Tweet to Engage

Twitter | Periscope
BEGINNER'S GUIDE TO PERISCOPE: WHAT YOU NEED TO KNOW Marketing Tech Thursday, July 23rd, 2015 by:Megan Pruitt
A quick search on Twitter reveals that many people are asking, What the heck is Periscope? I am going to try to break down the platform for you on a very basic 101 level. I often see a trend of resistance when a new platform becomes popular. I urge you to give Periscope a try; I think it's amazing.
WHAT IS PERISCOPE?
I want you to think of Periscope as your own live TV station. In more technical terms, Periscope is a live video streaming platform, and I think it is the missing link of social media that many marketers have been waiting for.
WHAT DOES PERISCOPE DO?
Periscope (owned by Twitter) is a platform that allows you to video-record and broadcast to anywhere in the entire world. If you have ever been on Skype, it is a similar experience but, instead of video conferencing with one person, you can stream to the masses.
WHO IS ON PERISCOPE?
One million users joined Periscope in its first ten days. From my observations, Periscope is a completely mixed bag of ages, genders and personalities. In my professional marketing opinion, I feel that this is a platform that will transcend a wide variety of audiences. I can't wait till Periscope reveals more usage statistics!
WHAT IS THE PERISCOPE LINGO?
So, just like any other social media platform, Periscope has its own language, and my advice is don't be intimidated. It is just the same as liking and following on Facebook or retweeting and mentioning on Twitter.
Let's jump into some terminology:
Scoper:  A person who is on the Periscope platform 
Scope: Each time you live-broadcast a session, you are creating a scope. Think of a scope as an individual broadcast session.
Hearts: One way Scopers show their love is by tapping on the screen and giving a broadcaster hearts. Periscope will tally up the amount of hearts each user has, and the color of the hearts will correspond with the color assigned to your account.
Replay: Currently, Periscope gives the option for Scopers to have their broadcast recorded so other scopes can replay the broadcast.
Follow : Scopers follow each other. It is no different than liking a page on Facebook, connecting with a user's profile on LinkedIn, or following a user on Twitter.
You can sign up with Periscope in two ways. First, you can use Periscope in conjunction with your Twitter account, and second, you can even create a Periscope account by using your cell phone number.
Personally, if you have a Twitter profile, I would for sure use Periscope in conjunction with your account. Each time you scope, you will have the option to push a notification to Twitter in an effort to gain a larger audience.
I think as the platform grows and improves that you will be able to follow Periscope users Twitter profile from the Periscope platform.
WHAT DO PEOPLE BROADCAST? Anything and everything. I documented one night of periscope adventures in another blog post, but to give you an idea, I am going to open Periscope right now and list out a bunch of titles of broadcasts. I will include the good, the bad, and the ugly to give you an accurate representation of the platform.
Here are 35 of my social media beliefs. How many do you agree with?
 - 30 video topic brainstorm
 - Saturday morning heading to the #farmersmarket 
 - Join me for my 2nd #Yogascope!
 - Walking to Notre Dame, early morning
 - Impressive Presidential motorcade passing by me right now in New York City. 
 - Wave to Obama with me!
 - Waiting to pump gas at BJ's. Quick question for you? 
If you're hesitant to start using Periscope, don't be nervous! The majority of Periscope users are newbies, too, and I promise you that, with practice, your scopes will become better and more natural. If you are struggling for the subject content, simply announce that it is your first scope and be honest. Each and every person on Periscope has been in your situation.
WHY AM I SO PASSIONATE ABOUT PERISCOPE?
Time to geek out for a minute... I am obsessed with this platform. I have made a career in social media since businesses first joined Facebook. I was one of the first social media managers managing accounts such as Pep Boys, QVC, Party City, Lane Bryant and many more. I have not been this excited about "social media" platform in a very long time.
The business applications of this platform are insane. The power of transparent technology will be the next evolution of determining whether a business can be successful or not. Periscope can be used by any brand in new and extremely creative ways. Live streaming technology is the new frontier, folks!
Even more exciting, it reminds me of the early days of Facebook before the platform monetized and placed their focus on making money. Despite celebrities, users have a clean slate to step out really and be popular.
Twitter Engagment
Recent Updates:
We’ve made a few changes that we’d love for you to check out:
We’ve launched Periscope, a live, interactive video app that lets you teleport anywhere with a tap. Broadcast privately to a few people or publicly to the world. Periscope seamlessly integrates with Twitter, so you can share with your followers in real time.  On Twitter, expressing yourself is even easier. Now you can shoot, edit and share video, all within the app. We’ve also added group Direct Messages, which lets you take any public conversation private, whether it’s with one, two, or twenty friends.
Starting 18 May 2015, users outside the United States will receive Twitter services from Twitter International Company, based in Dublin Ireland. The features, the look and feel, and everything else you love will not change.
Discuss privately. Tap and hold on a Tweet to share straight from your timeline via Direct Message. Spark conversations about breaking news, your favorite TV show, or today’s trending meme. Go beyond your friends and family.
It’s easier than ever to connect with anyone instantly. Use the Direct Message button on profiles to start conversations with both people and businesses on Twitter.

