Twitter and Beyond! Taking Your Twitter Marketing to the Next Level for Your Health and Wellness Company. brought to you by

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1 Twitter and Beyond! Taking Your Twitter Marketing to the Next Level for Your Health and Wellness Company brought to you by

2 Is This Book Right for You? Not sure how to create more follower engagement? Are you having trouble measuring your Twitter efforts for ROI? Ready to incorporate Twitter into your website to drive traffic? Thinking about advertising on Twitter? We ve got answers for you! Share This Ebook! Advanced Level: This ebook is best for skilled Twitter users. Never used Twitter? We ve got you covered! If you are starting your Twitter marketing efforts from scratch, we have developed a series of ebooks that will guide you through each step of the process. To get started with the first book in that series simply click here to download the Introduction to Twitter ebook. Click me! Click me! This ebook is interactive so if you click any underlined text you will be taken to corresponding web page.

3 Table of Contents 1 Introduction 2 Section One: Using Twitter Search and Hashtags 3 Section Two: Twitter Chats 4 Section Three: Using Twitter Analytics 5 6 Section Four: Taking Twitter Beyond Twitter Conclusion

4 Introduction Whitney Van Cleave Co-Founder, VP of Media Getting started with online marketing can sometimes be an overwhelming task. I m here to tell you that while starting out can be a slow process, once you learn how to use a platform like Twitter, marketing your health and wellness business online is easy and even enjoyable. Once you ve mastered the art of using Twitter on a regular basis, tweeting and engaging, you can begin to use the advanced features of the site to supercharge your marketing efforts. We ve created this ebook to help you get acquainted with the additional tips, tricks and tools to get the most out of Twitter for your brand FeelGoodNow Inc. (All Rights Reserved) Please respect our work and intellectual property and do not alter, modify, or repurpose any part of this content for unauthorized redistribution.

5 Section One: Using Hashtags and Search Features to Customize Your Twitter Marketing Efforts Share This Ebook!

6 Hashing Things Out Hashtag Basics Twitter is a fast-paced social network with vast amounts of information being exchanged at all hours of the day from all around the world. The medium people use to communicate on Twitter is of course, the 140-character tweet. If you have started tweeting or if you have simply browsed around Twitter and looked at other people s tweets you will, have no doubt, seen this symbol-- # This is the hashtag. Hashtags are an important way to group similar tweets on a subject. By putting a # in front of a word or a phrase you are creating a searchable, categorical phrase on Twitter. For example #yoga or #healthylifestyle or #glutenfree. Your hashtag phrase should describe or outline the subject of your tweet. Don t put a hashtag like #yogarocks on a tweet about mountain climbing. Basically, the hashtag is a way to join and contribute to a specific conversation on Twitter. ### Searching & Trending You can also search Twitter for conversations with a specific hashtag. For example, if you wanted to see who is tweeting about acupuncture, you can search #acupuncture in the search bar and the tweets with that hashtag will show up in your search results. You don t need to put a hashtag with every tweet, but it is good to put one with tweets with important themes, or if you want your tweet to join many tweets with a similar subject. Trending: If enough people put a specific hashtag with their tweets, then that hashtag, or topic, is considered trending (meaning that a lot of people are talking about it). You can see which topics are trending on your Twitter profile in the box at the left labeled United States trends.

7 Searching With a Purpose Using the Search Bar At the top of your Twitter profile, there is a search bar. Twitter search is a great tool to use to find: topics, themed tweets, subjects, and people on Twitter in real time. Real time is a commonly used phrased to describe the way information on Twitter is shared immediately. your search results you can click on the specified tab on the left-hand side of the search page. The tweets that show up in the search results symbolize anyone who has mentioned your query on Twitter. This is a great way to find out who is talking about your practice or your space. See what people are saying, reply to them, or simply read and learn. Type in your query and check out your results. If you want to differentiate between people and tweets in You can also search for a specific person on Twitter by either typing in their name, or their username proceeded with symbol.

