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Kim: Twitter Strategy

Twitter many of you guys spoke about Twitter is being kind of your elephant in the room. When we first got started and I had been it to the same, it was my big thing. I just didn't get it. Didn't understand it. It moves very quickly. Ah, tweet has a life span of about 30 seconds so you can share away more content on Twitter than you can on Facebook. Ah, and it's acceptable to do so because again people don't see the same people. Don't see your content unless they're, you know, tracking you in some way. They're not going to see absolutely everything that you share. Um, so you could share more and more frequently than you could on Facebook. If you were to post 20 times on your Facebook fan page. Chances are you wouldn't have on a daily basis that you wouldn't have many fans because they would think it was overload. It's nothing for you to tweet 20 times a day, and, you know, on Twitter, there's just there's just such a difference. Now we're talking about the differences of flat forms, an...

d this is one of the core differences so you can share a lot more. You can say a lot more. You can talk a lot more. Um, it is my number one traffic source. So meaning? That's traffic back to my website and traffic to my fan page. I've built my fan base, which is over 40,000 fans right now off of the back of Twitter. Anybody interesting how I've done that? Yeah. Okay. Okay. All right. So we're gonna talk about Twitter first, and then we're gonna go into Google. Plus, but Twitter is in both, I think are traffic engines for us. And that's why I kind of labeled us as such. Twitter is definitely on the rise. We talked about that early on. How the growth is of Twitter is actually increasing versus, you know, Facebook slowing down, but ah, lot of big brands in particular, really latching on and leveraging Twitter from not only from a customer support standpoint, they're getting the big they're getting the picture. It's amazing to me, though, how Maney brands are still not embracing. You know, the fact that twitter is such an elephant from the standpoint of, um, the application to their brand more specifically cause, usually when people do have good and bad things to say about you. They do so on Twitter. I don't know why that is, but I'll just share a couple of share. One story in particular with you from a personal experience. A couple of weeks ago, I got a phone call early in the morning from my sister and my phone rings at 20 in the morning. And you're like, Oh, jeez, my who's calling me at 6 20 in the morning. And then, you know, your next holiday is Oh, my gosh. Niskala me at 20 in the morning. I was my sister. They were taking my mom to the to the hospital. And, um, Long story short, I immediately caught a flight that morning. I was on a flight by 10. 30 that morning, I got to Charlotte, and I had no more and got to the gate in Charlotte and my name was called and I woke up and she says, Well, you were one of the last ones to buy a ticket today. Yeah, I just bought it this morning. I got a medical emergency. Okay, um, I want to say that, but I did, um, and she said, because we're overbooked, We oversold by 20%. You'll be one of the first ones to be booted if we don't get, you know, somebody to step up and volunteer. And I'm like, you don't understand. I've got a medical emergency. I've got to get home. And And she was so rude to me. It was like she had no, didn't have a cure in the world about my situation. And to be fair, I guess they here ever hear it. All right, but But it really I was just not in a good space. I mean, you know, I got on Twitter and I I said U S air. I'm having this problem. And, uh, I'm not appreciating the customer care that I'm getting. And do you know, within 10 minutes, they gotten right back to me. Um, and they fixed it, and I got on that flight. I was getting on that flight. Regardless, they they didn't know it, but, uh, but that's a great example of customer care and the and the power of a tweet if they're listening. Many brands are listening today. Where, and there are many brands and aren't listening. But again, it goes. I said this earlier conversations are happening whether you're there or not. Ah, and it doesn't matter necessarily if you're a big brand or you're a small business owner. The concept is the same, you know, addressing those things and dressing them transparently. One of the things and again, just following along with that same example that I think U S Air did wrong was they tried to direct the conversation to a D M. Meaning that's a private conversation. In other words, they tried to take it offline are all out of the public. I personally, I think if you have a problem in your business, you handle it transparently because people we all screw up. Everybody makes mistakes in their business. But people don't mind so much that you make mistakes. They mind when you don't fix them. And when you showcase that very publicly that you fixed a problem that's a testament to good customer service, in my opinion. So I personally think that you should handle all your problems. I mean, you can't please everybody your to a certain point, let me say that if you get to a point where they're just getting ugly, and you've done everything in your power to fix it. Then you can take it off line if you want or delete it or whatever. But I think the handling of the public opinion is huge, and it it's happening right here on Twitter and a lot of brands. We're definitely getting this. You think about it. Super Bowl commercials mentions. I thought this was really telling 26 Super Bowl mentions for Facebook for no no Google. Plus nobody's driving