Transcripts
1. Introduction to Twitter strategy: this course gives you the framework you need to plan an effective Twitter campaign on by campaign. I'm in a burst of activity over a set amount of time, which has got a really clear objective in mind. So maybe your startup looking to go from zero to masses of Twitter followers in a short space of time. You want to sell lots of lots of tickets for your next event, or your wedding dress shop, florist or a chauffeur trying to drum up business ahead of wedding season. As a founder of a digital marketing agency, I've been running Twitter campaigns from the earliest days of the platform for tech companies, retailers, people in education, health care of finance. On over the years, I found out what works and, of course, what doesn't in this course I want to share with you all of my essential tips. You'll learn how to set objectives, thinking about what you actually trying to achieve, define your audience and assess the competition so you can really stand out from The crowd will look at ways to plan the content that's going to engage your customers and build followers and use advertising to massively increase a success of your Twitter campaign. You'll learn how to sharpen up that timing so went to post and how often. And of course how to measure the results and refined for maximum impact. I'll show you lots of examples to give you inspiration on. Look out for regular activities, where you'll get to put it all into practice so you'll be all set to make your next Twitter campaign a real success.
2. Twitter strategy. Get set, goals!: Welcome to this course on Twitter strategy. I've got so many thoughts to share with you about building a solid campaign that's really going to get results for your business. Those exercises and each section. So it would be really good to download the worksheet now so you can fill it in as you go as a project at the end too, in which you can put together everything you've learned and start creating that killer campaign. So let's dive in and get started. So first of all, we're going to look at setting objectives. And it's amazing how many people rush into these things without really thinking this through and setting any goals. And the thing is unless you set some goals, then you can't really achieve anything concrete because he won't have defined everything in the beginning. So let's look at some typical objectives that people have when they run a Twitter campaign. So maybe you want to get more followers, or maybe it's about engagement. Or perhaps you want to reach local community or just spread your message more widely. Or for some businesses, they want to recruit more talent. And for everybody I think it's about selling stuff. So I'm going to give you some examples of these as well just to kind of bring it all into sharper focus. So this company here, they children's book podcasts. They're trying to get more followers and they're doing it through running a really nice competition to give away books to a school library. And the other people that might do this would be new businesses. So maybe you want to quickly raise awareness about your business, public figures. And then we've also got charities, maybe politicians. And that might be about increasing influence. Events organizers, then they obviously want to get more ticket sales. And then any business by getting more followers than you're going to extend your reach. And then maybe it's about getting more engagements. So I really like this art from Pantene, the shampoo Brand, and everything about this. Every single component part is there to drive engagement. So they were asking questions, I've got a lovely video. They're saying joined a great abelian. There's telling you to tweet their hashtag. Everything is here to get engagement. And so to sort of people who might also do this would be local businesses. So a Twitter campaign can be really good at building loyalty among customers and getting them to stay interested long after their walked out of your shop. But then they bid for big businesses to, so it can be a good way of answering queries quickly. And if you think about maybe big telecoms companies, airlines, any of these massive organizations, they might be running a Twitter campaign every time they launch a new service. So they can kinda deal with lots of queries in one go. And then all businesses. So all businesses want to drive engagement to stay front of mind with their customers. But then It's also good when you're running a campaign for each in the local community. So these people here, it's a pub in Cambridge and they've got a gin tasting session. And so there's no point them trying to reach people from the other side of the world. They're trying to reach the local community. And a Twitter campaign can be a really effective way of doing this. So you might find that retailers do this to make more sales. People in entertainment and leisure, if you think about the cinema or the swimming pool, Who's drawn to get people through the doors on a Saturday, might be a good way for them to achieve this goal. Small businesses. So they wanted to find new clients. So a local campaign targeting lots of local people can be a really effective way of doing this. So you can see here was Sainsbury's a supermarket. So they're trying to simply spread their message. So it's not necessarily about promoting one particular product. They know that there's a lot of discussion at the moment around plastic and how we're using it too much. And so they've changed their packaging and they're running a campaign to try and spread awareness and put them in a positive light to show that they're doing something that's more sustainable. And so the sort of people that might have this as a goal would be charities or political organizations to try and increase influence. A software company, maybe they already must have in the US, but they're trying to reach new markets. A fashion brand trying to build a buzz around products among different demographics. And maybe they're known mostly for making clothes for older people and they want to appear attractive to a younger audience. And then another goal could be to recruit talent. So these people here, they've got a graduate Academy and their campaign shows someone who's been to this academy simply talking about their experiences. And so the sort of people who might do this would be a fast-growing startup who needs to find talent, fast. Global firms. Maybe they've got a graduate scheme where they're always trying to fill places. And then universities and colleges, they need to get the graduates in through the door in the first place. And they're always trying to attract the best students. So they might run a campaign or a particular time of year around this. And then of course, law's objective is to sell stuff, which is something that probably everybody wants to do at the end of the day. And so this is prouder the fashion brand and they're trying to get people interested in their new collection. So the sort of people that might do this would be music festivals looking to sell more tickets. Holiday company, they've got lots of winter sudden packages. I want to sell retail brand and they're trying to sell seasonal trends. Or maybe a software company getting people to book a demo. Or if you're developing an app, then you might want to get people to install it. And a Twitter campaign is really effective at doing that. So let's come to our first exercise and think about your goals. And just note these down for a moment. And you might have more than one. So it might be there's one main goal and a couple of extras as well. Or it might be just the one, every brand is different, every business is different. And so you think about what's going to be most effective for you. And then the second exercise we're thinking about KPIs, which is one of those marketing terms that people in marketing talk about to people in marketing. And it stands for Key Performance Indicators. But what this really means is what success looks like for you. So if you're thinking that you wanted to get more followers than how many followers would be a good result. Or if you want to make more sales of a particular product, well, what do you think is realistic for you? And just really think through what you're trying to achieve. And then this will be the cornerstone of your campaign and making it a success.
