Download - Twitter Analysis and Action
@KurtKrejnyDirector of Online Marketing
Twitter Analysis & ActionCater to Followers and Attract Influencers with a Laser-Focused Strategy
#SMSSummit @KurtKrejny @FathomOnline
Full-service digital marketing and analytics agency Founded in 2005 CFO-approved digital marketing Focus in healthcare, education, technology, manufacturing, e-commerce Offices in Cleveland, Columbus, Detroit, San Diego
Simple. Accountable. Results That Matter.
www.FathomDelivers.com
More Drink
Different Jacket & Shirt
Same Watch
2012More Grey Hairs
More Knowledge!
#SMSSummit @KurtKrejny @FathomOnline
Please introduce yourself How are you using Twitter? What are your challenges? What is working? What would you like to learn today?
Your Relationship with Twitter…
#SMSSummit @KurtKrejny @FathomOnline
Twitter’s Role in Digital Marketing Organized Vision Don’t Fly Blind Data Drives Decisions Results-oriented approach
Workshop Overview
Optimization Promotion Visibility Tips Pulling It All Together!
#SMSSummit @KurtKrejny @FathomOnline
SWOT analysis Audience understanding Problem solving Measurements and reporting Recoverable mistakes
Take the blue pill!
Twitter Pain Points
Twitter SWOT Analysis
WEAKNESSES Not ranking for branded search Poor images, bio and URL Not linked to blog No custom URL shortener with tracking No custom background No follower interaction Over promotional content Few retweets No personality or human voice Poor response strategy No crisis management plan Poor following/follower ratio No on-site integration No sharing widgets No time to manage account Lack of focus toward business goals No reporting Can’t connect with audience Minimal digital assets
THREATS Duplicate or spam accounts Negative mentions Hacked account Unanswered customer service requests New channel adoption (Google+ and Pinterest) Measureable ROI (favorable) Lack of brand evangelists Employee posts Ever-changing management tools Search engine rankings Big data collection CRM integration
Then
Now
Technical
SEO
Content
Marketing
TechnicalSEO
SocialMedia
Content Marketing
SEO
SEARCH & SOCIALEXPERIENCE
Did Socialkill SEO?
Social
Online PR& Link Diversity
Keyword Themes & Content
User Experience & Technical Foundation
Bot Accessibility
Internal Link Structure URL Structure
Sitemaps Overall Experience
Server Response
Extensive Keyword Research
Keyword Themes Unique Engaging Content
On-page targeting
Relationship Building
Ethical Link Building
Engagement & Conversions
Who here hasMASTERED all of theseareas?
Where do you invest most?
MEASURE
#SMSSummit @KurtKrejny @FathomOnline
A web page consists of graphical and text elements that aid navigation (where can I go?), orientation (where am I?) and deliver valuable content (should I click on this link?)
These words and images are the scent of information
The Scent of Information
#SMSSummit @KurtKrejny @FathomOnline
DO!KNOW*GO>Navigational Searches (Where Can I Go?)
• The searcher’s goal is to go directly to a website homepage or specific page• brand name, domain suffixes (.com, .org), part of URL
Informational Searches (What Can I Learn?)• The searcher’s goal is to obtain information about a general or specific topic• longer phrases, question-based, plural form for lists
Transactional Searches (What Can I Do?)• The searcher’s goal is to perform an activity beyond just reading• download, sign-up, apply, enroll, contact, buy
Types of Searches
#SMSSummit @KurtKrejny @FathomOnline
Understand how and why people are using social Learn from social persona experiences, goals and behaviors Develop unique, authoritative and timely content Utilize relevant themes and keywords Improve engagements for higher conversions
How Does Scent Apply to Social Media?
