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Twitter Talk: Challenging "Social"

by Kathy Gill on Sep 28, 2010

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Colleen Carrington , Strategy Director at Social Media Breakfast Seattle and Marketing/Communications/Social Media Consultant at Carrington & Company Great deck, Kathy! I'm going to share it with my social team over at Concur. 1 year ago Reply
Are you sure you want to Yes No

What does it mean to “be social”?Fuzzy word … circular when looking at definitions. Sociology. Going to a social. Society.
May 2009 : ~750 respondents – more than half positive : what would you tell your friends about twitter
Sep 2010 : ~75 respondents how I use twitter
Flickr CC: http://www.flickr.com/photos/laffy4k/367822192/
Flickr CC http://www.flickr.com/photos/splorp/64027565/
Flickr cc http://www.flickr.com/photos/digitalart/2238037028/
Flickr cc: http://www.flickr.com/photos/wazari/2974672262/
Flickr cc http://www.flickr.com/photos/msvg/4433428957/
Flickr CC: http://www.flickr.com/photos/dborman2/3290560161/in/photostream/
Flickr cc: http://www.flickr.com/photos/phildowsing/2366519926/
From Brands L.E.A.P. Into Twitter
On March 23, 2009, CNN tweeted that a C-17 transport plane had crashed near Olney, Texas. Within 30 minutes, skeptical posts began entering the Twitter stream; the Air Force corrected the record in less than an hour. Then California – plane did crash. Then AirForce1 buzzing NYC – 2-for-3
For roaming street vendors, forging customer loyalty used to be an uphill struggle, hampered by frequent location changes and inclement weather. Twitter accounts provide these businesses with a sense of permanence, a site (albeit in cyberspace) to create customer relationships rather than being at the mercy of random passersby.The Kogi Korean BBQ taco truck opened in November 2008. By February 2009, it was drawing 300 to 800 people to its locations, where tacos cost $2.By January 2010, Kogi had four trucks and 52,000 Twitter followers; in 2009, Kogi grossed about $2 million from checks that averaged about $13 a person.Today: 75K followers. Still primarily a one-way account.
“Influence”?http://www.heidi-miller.com/2010/09/why-no-one-clicks-on-your-twitter-links.htmlThe clickthrough rates of the last week's Tweets. What I saw surprised me for one primary reason: the type of Tweet that consistently got the most clickthroughs, on a daily basis, was not original content spilling from my brain, helpful links to popular events or even single reTweets of valuable content. It was an automated Tweet… averages ten times the number of clickthroughs as any of my original content Tweets.Ten. Times. As in, my last few Slideshare posts have averages about 20 clickthroughs each, and the Paper.li Social Media Favorites Tweet averages about 220 clickthroughs.
Bridge – example of “engagement” – actively reaching out to PR community
In the beginning, there was the word and it was spoken. Each stage of mediated communication has meant a change in power relationship. First, alphabet empowered those who could read/write. Then printing press began chipping away at that power – monopoly. Then mass media consolidated it again. Now digital technologies are chipping away at those institutions.
Control Hertz anecdote – people who designed this could not have used it. Bingo! One-way communication not “engagement” even though I’m “interacting” with the web site. CONTROL!Personal – relationship of peers – flattens hierarchy – captures sense of interpersonal
Network versus networking – relationships
Edison Research: http://images.publicaster.com/ImageLibrary/account2782/documents/Twitter_Usage_In_America_2010.pdf
ExactTarget
Not social. Not personal as in deepest secrets. Personal as in person-to-person. Human. Stories, perhaps.
Brands know this – this is classic recommendation from a “friend”. Used to be strong ties .. Now? Can a one-way tie be strong, ie, influential?http://smg.media.mit.edu/classes/library/granovetter.weak.ties/granovetter.html
There’s that word again! This research came from a world where these life spheres were distinct. I’d argue that with 24x7 connectivity, the distinction between spheres is diminishing. Twitter is one technology that may be pushing this.http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.128.7760&rep=rep1&type=pdf
Twitter is an infrastructurefor communicating – reflects evolution from telegraph to telephone thru email and IM. Really big difference: Private messages made public. Ramifications of this change … are for a crystal ball.
Shameless plug

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Colleen Carrington , Strategy Director at Social Media Breakfast Seattle and Marketing/Communications/Social Media Consultant at Carrington & Company Tags kathy gill social media usage linkedin facebook twitter sociam media platform differentiation kegill 1 year ago

Twitter Talk: Challenging "Social" — Presentation Transcript

Twitter Talk: Challenging “Social”
“Social Media”
What Would You Tell Your Friends About Twitter - Positive
How I Use Twitter – Sep 2010
Q: How Do People Use Twitter?
A: How Do People Use The Telephone?
Gossip
Family, friends: connection
Emergency
Sales
Support
4 Examples
Branding
Crisis
B2C
Auto-Curation
My AdAge Rant
“Social” As Response To “Mass” Media
How Are They Different?
Twitter vFacebookvLinkedIn
Who Uses Twitter?
Only 7 percent US population (17M)
More than 3x more likely to follow brands
18% Tweet >1 per day
Slightly more women than men (53%)
Self-identify as innovators (19%) and early adopters (25%)
Prefer Internet to TV
We’re Opinionated … and Literate
72 percent publish blog posts at least monthly
70 percent comment on blogs
61 percent write at least one product review monthly
61 percent comment on news sites
What, Then, Of Twitter Talk?
Think Personal
“[P]eoplerarely act on mass-media information unless it is also transmitted through personal ties” (1973, Granovetter)
“Social” ties > “Community Affairs” ties > “Business-Professional” ties(1978, Granovetter)
Faster. Better. Cheaper.
uwtwitterbook.com
Credits
Kathy E. Gill, @kegill or kegill@uw.edu
License: CC, share-and-share alike, non-commercial, attribution
Flickr Images CC:
Clock: http://www.flickr.com/photos/laffy4k/367822192/
Phone: http://www.flickr.com/photos/splorp/64027565/
Pelican: http://www.flickr.com/photos/digitalart/2238037028
Women laughing: http://www.flickr.com/photos/wazari/2974672262/
Emergency: http://www.flickr.com/photos/msvg/4433428957/
Money: :http://www.flickr.com/photos/dborman2/3290560161/in/photostream/
Customer Service: http://www.flickr.com/photos/phildowsing/2366519926/

Twitter Talk: Challenging "Social"

by Kathy Gill on Sep 28, 2010

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Twitter Talk: Challenging "Social" — Presentation Transcript