building a strong brand presence on twitter
DESCRIPTION
Twitter has become an essential communication tool for breaking news, public debate, political protest, popular culture, and business. It’s an easy to use tool for engagement, research, customer service, and promotion. What can Twitter do for your brand or company? Join social media and branding expert Amy Vernon for inspiration and education on how to make Twitter – and their recently launched brand pages – a focal point of your social media strategy.TRANSCRIPT
Establishing a Strong Brand Presence on Twitter
Amy Vernon@AmyVernon
http://amyvernon.net
Twitter 101 Provide value in your tweets
The 80/20 rule – 80% of the time providing value, rather than simply promoting
That other 20%? Better be done well
Talk to your followers.
Customer service
Be an authority on your subject
Engagement
Content Customer service:
Respond to people complaining openly Take to DM once you’re asking them for
personal info, not from the start
Links: From all sources, even competitors if it provides
valuable information Be considered the go-to source for your subject
area.
Retweet others – followers or not, who provide appropriate content
Talk to your fans
Following Follow fewer accounts than follow you.
If followed by both of these accounts, which looks more interesting to you, before clicking through?
Follow strategically
Following Choose people/accounts who are
appropriate to follow. If your focus is food, don’t focus on sports
accounts
Don’t follow back everyone who follows you.
Don’t buy followers.
DON’T BUY FOLLOWERS.
Don’t Buy Followers
Twitter page basics Profiles
Pepsico UPS
Brand pages Dell Intel JetBlue
Hashtag pages #NASCAR
Profiles “Classic” Twitter profiles
Like individuals
Non-advertisers (for now)
Fewer bells and whistles
Still customizable
PepsiCo
UPS
Profile basics Background is not interactive
Links cannot be clicked on – make sure they are simple to type in
Include handles of those who tweet on account or say who they are in the bio.
Logo or simple image is best for avatar
Brand pages More customization than profiles
Must advertise with Twitter (for now)
More visually appealing than standard profiles
Not tremendously different than standard profiles.
Dell
E! Online
Intel
Brand page basics Header image beneath profile box allows
brand to choose the images, slogan, hashtag, etc. Size: 835x90 No restrictions on content (as opposed to FB)
Evokes more of a Facebook feel
Promoted tweets are “pinned” at the top of the flow (Dell & Intel)
Consistency between desktop and mobile
Hashtag pages Brand new (#NASCAR is the first one)
For events, not specifically for brands
Little to no editorial control over content Certain accounts can be included even if not
tweeting the hashtag Post apparently can be “pinned” for any new
visitor, but drops down as new tweets come in. Still evolving
#NASCAR
Hashtag page basics Logo of brand behind the hashtag
Custom background
Information on event or upcoming events
Image bar pulls pics from those tweeted into the hashtag
Allows users to tweet directly into hashtag
Shows who’s engaged in the hashtag
Twitter advertising Promoted accounts – Twitter highlights your
account as one to follow. Geographic targeting.
Promoted Tweets – Your Tweet shows up in people’s Twitter streams and at the top of search results. Target geographically or accounts like your followers.
Promoted Trends – Your hashtag shows up in the “Trending” list
Twitter advertising
Questions?
Contact me
http://amyvernon.net
Twitter: @amyvernon
Facebook: /amyvernon
LinkedIn: /in/amyvernon