3. Find your target audience on Twitter: Now we're going to think about finding your target audience and who are you trying to reach and how you can reach them, which is so important. And you'll Twitter campaign will be really powerful in doing this. So ask yourself lots of questions. So first of all, where are they in the world? So depending on what your campaign is focusing on, you might want to be reaching people really broadly, or you might be focusing very locally. So this'll be important because you'll need to remember what language they speak. Sounds obvious but pretty important. And will they get all the cultural references in your campaign or maybe even be offended by them. So if you are running a campaign is very global, then just think about how it's going to be received by people in different parts of the world. And then are you even in the same time zone? So one thing that people quite often forget when they're running a very global campaign is that people might be asleep while they're posting. So what for you is nine o'clock in the morning on a Monday, when do you think? Yep, brilliant. This is targeting exactly the right people. Might be the middle of the night, somebody else. So think about the basics and make sure that you've really thought this through before you start. And then made or female, young or old. And this will help you just did shape the nature of the campaign because without wishing to resort to cliches, there are various things that will suit different audiences depending on these kind of basic demographic bits of information. And then think about the content that they're going to like. So is your target audience is going to be up for something quite witty, quite funny, or will it be a bit more serious and heavy weight? So getting that tone of voice right is really important. And what do you think now like will they be after lots of tips and facts, educational stuff? Or is it going to be funny videos of people falling over whatever? So really think about the content that they're going to like and look at the other accounts they might be following as well because that might be a useful guide for you. And then think about how receptive they are. Let, let me give you an example of a couple of different types of people you might be targeting. So maybe if you're going for a commuter, then if the, if you catch them when they're on the train in the morning or in the evening, you've got quite a captive audience and they're scrolling through Twitter. They're a bit bored. And this is a really good time to try and grab their attention. Whereas if you think about a busy mom with maybe a couple of kids under three, she's got a handful during the day, she's really busy. But if she is in your and your target audience group, then posting a bit more in the evenings, it's going to be much better. She's just going to have a bit more time to relax and taking what you're posting about. So when you're building up this picture of the target audience, really think about the times of day that they're going to be most engaged and most receptive. And then also think about the channels that they're using. So Twitter, it may be the focus of all your activity, but actually it might not. It might be that you're running a video campaign and you'll predominantly using YouTube, but then you're using Twitter to do a lot of the distribution, a lot of the promotion. So think about your audience as well. So some people might be, some businesses might be more suited to Facebook and then Twitter would be secondary. And really think about your audience, because if it is an audience that doesn't really use Twitter very much, then you might want to focus your efforts slightly differently. Or if they really are Twitter audience then fantastic and just think about the other elements that you can throw into the mix, like email marketing and Instagram campaign, and how all of these things can work together. So no social media channel is really in isolation. Now let's do a little exercise. So let's build a picture of your audience and ask yourself these questions. So, where are they in the world? Are they male or female? Are they young or old? And what else do you know about them? And what are they most likely to engage with your campaign activity? So make a few notes there and then we'll move on to the next section.
4. It's time to outsmart the competition!: Now we've thought about your audience, and we've thought about your goals. And now let's think about the competition and how you can stand out from the crowd. So what do we actually mean by competition? So the way I look at it, you've got direct competitors. So say if your gym, then these might be local gyms and other leisure facilities in the area. But then you've got related brands as well. So let's think about this gym again. There's also these global fitness brands who dominate the conversation. And so while they may not be direct competitors who physically place next door to you, they're still thought about in the same conversation perhaps that people might be having who might be buying from you. So have a think about the channels that these brands, these businesses will use. So both local competitors, but then other people who are kind of in this space. So is Twitter central to their social media activity? And what's their Twitter presence like if they've got lots of followers and they good at responding and engaging with followers. And say if you are very local business like this local gym, this is a real opportunity for you to make yourself out to be much better and much more in sync with the people that might be going to your gem. If you are going to be engaging and responding and sharing interesting information, There's lots of ways here that you can look at the competition and then make yourself much better than them. And then also think, well, who's following them and who has a following? So particularly for if you're running a very local campaign before you start, you might want to look at the competition and start kinda productively following some of their followers and seeing if they can start following you back. So it's a good way to kind of quickly leap frog over the others in the area. And then also think about what these people post about and how often. So there might be certain topics that are a bit oversaturated and you can do it in a different way or post about something completely different. And then what's the content like? So is it very visual with images and videos, or is it very text heavy? Is it full of lots of helpful tips? You know, this sort of audience that you're after. What are they receiving? What's the content that's out there? What campaigns are they looking at? And how can you do something that's different and hopefully better? And then think about what they're asking people to do. So are they asking people to download something or to buy your ticket or to visit them, or what? So how can your campaign do something very different to this? And this is what you need to think about all the time. So how can you make yourself different? And let's do a little exercise on this. So knowing the competition. So think about your competitors. Have a little scroll through their Twitter feed. And what do you notice about their presence? Is it good? Do you like it? Is it is a good tone of voice. What sort of content that they sharing? And how can you make yourself distinct from these other guys?
5. Write it right! Get more engagement in your tweets: Now we're going to talk about the words that you're writing and all the ways that you can write in a really clever way that it's going to encourage engagement. So we're looking at texts, we're looking at hashtags. We're looking at those calls to action that are really going to get people responding to you. So one of my favorite tips to tell people when we're talking about writing for Twitter is keeping the text choppy. So lots of punctuation. And there's some research I saw years and years ago when Twitter first started about how tweets that include punctuation get a lot more retweets and those without. And I think this is because it helps break everything up. So it makes it much easier to read. It makes it much more punchy, much more snappy. And asking a question is a really good thing. And it's one of those things. It sounds so obvious, but if you ask a question, then it's, it makes it a bit more natural for people to actually respond to you because you're asking them something and they want to say something in return and keeping it short. So when Twitter first started, it was famous for being a 140 characters. And then they went and changed the rules. And so it's now 280. But I would definitely suggest that you don't try and fill it that character count. I think if you're talking about a Twitter campaign and particularly one that's got loads of interesting component parts. So you've got your hashtag, you've got your campaign video, you've got a load of stuff going on, then one really nice short choppy sentence is actually plenty. So don't feel like just because you've got all of that space to just go mad. If anything shorter the better. Including a poll can be really nice. So, and you can write this in quite a fun, fun way and a poll. Anybody can enter it and they're all anonymous and it will run for 24 hours. And this is where you can have a bit of fun. It's not a scientific survey. You've got no real control over who enters. So yeah, it's just a nice way of kind of breaking things up and turning what could be quite a dry statement into something that's a bit more fun and interactive because you have what you wanna do is encourage engagement. And then using direct verbs. And this means telling people what to do. I think with anything on the web or social media, don't be afraid to get bossy. So it's things like book now, download I report, install this app, shop the trend. If you tell people what to do, then there's so much more likely to do the thing that you're asking. So I'd like to see this example from Turkey. There are tourist board find the true meaning of turquoise and Turkey dot-dot-dot. And so it's just really short and simple. And if you're like me, you might have suddenly thought, I'd actually, that sounds obvious now, but I didn't