Twitter strategies
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Twitter can be your best friend: it can bring amazing results, help you connect with your audience and drive awareness for your cause. However, without a proper strategy in place, it can be challenging to post valuable content that engages your audience, increases your following and works towards meeting your goals and objectives. It can seem daunting, but all is not lost. There are some easy steps and strategies that will help make engagement on Twitter more efficient while actually delivering better results.
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Twitter strategies
- 1. Making Twi*er Your Best Friend: Twi*er Strategies Exposed Heather Morrison June 2011 1 | Twi$er Strategies – Canada Helps
- 2. Agenda • Meet and greet • Growing your following • Developing content • Managing distribuCon of content • Measure, measure measure • Discussion 2 | Twi$er Strategies – Canada Helps
- 3. Who Am I? • Heather Morrison • Digital and Community Strategist for SequenCa Environics • Fitness nerd • Avid traveller • Food lover 3 | Twi$er Strategies – Canada Helps
- 4. Developing a Twi*er Strategy So, you have a Twi$er account…… Now what? How do you keep it going? 4 | Twi$er Strategies – Canada Helps
- 5. INCREASE YOUR FOLLOWING 5 | Twi$er Strategies – Canada Helps
- 6. 1. Set Up a Following Program 6 | Twi$er Strategies – Canada Helps
- 7. Set Up a Following Program • Set up ongoing searches • Include acMve Twi*er searching for: • Your brand name • Campaign names • CompeCtor names • 3-‐5 key words that are relevant to your cause and audience 7 | Twi$er Strategies – Canada Helps
- 8. Set Up a Following Program Use free tools like Tweetdeck and search.twi$er.com to help! 8 | Twi$er Strategies – Canada Helps
- 9. 2. AcCvely Seek Out New People 9 | Twi$er Strategies – Canada Helps
- 10. AcMvely Seek Out New People Look for people with relevant key words in their bio using tools like FollowerWonk. This will help you find and add new people who are relevant to your cause. 10 | Twi$er Strategies – Canada Helps
- 11. 3. Promote! 11 | Twi$er Strategies – Canada Helps
- 12. Promote • Promote your Twi$er feed on your other social channels: • Email/Newsle$er subscripCons • Embed in your signature • Website • LinkedIn • Blog 12 | Twi$er Strategies – Canada Helps
- 13. Promote • Use Hashtags (#) where possible to help interested parCes find and follow your tweets and events. 13 | Twi$er Strategies – Canada Helps
- 14. FOCUS ON CONTENT (THIS IS A BIG ONE!!) 14 | Twi$er Strategies – Canada Helps
- 15. 1. Use a Mix of Content Types 15 | Twi$er Strategies – Canada Helps
- 16. Content Types Provide valuable informaCon to your followers!! Rule of thirds can help: Value-‐ Promo Added • 1/3 Value-‐Add – educaConal, informaCve, etc. • 1/3 InteracCve – polls, open InteracCve quesCons, etc. • 1/3 PromoConal – donaCon or events informaCon, etc. 16 | Twi$er Strategies – Canada Helps
- 17. 2. Use a Mix of Content Sources 17 | Twi$er Strategies – Canada Helps
- 18. Content Sources 1. Original content • Links to newsle$ers • ArCcles or blog posts • Website updates 18 | Twi$er Strategies – Canada Helps
- 19. Content Sources 2. Curated Content • Latest news around your area of experCse • Other blogs, news sources, magazines, etc. 19 | Twi$er Strategies – Canada Helps
- 20. Content Sources 3. Retweets and @menCons of people you are following 20 | Twi$er Strategies – Canada Helps
- 21. 3. Plan Your Tweets 21 | Twi$er Strategies – Canada Helps
- 22. Tweet! • Plan to tweet at least 2-‐3 Cmes per day (3-‐5 is opCmal, especially when you’re just starCng out). • Plan as far ahead as possible • Original content can be planned in advance, as soon as you know about an event, blog post or arCcle. • Curated content should be planned daily based on the latest news and arCcles. 22 | Twi$er Strategies – Canada Helps
- 23. 4. Manage Your Content 23 | Twi$er Strategies – Canada Helps
- 24. Content Management and DistribuMon It can be hard to manage content in a Cme strapped world… But there are ways to make it easier! 24 | Twi$er Strategies – Canada Helps
- 25. Editorial Calendars Create an editorial calendar Include your planned tweets for each day 25 | Twi$er Strategies – Canada Helps
- 26. Editorial Calendar Align this calendar to your editorial calendar for other marcomm acCviCes 26 | Twi$er Strategies – Canada Helps
- 27. METRICS: SO IS IT WORKING?? 27 | Twi$er Strategies – Canada Helps
- 28. • Measurement is essenCal to all social media programs • It lets you know what’s working and what may need to be changed • Feeds informaCon back into your strategy and planning 28 | Twi$er Strategies – Canada Helps
