Twitter Resources

Nicki’s guide to Twitter and its best practices

Table of Contents• 4- Stats and Data Points

– 5-6- What Is Twitter?– 7- History of Twitter- Overview– 8-11 History of Twitter– 12-13- Twitter Statistics– 14- Twitter Limits– 15- User Statistics– 16- User Demographics

• 17- Best Practices– 18-20- Branding Yourself– 21-22- Retweets– 23-25- Customized Backgrounds– 26-29- Hashtags– 30- Gaining Followers– 31- Interacting on Twitter– 32-37- Twitter Parties– 38- Organizing Your Followers– 39- Promoted Tweets– 40- Promoted Trends and Accounts– 41- Enhanced Profile Pages– 42-48- Analytics

Table of Contents

• 49- Case Studies– 50-55- Aunt Chilada’s Twitter Party– 56-59- Bonobos– 60-62- American Airlines Tweet to Win 30K Miles – 63-65- Network Solutions and Go Granny– 66-68- USA for UNHRC Tweetathon

• 69- Appendix– 70- Twitter Videos– 71-72- Citations

STATS AND DATA POINTS

What Is Twitter?

• Twitter is a social networking site that allows users to “Tweet” 140-character messages to followers.

• Twitter allows users to group accounts they follow into Lists, as well as reply publicly to Tweets and send private direct messages to contacts who are following them.

• Twitter allows users to display photos and videos, tag other accounts in Tweets and share links with followers.

• Twitter features trending topics and cultivates trends utilizing hashtags that promote topics.

What Is Twitter?

• A “mention” occurs when you mention an account in your Tweets by preceding it with the @ symbol

• A “Retweet” is sharing a Tweet by another follower with your own followers by clicking the Retweet button

• A hashtag is a word preceded by the # symbol that helps assign your Tweet a theme that may be shared with other Tweets with the same hashtag

History of Twitter- Overview

• Twitter was created in March 2006 and launched in July 2006.

• There are more than 250,000,000 Tweets per day, more than 1.6 billion search queries per day, and more than 100,000,000 million active Twitter users.

SourceAs of January 2012http://business.twitter.com/basics/what-is-twitter/

History of Twitter

• March 21, 2006- Twitter co-founder Jack Dorsey publishes the first Tweet: “just setting up my twttr”

• July 15, 2006- Twitter launches.• March 2007- Twitter catches the attention of social media

influencers at South by Southwest.• March 2008- Twitter has 1.3 million registered users.• April 2009- Twitter has 6 million registered users.• June 2009- Twitter is rumored to have ecommerce plans.• October 2009- Twitter opens firehose access to Google and Bing.

Each brings in $15 million and $10 million, respectively.SourceAs of September 30, 2011http://mashable.com/2011/05/26/twitter-advertising-infographic/http://mashable.com/2011/09/30/twitter-history-infographic/

History of Twitter

• December 2009- Kim Kardashian said to receive $10,000 per Tweet through a deal with Ad.ly.

• March 2010- Twitter opens firehose to startups, but cost to access Twitter’s data is still unknown.

• April 2010- Twitter has 105 million registered users.• April 2010- Promoted Tweets, the company’s first

advertising platform, is introduced. The first promoted Tweet is by Advertising Age. It costs about $120,000 per day for a promoted Tweet.

SourceAs of September 30, 2011http://mashable.com/2011/05/26/twitter-advertising-infographic/http://mashable.com/2011/09/30/twitter-history-infographic/

History of Twitter

• June 2010- Promoted Trends launches. The first trend is Disney Pixar’s Toy Story 3.

• September 2010- Twitter has 145 million registered users.• October 2010- Promoted Accounts goes live and is based

on “Suggestions for You.” The first account is @Xbox.• December 2010- Twitter introduces a turnkey advertising

solution with a form on its site letting businesses express their interest in Promoted Tweets, Trends and Accounts.

• January 2011- eMarketer predicts Twitter will triple its advertising revenue to $150 million in 2011 and will hit $250 million in ad revenue in 2012.

