How to Attract Customers With Twitter and Vine

Transcription

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how to attract customers with twitter & Vine
Learn How to
ATTRACT
CUSTOMERS
WITH TWITTER
AND VINE
g
g
B
Optimize Your
Twitter & Vine
Presence to
Generate Leads
& Sales
A publication of
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IS THIS BOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to determine if
your level matches the content you are about to read.
INTRODUCTORY
Introductory content is for marketers who are new to the subject.
This content typically includes step-by-step instructions on how
to get started with this aspect of inbound marketing and learn its
fundamentals. Read our introductory-level ebook, “How to Use
Twitter for Business.”
INTERMEDIATE
This ebook!
Intermediate content is for marketers who are familiar with the
subject but have only basic experience in executing strategies and
tactics on the topic. This content typically covers the fundamentals
and moves on to reveal more complex functions and examples.
After reading it, you will feel comfortable leading projects with this
aspect of inbound marketing.
ADVANCED
Advanced content is for marketers who are, or want to be, experts
on the subject. In it, we walk you through advanced features of
this aspect of inbound marketing and help you develop complete
mastery of the subject. After reading it, you will feel ready not only
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to execute strategies and tactics, but also to teach others how to
be successful.
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HubSpot’s All-in-One
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HubSpot brings your whole marketing
world together in one, powerful, integrated
system.
Get Found: Help prospects find you online
Convert: Nurture your leads and drive conversions
Analyze: Measure and improve your marketing.
More: See marketplace for apps and integrations
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SMART FIELDS
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WORKFLOWS
analytics
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learn how to attract
customers with twitter & vine
By Anum Hussain
Anum Hussain is an inbound content
strategist at HubSpot, leading the internal
offers team that helps generate 70,000 new
leads each month. In this role, she reviews
all the content HubSpot publishes, such as
ebooks, templates, and whitepapers. She
is an active writer for the HubSpot Internet
Marketing Blog, has previously written for
the Boston Globe and LinkedIn, and also
maintains her own blog on content strategy at
anumhussain.com.
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Follow me on twitter
@AnumMedia
5
COntents
optimize the branding of your twitter profile
6 steps to optimize twitter for search
twitter etiquette for business
/9
/16
/22
6 ideas to jump start your lead generation strategy
incorporate vine into your twitter strategy /37
how to measure the roi of twitter & vine
conclusion & additional resources Share This Ebook!
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/59
/48
/29
Foreword by Laura Fitton
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Whether you’ve read my book “Twitter for Dummies” or not, we know
you’re no dummy when it comes to making Twitter work for your business.
We’re glad you dropped by HubSpot to learn more. Twitter’s come a long
way, baby, and so have you!
Ready to dig in past the basics and start showing the rest of your company
what Twitter can really do? Awesome. You came to the right spot.
Ever wonder how to optimize your Twitter profile for search? Got it. Unsure
what to do about measuring it all? We’ll explain that too. We’ll even show
you how to close the loop between marketing and sales with analytics so
you know what new leads and customers are coming from your Twitter
efforts.
Hope you’ll enjoy putting these suggestions
to work, and join us at Inbound 2013 to keep
learning more about inbound marketing with
platforms like Twitter.
Warmly,
Laura “@Pistachio” Fitton
Inbound Marketing Evangelist, HubSpot
Lead author, Twitter for Dummies
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“
42% of companies
have acquired a
customer via Twitter.
Source: HubSpot
”
The marketing world is transforming into an inbound one. With over 140
million active Twitter accounts, and 340 million tweets a day, the social
network is becoming omnipresent in the business world. In fact, 42% of
companies have acquired a customer via Twitter.
This intermediate ebook will delve into how your business can best take
advantage of Twitter -- turning 140-character tweets into quality leads.
You will learn to use Twitter to promote and develop your brand, interact
with customers and prospects, follow what people are saying about your
company and develop direct relationships with bloggers, journalists, and
industry leaders.
And with Twitter’s launch of Vine, there’s even more to learn and explore.
The question for marketers now isn’t if Twitter or its new Vine app can
produce measurable ROI, but how to take best advantage of the changing
social media landscape, and how to implement a closed-loop marketing
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customers.
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“
Twitter is not a technology, it’s a
conversation. And it’s happening
with or without you.
”
-Charlene Li
A Note of Inspiration About New Tools
Keeping pace with evolving technologies is a challenge for even the most
attuned marketers. The past several years have spelled tectonic shifts in
Twitter. In 2012 alone, Twitter and LinkedIn broke their partnership. And
now, as mentioned, there’s Vine.
