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Twitter familiarisation session slides v0.3

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A familiarisation session on Twitter delivered in February and March 2011. The slides provide an overview of Twitter as applied within business and public organisations. A strong emphasis on business …

A familiarisation session on Twitter delivered in February and March 2011. The slides provide an overview of Twitter as applied within business and public organisations. A strong emphasis on business strategy.

Published in: Business, Technology, Spiritual

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  • Aramex – Global Logistics Company“We identified where customers communicate and interact, and found that our customers were talking about us online. We went where our customers are, and social media is a channel that enables us to tune in to their issues, so we can provide them with solutions. As a customer-centric company, our approach is to listen to customers and adapt to their needs.”
  • Boingo – Wireless Internet ProviderGreat customer service is “all about being available to help, no matter where that conversation takes place.”Being proactive. “We don’t wait until a complaint makes its way to us to address it,” says Nguyen. “Instead, we are proactively scanning for comments and conversations to jump in and help. Being authentic. “The other thing which may set us apart is our commitment to authenticity. We use our real names, give our real e-mail addresses and encourage our employees to engage with customers in ways that feel true to them and their style.”
  • Lichfield District Council builds web app that allows people to report problems to councils via TwitterThe new web application - FixMyTweet - created by Lichfield District Council, allows people across the country to report street problems to councils using the social media platform Twitter.This is the first application of its kind in the country. It allows everyone to report problems such as potholes, fly tipping, dog fouling and littering from their mobile phone, while they are out and about.Once users have signed up at www.fixmytweet.com, problems can be reported by tweeting a description, the postcode and adding the 'hashtag' #fixmytweet. They can even leave out the postcode if their phone is Twitter geolocation enabled.  The application uses the FixMyStreet website (www.fixmystreet.com), built by e-democracy project MySociety (www.mysociety.org). Once tweets are picked up, they are fed into FixMyStreet and an email is sent to the user to confirm their report and add more information. When the problem is confirmed, it is then sent to the relevant council.David S. Smith, Leader of Lichfield District Council said: "Social media is becoming increasingly important, not only in people's social lives, but also in their work or civic lives.  "By allowing people to report problems through Twitter, we're giving them the opportunity to get involved in small ways with their local councils, which will hopefully inspire them to becoming more involved and engaged in the future."Stuart Harrison, Webmaster at Lichfield District Council and lead developer of the project, said: "I regularly use FixMyStreet to report problems to my own council, and I'm an avid user of Twitter. I wanted to make it easy and fun for people to get involved in making their surroundings a nicer place to be. Linking FixMyStreet with Twitter seemed like a perfect fit.  "FixMyTweet makes it easy for me to report a problem as soon as I see it. I can then check my email when I get home and add in more detail if I want to."FixMyTweet was made possible by funding from the Communities and Local Government Timely Information to Citizens project.
  • ZocDoc – Doctor booking serviceSocial media was instinctive for free online doctor booking service ZocDoc. “The ZocDoc philosophy is that people should have faster, easier access to healthcare. It only made sense to us that our users should also have fast, easy access to us.”
  • JetBlue was one of the first major brands to join Twitter, which it did in Spring 2007. Today, the company has over a million followers
  • Transcript

    • 1. Twitter Familiarisation Session
      Dr. Jim Hamill
      jim.hamill@energise2-0.com
      Alan Stevenson
      alan.stevenson@energise2-0.com
      February, 2011
    • 2. Agenda
      Introduction to Social Media
      About Twitter: features and characteristics
      Key Success Factors – the 4Cs
      Twitter Strategy and Action Plan
      Questions, Discussion
      Close
    • 3. Outcomes
      Familiar with key features and functions
      Understand what we would use it for; business benefits linked to wider marcoms strategy
      The importance of ‘being customer led’
      Understand how to evaluate performance
      Ready to develop a clear vision and strategy for moving forward – objectives, targets, KPIs, customers, actions, initiatives, organisation and control aspects
      Prepare for pilot launch
    • 4. Introduction to Social Media
    • 5. The Social Media Revolution
      What is it?
      How big is it?
      Impact on the Public Sector – key things to remember
    • 6.
    • 7.
    • 8. What is Social Media?
