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Social MediaBEST PRACTICES

by Paul Wilson

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Social Media Overall

Understanding Twitter

Dos & Don’ts

Tools

TODAY’S AGENDA

3THE NUMBERS ON SOCIAL MEDIALin

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94%

Tw

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87%F

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Yo

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74%

Go

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39%

Slid

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34%

B2B Marketers’ Social Engagement

LinkedIn100 Million Users

Twitter320 Million Users.

Facebook1.6 Billion Users

Google+391 Million Users

YouTube1.3 Billion Users

SlideShare70 Million Users

Adult’s Using Social Media Today

65%In the past decade there has been nearly a tenfold jump in adults who use social media

4BASIC SOCIAL MEDIA BEST PRACTICES

Follow back and interact. The average brand responds to only 17% of their interactions. However, users expect a brand to respond in less than one hour.

Be audience focused, not brand focused. 21% of consumers say they unfollow brands that post repetitive or boring content.

Understand who your audience is. 91% of mentions come from people with fewer than 500 followers.

Add value to the conversation. Share content that will make your followers’ lives easier. 44% of users are willing to work with brands in creating helpful content and products

Create awesome content for people to share and recommend! 70% of consumers trust brand recommendations from friends.

Focus on quality engagements, not quantity. 19% say they would unfollow a brand if the brand posted more than six times a day.

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Don’t forget the hashtag

I’m going toretweet that!

I hear we are TRENDING

UNDERSTANDING TWITTER

6WHY TWITTER MATTERS

170

Minutes A MonthSpent On Twitter

320+

Million Monthly Active Users

1/5

Of All AdultsAre On Twitter

2x

Leads GeneratedOver Non-Twitter

Marketers

49%

Twitter UsersFollow A Brand

42%

Use Twitter To Learn About Products

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Following someone means:

o You are subscribing to their tweets as a follower

o You will show up in their followers list

o Their updates will appear in your timeline when you log into Twitter

o That person has permission to start a private conversation with you (Direct Message)

THE FUNDAMENTALS OF TWITTER

PRO TIP: Research shows that the more people you follow, the more people will follow you. And if you return the favor by following people who follow you, they're less likely to unfollow you in the future.

8THE FUNDAMENTALS OF TWITTER

THE HASHTAG

A hashtag is simply a phrase or keyword that is preceded by a pound (#) symbol.

You cannot use special characters (e.g. !, $, %, ^, &, *, +, .) or spaces.

The purpose of the hashtag is to categorize topics, bring ideas together, inspire exchange and encourage others to join in.

PRO TIP: Tweets with hashtags get double the engagement of tweets without.

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1The author’s Twitter name, linked to the user’s Twitter profile 2

The author’s Twitter handle

3Hashtag: Creates or takes you to a space where tweets are organized by topic

4Mentions of other Twitter users, and links to the Twitter profile

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Tweet text, 140 characters or fewer

6 Website link shortened using in.is

7More Actions: mute, block, report, embed tweet, copy link to tweet, and share via direct message

8Tweet Actions: Reply, Retweet, and Likes should always be available

The author’s Twitter avatar

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Your followers that follow this author

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THE ANATOMY OF A TWEET

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What is a @reply?

THE FUNDAMENTALS OF TWITTER

A reply is a response to another user's Tweet that begins with the @username of the person you're replying to.

PRO TIP: Twitter engagement rates for brands are 17% higher on Saturday and Sunday.

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What is a retweet?

THE FUNDAMENTALS OF TWITTER

A tweet that is reposted to your followers, either by clicking the “retweet” link on the Twitter website or by beginning a tweet with

rt @username

PRO TIP: When rt is added to a tweet there is a 10x response. However, when you spell out retweet instead of using rt, there is a 23x response.

12THE FUNDAMENTALS OF TWITTER

What is a @mention?

A tweet that contains another user's @username anywhere in the body of

the Tweet.

PRO TIP: Mentions increase chances of being retweeted by one, but decreases the overall chances of retweets

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What is a Like?

THE FUNDAMENTALS OF TWITTER

Represented by a heart, informs the original poster that you liked their tweet, and wish to save it in your Like stream.

PRO TIP: By adding an image to a tweet you increase your chance of receiving a Like by 12x.

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A list is a curated group of Twitter users and a great way to organize your interests.

What are Lists?

THE FUNDAMENTALS OF TWITTER

PRO TIP: Possible ways to organize your Twitter followers: geographical, people you’ve met at a conference, people in your niche, favorite bloggers, clients,

people who retweet your content and talk to you on Twitter.

15ADDITIONAL PRO TIPS

Pictures can increase engagement on tweets by up to 150%

Tweets that ask followers to retweet receive 12x higher retweets rates than those that do not; yet less than 1% of

brands implement this strategy

Tweets that use more than two hashtags actually show a 17% drop in engagement.

The ideal image size for tweeting a photo is 1,000 x 500. This ensures that the entire image will appear in-stream.

Best picture to text ratio when tweeting is 70/30

Links receive 86% higher retweet rates than tweets with no links

In a tweet, links use 23 characters; pictures use 24

If you use both a link and a picture, you’ll only have 93 characters left in your tweet

Tweets with fewer than 100 characters get 17% higher engagement than longer

tweets

Use appropriate abbreviations and contractions.(e.g., dept. for department,

appt. for appointment, etc.)

16THE DOs & DON’Ts OF TWITTERDo leave room for retweeters.Part of the magic of Twitter is the ability to easily and instantly forward cool information from

someone you follow to all of your followers. So, keeping this in mind, don’t use all 140 characters in every tweet you write. Remember that retweeters will want to have their name in the retweet –leave them some room for that.

Don’t post anything you wouldn’t want Paul Hermelin to read.What happens on Twitter stays on Twitter – forever. You shouldn’t

assume replies or DMs are private, either. And here’s a closely related reminder that shouldn’t be necessary: When tweeting you must at all times comply with Capgemini ethics rules.

Do write a clear description of yourself in your Twitter bio.Help people know who they are following and why with a decent

description of yourself. Check out Bill Sullivan’s bio (@wfsullivan3) for a good example.

Do share ideas, links, or info that your followers will find interesting.Strive to send tweets that others will feel are truly worthy of reading.

Send information that is practical, helpful, interesting, or informative. Even funny are fine.

Do consider the quality, not the quantity of your followers.We all want to be popular, but ultimately the quality of your

followers is more important than the quantity.

Don’t take Twitter too seriously. Don’t live to tweet – tweet tohave some fun. It’s a great and easy way to share snippets of

cool info with friends and strangers, and if it brings a client or two, that’s a nice bonus.

Don’t over-tweet. Tweets should be weighed, not counted.Quality is far more important than quantity. The current

consensus is no more than four to eight tweets per day. Sending more than that makes it look you have no work to do.

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Hootsuite.comSocial media management tool that helps in scheduling,

audience analysis, and overall management

Twitter AnalyticsTwitter’s official analytics. You can see impressions, click

stats, and engagement.

Klout.comTrack your influence and create and schedule new

tweets.

Twitonomy.comA dashboard that analyzes profiles, tweets, engagement,

and more.

SocialRank.comProvides a sorted list of your best followers, most

influential followers, and most engaged followers.

SumAll.comProvides daily or weekly analysis on how your followers

are growing, your mentions, and your engagement..

TWITTER TOOLS

Audiense.comThe free plan comes with analytics, best time to tweet,

follow/unfollow tools, and community segmentation.

MyTopTweet.comAnalyzes any Twitter account to show you their most

retweeted tweets.

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THANK YOU