Discovery
Assessment
Strategy
Analysis
Production
Implementation
Reporting
Align with business objectives | Establish ROI metrics | Identify personas
Evaluate social properties | Address issues | Highlight opportunities
Formulate strategy based on assessment | Establish goals tied to KPI’s
Ongoing monthly analysis of data | Determine actionable insights
Ongoing social recommendations designed to improve KPI’s and ROI
Efficient team workflow | Timely monitoring and publishing to obtain results
Reporting on the successful activities that are aligned to objectives & goals
Social Media Management Process
Discovery
#SMSSummit @KurtKrejny @FathomOnline
MANAGEMENT Effective social campaign management aligns your team and online marketing efforts to support your business goals. Is your team held accountable to driving the results that matter to your organization?
Diverse team resources Strategy, content, design, development
Roles and responsibilities Ongoing learning and training Align with business goals Establish KPI and ROI metrics Digital asset optimization Reporting systems
#SMSSummit @KurtKrejny @FathomOnline
Content/Promotions Calendar Boilerplate Descriptions Social Property Inventory Blog & RSS Optimization News Releases & Articles E-Newsletter Videos Whitepapers/Guides PDFs / Presentations Image Gallery / Infographics Event Listings Free Samples / Demos Podcasts E-commerce Product Feeds Tools / Apps / Widgets
Centrally Located
Account Credentials
Organized & Optimized
Digital Asset Optimization
Assessment
#SMSSummit @KurtKrejny @FathomOnline
ANALYSIS Competitive analysis provides a snapshot on what your major competitors are doing well in social media, and where they are falling short. Use competitive data as a benchmark and strive to differentiate your brand in the social channels.
Your Own Social Property Assessment SWOT format Follower metrics Posting effectiveness Reach Sentiment
Competitor Analysis Learn client market/industry Where are you winning or losing? Generate new ideas
#SMSSummit @KurtKrejny @FathomOnline
RESEARCH Thorough online research allows you to review historical trends in the market and review opportunities with forecasted keyword search queries, social media conversations, and mentions of your brand name.
Social media and keyword search audit Volume of conversations Where conversation is happening online Top domains and authors talking Tone of the conversation Top topics of conversation Help support business decisions
Strategy
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PLANNING Develop a quarterly strategic social plan that syncs with your business goals and follows your brand promise. Keep your team focused, yet nimble to adjust tactics to get optimal results and think next practices.
Syncs with your business goals and objectives Associated with measurable results Starts with data-driven analysis Team brainstorming and collaboration
Twitter Campaign Goals: Brand visibility Generate links and traffic (content amplification) Influence search rankings Connect with customers / prospects Reputation & sentiment Content distribution Expert positioning Customer service YOU are the TOOL!
#SMSSummit @KurtKrejny @FathomOnline
KEYWORDS Keywords are still the foundation of how people quickly find information. Get inside the head of the searcher and create a social experience that matches their intent. Sync your social content with your search engine optimization efforts for optimal results.
Identify major themes Types of Keywords:
Branded, Non-branded, Strategic, Tactical, Long-tailed
Trending keywords Industry specific terms Incorporate keywords in social post content
Support the Scent of Information and rankings in search engines
Theme & Keyword Discovery
Keyword Nomination Process
Keyword Analysis & Refining
Content Development
Keyword Monitoring & Evaluation
#SMSSummit @KurtKrejny @FathomOnline
CONVERSIONS Conversion optimization is about building authority and credibility of your social experience and its power to persuade users to take preferred action. Conversion optimization requires ongoing testing to generate profitable leads and sales.
Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. It’s a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs.
Conversion Goals: Reduce anxiety Reduce friction Provide incentive for users Analyze the complete conversion funnel Implement on-going testing and measurement
#SMSSummit @KurtKrejny @FathomOnline
Develop Audience Personas• Start with your preferred audience• Put yourself in their shoes• Document educated guesses• Nuances of Twitter• Keep the dust off• Identify actionable insights• Prioritize efforts
Personas guide a smarter campaign
Product DrivenEstablished Products and Markets:• Financial Decision Maker• Champion• Evangelist• Power User
Brand New Products:• Innovators • Early Adopters • Early Majority• Late Majority • Laggards
People Driven• Based on the Meyers-Briggs Type
Indicator (MBTI) methodology• The Eisenberg Brothers simplified the
decision-model from 16 types of personalities to 4:• Competitive• Spontaneous• Methodical • Humanistic
#SMSSummit @KurtKrejny @FathomOnline
What can your solution do for me? Wants to know all possibilities and options; gain advantage over competitors; instantly want to know benefits and differentiators; quickly navigate your site to make a decision.
