Introduction to Marketing on Twitter, ADPR4300 (Session 3)

SOCIAL + EMERGING MEDIA
MARQUETTE UNIVERSITY / FALL 2013 / #ADPR4300

AGENDA
01 TWITTER BASICS
02 CONTENT + ENGAGEMENT
03 BUILD A FOLLOWING
04 TOOLS OF THE TRADE
05 ASSIGNMENT
06 QUESTIONS

WHAT DID YOU THINK?
BLOG ASSIGNMENT #1

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BLOG ASSIGNMENT #1
WHAT DID YOU THINK?
25 > < 25
SOCIAL MEDIA
MANAGERS

JUST THE BASICS
MARKETING ON TWITTER

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“We live in a society that is as distracted as it is
informed. People are making decision on what to
read, view, purchase, visit, and sample based on the
information that filters through their attention
dashboards.”
– Brian Solis, Engage!

Launched in 2006, Twitter is a microblogging service primarily
used for personal communications. Since then it has become a
critical channel for personal updates, quick conversation,
connecting in real time and a leading platform for sharing
news and information – 140 characters at a time.


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THE BASICS
30% of Twitter users are in the U.S. and more than 86% of B2B
consumers use the platform.
Twitter is the go-to platform for breaking news and real-time
information. The world learned about the passing of Whitney
Houston 27 mins before traditional news sources.
Twitter processes more than 1.6 billion searches per day and
rivals Google / YouTube as a major search engine.
Of Twitter users surveyed, nearly 40% said they’ve received
news they would not have found elsewhere.




TWITTER

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TWITTER PROFILE
1: Your profile image / text should be legible, at any size.
2: Clearly state who you are and provide any pertinent contact information.
(Especially as a customer service account)

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THE BASICS
PROFILE DESCRIPTION
+ Enhancing your profile:
+ Consider both your Twitter handle and profile name for branding and SEO
purposes.
+ 160 total characters to explain yourself, your brand, your mission.
+ Don’t forget to include your brand URL.
+ Verified Listings for advertisers and key celebrities.

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THE BASICS
PROFILE DESIGN
+ Enhancing your profile:
+ Ability to upload a background image, you can choose to tile the image or
not.
+ Provides branding opportunity, but consider screen real-estate.
+ Can modify background and link colors.
+ Profile Image
+ Consider what can / can’t be seen and understood at 50px.
+ Recent Images
+ All recent images are featured on your profile page and can generate
further engagement.

TWITTER

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TWITTER + IMAGES
1: Leverage the use of images, uploaded to Twitter.
2: Services like Instagram have blocked thumbnail views.

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TWITTER + IMAGES
1: Images should be shareable, especially when you are asking for a share.

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TWITTER + VIDEOS
1: Leverage YouTube, embeds are immediately viewable.

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TWITTER LISTS
1: Lists are great to organize / filter content and followers.
2: Lists are even better for sharing.

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THE BASICS
COMMON QUESTIONS
+ Merging Accounts
+ You can contact Twitter directly about merging accounts. (Certainly helps if
you are an advertiser or have a large following)
+ Trademark / Copyright
+ Twitter is fairly responsive when you make an official complaint / request
about infringement.
+ Making @Replies Public
+ By simply adding a period or another character in front of an @reply
everyone will be able to see it.
+ May be important for customer service issues, or conversation you want
others to see.

TWITTER

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



01 BREAKING NEWS
The primary platform for breaking
news, Twitter is where members (and
non-members) go to search on
trending topics.
02 SHARED EXPERIENCES
Shared experiences from TV shows to
political events. Twitter is the go-to
platform to have a conversation in real-
time.
03 INTELLIGENCE
Big data. The openness of the
platform allows us to query the
platform to identify trends and
sentiment.
04 BUSINESS
Essential for brands to listen for
customer service opportunities and
more.
PLATFORM STRENGTHS

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



01 BREAKING NEWS
The primary platform for breaking
news, Twitter is where members (and
non-members) go to search on
trending topics.
02 SHARED EXPERIENCES
Shared experiences from TV shows to
political events. Twitter is the go-to
platform to have a conversation in real-
time.
03 INTELLIGENCE
Big data. The openness of the
platform allows us to query the
platform to identify trends and
sentiment.
04 BUSINESS
Essential for brands to listen for
customer service opportunities and
more.
PLATFORM STRENGTHS
ADDITIONAL STRENGTHS INCLUDE:
1: Customer Service – Any company can benefit for listening for unhappy customers.
2: Media – Opportunity to connect with content creators, journalists, etc.
3: Centers of Influence – Identify influential fans and followers.

