Twitter for Brands A basic guide to growing your brand on Twitter

Arya MirManagement

Jan 18, 2012 (5 years and 9 months ago)

838 views

“Twitter is not a technology. It’s a conversation. And it’s happening with or with you.” Charlene Li.

Twitter for Brands.

A basic guide to growing your brand on Twitter.

Ryan Spoon:

ryanspoon.com

Polaris Venture Partners:
polaris.vc

Dogpatch Labs:
dogpatchlabs.com

About Us:

Sample Companies

“Twitter is not a technology. It’s a
conversation
. And it’s happening
with or with you.”

Charlene Li.

Twitter is big.

… as if you needed convincing.

Today:

200m

users

250m

tweets/day

400m

uniques
/
mo

http://9.mshcdn.com/wp
-
content/uploads/2010/03/1bntweets3.jpg

“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

“Too many people fail to realize
that real communication goes in
both
directions
.”


Lee
Lacocca
.

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: Search

Twitter search is
enormously useful…

and under
-
utilized.


By query / phrase

By
username

By
location

By sentiment

Save
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

Example: Customer Sentiment

Listening: 3
rd

Party Apps

The most powerful “listening platforms”
are from 3
rd

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

http://hootsuite.com/about

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
-
Time

Listen, 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.

“The key to successful leadership
today is
influence
, not authority.”
Ken Blanchard.

Who are
Y
ou Talking To?

Before engaging with users,

y
ou should
understand their:


1. influence


2. relevance


3. 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

“I am all for conversation. But you
need to have a
message
.”

Renee Blodgett.

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



Examples: Compelling Brands

(In my opinion)

Big brands



Personal brand


E
-
commerce


Emerging


Examples: Compelling Brands

(in Twitter’s opinion)

* Twitter Case Studies

What is NOT Compelling?

-
Corporate
-
only voice

-
Broadcast only

-
High volume

-
Stale content

-
Ordinary content

-
Mostly self
-
serving

-
Self
-
infatuated



Example: NOT Compelling




80+ tweets in 24
hrs

Ordinary / useless content:



U
ntargeted content:





“Successful brands don’t stop

on Twitter.com


they
build social
directly

into their web and mobile
experiences.”

M
e :)



Basic: Tweet Button

Better: Display of multi
-
user activity

with inline reply,
retweet

functions

Great:
Fab’s

“Feed” shows real
-
time
purchases and social activity

Social from the Ground Up:
Flipboard

reimagines Twitter reading & publishing

Summary:

1. Create
conversation
, not ads

2. Your voice: be
compelling

3. Their voice:
who’s talking
?

4. Apply this to your web,
off
-
Twitter

5. Success requires
dedication

to it
(mentality, product, people, tools)

Lastly, Best Practices According to Twitter

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:
Does 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
.

Learn more.

Connect with us.

polaris.vc

@
polarisvc

fb.com/
polarisventures

dogpatchlabs.com

@
dogpatchlabs

fb.com/
dogpatchlabs

ryanspoon.com

@
ryanspoon

fb.com/
ryanspoon