Stukent Chapter 6: Twitter Marketing

Income

$ 30k: 23% 30k to 49,999: 18% 50k to 74,999:28 75k+: 30%

Gender

25 percent of women online use Twitter 24 percent of men online use Twitter

PERCENTAGE OF TWITTER USERS BY LOCATION

26 percent of adults in urban areas 24 percent of adults in suburban areas 24 percent of adults in rural areas

PERCENTAGE OF TWITTER USERS BY INCOME

30 percent of adults who make over $75,000 28 percent of adults who make $50,000-$74,999 23 percent of adults who make less than $30,000 18 percent of adults who make $30,000-$49,999

PERCENTAGE OF TWITTER USERS BY AGE

36 percent of those 18-29 23 percent of those 30-49 21 percent of those 50-64 10 percent of those 65+

WHAT IS A TWITTER CHAT?

A Twitter chat is a public conversation around a unique hashtag (or topic)

Section 4: Business Strategy

A marketer's approach to social media should be different across different platforms. For example, your Twitter marketing strategy won't be exactly the same as your Facebook or Instagram marketing plans.

. BE TRANSPARENT

A quick but dishonest response doesn't work. It's always best to choose the transparent route. Customers will appreciate that even if you don't have an immediate answer. This builds brand trust.

Share Content

As I've mentioned throughout this text, being consistent on social media is key. It can be difficult for a company to come up with its own unique content 100 percent of the time, and most often than not that content is overly self-promotional. Your audience will appreciate your choosing to help them. Help you provide can come by way of information you find from another website, for example. Share it! It doesn't matter if it's not on your company's blog.

Age

As with most social networks, Twitter is generally more popular amongst younger generations.

How Twitter Ads are Shown

Believe it or not, your activity on Twitter can influence the types of content and accounts you see as promoted content while on Twitter. When you use Twitter to follow, tweet, search, view, or interact with tweets or Twitter accounts, Twitter may use these actions to customize Twitter Ads for you.

Section 2: Demographics

Even though Twitter has been around for over 10 years and is still one of the top social media platforms, it comes with a big question mark for a lot of users and businesses. Most of the speculation stems from the quality of content as Twitter is known for having a plethora of bots, spammers, fake accounts, etc. Still, the company prides itself on free expression of speech, a stance that has been accompanied by a lot of negative attention.

VERIFY EVERYTHING YOU PLAN TO TWEET

False information, especially from accounts that have decent followings, spread like wildfire. Twitter users love to catch mistakes and then put you on blast. Here is a somewhat funny example of tweeting incorrect information:

APP INSTALLS OR RE-ENGAGEMENTS

For app installs and re-engagement campaigns, you promote your tweets to users who you want to download your app, or to users who have already downloaded your app but who have not used it for a while. You can pay per app install or for both app installs and app opens, depending on your goal.

AWARENESS

For awareness campaigns, you promote your tweets to a broad audience and pay for impressions (cost per thousand, or CPM). This is the only type of campaign where the Twitter ads pricing is based on impressions rather than engagements, so make sure your tweet is compelling enough to cause viewers to take some kind of action.

WEBSITE CLICKS OR CONVERSIONS

For both clicks and conversions campaigns, you promote tweets to people who you want to visit and take action on your website. You're charged per click in both types of campaign, but a conversions campaign has additional functionality to track conversions. Both of these types of campaign allow you to include a Website Card, which includes a preview of your website right in your tweet.

TWEET ENGAGEMENTS

For tweet engagements campaigns, you promote tweets with the goal of starting conversations around your brand and pay only for the initial engagement with each user. You do not pay for impressions of your Promoted Tweet that do not result in engagement, and you do not pay for ongoing organic engagement with users who react to your tweet.

Create a Tweeting Schedule and Plan Ahead

Have you ever wondered how in the world certain accounts on Twitter can be so active every day? In most cases, it's not because someone is waiting around to post content throughout the day. Businesses are taking advantage of using social scheduling tools like Hootsuite or Buffer.

FOLLOWERS

In followers campaigns, you promote your Twitter account and pay per follower you gain. Impressions and engagement (other than a follow) are free.

LEAD GENERATION

In lead generation campaigns, you promote tweets that incorporate Lead Generation Cards to collect leads and pay per lead collected. Lead generation cards, which you can create in the Twitter ads manager, allow users to share their name, email, and Twitter handle with two clicks directly within the Twitter interface. The information is saved to your Twitter ads account, and you can download the list in CSV format.