      The three main components:
      • Applications
      • 9. Features and characteristics
      • 10. Business impact
    • Government 2.0
      Web 2.0 Applications
      Open source
      Online Applications/ Web Services
      Social Network Sites
      Social Content – Social Bookmarking
      Blogs or Weblogs
      Wikis
      Podcasts/ Vodcasts
      Virtual Realities
      Mash Ups
      RSS Feeds
      Mobile Web; Internet Telephony
      Twitter
      Impact
      Mindset
      Business Intelligence
      Customer Insight and Understanding
      Customer Interaction
      Enhanced Customer Experience – Rich Internet Applications
      Reputation Management
      Sales and Marketing
      Product Development and R&D e.g. engage and co-create
      IT/Software/Applications
      Operations, Internal Processes and HRM
      Characteristics
      Communities and Networks
      Openness
      Sharing
      Peering
      Hosted Services – online applications; the Internet as the platform
      Interactivity
      Social Element
      Mass Collaboration
      Empowerment
      Global
    • 11. How Big Is It?
    • 12. Impact
      Things to Remember
      about Social Media
    • 13. Key Things to Remember
      It’s social
      A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
      Conversations are taking place relevant to your local community
      Power shift
      Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success
      Blogs, social/professional network sites etc have become a prime source of local information
      Declining effectiveness of traditional approaches 
      Does anyone listen to government messages anymore?
    • 14. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
    • 15.
    • 16. Key Things to Remember
      Pull v push
      Consumers/users decide what information they wish to access
      New ‘mindsets’ are required
      Marketing as a conversation with your customers/network– dialogue not broadcasting
      But this is something that most of us are not very good at doing. We prefer ‘telling’ people
      SM ‘winners’ and ‘losers’
      ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
    • 17.
    • 18.
    • 19. Key Things to Remember
      New performance measures
      Requires new performance measures
      Quality of your network
      Relationship strength
      Ability to leverage
      Social media monitoring tools
      Redefines the concept of a web site
      a blog integrated with your other social network sites
      The need for new business/marketing models
    • 20. The 6Is Approach
    • 21. Performance Measurement
      • Involvement – network/community numbers/quality, time spent, frequency, geography
      • 22. Interaction – actions they take – read, post, comment, reviews, recommendations
      • 23. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
      • 24. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
      • 25. Insight – customer insight
      • 26. Impact– business impact
      Social Media Monitoring Tools –Audit, Assess, Impact
    • 27. Key Things to Remember
      The need for new business/marketing models
      Traditional approach:
      Product development – Differentiate – Market and Promote - Sell
      New model based on:
      Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally
      Engage and energise
      ‘Create the Buzz’
    • 28. Twitter Overview
    • 29. About Twitter
      What is it?
      How big is it?
      What can we use it for?
      ‘Getting started’
      Features and functions
      Do’s and dont’s
      Desktop, browser and mobile applications
    • 30. Twitter – what is is?
      Twitter www.twitter.com is a social networking service combining elements of blogging and texting (now multimedia as well)
      It allows users to send updates to their friends (or "followers") via the web or mobile phone
      Messages (or "tweets") are up to 140 characters each
      Unlike Facebook, anyone on Twitter can follow your updates
    • 31. Youtube
    • 32. YouTube
    • 33. Stephen Fry
    • 34. #edinburgh
    • 35. Crowdsourced News
    • 36. Power Shift
    • 37. From Humble Beginnings…
      Launched in March 2006 as SMS-based “group” communication
      Tipping point in SXSW conference where Tweets rose from 20,000 per day to 60,000 day
      400,000 tweets in 1st Qtr 2007 to 4 billion tweets in 1st Qtr 2010
      Source: http://en.wikipedia.org/wiki/Twitter
    • 38. How big is it?
    • 39. There are lies, damned lies, statistics
      and twitter statistics 
      The most important stat is whether
      your ‘customers’ use it or can be
      encouraged/trained to use it and the
      value add to the relationship
    • 40. What can we use it for?
      The ‘tweet river’ is becoming polluted – create music not noise
      Listen, learn, develop ‘actionable insight’ (by ‘following’ the right people). ‘We have two ears and one mouse’
      Broadcast/PR – inform, increase awareness
      Cost effective communications tool, instant/timely updates e.g. Weather
      But it is NOT just about one way broadcasting – its about conversation and engagement – this has time and resource implications
    • 41. What can we use it for?
      Twitter should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels
      Should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships
      Adopt a ‘customer led’ approach
    • 42. Business Benefits
      Improved marcoms
      effectiveness and efficiency
      Performance measurement tools are available
    • 43. Getting Started
      The best way to understand Twitter is to just get started. If you don’t already have a personal account, consider doing the following….