1. Twitter engagement for brands is 17% higher on weekends I guess not many people know about this one, because only 19% of brands tweet on the weekends. If you're trying to encourage your followers to engage with you on Twitter but you don't want to work over the weekend, you could use Buffer to schedule tweets to be sent while you're having a sleep-in. Social media scientist Dan Zarrella also found in one of his Twitter experiments that click-through rates were higher on Fridays, Saturdays and Sundays.

2. Tweets with image links get 2x the engagement rate of those without Just like on Facebook, photos are more engaging for Twitter users. Did you know you can Buffer images right from the web? Our chrome extension lets you right-click on an image and put it straight into your Buffer account as an image post:

3. Tweets with less than 100 characters get 17% more engagement. This is another stat that was similar for Facebook. Shorter posts tend to garner more engagement on both platforms. If you're posting tweets with links, Dan Zarrella's research shows that 120-130 characters will be your sweet spot.

4. Twitter's fastest growing demographic is 55-64 year-olds. If you're looking at growing your audience, you might want to look at new Twitter users, which are most likely in the older age brackets. As Twitter's user base grows, you'll have a wider variety of users to target, supposing they're all part of your market. This largely overlaps with the general Social Media statistics, Social Media definitely working its way up the age demographic.

5. Tweets with hashtags get 2x more engagement
Having said that, keep the hashtags to a minimum. 1 or 2 will get you 21% more engagement than if you add 3 or more. This could be because hashtags often connect a tweet to a particular topic or Twitter chat that others are following or interested in. Keep appropriate hashtags in mind when posting, especially if engagement is something you're looking to improve. It's especially interesting to look at the history of the Twitter hashtag. The rise of the power of the hashtag is no surprise as a result.

6. 66% of user-generated tweets that mention brands come from mobile users There are a few things to keep in mind when targeting mobile users. Ensuring that you link to mobile-friendly sites is a good start. Linking to Twitter usernames of people you mention and adding hashtags can also be helpful for mobile users, who might want to find out more without opening new browser windows or searching in their Twitter client.
So being equipped with a great social media publishing tool for mobile is now more important than ever. It'll be interesting how the shift to mobile will become even more obvious in the coming months and years.

7. Twitter users who mostly use a mobile device are 181% more likely to be on Twitter during their commute. When you're tweeting, think about where your audience is, and what they might be doing. If it's early in the morning, they might be commuting to the office's this is actually a great time to get them, as they're probably bored and looking for something interesting to occupy them during this time. These users are also 119% more likely to use Twitter during work or school hours, so don't write off these times as being no good for tweeting at least until you try them. Dinner time, on the other hand, is probably not the best time to catch your followers, as you can see in the image below.

8. Amplifiers are 122% more likely to send direct messages. A study by Twitter itself found that amplifiers that is, users who are more likely to retweet than others, thus amplifying content are more likely to send direct messages as well. Plus, 90% of them tweet about TV shows. This points to the important fact that these users see Twitter as a way to communicate with close friends or family, hence the use of the private option of direct messages, and to talk about their habits and daily activities, such as watching TV. Especially with the recent changes being made to DM's, there seems to be a lot more to come for marketers.

9. Your tweets have a 12x higher chance of being retweeted if you ask for it, and 23x higher if you actually spell out the word retweet This is a really interesting one. I'd heard before that asking for a retweet is the best way to get one, but in fact, spelling out the word, retweet as opposed to using the abbreviation,RT gives a much higher chance of being retweeted 23x higher than average! That's not a hard one to implement, either.

10. Tweets that include links are 86% more likely to be retweeted Like photos, links appeal to Twitter users. Links, however, are more likely to increase your number of retweets than engagement rate. This is helpful to keep in mind, as you might want to broaden your reach (get more retweets) rather than engage your current followers (increase engagement with photos).