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There is a lot of uncertainty with how to use Twitter and show an ROI for your business. This presentation covers the questions you need to ask before you ever send your first tweet. We also look at some case studies of other organizations that use Twitter as part of their strategy and how they do it.
Creating a Twitter Strategy - Twitter Training 201
Social Media Strategies for
What We Will Cover
What Is Social Media
The benefits of Social Media
How to start a social media plan
What is Twitter
Twitter best practices
Twitter case studies
How to monitor your social media
Use of Social Media in the
B.C. Public Service
Policy Summary No.33
policy and guide on using
12 Categories of Social Media
Monitoring Tools (Google Analytics)
Publishing Tools (Blogging/ Wordpress)
Social Networking Sites (Facebook)
Micro Blogging (Twitter/ Tumbler)
Widgets (Social Sharing)
Collaboration Tools (Wikipedia)
Photo/Video Sharing (Flickr, YouTube)
Personal Broadcasting (Pod Casts)
Social Commerce (Amazon)
Location Based Tools (4 Squares, Facebook Places)
Social Bookmarking (Digg, Stumble Upon)
Why Adopt Social Media?
Listen to your audience - be a part of the conversation
What are they saying about you?
Humanize your brand – build like and trust
Communicate in a way that inspires them to take action
Paid, earned and owned media
Inexpensive way to share your message – TIME
Have a Vision
Understand why your organization exists
What is it that you are passionate about?
What problem are you solving?
If the New York Times where to do an interview on you
what message would you want to share?
You’re doing more than just switching out
light bulbs you’re…
Understand Your Audience
Who are we talking to?
Who is your ideal audience? Students, staff, co-
workers, communities, businesses, government…
What Are Your Objectives
Don’t just check the “we use social” check box
What business objectives are you meeting?
What is the story that you are trying to get across?
Educate, entertain or empower
Now Start Looking At Social
What is the best way to share your message?
Where is your audience currently?
Does your audience want to have a conversation with
Identify goals and metrics for the platforms
Create a Content Plan
You may be part of the organizations main social sites or
you may have your own sustainability sites
What type of content will work best to tell your story
(photo, video, text…)
Create, curate and repurpose content
Listen to the conversation and engage – be helpful
Identify who will be doing this and your frequency
190 Million unique Twitter sign ins monthly
43% use Twitter from a mobile device
40% of people don’t tweet but sign into Twitter monthly
Average Brand Response time is 11 hours 15min
Customer expected response time is 3 hours
Announced Thursday they are going public
Optimize Your Profile
Twitter handle that represents your brand (name check)
Have a picture of your smiling face or your logo
Bio: what you do, how your help and what your
passionate about. (thoughts are your own)
Link to website
Identify keywords and hashtags to use in tweets and bio
Create lists to keep yourself organized
Listen To The Conversation
Latitude, Longitude and Radius
Follow topics, searchable, amplify
meaning, keywords, trending, promote and brand your
Facebook, Instagram, Google+, Vine and Pinterest
Don’t use punctuation or it won’t be searchable
Create a hashtag that you can use to get you message
across in all your marketing material online and offline.
“How do you conserve? Share your
tips for a chance to win #IAmGreen”
Use hashtags to Promote events and campaigns
before, during and after.
TweetWall Pro to display tweets at events
Run Twitter contests to get more followers and help bring
awareness to your hashtag
Twitter Chats with other EM’s or with your audience
Create different hashtags for specific updates
Share Your Content
Tweet blog posts, reports, videos and other content.
Share tips and advise (#EMMonday, #TipTuesday)
Embed tweets in your website or in documents
After they signup or take a pledge to send out to their
You Don’t Have to Tweet
News updates from all news outlets (headlines only)
Traffic updates #RiderAlert
Contests, discounts and specials
Follow favorite brands, authors and businesses for
Stay on top of the latest news and trends
You can make your account private (not recommended
for business purposes)