SourceAs of September 30, 2011http://mashable.com/2011/05/26/twitter-advertising-infographic/http://mashable.com/2011/09/30/twitter-history-infographic/

History of Twitter

• March 2011- Charlie Sheen joins Twitter and sets the Guinness World Record for “Fastest Time to Reach 1 Million Followers” (in 25 hours). Within a few days, he works with Ad.ly to promote Internships.com via his Tweets.

• April 2011- Twitter experiments with third-party text ads on its web page in the right-hand column below the “Trends” section.

• September 2011- Twitter has 200 million registered users, 100 million active users who log in once a month and 50 million active users who log in every day.

SourceAs of September 30, 2011http://mashable.com/2011/09/30/twitter-history-infographic/http://mashable.com/2011/05/26/twitter-advertising-infographic/

Twitter Statistics• The top 10 Twitter users

SourceAs of January 10, 2012http://twitaholic.com/

Twitter Statistics

SourceAs of September 30, 2011http://mashable.com/2011/09/30/twitter-history-infographic/

Twitter Limits

SourceAs of January 24, 2012https://support.twitter.com/articles/66885-i-can-t-follow-people-follow-limits

• Twitter imposes certain limits on how many accounts you may follow, how many messages you may send and how many times per day you may Tweet.– Accounts may only follow 2,000 accounts until they have 2,000 followers

themselves. Additionally, Twitter has an unpublished follow ratio of how many accounts you may follow based on how many followers your account has.

– Twitter accounts may only follow 1,000 accounts a day, and aggressive following may result in suspended accounts.

– Accounts may Tweet no more than 1,000 times per day.– Sent direct messages are limited to 250 per day.– Changes to account e-mail are limited to four per hour.

User Statistics• 81% of users follow less than 100 people.• Males are more likely to use Twitter for work-related research and

news search.• Females are more likely to keep in touch with friends and post

status updates.• 72% of daily Twitter users publish blog posts at least monthly.• 48% of Twitter users share deals and coupons online.• 61% Write at least one product review a month.• 23% of Twitter users follow businesses to find special deals,

promotions or sales.

SourceAs of January 25, 2012http://business.twitter.com/pdfs/Twitter-One-Pager-Local-Business.pdfhttp://mashable.com/2011/09/30/twitter-history-infographic/

User Demographics

• 61% of all Tweets are in English.• 18% of Twitter users are Hispanic.• 42.3% of Twitter users are between 30 and 49

years old.• 47% of Twitter users have children.• 30% of Twitter users have an annual

household income of more than $100,000.

SourceAs of September 30, 2011http://mashable.com/2011/09/30/twitter-history-infographic/

BEST PRACTICES

Best Practices: Branding Yourself

• Claim your Twitter handle. Make it one that is reflective of your brand. If your brand’s name is already taken on Twitter, contact that user to see if purchasing the name is an option, or, if username squatting is occurring, contact Twitter support here: http://bit.ly/yCgS83

• Draft your bio. Make it reflective of the rest of your brand.• Add photos to your Twitter profile by clicking the camera icon below

the Tweet box, then uploading your file.• Create a customized background that reflects your brand.

SourceAs of May 20, 2009 http://mashable.com/2009/05/20/twitter-personal-brand/

Best Practices: Branding Yourself

• Give your brand a personal touch by making the avatar a strong personality. Consider using a prominent person from the company to be the Twitter account’s voice, or use a mascot to power the account.

• Use other accounts to support your branding. Have Twitter users who work for your brand tag you in their bios, and promote related Twitter accounts mutually.

• Consider adding your blog posts to your Twitter feed automatically, using a resource such as Twitterfeed: http://twitterfeed.com/.

SourceAs of May 20, 2009http://mashable.com/2009/05/20/twitter-personal-brand/

Best Practices: Branding Yourself

• Demonstrate expertise in an area by cultivating trusted sources on topics and Retweeting stories from those accounts.

