Engaging Consumers with Brands

How Twitter Works? Simple steps to use Twitter for your business.

Social Media & Blog Marketing

Engaging Consumers with Brands

#Digital trends

Engaging Consumers with Brands

#Twitter in numbers

Over 25.000.000.000 tweets sent in 2010.

In May 2011, Twitter has reached 300 M. registered users.

666.503 registered users in Russia.

91 % of twitter users have less than 100 followers

Thursday and Friday are the most active days on Twitter.

7PM to 8PM is the most active hour in Russia.

Twitter top user is Lady Gaga with 10 M + followers.

Engaging Consumers with Brands

The link was clicked 95.333 times in 1 hour.

#Do you understand Twitter?

Chalie Sheen was paid 10.000$ to send this tweet.

Engaging Consumers with Brands

Presentation Agenda

1. How Twitter works?

2. How to use Twitter for your business?

3. What programs you will need?

Engaging Consumers with Brands

How Twitter Works: Step by step guide

Engaging Consumers with Brands

Step #1 : Create your account.

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

Your account’s name format is : @accountname.This name is very important to position yourself:Personal (@yourname)Prof. (@yourcompany, @name_at_company, @industrykeyword) The name is indexed in SE.

Engaging Consumers with Brands

Step #2 : Personalize your account

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

Engaging Consumers with Brands

Step #3 : The “Following” process – Find people to follow

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

Example of account to follow:- Your competitors (Company & personal accounts)- Industry specialized resources (RBK daily, Mashable,

…)- Industry experts - Journalists- Celebrities- Clients- …

Engaging Consumers with Brands

Step #4 : Write your first tweet

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

- You have only 140 characters so every word counts.- You can add a picture (twitpic) to your message.- Your message is visible in your followers’ timeline.- Your message can be: a news, a question, a reply, a

quote, a relevant link, a retweet, a direct message, a mood message…

- Your message must be interesting for others (no spam)

Engaging Consumers with Brands

Step #5 : The timeline

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

The timeline (or newsfeed) is chronological list of all

tweets posted or retweeted by the people I am

following.

Engaging Consumers with Brands

Step #5 : The newsfeed. Understand Twitter Vocabulary

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

Links:You can add links to your tweet. In order to save space, you can use a “link shortener” in order to transform a usual long link in a short one. ex. http://www.google.com/search?um=1&hl=en&client=safari&rls=en&biw=1676&bih=867&tbm=isch&sa becomes http://bit.ly/bg53v4

Engaging Consumers with Brands

Step #5 : The newsfeed. Understand Twitter Vocabulary

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

Hashtag (#):A hashtag before a word create a link that allows you to find, categorize or follow all the tweets using the same hashtag.

Retweet (RT):Retweeting is the act of reposting somebody else’s tweet.

Engaging Consumers with Brands

Step #5 : The newsfeed. Understand Twitter Vocabulary

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

@messages:An @ symbol followed by an account name is a link to that account page. @messages can be either a public reply to that account or a mention.

Direct Message (DM):You can send through Twitter’s platform a private message to someone who is following you. Just add “d” at the beginning of your tweet followed by the name of the account to reach. (no @)

Engaging Consumers with Brands

Step #5 : The timeline. Understand Twitter Vocabulary

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Step by step guide to use Twitter

The message is sent by

@charliesheenName of the campaign. #winning allows to find

related messages

#tigerblood and #tigerbloodintern is the name of the sponsor –

here a HR company.

Link to the dedicated landing

page

General terms describing the

tweet core message

This tweet has been shared (retweeted) first by NicFhionnlaoich and

100+ other people.

Engaging Consumers with Brands

How to use Twitter for your business?

Engaging Consumers with Brands

Define your goal and your strategy

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

Targeted Goal Difficulty Time consumption Efficiency

Get on top of news.

Get consumers’ insights.

Customers support.

Lead generation. It depends

Push sales. It depends

Advertising & Traffic generation It depends

Consumer’s engagement.

Networking.

Engaging Consumers with Brands

Get on top of news

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

- Iranian revolution (3,5 M tweets)- Ben Laden’s death (2,5 M tweets)

- Congressman Antony Wiener’s scandals (Erotic pictures and video publish)- DSK’s trial insider news (Real time info about trial from journalists present in

court) - Japanese Earthquake (2M tweets)- …

Engaging Consumers with Brands

Customers’ insights

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

- Research your brand’s mention.- Research mentions of your competitors’

brands and products.- Keep an eye on hot topics and trends.- Track your followers’ conversations.

- Keep up with local discussions.(twittervision.com)

Specific programs like “Twitter Alerts” or “Tweetalarm” allows you to create dedicated email alerts for specific mentions like keywords, phrases, hashtags, links…

Engaging Consumers with Brands

Customers’ support

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

In real time world, customers gets immediately in touch with the brand in case of a problem and expect for an instant solution.

Twitter offers this possibility and many companies have created client support team dedicated to Twitter:- Comcast (@Comcastcare)- Sony playstation (@Askplaystation)- Jet Blue Airways (@jetblue)- Peugeot (@Peugeotcare)- Dell (@direct2dell)- Red Cross (@redcrossPDX)Be careful: if you start offering such service, be prepared to have at least 1 manager dedicated to it.

Engaging Consumers with Brands

Push sales & lead Generation

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

Computer constructor Dell (@Delloutlet) was one of the very first companies to find out how to monetize Twitter’s followers by proposing exclusive discounts coupons. Twitter is very popular lately to promote local offers: - Daily discounts- Orders (ex. Pizza Hut)- Location information (ex. Kogi Korean BBQ)

Many companies are now proposing the same mechanism. Lead generation is often based on free tech support, downloading white papers…

Engaging Consumers with Brands

Communication & traffic generation

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

Engaging Consumers with Brands

Consumer’s engagement

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

Create competitions:

Support a cause:

Answer questions and ask questions yourself:

Publish highly relevant content:

Engaging Consumers with Brands

Networking

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

Tweetup

#Event

Twitter #intro & Twitter #followfriday

Engaging Consumers with Brands

Control what is published on your corporate Twitter

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:How to use Twitter for your business?

Marc Jacobs’ Tweet:

Red Cross’ Tweet:

Chrysler’s Tweet:

Kenneth Cole’s Tweet:

Engaging Consumers with Brands

What programs you will need?

Engaging Consumers with Brands

Organize your Twitter: Hootsuite

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:What programs you will need?

Alternatives: Seesmic, Tweetdesk, CoTweet

Engaging Consumers with Brands

Contact Management: Twellow

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:What programs you will need?

Alternatives: friendorfollow, Twitoria, Wefollow

Engaging Consumers with Brands

Tracking and metrics: bit.ly

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:What programs you will need?

Alternatives: Twitalyzer, Twittercounter, Google Analytics

Engaging Consumers with Brands

Conversations monitoring: Tweetbeep

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:What programs you will need?

Alternatives: search.twitter.com, Monitter

Engaging Consumers with Brands

Conclusions

Engaging Consumers with Brands

How to use Twitter

Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Metrics & KPI Measurement: Classification III.#FAQ

How to have quickly over 100.000 followers?

Can you delete a message on Twitter?

Can you connect Twitter to other social networks?

My company’s domain name is taken, what can I do?

How do I know the real number of people reading my tweets?

How often should your company tweet?

Engaging Consumers with Brands

Social Media & Blog Marketing

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