While there is no way to anticipate every social evolution, smart marketers
must stay on top of these developments. And it pays to be on the cutting
edge – just ask John Landy, mostly the forgotten second man to break the
four-minute mile.
At HubSpot, we have managed to drive significant traffic by being the first
to review a new development, or discuss new industry trends, which is why
we are including a section in this ebook update.
This ebook will walk through how you can maximize Twitter tools, and use
them to drive more leads and customers to your business.
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CHAPTER 1
optimize the
branding of
your twitter
profile
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swag > [swag]
verb, adj.
Appearance, style
Every good business has swag--the way you present your style. Particularly
in the image-driven world of social media, it’s important that your business
swag is unique and visually compelling.
Twitter announced official brand pages in the fourth quarter of 2011, and
have continued to improve their functionality through 2012. Set up your
Twitter brand pages to take full advantage of the business benefits:
COVER PHOTOS
On the heels of 2011’s call-to-action banners on Twitter brand pages, in
2012, Twitter followed Facebook’s example and added cover photos for
user and company profile pages.
Cover photos allow businesses to add a larger image, in addition to
promoting the your brand’s username, location, and a short description or
bio. This header is the perfect opportunity to show some more personality-and include a call-to-action (CTA), a link that directs visitors to a desired
action you want them to take.
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Gauge what is important to your specific Twitter audience and create a
custom CTA. If your company is running a new social campaign, you can
use this header to teach users more about it.
In HubSpot’s case, we could direct users to our ebook on How to Use
Twitter for Business because that is something our Twitter followers would
benefit from. Here you can see the HubSpot cover photo:
To add your cover photo, simply click on the gear at the top right of your
Twitter page, and select settings from the drop-down menu. From there,
go to the profile tab on the left, and upload your photo under the header
option.
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Featured Tweets
Brand pages also allow you to
feature a tweet at the top of your
Twitter feed. This paid feature is
a great way to highlight particular
campaigns, promotions, or offers
you’d like to give more visibility over
a longer period of time. You can
support these tweets with engaging
images and videos to better
illustrate your offer and give your
lead generation efforts even more
potency.
Custom Backgrounds
Creating a custom background is another
quick improvement. While once upon-a-time,
users expect to see your company name, logo,
n
r ow
e you d.
k
a
M
n
grou
back
and URLs on your background, people are
now much more susceptible to more simplistic designs. To get your own
custom background up, read the step-by-step instructions on the next
pages and follow along during this video tutorial.
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STEP 1
Set the Right Measurements
Your background can be made using any design
software so long as you follow the following
measurements:
Width: 2048 pixels
Height: 1900 pixels
Resolution: 72 pixels/inch
Note that Twitter backgrounds will not scroll down as
users scroll down a profile page. The text/images on the
background will be glued to one spot.
STEP 2
Define Your Design Space
Since your activity timeline (or feed) appears in the
center of your Twitter screen, you need to position
your background so it isn’t covered up by your feed. To
do this, check that your text and images are viewable
on any screen size. You don’t want your feed to cut
off on a 13” screen because your background was
formatted for a 15” screen. Marking your design to
300-pixels horizontally, should allow your background
to show on most screens.
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REMEMBER:
300 PIXELS!
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To define the design space, click on the vertical ruler and drag until the
line touches 300 on the horizontal ruler. This marker will not appear in
your final product, it is simply an indicator for you to keep all your work
inside that selected area. (If your design software that doesn’t have a
marker, simply draw a line, and delete it after).
STEP 3
Select a Background
As a background, you can make your entire canvas one
color or insert an image to fill the entire background. If
you decide on an image, be sure you own the rights to
the image you choose, and consider how it will look when
part of it is covered up by the Twitter feed. A solid color is
always a safe option. It’s also easier on the eyes.
STEP 4
Add Your Text
At this point, you’re free to add any the text to the
300-pixel wide, left-hand column we created. Your
layout should reflect your company’s identity, but
keep it simple. Twitter is the world of 140-character
updates after all. Users are used to brevity, and they
will respond best to clean designs.
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Keep
it shor t.
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STEP 5
Correctly Save Your File
Save the file to a safe place to ensure you can find the original file
again when you need to update it. With this backup, save the file
again as one of the three file types Twitter accepts: JPG, PNG, or
GIF. Be sure that the image size does not exceed 800K, because
that is the maximum file size Twitter accepts.