really realize there was a connection between turquoise in Turkey. And then I've got that lovely video which has got strong turquoise color. And so it's really short. It's very engaging because you want to click on that and find out what the answer is. And then back to our Pam, ten loads of stuff here that's driving engagement. So they're doing that trick where they've got lots of punctuation. It's written in his kind of very sing-song conversational kind of way. They're saying join us using this particular hashtag which they have, they have come up with, particularly for this campaign. They've got the video, they're saying, join us using that. Hashtag joined rebellion, tweet power of gray. It's all, it's all driving engagement for them. But of course not everybody has got the pant size marketing budget. And so this is a move a little kind of craft company that I came across. And they're just saying getting close to 400 followers, what should I give way to celebrate? And so this kind of thing, it's very simple, but it really encourages engagement and they've turned it into a pole as well just for extra fun. And this has got people who are following them already adding some thoughts. And it's also going to drive sales at the end of the day, exits a nice vehicle for them to say, oh yeah, by the way, we make these pretty earrings and these are the declarations for the home. So that's looking at the text that the majority of the text. And then let's think about hashtags. So we've got friends at Pantene hair and then also McDonald's. And they've got a similar kind of approach, actually a little three word hashtag, which is something that they're using very specifically for the campaign. And this helps them get to know what the engagement levels of light, because they can click on the hashtag, they can measure it and they can see what kind of activities happening around it. And then you've got these people here. All I've ever done is been me, just be yourself and their hashtag is where you can be you. And just notice something about the capitalization and that because I'm going to tell you about that in a second. And then we've got more white hair. Loved the nuts, but which is quite memorable. And then I think, I don't think I need that second one, mom, my mom, like peanut butter. And a good tip with hashtags is really try make sure they're easy to spell. So loved and UPS. Yes, Marmite peanut butter. I denote by the time I've got halfway three that I've probably pressed upon Ks and got it all wrong. And another thing that I'm not so crazy about is overdoing it. So these people here, if you count this tweet, there are six hashtags in it. So by the time you've got the nascar playoffs and then you've got the overall campaign hashtag. And then they're asking people to vote with the different hashtag. And actually they will look kind of the same. That lake is there. They will NWA takes something and all the cars look the same because I'm not really into nascar. So yeah, don't overdo it. If you're going to use hashtags, then try and keep it fairly simple. And I've got some more tips for your NES. So make it easy to remember and spell and camel casing it. So this is what I'm saying about where we're talking about using these capital letters. So if you think how the word YouTube is actually spelled, they've still got the capital Y and they've got the capital T in it. So camel casing is where you put one or two more words together and you still keep the capital letter at the start of each word. And this can be really effective. Good, sometimes when you run several words together, it inadvertently comes out with certain, either rude or offensive or something that people might read in three or four different ways. So camel casing helps you get round that. And then also with hashtags be realistic. So is it something that's going to fit very naturally into the conversation? Or is it going to feel like it's been profiled in a little bit and then also do your research. So the thing is Twitter has been going for quite a while now. So there's a good chance that a hashtag that you've come up with might be in use already by someone else. And maybe this is a good in a good way or. It could be in a bad way, you just don't know. So before you decide on your campaign hashtag, just have a little search on Twitter and see if it's being used already. So to give you a real life example, if this we had a client who was in ophthalmic devices. And so a lot of their team went off to the world optometry conference. And the hashtag for that was WAC. But at the same time, there's also another conference going on, which was world of concrete. And then you've also got WAC being used as an acronym for women of color. And so as you can see, you've got these three very different kind of struggles going on. So it's always worth just having a think. Is anybody else using this ahead of us? I do find in personal experience with hashtags, anything that's an acronym. If it begins with a or w or n, then quite often there has been used because those words, Stanford's association and national and world. So all of these things actually, they're quite often in use, so do, but if hunting around first. And then lastly, wanted to hashtags is plenty, don't clutter up. Let me noise. I think one is fine, but a lot of these brands seem to be going for two. And they've obviously done their research, so they know this works for them that people, if you give them too many options, then they don't go for anything because it's just, there's just too much going on. I just want to hashtag is fine. And so let's think about your call to action now. Well, we're just thinking about what makes effective text. So what is it that you're actually asking people to do hair and how clear are you making it. So if you want people to download your report, then you just need to really focus on that and make sure that standing out, don't bury this in a load of other texts, you know, throw in some of the line breaks, perhaps what you can do in Twitter now. So it really stands out or put it on a graphic and make sure that's in the campaign. Tweet as well. These specific. So if you want people to book a demo or install the app, then explain this and say it and people will be much more likely to do that and then also show the benefit. So, okay. You're not just saying to people to install an app. You're saying neat that they should do this because then they get to play this really fun game while they are traveling. Or it allows them to live their life more efficiently and save them time. Anything that that explains what the benefit is. And then like I was saying, don't be afraid to get bossy. So this is a call to action. This is the whole point of the campaign. This is all to do with your campaign goals. So if you don't tell people clearly what it is that you want them to do, then they're less likely to do it. So let me show you a couple of examples we've got here. This is the podcast. And so you can see here they say at the start of the text and listen this new podcast. And I've put us in capital letters just to be on the safe side. And then in the image that goes with it, then it says here Episode 1. So I very naturally want to click on that graphic and go through to the podcast. You don't want to overthink these things. And then we've got an initiative here to get women to join a coding course. 20 places are available and they say when the course is start, Apply now. And then you've got a nice finger, a little emoji pointing at the link as well. And then there's coupled this with a graphic which says study now pay later. So all these things are all pointing towards this really clear call to action. And that encourages, it enhances chances. People will do that saying that you want them to do. And then lastly, this example from The Guardian newspaper. So they want people to subscribe to Guardian Weekly. And so that's what they say in the text, that they're not overthinking it. They've got a nice graphic that I've got a few elements to explain a benefit. So catch up on issues that matter. But then everything is pointing towards this, this idea that you should subscribe. And they've got an offer in there as well which is trying to fix issues for six squared. And so all of this will steer people in the right direction. So when you're putting together this campaign and you're thinking about what's going to make effective text. Just have a think to yourself. So will your posts to be engaging. So ask yourself, why would anybody reply or retweet this? And you have to be quite tough on yourself really, but really look through what you're writing and think, well, actually, if I read this, what I want to reply or would I want to share it? And if the answer is no, then that's probably a bit of work that needs to be done. And then it's divided them that you can do to make the text more punchy or more snappy. So can you turn a long sentence into a question and answer? Can you add more line breaks? Can you include more punctuation? Is to hashtag short? Is it easy to spell? Is it memorable? Are you finding that maybe people are always spelling these words wrong in e-mails to you and, or in tweets that you see in your social media feeds. So that's probably not sort of where did you put in the campaign hashtag. And then is your call to action clear? The thing that you want people to do, are you asking them to do it in a way that everybody can understand? And last of all, are you trying to do too much in one post and be honest with yourself. So it's a bit like the coco Chanel idea where she always used to remove an article before leaving the house. And she was always very, very streamlined and minimal and very chic. So try and take that approach in your Twitter posts too. So let's do a little exercise on the text in your tweets. So before we think about units campaign does have a look at your current activity. So take your last three Twitter posts and what could you do to make them more engaging? It's a text written in such a way that's going to encourage a response. Could you've used about a hashtag? And is there a clear call to action where that's relevant? So take a little moment to write down some notes here, and then we'll move to the next section.
