The guide to know your virtual audience

How to finetune your pitch with Twitter

For this to work you need a twitter account with a couple of hundred followers.If you do not have that, you can use the technique with most other social media platforms.
First, you need to set an objective, this can be anything you desire, but for training purposes, we will use something all speakers can relate to: We want to write the perfect pitch, that will get the best response from potential customers. We suggest to keep it short and to the point.
Our research shows that they way you frame your pitch can make a very large In fact, written pitches with strong emotional language are up to 4 times as likely to convert to a sale. 

The Pitch

Your pitch should consist of three parts: What is the problem, how do we solve it and what is the product. You can add more elements, but these are the basic building blocks and need to be in every pitch.
Following this recipe you hear pitches like:

“Social media is the new super drug, so let’s use what we know about addiction to protect ourselves. Book speaker, XYZ for a talk at your school or organization.”

Worries such as demography, location and/or gender are not important when framing your pitch.

Framing the Issue

This process of dressing up, or presenting the issues in different ways is what we refer to as framing.
There are many possible ways to frame your pitch, but simplifying it; Framing is different ways of saying the same, so while it might sound different it still remains the same. Alternatives to our previous issue could be:

“Your brain is not built for Social media, learn how to create offline connections. Book speaker, XYZ for a talk at your school or organization.”

“​Social med​ia cont​rols your fear of missing out. Learn to see what connections matter through meditations. Book speaker, XYZ for a talk at your school or organization.”​

While the two pitches sound different, they still convey the same issue. Looking at a problem from different angles is the key to working systematically with your social media presence.

Setting up the Experiment

To utilize this on Twitter, you need the following:
A speak you want to sell more of, and five different frames for it - if you are having troubles coming up with these, navigate to the forums on speakersloft.com and ask your fellow speakers. Or, better yet, call up potential clients and present your problem and ask them how they see it. Pay close attention to the way they talk about it.
For each of your five frames, write down 5-10 tweets, so you have around 25-30 tweets in all. When we are done, you’ll know exactly how these ways of stating the problems compare. You can use a website like Tweetdeck to schedule your tweets over the next week or two. Or you can do it manually.

Prepare your Data

Twenty-four hours after your last tweet it is time to evaluate the results.Navigate to analytics.twitter.com and click the tab ‘Tweets’ - Pick the relevant tweets and click ‘Export Data.’
Go to sheets.google.com or excel and import the Exported data file into a blank sheet.
After having imported the data, you need to create a new column. Right-click on the column G and choose the ‘Insert 1 left’ name the new column “frame.”
Next, mark all the rows with tweets. Click Data Validation in the Data menu.In the pop-up, choose ‘List of items’ as the criteria, then list your frames in the box to the right of your criteria. In the frame column you will now see an arrow pointing downwards; using this you can categorize your frames.

Get the results

Now select the columns ‘Frame’ and ‘Engagement rate’ press ‘Pivot table’ in the data menu.
A new sheet will appear with some options on the right.
Next to Rows, click ‘add’ and choose ‘frame.’Next to Values, click ‘add’ and choose ‘Engagement rate’ set ‘summarise by’ to ‘average.
New numbers appear in the sheet - The number is the popularity of your frames, the higher the number the more engaging it was for your audience.