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Advanced Twitter Methodologies - BYU Marriott School MBA693r Presentation

Advanced Twitter Methodologies - BYU Marriott School MBA693r Presentation



Advanced Twitter Methodologies ...

Advanced Twitter Methodologies
Presentation to the BYU Marriott School MBA693r Social Media Marketing Class
by Kip Meacham

If “[m]arketing is the distinguishing, unique function of the business” (Peter Drucker), then social media marketing presents new opportunities for you to distinguish corporate and personal brands by innovating using this gatekeeper-less communications medium. Only by understanding and planning the three elements of 1) conversation, 2) content and 3) context will you realize an advantage in your messaging and communications.

To be consumed, companies and individuals must deliver content through social media channels that tell a story. Your social media content must also recognize and meet the different behaviors and needs of John Palfrey’s and Urs Gasser’s three digital constituencies: digital immigrants, digital settlers, and digital natives.

Examining social media tactics of 1) moving market segments to action; 2) rallying brand lovers against brand haters; 3) finding, eavesdropping on, and engaging in relevant social conversations; 4) creating community around your space using tweetchats; and 5) exploiting proven and up-and-coming tools are discussed. Citations from multiple authors (Robert B. Cialdini, Ph.D., Ann Handley, C.C. Chapman,
Jay Baer, Amber Naslund, Gary Vaynerchuk, and David Meerman Scott), a useful list of Twitter-focused tools, and a marketing professional’s social media reading list are also included.

Presented on 14 February 2013 in Provo, Utah by Kip Meacham, vice president of marketing & business development for Salt Lake City, Utah-based Card Access, Inc.



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Advanced Twitter Methodologies - BYU Marriott School MBA693r Presentation Advanced Twitter Methodologies - BYU Marriott School MBA693r Presentation Presentation Transcript