traffic to Google, plus, Ah, one Instagram mention and one YouTube mentioned. So they're leveraging what they're leveraging Twitter to get. There are brand message out, and you'll see this a lot. You see a lot of people in, you know, an advertising proper. You know, whether it's on the TV or wherever. Follow us on Twitter, right friend, us on Facebook. I still see that quite a bit, but a lot of brands are taking their business and their message their Corp core platform, maybe more specifically, is not to say that they're not on Facebook, but there are addressing a lot of the customer service issues and a lot of the messaging part of their brand right on Twitter. And the interesting part about Twitter is its social. A lot of people don't get this piece. They're like, You know, I don't get it 140 characters. How can you communicate? But it is absolutely social. There are conversations happening in real time on Twitter in mass proportions. It's an amazing platform. There's definitely conversations happening. There's people who are more comfortable on Twitter than they are on Facebook. Um, most I will say this to all great things that have happened in my business, have their roots and Twitter. So I think that's pretty. And I I know you were saying that Ariel was a big fan of Twitter. Most people that are you know, um, serious. I hate to say serious social media people. It's not to say that that's technically true, but a lot of them are leveraging Twitter because it it is an amazing platform that I think again, it's very misunderstood. But it's also content driven, and this is the piece that I really want to highlight this. This is where the traffic piece comes into play on Facebook. If you share a Facebook, I mean, if you share a blawg post or you know anything of that nature. You get very little traction on it, right? We already talked about that. But if you share content on Twitter, um, it's retweeted. It's shared. It's consumed. Why? What's the difference? It's because people are looking for content on Twitter. They're using it as a search engine. They're using it as a new source. There's things that are hitting Twitter before they're hitting traditional news. In fact, the news about the baby was on Twitter yesterday before it was on Fox News and CNN. Um, so you know, they're they're leveraging. Twitter is a new source and a resource for content. Eso contents A big, big, big piece of, um, and I think ultimately this is one of the reasons. While you're going to see more and more businesses flocked to Twitter, the outside of because again, Facebook's just got a different feel. It's not that you won't do business there. It's not that you can't even share your blood content there. It's just different, Um, and the way that people engage with it is different. So again it goes back to is some of the similar principles is on Facebook you know who is your target audience? Who are you talking? Teoh. Are they on Twitter? You know, in some cases, they may not be, but I think in most cases, you're gonna find your ideal client in a maybe a different. Um hey, shade. Maybe they may be slightly different. Their interests may be slightly different. Their income levels may be slightly different, but I think you'll find that your ideal client is absolutely on Twitter. Um, and then again, what do you hope to accomplish? What are your goals? Sets for Twitter. Um, how much time do you have to do it? That's always a biggy. You know, how much time do you have, um, to get involved? This is a bit been a big thing for me as my followers have built out. I've always been so engaged, but it's become more and more difficulty as the fans you're you're following. Base grows. I'm over 160,000 fans. I mean followers now, and you know, to thank everybody and to engage with everybody. It gets difficult, but when you're first starting and getting, you know, engaged with them and talk to them, I mean I'm still spend several hours a day engaging on Twitter simply because that's my cont primary, one of my primary core platforms. So definitely make sure that you have the time to do it as your base. As your fans, your follower base begins to grow there. It will require more and more time or more more Resource is which that could. Being team and teammates, you know, people that you bring onto your team doesn't necessarily always have to be about you. But what tools are available to help? We talked about whose sweet hoots we that will be an incredible time saving tool for you. Not only is it a great management tool, but it's also a great listening tool. You know, we talked about some things. It's also a great way to find conversations in real time. We're gonna talk about a little bit more in detail about that in just a minute to so and again, How you gonna measure those objectives? What what air Your goal sets and you know, is it more fan? I mean, more followers, I'm men were coming off of Facebook, so I'm entertaining the fans and the followers. Words here But But again, it's It's basically about setting the goals, um, setting sports some strategies and then measuring whether you're meeting them and then rinse and repeat anything that's working. You keep doing it, things that aren't, you know, you put it in the trash and you and or refine it. In some cases, it's not necessarily ah process of it's not working. It could mean it just needs some some work before it will work. Okay, And then what types of things are you going to tweet about me? And this is always the kind of goes back to the question of what do you talk about on Facebook, and it kind of similar You could check. You could connect your Facebook to your Twitter, which is what I have done my Facebook post. Go