6. More visuals, more engagement!: Now we've had to think about text. Let's move on to images, which is so important in making your campaign effective. So let's look at some stats about why images are so powerful. So we process visual 60000 times as quickly as text. Which is why if you think about it when you're browsing websites that sell, say close or, or household goods, you make quite lot of snap decisions just on seeing a picture of the product before you've read the description. And then when you hear information, you only remember about 10% of it three days later. But if you add an image, this visual element, then you retain 65 percent. And tweets with images receive a 150% more retweets than those without. So that's quite a significant difference. So the thing about images as well is that people have quite short attention spans. And particularly on Twitter, because everything moves so quickly, we scroll through so much. And it's not like taking time to read a novel or newspaper. Newspaper people just rush through it. So images are really good at making them stop and think and look at your content. And they're very effective in bringing a dry topic to life. So if you work in an industry which is a bit more kind of serious and heavy weight, You can really make your Twitter campaign pop if you like, if you add some good images with that. And the other thing is that people expect images. And when Twitter first started, I don't think he, as I remember, I didn't think you could even add images. So it just started out, it was just simply text. So people expect it now, it's just part and parcel. And then the other thing I like a lot is they take up more space so they physically shift everything else off the page. And if you think about when you're looking at Twitter on a mobile device, then your image will take up the whole screen. So it's a really good way of getting more attention to your campaign. So do make your image is relevant though. So look at the text and make sure the two compliment each other. Try and make them really bold. So don't go for anything with lots of kind of cluttered, intricate images. If you can have really strong colors, think about how it looks on mobile. So not everybody is looking on desktop. So think about how it's going to look when it's actually a really small size. You'll probably be building the campaign on desktop with a really nice big monitor. And you can see everything in high-quality. But people are, when they actually see it, they want to bust the one that tray and they're brushing hair in there. So bold images will really stand out. Let me give you some tips on using images. So do try and make them relevant so they complement the text. Don't see the two in isolation. Think how they work together and reinforce, reinforce your message. Try and make them bold as well. So strong colors, not too much clutter. Even though you're building his campaign on desktop with your lovely big monitor and your, your big campaign. Everything that sort of laid out when people are actually looking at them. They might be on a bus or on a train or in a hurry and then looking at it on their mobile. So things are going to be a lot smaller. And also people who've got less time to look at your images. And then try layering some text on top. Don't overdo it, just a couple of words. And this will really make everything stand out. And then the other thing is try to make them accessible. So Twitter recently bought in an option where you could add descriptive text to go with the images. And this is really nice. It's a good way of showing respect to your followers because it means anyone that might, that might have problems accessing the content, they can read a description. So even if they're visually impaired, they still know what the image is about. And then use a tool like Canva or Pablo. I don't know if you've ever come across these before, but they're really great at making social media ready images. And so you can create a template that you use again and again and again. And this will save you a lot of time, particularly when you build in a campaign, but then ongoing as well. And so let's have a little look at the images that these people hold to fold used. So things like this is right under the nose is really bright and colorful and quite pretty. So they have simply taken a picture of their product and then they've used it in the campaign. And these people have done the same here. So this is a florist and they're trying to encourage people to enter competition. So they're not overthinking it for. They've just got a picture of some really pretty flowers. Lovely, doesn't take a lot of thought. And if you put it is very beautiful or interesting in some way, then just get into the habit of always taking pictures that you can see. You can build up a bank if you'd like to use later. And then the Harvard Business Review here they're doing the trick where they've got really bold simple image and the Netherlands and text over the top. Now let me give you some ideas about what not to do with images. So try not to cause offense. And remember, even if you're tweeting in one country, it can spread within a matter of seconds around the world. There could be places you could be accidentally cause an offense to someone on religious grounds or sexism grounds or all manner of things maybe haven't thought of. And images can play a big part in that. So just, just pause for a second and think sensibly. And then don't add so much text that it's impossible to read. Back to the idea that a lot of people are scrolling through their mobiles. Then if you've got too much texts there, then no one's going to read it. It's going to be too much and it will be competing against your caption as well. And then also with texts, Don't layer it against the really cluttered background. Or if it's white text against a very sort of pale yellow background because again, people won't be able to read it. And particularly if you've got followers that are old, elderly, or maybe visually impaired, then you just make your life hard for them and you don't want to be doing that. And then stock images. So I don't know if you know what I mean by stock images, but just just picture a load of people in their work. Work where pointing at a monitor or women laughing, eating salad, or any of these kind of images that we see all the time. It's just really boring. And you could be creating your own using something like Canvas. That's a brilliant place to start. So let's just put together some images for your campaigns, so it's a good time now to start gathering and image bank. Have a think and think about the images that you're going to be using as a bold. Are they eye-catching? Are they going to complement the text? And then can you save time by creating a template that you can use again and again and again.
7. The power of video: So we've looked at text and we've had to think about images. And the third piece of the puzzle, if you like, is video. And video is so effective in Twitter campaigns. And it's interesting when I was putting together all of the visuals for this course, I noticed a real increase in the amount of brands using video in their Twitter campaigns much more than a few years ago when the whole idea of paid content on Twitter first came out. And so there's a lot of reasons why brands use video in their campaigns. So Twitter users who watch a branded video, 28% more likely to buy tweets with video increases engagement rate by 28 percent. Twitter videos get six times as many retweets than photos, and three times as many retweets as gifts. And so where to start? This is the question. So which format you're going to choose? And all the examples I've got here are from paid campaigns. So this is where someone's got video content and then they've chosen to promote it. And I'll go through all of this intersection that's coming up shortly. So it's not organic stuff that people have just posted in their feed. This is all part of targeted campaigns. So you've got the choice to go for a first view. And so this means that when someone starts looking at Twitter, the brand has chosen their video to be the first thing they see a lot of video content. So we're really talking about prominent real estate here. So it's the top of the timeline at slot and it's there for 24 hours. So you can't say, yep, I'm gonna put it there for six months. It's going to be a short sort of burst of activity. So this is really good if you want to make a splash pads, if you've got a new product or service launching. And then you've got Conversation videos. So this is more, you're using Campaign hashtags. You've got call-to-action buttons. You're really trying to drive conversation and encourage sharing. Another thing you can do a video is the instant unlocked card, like we've got Nescafe doing here. And so you're inviting people to tweet your promotional hashtag and the message. And then this is going to unlock further exclusive video content. These guys have got, wow, they've got a lot in this tweet. But about their hashtag, they've got their emojis, they've got a link to the promotion. They've also got their campaign to desert conditions. They've got a video and then I've also got a choice of hashtags to tweet. So they're expecting quite a lot from their followers for a coffee, black coffee brands, but I'm sure it's getting the results. Now. Video website card. So a promoter video with an auto playing, video, headline and a URL. So you're encouraging people to go straight to your website like Cadbury's doing here. So they've got a lovely little video playing all in there, recognizable purple brand colors. And this goes through to a website where you can pick your chosen type of chocolate, put a new email address. And then this gives us a bit of lovely lead generation email capture for Cadbury. Now another option you can think about is in stream video apps. So this is where someone else has got a video. So we've got Reuters hears the news organization. But before this there was an advert for Hellman's Monet's playing. So it's this little kind of pre-roll effect. Where you see one tiny little bit of an art before you watch another video. And so you're capturing people there who you know quite like watching video content, so that can be quite effective. And then we've got promoted video and I've got a couple of examples here. So golf clash is a game and they've got a simple call to action now, which is play. So it encourages that interaction very effectively here. And even their, their videos got a button on it with a finger. Play for free. So hopefully people with just intuitively do the same. All we've got a diet plan here and they're asking people to install the app or wish shopping. So wish shopping for fun, bit of a mouthful. And you just click on the button shop. So it's quite straightforward. And, and personally, I think something like that is probably a bit more effective than the Nescafe campaign where they were asking people to do so many things. So I've got some tips for you all about using video in your campaign. So it's really important to get people's attention in the first few sections, the first few seconds. And if you grab their attention quickly, then chances are they'll watch the whole thing. Particularly on Twitter, because it all moves so quickly. People are so impatient and they're not going to hang around and let's say really know you, they know your content, they trust your brand. Unless you've got them in the first few seconds, then they're gone. And so try and break it up into lots of little clips rather than one long one. So you're really getting maximum value out of your video activity here. So no one's going to sit and watch a 10 minute video on Twitter. Actually, the duration is allowed is a lot, is a lot shorter than that anyway, but they're much more likely to engage with you if you turn one longish video to maybe five short clips that you put out in the, over the duration of the campaign. So this gives you a choice of assets to run all the way through and then put people front and center. Now this is incredibly effective. So Twitter themselves have done research to show that fewer retention doubles when people appear in the first few frames of a video. And this could be because it humanizes the brand, you know, people buy from people. So the more you can put human faces into your video content and your Twitter campaigns, the more effective it's going to be. Don't forget to add your logo. And apparently this increases purchasing content by 9%. So again, you're fighting for people's attention. So you may as well stamp your logo on it as well, just to reinforce the idea that it's you that's actually speaking hair and adding captions. I've already mentioned about accessibility. If you think, Think about it, then people, there's not just people who have problems with hearing that watching your video campaign on Twitter. But there's also people in noisy environments or who are watching on the train. On British, I hate the idea that I might be watching a video on the train and somebody else might be disturbed by it. So adding captions is really effective. And it's another one of those things I think shows respect for your audience. So have a think, how can you get a professional look for small budget? What apps do you have on your phone that you can use already? And what attractive locations are under your nose. So video so powerful in your campaign, but you don't necessarily have to blow the budget and put in the campaign together. There's a lot of things that you can actually do yourself in your current workplace. And then how can you keep the message really simple? So I've got a fun exercise for you now, which is to try out some video apps. So if you haven't tried these already, these are some of the ones that we particularly enjoy using. So we've got Canva, which is great, not just images, but you can do video little animations on it as well. There's Life Labs, which is great for stop-motion animation, which can be fun. We've got a couple that are designed for Apple devices, and then Fillmore as well, which is a bit of fun too. So when I have a little play with these two piece to camera, doesn't matter who sees it. Just experiment and just have a think for a moment how you can work video and putrid campaign.
