Twitter is unique. Though they only have 330 million monthly active users, much smaller than other platforms, these users are engaged and searching for information, but more importantly, information that is real time. When someone comes to Twitter, they’re engaging in news that is happening right now, be it for sports, economics, mainstream news, celebrity news, etc., and this is when they will be most receptive to your presence. Unlike Facebook or Instagram, they come with an intention of discovering something, and not just scrolling through a feed.
Twitter offers a handful of objective based pay as you go campaigns as well, and their targeting is pretty complex (in a good way). You can engage audiences on Twitter, launch a new product, grow your followers base, spread news, and act as an active ambassador for your brand to respond to real-time information in the public, but, that being said, for this blog, we’ll be covering mostly organic OKRs that we used with one of our clients who inspired us to write this post.
Our client came up with the following problem statement and a plan on what they should be doing.
We’ll take the four objectives to model in this exercise straight from this document:
- Expand Brand Presence on Twitter
- Increase Website Traffic from Twitter
- Increase Level of Engagement on Twitter
- Maintain up to date content for Twitter
We’ll show you how to set up OKRs using a video, but we’ll just cover the first objective in the video. We’ve built the remaining three OKRs and provided the thought process with screenshots below the first OKR.
Objective 1: Expand Brand Presence on Twitter
Expanding your brand’s presence means making users more aware of who you are and what value you can offer them.
KR 1: Increase # of Twitter followers from 200 to 400
We recommend organically increasing your followers by researching similar accounts/competitors to you, seeing their followers, following them back, interacting with them, etc. You can also run follower campaigns on Twitter however they will typically be more expensive compared to other types of campaigns. Also, follows don’t always mean more awareness of your business or brand, thus it’s best to try other campaigns or combining your follower campaign with another campaign (engagement for example).
KR 2: Maintain between 60-84 (5-7 weekly) Tweets per quarter
Post relevant tweets that will resonate not only with your current followers, but also potential new followers who come to your page.
KR 3: Get verified on Twitter
The verification badge helps establish your brand credibility. It’s the Twitter crown that will help users believe in you’re a major brand presence in your industry.
Objective 2: Increase website traffic from Twitter
Increasing website traffic means you want to drive traffic off Twitter to your website or any important web pages you have.
KR 1: Tweet or DM product links to 3 users each week – Increase KPI
Sending product links can be done when you’re tweeting your own tweets, responding in conversation to other tweets or in your direct messages. Make sure to take into account the level of interest and how familiar they are with your offering, product, industry, etc.
KR 2: Tweet or DM blog links to 3 users each week – Increase KPI
Sending blog links can be done when you’re tweeting your own tweets, responding in conversation to other tweets or in your direct messages. Make sure to take into account the level of interest and how familiar they are with your offering, product, industry, etc.
Objective 3: Increase Level of Engagement on Twitter
Increasing your level of engagement means increasing the number of interactions (likes, comments, retweets, etc.) with users. This objective may overlap with your OKR 2 above as you could possibly be including links to your website pages with the tweets used in these key results.
KR 1: Plan and launch 2 paid 5-day engagement campaigns a month – Increase KPI
Plan your strategy and A/B test campaigns, creatives, calls to action and targeting. Engagement campaigns cost less compared to follower campaigns as you bid because engagements are easier to produce than follows.
KR 2: Interact with product related tweets twice a week – Increase KPI
Search for any keywords in the search bar and Twitter will feed you all public accounts who’ve tweeted with those specific keywords you’re looking for. For example if you’re selling in the auto manufacturing vertical, you could search for keywords like cars, engine, oil change, etc. and anyone talking about these things in their tweets will enter in your feed. From there, you can interact with the tweet, like it, comment and add relevant conversation.
KR 3: DM users who follow us – Control kpi
Build conversational value and rapport with users. It’s important to treat each user differently, especially when you get into one-on-one conversations, so there’s real value in each conversation that will appeal to the user and make them feel like you’re not sending a generic message to a list of users (this value is 200 as we expect 200 new followers this quarter).
Objective 4: Maintain up-to-date content for Twitter
Generate fresh content as a best practice as Twitter recommends having your creatives refreshed every 2 weeks. Posting new content will prove you’re an SME in your field and users can learn from you while being consistently hooked with new engaging content.
KR 1: Publish 4 videos a month – Increase KPI
Make sure your specs meet Twitter’s requirements. Twitter has a time limit on videos of 140 seconds, so keep your videos short and to the point.
KR 2: Create 4 new images a month – Increase KPI
You can house all of your content in Twitter’s media studio, which every account can get access to, where you can organize your creatives, tweet them and push them through campaigns.
These will be your first quarter’s OKRs for Twitter. As you progress through the quarter you can continue to refine your OKRs by adding new KRs to reach your objectives.