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This was the first presentation in an ongoing series of discussion groups centered around keeping JWT CET up to speed on online tools, networks and analytics. This presentation was just a starter for our conversation about how we can use twitter for some upcoming campaigns.
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1© 2008, JWT CET. All Rights Reserved.
Why Twitter?
2© 2008, JWT CET. All Rights Reserved.
But first… Why Social?
• Web 2.0 was all about social interaction online.
• This social interaction allows for the masses to discuss brands and also allows brands to have unprecedented access into the thoughts of the masses.
• It’s where some of our clients and many of our client’s customers are.
• As advertisers we need to be listening.
3© 2008, JWT CET. All Rights Reserved.
Does everyone have a basic
understanding of what Twitter is?
If not….. http://www.youtube.com/watch?v=ddO9idmax0o
4© 2008, JWT CET. All Rights Reserved.
Key:
Offline
OnlineTraditional Communication
Texting
or
Instant Messaging
or
Mass TextingIM Conference (Chat)
Phone Call
or
Conference Call
or
Mass Email
5© 2008, JWT CET. All Rights Reserved.
Twitter Communication
Key:
Offline
Online
A lot like a blog, but the 140 character limit encourages a
large volume of real-time posts.
6© 2008, JWT CET. All Rights Reserved.
How many of you have Twitter accounts?
7© 2008, JWT CET. All Rights Reserved.
Twitter Stats
8© 2008, JWT CET. All Rights Reserved.
And how many of you actually update
your Twitter accounts?
60% of new Twitter accounts are not active after the first month
9© 2008, JWT CET. All Rights Reserved.
Argument Against Twitter:It is a meaningless, trivial, waste of time!
10© 2008, JWT CET. All Rights Reserved.
Argument Misses the Point
• We already do the things that people do on Twitter:– Chit-chatting with your neighbor– Reading the news– Sharing a news article with a coworker– Sharing pictures of your kids with the receptionist– Discussing and planning events
• But now people can ramble about their mundane lives in a forum where people can listen if they want or can ignore us if they want too.
• It is just another form of communication, like mail, the phone, instant messaging, email, social networks, etc.
• However, once Twitter reached a tipping point, it began to reveal a utility never anticipated by its creators. – real-time insight into trends around people’s daily activities and thoughts.
11© 2008, JWT CET. All Rights Reserved.
Twitter – “What are you doing?”
• Twitter was a phenomenon in 2007, a rising social media star in 2008, and has largely attained mainstream status in 2009
• As an amazingly simple microblogging platform, it was discovered to be amazingly flexible
• Flexibility allows for it to accomplish some useful tasks– Live event reporting
• Faster than any other media on breaking stories
– Staying in touch with friends and colleagues • Full public or private conversations are happening
– Real-time insight tool• Either through searching and observing or asking questions and
getting responses
– Social media marketing tool
12© 2008, JWT CET. All Rights Reserved.
How many of you track keywords in Twitter or read other people’s tweets?
13© 2008, JWT CET. All Rights Reserved.
Twitter Language
• @[username] - Used when someone is replying to someone’s tweet or wants to give recognition to another twitterer
• #[hashtag] – Used to identify a group, trend or topic
• RT: - (Re-Tweet) Used to re-broadcast someone else’s tweet to your followers
14© 2008, JWT CET. All Rights Reserved.
Twitter Tools
• TinyURL – shortens URLs so they fit into Twitter’s 140 character limit. http://tinyurl.com/– Cligs – Tiny URL with analytics. http://cli.gs/
• TwitPic – Upload photos for easy sharing on Twitter. http://www.twitpic.com/
• Blip.fm or twt.fm – Share music streams on Twitter
• 12Seconds.tv – Share videos on Twitter• TwitterFeed – Stream RSS feeds into your
Twitter account
15© 2008, JWT CET. All Rights Reserved.
Tweet Tracking
• Twitter Search – http://search.twitter.com• TweetVolume - http://www.tweetvolume.com/• Social Brand Index - http://www.socialbrandindex.com• Twitterholic - http://twitterholic.com/• Twist - http://twist.flaptor.com• TwitterSpectrum -
http://www.neoformix.com/Projects/TwitterSpectrum/TwitterSpectrum.html
• Monitter - http://monitter.com/• TweetDeck / Digsby / Tweetie• RSS Feeds / Google Reader
16© 2008, JWT CET. All Rights Reserved.
Twitter Integrated Campaigns
• Exec Tweets - http://www.exectweets.com/• Dell - http://www.dell.com/twitter• Zappos - http://twitter.zappos.com/• EMC - uses different Twitter accounts to
communicate with a variety of constituencies• Comcast – Customer Service• Skittles – http://www.skittles.com• Agency Twitter Side Projects:
http://adweek.blogs.com/tweetfreak/2009/04/pick-the-best-agency-twitter-project.html
17© 2008, JWT CET. All Rights Reserved.
By Rory Partalis
Social Community Manager, JWT CET
Website: http://www.jwt.com/cet
Twitter: @jwtcet
Blog: http://www.jwt.com/cet/blog
18© 2008, JWT CET. All Rights Reserved.
Twitter Humor
• Twouble with Twitters - http://www.youtube.com/watch?v=PN2HAroA12w
• Flutter - http://www.youtube.com/watch?v=BeLZCy-_m3s
• Real Life Twitter - http://www.collegehumor.com/moogaloop/moogaloop.swf?clip_id=1909386&fullscreen=1
• Jake and Amir: Twitter - http://www.youtube.com/watch?v=gSSffWM2zdc