8. Turbocharge your campaign with Twitter advertising: Now it feels like we really motoring. So it's time to turbocharged your campaign with a bit of Twitter advertising. But much like we found with video, it's really important to think about which format is going to be best for you and most effective in achieving those campaign goals. So first of all, why advertise on Twitter at all? So some quick facts for you. So 84 percent of people on Twitter made an online purchase in the last month. And so that's pretty high, isn't it? And I suppose the sort of people who are on Twitter are going to be quite digital, quite tech savvy anyway, so they'll find purchasing stuff online to be quite a natural approach for them. And then promoted videos proved to be 20 percent more effective than other ad formats. And there's a really good return on investment as well. So for every dollar spent, Twitter gives an average $2.70 return on investment. And it's particularly effective at targeting audience. So you can target by language, by event, by gender, by different interests, followers, conversations. You've got 25 different topics, their devices, so are they on mobile or desktop? By their behavior, specific keywords, you can tailor audiences and then of course, geography as well, Where in the world they actually are. So there's five different types of campaign that you can run hair. So you can do promoted Twitter campaign. That's all about awareness. So this is about putting your tweets in front of as many people as possible. And what you're paying for hair is the number of impressions. So that's the number of times that it shows up in people's feeds. But you're not charged for any interactions like likes or retweets or detail expands, which is when they, someone clicks on your tweet to look at it in more detail. And then we've got a follow-up campaign. So this is about groaning engaged audience. And this is about finding new followers, convert through your ads. So if you get new followers who just kinda find you on Twitter and start following you, then you're not paying for any of that. But this is all about promoting a tweet, having a campaign. And then the money goes on the new followers that arise from this particular campaign. And then you've got engagement. So this is all about starting conversations and attracting more engagement in the forms of retweets, likes, shares, comments, all of this sort of stuff. And so the money you're spending hair goes on these initial engagements. So you're not charged for the organic stuff. You can reply all you like. So it's not like the budget is going to be run dry in the first week of the campaign. And then we've got APP installs. And this is quite simple. So it's about getting people to download your app. And your many here it's going on. There's a cost per app install. So if someone clicks on one of your promoted tweets and then they click the button to install the app, then that's what the cost is. So if people just follow me on Twitter and then they start downloading it from there, then that doesn't have the same effect. And then we've got video views, which is all about getting a large audience to see your video. And so you're paying according to the number of video views you get. Quite simple. So any organic activity where in your general Twitter feed, you start posting about video. Get click-throughs, then that's not part of the budget, that's completely separate. And then you've got three types of promotions. So you've got promoted tweets. So you've got one like this. They've put the tweet out there and the nerve added a bit of budget to it. You've got promoted accounts. So that's what McDonald's has done here. They are promoting their account and they've got a little video, but a video. And then the hashtag. And then you've also got promoted trends. Now, I'm not too sure what the hashtag the boys is. I was too busy looking at the tape. Bush won think you all know something awful hasn't happened to Kate Bush. But yeah, so if you promote a trend, then it appears here in among all the other topics that people are talking about. This can be quite effective, maybe a fuel. Yeah, Prime Video. You've got some sort of film or TV series coming out. This is quite a good place to place it. So have a think about you and the campaign that you're, you're going to start putting out there what's going to be the best way for you to reach your target audience and achieve those campaign goals. So is it going to be a follower campaign? Is it going to be an engagement campaign? Is it going to be to do a video views? It'll be different for different businesses. So really have a think about which format is right. And I'm now going to just quickly walk you through the process. It's, they make it as easy for you as possible. So first of all, you want to go to ads dot twitter.com. And this is a good place to start anyway, because once you start the process, even if you don't complete it, then it will now allow you to look at some of the analytics and see what kind of engagement rates you're getting already. So let's pick our objective. And let's say we want to have a campaign for tweet engagements. So we want to maximize engagement of the tweets and get more people talking about business. Brilliant. So I've clicked on that. And I've given the campaign a name, funding source. They get that pretty early on. And so set a daily budget and then a total budget. It's quite good to do that because say, if you set that daily budget, I'm in the UK, so it set to British pounds. But if I haven't put that total budget, then I might, I don't know. I might just forget about it. And then before I know a whole month has gone and I've spent a 100 pounds a day, which is way too much money compared to what I want to spend with my business. And then you can sort of starting date and then date, which is really handy. And then you can set up an outgroup. So you might want to keep it simple and just have one. Or if you are a global brand than you might have an outgroup for the US, certainly for fraud. So in frustrate LEA, however you want to do it, we might target it by interests or particular demographics, male, female, young, old, whatever you think is going to be right for your campaign. So really important thing that I tell people about all the time when I'm talking about creating any sort of content for the web, is the importance of previewing the content. And Twitter makes it super easy for you to do so. It gives you few options so you can view it as it, it'll appear on, on the web and onto different operating systems, both types of mobile phone. So it's so important to do this and just look at it, refresh eyes, maybe get other people to check it as well before the campaign goes live. And then you've got a summary here. So it gives you, the objective, reminds you what the campaign is, how much money you're spending, all this stuff. So you can just review it before you click Launch Campaign. Now your essential checklist. Again, always go back to your objectives. Always come back to this and think, okay, this activity, is it going to help me achieve my goal? And then think about the audience. Who are you targeting? Think about the budget. Really, really important, how much you're spending. And you can of course tweak this as you go. And this is one of the joys of digital marketing, is not like say, a newspaper ad campaign where you pay the muddy it goes in the paper and then that's that you've got no control over it. After that. With Twitter, you can check the analytics all the way through. And if it's proving really successful, then you might want to up that money a little bit and then you'll get an even bigger return. And then think about what you're going to promote. Is it a permanent promoted tweet? Are you promoting your account or is it a trend? And then what does success look like? What are you trying to achieve? Is it going to be more followers? Is it going to be more views on your video? Is it going to be more app installs? Just think about what the numbers might look like to you. And then this is a really obvious one, but have you set at the account? So have you got your Twitter feed up and running and have you looked into apps dot twitter.com and got things sorted behind the scenes. Let me give you a quick couple of tips to ensure the success of your art. So it's good to emphasize urgency, a feeling of now that people must act promptly. And I don't mean getting into panic, but just something that emphasizes that this is really good. You need to try this offer, you need to do this now. Asking a question is brilliant for getting more engagement. And of course, using eye-catching images is a great way of getting people to pause and stops rolling for a second and look at the thing that you're talking about. Talk in plain language. Plain English is really great. Whichever part of the world you're talking to. Don't make it too complicated, try and use conversational language, shorter words, short sentences