- 29. 1. What Should I Measure? 29 | Twi$er Strategies – Canada Helps
- 30. What to Measure • Depends on the your goals/objecCves. • Measurement frameworks will be different for everyone. • Most companies start with: • Engagement • Awareness • Brand Relevance 30 | Twi$er Strategies – Canada Helps
- 31. Engagement • Engagement measurements look at direct engagement your brand • menCons • @ replies • retweets • direct messages 31 | Twi$er Strategies – Canada Helps
- 32. Awareness • Reach looks at data relaCng to potenCal reach on each channel • # of Twi$er followers • Hash tag popularity and reach • # of links to your brand’s website 32 | Twi$er Strategies – Canada Helps
- 33. Brand Relevance • Brand relevancy and percepCon looks at how the audience views your brand including: • SenCment – posiCve, negaCve, neutral. • Key Words – which words are most commonly associated with your brand? Topic – Is there a specific topic that seems to be hikng home with your audience? • CompeCCve analysis – share of voice, percepCon, etc. 33 | Twi$er Strategies – Canada Helps
- 34. 2. Measurement Tools 34 | Twi$er Strategies – Canada Helps
- 35. Tools for Measurement • Manually • MenCons • RTs • Tools like Tweetdeck and Hootsuite help capture metrics for you 35 | Twi$er Strategies – Canada Helps
- 36. Tools for Twi*er Measurement • Bit.ly (or other URL shorteners) 36 | Twi$er Strategies – Canada Helps
- 37. Bit.ly Metrics 37 | Twi$er Strategies – Canada Helps
- 38. Tools for Twi*er Measurement • Google AnalyCcs 38 | Twi$er Strategies – Canada Helps
- 39. 3. Tracking and Reports 39 | Twi$er Strategies – Canada Helps
- 40. Use a Measurement Dashboard • Develop a Measurement Dashboard to help keep track of your success • Fill in on a monthly basis 40 | Twi$er Strategies – Canada Helps
- 41. RECAP • Twi$er Strategy: • Start a follower program • Plan your content • Manage your content • Measure! 41 | Twi$er Strategies – Canada Helps
- 42. QuesCons? 42 | Twi$er Strategies – Canada Helps
Hinweis der Redaktion
- Something you always want to keep your eye on Theres a number of ways you can do this
- Is everyone familiar with tweet deck?
- To keep your twitter feed going and your audience interested in your tweets, you need to create strong content.. 3 Things: 1. Add followers 2. Provide value 3. Position as thought leaders
- If you consider why people follow you- to get information that is important to them… providing value is the most important thing to focus on. We see a lot of companies who use Twitter to promote their products, services or events – which is great.. But they don’ t give anything else – this gets tired really quickly and people don ’ t RT or engage.. You lose your brand evangalists.. Law of thirds helps ensure youre giving the audience content to help them or that they find valuable, as well as interactive content for them to engage with you. At that point you can start to layer in promotional content. Speak to the fact that many of them are local – look for information that speak to local causes to connect with the audience.
- Original content is any content that your organization is already producing.. By tweeting it you are amplifying your message and showing your leadership in a particular area
- Curated content is content that you source outside of your organization – setting up google alerts and running daily/weekly google searches helps find the most current content on a particular subject – curated content also works to position you as thought leaders, circulating the most relevant and up to date content to your followers
- Retweets are an easy way to make sure you are continuing to fill up your twitter stream with good content, it also helps you engage with the people you are following – often they will return the favour
- A lot of the metrics youll be looking at can be measured manually – things like Mentions, RTs, etc. By making it a part of your daily or weekly routine you can cut down on the work Tools like tweet deck/hoot suite help keep track by listing out your RTs and mentions
- Entering links into a url shortener will let you track # of clicks (engagement) on your content Helps you identify which content is resonating most with your audience for future planning
- Gives info on how many people Twitter or Twitter clients are driving to your website You should see a steady rise each month as you start launching your Twitter feed and planning content strategically
- Helps make measuring easier – can give it to anyone on your team to fill out Lets you see how things are going in a quick glance Set targets as you go – benchmark originally based on previous months until you can put some targets in