The complete guide to a successful Twitter marketing campaign Twitter is a microblogging service that's changing the way we communicate. Marketers recognize its value, and Twitter Marketing: An Hour a Day offers marketers, advertisers, brand managers, PR professionals, and business owners an in-depth guide to designing, implementing, and measuring the impact of a complete Twitter strategy. Expert author Hollis Thomases acquaints you with the Twitterverse, its conventions, and its fascinating demographics and statistics. She then teaches you step by step how to effectively craft successful branding and direct response strategies that can be scaled to any organization and its objectives. Twitter Marketing: An Hour a Day uses interesting case studies, success stories, anecdotes, and examples to demonstrate how to use Twitter metrics in order to inform strategic direction. You'll discover how top companies-large and small-have leveraged this exciting communications platform. Twitter has become a phenomenon with 32 million users, including major companies such as Apple, JetBlue, and CNN This step-by-step guide explains the demographics, shows how companies are using Twitter, and explains how to scale the approach to your enterprise The detailed coverage includes the basics for Twitter newcomers and explores all elements of a successful strategy Expert author Hollis Thomases shows how to set goals, develop and implement a plan, attract followers, and measure the impact of a campaign The in-depth book explains how to maintain momentum and explores such issues as contests, promotions, and crisis management Twitter Marketing: An Hour a Day is the ultimate guide to succeeding one tweet at a time!
Foreword xix Introduction xxi Part I Get to Know Twitter 1 Chapter 1 Understand Twitter 3 Twitter History and Definitions 4 Twitter’s Technology 10 Twitter’s Rapid Ascent 14 Twitter’s Financial Future 16 What Makes Tweeps Tick? 17 Twitter’s Culture 33 The Main Points 37 Chapter 2 Who’s Using Twitter for What? 39 Demographics 40 Individual Users 43 Bots, Games, and Memes 56 Small and Home-Based Businesses 60 Not-for-Profits: Charities, Causes, the Arts, Houses of Worship, and Associations 62 Academia and Higher Education 63 Government 64 Marketing, Advertising, Public Relations, and Communications Professionals 65 Media Outlets 67 Sports and Entertainment 70 Corporations and Brands 72 The Main Points 85 Chapter 3 Twitter, the Multipurpose Platform 87 What Twitter Can Accomplish 88 Key Questions to Consider for Branding 119 The Main Points 125 Part II Month 1: Master Twitter Fundamentals 127 Chapter 4 Week 1: Get on Twitter 129 Monday: Create an Account 130 Tuesday: Find People to Follow 147 Wednesday: Learn Twitter Lingo 153 Thursday: Access Twitter 161 Friday: From Lurking to Leaping 163 The Main Points 167 Chapter 5 Week 2: Find and Attract Followers 169 Followers and Following 170 Monday: Use Basic Search to Find Followers 173 Tuesday: Add New Friends 179 Wednesday: Attract Followers 185 Thursday: Syndicate Your Tweet Content 195 Friday: Tools to Help Build and Manage Followers 197 The Main Points 203 Chapter 6 Week 3: Use Twitter Search and Other Tools to Improve Your Experience 205 Search and Other Tools for Twitter 206 Monday: Master Twitter Search 206 Tuesday: Use Tools to Enrich Your Tweets 215 Wednesday: Analyze Your Twitter Activity 227 Thursday: Experiment with Other Useful Twitter Tools 236 Friday: Fun with Twitter Tools 241 The Main Points 246 Chapter 7 Week 4: Track and Monitor What Twitter Generates for You 247 Twitter Metrics 248 Monday: Understand What to Track and How to Review It 248 Tuesday: Alerts—Simple Tracking Tools 255 Wednesday: Advanced Tracking Tools 260 Thursday: Compile Tracking Data 267 Friday: Review, Analyze, and Respond to Tracking Data 270 The Main Points 275 Part III Month 2: Develop and Launch Your Strategic Plan 277 Chapter 8 Week 5: Develop a Successful Twitter Strategy 279 Monday: Study Brands Succeeding with Twitter 280 Tuesday: Different Approaches to Develop Your Strategy 292 Wednesday: Study Strategies for Market Verticals 296 Thursday: Twitter’s Role in Your Overall Marketing Strategy 302 Friday: Avoid Pitfalls 303 The Main Points 307 Chapter 9 Week 6: Establish Goals and Get Corporate Buy-In 309 Monday: Establish Objectives 310 Tuesday: Measure and Report Upon Your Objectives 314 Wednesday: Determine Tweet Topics 317 Thursday: Assign Resources 322 Friday: Get Company Buy-In 325 The Main Points 328 Chapter 10 Week 7: Get Your Brand Started on Twitter 329 Monday: Claim Your Brand’s Twitter Name 330 Tuesday: Set Up Your Brand’s Profile 335 Wednesday: Your First Brand Tweets 342 Thursday: Engage Your Brand’s Followers 347 Friday: Summarize Best Practices 352 The Main Points 355 Chapter 11 Week 8: Monitor, Measure, and Valuate 357 Monday: Review Your Twitter