In this episode of Character Count we talk with Jay Maldonado, a Senior Marketing Manager at <a href="https://twitter.com/Mailchimp">@Mailchimp</a>. Tune in as we discuss "lean in" and "lean back" content, the power of GIFs, and the ways Mailchimp uses Twitter to connect with customers and raise awareness.Here are some helpful links while you listen: <a href="https://mailchimp.com/presents/">Mailchimp Presents homepage</a> <a href="https://mailchimp.com/presents/series/second-act">"Second Act" series</a> <a href="https://giphy.com/mailchimp">Mailchimp GIPHY library</a> <a href="https://twitter.com/Mailchimp/status/1232289143268532224?s=20">GIF Tweet example</a>For more inspiration on varying your Tweet formats: <a href="https://business.twitter.com/en/blog/engaging-Twitter-Poll-ideas.html">4 engaging Twitter Poll ideas for businesses</a> <a href="https://help.twitter.com/en/using-twitter/twitter-lists">How to use Twitter Lists</a>For more, visit <a href="https://business.twitter.com/">business.twitter.com</a> (we especially recommend the <a href="https://business.twitter.com/en/blog.html">Twitter Business blog</a>) and follow us at <a href="http://twitter.com/twitterbusiness">@TwitterBusiness</a>.

In this episode of Character Count we talk with Jay Maldonado, a Senior Marketing Manager at @Mailchimp. Tune in as we discuss "lean in" and "lean back" content, the power of GIFs, and the ways Mailchimp uses Twitter to connect with customers and raise awareness.Here are some helpful links while you listen:Mailchimp Presents homepage"Second Act" seriesMailchimp GIPHY libraryGIF Tweet exampleFor more inspiration on varying your Tweet formats:4 engaging Twitter Poll ideas for businessesHow to use Twitter ListsFor more, visit business.twitter.com (we especially recommend the Twitter Business blog) and follow us at @TwitterBusiness.

Character Count

@Mailchimp rounds out their marketing with unexpected content

In this episode of Character Count, we sit down with Phil McEleney, Paid Marketing Manager for <a href="https://twitter.com/TideBusiness">@TideBusiness</a>, to hear how the B2B FinTech company learned to thrive on Twitter. As you listen, here are some links that may be helpful:For more on A/B testing: <a href="https://business.twitter.com/en/blog/How-To-Test-Your-Twitter-Ads.html">How and why to A/B test your Twitter Ads</a>For additional B2B inspiration: <a href="https://business.twitter.com/en/blog/B2B-Brands-Connect-With-Audiences-On-Twitter.html">5 creative ways B2B brands connect with audiences on Twitter</a>Phil’s “must follow” FinTech accounts: <a href="https://twitter.com/t_blom">@t_blom</a> <a href="https://twitter.com/AnneBoden">@AnneBoden</a> <a href="https://twitter.com/GeorgeBevis">@GeorgeBevis</a>For more from Tide: <a href="https://www.tide.co/">Tide official website</a> <a href="https://twitter.com/Phil_McEleney">Follow @Phil_McEleney on Twitter</a>This episode’s hot take: how do you make B2B compelling or interesting? Which B2B businesses are doing it right? Chime in <a href="https://twitter.com/TwitterBusiness/status/1234905527273975808?s=20">here</a>!For more, visit <a href="https://business.twitter.com/">business.twitter.com</a> (we especially recommend the <a href="https://business.twitter.com/en/blog.html">Twitter Business blog</a>) and follow us at <a href="http://twitter.com/twitterbusiness">@TwitterBusiness</a>.

In this episode of Character Count, we sit down with Phil McEleney, Paid Marketing Manager for @TideBusiness, to hear how the B2B FinTech company learned to thrive on Twitter. As you listen, here are some links that may be helpful:For more on A/B testing:How and why to A/B test your Twitter AdsFor additional B2B inspiration:5 creative ways B2B brands connect with audiences on TwitterPhil’s “must follow” FinTech accounts:@t_blom@AnneBoden@GeorgeBevisFor more from Tide:Tide official websiteFollow @Phil_McEleney on TwitterThis episode’s hot take: how do you make B2B compelling or interesting? Which B2B businesses are doing it right? Chime in here!For more, visit business.twitter.com (we especially recommend the Twitter Business blog) and follow us at @TwitterBusiness.