For those designing in Photoshop, you will automatically be
directed to a new prompt after clicking “save,” which will give you
the option of adjusting the image quality. Simply adjust the image
quality down one number, and you will notice an extreme drop in
file size, without hurting the quality to a great extent.
STEP 6
Upload to Twitter
Upload the background you selected in Step Three. Go to your new
personal or company Twitter profile, and select “settings,” which
is located in a drop-down menu under your Twitter username on
the upper right-hand side of the screen. Once you’ve navigated to
“settings,” click the “design” tab and select “change background
image.” Upload your new background, save changes, and your
beautiful, custom, background will appear right before your eyes.
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CHAPTER 2
6 Steps to
optimize
twitter for
search
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“
I see Twitter impacting a lot of
relationship building, which
often leads to partnerships,
links, referrals, and business
development of all kinds.
”
-Rand Fishkin
Now that your Twitter brand page is prepared for the Twitterverse, it’s
time to ensure users can find you in search engine results. A robust
social media presence enhances your SEO results. Your Twitter handle
and updates can support your entire marketing program by helping your
business rank in search for industry keywords.
While you want your website to be the first hit—why not have your
Twitter posts display a few links below? When it comes to search engine
optimization, it’s okay to be greedy: You don’t want just the number one
spot; you want as many as you can get.
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inbound
links
Twitter
SEO
keywords
subset
length
keywords
in bio
reach
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spam
free
19
STEP 1
Keep Handles Spam-Free
Your Twitter handle can be changed at any time,
pending availability. To edit your handle, simply go
to the settings drop-down and find the field that
allows you to change your username.
Many spammers have Twitter handles that include
a set of numbers (e.g., @Name546789). When
Google’s algorithm scans links on Twitter, it often
disregards such usernames since there is no way
to differentiate between who is real and who isn’t.
Therefore, choose a unique and professional username.
STEP 2
Include Keywords in Bios
To improve SEO, be sure to include at least one keyword
in your bio that reflects your business Don’t riddle this
‘about’ section with industry keywords, as that will
look forced. A few keywords deployed in an accurate
way will help improve search visibility. Keep in mind,
search engines often display your 160-character
Twitter bio in the links’ description on the results pages,
so make your company description attention-grabbing.
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K
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STEP 3
Build Your Reach
This may sound like a no-brainer, but
gaining a following with high quality
followers is important for SEO purposes.
Get mor
authorit e
y.
In an interview with Google and Bing, the
two primary search crawlers said that their
algorithms check the authority of every
user tweeting content. “We do compute
and use author quality,” said a Google
representative. “We don’t know who
anyone is in real life.”
STEP 4
Create a Subset of Keywords
While your business should have a set of keywords
translate over to Twitter--especially if they’re
lengthy. Analyze your keywords through various
tools (HubSpot customers use our Keyword tool),
K
and pick a smaller subset of keywords specifically
day tweets to help boost your rankings.
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K
for Twitter. Tweet these phrases throughout the
K
K
K
it tries to rank for, all those keywords may not
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STEP 5
Keep Tweets in RT Safe Zone
In order to ensure your
SEO-ready keywords are
not deleted when a user
shares your tweet via “RT @
username,” make sure your
tweets run short -- you want
a solid 10-20 characters of
legroom. Additionally, data
shows that 120-130 character
tweets have the highest
clickthrough-rates (CTR).
STEP 6
Fuel Your Inbound Links
Make your content remarkable enough that other influencers retweet
it. Search engines will register the value of Twitter authority figures and
correlate that with the value of the link posted. This means that crawlers
are analyzing the number of followers of those who retweet your content,
and ranking your retweeted link based on that value -- the Twitter
equivalent of an inbound link. Posting updates that appeal to influencers
will inevitably boost your optimization efforts.
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CHAPTER 3
twitter
etiquette for
business
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Monitoring your Twitter account can take time. Efficiently optimize both
the amount of time you spend monitoring Twitter and, consequently, your
results. Here’s a few ways to do so without sounding like a
?-
robot or replying to every tweet.
Reply when
Necessary
There is little value in habitually replying to every tweet with an upbeat
“thank you.” However, you should make a habit of replying to two types of
tweets on an ongoing basis: questions and negative comments.
When you know the answer
to a question, answer it. If
you don’t know the answer,
64% of Twitter are more likely to make
purchases from businesses that answer
their questions on Twitter.
ask someone at your
company who does. A social
media manager is not hired
More Likely
to know every intricacy
Less Likely
As Likely
of your corporate policy,
but to manage how you
Source: InboxQ (Survey)
communicate them. Use
your resources well and give Twitterers the proper responses they deserve.