8 Searching With a Purpose Advanced Searching You can also search for a specific person on Twitter by either typing in their name, or their username proceeded with symbol. You can save searches by clicking on the gear on the top right of your search result page and clicking save search. You can save up to 25 searches. Twitter is an exceptionally powerful tool when it comes to listening to conversations in your field and about your health company. We recommend saving searches for a variety of topics related to your field so you can listen and contribute to relevant discussions, increasing your visibility and followers. If you happen upon a tweet with an interesting hashtag you can simply click on that hashtag and be automatically taken to the page with the other people using the same hashtag.

9 Searching Tips and Tricks Here are a few tricks to make your searches more specific: Yoga Studio - Yoga Studio - Yoga-Studio - #YogaStudio - From:Feel_Good_Now - To: Feel_Good_Now - YogaStudio :( -

10 Section Two: Hosting Twitter Chats to Increase Credibility and Brand Awareness Share This Ebook!

11 Twitter Chat Basics What is a Twitter Chat? Instigating Twitter chats can be really resourceful to your health practice customers. Creating a Twitter chat is simple once you have the basics of Twitter under your belt. All you need to do is set a date, topic and #hashtag. Then, let people know that you will be on Twitter at that time through s, your Facebook page, or on Twitter itself. Anybody that uses the designated #hashtag can add to the chat and post any questions or comments. There are a few actions you should take to ensure that your Twitter chat is successful. Implementing these tips will better your chances in increasing the amount of participants and engagement with your Twitter chat.

12 4 Steps to Awesome Chats 1.Repetition, Repetition, Repetition Set a weekly or monthly day and time that you will hold your Twitter chats. Make sure you stick with your schedule and are consistent. This will increase overall activity and chat participants over time. As long as you continue to engage, the right people will find your chat. 2. Pick a Good Topic Make sure your topic is something that people care about. If nobody cares about your topic, they won t add to the discussion. Good topics are ones that people are already discussing. Also, make sure your topic is related to the health and wellness industry. If you incorporate issues that relate to your health business, participants will begin to recognize you and associate you specifically with your topics. A good place to find topics for Twitter chats is your FAQ s. Or if you keep hearing the same question over and over again from your clients, pick that as a topic. Check your LinkedIn or Facebook profiles for more ideas. You ll be surprised at how many questions come out of the woodwork when you look closely. 3. Bring in Guest Tweeters Sometimes it is beneficial to bring an expert into the conversation. Experts can add great insight and they can provide credibility for your wellness practice. Invite another health practitioner to help plan your chat topic and team up to get the word out to more people. 4. Thank the Participants It is important to thank the chat participants. Whether you thank them individually over Twitter or in the chat, it is up to you. Thanking them will help spread the word about your Twitter chats and your health practice and it will keep them coming back.

13 Taking Your Chats to the Next Level There are a few tactics that you can employ to increase the number of participants in your Twitter chats. After you have brought in experts and conducted Q&A sessions, you may be scratching your brain for more ideas to expand. This presents a great opportunity to get creative in managing Twitter chats that will engage the online community. Take your chats beyond Twitter. After your chat is finished, direct the chatters to a forum on your site or to your Facebook page if they have any thing else to say. Directing them to your site will give them more knowledge about your health and wellness company as well as strengthening relationships. #yourchat Another great step to take is to promote your participants. Oftentimes, when you promote others they will become more engaged and they may even promote you on their sites. Some Twitter chats announce a weekly featured participant. Keep this in mind when trying to grow your participant numbers. However, the important aspect of growing your Twitter chats is consistency. Always hold your chats at a prescheduled date and time. Keeping to your schedule and holding regular chats will eventually engage new contributors to your chat.

