MangoTango - Twitter for Business with BritChamCam - 28-Oct_2014

Twitter for Business

Katie Scheding Longhurst

Chris McCarthy

#BritChamCam

Agenda

• Who are we?

• Why should I use Twitter for business?

• What is Twitter?

• Who uses Twitter?

• How do I get started?

• Top tips

MangoTango

• Marketing & Media for ASEAN emerging markets

• Katie Scheding Longhurst and Chris McCarthy have worked in digital strategy for global agencies and brands for 20 years:

Ogilvy, American Express, Microsoft, IBM, Chevron, Pfizer, Novartis, Walmart, American Airlines

• Extensive experience in digital and social media, ad technology, programmatic media

Why should I use Twitter for business?

Apple vs Samsung & HTC

Local business, not just big brands

Local business, not just big brands

Twitter serves many business purposes

• Raises awareness and visibility• Provides a forum for research and feedback on

your products, services, and customer views• Tracks competitor activity• In Cambodia:

– Positions you as thought leader– Secures first-mover advantage– Reaches influential early adopters

If you don’t use Twitter, your competition will

What is Twitter?

• Launched in early 2006

• Cross-device (PC, phone, tablet) application which allows users to post 140 characters

• Like a public, mass text/SMS message permanently available for search

• Anyone can read posts without signing up

Twitter & Cambodia:Who is Your Audience?

Influencers, opinion leaders, affluent consumers

First mover advantage

• Innovators – Technology enthusiasts• Early Adopters – Visionaries, opinion leaders• Early Majority – Pragmatists, slower to adopt• Late Majority – Conservatives, followers• Laggards – Skeptics, last to adopt

Who spreads new ideas and new trends?

Accounts & Followers

@sabayweb 1839 July 2010

@Khmer440 3018 Oct 2011

@cambodiadaily 6453 circa 2012

@EyeOnCambodia 11,500 June 2009

@voakhmer 31,400 March 2010

@phnompenhpost 32,500 May 2009

@nytimes 13,700,000 March 2007

@BillGates 18,100,000 June 2009

@justinbieber 56,100,000 March 2009

@BritchamCam 97 September 2014

Create a twitter marketing plan

1. Who are you trying to reach?

2. What do you want them to do?

3. How can social media fit into your greater marketing plans?

4. What kinds of content/information are you going to share to achieve your plan?

5. What are your key messages for this channel?

Don’t forget customer service

• Learn from the big players: Hertz, Nike, Microsoft, and American Express all have a separate account for customer queries (e.g, @nikesupport)

• Once you open the gates of communication, people will expect to be able to engage

• If you don’t engage (answer questions, provide customer service), your marketing forum will be hijacked

• Integrate customer service into your regular operational plan

10 characteristics of a great twitter account

1. Be authentic

2. Be positive

3. Offer valuable content – share your best stuff

4. Engage in dialogue – tweet, retweet, respond

5. Don’t talk about yourself (avoid “I/me/we/us”)

6. Create a compelling and engaging profile

7. Don’t dilute your key message(s)

8. Strive for quality rather than quantity

9. Don’t give up

10. Proofreed Proofread!

How to start your profile

• Choose a picture or logo (how will it look small?) and a background image

• Write a bio (160 characters)• Link to your website• Write your first Tweet• Retweet (if connected to you/your

interests)• Follow, and follow back

– Follow people with similar interests– Avoid spammers– Find engaged tweeters

Tweet based on desired outcome

Educate Engage/Inspire

Sell

Action desired RT, follow RT, DM Follow, click

Content types - Link to blog/site- Pictures, videos

- Questions, polls- Facts- Pictures, videos

- Link to blog/site (but no #/@)- Pictures

• Choose precise language– use shorthand, but make it comprehensible (“u” is ok, but “l8r” may be too

casual for “biz” tweets)– verbs and adverbs (“run faster”) perform better than nouns or adjectives

(“apple pie”)– second-person rather than first-/third- person pronouns (You vs. I/We)

• Shorten that link• Share valuable content

Followers want:• deals and promotions• information about service coverage and outage issues• funny or lighthearted content• tips• new product launches

Anatomy of a great tweet

Hashtags (#tags)

DO use hashtags to:• further explain a point • put more eyes on your tweet• be playful, sassy, fun• tap into current events or news• join a trend (#tbt)

DON’T use hashtags:• more than once or twice per tweet• to highlight an obvious or common word (which no one will search for)

Also:• Choose unique, simple words relevant the post• Create a list of standard tags to solidify your brand and message over time

Replies, mentions, DMs

• Reply: If you begin the tweet with @username, only the sender, the person mentioned and anyone who follows them both will see it.

• Mention: If you include @username anywhere else in the body of the tweet, most users will get a notification (depends on their settings) If you want your followers to see your mentions/replies to someone,

use “.@username” or include it later in the tweet

• Direct Message (DM): a private message sent via Twitter to one of your followers. You can only send a direct message to a user who is following you; you can only receive direct messages from users you follow.

Optimal times

• The best time to tweet depends on who you want to reach, and when they are online

• Top times tend to be when people are actively checking their computers and phones, such as when they:– wake up and just before they go to bed

– go to work, take lunch break, go home

– “second screen” during live and televised events

• Pay attention to tweets that get the most attention and send them out again at a different peak hour to reach a different segment of your audience

Plan and schedule tweets

• Categorise your tweets and aim for a target percentage of tweets that meet your primary and secondary goals

• Write them in advance (and check length), building your story arc

• Use a tool to schedule tweets in advance– While you are presenting – As attendee: your views from the ground/in the audience are

relevant to others and can build your follower base– Auto-schedule based on performance– Choose a time a few minutes before or after the hour (11:56 am

or 5:05 pm)

• Schedule them across days and times, and adjust as you go based on response

Define and track your success

1. Determine your Key Performance Indicators (KPIs), such as:– Followers (growth)– Mentions, replies– Retweets, favorites– Traffic generated to your website– Queries handled via direct messages

2. Track your performance, using free tools– Twitter analytics (analytics.twitter.com)– Hootsuite– Bit.ly (shortens and tracks links)– Social Bakers– Your own website and customer service data

3. Adjust your goals and plans

Listen and respond

• Monitor your brand, your competition, hashtagsyou use (or are considering)– TweetDeck– Hootsuite– Social Mention– Advanced/enterprise: Radian6, Sysomos

• When someone tweets to you, tweet back– If you have a team, make a plan in advance– Use templates for sharing standard info

Which tweet got more retweets?

Source: New York Times Quizhttp://bit.ly/MTEX0A

Tool: "Likelihood of Retweet" Checkerhttp://bit.ly/MTEX0B

Which tweet got more retweets?

Which tweet got more retweets?

Which tweet got more retweets?

Which tweet got more retweets?

Which tweet got more retweets?

Thank You!