Using Twitter in Your Social Media Strategy
Presented by Jim Ayson, PhilMusic.com
SEMCON 2009 / October 1, 2009
Hotel Inter-Continental, Makati
Friday, October 2, 2009

Agenda
‣ Recap: The Twitter Backstory
‣ Twitter in the Philippines and around the
world
‣ A Twitter Strategy
‣ Power Twitter Tools and Techniques
‣ Case Studies
Friday, October 2, 2009

Who’s on Twitter?
Friday, October 2, 2009

I’m on Twitter.
If you have any questions and you can tweet
now, send me a message addressed to:
@jimayson
Friday, October 2, 2009

The Twitter Backstory
Friday, October 2, 2009

What is Twitter?
‣ Many things to many people.
‣ 140 characters to say anything you want.
‣ What are you doing now?
‣ What are you eating now?
‣ Recommended URLs
‣ Retweets
Friday, October 2, 2009

Started in 2006
‣ Founder: Jack Dorsey of Obvious, Inc.
Friday, October 2, 2009

Twitter is worth...
‣ Rumor: One Billion
Dollars !!!
‣ Recently raised
$100M in funding
‣ Total money raised:
$155M
Friday, October 2, 2009

No Business Model!
‣ Concentrating on growing the user base
Friday, October 2, 2009

How many Twitter Users?
‣ Globally: 44.5 Million unique visitors to
Twitter.com (source: Comscore, June 2009)
‣ Philippines: 250,000 monthly unique visitors
to Twitter.com (source: Twitter, Feb 2009)
Note: Twitter only counts web traffic, not
clients that use the Twitter API
Friday, October 2, 2009

Guesstimates?
‣ Globally: 55M users
‣Philippines: 350,000 users
Friday, October 2, 2009

Philippines
ranks #12
‣ sysmos.com study, june 2009
Friday, October 2, 2009

Twitter has gone
mainstream
‣ “Hollywood Effect” due to adoption by
celebrities
Oprah, Ashton Kutcher,
Demi Moore, Miley Cyrus,
Taylor Swift, John Mayer,
Ellen Degeneres, Lady
Gaga, Perez Hilton, Ryan
Seacrest, Paula Abdul, Shaq,
etc etc etc
Friday, October 2, 2009

Twitter is becoming mainstream in the
Philippines
Not just for Net Geeks! Top Twitterers are
media and celebrities
Friday, October 2, 2009

Friday, October 2, 2009

Media, Celebs, Politicians
‣ Media - Inquirer, Manila Bulletin, GMA
News, ABS CBN News, ANC
‣ Local Celebs - Pia Guanio, Lea Salonga,
Alessandra de Rossi, Cristine Reyes, Tim
Yap, Ruffa Gutierrez
‣ Politicians - Mar Roxas, Chiz Escudero,
Gibo Teodoro, ERAP
Friday, October 2, 2009

Still Niche but Highly
Influential!
Friday, October 2, 2009

Social Media is used by
Ordinary people
‣ Not just the Net
Mavens and Geeks of
old
‣ No need to be
a”blogger” or “blog fan”
‣ Users are now your
officemates, friends,
relatives.
‣ Your parents, siblings,
uncles, aunts, nephews,
nieces, cousins
Friday, October 2, 2009

Twitter as part of your
social media strategy
Friday, October 2, 2009

Digital Strategy used to just
involve a website
‣ Product site
‣ Advocacy site
‣ Hence the of
importance
Search Engine
Optimization
and ATL
campaigns to
drive traffic
Friday, October 2, 2009

Now the objective is to
go viral via Social Media
Friday, October 2, 2009

Social Media Resources
‣ Twitter
‣ Facebook
‣ Plurk
‣ Blogs,YouTube,
Multiply can be
complimentary
Friday, October 2, 2009

Social Media starts the
infection for a viral
campaign
Friday, October 2, 2009

Before
‣ Register a Domain
‣ Create a Website
‣ Advertise online or via ATL
‣ Trad PR
‣ Engage the Blogosphere
• Blogger Events
• Paid Bloggers (ick!)
Friday, October 2, 2009

