Tag Archives: twitter

Using Twitter’s Small Business Planner

Last month, Twitter launched its Small Business Planner, a mobile app aimed to help small businesses use the social media platform as a powerful marketing tool. While many small and medium sized businesses (SMBs) with advertising budgets of $25,000 or more have been able to leverage Twitter’s reach with 26% of them using organic Tweets and 20% buying promoted Tweets to reach their target audiences, those with smaller ad spends have not been able to access such success. The Small Business Planner aims to change this.

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The Small Business Planner offers tactical help and advice curated from Twitter’s business site that was redesigned in October. The app launched on both iOS and Android and was released to coincide with the holiday shopping season. With so many features of this new tool, let’s look at it a few ways you can use it to help your social media marketing activities succeed on Twitter.   Continue reading

How to Best Utilize Your Brand’s Twitter Analytics to Discover Essential Data

By Hilary Smith, Guest Contributor

10073432733_86c9f55212_cThese days, social media services have a lot more to offer brands than just another way to engage with their audience. Be it Facebook, Google Plus, or Twitter—all major social media services offer organizations access to detailed analytics tools in order to determine what works best with their audience, as well as what will maximize brand engagement.

Though this is most useful to small businesses with limited resources, it has also proven to be reassuring to executives who previously worried about transparency in social media.

Today, we’ll show you how to leverage Twitter’s built-in analytics tools to up your tweeting game and increase user engagement and brand identification.

Accessing Twitter Analytics

Getting access to Twitter’s built-in analytics tool is a bit more complicated than it might seem. If you don’t already have a Twitter advertiser’s account, you need to:

  1.     Set one up by going to their easy-to-use business advertising page.
  2.     After you complete the steps in the wizard, (you’ll need to provide some payment information—don’t worry, you won’t have to pay anything) you’ll be all set to begin working on your ad campaign.
  3.     Set it to start a few weeks in the future (you can cancel this later). Creating the ad campaign this way will give you access to Twitter Analytics.
  4.     Don’t forget to cancel the ad campaign you created before the start date, or it will run and you will be charged!

Getting around in Twitter Analytics

Twitter Analytics has four sections: Tweets, Followers, Twitter Cards, and a Settings menu where you can switch between accounts, edit the access privileges to the account, and other general functions.

Tweets Dashboard

Under the Tweets heading, you will be able to find information about —you guessed it—your tweets. Any messages you send here will be compiled and analyzed based on their performance. You can check out the month’s best-performing tweets and look at charts of your account’s performance over time.

Further down the page, your Tweets are broken down by three key analytic measurements: impressions (the number of times your tweet was seen), engagements (the number of users who interacted with your tweet in some way), and engagement rate (simply the number of engagements divided by the number of impressions). You basically want all of these numbers to be as big as possible.

Using the statistics here, you can find out a lot of really useful information. Ever wonder which day of the week is best for you? Or wanted to figure out your month-over-month improvement? This is the place to do that.

Followers Dashboard

Here is where it gets really interesting. Though some third-party services offer analytics of your tweets, the Followers Dashboard offers something that was unavailable until now: related topics. Now you can find out other things your followers are interested in, allowing you to tailor your tweets to appeal to your followers even more. What’s more, you can even see the top ten accounts that your fans also follow. Maybe some of these accounts would be a useful partner in a cross-promotion? The possibilities are endless.

Twitter Cards Dashboard

A relatively minor part of the analytics platform, this part helps you track the performance of your Twitter Cards—if you use them. Twitter Cards are a way to embed rich data like videos, app links, or photo galleries into single tweets without cramming cumbersome and ugly links into the short 140 characters you’re allowed. The dashboard for Twitter Cards is similar to the Tweets Dashboard.It also allows you to see impressions and engagement for your recent Twitter Cards.

Settings Menu

The Settings menu is a straightforward place where you can do a few vital things. You can adjust who has access to your Twitter account, which is important if you have a lot of employees working in your organization who might need to pull information from Analytics. Alternatively, if you’re the type of person who manages Twitter accounts for multiple clients, you can switch between the different Twitter Analytics accounts you’re granted access to.