14 Section Three: Try It! Analyze It! Share This Ebook!

15 Twitter Analytics Basics Being active on social media outlets is more than necessity for businesses marketing. Companies in the health and wellness space are expected to participate on a wide variety of social networks to reach potential clients. However, the time, money and energy invested in online marketing requires quantifiable results just as traditional marketing campaigns do in order to show the actual return on investment. Marketing online via social media is no different. You want to know that your efforts aren t going to waste, which is where analytics can come in handy. Hundreds of amazing tech companies have been created to fulfill the needs of companies using social media for online marketing purposes. Many of these companies focus on managing multiple platforms simultaneously with one software platform and assessing the ROI (return on investment) of activity on social networks. While there are a variety of amazingly powerful and expensive tools for this like Eloqua, HubSpot and SalesForce, most health and wellness companies can achieve Twitter success using free or very reasonably priced upgraded versions of these programs. Engaging social media to attract and retain an active, participating audience should be the end goal, no matter what social media analytics metrics are being measured. When it comes to social media, both the individual analytics and how different platforms can be combined to form a total online marketing strategy can produce endless opportunities. - Website Magazine

16 Analytics: The Basics Q: What Are Analytics? A: According to Website Magazine, Some of the most important metrics to track when it comes to social media include the ROI how time spent marketing on sites like Facebook and Twitter translates into revenue for the company and the growth and interaction factors surrounding a company s online profiles and communities. Q: Why Do They Matter? A: There are literally billions of individuals online communicating about millions of businesses, which can make marketing your health and wellness business on social media outlets seem daunting. By monitoring analytics, you are able to gauge who is interacting with you and your content, what your audience likes, when they re reading your content and much more. Essentially, you are observing how your online efforts are being received so that you can formulate or adjust your online marketing strategy accordingly. In the simplest terms, analytics are how you know that your online marketing efforts aren t getting lost in the Internet shuffle. Q: Where Do I Find Them? A: Tools, applications, software programs and agencies that can plan, manage and analyze a companies analytics abound. There are literally thousands of free and premium options available. After using a wide variety of these options, we have hand selected our favorite tools to help you market your health and wellness business online. Observing the analytics of your social media marketing efforts is the only way to truly track how successful your efforts are to your brand. Like any other marketing endeavor, the ROI for social media marketing is important as well.

17 Twitter Tools: Free vs Premium 3 Key Features to Look For When it comes to social media management tools, there are a wide variety of both free and premium tools. The premium tools offer incredibly in-depth analytics and support for many users within a singular application. However, unless your health and wellness company has someone dedicated to managing online marketing efforts, the likelihood that a small business needs an expensive solution like Eloqua is rare. Plus, most of the free applications offer an affordable premium option that is an easy upgrade, if necessary. 1. Link Shortners With only 140 characters to work with, using long links in Tweets just isn t an option. As such, a handful of innovative companies created applications that takes long links and shortens them for the purpose of sharing on Twitter. Some examples of these are Ow.ly and Bit.ly. Any management application you choose should come with a built-in link shortener. It will save you time and a bunch of hassle. 2. Tweet Scheduling Tweeting consistently throughout the day is the best way to build a strong presence on Twitter. However, finding time to get online to post each tweet can be exceedingly difficult. As such, using an application that allows you to schedule tweets that will be sent out automatically at a designated time is essential. 3. Easy to Use The more bells and whistles an application has, the harder to use it tends to be. Make sure that you choose an application that is easy to learn and that you feel comfortable using.

18 Tools We Recommend TweetDeck Additional Features:

19 Tools We Recommend HootSuite Additional Features: Premium Features: Hootsuite users have 21x more followers than the average Twitter user (576 compared to a lowly 27)! - MediaBistro

