tuning up your twitter tactics - smx east 2012

@aaronfriedman

Tuning Up Twitter Tactics SMX East 2012

By: Aaron Friedman

@aaronfriedman

Twitter Is

340M thoughts

shared daily

140M+ Active

Users

The loudest voice

on the planet

“After the election in Iran, cries of protest from supporters of opposition candidate

Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in

a medium that didn't even exist the last time Iran had an election. ”

@aaronfriedman

Twitter brought a completely different way to connect with people and learn about their lives…different than Facebook.

@aaronfriedman

Although it took some time for the function of Twitter to be defined …

Twitter has proven to be a valuable

communication tool.

No one

Answered …

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For Connecting

Some of my first tweets

ever

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For Fundraising

$5,000,000 raised in 2

days for Haiti (Red Cross)

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For Business

• Customer Service

• Support • Competitions • Giving back

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Beyond the ability to communicate with consumers,

understanding and implementing a Twitter strategy has

become even more critical for marketers.

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Twitter Contributes to Engines

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@aaronfriedman

Attributes Engines Might Consider

Source: http://www.seobythesea.com/2009/11/how-search-engines-may-rank-user-

generated-content/

@bill_slawski

Relevant/irrelevant messages posted

Total number of documents initiated posted by the author

within a defined time period

Total number of replies or comments made by the author

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Which Begs the Question

As marketers, how do we maximize twitter to

effectively communicate with our audience base and

ensure our content is helping in the search engines?

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3 points of successful Twittering

Simplicity Incentivize

/ Timing

Clarity

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Clarity

14

@aaronfriedman

Be Clear

Highlight the content in the

tweet that you actually want

people to share

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Highlight not only

ON Twitter But also

OFF Twitter

TL;DR is a great

way

Too Long; Didn’t Read

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Simplicity

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Start by giving users a button to share

Make Sharing Easy

Source: http://searchengineland.com/learn-to-control-your-message-with-social-sharing-open-graph-100245).

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Don’t complicate

posts

5 posts about your space – help make others smarter

3 posts about your product – demonstrate the role you

play in your industry

2 personal –give people something to connect to by

sharing your personal side

by @tamccann

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Incentivize / Timely

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Timely information, when you see a need,

gives your audience an incentive to share your information, or take an immediate

action.

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Competitions

Problem Solving

Reward/ Recognition

Add brand to consideration

pool

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TACTICS

23

& TOOLS

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How About Some Actionable Stuff Now?

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@aaronfriedman

Twitter Long Tail

Suggestion “Force Tweet” Code Twitter Cards

Tactics to Improve Quality

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A simple methodology on how to prioritize long tail queries using information from Twitter.

http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434

Twitter and The Long Tail

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Step 1: Identify Keywords

Understanding what long tail queries are driving people to your site

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Step 2: Look At Social Data

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Step 3 : Develop Content

Super relevant

Have a list of

user for

outreach

Grow your

network

http://searchengineland.com/how-to-prioritize-the-long-tail-with-

twitter-118434 MORE INFO ON THIS METHOD

@aaronfriedman

• Give you control of how your content is

displayed with Tweets

• Drive traffic to your site

• Increase the number of people

following your Twitter accounts

through content attribution

Essentially rich snippets for Tweets.

Making Twitter more engaging.

Twitter Cards

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Summary

Photo

Player

https://dev.twitter.com/docs/cards

2.<meta name="twitter:site" content="@nytimes">

1.<meta name="twitter:card" content="summary">

3.<meta name="twitter:creator" content="@SarahMaslinNir">

4.<meta name="twitter:url" content="http://www.nytimes.com/2012/02/19/arts/music/amid-police-presence-

fans-congregate-for-whitney-houstons-funeral-in-newark.html">

5.<meta name="twitter:title" content="Parade of Fans for Houston’s Funeral">

6.<meta name="twitter:description" content="NEWARK - The guest list and parade of limousines with

celebrities emerging from them seemed more suited to a red carpet event in Hollywood or New York than than

a gritty stretch of Sussex Avenue near the former site of the James M. Baxter Terrace public housing

project here.">

7.<meta name="twitter:image" content="http://graphics8.nytimes.com/images/2012/02/19/us/19whitney-

span/19whitney-span-articleLarge.jpg">

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Force Tweets

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Twitter Intent Tweet

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href="https://twitter.com/intent/tweet?source=webclient&amp;text=I+tota

lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan

d.com/7-important-digital-assets-to-optimize-for-

132001+Makes+Perfect+Sense!">tweet a message</a>

Hand Code and Adding to Text as a Link

…OR + The Key…

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Typically they grab:

• Title Tag

• Header

Problem: These are underutilized

73 Characters in Header

~20 URL

~14 Twitter Handle

107 Used

33 Left

How Tweet Buttons Work

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<a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a>

<script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>

<script type=”text/javascript”>

$().ready(function(){$(‘.tweetThis’).hide();});

function tweetSelectedText(){

var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();

var twtUrl = location.href;

var maxLength = 140 – (twtUrl.length + 1);

if (twtTitle.length > maxLength) {

twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;

}

var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);

newwindow=window.open(twtLink,’name’,'height=500,width=500′);

if (window.focus) {newwindow.focus()}

}

</script>

Put This In Your Tweet Button

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Send a Better Message to Users

<p class= “tweetThis”>

Actions and what people do

are the new SEO and

Pinocchio's lying big nose.

</p>

Pro Tip:

Change the message the next day

to reach people not interested the

first time.

http://searchengineland.com/how-to-tweet-what-you-want-

because-content-matters-121748

@aaronfriedman

Re-cap

Twitter is significant to Search Engine Performance

• Clarity - Take away the guess work. Tell your audience what to say?

• Simplicity - Sharing is easy and boosts engagement

• Incentives / Timely – Be relevant

Control The Above. And Don’t Forget…

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The Power Is Yours!

• Find Topics – Long Tail

Method

• Control What Users Share

For Twitter Success!

@aaronfriedman

Aaron Friedman SEO Manager at

www.digitalhighrise.com

aaron.friedman@sparksmg.com

@aaronfriedman

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