introducing twitter
DESCRIPTION
Lecture 3 for UCF BA (Hons) Advertising - introducing TwitterTRANSCRIPT
BA (Hons) Advertising
Introducing Twitter
First, a little bit about the concept of the
Social Graph
Consider the Social Graph
http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php
http://www.socialmediaexaminer.com/what-your-business-needs-to-know-about-social-graphs/
First coined by Mark Zuckerberg
Your social graph is a digital map of your personal identity, your primary friends and everything you share with them.
This concept should inform all your strategic thinking
and shape your campaigns
How will your message spread through a person’s
social graph?
Content may be king…
….But context means more
And this is exactly why social media is all about
connections…
How are you as marketers going to leverage those
connections?
And ensure people share your content?
Back onto…
Introducing Twitter
http://www.youtube.com/watch?v=ddO9idmax0o&feature=relmfu
What is Twitter??o Twitter is a real-time information network that connects you to the latest
information about what you find interesting
o Often described as a ‘micro-blogging’ platform
o Twitter enables users to send ‘tweets’ – these are 140 character bursts of information which can include links, pictures and other media content
o Your Twitter feed is made up of ‘tweets’ from the users that you follow
The Language of Twittero @reply – reply to other users or tag them in your tweets by using @username o DM – send private direct messages to other users by using DM username
o Hashtags – used to tag or catagorise tweets
o Link Shorteners – services like bi.tly or ow.ly that shorten URLs to conserve tweet space
Using the @replyBy using the @reply, you are ‘tagging’ another user in your tweet – this is then flagged up to them
The @reply can be used in a number of ways:
• To reply to another tweet
e.g. @clemihardie thanks for the tip!
• To flag up a tweet to a certain user
e.g. Love this article about cheese – http://www.cheese.com (cc @clemihardie)
• To credit another user for a link or something else
e.g. A guide to zorbing – http://www.zorb.com (via @clemihardie)
HashtagsHashtags are used to tag and categorise tweets – you can also search for other tweets containing certain hashtags to see other conversations happening around that hashtag (http://hashtag.org)
Different types of hashtag include:
• Topic (#fashion) • Location (#london) • Events (#olympics)
• TV Shows (#xfactor)
• Internet Memes (#followfriday)
• Just For Fun (#justsaying)
Trending Topics
A trending topic is a word, phrase or topic that is posted (tweeted) multiple times on the social networking and microblogging service Twitter
http://en.wikipedia.org/wiki/Trending_topic
RetweetsRetweets are a simple way of sharing other peoples tweets
If your content is retweeted, it will reach a wider audience as the followers of the people that retweet your content will also have your tweet in their feed
Twitter Search
http://www.youtube.com/watch?v=jGbLWQYJ6iM
Advanced Twitter Search
For refining your query past simple keyphrases to reduce ‘noise’ in search results
• Keyphrases
• Hashtags
• People
• Sentiment
• Location
Finding FollowersYou can use the various Twitter user directories to find followers based on:
• Location (Twellow)• Interests (Follower Wonk)• Job Title (Follower Wonk)
You can also find followers using Twitter search by using:
• Keyphrases • Hashtags• Location
But don’t forget the simple Google Search…
Or looking at who other people follow…
Twitter ListsYou can use Twitter lists to organise your followers into different groups - this makes it easier to follow certain groups of people
Twitter Lists can group people by:
• Friends
• Colleagues
• Potential Employers
• Journalists
• Bloggers
You can make lists private or public
Tweeting at EventsMost industry events now have predefined hashtags:
e.g. Social Media Week London #smwldn
You can easily connect with other event attendees by tagging your tweets with an event hashtag and setting up a specific search column for that event hashtag
This is an excellent networking and listening strategy
There also means that you can ‘liveblog’ from an event giving your followers access to these events too
Promoting Your Twitter Account• Add Twitter details to email footer and website
• Add Twitter feed to blog or website sidebar
• Ensure easy sharing of website content using Tweet Button
• Add Twitter account to Twitter directories
• Follow relevant users and start a conversation!
Remember, it’s not about numbers! A small, targeted following is better than a million, unengaged followers
Other Twitter Tools
Other Twitter Tools
Other Twitter Tools
Other Twitter Tools
But…
Do your own research – find out what tools work best in terms of achieving your aims and objectives
Promoted Tweets, Accounts and TrendsHow Twitter has monetised it’s service by giving advertisers to promote their tweets, accounts or trending topic
https://support.twitter.com/articles/142101-what-are-promoted-tweets
Introducing HootSuiteHootsuite is an external Twitter client that enables you to manage most of your social media accounts from one desktop application
Managing Twitter on HootsuiteQuickly follow and source information about other Twitter users
Shorten links using ow.ly link shortener
Assign tasks between team members and schedule messages
Gain valuable statistics and analytics data on your tweets and content shared
Set up columns for following streams:
• Home Feed• Mentions• Direct Messages • Twitter Lists• Twitter Searches• Sent Tweets
Posting Content To TwitterYou can post short updates of up to 140 characters using the update bar and you can select which social network you wish to update:
You can also post other media content such as:
• Links (shortened using ow.ly)• Documents (uploaded via HootSuite)• Photos (uploaded via HootSuite)• Videos (link to YouTube)
Assigning Tasks in HootsuiteYou can easily assign tasks to other team members using Hootsuite – this flags up the tweet or Facebook post to them and sends an email notification
Scheduling in Hootsuite• Gives you the ability to schedule and plan yourupdates then automatically publishes
• Useful for weekends and holiday periods – as well as scheduling regular features and updates
• Can use either List view or Calendar view
• Over automation should be avoided!
Social Media Monitoring in HootsuiteIt is easy to use Hootsuite for basic social media monitoring – we will be monitoring the following using Hootsuite:
• Relevant Hashtags
• Brand Mentions
• Other Keywords
You can set these searches up in a separate tab on Hootsuite and then monitor these streams – assigning relevant tweets to team members
HootSuite Analytics
Twitter Aims and Objectives
• Raise brand awareness and reach of messages
• Drive targeted traffic to website
• Provide additional customer service channels
• Build relationships with key bloggers and journalists
• Engage with potential customers
• Identify sales leads and opportunities
• Monitor brand conversations and mentions
• Listening and Research tool
Example Twitter Strategies
• Connect with potential customers, influencers and partners
• Share links to your website and other brand related content
• Encourage followers to RT your content
• Run Twitter specific promotions and special offers
• Create your own #hashtag and promote this
• Answer customer service queries in real time
• Monitor and respond to brand mentions
• Engage with your followers by asking them questions and responding to their tweets
Twitter Case Study
http://www.youtube.com/watch?v=zjT3z_qlq7g&feature=player_embedded
Twitter for TV shows and broadcasters
http://www.youtube.com/watch?feature=player_embedded&v=Jc8TQppzORE
BAD Twitter Case Study – Habitat UK
And the inevitable backlash…
Yet some people never learn, take fashion brand Kenneth Cole…
#UCFad
And if you haven't already noticed, I’ve been tweeting
this lecture using this hashtag
Social Media Module on SlideShare
http://www.slideshare.net/UCFadvertising
