Ebook tổng quan về twitter content

wishpond EBOOK

Twitter
Content
Marketing
for Business
wishpond.com


Table of Contents
Chapter 1
Getting Started and Definitions

6

Chapter 2
Goals, Target Markets, and Content Themes

10

Chapter 3
Types of Content

13

Chapter 4
20
Tweeting Content about your Company (and how not to)
Chapter 5
Promoted Tweets, Accounts and Trends

27

Chapter 6
Creating a Schedule for your Tweets

31

Chapter 7
KPI’s and ROI’s for Twitter

34

Chapter 8
Twitter Analytics

39

Appendix A
Sources and Resources

45


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introduction

What is the key to being an engaging influencer on Twitter?
How do you get your business to have more followers, more retweets, and more @mentions?
Great content.
Simple, right? But what is great content? And how do 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 1

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 2. 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.
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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.

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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.

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#’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.

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chapter 2

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.
5 business goals of content marketing on Twitter:
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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.
5 ways to determine your target market:
• check your current customer base
• research your competition

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• analyze your product(s) or service
• define your market segments
• list out demographics and psychographics of your target
A great example of targeted content marketing is the London Drugs Twitter feed. London Drugs is a Western Canadian
Retailer, selling a variety of household products, including beauty products, groceries, computer ware, cameras, and
pharmaceuticals. They connect with their audience who have become passionate about learning of new household tips
and community related issues.
To become relevant to your target market, and obtain your
goals, you need to become the go-to source. To become the
hub, or the thought leader, you need to write on a number of
themes, and make them relevant to your product and to your
target market.

Tip: 4 content themes that can connect with your market:
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common problems
relevant news updates
ways to make life better
points of interest

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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 can embed much more including:
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photos
videos
slideshares
news summaries
links

Text
Text in a Tweet is short. They are best kept under the maximum 140 characters - to accommodate sharing through RT’s, @
replies and @mentions.
92% of retweets happen on Twitter because of interesting content. The more notable text RT’s occur with:
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interesting facts
lifestyle tips
inspiring quotes
asks for RT’s

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Here are a few examples of interesting facts, and lifestyle tips from @BestBuy and @LondonDrugs:

Photos
Even with Twitter’s 140 character count, pictures are worth a
thousand words.

Photos create a visual connection between your product and
your consumer.
It is easy to insert a photo into your tweet. Simply click on the
camera button on your new tweet, and upload a photo.

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Tweets with uploads such as photos generally do not appear as a visual on your follower’s Twitter feed. The “view photo”
must be clicked on to be seen.
Grab your audience’s attention by using simple images with clear white space as background. Images with highly saturated
colors also help the creative stand out against a white background, such as this tweet from @Coach:

Additionally, to maximize your image posts, include relevant text to help tell a quick story, and make it readable about what
you are promoting.

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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 do short
but informative pieces, such as how-to’s and videos

related to current events. But keep it short! 1-2 minutes
maximum is all you need.
This video from @BenHogan ties together both a current
event, and a how-to video. By tweeting about the freak
snowstorm during the PGA tour, using the #MatchPlay
hashtag, and including a golf swing tip video by a legend
of golf, the newly set up Twitter account of Ben Hogan
Performance is reaching their target market effectively.
Funny videos are great for any social platform, but keep
your target market in mind, as well as your brand when
delving into the controversial world of humour.

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Slideshares
Slideshares can provide valuable information to your followers, particularly if you are a B2B company. You are adding value
to your client, and showing your company as a thought leader. This also develops the trust your customer has with your
business, knowing that you are willing to 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.

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Retailers and business can use this feature to promote their own
stories, if they are featured, as @steals is in this example:
You can also use this feature to share breaking news that
pertains to your business, not just directly related stories. This
provides added value to your followers and customers.

