twitter is counter-propaganda. doyoufollowme?
DESCRIPTION
Presentation from 12/09 Cool Twitter Conference, Mpls -How my brother invented Tweeting -Why shared participation vs. propaganda -What big brands are doing (badly) -Home Depot gets it -Businesses shouldn't use Twitter for business -If they can't help themselves here are a few ideas -Be authentic -Stay out of the way -"Following" as a great metaphor -#doyoufollowme?TRANSCRIPT
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#doyoufollowme?
Eric Hayward
12/3/09 Cool Twitter Conference, Minneapolis
Twitter is Counter-Propagandaor, How I Learned to Quit Worrying and Love the Bomb
copyright 09 Eric, just give credit is all
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I think my brother invented Twitter.
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Being a sadist, I took great pleasure in creating those messages.
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But it was really the response I was going for. What was he going to say…
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…This was how we connected with each other. Not only that, his response gave me something to respond to.
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He wasn’t just a faceless audience for me to push messages at, but an equal participant.
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Two ways of looking at Twitter:
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1) Man, here’s a place where I can see what people all over the world are saying.
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2) Hey, here’s another billboard for me to put advertising messages on.
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The first of these is a social impulse; business is not interested in social impulses. Maybe it should be -
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The second involves somebody feeding marketing messages into the same channel we use for personal conversations.
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Kind of like telemarketing.
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or just another Sunday Circular:
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(Wendy’s: Now Serving Canned Tweets)
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Home Depot stands out:
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So do a few examples from Mashable’s “Best Twitter Brands.”
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But back to the examples of what’s best not to do. Another is “meforming.”
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Studying thousands of Tweets, Rutgers University professors determined 20% of users inform, where 80% meform.
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Informing = sharing useful info. Meforming = “I just ate a sandwich.” Informers have far more Followers.
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Meforming is virulent among business users. Consultants, so many of whom have become “Social Media Experts,” are the worst.
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A lot of this is etiquette. And because these are social utilities, social rules apply to business.
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Recommendation –
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Businesses probably shouldn’t use Twitter for business.
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Rather, use it the way most of the Twitter community uses Twitter.
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Moment of Zen -
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Repeat, “I have no business agenda. I’m just tweeting.” Soon it will actually happen. (Or you should take a method acting class.)
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You figure out what to post by really listening to people, finding out their interests. Perhaps they’ll line up with your own.
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Social networking is PR without the middle-man. People are the new editors.
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And this doesn’t mean “engaging in dialogue with customers,” which is a euphemism for “finding new ways to sell sh-t to people.”
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But if your marketing people just can’t help themselves, here are a few quick ideas.
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1. Use what’s there. Cultivate enthusiasts from within; allow them to do what they’re already doing. It’s authentic.
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Give them interesting, exclusive things to post. Sneak previews. Behind-the-scenes. The history of X.
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2. Stay out of the way.
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Let Twitter do it’s thing, which is likely to be to your benefit. Social media strategy is one of No Action. Avoid cheapening your brand by appearing insecure.
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Do you want people to see you because they follow you, or, because they can’t avoid it -
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“Following” is a great metaphor.
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thanks
erichayward
find this at#doyoufollowme?
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copyright 09 Eric, just give credit is all
2oo9SOAREYOU
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