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!


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…


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!


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


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


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


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


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


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


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


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


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!


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


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


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


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


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


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


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


Humanistic Persona


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


• 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


• 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


• 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


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

http://retweet.co.uk/

http://retweet.co.uk/

http://retweetrank.com/



http://tweetreach.com/



http://www.peerindex.com/

http://www.peerindex.com/


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




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

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


Reach, engagement, talking about, check-ins “Like” demographics and location Tab views Referring traffic Export data

Facebook Insights


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


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


LinkedIn Analytics Follower metrics Engagement for specific Products & Services pages Visits by:

Seniority Industry Function Region Company Size Employee vs. Non-employee


http://www.pinreach.com http://www.reachli.com http://www.pingraphy.com

http://pinteresttools.fathomdelivers.com

Pinterest Analytics

http://www.pinreach.com/



http://www.reachli.com/

http://www.reachli.com/

http://www.pingraphy.com/

http://www.pingraphy.com/

http://pinteresttools.fathomdelivers.com/

http://pinteresttools.fathomdelivers.com/


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


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


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


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


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


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


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


Contests (random or earned) Limited time promo code First time customer promo Free product to evangelists Charitable efforts

Twitter Strategy > Incentivize


Use lots of pictures! Instagram Flickr

Videos Vine YouTube

Infographics Infobytes

Twitter Strategy > Visualize


Fact of the day Trivia / Questions / Polls Participate in industry tweet chats Live tweeting (events, conferences, webinars)

Twitter Strategy > Intellectualize


Follow competitors followers if it makes sense Interesting links build reach Promote popular hash tags Consider paying for promoted tweets

Twitter Strategy > Capitalize


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?


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


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


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!


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


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


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


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

[email protected]

Thank You!

http://twittertools.fathomdelivers.com/

mailto:[email protected]

mailto:[email protected]

twitter analysis and action

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