    • 44. Getting Started
      Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page
      Fill out basic information. This will include your full name, preferred user name, password and e-mail address. Remember that the user name is what people will see with an "@" symbol in front of it. For example, @yourname
      See if your contacts are on Twitter. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts so you can begin following them if they're already on the service
      Look at Twitter's suggestions. Twitter will suggest some people for you to follow as well. Check to see if any of them are relevant
    • 45. Getting Started
      Set up your profile. Click on "settings" in the upper right corner of your Twitter home page. You'll be brought to a tab-based menu that helps you build your profile and adjust settings
      Fill in the fields. Of particular importance is the "one line bio" under the "Account" tab. You have 160 characters to present yourself to the Twitter community. Many people choose to state their profession, and then maybe something outside of work that interests them as well
      Although, direct access to the Twitter Website is still the most popular means of managing your Twitter activity, popular Twitter clients like TweetDeck make managing your Twitter world much easier 
    • 46. Features and Functions
      Design – can be personalised
      Layout – Home Page, Profile, Messages, Who to Follow, Account Settings, Search
      Tweets
      Retweets (RT)
      @reply
      Direct message
      Hashtags #
      Follow/unfollow; following/followers
      Lists
    • 47. Features and Functions
      Native App
      Username
      Tweet
    • 48. Custom design
      Tweet with shortened URL
      Aramex
      Tweet @ replies
    • 49. Retweet
      Boingo
      Hashtags
      Subscribe to Tweets
    • 50. Features and Functions
      Favourited Tweet
      Suggested Follows
    • 51. You can embed your tweets
    • 52. Embed
    • 53. Make Use of Relevant Applications
      Desktop, Browser and Mobile Clients
      Tweet Feeds
      Twitter Search
      Analytics
      Directories and Follow Services
      Others
      See most recent post on www.energise2-0.com
    • 54. Desktop or Browser Clients
      Tweetdeck: http://www.tweetdeck.com/ (all)
      Hootsuite: http://hootsuite.com/ (all)
      Seesmic: http://seesmic.com/ (desktop and browser)
      Twitterific: http://iconfactory.com/software/twitterrific (phone)
      Twhirl: http://www.twhirl.org/
      There are also desktop and browser based applications available for smartphones (iphone, Android, Blackberry and Symbian)
    • 55. Seesmic
    • 56. TweetDeck
    • 57. TweetDeck
    • 58. Tweet Feeds
      Twitterfeed: http://twitterfeed.com/ allows you to feed your blog into Twitter. You provide the URL of a blog's RSS feed and how often you want posts to Twitter, and twitterfeed does the rest.
      Posterous: http://posterous.com/ blogging platform allowing feed to Twitter
      Others: most blogging and feedreader tools provide the ability to feed to Twitter, including Google Reader, Google Buzz, Wordpress, and so on
    • 59. Twitter Search
      Twitter Search http://search.twitter.com/search
      Twitter Clients like TweetDeckhttp://www.tweetdeck.com/
      Search engines are now providing live Twitter search, try Bing Twitter http://www.bing.com/twitter
      Monitter: http://monitter.com/ is a Twitter search tool, but it differentiates itself from others by allowing you to search for 3 search terms at once
      Tweet Scan: http://tweetscan.com/alerts.php searches Twitter, identi.ca and other Status.net-based sites. Results available via email, RSS, and JSON
    • 60. Analytics
      Klout: http://klout.com/
      TweetStats: Trending stats for your twitter profile http://tweetstats.com
      Topsy: http://analytics.topsy.com
      Export.ly: http://export.ly
      Twitalyzer: http://twitalyzer.com/
      Twittercounter: http://twittercounter.com/
      Twitturly: http://twitturly.com/
      Retweetist: http://retweetist.com
      Twitterfall: http://twitterfall.com/
    • 61. Directories and Follow Services
      Twitterholic: http://twitterholic.com
      Twibs: http://www.twibs.com
      We Follow: Twitter Directory and Search http://wefollow.com
      Twellow: Yellow pages for Twitter http://www.twellow.com
      Twitterati: Following the most influential bloggers on Twitter http://twittorati.com
      Tweepler: http://www.tweepler.com provides Twitter follower management and categorization services
      Friend or Follow: http://friendorfollow.com
      Twitterbatcher: http://twitterbatcher.com
      Followformationhttp://followformation.com/
    • 62. Other Applications
      Twitpic: http://twitpic.com lets you share photos on Twitter. You can post pictures to TwitPic from your phone, through TwitPic's API, or through the site itself. Also, some Twitter clients have built-in support for TwitPic.