• Establish a Twitter marketing plan.– Add your Twitter handle to your e-mail signature.– Add your Twitter account to your company website, and integrate

Twitter sharing posts throughout stories on the website.– Connect with other Twitter users by responding to their Tweets and

mentioning them in Tweets.SourceAs of May 20, 2009http://mashable.com/2009/05/20/twitter-personal-brand/

Best Practices: Retweets• There are two ways to Retweet

– Add RT, plus the Twitter user’s handle and the original Tweet.– Click the Retweet button under the Tweet.

• Tweetmeme (http://www.tweetmeme.com) is a website that displays the most popular Tweets, with dozens of categories separating Tweets.

• To check which Twitter users are Retweeting your Tweets, click on the Interactions section.

• Disabling Retweets– To disable Retweet updates from a particular user in your home

timeline, click on a user’s profile. – Next to the Following button, click the icon that looks like two arrows—

the same icon listed next to the Retweet button under Tweets.– Hover over the icon—it will say “Retweets from this user will appear in

your timeline.” Click the icon so the color changes from green to white.SourceAs of January 12, 2012https://support.twitter.com/entries/77606-what-is-retweet-rt

Best Practices: Retweets

• Twitter users are not able to turn off Retweets completely—they may only unfollow individual users.

• Retweets may be done from individual Twitter apps.

• To undo a Retweet, click “Undo a Retweet” underneath the Retweet.

SourceAs of January 12, 2012https://support.twitter.com/entries/77606-what-is-retweet-rt

Best Practices: Customized Backgrounds

Best Practices: Customized Backgrounds• Benefits of a custom background

– Personalization and expression—show other Twitter users what you’re interested in

– Additional info—add more information about yourself than is allotted in the traditional bio to create personal branding on your page

• How to do it– Go to Settings, then Design, then Change background image– Add any image you’d like, as long as it’s less than 800k

• To optimize your image and prevent it from being covered up by your Twitter profile, aim for an image that is 1,600px wide by 1,200px tallSource

As of May 23, 2009http://mashable.com/2009/05/23/twitter-backgrounds/http://www.croncast.com/blog/1320/Twitter-background-guidelines-template-size.php

Best Practices: Customized Backgrounds

• Applications for customized backgrounds– MyTweetSpace- http://www.mytweetspace.com/– TweetStyle- http://tweetstyle.com/– Free Twitter Designer- http://freetwitterdesigner.com/– TwitBacks- http://www.twitbacks.com/– TwitterGallery- http://www.twittergallery.com/– Twitter Customizer- http://www.twittercustomizer.com/– Twitpaper- http://twitpaper.com/– Twitterimage-

http://www.socialidentities.com/main.htmlSourceAs of May 23, 2009http://mashable.com/2009/05/23/twitter-backgrounds/

Best Practices: Hashtags

• What is a hashtag?– Hashtags help create trends and topics, making

Tweets containing that hashtag easily findable in searches.

– Popular hashtags for the area you are in will show up under the Trends section on the right-hand side of the profile.

SourceAs of May 23, 2009http://mashable.com/2009/05/17/twitter-hashtags/

Best Practices: Hashtags

• Sites to gather hashtag data from:• What the Trend?- http://www.whatthetrend.com/• Twubs- http://twubs.com/• Hashtags.org- http://hashtags.org/• Tagalus- http://tagal.us/• Twitter Search- https://twitter.com/#!/search-home• Trendistic- http://trendistic.indextank.com/• Monniter- http://monitter.com/

SourceAs of May 23, 2009http://mashable.com/2009/04/04/twitter-trends/http://mashable.com/2009/05/17/twitter-hashtags/

Best Practices: Hashtags

• Give your hashtags weight. Use them sparingly and only when they can provide useful context.

• Explain your hashtag. If it’s something some people will not understand, explain it in a Tweet before you use it in other Tweets.

• To spread your hashtag, alert your followers or Twitter user friends to spread it themselves with their own Tweets.

