How to capture the ROI in Social Media Marketing

THE REAL OPPORTUNITY THAT SOCIAL MEDIA HAS CREATED FOR MARKETERS.

Marketers have not truly unlocked the potential of social media, and specifically user-generated content (UGC) in driving brand awareness, engagement and ultimately transactions.

US marketers are projected to spend $16.2 billion in social media advertising by 2019 (Forrester Research), and brands are spending time and resources curating content, sharing and interacting with potential customers on social media channels, and managing customer relationships.  

The question remains, what is the ROI on Social Media marketing? Are we truly harnessing the power of social and user-generated content to drive transactions?

There are billions of photos, comments and videos being created and shared every day by users who are telling stories and sharing experiences about your brand?

Content being produced and shared daily:

  • More than 4 Million Hours of content uploaded to Youtube
  • 3.6 Billion Instagram Likes each day
  • 4.3 BILLION Facebook messages posted daily
  • 5.75 BILLION Facebook likes every day
  • 40 Million Tweets shared each day

(source: www.gwava.com )

Marketers need to harness the power of crowd sourced and shared UGC as part of the marketing mix – with a focus on leveraging social stories to drive sales.

“THE TIME AND RESOURCES THAT BRANDS SPEND IN CREATING SOCIAL MEDIA POSTS, IMAGES, AND CONTESTS CAN ACTUALLY BE DIRECTING CUSTOMERS OFF  OF THE PATH-TO-TRANSACTION.”

 

Consider how many brand websites have a direct call-to-action, and link to “Visit us on Facebook” or Follow us on Instagram” – taking customers off page to Instagram or Facebook.  

                  -Some of those outbound links are even right off of the website home page.  

broken path to purchase

 

In addition to spending marketing dollars on creating content for social media, managing customer relations, listening to customer experiences, and boosting social posts – brands are inviting  customers to “Follow us” on social media.

– Ultimately driving the customer away from the point of transaction.

Unless a social post goes viral, brand social media posts are perishable pieces of content for Instagram and Facebook that may not ever be seen by the customer.  In fact, Facebook’s posts on brand pages will not even reach those that “Like” a brand page without a paid “boosted post” or Ad Spend – and even if it does, it is buried in newsfeed and cluttered with Ad content.

How do we solve this problem?

A Social Commerce strategy is necessary in this socially connected digital economy.

Think with Google advocates the importance for brands of being available at all points along the customer path-to-conversion, noting the multiple consumer touch points along the road to transaction.  Additional research from Deloitte points to the importance specifically of social media and UGC as a primary source for researching travel (as an example) – ranking second (33%) only to friends and family direct referrals(50%).

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There is no question that user-generated and brand-generated social content bring value to the customer relationship, and build brand awareness.  

Ultimately a socially integrated sales and marketing strategy should link UGC to a measurable point of transaction, with metrics that illustrate the ROI in social media marketing efforts.  

Pulling in UGC content, and using social  media channels to direct customers down the path to purchase – and to the brand website is the the key to measuring the ROI on social media – and to fully leveraging the power of social word of mouth.

 

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Join me as I co-host the Webinar “How to Drive Sales and ROI with Social Commerce” with James Cooper, Global Director of Product Innovation with ICUC Social on Tuesday March 14th at 1:00 PM ET.  

During this Webinar, we will be discussing the #1 challenge marketers are facing today “How can I drive sales and ROI from Social Media.”

SocialMedia_REGISTERNOW_ICUC_Aliciawhalen

In addition, we will discuss:

  • The disconnect between Social media and sales
  • How to drive traffic down the path to conversion and measure brand ROI on social media
  • How to make an impact with powerful UGC content at every part of the customer journey

And ultimately, how to provide a better customer experience with a complete customer experience loop!

 

 

Digital First for Business Masterclass Announced for Niagara

I am thrilled to be bringing my first Digital First for Business Masterclass to the Niagara region! The first in a series of classes dedicated to arming professionals with what they need to do to thrive in a digital first economy.