      Twtpoll: http://twtpoll.com is a simple survey/ poll twitter app. Type in a 140 chars question, type in multiple choice answers, and embed/share it!
      TrueTwit http://truetwit.com/truetwit/signUp
      Twitdom: The twitter application database http://twitdom.com
      Twittervision: http://beta.twittervision.com/ maps tweets realtime
    • 63. Apps Using Twitter
    • 64. Apps Using Twitter
    • 65. Apps Using Twitter
    • 66. Twitter in Action…
      Iceland Volcano
      Source: "How airlines dealt with the ashcloud crisis through social media", Graham Robertson, Project Wander
    • 67.
    • 68.
    • 69. Iceland Volcano - April 15th
      Airline call centers got choked
      Websites were not updated with the latest flight delays
      The term #ashtag was first used by Ireland-based Tweeter JL Pagano
      When airlines started using #ashcloud along with their official updates, the utility increased significantly.
      Travelers were informed of their flight status online.
      KLM and Lufthansa became the first major airlines to use the hashtag. It was then picked up by other airlines, like Air Baltic and British Airways
    • 70.
    • 71.
    • 72.
    • 73. Don't Worry…
      Iceland’s bouncing back!
    • 74. Twitter in Action…
      Even when there’s no Internet there’s still Twitter
    • 75. Egypt
    • 76. Do’s and Dont’s
      Source: “10 Dos and Don’ts for Brands on Twitter”, Jolie O'Dell, Mashable
    • 77. Do’s and Don’t’s
      Don’t Be a Showoff
      Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’
      Don’t Use Poor Grammar or Spelling
      Don’t try to be too cool
      Don’t Get Too Personal (business users)
      Keep the conversations warm but professional; it’s what business users expect and anything else comes off as creepy
    • 78. Do’s and Don’t’s
      Don’t Auto-Tweet
      It’s OK to schedule tweets for specific times but don’t automate your entire feed. Users can smell a bot a mile away. Twitter is about personal/brand engagement not blatant promotion. Don’t automatically DM new followers; it’s seen as spam.
      Don’t Leave Air in the Conversation
      Respond as quickly as possible – within hours not days.
      Don’t Overtweet
      Don’t flood your followers’ timelines
    • 79. Do’s and Don’t’s
      Do Shout Out to Users Who Mention You
      Thank those making favourable comments; be very careful how you respond to any negative comments
      Do Monitor Keywords and Sector Trends
      And respond when appropriate
      Do Make an Informative Profile
      Use your brand logo as your avatar, and state the purpose of the account clearly in your description. Your profile’s main link should direct Twitter followers to the most informative, engaging and user-friendly part of your website
      Do Fish Where the Fish Are
      Where your customers hang out
    • 80. Questions
    • 81. Key Success Factors
      The 4Cs of Building a
      Successful Twitter Channel
    • 82. The 4Cs Framework
      Customers
      engage with the right ‘customers’
      Content
      be ‘customer led’ and add value
      Conversations
      twitter is not a broadcast channel. It is marketing as a ‘conversation’
      Conversions
      the ‘call-to-action’; core business objectives
    • 83. Customers
      The three key questions:
      Who do we wish to engage with?
      Where do we find them?
      How do we engage?
      Undertake a Customer Mapping and Segmentation exercise
      Building your twitter community – followers and followings
    • 84. Customer Mapping
    • 85. Building Your Community
      Use your existing communications channels
      Use the community building tools provided by twitter
      Some advice on "Finding Your Tribe"...Start by following, Engage and Be Followed, the role of Influencers, Directories, Spam and Avoid Get Follower Fast Schemes
    • 86. CRM 2.0 Tools
    • 87. CRM 2.0 Tools
    • 88. CRM 2.0 Tools
    • 89. Building Your Community on Twitter
      1. Start By Following
      Aim to follow 100 ‘quality’ profiles initially – to get started and get on the learning curve
      Some will ‘reciprocate’ but users are becoming more discerning – quality of your tweets and depth of engagement (replies, DM) are critical
      As your twitter presence develops, your level of conversion should increase
      Tools are available for showing who followed you back http://friendorfollow.com and http://www.tweepler.com)
      Network (through Replies or Direct Messages) and otherwise striving to add value with every tweet 
    • 90. Building Your Community
      1a. Deciding Who to Follow
      You should aim to follow accounts that add value to both you and your network
      Identify sources for “value” messages. Only follow those that provide valuable messages on a regular basis
      Follow those who are ‘influencers’ for your target customers This will help you to keep track of their tweets / conversations. You may be followed back. You will see opportunities for more direct engagement
      You can easily identify those to follow in a number of ways
    • 91. Building Your Community
      1b. Follow through Quality Content
      The best way to find ‘Who to Follow’ is through the quality of their Tweets and Retweets (and through search and lists).
