1@aaronfriedman

Building Buzz on TwitterSMX Toronto 2012

By: Aaron Friedman

Twitter – CRUSH IT!

“Hey @tallross, you have been crushed by @aaronfriedman… a BILLION times!”

@aaronfriedman

Agenda

• Twitter Uses

• Why Twitter is Important

• Successful Twitter (3 Steps)

• Twitter & The Long Tail

• Wrap up

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Twitter and the Great Unknown

Twitter entered the picture with a completely different platform to connect with people and

learn about their lives than Facebook did.

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WHAT THE HECK IS THAT!!!

WHAT THE HECK IS THAT!!!

Although it took some time for the function of Twitter to be defined by

those using the platform…

@aaronfriedman

Twitter has proven to be a valuable communication tool.

For Connecting

@aaronfriedman

Some of my first tweets

ever

For Fundraising

@aaronfriedman

$5,000,000 raised in 2 days for

Haiti (Red Cross)

For Business

@aaronfriedman

• Customer Service

• Support• Competition

s• Giving back

Twitter Is…

• 340M thoughts shared daily • 140M+ Active Users

• The loudest voice on the planet– “After the election in Iran, cries of protest from supporters of

opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election. ”

@aaronfriedmanSource: http://www.time.com/time/world/article/0,8599,1905125,00.html

IMPORTANT

Beyond the ability to communicate with consumers, understanding and implementing a Twitter strategy has become even more critical for marketers.

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Why?

Twitter Contributes to Engines

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Search + Social = The Future

Engines have deemed content from Twitter as a valuable source of information. Impacting how the search results are displayed

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Attributes Engines Might Consider

• Relevant/irrelevant messages posted • Total number of documents initiated posted

by the author within a defined time period• Total number of replies or comments made by

the author• A number of [online] groups to which the

author is a member

Source: http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user-generated-content/

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@bill_slawski

Which Begs the Question

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As marketers, how do we maximize twitter to effectively communicate with our audience

base and ensure our content is helping in the search engines?

3 points of successful Twittering

Clarity

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Simplicity

Incentivize / Timing

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CLARITY

Be Clear

Highlight the content in the tweet that you actually want people to share

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Oh, Also…

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Don’t look like Spam… people don’t like that

Too Long; Didn’t Read

• Highlight not only ON Twitter But also OFF Twitter

• TL;DR is a great way

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@ajkohn does this REALLY well

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SIMPLICITY

Make Sharing Easy

Give users a button to share with.

According to a Bright Edge Study, Share Buttons drive 7x more exposure for web pages.

Source: http://searchengineland.com/learn-to-control-your-message-with-social-sharing-open-graph-100245). @aaronfriedman

And on that note…

Don’t complicate posts

• 5 posts about your space – help make others smarter• 3 posts about your product – demonstrate the role you

play in your industry• 2 personal –give people something to connect to by

sharing your personal side

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5:3:2 by @tamccann

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INCENTIVIZE / TIMELY

Incentivize / Timely

• Give an incentive and make sure your information is timely.

• QDF

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@aaronfriedman

Competitions

Answering a need

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Reward/ Recognition

Add brand to

consideration pool

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ONE MORE THING…

Twitter and The Long Tail

A simple methodology on how to prioritize long tail queries using information from Twitter.http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434

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Re-cap

Twitter is significant to Search Engine Performance• Clarity - Take away the guess work. Tell your

audience what to say?• Simplicity - Sharing is easy and boosts

engagement• Incentives / Timely Posts – Be relevant• Use Twitter to target the long tail of search

@aaronfriedman

@aaronfriedman

Thank you

Aaron Friedman SEO Manager at

www.digitalhighrise.com

aaron.friedman@sparksmg.com

@aaronfriedman

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