#EatYourTweets by Twitter Asia

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#EatYourTweets@TwitterAsia

#TwitterChefs

@Freddie_covi

@ladyxtel

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Introduction to Twitter Twitter content strategy

Q & A

Amuse-Bouche

Dessert

Appetizer

Getting started on Twitter

Entree

Twitter ad products

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Introduction to Twitter

Amuse-Bouche

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#PopQuiz

#imbsummit @TwitterAsia

What are the 3 origins of Malaysian Cuisine?

@M____? @C_____? @I____?

History of Malaysian Cuisine

@MALAY @CHINESE @INDIAN

Malaysian cuisine is influenced by various cultures from all around the world.

ORIGINS

And what were the original ingredients for Twitter?

@JACK @EV @BIZ

@E___? @B___? @N___?@J___?

A brief history of Twitter

@JACK @EV @BIZ

Small bursts of information called Tweets leveraged a new ability to send SMS text messages across different mobile carriers as status updates.

THE IDEA

FOUNDED IN 2006 BY

@JACK @EV @BIZ @NOAH

Trends in 160+

locations

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Getting Startedon Twitter

Appetizer

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#PopQuiz


Most popular Malaysian Dishes?

@C____________________? @P____________________? @M___________________?

Most popular Malaysian Dishes?

@? @?

@CURRYMEE @PENANG FRIEDKWAYTEOW

@MALACCA CHENDOL

Most popular reasons for using Twitter?

@S____________________? @H____________________? @D___________________?

Most popular reasons for using Twitter?

Never be an Egg!

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Sizzling News!

Breaking News!

• An emphasis on photos, including larger header and profile pictures.

• Popular Tweets — those people have "favorited" and re-tweeted — will show up larger in their timeline making it easier to quickly spot what messages people are reacting to

• The redesign also gives users the ability to pin certain tweets to the top of their timeline, giving them a little more control over what visitors see.

A whole new Twitter Look!

http://www.today.com/tech/twitter-reveals-redesign-today-2D79496356

Breaking News!

@TwitterAds | Confidential

FOLLOWER A registered account that follows another account

FOLLOW The process of subscribing to Tweets from another account

TWEET Short form updates of 140 characters or less used to communicate with followers

@USERNAME An account’s profile name or handle, preceded by the “@” symbol

#HASHTAG A word or phrase preceded by a “#” symbol, used to organize Tweets

MENTION To recognize an account in a Tweet via the account’s @username

TIMELINE A chronological presentation of Tweets from all followed accounts

BASIC TERMINOLOGY

25@TwitterAds | Confidential

Barista Bar @baristabar

TWEET Short form updates of 140 characters or less used to communicate with followers, users similar to your followers or users with interests you target

RETWEET To repost a Tweet from another account to share with your followers

REPLY To respond publicly to a specific account from a Tweet

FAVORITE To make a Tweet as special or preferred

@USERNAME An account’s profile name or handle, preceded by the “@” symbol

PROFILE PHOTO Reflects your brand identity and personality

ENGAGEMENT Clicks, follows, retweets, favorites and replies that occur within a given Tweet

TWEET TERMINOLOGY


TWITTER HOMEPAGE Web

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@ #Home Connect Discover Me

Josh Jones

2,812 827 342TWEETS FOLLOWING FOLLOWERS

Compose new Tweet...

San Francisco Trends


Tweets

Who to followJean Chow @jeanchowFollow

Jordan Robinson @mighty55Follow

Barista Bar @baristabarFollow

SEARCH Search for what’s happening on Twitter

TIMELINE The real-time stream of Tweets of accounts you follow

WHO TO FOLLOW Suggested users to follow based on your interests

YOU A snapshot of your Twitter vitals

TRENDS See what’s being talked about most on the platform globally, locally, and tailored by your interests

COMPOSE Create a new Tweet


TWITTER HOMEPAGE Mobile

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Home Connect@

Discover#

Me

TIMELINE The real-time stream of Tweets of accounts you follow

NAVIGATE Use the Home, Connect, Discover and Me tabs to explore every area of Twitter

COMPOSE Create a new Tweet



Article titleSummary text from article

Hide Media

RICH MEDIA Add sight, sound and motion to your Tweets to drive engagement!!!!Summary cards:Display web content such as blog posts news articles and product reviews!Photo cards:Highlight your brand’s photo-based content!Audio and video cards:Showcase interactive media experiences like videos, music players and live streaming events!

ARTICLE SUMMARY See content previews of articles

SHOW/HIDE Expand or hide article summaries, photos, videos, conversations

EXPAND THE TWEET

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Enable easy, free distribution of your branded content online and mobile

@TwitterAds | Confidential 29

TWITTER SEARCH


San Francisco Trends

san francisco coffee

Results for san francisco coffeeTop Tweets

Top Images

Top Videos

Top People





REAL-TIME SEARCH See a real-time stream of Tweets containing your search terms

TOP RESULTS Searching on Twitter surfaces the Top Tweets, People, Images, and Videos on the platform.