      A good focused Tweet can indicate if someone is worthy of a follow.
      This works both ways. Consider the quality of your Tweets and the impact this is having on you being followed
      There are good twitter search tools available
      http://search.twitter.com/searchhttp://www.tweetdeck.com/http://www.bing.com/twitter  
      Social Media Monitoring Tools (www.topsy.com and others)
    • 92. UK Cops: Use Lists and Directories
    • 93. Building Your Community
      1c. Use of Twitter Directories
      A range of directories have emerged which have attempted to categorize people to follow, through their interests and professional background.
      We Follow http://wefollow.com
      Twellowhttp://www.twellow.com/
      Twibshttp://www.twibs.com
      Twitteratihttp://twittorati.com/
      We would suggest subscribing to some of the more popular directories and getting a profile up there also, makes it easier again for others to find you and understand quickly what you're all about
    • 94. Building Your Community
      1d. Use of Spam Avoidance Techniques
      There are many examples of Spam on Twitter and a mechanism is provided on both the Twitter website and some of the more popular clients to report this
      Tools are available for validating the 'follow' processes e.g. TrueTwithttp://truetwit.com/truetwit/signUp
      Best way to avoid spam is through careful selection of profiles to follow.
      Be aware of ‘get rich quick schemes’ and avoid overtly attractive profile pictures
      Remember the old adage, if it seems too good to be true it usually is
    • 95. Building Your Community
      1e. Do Not Automate the Follow Process
      Tools are available for automating the follow process
      We do not recommend these tools.
      Examples include:  http://twitterbatcher.comhttp://followformation.com
      1f. Avoid Get Followers Fast Schemes
      There are a number of 'get followers fast' schemes
      Don’t use them
      Your aim should be ‘quality’
    • 96. I would not follow this person
    • 97. Content
      Quality tweets are the key to success
      140 characters but try for less to encourage RTs (140-7)
      Include shortlinks when appropriate
      Agree tone, theme, frequency
      Remember to use @username if you want the individual to see the reply or to respond
      Balance of Retweets (RTs) and Direct Messages (DM)
      Organisation and people aspects
      Content policy and strategy
      What makes a great Tweeter?
    • 98. Content Analysis
      Pear Analytics analyzed 2,000 tweets (originating from the US and in English) over a 2-week period in August 2009
      Pointless babble — 40%
      Conversational — 38%
      Pass-along value — 9%
      Self-promotion — 6%
      Spam — 4%
      News — 4%
    • 99. No 10 Downing Street
      Mainly News updates
    • 100. ukbizforums
      Status for Forum posts
    • 101. ZocDoc
      Direct and warm
    • 102. Patient Opinion
      Indirect and Warm
    • 103. Jet Blue
      Responsive Service Dept
    • 104. HotelAlpha9
      Responsive Service Individual
    • 105. Content
      Be very careful with twitter gaffes
      The past year has seen a string of slip-ups, from MSPs to cricketers and even Vodafone staff
    • 106. Conversations
      Social media is ‘marketing as a conversation’ with your network
      It is not about one way broadcasting
      This has time and resource implications
      Some advice......
    • 107. Conversations
      Tweet
      Your tweets should add value
      Number and frequency depends on your customers - frequency is driven by relevance and anticipation from your network
      Format issues – be concise – less than 140 characters to encourage RT and where relevant use a link and url link shortener e.g. bit.ly.
    • 108. Conversations
      Reply and Direct Messages
      These features allow you to engage Twitter in a different way i.e. it becomes as much a 1-1 communication tool as a broadcast tool
      It can allow a dialogue between Twitter profiles and on specific Tweets.
    • 109. Conversations…
    • 110. Conversations
      Retweet
      Retweeting can add significant value to your network but don’t overdo it.
