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The5 MinuteTwitter
Masterclass
As of January 2017, over 313 million active users post tweets to which the world pays attention and, as an accessible public data source, it’s unrivalled by any other social network.
In recent months we’ve seen brands like Wendy’s, Nordstrom, and Pepsi all taking advantage of Twitter with smart tactics around campaigns and news. In this eBook, we offer you some ways to do the same.
Many of the tips and ideas come from our Minute Masterclass videos, for which we asked experienced, savvy, industry professionals to enlighten us in 60 seconds or fewer. So this isn’t “Twitter 101: Lessons for Beginners”, such as ‘include images to increase engagement’ or ‘share links to your website to boost traffic’ - we assume you’re way past that point.
Instead, read further for more advanced, specialised ideas delivered in easily digestible chunks; it’s a flurry of ideas for you to develop with your own teams or partners.
The world’s conversations happen on Twitter...
Contents:
1. Identify the trends that matter Page 4
2. Build your content strategy Page 5feat. World Economic Forum
3. Optimise your advertising with AI Page 6
4. Test the water for bigger campaigns Page 7feat. Innocent Drinks
5. Chatbots that actually give people what they want Page 8feat. The Marketing Store
6. Target those who influence the influencers Page 9feat. DigitasLBi
7. Invest in understanding Twitter data Page 9feat. Truffle Social
8. Direct Messages for PR Page 10feat. Solar Impulse
9. Research your audience’s activity on other channels Page 11feat. Microsoft
10. Twitter for audience research Page 11
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Getting involved in topics that are trending can be highly beneficial to a brand, but you can’t chase every big trend after the fact. Plan your calendar and identify scheduled events and occasions (both industry-specific and wider culture), and then you can plan content and engagement involve yourselves meaningfully in relevant conversations.
If you need a better idea of what to include in your calendar, Twitter’s an open source of data, so research the audience you want to engage with and discover what’s most likely to be of interest to them.
Identify the trends that matter
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“We built lists of influential Twitter accounts, such as those in our Forum of Young Global Leaders or people involved in the climate community. Then we plugged these into Nuzzel to see what content particular groups are sharing.
This is vital to establishing what certain important groups are talking about, and ensuring we’re covering the issues that matter to them. It provides us with fuel for discussions that people care about.”
2. Build your content strategy
Henry Taylor, Social Media Producer, World Economic Forum
Most profiles and posts on Twitter are public, providing a granularity of audience understanding that isn’t possible for marketers on other networks. Cognitive computing platforms such as IBM Watson analyse a Twitter audience to determine its characteristics, a capability that will become a cornerstone of brand creative strategy.
But it also makes accurate predictions on how that group is likely to respond. For example, it can pinpoint users who are 40% more likely to claim a coupon, twice as likely to click a promoted post, or follow a brand, signposting your next actions.
Optimise your advertising with AI3.
Personality Insights powered by IBM Watson is offered in the
Audiense platform. Email [email protected] if this
is something you’d like to try out for yourself
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“Twitter is a great testing ground for content. We take some of our successes and give ten ideas to our marketing team to see what we could try elsewhere. We created a spoof iPhone 6 ad for Twitter to tie in with Apple’s iPhone 6 launch announcement. It did really well so, two weeks later, on the day the phone launched in store, we took that exact same content and put it into an ad in the Metro.
We also turned it into a sampling campaign, handing out bottles of our apple juice to queues of people waiting to buy the phone in central London. Photos of the Metro ad ended up online on hugely popular sites like imgur and The Lad Bible. Even Alan Sugar retweeted it!”
Joe McEwanUK Head of Brand, Innocent Drinks
4. Test the water for bigger campaigns
“Chatbots are opening up a lot of personalisation possibilities for brands on Twitter, whether that’s a publisher pushing out customised stories based on individual preferences or a retailer sending alerts to individuals when products they’re interested in are on offer.
It’s a way to really get involved with fans via their timelines or inboxes. Also, due to Twitter being a far more open platform than any other, the data can be used to provide a better experience to the audience.”
Harry Taylor, Social Engagement Manager, The Marketing Store
Chatbots that give people what they actually want
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The Audiense Experience chatbots are already driving millions of extra clicks a month for brands like The
Economist and EL PAÍS
CLICK TO DISCOVER MORE
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“To win the attention of the really big influencers and figures in your industry, don’t just target them, target the relevant, active accounts they’re following. These are the people who influence the influencers, and will offer thousands of avenues to be seen by the people you want to reach.”
Terence Tran, Manager of Strategy & Analysis, DigitasLBi
6. Target those who influence the influencers
7. Invest in understanding Twitter data
“The large amount of data available from Twitter can be overwhelming if you’re unable to organise it. Being able to understand that data, and hone in on the target market is a vital part of what we need to do as marketers.
Using a platform that implement filters, analyses competitor audiences, and identifies where your wins will come from is huge for us. It puts you in a place to turn that data into insights, and then act upon them.”
Ellie Hernamen, CEO, Truffle Social
Direct messages for PR
“We realised with DM campaigns that we received much faster responses than we would with email. This allowed us to tell journalists that the plane was flying near their city, and within minutes we could arrange a live call with the pilot for them.
Journalists are used to receiving many professional standard emails every single day, but using an effective DM strategy on Twitter with a unique opportunity for a story allowed us to cut through that noise.”
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Vincent Colegrave, Director of Digital & Public affairs, Solar Impulse
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“One of our demographics that we target is developers, and we wanted to know what other channels we could reach them on before we spent time and resources building a presence on those channels. So we built an audience of developers on Twitter, and searched their Tweets to look for what channels they kept mentioning.
Snapchat and Reddit were two that kept cropping up a lot, so we looked at Reddit posts and screenshots of Snaps they had posted so that we could inform our teams about the sort of content that is connecting with them on those channels.”
Research audience activity for other channels9.
Ben Donkor, Social Media Analyst Microsoft
10. Twitter for audience research“The whole social analytics space is underpinned by Twitter data, and that’s not obvious to the eye. Through Twitter, you can select individuals and clusters to learn about at will and at scale. You don’t just get to listen to the conversation; you get their affinities, their personalities, and the whole interest graph out of that data.
You build a full persona profile of that audience, something that in the past would have taken months of research and a huge amount of dollars to achieve at a fraction of this scale. Today, that data is at the push of a button.”
Carlos Serra, COO, Audiense
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What next?
We hope that that leaves you with ample food for thought about your Twitter strategy going forward. Twitter isn’t simply a connection and marketing channel, it’s the best source of insights at scale for any audience.
Anyone wanting to understand their market, and build informed business strategies needs to be taking this data and turning it into actionable audience intelligence.
If you’d like to explore any of these practices further, feel free to discuss them with us as most are already being performed within the Audiense platform. Simply say hello at [email protected], or drop us a line
on +44 20 8626 9465
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The company is one of only two Twitter Official Partners worldwide for both Data/Insights and Advertising. Audiense also leverages the IBM Watson cognitive computing platform to determine unique and powerful personality insights from audience data.
Audiense works with a wide range of enterprise clients, including sports brands and Premier League football clubs, major news publishers, top digital agencies, marketing leading clothing and music brands, and even the UK government.
About AudienseAudiense delivers unique consumer insight and engagement capabilities to many of the world’s biggest brands and agencies, through a combination of highly scalable social data, cognitive science and traditional marketing. Its solutions enable brands and agencies to build unique insights, acquire more customers and deliver superior marketing results from automated messaging and advertising campaign execution.
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Join us:
Give us a call on:
+44 20 8626 9465
Email us on:
Discover more at:
www.audiense.com
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