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allow Direct messaging (DM)
Wouldn’t it be great if the tip recommended
before this one could be done privately? That’s
precisely why it’s so important to follow back
users who follow you. If they have a question,
most will try to DM you, but Twitter will only
allow them to send direct messages if you are
following them.
Message m
privately. e
.Place “@reply” in front of tweet
Twitter differentiates between a “reply” and a “mention” based
on the Twitter handle location in the composed tweet. If you place
a handle at the beginning of your update (e.g, “@anummedia I
read your...”), Twitter considers the tweet a reply, as you are
@
responding directly to the user. If the handle is placed somewhere other
than the beginning of a tweet, it is recorded as a mention.
When responding to a Twitter user, decide who you want to see your
tweet. Replying directly to a user means that tweet appears only on your
profile page and in feeds those who follow you both. You may notice users
dodging this by including a period in front of their tweet (.@anummedia).
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Schedule, then monitor Your Tweets
Scheduling tweets is a step to help minimize the amount of time you
spend scripting tweets each day. By knowing you have a steady amount of
content that will automatically publish, you are giving yourself more time
to follow where that content is going, how it’s being discussed, and what
leads its generating for you. Now all you have to do is check in occasionally
to see what people are saying and respond accordingly. This technique is
much easier than worrying, or worse, forgetting, that you have to tweet.
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SAVE your TIME &
SCHEDule TWEETS
You know your content
needs to be shared
and spread across
Twitter -- you’re
just daunted by the
task of constantly
tweeting your content
throughout the day.
HubSpot eliminates
that problem, allowing
you to schedule and
automate your social
media publishing.
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3 Set your blogs to auto-promote and see click-through data.
3 Create and send all your Twitter posts from one central portal.
3 Send immediately or schedule your posts in advance.
3 Get suggested times based in The Science of Timing research or set
your own suggested times for publishing.
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Even equipped with the best practices shared above, many businesses get
lost in the Twitterverse and end up using the social tool in a less customerfriendly manner. This behavior is often due to some common myth in the
internet marketing space. Let’s tackle three of these misconceptions and
discuss what’s wrong with each of them.
myth 1
Longer Membership
Shorter Membership
Your Twitter presence is not measured by how long you have been a
member; it’s measured by the value you provide - which translates to
followers and engagement. People follow users to find information they
wouldn’t stumble across on their own. To grow followers, make sure
you post truly valuable content, not simply spam about your product or
service.
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myth 2
Tweeting Every Second
15-25 Tweets Per Day
While it’s true that tweets have a short shelf life, it doesn’t necessarily
mean you should be a tweeting machine. With tweets sent every second,
your most recent updates move down a users’ feed almost instantly, and
constant tweets can irk your followers.
Our data shows that 15-25 tweets per day is the sweet spot for increasing
following. While this sounds overwhelming, understand that it’s merely
the average; you can fluctuate above and below. What’s important to take
away is that posting too much too often could decrease your opportunities
to grow your following.
myth 3
Following Industry Leaders
Following Customers
Are you following industry leaders to learn from
the insights they share? Following competitors to
keep an eye on their messaging? Great! But what
about your customers and evangelists?
Many businesses ignore these folks--which
makes no sense. If brand loyalists are willing to
?
Follow birds
publicly talk about and show that they follow your
company, doesn’t it intuitively make sense to send them some love back?
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CHAPTER 4
6 IDEAS TO
JUMP START
YOUR LEAD
GENERATION
STRATEGY
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The biggest mistake marketers make with Twitter is not realizing it can
make you money. From a business standpoint, why do anything that
doesn’t demonstrate concrete ROI? Twitter is still a place of positive brand
communication and conversation, but it’s also a place to generate leads.
When it comes down to it, your business needs to test what works best for
lead generation. You can’t do everything, and what works for one business
may not work for yours. Here’s a list of ideas we’ve experienced success
with. Use a few as a starting point and build your own strategy by following
what works for your business.
idea 1
Tweet Offers
Sharing your offers is the simplest form of lead generation. Control how often you
share your offers to ensure your account doesn’t turn into a spam-bot. Your specific
frequency is contingent upon your business. For example, a recruiter can naturally
share job openings frequently because users are vested in new opportunities.
However, they may not be as willing to download the same whitepaper about
improving heating systems, for example. Have difficulties coming up with content
ideas? Here is an ebook that will help you out.
