#EatYourTweets by Twitter Asia
Post on 10-May-2015
177 Views
Preview:
DESCRIPTION
Transcript
Subtitle
Body copy
#EatYourTweets@TwitterAsia
#TwitterChefs
@Freddie_covi
@ladyxtel
Menu
Introduction to Twitter Twitter content strategy
Q & A
Amuse-Bouche
Dessert
Appetizer
Getting started on Twitter
Entree
Twitter ad products
Slide titleSubtitle
Body copy
Introduction to Twitter
Amuse-Bouche
Slide titleSubtitle
Body copy
#PopQuiz
#imbsummit @TwitterAsia
What are the 3 origins of Malaysian Cuisine?
@M____? @C_____? @I____?
History of Malaysian Cuisine
@MALAY @CHINESE @INDIAN
Malaysian cuisine is influenced by various cultures from all around the world.
ORIGINS
And what were the original ingredients for Twitter?
@JACK @EV @BIZ
@E___? @B___? @N___?@J___?
A brief history of Twitter
@JACK @EV @BIZ
Small bursts of information called Tweets leveraged a new ability to send SMS text messages across different mobile carriers as status updates.
THE IDEA
FOUNDED IN 2006 BY
@JACK @EV @BIZ @NOAH
Trends in 160+
locations
Slide titleSubtitle
Body copy
Getting Startedon Twitter
Appetizer
Slide titleSubtitle
Body copy
#PopQuiz
#imbsummit @TwitterAsia
Most popular Malaysian Dishes?
@C____________________? @P____________________? @M___________________?
Most popular Malaysian Dishes?
@? @?
@CURRYMEE @PENANG FRIEDKWAYTEOW
@MALACCA CHENDOL
Most popular reasons for using Twitter?
@S____________________? @H____________________? @D___________________?
Most popular reasons for using Twitter?
Never be an Egg!
Slide titleSubtitle
Body copy
Sizzling News!
Breaking News!
• An emphasis on photos, including larger header and profile pictures.
• Popular Tweets — those people have "favorited" and re-tweeted — will show up larger in their timeline making it easier to quickly spot what messages people are reacting to
• The redesign also gives users the ability to pin certain tweets to the top of their timeline, giving them a little more control over what visitors see.
A whole new Twitter Look!
http://www.today.com/tech/twitter-reveals-redesign-today-2D79496356
Breaking News!
@TwitterAds | Confidential
FOLLOWER A registered account that follows another account
FOLLOW The process of subscribing to Tweets from another account
TWEET Short form updates of 140 characters or less used to communicate with followers
@USERNAME An account’s profile name or handle, preceded by the “@” symbol
#HASHTAG A word or phrase preceded by a “#” symbol, used to organize Tweets
MENTION To recognize an account in a Tweet via the account’s @username
TIMELINE A chronological presentation of Tweets from all followed accounts
BASIC TERMINOLOGY
25@TwitterAds | Confidential
Barista Bar @baristabar
TWEET Short form updates of 140 characters or less used to communicate with followers, users similar to your followers or users with interests you target
RETWEET To repost a Tweet from another account to share with your followers
REPLY To respond publicly to a specific account from a Tweet
FAVORITE To make a Tweet as special or preferred
@USERNAME An account’s profile name or handle, preceded by the “@” symbol
PROFILE PHOTO Reflects your brand identity and personality
ENGAGEMENT Clicks, follows, retweets, favorites and replies that occur within a given Tweet
TWEET TERMINOLOGY
@TwitterAds | Confidential
TWITTER HOMEPAGE Web
26
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
@ #Home Connect Discover Me
Josh Jones
2,812 827 342TWEETS FOLLOWING FOLLOWERS
Compose new Tweet...
