for brands & Businesses 2014

By YEEN CHALERMVONGSENEE

@yeenster

Twitter marketing

Twitter – the basics o A “micro-blogging” Social Networking site

o It is accessible via website & mobile applications

o It is based on a system of users “following” other users.

o A post, aka a ‘Tweet’ is made up of 140 characters.

o Tweets of those you follow appear in your feed. Just because you follow

someone, does NOT mean they follow you.

o #hashtags are one of the hallmarks of Twitter; they allow people to find similar

topics and tweets

o DIRECT MESSAGE: Private tweet

equivalent to an email

o TWEETUP: Meeting organised via

twitter

o LIST: Twitter’s answer to Facebook

groups. You can create a ‘list’ of

people grouped by whatever topic

you choose

o GEOTAG: Geographical location

attached to a tweet

o @REPLY/ @MENTIONS: Response to a

particular user (we’ll go through the difference of these two later)

o TWEET: A single twitter post that is 140 characters or less

o TWEETSTREAM: Your newsfeed, made up of tweets from people you follow

o RETWEET: A reposted (equivalent to a “shared”) message on Twitter

o FOLLOWER: People who receive your tweets

o FAVORITE: Saved Tweet

o TRENDING TOPICS: The latest most-talked-about subjects across Twitter

Twitter terminology

The anatomy of a tweet Profile picture

@reply

Account

name Twitter

handle #hashtag Shortened URL

No. of times

tweet has

been

‘retweeted’

No. of times tweet has been ‘favorited’

Ways twitter is useful for business & brands

• Spot new trends

• Customer support - Monitor

reputation and provide

complaint resolutions.

Develop a public policy of

addressing negative

comments head-on. Be

transparent.

• Idea generation

• Monitor competition

• Promoting Events or your

business’ new products/services

• Encourage trials by offering

specials & discounts

• Gain customer feedback and

insight on service, events and

menu items.

• Having a direct dialogue with

your current and potentiall

customers

the significance of...

#hashtags o They allow your tweet to be more discoverable &

potentially go viral by reaching a relevant

audience

o They allow you to promote special events &

contests

o They help you find “twitter chatter” based around

certain topics of interest

o You can provide customer service and monitor

what’s being said about you. You can also track

the momentum and velocity of the conversations

via analytic tools

The significance of...

#hashtags

The rules for… o KEEP IT FOCUSED: Using the right words could

mean the difference between success vs. failure

for a tweet. Choose the right hashtags, use it the

right way. (ie: #turntables will generate a very

different result than #turn #tables!!)

o AVOID OVERKILL: Keep it relevant; keep it varied;

keep it succint! Just because you can use more

than one hashtag doesn’t mean you should. Use

2-3 hashtags per post at most. Too much looks like

spam.

o USE HASHTAGS TO ENGAGE YOUR AUDIENCE:

Using hashtags allows your brand the ability to

connect with your target via popular (trending)

topics. This in turn will drive new viewers to follow

you, & give you the opportunity to engage with

them. When used correctly, hashtags increase

your visibility and even improve customer

relationships.

@mentions o Every time your username is tagged on

Twitter with the @symbol, the tweet can be

found in your ”mentions folder” which is

located under the “connect tab” on

Twitter.com).

o Using these two makes your tweets more

‘personal’

o There are different levels of how “public”

each type of tweet is, we will go over on the next slide.

@

The significance of...

@reply

@mentions

The difference between...

@reply Tweets That Start With @Username

o Any tweet that starts with @username on Twitter is interpreted as @reply – that is, Twitter assumes you’re sending this message directly to that person and will place it in their feed (and mentions folder) accordingly.

o It’s still a public message. However, if you start a message with @username, it won’t appear in the standard home stream of anyone else in your network unless both of you (the sender and the recipient) are being followed.

Tweets where the @Username is anywhere else except at the beginning

o If a given @username is included in a tweet anywhere else but at the very start, Twitter interprets this differently – as a mention instead of a reply.

o This is a more “public” tweet, and anyone following you will be able to see this tweet in their tweetstream

Retweets The significance of...

o It is one of the measures of ‘influence’ you

have on Twitter. The more your content

‘connects’ with people, the more it is ‘re-

tweeted’

o The more you are ‘re-tweeted’, the higher

the likelihood of the contents of your

conversation becoming a trending topic

Twitter getting started tips…

Getting started tips... 1. clearly branded profile image & unique twitter ‘handle’

• make sure your profile image is clearly branded and that your username is

easy-to-remember (and connected with your business)

• Background image should bring your brand to life

Getting started tips... Clear explanation of what you do

• Twitter gives you 160 characters to describe yourself

Follow relevant people, such as: • people that you want to follow you back

• people who have influence on your consumers and within

your industry (you want them to talk positively about you)

2.