This FinTech company uses Twitter to empower small businesses

Tune in as Heidi Browning, the CMO of the NHL, describes how she evolved the <a href="https://twitter.com/nhl">@NHL</a> social strategy, created a network of content creators, and is bringing the game to new fans (with a little help from Snoop Dogg and Chance the Rapper).As you listen along, here are some helpful links:<a href="https://twitter.com/nbcsnl/status/1187519139180449792?s=20">Chance the Rapper SNL skit</a> <a href="https://twitter.com/NHL/status/1179594115782184962?s=20">Chance the Rapper reprise</a> <a href="https://twitter.com/NHL/status/1115390112655974400?s=20">Snoop Dogg explains hockey slang</a> <a href="https://twitter.com/NHL/status/984164182336724992?s=20">Snoop Dogg explains the Stanley Cup</a> <a href="https://twitter.com/NHLGIFs">@NHLGIFs account</a> <a href="https://twitter.com/myregularface">The creator behind @NHLGIFs</a> <a href="https://twitter.com/BlackGirlHockey">Black Girl Hockey Club #BGHC</a> <a href="https://twitter.com/search?q=%23letsdothathockey&src=typed_query">#LetsDoThatHockey</a> <a href="https://twitter.com/Heidi_Golightly">Follow Heidi on Twitter!</a>For more on Twitter moments, check out these links:<a href="https://business.twitter.com/en/blog/Everything-you-need-to-know-about-Twitter-Moments.html">Everything you need to know about Twitter Moments</a> <a href="https://help.twitter.com/en/using-twitter/how-to-create-a-twitter-moment">How to create a Twitter Moment</a>This episode’s hot take: What is the #1 metric that you look for in a Tweet? Impressions? Clicks? Likes? Retweets? Chime in <a href="https://twitter.com/TwitterBusiness/status/1229829770419949568?s=20">here</a>!For more, visit <a href="https://business.twitter.com/">business.twitter.com </a>(we especially recommend the <a href="https://business.twitter.com/en/blog.html">Twitter Business blog</a>) and follow us at <a href="http://twitter.com/twitterbusiness">@TwitterBusiness</a>.

Tune in as Heidi Browning, the CMO of the NHL, describes how she evolved the @NHL social strategy, created a network of content creators, and is bringing the game to new fans (with a little help from Snoop Dogg and Chance the Rapper).As you listen along, here are some helpful links:Chance the Rapper SNL skitChance the Rapper repriseSnoop Dogg explains hockey slangSnoop Dogg explains the Stanley Cup@NHLGIFs accountThe creator behind @NHLGIFsBlack Girl Hockey Club #BGHC#LetsDoThatHockeyFollow Heidi on Twitter!For more on Twitter moments, check out these links:Everything you need to know about Twitter MomentsHow to create a Twitter MomentThis episode’s hot take: What is the #1 metric that you look for in a Tweet? Impressions? Clicks? Likes? Retweets? Chime in here!For more, visit business.twitter.com (we especially recommend the Twitter Business blog) and follow us at @TwitterBusiness.

The @NHL uses Twitter to rally new fans

In this episode, we learn about the ways Wizards of the Coast (the company behind Dungeons and Dragons and Magic: the Gathering) uses Twitter to add a digital layer to their classic games. Listen as Greg Tito, Senior Communications Manager for Dungeons and Dragons, shares the exciting ways the company uses things like automation, localized ads, and an authentic voice to evolve their legacy brand on Twitter.As you listen, here are some helpful links ––Twitter accounts mentioned:<a href="https://twitter.com/Wizards_DnD">@Wizards_DnD</a> <a href="https://twitter.com/Wizards_magic">@Wizards_magic</a> <a href="http://twitter.com/mtg_arena">@MTG_Arena</a>Referenced Tweets:<a href="https://twitter.com/Wizards_DnD/status/1016481952675721216?s=20">Blame the gnomes!</a> <a href="https://twitter.com/Wizards_DnD/status/689139940882419712?s=20">Madam Eva reads your fortune</a> <a href="https://twitter.com/Wizards_DnD/status/784467446056968192?s=20">Character generator</a>     The listening tool Bianca references:<a href="https://tweetdeck.twitter.com/">TweetDeck official site</a>In case you missed it! Hear more from this episode’s guest, Bianca Posterli:<a href="https://podcasts.apple.com/us/podcast/mini-episode-q-twitters-head-social-marketing-campaigns/id1454165187?i=1000462543935">Mini episode: Q&A with Bianca (Apple Podcasts)</a> <a href="https://podcasts.google.com/?feed=aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9QSHFxWlE3Tg%3D%3D&episode=YTRkZTA4MjAtZjQwZC00YWVjLTk0OTUtMmQwYTNiMGQyZjcy">Mini episode: Q&A with Bianca (Google Play)</a> For more, visit <a href="https://business.twitter.com/">business.twitter.com</a> (we especially recommend the <a href="https://business.twitter.com/en/blog.html">Twitter Business Blog</a>)  and follow us at <a href="http://twitter.com/twitterbusiness">@TwitterBusiness</a>

