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Social Media Agency Room 214 collected a presentation of tools, tips, and tricks to grow your Twitter presence.
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TIPS FOR:
@Room_214/Room214 /Room214
Twitter Growth Strategies
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Twitter 101: Create a community, build trust
Step 1: ListenA community requires two-way communication. Aim to make your Twitter account a community based on your brand’s ideals.
• What do people in your
community talk about? What do they spend their time on?
• Who is talking about your brand?
• Who are the influential users in your community?
• Pay attention to the conversations happening.
Important: Before you create a Twitter account, you must dedicate appropriate time and resources to ensure the proper management of your social media presence.
Every successful Twitter account is a living and breathing community. If you want to be a major part of any community you must build trust with the community members.
Step 2: Actively RespondChime in on relevant conversations whenever it is appropriate. This does not mean you should spam, but it’s okay to reach out to people.
• Be helpful: reply to questions, issues, and problems.
• Be thankful: Reach out to those who mention your brand.
• Start conversations with influential users.
• Prove to your community that you are listening.
Step 3: Be InterestingThink about this from a user perspective: why should I follow your Twitter account?
• Post great, relevant content.• Talk about the great ideas that
already exist in this community.
• Running out of ideas? Refer back to step one.
HOW TO BUILD TRUST ON Twitter:
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Twitter 101: Dos and Don’ts
Important: Twitter closely monitors your follow-to-follower ratio. If they find that you are following users at mass, then quickly un-following users who don’t follow back... your account will be suspended. Read up on Twitter’s Following Rules and Twitter’s Automation Rules and Best Practices.
Part of building trust means you agree to follow the rules. There are several written and unwritten rules to which active Twitter users strictly adhere.
DO DON’TBe Genuine Use auto-tweeting programs
Follow and connect with influencers Mass follow at random
Join the conversation Post only about yourself
Grow organically Over-follow/Unfollow
Respond to individual posts Auto-tweet based on general keywords
Twitter has great resources for guidelines and best practices. Check out their site to make sure you do this the correct way.
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
TWITTER GROWTHTACTICS
Now, let’s learn about some tools and resources that will help accelerate your Twitter growth.
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Twitter SEO: Make Your Account Easy To Find
Twitter is all about finding interesting people to follow. If you want to grow your account, the first step is to make sure your account is easily searchable.
Optimize your Twitter Handle: Create a short, easy to remember Twitter handle. Avoid all unnecessary characters, and keep it as close to your company’s name as possible
Write keyword-rich tweets: Review the top keywords for your website and consider keywords to include in your updates, particularly in the beginning of tweets
Tweet your web page content: Tweet links back to valuable content from your web site
Optimized Twitter Bio: It should be informative, eye-catching, compelling and contain some keywords that represent your industry
Web Link: Use a full URL to your site in your bio, not a shortened URL
Encourage Re-Tweets: Leave extra character space available for re-tweets
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Following: Never Click Follow at Random
Following is the first step to build your Twitter presence. First, target communities who may have an affinity for your brand, and then connect with the most influential users in those communities.
Find the right users:•Who are your customers? What are their interests?• If they are tech-geeks, follow the most influential tech
geeks on Twitter• Research your audience, then follow a targeted
group of individuals
Stay away from these users:• Not active in the last month• Spam accounts only posting about themselves, or
auto-posting their content• Uneven follow-to-follower ratio (high follows, low
followers)• Post inappropriate material
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Following: Target Your Audience
In this example we used InfiniGraph to look at influencers and affinities for Pampers on Twitter.
InfiniGraph will:• Provide a list of the top influencers by brand• Show the other Twitter accounts those users
were most likely to follow
Affinity tools give you clues about your audience:• TV viewing habits• Shopping preferences• Activities/interests• Age and marital status
For a brand similar to Pampers we would recommend you follow:• Family focused mothers and fathers• Shoppers with a preference for brand name• Users with an interest in food and cooking
If you don’t have a clear idea of your customer’s attitudes, interests, or affinities, it is time to research your ideal audience on Twitter. Affinity maps are a great place to start.
