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Anatomy of aTwitter Account15 steps to optimize your prole
Presented by:
Julio Fernandez ~ @SocialJulioVP Enterprise Search & Social SEOwww.GlobalStrategies.com
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Presentation to WOMMA.org
• Twitter Basics
• Social Listening
• Identifying Inuencers
• Engaging the Community
• Message Distribution
• Reputation Management
• Action: Optimize your Prole,help Google nd you!
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More than “Geeks”
@aplusk 1,827,199 followers
@BarackObama 1,206,284 followers
@Oprah 1,095,704
@The_Real_Shaq 1,028,347 followers
@NYTimes 898,295 followers
@RickSanchezCNN 90,088 followers
@2DrinksBehind, 3,834 followers
Users
• 4 to 5 million users (Nov. 2008) Current estimates: 31 million
• After the “Oprah effect”, 43% lift. 17 million users (May 2009)
• 5 to 10 thousand new accounts per day
• Average number of followers is 70
• 35% of Twitter users have 10 or fewer followers
• 9% of Twitter users follow no one at all
• Top users tend to have more followers than the number of people they follow
• Bottom users tend to follow more people than follow them
• 0.6% of all Twitter users have more than 1,000 followers
Twitter Basics
SOURCE: Twitter & HubSpot TwitterGrader, which has information on over500,000 Twitter proles.
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Prole
• 80% added a bio to their prole
• 63% have uploaded a photo to their prole
Top 5 “locations”
• London, USA, San Francisco, New York, Chicago
Tweet Stats
• 30% decrease in activity over the weekend.
• Wed & Thur are the most popular days of the week to Tweet
• Trafc to Twitter.com has grown over 800% in the past 12 months (Compete.com)Does not include phones or Twitter clients.
• After the Oprah's show, Hitwise reported a 43 percent spike over the previous Friday.Though much of that critical mass could be attributed to Ashton Kutcher’s and CNN’spublicity stunt race to a million followers, 37 percent of visitors to Twitter were new onFriday.
SOURCE: Twitter, Hitwise &HubSpot Twitter Grader, whichhas information on over 500,000Twitter proles.
Twitter Basics
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Hudson River Twitter photo
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http://search.twitter.com
• Real time feed about your brand and related topics
• Track keywords related to your brand
• Understand how the community talks about you orcompetitors
• Identify trends ofpositive or negativeconversation early
• Understand thelanguage and tonethe community uses
Twitter ~ Social Listening
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http://twithority.com
Search by “Rank”
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Twitter “keyword cloud”
http://tweetcloud.com
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Wefollow Directory
http://wefollow.com
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• Identify individuals talking about your brand or related topics
• Determine their authority
• ReTweets?
• # of followers?
• Are they afliated with other channels – a blog linkedfrom their prole, for example?
• Engage the user if possible on the conversations they initiateor participate in
• Develop credibility to raise the odds that inuencers will helpspread your message
Twitter ~ Identifying Inuencers
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• Engage in conversations that you identify as related toyour brand or product
• Answer questions that you see if you are able to
• If you need to nd the answer, let them know you heard thequestion and will go nd the answer
• Make statements of agreement when community membersmake a good point
• Allow personality into your accounts
• Let the other users know that it’s a real person
• Effective to allow some personality messaging alongsidebrand / product-driven messaging
Twitter ~ Engage the Community
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• Once you have people “following” your Twitter account,they can help you distribute your messages
• Cross post from other publishing channels
• Announce blog posts
• Announce new videos
• Announce news articles, etc.
• Other users can “ReTweet” and pass along content into theirsocial networks – this expands the “reach” of the message
• The more often you present valuable content, the moreoften your users will push your messages out further
Twitter ~ Message Distribution
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• Identify threats to your brand
• Respond quickly
• Engage with respect
• Provide information
• Establish what the account owner should /shouldn’t respond to
• Establish a chain of command if the accountowner is unsure of response strategy
Twitter ~ Reputation Management
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• Be a user – a member of the community,not an exploiter
• To attract worthwhile followers you mustprovide value
• Quality over quantity (though quantity isnice & will help you with some tools)
• Followers who value your engagement willbe your advocates within Twitter
Twitter ~ Must Proved Value
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Brands & People!
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Brands & People!
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Brands & People!
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Brands & People!
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Brands & People!