In this episode, we learn about the ways Wizards of the Coast (the company behind Dungeons and Dragons and Magic: the Gathering) uses Twitter to add a digital layer to their classic games. Listen as Greg Tito, Senior Communications Manager for Dungeons and Dragons, shares the exciting ways the company uses things like automation, localized ads, and an authentic voice to evolve their legacy brand on Twitter.As you listen, here are some helpful links ––Twitter accounts mentioned:@Wizards_DnD@Wizards_magic@MTG_ArenaReferenced Tweets:Blame the gnomes!Madam Eva reads your fortuneCharacter generator     The listening tool Bianca references:TweetDeck official siteIn case you missed it! Hear more from this episode’s guest, Bianca Posterli:Mini episode: Q&A with Bianca (Apple Podcasts)Mini episode: Q&A with Bianca (Google Play) For more, visit business.twitter.com (we especially recommend the Twitter Business Blog)  and follow us at @TwitterBusiness

Wizards of the Coast makes magic on Twitter

In this episode, we sit down with Bianca Posterli, Head of Social Marketing and Campaigns at Twitter. As a strategist for many of Twitter’s own Twitter accounts, you’d be hard-pressed to find someone who knows more about what ‘works’ on the platform (and what it means for brands).Tune in as we discuss popular questions like “how spicy can a brand be on Twitter?” and “what should you do if a Tweet flops?” while getting practical tips for everyday Tweeting.As you listen, here are some links to help you follow along:<a href="https://twitter.com/BurgerKing/status/1214374088409530378?s=20">"Hamburger Twitter" example 1</a> <a href="https://twitter.com/Wendys/status/1212819812331720705?s=20">"Hamburger Twitter" example 2</a> <a href="https://tweetdeck.twitter.com/">Tweetdeck site</a> <a href="https://twitter.com/TwitterMusic/status/1164943276903768064?s=20">@TwitterMusic announcing Taylor Swift's new album</a> <a href="https://twitter.com/TwitterTV/status/1076598457509470208?s=20">@TwitterTV teams up with GOT</a>This episode’s hot take: What brands would you nominate as being the BEST of the best on Twitter? For more, visit <a href="https://business.twitter.com/">business.twitter.com</a> (we especially recommend the <a href="https://business.twitter.com/en/blog.html">Twitter Business Blog</a>)  and follow us at <a href="http://twitter.com/twitterbusiness">@TwitterBusiness</a>

In this episode, we sit down with Bianca Posterli, Head of Social Marketing and Campaigns at Twitter. As a strategist for many of Twitter’s own Twitter accounts, you’d be hard-pressed to find someone who knows more about what ‘works’ on the platform (and what it means for brands).Tune in as we discuss popular questions like “how spicy can a brand be on Twitter?” and “what should you do if a Tweet flops?” while getting practical tips for everyday Tweeting.As you listen, here are some links to help you follow along:"Hamburger Twitter" example 1"Hamburger Twitter" example 2Tweetdeck site@TwitterMusic announcing Taylor Swift's new album@TwitterTV teams up with GOTThis episode’s hot take: What brands would you nominate as being the BEST of the best on Twitter? For more, visit business.twitter.com (we especially recommend the Twitter Business Blog)  and follow us at @TwitterBusiness

Mini-episode: Q&A with Twitter's Head of Social Marketing and Campaigns

What’s your favorite broadway show? There’s a good chance <a href="https://twitter.com/spotnyc">@SpotNYC</a> is or was the ad agency behind it. (We even found<a href="https://twitter.com/Lin_Manuel/status/920341525028130816?s=20"> this Tweet</a> from Lin Manuel Miranda crediting them with designing the iconic Hamilton logo. What?!)In this episode of Character Count, we sit down with Kyle Fox, SpotCo’s Associate Director of Media, to hear how the full-service ad agency brings Broadway’s biggest shows to life on Twitter.As you listen, here are some links to follow along:<a href="https://twitter.com/HamiltonMusical/status/1190732457756282880?s=20">Behind-the-scenes content (Hamilton)</a> <a href="https://twitter.com/MeanGirlsBway/status/1193694905652203520?s=20">Meme content (Mean Girls)</a> <a href="https://twitter.com/GentlemansGuide/status/819602391494365185?s=20">That GoPro video of a quick wardrobe change</a> <a href="https://twitter.com/funhomemusical/status/746419170737160195?s=20">The "Ring of Keys" fan video</a>To learn more about what we covered with our Twitter Ads expert, Sam Hawks, visit:<a href="https://business.twitter.com/en/help/overview/what-are-promoted-tweets.html">Promoted Tweets</a> <a href="https://business.twitter.com/en/help/campaign-setup/advertiser-card-specifications.html">Website Cards</a> <a href="https://business.twitter.com/en/help/overview/what-are-promoted-tweets/promoted-only-tweets.html">Promoted-only (Dark) Tweets</a> <a href="https://business.twitter.com/en/blog/5-tips-writing-effective-Twitter-Ads-copy.html">Tips for effective Tweet copy</a> <a href="https://business.twitter.com/en/blog/creative-checklist-5-ways-to-maximize-your-video-campaign.html">Tips for video on Twitter</a>This episode’s hot take: What piece of jargon makes you immediately scroll past? Reply with your answer <a href="https://twitter.com/TwitterBusiness/status/1204095609155637248?s=20">here</a>.