Section 1: History

Instant messaging is an online form of communication between two people. Snapchat, WhatsApp, and Facebook Messenger are all examples of instant messaging.

HUG YOUR HATERS"

Jay Baer coined a saying and then turned it into an excellent book. The saying is, "Hug your haters." Every business that is worth anything has haters. It's just the way it is. Instead of shutting out all criticism, make a valiant effort to understand critics and why they say the negative things they say about your company. Trying to understand your critics provides a great opportunity to learn more about your audience and ways your company can be better.

Manage Your Reputation

Maybe it went something like this: "It takes 20 years to build a reputation and five minutes to ruin it." That was said by well-known businessman Warren Buffett.

Quick Facts

Monthly active users: 328 million (as of 2017) Employees: 4,100 employees (as of 2017) Valuation Worth: $25 billion (as of 2017)

Location

Nearly 79 percent of Twitter accounts are located outside the U.S. This is why geo-targeting can be a struggle for marketers and social media advertisers within the U.S. Here's the breakdown of Twitter users by where they live: urban: 26% Suburban: 24% rural:24%

Going Public on the Stock Market

November 7, 2013, was Twitter's first day of stocks trading on the New York Stock Exchange (NYSE). Twitter shares opened at $26.00 and closed at $44.90, giving the company a valuation of around $31 billion. As of the time of this writing, Twitter's stock price is $31.32. It has almost crawled its way back up to where it closed on its first day.

Popular Acquisitions

On October 5, 2012, Twitter acquired a video clip company called Vine. Twitter released Vine as a standalone app that allows users to create and share six-second looping video clips. For many people, this was the beginning of social media video creation, a feature we now see natively on almost every social media platform today.

Use Twitter Chats

One of the most common questions businesses ask is, "How do we get more Twitter followers?" This is a valid question, but it's not the best question. A better question would be, "How do we get more ACTIVE Twitter followers?"

VIDEO VIEWS

Perhaps not surprisingly, a video views campaign aims to increase the number of users who view your videos. You promote your videos to a targeted audience and pay per video view. You pay once a user sees two seconds of playback in the timeline, clicks to watch in fullscreen, or takes the video off mute.

PROMOTED ACCOUNTS

Promoted Accounts is an ad type that prompts a user to follow an account which the user is not currently following.

PROMOTED TRENDS (HASHTAGS)

Promoted Trends, in which ads appear at the top of the "Trends for You" section but are clearly labeled as promoted ads.

PROMOTED TWEETS

Promoted Tweets show up as regular tweets in your feed but are clearly labeled as promoted.

LIVE VIDEOS

Remember that live video app called Periscope that Twitter purchased? Yea, Periscope integrates into Twitter so your live streams show up in your followers' Twitter feeds. Once the stream is over, the recording is still available for people to watch. Live video is a great way for companies to showcase what's going on behind the scenes of their business and allows for consumers to feel like they are apart of that in some way.

. ADDRESS CRITICISM

So your company made a mistake. It's not time to run and hide. It's time to own it. For the most part, users will appreciate a company admitting fault and owning mistakes. This goes back to transparency and trust. Vow to make things right and to be better moving forward.

Types of Ad Campaigns

The different types of Twitter ad products mentioned above can be used alone or in combination to create various Twitter campaigns. The purpose of these campaigns is to allow a business to align advertising more specifically to company objectives.

Interact with Consumers

Tweet out questions Make at least 30-40 percent of your tweets replies to other people When tweeting links, add a line of your own insight to spark conversation. Tweet directly to your audience. Instead of "Blog Post Title, [insert link]", try "What do you all think of this new post? Blog Post Title, [insert link]"

Use Twitter Video

Twitter is another social media platform for which having a video strategy can pay huge dividends. As you can see in figure 6.4.1, Twitter users love video. A whopping 82 percent of users watch video content, and 90 percent of those video views are on a mobile device. This means that your videos must display well on mobile devices.

REACT QUICKLY AND POLITELY

Twitter is different than email. When people reach out to you on Twitter they expect that you'll respond promptly. If a tweet is sent during standard business hours, replying a few hours later is not acceptable.

Section 3: Ad Platform / Monetization

With over 300 million users, Twitter is definitely a viable option as a place to spend advertising dollars. Twitter has multiple ad types and locations, some of which you may or may not be familiar with.

NATIVE VIDEOS

You can use Twitter's native video feature to record up to 140 seconds of content and upload them directly to your Twitter stream.