3.

Getting started tips... 4. Share knowledge;

become an authority • keep your tweets interesting and

informative; keep them relevant

to the type of people you want

to attract

• try keep your tweets under 110

characters, so there is a little

room for people who retweet to

add a personalized message

Image courtesy of FeelArt/ FreeDigitalPhotos.net

Getting started tips... generate conversations with people you are

following: • conversing with the right people will bring you their attention; the

right exposure will bring you more interest and new followers

• don‘t get too controversial with sensitive subjects such as religion

and politics. You don’t want to alienate your followers

• Give compliments to other businesses; be part of relevant

conversations; highjack others’ conversations relevantly to gain

exposure.

• The more comfortable your followers feel with your brand, the more likely they will be to attempt interacting with you via social media.

5.

Linking to other places on the web

• drive traffic to your website via links in

your tweets

• use shortened URLs to conserve the

allotted word count

• include links to articles and content on

the web you want to direct your

followers to

6.

Getting started tips...

Getting started tips... include current trending keywords & #hashtags in your tweet:

• Highjack trends and

conversations in a relevant

way to get more exposure/

eyeballs, which will lead to

more followers. Capitalize on

TTs!!

7.

And don’t forget to promote your twitter handle where you can!

8.

Getting started tips...

9. Keep organized with “lists” feature

10. Connect with real people... • use @mentions (@sethgodin) to get people’s

attention, use #hastags (#SethGodin) to

become part of bigger conversations

• monitor your mentions & @ replies

• be fast about replying to people who tweet at

you

Image courtesy of Renjith Krishnan/ FreeDigitalPhotos.net

Getting started tips...

11. plan your content!

• Monday: Fun Facts

• Tuesday: In the News

• Wednesday: Special Promo

• Thursday: Cool video

• Friday: Special Product highlight

• Saturday: Interesting trivia

• Sunday: Helpful tips

building a following…

Building a following... • Use your email “Find Friends” function to see whom to

follow and build your first initial following

• Convert website (and other Social media) traffic into

followers by including Twitter buttons on your Digital

properties

• And include your Twitter handle in all your Marketing

materials

• Use seasonal events/ special offers to build an audience

• ENGAGE and CONVERSE: Talk to you fans, converse with

people in relevant communities; get noticed

• Become an authority in your field: Share interesting

content; use the right hashtags so your tweets (and

presence) becomes discoverable

Image courtesy of Master Isolated Images/ FreeDigitalPhotos.net

engaging with your community…

engaging with your community...

A big mistake some people still make is to treat Twitter as a channel to push out one-way

messages… (buy my stuff, here’s a sale, come eat at my restaurant etc etc)...

Twitter, like any social media, is about interaction, disseminating content and gaining the

interest from followers, establishing authority & trust in your specialized field. A successful

Twitter profile needs to do the following three well:

Listen + speak + respond

Listen + speak + respond i. Follow industry

influencers, media, and

even competitors to

learn about trends and

so you can also be part

of conversations; use

@mention & @reply to

converse with them

and get their attention

ii. Social Listening: Use

analytic tools to find

out what your target/

potential customers are

saying; what the chatter

around your business’

industry is about etc…

i. Share informative &

entertaining content that is

relevant to what your target

would be interested in; it is

important to connect with

your target via the right

mood/ tone/ subject matter

ii. And then sprinkle in promos

and special offers about your

business one you start

building a bit of a

reputation/relationship with

your customers.

iii. Remember to use relevant

#hashtags , @mentions as it

makes your content

discoverable and viral

i. Respond to Tweets; be

punctual and polite!!

what constitutes success…

what constitutes success… • Did you get retweeted, how often?

• What got retweeted & what didn’t?

• Are your followers increasing & are

they right ones?

• Are your target customers following

you?

• How much engagement your tweets

get? Retweets, @replies, @mentions,

favorites etc.

@yeenster khun.yeen@gmail.com +yeenster

(May 2014)