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Anatomy of@Ford
Twitter Account
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Learn from @Ford
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Twitter Account Optimization
1. Twitter Handle
Optimize your user name• Related to brand / product
• Short, easy to read
• Avoid underscores ( _ ) and numbers
• Understand what happens if you change your handle
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Twitter Account Optimization
2. Prole Photo
Choose a good photo• Preferably a picture of
a person, perhaps with alogo superimposed over the corner
• If there are multiple branded accounts, link them by usingsame logo, border design, and / or photo style for each
• If the picture is just a corporate logo it is too impersonaland gives no information about the personality manning theaccount – Twitter is a social tool
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Twitter Account Optimization
3. NameName, different than youruser name• This is the actual name of the
person using the account
• You can make the handle abranded or product name and use the person’srst and last name here
• Use full name with spaces; add corporate info or job title
• Google indexes this information
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Twitter Account Optimization
4. Location
Don’t leave it blank• Use a city or something else
relevant if you can
• Integrates with Brightkite.comand other services toautomatically change location as you travel
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Twitter Account Optimization
5. Website
Link to your site• You should link to your Web
site, or to a specic pagerelated to the objectives ofthis account
• Use a personalized tracking URL (http://cli.gs or http://bit.ly)to track the number of clicks from your Twitter bio
6. Bio
• Use all the space to describe the person, their position, aswell as the brand / product / organization
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Twitter Account Optimization
7. Following
You must interact with people• Search for people using your
keywords and follow them
• Don’t auto-follow – you mayend up following spam accounts
• Don’t auto-reply – anything too generic or automated willreduce your authority and you’ll lose followers
• Welcome followers if you have the time
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Twitter Account Optimization
8. Followers# of followers is not equalto authority• Authority and trust are not
related to the number offollowers you have
• Offer value to your followers through your messages
• Valuable messages will be pushed out further into thecommunity through “ReTweets”
• Participate in ongoing conversations
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Twitter Account Optimization
9. Updates
Send out regular updates• At least 3 posts per week is a
good minimum, offerinformation regularly
• Correct frequency dependson the account, your goals, your target audience, and theinformation you’re sharing
• It’s OK to Tweet more at rst – you need to practicemessaging in 140 characters, and users will see you’ve beenusing the tool on your prole
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Twitter Account Optimization
10. Favorites
“Favorite” the things you like• You can “favorite” a Tweet that
you like by clicking on the outlineof a star next to the message
• Easy way to archive messagesto nd later
• Other users can see what your marked – good way to letothers know what this account is all about, by “favoriting”messages related to your brand, product, & social goals
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Twitter Account Optimization
11. Actions / Direct Messages / Block
A “DM” is a private message• Direct Messages (DMs) are
private messages fromone user to another
• DMs do not go into thepublic cloud
• To send a DM, the user has to follow you
• Users can also “Block” one another, then they cannotfollow or DM your account
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Twitter Account Optimization
12. BackgroundOptimize the screenbehind your prole• You can upload images or have a
designer create a custom imagethat ts the screen area exactly
• Background can have text givingmore information about you /your brand – but it can’t be copied, pasted, clicked-on
• Same way you have a style guide for your Web site, youshould have a style guide for corporate Twitter accounts
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Twitter Account Optimization
13. AboutInformation aboutthe posted message• When the message was posted
• Twitter is a global tool, rememberthat your AM is someone else’s PM
• A permanent URL to link tothe specic message
• As Twitter messages stream through time this is the onlyway to link directly and permanently to a message after itpasses through your screen
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Twitter Account Optimization
14. Twitter Client
How was the message sent• This appears next to
the “About” informationfor each message
• Tells you what tool was usedto send the message, testdifferent tools as they havedifferent features
• Visit http://twitter.com/downloads andhttp://twitter.pbworks.com/Apps
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Twitter Account Optimization
15. The Message
What you are saying• Optimize with keywords
• Each message should be ableto stand alone and makesense to a new reader todayand in a month.
• Messages should use hash tags (#tag) for relevant internalTwitter searches/trends/themes (http://tagal.us)
• Use personalized tracking URLs (http://cli.gs or http://bit.ly)to see useful metrics
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Next Steps
• Follow @SocialJulioVP Enterprise Search & Social SEO
• Twitter addict for over 2 years
• Visit our Web site: www.GlobalStrategies.com
• Twitter: http://twitter.com/SocialJulio
Thank You!
Julio Fernandez