Getting more from Twitter

BirdSong: Social Media Reconnaissance

www.birdsongdtt.com

What is BirdSong?• Social Media Insights on demand

• Identify key metrics of presence for any brand on Twitter, Facebook & Pinterest

Background• Most brands are using Twitter with competence

• Like any marketing channel its use can be improved to deliver greater results

• Whilst many brands skip straight to mentions and influence, we believe that an improved presence will help build strong foundations for growth

• Using BirdSong we illustrate how brands can be improving their existing presence and strategy to improve engagement and results

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1. Understand your audience

• How much do you know about your followers?

• Have you ever asked your database for their Twitter account?

• Have you ever asked your Twitter users if they have bought from you?

• By understanding a little more about your followers, you could be gaining a lot more value form them

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• Understand more about your audience

• Or those of your competition!

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2. Be there for the customer

• Too many brands manage their Twitter account round their office hours

• But what if your audience is more active after office hours?

• If you are not paying attention, you could lose customers to smarter rivals

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Honda UK Tweet Patterns

Question: When is the busiest day for car research & purchase?Is their Twitter presence aligned with this?

Selfridges Tweet Patterns

Question: When is the busiest time for Selfridges online?Is their Twitter presence aligned with this?

EL AL Tweet Patterns

British Airways Tweet Patterns

Question: How many people fly at the weekend?

3. Engage, don’t broadcast

• Twitter is NOT a broadcast medium

• Make sure your Tweet stream is a good mix of tweets, replies and retweets

• The more engaging your content, the more engagement you will receive

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Miele UK Tweet Mix

Sephora Tweet Mix

Bollinger Broadcast?

3. Follow Back• On average a brand follows between 10% and

30% of its followers

• Some brands have in house algorithms for choosing whom to follow but many just don’t

• Not all users know the .@ prefix . Without following a consumer, the brands may miss @ mentions.

• Following a user shows your brand cares about their opinion

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Follow Back

4. Follow More• You can identify a potential audience through

listening for brand or relevant mentions

• However, if 40% all users never actually tweet, you are missing a % of the audience

• By identifying users that follow your competitors or cross referencing them against other accounts will give you a better understanding of potential customers by their actions, not words

• Some examples…

Follower overlap

for BA & El Al

By identifying the cross over

you can identify a

potentially more valuable

audience

5. Align your message!• Tweet streams need to be organic, delivering

value to your followers

• Successful tweet streams will also have some impact on search results

• So don’t forget to mention what you do!

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Virgin Media

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El Al UK

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Sephora

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Paralympics GB!

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Conclusion• These are 6 initial steps to improve your Twitter

presence

• By improving the efficiency of your Twitter profile you can achieve greater engagement and visibility

• From greater engagement and visibility comes greater opportunities to generate reaction, growth and sales from your Twitter profile

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These insights and many more are available at

www.birdsongdtt.com