twitter familiarisation session slides v0.3
DESCRIPTION
A familiarisation session on Twitter delivered in February and March 2011. The slides provide an overview of Twitter as applied within business and public organisations. A strong emphasis on business strategy.TRANSCRIPT
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Twitter Familiarisation Session
Dr. Jim Hamill [email protected]
Alan [email protected]
February, 2011
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Agenda
• Introduction to Social Media
• About Twitter: features and characteristics
• Key Success Factors – the 4Cs
• Twitter Strategy and Action Plan
• Questions, Discussion
• Close
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Outcomes
• Familiar with key features and functions• Understand what we would use it for; business
benefits linked to wider marcoms strategy• The importance of ‘being customer led’• Understand how to evaluate performance• Ready to develop a clear vision and strategy for
moving forward – objectives, targets, KPIs, customers, actions, initiatives, organisation and control aspects
• Prepare for pilot launch
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Introduction to Social Media
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The Social Media Revolution
– What is it?– How big is it?– Impact on the Public Sector – key things to
remember
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What is Social Media?
The three main components:
ApplicationsFeatures and characteristics
Business impact
Government 2.0
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
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How Big Is It?
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Impact
Things to Rememberabout Social Media
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Key Things to Remember
• It’s social– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
– Conversations are taking place relevant to your local community• Power shift
– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success
– Blogs, social/professional network sites etc have become a prime source of local information
• Declining effectiveness of traditional approaches – Does anyone listen to government messages anymore?
ENERGISE2-0.COMSource: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
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Key Things to Remember
• Pull v push– Consumers/users decide what information they wish to access
• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–
dialogue not broadcasting– But this is something that most of us are not very good at doing.
We prefer ‘telling’ people• SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
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Key Things to Remember
• New performance measures– Requires new performance measures
• Quality of your network• Relationship strength• Ability to leverage
• Social media monitoring tools
• Redefines the concept of a web site– a blog integrated with your other social network sites
• The need for new business/marketing models
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The 6Is Approach
Insight and Impact
Involvement
InteractionIntimacy
Influence
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Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
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Key Things to Remember
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and Promote -
Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
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Twitter Overview
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About Twitter
• What is it?• How big is it?• What can we use it for?• ‘Getting started’• Features and functions• Do’s and dont’s• Desktop, browser and mobile applications
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Twitter – what is is?
• Twitter www.twitter.com is a social networking service combining elements of blogging and texting (now multimedia as well)
• It allows users to send updates to their friends (or "followers") via the web or mobile phone
• Messages (or "tweets") are up to 140 characters each
• Unlike Facebook, anyone on Twitter can follow your updates
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Youtube
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YouTube
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Stephen Fry
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#edinburgh
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Crowdsourced News
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Power Shift
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From Humble Beginnings…
• Launched in March 2006 as SMS-based “group” communication
• Tipping point in SXSW conference where Tweets rose from 20,000 per day to 60,000 day
• 400,000 tweets in 1st Qtr 2007 to 4 billion tweets in 1st Qtr 2010
Source: http://en.wikipedia.org/wiki/Twitter
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How big is it?
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There are lies, damned lies, statistics and twitter statistics
The most important stat is whetheryour ‘customers’ use it or can be
encouraged/trained to use it and thevalue add to the relationship
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What can we use it for?
• The ‘tweet river’ is becoming polluted – create music not noise
• Listen, learn, develop ‘actionable insight’ (by ‘following’ the right people). ‘We have two ears and one mouse’
• Broadcast/PR – inform, increase awareness• Cost effective communications tool, instant/timely
updates e.g. Weather• But it is NOT just about one way broadcasting – its about
conversation and engagement – this has time and resource implications
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What can we use it for?
• Twitter should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels
• Should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships
• Adopt a ‘customer led’ approach
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Business Benefits
Improved marcoms effectiveness and efficiency
Performance measurement tools are available
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Getting StartedThe best way to understand Twitter is to just get started. If you
don’t already have a personal account, consider doing the following….
