Module 9: Twitter
Describe and define key metrics on Twitter's analytics pages
Go to Twitter.com Click on your little icon picture on the top right (next to the "Tweet" button) Click on "Analytics"
Customer service on Twitter
Great for customer service opportunities. Maybe better handled in DMs or a completely separate account
Twitter lists
Lists is a category in the top bar of a person or brand's twitter profile. https://twitter.com/BarackObama/lists To find a list of your industry: 1. Search for a brand/person that is well-known and related to your brand 2. Click on the lists tab in their profile 3. Click on "Member of" 4. Choose a list that is fitting OR you can use this: site:twitter.com inurl:lists SearchTerm Finding someone else's list is THE best way to start following people on Twitter
In a nutshell, what should you share on twitter?
What you find interesting
Best practices for twitter cards?
When you create Tweets to use in a Followers campaign, make sure you include a compelling reason for people to follow you. This could be: An exclusive discount Updates on upcoming products Access to research findings For best results, create three or four campaign Tweets, each with slightly different wording, so you can see which is most effective.
Twitters statistics on Monthly Active users
30 million in 2010 Quarter 1, steadily increases until it gets to 307 million in 2015 quarter 3, then decreases to 305 million in 2015 quarter 4, then continues to increase from there. In 2016 quarter 3 it has 317 million monthly active users Apparently the amount of MAU compared to people who have accounts is not satisfying, they are trying to correct this issue Graph here: https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/
What kind of platform is Twitter considered?
A microblogging platform
Provide an overview of Twitter's history
*2006* - Started as an internal project for programmers at Evan William's podcasting startup (Odeo) to talk to each other (article he loved to much by TechCrunch) - Jack Dorsey, student NY University came up with it - Used SMS to make tweets - Was called Twttr with that slimy green logo (http://www.theatlantic.com/technology/archive/2014/03/how-twitter-has-changed-over-the-years-in-12-charts/359869/) - Was very similar to other applications at the time such as one called "Dodgeball" - 6 months after launch, name was changed to Twitter *2007* - Separated from Odeo to its own company *2010* - Introduced "New Twitter" which included ability to see photos and videos without exiting Twitter and a more modern interface *2011* - Updated the interface to the "fly" design which is easier to users to follow and promotes advertising - Hit 100 million monthly active users *2012* - Twitter partners with Yandex, a russian search engine because they found value in twitters real time news feeds - Opened office in Detroit with the purpose of working with automotive brands and advertising agencies - Bird logo was developed - Acquired Vine - Surpassed 200 million monthly active users *2013* - Vine was launched - Launched "Twitter Music" music app - Aquired Trendrr and MoPub - Listed on the NY stock exchange (70million shares for US$26 each issued by Goldman Sachs) - *2014* - Acquired NamoMedia (native advertising for mobile devices) - Reached undisclosed deal to buy SnappyTV (service that helps edit and share videos from TV broadcasts) - Announced intention to buy CardSpring (enables retailers to offer online shoppers coupons that they can automatically sync to their credit cards in order to receive discounts when they shop in physical stores) - Acquired Mitro (small password security startup) *2015* - Acquired Niche (ad network for social media stars) - Acquired Periscope - Homepage updated - Acquired TellApart (a commerce ads tech firm) - Growth began to slow later in the year *2016* - Announced plan to expand character limit to 10,000 (click to see more than 140) - Stock rose 20% after a report of potential buyers (included Walt Disney, Sales Force, Verizon, Microsoft, and Alphabet (parent company of google))
Explain what the "Twitter API" is and why it is important
*API: Application Program Interface* - An API specifies how software components should interact and APIs are used when programming graphical user interface (GUI) components - Twitter had a completely open API when it first started, which meant everyone had access to its data - Allowed people to access their data and functionality to use it on their own developments - API is no longer open today, if you use their product data and are making money from it, you owe them a cut
Random Twitter Facts
- It is a totally public space: Anyone can see what you tweet, not just limited to the people that follow you
Twitter best practices
- Keep posts *short*! Around 100 characters gets 17% more engagement - B2C (brand engagement) =17% more engagement on weekends, B2B= more engagement M-F - Posts with *images* links get 2x more engagement, consider gifs - Don't just market yourself, converse naturally. Posts should be 80% conversation, 20% promo - 119% are most likely to use mobile during day. Afternoons (12-4) are best times to tweet - Tweets with hashtags get 2x more engagement, make sure the hashtag is *relevant* to your audience, *on brand* - Tweets that include links are 86% more likely to be retweeted. Put your key message, then link, then after thought in a tweet - Fastest growing demographic is 55- 64 year olds - Make sure your posts are *shareable*, ask for a retweet - Posts are *frequent, focused, and humble* - Can be *funny* at times - Sound like a *normal person*, and use *simple language* that everyone can understand
Twitter listening strategy
