL... ...it is all about RELATIONSHIPS
More and more people were ignoring one-way communication
INFLUENCE (was) ATTRACT ATTENTION TO YOURSELF
INFLUENCE (IS) PROVIDE ATTENTION & VALUE TO OTHERS
What is Twitter?
“Twitter is an information network. Millions of people, organizations, and businesses use it to discover and share new information.” “MICRO-BLOGGING” 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 network” • 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 • Facebook = BETTER AD TARGETTING
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 different
Anatomy of a Tweet Profile Time picture Registered since name Twitter name/handle Hashtag Tweet Shortened link Mention
#Hashtag • 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 term • 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
Mention • 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 mention. • 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
Reply • 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.
“Retweet” • 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
Message • 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?"
Links • 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 Ow.ly or Bit.ly
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 timeline • 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.
Lists • 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 website 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
80% of updates are not from the Twitter website. Source: Equalman 2013
Why should businesses use Twitter?
More than 57% 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 conversation... ...Twitter simply allows many people to have that conversation easily, publicly and instantly.
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 comfortable 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 about
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 username
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?
• www.klout.com • 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 taken Positive Negative Yes Yes Does customer No Do you want Assess the Evaluate the need/deserve more to respond? message purpose info? Yes Unhappy Yes Are the facts No Gently correct the No Response Customer? correct? facts No 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. No This framework was built using the USAF Blog Triage. Yes Let post stand and (Added this attribution post webinar) monitor. 77
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