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idea 2
CONNECT YOUR BLOG to your twitter
.If you have a blog, be sure to tweet links to all your posts (which should have
calls-to-action featured in them). This is an indirect but effective way to attract
new leads. If possible, connect your blog with Twitter so that a post gets tweeted
the minute it’s published automatically. For HubSpot customers, the HubSpot
software can automatically set this up for you.
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idea 3
Respond with Landing Pages
When a user sends you a question, use the opportunity to give them
proper feedback. When possible, and only when helpful to the user, add a
landing page link to your response.
For example, one user tweeted his Marketing Grader grade, adding
commentary about how he wanted to improve his overall score by
improving his website presence. @HubSpot responded with a link to our
ebook, “25 Website ‘Must Haves’ for Driving Traffic, Leads & Sales.” The
user appreciated our beneficial--not spammy--response. He filled out the
form and received the information he needed to improve his score!
idea 4
Include Hashtags
.Create a hashtag by simply adding a pound sign in front of a word.
But simply adding a hashtag to a tweet isn’t going to give you
any results; you need to integrate them to a marketing campaign.
Follow trends. If you see a trending hashtag relevant to your tweet or
content, include it in your updates. Similarly, if a user is tweeting with a
particular hashtag, include it in your retweet. This allows your tweets to
reach anyone who is looking for that particular hashtag.
When hosting an event, create a hashtag so users can chime in and
aggregate a list of tweets from potential leads.
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#
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idea 5
Build Your Reach
What’s the use of following any of the above suggestions if you’re not
reaching anyone? This is where you need to revisit the basics of Twitter
and remember to spend time building your following. The more people
you’re sending information to, the higher your chance of generating leads.
To learn more ways to attract more social media fans and followers, read
this in-depth post. HubSpot’s software can also give you a quick snapshot
of your social media reach:
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idea 6
Try Twitter Chats
Twitter chats are the next level of hashtags. From a business standpoint, a
Twitter chat is an online discussion between a brand and the Twitter world.
While there is no set format, most moderators will host weekly Twitter
chats, asking about six to eight questions over the period of an hour.
For example, when HubSpot hosts #InboundChat, the @HubSpot Twitter
account plays the role of moderator, while a specific HubSpotter will jump
in separately on their personal Twitter handle, playing the role of expert.
This person is mentioned by @HubSpot at the beginning of the chat so
attendees can identify the expert and ask follow-up questions.
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At the beginning of the chat, @HubSpot asks the audience to introduce
themselves and soon after jumps in with Question 1.
Tactically, when asking a question during your chat, be sure to include
“Q1:” (Question 1) at the beginning of your tweet. This identifies which
number question you’re asking. Also insert your chat hashtag at the end.
When answering a question, include “A1:” (Answer 1) at the beginning of
your tweet and include your chat hashtag at the end. There is no need to
include the moderator’s Twitter handle in every answer, but do include
specific handles when/if you’re
replying to someone’s follow-up
question for further discussion.
Note: If you do not include the chat
hashtag in your tweet, your answer
will not show up in the chat feed.
During the chat, a @HubSpot monitor
retweets (RT) other users comments
and answers follow-up questions.
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bo
#In
at
Ch
und
36
To push our lead generation efforts, we pair each chat with an offer. For
example, we paired a “Twitter for Business” chat paired with this ebook! To
keep the theme strong, you may want to tweet a link to the ebook to help
users follow along, but you can also create a special landing page such
as our http://www.hubspot.com/inboundchat page, which is tailored for a
particular chat using appropriate calls-to-action (CTAs) and helpful copy.
Keep in mind this platform of discussion may not work for every business,
and the only way to find out is to try it! Figure out how you want to format
your chat and give it a few test runs. Don’t simply host one event and quit.
Make sure you’re promoting the chat ahead of time so users know it’s
happening. You can also join one of the nearly 100 regularly scheduled
Twitter chats on a huge variety of industry topics. Depending on your
business, joining rather than creating a chat may prove more beneficial.
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CHAPTER 5
INCORPORATE
VINE INTO
YOUR TWITTER
STRATEGY
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What is Vine?
In January 2013, Twitter announced the launch of its new, integrated
mobile video app called Vine. The GIF-like app, which was acquired by
Twitter in October 2012, enables mobile users to capture and share
short videos of six seconds or fewer, which complements the brevity of
140-character tweets quite nicely.
This six second time frame is perfect for a digital audience given the fact
that the average online attention span is about 8 seconds. In this fastmoving social media space, it pays to get creative.