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Getting Started
• Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page
• Fill out basic information. This will include your full name, preferred user name, password and e-mail address. Remember that the user name is what people will see with an "@" symbol in front of it. For example, @yourname
• See if your contacts are on Twitter. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts so you can begin following them if they're already on the service
• Look at Twitter's suggestions. Twitter will suggest some people for you to follow as well. Check to see if any of them are relevant
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Getting Started
• Set up your profile. Click on "settings" in the upper right corner of your Twitter home page. You'll be brought to a tab-based menu that helps you build your profile and adjust settings
• Fill in the fields. Of particular importance is the "one line bio" under the "Account" tab. You have 160 characters to present yourself to the Twitter community. Many people choose to state their profession, and then maybe something outside of work that interests them as well
• Although, direct access to the Twitter Website is still the most popular means of managing your Twitter activity, popular Twitter clients like TweetDeck make managing your Twitter world much easier
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Features and Functions
• Design – can be personalised
• Layout – Home Page, Profile, Messages, Who to Follow, Account Settings, Search
• Tweets• Retweets (RT)• @reply• Direct message• Hashtags #• Follow/unfollow; following/followers• Lists
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Features and Functions
Native App
Username
Tweet
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AramexCustom design
Tweet with shortened
URL
Tweet @ replies
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BoingoRetweet
Subscribe to Tweets
Hashtags
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Features and Functions
Suggested Follows
Favourited Tweet
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You can embed your tweets
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Embed
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Make Use of Relevant Applications
• Desktop, Browser and Mobile Clients• Tweet Feeds• Twitter Search• Analytics• Directories and Follow Services• Others
See most recent post on www.energise2-0.com
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Desktop or Browser Clients
• Tweetdeck: http://www.tweetdeck.com/ (all)• Hootsuite: http://hootsuite.com/ (all)• Seesmic: http://seesmic.com/ (desktop and browser)• Twitterific: http://iconfactory.com/software/twitterrific
(phone)• Twhirl: http://www.twhirl.org/ • There are also desktop and browser based applications
available for smartphones (iphone, Android, Blackberry and Symbian)
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Seesmic
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TweetDeck
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TweetDeck
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Tweet Feeds
• Twitterfeed: http://twitterfeed.com/ allows you to feed your blog into Twitter. You provide the URL of a blog's RSS feed and how often you want posts to Twitter, and twitterfeed does the rest.
• Posterous: http://posterous.com/ blogging platform allowing feed to Twitter
• Others: most blogging and feedreader tools provide the ability to feed to Twitter, including Google Reader, Google Buzz, Wordpress, and so on
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Twitter Search
• Twitter Search http://search.twitter.com/search • Twitter Clients like TweetDeck http://www.tweetdeck.com/ • Search engines are now providing live Twitter search, try Bing
Twitter http://www.bing.com/twitter • Monitter: http://monitter.com/ is a Twitter search tool, but it
differentiates itself from others by allowing you to search for 3 search terms at once
• Tweet Scan: http://tweetscan.com/alerts.php searches Twitter, identi.ca and other Status.net-based sites. Results available via email, RSS, and JSON
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Analytics
• Klout: http://klout.com/ • TweetStats: Trending stats for your twitter profile
http://tweetstats.com• Topsy: http://analytics.topsy.com • Export.ly: http://export.ly • Twitalyzer: http://twitalyzer.com/ • Twittercounter: http://twittercounter.com/ • Twitturly: http://twitturly.com/ • Retweetist: http://retweetist.com • Twitterfall: http://twitterfall.com/
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Directories and Follow Services
• Twitterholic: http://twitterholic.com • Twibs: http://www.twibs.com • We Follow: Twitter Directory and Search http://wefollow.com • Twellow: Yellow pages for Twitter http://www.twellow.com • Twitterati: Following the most influential bloggers on Twitter
http://twittorati.com • Tweepler: http://www.tweepler.com provides Twitter follower
management and categorization services• Friend or Follow: http://friendorfollow.com • Twitterbatcher: http://twitterbatcher.com • Followformation http://followformation.com/
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Other Applications
• Twitpic: http://twitpic.com lets you share photos on Twitter. You can post pictures to TwitPic from your phone, through TwitPic's API, or through the site itself. Also, some Twitter clients have built-in support for TwitPic.
• Twtpoll: http://twtpoll.com is a simple survey/ poll twitter app. Type in a 140 chars question, type in multiple choice answers, and embed/share it!