to my Twitter account as well, and then I have a lot of other content that's auto scheduled or, you know, on that goes out on an hourly or sometimes you know, every couple of hours. In fact, so I have a lot of content that never sees Facebook, but that is shared on Twitter only and you know, so you can have content again you can. You can share a lot more and tweet a lot more on Twitter than you can on Facebook. If I was to, you know, reverse order this and put everything from Twitter to Facebook. I mean, I'd have no fan base there because it be just too much of the overload. Um, so you can connect your Facebook to Twitter, And in order to do that, you go to facebook dot com forward slash twitter, and it will, you know, give you the steps toe, connect the two accounts, and that's your Facebook fan page. Incidentally, connect your fan page to your Twitter account, and you could do a tip. Siri's. You know, you could share tips around your industry, your business, your your niche s O that people have when they get value from it. They're also getting core basic knowledge that you can pass on and showcases that you know what you're talking about. Um, your content. This is the biggie. You know any blawg post that you have? Um you should be sharing them now. When I say sharing your block content, I don't mean the moment that you published that blogged that you tweeted. Most everybody knows that to do that. That's not what I mean. I'm a mean. You make a list of your blog's content. You put some short links on it because, obviously, usually a block posters very long and convoluted shortened the lengths hashtag any appropriate keywords that are in your blog's title, so that when people are searching for it, they confined it and use auto schedule that routinely on Twitter. In other words, as long as your content is ever grain meaning content, that's still relevant versus, you know, content that's older and is out of date, anything that's still relevant and this ever grain should be being, you know, shared on Twitter on, depending on how much you have routinely. So, for example, just give you my example. I have over 300 block posts right now, and I share a block post every hour. So if you don't have that much content, don't stress. It's not like you have to do once an hour. If you have 50 blawg posts, for example, then maybe you would want to share two or three below post today, see the difference. So, you know, maybe just two a day s so it depends on the amount of content that you have, Uh, and you become a resource for your ideal client. Now you're showcasing your value, your sharing valuable information with them, whether it's through the tip, Siri's where there's through your content, but you're also through sharing your content. You are driving traffic back to your Web, your website, which again creates an opportunity for them to see other things that you're doing. And ultimately, maybe they buy something, whether there and then other people's content, you could be retweeting others, and I highly recommend that you do so because there is that, you know you do. For May I do for you thing going on on Twitter Twitter is also, um, the very interesting culture on Twitter. It's a very helpful, supportive environment. So if you have a question or you need assistance or, um, it's amazing how many people will step up and help you, but simply just asking. It's also a very, very connected in the sense that you know again, if you start retweeting somebody, for example, if there's somebody of influence inside of your circle in your niche that you would like to connect with retreat their stuff. Trust me, they're gonna pay attention to that. Tweet them, ask them questions. You know, Not all of them may answer, but lots of times they dio. There's a big campaign going on right now to get Ellen degenerate generis to have lunch with two social media gurus. And they it's been like a 90 day campaign. It's going to be interesting to see if they actually get her to have lunch with him, but we'll see. But they've been and and not only are they have this campaign going on, but they're also leveraging the community as a whole to get us to tweet and connect with her and try to get her to have lunch with them as well. Again. It's just amazing. Um, um, I don't know. You scratch my back, I scratch your back kind of thing. I guess that's the best way to. It's a supportive, very supportive environment, but sharing photos, you know you think Well, how can I share photos on Twitter? Do you ever see photos on Twitter? But they're actually becoming quite prevalent, and, um, an effective Maybe he's in the world. Word more to the point. Ah, lot of people are sharing photos. Um, and you can do it right within your app. Or if you're using your phone or on Twitter proper, or if you're using hoot suite, you can share photos to your to your Twitter. Um, and now, within Twitter proper in particular, the photos are showing up even in your hoot suite, the photos air showing where you don't have to click on something and to look at them. My personal opinion. I think we're going to Seymour and Mawr, um, of the visual concepts. And I'm gonna talk about this when you talk about Pinterest and Instagram. But I think social is going Teoh Amore and more visual style sharing media. Because, Tom, we just don't have time. We want quick and easy, and the concept of it in the consumption of content has going to more and more of a visual platform. So photos, videos, podcasts, and you know where his videos and podcasts may not get much traction on Facebook. Oh, boy, they do on Twitter again, people are looking for content on Twitter, um, and questions. We just tried this out. You want to