IE Communication Club: Twitter in the corporate world
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Transcript of IE Communication Club: Twitter in the corporate world
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Presented by Miko David | IE Marketing Club
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Welcome from the IE Marketing Club &
the IE Communications Club
IEMarketingClub /pages/IE-Communication-Club/1413164832261494
groups/IE-Marketing-Club-3131398
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Introduction
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Introduction
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Key Objectives
1. Social Media Strategy Framework for Twitter
2. Managing your Twitter Brand Page
3. Utilize tools available for Twitter
4. Create targeted ad campaigns
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Social Media Strategy
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We need to be clear about our objectives
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Business Objectives
Brand Objectives
Social Media Objectives
Competitive Analysis
Strategy Tactical
Campaigns
Key Performance
Metrics
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Sample Competitive Analysis
Brand Followers Following Tweets Plain Replies Pictures RTs Mentions Links
Audemars Piguet
38.7k 34 2,797 6.3% 38.5% 13.7% 8.6% 5.8% 27%
Baume & Mercier
25k 16.7k 2,974 4,8% 6.5% 30% 18.1% 1% 39.7%
Breguet 2,635 780 221 1.8% 24% 16.4% 11.9% 5.5% 39.7%
Chopard 25.8k 633 2,147 4% 29.9% 21.3% 16.5% 4.4% 23.8%
Hublot 66.7k 110 3,679 3.4% 16.5% 20.8% 25.4% 4.8% 29%
IWC 24.8k 142 2,112 1% 9.6% 17.5% 31.7% 2.3% 38%
Longines 12.2k 350 898 3.3% 19.5% 15.1% 18.3% 1.7% 42.2%
Omega 36.4k 52 1,320 5.7% 6.2% 45.1% 12.6% 4.1% 26.4%
Tag Heuer 41.9k 545 1,869 3.7% 10.8% 14.5% 27.1% 0.5% 43.2%
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Twtrland
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Setting KPIs for a Twitter Campaign
KPIs Metrics Target Figures
Followers # of Followers 5,000 Followers
Reach # Retweets / Reach 486,500 Tweets
Amplification # of Hashtags 436 Hashtags
Buzz # of Mentions 4,879 Mentions
Engagement # of Replies 350 (50%) Replies
Influence # of Conversations Generated 500 Fan-Generated Conversations
Leads # of Clicks 132 Clicks
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Managing Your Twitter Brand Page
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Setting Up a Twitter Account
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Products
Cool Content
Brand Talk
Ad Hoc
Creating a Twitter Content Strategy
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Twitter Content Strategy Sample: Coca-Cola
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Sample Content Calendar
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Sample Brand Pages
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Sample Brand Pages
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Sample Brand Pages
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Sample Brand Pages
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Sample Brand Pages
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Sample Brand Pages
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Sample Brand Pages
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Sample Brand Pages
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Sample Brand Pages
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Creating Brand Pages
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Creating Brand Pages
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Creating Brand Pages
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Creating Brand Pages
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Utilizing Tools for Twitter
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TweetReach
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Bit.ly
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Hootsuite
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Influencer Marketing
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StarCount
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Sample Initiatives
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Creating Targeted Ad Campaigns
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Targeting on Twitter
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Targeting Options
Interest & Gender Targeting
Geographic Targeting*
Keyword Targeting
Television Conversion Targeting
Device Targeting
Monitoring Platform
Campaign Management
Real-time Analytics
Advertiser API
Mobile Advertising Exchange
Promoted Tweets
Promoted Accounts
Promoted Trends
Promoted Products
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Twitter Ads (ads.twitter.com)
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Twitter Ads (ads.twitter.com) – Promoted Accounts
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Twitter Ads (ads.twitter.com) – Promoted Tweets
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Measuring Campaign Success
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Webfluenz – Setting a Search Profile
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Webfluenz – Setting a Search Profile
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Webfluenz – Setting a Search Profile
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Webfluenz – Dashboard
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Webfluenz – Dashboard
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Webfluenz – Dashboard
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Webfluenz – Dashboard
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Webfluenz – Dashboard
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Webfluenz – Setting a Search Profile
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Twitter Metrics
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Costs to Run a Twitter Campaign
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Sample Services & Costs for a Twitter Campaign
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Services Costs
Content Calendar Development
Conversation-Response Management
Brand Page Management
Influencer Identification, Engagement & Management
Tracking, Reporting and Analytics
Contest Management (if any)
Total
Additional Services (Optional) Costs
Paid Media
Additional Influencer Services
Total
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People to Follow
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@AskAaronLee & @Ladyxtel
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Presented by Miko David | IE Marketing Club
Thank You!