I will provide sales and marketing professionals, business owners and Entrepreneurs what they need to know, with a focus on the website, the fundamentals of the new search engines and Local search, as well as social media, and measurement of ROI on investment in digital media.

I will continue to post updates and information about this Masterclass and others planned for 2017. Until then, check out the information above to learn more and REGISTER HERE to confirm your spot.

Please share, post and register to join me on January 26th from 2:00-5:00 PM in St Catharines to be part of the first Digital First For Business Masterclass group in Niagara!

 

AliciaWhalenMasterclass

The Next Gen Influencers for Travel

With 76 percent of travellers posting vacation photos to social networks, and 50 percent of people confirming that travel content on their social feeds influenced their travel plans, it’s clear that social media has had an impact on the travel path to purchase.

If we know this to be true, then the obvious conclusion is that travel marketers must not look just to Bloggers and YouTuber’s with followers in the thousands to help build reach and engagement with “influencer marketing campaigns”, but also look to the army of influencers who don’t all have followers in the thousands, but are already sharing their brand stories today.

Search for destination specific Hashtags on Instagram and see for yourself.  144, 579 tagged and posted images in Instagram for #Cannonbeach – a popular tourist destination near Portland Oregon.

CannonBeach_Instagram

A search in Instagram for #Cannonbeach presents 144,579 results

 

Travel as a category has the most potential to leverage specific content being tagged with Hashtags, and shared across social media channels – with or without the official prompting from a DMO or tourism operator.

In preparing for a discussion I will lead at the upcoming DigMe16 Summit in Philadelphia, on “The State of Influencer Marketing,” I reached out to some of my travel industry colleagues to discuss how influencer marketing has evolved, and what makes a campaign a success for them.  I have learned that even since 2015, “influencer marketing” has shifted to become more expensive, and harder to track return on investment – even with a big win in engaging with a well known Instagrammer or Blogger.

Engaging a high profile Instagrammer, who will also contribute a travel blog, some extra video and Snapchat content to a highly targeted audience is certainly providing valuable content and lift for destination marketers, but this type of influencer is becoming more difficult to get to, and more expensive to secure, even over the same time last year.

 

Influencer marketing can be extremely effective, but the compensation expectations of influencers means travel marketers are going to have to get more creative if they want results.

 

What I can conclude is that it is becoming harder for brands with small to medium sized budgets to achieve impactful campaign reach through traditional influencer marketing programs that worked in the past.  It is also a slippery slope when engaging “transactionally” with influencers as social media is a medium that demands transparency and authenticity, both to consumers – and to advertisers.

The state of Florida recently announced that they would be reviewing marketing spending because of unclear ROI, and a lack of transparency in engaging high profile personalities to visit or endorse the state. (Source: Skift)

So what does next generation influencer marketing look like?

Few travel brands are leveraging the power of social stories that are being created day in and day out by brand ambassadors that already on mass follow, engage and share content on Instagram, Twitter, Facebook, YouTube and many other social channels.

 

Perhaps the user-generated content shared by existing and future brand influencers, those who may not have millions of followers, but who’s content tells a good story, is relevant and trusted, and is generally shared with positive sentiment is the silver bullet in Next Gen influencer marketing? 

 

Consider that in mass, these stories become part of a larger story that a brand can tell leveraging their army of influencers – instead of focussing on one or two heavy hitters.  When content is good – it is re-shared no matter how large the original follower base is.  Here lies the next generation of influencers. Your social media army.

The opportunity that travel marketers should be looking at next is how to showcase powerful stories shared by brand champions, how to reward and engage creatively with every day Instagrammers and Snapchatter’s – and how encourage more sharing of content using Hashtags that are already organically being used.

Travel marketers that will win with the next generation of Influencers are already planning strategies to creatively engage and reward their social media army’s – in addition to securing quick wins with super star social personalities of the moment.

