Synopses & Reviews
Craft and Implement a Winning Twitter Marketing Strategy
A Step-by-Step Guide
Twitter has rocketed into the mainstream and is vastly changing how your customers view products and brands. Learn how to leverage Twitter for your business with this smart, practical guide from social media expert Hollis Thomases, who shows you how to design, implement, and measure a winning Twitter strategy from start to finish.
After walking you through Twitter basics, she explains how to craft strategies that can be scaled to any organization or marketincluding travel, retail, restaurants, healthcare, and service-oriented businesses. Learn how to create a winning, goal-based plan and then implement, maintain, and adjust your plan while avoiding common pitfalls. This detailed how-to helps you:
Explore the fascinating demographics of the Twitterverse and see how to reach potential customers
Master Twitter basics, understand tweeting dos and don'ts, and leverage useful third-party Twitter applications
See how a slew of top brands such as Starbucks®, Zappos®, and Planet Hollywood® are successfully using Twitter
Prioritize your objectives, create a plan, and get corporate buy-in
Leverage contests, promotions, tweets with multimedia, and other proven ways to improve engagement and foster conversation
Let the tweets flow and then track and measure everything from retweets to mentions to increases in web traffic
Analyze results and frame reports in terms of your key metrics, whether in dollars, traffic, conversions, or other goals
You'll also find:
Creative ways to map your marketing goals to Twitter metrics, so you can really find out what's working
Real-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid
Useful Twitter tools that will help you manage and measure your efforts
Praise for Twitter Marketing:An Hour a Day
"This book walks you through Twitter processes and strategies step by step, from setting an account to setting actionable business goals. Whether you're a Twitter newbie or a seasoned power user, there's something in here that will help you use Twitter more effectivelyand more profitably." Rebecca Lieb, VP Econsultancy and author of The Truth About Search Engine Optimization
"This terrific book is a godsend. It's filled with practical advice and hands-on exercises that will help companies of all sizes tap into Twitter's marketing potential." Bo Burlingham, Editor-at-Large of Inc. magazine and author of Small Giants: Companies That Choose To Be Great Instead of Big
"Hollis Thomases has created an extremely practical guide to Twitter for neophytes and serious marketers alike. She clearly and completely demystifies the service. This is an indispensable B2B guide for large or small businesses seeking to build effective social media marketing campaigns on this rapidly growing platform." Greg Sterling, Principal, Sterling Market Intelligence
Twitter Marketing: An Hour a Day is the ultimate step-by-step guide to developing a businesss Twitter strategy, implementing the campaign, and then measuring and reporting on the results.
The first part of the book quickly gets readers up to speed on today's Twitterverse, discussing Twitter's fascinating demographics and showing how the innovative platform is being used successfully by companies large and small. Readers are then guided through getting on the service, finding and attracting followers, using search and other tools, and mastering all of the unique Twitter conventions.
Once the reader has a baseline understanding of Twitter's usage and functionality, the book discusses all of the elements of a successful strategy, including how to scale the approach to your company, set goals, define metrics, develop reports, and get corporate buy-in. Readers are then guided through implementing the strategy they've developed--flipping the switch and letting the tweets flow to engage and attract followers. The next section provides a detailed look at how to measure the impact of the Twitter campaign using a variety of tools to measure everything from changes in follower counts and retweets to analyzing increases in web traffic as a result of Twitter and how to valuate the actions generated by their Twitter activity. The final section of the book shows readers how to maintain their Twitter momentum via day-to-day maintenance, and it explores such issues as contests, promotions, and crisis management.
Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular An Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and advertisers at all levels develop, implement, and measure a successful Twitter strategy.
The complete guide to a successful Twitter marketing campaign
Twitter is a microblogging service that's changing the way we communicate. Marketers recognize its value, and Twitter Marketing: An Hour a Day offers marketers, advertisers, brand managers, PR professionals, and business owners an in-depth guide to designing, implementing, and measuring the impact of a complete Twitter strategy.
Expert author Hollis Thomases acquaints you with the Twitterverse, its conventions, and its fascinating demographics and statistics. She then teaches you step by step how to effectively craft successful branding and direct response strategies that can be scaled to any organization and its objectives. Twitter Marketing: An Hour a Day uses interesting case studies, success stories, anecdotes, and examples to demonstrate how to use Twitter metrics in order to inform strategic direction. You'll discover how top companies-large and small-have leveraged this exciting communications platform.
- Twitter has become a phenomenon with 32 million users, including major companies such as Apple, JetBlue, and CNN
- This step-by-step guide explains the demographics, shows how companies are using Twitter, and explains how to scale the approach to your enterprise
- The detailed coverage includes the basics for Twitter newcomers and explores all elements of a successful strategy
- Expert author Hollis Thomases shows how to set goals, develop and implement a plan, attract followers, and measure the impact of a campaign
- The in-depth book explains how to maintain momentum and explores such issues as contests, promotions, and crisis management
Twitter Marketing: An Hour a Day is the ultimate guide to succeeding one tweet at a time!
About the Author
Hollis Thomases, award-winning founder of Web Ad.vantage (www.webadvantage.net) and a leading expert in Internet marketing and social media, has helped Check Point Software, the Starlight Children's Foundation, Visit Baltimore, and others in the health, retail, nonprofit, and government sectors develop and implement successful social media and online marketing strategies. She authors a ClickZ column and is a frequent conference speaker and presenter at key industry events such as Search Engine Strategies, American Marketing Association, the Public Relations Society of America, and others. Follow Hollis's tweets at www.twitter.com/hollisthomases.
Table of Contents
Part I Getting to Know Twitter.
1 Understanding Twitter.
2 Who's Using Twitter for What.
3 Twitter, the Multi-Purpose Platform & Why It Could be Right for Your Organization.
Part II Month 1: Master Twitter Fundamentals.
4 Week 1: Get on Twitter.
5 Week 2: Find and Attract Followers.
6 Week 3: Use Twitter Search and Other Tools to Improve Your Experience.
7 Week 4: Tracking and Monitoring What Twitter Generates for You.
Part III Month 2: Develop and Launch Your Strategic Plan.
8 Week 5: Study Elements of a Successful Twitter Strategy.
9 Week 6: Establish Goals and Get Corporate Buy In.
10 Week 7: Get Your Brand Started on Twitter.
11 Week 8: Monitor, Measure, and Valuate.
Part IV Month 3: Maintain Your Twitter Presence.
12 Week 9: Institutionalize Maintenance.
13 Week 10: Prepare for Crisis Management.
14 Week 11: Develop a Direct Response Promotion for Twitter.