This is a presentation for a post graduate Social Media course at Seneca. It contains all relevant information about Twitter for an organization that is considering to use it for business.

1. Platform Overview and Demographics
SMD101
D. Krish MUNGUR

2.  The Twitter platform was
created to foster communication
on a global scale, because its
creators believe the open
exchange of information can be
a compelling force for good in
the world.
 Their philanthropy mission is to
reflect and augment the positive
power of Twitter through civic
engagement, employee
volunteerism, charitable
contributions and in-kind
donations. In these ways,
Twitter can foster greater
understanding, equality and
opportunity in the cities and
countries where it operates.
Source: https://about.twitter.com/company/twitter-for-good
A Twitter page

3. To summarize the platform:
 Twitter spreads news fast on a global level.
 Twitter allows people with similar interests to connect
 Twitter is great for business news and updates
 Twitter is great for gathering opinions on any specific theme/issue.
 Twitter allows users to analyze current trends
Promoted tweet on Twitter
Popular tweet
Image Sources: Joss Whedon tweet
British Airways promoted tweet

4. Company
Statistics
Audience
Demographics
Sources: https://about.twitter.com/company
http://www.alexa.com/siteinfo/twitter.com

5. Canadian Statistics & Predictions
Canadian Stats from Social
Media Usage Survey
Sources: http://canadiansinternet.com/2015canadiansocialmediausagestatistics/
http://www.statista.com/statistics/303875/numberoftwitteruserscanada/

6.  The fact that Twitter allows and requires short messages only
encourages users to share anything quickly and spontaneously. It is
therefore the ideal place for breaking news, gathering opinions on
current issues, networking, learning about current business trends,
or even keeping tabs on your favourite celebrity.
 Anyone (officially 13 years old and above) can use Twitter.
Companies use it for business, celebrities use it to increase their
popularity and connect with fans, social workers use it to engage
people in social activities… the possibilities are wide and assorted.
 It has also become an online haven for businesses,
other media companies and bloggers who redirect
users to their original source through links.

7.  On average, early morning hours appear to
be the time in which tweets receive the most
clicks.
 Tweets sent between 2:00 and 3:00 a.m.
earn the most clicks on average
 Evenings and late at night are the times
when your tweets receive the most favorites
and retweets, on average.
 Noon to 1:00 p.m. local time, on average for
each time zone, is the most popular time to
tweet.
Source: https://blog.bufferapp.com/best-time-to-tweet-research
Based on the results of a 4.8 milliontweet research study:
Image Source: http://jaypalter.ca/wp-content/uploads/2012/08/twitter-clock-360.jpeg

8.  By making a ‘favourite’ of a tweet or ‘retweeting’ it, the original
tweet can potentially be seen by millions of people. This ability to
make a short, informal and simple message so viral is what attracts
businesses to Twitter.
 Twitter has a feature on its ‘Tweetdeck’ called ‘Collections’. This
helps brands depict their products/services with curated tweets
around specific products. A ‘buy’ button further helps in completing
the purchasing cycle within Twitter.
 The hashtag (#) has also been further popularized thanks to Twitter.
‘Hashtagging’ a term on your Tweet will lead users who are looking
for that term to your tweet. Although initially used for social
activism, the hashtag has become more of a tool to collect public
opinion on an event or current theme thanks to Twitter.

9.  Most available analytics tools for Twitter are free.
Listed below are some free and paid tools:
3rd Party Tools
 Sproutsocial (from $59/mo)
 Unmetric (from $490/mo)
 Candid (from $199/mo)
 Simply Measured (from
$500/mo)
Twitter Tool
 Twitter Analytics
3rd Party Tools
 Hootsuite
 Buffer
 Topsy
 Tweetstats
 Twtrland

10.  Twitter is effective for both
B2B and B2C.
 In recent times, the lines have
blurred between B2B and B2C
due to both aiming for the
same thing: achieving buyer
delight.
 Instead of focusing on one of
them, experts are now
devising strategies on when to
ideally tweet B2B and B2C
content, therefore confirming
that both can be effective on
the platform.
Image Source:
https://contently.com/strategist/2015/01/14/infographic-
the-best-times-to-post-on-social-for-b2b-b2c-brands/

11. Core150 (@Core150) designs and manufacturers sports preparation products
for travelling athletes and the everyday gym-goer in 26 countries.
 Objectives: The company wanted to run a
website conversions campaign to drive traffic
to their site and increase online sales.
 Core150 used keyword targeting to reach a
niche audience at the right time; tweets and
hashtags related to working out.
 They created multiple Website cards with slight
variations on the copy and images, which
drove potential customers to different landing
pages. Their findings helped them test and
optimize their website.
RESULTS:
39% lower CPA (Cost
Per Action) compared
to other marketing
channels.
Source: https://business.twitter.com/success-stories/core-150

12. Twitter Costs Marketing Costs
 Twitter is free, therefore there
is no financial cost to use the
website (without ads).
 Twitter offers three types of
advertising options –
promoted tweets, promoted
accounts and promoted
trends. The first two cost
between $.50 – $4.00 per
engagement, and promoted
trends will cost you $200,000
per day.
 Launching a new Twitter account, complete
with setup and outsourcing content
creation/consumer interaction (all 140
characters at a time), costs an average
of $2,000-$4,000 per month.
 Restructuring an existing Twitter account
with "limited coaching" to achieve client
goals is still going to cost you
between $1,000-$2,500 per month.
 Creating a comprehensive strategy for
social media marketing and outsourcing all
work for all channels (with a minimum of
two social networks) costs anywhere
from $3,000-$20,000 per month, with the
industry average settling between $4,000-
$7,000 per month.
Sources: How much do ads on Twitter cost?
How much does social media marketing cost?

13.  Everything you need to know about Twitter for Business:
 The amount of time spent on Twitter is essential but cannot be quantified as
most social media managers work on several platforms simultaneously.
However, 1 hour/day dedicated to Twitter should generally be enough for any
business.
 Other minimal costs include internet and electricity.
 Opportunity costs can be considered through cost benefit analysis after a
campaign by calculating the ROI.
Other Costs
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