Hashtagio Case Studies in Injecting Social Media into the Website

On-boarding brands with Hashtagio’s Social Media integration platform over the past few months has already been a great success for our clients.  Our theory was that by injecting social stories into the website – at the point of transaction, that brands would be able to fully leverage powerful social media content that is currently only driving engagement and traffic to social media channels Facebook, Instagram and YouTube – instead of the brand website.  It is working!

 

What we have learned:

Inject powerful Social stories to the place of purchase and build more loyalty, traffic and sales.

Injecting social stories into the brand website keeps website traffic on the website longer, keeps the user from leaving the point of transaction – and leads to more sharing of brand social stories.  Website engagement metrics improve dramatically.

Pages with social media hubs of content are seeing bounce rates under 10%, compared against industry averages of 30% plus.  In addition, important Social referrer traffic is increasing with shares of social content coming from the website.  This is important in determining website search engine ranking now more than ever.

 

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As we work with new brands looking to inject both user-generated content, and their own brand social media content into the website, we continue to see this theory play out.  In addition to drive website engagement metrics, we are also seeing Visitor’s share/follow’s increase which means more important social links back to the website.

Injecting social media content into the website has brought the user back to the place of transaction.

 

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I will continue to post on innovative ways that our clients are leveraging HASHTAGIO to inject social stories into the website.  Stay tuned!

Lessons in “LIVE” social media marketing and retail

I had the great opportunity to work on the Social Media launch of the new Outlet Collection at NiagaraIt was an adventure in live event social media management and marketing with many lessons learned.

The new outlet collection is situated at the center of the Niagara region in Niagara-on-the-Lake, and was developed by Ivanhoé Cambridge, a Canadian-based global property owner, manager, developer and investor, focusing on high-quality urban shopping centres. The new Outlet Collection at Niagara is the flagship in the collection of future planned developments, and a shiny new attraction for the Niagara region.

Launching such a brand in social media channels Twitter, Facebook and Instagram was a labor of love for myself, and the on-property team, retailers and excited fans who made it such a success.

Lessons learned in social media for retail:
1. Choose the right Social Media communities to focus on and do it well:

We launched @OCNiagara on Twitter, Instagram and Facebook.

2. Have a strategy – then prepare to abandon it:

Social media became the central point of integration for all of the grand opening events and media. A plan for hashtags and content was created and then it happened – viral word-of-mouth and buzz took over.
3. On the ground LIVE social media was key to leveraging all of the buzz surrounding a new mall and tourist attraction:

On-site content curation (the photos of retailers, new stores, shoppers and and ongoing monitoring and response times were critical in quickly building the communities and tracking what content was engaging – and it was fast!

#Selfies posted to Instagram and Twitter were most engaging, and had the most viral reach.  Of course any image of a cute child or pet always wins in social.

4. Don’t forget about Foursquare:

Those who shop use Foursquare and Instagram religiously it seems, followed closely by Twitter and then Facebook.

5. Followers and Fans like special deals just for them:

They like to be on the “inside” with special access to specials and promotions. Contests and giveaways worked, especially contest for gift cards awarded to fans and followers on site during the grand opening weekend.

 

6. Have a good solution for managing and reporting:

We used Sprout Social to manage and report on Facebook and Twitter.

The days around the grand opening of the Outlet Collection at Niagara were critical in launching a successful social media presence.  Key to this was leveraging the online and offline buzz, responding to accolades and criticism, and learning what content was resonating with the audiences on each social media platform (as well as re-sharing #selfies and giving prizes for posting them).
7. #Hashtags are cool. Don’t post on Instagram or Twitter without at least one (or 5) good Hashtags – just trust me.

From what I saw, there still a large gap in the integration of the offline shopping experience with the very engaged socially connected shoppers who are tweeting, posting, liking and sharing their experiences – and ultimately spreading the word and driving foot traffic.

A huge opportunity for retailers to embrace Social Media as consumer and retail shopping behavior will continue to converge with digital and social media.