SourceAs of January 12, 2011http://mashable.com/2009/05/17/twitter-hashtags/http://twitter.pbworks.com/w/page/1779812/Hashtags/

Best Practices: Hashtags

• If you are using a hashtag to promote an event or brand, keep it short. Remember, you only have 140 characters for each Tweet, so keep the hashtag as concise as possible.

• To spread the hashtag, alert Twitter followers to it through social channels before the event.

SourceAs of May 17, 2009http://mashable.com/2009/05/17/twitter-hashtags/

Best Practices: Gaining Followers

• Decide what types of accounts you’d like to follow. Search for topics in the Twitter search box, and click follow.

• Introduce yourself. Tweet at the account your following with a reason you’re following, who you are and how you hope to connect on Twitter.

• Find prominent followers by using Twellow.com. Twellow separates accounts into topics and geographic areas, with the most prominent accounts featured first.

• Entice users to follow your brand by offering rewards and information found nowhere else through Twitter.

Best Practices: Interacting on Twitter

• To find other accounts that are interacting with you on Twitter, click the @(yourname) icon. This will show you a stream of accounts that are following you, mentioning you and Retweeting you. Show your appreciation by publicly thanking those accounts with Tweets, introducing yourself or finding a shared connection.

• Other users might mention your brand on Twitter without tagging your account. To search for mentions, type your brand name into the search box on the top of the page.

• Every Friday is Twitter’s “#followfriday”. To participate, choose Twitter accounts you enjoy following and want to suggest to others. Type #FF or #followfriday, followed by the @(account)’s you want to suggest to others.

• To add a Tweet to your list of Favorite’s, which alerts the Twitter account whose Tweet you favored, click “Favorite” underneath the Tweet.

Best Practices: Twitter Parties

• A Twitter party is like a moderated chat room that is hosted through Twitter. During a Twitter party, participants Tweet out their chats, so the whole conversation is displayed publicly on each participant’s Twitter feed. Twitter parties use hash tags to spread themes and keep people clued in to discussions, and they’re a useful tool in branding names and promoting products.

– What is the purpose/theme of the party?• Get people involved before the party starts—send them

free samples of products they could win, send them questions to think about to answer during, make them aware of any hash tags and moderator Twitter handles they should know of.

Best Practices: Twitter Parties• Invite Twitter users who fit the theme. Get the chatter going before the

party with Tweets and hash tag usage. Target prominent bloggers and Twitter users who might spread the word about your party or talk about it afterward.

– How will you get people to come?• Entice people to come by drawing door prizes for people who RSVP. Make

the RSVP public, so that only people who have displayed their RSVP on their Twitter feeds are eligible for the prizes—which in turn helps promote your party.

• To get people to stay the whole time, give away your two biggest prizes at the beginning of the party and the end of the party.

– Who will be the moderators?• What will the moderators’ roles be in the party? Will they ask questions

throughout? Will they facilitate discussion? Or will they monitor what other people are saying and respond to questions asked by participants?

Best Practices: Twitter Parties• Make sure moderators are paying close attention to the

discussions and are responding accordingly. Respond to as many people as you can to make people feel like they’re a part of the party, and write Tweets in a conversational way so it seems more personal.

– What will the discussion be geared towards?• What questions will you ask? What will you RT? How will you

get participants to talk to each other?• Make the theme something people care about and will want

to Tweet about. Ask engaging questions that make people think and make them want to have their voice heard and participate in the discussion. Make it fun—it’s a party, after all!

Best Practices: Twitter Parties

– What time of the day will the party be, and how long will the party be?• Make sure instructions on how to join are crystal clear

to users.• Consider keeping it short and sweet—an hour is an

ideal amount of time to ask Twitter users to participate.• Consider the audience. If the party is about a fun

product, make it after work hours. If it’s work-related, make it during the day.

Best Practices: Twitter Parties

– What platform will you use?• TweetGrid— http://tweetgrid.com/

– Allows you to create a customized grid with a link to send out to party participants.

– Allows you to include a hashtag and Twitter name and see real-time updates.

– Free.

