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Interactive Minds May Presentations on Twitter

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Twitter: It's So Hot Right Now! …

Twitter: It's So Hot Right Now!
Our 10 speakers talk about how they use Twitter including their tips, favourite tool & learnings. Event held in Brisbane, Australia by www.interactiveminds.com.au

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    • 1. Twitter: It’s So Hot Right Now! Louisa Dahl Interactive Minds www.interactiveminds.com.au 29 May 2009
    • 2. social network microblog tweet 140 characters
    • 3. So How Hot Is Twitter?
    • 4. Twitter Market Share Over 12 Months - Australia
    • 5. Twitter Market Share Over 12 Months - USA 17 million US visitors in April
    • 6. Social Networks
      • Visits to Social Networking and Forums have increased by 16% in Australia comparing April 2009 and April 2008; while visits to Blogs have decreased by 27.5% in the same time period.
      • Growth in visits to Social Networking and Forums in the past year has been led by Facebook (increase of 124.3% year-on-year) and now Twitter (increase of 2800% year-on-year).
      • Young, urban households are most likely to visit Twitter – 47% more likely than the online average for the 4 weeks ending May 9, 2009.
    • 7. What’s Driving The Uptake?
    • 8. Ashton Kutcher’s Race to 1 Million
    • 9. Oprah’s Twitter Promo
    • 10.  
    • 11.  
    • 12. Are You Listening?
    • 13.  
    • 14.  
    • 15. Are You Listening?
    • 16. Why Social Networks are important to Retailers Traffic Drivers to Retail
    • 17. Gartner analysts predict that by 2011, enterprise microblogging will be a standard feature of 80 percent of social software platforms on the market
    • 18. Twitter still untapped by major brands
    • 19. .. but Companies in OZ trying out Twitter
    • 20. Our Speakers
      • Chris Chambers from Tourism Queensland (@Queensland)
      • Nicole Jensen from btub (@BTUB)
      • Mike Boyd from Coolybar Keg Hire (@Coolybar)
      • Andrew Demack from Bicycle Queensland (@bicycle_qld)
      • Huw Griffiths from Social Horizon (@aMAPto) http://amap.to
      • Mik Grieve and Lorne Gerlach from meta4 (@ideasfestival, @meta4)
      • Marissa Tree from Red Agency (@MarissaTree)
      • Bronwyn Klepp from Queensland Theatre Company (@qldtheatreco)
      • Adam Penberthy from Fresh (@AdamPenberthy)
      • Spencer Howson from 612 ABC Brisbane (@612Brisbane)
    • 21. It’s so hot right now! Chris Chambers Director, Digital Marketing Tourism Queensland www.queenslandholidays.com.au
    • 22. Our Twitter Account
      • Account:@queensland (www.twitter.com/queensland)
      • Bio: T his is the official twitter profile of Tourism Queensland. Follow us for news, events, competitions and exclusive holiday deals to visit Queensland, Australia.
      • Following: 3,745
      • Followers: 4,710
      • Updates: 1,191
      • Since: October 2008 (pre Oprah)
    • 23. Who We’re Trying To Reach
      • Twitter forms part of Tourism Queensland’s global social marketing strategy
      • People interested in visiting Queensland on holidays
      • People interested in Tourism Queensland activity
    • 24. What We Tweet About
      • San Fran or LAX to Cairns airfare with QANTAS US$360 e/w - see http://cli.gs/4Z5zb0 for information & conditions. Sale ends 19 May.
      • New post by #islandreefjob @ NZClarke "A tiny little slice of my adventure on Daydream Island today." http://cli.gs/uSPXha
      • Peter lawlor, qld tourism minister on the phone advising succesful applicants http://twitpic.com/2ql3r
      • While it's cooling down elsewhere, it's only heating up in Queensland. Check out the Queensland Hot Hits! - http://cli.gs/hothits
      • Kangaroos' vs Kiwi's rugby league test match tonight at Suncorp Stadium in Brisbane. Go Aussies!
