advanced twitter methodologies - byu marriott school mba693r presentation
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Advanced Twitter Methodologies Presentation to the BYU Marriott School MBA693r Social Media Marketing Class by Kip Meacham If “[m]arketing is the distinguishing, unique function of the business” (Peter Drucker), then social media marketing presents new opportunities for you to distinguish corporate and personal brands by innovating using this gatekeeper-less communications medium. Only by understanding and planning the three elements of 1) conversation, 2) content and 3) context will you realize an advantage in your messaging and communications. To be consumed, companies and individuals must deliver content through social media channels that tell a story. Your social media content must also recognize and meet the different behaviors and needs of John Palfrey’s and Urs Gasser’s three digital constituencies: digital immigrants, digital settlers, and digital natives. Examining social media tactics of 1) moving market segments to action; 2) rallying brand lovers against brand haters; 3) finding, eavesdropping on, and engaging in relevant social conversations; 4) creating community around your space using tweetchats; and 5) exploiting proven and up-and-coming tools are discussed. Citations from multiple authors (Robert B. Cialdini, Ph.D., Ann Handley, C.C. Chapman, Jay Baer, Amber Naslund, Gary Vaynerchuk, and David Meerman Scott), a useful list of Twitter-focused tools, and a marketing professional’s social media reading list are also included. Presented on 14 February 2013 in Provo, Utah by Kip Meacham, vice president of marketing & business development for Salt Lake City, Utah-based Card Access, Inc.TRANSCRIPT
Kip Meacham BYU Marriott School | MBA693r | Social Media Marketing Thursday, 6:30-8:00pm, 14 Feb 2013
Advanced Twitter Methodologies
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2 ADVANCED TWITTER METHODOLOGIES
EATING MY OWN DOG FOOD
TWEET IT: Use your favorite Twitter client, or give TweetDeck, Hootsuite, or take a www.tweetchat.com test drive
#HASHTAGIT: Let’s use your #MBAsocial to catalyze, capture and curate the stream of consciousness
SAY IT: An unused hashtag is an un-useful thing. Candor is great. Kind is appreciated.
May I learn from you?
Let’s use a #quasitweetchat format to
capture your observations, questions
and such
#MBAsocial
I CAN’T WAIT TO HEAR WHAT I HAVE TO SAY
AM3: Untangling Social Video
AM2: Tweetchats
Q&A, Going Farther to Further Yourselves
Social Media Marketing Raison d'etre
Digerati Demography Lovers & Haters : A Case Study
AM1: Twitter Search
Discussion Contents
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SOCIAL MEDIA IS THE FUTURE
INNOVATION & MARKETING
[T]he purpose of business is to create a customer, the business enterprise
has two--and only two--basic functions: marketing and innovation.
Marketing and innovation produce results; all the rest are costs.
Marketing is the distinguishing, unique function of the business.
Peter Drucker, Premier 20th Century Business Consultant
(emphasis added)
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QUOTE
We operate in a world without trust… There’s no
other word than ‘dire.’
Richard Edelman, 10 June 2011 PRSA Leadership Rally
On the public perception of business and government
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ANOTHER QUOTE
People see everything as spin and lies.
Peggy Noonan Speechwriter for Ronald Reagan, WSJ Columnist
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BLURRING LINES
PR
Marketing
Advertising
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CHANGE OR DIE (MORTALITY IS INCREASING AT AN INCREASING RATE)
CONVERSATION: Talking with—not to—the customer/the client/the world (the JOURNEY and the DESTINATION)
CONTENT: Being a successful media outlet is arguably as critical as the core business skill (the PAYLOAD)
CONTEXT: If your content is the payload, then your context is the delivery system you use (the DELIVERY SYSTEM)
Success factors The opportunity for social media innovation is in the integration of:
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EVERY COMPANY IS A MEDIA COMPANY
“In an era where every brand is a publisher and a content creator, you
have to have a point of view and a compelling voice. You have to know
how to tell a story,” she told me. “Journalistic training gives you an ear
for story; you learn how to draw a reader in…”
Ann Handley, Chief Content Officer, Marketing Profs
(emphasis added)
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THE CONTENT CONSUMER TRUMPS THE CEO … The biggest mistake companies
make is not thinking about their reader first. There’s still the corporate
voice –and the CEO loves it, but the customer doesn’t. You have to create content the customer will thank you
for.”
