How to Make the Most of Your Brand 
in 140 Characters (or Less!)

1. nick westergaard | branddrivendigital.com
social spotlight
TwitterHow to Make the Most of Your Brand
in 140 Characters (or Less!)

2. twitter is deceptively simple
Photo via Flickr user chaztoo

3. Twitter social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember

4. ‣ Tweet
‣ Retweet (RT)
‣ Reply or @ mention
‣ Direct message (DM)
‣ ‘Hat Tip’ (HT)
‣ ‘Modified Tweet’ (MT)
‣ #FollowFriday or #FF, #ThrowbackThursday or #TBT
‣ Twitter Chats, Block, and Report
‣ Also, Twitter is a proper noun — Capitalize it!
‣ However, the verb — to tweet — is lower case.
twitter vocab

5. following isn’t reciprocal

6. By the Numbers
1

7. 140characters in a tweet (for now)

8. 310 millionmonthly active users
Source: Simply Measured

9. 100 milliondaily active users
— BEHIND INSTAGRAM & SNAPCHAT
Source: Simply Measured

10. daily tweets are in decline
Source: Business Insider

11. down in 12–24 use

12. But it’s still second in awareness

13. 1 billionUnique visits monthly to sites
with embedded Tweets
Source: Twitter

14. only in japan …
Photo via Flickr user chaztoo

15. 20%of americans use
twitter
75%hear about
tweets in the media

16. 60%who try twitter quit within a week

17. what are people tweeting?
Source: Pear Analytics
4%4%
6%
9%
38%
40%
Pointless Babble
Conversational
Pass-Along Value
Self-Promotion
News
Spam

18. How Brands Engage
2

19. one thirdof twitter users follow brands
Source: Edison Research

20. 100%adoption among the interbrand 100
— only network to do this
Source: Simply Measured

21. 99%of the interbrand 100 post at least
once a month
Source: Simply Measured

22. top brands tweet 10x per day
Source: Simply Measured

23. forbes small business breakdown
Source: Forbes

24. big business vs. small business use
Source: Simply Measured

25. evolution of the profile

26. wait — this looks familiar …

27. more visual, more of an identity crisis?

28. 44%have recommended products
based on twitter
Source: Twitter

29. one in sixcomplain via twitter
Source: Edison Research

30. customer service is big on twitter

31. sharing is also big — 12:1
Photo via Flickr user Andrii Zymohliad

32. hashtags help
Photo via Flickr user Petit_louis

33. hashtags + TV = conversation integration

34. website integration

35. sharing integration

36. lists = listening

37. engagement by link type
Source: Simply Measured

38. links drive engagement
Source: Simply Measured

39. engagement drives growth
Source: Simply Measured

40. bigger audience = greater engagement
Source: Simply Measured

41. twitter’s chicken & egg problem
Photo via Flickr user Mark Turnauckas

42. Follow more
THE ANSWER?

43. like & favorite more
THE ANSWER?

44. pics & links= higher engagement
the secret to twitter success?
Source: Simply Measured

45. friday16.9% of your total mentions
top day for mentions?
Source: Simply Measured

46. 1 PM-2 PM5.9% of your total mentions
top time for mentions?
Source: Simply Measured

47. basic Twitter ad offerings
‣ Promote Your Account
‣ Promote Tweets
‣ Promote Trends

48. twitter ads in action

49. key metrics
‣ Followers
‣ Retweets & Replies
‣ Impressions & Clicks

50. Advantages of Twitter advertising
‣ Stronger Brand Awareness, Engagement, & Loyalty
‣ Increased Reach & Broader Customer Base
‣ Increased Web Traffic
‣ Increased Conversions, Leads, & Sales

51. coming soon … the buy button

52. real-time, Cust. service
and consumer insights
best uses for twitter:

53. Things to Remember
3

54. ‣ Total followers
‣ Number of times listed
‣ Total brand mentions
‣ Sentiment (+/- talk about your brand)
‣ Reply ratio (what % are replies)
‣ Profile views
‣ Number of clicks per tweet
‣ Engagement by day/time
‣ Referring links on site
Twitter measurement

55. ‣ Katy Perry (@katyperry)
‣ Justin Bieber (@justinbieber)
‣ Taylor Swift (@taylorswift13)
‣ Barack Obama (@barackobama)
‣ YouTube (@YouTube)
‣ Rihanna (@rihanna)
‣ Lada Gaga (@ladygaga)
‣ The Ellen Show (@TheEllenShow)
‣ Justin Timberlake (@jtimberlake)
‣ Twitter (@Twitter)
Top 10 Brands on Twitter
Source: Statista

56. account details of most-followed businesses
Source: Simply Measured

57. the twitter family of networks and apps
R.I.p.

58. 200 millionmonthly active users
Source: DMR
NOT FOR LONG

59. 100 millionwatch vines each month
Source: DMR
NOPE

60. 71%of vine users are millennials
Source: DMR
so …?

61. 10 millionperiscope users
Source: DMR

62. 200 millionperiscope broadcasts to date
Source: DMR

63. 40 yearsworth of video every day
in july of 2015 periscope users watched
Source: Twitter

64. 10%brands using
vine
15%brands using
periscope
i just can’t even

65. what’s next? acquisition …?
Photo via Flickr user Geoff Livingston

67. #UIMKTG
@nickwestergaard

68. nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more