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CONTENT + ENGAGEMENT
DEVELOPING CONTENT FOR TWITTER
Here are some best practices to keep in mind, review and refine for each of your
brands / clients.
+ 140 total characters means a lot less real estate.
+ Always leave room for your link, “RT” and username.
+ Create monthly content calendars of pre-approved posts.
+ Consider separating accounts for employment, news aggregation, the CEO, etc.
+ Less thought is required in accounting for conversations, sharing, and retweeting.
(Post once per hour)
+ Develop content, images and videos that are easily shared and retweeted. (Be
selective)
+ Update your creative quarterly.

TWITTER

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SUCCESS STORIES ARE PLENTIFUL
+ Dell Outlet
+ Twitter users follow Dell Outlet for exclusive deals on electronics—and have
driven more than $3M in sales through Twitter.
+ Zappos (Case Study)
+ Created a highly responsive customer service platform that uses Twitter’s
powerful set of APIs and website tools to integrate customers into the
brand experience.
+ Tasti-D-Lite
+ Ice cream eaters in New York give local chain Tasti-D-Lite marketing
feedback via Twitter—and sometimes get surprise dessert deliveries.
+ Bonobos (Case Study)
+ Used an exclusive Twitter sale centered around the “Flock to Unlock”
method. Followers spread the message by retweeting the offer and, after a
certain number of Retweets, they were rewarded with a discount.

TWITTER

ONCE YOU FLIP THE
SWITCH, IT’S HARD TO
TURN IT OFF.

ONCE YOU FLIP THE
SWITCH, IT’S HARD TO
TURN IT OFF. MARKETING ON TWITTER
1: Remember, social media isn’t a campaign.
2: Have a plan on to consistently generate content.
3: Twitter is less active than Facebook, and that is OK.
4: Don’t be selfish. Not all of your content need to be about you.

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1: The data will help you better understand how to reach your followers, and
what makes them engage with you and your content.

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1: Social media marketing is 24/7/365.
2: Consider the consumer first, not what is most convenient for you.

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1: Again, the data will tell a story.
2: Build a list of verbs and nouns that describe your products / business.
3: Identify the words that work. Collect, test and save them.

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PAPER.LI
+ Delighted fans with a well timed tweet during the power
outage, setting a precedent for real-time marketing.
+ Over 15,000 retweets.
+ Nearly 5,500 people favorited the Tweet.
+ 20,000 Likes on Facebook.
+ Marketing team made the graphic and had it approved
within minutes.
+ Lesson: Be prepared, by having protocols in place
Oreo was ready to act quickly.
+ In comparison, the traditional spot that Oreo ran during
the Super Bowl had:
+ 680,000 views on YouTube.
+ 1,200 hashtag mentions on Twitter.

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TWEET CHAT
+ Easily follow specific chat hashtags, or create your own.
+ Great discovery tool that will help you identify potential
chats to take part in.
+ When following a specific chat, you receive a simple
stream only related to that hashtag.
+ Easily converse in real-time, allowing users to watch
a live chat or interact immediately.

THE CANARY IN THE
COAL MINE


THE CANARY IN THE
COAL MINE
 MARKETING ON TWITTER
1: Twitter is a an early indicator. How can you use that to your advantage?
2: Monitoring for customer complaints can reveal a lot about your company.
3: More so, monitoring for industry specific conversation or trends can help
you build your business and challenge the competition.

#FOLLOWFRIDAY
#WINEWEDNESDAY


#FOLLOWFRIDAY
#WINEWEDNESDAY
 MARKETING ON TWITTER
1: Hashtags can be a powerful way to identify influencers, find your audience
and insert yourself into the right conversation.
2: But that doesn’t mean you need to be in every conversation. Choose wisely,
and make sure your interaction is appropriate.

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1: Don’t be a case study in awful. Once you publish, there is no taking it back.
2: Always be thoughtful, considerate and appropriate.
3: Brands do not need to acknowledge every trending topic or disaster.