What’s your favorite broadway show? There’s a good chance @SpotNYC is or was the ad agency behind it. (We even found this Tweet from Lin Manuel Miranda crediting them with designing the iconic Hamilton logo. What?!)In this episode of Character Count, we sit down with Kyle Fox, SpotCo’s Associate Director of Media, to hear how the full-service ad agency brings Broadway’s biggest shows to life on Twitter.As you listen, here are some links to follow along:Behind-the-scenes content (Hamilton)Meme content (Mean Girls)That GoPro video of a quick wardrobe changeThe "Ring of Keys" fan videoTo learn more about what we covered with our Twitter Ads expert, Sam Hawks, visit:Promoted TweetsWebsite CardsPromoted-only (Dark) TweetsTips for effective Tweet copyTips for video on TwitterThis episode’s hot take: What piece of jargon makes you immediately scroll past? Reply with your answer here. 

This agency puts Broadway shows in the spotlight

Recent years have bare witness to the uprising of cause marketing — that is, brands aligning themselves with a cause or mission to give back. If you’ve seen phrases like “20% of all proceeds go to X” or “For every dollar spent, we donate a dollar to Y” then you’re already familiar.But how, as a brand, do you know what cause to align with? And how do you position your efforts in a way that respects the communities you aim to serve?In this episode of Character Count, we sit down with Jessica McGlory, Director of Paid Social Media Marketing <a href="http://www.twitter.com/bombas">@BOMBAS</a>, to learn how the company has become recognized as a best-in-class example of cause marketing.As you listen, tap on these links to follow along:<a href="https://bombas.com/pages/giving-directory">@BOMBAS “Giving Directory”</a> <a href="https://twitter.com/BOMBAS/status/1058393424200642566?s=20">The 10 million video</a> <a href="https://twitter.com/BOMBAS/status/1128596303716524032">Twitter Ad from @BOMBAS Pride campaign</a> <a href="https://twitter.com/glossier/status/1157764408300441605?s=20">#GlossierIRL example</a>This episode's "hot take", reply to <a href="https://twitter.com/TwitterBusiness/status/1196867533338333184?s=20">this Tweet from @TwitterBusiness</a>.Want to do your own research and social listening? Try Tweetdeck (it’s free!) <a href="https://tweetdeck.twitter.com/">https://tweetdeck.twitter.com/</a>Follow <a href="http://www.twitter.com/twitterbusiness">@TwitterBusiness</a> and visit <a href="http://www.business.twitter.com">business.twitter.com </a>for more.

Recent years have bare witness to the uprising of cause marketing — that is, brands aligning themselves with a cause or mission to give back. If you’ve seen phrases like “20% of all proceeds go to X” or “For every dollar spent, we donate a dollar to Y” then you’re already familiar.But how, as a brand, do you know what cause to align with? And how do you position your efforts in a way that respects the communities you aim to serve?In this episode of Character Count, we sit down with Jessica McGlory, Director of Paid Social Media Marketing @BOMBAS, to learn how the company has become recognized as a best-in-class example of cause marketing.As you listen, tap on these links to follow along:@BOMBAS “Giving Directory”The 10 million videoTwitter Ad from @BOMBAS Pride campaign#GlossierIRL exampleThis episode's "hot take", reply to this Tweet from @TwitterBusiness.Want to do your own research and social listening? Try Tweetdeck (it’s free!)https://tweetdeck.twitter.com/Follow @TwitterBusiness and visit business.twitter.com for more.

@BOMBAS does cause marketing right

Tune in as we chat with <a href="http://www.twitter.com/lindsaykbruce">@LindsaykBruce</a>, the Social Media Coordinator for <a href="http://www.twitter.com/twitterbusiness">@TwitterBusiness</a>. We talk about: Social listening: &quot;[I use] Twitter and Tweetdeck. Every morning I just, within Twitter, natively, read all of our notifications and then I'll go into Tweetdeck to monitor conversations around us when people aren't necessarily mentioning us, and just larger industry conversations.&quot; The perfect length to run a Twitter Poll: &quot;Two days, and after the first day re-share it again and remind people there's time left.&quot; ...and a time she had to (cringe) Tweet-and-delete. &quot;One time I Tweeted an image and I noticed immediately that there was like a typo on it, and that's when I learned: when you're creating images with text, take all the text copy and put it in any sort of word doc — something with spell check —and make sure that everything is correct, because some of the image programs won't do it.&quot; Tune in to the full episode for more, including discussions on scheduled vs. live Tweets, tools for creating video content, and the phrase of marketing jargon Lindsay will never Tweet from <a href="http://www.twitter.com/twitterbusiness">@TwitterBusiness</a>.   Curious about the Tweets mentioned? Check out: <a href="https://twitter.com/TwitterBusiness/status/1095463030085677056">The Tweet that was “criminally under-faved”</a> <a href="https://twitter.com/TwitterBusiness/status/1107314287070973952">The Tweet that went surprisingly well</a> <a href="https://twitter.com/TwitterBusiness/status/1045356547973427200">The Tweet with the pun</a> <a href="https://twitter.com/TwitterBusiness/status/1053349651586269184">That first, terrifying Periscope</a>

