twitter 2.0
TRANSCRIPT
TWITTER 2.0
DOUG ALLEN
Agenda
• Getting Started with Twitter• What’s it used for?• Producing Tweets• Consuming Tweets• Analytics and Tracking• Some advanced stuff• Twitter (Social Media) Policies
Getting Started with Twitter
Get an account 160 characters to describe yourself
Follow some friends or businesses Twitter will suggest
“Popular Accounts” has categories
Follow some accounts they follow
UN-follow and follow with abandon until you like your set
Top three tweet to your phone – the rest follow on the web or phone app Text “follow mileycyrus” from the phone
What’s it used for?
“on the scene” reporting
Complaining
Items of interest
Improving SEO
Job postings
Announcements
Direct messaging
Promotions, discounts and special offers
Project Updates
Customer Service and Support
Producing Tweets
Who does this? Company official tweets
CEO, Marketing officers, Innovation managers
Employees and customers Your company is part of many conversations
What constitutes a “good” tweet? It’s not a waste of time
HootSuite for Tweeting
Type of Twitter Accounts
Personal Company Employee Company Face or “Name” Company
Tips: • Make your Twitter ID recognizable• Think of your “role” when in Twitter• If you manage multiple TwID’s, BE that ID• Create a “personal brand” for you• Help define your organization when you’re
them
So who ARE you on Twitter?
Consuming Tweets
Finding Feeds to Follow Twellow and twtrland
Searching Twitter Google “Google Twitter Search”
Using Lists to organize Social Media Monitoring software
Administrative professionals
Consuming Tweets
Finding Feeds to Follow
Twellow
Searching Twitter
Google “Google Twitter Search”
Using Lists to organize
Social Media Monitoring software
• Type in any word or phrase• Type in Twitter ID’s• Type in hashtag words
Consuming Tweets
Finding Feeds to Follow
Twellow
Searching Twitter
Google “Google Twitter Search”
Using Lists to organize
Social Media Monitoring software
TWITTER LISTS
TWITTER LISTS
Twitter as a part of your Social Media Strategy
The Facebook page is becoming more popular than the web page in some industries
Blogging allows for detailed information to be shared
LinkedIn is where customer, potential employees and partners go to see who is behind the organization
Your Pinterest account offers a visual window on your products, services, customers and events
Tumblr is a blogging site that’s great for picture and stories combined
Twitter for short, instant updates(and all the other stuff we mentioned)
Let’s Look AtSOME TWEETS
HashtagYou use to links tweets around a theme #SouthPole2013You use to refer to something (an event or place or person or…) #ECJCYou want to stress something in your tweet #problemswithteenagers
Twitter IDUse to refer to a Twitter account holderPut at the beginning of a tweet to send a direct message
WHAT DO YOU DO TO APPLY FOR A HASTAG?
• NOTHING
bit.ly/S797e = http://succeedasyourownboss.com/07/2009/how-to-participate-in-smallbizchat
http://succeedasyourownboss.com/what-is-smallbizchat/potential-smallbizchat-guest
Why modify a Tweet?• Correct typos (or facts)• Challenge the tweet [put in brackets]• Add or change a Hashtag for others• Change or add URLs• Had to shorten it to add your @handle
#Geekbeat
So what’s it used for?
Lead Generation
Lead Generation
Lead Generation
Promotional Sales
Promotional Sales
Announcements and Info
Announcements and Info
Customer Support/Service
Customer Support/Service
Customer Support/Service
Customer Testimonials
Customer Engagement
Customer Engagement
Gain Followers
Gain Followers
So what’s it used for?
SMM TOOLS (FREE!)