And so it was that Niagara’s newest tourist attraction opened and blasted into the social media sphere with gusto and enthusiasm, and I found a way to combine two of my favorite things!

#Shopping + #Socialmedia @OCniagara = #Heaven 4 @acoupleofchicks

For more adventures in Social Media follow Alicia Whalen and A Couple of Chicks™ Digital Tourism Marketing on Twitter and LinkedIn.

Lessons in "LIVE" social media marketing and retail

I had the great opportunity to work on the Social Media launch of the new Outlet Collection at NiagaraIt was an adventure in live event social media management and marketing with many lessons learned.

The new outlet collection is situated at the center of the Niagara region in Niagara-on-the-Lake, and was developed by Ivanhoé Cambridge, a Canadian-based global property owner, manager, developer and investor, focusing on high-quality urban shopping centres. The new Outlet Collection at Niagara is the flagship in the collection of future planned developments, and a shiny new attraction for the Niagara region.

Launching such a brand in social media channels Twitter, Facebook and Instagram was a labor of love for myself, and the on-property team, retailers and excited fans who made it such a success.

Lessons learned in social media for retail:
1. Choose the right Social Media communities to focus on and do it well:

We launched @OCNiagara on Twitter, Instagram and Facebook.

2. Have a strategy – then prepare to abandon it:

Social media became the central point of integration for all of the grand opening events and media. A plan for hashtags and content was created and then it happened – viral word-of-mouth and buzz took over.
3. On the ground LIVE social media was key to leveraging all of the buzz surrounding a new mall and tourist attraction:

On-site content curation (the photos of retailers, new stores, shoppers and and ongoing monitoring and response times were critical in quickly building the communities and tracking what content was engaging – and it was fast!

#Selfies posted to Instagram and Twitter were most engaging, and had the most viral reach.  Of course any image of a cute child or pet always wins in social.

4. Don’t forget about Foursquare:

Those who shop use Foursquare and Instagram religiously it seems, followed closely by Twitter and then Facebook.

5. Followers and Fans like special deals just for them:

They like to be on the “inside” with special access to specials and promotions. Contests and giveaways worked, especially contest for gift cards awarded to fans and followers on site during the grand opening weekend.

 

6. Have a good solution for managing and reporting:

We used Sprout Social to manage and report on Facebook and Twitter.

The days around the grand opening of the Outlet Collection at Niagara were critical in launching a successful social media presence.  Key to this was leveraging the online and offline buzz, responding to accolades and criticism, and learning what content was resonating with the audiences on each social media platform (as well as re-sharing #selfies and giving prizes for posting them).
7. #Hashtags are cool. Don’t post on Instagram or Twitter without at least one (or 5) good Hashtags – just trust me.

From what I saw, there still a large gap in the integration of the offline shopping experience with the very engaged socially connected shoppers who are tweeting, posting, liking and sharing their experiences – and ultimately spreading the word and driving foot traffic.

A huge opportunity for retailers to embrace Social Media as consumer and retail shopping behavior will continue to converge with digital and social media.

And so it was that Niagara’s newest tourist attraction opened and blasted into the social media sphere with gusto and enthusiasm, and I found a way to combine two of my favorite things!

#Shopping + #Socialmedia @OCniagara = #Heaven 4 @acoupleofchicks

For more adventures in Social Media follow Alicia Whalen and A Couple of Chicks™ Digital Tourism Marketing on Twitter and LinkedIn.

Social Media Case Studies by A Couple of Chicks™

A couple of Social Media Case Studies from A Couple of Chicks™  Digital Tourism Marketing.

Enjoy some of our favourite client case studies from Travelodge Canada, Worldhotels, Ontario’s Finest Hotels, Inns and Resorts, and the Shaw Festival Theatre.   A “bird’s” eye view of our approach to planning and executing successful social media campaigns.

