Beginner's Twitter Guide

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Getting Started On Twitter

VWhat is in this guide? Slide 3 Terms and DefinitionsSlide 4 Creating Your AccountSlides 5 & 6 Account OptimizationSlide 7 Common MistakesSlide 8 Who Should You Follow?Slide 9 Twitters SearchSlide 10 Creating ListsSlide 11 Your First 100 FollowersSlide 12 Twitter ChatsSlides 13 & 14 Content StrategySlide 15 Employee AdvocacySlide 16 Customer SupportSlide 17 Measuring ResultsSlide 18 Your 10 Minute-a-day Checklist

2015 BancVue. All rights reserved. Not for distribution.

VTerms and Definitions

Anatomy of a TweetTweet - A 140 character message published to your followers. Can also include links, photos, and video.

Username - Your handle for Twitter.

Hashtag - A categorizing and aggregating feature. Signified by the # symbol. Clicking it opens a feed of all tweets associated with the hashtag.

Reply button - This will open a reply field. Replies begin with a username and will not be published to your feed. They are accessible by the public, but will only alert the person mentioned in the reply.Retweet button - Retweeting is a way to publish another persons Tweet to your followers, similar to email forwarding. Signified by RT at the start of the Tweet.

Favorite button - Favorites are a way to socially endorse a Tweet, similar to Facebooks Like. Tweets you favorite will be aggregated to your Favorites tab.

Mention - A public message that includes another users username anywhere except the beginning of a tweet. Signified by the @ symbol. @[Handle]

DM - Also known as a direct message. This is a private message between two users that follow each other.

Follower - Someone who has subscribed to your feed of tweets.

2015 BancVue. All rights reserved. Not for distribution.

VCreating Your AccountGo to https://twitter.comClick the Sign Up button.The join screen is the same for both personal users and business accounts. Enter the following:Full Name = Business name (e.g. Freedom Institution)Phone or Email = Your corporate email where social inquiries go.Password = Use a combination of capitol letters, numbers, and special characters.Username = This will be the handle you are recognized by on Twitter. See the Account Optimization slide for best practices.Click Sign UpTwitter will take you through 6 steps to help get an understanding for your account and suggest people to follow. Tip: Skip the Find people you know, step. Typically you will not want to link your address book with your account.

2015 BancVue. All rights reserved. Not for distribution.

VAccount OptimizationUsername Maximum of 15 character. Generally, shorter is better. This makes it easier to include you in mentions and retweets. Make your name memorable and associated with your brand. If your desired name is taken, consider abbreviating or adding your 3 letter airport code to your name. Here are some examples: BancVue, BncVue, BancVueATX. Account Name This should be the name of your brand / organization. Bio Maximum of 160 characters. Should be action oriented, maintain your brand voice, and describe your product in a way that appeals to your consumer. A good test of your bio is checking to see if it can answer these questions:What services do we provide? Who do we provide them to? Where are we located?What will I get out of following this account?

Example Bio: Freedom Institution has been serving the people of Austin since 1908. Now were bringing our financial know-how to Twitter!Make sure you include your website. This will help customers find out more information and improves your SEO.

2015 BancVue. All rights reserved. Not for distribution.

VAccount OptimizationCover Image (1500x500) This is the larger of the two images. It should be in line with your branding guidelines, but is also a great opportunity to highlight any promotional activities or news. Feel free to change this image as needed.Profile Image (400x400) This is the smaller of the two images. It will be the photo associated with the tweets you send out. You will want to change this image less regularly. TIP: Upload your files with names that also promote your brand. An example would be: Kasasa_BancVue_TwitterProfile.jpg

There are two settings youll want to toggle. To access them, click your icon in the upper right and select settings.Next, on the left of the screen, select Security and Privacy.Scroll down and make sure you turn off Protect my Tweets, and turn on Add a location to my Tweets. This will allow customers that dont follow you to discover your tweets. TIP: You might want to the verify the Email notifications settings to ensure your inbox isnt flooded with alerts.