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:

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chapter 4

Tweeting
Content about
your 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 tweeting about your company:
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Keep the content about you and your products to a minimum, and focus on engaging your customer
Create interesting, witty content
Use pertinent #’s (hashtags)
Take part in # community dialogues
Use @mentions and RT’s to interact with your market and thought leaders
Respond to your @connects
Use contests and coupons

Keep the content about you and your products to a minimum, and focus on engaging your
customer
While this may seem counterintuitive to traditional marketers, social media is about interacting, sharing, and creating a
bond with your consumer.
Generally speaking, your customer doesn’t really care about you or your products, unless you can connect with them
emotionally.

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In harsher terms:
Nobody cares about you, we only care about ourselves. And we like to talk about ourselves too.
If you can create content that engages, peaks the interest of, and emotionally connects with your consumer, you will
become a more important part of their world. You/ your product/ your brand will more likely to be shared with others who
share the same worldview.
Understand your product, understand your customer, and speak to them on Twitter. Associate your products with feelings,
thought provoking information, and lifestyles.
Add your products in some of your tweets, but don’t shout about them.

Create interesting, witty content
Great content gets shared. Shared content means more brand exposure, which means more leads, which means more
sales.
Write tweets that are of interest to your market. And try to be witty (but not necessarily humourous).
Think of the text of tweets as headlines or ad copy. The more attention grabbing they are, the more likely they will be read.
The more they are read, the more likely they will be retweeted and shared.
And it always helps to ask your followers to retweet your tweet! In fact, there is data that suggests asking for a RT results in
4 times more retweets! (source: Hubspot )

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Use pertinent #’s (hashtags)
Including hashtags in your tweets makes them reach a larger audience. Your tweet not only goes out to all of your
followers, but also to everyone who follows, or searches for a particular hashtag.
Remember, hashtags are a way to organize topics.
You can create your own hashtags. You can make funny or obscure hashtags that specifically relate to your market and/ or
product and brand.

Some brilliant uses of hashtags include @MapleLeafFoods use of #bacon:

Take part in # community dialogues
Being active on hashtag topics and engaging with other users of related hashtags is like an online form of the old fashioned
face-to-face networking. And you can reach customers from around the globe, in your niche, that want to interact 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.

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For example, if you are in the eBook publishing world, you could engage in hashtags such as #ebook, #ebooks, #read and
#booklovers - or #mystery and #suspense such as in the example from @nookBN:

Respond to your @connects
Check your @connects frequently. Twitter is about conversing with your customer. Many of your customers these days use
Twitter more than email as a way to connect with companies.
A response on Twitter is expected fast.
If a customer is mentioning you in a tweet, you need to pay attention and take action - even if that action is a simple thank
you.
Use Twitter as a customer service tool, to respond quickly, and well, to your customers’ needs. This can go along way to
build trust, develop loyalty, and generate more leads and sales.

Use @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.

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If you have a great customer who follows you on Twitter, for example, mention them. Send them an @handle tweet to thank
them, retweet a tweet, or mention them in a #ff.
(#ff stands for FollowFriday. This weekly shoutout has been a tradition on Twitter, and still has some merit. It gives you the
chance to acknowledge your valuable and worthy followers, and suggest that others follow them as well.)
Because Twitter is such an open forum, you can easily get in touch with thought leaders, other businesses, celebrities
and more. You can use this to develop new business leads, get RT’s from industry leaders to gain further reach, and open
dialogue to associate your company with others.
For example, if you have written a blog post about a related company, you can send them the link through a mention on
Twitter.

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Use contests and coupons
Ok, this is where I disclose my biase. Wishpond makes social contests, coupons and sweepstakes apps (which work on
mobile too).
Social promotions do go a long way in developing emotional bonds with your consumer, as well as getting lots of retweets.
Contests are a fun way to engage your audience and generate buzz about your product. Who doesn’t like to win? And who
doesn’t like to share when they’ve won?
Contests can create user-generated content for you too. And
UGC is some of the most shared content. People like to share
what they’ve created.
Coupons generate a lot of excitement for your products too.

And they are retweeted often to followers and friends.
Check out, for example, how @LookoutBlizzard has used our
Sweepstakes to generate buzz on Twitter for their new 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.

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