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

Gestalt Effect

www.flickr.com/photos/jdhancock/

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

BottlenoseTap into and understand the Zeitgeist

http://bottlenose.com/

Twitter Archiving Google SpreadsheetCarry out your Twitter Analysis in Google Docs

http://mashe.hawksey.info/2013/02/twitter-archive-tagsv5/

Five actions

https://www.flickr.com/photos/mcgraths/

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

Create a hitlist

https://www.flickr.com/photos/jdhancock

Promote a tweet

https://www.flickr.com/photos/jdhancock

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