    • 25. 5 Things We’ve Learnt
      • Excellent, rapid response communication tool
      • Requires monitoring & interaction several times per day
      • Politely asking for RT’s can extend reach of messages
      • Use of RSS feed’s from Twitter makes use more manageable
      • Drives satisfactory traffic to Tourism Queensland sites
    • 26. How We Measure Success
      • Level of interaction (RT’s and mentions)
      • Traffic to Tourism Queensland sites that originates from Twitter
      • Comparison of our activity vs other DMO’s
    • 27. My Favourite Twitter Related Tool
      • Twhirl for easy management of a number of twitter accounts simultaneously.
    • 28. Future Twitter Plans
      • Incorporate twitter specific promotions.
      • Continue to use as a mechanism for two-way communication.
      • Identify plans to integrate twitter into other communications.
    • 29. It’s so hot right now! Nicole Jensen Volunteer Event Manager Brisbane Twitter Underground Brigade www.BTUB.org
    • 30.
      • Account:@BTUB (www.twitter.com/ BTUB)
      • Bio: BTUB is a social group for people in Brisbane who use Twitter. “Connecting the tweeps in BNE.”
      • Following: 687
      • Followers: 735
      • Updates: 169
      • Since: Feb 2008.
      Our Twitter Account
    • 31.
      • Anyone interested in meeting new tweeps in Brisbane and South East QLD
      • People who attend our events
      • People who may be interested in attending future events
      • People interested in future sponsorship (e.g. venues).
      Who We’re Trying To Reach
    • 32.
      • Upcoming BTUB events
      • Announce event hashtags (#steakTUB, #teaTUB, #BTUB)
      • Promote other local events that may be of interest to the Brisbane community
      • Relevant news or points of interest
      • Live event tweets.
      What We Tweet About
    • 33.
      • Membership has grown unbelievably quickly in 2009
      • Followers found us by RT’s, Twitter search & Facebook
      • Hashtags now created by members for individual events
      • Difficult to maintain information hubs – Twitter, FB group, www, Flickr, Google Calendar – multiple admins required
      • Large groups need consistency in event details.
      5 Things We’ve Learnt
    • 34.
      • Engagement (hashtags, DM’s, RT’s)
      • Event successes – attendance, follow up comments, photos
      • Local external interest from businesses, other organisations
      • Number of followers & Facebook group members.
      How We Measure Success
    • 35. My Favourite Twitter Related Tool
      • To gauge members’ opinions
      • Very quick & easily shared
      • Tip? Don’t give an option of “no opinion.”
    • 36.
      • To engage with Brisbane community more
      • Sponsorship has been discussed among members as a possibility
      • Increase followers via offline means
      • Perhaps a connection with Social Media Club Brisbane (@SMCB) to inform general public on Twitter.
      Future Twitter Plans
    • 37. BTUB Elsewhere
      • BTUB.org
      • FriendFeed.com/ BTUB
      • Flickr.com/groups/ BTUB
      • Facebook.com/group.php?gid=26270637875
      • Gcal: http://tr.im/mhVE .
    • 38. It’s so hot right now! Mike Boyd Founder Coolybar Keg Hire & The Hive Brisbane www.coolybar.com.au www.thehive.org.au
    • 39. Twitter Accounts
      • Account:@MikeBoyd ( www.twitter.com/MikeBoyd )
            • @Coolybar ( www.twitter.com/Coolybar )
      • Bio: Founder @Coolybar , Director @TheHive Brisbane, CEO Australian Sustainability Institute, Leader, Speaker, World-Changer
      • Following: 382
      • Followers: 541
      • Updates: 2773
      • Since: June 2008
    • 40. Why We Utilise Twitter
      • Freevertising. It’s FREE!
