twitter strategies
DESCRIPTION
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.TRANSCRIPT
Twi$er Strategies – Canada Helps 1 |
Making Twi*er Your Best Friend: Twi*er Strategies Exposed Heather Morrison June 2011
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Agenda
• Meet and greet • Growing your following • Developing content • Managing distribuCon of content • Measure, measure measure • Discussion
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Who Am I?
• Heather Morrison • Digital and Community Strategist for SequenCa Environics
• Fitness nerd • Avid traveller • Food lover
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Developing a Twi*er Strategy
So, you have a Twi$er account…… Now what? How do you keep it going?
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INCREASE YOUR FOLLOWING
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1. Set Up a Following Program
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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
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Set Up a Following Program
Use free tools like Tweetdeck and search.twi$er.com to help!
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2. AcCvely Seek Out New People
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AcMvely Seek Out New People
Look for people with relevant key words in their bio using tools like FollowerWonk. This will help you find and add new people who are relevant to your cause.
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3. Promote!
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Promote
• Promote your Twi$er feed on your other social channels: • Email/Newsle$er subscripCons
• Embed in your signature • Website • LinkedIn • Blog
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Promote
• Use Hashtags (#) where possible to help interested parCes find and follow your tweets and events.
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FOCUS ON CONTENT (THIS IS A BIG ONE!!)
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1. Use a Mix of Content Types
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Content Types
Provide valuable informaCon to your followers!! Rule of thirds can help: • 1/3 Value-‐Add – educaConal,
informaCve, etc. • 1/3 InteracCve – polls, open
quesCons, etc. • 1/3 PromoConal – donaCon or
events informaCon, etc.
Value-‐Added
InteracCve
Promo
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2. Use a Mix of Content Sources
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Content Sources
1. Original content • Links to newsle$ers • ArCcles or blog posts • Website updates
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Content Sources
2. Curated Content • Latest news around your
area of experCse • Other blogs, news
sources, magazines, etc.
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Content Sources
3. Retweets and @menCons of people you are following
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3. Plan Your Tweets
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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.
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4. Manage Your Content
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Content Management and DistribuMon
It can be hard to manage content in a Cme strapped world… But there are ways to make it easier!
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Editorial Calendars
Create an editorial calendar Include your planned tweets for each day
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Editorial Calendar
Align this calendar to your editorial calendar for other marcomm acCviCes
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METRICS: SO IS IT WORKING??
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• 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
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1. What Should I Measure?
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What to Measure
• Depends on the your goals/objecCves. • Measurement frameworks will be different for everyone.
• Most companies start with: • Engagement • Awareness • Brand Relevance
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Engagement
• Engagement measurements look at direct engagement your brand
• menCons • @ replies • retweets • direct messages
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Awareness
• Reach looks at data relaCng to potenCal reach on each channel • # of Twi$er followers • Hash tag popularity and reach
• # of links to your brand’s website
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Brand Relevance
• Brand relevancy and percepCon looks at how the audience views your brand including: • SenCment – posiCve,
negaCve, neutral. • Key Words – which words are
most commonly associated with your brand? Topic – Is there a specific topic that seems to be hikng home with your audience?
• CompeCCve analysis – share of voice, percepCon, etc.
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2. Measurement Tools
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Tools for Measurement
• Manually • MenCons • RTs
• Tools like Tweetdeck and Hootsuite help capture metrics for you
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Tools for Twi*er Measurement
• Bit.ly (or other URL shorteners)
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Bit.ly Metrics
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Tools for Twi*er Measurement
• Google AnalyCcs
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3. Tracking and Reports
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Use a Measurement Dashboard
• Develop a Measurement Dashboard to help keep track of your success
• Fill in on a monthly basis
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RECAP
• Twi$er Strategy: • Start a follower program • Plan your content • Manage your content • Measure!
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QuesCons?