What they are using Twitter for: To connect to a large network of people To stay informed as things happen, to stay ahead of the curveBest ways to engage them through Twitter: Offer, special “social media” discounts, coupon codes Share “exclusive” information Competitive people love to receive responses or retweets from their favorite accounts.Types of content/messaging that would interest this type of persona: Exclusive offers / information Retweets of or responses to their messages Online contests (trivia, first to respond, etc.)
Competitive Personality Type
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Why is your solution best for my needs? Needs to know the opinions of others (testimonials and 3rd party reviews); does not want to miss out on a popular trend; wants to understand the value immediately; is looking for immediate gratification and will only skim copy for info.
What they are using Twitter for: For entertainment To find great deals onlineBest ways to engage them through Twitter: Have a unique and interesting voice that makes them
want to follow youTypes of content/messaging that would interest this type of persona: Advertise, special limited-time discounts
Spontaneous Personality Type
#SMSSummit @KurtKrejny @FathomOnline
How can your solution solve my problem? Needs hard evidence (graphs, tables and supported facts) in an organized fashion; not interested in sales speak; needs to know how you operate, will go through a substantial amount of information to feel like an expert; need to come to their own conclusion based on research and needs an outlet to ask questions if their appetite for info is not met
What they are using Twitter for: Gather information and stay on top of news Monitor social media for new products, new offerings, and
sometimes special pricingBest ways to engage them through Twitter: Share informative, news-worthy content Share information about products / services and new offeringsTypes of content/messaging that would interest this type of persona: Links to informative articles, whitepapers, case studies, etc.
(not just ones found on your site) Offer additional information on sales, products, services, and your industry
Methodical Personality Type
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Who has used your solution to solve my problem? Who are you? Why do you care?Wants guarantees, return and security policies; needs to relate to others at an emotional, empathetic level; needs customer testimonials and success stories; needs information about the company’s history and employees; needs a positive consensus from a community
What they are using Twitter for: To feel connected to favorite brands / people To feel part of a larger communityBest ways to engage them through Twitter: Encourage interaction by posing questions, conducting polls, giveaways, etc. Twitter contests Encourage the use of your hashtags / Participate in trending hashtags Retweet followers’ tweets (Don’t overdo this) Have a fun company voice that makes them enjoy following youTypes of content/messaging that would interest this type of persona: Retweet messages from customers Run online contests to encourage participation Create unique hashtags
Humanistic Personality Type
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Humanistic Persona
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Age: 27 Occupation: Registered Nurse Persona Type: Humanistic Attitude: Personal, relationship-oriented Time: Undisciplined, slow-paced Question: Who has used your solution to solve my problem? Who are you
and why do you care about me? Approach: Offer testimonials and incentives. Background: Time is precious for Odessa. She works hard and is prudent with
her money, but careful in decision making. She is loyal to brands that make her life easier, and wants to feel connected to them. She uses social media for product updates and discounts. She praises brands online often and shares information with friends, but does not hesitate to let the world know when she’s unhappy (in a polite way).
Demographics
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• Needs money back guarantees, return and security policies• Needs positive testimonials: product and customer service• Needs information about founder and employees• Scared of commitment• Needs to choose something supported by a community• Likes to see employee pictures• Turned off by negative opinions• Needs constant reassurance• Relies too heavily on others' opinions
Key Influencers
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• Find comfort in guarantees, return and security policies/seals• Relate to customer testimonials and success stories• Relate to the founder, employees and products/services on an emotional,
empathetic level• Find a positive consensus from a community
Motivation
#SMSSummit @KurtKrejny @FathomOnline
• Based on the personality types’ Key Influencers and Motivations, how would they go about reviewing your product or service offerings?