      • Engage, interact & converse honestly with friends & customers
      • Business transparency, informal communications
      • Brand recognition, organic marketing (WoM)
    • 41. What We Tweet About
      • Production Education: Beer keg facts, tips & links
      • Coolybar internal progress: expansion plans, new management, job opportunities
      • Customer testimonials and feedback
      • Events we are sponsoring, attending or servicing
      • Upcoming holidays, sporting events & key dates that might benefit from our products. E.g. Australia Day, footy
      • Reply to friends, Re-Tweet interesting events & local news
    • 42. 5 Things We’ve Learnt
      • Twitter is not an advertising medium
      • It is the most valuable market research tool available today
      • Building real relationships is key
      • Quality over quantity. Add value & reap the rewards
      • Organic growth is exponential
    • 43. How We Measure Success
      • Amount of engagement (DM’s, RT’s, mentions, WoM)
      • Traffic to www.coolybar.com.au & www.mikeboyd.com.au that originates from Twitter
      • Direct business inquiries via Twitter
      • Brand awareness & recognition
      • Friendships, Real Relationships
    • 44. Favourite Twitter Related Tools
      • I use TweetDeck on my Mac to follow trends such as #IM0905 #KegParty #HiveBris
      • Tweetie on my Mac to manage multiple accounts
      • Twitterfon on my iPhone
    • 45. Future Twitter Plans
      • Remain engaging and interactive without being “salesy”
      • Forget about follower count
      • Focus on pumping out quality information, links and resources that add value to our followers
      • Foster new friendships that ultimately market our brand organically
      • Have fun, it’s not a chore! 
    • 46. “ Everyday cycling, every day” Andrew Demack Cycling Development Officer Bicycle Queensland www.bq.org.au
    • 47. Our Twitter Account
      • @bicycle_qld
      • Bicycle Queensland is a cycling advocacy & events community group, 10,000 members
      • Following: 59
      • Followers: 268
      • Updates: 29
      • Since: Feb 2009
    • 48. Who we’re reaching via Twitter
      • Cyclists! Especially those who commute in Brisbane.
      • Bicycle Queensland members who want the very latest information.
      • Cyclists interested in advocacy issues and alerts.
    • 49. What We Tweet About
      • The ever-changing and on-going debacle that is commuter cycling in Brisbane. Closures, detours, explosions, floods, fires, anything that might affect cyclists.
      • Issues outside of the normal time-span of other communications media, i.e. calls to action.
      • Other time-sensitive info for cyclists: media opportunities
      • Behind the scenes snippets, occasionally
    • 50. What I’ve Learned
      • Not much really, our Twitter use is quite experimental
      • I’m using Twitter as a “broadcast” medium, so its like email, more instant but less widespread
      • My personal use (@ademack) suggest to me that Twitter works OK as a conversation in a network of less than 100. The larger the network, the more ‘broadcast’ you become.
    • 51. How We Measure Success
      • Number of followers
      • Retweets of alerts
      • Getting asked to speak at seminars where there might be free coffee?
    • 52. Future Twitter Plans
      • Twitter is not a formal part of our communications strategy.
      • Mostly likely: Sending RSS ‘headline feed’ of a couple of categories of news: detours, alerts
    • 53. It’s so hot right now! Huw Griffiths CEO Social Horizon www.socialhorizon.com
    • 54. Hatching a new app with twitter…… Feb 2009: finished our new beta map application Q: Could we turn this into a useful stand alone app?
    • 55. Late March 2009: We noticed…. tinyurl.com & bit.ly Used to shorten URLs But… Not ideal for map URLs Often map URLs > 140 char
    • 56. April 2009: So we developed…..
    • 57. 3 step process to create a short map URL….
      • Type in an address to put a marker on the map
      • (optional step) Edit address Add:
      • Info, comment
      • photo, image
      • video
      • URL
      (optional step) Add additional data layers (optional step) Zoom / move the map 27 oconnell street nsw
    • 58. 2. Click link buttons to create a short/custom URL 3. Create your tweet and pass over to your twitter account ready to send
    • 59. SHARING OPTIONS:
      • Copy and paste
      • & offline comms.
