Twitter 101: Build your Brand

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Twi%er 101: Build Your Brand July 23, 2013 Natascha Thomson CEO, Marke<ngXLerator MarketingXLerator


What You Will Learn Today:

•  Why You Cannot Ignore Social Media •  How to Build Your Brand on Social •  Twitter 101


Approximately 46% of online users

count on social media when making a purchase decision.

Source: Nielsen

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Why You Should Care You Can Use Social Media To…

•  Build Relationships

•  Monitor what people are saying

•  Get Feedback

•  Be A Thought Leader

•  Nurture Contacts

•  Recruit Talent

•  Pay It Forward

•  Learn

•  Sell

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What is Your Unique Value Proposi<on?

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Cnfidential MarketingXLerator

Self-‐Branding 101 Establish Your Identity 1.  Who are you? 2.  How do you want to be perceived? 3.  What is your area of expertise? Share Your Know How 1.  Your social media profile = Your virtual business card

1.  Business Card > Decision to connect 2.  Content > Decision to stay connected

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Example: Self-‐Branding

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Step 1: Create Your Account


TwiRer 101: Set Up

ü  Create a Twitter account ü  Short username (think PDA) ü  Complete the bio ü  Add profile & background pictures ü  Add company URL

ü  Sign up for Bit.ly’s ü  Install Bufferapp.com

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TwiRer 101: Conven<ons

ü  140 characters ü RT other people (e.g. clients) ü  Follow Twitter etiquette ü Use hashtags ü  Participate in #FollowFriday

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Hashtags # Hashtags centralize conversations on specific interests n Follow Conversations on # n Research # in your business area (before you use or

create them) n Participate in online events via hashtags n Short n Memorable

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Hashtags #

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TwiRer Abbrevia<on Dic<onary

•  MT = Modified tweet. •  RT = Retweet. •  DM = Direct message (accounts have to follow each other). •  CC = Carbon-‐copy. Works the same way as email. •  IMHO = In my humble opinion. •  LOL = Laugh out Loud; ROFL = Roll On The Floor Laughing. •  TY = Thank you. •  ^NT = Ini<als added to a Tweet to indicate a personal addi<on

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Good Content is the Best Recipe

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What Makes a Good Tweet?

3 Tips for a Good Tweet 1.  Listen before you tweet 2.  Add your own insights vs. just (re)tweet 3.  Be a personality not a company (P2P) 3 Tips to Increase Your Following 1.  Follow influencers & other interesting people 2.  Tweet during relevant events using the hashtag 3.  Include influencers or other relevant handles in your Tweets (even ask

for RTs)


What Makes a Good Tweet? It’s actually quite complex…

Metrics: Reach – Followers - Influence – Engagement

Qualitative •  It’s audience appropriate •  Good content = not a product pitch •  Leaves room for Retweeting •  Influences (your audience) •  Is a well-defined piece in your overall social media strategy •  Is Retweeted by your influencers (not just friends)

Quantitative •  Tweet is Retweeted and/or commented on •  Creates a high amount of impressions; premise: influencers

have many followers •  Click-throughs to promoted content, e.g. via Bit.ly’s •  Growth in number of followers •  Increase in Klout score Related •  Klout, Twittalyzer, TweetReach


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Social Media Strategy: Steps

1.  Define your brand 2.  Set your objectives 3.  Be clear on who your target audience is 4.  Choose the appropriate social channels (prioritize) 5.  Set up consistent profiles 6.  Post regularly 7.  Monitor

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Social Media E<queRe

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1.  Never pitch; become a trusted advisor 2.  Be respecbul & kind – The Internet is forever 3.  Don’t men<on religion, race, poli<cs, or sex


Monitoring Tools Freemium Ø Bit.ly – tracks click-throughs on your URLs. Integrates directly with Twitter & Buffer etc. Ø BufferApp.com – schedule up to 10 Tweets. Integrates with Twitter and Bitl.ly. Install the browser extension to buffer articles as you read them. More for fee.

Ø Put your Twitter handle into TweetReach.com and get stats on up to 50 Tweets. More for fee. Ø  Klout.com provides your influencer score. Take this with a grain of salt. Twitalyzer is a similar tool for Twitter only. Ø  Mr. Unfollowr tells you who has recently unfollowed you on Twitter

Ø Twitonomy – helps you manage unfollows & provides amazing analysis of Twitter activity.

Paid Ø  Crowdbooster - for $8/month you get information on impressions, RTs, Mentions, Favorites and a break down on the

most successful tweets. +1

Ø  Communi.IT provides insights on your most engaged & influential Twitter followers. For free you can get suggestions for unfollows & #FF.

Related: How to use Crowdbooster & BufferApp

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Social Media What’s In It For Me?

ü  Know what people say about you and your company ü  Get support from your network ü  Build a reputation and find your next client

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What Now? 3 Steps You Can Take In Less Than 30 Minutes

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MarketingXLerator.com Natascha Thomson [email protected] @NaThomson +1 (925) 519-8111

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