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Following: Lists and User Directories
Once you have a strong understanding of your audience, there are several resources for searching out and following users who fit your target.
Twitter Lists - created and managed by individual Twitter users. A great resource for finding Twitter users around a specific topic or interest
Twitter Directories - large databases of Twitter users categorized by self tagged interests. A fast and easy way to target Twitter users
Our favorites...
Listorious:• Users are individually tagged by categories• Search/browse Twitter lists and follow users• Offers other similar categories and lists
WeFollow:• Users self tag themselves with interests• Automatically ranked by influence/followers• Good for location based user searches
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Following: Find Active Users
Take advantage of tools which help you understand which users are more active and influential.
Klout gives Facebook and Twitter users an overall influence score based on their interaction rate. Klout is a quick and dirty way to get an idea of the activity and influence of any given user.
A high Klout score means your tweets:• Encourage replies and interaction• Are often re-tweeted• Reach more users• Hold more weight than users with a low score
A few easy ways to use Klout:• Download the browser plugin - it automatically
shows Klout scores right next to users on Twitter.com
• Hootsuite Integration - Klout is integrated with Hootsuite to show you the influence scores of your followers and the users in your lists
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Following: Management
There are several tools to help you manage the redundant Twitter tasks. These tools should be used sparingly, and never be used to mass-follow and un-follow. Read Twitter’s automation rules.
Automated following:• Based on Keyword searches• Never follow the same person twice• Stops when Twitter follow limits are reached• Time delays and intervals
Expanded search options:• Exclude profiles with default avatar• Search users by profile data• Import and follow lists
Twitter’s stance on automated following/unfollowing: It is ILLEGAL
Twitter closely monitors following behavior and will suspend accounts for shady activity.
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Monitoring: Twitter Search, Hashtags, and Trending Topics
Get familiar with the search tools which can help you monitor conversations about you brand and other relevant conversation on Twitter. These tools can help you find users and gain visibility to non-followers.
At-large conversation search:• Set up Twitter keyword searches for your brand
and your competitors• Respond to complaints, questions, and positive
posts about your brand
Hashtags:• Hashtags are used to group tweets that discuss
the same topic•When including a hashtag in a post, your tweet
will appear in a timeline of all tweets with that hashtag
• Trendistic tracks and archives popular Twitter hashtags
Trending Topics:• The most used keywords on Twitter at any given
time• Join these conversations to gain visibility, but be
careful to stay relevant to to discussion at hand
Twitter Monitoring Tools:• Hootsuite and Tweetdeck allow you to save
several keyword searches, and will notify you when new tweets appear in those searches
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Response: ReTweets, Mentions, DMs
In many cases, Twitter growth is closely related to your level of activity on Twitter. If you want to grow your account you should constantly respond to questions, conversations, and comments.
Direct Response:• Time sensitive - requires a quick response time from
your team• Reply to @mentions and DMs directly
Public Response:• Publicly thank those who re-tweet your updates• Re-tweet creative or interesting comments from your
brand’s advocates
Active Response:• Respond to at-large questions and comments about
your brand and your competitors.•Many users will post complaints without directly
mentioning your Twitter account• Requires close monitoring of keyword searches, but
can directly lead to new fans
At-Large Conversations
Active Response
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Direct Message Offers
Automatic Direct Messages to new followers are generally looked down upon by Twitter and Twitter users. If you dare to use this medium be sure to offer something fun and unique for your Twitter community.
Example: Travel Channel’s Travel Guides• Travel Channel encouraged new followers to use
their automated Travel Guide service.• Users could send Travel Channel a reply with the
name of a major city• Travel Channel would automatically reply with a
link to view a travel guide for the requested city
Results:• Higher engagement with new followers• Increased Traffic to TravelChannel.com• Increased Twitter growth
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Twitter Gaming
Twitter gaming platforms can create a more entertaining and engaging experience for your friends and followers.
Local Bunny will automatically reply to your followers based on keywords.
Fans @mention your account with a word to initiate the game. Then, Local bunny sends an automatic reply to that user with instructions to play the game.