Tune in as we chat with @LindsaykBruce, the Social Media Coordinator for @TwitterBusiness. We talk about: Social listening: &quot;[I use] Twitter and Tweetdeck. Every morning I just, within Twitter, natively, read all of our notifications and then I'll go into Tweetdeck to monitor conversations around us when people aren't necessarily mentioning us, and just larger industry conversations.&quot; The perfect length to run a Twitter Poll: &quot;Two days, and after the first day re-share it again and remind people there's time left.&quot; ...and a time she had to (cringe) Tweet-and-delete. &quot;One time I Tweeted an image and I noticed immediately that there was like a typo on it, and that's when I learned: when you're creating images with text, take all the text copy and put it in any sort of word doc — something with spell check —and make sure that everything is correct, because some of the image programs won't do it.&quot; Tune in to the full episode for more, including discussions on scheduled vs. live Tweets, tools for creating video content, and the phrase of marketing jargon Lindsay will never Tweet from @TwitterBusiness.   Curious about the Tweets mentioned? Check out: The Tweet that was “criminally under-faved” The Tweet that went surprisingly well The Tweet with the pun That first, terrifying Periscope

Mini-episode: Q&A with our very own Social Media Coordinator

When it comes to ad targeting and testing, <a href="http://www.twitter.com/teamkano">@TeamKano</a>'s ingenuity is best in class. The London-based company targets different audiences, with different messaging, at different times, to optimize sales of their DIY computer kits. And because those techniques are so valuable — we had to have Chiara Radini, Performance Marketing Manager at Kano, on our newest episode of Character Count. Launched in 2013, <a href="http://www.twitter.com/teamkano">@TeamKano</a> aims to empower the next generation of coders and makers by “demystifying what's inside these boxes that we carry in our pockets and we type on the whole day.” The first step: reaching the next generation. Here are six pro-tips we learned from <a href="http://www.twitter.com/teamkano">@TeamKano</a> about connecting with your target audiences. (Yes, plural.) Segment, then segment again In the case of the above wand, one might be tempted to target fans of the franchise and leave it at that. Simple, right? @TeamKano takes it a step (or five) further: “There are so many different layers of it…people who have only watched the movies and people that only love the books and people [who] love Snape and would like to definitely belong to a Slytherin house…. It's a hard balance to strike – granularity versus like reach – but we try to be as efficient as possible by breaking down and testing and learning how each sub-community responds.” One discount, many ways Let’s say you’re giving customers $20 off a $100 item. Does “$20 off” or “20% off” sound better? What about timing? Does urgent language like “this week only!” affect conversions? These are the kinds of things Kano explores: “We've been testing percentages. We've been testing currency amounts. We tested the language of VIP discounts. For example, there was an amazing campaign...one of our best-performing Twitter ads... appealing to our core loyalty audiences, and we were rewarding them with a very, very specific discount code.” Test, test “You can't test a different image, a different copy, and a different call to action, all in the same space. So we would try and test a percentage off versus an amount. Or a free delivery message against an urgency message.... We gather the learnings and then we apply one and we iterate it and our new variables just to find the sweet spot.&quot; KPIs vary There is no shortage of metrics available in digital marketing, and it can be hard to know which ones – or really, which one – is most important. One helpful thing to keep in mind: KPIs vary. Your team may have one central KPI, but your campaigns may have different ones, supporting different stages of the buyer's journey: “For a convert, for a direct response ad, [the KPI] could be conversion or purchase. For a top of the funnel ad, it could be click-through rate and engagement rate with the art without necessarily resulting in an immediate purchase.&quot; Keep things fresh Twitter is all about being in the moment. You can leverage this by jumping into real-time conversations with new, topical content: “It’s the most immediate and effective way to bring fresh content. And to drive big volumes of conversations, which are relevant, highly-engaged, and rich in terms of point-of-view and diversity of its content.” Tune in to the full episode for more talk on finding your audience, your messaging, and (because we really do want that wand) your appropriate house of wizardry. To keep up with future episodes, follow [<a href="http://www.twitter.com/twitterbusiness">@TwitterBusiness</a>](http://) and be sure to hit &quot;subscribe&quot; on your platform of choice.

