2. Twitter
● Twitter is a real-time information network
that connects you to the latest stories,
ideas, opinions and news about what you
find interesting.
● Each Tweet is limited to 140 characters.
● Twitter is available around the world in
more than 20 languages.
● Twitter
3. Twitter Terms
● Mention:
○ Once you have a twitter account, other people can "mention" your
username using the "@" symbol.
● Retweet
○ If someone else tweets something that you want to share to your
own followers, you can "retweet" their post.
● Message
○ Private messages can be sent between users. Simply start your tweet
with "DM" or "D", followed by "@username", and then your message.
● Hashtag
○ Hashtags (#) are for users to categorize their tweets. They are
usually short keywords that are used to get your tweet noticed. For
example, if a store was posting about black friday sale, one of their
hashtags could be "#blackfriday", so that when any user searched the
term black friday, their tweet would show up.
4. The Business Aspect
● Twitter has a section on their website about
businesses using Twitter.
● "As a business, you can use Twitter to
quickly share information, gather market
intelligence and insights, and build
relationships with people who care about
your company."
● Businesses around the world use Twitter to
help promote their brands.
5. 8 Practices
Twitter provides a list of 8 practices
businesses should be following.
1. Share
2. Listen
3. Ask
4. Respond
5. Reward
6. Demonstrate knowledge and leadership
7. Champion (engage) your stakeholders
8. Establish the right voice.
6. 8 Practices
● Each practice helps to promote a business
and create brand loyalty.
● Twitter provides a guide not only for
businesses, but a downloadable guide for
small businesses.
● The 8 practices help a business create a
following and a reputation.
7. Followers, Followers, Followers!
● It is important when using twitter for your
business to have a wide following.
● The more people that see your tweets, the
more likely it is that your message will be
passed on.
● The more people talking about your
business (positively) on Twitter, the better!
8. How to get noticed
Twitter offers a few options to businesses to
help them gain followers and improve their
reach.
● Promoted Accounts
● Promoted Tweets
● Promoted Trends
● Enhanced Profile Pages
● Widgets and Resources
9. Promoted Accounts
● The fastest way to increase
followers.
● Not only will you increase
your numbers, but these will
be valuable followers that
find your business relevant to
them.
● The more someone cares
about what you're talking
about, the more likely they
are to pass on your message.
10. Promoted Tweets
● Promoted tweets allow you to amplify your
message and make sure that it is seen.
● These tweets can be targeted to specific
search terms, specific users, and even
geographic locations.
11. Promoted Trends
● A trending topic means that people are
using (#)hashtags to discuss a certain topic.
● Trending topics are listed on a user's
homepage, and draw a lot of attention.
● If a business has something that they want
users to discuss, they can pay to have that
topic moved to the top of that list.
12. Enhanced Profile Pages
● A business can alter
the way their page
looks, making sure
that their most
important content
is most prevalent.
13. Widgets and Resources
● A company's twitter account can be amplified by any
media they already have in place.
● "Follow" buttons can be added to a company's website
that take visitors directly to their Twitter page.
● "Widgets" can be placed on blogs, websites, facebook,
myspace, etc. that allow visitors of those sites to also
see a company's tweets.
● "Tweet" buttons can be added to a website or blog that
allow Twitter users to share that particular link or
content with their followers.
14. Twitter Analytics
● Businesses do not guess at how their tweets
are doing.
● Twitter offers analytics to show how the
business' tweets are being viewed,
retweeted, and favorited.
● Timeline Activity allows a business to see
what activity has come from each tweet.
● Analytics include follows, unfollows,
mentions, retweets, and more.
15. Case Study: SXSW Interactive Festival
● 13 sponsors- includes Pepsi, Samsung,
Monster Energy, and AT&T.
● Tweeting about events causes an increase
in engagement.
● Giveaways give the audience a reason to
interact with the brand. Ex. Chevrolet
provided free rides in their new car, the
Equinox.
● Using Twitter around and during an event is
cost-effective.
16. Case Study: SXSW Interactive Festival
● At SXSW, Samsung received 465,132
mentions, Microsoft received 220,719
mentions, and Pepsi received 190,250
mentions.
● Lesson: Businesses using Twitter need to be
interactive. Using Twitter to promote an
event is cost-effective for businesses and
can create greater reach.
17. Marketers use of Twitter
Grant Johnson, Ad Agency Owner of Johnson
Direct wrote an article for ChiefMarketer.com,
discussing the marketing power of Twitter
Twitter can be used as:
● An extension of public relations
● A direct marketing promotional tool
● An instantaneous update.
These three are not the only uses discussed,
but the three major ones for businesses.
18. Marketers use of Twitter
● As an extension of public relations, a
business can tweet about other parts of the
business or relevant information to the
business.
● As a direct promotional tool, a business can
offer a discount or promotion through a link
posted on Twitter or a code tweeted for
users to use on the business' site.
● As an instantaneous update, businesses can
provide real-time information about
anything new happening.
19. Example of a business using Twitter
● Besides the basic Twitter used for
advertising, businesses can get creative
with their Twitters.
● Example: DKNY PR Girl- http://twitter.
com/#!/DKNY
● DKNY maintains a relationship with its
followers through DKNY PR Girl.
● Tweets are not only business related, but
fun and keep followers interested.
● Allows for the brand to engage with
followers.