Analytics: The Key to Twitter Success

Using Analytics, you have access to more information about your Twitter account’s performance than ever before. This introduction should get you started on Analytics and help you make the most of your Tweets. If and when you decide to spend money on promoting your tweets, you will be better suited to make decisions about how to spend that money to maximise impressions and engagement. Happy tweeting!

Hilary Smith is an online journalist, tech enthusiast, and entrepreneur. In addition to sharing her research on how brands can best utilize Twitter Analytics, her writing also covers eCommerce marketing, social media, globalization, and business communications.

Follow us on Twitter and you could win!

Thanks to Brother Canada, we will be giving away a brand new HL-3045CN digital colour printer (a $270 value) to one of our lucky Twitter followers. This printer is perfect for a home or small office!

To enter, all you need to do is follow @BizLaunch on Twitter and re-tweet the following message starting April 2 at 9 am EST and ending April 4 at 5 pm EST for a chance to win.

Here’s exactly what to do:
1) Create or log in to your Twitter account
2) Follow @bizlaunch
3) RT this message: Follow @BizLaunch and RT until 5 pm EST Apr 4 to win a @BrotherCanada HL-3045CN digital printer http://ow.ly/a0vdC http://ow.ly/a0v5a

The winner will be notified via direct message on Twitter within one week of the contest end date.

Top 10 Tweets for Growing Your Business

There are all kinds of Tweets. Some will drive traffic to your site, while others will drive followers away. Focus on this list of the top 10 tweets to grow your business.

1. Ask intelligent questions. People like answering questions, as long as they’re the right ones. Focus on ones that relate to your industry and the field your followers are in. If you’re in marketing, ask what people think of Facebook vs. Twitter for marketing. You can add in a few lighter questions just to break the ice, like “what do you have to get done today?”

2. Participate in conversations. There are thousands of conversations going on at any moment on Twitter. Jump in ones where you can add value. Never push your product in a conversation.

3. Share a link. Whether it’s a link to your blog post or someone else’s, focus on sharing links that your followers will care about clicking on. Add a compelling tweet (could be the article title) that will make people curious and get them to click.

4. Update your company status. Got company news? Share it with your followers. This could be the launch of a new product or an award you won.

5. Get customer feedback. Twitter’s a great market research tool. Want to know what customers think of a potential new product feature? Ask them and measure response.

6. Share promotions. You certainly can share sales and discounts on Twitter, but don’t overdo it. Mix them in with the rest of these types of tweets.

7. Give something away. Reward your loyal Twitter followers by giving away some products. Create an unused hashtag (#ecobaggiveaway) and ask entrants to use it so you can easily track tweets and choose a winner.

8. Be personable. You’re not just a company, you’re a person too! Share your personal insights sometimes, even if it’s just your wish for a Grande Caramel Macchiato. People like people, not autobots.

9. Reply to someone directly. Show people that you’re listening, even if it’s unrelated to your industry. Give encouragement and motivation to build relationships with followers.

10. Do Follow Fridays. Each Friday on Twitter, people use the hashtag #ff followed by different people’s Twitter ids. Use this to identify people you had good dialogue with that week, or top customers.

The best Twitter campaign involves a healthy mix of all these types of tweets. Don’t focus on just one!

 

Susan Payton is the President of Egg Marketing & Communications, an internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and blogs for several sites, including The Marketing Eggspert Blog, as well as Mashable, Small Business Trends, FutureSimple, BizLaunch and Lead411. Follow her on Twitter @eggmarketing.

 

 

Top Tips for Twitter

Twitter is being used by more and more small and large businesses as a way to build trust with consumers and connect in a meaningful way. That’s not to say everyone’s doing it right; many still haven’t gotten the hang of creating and joining in conversations on this social media platform. Here are my tips for getting the most out of Twitter.

1. Understand That It’s Not About You.

Many businesses get on Twitter and tweet links to their sites or talk about their promotions. While these actions absolutely should be a part of your Twitter strategy, start with caring about your consumers. Twitter is a great listening post, and can help you understand the concerns and issues that are important to your target audience.

