building a strong brand presence on twitter

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Establishing a Strong Brand Presence on Twitter Amy Vernon @AmyVernon http://amyvernon.net

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Twitter has become an essential communication tool for breaking news, public debate, political protest, popular culture, and business. It’s an easy to use tool for engagement, research, customer service, and promotion. What can Twitter do for your brand or company? Join social media and branding expert Amy Vernon for inspiration and education on how to make Twitter – and their recently launched brand pages – a focal point of your social media strategy.

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Page 1: Building a Strong Brand Presence on Twitter

Establishing a Strong Brand Presence on Twitter

Amy Vernon@AmyVernon

http://amyvernon.net

Page 2: Building a Strong Brand Presence on Twitter

Twitter 101 Provide value in your tweets

The 80/20 rule – 80% of the time providing value, rather than simply promoting

That other 20%? Better be done well

Talk to your followers.

Customer service

Be an authority on your subject

Page 3: Building a Strong Brand Presence on Twitter

Engagement

Page 4: Building a Strong Brand Presence on Twitter

Content Customer service:

Respond to people complaining openly Take to DM once you’re asking them for

personal info, not from the start

Links: From all sources, even competitors if it provides

valuable information Be considered the go-to source for your subject

area.

Retweet others – followers or not, who provide appropriate content

Page 5: Building a Strong Brand Presence on Twitter

Talk to your fans

Page 6: Building a Strong Brand Presence on Twitter

Following Follow fewer accounts than follow you.

If followed by both of these accounts, which looks more interesting to you, before clicking through?

Page 7: Building a Strong Brand Presence on Twitter

Follow strategically

Page 8: Building a Strong Brand Presence on Twitter

Following Choose people/accounts who are

appropriate to follow. If your focus is food, don’t focus on sports

accounts

Don’t follow back everyone who follows you.

Don’t buy followers.

DON’T BUY FOLLOWERS.

Page 9: Building a Strong Brand Presence on Twitter

Don’t Buy Followers

Page 10: Building a Strong Brand Presence on Twitter

Twitter page basics Profiles

Pepsico UPS

Brand pages Dell Intel JetBlue

Hashtag pages #NASCAR

Page 11: Building a Strong Brand Presence on Twitter

Profiles “Classic” Twitter profiles

Like individuals

Non-advertisers (for now)

Fewer bells and whistles

Still customizable

Page 12: Building a Strong Brand Presence on Twitter

PepsiCo

Page 13: Building a Strong Brand Presence on Twitter

UPS

Page 14: Building a Strong Brand Presence on Twitter

Profile basics Background is not interactive

Links cannot be clicked on – make sure they are simple to type in

Include handles of those who tweet on account or say who they are in the bio.

Logo or simple image is best for avatar

Page 15: Building a Strong Brand Presence on Twitter

Brand pages More customization than profiles

Must advertise with Twitter (for now)

More visually appealing than standard profiles

Not tremendously different than standard profiles.

Page 16: Building a Strong Brand Presence on Twitter

Dell

Page 17: Building a Strong Brand Presence on Twitter

E! Online

Page 18: Building a Strong Brand Presence on Twitter

Intel

Page 19: Building a Strong Brand Presence on Twitter

Brand page basics Header image beneath profile box allows

brand to choose the images, slogan, hashtag, etc. Size: 835x90 No restrictions on content (as opposed to FB)

Evokes more of a Facebook feel

Promoted tweets are “pinned” at the top of the flow (Dell & Intel)

Consistency between desktop and mobile

Page 20: Building a Strong Brand Presence on Twitter

Hashtag pages Brand new (#NASCAR is the first one)

For events, not specifically for brands

Little to no editorial control over content Certain accounts can be included even if not

tweeting the hashtag Post apparently can be “pinned” for any new

visitor, but drops down as new tweets come in. Still evolving

Page 21: Building a Strong Brand Presence on Twitter

#NASCAR

Page 22: Building a Strong Brand Presence on Twitter

Hashtag page basics Logo of brand behind the hashtag

Custom background

Information on event or upcoming events

Image bar pulls pics from those tweeted into the hashtag

Allows users to tweet directly into hashtag

Shows who’s engaged in the hashtag

Page 23: Building a Strong Brand Presence on Twitter

Twitter advertising Promoted accounts – Twitter highlights your

account as one to follow. Geographic targeting.

Promoted Tweets – Your Tweet shows up in people’s Twitter streams and at the top of search results. Target geographically or accounts like your followers.

Promoted Trends – Your hashtag shows up in the “Trending” list

Page 24: Building a Strong Brand Presence on Twitter

Twitter advertising

Page 25: Building a Strong Brand Presence on Twitter

Questions?

Page 26: Building a Strong Brand Presence on Twitter

Contact me

http://amyvernon.net

Twitter: @amyvernon

Facebook: /amyvernon

LinkedIn: /in/amyvernon