Getting more from Twitter
BirdSong: Social Media Reconnaissance
www.birdsongdtt.com
What is BirdSong?• Social Media Insights on demand
• Identify key metrics of presence for any brand on Twitter, Facebook & Pinterest
Background• Most brands are using Twitter with competence
• Like any marketing channel its use can be improved to deliver greater results
• Whilst many brands skip straight to mentions and influence, we believe that an improved presence will help build strong foundations for growth
• Using BirdSong we illustrate how brands can be improving their existing presence and strategy to improve engagement and results
www.birdsongdtt.com
1. Understand your audience
• How much do you know about your followers?
• Have you ever asked your database for their Twitter account?
• Have you ever asked your Twitter users if they have bought from you?
• By understanding a little more about your followers, you could be gaining a lot more value form them
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• Understand more about your audience
• Or those of your competition!
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2. Be there for the customer
• Too many brands manage their Twitter account round their office hours
• But what if your audience is more active after office hours?
• If you are not paying attention, you could lose customers to smarter rivals
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Honda UK Tweet Patterns
Question: When is the busiest day for car research & purchase?Is their Twitter presence aligned with this?
Selfridges Tweet Patterns
Question: When is the busiest time for Selfridges online?Is their Twitter presence aligned with this?
EL AL Tweet Patterns
British Airways Tweet Patterns
Question: How many people fly at the weekend?
3. Engage, don’t broadcast
• Twitter is NOT a broadcast medium
• Make sure your Tweet stream is a good mix of tweets, replies and retweets
• The more engaging your content, the more engagement you will receive
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Miele UK Tweet Mix
Sephora Tweet Mix
Bollinger Broadcast?
3. Follow Back• On average a brand follows between 10% and
30% of its followers
• Some brands have in house algorithms for choosing whom to follow but many just don’t
• Not all users know the .@ prefix . Without following a consumer, the brands may miss @ mentions.
• Following a user shows your brand cares about their opinion
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Follow Back
4. Follow More• You can identify a potential audience through
listening for brand or relevant mentions
• However, if 40% all users never actually tweet, you are missing a % of the audience
• By identifying users that follow your competitors or cross referencing them against other accounts will give you a better understanding of potential customers by their actions, not words
• Some examples…
Follower overlap
for BA & El Al
By identifying the cross over
you can identify a
potentially more valuable
audience
5. Align your message!• Tweet streams need to be organic, delivering
value to your followers
• Successful tweet streams will also have some impact on search results
• So don’t forget to mention what you do!
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Virgin Media
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El Al UK
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Sephora
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Paralympics GB!
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Conclusion• These are 6 initial steps to improve your Twitter
presence
• By improving the efficiency of your Twitter profile you can achieve greater engagement and visibility
• From greater engagement and visibility comes greater opportunities to generate reaction, growth and sales from your Twitter profile
www.birdsongdtt.com
