Ebook tổng quan về twitter content

wishpond EBOOK Twitter Content Marketing for Business wishpond.com Table of Contents Chapter Getting Started and Definitions Chapter Goals, Target Markets, and Content Themes 10 Chapter Types of Content 13 Chapter 20 Tweeting Content about your Company (and how not to) Chapter Promoted Tweets, Accounts and Trends 27 Chapter Creating a Schedule for your Tweets 31 Chapter KPI’s and ROI’s for Twitter 34 Chapter Twitter Analytics 39 Appendix A Sources and Resources 45 wishpond social marketing suite is the easiest way to run great marketing campaigns on every channel: Facebook Pages Twitter Pinterest Websites Mobile Local Learn About The Suite Book a Personal Consultation introduction What is the key to being an engaging influencer on Twitter? How you get your business to have more followers, more retweets, and more @mentions? Great content Simple, right? But what is great content? And how you make it? Great content is what connects you with your target market It is about relating your consumer’s interests and lifestyles to your brand It creates an emotional bond It solves problems, creates a community and tells stories With great content, your business Twitter timeline can be the place to be for your target market to socialize with like-minded people online And it can generate sales for your bottom line In this guide we’ll show you how to create great content by: • Defining your target market and topics • Tweeting various types of content about your company • Creating themed content schedules • Using analytics to continuously improve your engagement And much more chapter Twitter basics: Getting Started and 10 MustKnow Definitions wishpond EBOOK This chapter details the basics of Twitter If you are well-versed in Twitter, please skip this section and start reading at Chapter For those beginning on Twitter, this chapter will give you the basics to setting up a Twitter handle, and 10 definitions you need to know Setting up a Twitter account: To set up a Twitter account, sign in at www.twitter.com, and proceed through the steps • • • • create your @handle name upload your profile photo fill in your company bio upload background images Tip: When you are setting up your Twitter platform, keep your handle, profile photo, background image and bio consistent with your company brand, and social media marketing strategy Tip: In your bio, be sure to include your company’s website, so it is easy for your followers to click to your site 10 basic Twitter definitions you need to know: @connect: The @connect button shows your interactions and mentions You can send someone a tweet by using their handle and they will see this in their @connect feed Twitter Content Marketing for Business I wishpond EBOOK DM: Direct Message You can send reciprocated followers a direct message It is a private message Feed: Your Twitter feed (also called a timeline) is your list of updates from users you are following It is also where your tweets appear to your followers Your list is constantly being updated, in real time Follower: A follower is a Twitter user who has clicked on your “follow” button and is subscribed to your tweets Generally, the more followers you have, the wider reach you have on Twitter Handle: Your Twitter handle is your username For example @wishpond means you can find us at www.twitter.com/ wishpond Twitter Content Marketing for Business I wishpond EBOOK #’s: Hashtags Hashtags are a word or word phrases after the number sign (#) Hashtags can contribute to making your tweets go viral, and creating and connecting with communities on Twitter They are a way to organize topics around the world on Twitter You can make your own #, such as to promote a particular product or contest You can join popular #’s to get your message heard further and increase brand awareness Lists: Twitter lets you categorize users that you follow This is a great way to follow certain groups of customers or information sources, particularly when you are starting out, or when you follow many fellow twitterers RT: Retweet A Retweet is when your tweet gets shared Twitter is all about sharing things that your followers might find interesting, useful, or entertaining When you use Twitter well, your Tweets will get retweeted This expands your reach exponentially, as your tweet is seen in the retweeter’s feed to their followers, and so on Trending: When a hashtag or topic is the most popular on Twitter, it becomes trending Your Twitter homepage has a list of the top ten Trends on the left hand side These are constantly being updated, and they are tailored towards you and who you are following You can change the Trend from worldwide to more localized Trends Tweet: The most basic of definitions your need to know A tweet is a message posted via Twitter containing 140 characters or fewer Twitter Content Marketing for Business I chapter Goals, Target Markets, and Content Themes wishpond EBOOK Content marketing is the new marketing Content marketing is about “pulling in” your customer as opposed to the old school marketing of “pushing out” to your market To be successful in content marketing, you need to understand your marketing and business goals Then you need to be strategic in creating content Your content needs to serve your business goals and objectives, and it needs to connect with your target market business goals of content marketing on Twitter: • • • • • build trust with your consumer develop passionate, loyal customers show thought leadership nurture lead generation gain more sales Once you know your business goals, and have