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Everything you need to know to be           tweet savvy
Agenda•Twitter Defined – What it is, how and why use it•Twitter Basics – RT, @, #, DM, followers, search, trends•Tweeting ...
Twitter Defined
What is Twitter?“Twitter is an online social networking and microblogging  service that enables its users to send and read...
What is Twitter?
TwitterEcosystem
Twitter Quick Facts•   Launched in 2006 out of Silicon Valley•   More than 106 million users, growing at a rate of 300,000...
What if you could engage 1-1      with people who are actually      are interested in what you      have to say?What if …
Why Tweet?•   Communication tool•   Customer service•   Brand awareness•   Drive traffic
Twitter Basics
Twitter Basics•   Tweet – 140 characters•   Handle – your Twitter name, @bob•   Timeline – displays your followers’ tweets...
Twitter Basics• Retweet – RT  Forwarding content to your followers while tagging the  originator• Mentions - @  Tagging so...
Twitter Basics• Searches – saving a search• Lists – Grouping users as you wish  Can be private or public, can follow lists...
Getting Started
Something to Think About•   Audience Who are you tweeting for?•   Goals What are you trying to achieve?•   Relevance Is it...
Something to Tweet About•   Updates on what you are doing now•   Opinions & emotions - their thoughts•   News & Informatio...
Tweeting with Style
Twitter Manners• Be polite Good manners go a long way
Twitter Faux-Pas• Sensitive issues Tread carefully!
Tasteful Tweets• No shameless promotion please !
Tweeting State of Mind• Emotions & sobriety The web is permanent        F@#$ng
Tweeting Time
When to Tweet ?• Tweet in real-time• 10-11 PM peak hour during the day• Best time to reach professionals:  – 9:30 AM, lunc...
To Follow or Not to Follow
How do you get followers?• Content – Valuable & relevant• RT, @, DM, search – Interact & follow others• #FF or Follow Frid...
How do you get followers?• Content – Valuable & relevant; 80/20 rule
How do you get followers?• RT, @, DM, search – Interact & follow others
How do you get followers?• #FF or Follow Friday – Follower referral
How do you get followers?• Get personal – Add a human touch to your  tweets
How do you get followers?• Keywords & hashtags – Use them
How do you get followers?• Be good ! Use those good manners
Twitter in Practice
Tweeting for HRGOAL: You want to attract talent• Search for potential candidates or people with networks of  interest• Wor...
HR Example
Tweeting to Support a LaunchGOAL: You want to create buzz around launch• Pre-launch Create anticipation before the launch•...
Example –Campaign Launch
Example – Event ActivationGOAL: You want to build brand awareness  around an event you are attending or hosting• Hashtag U...
Example – Event Activation
Example – Event Activation
Example – Team CommunicationGOAL: You want to create a microblogging platform to continue raising the bar of service deliv...
Tweeting Tools
Twitter Tools• Planning your tweets   – Hootsuite, tweetdeck• Tweet Reach & Influence   – Tweetreach, Peer Index, Tweet Gr...
Martine English      brand_scientist      olive_media      menglish@olivemedia.ca
Twitter 101
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Twitter 101

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  • Goal for today is to leave you with a basic understanding of the world of Twitter and to give you some ideas on how you can effectively use it in your everyday life
  • Twitter isn’t for everyoneThere are a lot of niche platforms to suit the various needs out thereEnough to make anyone go nuts if they tried to keep up with all the platforms that are emerging over timeMy goal is to help you see how Twitter can work for you
  • Marketer’s dreamPull vs push
  • Communication tool – to make announcements, promote accomplishment but DON’T SELL!Customer service – to deal with cs issues and complaints – becoming common in B2CBrand exposure – with the right followers and content, it is a very cost effective way to increase brand awarenessDrive traffic to your website, your store, your event – tweet about it enough, get RT, tag people, align with other promotional tools , you can use it to drive people to you
  • Audience – who do you want to follow, which conversations you want to be a part ofGoals – why are you on twitter? Is it to help promote your brand or is it for personal use, to stay connected with friends, networkingRelevance – would anyone care about what you have to sayValue – tweets have to be interesting , otherwise who will care?
  • Are you enjoying a burger a a new hip eatery or moving to your new place? Tweet about it! But don’t overdo itBut be mindful that things you write on the web leave a permanent trail
  • Be niceThank others for their tweets and retweets and give credit when credit need be given
  • Are you enjoying a burger a a new hip eatery or moving to your new place? Tweet about it! But don’t overdo it
  • Be tasteful in how you chose to promote your brand
  • There are moments when you just shouldn’t be tweeting….