make it super easy for people to understand. Include a clear call to action so people know instantly what it is they need to do. Share helpful content. So not just install this app, but install this app because it's going to make your life better. Captioned those videos, really important. And then of course, user reading memorable hashtag seven, it's easy to spell, work, get misinterpreted or something else and hasn't been used before. This example came up to me and I thought this is interesting. This, this kind of demonstrates what we're talking about hair. I've got no idea who give all done. But I know they do something to do with vanilla because they've got that key word in there. They've got a clear call to action download abrasion taught to us. It's coupled with a really nice graphic, which is in bold colors. It's got a quote in it, just a little bit of text. And then you've got the picture of the vanilla pods and nice sort of sing-song question and answer kind of text. So I quite like that as an example of a promoted campaign. And then just like we've been talking about this one, but I just I don't know. It's just too much for me. So very cluttered. And I do wonder how successful his campaign is and they are putting all this money behind it, but I just wonder if they stripped it back a little bit, Would they get a little bit more return on their investment? So some last tips for you. Don't forget to test and preview. Always check back to see how it's looking and everything's working. So you might find, oh my God, we're not getting any click-throughs to our website. So it could be that the links wrong. So always check it all the time. There might be something that needs to be refreshed. So maybe you're getting comments underneath from people saying, Oh, I keep on saying this tweet again and again. So you might need to change the text or refresh it with a new picture. And then maybe something surprises you. So maybe you are getting comments where people are asking about, I don't know an explanation of a particular term. They're asking for more details about when this particular product is in stock. So that will help the other elements around the campaign and it will help you engage with the followers even more. Now let's do a little exercise all about turbocharging your Twitter campaign. So have a think which type of campaign is going to be most effective for your brand? Is it going to be promoted, tweets, promoted trends, and awareness campaign, or maybe it's about getting more followers, more engagement. You might be after more app installs or just video views. So pause for a second, take out that worksheet and start making some notes.
9. When is the best time to post?: Sabina, people have asked me again and again over the years, is about when is the best time to post? And the answer to that is it depends. Sorry, I can't give you a straight audits and straightaway. So everyone's campaign is going to be different. Audience is going to be different. And it's about being clever with the timing. So you're doing what works for you. So first of all, think about the day to day and you want to catch people when they're commuting. So that's when they're idle on the train. They've got a little bit of time scrolling through Twitter. Or maybe you're more of a kind of a retail or leisure brand. And so catching them on a Saturday morning might be quite good. Or on a Thursday perhaps as they're thinking about what they're gonna do at the weekend. Catch them when they're hungry. So say if you're a pizza brand, there's no point starting your campaign. So you've always got tweets going out eight o'clock in the morning. Whereas as the day wears on, maybe around lunchtime or maybe four o'clock onwards. These are quite good times to be tweeting about pizza when he kind of takeaway or any sort of food thing that's a bit more savory. And then try and tweet when people are awake. So if you're a British brand and you're trying to run a campaign that attracts a US audience, then don't tweet before three o'clock in the afternoon because they're all going to be asleep. And this is sometimes people overlook. And I think you were wise this campaign not work. Why is no one retweeting us stuff? And then you realize, well, actually they're all snoozing right, right the way through it. So just be a little bit more clever about that kind of thing. And also, Sunday nights can be quite effective. There's a bit of a spike of activity on LinkedIn on a Sunday evening because you've got all these people dreading, go back to work on a Monday morning. So have a think about those kind of, I wouldn't say pain points, but points when people are feeling particularly receptive to the kind of content that you might be putting out. So just note down what is going to be a good time of day or time of the week to reach your audience. And then you've got the annual patterns. So moving on to the day-to-day annual patterns, like tourism, okay. You get a spike in bookings on the 1st of January, Christmas is over. People are thinking, or what? Another holiday. And then if you're in the legal industry, then January hate to say it, but it's also quite good for divorce proceedings. So early January is a good time to run a campaign that puts you in a really positive light and shows you to be knowledgeable, safe pair of hands. Then weddings. Can you see a theme developing here? So this gets busy kind of spring, summer, That's a really good time for people in a wedding industry. And then some holidays, kids going back to school. These are all annual patterns that you can predict. And this will help you and your timing the campaign. And then you've got the seasonal cycles. So in a Western calendar, you've got Valentine's Day, you've got East day, you've got Christmas, you've got spring, summer, autumn, winter. And this is no surprise, but this happens every year and in exactly the same order as you may have noticed. But then slightly more, I don't know, not quite so predictable. You've got newsworthy events. So in the sporting calendar, you've got the Olympics, you've got the football World Cup, you've got the Superbowl. There's major elections that happen. There's blockbuster films and TV dramas to everyone's talking about. And even with say something like the Olympics, they're really strict on who uses the logo and who allows their brand to be associated with the Olympics while it's going on because they've got these, these huge money deals going on with certain people have paid to be sponsors. So I'm not saying you should run a campaign about the Olympics and associating yourself with it. But if you were in leisure issue in fitness, then is a good time to be running a campaign on a topic connected to this because people are very engaged with sport and leisure, and fitness and health. So it's a good time to kind of do some complimentary to this, even if you don't mention the Olympics itself. Now Twitter actually helps you on this as well. And if you look behind the scenes in the apps dot twitter.com section, then it tells you about the big events coming up and where in the world are taking place. So this can be quite handy actually, and it can give you a few ideas about what to tweet and when to tweet. So let's just think, what's the annual patterns that you can predict and your customer behavior? Are there any seasonal events that you can think about? And then what are the big events to everyone is talking about a suddenly appearing in the news cycle. And maybe there's existing hashtags that you can jump on. So common ones that you might find hashtag Monday motivation or TBT, which is for throwback Thursday. There's a lot of these that go on all the time that you can just kind of leap on. And then how can you use or less as an angle for your campaign? Now let's go back to how often you should post. This is a tricky one because it is going to vary for each business and what you're trying to achieve. But Twitter moves so quickly. So I would say minimum three times a day and try and do it at different times. So not just three times in one hour and then forget about it the rest of the time. You might want to try. We're talking about commuter time. So first thing in the morning and then at the end of the day and then maybe a bit later like ten o'clock at night when people are relaxing. And I would always say mix it up a bit. So don't just repeat the same posts. Try different wording, different images, maybe even a different call to action phrase differently because people get bored very quickly and they don't want to see the same stuff again and again and again. And then how long should the campaign be? Again, it depends, but there's various stages to it that you need to be aware of. So firstly, you talking about raising awareness. And then people are starting to kind of gain a bit of interest. Maybe they're, they're getting familiar with the hashtag. Maybe they liked the video. And then after that you want to move to really push it in the call to action. And