When it comes to ad targeting and testing, @TeamKano's ingenuity is best in class. The London-based company targets different audiences, with different messaging, at different times, to optimize sales of their DIY computer kits. And because those techniques are so valuable — we had to have Chiara Radini, Performance Marketing Manager at Kano, on our newest episode of Character Count. Launched in 2013, @TeamKano aims to empower the next generation of coders and makers by “demystifying what's inside these boxes that we carry in our pockets and we type on the whole day.” The first step: reaching the next generation. Here are six pro-tips we learned from @TeamKano about connecting with your target audiences. (Yes, plural.) Segment, then segment again In the case of the above wand, one might be tempted to target fans of the franchise and leave it at that. Simple, right? @TeamKano takes it a step (or five) further: “There are so many different layers of it…people who have only watched the movies and people that only love the books and people [who] love Snape and would like to definitely belong to a Slytherin house…. It's a hard balance to strike – granularity versus like reach – but we try to be as efficient as possible by breaking down and testing and learning how each sub-community responds.” One discount, many ways Let’s say you’re giving customers $20 off a $100 item. Does “$20 off” or “20% off” sound better? What about timing? Does urgent language like “this week only!” affect conversions? These are the kinds of things Kano explores: “We've been testing percentages. We've been testing currency amounts. We tested the language of VIP discounts. For example, there was an amazing campaign...one of our best-performing Twitter ads... appealing to our core loyalty audiences, and we were rewarding them with a very, very specific discount code.” Test, test “You can't test a different image, a different copy, and a different call to action, all in the same space. So we would try and test a percentage off versus an amount. Or a free delivery message against an urgency message.... We gather the learnings and then we apply one and we iterate it and our new variables just to find the sweet spot.&quot; KPIs vary There is no shortage of metrics available in digital marketing, and it can be hard to know which ones – or really, which one – is most important. One helpful thing to keep in mind: KPIs vary. Your team may have one central KPI, but your campaigns may have different ones, supporting different stages of the buyer's journey: “For a convert, for a direct response ad, [the KPI] could be conversion or purchase. For a top of the funnel ad, it could be click-through rate and engagement rate with the art without necessarily resulting in an immediate purchase.&quot; Keep things fresh Twitter is all about being in the moment. You can leverage this by jumping into real-time conversations with new, topical content: “It’s the most immediate and effective way to bring fresh content. And to drive big volumes of conversations, which are relevant, highly-engaged, and rich in terms of point-of-view and diversity of its content.” Tune in to the full episode for more talk on finding your audience, your messaging, and (because we really do want that wand) your appropriate house of wizardry. To keep up with future episodes, follow [@TwitterBusiness](http://) and be sure to hit &quot;subscribe&quot; on your platform of choice.

@TeamKano engineers targeting magic

In an age of influencer marketing — a strategy of showcasing your most loyal fans — popular queer dating app <a href="https://twitter.com/Grindr">@Grindr</a> defied the norm and did the opposite. They selected real users from the communities most discriminated against on their app and gave them a soapbox. Literally. Join us as we talk with Matt Brooks, the Social Media Manager who worked on @Grindr’s Kindr campaign, about how their small, scrappy team created such an impactful campaign. Follow along with the moments mentioned in the episode with these links: <ul> <li><a href="https://twitter.com/Grindr/status/1058933808869793793">“thank u, next” from Grindr</a></li> <li><a href="https://www.kindr.grindr.com/">What is Kindr?</a></li> <li><a href="https://twitter.com/Grindr/status/1044587328742797312">Kindr campaign Tweet</a></li> </ul> Also, learn more from Elaine Jones, a Customer Success Specialist at Twitter. Use these helpful links to dive deeper into the topics she talks about: <a href="https://business.twitter.com/en/resources/website-campaign-guide/build.html">Website Cards</a> <a href="https://business.twitter.com/en/blog/3-ways-brand-leveraging-Video-Website-Cards.html">Video Website Cards</a> <a href="https://business.twitter.com/en/help/overview/what-are-promoted-tweets.html">Promoted Tweets</a> <a href="https://business.twitter.com/en/help/campaign-setup/create-a-website-visits-campaign.html">Website clicks or conversions campaign</a> Tune in to the full episode for more on the power of letting your users speak, what it means for a brand to take risks, and why video can be a brand’s best friend.

In an age of influencer marketing — a strategy of showcasing your most loyal fans — popular queer dating app @Grindr defied the norm and did the opposite. They selected real users from the communities most discriminated against on their app and gave them a soapbox. Literally. Join us as we talk with Matt Brooks, the Social Media Manager who worked on @Grindr’s Kindr campaign, about how their small, scrappy team created such an impactful campaign. Follow along with the moments mentioned in the episode with these links: “thank u, next” from Grindr What is Kindr? Kindr campaign Tweet Also, learn more from Elaine Jones, a Customer Success Specialist at Twitter. Use these helpful links to dive deeper into the topics she talks about: Website Cards Video Website Cards Promoted Tweets Website clicks or conversions campaign Tune in to the full episode for more on the power of letting your users speak, what it means for a brand to take risks, and why video can be a brand’s best friend.

