Date post: | 30-Mar-2016 |
Category: |
Documents |
Upload: | tekblink-jeeten |
View: | 216 times |
Download: | 0 times |
“Twitter is not a technology. It’s a conversation. And it’s happening with or with you.”Charlene Li.
“The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information.”Tim O’Reilly.
Avoid making that mistake with these five guidelines:
1. Listen
2. Be authentic
3. Be compelling
4. Find the influencers
5. Extend off-Twitter, onsite
Your customers are on Twitter.
…Whether or not you are.
They are talking about you; good or bad.
Listen to what they are saying.
Listening: SearchTwitter search is enormously useful…and under-utilized.
By query / phraseBy usernameBy locationBy sentimentSave your searches!
Example: Local Search
Search: People looking for best coffee in San Francisco area.
Useful for: local coffee shops, bigger chains, customer support, etc
Listening: 3rd Party AppsThe most powerful “listening platforms” are from 3rd party tools.
Better way to create brand dashboard:- set saved searches, profiles- manage multiple accounts- integrated analytics- schedule tweets- manage workflow with team
Listening: Data
Listen to the data….figure out what’s working:- Best time to tweet- Most effective tweets- Characteristics of most
retweeted, replied tweets- Characterisitcs of highest
traffic drivers off-Twitter
Listening: Real-TimeListen, and respond, in real-time.
From @wholefoods: “the online community doesn’t recognize office hours – nor should they. Waiting until Monday is just not good enough.”
Example: I tweeted bad Southwest experience. They responded < 4 minutes.
Who are You Talking To?
Before engaging with users, you should understand their:
1. influence2. relevance3. background
… THEN determine response, speed, etc.
How? Try Klout.
Use Klout to understand individual user’s:- influence and reach- topics of expertise- network & similar users
Hint: try Klout’s Chrome app and see Klout scores on Twitter.com.
Use Influence To:
1. Customer Service: Manage & prioritize CS workflows
2. Acquisition: Identify potential customers & partners
3. Marketing: Run targeted campaigns; grow your following.
“Authenticity, honesty, and personal voice underlie much of what’s successful on the web.”Rick Levine.
Be Relatable
People want to hear & interact with real voices.The best brands on Twitter are personable & real.
Why so popular? Non-corporate, unique, fun, relatable, responsive.
Create Conversation.
Twitter is not an advertisement. It is a conversation.People relate to conversation. Not to advertising and broadcasts.
Broadcast (i.e. TV) Conversation
What IS Compelling?
Simple answer: Would you want to get these updates via SMS?- Unique content, spin- Current / real-time focus- Promotes more than themselves- Exclusive access: photos, deals, insights- Conversational: two-way platform- Fun, smart and worth the read
What is NOT Compelling?- Corporate-only voice- Broadcast only- High volume- Stale content- Ordinary content- Mostly self-serving- Self-infatuated
“Successful brands don’t stop on Twitter.com – they build social directly into their web and mobile experiences.”Me :)
Summary:1. Create conversation, not ads2. Your voice: be compelling3. Their voice: who’s talking?4. Apply this to your web, off-Twitter5. Success requires dedication to it (mentality, product, people, tools)
More Reading
- Using Twitter effectively- Twitter Marketing Guide- 7
Sneaky Ways to Use Twitter to Spy on Your Competition
- 10 Twitter Tools Used by Social Media Experts
- The Science of Social Timing Part 1: Social Networks
- 5 Tips To Make Your Startup’s Twitter Account Stand Out
- 10 Great Twitter Tools To Transform Your Tweeting Experience
- Twitter Best Practices- Twitter for Business- Twitter Case Studies- Examples: Twitter Media- Twitter for Websites- Resources for mobile
developers- Small Business One-Pager- Twitter Logos & Icons- Twitter Developer Guidelines
- Twitter for Publisher Networks- Humanizing your Brand- My Response to Mark Cuban’s: D
oes ESPN.com Have a Twitter Problem?
- 11 Ways to Usher NFL, NBA, MLB into new Web
- Why Twitter Images Is Important (Screenshot)
- Twitter Promotes Mobile Apps & SMS To Logged-Out Users. Smart.
- Twitter Promoted Tweets & Effective Real-Time, Event-Based Advertising
- For Social Ads, Voice and Relevance are more Important than Just Reach.