@Home

Connect

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TWITTER NAVIGATION





Home Connect@

Discover#

Me

HOME Your Home Timeline contains your stream of Tweets of accounts that you follow !CONNECT All interactivity and mentions !DISCOVER What’s happening right now, tailored for you !ME Your profile page !DIRECT MESSAGE To send a private message to an account that is a follower (also known as a DM)

#

@


GETTING STARTED

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GO TO TWITTER.COM Sign up for a new account if you haven’t done so already.

NEXT... !UPLOAD A PROFILE PHOTO that reflects your brand identity and personality

CREATE A BIO about your business and include links to your website and brand content. Keep it clear and concise, but be creative

PERSONALIZE BACKGROUND AND HEADER IMAGE to bring your profile to life. The right background will make a statement about your brand

CONVEY INSIGHTSand information through the Tweets in your timeline. Keep them fresh and Tweet 2 - 3 times a day

NEW TO TWITTER? SIGN UP

SIGN UP

Full name

Email

Password


SELECT A USERNAME Your @username is a representation of your brand on Twitter. Make it easily recognizable. It appears as part of the URL to your Twitter profile page (e.g. twitter.com/username)

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YOUR USERNAME

TWEETS

742FOLLOWING FOLLOWERS

4,423 3,834

Barista Bar@baristabar

Love coffee? We do! Our espresso, tea, paninis and Tweets are freshly brewed by the Barista Bar team in San Francisco!

San Francisco · http://baristabarSF.com


YOUR TWITTER PROFILE

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PROFILE PHOTOChoose a profile image that visually represents your brand

BIO Keep it clear and concise, but be creative. Include links to your website and brand content.

HEADER IMAGEShowcase your brand prominently to grab the attention of your visitors

SITE LINKHelp drive traffic to your main website or specific landing page




Barista Bar@baristabar

Love coffee? We do! Our espresso, tea, paninis and Tweets are freshly brewed by the Barista Bar team in San Francisco!

San Francisco · http://baristabarSF.com

2,812 2,812 2,812TWEETS FOLLOWING FOLLOWERS

Tweets


Tweets

Following

Followers

Favorites

Lists

Jean Chow @jeanchowFollow

Similar to you

Ryan Brown @browndayFollow

Jordan Robinson @mighty55Follow

PINNED TWEET Your most engaging, time-sensitive content affixed to the top of your timeline on your profile page

BACKGROUND IMAGECreate a rich experience with an engaging background image that tells your brand story

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#PopQuiz


Most popular Malaysian spices?

@B____________________? @G____________________? @C___________________?

Most popular Malaysian spices?

@BELACHAN (FERMENTED SHRIMP PASTE)

@GULA MELAKA (PALM SUGAR)

@COCONUT MILK

What are the ad formats on Twitter?

@P___________T__________ @P___________A__________ @P___________T__________

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Twitter Paid Products

Using Promoted Tweets to target consumer interests

John Doe @JohnDoe

Sports

Outdoors

Fitness

Automotive

@ESPN

@OpentrailsHike

@MensHealthMag

@MotorTrend

Jane Doe @JaneDoe

Fashion

Yoga

Design

Writing

@MarieClaire

@YogaMag

@Adobe

@NYTimes

Ryan Brown @brownday Got butterflies as if I'm about to suit up today. #BeatTheRavens #Niners#SB47 #QuestforSix

Men’s Health Mag @ MensHealthMag The covert affairs workout: http://ow.ly/hTy1w How @ChrisGorham stays ultra-fit and how YOU can, too.

Lifehacker @lifehacker The Ask Lifehacker podcast is LIVE right now! Come join us & ask some questions! lifehacker.com/598599

The Onion @TheOnion "It takes confidence to walk around Hollywood as a Native American blanket covered in beads." http://onion.com/ZvLr9E

Anja Brierly Lange @AnjaYogini OM Yoga Magazine is out and you can find my back and core strengthening practice in the March issue. Have fun!

From Me To You @_FromMeToYou What. Gold clutches. Real gold clutches actually roam the world. I wished they'd roam into my apartment…

Nike @Nike Together we are unstoppable. Together resolutions become promises. Together we will #makeitcount. youtu.be/HNRqJxl2588

Promoted by Nike

Burberry @Burberry Live on Twitter - #Burberry A/W13 runway show "Trench Kisses' #LFW uk.burberry.com/store/shows/womenswear-aw13/berryorig

Promoted by Burberry

Burberry @Burberry Live on Twitter - #Burberry A/W13 runway show "Trench Kisses' #LFW uk.burberry.com/store/shows/womenswear-aw13/berryorig…!

Promoted by Burberry

Nike @Nike Together we are unstoppable. Together resolutions become promises. Together we will #makeitcount. http://youtu.be/HNRqJxl2588

Promoted by Nike

https://twitter.com/OpentrailsHike

Twitter, Inc. | Confidential ( )40

Barista Bar @baristabarIm stuck on what to get my mum for mothers day. Flowers or a massage. She deserves them both. #MumGifts

Jane Doe @JaneDoe

context

sentiment#hashtag

keywords keywords

Every Tweet sends real-time signalsThese signals can be categorised into two groups: what you tweet and how you engage.