• What information would they need to conclude you are offering the product or service that will fulfill their need?
• Goals should start with a verb:• Find easily accessible product and service information via a website or social
media channel.• Experience painless online shopping.• Utilize promo/coupon codes for online purchases.• Promote favorite brands as an evangelist, and likes being recognized and
incentivized in the process.
Goals
Analysis
#SMSSummit @KurtKrejny @FathomOnline
Understand Your Followers• Utilize free and paid tools• Collect and analyze data• Develop custom formulas• Create segments from bios• Identify influencers
Existing data refines your strategy
http://retweet.co.uk http://retweetrank.com http://tweetreach.com http://peerindex.com
Don’t be afraid to recycle great content!
Find Your Best Performing Topics
#SMSSummit @KurtKrejny @FathomOnline
http://simplymeasured.com/freebies/twitter-follower-analytics
0500
1,0001,5002,0002,5003,0003,5004,000
3,424
828 685191 114 251
637122
Follower Profile Analysis: Top Keywords
- Time Zones- Followers by # of Followers- Date of Last Tweet- Users by # of Followers- Users by Total Tweets
(GMT-05:00) Eastern Time (US & Canada)
(GMT-06:00) Central Time (US & Canada)
(GMT-05:00) Quito
(GMT-07:00) Mountain Time (US & Canada)
(GMT-03:00) Greenland
0% 5% 10% 15% 20% 25% 30%
24%
13%
12%
11%
8%
5%
3%
3%
3%
2%
Followers Top Time Zones
20%
41%
19%
11%
9%
Users by # of Followers
0 to 100
100 to 500
500 to 1000
1000 to 2500
> 2500
Collect Twitter Follower Data
#SMSSummit @KurtKrejny @FathomOnline
#SMSSummit @KurtKrejny @FathomOnline
Influencer Deep Dive• Categorize influencers• Topics & communities of interest• Secondary influencers• Domain influence
Manipulate your message for influencer impact
Detailed Influencer Data: http://www.twitalyzer.com
- Entrance Keywords
- Referring Sites
- Event Tracking
- Visitor Flow
- Funnel Visualization
- Custom Segments
- Multi-channel Funnel
- Conversion Assists
- Social Media Influence
- Browser & OS
- Mobile Devices
- Load Time
ContentPerformance
AttributionModeling
UserExperience
TechnicalOperation
ANALYTICS Better Data + Better Understanding = Better Decisions. Measure success and make better strategic choices with quality data. Gain greater confidence in marketing your business in social media.
Referral Traffic – Quality Metrics
Referral Traffic – Conversions
Multi-Channel Funnels – Overview
Multi-Channel Funnels – Assisted Conversions
Multi-Channel Funnels – Top Conversion Paths
#SMSSummit @KurtKrejny @FathomOnline
Reach, engagement, talking about, check-ins “Like” demographics and location Tab views Referring traffic Export data
Facebook Insights
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FACEBOOK Facebook applications create an engaging user experience with your fan base. They can support your social media business goals for data mining, monetization, brand awareness, promotions, and audience participation.
Collected Information:Basic InfoFacebook ID, Picture, Gender, LocationAdditional Information (must ask permission to access)About Me Section, Birthday, Check Ins, Education, Events, Groups, Hometown, Interests, Likes, Notes, Photos, Relationship Status, Videos, Work History
Custom Application Ideas:• Sweepstakes• Coupons• Store Locator• Quizzes & Trivia• Photo & Video Contests• Brand Awareness • New Product Launch
#SMSSummit @KurtKrejny @FathomOnline
Top 10 videos Geography / Demographics Drill down by video Traffic sources Audience retention Engagement metrics
Subscribers Likes / dislikes Favorites Comments Sharing
Export data
YouTube Analytics
#SMSSummit @KurtKrejny @FathomOnline
LinkedIn Analytics Follower metrics Engagement for specific Products & Services pages Visits by:
Seniority Industry Function Region Company Size Employee vs. Non-employee
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http://www.pinreach.com http://www.reachli.com http://www.pingraphy.com
http://pinteresttools.fathomdelivers.com
Pinterest Analytics
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Email Marketing Analytics Open rates (review subject lines) Click through rates (links and calls to action) Personalization tactics Forward to a friend A/B testing messaging A/B testing landing pages
Production
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CONTENTValuable content and engagement in social media should educate, solve problems, build relationships, expand reach, and promote action. Think sustainability!