• TweetDeck— http://www.tweetdeck.com/– Allows you to follow as many different hash tags or accounts as you want.– Users can control speed at which messages refresh.– Free.

Best Practices: Twitter Parties• TweetChat—http://tweetchat.com/

– Allows you to enter a hash tag and see real-time Tweets containing that hash tag.– Only one hash tag is allowed. – Users can control speed at which messages refresh.– Free.

• Twubs— http://twubs.com/– Allows you to enter a hash tag and see real-time Tweets containing that hash tag.– Only one has tag is allowed.– Free.

– How will you keep the Twitter party momentum going?• Write a blog re-cap of the party—what people learned from it, what

great points were brought up, cool new connections that were made.• Announce when your next one is at the end of the party.• E-mail participants with Twitter handles of moderators and how to RSVP

to the next party.

Best Practices: Organizing Your Followers

• For accounts that follow many other accounts, utilizing Twitter Lists is imperative, since it allows you to organize your followers based on certain themes and see custom Twitter streams featuring those followers’ Tweets.

• To create a List, click on Lists, then click Create a List.– Name your List appropriately, then choose

whether you’d like other Twitter users to have access to the List or prefer it’s private.

– Go through the accounts you’re following, and to add them to Lists, click the head shot icon, then Add to List.

Best Practices: Promoted Tweets

• Promoted Tweets can be targeted to search results or to user timelines.• Promoted Tweets features geographic targeting.• Promoted Tweets targeted to search results appear at the top of the

results page.• Promoted Tweets on timelines appear at the top or near the top of

Twitter users timelines.• These may be targeted to both followers and to users similar to your followers.

• Promoted Tweets are priced on a cost-per-engagement scale, meaning only Tweets that are clicked on, replied to, Retweeted or favorited must be paid for.

SourceAs of January25, 2012http://business.twitter.com/advertise/promoted-tweets/

Best Practices: Promoted Trends and Accounts

• Promoted Trends– Promoted Trends are displayed next to users’

timelines. Promoted Trends are branded hashtags

– Promoted Trends aid in building mass awareness, building buzz for launches and events, and building up brands by association to the Promoted Trend.

– Currently, Promoted Trends are in beta and are only available to a small selection of advertisers.

• Promoted Accounts– Promoted Accounts are featured in users’ “Who

to Follow” boxes, along with a button to click to instantly follow.

– Promoted Accounts may be geotargeted.– Promoted Accounts aid in gaining followers,

building up to an event or creating brand awareness.Source

As of January 25, 2012http://business.twitter.com/advertise/promoted-trends/http://business.twitter.com/advertise/promoted-accounts/

Best Practices: Enhanced Profile Pages

• Currently, a select group of Twitter accounts have access to enhanced profile pages.

• Enhanced profile pages allow accounts to add a header image and feature specific content.

SourceAs of January 25, 2012http://business.twitter.com/advertise/enhanced-profile/

Best Practices: Analytics

• Hashtags: http://hashtags.org – Search hashtags

and see the Tweet, user posting Tweet and date

Best Practices: Analytics

• Crowdbooster: https://crowdbooster.com/index/– Targeted recommendations

• Better reach important influencers• Create content that resonates with audience• Send content at most effective times

– Insights about each message • Interactive graph to show which Tweets are “working”• Customize date range to understand impact of campaign

– Follower growth• Customize date range

– Deep audience insights• Uncover followers with high online influence

Best Practices: Analytics

• Twitter Counter: https://twittercounter.com– Free Stats:

• View weekly, monthly, or 3-monthly• Graph of number of followers, and number of following

– Premium ($15 per month) – 1 account• Basic Twitter stats• Mentions and Retweets• Exports for Excel• Twitter Tracker – track brand, website, or any topic on Twitter

– Rate sentiment– Get unique report pages– Share insights

– Pro Stats Basic – $125/month with 5 accounts• Premium features, plus download PDF reports

– Pro Stats Branded - $150/month with 10 accounts • Pro Stats Basic features, plus branded reports and custom graph colors

Best Practices: Analytics

Twitter Counter

Best Practices: Analytics

• Simply Measured: http://simplymeasured.com/freebies/twitter-follower-analytics– Export Twitter followers into Spreadsheet– Required “Tweet” every time the report is pulled, or

$10 for report• Plans start at $500 a month for reports• Can request free trial

– Provides raw Excel data as well as charted data

Best Practices: Analytics• Twitter Advertiser Analytics– All advertisers on Twitter gain access to Twitter’s

analytics systems.– Promoted Tweets, Trends and Accounts

Dashboards display impressions, Retweets, clicks, replies and follows.