      Also – you should be aiming to get your own tweets retweeted….viral effect and you become an ‘influencer’
      Encourage an RT if its really important  
    • 111. Conversations…
    • 112. Conversations
      Using Hashtags
      Words or phrases pre-fixed with # e.g. #edinburghcouncil
      Conversations clustered around a theme. Helps you find where relevant conversations are taking place and join in
      Hashtags give your tweets (and you) more prominence on certain issues
      Don’t spam or misrepresent the # e.g. Habitat    
    • 113. Conversations
      Twitter Chat  
      Chatting can be conducted through Twitter.
      Usually this involves a chat event at a certain time e.g. chat on the Climate Change Conference at Copenhagen at xpm EST.
      You tweet and add a hashtag to each tweet #climate
    • 114. #enter2011
    • 115. Conversations
      Create an Interdependent Presence
      Networks thrive on interconnectedness and cross fertilization
      Ensure multi channel coordination
      You can integrate Twitter with Facebook (#fb) and your Blog
      Consider Automating Your Tweets
      If you regularly post your own articles, use of an application like Twitterfeedhttp://twitterfeed.com or Posteroushttp://posterous.com/ can make sense
      But consider carefully your use of these tools and don’t spam
      Manual tweets are more personal - there is a balance to be struck here
    • 116. Conversations
      Using Lists
      A good way to organize your information flow
      Group Twitter profiles under topics/quality
      You can subscribe to others’ lists
      The number of lists which you become part of illustrates the power of your tweets...another measure of your influence
      You are more likely to be found and followed through lists   
    • 117. Conversion
      It is critical to measure the performance of your Twitter activities
      This can be done in two ways – ‘lag’ and ‘lead’ measures
      ‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc
      ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives
      This could include....
    • 118. Performance Measurement
      Number of followers / that you follow
      Growth in followers over time
      Total number of Tweets
      Average number of Tweets over time
      Number of Retweets
      Number of Lists you are in
      Who's Following You vs. Who You Are Following
      And more..
    • 119. Performance Measurement
      There are a number of tools available for monitoring your twitter performance, including:
      Klout
      Topsy
      Export.ly
      TweetStats
      Amongst many, many others
    • 120. Topsy
    • 121. Klout
    • 122. Export.ly
    • 123. Performance Measurement
      We advise that you view your Twitter activities with a feedback loop whereby a number of Key Performance Indicators (KPIs) are used to indicate areas for continual improvement. Keep objectives simple and focused and then refine and add detail on future passes
      A simplified Balanced Scorecard approach can be used for this... More to follow.....
    • 124. Performance Measures
      In a social media era, new performance measures and KPIs are required:
      Quality of your network
      Relationship strength
      Ability to leverage
      .....as the key drivers of future business performance
      118
    • 125. The ‘6Is’ Approach
      119
    • 126. The ‘6Is’
      • Involvement – twitter numbers and quality- followers and following
      • 127. Interaction – the conversation, replies, responses, DM etc
      • 128. Intimacy – positive/negative comments
      • 129. Influence – retweets, influencers etc
      • 130. Insight – customer insight
      • 131. Impact - business impact
      Social Media Monitoring Tools –Audit, Assess, Impact
      120
    • 132. Twitter Strategy and Action Plan
      ‘Social Media Planning Pays’
    • 133. Uses a Simplified Balanced Scorecard
      Ensures that social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation
      A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders
    • 134. A Key Feature....
      ‘Lead’ and ‘Lag’ measures/KPIs
      ‘Lag’ measures – your ultimate business/marcoms objectives
      ‘Lead’ measures – the main ‘drivers that help you to achieve your core business objectives. In a social media environment, these are the ‘4Is’ – Involvement, Interaction, Intimacy and Influence
      123
    • 135. Social Media Balanced Scorecard
      Not ‘paralysis by analysis’…..
      By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation; and provides a solid foundation for on-going performance measurement
      The steps involved can be captured in a Social Media Strategy Map – focusing on five key questions
    • 136. Five Key Questions
      What is the overall social media vision for your organization?
      What are the key objectives and targets to be achieved?
      Who are your customers?
      Key Actions and Initiatives
      Organisation, Resource and People Issues
    • 137. Social Media Strategy Map
    • 138. Organization, Resource and People Issues
    • 139. Organization, Resource and People
      Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true
    • 140. Specifically for twitter the following
      issues should be addressed
    • 141. Twitter Planning Pays
      Vision
      Objectives, KPIs ,Targets
      Customer Mapping
      Channel Set Up: design, layout, configuration
      4Cs for Successful Channels
      Organisation: who, how
      Performance Measurement
      Issues to address: Reputation, Security, Legal
    • 142. Thank You!
      Questions?