      2. Default email client 3. Your twitter account 5. Google maps 4. Add This buttons
    • 60. Full experience for the recipient of your map – optional info. layers http://amap.to/Bilsons_2k8qo
    • 61. Our Twitter Account
      • Account: @amapto
      • Bio: Start-up : Niche Social Travel Networks
      • Following: 250
      • Followers: 120
      • Updates: 4 – product updates, prize draws
      • Since: 27 th April 2009
    • 62. It’s so hot right now! Lorne Gerlach & Mik Grieve meta4 Integrated Digital Marketing meta4.com.au
    • 63. Who we are
      • Integrated digital marketing agency
      • Specific focus on 5 main areas:
      • Social media
      • Email marketing
      • Paid search
      • Analytics
      • Web Development
    • 64. Our Client’s Twitter Account
      • Account:@ideasfestival (www.twitter.com/ideasfestival)
      • Following: 260
      • Followers: 376
      • Updates: 95
      • Since: Jan 2009
    • 65. Who We Were Trying To Reach
      • The previous three festivals had attracted an audience that was primarily 45 and older
      • We were trying to get the word out about the festival to the 18-35 age group
    • 66. What We Tweeted About
      • Three main focus areas:
      • Awareness – Driving traffic to festival blog, website and relevant media coverage
      • Community – Publishing survey results, putting out the call for bloggers and twitterers for the festival proper
      • Realtime Updates – Letting people know just what was going on during the festival
    • 67. 5 Things We’ve Learnt
      • Importance of promoting standard taxonomy
      • People are keen to participate if empowered to do so
      • Twitter is a personal, immediate medium
      • Twitter is highly effective as a “realtime” publishing platform
      • Venues are a little behind the technology curve
    • 68. How We Measure Success
      • Growth rate of channel over time
      • Volume of #ideasfestival tweets during tweets
      • Exit polling for demographics (18-35s outnumbered 45+)
    • 69. My Favourite Twitter Related Tool
      • We use TweetLater to schedule tweets ahead of time.
      • Perfect for the session updates during the festival
    • 70. Future Twitter Plans
      • Dependant on state government funding
    • 71. It’s so hot right now! Marissa Tree Senior Account Manager Red Agency (Brisbane) www.redagency.com.au
    • 72. My Twitter account
      • Account:@marissatree (www.twitter.com/marissatree)
      • Bio: Brisbane team leader of Aussie PR agency Red Agency (Euro RSCG Worldwide). I own 50 pairs of shoes (and counting) & am on the hunt for the perfect cupcake.
      • Following: 1,994
      • Followers: 1,471
      • Updates: 865
      • Since: Oct 08
      • *figures as at 12noon, 26/05/09
    • 73. Who I’m trying to reach
      • Other industry professionals – PR, advertising, marketing, branding, digital
      • Journalists
      • Clients – current and potential
      • Clients’ target audiences and key influencers
    • 74. What I Tweet about
      • Interesting industry articles and news pieces
      • Other industry-based comments
      • Client achievements/events
      • Engage in discussion with other industry professionals
      • General observations and opinions about anything that interests me
      • Great cupcakes and new additions to my shoe collection
    • 75. 5 things I’ve learnt
      • Twitter is to Facebook as PR is to advertising
      • Twitter is a vehicle for discussion and opinion-generation
      • Followers spike when other people RT or #follow
      • Real-world manners exist in the Twitterverse
      • Twitter is not “new”
    • 76. How I measure success
      • Number of followers and return followers
      • Amount of engagement (DM’s, RT’s, mentions)
      • Who is following me – the right target audience
    • 77. A strategic approach to using Twitter STRATEGY FOLLOW CREATE ENGAGE Customer relations Your customers and potential customers Relevant content, targeted to your audience inc tips, company info etc Answer questions and respond to comments about your brand Crisis management Your brand, products and relevant issues Direct to additional resources and updated information Answer questions, respond to comments, raise issues, provide info Corporate reputation management Industry leaders, similar interest groups, news/media Insights, expertise, become a “thought leader” Jump into the conversation, be transparent and add value Event coverage Those interested or attending event, media Event information, updated, behind-the-scenes info Set up Tweet-ups, talk to attendees, ask and answer questions Product promotion & sales Current and potential customers, those interested in similar products Links to online promos, insider info on upcoming sales, discount codes Check replies, DMs and RTs, answer questions, provide additional info Issue advocacy Those interested in your cause, industry leaders, news Added value: health tips, disaster alerts, fundraising info Know your followers, thank them for their support, get them involved
    • 78. Some of the best PR-based Twitter conversations
      • The “fake” Stephen Conroy
      • Social Media Club Sydney
      • Cat food for comment
      • Secret Government plan to tax Twitter
      • 2009 Logies
      • Ashton Kutcher and 1 million followers
      • Hugh Jackman & the “Opera Centre”
      • Sydney blackout
      “ At the peak of the violence, more than one message per second with the word “Mumbai” in it was being posted onto Twitter…” as reported by The New York Times .
