Kurt was up first and covered Twitter analysis and action — how to cater to followers and attract influencers with a laser-focused strategy. He shared a case study of a online educator and how they turned around their Twitter strategy.
He started by sharing some Twitter pain points:
Next, identify influencers, categorize them and examine topics and communities of interest. Look for secondary influencers as well.
Then gather social insights from other social networks, like Facebook, YouTube and LinkedIn. Figure out the best times, days and topics to post.
Once you understand the followers, you can place the right content with them. You can formulate your game plan from the data you find. Also find a way to put a value on what you are doing… it can be indirect, such as helping search marketing, or it can be direct ROI as well.
Mathew was up next discussing Twitter’s promoted products. Twitter is aggressive about creating advertising opportunities. They’re expected to have $400M in ad revenues in 2013. According to a consumer study, there’s a higher likelihood to buy and recommend a brand with Twitter followers than Facebook followers. The minimum bid is also very low — only $0.50 — but it is a bid marketplace, so it may cost more. But because it’s still early days, there’s less competition right now, so it’s a good time to advertise on Twitter.
If you’re considering purchasing Twitter ads, you need to be active in the community and layer that with your sponsored ads. If you don’t have the community foundation in place, your campaign likely won’t be as successful. Deals, contests and statistics work well — 58% of Twitter users follow retailers for discounts.
Think about your strategy before you start spending money. What do you want users to do? Build the campaign around those goals.
Ads are almost out of beta, so you still need to apply for an account. They usually require an IO, but they began to recently take electronic payment. The lowest commitment you can make is a $5,000/month spend and your campaign will be running in as little as 7 days.
There are three types of ads: Promoted Tweets, Promoted Accounts, and Promoted Trends. Promoted tweets helps you get the word out to followers about specials and such. Promoted accounts helps you get new followers. Promoted trends is the most expensive (costs $120,000 flat fee) and goes to all US users.
James rounded out the panel by talking about how to increase business with Twitter Marketing. His first example he gave was his attempt as a newbie, doing Twitter marketing for the first time. The first lesson he learned: Do NOT promote lame tweets!
They also learned: