How to Maximise Your Social Presence on Twitter and Other Platforms

How to maximise your social presence
John Barnes
MD Digital & Tech
Incisive Media
@johnmnbarnes
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

Have you looked at your social media profile lately
 How complete is it
 What impression does it give of you
 Is it well maintained or just a page
 Do you have unread messages
 Have you checked out who is looking at
it, retweeting it, following it?
2

Assumptions customers will make from an inactive social
 The business is no longer trading – this is the biggie and the one to really worry about. 1 in 3
small businesses fail in the first three years, so just as a physical business not opening for a
month would signify closure so could an inactive twitter account …. assuming they don’t think
or know your business hasn’t closed let’s look at the other assumptions
 The business has a slow response time to customers
 The business doesn’t respond at all to customer enquiries
 The business does not take an active interest in their potential customers
 The business has no interest in online communication so is unlikely to respond to emails
either
 Nothing new has happened at the business within the last 30 days
 Competitor XYZ is really active on twitter – everybody seems to be using them locally
 All of the above result in one thing – LOST BUSINESS 3

Keep your identity consistent across social media platforms!
4

Setting up your twitter profile page
5
Getting
the most
out of
Twitter

The Twitter Audience
Twitter is a community of people actively
discussing everything
Twitter is used as a way to connect users
with their interests and discover useful
information
It’s a real-time conversation about what
matters to each of us
100% listen, 55% tweet, with 76% of users
logging in via mobile devices.
They’re also avid retweeters - the most
retweeted Tweet ever was from US
restaurant chain Wendy’s that raised
$50,000 for charity from 214,000 Retweets

Setting up your profile
 Make sure your profile picture is high resolution, and that it is clearly identifiable at
thumb nail size
 Your cover photo should also be high resolution and fit with your branding
 Set out what your followers can expect and entice new followers
 Include Keywords relevant to your brand
 Include your website URL
 Make sure you include contact information such as email address and telephone number
for any enquiries or feedback
7

8
A
B
C
D
Company Page
Cover Image
Profile Picture
Bio
Links
A
B
C
D

9
Personal Page A
B
C
D Cover Image
Profile Picture
Bio
Links
A
B
C
D

What to post
 Keep your updates positive, to the point and with a clear
call to action
 Try to post around 80% original content and just 20%
retweets from other users
 Avoid sales messages and keep it social
 Video and image posts are the most popular, so be sure
to include a variety of visual media formats
 Include links back to your own site at every opportunity
to drive traffic
 An ideal frequency is around 3-5 tweets a day, but no
more than 1 every hour
 Ensure that there is a decent gap between tweets so as
not to flood followers’ home feeds
10

11

Be the best at what, when and how you tweet
 Create Tweets that resonate: Combine exciting, useful content with an engaging, unique tone to
emotionally connect with your audience. Include links, pictures and videos. And remember to
keep your Tweets prompt and timely - a crucial element for Twitter success.
 Keep Tweets short and sweet: Tweets are limited to 140 characters so they can be consumed
easily anywhere, even via mobile text messages. There’s no magical length for a Tweet, but a
recent report by Buddy Media revealed that Tweets shorter than 100 characters get a 17%
higher engagement rate.
 Make it real-time: Timing matters, especially for breaking news or live Tweets. But how about
for everything else? The short answer: it depends on the content of the Tweet, your objectives,
your audience, their geography and more. The best way to optimise the timing of your Tweets is
to test and learn.
 Tweet often: Like timing, Tweet frequency depends on a number of variables such as your
audience, purpose and business objectives. A good basic rule is between three to five Tweets per
day. You may want to try tweeting a few times a day to see how your audience reacts, then
adjust as needed.
 Follow your interests: Following is a fantastic way to discover compelling content and inspire
ideas for your own Tweets. Follow accounts that are interesting to you or your business.
12

A hashtag is simply a means to organize and advertise an idea. The more appealing the idea, the
more likely the hashtag is to be shared. With a little insight into how hashtags work, you can
greatly increase the odds that your social media campaigns on hashtag-friendly platforms will
actually see real-world results in conversions.
#Hashtags
13

The #Hashtag rules to observe
 Informative hashtags are always better than abstract ones. There’s a reason the #IceBucketChallenge
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created a trending spike for the ALS Association, and #WTFF (what the french fry) failed for Burger King.
People won’t respond to hashtags they don’t understand.
 Proofread with the mentality of a 12-year-old. It’s all too easy for a seemingly innocent hashtag to
become a puerile gag thanks to lack of context or poorly combined words. The classic example of this is
the 2012 hashtag campaign to launch a new Susan Boyle album using #susanalbumparty. If it can be
misread, it will be.
 Incorporate hashtags into other channels. There’s a reason that hashtags are popping up in everything
from outdoor ads to song titles: It works. By incorporating your hashtags into your traditional media
and online campaigns, you’ll be able to brand the hashtag’s core idea more clearly with your customers.
 Live tweet during big events. One of the most effective ways of using hashtags is to live tweet from
your brand or company Twitter account during a shared cultural experience, using the event hashtags.
Elections, sports championships and other major media events are ideal for this technique.
 Keep it short. The longer the hashtag, the more hassle it is to use and follow. While there are
exceptions, the most effective hashtags are composed of one or two very simple elements, such as the
event name and the year. Only on rare occasions will a trending hashtag involve more than three or
four short, simple words.
With thanks from: http://blog.sumall.com/