Attributes of Sustainable Content:
It is compelling and is diverse in its method of delivery Focuses on quality and demonstrates relevancy and value Showcases authority and credibility to influence conversions Provides a personalized feel and simple path to action Empowers personal and professional development Written to obtain co-occurrence/co-citation results Written for social media sharing and engagement Weaves in off-topic and loosely related content (yet still provides value) Has an emphasis on visualized design
#SMSSummit @KurtKrejny @FathomOnline
PROMOTION Promoting your Twitter profile and great content will help you earn followers and build relevant and authoritative inbound links. Focus on building relationships and earning link equity with great content.
Articles, Guides, Whitepapers Link bait creation Guest blogs Forums and review sites Local citations News releases Reputation responses User-generated content Sponsorships / paid media Video distribution Infographic placement Targeted outreach
#SMSSummit @KurtKrejny @FathomOnline
BLOGGING Blogs allow you to promote fresh and engaging content and naturally integrate well with social media channels. Content creation and optimization efforts should be designed to amplify your brand message and enhance online visibility.
MAIN SITE
ThemeBuilding
Branded Authority
Earned Shares & Links
Audience Engagement
Targeted Promotion
Influencer Outreach
BLOGGING COMMUNITY
Off-site Visibility
Rankings & Traffic
Conversions
ReadabilityEditorial Calendar
User Experience Post Series
PersonalizedVideo Integration
Monitoring Research
CommunityManagement
Visualized Content
GuestContribution
Key Influencers
SocialSharingPolling
Topic Generation
Constructive Conflict
#SMSSummit @KurtKrejny @FathomOnline
Focus on readability, user experience and personalized content Robust, timely and efficient topic monitoring and research Encourage and facilitate guest contributions Develop comment generation tactics Optimize the social sharing experience Leverage social data to generate powerful topics Develop and maintain an editorial calendar Integrate educational and informative videos Develop a compelling blog post series to encourage repeat visits Create more visualized content Establish industry leadership through polls and constructive conflict Target evangelists and coordinate interviews and relations
Integrated Blog & Community Management
Implementation
SWOT Analysis Revisited
STRENGTHS Ranking for branded search Optimal images, bio and URL Connected to blog posts Custom URL shortener with tracking Custom background Engaged followers Valuable and informative content Loads of retweets Personality in messaging Timely response strategy Crisis management plan developed Excellent following/follower ratio Proper on-site integration Sharing widgets in the right spots Efficient account management Efforts support business goals Solid reporting and analysis Extensive library of digital assets
OPPORTUNITIES Duplicate accounts removed Few negative mentions Secure account access Customer service requests honored Early adopter with new channels ROI tied to all efforts Solid base of brand evangelists Employee social media guidelines Effective management tools Social CRM integration Boost search engine rankings
#SMSSummit @KurtKrejny @FathomOnline
Acquire > Nurture > Convert Utilize data to determine effective content Strategically plan your content
Content calendar / posting schedule Determine % of activity in each audient segment Develop outreach strategy for influencers Utilize management tools Establish follow criteria Follower maintenance Update SWOT analysis
Tools / data / experience / hustle / sound marketing
#SMSSummit @KurtKrejny @FathomOnline
Engage with your brand advocates on a regular basis Follow the people that follow you on other channels Give praise for something posted about the industry Follower of the day Fan photos Featured preferred partners Share other viral content Favorite tweets Follow media sites
Twitter Strategy > Recognize
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Contests (random or earned) Limited time promo code First time customer promo Free product to evangelists Charitable efforts
Twitter Strategy > Incentivize
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Use lots of pictures! Instagram Flickr
Videos Vine YouTube
Infographics Infobytes
Twitter Strategy > Visualize
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Fact of the day Trivia / Questions / Polls Participate in industry tweet chats Live tweeting (events, conferences, webinars)
Twitter Strategy > Intellectualize
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Follow competitors followers if it makes sense Interesting links build reach Promote popular hash tags Consider paying for promoted tweets
Twitter Strategy > Capitalize
#SMSSummit @KurtKrejny @FathomOnline
Your follow-back criteria: Nobody, everyone, selective Following/Follower ratio Activity or lack thereof Key Influencers / Brand evangelists Relevancy
Their follow-back criteria: Following/Follower ratio Credibility Valuable Content Interaction Incentives and rewards Recognition
Follower Criteria and MaintenanceMaintenance: Work for that follower
Engage and reward Are they following you back?
