s&f twitter primer 7.2 update

Mastering the Conversation@KARYNCOOKS @ELIZABROOKS

GETTING STARTED

@KARYNCOOKS @ELIZABROOKS

A: Exchanging messages & information in 140 characters.

Twitter is a microblog built on real-time short message bursts.

Its one-to-many communication platform allows individuals to share as much, or as little, information about their personal and professional worlds as they like.

Democratizes communication with brands and consumers, major media and citizen journalists, tweeting side by side.

Q: WHAT ARE YOU DOING?


Nielsen, (6/20): Twitter topped the list as the fastest growing Web brand in May, increasing 1448%, from 1.2 million unique visitors in May 2008 to 18.2 million in 2009.

TWITTER MILESTONES


Ashton Kutcher vs. CNNKutcher became a symbol of one man-one voice

against the network giant in a highly publicized race to acquire the most followers.

Oprah joins 43% growth in one day

Iran election crisisWhile government cut off media communication,

citizen journalists used Twitter to show the world what was happening in real time.

The Revolution Will be Tweeted


The New York Times (6/20) Communication tools, from paper pamphlets to social networks, have helped along many political revolutions. The so-called Twitter revolution may be overstated, but the Iranian election fallout has provided valuable lessons about the site's utility: It's difficult to censor, tweets vary from the innocuous to potent, nothing is verified, it can be used to mislead, it allows media criticism and it is self-correcting.

http://r.smartbrief.com/resp/qLhgfQbBhXkotwCibTdmCicNbSFw?format=standard

TWITTER 101


CREATING YOUR PROFILE

No! Yes!


No photo. Spammy ID. No bio. Welcoming photo. Bio indicating tweets are personal and not associated with employer. Authentic.

TWEET


Starting the conversation

@REPLY


Directed to single follower but visible to all. May also be used in middle of a tweet.

RETWEET aka “RT”

Format: RT + @name + their original content.

Sharing someone else’s post with your followers.

Popular way to spread awareness or pay a compliment.Easy way to insert yourself into a conversation and be discovered.


DIRECT MESSAGE aka “DM”


Privately shared information like email or phone

Sent directly to inbox

May only be exchanged when both parties are following each other

DEVELOPING YOUR COMMUNITY


Having a carefully thought out plan for your Twitter activity helps you to focus on how often and what topics you will tweet about.

What do you want to convey? Think about the existing conversations in which you’d like to participate, as well as conversations you might like to start. Retweeting expands the reach of a tweet exponentially, making it a powerful tool.

Whose “Twitter voice” do you particularly like? Is there an area of interest to you that’s well covered by someone else? What is your comfort level around the idea of sharing. Is your Twitter voice reflective of your brand voice or is it unique to you personally?


TWEETING STRATEGY

Follow high profile accounts. These might include superstars and thought leaders in your specific market space.

Follow brands you admire. These might include your competitors, people who share your hobbies or interests.

Follow your brand’s fans. They are your best resource for spreading news of your arrival and sharing your insights and remarks.

Follow profiles your colleagues and friends are following. You share common sensibilities – they’ve been doing your homework for you.

Follow major media outlets and bloggers. Make yourself accessible and easily quotable.


WHO TO FOLLOW


WHO TO FOLLOW

.

Periodically check for new followers.Easily click to mention, follow, or block a new profile in your list.

FOLLOWING THE CONVERSATION



USING HASHTAGS #

.

Enter # + tag in search field. All current tweets relating to that conversation will appear in real time.

Good way to follow or participate in a webinar. Related tweets will still appear after an event.

Include # + tag to ensure your tweet is included in the conversation. Makes it easy for like-minded profiles to discover you.


TWITTER SEARCH


TWEETMEME3rd Party Follow Application


TWEETGRID3rd Party Follow Application


TINYCHAT3rd Party Follow Application

SHARING CONTENT


Using URL shorteners makes a long URL easy to maximize your 140 character limit. Provide a compelling lead-in tweet + the new shortened URL.

Simple way to track which of your content related tweets are viewed and shared.


URL SHORTENERS

SNIPURL

IS.GD shortest links

BIT.LY includes stats for easy tracking.

TinyURL


URL SHORTENERS

Some 3rd party Twitter clients like HootSuite and TweetNow automatically shorten your link for you.

Try to leave 10-13 characters available at end of tweet to make it easy for retweeting.