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REFOLLOW
+ Refollow is a tool that helps you discover, manage, and
protect your Twitter relationships.
+ Quick and easy tool that can help your grow your Twitter
following / network.

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WEFOLLOW
+ WeFollow started as a Twitter directory in 2009 and has
since grown to a community of over 1.3 million users.
+ What makes WeFollow special is that everyone told us
their interests when they joined. This means you can
search for people by interest and sort them by what we
call their Prominence Score.
+ This ranking system lets you quickly discover, follow and
learn from the most prominent people around the world.

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TOOLS OF THE TRADE

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TOOLS OF THE TRADE
TWEETDECK
1: Provides a dashboard for more flexibility and insight.
2: Customize and arrange various account feeds, searches, lists.
3: Schedule tweets, fully manage accounts, monitor conversations.

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TWITTER COUNTER
+ Twitter Counter provides statistics of Twitter usage and
tracks over 94 million users and counting.
+ Basic stats include Followers, Following, Tweets.
+ Pro account allows for historical data, mentions, RTs, and
easily allows for exporting of data.
+ Simple solution to track your Twitter growth, or that of
the competition.
TOOLS OF THE TRADE

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TOOLS OF THE TRADE
BUFFER APP
+ Easily add great articles, pictures and videos to your
Buffer and they automagically share them for you
throughout the day.
+ Post to your Facebook, Twitter, Google+, LinkedIn and
App.net accounts easily and quickly from wherever you
find great content.
+ Detailed analytics on all your posts to every social
network. See how many likes, shares and retweets you
get at a glance.
+ Invite your whole team to make consistent sharing easier.
Anyone can manage the account from all our apps.

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TOOLS OF THE TRADE
CROWD BOOSTER
+ Check the number of retweets, replies, impressions, likes,
comments, and many more metrics, all customizable by
date range, all in real-time so you can quickly adapt to
your audience’s reaction.
+ See the benefits of long-term engagement or the
effectiveness of a one-time social media campaign.
Customize the date range to figure out what drives your
community to grow. We will even alert you when we
notice a spike.
+ See every Facebook post or tweet on a table with the
associated metrics. Sort the table to see the message
with the most viral reach, highest number of replies, etc.
to highlight successful messages and use it to help
teammates replicate your success.

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TOOLS OF THE TRADE
BIT.LY
+ In short, Bitly is a service to bookmark, organize, and
share the things you care about online.
+ Easily allows you, or brands, to collect stats on the
links you share across social media channels.
+ Combine with Google Analytics for more powerful
stats and information.
+ Bitly is available via our website, browser extensions,
mobile web, and numerous third-party tools integrated
with our open public API.
+ Bitly also powers more than 10,000 custom short URLs
and offers an enterprise analytics platform that helps web
publishers and brands grow their social media traffic.
+ Tricks of the trade:
+ You can add a plus sign after any link shortened by
Bitly to see stats.

SEPTEMBER 9, 2013
ASSIGNMENT(S)

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ASSIGNMENTS
DUE BY SEPTEMBER 15, 2013
TWEET + FOLLOW
Some of you may already have an account, some of you may not. Either way, everyone
will need to have a public, personal account on Twitter for this class.
+ Don’t forget to tweet with the #ADPR4300 hashtag.
+ Follow you classmates, either individually or using the Twitter list:
+ https://twitter.com/djenders/adpr4300-fall-2013/members
DOWNLOAD TWEETDECK + SIGN-UP FOR KLOUT
+ Download TweetDeck: http://www.tweetdeck.com/
+ Sign-up for Klout: http://klout.com/
REQUIRED READING(S)
+ Check the required reading(s) on D2L.



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WHAT IS KLOUT
Klout is just one way companies are trying to quantify your influence. Users
are scored on a scale of 1-100 to demonstrate just how influential they are.
Business can award perks or search for influencers to launch products, etc.

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SIGN-UP FOR KLOUT
1: Sign-up for Klout using your Twitter account.

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CONNECT OTHER NETWORKS
1: After signing-up for the service you can choose to connect other networks,
including Facebook, Instagram, your blog and more.

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MEASURE YOUR CHANGE IN INFLUENCE
1: During the semester, monitor how Klout measures your social footprint to
understand what is considered influential behavior, and what isn’t.

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CLASS DISCUSSION + QUESTIONS

Introduction to Marketing on Twitter, ADPR4300 (Session 3)

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