What is your organization’s position on follower criteria?
#SMSSummit @KurtKrejny @FathomOnline
Searchable name / support brand Bio – add @profile, hash tag or URL
Tell people why they should follow you Test various elements
Is location important? Web URL supports your goals Favorites / Public Lists Multiple users – consider monikers ^KK Custom URL shortener (trackable)
Profile Optimization
Find-ability - High Visibility Gets Traffic
#SMSSummit @KurtKrejny @FathomOnline
Brand colors / easy to read Add more info / images Call to action / phone number Promote other profiles Add personality (get creative with the profile pic and header image)
Profile Design
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Twitter Visibility Tips Build reach with interesting and unique links Stop talking about yourself! Don’t be negative / don’t be boring For more clicks, tweet slower Longer tweets get more clicks For more clicks, tweet later in the day and week Weave in words that lead to retweets: you, free, new Learn what words are least retweetable Put links near the beginning of tweets
Links get retweeted Use action words to get more clicks Social call to actions
Please RT!
#SMSSummit @KurtKrejny @FathomOnline
Get your Twitter profile to rank Proactive reputation management Link building and Twitter directories Daily recap service (paper.li, storify)
Cross-channel promotion Include handle in press releases Email signature / newsletters Offline promotion
TV, radio, print, business cards, tradeshow displays, storefront, QR codes
Use standard hash tags to support themes Tweet about timely trending topics
Organic Visibility Tips
#SMSSummit @KurtKrejny @FathomOnline
On-site Promotion
Profile link placement Feed on homepage, newsroom or blog
Fresh content Sharing widget
Determine what should be shareable Pre-populated text (make it easy)
Twitter sign-in option Retweet links within content Promote hash tags within content
Use-ability - Make Audience Participation Easy
Share-ability - Provide Tools to Spread Your Message
Reporting
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REPORTING Your reporting solution(s) should provide your business the necessary information for accountability in managing social media. Focus on the efforts and ROI metrics that support your market share visibility and bottom line.
Hard Conversions: Form leads / online transactions Phone orders (call tracking number) Coupon code redemptionSoft Conversions: Follower metrics RetweetsKPI’s (quantity and quality): @replies Direct messages Profile ranking in SERPs Add to lists / favorites Brand sentimentCreative Calculations: Value of a Twitter follower Value of retweet / trending topic
There is no magic ROI calculation for social media – use what makes
sense for your business
#SMSSummit @KurtKrejny @FathomOnline
Think holistically (end result in mind) Detailed SWOT analysis Follow a process – generate more creativity Understand your audience Don’t skimp on strategy and data analysis
(work smarter, not harder) Develop a best practices library and integrate efforts Execute well and on time Close the loop Think next practices
Pulling It All Together!
http://twittertools.fathomdelivers.com
Kurt Krejnyhttp://www.kurtkrejny.com
Thank You!