Ann Handley, Chief Content Officer, Marketing Profs
(emphasis added)
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AWESOME (DEMO)GRAPHICS
Born after 1980
Native digital skill levels
Low analog skill levels
Highly digital social interactions
Minimal privacy concerns
Digital Natives Evolved from analog to digital
Shapers of the digital contour
“DSL” – Digital as a Second Language
Mix of analog/digital social interactions
High-to-pragmatic privacy concerns
Digital Settlers Grew up analog
High analog skills
Low digital skills
High analog social interactions
Digital privacy myth propagators
Digital Immigrants
BRAVE NEW WORLD
http://www.borndigitalbook.com/
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DEMOGRAPHY OVERSIMPLIFIED
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20%: Those who LOVE you
20%: Those who HATE you
60%: Those who DON’T KNOW you and/or DON’T CARE about you
Who can you move and how?
SPANNING THE DIGITAL DEMOGRAPHY
Authority: People tend to obey authority figures, even when asked to perform objectionable acts
Liking: People are easily persuaded by other people they like
Scarcity: Perceived scarcity generates demand
Reciprocity: People tend to return favors
Commitment and Consistency: People committing orally or in writing to ideas or goals are more likely to honor those commitments for self-image congruity
Social Proof: People will do things they see other people doing
People are still people http://t.co/dubnhi7Q
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LOVE AND HATE
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Question: What are the dynamics of the entrepreneureal demographic model in social media?
Hypothesis: Lovers will defend a popular brand against Haters in the social media space in a quantitatively and qualitatively superior response
Context: Facebook with the intent to leak into Twitter
Duration: 24 days to date
Content: Targeting #CafeRio as an establishment with #ALLTASTESAME cuisine
Quantity: 6 Facebook wall posts
RESULTS TO DATE
17
23 (10%) Likes of the HATER premise posts
230 Total COMMENTS
47 (20.4%) Brand-advocating comments from LOVERS
So, what’s happened so far?
AM1: TWITTER SEARCH
Twitter is a powerful tactic
Real-time access to relevant conversations (talking with your audience) versus search (talking to your audience)
In evolving your messaging processes to make use of the platforms for increased reach
Unfiltered access to every relevant persona at the price of opportunity cost Twitter (www.twitter.com) is a highly democratic
message delivery system—as are all other social media
platforms (Facebook, YouTube, Pinterest, etc.)
The barriers to entry are in learning the syntax,
understanding the players in the relevant
conversations, resourcing your content execution, and
understanding how to influence the conversation
The opportunities are:
TWITTERPATED
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‘TALK TO’ AND / OR ‘TALK WITH’
http://www.google.com/zeitgeist/2012/#the-world http://twitter.com/search
Google Zeitgeist Twitter Search
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Use your search terms to find conversations
WHERE IS THE LOVE?
Begin your Twitter searches with your most relevant key terms
Use a Twitter client that allows you to view multiple streams of
consciousness (I like Tweetdeck. Hootsuite is popular, too)
Lurk before you speak—don’t propose on the first date—
because what you say is permanent
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WORK ISN’T A DIRTY WORD
One addition to your marketing processes
Start today to find the relevant conversations (80/20 rule) on the relevant platforms (80/20 rule)
So in the 8-12 hours following the start of your next marketing activity, you converse, point to content in the proper context (this is pedestrian, sweaty, fun, real work)
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AM2: SCALING INFLUENCE WITH TWEETCHATS
Think ‘crowdsourced’ webinar in text
STRUCTURED ANARCHY
Tweet Chats gather Tweeps on Twitter at a recurring time to discuss areas of interest
Check out Pam Moore’s summary on Tweet Chats here: http://www.pammarketingnut.com/2011/06/tweet-chats-101-41-success-tips-for-moderators-participants-guests/
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EXECUTION
A chat topic calendar (on the web property)
Good framing posts (on the web property)
The #tweetchat proper (think Cialdini here—remind people, build anticipation, point people to the framing post, and punch it)
Critical mass for a relevant conversation (again, use your key search terms)
A good #hashtag (this part is a branding exercise)
A web property (to host framing posts, topic calendars, and curated tweetchats)
Key components of a #tweetchat
A tweetchat archive for curation (again, on the web property)
Moderator(s) / curator(s)
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Today’s case study: #innochat
HOW IS IT DONE?
