Cater to followers and attract influencers with a laser-focused strategy.

1. Twitter Analysis & Action
Cater to Followers and Attract Influencers
with a Laser-Focused Strategy
@KurtKrejny
Director of Online Marketing

2. NOT CHARLIE DAY

3. Overview
• Shared experience
• Organized vision
• Don’t fly blind
• Data drives decisions
• Results-oriented

4. Why Use Twitter for Business?
Acquisition
Generate leads and sales – obtain quality visitors and conversions
Retention
Enhance branding visibility and build repeat customers – nurture leads
Integrated Marketing
Strengthen other efforts associated with customer acquisition and retention
SEO
Paid
E-mail
Acquisition Retention Integrated Marketing
Video
Mobile
Offline

5. Twitter Pain Points
• SWOT analysis
• Team, process and workflow
• Audience understanding
• Problem solving
• Measurements and reporting
• Recoverable mistakes
Take the Blue Pill!

6. Twitter SWOT Analysis
WEAKNESSES: THREATS:
• Not ranking for branded search • Duplicate or spam accounts
• Poor image, bio and URL • Negative mentions
• Not linked to blog • Hacked account
• No custom URL shortener with tracking • Unanswered customer service requests
• No custom background • New channel adoption (Google+ / Pinterest)
• No follower interaction • Measureable ROI (favorable)
• Over promotional content • Lack of brand evangelists
• Few retweets • Employee posts
• No personality or human voice • Ever-changing management tools
• Poor response strategy • Search engine rankings
• No crisis management plan • CRM integration
• Poor following/follower ratio
• No on-site integration
• No sharing widgets
• No time to manage account
• Lack of focus toward business goals
• No reporting
• Can’t connect with audience
• Minimal digital assets

7. Determine Your Goals
• Align with overarching business goals
• Quantity vs. quality
• Brand visibility
• Content distribution
• Generate links and traffic (new form of link building)
• Influence search rankings
• Connect with customers / prospects
• Reputation & sentiment
• Expert positioning
• Customer service
Goals and objectives drive the tactics of your campaign

9. Develop Audience Personas
• Put yourself in their shoes
• Document your known experience
• Nuances of Twitter
• Keep the dust off
• Identify actionable insights
• Prioritize efforts
Personas guide a smarter campaign

10. People Driven Product Driven
• Based on the Meyers-Briggs Type Established Products and Markets:
Indicator (MBTI) methodology • Financial Decision Maker
• The Eisenberg Brothers simplified the • Champion
decision-model from 16 types of • Evangelist
personalities to 4
• Power User
• Competitive
• Spontaneous Brand New Products:
• Methodical • Innovators
• Humanistic • Early Adopters
• Early Majority
• Late Majority
• Laggards

11. Persona Template

12. Understand Your Followers
• Utilize tools
• Analyze data
• Create categories from bios
• Develop custom formulas
• Identify influencers
Existing data refines your strategy

13. Twitter Profile Data Export
http://freebies.simplymeasured.com/freebies/twitter-follower-analytics
FOLLOWER PROFILE ANALYSIS: TOP KEYWORDS
4,000 3,424
3,500 - Time Zones
3,000
2,500 - Followers by # of Followers
2,000
1,500
828
- Date of Last Tweet
1,000 685 637
500 191 114 251 122 - Users by # of Followers
0
- Users by Total Tweets
FOLLOWERS TOP TIME ZONES USERS BY # OF FOLLOWERS
(GMT-05:00) Eastern Time … 24%
(GMT-08:00) Pacific Time… 13%
9% 0 to 100
(GMT-06:00) Central Time… 12%
20%
(GMT-10:00) Hawaii 11% 11% 100 to 500
(GMT-05:00) Quito 8%
500 to 1000
(GMT+05:30) New Delhi 5%
(GMT-07:00) Mountain… 3% 19% 1000 to 2500
(GMT-09:00) Alaska 3%
41% > 2500
(GMT-03:00) Greenland 3%
(GMT+05:30) Mumbai 2%
0% 10% 20% 30%

15. Influencer Research
• Categorize influencers
• Topics & communities of interest
• Secondary influencers
• Domain influence
Manipulate your message for influencer impact
Detailed Influencer Data: http://www.twitalyzer.com