• TrueTwit http://truetwit.com/truetwit/signUp • Twitdom: The twitter application database
http://twitdom.com • Twittervision: http://beta.twittervision.com/ maps tweets
realtime
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Apps Using Twitter
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Apps Using Twitter
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Apps Using Twitter
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Twitter in Action…Iceland Volcano
Source: "How airlines dealt with the ashcloud crisis through social media", Graham Robertson, Project Wander
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Iceland Volcano - April 15th
• Airline call centers got choked • Websites were not updated with the latest flight delays• The term #ashtag was first used by Ireland-based Tweeter
JL Pagano • When airlines started using #ashcloud along with their official
updates, the utility increased significantly. • Travelers were informed of their flight status online. • KLM and Lufthansa became the first major airlines to use the
hashtag. It was then picked up by other airlines, like Air Baltic and British Airways
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Don't Worry…
Iceland’s bouncing
back!
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Twitter in Action…Even when there’s no Internet there’s
still Twitter
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Egypt
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Do’s and Dont’s
Source: “10 Dos and Don’ts for Brands on Twitter”, Jolie O'Dell, Mashable
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Do’s and Don’t’s
• Don’t Be a Showoff– Your tweets should add value to the ‘customer’ – it’s not
about ‘me,me,me’
• Don’t Use Poor Grammar or Spelling– Don’t try to be too cool
• Don’t Get Too Personal (business users)– Keep the conversations warm but professional; it’s what
business users expect and anything else comes off as creepy
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Do’s and Don’t’s
• Don’t Auto-Tweet– It’s OK to schedule tweets for specific times but don’t
automate your entire feed. Users can smell a bot a mile away. Twitter is about personal/brand engagement not blatant promotion. Don’t automatically DM new followers; it’s seen as spam.
• Don’t Leave Air in the Conversation– Respond as quickly as possible – within hours not days.
• Don’t Overtweet– Don’t flood your followers’ timelines
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Do’s and Don’t’s
• Do Shout Out to Users Who Mention You– Thank those making favourable comments; be very careful
how you respond to any negative comments• Do Monitor Keywords and Sector Trends
– And respond when appropriate• Do Make an Informative Profile
– Use your brand logo as your avatar, and state the purpose of the account clearly in your description. Your profile’s main link should direct Twitter followers to the most informative, engaging and user-friendly part of your website
• Do Fish Where the Fish Are– Where your customers hang out
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Questions
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Key Success Factors
The 4Cs of Building a Successful Twitter Channel
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The 4Cs Framework
• Customers– engage with the right ‘customers’
• Content– be ‘customer led’ and add value
• Conversations– twitter is not a broadcast channel. It is marketing
as a ‘conversation’• Conversions
– the ‘call-to-action’; core business objectives
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Customers
• The three key questions: – Who do we wish to engage with?– Where do we find them?– How do we engage?
• Undertake a Customer Mapping and Segmentation exercise
• Building your twitter community – followers and followings
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Customer MappingCustomer
GroupStrategic
Objectives Importance Twitter
Strategy/Content
Local people
Elected members
Local groups
etc
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Building Your Community
• Use your existing communications channels
• Use the community building tools provided by twitter
• Some advice on "Finding Your Tribe"...Start by following, Engage and Be Followed, the role of Influencers, Directories, Spam and Avoid Get Follower Fast Schemes
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CRM 2.0 Tools
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CRM 2.0 Tools
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CRM 2.0 Tools
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Building Your Community on Twitter
1. Start By Following• Aim to follow 100 ‘quality’ profiles initially – to get started and
get on the learning curve• Some will ‘reciprocate’ but users are becoming more
discerning – quality of your tweets and depth of engagement (replies, DM) are critical
• As your twitter presence develops, your level of conversion should increase
• Tools are available for showing who followed you back http://friendorfollow.com and http://www.tweepler.com)
• Network (through Replies or Direct Messages) and otherwise striving to add value with every tweet
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Building Your Community
1a. Deciding Who to Follow• You should aim to follow accounts that add value to both you
and your network• Identify sources for “value” messages. Only follow those that
provide valuable messages on a regular basis• Follow those who are ‘influencers’ for your target customers
This will help you to keep track of their tweets / conversations. You may be followed back. You will see opportunities for more direct engagement
• You can easily identify those to follow in a number of ways
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Building Your Community
1b. Follow through Quality Content • The best way to find ‘Who to Follow’ is through the quality of
their Tweets and Retweets (and through search and lists). • A good focused Tweet can indicate if someone is worthy of a
follow. • This works both ways. Consider the quality of your Tweets and
the impact this is having on you being followed • There are good twitter search tools available
– http://search.twitter.com/search http://www.tweetdeck.com/ http://www.bing.com/twitter
• Social Media Monitoring Tools (www.topsy.com and others)
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UK Cops: Use Lists and Directories
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Building Your Community
1c. Use of Twitter Directories • A range of directories have emerged which have attempted to
categorize people to follow, through their interests and professional background. – We Follow http://wefollow.com – Twellow http://www.twellow.com/ – Twibs http://www.twibs.com – Twitterati http://twittorati.com/
• We would suggest subscribing to some of the more popular directories and getting a profile up there also, makes it easier again for others to find you and understand quickly what you're all about
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Building Your Community
1d. Use of Spam Avoidance Techniques • There are many examples of Spam on Twitter and a
mechanism is provided on both the Twitter website and some of the more popular clients to report this
• Tools are available for validating the 'follow' processes e.g. TrueTwit http://truetwit.com/truetwit/signUp
• Best way to avoid spam is through careful selection of profiles to follow.
