AOIFE Conference 2011 twitter workshop

Aoife Flynn loves music, art, theatre, culture, fashion, food, the interweb. Consultant Arts marketeer & project manager www. a squared.ie twitter.com/stranded_aoife

Aoife Flynn @stranded_aoife www. a squared.ie Twitter for Festivals
What I’ll be focusing on today…
Why Twitter?
Some Do ’ s and Don'ts of good twitter practice
Twitter for Festivals – some practical tips
What I’ll be focusing on today…
Why Twitter?
Some Do ’ s and Don'ts of good twitter practice
Twitter for Festivals – some examples

Why Twitter? Aoife Flynn @stranded_aoife www. a squared.ie
The number of Irish Twitter users are increasing, from 7% to 11% in the most recent quarter (Feb – May ’ 11)
(although number of accounts has risen there is a drop in daily usage from 30% to 21%)
11% of total irish adult population have twitter accounts ( 385,000)
217,845 of those are active – sending at least one tweet in June 2011
47% of users send 10 or more tweets a month
The average user in June has 199 followers, 213 friends, & has sent 1178 tweets since joining Twitter
Hard to get accurate stats as people access twitter in so many ways
Many more people see twitter feeds than are on twitter
Source – Ipsos/neworld.com/knexsy (May/June 2011)

Aoife Flynn @stranded_aoife www. a squared.ie Twitter Feed on home page

Twitter.com (web) 33%
Twitter for iPhone 19.6%
Twitter for BlackBerry 7.6%
Twitter for Android 4.5%
Facebook 3.6%
TweetDeck 3.6%
Tweet Button 3.3%
Mobile Web 2.8%
Echofon 1.8%
Twitter for iPad 1.1%
( HootSuite 0.8%)
Source: Kknexsy.com (June ‘11)
Aoife Flynn @stranded_aoife www. a squared.ie Top 10 Twitter Applications for sending tweets

Why Twitter? A Top 7 Aoife Flynn @stranded_aoife www. a squared.ie
Hear what people are saying about you (search)
Join in the conversation
Take control of your message
Group your advocates around you (hashtag)
Easy method to update web content
Text option for technophobes!
Direct contact; The holy grail of marketing is to be able to make your customer feel like you are talking directly to them – one to one. Twitter actually allows you to do this

How to approach twitter Aoife Flynn @stranded_aoife www. a squared.ie
Using Twitter requires the same approach as using any social network:
Learn about it and its etiquette
Plan, Target and Track
Remember that effective Online/Social Marketing is a 2-way Converstion
Real World Integration

If you are not already using twitter, create an account and spend some time learning how it works before launching yourself publically on twitter for your organisation
Ask other twitter users how it works
someone in your organisation might already be on twitter in a personal capacity
Think about who in the organisation is the best candidate to tweet
it doesn’t have to be the marketing staff or an intern
It might be the director, or it might be front of house, or it might be a programmer, or a combination of all of the above
Consider who best embodies the spirit/brand values of your festival
Enable your twitter manager
Make sure whoever is manning the feed has the authority to reply directly, and quickly, without having to check with layers of management for every tweet
Have an internal response policy
Aoife Flynn @stranded_aoife www. a squared.ie 1. Learn about it

Do bother to learn the rules
Include your website, and relevant info in your bio. consider incl. who is tweeting
Check your DM (Direct Messages) regularly
Check your @replies regularly
Respond in a timely fashion (within a day at most, more quickly at festival time)
ReTweet (RT) regularly but remember that the average RT’s from individual accounts is only 8-10%, campaigns are often much higher
Always acknowledge the source of information if you are passing it on
Engage – get involved in conversations OTHER than those about your festival
A twitter client like TweetDeck combined with text alerts for DM’s and @replies is the best way to effectively monitor your conversations
Aoife Flynn @stranded_aoife www. a squared.ie 1. Learn about it

Aoife Flynn @stranded_aoife www. a squared.ie @GregansCastle

Aoife Flynn @stranded_aoife www. a squared.ie TweetDeck

Have a plan even if it’s not a full scale strategy what do you want to get out of twitter?
Set targets for each event/festival/campaign
Target web referrals, increase in traffic, increase in followers, or new visitors
Track your progress
Measure your effectiveness at achieving what you set out to.
Use stats from your own site – how many referrals are from twitter?
How many followers do you have?
How many ReTweets? What’s your TweetReach?
Use bitly to track shortlinks
Aoife Flynn @stranded_aoife www. a squared.ie 2. Plan, Target, and Track

Aoife Flynn @stranded_aoife www. a squared.ie Tweet Reach report for #bizfun

Bit.ly

Golden Rule of any online engagement? Conversations are two-way, this is especially true of twitter
Resist the broadcast only approach
Time your tweets (use an auto scheduler like Tweet Deck for regular info tweets)
Think of twitter as a “virtual front desk” for your festival. It should be;
Welcoming
Informal
Social
Informative
about festival and about audience
Interactive
Aoife Flynn @stranded_aoife www. a squared.ie 2. Twitter: Dialogue v ’ s Monologue

The best twitter use is one that merges on and offline
Display your festival #hashtag or twitter account in your venues
E.g. DubCon example
If you have a very active stream consider publishing the best tweets in your programme, or e-newsletters
Encourage twit pics – from your followers of your festival, and of you – remember the gregan’s example, pictures appear on your profile
Encourage tweetable check-ins on foursquare to increase the number of mentions of your festival
Appoint live guest tweeters to tweet about your festival as it happens, this can be on your account or on their own
If you do this successfully your visitor will become your best marketeer, and they work for free
4. Real World integration Aoife Flynn @stranded_aoife www. a squared.ie

DubCon Aoife Flynn @stranded_aoife www. a squared.ie

Content is king when it comes to successful online marketing. This is equally true of twitter
Is your content (your updates + tweeted media)
Snackable
Sharable
Relevant
More than just about sales
Does your content’s subject matter reach out beyond your festival and engage people around the broader themes of your festival, or your location, or another soft aspect of your work
Content is King Aoife Flynn @stranded_aoife www. a squared.ie

Think of ways you can use twitter to deepen your followers engagement
Run special twitter only offers/discounts
Run competitions to encourage user generated content
Tweet outside of Festival time
Use twitter to let people see behind the scenes
Use twitter to build anticipation for your festival
Use twitter to capture the highs during festival time – “wish you were there” effect
Look to larger festivals to see what they are doing on twitter
Content is King Aoife Flynn @stranded_aoife www. a squared.ie

Do claim your organisation’s name/twitter handle even if you’re not active
Do put your web address in the bio
Don’t “Flood the Stream”
Time your posts
(use tweet deck to schedule tweets)
Check what’s working via insights
Do encourage follower interaction
Ask questions
Run competitions
encourage #hashtags and put your official # in the bio
Practical Twitter tips Aoife Flynn @stranded_aoife www. a squared.ie

Use Tweet Deck to manage multiple accounts
Consider who in your organisation is the best person
Merge offline and online
Display a hashtag for an event, festival in your venues Dublin Contempory did this very effectively
Encourage people to tweet pictures of your event
Don’t have a third party tweet on your org’s behalf
Don’t link from facebook – except…
Do give back - #ff, set up text alerts, reply in a timely fashion
Follow your ReTweeters/followers
Practical Twitter tips Aoife Flynn @stranded_aoife www. a squared.ie

Full text and slides www. a squared.ie/news.html Thank you!

AOIFE Conference 2011 twitter workshop

by Aoife Flynn on Nov 10, 2011

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AOIFE Conference 2011 twitter workshop — Presentation Transcript