[Bird’s Eye pun intended

 

 

 

A Canadian online travel marketing conference turns 8 and goes back to its travel roots

Patricia and I launched the first Online Revealed Canada travel marketing conference over 7 years ago, with an idea to educate Canadian Tourism professionals about how to market travel online.  At the time, we were all new to concepts such as Search Engine Optimization, writing content for the web, website usability, website analytics, and why we even needed to know about all of this as tourism marketers.

Looking back, we are amazed at both how the conference has grown, and how the tourism industry has changed to keep ahead of such a fast evolving new media world.

The first conference held in Ottawa in 2006 (in association with the Canadian Tourism Commission) drew more than 180 attendees, and had a focus on educating travel marketing professionals about ecommerce, and how the web was evolving as a key marketing and distribution channel for hotels, attractions and in destination marketing.  The inaugural event opened with a keynote presentation from eMarketer founder Geoff Ramsey, who once again made a guest appearance at our 5th anniversary event in Montreal.

Coming off of the success in Ottawa, we moved Online Revealed in May of 2007 to Toronto to reach further into the market. Over 200 attendees spent two-days learning about concepts from Search Engine Optimization (SEO), Content Syndication, Web 2.0, Revenue Management and more, with 15 workshop rotations and numerous keynote speeches and panels, with annual networking receptions, including the Travelzoo party becoming a must attend event, and the now annual Google eTourism awards.

2008 brought us to Calgary, Alberta where we hosted over 230 of Canada’s leading tourism professionals including Destination Marketing Organizations, Hotel Brands, Tourism Associations, Search Engines, Technology Companies and Tourism Marketing experts.  Yahoo! Canada was the premier sponsor, and the two-day event brought 16 workshops, 3 panel discussions and 3 keynote presentations addressing the critical issues influencing tourism in Canada.

2009 saw Online Revealed hosted in Niagara Falls with over 300 attendees, and high profile internet marketing experts from Google and TripAdvisor elevating the conference to new heights, as well as a keynote by well-known TV personality Arlene Dickinson of the Dragon’s Den.

In 2010, we celebrated the 5th anniversary in Montreal with over 250 industry Professionals attending, and Online Revealed 2011 in Toronto (the first year that the conference was co-located with the Canadian Hotel Association Conference).  The conference exceeded expectations with over 500 attendees, and incredible content including a keynote by the mastermind behind Google Maps; Michael T. Jones, Chief Technology Advocate, Google.

ORC 2012 Speakers2012 was the conference’s 7th anniversary, with record attendance and once again, held in Toronto, and co-located with the Hotel Association Conference.  2012 saw the launch of the Destination Marketing Online Benchmarking report with 16 participating Canadian DMO’s.  The report will continue to evolve moving forward to build a research-based approach to benchmarking online marketing successes against Canadian Destination marketing organizations, and against international tourism destinations such as New Zealand and the USA.

Conference content has expanded with innovative topics including; mobile marketing, social media marketing, and keynotes from both Nikki Germany, head of Industry Travel, Google Canada as well as Steve Irvine, Director of Facebook Canada.

The inaugural conference in 2006 produced by “a couple of chicks who knew what they were doing online, and thought they could show the rest of the industry,” has since evolved to become the go-to event for the travel and tourism industry in Canada to learn, connect and be informed about the ever evolving world of digital marketing.

Our focus from the start was to provide hands-on education, and actionable tactics for marketing tourism online, and a community of shared resources and support.

8th Annual Online Revealed Canada conference logoPatricia and I are excited to be back on the road, and back to our “travel roots” for the 8th annual Online Revealed Conference, which will be held this April 2-4th, 2013 in Windsor, Ontario at Caesars Hotel and Casino, with an anticipated attendance of 450, who will once again come together to connect, learn and share with industry experts and peers – successes, opportunities and strategies in marketing tourism and travel online.

In just 7 years, Online Revealed Canada and A Couple of Chicks™ eMarketing have produced 7 Conferences and 6 road shows educating over 1,600 industry professionals by providing over 100 workshops and presentations.