share your story on that. Well, sure, eso way we're talking in Facebook earlier, about the one of the content ideas that you taught us was to do a fill in the blank. So the peanut butter and blank on Facebook, which Bill and several people Brian, our producer, tried. And so I said, Well, does the same thing work on Twitter? So we did go ahead and try it. So I tweeted out bacon and blank. Bacon's a favorite word here, creativelive, and so s so far. Let me see. You've gotten some great response is one of my favorite was bacon and building big business with their Yeo. I think in a big so but it's really fun to see that people want to play along. And it's fun, right? It says it brings back in that fun atmosphere that I think is a big part of social media. Eso the questions I think are great. Um, and you know, again, you have to weave in your marketing message. Your content does that a lot in and of itself because you're sharing, you know, value added things that revolve around your business and your giving value back to your audience. But, you know, don't be afraid, Teoh. You know, uh, poster free offers, because what does that do? Build your list list? Free offer? Just saying And, um, you know, think other things. If you're hosting an event or if you are, um, you know, pretty much anything that revolves. If you're having a sale, for example, or you're launching a new coaching program or pretty much anything that revolves around the marketing it end of your business, don't be afraid to share it again with that 80 20% rule. I think that even on even on Twitter now with that said, if you're hosting an event that you want to drive people to, you could probably share that maybe once a day on Facebook on Twitter, because again, the fact that it moves so quickly, you could probably share that three or four times on Twitter during the course of a day. So it is a little bit of a different. You know, the sheriff pieces a little definitely different than Facebook and how often you can share things. But it really boils down to Web traffic. This is the big thing. I really want to drive home a zit relates Teoh Twitter. If you have blood content, it's an amazing Web traffic source for you. It is my number once traffic source again. I know. I have a lot of content and a lot of your probably like Well, geez, well, I don't even have a block yet, but it doesn't mean that you can't get started and that you can't leverage Twitter to drive traffic back to it. Because what normally happens with ah website is you get started and everybody's like, Oh, you need s CEO. You need this. Well, remember what I just said? I said traffic. Twitter is my number one traffic source, not Google. Now, Google, interestingly enough, and we're gonna talk about this a little bit more, but I have feel like I have to share it right here. Google is the only search engine that's pulling results from social. So, uh, those keywords that we keep apartment on you keep telling you guys, you know, when you're picking and choosing your blood titles, for example, make sure you're leveraging the keywords and you're in your block article title so that you can again hash tag them on Twitter. See how this all funnels back through. It's a piece that the to the traffic peace. You can get traffic from Twitter by sharing your content on Twitter. You get traffic from Google because Google is pulling social search search results from social, and you can incidently now get traffic or have your content pulled into Facebook through the Facebook hashtag feature ons on the graph search because it beginning toe, start to see where the cyclical part where I said all of its integrated It's all so it started Google Plus is another. You know your content and we're I'll share specifically how that works in a minute, but you're content. You're block content is a big an integral part of all of this. So again, if you don't have a blawg yet, makes you make that a party, you're a part of your plan. Um, and again, this is a couple of blog's that I've four reasons to create high caliber content that people and Google love. If you'll notice I have a couple of things hashtagged here, Jeff is Ah, great social media source for content, how to convert website traffic into paying customers and then five speaking tips to ace and interview again. All of those air like you want to know what they are, right? You want to you want to click on him and go to them to see if you're interested in any of these topics. You're like, Wow, I need to know what? That what that's all about. So that's what happens is people are seeing our content on Twitter. They're seeing the headline, um, and or they're seeing it or they're searching for it. There's two ways that they're finding you. So when people are searching for content or Google or, you know, different things than their my contents popping to the top, um, anytime you hash tag, anything on Google and Facebook now around your keywords and people start searching for that, they're going to they're gonna find you, you're gonna find your content. So that's what I mean by content and sharing your block content on Twitter. Um, and I said this earlier. The money is in the list. Um, you know, we talked about obviously the fact that Twitter is a great source for traffic for your blog's. How about it being a great source for traffic for your Facebook account. In other words, can you and building your list simultaneously? I kind of call this a twofer. So this is my opt in on my fan page one of my opt ins. I actually have three. I think on my fan page right now how to increase your Facebook fans by 1000%. It's basically for 30 fun and creative ways to increase your Facebook fans. And, um, I