- Listening is the first thing you do - Who should you listen to? 1. Your competition - Follow them, monitor their @replies, analyze their followers, check out their toolkit, see what they do on other social media networks, keep up with their blog posts and articles, get their twitter score on twitter grader 2. Your customers - their feedback and talk about your brand, find out what they care about/tweet about 3. Your Industry - news outlets for your industry, bloggers, critics, reviewers, pundits, industry associations, all the companies in your industry. Know the influencers - Check out lists of experts on your industry
Twitter Stats
- The average company is tweeted 39 times a day and 273 times a week - 60% of company mentions are made when you're not in the office - 53% of brand followers expect them to respond to their comments in an hour. 72% when it's a complaint. - Tweets with less than 100 characters have 17% better engagement - Twitter users are 23% more likely to have a college degree than the average american - 500 million tweets are sent per day - 78% of MAU are mobile
ARTICLE: Kissmetrics Marketing Guide To Twitter (Important reading for module)
- Twitter Advantages over Facebook: Doesnt have as much traffic, but you can gain followers easier and you can engage with people before they become your friend -easier for companies to start on Twitter Guide to setting up Twitter profile and implementing a successful marketing strategy: *1. Research the competition* - find businesses that are similar to yours - watch what they do - note what has a good response and what doesn't (Ex. used: eCommerse store) *2. Create your profile* - Use a custom background design that reflects your brand (Ex. used: WePay, Netflix, Acer) - Eye-catching twitter header photo: something that describes your brand or displays something you're trying to promote (Ex. used: CNN, Wistia, Charity: water, Beats by Dre) - Concise and descriptive bio, make it interesting and convincing - Profile picture of your logo - Great Tweets: If people are deciding whether to follow you, they are most likley going to base it off of your last 15 tweets. Make them all interesting and different *Dont synch twitter with facebook (Ex. Dr. Weil using FB to post a long post, and twitter to post a short one) - Tweets with photos and videos that your viewer will find valuable. Eyes are drawn to photos, might be the first impression (Ex. used: Charity: water, Vice, Inc) *3. Find targeted followers* - Key is to get followers that are actually interested in your industry. - Look for people with a 1:1 ratio of follower/following so they will be likely to follow you back - Twitter Counter Search: type in keyword on this site and you will see people with their follower ratio shown, connect twitter counter with your account and it will automatically follow results - Get followers from your own online properties: include twitter link on all owned platforms, blog, etc. Use Tween button on all blog posts *4. Write Direct Messages* - Dont pitch a product or service, use your first means of communication with them to thank them for following you or ask them what they would like to learn from you *5. Use some forms of automation* - Twitter Feed: posts tweets when your favorite blog updates - Keeps your account updated when you cant physically update it *6. Listen on Twitter through searches and lists* - Hootsuite - Twitter Searches: monitor tweets by searching for keywords - Twitter Lists: monitor thought leaders in your industry - Monitor your business and brand: monitor mentions of you accounts through keyword searches for those names - Attach to a trending topic or hashtag: spread your message beyond your followers - Participate in twitter chats: get involved with twitter community, lead to increase in targeted followers
Types of twitter cards?
-Sign up for an email list -Register at a websiteView and use a coupon -Visit a landing page -Download an app
Why is Twitter the length of an SMS?
160 character limit - Because of Friedhelm Hillebrand who discovered 160 characters was sufficient space to express a single thought
Gary Vaynerchuck
2 minute metaphor about how Twitter gives you the opportunity to communicate with your cutomers just like you were sitting next to the person in a restaurant
ARTICLE: Wishpond's Best Tweet Examples
1. Use Humor: Doritos caption "Coolest fan we've ever seen" (With a picture of a bag of cool ranch doritos stick in a fan)https://twitter.com/Doritos/status/370591594220511232/photo/1 2. Make it sharable: LG saying "share with anyone you know who could use this tip" ( with a pic of laundry detergent tips for men) https://twitter.com/LGUS/status/365491722534387713/photo/1 3. Ride the trends: Coca Cola said "Time for a royal celebration" with pic of coke bottles of queen and kings names https://twitter.com/CocaCola/status/359397704113197056/photo/1
Three main twitter ad types?
1. promoted accounts 2. promoted trends 3. promoted tweets
How many characters is Twitter posts limited to?
140. SMS limit is 160, the remaining 20 gives room for username
How does twitter make money?
Twitter makes money in two primary ways: first, by selling access to their data - this is called "the firehose" because you can imagine, at 10,000 tweets a second, it's like a firehose of data. The bulk of Twitter revenue is from selling ads, and like Facebook, these are native ads - ads look like content in and around your feed.
Twitter cards?
Twitter's card infrastructure is what allows us to have these rich media experiences that go far beyond a 140-character written message right within Twitter.
What did the White House use Twitter for?
Selling the Iran Deal http://www.usnews.com/news/articles/2015/07/21/white-house-takes-to-twitter-to-sell-iran-nuclear-deal
Describe Twitter's scope and scale, in terms of data
There are 982 million registered accounts, but only 241 million MAU. This leaves 741 million accounts abandoned