2015 BancVue. All rights reserved. Not for distribution.

VCommon MistakesLike most platforms, there are some unspoken rules to Twitter. Breaking them isnt just annoying, it can cost you relationships. When you are starting out, we recommend you spend a week only following and listening. Try to figure out how your audience communicates with each other. Here is a list of mistakes we most commonly see.Being overly promotional People dont follow you to see more commercials. Be personable. This is covered in greater detail on the Content Strategy slides.Not Tweeting enough The strength of Twitter lies in its real time communication. 96% of engagement occurs within the first hour of a tweet being sent out. If you are inactive, you wont get the benefits. Going hashtag crazy Hashtags are used for categorizing your tweets, often times youll only need one hashtag. Never exceed three. Auto posting from/to Facebook Social media should be personal and targeted, and while it might be a time saver to automate your Facebook content straight to Twitter, it looks bad and is a great way to spam your followers. Sending automatic Thank you for following messages Similar to the last point, a generic thank you does more damage than sending nothing at all. This is a good chance to engage, so if time allows, take a moment to see what your new follower is interested in and make the thank you more personal. Ask a question. Form a real relationship. Ignoring comments Your organization should have a last word policy. If someone has taken the time to comment or message you, then you should take the time to reply. Even a Thanks! or can be enough. Note: This rule can be broken if 1) The conversation goes on for an excessive amount of time 2) The comment is a troll (unnecessarily negative with no potential resolution). Engaging with trolls never ends well and they should be ignored.Posting APY or other rate information Work with your compliance department to ensure that youre keeping the institution safe. Set up procedures so you know what kind of content or conversations you can engage in, and what would require compliance language.

2015 BancVue. All rights reserved. Not for distribution.

VWho Should You Follow?Now that your account has been created and optimized, youll want to start following people. Twitter should suggest some accounts to follow during your sign-up process.Here are some ideas of people you can follow right away:Employees Local Businesses and organizations Local Celebrities / News ChannelsIndustry LeadersVendor PartnersPotential InfluencersCustomersWell talk about how to search on Twitter, but searching for industry keywords is a great way to find people worth following. When you follow someone, check out who they follow and the lists they are a part of/subscribe to. You can usually find similar accounts that way.Use Twitter directories like WeFollow.com, TwitterCounter.com, and Twellow.com.TIP: There is an interesting bias that occurs when someone looks at your profile and you are following more people than follow you. If that ratio is too extreme, your account looks spammy. When you first start out, try not to exceed a 10:1 (following:followers) ratio. As you get established, change that to 2:1.

2015 BancVue. All rights reserved. Not for distribution.

VTwitters SearchYou can find Twitters search bar at the top of your window. You can search by any term, hashtag, or a boolean search.Results will return in different categories. Top Tweets from influencers.Live Tweets as they have been received.Accounts Accounts that have the term in their bio.Photos Photos associated with Tweets that included the term.Videos Same criteria as photos.In the More Options section, you can further refine your search, save the search, embed the search, or switch to Advanced Search.Advanced search allows your to target tweets based off of criteria like geographic location, precise terms, exclude terms/accounts, by date, and even by sentiment. Imagine the power of being able to find a customer that is talking about checking accounts within 50 miles of your branch with a negative sentiment. With the advanced search, you can reach out to that person in real time and help with their issue. Whether they are a customer of yours or not, that kind of service leaves an impression.

2015 BancVue. All rights reserved. Not for distribution.

VCreating ListsAs you follow more people, your news feed will become increasingly cluttered. Using lists is a great way to segment people you follow into niche conversations. You can manage your list two ways:By selecting Lists from the drop down menu associated with your icon. When looking at someones account, select the gear icon and then click Add or remove from lists From both these views, you will see the option to create a new list. The most important thing to decide when making a list is whether you want it to be public or private. Public Lists Accessible to anyone and people who get added will be notified. An example of a useful public list would be Personal Finance Gurus and then promoting this list t