16. Gather Social Insights
• Supplemental data
• Audience demographics
• Best day/time and topics to post
More data points for a smarter content strategy
Facebook Insights LinkedIn Analytics
YouTube Analytics

17. Facebook Insights
• Reach, engagement, talking about, virality
• “Like” demographics and location
• Tab views
• Referring traffic
• Export data

18. YouTube Analytics
• Top 10 videos
• Geography / Demographics
• Drill down by video
• Traffic sources
• Audience retention
• Engagement metrics
• Subscribers
• Likes / dislikes
• Favorites
• Comments
• Sharing
• Export data

19. LinkedIn Analytics
• Engagement for specific Products & Services pages
• Visits by:
• Industry
• Function
• Company

20. Content, Acquisition, Engagement
• Utilize data to determine effective content
• Create content-to-category map (with goals)
• Determine % of activity in each category
• Plan content calendar / posting schedule
• Develop outreach strategy for influencers
• Utilize management tools
• Establish follow criteria
• Follower maintenance
• Update SWOT analysis
Tools / data / experience / hustle / sound marketing

21. Content-to-
Category
Mapping

22. Twitter Content Tactics
Recognize Intellectualize
• Follower of the day • Fact of the day
• Fan photos • Questions / Polls
• Preferred partners • Tweet chat
• Share other viral content • Live tweeting (events, conferences, webinars)
Incentivize Capitalize
• Contests (random or earned) • Popular hash tags
• Limited time promo code • Promoted tweets / accounts / trends
• First time customer promo
• Free product for evangelists
• Charitable effort
Visualize
• Photos / Videos
• Infographics / Charts

23. Twitter Profile Optimization
• Searchable name / support brand
• Bio – add @profile, hash tag or URL
• Is location important?
• Web URL supports your goals
• Add Favorites / Create Public Lists
• Images and videos draw attention
• Multiple users – consider monikers
• Custom URL shortener (trackable)
• Design / Custom background
• Brand colors / easy to read
• Add more info / images
• Call to action / phone number
• Promote other channels
• Add personality
If search engines can’t find you, how will your audience find you?

24. Organic Visibility Tips
• Get your Twitter profile to rank
• Proactive reputation management
• Link building and Twitter directories
• Daily recap service (paper.li, Storify)
• Cross-channel promotion
• Include handle in press releases
• Email signature / newsletters
• Offline promotion
• TV, radio, print, business cards, tradeshow displays,
storefront, QR codes
• Use standard hash tags
• Timely trending topics
• Follow the people that follow you on other channels
Make it easy for people to find you

25. On-site Promotion
• Profile link placement
• Feed on homepage, newsroom or blog
• Fresh content
• Sharing widget
• Determine what should be shareable
• Pre-populated text (make it easy)
• Social sign-in option
• Retweet links within content
• Promote hash tags within content
Make it easy for people to follow you

26. SWOT Analysis Revisited
STRENGTHS: OPPORTUNITIES:
• Ranking for branded search • Duplicate accounts removed
• Optimal image, bio and URL • Few negative mentions
• Connected to blog posts • Secure account access
• Custom URL shortener with tracking • Customer service requests honored
• Custom background • Early adopter with new channels
• Engaged followers • ROI tied to all efforts
• Valuable and informative content • Solid base of brand evangelists
• Loads of retweets • Employee social media guidelines
• Personality in messaging • Effective management tools
• Timely response strategy • Social CRM integration
• Crisis management plan developed • Boost search engine rankings
• Excellent following/follower ratio
• Proper on-site integration
• Sharing widgets in the right spots
• Efficient account management
• Efforts support business goals
• Solid reporting and analysis
• Extensive library of digital assets

27. Realize Your Return
Analytics:
• Segmented traffic and conversions
• Understand multi-channel funnels
Custom Calculations:
• Value of a Twitter follower
• Value of retweet / trending topic
Tracking:
• Coupon codes / Direct Message links
• Unique call tracking number
Lead-gen:
• Non-branded outreach (based on keywords)
• Social CRM solution to close the loop
Increase the chance of a tracked conversion – don’t leave money on the table

28. Thank You!
http://twittertools.fathomdelivers.com
Kurt Krejny
kkrejny@fathomdelivers.com
@KurtKrejny
@FathomOnline