• Be aware of ‘get rich quick schemes’ and avoid overtly attractive profile pictures
• Remember the old adage, if it seems too good to be true it usually is
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Building Your Community
1e. Do Not Automate the Follow Process • Tools are available for automating the follow process• We do not recommend these tools. • Examples include:
http://twitterbatcher.com http://followformation.com
1f. Avoid Get Followers Fast Schemes • There are a number of 'get followers fast' schemes• Don’t use them• Your aim should be ‘quality’
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I would not follow this person
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Content
• Quality tweets are the key to success• 140 characters but try for less to encourage RTs (140-7)• Include shortlinks when appropriate• Agree tone, theme, frequency• Remember to use @username if you want the individual
to see the reply or to respond• Balance of Retweets (RTs) and Direct Messages (DM)• Organisation and people aspects • Content policy and strategy• What makes a great Tweeter?
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Content Analysis
• Pear Analytics analyzed 2,000 tweets (originating from the US and in English) over a 2-week period in August 2009– Pointless babble — 40%– Conversational — 38%– Pass-along value — 9%– Self-promotion — 6%– Spam — 4%– News — 4%
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No 10 Downing Street
Mainly News
updates
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ukbizforums
Status for Forum posts
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ZocDoc
Direct and warm
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Patient Opinion
Indirect and Warm
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Jet Blue
Responsive Service
Dept
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HotelAlpha9
Responsive Service
Individual
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Content
• Be very careful with twitter gaffes
• The past year has seen a string of slip-ups, from MSPs to cricketers and even Vodafone staff
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Conversations
• Social media is ‘marketing as a conversation’ with your network
• It is not about one way broadcasting
• This has time and resource implications
• Some advice......
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Conversations
• Tweet – Your tweets should add value
– Number and frequency depends on your customers - frequency is driven by relevance and anticipation from your network
– Format issues – be concise – less than 140 characters to encourage RT and where relevant use a link and url link shortener e.g. bit.ly.
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Conversations
Reply and Direct Messages
• These features allow you to engage Twitter in a different way i.e. it becomes as much a 1-1 communication tool as a broadcast tool
• It can allow a dialogue between Twitter profiles and on specific Tweets.
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Conversations…
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Conversations
• Retweet – Retweeting can add significant value to your network but
don’t overdo it.
– Also – you should be aiming to get your own tweets retweeted….viral effect and you become an ‘influencer’
– Encourage an RT if its really important
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Conversations…
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Conversations
• Using Hashtags
– Words or phrases pre-fixed with # e.g. #edinburghcouncil
– Conversations clustered around a theme. Helps you find
where relevant conversations are taking place and join in
– Hashtags give your tweets (and you) more prominence on
certain issues
– Don’t spam or misrepresent the # e.g. Habitat
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Conversations
Twitter Chat
• Chatting can be conducted through Twitter.
• Usually this involves a chat event at a certain time e.g. chat on the Climate Change Conference at Copenhagen at xpm EST.
• You tweet and add a hashtag to each tweet #climate
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#enter2011
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Conversations
Create an Interdependent Presence • Networks thrive on interconnectedness and cross fertilization • Ensure multi channel coordination • You can integrate Twitter with Facebook (#fb) and your Blog
Consider Automating Your Tweets • If you regularly post your own articles, use of an application
like Twitterfeed http://twitterfeed.com or Posterous http://posterous.com/ can make sense
• But consider carefully your use of these tools and don’t spam• Manual tweets are more personal - there is a balance to be
struck here
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Conversations
Using Lists • A good way to organize your information flow
• Group Twitter profiles under topics/quality
• You can subscribe to others’ lists
• The number of lists which you become part of illustrates the power of your tweets...another measure of your influence
• You are more likely to be found and followed through lists
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Conversion
• It is critical to measure the performance of your Twitter activities
• This can be done in two ways – ‘lag’ and ‘lead’ measures• ‘Lag’ measures are your ultimate ‘business’ objectives
e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc
• ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives
• This could include....
