Practical example 2: Creating Twitter DM Campaigns for PR

In this article we are going to show you an example of how to use Twitter DM Campaigns for PR using a tag as the criteria for recipients.

To create tags:

If you haven’t already created tags, we will firstly talk about how to do this but if you already have the tags you wish to use, you can skip to “sending out the DM”.

1. Let’s say for example we want to keep track of every blogger that mentions us in their articles for future reference. Firstly go to the “I influence” section of your dashboard to see all of the people who have recently mentioned you.

2. To find bloggers that mentioned you in the past, select the drop down box that says “last update” and select the period of time you wish to search between e.g. the last month and select apply. 

3. Use the search bar to find those who describe themselves as a “blogger” in their bio. When you click the bar you will see a drop down menu and can type in the bio field as pictured below.

4. From the bottom navigation bar you can select to add a tag to all of these bloggers. This also allows you to easily locate them again in the future.

5.Then create a name for your tag or start typing the name of an existing tag and click on it and select “save changes”.

 

6 . From now on you can regularly check your “I influence” section for people to add this tag to.

 

Sending out the DM

So now you have assigned the tag to desired users, you can use this as a criteria for recipients of your DM.

1. On the left navigation bar select the “tags” tab and select the tag you created.

2. These are the users we will send a DM to. You can filter within these users if you wish e.g. by influence or language. Then select “all criteria” from the bottom navigation bar and then “DM campaign”.

3. We recommend using Google Analytics to create a custom URL for each campaign. Follow the link, fill in the boxes and select “generate link”, we have created an example below.

image

4. The link displayed at the bottom is the link you should use in your DM.

The alternative to Google Analytics is to customize your link using “Bitly”. Just paste your link in the box and the shortened link will be displayed for you. You can then customize the link using the small pencil button, your customised link you create has to be unique from any that have been created in the past.

5. Go back to SocialBro and design your Campaign message, choose:

  • A name for your campaign
  • How many DMs to be sent each day (max 250)
  • Your message
  • Any tags to be used in your message e.g. we have selected [firstname] which will be replaced with each users’ first name.

Add your link into the message. If you created a custom URL, you have to select the option to not shorten your URL if you want your custom link to be displayed. Not selecting this will cause SocialBro to shorten the link using Bitly automatically. You can only view stats about your campaigns in SocialBro if the links are shortened automatically using Bitly. In this case we recommend creating a Bitly account. You can however view stats about your custom URLs if you go to Google Analytics or Bitly depending on which method you used to customise them.

Example:

Hey [Firstname], As a fan of SocialBro we thought you might be interested in our latest tool “Twitter campaigns” we’d love your feedback :) http://www.socialbro.com/?utm_source=Twitter&utm_medium=DM&utm_campaign=Newtool

Your DM will then be sent out automatically to maximum 250 people a day. Remember if you are unsure of what content to include in the message, you may benefit from testing a couple of options on a small sample of users first.

6. If you are testing two or more different campaigns you can then repeat the previous steps changing the desired variables.

7. You can then view the progress of your campaign by selecting “ Direct Message Campaigns” from the “tools” drop down menu on the top navigation bar and selecting view report.

If you used Google Analytics to create your link, go to http://www.google.com/analytics/ and sign in (or create an account) and use this website to track how many people have used your link.

See how to create a Twitter Campaign to invite people to an event

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