Game types:• Spin to win• Trivia•Word scramble
Benefits:• Build engagement with followers• Visibility to the friends of your followers• High levels of participation•Works with minimal incentive
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Twitter Contests and Giveaways
Contests and giveaways are a great way to add value for your Twitter followers. There are several simple contests which can easily be run from any Twitter account.
Retweet contest:• Instruct fans to re-post a message in order to
gain entry into your contest• Track the number of entries with a hashtag or
an URL• Select a few random winners
Hashtag contest:• Instruct fans to post a Tweet and include a
specific hashtag to gain entry• Use Twitter search to track all tweets using that
hashtag• Select random winners
Simple trivia contest:• Instruct fans to re-post a message in order to
gain entry into your contest• Track the number of entries with a hashtag or
an URL• Select a few random winners
BrandX: Repost this to win tickets to tonight’s
game: "RT: I love @brandX check out their products here http://bit.ly/game"
BrandX: Tell us about your favorite movie and use
this hashtag #moviecontest if you want a chance to win free movies for a year.
BrandX: Friday Trivia! In what year was Brand X
founded? 10th, 20th, and 30th correct answers win a free trip to Canada.
ReTweet Contest
Hashtag Contest
Trivia Contest
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Promote Your Twitter: Online
Convert current customers and fans into social media fans through all available brand touch points. Use current online assets as a platform to drive Twitter account growth.
Social media promotion can be done at all brand touch points.
The key is to make it easy to find your account and become a follower.
Facebook Landing PageRoom 214 Email Signatures Room 214 Blog Team Twitter Feed
Digital:•Web• Email signatures• Blogs• Email newsletters• Facebook/Linkedin
In-person:• Packaging• Events• Point-of-purchase• Advertising
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Promote Your Twitter: In-Person
Take the social media experience out of the digital world and promote your Twitter account wherever you will find interested fans. Use added incentive (coupons, deals, etc) to encourage customers to become fans.
Pepsi Raw Packaging In-store Window Cling QR Based Event Flyers
In-Person Social Media Promotion
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Re-Purpose Twitter Content
Twitter content from you and your followers can be re-purposed to create new and interesting content.
Paper.li• Re-posts content from selected Twitter users in
a easily readable newspaper style format• Creates an automated news hub
Social Print Studio• Uses avatars from Facebook or Twitter to create
large high quality posters• Decorated Mashable’s office with the avatars of
over 500,000 Mashable Twitter fans
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Paid Advertising: Twitter Promoted Products
Twitter has several options for paid promotion of your account and your content. These programs are currently in beta and Twitter has restricted use to large brands with large budgets. Find out more from Twitter.
Promoted Tweets: Regular Tweets that are amplified to a broader audience. When you promote a Tweet, only users that follow similar accounts to yours see it.• Cost-Per-Engagement - only pay when a user
replies, retwees, clicks or favorites your tweet• Tweet appears in stream for relevant users
Promoted Trends: Feature a trend related to your business at the top of the Top Trends list. •Massive exposure - seen all across Twitter• High Cost (reports of $80k - $100k for 24 hrs)
Promoted Accounts: Part of Twitter’s account recommendation engine.• Twitter looks at your account and followers to ID
similar accounts and followers•More personal and accurate
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Paid Advertising: 3rd Party Advertising Products
Several 3rd parties have creates advertising networks that exist outside of Twitter on desktop applications and mobile apps. These platforms can deliver results at a cheaper cost than official Twitter advertising options.
One Riot:• Displays ads on mobile Twitter applications• Target users by age, gender, interest, location• 2 Billion ad impressions monthly• iPhone, Android, Blackberry
140 Proof:• Displays ads on web, desktop, and mobile
Twitter applications• Target users by interests and persona• Has worked with GM, Burger King, Microsoft,
Levi’s, Sears and more
Monday, June 20, 2011
/Room214 @Room_214 /Room214PHONE: 303.444.9214 TOLL FREE: 866.624.1851 WEB: room214.com EMAIL: [email protected]
Questions? Feel free to reach out!
Room214.com
Twitter: @Room_214
Brandon Whalen
Twitter: @Brandonsings
Thank You!
Twitter Growth Strategies
Monday, June 20, 2011