@Grindr's campaign takes a stand

<a href="https://twitter.com/SimonBooks">@SimonBooks</a> was literally founded before the internet — before computers even — which is why it’s particularly impressive that the legacy brand has been able to seamlessly find its audience (hello, book Twitter) in the digital world. In this episode of Character Count, we sit down with Stephen Bedford, the Director of Marketing for @SimonBooks, to talk about how the company found their place. As you listen, here are some links to help you follow along: <ul> <li><a href="https://twitter.com/SimonBooks/status/1145367445080854528">Example of visual promotional Tweets</a></li> <li><a href="https://twitter.com/SimonBooks/status/1065444463626063872">That #GrittyABook meme</a></li> <li><a href="http://historyauthor.com/">Podcast born from a Direct Message</a></li> </ul> We’ll also sit down with Twitter Ads expert Giselle Diaz, to get her top Twitter tips. To learn more about the topics we cover, check out these resources: <ul> <li><a href="https://business.twitter.com/en/resources/website-campaign-guide/build.html">Website Cards</a></li> <li><a href="https://business.twitter.com/en/video-on-twitter.html">Twitter Video</a></li> <li><a href="https://business.twitter.com/en/help/overview/what-are-promoted-tweets/promoted-only-tweets.html">Promoted-only Tweets</a></li> <li><a href="https://business.twitter.com/en/solutions/twitter-ads/app-installs.html">Mobile App Promotion</a></li> <li><a href="https://business.twitter.com/en/help/overview/what-are-promoted-accounts.html">Promoted Accounts</a></li> </ul> Listen to the full episode for tips on finding your corner of Twitter (and the Direct Message etiquette to use when you do).

@SimonBooks was literally founded before the internet — before computers even — which is why it’s particularly impressive that the legacy brand has been able to seamlessly find its audience (hello, book Twitter) in the digital world. In this episode of Character Count, we sit down with Stephen Bedford, the Director of Marketing for @SimonBooks, to talk about how the company found their place. As you listen, here are some links to help you follow along: Example of visual promotional Tweets That #GrittyABook meme Podcast born from a Direct Message We’ll also sit down with Twitter Ads expert Giselle Diaz, to get her top Twitter tips. To learn more about the topics we cover, check out these resources: Website Cards Twitter Video Promoted-only Tweets Mobile App Promotion Promoted Accounts Listen to the full episode for tips on finding your corner of Twitter (and the Direct Message etiquette to use when you do).

@SimonBooks brings a legacy brand to a new audience

Susan Chang manages social media for <a href="https://twitter.com/Dropbox">@Dropbox</a> — that’s right, all of it. She oversees multiple accounts running multiple campaigns, answering the tough questions most of us have probably encountered: which teams should get their own handle? Who should get access to those handles? What should the investment be in community management? Tune in as we cover each of those things, along with: <ul> <li><a href="https://twitter.com/ArianaGrande/status/1070372431116820481">The black heart emoji</a></li> <li><a href="https://twitter.com/Dropbox?lang=en">@Dropbox</a> and <a href="@DropboxBusiness">@DropboxBusiness</a></li> <li><a href="https://blog.dropbox.com/topics/company/-dropbox-unveils-colorful-new-look-and-global-brand-campaign-foc">That Dropbox brand refresh</a> and more.</li> </ul> We’ll also hear from Chloe Meir, a Customer Success Specialist at Twitter. Want to learn more about some of the topics she covers? Check out these links: <ul> <li><a href="https://business.twitter.com/en/help/overview/what-are-promoted-tweets/promoted-only-tweets.html">Promoted-only Tweets</a></li> <li><a href="https://business.twitter.com/en/solutions/twitter-ads/app-installs.html">Mobile App Promotion</a></li> <li><a href="https://business.twitter.com/en/solutions/twitter-ads/quick-promote.html">Quick Promote</a></li> </ul> Listen to the full episode for more tips on brand voice, managing brands-within-a-brand, and (as always) the memes of the moment.

Susan Chang manages social media for @Dropbox — that’s right, all of it. She oversees multiple accounts running multiple campaigns, answering the tough questions most of us have probably encountered: which teams should get their own handle? Who should get access to those handles? What should the investment be in community management? Tune in as we cover each of those things, along with: The black heart emoji @Dropbox and @DropboxBusiness That Dropbox brand refresh and more. We’ll also hear from Chloe Meir, a Customer Success Specialist at Twitter. Want to learn more about some of the topics she covers? Check out these links: Promoted-only Tweets Mobile App Promotion Quick Promote Listen to the full episode for more tips on brand voice, managing brands-within-a-brand, and (as always) the memes of the moment.