San Francisco Trends
Barista Bar @baristabar
Tweets
Who to followJean Chow @jeanchowFollow
Jordan Robinson @mighty55Follow
Barista Bar @baristabarFollow
SEARCH Search for what’s happening on Twitter
TIMELINE The real-time stream of Tweets of accounts you follow
WHO TO FOLLOW Suggested users to follow based on your interests
YOU A snapshot of your Twitter vitals
TRENDS See what’s being talked about most on the platform globally, locally, and tailored by your interests
COMPOSE Create a new Tweet
@TwitterAds | Confidential
TWITTER HOMEPAGE Mobile
27
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Home Connect@
Discover#
Me
TIMELINE The real-time stream of Tweets of accounts you follow
NAVIGATE Use the Home, Connect, Discover and Me tabs to explore every area of Twitter
COMPOSE Create a new Tweet
@TwitterAds | Confidential
Barista Bar @baristabar
Article titleSummary text from article
Hide Media
RICH MEDIA Add sight, sound and motion to your Tweets to drive engagement!!!!Summary cards:Display web content such as blog posts news articles and product reviews!Photo cards:Highlight your brand’s photo-based content!Audio and video cards:Showcase interactive media experiences like videos, music players and live streaming events!
ARTICLE SUMMARY See content previews of articles
SHOW/HIDE Expand or hide article summaries, photos, videos, conversations
EXPAND THE TWEET
28
Enable easy, free distribution of your branded content online and mobile
@TwitterAds | Confidential 29
TWITTER SEARCH
@ #Home Connect Discover Me
San Francisco Trends
san francisco coffee
Results for san francisco coffeeTop Tweets
Top Images
Top Videos
Top People
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
REAL-TIME SEARCH See a real-time stream of Tweets containing your search terms
TOP RESULTS Searching on Twitter surfaces the Top Tweets, People, Images, and Videos on the platform.
@TwitterAds | Confidential
@Home
Connect
30
TWITTER NAVIGATION
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Barista Bar @baristabar
Home Connect@
Discover#
Me
HOME Your Home Timeline contains your stream of Tweets of accounts that you follow !CONNECT All interactivity and mentions !DISCOVER What’s happening right now, tailored for you !ME Your profile page !DIRECT MESSAGE To send a private message to an account that is a follower (also known as a DM)
#
@
@TwitterAds | Confidential
GETTING STARTED
31
GO TO TWITTER.COM Sign up for a new account if you haven’t done so already.
NEXT... !UPLOAD A PROFILE PHOTO that reflects your brand identity and personality
CREATE A BIO about your business and include links to your website and brand content. Keep it clear and concise, but be creative
PERSONALIZE BACKGROUND AND HEADER IMAGE to bring your profile to life. The right background will make a statement about your brand
CONVEY INSIGHTSand information through the Tweets in your timeline. Keep them fresh and Tweet 2 - 3 times a day
NEW TO TWITTER? SIGN UP
SIGN UP
Full name
Password
@TwitterAds | Confidential
SELECT A USERNAME Your @username is a representation of your brand on Twitter. Make it easily recognizable. It appears as part of the URL to your Twitter profile page (e.g. twitter.com/username)
32
YOUR USERNAME
TWEETS
742FOLLOWING FOLLOWERS
4,423 3,834
Barista Bar@baristabar
Love coffee? We do! Our espresso, tea, paninis and Tweets are freshly brewed by the Barista Bar team in San Francisco!
San Francisco · http://baristabarSF.com
@TwitterAds | Confidential
YOUR TWITTER PROFILE
33
PROFILE PHOTOChoose a profile image that visually represents your brand
BIO Keep it clear and concise, but be creative. Include links to your website and brand content.
HEADER IMAGEShowcase your brand prominently to grab the attention of your visitors
SITE LINKHelp drive traffic to your main website or specific landing page
Barista Bar @baristabar
Barista Bar @baristabar
@ #Home Connect Discover Me
Barista Bar@baristabar
Love coffee? We do! Our espresso, tea, paninis and Tweets are freshly brewed by the Barista Bar team in San Francisco!