  • AdvancedTwitterMethodologiesKip MeachamBYU Marriott School | MBA693r | Social Media MarketingThursday, 6:30-8:00pm, 14 Feb 2013NOTE: To properly view this presentation as a PPTX or PDF, you must install the LATO typefacefamily. To download a free version of the typeface, CLICK HERE.
  • EATINGMY OWNDOG FOOD #MBAsocial May I learn from you? TWEET IT: Use your favorite Twitter client, Let’s use a #quasitweetchat format to or give TweetDeck, Hootsuite, or take a capture your observations, questions www.tweetchat.com test drive and such #HASHTAGIT: Let’s use your #MBAsocial to catalyze, capture and curate the stream of consciousness SAY IT: An unused hashtag is an un-useful thing. Candor is great. Kind is appreciated. 2 ADVANCED TWITTER METHODOLOGIES
  • I CAN’T WAITTO HEAR WHATI HAVE TO SAY Discussion Contents Social Media Marketing AM2: Raison detre Tweetchats Digerati Demography AM3: Lovers & Haters : A Case Study Untangling Social Video AM1: Q&A, Going Farther to Twitter Search Further Yourselves 3 ADVANCED TWITTER METHODOLOGIES
  • INNOVATION &MARKETING [T]he purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. Peter Drucker, Premier 20th Century Business Consultant (emphasis added) 5 ADVANCED TWITTER METHODOLOGIES
  • QUOTE We operate in a world without trust… There’s no other word than ‘dire.’ Richard Edelman, 10 June 2011 PRSA Leadership Rally On the public perception of business and government 6 ADVANCED TWITTER METHODOLOGIES
  • ANOTHERQUOTE People see everything as spin and lies. Peggy Noonan Speechwriter for Ronald Reagan, WSJ Columnist 7 ADVANCED TWITTER METHODOLOGIES
  • CHANGE OR DIE(MORTALITY ISINCREASING ATAN INCREASING RATE) Success factors The opportunity for social media innovation is in the integration of: CONVERSATION: Talking with—not to—the customer/the client/the world (the JOURNEY and the DESTINATION) CONTENT: Being a successful media outlet is arguably as critical as the core business skill (the PAYLOAD) CONTEXT: If your content is the payload, then your context is the delivery system you use (the DELIVERY SYSTEM) 9 ADVANCED TWITTER METHODOLOGIES
  • EVERYCOMPANY IS AMEDIACOMPANY “In an era where every brand is a publisher and a content creator, you have to have a point of view and a compelling voice. You have to know how to tell a story,” she told me. “Journalistic training gives you an ear for story; you learn how to draw a reader in…” Ann Handley, Chief Content Officer, Marketing Profs (emphasis added) 10 ADVANCED TWITTER METHODOLOGIES
  • THE CONTENTCONSUMERTRUMPS THECEO … The biggest mistake companies make is not thinking about their reader first. There’s still the corporate voice –and the CEO loves it, but the customer doesn’t. You have to create content the customer will thank you for.” Ann Handley, Chief Content Officer, Marketing Profs (emphasis added) 11 ADVANCED TWITTER METHODOLOGIES
  • BRAVENEW WORLD http://www.borndigitalbook.com/ Digital Immigrants Digital Settlers Digital Natives Grew up analog Evolved from analog to digital Born after 1980 High analog skills Shapers of the digital contour Native digital skill levels Low digital skills “DSL” – Digital as a Second Language Low analog skill levels High analog social interactions Mix of analog/digital social interactions Highly digital social interactions Digital privacy myth propagators High-to-pragmatic privacy concerns Minimal privacy concerns 13 ADVANCED TWITTER METHODOLOGIES
  • DEMOGRAPHYOVERSIMPLIFIED Who can you move and how? 20%: Those who LOVE you 20%: Those who HATE you 60%: Those who DON’T KNOW you and/or DON’T CARE about you
  • SPANNING THEDIGITALDEMOGRAPHY http://t.co/dubnhi7Q People are still people Authority: People tend to obey authority Reciprocity: People tend to return favors figures, even when asked to perform objectionable acts Commitment and Consistency: People Liking: People are easily persuaded by committing orally or in writing to ideas or other people they like goals are more likely to honor those commitments for self-image congruity Social Proof: People will do things they Scarcity: Perceived scarcity generates see other people doing demand 15 ADVANCED TWITTER METHODOLOGIES
  • LOVE AND HATE Question: What are the dynamics of the Context: Facebook with the intent to leak entrepreneureal demographic model in into Twitter social media? Hypothesis: Lovers will defend a popular brand against Haters in the social media Duration: 24 days to date space in a quantitatively and qualitatively superior response Content: Targeting #CafeRio as an Quantity: 6 Facebook wall posts establishment with #ALLTASTESAME cuisine
  • RESULTS So, what’s happened so far?TO DATE 230 Total COMMENTS 23 (10%) Likes of the HATER premise posts 47 (20.4%) Brand-advocating comments from LOVERS
  • TWITTERPATED Twitter is a powerful tactic Unfiltered access to every relevant persona at Twitter (www.twitter.com) is a highly democratic the price of opportunity cost message delivery system—as are all other social media platforms (Facebook, YouTube, Pinterest, etc.) Real-time access to relevant conversations The barriers to entry are in learning the syntax, (talking with your audience) versus search (talking to your audience) understanding the players in the relevant conversations, resourcing your content execution, and understanding how to influence the conversation In evolving your messaging processes to make use of the platforms for increased reach The opportunities are: 19 ADVANCED TWITTER METHODOLOGIES
