1. Social Media Boot Camp Introduction to Twitter Slide 1
Hello and welcome to IPG’s Social Media Boot Camp – Twitter Edition!

2. February: Twitter OVERVIEW March: Facebook April: Instagram May:
Pinterest
June:
Blogging
July:
Recap
Slide 2
For the month of February, IPG Social Media Boot Camp will be focusing on Twitter – how to get started, craft goals, create content, and analyze your results.

3. SURVEY SAYS… Most of you want to learn how to: Schedule posts
Add value to the conversation
Generate shareable content and inspire more engagement
Expand reach
Drive sales
Gain followers
Maintain interest
Use Promoted Posts on Twitter
Engage on Twitter
Slide 3
According to the survey you all filled out, most of you want to learn how to:
Schedule posts
Add value to the conversation
Generate content and inspire more engagement
Expand reach
Drive sales
Gain followers
Maintain interest
Use promoted posts on twitter
And engage on Twitter

4. BRIEF OVERVIEW: Set Up Twitter
Create your handle:
A “handle” is the name that comes after which allows users to tag you in posts.
Be consistent with your other social media accounts
Use the name of your business
Don’t use punctuation, special characters, spaces, etc.
Company Name
Handle
Slide 4
First, let’s begin with a brief overview on setting up a Twitter profile
A handle is the name that comes after the symbol, which allows users to tag you in their posts
When creating your Name and Handle on Twitter, try to stay consistent with your business name and other social media accounts. If your name is too long or taken, try shortening it. For example, using “Pub” instead of “Publishing”
Short description

5. FIND YOUR VOICE Decide what your voice will be: Take a Tour
Pop Culture/Satire – Melville House:
Informative/Fun – Penguin Kids:
Conversational – Fountain Bookstore
Bookshelfie – Parnassus Books
Take a Tour
Follow other publishers, booksellers, librarians, and industry tastemakers.
See what the trending topics are.
Get to know your unique audience on Twitter.
Slide 5
Find your Voice
Once you have a profile, you can begin to craft your voice and message. Each social media account has its own unique voice. Twitter tends to be concise, witty, and topical. Take a tour: Follow other publishers, booksellers, librarians, and industry tastemakers. See what the trending topics are. Get to know your unique audience.
For example:
Melville House embraces internet culture whereas Fountain Bookstore is conversational.
Experiment with your voice and find one that fits your message.

6. CREATING CONTENT Add value to the conversation
Make sure your tweets stand out from the crowd; more than 6,000 tweets sent out every second! (Sprout Social)
Generate shareable content and inspire more engagement
Create catch-y headlines! Utilize your copywriting skills.
The 4-U’s: useful, urgency, unique, ultra-specific (Sprout Social).
Reposting the same tweet is okay!
Slide 6
When creating content, you want to strive for adding value to the conversation.
There are 6,000 tweets sent out every second. Make sure your tweets stand out from the crowd!
Generate shareable content
Create catch-y posts. Twitter’s 140 character limit makes each post a headline. Make sure yours makes the front page!
Sprout Social reminds us to keep in mind the 4 – U’s: useful, urgent, unique, and ultra-specific.
Remember: reposting the same tweet is okay! If you have a giveaway or a limited time offer, it’s okay to repost the same tweet twice a day or days in a row. Just make sure you have quality posts being scheduled in between.

7. DEVELOP A SCHEDULE When’s the best time to post on Twitter?
According to Buffer Social, the best time to post on Twitter is 12-1:00 p.m. and during commuting hours, 7-9 a.m. & 5-7 p.m.
B2B: Best time to tweet is during the workweeks. B2C: Best time to tweet is during the weekends. (CoSchedule.com)
Establish your routine
IPG recommends you use TweetDeck for all tweet scheduling needs.
Keep it consistent
Don’t stray too far from your message or voice
Slide 7
You may be surprised, but running social media accounts can be time consuming! Make sure you develop a schedule that works for you.
According to Buffer Social, the best time to post on Twitter is 12-1:00 p.m. and during commuting hours, like 7-9 a.m. & 5-7 p.m.
For B2B the best time to tweet is during the workweeks.
For B2C the best time to tweet is during the weekends.
Once you establish a routine for yourself, you can spend as little as 15 mins a day on Twitter, but don’t forget to check throughout the day. Twitter is in real time and reactionary.
Create a checklist of daily activities.
IPG recommends you use TweetDeck for all tweet scheduling, instead of HootSuite or Buffer. Don’t fall into the trap of automation. Each social media platform has a unique voice, the manual tools will pay off in the end.
Keep it consistent. Don’t stray from your goals and voice.
Be mindful of current events; make sure you don’t schedule a post that would be inappropriate for a certain day or event. Remember what you schedule and adapt accordingly to changing trends and news.