narrowed those into SMART objectives, you need to know your target market With a clearly defined target market, your content marketing becomes much more successful ways to determine your target market: • check your current customer base • research your competition Twitter Content Marketing for Business I 10 wishpond EBOOK While some businesses are skyrocketing in success through measuring their Twitter Key Performance Indicators (KPI’s) and adjusting their tactics accordingly, many companies are still struggling with this Achieving a good ROI is important to any marketing plan Set your ROI benchmarks based on your company goals and objectives Remember, even though this social media stuff may be new and fun, and you think you need to be on this just because everyone else is - you are using it as a business tool, and you need to set business goals and objectives It’s vital to be clear about what you are achieving, and how you are measuring success on these tools ROI’s you can achieve by marketing on Twitter: • reach new customers • increase engagement through content • promote your products and business • develop longer lasting relationships with your customers • ultimately, generate more leads and sales To achieve your successes, you need to be measuring Key Performance Indicators, to continually improve your marketing tactics KPI’s to track when Marketing on Twitter: • number of followers • follower/ following ratio • retweets • @connects: both @replies and @mentions • brand mentions • URL mentions • click through rates Twitter Content Marketing for Business I 34 wishpond EBOOK If you are not using a third-party platform, or KPI software, you can easily make a simple spreadsheet to track your KPI’s on a daily, weekly, monthly or quarterly basis Note: Twitter does not have an internal analytics system, which generally means using third-party tools - we will discuss third-party analytics tools in the next chapter Number of followers: This is easy to track This is the unique number of Twitter users who are following your account You can track this for you, and for your competitors Twitter Content Marketing for Business I 35 wishpond EBOOK Follower/ following ratio: This is a short bit of math, to track how many followers you have over the number you are following Again, this is easy to track for your business as well as your competitors Retweets: This is measured on a post by post basis The more one of your posts is retweeted, the better If you are noticing a particular type of post or certain content themes that get retweeted more, adjust your strategy to increase those types of tweets @connects: Count and track both @replies and @mentions Brand mentions: Keep track of how often your business or product is mentioned on Twitter To make your life easier, use a third-party platform such as Social Mention In this example of brand mentions from socialmention, Walmart’s microblogging mentions are analyzed Twitter Content Marketing for Business I 36 wishpond EBOOK URL mentions: Like brand or product mentions, track how often your URL is mentioned Again, use a third-party platform Click through rates: use tracking codes such as through bit.ly to track, measure and analyze the click through rates of your links, and the link to your website through your Twitter bio Always keep in mind that Twitter success is more than just the number of followers you have It is about engagement, customer interaction, and creating emotional bonds with your clients and products And ultimately, it is about more customers and more sales Twitter Content Marketing for Business I 37 chapter Twitter Analytics wishpond EBOOK To measure your KPI’s and ROI’s to make sure your Twitter marketing is working - and where it needs tweaking - you need analytics Unlike some social platforms, Twitter does not have built-in analytics Luckily, there are an exponential number of third-party tools out there that you can use Here are 10 Twitter analytics tools to get you started: twitalyzer - provides over 50 metrics for Twitter, and you can check out competitors data too Twitter Content Marketing for Business I 39 wishpond EBOOK klout - measures social influence for all your social media, and you can check out competitors or even prospective partners HootSuite - provides way to schedule your tweets, as well as get analytics and reports Twitter Content Marketing for Business I 40 wishpond EBOOK buffer - newly integrated into Twitter, like Hootsuite, this lets you schedule your tweets, and provides basic analytics socialmention - lets you track your brand and product names It’s a bit like a “Google Alert”, only from social media sources, such as Twitter SocialBro - in-depth analytics for targeting, engagement and management of your Tweets Twitter Content Marketing for Business I 41 wishpond EBOOK tweetreach - determines the reach of your Tweets socialbakers - provides proplan for monitoring and analytics of Twitter and Facebook Twitter Content Marketing for Business I 42 wishpond EBOOK bit.ly - a link shortner, which also tracks click throughs, and can be shared TweetStats - tracks the number of tweets/ day, your @replies and RT’s Twitter Content Marketing for Business I 43 Appendix A Sources and resources for your further reading: wishpond EBOOK Chapter http://www.twitter.com https://support.twitter.com/articles/166337-the-twitter-glossary Chapter https://business.twitter.com/pdfs/Tweets_In_Action_Retail_Study.pdf http://retailindustry.about.com/od/retailbestpractices/a/Twitterretaillist_3.htm http://blog.twitter.com/2012/12/this-year-on-twitter.html Chapter