then once you've got past this stage, hopefully you're getting some results and people are clicking through their installing the app, they're watching a video, whatever the goal might be. And so six weeks can often be a good duration for a campaign. However, if you want to move quite quickly and you're doing something that relates to a completely different event. And like the football World Cup or in the run-up to the Oscars or something. Then maybe your duration will depend on the thing that you're trying to kinda to link up with. So it will depend, but have a think about what will work for your campaign. And then at the end of it, we're going to look at measuring in a second, but measure results and see what kind of return you got on investment. And so if you find that you are spending a lot of money over a long period of time. But you only really got good results in the first week. And then maybe think about shortening it next time. Now still I'm timing. We're thinking about scheduling. And scheduling is your friend when it comes to your effective Twitter campaign. And it helps you get a good mix of content. So you're able to plan all of this content and then just have a look at it and think, actually, no, we're doing too much of this. We need to balance it out a bit. It helps you get a good volume. So you're not just kinda Tweeting us and when you're sitting down, you're laying it all out and you making sure that there's a good volume of content, a good amount of posts, which is going to help you get the results that you need. And it also helps you make your posts more engaging. So you can really refine them, map it all out, make sure you've got enough click-throughs to the website that you're promoting a video enough, whatever. But then this helps you just refine them that little bit more to make sure the text is really good. The images are really sharp and what you're saying is super engaging. And then it also helps you get the timing right. So let's look at some of the tools that you can use and I'll explain further oneness. So someone like buffer, this looks at when you already have lots of activity on your Twitter account. And it gives you some slots that you can feel all the time. So you know that your posts are going out when the audience is most likely to be highly engaged. And buffer, we really liked buffer. It's very simple. It doesn't allow you to monitor tweets coming in is a really good example actually, of a tool that picks one thing to do well and then does it brilliantly. So you can use this to work as a content calendar really, to map out all of the tweets in your campaign over the duration. And you can get them to go out in all the slots that you want them to. And you can fine tune it for now. So you might decide actually this is going really well if we treat in the morning. So I'll just drag them so they're all a bit earlier. And then you might want to try more comprehensive dashboard, which is like HootSuite Sprout Social TweetDeck. And this is much more powerful. It allows you to have columns where you can look at tweets coming in. You can have searches on particular hashtag. You can look at what your competitors are up to. You can print off reports. So if you are more adept at using the tools around Twitter, then give one of these ago because just so much more powerful. Let me just show you an example of buffer. So, yeah, here's a post that i've, I've put in the system. And then I can show you here. So I've created a test post, I've added some video. And then all I need to do is add to Q and I can schedule it. And it's not so such in stone. If say, some awful national disaster happens, I can't just pull all the tweets really quickly or, or, or postpone of a day. You know, you still got power over it and definitely keep an eye on scheduled tweets so that if something does happen in the news cycle which is a bit unexpected, then you can move things around or you can put it all on hold. And this is what HootSuite looks like in the back-end. And so as you can see, there's a lot more going on here. So you've got all the tweets coming in in one column, all the mentions, which is where people have replied. You can look at your own posts. There's a lot more going on there, and I really like that, but I've kind of been getting my hands dirty with social media for longer than I can remember selling quite adept at managing all of these columns. Whereas if you're more new to it, then you might want to just keep it simple and just use buffer. So let's look at your central checklist for timing. So have you got a good mix of content? Are you posting when your audience is most receptive? And is there anything that you can do through scheduling to save yourself even more time and be even more efficient. And then have you previewed all the content? And also who got somebody else a preview of the content because they are going to spot errors, which is what you want, because you don't want arrows going out. And then how long are these promoted posts going to run before you change to creative? And by the creative, I mean, all of those component parts detects damage to hashtag. All of this stuff. Don't leave them running too long because it's going to be wasted money rarely. So try and mix it up a bit every so often. And so let's do a little exercise. There's been quite a lot to take in, in this section. So when it's going to be the best time to post in your campaign. And how much content can you schedule in advance? And which tools can you use to do this? What the tools are going to make this much more efficient and save you lots of time, which is of course what we will want.
10. How do you measure results?: Now, we're going to look
at something that is crucial in the success
of the campaign, and that is measuring results. If you're not going
to measure results, then how are you going
to know what works, how are you going to
know what doesn't, and how are you going to
make any changes to make it all more successful? What
are you looking for? Quite simple, really? You want
to see what's doing well. You want to see
what's not working. You want to think
about those targets you set at the
beginning and think, well, are we actually
reaching them? The sort of things
you're going to measure are going
to be impressions. So how often are people
actually seeing your tweets? You're going to be
thinking about engagement. So are people actually
clicking like? Are they re tweeting?
Are they commenting? What's going on here? And what
about the engagement rate? So what's the actual
percentage that we've got? Follower numbers pretty
straightforward, and you can see that
going up and up, which is always nice feeling. And then you'll measure the
promoted tweets themselves. Link clicks. Hopefully, people are clicking and going
through to your website. And of course, the one that
we all love, which is sales. And there's several tools
that you can use to do this. So have a look at inbuilt
Twitter Analytics, which we're going to look
at in just a second. Then you've got external
things like Google Analytics. This is something that
runs on your website and you can track the activity. So our people actually
clicking through from social media to
go to your website, and we're looking at that
in a second as well. And then you've got
dashboards like dash T, Sprout Social, social report, and this
pulls in all sorts of data, not just from Twitter, but
from e mail marketing, from your website,
from Facebook, all over the place, and this
gives you a really nice, comprehensive report that
you can look at yourself, share with the team,
and do a lot more with. And so looking behind the
scenes in Twitter analytics, you've got account home, and this is kind of your
Twitter report card. And I'm quite fond of this. It's got a really nice kind
of look and feel to it. So it's not like some data reporting tools where you
look at it and you think, Oh, my goodness, I need a degree to be able to understand this. You can look at your
Twitter report card and see everything very
easily month by month. And this is behind the
scenes on Sucio account, and it gives you a
nice 28 day summary. And so, as you can
see, we've got lots of green arrows here to show that things are going
up, which is great. There's one here,
which has gone down. And I think this is
because actually we won an award last month, and we had loads of activity, loads of people saying,
Well done, which is lovely. But then the impressions after that have
actually gone down. So it's all about context. You know, you don't
want to just look at the data and go,
Oh, that's good. Oh, dear, that
numbers gone down. Always add context to it. There's always
going to be reasons behind this activity
behind what's happening. And so it also tells
you your top tweets, the ones which have
done particularly well, your top followers, so the influences that you
might want to engage with. And then you compare this
to the month before. And so the top mention
last month was completely different.