Stats 358 Tuesday: Analyze Your Website Traffic 362 Wednesday: Analyze Actions 366 Thursday: Valuate 370 Friday: Review Case Studies 372 The Main Points 378 Part IV Month 3: Maintain Your Twitter Presence 379 Chapter 12 Week 9: Institutionalize Maintenance 381 Monday: Hold Weekly Meetings 382 Tuesday: Implement Weekly Action Plan 386 Wednesday: Oversee Production Requirements 388 Thursday: Prepare Documentation 390 Friday: Deliver Results to Management 391 The Main Points 393 Chapter 13 Week 10: Prepare for Crisis Management 395 The Reality of Twitter Crises 396 Monday: List Potential Crises 401 Tuesday: Create a Fire Drill 403 Wednesday: Write a Twitter Crisis Management Action Plan 406 Thursday: Know How to Really Say “I’m Sorry” 408 Friday: Distribute Your Crisis Action Plan 410 The Main Points 412 Chapter 14 Week 11: Develop a Direct Response Promotion for Twitter 413 Monday: Define the Need 414 Tuesday: Define Campaign Components 421 Wednesday: Move to Production 425 Thursday: Work Your Announcement Strategy 426 Friday: Launch Your Campaign 427 The Main Points 429 Appendix A Twitter-Related Glossary 431 Appendix B Twitter-Related Tools and Resources 439 Appendix C Tips from Tweeps 447 Appendix D Social Media Guidelines 453 Index 457
About the Author Hollis Thomases, award-winning founder of Web Ad.vantage (www.webadvantage.net) and a leading expert in Internet marketing and social media, has helped Check Point Software, the Starlight Children's Foundation, Visit Baltimore, and others in the health, retail, nonprofit, and government sectors develop and implement successful social media and online marketing strategies. She authors a ClickZ column and is a frequent conference speaker and presenter at key industry events such as Search Engine Strategies, American Marketing Association, the Public Relations Society of America, and others. Follow Hollis's tweets at www.twitter.com/hollisthomases.
Craft and Implement a Winning Twitter Marketing Strategy A Step-by-Step Guide Twitter has rocketed into the mainstream and is vastly changing how your customers view products and brands. Learn how to leverage Twitter for your business with this smart, practical guide from social media expert Hollis Thomases, who shows you how to design, implement, and measure a winning Twitter strategy from start to finish. After walking you through Twitter basics, she explains how to craft strategies that can be scaled to any organization or market— including travel, retail, restaurants, healthcare, and service-oriented businesses. Learn how to create a winning, goal-based plan and then implement, maintain, and adjust your plan while avoiding common pitfalls. This detailed how-to helps you: Explore the fascinating demographics of the Twitterverse and see how to reach potential customers Master Twitter basics, understand tweeting dos and don'ts, and leverage useful third-party Twitter applications See how a slew of top brands such as Starbucks®, Zappos®, and Planet Hollywood® are successfully using Twitter Prioritize your objectives, create a plan, and get corporate buy-in Leverage contests, promotions, tweets with multimedia, and other proven ways to improve engagement and foster conversation Let the tweets flow and then track and measure everything from retweets to mentions to increases in web traffic Analyze results and frame reports in terms of your key metrics, whether in dollars, traffic, conversions, or other goals You'll also find: Creative ways to map your marketing goals to Twitter metrics, so you can really find out what's working Real-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid Useful Twitter tools that will help you manage and measure your efforts Praise for Twitter Marketing: An Hour a Day "This book walks you through Twitter processes and strategies step by step, from setting an account to setting actionable business goals. Whether you're a Twitter newbie or a seasoned power user, there's something in here that will help you use Twitter more effectively—and more profitably." —Rebecca Lieb, VP Econsultancy and author of The Truth About Search Engine Optimization "This terrific book is a godsend. It's filled with practical advice and hands-on exercises that will help companies of all sizes tap into Twitter's marketing potential." —Bo Burlingham, Editor-at-Large of Inc. magazine and author of Small Giants: Companies That Choose To Be Great Instead of Big "Hollis Thomases has created an extremely practical guide to Twitter for neophytes and serious marketers alike. She clearly and completely demystifies the service. This is an indispensable B2B guide for large or small businesses seeking to build effective social media marketing campaigns on this rapidly growing platform." —Greg Sterling, Principal, Sterling Market Intelligence
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