Twitter Research Worksheet PDF

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Worksheet for Social Media Group Project over research on Twitter....

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TWITTER RESEARCH WORKSHEET JM Internet Group - http://www.jm-seo.org/ - [email protected] - Tel. 800-298-4065 Version: 2015.07.08

INTRODUCTION. Before you plunge into setting up your business Twitter account and tweeting wildly to interact with your customers, it’s worth researching Twitter to find out what potential customers are doing on Twitter as well as identify companies to reverse engineer. TWITTER SET UP (PROFILE). You and your team will need a Twitter account for your business (Use http://jmlinks.com/1h to set it up) Next, you’ll need to identify potential companies that are either similar to your own (competitors) and/or major brands that you respect that seem to be doing a good job of Twitter marketing. (Use Twitter search or Google site:Twitter.com to identify potential companies.) ❑ Twitter account set up for: Nike Twitter handle: @nikeutd Email associated with this account: [email protected] List existing competitors and identify their Twitter page by URL: Competitor: Competitor: Competitor:

Adidas Reebok Puma

Follower Count: 3.9M Twitter handle @adidas Follower Count: 714.8k Twitter handle @Reebok Follower Count: 1.7M Twitter handle @PUMA

Brands you like that seem to “get” Twitter: Company: Company: Company:

Taco Bell Follower Count: 1.9M Twitter handle @tacobell Wendy’s Follower Count: 3.8M Twitter handle @wendys Netflix Follower Count: 11.3M Twitter handle @netflix

❑ Find and follow the above accounts from within your own Twitter account. Then click on the BLUEFOLLOWING link at the top left of your Twitter account to begin to reverse engineer their marketing strategy. INVENTORY: PAGE SET UP. Take the accounts you identified above, and begin to inventory what you like / dislike / need to create for your own Page. 1

Likes / dislikes about their Header Image: Adidas: Like: “We are one team and together we stand against racism” Reebok: Dislike: It’s just their logo, which is repeated in their profile picture. Very plain and lazy Puma: Like: I actually really like this one, it is creative, artistic Taco Bell: Again, kind of lazy, just their logo Wendys: Like: has a picture of their food Dislike: “we got you” ? Is that a slogan? Netflix: Like: Features a new movie that is on Netflix

Likes / dislikes about their Profile Pictures: Adidas: Like: Simple, their logo Reebok: Like: Simple, their logo Puma: Like: Simple, their logo Taco Bell: Like: Simple, their logo Wendys: Like: Simple, their logo Netflix: Like: Simple, their logo

Likes / dislikes about their Account Bio: Adidas: Like: “Through sport, we have the power to change lives.” Inspirational Reebok: “#SportTheUnexpected” Is that a slogan ? Puma: Dislike: It’s a little essay-introduction-like? “Since 1948, PUMA has changed the game with speed, spontaneity, and performance innovation. Get a behind the scenes look at all things #ForeverFaster.” Taco Bell: Like: short and sweet “Live Mas” slogan Wendys: Like: “We like our tweets the same way we like to make our hamburgers: better than anyone expects from a fast food joint.” Netflix: Like: About BLM movement Dislike: Tells nothing about their company

Likes / dislikes about their Pinned tweets: Adidas: Don’t have one Reebok: Video commercial promoting their newest shoe, the NanoX1

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Puma: Featuring a collaboration (?) with Neymar Jr? I don’t know who that is but it got quite a bit of interaction Taco Bell: Don’t have one Wendys: Don’t have on Netflix: Don’t have one

INVENTORY: TWEETING STRATEGY. Next, analyze the accounts as to what they are tweeting and why. Which tweets have many likes, comments, and retweets? (Click on a tweet to see this information). Which tweets are blatantly self-promotional? What is their apparent tweeting rhythm, or percent that are fun vs. percent that are self-promotional? Likes / dislikes about tweets: Adidas: Dislike: Not very visually appealing, chunks of text that I don’t want to read Reebok: Dislike: Chunks of text, some broken links, almost scam-y looking? Puma: Like: Mostly style inspiration, features celebrities wearing their merchandise, but not just athletes. Simple text Taco Bell: Some “relatable” tweets/memes, some ads (but they’re visually appealing), some retweets from customers talking positively about Taco Bell Wendys: Like: Mostly memes, some march madness tweets, funny interaction with other brands Netflix: Like: Some memes about their shows, movies. Dislike: Mostly promotional tweets about their new shows

Examples of tweets that got a lot of interactivity (favorites / conversations / retweets). Why? Adidas: None of their tweets have very much interactivity considering the number of followers they have, but the tweets with any interaction at all are mostly videos that feature athletes wearing Adidas merchandise Reebok: They don’t get a lot of interaction at all, most is on videos/gifs of their shoes though Puma: Mostly celebrities wearing their merchandise Taco Bell: They get most of their interaction on memes and relatable tweets Wendys: Their memes get a lot of interaction Netflix: Their memes get a LOT more interaction than their promotional tweets

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Examples of tweets that are “buy my stuff.” Do you think that they are effective? Adidas: Surprisingly, they don’t have any of this type of tweet Reebok: Their more successful tweets (which still aren’t very successful at all) are of these types of tweets, so I guess for them, they are effective Puma: They aren’t being too pushy with it, just showing how cool you could look if you bought their stuff, which I like Taco Bell: Their ads for new products are short and visually appealing, I think they’re effective Wendys: They don’t have very many tweets that actually promote their food, so I think the occasional tweet is more effective than brands that are nothing but promotion Netflix: I think their promotional tweets are still effective considering people are always in search of new suggestions for things to watch on Netflix

INVENTORY: CUSTOMER INTERACTION. As you review competitors and other companies on Twitter, do your customers seem to be on Twitter? If so, what are they doing? What sorts of strategies do you see in use that are keeping them engaged? What is the “reason” for which customers are on Twitter, and therefore companies like yours can use Twitter as a marketing channel? Nike customers certainly are on Twitter! People use Twitter for memes, funny content, relatable tweets, and dumbed-down news. For a brand to be successful on Twitter, they need to stand out. They need to be funny and relatable. No social media is the place to *sell* . No one wants to be advertised to. Promoted tweets will be scrolled right past 99% of the time.

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