Vine offers an interesting fusion of video content and static visual content,
enabling mobile users to capture and share small moments. These videos
play on a loop, just like an animated GIF does. Vine videos also include
audio options.
Knowledge Check: What is a GIF file?
Short for Graphics Interchange Format, GIF files are a way
to save graphics files for use on websites that move as an
animation. Because the mini animations consists of
frames, they are similar to a movie, minus audio.
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Although Twitter purchased and launched Vine videos, they can be linked
to both Twitter and Facebook accounts. This move shows that Twitter
cares more about the use and benefits of the tool (and the reach it can
get through Facebook), than they do about having the tool limited to just
Twitter. This move will help them see greater success and be a lovable
social platform. Twitter also expects to expand to more social networks in
the near future.
At the moment, the Vine app currently is only available for use on the
iPhone and iPod touch, but we would expect Twitter to expand this tool for
use on other platforms as its popularity grows.
“
Posts on Vine are about
abbreviation -- the shortened
form of something larger.
They’re little windows into the
people, settings, ideas and
objects that make up your life.
Source: Vine Blog
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”
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Use Vine to Expand Your Video Library
The Vine app is an easy-to-use tool
to help marketers incorporate more
video into your overall social media
strategy. They are also a great tool
to show your company personality
and reach a new audience.
Many marketers get overwhelmed,
or too focused on video-production
quality. Yet the quick upload, easyto-use interface, and minimal
emphasis on production quality
means that Vine is designed
to encourage a little more
experimentation.
Vine’s 6-second time limit also capitalizes on users’ short attention spans,
considering that about 20% of viewers will abandon your videos after just
10 seconds, according to Visible Measures.
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41
6 Quick Ideas to Inspire Your Vine Videos
1
Sneak peeks to promote an upcoming event or webinar, such as
2
Quick, bite-sized product demos, perhaps focused on a particular
3
Clips showing off awesome new gear, swag, products, or the like,
4
“Behind the scenes” looks at your office to show your company’s
5
6
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speaker clips)
tool or feature
in action
culture and the people behind your brand
Short features or case studies of customers enjoying your
product, services, or content
Clips highlighting PR initiatives, like employees doing charity work
or award acceptance speeches
42
How to Create Your Vine Account
Follow these steps to create your Vine account, and starting sharing little
videos today!
STEP 1
STEP 2
STEP 3
Make sure your
Go into the “Settings”
Sign in to your
company’s Twitter
section and sign into
Vine account.
account is connected
your company’s Twitter
with the app itself.
account.
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43
STEP 4
Go to the Vine homepage, click
on the video icon and start
recording. It’s that simple!
VB
Once your account is connected, you can publish your videos to both
your Twitter and Vine feeds, which will appear for all your Twitter and Vine
followers. Remember, to grow your reach of these videos even further,
include relevant hashtags whenever possible.
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44
An Innovative Example of Using Vine
to Inspire Your Own Creative Strategy
A lot can happen in six seconds. You can text your mom, read an email
(or delete 20), or snap a picture. But can you create a lasting impression
within six seconds?
Since Twitter unleashed Vine unto the world, brands have been quick
to use the 6-second video app as a free marketing platform. While you
can browse through 15 examples of brands getting creative with Vine
for marketing here, we wanted to share one truly remarkable way we
incorporated real-time elements into our Vine marketing efforts with an
“Ask Me Anything” Twitter chat. We hope it helps inspire your own ideas.
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45
Our “Ask Me Anything” Twitter
chat, hosted via the hashtag
#InboundChat, was a unique
Twitter chat. Instead of
responding to user questions
with 140-character tweets, our
CMO Mike Volpe responded in
6-second Vine videos. While
the concept behind this chat is
similar to the Twitter chats we
discussed in the previous chatter,
the ‘ask and reply’ process is a
bit different.
Once questions start rolling in,
the moderator (in this case,
@HubSpot) announces which question the expert (in this case, @mvolpe)
is currently answering so attendees can expect a video shortly after. Once
you produced a video through the Vine app, you see an option to share
the video with your audience on Twitter. Twitter chats typically run about
an hour long, which gives you enough time to produce about 15-20 Vine
video responses.
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46
Tips for Running a Vine Twitter Chat
1
Include multiple team members in your execution process. It
generally takes one person to film, one to act as the expert, and
one to moderate and monitor on Twitter.
2
Using a tripod for your videos will produce the best results. That
way, your audience can focus on the expert’s answers without
any distractions.
3
Remember that your expert’s answers must be 6 seconds long,
or fewer. Ask your expert a few practice questions before starting
the chat so he/she can get the feel for how long 6 seconds is.
