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Tweet Smarter:Unlock more value from Twitter with data-driven best practices

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Live Tweeting from@TwitterSmallBiz

Join in with#TweetSmarter

Hello.

Anne Mercogliano@akmercog

Head of SMB Marketing @Twitter

Russ Laraway@russlaraway

Head of SMB @Twitter

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The Value of Twitter

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271M active monthly users1 billion Tweets every 2 days78% of users are from mobile

How can that help my small business?

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Source: Twitter Internal July, 2013

#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

Source: Twitter Internal July, 2013

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“run”

Source: Twitter Internal July, 2013

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

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“tired”VOLUME OF CONVERSATION

MON TUE WED THU FRI SAT SUN

Source: Twitter Internal July, 2013

35%Via a Tweet in a #hashtag

conversation

35%Via a friend’s @reply

57%Discovered an SMB on Twitter.

Source: DB5 Small Business Customer Insights Study 2014

Twitter brings you closer

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9 out of 10users have engaged in a conversation with or about an SMB on Twitter

Source: DB5 Small Business Customer Insights 2014

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feel better about an SMB after following it on Twitter

Source: DB5 Small Business Customer Insights Study 2014

have purchased something because of Twitter

73%

60%

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#TweetSmarter with Data-Driven Best Practices

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Know your goal

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Objective-Based

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#TweetSmarter with Data-Driven Best Practices

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Real world examples

2 POVS: Marketing & Sales

190,000 Promoted Tweets from SMB Advertisers

Statistically significant differences +

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1. Keep it short

2. Give clicks context

3. Make it visual

4. Optimize for leads

5. Start a conversation

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Tweets <100 characters get +18% more engagement

Keep it short

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Key TakeawayCurate with a calendar & punctuate with short Promoted Tweets

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Tweets with website cards have +43%engagement

Give clicks context

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Prime users before they click-through to set clear expectations

Key Takeaway

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Tweets with rich media get +313% engagement & +52% Retweets

Make it visual

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Vine FAQ• 6 second looping video

• Download the Vine app to get started

• Share on Vine platform and on Twitter

• Promote Tweets with Vines through Twitter Ads

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Key TakeawayA picture is worth 1000 words

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Tweets with Lead Generation Cards have +42% engagement

Optimize for leads

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Optimize for ease & validity

Key Takeaway

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Tweets from advertisers who @reply 1x week have +18% engagement

Start a conversation

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Key TakeawayTalk with customers, not at them

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Don’t overthink it.

Embedcustomeractions.

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@TwitterSmallBiz

TweetSmarter14

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#ConnectingConvincing

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QUESTIONS ?