– The Timeline Activity dashboard offers analytics on each Tweet.

– The Followers Dashboard divides followers by interests, geography, gender and engagement.

SourceAs of January 25, 2012http://business.twitter.com/advertise/analytics/

Best Practices: AnalyticsTwitter Advertiser Analytics

Sourcehttp://business.twitter.com/advertise/analytics/

CASE STUDIES

Case Studies: Aunt Chilada’s Twitter Party

• On Tuesday, November 29, Aunt Chilada’s Mexican food restaurant, part of Arizona Grand Resort hotel, hosted a Twitter party to promote sales of its holiday tamales and reinforce the relationship between Aunt Chilada’s and Arizona Grand Resort.

• Twitter users Tweeting about the party were encourage to add on the branded hashtag #auntchiladas to their Tweets to create buzz about the party.

• Twitter users were invited to the party through Facebook and Twitter and prompted to join the party using TweetGrid, a Twitter application that allowed users to see all Tweets throughout the party.

Case Studies: Aunt Chilada’s Twitter Party

The TweetGrid application used during the Twitter party

Case Studies: Aunt Chilada’s Twitter Party• The Twitter party had participants from both inside Arizona and outside,

including as far reaching as Ohio and New Jersey. Throughout the hour-long digital party, the Arizona Grand Twitter account asked questions about the holidays. Responders were entered to win free food from Aunt Chilada’s. Also up for grabs was a great door prize: a 2-night stay at the Resort. The party spread the Aunt Chilada’s brand by asking questions that related to Aunt Chilada’s and by utilizing the hash tag #auntchiladas.

• The party yielded the following:– 290 Tweets that contained the #auntchiladas hash tag, all of which

had a positive sentiment. – Social Reach of 6,437 Twitter users were exposed to the Aunt Chilada’s

brand. – Increase in Twitter followers for @ArizonaGrand.– Offline conversion, including in-store traffic directly associated with

the party.

Case Studies: Aunt Chilada’s Twitter Party• Twitter Party: Sample Question

• Responses were also tailored to not only be genuinely engaging to Twitter followers, but also to promote the Aunt Chilada’s brand and Arizona Grand Resort.– Twitter Party: Sample Responses

Case Studies: Aunt Chilada’s Twitter Party• Throughout the discussion, Twitter followers expressed their interest for

Aunt Chilada’s and Arizona Grand Resort themselves, broadcasting their support to all their Twitter followers and further spreading the Aunt Chilada’s and Arizona Grand Resort brand, as well as reinforcing the relationship between Aunt Chilada’s and Arizona Grand Resort.

• Twitter Party: Sample Participant Tweets

Case Studies: Aunt Chilada’s Twitter Party

• Key Insights– Be genuine with your party Tweets. Don’t just spew

marketing speak—convey a genuine interest in your Twitter followers and try to connect with them personally.

– Offer up enticing prizes to encourage participation. Create questions that relate to the prizes, and utilize a branded hashtag during the party to continue the buzz and make it a trending topic on Twitter.

– Keep the conversation going after the party. Continue to interact with participants once the party is over.

Case Studies: Bonobos• Bonobos, a men’s apparel brand, launched a sale of their

clothes exclusively on Twitter, calling the sale a “Twixlusive”• For 24 hours, Twitter users were directed to purchase pants

at almost half the price. Before the deal officially went live, Bonobos stipulated that 49 Retweets would be needed—this was achieved within 10 minutes, with 80 Retweets within 8 minutes.