4
Keep a backlog of good questions you want to ask your expert to
5
When uploading your video through Vine, don’t forget to include
make the process quick and easy.
the chat hashtag and the expert’s Twitter handle, and then select
“Share on Twitter” to publish the video to both Vine and Twitter.
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47
Incorporating Vine into your Twitter strategy is a great way to expand your
interactions with leads, customers and evangelists online. The more
people you’re reaching through your Twitter and Vine accounts, the more
potential prospects to convert into customers. It also gives your company
culture a chance to shine -- interactive chats and other videos give your
audience an opportunity to chat with folks “on the inside”.
Use Vine to develop a deeper, more personal connection with your
audience and transform silent followers into serious brand evangelists.
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48
CHAPTER 6
how to
measure the
roi of twitter
& VINE
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49
This ebook is essentially useless
unless you’re measuring your efforts
along the way. We’ve covered how to
attract prospects and leads, but now
how do we know we attracted actual
customers? Through analyzing Twitter
marketing data, you can pull insights
and evaluate if you’re spending your
Twitter, however, doesn’t have a
seamless way to check your
analytics. Vine doesn’t have any
analytics. Closed-loop marketing is
what you need to look at to track the
B
time wisely to benefit your business.
Y
power of Twitter compared to your other
marketing channels. This means tracking the path of a user clicking a link
in a tweet, to visiting a page on your website, to filling out a landing page
to become a lead, and, ultimately, to converting into a customer. And isn’t
that ultimately why you’re using Twitter or Vine for business in the first
place? To bring in new customers?
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50
Twitter serves two purposes, and you need to be measuring both.
1
Business Generated through Leads
2
Twitter Followers/Database Growth
Let’s first look at actual business generated through leads. The basic first
step is look at traffic drawn from Twitter. While many people look at traffic
drawn from all their social media channels, you need to be able to analyze
Twitter on its own.
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51
Measuring Twitter Business Growth
In the screenshots on the previous page, you’ll notice three key metrics.
Visits
Visits to your website from Twitter is reflective of the amount of traffic
Twitter can help drive. However, visits cannot be the sole metric you track.
Traffic figures simply help you understand the next two metrics.
Contacts
Contacts is the number of new leads, the number of new people, who have
shown interest in your company. Whether these people became contacts
through submitting a form for an ebook, entering their information for a
coupon, or submitting an application for a job, they have shown some
vested interest in your business. Contacts emphasize the “new” concept,
meaning they are not repeat leads. These are your potential customers. By
becoming a contacts, they are now a fresh opportunity for your sales team
to convert into a customer.
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52
Visits-to-Contacts Rate
While visits are important for understanding the traffic Twitter is sending
to your website, and contacts are important for understanding all the
new opportunities created for your sales team, in order to measure your
marketing effectiveness, you need to see the rate at which your visitors
are converting into contacts. This will not only allow you to analyze your
Twitter success month-over-month, but will also allow you to find problems
in your Twitter strategy. If your traffic volume is high, but you’re visits-tocontacts rate is low, you have a conversion problem. But if your visits-tocontacts rate is high and your raw number of contacts is low, you have a
traffic problem.
Over time, these three metrics will build up and add more and more
contacts into your database. From there, your sales reps can work on
converting them into customers.
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Y
53
MEASURE TWITTER’S
BUSINESS VALUE
Does Twitter really
work for business?
How much time
should you be
spending on it? Until
recently, the impact
of Twitter has been
notoriously hard
to measure. With
HubSpot, you can
finally start reporting
on the ROI of Twitter
marketing efforts.
REQUEST A DEMO
WATCH VIDEO
3 Collect data that shows which social channels deserve your time.
3 Find out how many leads and customers are attributable to social
media.
3
Monitor your visits, new leads, and visits-to-contacts rate over any
period of time.
View number of clicks on individual posts or see social media
3
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analytics in aggregate.
www.Hubspot.com
54
Measuring Twitter Database Growth
Your followers on Twitter are like your subscribers to your email marketing
-- they are your database of people to reach out and communicate with.
These are the people that you have to work on converting from Twitter
follower to lead, to then customer. Unless you growth your Twitter following,
you won’t be able to convert followers into ultimate customers.
There are three metrics you can track your Twitter database growth.