The #Hashtag rules to observe/2
 Don’t overdo them. The more hashtags you add into your content, the more diluted and confusing your
message becomes. As a rule of thumb, limit yourself to two hashtags per tweet. “Excited about
#SummerVacation” is a clear, simple message, while “#Excited about #summer #vacation #2015!
#summer2015” is not.
 Monitor the conversation. Following hashtags is an extremely effective means of keeping track of
trends in your industry. By keeping track of the conversation, you can gain insight into what your
competition is doing, what the influencers are saying, and how customers are reacting.
 Use hashtags in sentences in place of words. Twitter only allows 140 characters per tweet, and each
one has to count. “Having a great time at CES! #CES2015” may be grammatically correct, but it’s no
more effective than “Having a blast at #CES2015!”
 Capitalize multi-word hashtags for clarity. The longer the hashtag, the more likely the message is to be
misread. A great example of this going was the reaction to Margaret Thatcher’s death, hashtagged
#nowthatchersdead. Some people read this as #NowThatChersDead, prompting rumors that music icon
Cher had passed away.
 Avoid banned hashtags. Although Twitter’s hashtag system remains open, some hashtag-enabled social
media sites ban words with potentially offensive content. A poorly proofed hashtag can easily trip these
filters, resulting in content that doesn’t reach the audience. Some sites, like Instagram, also filter out
popular or generic hashtags like #iphone and #popular, making it vital that you test to see if your
content is actually making it through the system.
15

.. But there are also imperfect tweets, so beware!
With thanks to Andy Beal
16

Possibly the worst ever….
17

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Getting
the most
out of
Linkedin

The Linkedin Audience
LinkedIn is a relationship management
platform, not necessarily a sales one.
Though LinkedIn generates more
business leads than any other social
network, the focus of a successful
profile or company page is always the
potential customer or client.
It is important to remember:
60%
are interested in industry
insights
53%
are interested in company
news
43%
are interested in new products
and services
19

Setting up your personal and company pages
 Make sure you have high res images with correct dimensions for the cover photo, profile
logo and company photo
Include
relevant contact details and link back to your company website
Your
summary should be up to date , include searchable keywords and be relevant to a professional
audience
Include
relevant keywords in your copy to optimise your search engine rankings
 An ideal frequency is between 2 and 4 posts per day depending on the level of Engagement
 Try to post a variety of media formats including links, images and videos, link back to your
company website as often as possible
 Promote your LinkedIn profile internally and across other marketing efforts, Add LinkedIn to
email signatures and invite colleagues to share updates from your brand profile, engage
with LinkedIn groups and contribute to discussions
 Make sure your content is optimised for mobile, in the first quarter of 2014, mobile
accounted for 43% of unique visiting members on LinkedIn

A Company Page
B
C
21
D
Profile Picture
Cover Image
Bio/Description
Showcase Pages
A
B
C
D

Embed useful assets like slides or pdf’s
Seek & give
endorsements
Profile page – adding value
Seek & give recommendations
22
Regularly check who
has viewed your profile

23

Best practice tips from these award winners?
 Use showcase pages to allow personalised messaging with different customer segments
 Stand out by including eye catching imagery to stand out and boost comments
 Involve your audience by asking thoughtful questions to encourage two way conversations
 Grab followers attention by starting posts with interesting facts to get better engagement
 Sponsor your best content, using sponsored updates to drive qualified and targeted leads
 Develop show and tell followers by encouraging them to share experiences
 Show off your company culture by sharing awards and examples of staff success
 Provide tips and expert advice that are relevant and highlight your industry expertise
 Share snackable, valuable content, by keeping posts bite sized to drive high engagement
 Try a top 10, or do’s and don’ts lists, to grab attention and organise information
24

25
How to
measure
your
success

What is the best time of day to tweet?
Segmenting engagement for key content types can help you determine when certain types
of content are more likely to drive engagement by time of day and day of the week. For
example, you might find that posts with calls to action receive better response during peak
times, but that content designed to entertain followers successfully drives engagement
during weekends or off-hours.
26

What questions should a comprehensive report answer?
 Reputation: Is there an increasing interest for your products or services in a specific part of the
world? Is your brand visible enough for the demographic section you’re currently targeting or
should you shift your focus? What values are people associating with your brand?
 Attitude: How do people feel about your brand? What’s the tone of conversations around your
brand name?
 Costs: Where should you invest your social media efforts? What social network do your
customers prefer to use? What percentage of your marketing budget should you allocate to
social media? Will social media investments contribute to an increase in sales?
 Competitors: How are others in your industry using social media? Who is setting the trends?
Who are the key influencers in your line of work and how could you transform them into
ambassadors?
27

The Klout Score
 The Klout Score is a number between 1-100 that represents your influence. The more
influential you are, the higher your Klout Score
 Influence is the ability to drive action. When you share something on social media or in real life
and people respond, that’s influence. The more influential you are, the higher your Klout Score
 For example, generating 100 retweets from 10 tweets will contribute more to your Score than
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generating 100 retweets from 1,000 tweets
 Additionally, Klout values the engagement you drive from unique individuals. One-hundred
retweets from 100 different people contribute more to your Score than do 100 retweets from
a single person.

Interpreting your Klout score
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How much do small business spend on social media?
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Source: verticalresponse.com

Key things to keep in mind when using Social media
a. It is all about narrowcasting and targeting not broadcasting
b. Big budgets don’t equal big results, ‘it is not how big it is, it is what you do with it
that counts!’
c. Be realistic, who can you engage, where, how and why
d. Be smart in your messaging, make it relevant and interesting, it is a conversation not
punchline
e. Set goals, measure the results and constantly iterate
f. Don’t be afraid to make mistakes, you’ll learn faster
g. Be genuine and care about who you are targeting, they’ll respect you more for it
h. Don’t be a cynic, find out if it works or not before you dismiss it
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THANK YOU
john.barnes@incisivemedia.com
Twitter.com/johnmnbarnes
Linkedin.com/in/johnmnbarnes

How to Maximise Your Social Presence on Twitter and Other Platforms

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