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AmbITion Scotland Roadshow South (Edinburgh): Katy Beale, Tate Twitter strategy 10.06.10

AmbITion Scotland Roadshow South (Edinburgh): Katy Beale, Tate Twitter strategy 10.06.10






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    AmbITion Scotland Roadshow South (Edinburgh): Katy Beale, Tate Twitter strategy 10.06.10 AmbITion Scotland Roadshow South (Edinburgh): Katy Beale, Tate Twitter strategy 10.06.10 Presentation Transcript

    • written by: Katy Beale : katybeale@gmail.com : www.katybeale.com
      Twitter Strategy
      Katy Beale
      • A real time micro blogging service
      • Send short 140 character updates to your “followers”
      • Receive updates from the people that you follow
      • Open conversations (@) or closed conversations (DM)
      • Lists function to group people together
      Twitter demographics
      • Globally, the highest proportion of users aged 18-34, with those aged 35 over the fastest growing demographic
      • From US stats, there is a female bias and higher than average proportion of parents with young children and higher proportion of university graduates compared to most internet users
    • Why?
      Want people to know about what’s going on
      To stimulate conversation
      Highlight where and when people are talking about Tate
      Increase awareness and affinity
      Generate sales and footfall with content
    • How?
      Day to day working group
      Wider steering group
      New role: Digital Communications Manager
    • How?
      Shared workload
      All tweeters use tweetdeck
      Social media calendar and schedule
      Regularity – 1-3 times a day
      Cross promoting content on other plat
    • Content
      5 key values:
      • Inform
      • Listen
      • Provoke debate
      • Interact
      • Incentivise
    • Inform
      Offer click thrus for more information
    • Inform
      Allow our audience experience Tate through twitter
    • Inform
      Offer up twitter previews and create that “in the know” feeling
    • Listen
      Look at what people are saying about Tate
    • Listen
      Know your audience - create tweets for specific followers
    • Provoke debate
      Ask for people’s opinion
    • Provoke debate
      Utilise hashtags to create a forum for debate
      e.g. #tatedebate
      Twitter feedback:
      more of same pls - it is what twitter is for - generating debate
      Dear @tate, please do discussions like these more often. Good to read all these different views
      @Tate Really inspiring debate. Would love to see more. Interesting to read the different points of view
      Nice to see the @Tate tweeter is responding to tweets and sending RTs. If you're not following @Tate you should be.
    • Interact
      Use RTs & offer thanks
    • Interact
      Take content cross platform
    • Interact
      Ask for UGC
    • Interact
      Ask for UGC
    • Incentivise
      Prompt ticket sales with info
      Use giveaways and competitions
    • Incentivise
      Create twitter only catering, shop and ticket offers and stories
    • Tate Twitter – The results
      May 2009: 10,000 followers
      June 2010: 104,836 followers
      No 3 most popular twitter feed from global galleries and museums (Sept 09)
    • Tracking & measuring
    • Tracking & measuring
    • Tracking & measuring
    • Tracking & measuring
    • Tracking & measuring
    • Tracking & measuring
    • Managing social media
      Resource-wise, Twitter is at the top end of scale
      • 2-4 tweets per day are recommended
      • Plus responding and interacting with other tweeters
      • Don’t spam – if there’s nothing new to say, then don’t tweet
      Use the tools out there to help you save time and track your use
      • Post images using twitpic or picfog
      • Use tweetdeck or seesmic
      • Use url shortening sites e.g. bit.ly & ow.ly to track the number of click throughs
      • Test out types of content and respond to the most popular using tools like Twitter Analyzer
    • Top tips - effective tweeting
      Develop a follower list of people including people who’s content you may want to RT e.g. music, arts, tech, etc
      Add hashtags to allow for tracking of conversations and subjects
      Make sure you are human
      • Respond to queries and DMs
      • Tell people if it’s going to take a while to get back to them
      • Have training internally to deal with possible sticky situations and how they will be dealt with
    • Twitter: 5 steps
      Benchmark against your competitors
      Work out what suits your resources
      Create targets within a strategic framework and give them a timescale
      Look at the measurables and how you will judge success
      Create a day to day task list with actions and responsibilities
    • Get in touch
      twitter: @katybeale