Hide MoreFavoriteReply Retweet

Lead Generation Cards simplify email capture

We’re celebrating #DoUsAFlavor TODAY w/ @WayneBrady. Submit and share to Twitter for a chance at a video surprise: cards.twitter.com/cards/1j8vnw/4bc …

LAY’S @LAYS

Jan 14, 2014

Submit your idea for the next great Lay’s flavor!

Ryan Brown @browndaybr****@gm***.com

View advertiser privacy policy

Share your name and email address with LAY’s

Custom submission page

Create My Flavor

Free People @FreePeople

Home

...it's all in the details. And we love the intricacies of this top! freep.pl/nccr1

Threadless @threadless

Home

Some great @TheSimpsons designs already comin' in! Excellent. ow.ly/n5ZV3

Showcase products with the Product Card

Drive traffic with the Summary Card

Spotify @Spotify

Home

Relive every electrifying Super Bowl halftime show in history - from 1967 to 2014 - with this playlist! cards.twitter.com/cards/a9arm/4so

Acquire new users with the Mobile App Card

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Twitter contentStrategy

Entree

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#PopQuiz


What makes each social network so yummy?

What makes Twitter taste so unique?Subtitle

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Skittles @Skittles

If you want to hide something, just put it next to a pack of Skittles. Nobody will even notice it’s there. #protip

Myth: Only the funniest survive

@TwitterAdsUK

Not true. Being informative is more valued.

Exciting

Funny

Informative

Useful

0 12.5 25 37.5 50

Exciting

Funny

Informative

Useful

source: “Who Gives A Tweet? Evaluating Microblog Content Value”, Andre, Berntain and Luther 2012

The role of trigger terms

There is no perfect Tweet, but over the next few slides we will see some tips and best practice examples to help

drive higher engagement. !

One size doesn’t fit all so bear them in mind and treat each Tweet as an opportunity to learn and improve for the

next one.

@TwitterAdsUK

Keep your Tweets looking clean

Multiple # and @ signs can dilute from the main aim of the Tweet - drive

video engagement.

Think about the action you want to happen and make it as easy as

possible for the user

@TwitterAdsUK

Give them a reason to engage - Ask a question

The Twitter audience is a highly engaged group and likely to engage with content that asks a question and begs for a response through an @reply, # or by clicking deeper on a link.

@TwitterAdsUK

Identify potential complaints before they happen

Let people know there will be a strain on the system and use humor to calm them before they have a chance to get stressed

@TwitterAdsUK

Include a picture and ask a question

X2 engagement with pictures

@TwitterAdsUK

Use an active voice to create urgency

Telling people that something is time sensitive, ending soon, limited time only etc will increase CTR.

@TwitterAdsUK

Use directional language if you want an action

When trying to prompt a click through, tell people what they are going to get for it. Is it an App install, video, PDF, infographic etc.

@TwitterAdsUK

Include strong call to action

Tweets must have one strong call to action and when possible tell the user what sort of value add there is to engage


Tweeting 4 or fewer times per day is the “Tweet Spot” for keeping engagement high - more than 4 sees a 17% drop in engagement

Time Tweets to benefit your audience: FREQUENCY

Buddy Media 2012THE

SOURCE


MONDAY: Special Promotions

TUESDAY: Behind the scenes

WEDNESDAY: Helpful tips

THURSDAY: Media spotlights

FRIDAY: Focus on your followers

Barista Bar @baristabarAnyone having a “Case of the Mondays”? Let us know what movie that’s from for 30% off your coffee! #happymonday

Barista Bar @baristabarCheck out our rockstar barista @brownday’s favorite methods of grinding his beans: pic.twitter.com/hHj89AL

Barista Bar @baristabarCheck out our tutorial on making the perfect latte. Please RT and share! #latte t.co/34fkd9

Barista Bar @baristabarThis might be our favorite “latte flower” photo from longtime customer @ehchkay pic.twitter.com/uif843D

Barista Bar @baristabarWe need your help! What should we call our new espresso drink? Best answer gets free espressos for a month! #espresso t.co/fa34

Time Tweets to benefit your audience: DAY-OF-WEEK

DRIVE YOUR CAMPAIGN

STRATEGIES ON TWITTER

Select targeting Exclude current customers (with TA) Choose in-Tweet format Set bids & budgets

Prospect new customers

Drive leads down the funnelTA - CRM or TA - Web Optimize tweet creative Adjust bids & budgets Leverage performance measurement

Maximize Loyalty Re-engage existing customers Drive repeat site traffic Encourage content and app downloads

Q&ADesert

April, 2014

#thankyou

business.twitter.com

#EatYourTweets by Twitter Asia

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Transcript of #EatYourTweets by Twitter Asia