You’re there to provide value to this audience. You can do that by sharing relevant links to articles and blog posts. Engage in dialogue. Listen.

2. Really Listen.

In fact, listening is so important, I’ll allot it its own number.  Companies like Dell are realizing that social media allows them to really hear customers, and are devoting staff to providing customer service and conversation monitoring through Twitter. If someone’s complaining about your product on Twitter, you want to know, don’t you? Or if people are complaining about your competitor, that can be a good opportunity for you to win them over as your own customers.

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Using Social Media to Market Your Small Business


You’re officially on the social media bandwagon: everyone has told you that your brand “needs” to be on Twitter, Facebook, et cetera. So you’ve set up profiles on each. But now what? You have no clue what you need to do to successfully use social media to get more customers.

No worries.

With a few tips (provided here), you can effectively figure out why you’re on social media (not just because everyone else is) and how to use it.

1. Why Are You Here?
Many businesses set up social media accounts simply because they don’t want to be left behind, but then, with no direction, they soon abandon their accounts. It’s important to decide on a social media strategy before you dive in. Your strategy might be:

– To reach your target market where they hang out (Twitter or Facebook)
– To provide an additional channel or two to extend your reach to new customers
– To participate in ongoing conversations with consumers
– To build your brand
– To get feedback on your products and brand

Once you’ve decided what your aim is with social media, you can start building your empire.

2. Now Get a Plan
Social media works best when it’s done consistently – not haphazardly. Plan for you (or an employee or freelancer) to update your Twitter, Facebook and any other sites at least 3 days a week — more if you can.

You don’t have to spend a great deal of time on it daily — even just 15 minutes a day can get you connected to more and more people, and help you build trusting relationships.

As far as what to Tweet or post to your Facebook Page:
– Share links to your blog posts and other relevant articles and content
– Ask questions to start dialogue
– Get involved in other conversations
– Share special offers with followers

Keep a good balance of these types of posts; you don’t want to put out a steady stream of links to your blog or promotions, or people will tune you out. You know you’re doing a good job when people start to retweet what you have on Twitter and begin engaging with you.

On Facebook, share as much as you’ve got: photos of products or your office, videos of how to use products, RSS feeds from your blog and anything else that can keep a visitor on your page longer.

3. Dive In
Don’t be afraid to get started; you can’t do it “wrong!” Start by searching for people on Twitter or Facebook who are talking about something that relates to your industry. For instance, if you make cloth diapers, search “cloth diapers” to find mothers talking to one another about the benefits of cloth over disposable. Follow these people, and jump in the conversation where appropriate.

On Facebook, join groups that relate to your industry. If you produce organic food, join any groups of people who love organic food. Don’t jump in as a company first — give some of your knowledge on the topic by sharing links about dangers of pesticides or respond to other people’s question.

Remember: your goal is to build trust, not to make a sale. Once people welcome you into the fold of their communities, you’ll see the sales come.

Aim to add at least 10 people to your following list each day. Organize them (on Twitter) by creating different groups that tie to your different target markets, or just other industry leaders.

Tips and Tricks
– Use a Twitter program like HootSuite to manage different channels and schedule Tweets to publish throughout the day if you can’t schedule them in real time (you might have other things to do!).
– Use TwitterFeed to automatically publish a link to your most recent blog post when it goes live. It’s a great time saver.
– Use one of the many RSS apps on Facebook to send your blog posts to your Page.
– Add a “share this” widget to your blog post template so that anyone can easily share a post via social media or social bookmarking sites.

Susan Payton is the President of Egg Marketing & Communications, an internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and blogs for several sites, including The Marketing Eggspert Blog, as well as Mashable, Small Business Trends and Lead411. Follow her on Twitter @eggmarketing.

Three Ways to Use Twitter to Market Your Small Business

Many big brands are still wrestling to quantify and measure the success of social media and how it contributes to their marketing activities however some of the best examples come from smaller, local brands.

Some of the best implementation of social media strategy I have seen comes from local small businesses that have taken advantage of their connection and passion for their product, customers and local community to roll out a social media strategy that delivers real business results.