And there we go. We've got a nice human
faces a guy in local Joe, picture of him with his
dog. Everybody loves dogs. But this doesn't mean
this is the kind of post I want to put
out all the time, but it does help
inform the activity. Because if you can
see what's working, then as a general rule,
you can do more of it. And then you get your
tweet activity dashboard. So this gives you
metrics for each tweet. And you can see how many
times Twitter users have seen or retweeted or like to
reply to each tweet. And so it's a really
nice little graph here. We've got 108,000 impressions
over a 28 day period, which is quite a nice
heartwarming statistic. And you can look at
individual tweets here, so I can see which ones have
got the most impressions. I can see, well, is there a
good engagement rate there? There's one here that's got
7,000 5,000 d impressions, which is great because it was a big brand with
large following. They retweeted what I'd said. So that tells me,
Oh, yeah, actually, this might be an effective way
to continue in the future, to try and get retweets from brands with lots of followers, which makes perfect sense. But until you're actually
looking at the data, then you can't form
these sort of judgments. Okay. And then you've got your audience insight dashboard, and this gives you lots of valuable information about
the people who are following you on Twitter and allows you to track your follower growth
and get to know people. So you can look at
their interests, their occupation,
education, marital status. And I'm going to say Twitter is good for this kind of thing, but not as good as Facebook. So if you think about the data we give away on
Facebook about ourselves, we're a little bit more open and honest, whereas on Twitter, lots of people have bios on Twitter where they don't
really say where they are, or I mean, I don't say on my own marital statement
status, that kind of thing. And so this is interesting, this audience
insights dashboard, but take a lot of this with a bit more of
a pinch of salt. So it says that 99% of our
followers, for example, are interested in dogs, which could be why we got so much engagement on that other tweet that
had a dog in it. But, you know,
everyone likes dogs. I'm not going to
suddenly start running a campaign focused on
this kind of content. So it's interesting
to look at this, but it's not going to be the only metric you're looking at. You're going to look at lots of different data points and
form judgments from that. So we're now going
to have a little look at Google Analytics. So that was Twitter
analytics, Olean built stuff. But then Google Analytics. This is what you can run
on your website itself. It's actually quite
easy to set up. There's a line of code that
you put into the website, and then it starts
tracking all the data. And it gives you so
much information. It can feel a little
bit daunting at first, but start by asking a few
simple questions like, I wonder where all the
traffic comes from. And then you have a look around, you go into acquisition, and
you can say, Okay, well, people are finding
our website just from putting in a keyword
into Google. Oh, look, we get lots of
traffic from social media. Excellent. Okay. And
that's what we want. Our Twitter campaign
is obviously working. And you can set up
particular tracking links. So in your campaign, you know that if people have
clicked on a certain link, then that's definitely helping people come through
to your website. So Google analytics, I mean, it's a whole separate
course in itself, but there's so much data there. It's really worth
getting the hang of it. And then the third
thing we've got here is the Twitter is
reporting dashboards. So we've got things like
this, we've got CIF, we've got hoop sue itself, it's got reporting tools
built in, social report. You might look at
this picture and go, Oh, there's a lot going on
here. This is a bit confusing. And so a lot of these things, it does take a
little bit more kind of tech savviness
to get to know it. But once you start
rummaging around, once you start following
the data month on month, once you start trying
to simplify it, then it will all start
to make a bit of sense. So really important to stress that there's
no point in going to all of this effort with
your Twitter campaign if you're not going to
measure the results. So however you do it, you
need to think from day one, what are our goals and how we're going to actually
measure success. So your essential
checklist here, set your objectives,
make them really clear. Set those key
performance indicators, thinking about what success
actually looks like for you. So for one business, getting 20,000 more followers
might be the dream. But for you, it might be
getting click throughs to the website where people actually sign up and
buy your product. Then think about
who the audience is and how you can
best target them. Then also thinking about
measuring results, how strong is a creative. You might want to what
we call AB testing. You might want to run two
versions of the campaign, one with a particular image, one with something
completely different. And then compare the two, which is the one that gets
more engagement. Then you can tweak
that as you go. After a week, if you find one is working
particularly well, looking at the data, then you can change it. You can
do something different. You can make sure that they're
a bit more on a theme. So looking at the metrics
really gives you control, gives you a lot of power
over what's happening. So Always measure your activity, refine according to results,
and repeat to fade. Just keep on doing it until
it gets better and better. Now, I've got a little exercise for you on checking the metrics. And before we think about the
campaign that's coming up, I want you to rummage around
in your existing activity. So H a, what was your top
performing tweet last month? How many engagements did it get? What else can you spot
about it and really get familiar with this way of
looking at the analytics. And it's really going to inform the campaign that
you're going to build because you'll know a
little bit more about your audience and what they
like and what they don't. So if you're running
paid campaigns already, think about what's giving
you the best results. What's actually giving
you the best return, what's making the
most money for you? And then if something isn't
working, how can you fix it? And if something's going well, how can you replicate this? So you've got the power
at your fingertips, have a rummage
around in the data and see what judgments
you can form.
11. Project: Plan your brilliant Twitter campaign: so we've covered a lot of ground in this course on. Hopefully you're feeling fully up to speed on things like promoted tweets, the power of image and video and how you can write really effective, engaging copy that's gonna help you achieve your goals. So now it's time to put it all together and start mapping out a strategy. So using the worksheet live created that goes with this part of the course, let's just go over those objectives again. So write down what the goals are for you. What's really gonna make an impact in your business. And then we need to attach some numbers to this. So start setting some of those key performance indicators So this could be followers. It could be views it could be clicks through to your website. It could be retweets. What is it that you want? And what's the volume that you're after on? Of course it could be sales, so you could be running a whole campaign around making more sales in your business. So how much money do you actually want to make? What do you think is realistic? And then a key part of the strategy is thinking about the audience. So who are these people that you're trying to target and how you gonna find them? Is it gonna be mostly organic content just coming out your general Twitter feed? Or is it going to be paid promotions? Animals say, if you do put some money behind it, then that's gonna make chances of success a lot more likely. Think about us Well, when they're gonna be most highly engaged. So you don't wanna be having the bulk of your activity when people are busy doing something else. You want to be targeting these people when you know they're around and they're going to be a bit more receptive to what you're talking about, and then a crucial element is the creative. So what I'm talking about here is that wonderful mix of your images, your video, your campaign hash tag, the text, all of these things, these component parts which, when you put them together, really, really do a brilliant job of getting that message out there. So you're looking for that winning combination, Really, that's going to drive engagement and then you've got tools. There's lots of tools at your disposal which will help you dual is much more efficiently and save you money and hopefully make you some money to. So you've got scheduling tools like Buffer or Hootsuite or tweet Deck. You've got video APS. There might be stuff that's already lurking on your phone that you could be playing around with and then, of course, measurement tools. So this is things like Twitter Analytics, which has already built him Google analytics and then some of those lovely reporting dashboards that I showed you earlier. And then, of course, a key part of the success. Key part of the success of your campaign is timing, so used to contact calendar that I've put in the project worksheet to map out the timeline and really think sensibly about when all is should kick off when you most likely to get success with this campaign And then last of all when you've done your strategy and you start to your campaign, tell us all about it. So we have a souk, yo school Facebook group that goes with all of our courses, and this is a really good group to join. It's full of people who also trying to get the most out there digital marketing. So tell us when you launched a campaign, get our thoughts. Get us to share. Get us to Retweet. Get us to comment all these things on. If you follow us on Twitter as well at secure school, then we can share it, too. On the last thing to say is good luck. So you've now got all it the knowledge, all the learning, all the tools, the tips, the techniques that you need to make your Twitter campaign a success.
Sue Keogh, Director and agency owner, Sookio