20 Choosing the Right Management Tool Before choosing a Twitter application there are a handful of questions that you should consider in order to help you select the management system that is right for you. Q: Am I committed enough to social media marketing my health and wellness business on Twitter that I am willing to learn a new piece of technology? A: Using a third party application for Twitter management is really the only way to handle your marketing efforts as your Twitter influence grows. As you begin following and being followed by larger numbers of people, the simple Twitter interface can become cluttered and valuable connections can get lost in the shuffle. Third party applications like TweetDeck and HootSuite have a segmented approach so that you can easily monitor all incoming and outgoing communications, brand mentions and pertinent topics. Q: Do I want to pay for a Twitter management application? A: With such amazing free services out there like TweetDeck and HootSuite, paying for premium features before you have learned to use the free ones can increase the likelihood that you will become frustrated when learning the new system. All of the free services offer upgrades for additional features that can be done easily once you become comfortable using the product. We recommend that you begin with a free account and upgrade as needed. Q: What if I don t like the service that I have selected? A: Not to worry! If you begin using a Twitter management application and aren t satisfied with it, you can simply cancel your account and begin anew with another program. Unless you are paying for a service, there are no consequences to switching from HootSuite to TweetDeck for example. Fun Fact: FeelGoodNow switched Twitter management tools three times since 2008 as our company s needs evolved.?????????

21 What to Look For in Analytics Flexibility is Key By observing the analytical metrics below, you are easily able to adjust your tweets and messaging according to what you ve noticed works. For example, if you see a spike in traffic on a particular tweet and link, you can write tweets that feature similar elements. Remember that flexibility and patience are key when it comes to marketing your health and wellness company on Twitter. Don t get discouraged with low numbers when you are just starting out. Instead, monitor your analytics and try a variety of tweet types and language to see which ones work best for your audience. Summary Stats Shows you the number of clicks the links posted in your tweets have received over time. Top Referrers Shows you which websites the people who clicked on your Twitter links came from. Clicks By Region Shows the geographic area the people clicking on your links are located in. This can be very useful for targeting specific areas. Most Popular Links Shows which tweets had the highest number of click-throughs, which will allow you to see what types of tweets and content your audience identifies with most and cater your new tweets accordingly.

22 Advanced Analytics Profile Summary Overview of the Twitter account including information such as follwers, following and lists. Mentions By Influence Lists the most influential Twitter users that are mentioning you and your brand. Keyword Over Time Allows you to view how many Twitter users are mentioning certain keywords over a specific window time. Compare Keywords Allows you to compare how many Twitter users are mentioning certain keywords versus others over a set period of time. Follower Growth Allows you to see how your number of followers has grown over time. Twitter Sentiment Shows you an analysis of the conversational tone of a keyword search (categories include Affection, Friendliness, Anger, Fear, etc.). Twitter to Web Conversion Shows which tweets direct the most traffic to your website. *Usually only compatible if you are using Google Analytics on your website.

23 Section Four: Taking Your Twitter Efforts to the Next Level of Awesome Share This Ebook!

24 Taking Twitter Beyond Twitter Social media and online marketing are all about interconnectivity. User behaviors vary greatly, so increasing the number of access points for individuals to find and connect with you online is crucial. Thankfully, connecting your social networks to each other as well as to you health and wellness company s website is pretty simple. The idea behind a truly successful online marketing strategy is to leverage all of your online outlets against one another to increase the number of ways that individuals can find, connect and communicate about your business. Think of your web site as the homeland, and your presence on social media services as embassies. You should build relationships via social media, but without neglecting the importance of driving people back to a place where you can have more influence over the conversation. -Steve Rubel SVP, Director of Insights for Edleman Digital Twitter recognizes this and has created a number of tools that will allow you to promote your Twitter profile on other websites in a variety of different ways.

25 Tools for Going Beyond Twitter Widgets Twitter widgets allow you to display your Twitter updates on your website or social networks. There are several options based on what information you want people to see and where. Each one is highly customizable, which allows you to choose what information you want displayed, change the color and size of the widget so it fits your needs. Installing a Twitter widget in an easily viewable spot on your website or blog showcases to your site s visitors that you are actively participating in an online conversation relevant to your space and increases the likelihood that they will begin engaging with you on Twitter once they leave your website. Profile Widget Displays your most recent Twitter updates on any webpage. Search Widget Displays search results in real time for any keyword. This option is similar to a news ticker that pulls in tweets from all of Twitter that have the specific search term (such as yoga for example). Favorites Widget Allows you to showcase your favorite tweets, which can be used nicely for moderating a conversation or for showcasing a specific subject. List Widgets - Displays tweets from those Twitter users that you have in a specific list.