After hearing several recommendations from friends in the community such as Satish Kanwar, Verne Ho and Aidan Nulman I decided to pull together a list to see how these small businesses approach their social media strategy.

Freshii


Freshii, formerly known as the Lettuce Eatery, is a North American franchise with a location in Toronto can be found on Spadina and Richmond. They specialise in fresh, fast and custom meals and snacks served with an emphasis on healthy, fresh and creating a waste free environment. Their menu consists of salads, soups, bowls, burritos, wraps and even breakfast. They aren’t just on this list for their social media presence; they have really developed a great brand experience which has created many passionate lunch time fans that pack their Spadina location daily.

They can be found on Twitter under @freshii and they use it as a great tool to speak directly from the kitchen. They frequently surprise customers with free food, promote exclusive Twitter only deals and tips on healthy living from CEO and founder Matthew Corrin.

Freshii uses social media as a part of their strategy of reaching out to their customers by extending the experience past the 30 min lunch hour, getting them involved and retaining and leveraging relationships with existing customers.

Pusateri Fruit Market


Pusateri’s is a grocery and fruit market on Church and Wellesley and has been around since the 1960s and is run by Tony Cerminara and Frank Mangione. They personally stop by the market every morning to pick up the best fresh produce and are frequently featured as one of the top fresh fruit markets in Toronto.

They use twitter as a way of sharing their knowledge and love of food, to connect and promote others in the food and grocery community, updates on upcoming promotions in the store and reaching out to their community.

Darkhorse Cafe


The Darkhorse has only been around for a few months but have already embraced Twitter and the community around them in the beautiful Robertson Building including the Centre for Social Innovation above them.

The the Darkhorse is an espresso bar near Spadina and Queen in the heart of Toronto’s creative district that specialises in rich espresso, fresh roasted coffees and delicious baked goods. The first thing you notice when walking in is the community feel of the large shared tables in the beautiful building and they try to facilitate the same atmosphere online.

Donnie Claudino of Techsoup Canada, who is a resident of the Centre for Social Innovation, encouraged them to join Twitter after showing the owner a log of all the conversation and meetups in and around their cafe already taking place online.

The first thing that stands out is that they really bring out the passion of their craft and their community. They use twitter to notify their followers of any fresh baked goods, new shipments of coffee and events in the community happening in and around their neighbourhood.

Best Practices

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Local


An important consideration even with social media is to keep it relevant and pertinent to the people in your community. As a small local business you don’t need to connect with the world wide community rather use it as a tool to map out the conversations happening in and around your community.

A great tool for finding people in and around you is Twitter Local

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Passion


The main reason why I selected these three businesses over many others was that I felt they communicated what I believe to be the key aspect of small businesses, the passion and craft of the entrepreneurs.

Social media for small business is not just about driving sales. The reason customers buy from their local coffee shop over a Starbucks is the quality and culture, social media is a great way of sharing that expertise that might not be revealed in a early morning or lunch time rush lineup.

Online networking tools such as Twitter can be a great customer relationship tool to retain communications with that customer that drops by once for the first time, the person that picks up their signature order every morning at 8 am without fail or the person that had their order mixed up. When used as a communication tool in conjuction with on premise strategy, small businesses can extend that few minute daily face-to-face time to build relationships and reach out to more loyal customers.

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Action


As great as chatting with customers all day on Twitter might be for large brands that can hire a whole social media divison, for a small business, if they are going to invest their time on anything that deviates from face-time with their clients it better bring in the revenue.

The key success measure of social media campaigns is the conversion from online to offline. Whether it is inviting your customers with an alert of fresh baked brownies, a daily twitter only deal or in store promotions, action, is an essential part of creating the value proposition for customers to follow you and to deliver a return on the investment.

What is your social media strategy in your business and what local small businesses do you look up to?

Thanks to Donnie Claudino, Verne Ho, Satish Kanwar, Antonino Cerminara and Aidan Nulman.

Photo credits, Blog TO, Freshii, Matthew Burpee

NOTE: This entry is republished from my blog post on DanielPatricio.com