@Dropbox jumps out of the background

There isn’t a better subject for our first episode of Character Count than the quick and lively <a href="https://twitter.com/MontereyAq">@MontereyAq</a>. We often tell clients to create a human personification of their business and use that persona to guide their “Twitter voice.” The Monterey Bay Aquarium— an ocean conservation non-profit dedicated to education and exhibits—is a best-in-class example. @MontereyAq broke through the ice with popular witty memes, ASCII art (more on what that is in the episode), and a boat load of fish puns. @MontereyAq’s social media content creator, <a href="https://twitter.com/MontereyAq/status/1144408319907389445">Patrick Webster</a>, talks about the most interesting and unexpected moments that honed the handle to where it is today. As you listen, use the links below to follow along. <ul> <li><a href="https://twitter.com/MontereyAq/status/1056952484348874756">ASCII art sea slug edition </a></li> <li><a href="https://twitter.com/MontereyAq/status/883381385955876864">Tasteful nudes with #NudibranchWeek</a></li> <li><a href="https://twitter.com/montereyaq/status/1067584812599304192?lang=en">The “Ladies if he” meme</a></li> <li><a href="https://twitter.com/montereyaq/status/1067895983579656192?lang=en">When you don’t have a SoundCloud: “Whoa this blew up!”</a></li> <li><a href="https://twitter.com/montereyaq/status/982317633973334016?lang=en">American chopper meme @MontereyAq style </a></li> <li><a href="https://twitter.com/MontereyAq/status/1070410363521269760?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1070410363521269760&amp;ref_url=https%3A%2F%2F">The infamous upside-down Apple squid emoji thread</a></li> </ul> Hear more about how @MontereyAq makes the ocean everyone’s business, what it takes to develop a playful voice AND credibility, and how you end up at the bottom of the kelp forest with a broken Periscope broadcast but a lively community of supporters. Curious about the tools that Ashli Dompier from our Customer Success Team mentions? See them here: <ul> <li><a href="https://business.twitter.com/en/resources/website-campaign-guide/build.html">Website Card</a></li> <li><a href="https://business.twitter.com/en/blog/how-Quick-Promote-can-get-you-noticed-on-Twitter.html">Quick Promote</a></li> <li><a href="https://business.twitter.com/en/help/overview/what-are-promoted-accounts.html">Promoted Account</a></li> <li><a href="https://business.twitter.com/en/help/campaign-setup/create-an-in-stream-video-views-campaign.html">In-Stream Video Ads </a></li> </ul> Character Count is hosted by <a href="https://twitter.com/JoeWadlington">@JoeWadlington</a> and the <a href="https://twitter.com/TwitterBusiness">@TwitterBusiness</a> team. For more information visit business.twitter.com

There isn’t a better subject for our first episode of Character Count than the quick and lively @MontereyAq. We often tell clients to create a human personification of their business and use that persona to guide their “Twitter voice.” The Monterey Bay Aquarium— an ocean conservation non-profit dedicated to education and exhibits—is a best-in-class example. @MontereyAq broke through the ice with popular witty memes, ASCII art (more on what that is in the episode), and a boat load of fish puns. @MontereyAq’s social media content creator, Patrick Webster, talks about the most interesting and unexpected moments that honed the handle to where it is today. As you listen, use the links below to follow along. ASCII art sea slug edition Tasteful nudes with #NudibranchWeek The “Ladies if he” meme When you don’t have a SoundCloud: “Whoa this blew up!” American chopper meme @MontereyAq style The infamous upside-down Apple squid emoji thread Hear more about how @MontereyAq makes the ocean everyone’s business, what it takes to develop a playful voice AND credibility, and how you end up at the bottom of the kelp forest with a broken Periscope broadcast but a lively community of supporters. Curious about the tools that Ashli Dompier from our Customer Success Team mentions? See them here: Website Card Quick Promote Promoted Account In-Stream Video Ads Character Count is hosted by @JoeWadlington and the @TwitterBusiness team. For more information visit business.twitter.com

@MontereyAq brings the ocean online

@TwitterBusiness is an arm of Twitter that focuses on supporting people who amplify their message with Twitter Ads. Our new show, Character Count, will feature audio case studies of the people behind some of Twitter's most interesting advertising stories. We'll ask how they built such effective campaigns and why Twitter's audience matters so much to them. In the meantime, follow @<a href="http://www.twitter.com/twitterbusiness">TwitterBusiness </a>on Twitter for marketing trends, product updates, and a lot of coffee emoji.

@TwitterBusiness is an arm of Twitter that focuses on supporting people who amplify their message with Twitter Ads. Our new show, Character Count, will feature audio case studies of the people behind some of Twitter's most interesting advertising stories. We'll ask how they built such effective campaigns and why Twitter's audience matters so much to them. In the meantime, follow @TwitterBusiness on Twitter for marketing trends, product updates, and a lot of coffee emoji.

Introducing Character Count with @TwitterBusiness

Effectively advertising on Twitter isn't always easy. On each episode, we’ll feature a different brand who is creative, surprising, and effective with their Twitter Ads campaigns. Listen and subscribe for world-class marketing inspiration straight from the source — Twitter.

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Character Count

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