We would like to thank Tony Pollard, and the Hotel Association of Canada Conference, for co-locating our events during the past two years in Toronto.   We would also like to thank all of our past attendees, sponsors, partners, clients, colleagues and friends who have participated in shaping what this event is today.

Moving into our 8th year, we are busy preparing for our best event yet!  As we look forward to the next Online Revealed chapters, I wonder where the next seven years will bring us?  Mark your calendars for April 2-4th for Online Revealed 2013 and we will see you in Windsor!

Join the Online Revealed Community:  Online Revealed on Facebook

Online Revealed on Twitter                         Online Revealed Blog


the evolution of an online marketing agency

Reflecting on the past 6 years, it is amazing just how much the online world has changed. When Patricia and I started A Couple of Chicks eMarketing over lunch in September 2005 (now that is another story!), we were inspired by a great idea and a passion for sharing what we knew about how the internet was changing how we reach our customers.

It was our mission to make sense of how the internet was going to change marketing and distribution, to demystify online marketing, and to provide a fun and non-intimidating approach to educating brands about the power of the web.

At the time, our primary focus was on developing strategies for marketing websites, and above all for making sure that websites could be found in the search engines.  It was all about search engine optimization (SEO), paid search marketing (PPC), and website usability – and specifically about showing marketers how to leverage this new powerful distribution channel to reach their customers.

Today, 6 years later we are living in a world where consumers are not simply going online, but living online. The pace of change has been fast and new media has pushed marketers to keep up in an ever evolving online ecosystem that now includes Social Media, Wifi Mobile access from devices such as smart phones and tablets, Cloud computing, instant messaging, Video sharing, VOIP technology and so much more.

It has been quite a ride! On behalf of Patricia, and our entire team of 14, thank you for sharing in our adventure – and specifically thank you to all of our clients who have allowed us to share in their growth and success.

We look forward to what the next 6 years brings!

Social Marketing Steps To Success

Social media – the most overused term in marketing since Web 2.0 – is not simply changing the nature by which we consume online media, it has morphed into a way of life on the Web.

We are no longer talking about simply building websites, writing blogs, or optimizing Pay-Per-Click Advertising campaigns; the media world in which we live has become location-based, review dominated, App heavy, text happy, plug-in this and plug-in that – and do it all within 140 characters!

Planning a Social Media Strategy is about as straight forward as asking a toddler to “sit still for a minute”. So what is a Marketing Director (or Community Manager, or Digital Marketing Manager or anyone else for that matter, we don’t even know what to call ourselves anymore!) to do?

Social Media has morphed many skill-sets together and may be managed by a variety of different people or positions within an organization.  Generally, an outside agency should be brought in to set up a social strategy, as well as train and execute a brand social community – but long term, the heart and soul of your brand should be managed by trusted and skilled team members within your organization.

Having said that – stick with the three S’s and your digital media efforts will be integrated with your overall marketing efforts and will ensure success and ROI.

Strategic, Streamlined and Sexy:

1. Be Strategic

Build your Social Media and marketing campaigns with a strategy in mind, and with the right resources and a plan in place to make it happen.  Start with what channels you need to build a presence on.  Don’t jump in on every channel until you are doing one really well.  Maybe you have a killer Facebook business page but it’s time to grow the community.  Perhaps you have not had the time or knowledge to dedicate to LinkedIn for your Sales team, but you know the networking tool could really make the sales process easier.

Write a pain point about each social channel you are already using or think your brand needs to have a presence on.  What are you (or your competitors) doing well, how could you improve, how you measure your ROI, what resources are in place to manage it, and goals for each community for next year.

As one wise Chick on our team always says “plan the work, and work the plan”.

2. Be Streamlined

No one marketing campaign has ever worked in isolation.  At the same time, each of your communities will be different in the way you deliver content, respond and engage with your followers and brand champions.