SHARING PHOTOSvia 3rd Party Applications

Twitpic is the most popular image sharing service possibly due to all the media mentions it received after the Hudson River plane crash.

TweetPhoto offers a numbers of features, such as stats, geo-tagging, favoriting, and Facebook integration.

Pictures are conversation starters and worth far more than 1000 words or characters.


SHARING VIDEOvia 3rd Party Applications

TwitVid displays all the tweets that mention your video on Twitter right on the video page. You can also retweet, share, like, and reply to videos on site.

If you’re looking for a one-stop shop for sharing photos, videos, and a myriad of different file types with Twitter, then Twitc’s multipurpose hosting service could be just what the doctor ordered. Not only can you upload your own content — multiple files at a time — but you can also import videos via URLs. -Mashable

http://twitc.com/

EXECUTWEETS



Executweets

“It is potentially the best communication tool there is; the trouble is that most executives are making a complete hash of using it. Either they fill it with mundane personal detail, or they fill it with mundane professional detail - which is possibly worse. The first scores higher on embarrassment; the second on tedium.” - Financial Times

1. Make a commitment.

• It can be difficult to find the time, but try to be consistent in your Twitter schedule. You don’t need to tweet constantly- but at least a few days a week. Remember - you’re joining the Twitter community as a leader.

2. Share, don’t sell.

• No-one wants to read relentless self-promotion. Similarly, company hype and self-aggrandizing statements are a turn-off. This is a conversation, not a billboard, and it’s an opportunity to give new dimension to the company. Your Twitter presence humanizes your brand and allows you to share personal insights and values, not necessarily directly correlated with business.

3. Be real. Be yourself.

• Your company’s well-branded, which means you’re a part of the brand and your voice is in the “brand mix”. Use it. Again, it’s the power of humanization. Feel free to share daily life and humorous things. Tony Hsieh tweets about dropping his laptop. That said, keep in mind what the FT said about tedium in the earlier slide.

6 HABITS OF HIGHLY SUCCESSFUL BUSINESS TWEETERS

4. Twitter means responsibility

• Your company and personal presence on Twitter, particularly for chief executives, means you’re taking responsibility for your brand and product. “For most consumers, an ideal CEO is someone who uses their power to make sure a brand keeps its promises. As a business leader on Twitter, that should be your platform. What people sense in an effective company executive on Twitter is not the echo of marketing, but the principles by which they lead the company behind it, and their passion for the job.” - Mashable

5. Know your roles.

• It is vital that each person in your company who is active on Twitter knows both their voice and their responsibility. @VirginAmerica responds to tweets about delayed planes; @richardbranson does not. Have this clearly set out for everyone involved.

6. Use your writing skills.

• Yes, it’s only 140 characters but if you have writing chops, show ‘em, and if you don’t, be clear and concise.

6 HABITS OF HIGHLY SUCCESSFUL BUSINESS TWEETERS


WHO TWEETS?

SteveCase: @jonesdel Capitalism 2.0 will be more about blended value/double bottom line. Still profit driven, but in

harmony with community, nature etc

CEO_INGDIRECT: When facing tough issues, the trust built with others pays huge dividends. Build trust with people in

your life - you’ll be happy you did.

jack_welch: Had chance on CNBC to make pt that business people and political types have different DNA.On same issue

Pol make pol dec. Bus make econ dec

padmasree: vision without execution is just a dream (Cisco CTO)

Zappos.com CEO-Tony: Meeting @livestrongceo. Instead of @lancearmstrong, I will suggest Spock as spokesperson &

new slogan "Livestrong & prosper"

)

http://twitter.com/livestrongceo

http://twitter.com/lancearmstrong


FIND MORE EXECUTWEETS

TWITTER TERMS


The Twitterverse has exploded with its own Twitspeak.

To learn more about the definitions of Tweetups, Twitterazi, and Tweeple check out these TwitDictionaries.

Mashable.com/twitterspeak

Twittonary.com

Twictionary.com

TWITTER RESOURCES


The most comprehensive list of Twitter tools available. Categorized and updated regularly to meet the demands of this rapidly changing landscape.

www.mashable.com/guidebook/ twitter

TWITTERVERSE


Mastering the Conversation@KARYNCOOKS @ELIZABROOKS

Karyn CooksFlair Media

[email protected]

Elizabeth BrooksStr.ate.gy

[email protected]