26 Tools for Going Beyond Twitter Buttons Twitter buttons allow you to connect your website and Twitter profile in just one click. Each button is customizable and easy to install. Installing Twitter buttons on your website or blog provides an easy avenue for your visitors to begin interacting with you on Twitter. Additionally, dropping these buttons into any campaign, event pages or directory listing you are featured in also increases your Twitter traction and overall brand awareness. Share A Link This button allows you to share a link from a specific page to someone s Twitter feed when clicked. For example, if you put this button on your home page and someone clicks it, a tweet will be generated that links to that page. You can customize the message in the Tweet for your users as well. For example, Check out the services at this health and wellness company and it will link back to the page the button is located on. Follow This button simply allows the person that clicks it to become a follower of your Twitter updates without having to look you up on Twitter itself. The follow button is essential to have on your website as it is one of the easiest ways to gain followers from outside your Twitter feed. Less is more! Using one or two buttons that really suit the content and layout of your website is infinitely better than having a hodgepodge of buttons distracting your website visitors.

27 While Twitter has always been a major social network utilized by millions of companies and small businesses, it only recently began offering business users the ability to advertise on the network. Now, they offer two different options for advertising that give companies the ability to advertise to a highly-targeted group of individuals with a variable pricing model that can easily fit the smallest budget. Unlike traditional advertising, Twitter s Promoted Products don t focus on investing a large amount of money for a variable return. Instead, you only pay when someone begins following your account (Promoted Accounts) or when they click on your tweet (Promoted Tweets). Additionally, you set the budget for the entire campaign by deciding how much money you want to spend per day or per engagement. Twitter also allows you to select a geographic area so that you are only spending money advertising your health and wellness business to those that will find it relevant. Tools for Going Beyond Twitter Promoted Accounts - With Promoted Accounts, Twitter looks at current followers and searches for people with similar interests. Once it finds a match, Twitter recommends your profile to that person in the Who To Follow box on that users profile. Promoted Tweets With Promoted Tweets, Twitter observes your engagement and automatically promotes your best tweets right in the newsfeed of the followers that are most likely to find it interesting and useful. Promoted Trends With Promoted Trends, Twitter places your paid for trending #hashtagged topic to the top of the Trending on Twitter box.

28 Conclusion Where Do We Go From Here? Share This Ebook!

29 Words of Wisdom for the Road While search engines continue to represent the most popular method of finding specific information, the influence of social networking, shared social media, and the proliferations of platforms for individuals to publish content all interest to create tremendous opportunities to better attract and engage customers. Recognizing the importance, relevance, and need to master each of these changing consumer preferences is essential for businesses to succeed online. - Lee Odden, Author of Optimize You can t tiptoe into social media. You have to jump into the pool. People have a natural fear of it. But the scary part is not being there. Your customer is already there. - Dave Saunders, madisonmain.com One of the greatest risks of social media is ignoring social media. It s out there, and people are using it whether you like it or not. - Don Sinko, Chief Integrity Officer of Cleveland Clinic

30 About FeelGoodNow FeelGoodNow Inc. is an internet marketing agency that supports health and wellness businesses, providers, organizations and universities. Our internet marketing specialists help you generate new customers though captivating content for your website, engaging videos, effective social media communication and proper search engine optimization. What s Next? Dive in! Utilizing the knowledge that you ve learned in this ebook, start experimenting in your Twitter marketing campaigns. Still looking for more tips and tricks? Check out our other Twitter resources here! Share This Ebook! FeelGoodNow Inc. (All Rights Reserved) Please respect our work and intellectual property and do not alter, modify, or repurpose any part of this content for unauthorized redistribution.