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Performance Measurement
• Number of followers / that you follow• Growth in followers over time• Total number of Tweets• Average number of Tweets over time• Number of Retweets• Number of Lists you are in• Who's Following You vs. Who You Are Following
And more..
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Performance Measurement
• There are a number of tools available for monitoring your twitter performance, including:– Klout– Topsy– Export.ly– TweetStats
• Amongst many, many others
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Topsy
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Klout
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Export.lyScreen Name Name LocationFollowers Friends ListedSchwarzenegger Gov. Schwarzenegger Los Angeles, California1922835 110243 26531lonelyplanet Lonely Planet Melbourne, Oakland, London251265 243720 9628WeBlogtheWorld Travel,Ideas,Culture San Francisco165102 83809 3248socialmediamind Social Media Mind Chicago132285 136442 4211Travelzoo Travelzoo New York100798 28813 2672greentravel Green Travel News Flagstaff, Arizona80099 73939 1895luxury__travel A Luxury Travel Blog UK 73262 53233 2506ideas4rent Ideas4Rent Marketing New York, NY64019 63634 1709Streetmachine Александр Макаров Россия, Волгоград52025 57186 729theomobrian Theo M O'brian US 44753 47056 433magillamax John Newell Yarra Valley, Australia43210 47439 372mlmMarketingNet Marketing Net New York, NY42997 43461 289restorehair Martin H. Richards Florida38970 43038 193tourscotland Sandy Stevenson Scotland36782 40464 1639getatraveldeal Get a Travel Deal Sylvia's Travel World34315 27991 774Google_Wave_Inv Erica New York33329 31024 2378AirFranceFR Air France Paris 32154 540 861
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Performance Measurement
• We advise that you view your Twitter activities with a feedback loop whereby a number of Key Performance Indicators (KPIs) are used to indicate areas for continual improvement. Keep objectives simple and focused and then refine and add detail on future passes
• A simplified Balanced Scorecard approach can be used for this... More to follow.....
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Performance Measures
• In a social media era, new performance measures and KPIs are required:
• Quality of your network• Relationship strength• Ability to leverage
.....as the key drivers of future business performance
118
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The ‘6Is’ Approach
Insight and Impact
Involvement
InteractionIntimacy
Influence
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The ‘6Is’
Involvement – twitter numbers and quality- followers and following
Interaction – the conversation, replies, responses, DM etc Intimacy – positive/negative comments Influence – retweets, influencers etc
Insight – customer insight Impact - business impact
Social Media Monitoring Tools –Audit, Assess, Impact
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Twitter Strategy and Action Plan
‘Social Media Planning Pays’
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Uses a Simplified Balanced Scorecard
• Ensures that social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation
• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders
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A Key Feature....
• ‘Lead’ and ‘Lag’ measures/KPIs
• ‘Lag’ measures – your ultimate business/marcoms objectives
• ‘Lead’ measures – the main ‘drivers that help you to achieve your core business objectives. In a social media environment, these are the ‘4Is’ – Involvement, Interaction, Intimacy and Influence
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Social Media Balanced Scorecard
• Not ‘paralysis by analysis’…..
• By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation; and provides a solid foundation for on-going performance measurement
• The steps involved can be captured in a Social Media Strategy Map – focusing on five key questions
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Five Key Questions
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• Key Actions and Initiatives
• Organisation, Resource and People Issues
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Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective
Strategic Objectives KPIs / Targets
KPIs / Targets KPIs / Targets
KPIs / Targets
Customer Group 1
Customer Group 2
Customer Group 3
Customer Group 4
2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions
Organisation People Resource
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Organization, Resource and People Issues
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Organization, Resource and People
• Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true
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Specifically for twitter the followingissues should be addressed
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Twitter Planning Pays
• Vision• Objectives, KPIs ,Targets• Customer Mapping• Channel Set Up: design, layout, configuration• 4Cs for Successful Channels• Organisation: who, how• Performance Measurement• Issues to address: Reputation, Security, Legal
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Thank You!Questions?