SourceAs of January 25, 2012http://business.twitter.com/optimize/case-studies/bonobos/

Case Studies: Bonobos

• To aid with promotion, Bonobos used Promoted Tweets to announce the deal.

• The exclusive sale resulted in 1,200% return on investment.

• Bonobos says the deal was 13 times more cost-effective in cost per acquisition than other marketing channels.

• The deal resulted in 100 first-time purchasers.

SourceAs of January 25, 2012http://business.twitter.com/optimize/case-studies/bonobos/

Case Studies: Bonobos

• Key Insights– Rewarding Twitter followers with exclusive deals is a

way to keep followers engaged and increase your following.

– To build buzz about your promotion, don’t make it official until it is organically spread by Twitter followers—for example, ask for a specific number of Retweets before unleashing the deal.

– If you’re going to do a brand promotion, make it a great deal that your followers will be passionate about.

SourceAs of January 25, 2012http://business.twitter.com/optimize/case-studies/bonobos/

Case Studies: Bonobos

• Key Insights– Rewarding Twitter followers with exclusive deals is a

way to keep followers engaged and increase your following.

– To build buzz about your promotion, don’t make it official until it is organically spread by Twitter followers—for example, ask for a specific number of Retweets before unleashing the deal.

– If you’re going to do a brand promotion, make it a great deal that your followers will be passionate about.

SourceAs of January 25, 2012http://business.twitter.com/optimize/case-studies/bonobos/

Case Studies: American Airlines Tweet to Win 30K Miles

• To celebrate the 30th anniversary of its AAdvantage program, American Airlines ran a Twitter contest offering followers a chance to become one of 30 people to win 30,000 free airline miles.

• To enter, followers had to register their AAdvantage number on a microsite, Tweet the branded hashtag #Deal30 and follow the @AAdvantage account.

SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

Case Studies: American Airlines Tweet to Win 30K Miles

• Within 1 week, the microsite gained nearly 18,000 clicks via Twitter.

• The @AAdvantage account saw a 70% increase in followers from the campaign.

• Retweets increased 43%, and the Deal 30 microsite gained more than 27,000 entries.

SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

Case Studies: American Airlines Tweet to Win 30K Miles

• Key Insights–Utilizing a branded hash tag during a

campaign helps to build buzz about the campaign.– To make a campaign worthy to your brand,

require participants follow your account to enter and use a branded hash tag.– Integrate Twitter into other digital marketing

outlets, such as microsites.SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

Case Studies: Network Solutions and Go Granny

• Domain registrar Network Solutions parodied Go Daddy girl commercials with Go Granny, “the original domain girl”.

• To aid with this promotion during Super Bowl weekend 2011, Network Solutions created a Twitter account for Go Granny, who hosted hour-long Twitter sessions where she attracted the attention of key social media influencers. The “tweetcapades” were aided by bloggers from female-centric BlogHer.

SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

Case Studies: Network Solutions and Go Granny

• In 5 days, the campaign garnered more than 3,500 Tweets and nearly 20 million impressions.

• As a result of the campaign, #GoGranny became a trending topic in Washington, D.C.

• Network Solutions’ sales of the .co domain increased by 500% during the campaign.

• To support the efforts on Twitter, Network Solutions promoted the campaign on Twitter, through blog posts, through an e-mail blast, and through traditional media public relations and a press release.

SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

Case Studies: Network Solutions and Go Granny

• Key Insights– Giving your brand a unique voice, such as a risque

grandmother, makes your brand stand out in the social space.

– To ensure your Twitter campaign succeeds, spread the word on other social channels.

– To give your campaign power, partner with like-minded social media experts, such as bloggers.

– To really make an impact, consider hosting “tweetcapades” with specific topics or branded hashtags.

SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

Case Studies: USA for UNHRC Tweetathon

• In honor of World Refugee Day 2011, USA for UNHRC hosted a Tweetathon, part of a larger week-long campaign, where prominent Twitter users Tweeted constantly for an hour each utilizing the branded hashtag #bluekey.