http://www.riverinsights.com/twitter-marketing-tips/10-tweet-types-businesses-are-using-to-get-more-retweets/ Chapter http://www.inc.com/jon-gelberg/10-things-you-should-tweet.html http://www.webanalyticsworld.net/2012/03/twitter-stats-in-2012-infographic.html https://2012.twitter.com/en/trends.html http://blog.hubspot.com/blog/tabid/6307/bid/14982/New-Data-Proves-Please-ReTweet-Generates-4x-More-ReTweets-Data aspx Chapter https://business.twitter.com/advertise/promoted-tweets/ http://www.webpronews.com/twitter-officially-launches-twitter-ads-api-2013-02 Chapter http://www.seomoz.org/blog/when-is-my-tweets-prime-of-life http://www.tripwiremagazine.com/2012/09/twitter-tools-social-networking-performance.html Twitter Content Marketing for Business I 45 wishpond EBOOK http://www.sysomos.com/insidetwitter/engagement/ http://www.tripwiremagazine.com/2012/09/twitter-tools-social-networking-performance.html Chapter http://www.clickz.com/clickz/column/2178428/14-social-media-roi-metrics http://bitly.com http://socialmention.com/ Chapter http://www.kaushik.net/avinash/social-media-analytics-twitter-quantitative-qualitative-analysis/ http://www.seomoz.org/blog/tracking-the-roi-of-social-media http://www.socialmediaexaminer.com/6-twitter-analytics-tools/ Twitter Content Marketing for Business I 46 contact us Thanks for reading! We would love to give you the advantage of our learnings Book a Personal Consultation Written by: Krista Bunskoek PR and Content Marketing Manager Wishpond wishpond.com [...]... relevant to your product and to your target market Tip: 4 content themes that can connect with your market: • • • • common problems relevant news updates ways to make life better points of interest Twitter Content Marketing for Business I 11 chapter 3 Types of Content wishpond EBOOK There are different types of content that can be posted on a Twitter feed Twitter is known as a short text social platform You... with you on Twitter Search out #’s that are related to your brand, service or product And then use the #’s, and interact with other influencers dominating the topic Associate your tweets with thought leaders of your relevant topics Twitter Content Marketing for Business I 22 wishpond EBOOK For example, if you are in the eBook publishing world, you could engage in hashtags such as #ebook, #ebooks, #read... game: Try out these Twitter tips You really don’t have anything to lose, and you may just gain more engaged Twitter followers by doing so Twitter Content Marketing for Business I 25 chapter 5 Promoted Tweets, Accounts, and Trends wishpond EBOOK To give your content and Twitter account an added boost, Twitter Advertising is a great product But keep one thing in mind: Just because you promote yourself, don’t... and @mentions 92% of retweets happen on Twitter because of interesting content The more notable text RT’s occur with: • • • • interesting facts lifestyle tips inspiring quotes asks for RT’s Twitter Content Marketing for Business I 13 wishpond EBOOK Here are a few examples of interesting facts, and lifestyle tips from @BestBuy and @LondonDrugs: Photos Even with Twitter s 140 character count, pictures... Promoted Trend for #SmallBizSat by @AmericanExpress: source: https://business .twitter com/advertise/promoted-tweets/ Twitter Content Marketing for Business I 29 chapter 6 Creating a Schedule for your Tweets wishpond EBOOK As a manager of social media, you need to keep up with your Twitter engagement You also likely have blog posts, Facebook updates, newsletters, regular emails, inbound marketing, SEO analysis,... Company (and how not to) wishpond EBOOK Success on Twitter is not the result of diluting your feed with praise about yourself and your company Success on Twitter is a matter of using content to influence and connect with your target market Over 500 million people worldwide use Twitter Anyone can connect with you, if they are motivated to do so Some basic Twitter know-how goes a long way for successfully... Additionally, to maximize your image posts, include relevant text to help tell a quick story, and make it readable about what you are promoting Twitter Content Marketing for Business I 15 wishpond EBOOK Video Videos play well on Twitter, when done correctly Twitter is a quick social site When posting a video be sure to: • keep it short • keep it simple Exclusive behind the scenes videos do well, as... @mentions and RT’s to interact with your market and thought leaders Twitter lets you communicate with your market very easily It’s also a great way to get in touch with thought leaders, celebrities and newsmakers in your industry Twitter Content Marketing for Business I 23 wishpond EBOOK If you have a great customer who follows you on Twitter, for example, mention them Send them an @handle tweet to thank... share information for free News summaries Last year, Twitter launched expanded tweets with various news organizations, such as The Wall Street Journal, The New York Times, Forbes, and blogs such as BuzzFeed and TMZ This is a great feature, as breaking news is frequently provided through Twitter Twitter Content Marketing for Business I 17 wishpond EBOOK Retailers and business can use this feature to... Links Twitter feeds are filled with links It provides users with a great way to learn about any particular topic they choose When posting links follow these best practices: • keep it short • use relevant hashtags • make the call-to-action clear Check out this example from @BestBuy: Twitter Content Marketing for Business I 18 chapter 4 Tweeting Content about your Company (and how not to) wishpond EBOOK