8. GROW YOUR FOLLOWING Be thoughtful and selective about who you follow
Follow your target audiences or those you want to follow you.
Use the trending or popular hashtags in your tweets
Maintain interest
Keep it consistent. Don’t stray from the messages people followed you for.
Live tweet book events and conferences
Tag the organization and use the event hashtag (#IPGSummit17)
Watch trending conversations to see how you might contribute a valuable comment to the bigger discussion
Slide 8
So you want to grow your following? Here are some important tips and tricks:
Be thoughtful and selective about who you follow
Follow your target audiences or those you want to follow you.
Use the trending or popular hashtags in your tweets
Those following the trending hashtags will be better able to see your content, like, retweet, and follow you!
Maintain interest
Keep it consistent. Don’t stray from the messages people followed you for.
Live tweet book events and conferences
Tag the organization and use the event hashtag (#IPGSummit17)
Watch trending conversations to see how you might contribute a valuable comment to the bigger discussion
Jump in when its relevant to your message and encourage a valuable discussion

9. TRACK YOUR PROGRESS Get a baseline reading of where you are:
# of followers
# of impressions
Rate of engagement (# of likes, comments & shares / impressions)
Amount of activity
Acquaint yourself with Twitter Analytics
Find what tweets are most receptive and expand creatively on that message.
Slide 9
Check in with yourself every month. Get a baseline reading of where you are at that moment.
Important stats to check on: Number of followers, number of impressions on top tweets, amount of activity on your profile, and the rate of engagement (which is the number of likes and retweets divided by the number of impressions).
Acquaint yourself with Twitter’s Analytics tool by going to handle]/home
Find what tweets were the most receptive and expand creatively on them for more engaging content.
For example, we found that our followers most enjoyed hearing from our staff, so we developed a schedule of “Staff Picks” for our blog.
Personalize your brand – users like to hear from real people. Find your voice and tweet like a person not a company
Remember social media is fun!

10. ANALYZE YOUR RESULTS AND ADAPT ACCORDINGLY
IDENTIFY
Successes based on your goals
Staff Picks: Banned Books saw a lot of engagement with followers
Areas for improvement
#TravelTuesday could use a snappier message
IMPLEMENT
Replicate and build upon successful efforts
Staff Picks for 2017
Discontinue strategies/content that aren’t working
Add more to your tweet than a cover photo, title, and link
Slide 10
Identify:
Successes based on your goals
Staff Picks: Banned Books saw a lot of engagement with followers
Areas for improvement
#TravelTuesday could use a snappier message
Implement:
Replicate and build upon successful efforts
Staff Picks for 2017
Discontinue strategies/content that aren’t working
Add more to your tweet than a cover photo, title, and link
Now, images are no longer counted in the 140 character limit, opening up room for a larger message.

11. PAID PROMOTIONS Should I utilize Twitter’s Paid Promotions?
Experiment with your content and titles. Use $5-$20 paid promotions and find what posts work the best.
IPG recommendation: Use paid promotions if your title has a direct tie-in to a popular/recent movie, TV show, cultural event, or pop culture.
Slide 11
Paid Promotions depend on you, your budget, and your content.
Experiment with your content and titles. Use $5-$20 paid promotions and find what posts work the best.
IPG recommendation: Use paid promotions if your title has a direct tie-in to a popular/recent movie, TV show, cultural event, or pop culture.

12. TWITTER BEST PRACTICES
Be mindful of timing with regard to current events
Remember the tweets you have scheduled.
Interact with followers
Answer their questions. Let them know where to find your content.
Remember that social media is a conversation, not a commercial
Twitter users like real connections.
Slide 12
Here are some Best Practices for Twitter
Be mindful of timing with regard to current events
Remember the tweets you have scheduled.
Interact with followers
Talk to them. Answer their questions. Let them know where to find your content.
Remember that social media is a conversation, not a commercial
Twitter users like real connections. Get your staff and colleagues involved – users want to hear from YOU
Make Twitter a daily activity
This platform moves quickly, so you need to make time rather than fit it in when you can. Develop a schedule and stick to it – post and schedule posts during this time
Respond to users
Like and retweet industry taste-makers
Thank new followers
Look at trending topics, incorporate them in your strategy
Make sure twitter is integrated with other marketing efforts – social media and otherwise
Tweet out link to mailing lists – offer incentive to sign up
Coordinate posts with other platforms and adapt voice and message accordingly

13. ENGAGE WITH @IPGBOOKNEWS
When to on Twitter:
When you are participating in a giveaway of your book
When you receive a good review
When you are at Author Events
When you are at one of our events, or at trade shows with IPG
When your Ebooks are on sale
IPG tries hard to retweet every post we are tagged in. Don’t be discouraged if we don’t retweet your post at first. Send another and tag us again or reach out to us via Direct Message with a link to the tweet or
Slide 13
Engage and expand your reach!
We love to hear from you.
When you are participating in a giveaway of your title
When you receive a good review
When you are at author events
When you are at one of IPG’s events or at a trade show with us
When your ebooks are on sale
IPG tries hard to retweet every post we are tagged in. Don’t be discouraged if we don’t retweet your post at first. Send another and tag us again or reach out to us via Direct Message with a link to the tweet or

14. Submit any questions here
Slide 14
Have any questions? Our question form is always open! Sign up to receive alerts and let us know if we didn’t cover anything. We will answer your questions in our follow up webinar at the end of the month.

15. Tune in Every Wednesday
February is Twitter month!
First week – Introduction
Second & third week – supplemental articles and blog posts on
Fourth week – Wrap-up webinar
Slide 15
Thank you for joining us for this introductory segment on Twitter.
Tune in Every Wednesday in February for more on this platform.