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-goodhttps://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 tweetJoss Whedon tweet British Airways promoted tweet

4. Company Statistics Audience Demographics Sources: https://about.twitter.com/companyhttps://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://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-researchhttps://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.jpeghttp://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: 3 rd Party Tools  Sproutsocial (from $59/mo)  Unmetric (from $490/mo)  Candid (from $199/mo)  Simply Measured (from $500/mo) 3 rd Party Tools  Sproutsocial (from $59/mo)  Unmetric (from $490/mo)  Candid (from $199/mo)  Simply Measured (from $500/mo) Twitter Tool  Twitter Analytics 3 rd Party Tools  Hootsuite  Buffer  Topsy  Tweetstats  Twtrland Twitter Tool  Twitter Analytics 3 rd 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/ 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.@Core150  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.  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-150https://business.twitter.com/success-stories/core-150

12. Twitter CostsMarketing 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 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 Click here