4/16/2013 1 Talking About Twitter For An Hour? You can’t be serious! AENC TECH 20.13 Our mission, simply put, is to help your organization fulfill its mission. Since Beth did it … What words come to mind when you think of social media? Tuesday, 12 January 2010
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4/16/2013
1
Talking About Twitter For An Hour?
You can’t be serious!
AENC TECH 20.13
Our mission, simply put, is to helpyour organization fulfill its mission.
Since Beth did it …
What words come to mind when you think of social media? Tuesday, 12 January 2010
4/16/2013
2
Twanguage
Tweets
Engagement – RT, reply, click
Hashtag
MT
OH
HT
Trending
Anatomy 101 Twitter by the numbers
How old is it?
How many users?
How many Tweets have been sent?
Average time spent by month user spends on Twitter?
% accessing Twitter on a mobile device?
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Twitter by the numbers
Happy 7th bday (belated)
500 million users
170 billion Tweets
170 minutes per month
60% on a mobile device
(DMR)
More numbers
Consider these stats…
Avg amount of time a person uses Facebook per month: 15 hours, 33 mins
56% of customer Tweets to companies are being ignored
34% of marketers have generated leads using Twitter
Websites using the +1 button increase page traffic by 350%
Answer this: The optimal time to respond to someone on social media?
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ANSWER: 1 MINUTE, 3 SECONDS
Principles of Social Media
1. Be Transparent
‐Own up to your mistakes
‐Respond publicly to complaints/compliments
‐Be honest about who you are
2. Be Authentic
‐Show your personality
‐Listen/Get to know your Followers
‐Apologize when you make a mistake
Principles of Social Media continued…
3. Be Persistent
4. Build Social Currency (Trust Factor)
5. Don’t view it as another marketing channel
6. Be patient
Monitoring is Key
Prevent a crisis before it occurs!
Google Alerts may be going away, but a paid service shall appear
SocialMention.com
Vocus
Salesforce Marketing Cloud (Radian6)
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Social Media Command Center POST Methodology
Exercise: Knowing Your Audience
Gender
Age
Are they parents or not?
How do they gather information?
Where are they located online?
Where do they live?
Building Engagement
Our mission, simply put, is to helpyour organization fulfill its mission.
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Engagement Pyramid –Charlene Li/Forrester Research
Engagement Pyramid: Watching
Users in this category (or lurkers) only absorb content, like blogs, videos, podcasts, updates. They gather information to inform decision, to learn from others, or to seek entertainment.
What we can do: Understand the content that this group is consuming is relevant (what do they want to see & hear?) & create content that engages watching.
Engagement Pyramid: Commenting
The people in this particular segment respond to others’ content. They actively participate, support or contribute ideas, usually one‐offs.
What we can do: Allow every webpage to have commenting features, develop a community policy, & foster an open environment. Discourage spammers.
Engagement Pyramid: Producing
Producers create & publish their own content, for website, blogs or podcasts. They do this to express their identities, to be known for their content or heard & recognized.
What we can do: Become a platform for the voice of your customers or members. Make yourself relevant for them. Provide public recognition for most helpful community members.
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Engagement Pyramid: Curating
Curators moderate or are heavily involved in online communities. (Wikipedia, forums, etc.) They do this because they invested in the success of a service or community & they want to give something back or be recognized.
What we can do: Rely on curators as trusted advisors & consider them non‐paid partners. Identify the influencers in your community & recognize them. Give them public recognition.
Messaging and Authenticity
1. Be Transparent
‐Own up to your mistakes
‐Respond publicly to complaints/compliments
‐Be honest about who you are
2. Be Authentic
‐Show your personality
‐Listen/Get to know your Followers
‐Apologize when you make a mistake
Review: Key Principles
3. Be Persistent
4. Build Social Currency (Trust Factor)
5. Don’t view it as another marketing channel
6. Be patient
Finding Communities & Influencers
Seek out like groups
Twellow
WeFollow
Tweepz
MuckRack (Listorious)
Name a few thought leaders: Who is he/she following?
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Hootsuite dashboard Hootsuite to Manage Multiple Networks