Hashtag: #innochat
Conversation: “talking about innovation”
Locale: Every Thursday @ 10am Mountain Time
Web Property: www.innochat.com
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FRAMING POST
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THE CONVERSATION
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Great #tweetchat helps
TOOL TIME
www.tweetchat.com is a GREAT #tweetchat tool to monitor just one topic
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AM3: UNTANGLED SOCIAL VIDEO
THE WORTH OF A PICTURE
ENDORSEMENT: Twitter-backed (#ABIGDEAL)
CONTENT: The size of the PAYLOAD is in 6 second digestible chunks (and resonates with Digital Natives’ ADD content ingestion style)
INNOVATION: Turning a primarily word-based platform into an image-based platform – STAND BACK
The greatest potential for reach
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THEREFORE, WHAT?
TAKE ACTION
Do something. Now. Begin.
Kip Meacham, One of Your Workplace Peers
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COMMIT TO YOUR COURSE
Until one is committed, there is hesitancy, the chance to draw back,
always ineffectiveness. Concerning all acts of initiative and creation, there is one elementary truth the ignorance of
which kills countless ideas and splendid plans: that the moment one
definitely commits oneself, then providence moves too…
William Hutchison Murray, The Scottish Himalayan Expedition,
J.M. Dent & Sons Ltd, 1951 (emphasis added)
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DO. DREAM. BEGIN.
… All sorts of things occur to help one that would never otherwise have
occurred. A whole stream of events issues from the decision, raising in
one's favor all manner of unforeseen incidents, meetings and material
assistance which no man could have dreamed would have come his way. Whatever you can do or dream you can, begin it. Boldness has genius,
power and magic in it. Begin it now. William Hutchison Murray,
The Scottish Himalayan Expedition, J.M. Dent & Sons Ltd, 1951
(emphasis added) 35 ADVANCED TWITTER METHODOLOGIES
FARTHER TO FURTHER
#B2Bchat
#Mmchat
#brandchat
Marketing-related
A #TWEETCHAT SHORT LIST
#pr20chat
#Journchat
#measurepr
PR-related
#smchat
#swchat
#SocialChat
#SMmanners
Social media-related #innochat
#HBRchat
#ideachat
#speakchat
Some of my faves
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Content Favorite Marketing Tweet Chats:
http://www.livebinders.com/play/play?id=676025
Tweet Chats 101: http://www.pammarketingnut.com/2011/06/tweet-chats-
101-41-success-tips-for-moderators-participants-guests/
12 Most Stimulating Twitter Chats: http://12most.com/2011/06/10/12-
stimulating-twitter-chats/
Some Tools (alphabetized) DataSift: http://datasift.com/
Hashtracking BETA: http://beta.hashtracking.com/
Hootsuite: http://hootsuite.com/
Nurph: http://nurph.com/
TweetChat: http://tweetchat.com
Tweetdeck: http://www.tweetdeck.com/
Tweetizen: http://www.tweetizen.com/
Link and Learn TRICKS & TOOLS
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Ann Handley & C.C. Chapman
http://www.contentrulesbook.com/
Content Rules
ADDITIONAL READINGS
David Meerman Scott
http://www.newsjacking.com/
NewsJacking Jay Baer & Amber Naslund
http://nowrevolutionbook.com/
The NOW Revolution
Gary Vaynerchuk
http://crushitbook.com/
Swear words like commas
Awesome methodology
Crush It!
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IS A BIZCARD INDICATIVE OF A DIGITAL IMMIGRANT?
Kip Meacham
Card Access: vp marketing & bizdev
Email: [email protected]
Twitter: @kipmeacham
Facebook: facebook.com/kiporama
Pinterest: pinterest.com/kipmeacham
Mobile: 1.801.362.0696
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THANK YOU