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Twitter Immersion Course: From Novice to Expert in a 2-Hour Workshop. (This PPT was accompanies by a live presentation and demonstration.)
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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
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
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
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
Microblogging: Twitter
2/26/2009Affect Strategies
Image Source: Caroline-Middlebrook.com
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
Plurk
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
Jaiku
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
Yammer
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
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
PROPRIETARY & CONFIDENTIAL
Twitter Traffic
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
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’
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
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
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
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
PROPRIETARY & CONFIDENTIAL
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
The Tweet is Born
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
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
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
Finding Friends
Search for people
Search for keywords
Search for geography
Import contacts
Follow who your friends follow
#Fridayfollow
Third-party applications
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
Twitterverse
PROPRIETARY & CONFIDENTIAL
Twitter Tourettes
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
Twitter Addiction
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
What you say….
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
Twitter Drives Traffic:TechAffect.com
2/26/2009Affect Strategies
PROPRIETARY & CONFIDENTIAL
Rules of Engagement
2/26/2009Affect Strategies
»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?
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
Beyond the Tweet
»Listening, Learning
»Brand Building
»Customer Service
» Crowd Sourcing
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
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/
PROPRIETARY & CONFIDENTIAL 2/26/2009Affect Strategies
Contact Information & Resources:
Sandra [email protected] 398 9680
web: www.affectstrategies.comblog: www.techaffect.comtwitter: @sandrafathiLinkedIn, Facebook: Sandra Fathi