    • 79. Future Twitter plans
      • To engage more with followers, specifically industry people, media and potential clients
      • To educate clients on how to engage with Twitter and its users
      • To generate business leads
    • 80. It’s so hot right now! Bronwyn Klepp Marketing Manager Queensland Theatre Company (A Twitter Beginner) www.qldtheatreco.com.au
    • 81. Our Twitter Account
      • Account:@qldtheatreco (www.twitter.com/qldtheatreco)
      • Bio: Queensland Theatre Company invites you to experience blazingly honest and beautifully intense observations on the way we live during our 2009 Season.
      • Following: 313
      • Followers: 325
      • Updates: 31
      • Since: 16 Feb 2009
    • 82. Who We’re Trying To Reach
      • Anyone interested in theatre or the performing arts generally; predominantly in Brisbane, but also around the world.
      • People who attend our performances.
      • Potential attendees of our performances.
      • Artists and the Australian arts industry.
      • Media and bloggers.
    • 83. What We Tweet About
      • Day to day happenings that might affect our audiences (e.g. sold out shows, rain-soaked shows); gossip (e.g. London’s hottest young writer arriving in Brisbane).
      • Latest news – with a link to our monthly e-news.
      • Promote special offers and events (e.g. $20 Tuesdays).
      • Invite Twitter users to events.
      • Promote our artistic programs open to the public (e.g. young playwrights program).
    • 84. 5 Things We’ve Learnt
      • The more people you follow the more followers you’ll have - especially by following people you know, Twitter users with large follower lists, key Twitter influencers in your industry, and your competitors’ followers.
      • Twitter requires daily, dedicated resourcing; diarise Twitter time to tweet and to find new followers.
      • Sometimes it’s hard coming up with valuable and interesting tweets every day; create a flexible bank or plan of tweets.
      • Treat Twitter like a cocktail party – meet people, have conversations and ask/answer questions.
      • It’s addictive.
    • 85. How We Measure Success
      • Number of followers.
      • Level of engagement (e.g. retweets, mentions, replies) - particularly by observing the number of Twitter users who take action on our tweets through tweetreach.com.
      • How we’d like to measure success:
      • What kinds of tweets get the most replies and/or retweets?
      • What kind of interaction between other Twitter users and our brand brings us the most followers?
      • How do we rate against our competitors using Twitterank.com?
    • 86. My Favourite Twitter Related Tool
      • Tweetreach.com – shows you how far your tweet travelled by tweet type including replies and retweets.
    • 87. Future Twitter Plans
      • To truly embrace this social media tool and start creating conversations (rather than just content). And, from these conversations create a community that’s interested in and involved with Queensland Theatre Company.
      • Tweet more often, using the 70-20-10 rule: 70% sharing information; 20% connecting/corresponding with fellow Twitter users; 10% chit-chat – classic tweets, no links, giving our brand personality.
      • Start using third-party tools (e.g. Tweetbeep, ping.fm, tweetlater).
      • Follow Joel Comm’s 30-Day Plan for Twitter domination in Twitter Power.
    • 88. It’s so hot right now! ADAM PENBERTHY Founder FRESH – advertising communications www.thinkfresh.net.au
    • 89. My Twitter Account
      • Account: @adampenberthy (www.twitter.com/adampenberthy)
      • Bio: Under 30's (aka Generation Y) advertising dude, youth culture consultant, and professional shower singer!
      • Following: 137
      • Followers: 245
      • Updates: 183
      • Since: Oct 2008
    • 90. Who We’re Trying To Reach
      • Other people in the industry both here and abroad
      • Potential clients, friends, colleagues
      • People interested in areas that we’re researching (ie. Binge Drinking)
    • 91. What We Tweet About
      • 70, 20, 10 rule.