San Francisco · http://baristabarSF.com
2,812 2,812 2,812TWEETS FOLLOWING FOLLOWERS
Tweets
Barista Bar @baristabar
Tweets
Following
Followers
Favorites
Lists
Jean Chow @jeanchowFollow
Similar to you
Ryan Brown @browndayFollow
Jordan Robinson @mighty55Follow
PINNED TWEET Your most engaging, time-sensitive content affixed to the top of your timeline on your profile page
BACKGROUND IMAGECreate a rich experience with an engaging background image that tells your brand story
Slide titleSubtitle
#PopQuiz
#imbsummit @TwitterAsia
Most popular Malaysian spices?
@B____________________? @G____________________? @C___________________?
Most popular Malaysian spices?
@BELACHAN (FERMENTED SHRIMP PASTE)
@GULA MELAKA (PALM SUGAR)
@COCONUT MILK
What are the ad formats on Twitter?
@P___________T__________ @P___________A__________ @P___________T__________
38
Twitter Paid Products
Using Promoted Tweets to target consumer interests
John Doe @JohnDoe
Sports
Outdoors
Fitness
Automotive
@ESPN
@OpentrailsHike
@MensHealthMag
@MotorTrend
Jane Doe @JaneDoe
Fashion
Yoga
Design
Writing
@MarieClaire
@YogaMag
@Adobe
@NYTimes
Ryan Brown @brownday Got butterflies as if I'm about to suit up today. #BeatTheRavens #Niners#SB47 #QuestforSix
Men’s Health Mag @ MensHealthMag The covert affairs workout: http://ow.ly/hTy1w How @ChrisGorham stays ultra-fit and how YOU can, too.
Lifehacker @lifehacker The Ask Lifehacker podcast is LIVE right now! Come join us & ask some questions! lifehacker.com/598599
The Onion @TheOnion "It takes confidence to walk around Hollywood as a Native American blanket covered in beads." http://onion.com/ZvLr9E
Anja Brierly Lange @AnjaYogini OM Yoga Magazine is out and you can find my back and core strengthening practice in the March issue. Have fun!
From Me To You @_FromMeToYou What. Gold clutches. Real gold clutches actually roam the world. I wished they'd roam into my apartment…
Nike @Nike Together we are unstoppable. Together resolutions become promises. Together we will #makeitcount. youtu.be/HNRqJxl2588
Promoted by Nike
Burberry @Burberry Live on Twitter - #Burberry A/W13 runway show "Trench Kisses' #LFW uk.burberry.com/store/shows/womenswear-aw13/berryorig
Promoted by Burberry
Burberry @Burberry Live on Twitter - #Burberry A/W13 runway show "Trench Kisses' #LFW uk.burberry.com/store/shows/womenswear-aw13/berryorig…!
Promoted by Burberry
Nike @Nike Together we are unstoppable. Together resolutions become promises. Together we will #makeitcount. http://youtu.be/HNRqJxl2588
Promoted by Nike
Twitter, Inc. | Confidential ( )40
Barista Bar @baristabarIm stuck on what to get my mum for mothers day. Flowers or a massage. She deserves them both. #MumGifts
Jane Doe @JaneDoe
context
sentiment#hashtag
keywords keywords
Every Tweet sends real-time signalsThese signals can be categorised into two groups: what you tweet and how you engage.
Hide MoreFavoriteReply Retweet
Lead Generation Cards simplify email capture
We’re celebrating #DoUsAFlavor TODAY w/ @WayneBrady. Submit and share to Twitter for a chance at a video surprise: cards.twitter.com/cards/1j8vnw/4bc …
LAY’S @LAYS
Jan 14, 2014
Submit your idea for the next great Lay’s flavor!
Ryan Brown @browndaybr****@gm***.com
View advertiser privacy policy
Share your name and email address with LAY’s
Custom submission page
Create My Flavor
Free People @FreePeople
Home
...it's all in the details. And we love the intricacies of this top! freep.pl/nccr1
Threadless @threadless
Home
Some great @TheSimpsons designs already comin' in! Excellent. ow.ly/n5ZV3
Showcase products with the Product Card
Drive traffic with the Summary Card
Spotify @Spotify
Home
Relive every electrifying Super Bowl halftime show in history - from 1967 to 2014 - with this playlist! cards.twitter.com/cards/a9arm/4so
Acquire new users with the Mobile App Card
Slide titleSubtitle
Body copy
Twitter contentStrategy
Entree
Subtitle
#PopQuiz
#imbsummit @TwitterAsia
What makes each social network so yummy?