  • ‘TALK TO’ AND /OR ‘TALK WITH’ Google Zeitgeist Twitter Search http://www.google.com/zeitgeist/2012/#the-world http://twitter.com/search 20 ADVANCED TWITTER METHODOLOGIES
  • WHERE ISTHE LOVE? Use your search terms to find conversations Begin your Twitter searches with your most relevant key terms Use a Twitter client that allows you to view multiple streams of consciousness (I like Tweetdeck. Hootsuite is popular, too) Lurk before you speak—don’t propose on the first date— because what you say is permanent 21 ADVANCED TWITTER METHODOLOGIES
  • WORK ISN’T ADIRTY WORD One addition to your marketing processes Start today to find the relevant conversations (80/20 rule) on the relevant platforms (80/20 rule) So in the 8-12 hours following the start of your next marketing activity, you converse, point to content in the proper context (this is pedestrian, sweaty, fun, real work) 22 ADVANCED TWITTER METHODOLOGIES
  • STRUCTUREDANARCHY Think ‘crowdsourced’ webinar in text Tweet Chats gather Tweeps on Twitter at a recurring time to discuss areas of interest Check out Pam Moore’s summary on Tweet Chats here: http://www.pammarketingnut.com/2011 /06/tweet-chats-101-41-success-tips- for-moderators-participants-guests/ 24 ADVANCED TWITTER METHODOLOGIES
  • EXECUTION Key components of a #tweetchat Critical mass for a relevant conversation A chat topic calendar (on the web (again, use your key search terms) property) A good #hashtag (this part is a branding Good framing posts (on the web exercise) property) The #tweetchat proper (think Cialdini A web property (to host framing posts, here—remind people, build anticipation, topic calendars, and curated tweetchats) point people to the framing post, and punch it) Moderator(s) / curator(s) A tweetchat archive for curation (again, on the web property) 25 ADVANCED TWITTER METHODOLOGIES
  • HOWIS IT DONE? Today’s case study: #innochat Hashtag: #innochat Conversation: “talking about innovation” Locale: Every Thursday @ 10am Mountain Time Web Property: www.innochat.com 26 ADVANCED TWITTER METHODOLOGIES
  • TOOL TIME Great #tweetchat helps www.tweetchat.com is a GREAT #tweetchat tool to monitor just one topic 29 ADVANCED TWITTER METHODOLOGIES
  • THE WORTH OFA PICTURE The greatest potential for reach ENDORSEMENT: Twitter-backed (#ABIGDEAL) CONTENT: The size of the PAYLOAD is in 6 second digestible chunks (and resonates with Digital Natives’ ADD content ingestion style) INNOVATION: Turning a primarily word-based platform into an image-based platform – STAND BACK 31 ADVANCED TWITTER METHODOLOGIES
  • TAKE ACTION Do something. Now. Begin. Kip Meacham, One of Your Workplace Peers 33 ADVANCED TWITTER METHODOLOGIES
  • COMMIT TOYOUR COURSE Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness. Concerning all acts of initiative and creation, there is one elementary truth the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then providence moves too… William Hutchison Murray, The Scottish Himalayan Expedition, J.M. Dent & Sons Ltd, 1951 (emphasis added) 34 ADVANCED TWITTER METHODOLOGIES
  • … All sorts of things occur to help oneDO. DREAM. that would never otherwise haveBEGIN. occurred. A whole stream of events issues from the decision, raising in ones favor all manner of unforeseen incidents, meetings and material assistance which no man could have dreamed would have come his way. Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it. Begin it now. William Hutchison Murray, The Scottish Himalayan Expedition, J.M. Dent & Sons Ltd, 1951 (emphasis added) 35 ADVANCED TWITTER METHODOLOGIES
  • A #TWEETCHATSHORT LIST Marketing-related PR-related #B2Bchat #pr20chat #Mmchat #Journchat #brandchat #measurepr Social media-related Some of my faves #smchat #innochat #swchat #HBRchat #SocialChat #ideachat #SMmanners #speakchat 37 ADVANCED TWITTER METHODOLOGIES
  • TRICKS & Link and LearnTOOLS Content Favorite Marketing Tweet Chats: http://www.livebinders.com/play/play?id=676025 Tweet Chats 101: http://www.pammarketingnut.com/2011/06/tweet-chats- 101-41-success-tips-for-moderators-participants-guests/ 12 Most Stimulating Twitter Chats: http://12most.com/2011/06/10/12- stimulating-twitter-chats/ Some Tools (alphabetized) DataSift: http://datasift.com/ Hashtracking BETA: http://beta.hashtracking.com/ Hootsuite: http://hootsuite.com/ Nurph: http://nurph.com/ TweetChat: http://tweetchat.com Tweetdeck: http://www.tweetdeck.com/ Tweetizen: http://www.tweetizen.com/ 38 ADVANCED TWITTER METHODOLOGIES
  • ADDITIONALREADINGS Content Rules Ann Handley & C.C. Chapman Crush It! http://www.contentrulesbook.com/ Gary Vaynerchuk http://crushitbook.com/ Swear words like commas Awesome methodology The NOW Revolution Jay Baer & Amber Naslund http://nowrevolutionbook.com/ NewsJacking David Meerman Scott http://www.newsjacking.com/ 39 ADVANCED TWITTER METHODOLOGIES
  • IS A BIZCARDINDICATIVE OFA DIGITALIMMIGRANT? Kip Meacham Card Access: vp marketing & bizdev Twitter: @kipmeacham Facebook: facebook.com/kiporama Pinterest: pinterest.com/kipmeacham Mobile: 1.801.362.0696 Email: kdmeach@cardaccess-inc.com 40 ADVANCED TWITTER METHODOLOGIES