Follower Month-To-Month Growth
By pulling the number of Twitter followers and net new followers, you can
get a sense of your Twitter reach growth monthly. For example, if you were
to compute the following growth in March, you would pull the numbers
from February and March:
(March Twitter Followers -- February Twitter Followers)
/ February Twitter Followers = Growth %
Tracking this percentage monthly will allow you to see whether your
tweeting strategies and campaigns are helping to boost your reach, or
have become a waste of time.
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55
Daily Follower Growth
While looking at your month-to-month growth is beneficial to tracking your
overall improvement on Twitter, it’s important to also look at how you are
growing on a daily basis.
TwitterCounter is a free tool that easily allows you to easily examine your
follower growth over time. This data can be used to see how many new
followers a certain campaign garnered on the day it launched. If your
following remains constant over time, this could indicate that you’re not
using Twitter as well as you could. Your goal should always be to increase
followers so that your reach grows. As stated before, more reach results in
more leads and customers.
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56
Link Clicks
Many of you know about bit.ly. It not only allows you to shorten links to
be Twitter friendly, but it also provides you with the ability to analyze the
number of clicks on that specific link. While it’s tedious to look at each
link separately like this, it provides valuable insight into how many people
actually clicked on your link.
In fact, Dan Zarrella analyzed
at 2.7 million link-containing
tweets and found something
interesting: He discovered that
there is no correlation between
retweets and clicks. Rather,
16.12% of the link-containing
tweets analyzed generated more
retweets than clicks, meaning
many people will retweet a tweet
with a link without even clicking
on that link.
This data simply highlights how important it is to also see how many
people are actually clicking on your links, as it will reflect true interest in
your content versus just retweeting for the sake of retweeting.
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57
How Do You Measure Vine?
Unfortunately, there are not many ways to
measure your success on Vine. But creative,
data-driven marketers still find ways to track
how they are performing. While we hope to
see developments to Vine measurement, here
are some metrics to start watching.
HASHTAGS
As you’ve learned, you can upload a Vine video
and post it to Twitter. While, like Instagram, you
can’t include a link to your upload, this provides
you with the opportunity to add hashtags to the
#B
tweet copy. The main link that populates with the
tweet is a link to the Vine video.
Hashtacks are trackable. There are many free tools available to marketers,
such as tweetreach, that digs through all the tweets on Twitter and finds
every mention of any search term you request for. So, simply search for
your custom-made hashtag for your Vine videos, and the tool will tell
you how many tweets that hashtag received, how many impressions it
garnered, and how many people it reached. This can provide you with
actual insight into the success of your Vine videos.
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58
Follower Month-To-Month Growth
Although Vine is owned by Twitter, the mobile app is treated as its own
tool, naturally having it’s own following. Similar to Twitter followers, Vine
followers are a part of your social database. The more people following you
on Vine, the people you have the opportunity to delight through short video
moments. And the more people you are sharing Vine videos with, the more
people who you have to speak to. Overtime, your goal should be to convert
those people into Twitter followers. You can then use those newly acquired
Twitter followers to try and convert into leads! It’s the circle of social life.
The equation for this metric is naturally the same as before, but here it is
again.
(DECEMBER Twitter Followers -- JANUARY Twitter Followers)
/ JANUARY Twitter Followers = Growth %
Just like any other new social tool, measuring is difficult at first, and you
won’t always see immediate results. Test the waters with Vine and allow it
ample opportunity to help your business. If a few months down the line the
benefit is no longer there, feel free to stop. Or maybe keep using it for the
sake of the engagement, and just creating moments that people love.
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59
CONCLUSION
& ADDITIONAL
RESOURCES
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60
“
Be smart about the
way you prioritize your
marketing initiatives.
”
By now we hope you’ve picked up on the fact that Twitter is more than a
network for engaging in the conversation and creating a positive brand
image. The days of updating on-the-go tweets and leaving it at that are
over. Hopefully you’ve also realized the business benefit to trying Vine
for marketing. You must test and analyze all your efforts to understand
whether it’s even in your business’ best interest to be vesting time on
either Twitter or Vine.
Don’t invest too much effort on Twitter unless you can measure the
results of your activities. If your closed-loop marketing process leads to
extremely low leads and ROI, then it’s okay to back off and only maintain
your account rather than use it heavily.
At the end of the day, simply be smart about the way you prioritize your
marketing initiatives and keep an eye on the specific benefits these social
networks can offer your business. Good luck!
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61
measure THE
ROI OF TWITTER
Find out whether your investment in Twitter is paying off.
Sign up for HubSpot’s 30-day trial to start tracking some
insightful marketing analytics.
http://offers.hubspot.com/free-trial
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How to Attract Customers With Twitter and Vine

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