What makes Twitter taste so unique?Subtitle
Slide titleSubtitle
Body copy
Skittles @Skittles
If you want to hide something, just put it next to a pack of Skittles. Nobody will even notice it’s there. #protip
Myth: Only the funniest survive
@TwitterAdsUK
Not true. Being informative is more valued.
Exciting
Funny
Informative
Useful
0 12.5 25 37.5 50
Exciting
Funny
Informative
Useful
source: “Who Gives A Tweet? Evaluating Microblog Content Value”, Andre, Berntain and Luther 2012
The role of trigger terms
There is no perfect Tweet, but over the next few slides we will see some tips and best practice examples to help
drive higher engagement. !
One size doesn’t fit all so bear them in mind and treat each Tweet as an opportunity to learn and improve for the
next one.
@TwitterAdsUK
Keep your Tweets looking clean
Multiple # and @ signs can dilute from the main aim of the Tweet - drive
video engagement.
Think about the action you want to happen and make it as easy as
possible for the user
@TwitterAdsUK
Give them a reason to engage - Ask a question
The Twitter audience is a highly engaged group and likely to engage with content that asks a question and begs for a response through an @reply, # or by clicking deeper on a link.
@TwitterAdsUK
Identify potential complaints before they happen
Let people know there will be a strain on the system and use humor to calm them before they have a chance to get stressed
@TwitterAdsUK
Include a picture and ask a question
X2 engagement with pictures
@TwitterAdsUK
Use an active voice to create urgency
Telling people that something is time sensitive, ending soon, limited time only etc will increase CTR.
@TwitterAdsUK
Use directional language if you want an action
When trying to prompt a click through, tell people what they are going to get for it. Is it an App install, video, PDF, infographic etc.
@TwitterAdsUK
Include strong call to action
Tweets must have one strong call to action and when possible tell the user what sort of value add there is to engage
@TwitterAds | Confidential 59
Tweeting 4 or fewer times per day is the “Tweet Spot” for keeping engagement high - more than 4 sees a 17% drop in engagement
Time Tweets to benefit your audience: FREQUENCY
Buddy Media 2012THE
SOURCE
@TwitterAds | Confidential 60
MONDAY: Special Promotions
TUESDAY: Behind the scenes
WEDNESDAY: Helpful tips
THURSDAY: Media spotlights
FRIDAY: Focus on your followers
Barista Bar @baristabarAnyone having a “Case of the Mondays”? Let us know what movie that’s from for 30% off your coffee! #happymonday
Barista Bar @baristabarCheck out our rockstar barista @brownday’s favorite methods of grinding his beans: pic.twitter.com/hHj89AL
Barista Bar @baristabarCheck out our tutorial on making the perfect latte. Please RT and share! #latte t.co/34fkd9
Barista Bar @baristabarThis might be our favorite “latte flower” photo from longtime customer @ehchkay pic.twitter.com/uif843D
Barista Bar @baristabarWe need your help! What should we call our new espresso drink? Best answer gets free espressos for a month! #espresso t.co/fa34
Time Tweets to benefit your audience: DAY-OF-WEEK
DRIVE YOUR CAMPAIGN
STRATEGIES ON TWITTER
Select targeting Exclude current customers (with TA) Choose in-Tweet format Set bids & budgets
Prospect new customers
Drive leads down the funnelTA - CRM or TA - Web Optimize tweet creative Adjust bids & budgets Leverage performance measurement
Maximize Loyalty Re-engage existing customers Drive repeat site traffic Encourage content and app downloads
Q&ADesert
April, 2014
#thankyou
business.twitter.com
top related