twitter immersion workshop: from novice to expert (prsa-ny)

PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies

Sandra Fathi

President, Affect Strategies

PRSA-NY Workshop, February 25, 2008, New York

Twitter Immersion Course:From Novice to Expert in a 2-Hour Workshop

#TweetNY


Microblogging

»Blogging in short form

»Similar to texting

»Ability to send and receive messages

»Ability to follow and be followed

»Archive information

»Multiple delivery mechanisms

»Conversations and interactivity


Twitter

PROPRIETARY & CONFIDENTIAL

Microblogging: Twitter

2/26/2009Affect Strategies

Image Source: Caroline-Middlebrook.com


Plurk


Jaiku


Yammer


A Little Birdie is Born

Twitter coTwitter coTwitter coTwitter co----founders founders founders founders Evan Williams, Jack Evan Williams, Jack Evan Williams, Jack Evan Williams, Jack Dorsey, and Biz Dorsey, and Biz Dorsey, and Biz Dorsey, and Biz Stone.Stone.Stone.Stone.

»Side project of Jack Dorsey’s in March

2006 while at Obvious

»Prototype within 2 weeks

»Public launch in Aug 2006

»Twitter Inc. May 2007


Twitter Traffic



Tweet Stats

70% of Twitter users joined in 2008

5-10,000 new accounts opened per day

35% of Twitter users have 10 followers or less

9% of Twitter users follow no one at all

Strong correlation between number of people you follow

and number that follow you

Source: Hubspot ‘State of Twittersphere Dec. 2009’



Defining Moments

March 2007: Authorities use Twitter to help track California March 2007: Authorities use Twitter to help track California March 2007: Authorities use Twitter to help track California March 2007: Authorities use Twitter to help track California wildfires. The LAFD now routinely Twitters major events as wildfires. The LAFD now routinely Twitters major events as wildfires. The LAFD now routinely Twitters major events as wildfires. The LAFD now routinely Twitters major events as online public service announcements. Recent example: online public service announcements. Recent example: online public service announcements. Recent example: online public service announcements. Recent example: L.A.'s July 29 earthquake. L.A.'s July 29 earthquake. L.A.'s July 29 earthquake. L.A.'s July 29 earthquake.

April 2007: The Obama campaign begins sending "tweets" to April 2007: The Obama campaign begins sending "tweets" to April 2007: The Obama campaign begins sending "tweets" to April 2007: The Obama campaign begins sending "tweets" to supporters. Messages are mostly updates about events, supporters. Messages are mostly updates about events, supporters. Messages are mostly updates about events, supporters. Messages are mostly updates about events, speeches, etc. No word on whether the Senator personally speeches, etc. No word on whether the Senator personally speeches, etc. No word on whether the Senator personally speeches, etc. No word on whether the Senator personally Twitters.Twitters.Twitters.Twitters.

June 2008: Jon Stewart says the TJune 2008: Jon Stewart says the TJune 2008: Jon Stewart says the TJune 2008: Jon Stewart says the T----word. The TV word. The TV word. The TV word. The TV host/generational icon utters a throwaway line to set up host/generational icon utters a throwaway line to set up host/generational icon utters a throwaway line to set up host/generational icon utters a throwaway line to set up some joke about news ubiquity ("Twitter, which I'm told is a some joke about news ubiquity ("Twitter, which I'm told is a some joke about news ubiquity ("Twitter, which I'm told is a some joke about news ubiquity ("Twitter, which I'm told is a real thing ..."), thus validating a new era in communications.real thing ..."), thus validating a new era in communications.real thing ..."), thus validating a new era in communications.real thing ..."), thus validating a new era in communications.

Source: Fortune Magazine Aug. 2008



10 Reasons to Tweet

1. Generate Awareness

2. Seek & Create Media Opportunities

3. Foster Customer Loyalty

4. Launch Viral Marketing Campaigns

5. Manage Reputations

6. Promote Products and Services

7. Network with Customers

8. Extend Event Participation

9. Monitor Trends & Breaking News

10. Recruiting


Twitter



The Tweet is Born



The Basics

Tweet: Message – 140 Characters

Twitter Handle: @sandrafathi

Retweet (RT): Resending a message from someone else to your followers

Message: Direct message (private) from one Twitterer to another

Nudge: Prompt someone to Tweet

Hashtag: #eventname Easy search for events/topic



Finding Friends

Search for people

Search for keywords

Search for geography

Import contacts

Follow who your friends follow

#Fridayfollow

Third-party applications



Twitterverse


Twitter Tourettes



Twitter Addiction



What you say….



Twitter Drives Traffic:TechAffect.com



Rules of Engagement


»Why are you tweeting?

»Do you have an agenda?

»Who are you listening to?

»Why are your talking to?

»Do they care?

»How will you keep them engaged?

»How are you leveraging your Twitter activity?


Beyond the Tweet

»Listening, Learning

»Brand Building

»Customer Service

» Crowd Sourcing


Twitter Guides

Brian Solis: PR 2.0http://www.briansolis.com/2008/10/twitter-tools-for-community-and.htm

Pistachio Consulting: Twitter for Businesshttp://www.pistacioconsulting.com

Affect Strategies: 10 Reasons Why You Need to Tweethttp://www.affectstrategies.com/main.php?page=pr_twitter

Caroline Middlebrook: The Big Juicy Twitter Guidehttp://www.caroline-middlebrook.com/blog/twitter-guide/


Contact Information & Resources:

Sandra [email protected] 398 9680

web: www.affectstrategies.comblog: www.techaffect.comtwitter: @sandrafathiLinkedIn, Facebook: Sandra Fathi