every time you have a nap on Facebook, it generates every time you build a nap on Facebook, it generates a unique you are l. So I can advertise that on Twitter. In fact, I can say 30 fun and creative ways to get more Facebook likes. And when people click on that, it takes them to wear my Facebook page. So now I have an opportunity to get them to sign up for my Basically, they're signing up to get my free offer, but they're also going on my mailing list. Um, and I'm also more than likely creating an opportunity for a Likas. Well, so now I've got the Facebook. I've got an opportunity for traffic to my fan page, which creates alike, and I can now market to these people all the time until they asked to be removed from my mailing list. So I call this a twofer. You get alike and you get on, opt into your mailing list. Anybody loving this idea? This works I've built literally built my fan base from the bat off my over the back of Twitter. Again, it's driving traffic. You can do this with linked in. You can do this with pretty much any of the platforms. Some will say that. In fact, I've heard some people say that if you're not spending an hour a day using the Twitter search feature, then you're wrong. We don't all have an hour a day to do this, but I would encourage you to do it routinely. It is amazing resource again, right at your fingertips. You confined riel conversations in real time around things and conversations that are happening about things that you are marketing in your business. If, for example, um, and you could go, basically, you go to twitter dot com. Forward slash search. It's very easy to get to, and you can go. This is just the basic one. But if you click on advanced search, which you can see right there underneath it. It pops up with this and you can search by a specific keywords or specific phrases you can search by, um, Hashtags. You can search for specific accounts. The near this place is the really interesting part. You can put in zip codes here. So if you want, if you're a real estate agent in New York and you want to, you want to find conversations around people who are looking to buy in New York and the ZIP codes and find conversations that are happening in a real time with those search parameters, you can do that. Would that be interesting to anybody else? Yes, so you can also look, you know, there's a couple of other features. Positive. Negative questions include retweets, but the bottom line is this is an invaluable resource if you're wanting to find real conversations. So using the same example their real estate example, where you're looking to find people in your area that are going to be buying a home well, would you jump into that conversation? It's a little bit different on Twitter. You can jump into conversations, and it's totally normal and expected on Twitter. If you were to jump into a conversation on Facebook, I'll just use an example. And it's not my example, Um, but added, A few guys know Nathan Latka, but he's Facebook. He has owns a company called Heo, which is a Facebook application platform. Where it helps you build out, helps you build out your APS on Facebook. Great resource, by the way, you might want to jot that one down, but he actually used this in a training event that I was that I attended. And he said, You know, if you're looking for somebody who needs a plumber or their toll, it's broken on Facebook and you try to jump into that conversation because you're a plumber. You're gonna look really weird, right? It's just not accepted. But if you are doing that same thing on Twitter, it's totally acceptable to jump into a conversation on Twitter. People have no problems whatsoever and expect that, um, so again either jump into those conversations. If there's somebody looking for a home in New York in a specific zip code now, would you say, Would you jump into that conversation say, Hey, hey, hey, here I am. I'm a real estate agent, and I am here to help you. You need to hire me today. Would you do that? Where that work? Probably not. But what you could dio, in order to open the door to an opportunity to build out a new client or enough Teoh, get that person to hire you Ultimately is. Maybe you have a couple of e books that are give value to that ideal client that you know they're your ideal client because they've already told you they are there looking for a home in New York in this zip code. But what if you could say, Hey, I've got a great resource for you. This gives you all the best schools indebted a area. Would that be a value based to that person? Would that get their attention? Yeah, it would. They would think, Wow, that was really nice of that person. Um, you know, So it opens again. It opens the door to a relationship that ultimately could lead to a business transaction. And that's the key. So don't try to shove your marketing message at somebody using this toll, but leverage it toe share your marketing message does that make sense? Okay, It really does. It really resonates. I had never seen this page before. Like I done searches but not advanced searches like that. This is really neat. I mean, let's say, for example, you are you know, in the selling a weight loss product. You could come in here, you could type in, you know, looking to lose weight. Or, you know, men again, be a matter of just trying some different phrases to see what works and what conversations you confined. But, you know, type it in. You could find people literally that are looking to lose weight in real time. Shoot them an e book that gives them ways. Teoh, you know, lose weight naturally or whatever your free offer is, um that gives them value and opens the door to building out an opportunity for a sale.