Now
‣ Create an email address for social media
accounts
‣ Register your Twitter and Facebook
accounts
‣ Create a Facebook page
‣ Encourage people to follow your Twitter or
be a fan of your Facebook page
‣ Publicize these accounts on your website
Friday, October 2, 2009

A Twitter Strategy
Friday, October 2, 2009

Build Followers
‣ Get as many
people as you can
to follow you
‣ Followers =
Twitter Power
‣ Ashton Kutcher
has become the
most powerful
man on Twitter!
3.7M followers
Friday, October 2, 2009

Get key influencers to
follow you
‣ Influential with
followers
good
credibility and
online
reputation
‣ Follow them,
so they might
follow you
Friday, October 2, 2009

Engage in
Conversations
‣ Converse
with
followers
through
replies,
especially
influencers
Friday, October 2, 2009

Get ReTweeted Often!
‣ Have your
tweets
forwarded by
influencers
‣ Influencers’
followers
tend to
retweet also,
so your
message goes
viral
Friday, October 2, 2009

Post the URLs of new web content
‣ This gives
your tweets
useful, quality
content
‣ Drives Site
Traffic
Friday, October 2, 2009

Use hashtags (“#”)
‣ If you want to start
a long thread about
a topic or event,
add a keyword
with a hashtag “#”
to your tweets
‣ Standardize your
hashtag!
‣ People can use
twitter search to
display all posts
with the hashtag
Friday, October 2, 2009

Twitter Tricks & Tools
Friday, October 2, 2009

Desktop Clients
‣ TweetDeck
‣ Nambu
‣ Seesmic
Friday, October 2, 2009

Mobile Clients
‣ Tweetie,
Twitterfon,
Tweetdeck for
iPhone
‣ Snaptu for Java
‣ TweetS60,
Gravity for
Nokia
Friday, October 2, 2009

Web Clients
Friday, October 2, 2009

Photo Tweets
‣ Twitpic
‣ Yfrog
Friday, October 2, 2009

Tools for Web Admins
Friday, October 2, 2009

Share This, Add This
Friday, October 2, 2009

TweetMeme
Friday, October 2, 2009

Twitter Widgets
http://twitter.com/widgets
Friday, October 2, 2009

Case Studies
Friday, October 2, 2009

SMART MobDev
‣ A site to promote a mobile developer event
Friday, October 2, 2009

Established a Twitter and
Facebook presence
‣ @smartmobdev
‣ #mobdev
‣ Facebook event
page
Friday, October 2, 2009

Added Twitter Tools to site
‣ Sharethis,
TweetMeme,
Twitter
Widget
Friday, October 2, 2009

Get ReTweeted
‣ Everytime a new update was posted this
was retweeted at least twice
‣ By @smartmobdev
‣ Retweeted by @jimayson
‣ Also posted in Facebook
‣ Tweets were Re-Tweeted by followers and
fans
Friday, October 2, 2009

Google Analytics
‣ Analysis: Most traffic
came from Facebook
(#1), and Twitter.com
(#2) and Twitter clients
‣ Because this is a new
site, search engine hits
weren’t as significant as
social media referrals
Friday, October 2, 2009

Typhoon Ondoy
September 26, 2009
Friday, October 2, 2009

Tracking the Typhoon and the
aftermath through social media
Friday, October 2, 2009

Volunteerism went Viral
‣ Volunteers organized and created new sites
and web tools overnight to track Ondoy
victims
‣ People found out info, photos, videos even
before the news sites
‣ People found out how to volunteer for
relief efforts thru social media
Friday, October 2, 2009

Social Media was key
‣ Without Twitter and Facebook, mobilizing
the public would take much longer.
Government was ineffectual, so private
sector relief efforts took center stage.
Friday, October 2, 2009

Red Cross on Twitter
‣ @philredcross
‣ http://twitter.com/
philredcross
Friday, October 2, 2009

Donate P100 to the Red
Cross via text now!
‣For SMART:
•Text RED 100 to 4483
‣For Globe:
•Text RED 100 to 2899
Friday, October 2, 2009

Thank You! :-)
Friday, October 2, 2009