Connecting with your fans: Twitter

1. Kathleen Hessert, Sports Media Challenge &
BuzzManager, Inc

3. Twitter Telling Life Stories
You Can Too!
Mark Haywood
Used Twitter to save a dog’s life
Myra McEntire JerryRizzo
Wrote a book & landed a movie deal Tweeted his way 2 a dream job in the NBA
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4. 2012 Social Super Bowl
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5. SM Education is Vital
Did you know?
 Easy access isn’t easy
excellence
 Aiming for attention is
yesterday
 Attracting fans through tweets
is top priority. Aim for a
continuous fan connection
 Twitter is a stand alone +
great amplifier of other
platforms too
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6. @ Center of
Social Ecosystem
To Twitter From
Twitter
4Square
FB
Twitter
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7. Twitter Drives Engagement
Forecast
builds off Twitter’s
ability to amplify
 Forecast where you’ll be
in advance
 Automatic trigger to check in on
Foursquare when you arrive
 Alerts friends to go there too or
socialize on arrival
 Earn badges & leverages the
value of “social proof”
 Enables geo-location advertising
& is made for critical mobile
environment
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8. Align to Business Strategy
 Rockettes leverage
NBC’s Super Bowl spot
to amplify its national
brand evolution
 Drive traffic to sites
 Expand social ecosystem
on Facebook & Pinterest
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9. What Should They Tweet?
 Use Editorial Calendars to trigger
ideas, stay on brand & add value not
noise
 Identify twitter acct(s) goal
 Humanize the brand
 Make it authentic/ transparent
 be who the acct says you are
 Be current. Be creative
 Acknowledge & engage others
 Storify your Twitter narrative making
heroes of your advocates
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10. Timing for Impact
# for Tracking
 Time of day/week
 Real-time or
 Late in day
 10-11pm EST
 Late in week
 Saturday
 Various tools to analyze your
community & your results
 Hashtags
 Creative, evokes emotion
 Incorporates your brand
 Adopt community #s that work
 Be content relevant
 Don’t be #McDstories
 Use tools that track viral path
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11. Monitor for Business Intelligence
 Listening for valued
content to act on
 Who is talking & how much
 Where’s the conversation
 What are they talking about
 Who are the most prolific
 ID Advocates:greatest reach
 Surface actionable
information when it’s worth
something
 Customer service in venue
& community
 PR & crisis communications
 Brand resonance
 Marketing & sales
 Product development
 Competitor intelligence
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12. Community Management
Organize for
nimbleness, efficiency & effectiveness
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13. Best Practice Bonus Tips
#140 characters or less
1. Begin with a headline thought to suck followers in. Dull squelches interest
2. Never begin a tweet with @sign, it limits those who can see it to those who follow the 2 tweeters
3. Never start with a NAME unless that person will make ppl read UR tweet
4. Retweets usually occur within 1hr of UR tweet
5. Typical # of RT’s = 1 Multiples mean you should B really happy!
6. Optimal tweet length is 120-125 characters 2B retweeted
7. “Via @kathleenhessert” in middle of UR tweet is more effective than “RT”
8. Incorporate link shorteners & track open rates
9. MT stands 4 “modified tweet”
10. Using sign posts like: “NEW BLOG POST” “INFORGRAPHIC” attracts more eyeballs
11. 4 deeper engagement draw online fans offline via tweets
12. Use a call-2-action to prompt engagement
13. Ask questions: crowdsourcing is valuable & an inherently social activity attracting others
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14. Contact us for more information:
Thank Hessert
Kathleen
you!
Founder & CEO
704.541.5942 (o)
khessert@buzzmgr.com
@kathleenhessert on Twitter, Linkedin, Facebook,
Pinterest, Foursquare, Google+, Instagram