      • New media, digital tactics, research and articles about Gen Y, Z and youth.
      • Different events we’re speaking at.
      • Information I learn about at conferences.
      • Questions to our followers and the Twitter community to help generate ideas – e.g Real estate.
    • 92. 5 Things We’ve Learnt
      • How easy it is to get distracted by it... 
      • Opportunity to gain mass insight into a wider publics perception about various brands, concepts and ideas
      • Amazing resource to learn from the market leaders and build potential business connections
      • Help position ourselves as an authority in youth
    • 93. How We Measure Success
      • Traffic to our website that originates from Twitter.
      • The amount of RT’s generated off our posts (particularly off research and insights we share).
      • DM’s requesting further information.
      • The number of follow requests you get whilst from delegates at various conferences.
      • @replies and #tags.
    • 94. My Favourite Twitter Related Tool
      • My crew uses Twhirl to manage our Twitter presences
      • Or Twitterberry from my phone.
    • 95. Future Twitter Plans
      • Increase followers via proactive means.
      • Drop barriers between offline and online Twitter activity (sharing information at events) – discounts for Twitters
      • Building tools for our clients to help them Tweet effectively in their companies interest.
      • Develop new tools that listen closer to what’s being Tweeted and comparing it against other online data – i.e content aggregation
    • 96. It’s so hot right now! Spencer Howson Breakfast presenter 612 ABC Brisbane www.abc.net.au/brisbane
    • 97. Our Twitter Account
      • Account:@612brisbane ( www.twitter.com/612brisbane
      • Bio: Brisbane’s number one talk broadcaster
      • Following: 3141
      • Followers: 3413
      • Updates: 3392
      • Since: Jan 2009
    • 98. Who We’re Trying To Reach
      • A broader audience – in age and interests - than our traditional 40+ radio audience.
      • Those who need to know travel, weather and other basic information relating to Brisbane.
      • People who can interact with us to help provide engaging content, on air and online.
    • 99. What We Tweet About
      • Specific interviews and stories – mix of coming up and on air/online now
      • Ask for feedback – questions to put to interviewees, etc
      • Need-to-know Brisbane information – traffic, weather – in real time. Critical updates take precedence in emergency situations.
      • Live event tweets such as the a feed from the Tally Room during the Queensland election
    • 100. 5 Things We’ve Learnt
      • Follow those who follow you – it’s crucial to approach Twitter as a two-way exchange, a conversation
      • Excellent way to communicate with our ‘new’ audience
      • Be a unified voice (not the voice of separate programs)
      • Be personal in our interaction with followers
      • Consistency in tweet output and tone (while not being boring – light and shade)
    • 101. How We Measure Success
      • Number of followers (immediate gauge of usefulness of tweets)
      • Amount of engagement (DMs, RTs, mentions, questions)
      • The number of compelling stories we’ve found via Twitter
      • Traffic to abc.net.au/brisbane that originates from Twitter
      • Number of new listeners to 612 ABC Brisbane who have found us via Twitter (and let us know!)
    • 102. My Favourite Twitter Related Tool
      • bit.ly: we have a free account – can save often-used link addresses and can track click-backs.
    • 103. Future Twitter Plans
      • To engage with followers rather than just broadcasting.
      • Increase followers via proactive means.
      • Promote Twitter activities through other media.
      • Become THE must-follow @account for need-to-know info in Brisbane
      • World domination.
    • 104. Thanking Our Partners
    • 105. JUNE EVENT Internet Start Up Success Do you have a new business idea or maybe you help new businesses get started? Our speakers will share their tips on starting an online business covering funding, legal requirements & more. Plus hear from local entrepreneurs about their online business success. Tickets on sale soon. www.interactiveminds.com.au
    • 106. Follow us on Twitter: @IMBrisbane Tweet this event #IM0905
    • 107. Follow our partners on Twitter: ourbrisbane.com @ourbrisbane @ob_shopping Digicon @digiconwebdev Hitwise @Hitwise_AP Nett @nettmag Granite Belt Wines @GraniteBeltWine
    • 108. www.granitebeltwinecountry.com.au