Be smart and streamlined with your messages.  If you are looking to run a contest on Facebook – ensure you plan it out properly, and ensure all roads lead to a point of conversion.  Conversion may be more “likers” or traffic to your website, but ensure that your target audience follows a path to enter the contest and do what you intend them to do.

Also, be streamlined in your efforts overall – avoid trying too many tactics on too many channels.  Stick with what’s working and make sure you streamline your resources to be able to manage your social brand over the long term.

3. Be Sexy

Yes I said sexy.  Digital media allows us to think outside the box.  Try some unique marketing tactics and have fun with it!  If you are going to dedicate time and resources to develop a presence on social communities – you better use them to their fullest potential.  You have to stand out, shout out, and be proud of your brand on the social web.  Learn to listen and respond instead of pushing out messages to your target audiences.  The social web is the place to show the personality of your brand and really engage your consumers – not to announce a 20% off special.

There are many other must do’s as you are building out your digital media campaigns for 2012, but if you keep these points in mind, focus on good design and content, and at the very least commit to allocating resources to get in the game in 2012 – you will be ready for any “likes” “Diggs” “pokes” “plus’s” “sparks” “circles” or “huddles” we may be talking about next year.

 

What’s your Twitter handle?

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Perhaps you don’t have a good handle on what Twitter really is and all the ways to use it?  (it’s ok really…we are all still learning).

 

Twitter is above all else a communications tool, a vehicle for any business or person to build buzz, discuss topics of interest with like-minded people, a place to engage in a conversation with your customers and colleagues, a customer service tool – and a way to increase reach much quicker than traditional media.

Unlike Facebook and other Social media channels, Twitter is about forming new connections with people you don’t necessarily know (or will ever know) in person.

Twitter can be used to push out content (new blog posts, articles of interest, photos and videos), to stay up to date on trends, and to drive awareness to brands and businesses, and most importantly – the people behind the brands.

Twitter’s greatest power, once you have developed a twitter tone, a good following – and you have figured out how to provide your followers with valuable, engaging content – is its ability to communicate quickly to large numbers of people.

Twitter is a great tool for crisis communications, live event, or CRM, for extending customer service online, and above all, a great tool for building brand personality and credibility.

Not a place for pushed out marketing messages, Twitter allows you to communicate and engage with your target audiences. Use twitter to draw attention to other places where your brand lives such as a company website, or Blog, or even your company Facebook page where there is more room for expanded messages.

You will need time and resources to set up and manage a good twitter account, and not having a Twitter strategy will certainly lead to poor ROI and possibly some mishaps along the way.

Twitter Tips:

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Make sure your Twitter handle – your Twitter name – mine is @Alicia_Whalen_  is reflective of your brand, and ensure the bio is more personalized to the Tweeter

Pick the right image for your profile pic.  This becomes how other Tweeter’s will recognize you in the newsfeed.  Brands should use Logo’s.

Be strategic when developing your tone – be conversational and add value to the ecosystem

Share and RT (re-tweet) newsworthy or quality content. It is a good practice to “return the favour” with re-tweets and thank those who RT your content

Use @username (the Twitter handle!) when referencing another person in Twitter

Alicia_Whalen_

Mark positive feedback as “Favorites” by clicking the heart in Twitter, and retweet (RT) good content.

• In general, follow people who follow you – but not always. It is not about how many followers you have on Twitter – tweeters will look to who you follow as an indication of who you are.

Tweet interesting news and info related to your company and industry, and follow colleagues, industry associations and even competitors.

Twitter lists allow you to categorize Tweeps (Twitter people) and better organize how you follow their content

Use Hashtags # to index and label your content in Twitter. ie. #TwitterTips and #Socialmedia for this Blog post will ensure that this content will appear in a Twitter stream of content related to using Twitter – and may then be seen by more people

Set-up scheduled updates and manage your Social Media postings through tools like www.hootsuite.com or Sprout Social – or even through the Twitter APP.  You can manage comments and messages directed to you on the go easily with the Twitter App.