• People who saw participants’ Tweets were encouraged to purchase a Blue Key pin or pendant in support of refugees worldwide.

SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

Case Studies: USA for UNHRC Tweetathon

• On the day of the Tweetathon, 1,524 Tweets featured the #bluekey hashtag; the daily average was 50 during the entire campaign.

• Traffic to the Blue Key website increased 169% during the campaign.

• More than 50% of key purchases during the campaign resulted from the Tweetathon.

SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

Case Studies: USA for UNHRC Tweetathon

• Key Insights– Tweetathons, like Twitter parties, propel hashtags into

the trending sphere because of their prominence. – If available, enlist celebrities or prominent Twitter

users to participate in your campaign.– Tweet with a purpose during Tweetathons. Make sure

Tweets are informative and beneficial to Twitter users to avoid appearing spammy. Clarify the Tweets are part of a Tweetathon by announcing that to followers at the beginning of the campaign.

SourceAs of July 6, 2011http://mashable.com/2011/07/06/twitter-campaigns/

APPENDIX

Twitter Videos• Twitter in Plain English- http://www.youtube.com/watch?

v=ddO9idmax0o&feature=player_embedded (March 5, 2008) • Twitter Tutorial 2- Customized Twitter Theme Experience-

http://www.youtube.com/watch?v=IR0Tr1_5Lr0&feature=player_embedded (October 25, 2008)

• Twitter Tutorial- Getting Started- http://www.youtube.com/watch?v=4YGp4cWdndc&feature=player_embedded (January 6, 2009)

• Twitter Tutorial- Finding Followers- http://www.youtube.com/watch?v=__yNcXWy9Wo&feature=player_embedded (April 1, 2009)

• Twitter Retweet Explained RT- http://www.youtube.com/watch?v=u-PgDDpni_w&feature=player_embedded (April 12, 2009)

• Twitter: Top Twitter Tools Exposed and Explained at Lightning Speed!- http://www.youtube.com/watch?v=UvVg8PtaGWs&feature=player_embedded (April 14, 2009)

Citations• http://business.twitter.com/advertise/enhanced-profile/• http://business.twitter.com/advertise/promoted-accounts/• http://business.twitter.com/advertise/promoted-trends/• http://business.twitter.com/advertise/promoted-tweets/• http://business.twitter.com/basics/what-is-twitter/• http://business.twitter.com/optimize/case-studies/bonobos/• http://business.twitter.com/pdfs/Twitter-One-Pager-Local-Business.pdf• http://www.croncast.com/blog/1320/Twitter-background-guidelines-template-size.php• https://crowdbooster.com/index/• http://freetwitterdesigner.com/• http://hashtags.org/• http://mashable.com/2009/04/04/twitter-trends/• http://mashable.com/2009/05/17/twitter-hashtags/• http://mashable.com/2009/05/20/twitter-personal-brand/• http://mashable.com/2009/05/23/twitter-backgrounds/• http://mashable.com/2011/05/26/twitter-advertising-infographic/• http://mashable.com/2011/07/06/twitter-campaigns/• http://mashable.com/2011/09/30/twitter-history-infographic/• http://monitter.com/• http://www.mytweetspace.com/

Citations• http://simplymeasured.com/freebies/twitter-follower-analytics• http://www.socialidentities.com/main.html• https://support.twitter.com/articles/66885-i-can-t-follow-people-follow-limits• https://support.twitter.com/entries/77606-what-is-retweet-rt• http://tagal.us/• http://trendistic.indextank.com/• http://tweetchat.com/ • http://www.tweetdeck.com/• http://tweetgrid.com/• http://tweetstyle.com/• http://twitaholic.com/• http://www.twitbacks.com/• http://twitpaper.com/• https://twitter.com/#!/search-home• http://twitter.pbworks.com/w/page/1779812/Hashtags/• https://twittercounter.com• http://www.twittercustomizer.com/• http://www.twittergallery.com/• http://twubs.com/• http://www.whatthetrend.com/