  • Going through each one in detailIf you are in the music biz, be in that convo. Avoid talking abt finance all the time, even if that’s something you’re really passionate aboutBeing part of the conversation really means just that. You have to find people who are talking, and interact!Give follower referral – it’s a great way to get noticed and follow backsDon’t be rigid if you are tweeting for a brand – make sure you add the human element people are looking for – share the inner culture of your organization, the good and the fun that makes your brand stick with your audienceGreat example is – Richard Branson
  • Make sure your tweets are interesting and relevant to your followersStay relevant to them most of the time, and switch it up Ex: most of the time, I speak about advertising but I some time add in news related content or content relevant in the now ex: earthquake, layton,
  • Go get them if you want some to come to youAnd interact!~You have to differentiate yourself if you are going to get followed
  • Suggest follows to your followersAnd give them a reason why they should followGroup by similar topicEx: #FF great @torstardigital properties @olive_media @torontodotcom @wagjag @shopcatch #digital
  • If you are in the music biz, be in that convo. Avoid talking abt finance all the time, even if that’s something you’re really passionate aboutBeing part of the conversation really means just that. You have to find people who are talking, and interact!Give follower referral – it’s a great way to get noticed and follow backsDon’t be rigid if you are tweeting for a brand – make sure you add the human element people are looking for – share the inner culture of your organization, the good and the fun that makes your brand stick with your audienceGreat example is – Richard Branson
  • If you are in the music biz, be in that convo. Avoid talking abt finance all the time, even if that’s something you’re really passionate aboutBeing part of the conversation really means just that. You have to find people who are talking, and interact!Give follower referral – it’s a great way to get noticed and follow backsDon’t be rigid if you are tweeting for a brand – make sure you add the human element people are looking for – share the inner culture of your organization, the good and the fun that makes your brand stick with your audienceGreat example is – Richard Branson
  • Be grateful, give credit
  • Be grateful, give credit
  • You can search for “marketing” and “toronto” and follow people who are talking abtmkthEven send them a @ to notify them of postings
  • http://twitter.com/#!/StarbucksJobs
  • Align with direct, out-of-home, event, experimential, other social mediaAdd twitter specific reward if you want a bigger impactDoes it make sense to have a promotional concept that is primarily based on TwitterEx: Old Spice guy on YoutubeOr an app?Sky’s the limit
  • Twitter is not a standalone tool but it can help create buzz if you use it properly#puddingface when campaign launchedPress releaseSo they don’t actually have a pudding face account
  • Inform about the event highlights and make your competitors jealous they missed the action
  • Scribble LiveWe used tidytweet to manage tweetfeed and it displayed using visbletweetsA lot of events use a live feed and a hashtagTweets are to help people who aren’t present at the event get a glimpse of the highlightsAlso a great way to psyched up people and hype up an event
  • Scribble LiveWe used tidytweet to manage tweetfeed and it displayed using visbletweetsA lot of events use a live feed and a hashtagTweets are to help people who aren’t present at the event get a glimpse of the highlightsAlso a great way to psyched up people and hype up an event
  • Ex: wouldn’t it be great to use for ITYou tweet instead of emailing…you can an instead answer as to who and what will be needed
  • Yammer & presently has apps on iphone, BBM, androidMicroblogging tools for business to eliminate privacy concernsYou could share HR updates, industry updates, facilities updates, performance updates, Would it repleace email? It could eliminate some!
  • Be grateful, give credit
  • Transcript of "Twitter 101"

    1. 1. Everything you need to know to be tweet savvy
    2. 2. Agenda•Twitter Defined – What it is, how and why use it•Twitter Basics – RT, @, #, DM, followers, search, trends•Tweeting – How, what, when, to whom•Twitter Tools
    3. 3. Twitter Defined
    4. 4. What is Twitter?“Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as tweets.”- Wikipedia“Twitter asks what’s happening and makes the answers spread to millions around the globe, immediately” - Twitter
    5. 5. What is Twitter?