Monitor. Use tools like Sprout Social and Hootsuite.com – Twitter also now has analytics that show you the reach of your posts.  Deeper analytics are available for Ad posts or promoted posts within Twitter.

Twitter takes time and commitment but can open you up to brand fans, brand champions, and new customers far beyond traditional marketing communications channels.

Summary:

Be authentic, show some personality, don’t sell, make sure to drive traffic back to your transaction point (your website, a phone number, email sign up, Blog etc) use Twitter as a part of your overall marketing communications strategy – and have fun – it is ‘social’ media after all!

 

About:

Alicia Whalen  is a Speaker, Blogger, Entrepreneur  and Co-Founder of Hashtagio.com – The platform that harnesses the power of social and user- generated social content.  

 

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What's your Twitter handle?

What’s your Twitter handle?  Perhaps you don’t have a good handle on what Twitter really is and all the ways to use it?  (its ok really…we are all still learning).

Twitter is above all else a communications tool, a vehicle for any business or person to build buzz, discuss topics of interest with like-minded people, a place to engage in a conversation with your customers and colleagues, a customer service tool – and a way to increase reach much quicker than traditional media.

Unlike Facebook and other Social media channels, Twitter is about forming new connections with people you don’t necessarily know (or will ever know) in person.

Twitter can be used to push out content (new blog posts, articles of interest, photos and videos), to stay up to date on trends, and to drive awareness to brands and businesses, and most importantly – the people behind the brands.

Twitter’s greatest power, once you have developed a twitter tone, a good following – and you have figured out how to provide your followers with valuable, engaging content – is its ability to communicate quickly to large numbers of people.

Twitter is a great tool for crisis communications, for extending customer service online, and above all, a great tool for building brand personality and credibility.

Not a place for pushed out marketing messages, Twitter allows you to communicate and engage with your target audiences. Use twitter to draw attention to other places where your brand lives such as a company website, or Blog, or even your company Facebook page where there is more room for expanded messages.

You will need time and resources to set up and manage a good twitter account, and not having a Twitter strategy will certainly lead to poor ROI and possibly some mishaps along the way.

Twitter Tips from the Chicks:

• Make sure your Twitter handle (your Twitter name) is reflective of your brand, and ensure the bio is more personalized to the Tweeter

• Be strategic when developing your tone – be conversational and add value to the ecosystem

• Share and RT (re-tweet) newsworthy or quality content. It is a good practice to “return the favour” with re-tweets and thank those who RT your content

• Use @username (the Twitter handle!) when referencing another person in Twitter

• Mark positive feedback as “Favorites” in Twitter

• In general, follow people who follow you – but not always. It is not about how many followers you have on Twitter – tweeters will look to who you follow as an indication of who you are.

• Tweet interesting news and info related to your company and industry, and follow colleagues, industry associations and even competitors.

• Twitter lists allow you to categorize Tweeps (Twitter people) and better organize how you follow their content

• Use Hash Tags # to index and label your event or content in Twitter. ie. #TwitterTips and #Socialmedia for this Blog post will ensure that this content will appear in a Twitter stream of content related to using Twitter – and may then be seen by more people

• Set-up scheduled updates and manage your Social Media postings through tools like www.hootsuite.com

• Use tools like www.twitalyzer.com to track community engagement, and hootsuite.com

There are so many great resources we recommend including mashable Twitter Guide book, and Chris Brogan’s Power Tips.

Twitter takes time and commitment but can open you up to brand fans, brand champions, and new customers far beyond traditional marketing communications channels.

Be authentic, show some personality, don’t sell, make sure to drive traffic back to your transaction point (your website, a phone number, email sign up, Blog etc) use Twitter as a part of your overall marketing communications efforts – and have fun – it is ‘social’ media after all!

Toronto, Ontario, Canada
alicia.whalen@gmail.com
905-401-2249

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