•Social Mention•How Sociable•Topsy•Twitonomy
topsy.com/tweets
topsy.com/analytics
Some advanced stuff
Packaging we designed for our client BAR AU CHOCOLAT #packaging#chocolate #design #foilstamped #japanesewrap vine.co/v/bnurH3YYqLL
Check out what you get with the Wii U ZombiU Deluxe Set, coming to US/Can on 2/17! (MSRP $389.99) #Nintendo … vine.co/v/brMzY35nuha
New community / food / play area in @hubspot office (aka “Benioff” room).vine.co/v/brqehHIu3EQ
www.socialmediaexaminer.com/twitter-vine-creative-uses-for-business
HOOTSUITE VS. TWEETDECK
HOOTSUITE
• FREE AND $10PM PRO
• BROWER-BASED
• HARDER TO LEARN
• PRO: UPLOAD BULK TWEETS IN ADVANCE
• FAST BROWSER PERFORM
• REGULARS + FB BRAND PAGES AND OTHERS
• MULTIPLE ACCOUNT SUPPORT
TWEETDECK
• FREE ONLY
• BROWSER AND APPS
• EASIER TO LEARN
• SCHEDULE TWEETS IN ADVANCE
• ADOBE AIR ON DESKTOP
• FOR TWITTER MANAGEMENT
• SINGLE ACCOUNT SUPPORT
HOSTING A TWITTER CHAT
• Choose a time, day and hashtag
• Create a website with instructions for newbies
• Advertise and promote
• At the appointed time, start Tweeting using the hastag!
https://dev.twitter.com/cards
Add meta tags to your page
https://dev.twitter.com/cards
Add meta tags to your page
https://ads.twitter.com
Gain more followers
Pay only when you add a follower via your Promoted Account
https://ads.twitter.com
Reach more peepsWith your Tweets Pay only when
users engage — clicks on a Tweet, retweets, replies, favorites, and follows
https://ads.twitter.com
Also…
Promoted Trends
https://ads.twitter.com
Also…
Political Ads
Huffington Post’s Twinformation
Twitter engagement for brands is 17 percent higher on weekends
Tweets with image links get 2 times the engagement rate of those without
Tweets with less than 100 characters get 17 percent more engagement
Twitter's fastest growing demographic is 55-64 year-olds
Tweets with hashtags get two times more engagement
Your tweets have a 12 times higher chance of being retweeted if you ask for it, and 23 times higher if you actually spell out the word "retweet.“
Tweets that include links are 86 percent more likely to be retweeted
http://www.huffingtonpost.com/belle-beth-cooper/10-surprising-new-twitter_b_4387476.html#!
Doug’s Tweeting Advice
Be authentic – Twitter is SOCIAL, not promotional
Don’t Tweet unless you’re certain it will make your follower’s day
How often? See above
30-50% of your Tweets should have pics (and pics can be graphics)
Study competitors – don’t steal, but mimic the best behaviors
Use analytics to create an improvement feedback loop
http://www.huffingtonpost.com/belle-beth-cooper/10-surprising-new-twitter_b_4387476.html#!
Twitter Policies(or better yet – Social Media Posting Policies)
Employees have personal lives, personal opinions and personal social media accounts
Employees have bad memories – it may be hard for them to remember detailed policies
Employees have free will – someone will almost certainly do something you and they will regret
Consider…
Honestly share positive messages about the organization and it’s product, services and customers
Communicate their enthusiasm about stuff going on at work
Be genuine when they represent the company
We want them to…
Twitter Policies(or better yet – Social Media Posting Policies)
Whine on social media about their job or co-workers or boss
Reveal company plans or secrets
Expose company flaws
We don’t want them to…
Twitter Policies(or better yet – Social Media Posting Policies)
Get thoughtful employees involved with Execs and HR. Form a committee to Review the (outdated?) Code of Conduct
Create the draft Social Media Guidelines document
Ask employees to put a disclaimer in their profile “During the day I’m an engineer at Garmin but my tweets don’t
reflect the opinions of Garmin”
Identify the Confidential information
Privacy – don’t talk about specific people (or projects)
Suggestions…
Twitter Policies(or better yet – Social Media Posting Policies)
http://www.dell.com/learn/us/en/uscorp1/corp-comm/dell-social-media
Social Media Policy
• Protect Information• Be Transparent and Disclose• Follow the Law, Follow the Code of Conduct• Be Responsible• Be Nice, Have Fun and Connect
• Social Media Account Ownership• If Social Media is part of you job, the account is DELL’s
Other Policies to Review
http://www.ibm.com/blogs/zz/en/guidelines.html Overview (12 bullet points) and details below
IBM also publishes their code of conduct
http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html Easy to remember “3 Rules of Engagement”
Rule 3 – “Use Common Sense”