    6. 6. TwitterEcosystem
    7. 7. Twitter Quick Facts• Launched in 2006 out of Silicon Valley• More than 106 million users, growing at a rate of 300,000 daily• 5.7% of users are Canadian = 6 million users in Canada• 62% of all users are in the US• Toronto and Vancouver are among the fastest growing Twitter cities• More than 3 billion tweets daily• The more followers people have, the more they tweet
    8. 8. What if you could engage 1-1 with people who are actually are interested in what you have to say?What if …
    9. 9. Why Tweet?• Communication tool• Customer service• Brand awareness• Drive traffic
    10. 10. Twitter Basics
    11. 11. Twitter Basics• Tweet – 140 characters• Handle – your Twitter name, @bob• Timeline – displays your followers’ tweets• Search engine –search for content and users• Following – Your followers and who you follow
    12. 12. Twitter Basics• Retweet – RT Forwarding content to your followers while tagging the originator• Mentions - @ Tagging someone in a tweet/update Interaction/starting up a conversation with user• Hashtags - # Search aggregator Ex: #oliveparty, #overthesummer, #omg, #anything, etc.
    13. 13. Twitter Basics• Searches – saving a search• Lists – Grouping users as you wish Can be private or public, can follow lists• Messages or DM – Sending a private message Only works for users mutually following one another• Profile – your tweets• Who to follow – Suggestions on who to follow
    14. 14. Getting Started
    15. 15. Something to Think About• Audience Who are you tweeting for?• Goals What are you trying to achieve?• Relevance Is it tweet worthy?• Value Are my tweets interesting?
    16. 16. Something to Tweet About• Updates on what you are doing now• Opinions & emotions - their thoughts• News & Information about what’s going on• Reactions to what’s happening now• Include Media – articles, photos, videos, etc.• Replies to tags and content posted by others• Everything else!
    17. 17. Tweeting with Style
    18. 18. Twitter Manners• Be polite Good manners go a long way
    19. 19. Twitter Faux-Pas• Sensitive issues Tread carefully!
    20. 20. Tasteful Tweets• No shameless promotion please !
    21. 21. Tweeting State of Mind• Emotions & sobriety The web is permanent F@#$ng
    22. 22. Tweeting Time
    23. 23. When to Tweet ?• Tweet in real-time• 10-11 PM peak hour during the day• Best time to reach professionals: – 9:30 AM, lunchtime & 5-6 PM
    24. 24. To Follow or Not to Follow
    25. 25. How do you get followers?• Content – Valuable & relevant• RT, @, DM, search – Interact & follow others• #FF or Follow Friday – Follower referral• Get personal – Add a human touch to your tweets• Keywords & hashtags – Use them• Be good ! Use those good manners
    26. 26. How do you get followers?• Content – Valuable & relevant; 80/20 rule
    27. 27. How do you get followers?• RT, @, DM, search – Interact & follow others
    28. 28. How do you get followers?• #FF or Follow Friday – Follower referral
    29. 29. How do you get followers?• Get personal – Add a human touch to your tweets
    30. 30. How do you get followers?• Keywords & hashtags – Use them
    31. 31. How do you get followers?• Be good ! Use those good manners
    32. 32. Twitter in Practice
    33. 33. Tweeting for HRGOAL: You want to attract talent• Search for potential candidates or people with networks of interest• Work culture Share content & media about it and interact with coworkers on Twitter as your reason to believe• Retweet work culture related content• Post jobs Sell it in 140 characters and use keywords• Be industry relevant Share industry related content, application best practice, news content, etc.• Questions Be accessible to answer them• Link up Website, Linkedin, Facebook, email signature
    34. 34. HR Example
    35. 35. Tweeting to Support a LaunchGOAL: You want to create buzz around launch• Pre-launch Create anticipation before the launch• Consistency Align with other promotional initiatives & piggy back off one another• Leverage PR Tweet news content & PR contacts• Hashtags Create your own if you will have Twitter specific initiatives• Team Involvement Get excited and participating• Rewards Include it to build participation
    36. 36. Example –Campaign Launch
    37. 37. Example – Event ActivationGOAL: You want to build brand awareness around an event you are attending or hosting• Hashtag Use and/or create them• Follow & interact People tweeting about event• Retweet Posts about the event• Show why people should care about your events
    38. 38. Example – Event Activation
    39. 39. Example – Event Activation
    40. 40. Example – Team CommunicationGOAL: You want to create a microblogging platform to continue raising the bar of service delivery• Be Accessible & Responsive – This is key!• Connect With coworkers• Share tips FAQ’s or ways to improve experience• General updates Tweet about general service updates
    41. 41. Tweeting Tools
    42. 42. Twitter Tools• Planning your tweets – Hootsuite, tweetdeck• Tweet Reach & Influence – Tweetreach, Peer Index, Tweet Grader, Twitalyzer, Klout• Trends & Tweetups – Trendsmap, Trendistic• Campaign measurement – Radian6, Sysomos, etc.• For more tips – Mashable Twitter Guide Book
    43. 43. Martine English brand_scientist olive_media menglish@olivemedia.ca
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