Twitter Training & Guidelines. Presentation Overview Why use Twitter? How much should you post? Terminology Defining our brand personality How do we respond?

Twitter Training & Guidelines

Presentation Overview

• Why use Twitter?• How much should you post?• Terminology• Defining our brand personality• How do we respond?• Consequences of blowback• Crafting a great Tweet• Hashtags

Why use Twitter?

• Increase sales of products or services• Create and capture conversations• Build Customer Relationships

Increase Sales of Products or Services

Create and Capture Conversations

• Share details on a new productGet people to share your contentBehind the scenes look at a processHelpful tips

Convey Our Brand’s Personality

• Share news from our units/divisions– New menu items– Employee wins an award– Sale events– Etc.

Build Customer Relationships

• Shoutout for a job well done• Respond to ?s or highlight a positive review

How much should you post?

• Requires a willingness to commit to frequent posts.– Strategy:• Once or twice a day?• Everyday?• https://business.twitter.com/basics/how-to-create-a-tw

itter-content-strategy

Terminology

• Handle- i.e. user name– User names are preceded with an @ symbol

• Identifies user name as a Twitter profile

• Tweet- short message published on Twitter– Can contain a photo, video or link– Up to 140 characters of text

• Timeline- real-time feed of tweets• Following- subscribing to see a user’s updates in your

timeline.• Follower- someone had chosen to receive your updates

Terminology

• @Reply- join an existing conversation with a specific user

• Private conversation?- send a direct message• Hashtag- any word beginning with the pound

symbol– Use to reference a specific topic i.e. #neubig

• Retweet (RT)- passing along someone's Tweet onto your feed

Defining Our Brand Personality

• Brand is the human element of our business– How do we want to be perceived?• How we come across to followers is a big part of our

brand personality.– Defines who we are, how we think and our brand vibe– Tweets need to sound human!

» Be fun!» Use language and imagery that supports» Be whimsical when appropriate or apologetic» Don’t try to sound like your audience

How do we respond?

• Promptly• Thank people for their feedback• Re-tweet ideas that fit with voice of our brand and avoid

too much self-promotion• To personalize the Tweet add your name (company

policy).– Standardized messages from marketing do not require a

name. i.e Connections, meal plans, textbooks, buyback, price compare, etc.

• To avoid blowback, think about what you are going to say!

What is blowback?

• The unintended adverse results of a situation– Newsjacking- trying to gain sales from a tragedy.

DON’T DO IT!

Consequences of blowback

• You could lose your job

Crafting a great Tweet

• Determine your objective for each Tweet– What’s the goal?

• Get people to buy something?• Promote sales or special events?• Get someone to try a new recipe• Show our fun side

– What is your call to action?• Tell your friends• Rate this recipe now• Asking for a retweet and providing an incentive or

inspirational reason to do so

Crafting a great Tweet

• What is necessary to achieve your goal?– Link to website or event– Copy that motivates a click• A compelling offer- must be valuable, novel, urgent &

thematic

– Picture or video

Examples

• Objective: Increase awareness to drive in-store traffic

• Strategy: link to campaign landing page where people can download a coupon

Examples

• Results: – increased awareness of product– increased number of followers– Increased number of engagements– Conversion rate for coupons at 37%, in-store

conversion rate 22%

Examples• Get people to share your content- think about

how you can appeal to people’s emotions so they are inspired to share.

Objective- uses Twitter as a channel for providing the highest level of customer service. Build a strong identity, boost engagements, get people into restaurant.

Strategy- To encourage people to share their content, @Ponchono8 created Promoted Tweets that had a fun, light tone. They also promoted the launch event by highlighting their menu and special offers.

Examples

• Results– Increased awareness around their launch,

reaching an audience of almost 300K Twitter users with their campaigns.

– Achieved 10 times their normal levels of engagement on Twitter

– @Ponchono8 also grew their follower base by 20%

– Established many new relationships in the local community

Examples

Displaying Tweets on Digital Screens• ASC will not display campaign Tweets on the

digital screens.

ASC’s Standardized Hashtags

• #neubig #thebookmark• #cortlandasc #collegestore• #thebistro #raquettepizza• #fuel #ascdunkin• #hilltop #getconnected• #theden #bistrolive• #court

Hashtags: 4 Tips for Writing Strong Ones

• “Decide what the hashtag is for. Is it for one event? Or an ongoing campaign? That matters because the latter might require a hashtag that's a little easier to figure out in a glance.

• Keep it short. Remember you've only got 140 characters, so be economical because that hashtag eats into your available space.

• Check to see if anyone else out there is using your hashtag and how. You don't want your message getting lost in the noise or associated with the wrong messages.” Check the hashtag with #Ritetag.

• “Be specific. It's sort of related to point number three, but if you pick a hashtag too vague or broad, then you're not getting in on the right conversation, and you'll have a harder time bringing new people in”.

Retrieved from http://www.techrepublic.com/article/hashtags-4-tips-for-writing-strong-ones/?tag=nl.e101&s_cid=e101&ttag=e101&ftag=TRE684d531