Kathy Gray
@polepositionmkg
@kagray
1
UNDERSTANDING T WITTER
Kathy Gray
@polepositionmkg
@kagray
2
UNDERSTANDING TWITTER
Twitter is like a cocktail party
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
UNDERSTANDING TWITTER
Twitter is all about building relationships
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
UNDERSTANDING TWITTER
Start with a personal account
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
UNDERSTANDING TWITTER
When in Rome… Learn the language
RT
via
MT
Twitter
Lingo
@Reply
#hashtag
DM
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
UNDERSTANDING TWITTER
Tips for creating your business account
Username
15 Characters
• Your business name
• Avoid hyphens, special characters
Bio
160 Characters
• What you do, a benefit or
competitive advantage.
Profile Picture
81 x 81px
• Should be your logo
Background
1600 x 1200px
• Unique, simple, clean
• ColourLovers, PicMonkey
Header
520 x 260px
• Keep it simple, clean and vivid
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
STRATEGICALLY ENGAGE
Kathy Gray
@polepositionmkg
@kagray
8
STRATEGICALLY ENGAGE
Your strategy should answer these questions…
What are your goals & objectives?
How will you measure success?
Who do you want to build a relationship with?
How will you build the relationship?
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
WHAT ARE YOUR GOALS & OBJECTIVES?
Kathy Gray
@polepositionmkg
@kagray
10
WHAT ARE YOUR GOALS & OBJECTIVES?
Social media without goals is like working blindfolded
Awareness/Branding
Reputation Management
Customer Service
Customer Retention
Thought Leadership
Increase Traffic
Sales/Leads
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU MEASURE SUCCESS?
Kathy Gray
@polepositionmkg
@kagray
12
HOW WILL YOU MEASURE SUCCESS?
Tie goals to metrics to measure success
Twitter
Website
•
•
•
•
•
Mentions
Retweets
@Replies
Qualified Follows
Posting/Engagement
Consistency
•
•
•
•
•
Traffic
Leads
Sales
Coupon Redemption
Contest Entries
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU MEASURE SUCCESS?
Tools used to track metrics
Twitter
Website
•
•
•
•
•
Mentions
Retweets
@Replies
Qualified Follows
Posting/Engagement
Consistency
•
•
•
•
•
Traffic
Leads
Sales
Coupon Redemption
Contest Entries
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
Hootsuite
Buffer
TrueSocialMetrics
Twitter Lists
Google Analytics
eCommerce
In-store
@PolePositionMkg
@kagray
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Kathy Gray
@polepositionmkg
@kagray
15
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Know thy audience
Demographics: Gender, age, location
Job Title/Company
Interests
Goals/Challenges
What words/phrases do they use?
How do they describe themselves?
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Segment your audience with Twitter lists
Current
Customers
Sales Leads
Competition
Bloggers
Thought
Leaders
Employees
Geography
Industries
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Create a Twitter list
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Create a Twitter list
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Find your audience with Twitter search
Demographics: Gender, age, location
Job Title/Company
Interests
Goals/Challenges
What words/phrases do they use?
How do they describe themselves?
https://twitter.com/search-advanced
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Use keywords to find your audience
https://twitter.com/search-advanced
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Add your audience to Twitter lists
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
WHO DO YOU WANT TO BUILD A RELATIONSHIP WITH?
Look at your competition/industry leaders
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Kathy Gray
@polepositionmkg
@kagray
24
HOW WILL YOU BUILD THE RELATIONSHIP?
Follow the rule of thirds
1/3 Your
Content
1/3 Content
Curation
1/3
Engagement
Sharing
content from
an external
source
Engage
directly in
conversations,
ask and
answer
questions
Blog Posts
Photos
Videos
Infographics
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Share great content that is RITE
Relevant
Interesting
Timely
Educational
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Determine your voice: quirky & snarky?
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Determine your voice: educational?
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Find great content to share
Twitter
Lists
Hashtags
Keywords
Follow
Blogs
Newsletters
Pinterest
Google+
Delicious
AllTop
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Use Hootsuite to monitor Twitter lists
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Use Hootsuite to monitor keyword searches
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Retweet great content & your audience
Great brand mentions…
Relevant content…
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Join Twitter Chats
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
#Hashtags... use sparingly
#if #you
#hashtag
#every #word
#you #will
#annoy & #lose
#followers
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
When should you share
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Schedule content with caution
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
HOW WILL YOU BUILD THE RELATIONSHIP?
Content scheduling tools
VS.
WHAT THE TWEET?!? HOW TO USE TWITTER TO ACCELERATE YOUR BUSINESS
@PolePositionMkg
@kagray
Thank You!
Kathy Gray
@polepositionmkg
@kagray