Twitter Training Guidelines Presentation Overview Why use Twitter

Twitter Training & Guidelines

Presentation Overview • • Why use Twitter? How much should you post? Terminology Defining our brand personality How do we respond? Consequences of blowback Crafting a great Tweet Hashtags

Why use Twitter? • Increase sales of products or services • Create and capture conversations • Build Customer Relationships

Increase Sales of Products or Services

Create and Capture Conversations tipsscenes Behind the look at aproduct process • Helpful Share details a new Get people toon share your content

Convey Our Brand’s Personality • Share news from our units/divisions – New menu items – Employee wins an award – Sale events – Etc.

Build Customer Relationships • Shoutout for a job well done • Respond to ? s or highlight a positive review

How much should you post? • Requires a willingness to commit to frequent posts. – Strategy: • Once or twice a day? • Everyday? • https: //business. twitter. com/basics/how-to-create-atwitter-content-strategy

Terminology • Handle- i. e. user name – User names are preceded with an @ symbol • Identifies user name as a Twitter profile • Tweet- short message published on Twitter – Can contain a photo, video or link – Up to 140 characters of text • Timeline- real-time feed of tweets • Following- subscribing to see a user’s updates in your timeline. • Follower- someone had chosen to receive your updates

Terminology • @Reply- join an existing conversation with a specific user • Private conversation? - send a direct message • Hashtag- any word beginning with the pound symbol – Use to reference a specific topic i. e. #neubig • Retweet (RT)- passing along someone's Tweet onto your feed

Defining Our Brand Personality • Brand is the human element of our business – How do we want to be perceived? • How we come across to followers is a big part of our brand personality. – Defines who we are, how we think and our brand vibe – Tweets need to sound human! » Be fun! » Use language and imagery that supports » Be whimsical when appropriate or apologetic » Don’t try to sound like your audience

How do we respond? • Promptly • Thank people for their feedback • Re-tweet ideas that fit with voice of our brand avoid too much self-promotion • To personalize the Tweet add your name (company policy). – Standardized messages from marketing do not require a name. i. e Connections, meal plans, textbooks, buyback, price compare, etc. • To avoid blowback, think about what you are going to say!

What is blowback? • The unintended adverse results of a situation – Newsjacking- trying to gain sales from a tragedy. DON’T DO IT!

Consequences of blowback • You could lose your job

Crafting a great Tweet • Determine your objective for each Tweet – What’s the goal? • • Get people to buy something? Promote sales or special events? Get someone to try a new recipe Show our fun side – What is your call to action? • Tell your friends • Rate this recipe now • Asking for a retweet and providing an incentive or inspirational reason to do so

Crafting a great Tweet • What is necessary to achieve your goal? – Link to website or event – Copy that motivates a click • A compelling offer- must be valuable, novel, urgent & thematic – Picture or video

Examples • Objective: Increase awareness to drive instore traffic • Strategy: link to campaign landing page where people can download a coupon

Examples • Results: – increased awareness of product – increased number of followers – Increased number of engagements – Conversion rate for coupons at 37%, in-store conversion rate 22%

Examples • Get people to share your content- think about how you can appeal to people’s emotions so they are inspired to share. Objective- uses Twitter as a channel for providing the highest level of customer service. Build a strong identity, boost engagements, get people into restaurant. Strategy- To encourage people to share their content, @Ponchono 8 created Promoted Tweets that had a fun, light tone. They also promoted the launch event by highlighting their menu and special offers.

Examples • Results – Increased awareness around their launch, reaching an audience of almost 300 K Twitter users with their campaigns. – Achieved 10 times their normal levels of engagement on Twitter – @Ponchono 8 also grew their follower base by 20% – Established many new relationships in the local community

Examples

Displaying Tweets on Digital Screens • ASC will not display campaign Tweets on the digital screens.

ASC’s Standardized Hashtags • • #neubig #cortlandasc #thebistro #fuel #hilltop #theden #court #thebookmark #collegestore #raquettepizza #ascdunkin #getconnected #bistrolive

Hashtags: 4 Tips for Writing Strong Ones • “Decide what the hashtag is for. Is it for one event? Or an ongoing campaign? That matters because the latter might require a hashtag that's a little easier to figure out in a glance. • Keep it short. Remember you've only got 140 characters, so be economical because that hashtag eats into your available space. • Check to see if anyone else out there is using your hashtag and how. You don't want your message getting lost in the noise or associated with the wrong messages. ” Check the hashtag with #Ritetag. • “Be specific. It's sort of related to point number three, but if you pick a hashtag too vague or broad, then you're not getting in on the right conversation, and you'll have a harder time bringing new people in”. Retrieved from http: //www. techrepublic. com/article/hashtags-4 -tips-for-writingstrong-ones/? tag=nl. e 101&s_cid=e 101&ttag=e 101&ftag=TRE 684 d 531