Post on 20-Aug-2015
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Nailing Twitter AnalyticsKelvin Newman
Rough Agenda @kelvinnewman
Rough Agenda... !
Helping digital marketers meet, learn and do their job a little better
brightonSEO.CONTENT
MARKETING SHOW
MeasureFest
BiddableWorldCompletely
Email AffiliateHuddle
The business was built with two channels
!
Twitter & Email
The fundamentalsWe all know this but it is worth repeating
what customers
want
what you
want to tell them
what customers
want
what you
want to tell them
London | 10–13 February 2014 | #SESLON | @SESConf
We all know it, but never forget it
www.flickr.com/photos/jdhancock/
The importance of personality in Twitter
marketing
London | 10–13 February 2014 | #SESLON | @SESConf
Hands up who wants more tweets from companies?
London | 10–13 February 2014 | #SESLON | @SESConf
Supply is ∞ !
Demand ≠ Supply
Your Stream
London | 10–13 February 2014 | #SESLON | @SESConf
Personality makes your content stand outPersonality is the best way for your tweets to get noticed
www.flickr.com/photos/jdhancock/
Knowing what you aren’t it often easier to define
than what you are
London | 10–13 February 2014 | #SESLON | @SESConf
Inclusive Surprising Involved
Agile
Corporate Obvious Serious Neutral
London | 10–13 February 2014 | #SESLON | @SESConf
Tools
https://analytics.twitter.comAwesome Tools from Twitter Analysing your account
Getting Access!!! >>>>>>
Trends in Mentions, Follows & UnfollowsThe challenge is making this actionable.
Highlight your “best”TweetsWhat’s the trends and your ideal outcomes.
There’s lots of detail in that screenRemember Twitter’s definition of “best” might not match
yours.
Trends in followersWhat leads to increases in followers?
What are your followers
interested in?Mostly this won’t surprise
you but where is most useful is where it allows you to go ‘off-topic’ yet still appeal to
your audience.
Big in Japan?Does this follow where your
targeting? !
Do you have followers likely to disclose their location?
These are your influencers
Primarily this is useful for targeting adverts.
!But can be useful for
outreach and other purposes. !
I often set these people up as a private list.
Tweet BinderFind the influential Tweeters around a topic.
http://www.tweetbinder.com/
BlueNodVisualise the Twitter Network around a topic or hashtag.
http://bluenod.com/
FollowerWonkFind the overlaps between influencers in your space.
https://followerwonk.com/
Google TrendsUnderstand the seasonality in content demand. Use this to better time content.
http://www.google.com/trends/explore
BuzzSumoIdentify the most shared links and key influencers for any topic
http://buzzsumo.com/
Social CrawlyticsLearn from your competitors content success stories
https://socialcrawlytics.com/
KloutSave time and effort finding great content to share.
http://klout.com/#/create
Twitter Archiving Google SpreadsheetCarry out your Twitter Analysis in Google Docs
http://mashe.hawksey.info/2013/02/twitter-archive-tagsv5/
Implement Twitter Cards
https://www.flickr.com/photos/notjake13/
See info about all the tweets, posted by anyone, that includes a link to your domain
https://blog.twitter.com/2014/introducing-analytics-for-twitter-cards
Use custom audiences to tailor ads to existing
customers https://www.flickr.com/photos/buskersbern/
Test & Learn
tl;dr
There’s never been more tools available to understand what your followers want. Use them to give them what they want
and what you want to share.
Rough Agenda... !
Helping digital marketers meet, learn and do their job a little better
@kelvinnewman !
kelvin@roughagenda.com !
http://www.slideshare.net/kelvinnewman