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You're Only as Good as Your Last Tweet

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Presentation at the LavaCon Conference, September 30, 2010 - San Diego CA

Presentation at the LavaCon Conference, September 30, 2010 - San Diego CA


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  • So the basic process looks something like this. Basically listening or monitoring the conversation happens concurrently with all other stages, and the process is cyclical and circular. So you indentify the people you want to talk to, you engage with them, you hopefully influence them positively and you measure the success of that engagement.Rinse and repeat.
  • So the basic process looks something like this. Basically listening or monitoring the conversation happens concurrently with all other stages, and the process is cyclical and circular. So you indentify the people you want to talk to, you engage with them, you hopefully influence them positively and you measure the success of that engagement.Rinse and repeat.
  • So the basic process looks something like this. Basically listening or monitoring the conversation happens concurrently with all other stages, and the process is cyclical and circular. So you indentify the people you want to talk to, you engage with them, you hopefully influence them positively and you measure the success of that engagement.Rinse and repeat.
  • So the basic process looks something like this. Basically listening or monitoring the conversation happens concurrently with all other stages, and the process is cyclical and circular. So you indentify the people you want to talk to, you engage with them, you hopefully influence them positively and you measure the success of that engagement.Rinse and repeat.
  • So the basic process looks something like this. Basically listening or monitoring the conversation happens concurrently with all other stages, and the process is cyclical and circular. So you indentify the people you want to talk to, you engage with them, you hopefully influence them positively and you measure the success of that engagement.Rinse and repeat.
  • So the basic process looks something like this. Basically listening or monitoring the conversation happens concurrently with all other stages, and the process is cyclical and circular. So you indentify the people you want to talk to, you engage with them, you hopefully influence them positively and you measure the success of that engagement.Rinse and repeat.
  • So the basic process looks something like this. Basically listening or monitoring the conversation happens concurrently with all other stages, and the process is cyclical and circular. So you indentify the people you want to talk to, you engage with them, you hopefully influence them positively and you measure the success of that engagement.Rinse and repeat.
  • So the basic process looks something like this. Basically listening or monitoring the conversation happens concurrently with all other stages, and the process is cyclical and circular. So you indentify the people you want to talk to, you engage with them, you hopefully influence them positively and you measure the success of that engagement.Rinse and repeat.
  • Tweet unto others – this is also known as be a human, the nice kind.A truly engaged follower – tell story of people who will help you move, don’t focus on how many followers, focus on who and what the conversation is aboutSend a man – twitter is a dialogue, a conversation, people having chats with other people. It’s not a billboard, or a direct mail pieceTo err – so you may misspell something, or someone else might, let it go, people type fast and sometimes you get it wrong. It’s not the end of the world
  • Tweet unto others – this is also known as be a human, the nice kind.A truly engaged follower – tell story of people who will help you move, don’t focus on how many followers, focus on who and what the conversation is aboutSend a man – twitter is a dialogue, a conversation, people having chats with other people. It’s not a billboard, or a direct mail pieceTo err – so you may misspell something, or someone else might, let it go, people type fast and sometimes you get it wrong. It’s not the end of the world
  • Note – if you are hoping your message will be retweeted, leave enough characters left in your tweet if you want it to be re-tweeted. Of course, this will be changing as twitter is integrating the retweet functionality into the tweet itself.
  • Use party analogy – sometimes you need to throw a good party to remind people why they love you, and if you can introduce two people to each other who end up getting married, well, then you’ve got something. There is the example of asking someone to be friends and asking for money at the same time. You cant do both.
  • Auto follow – solution for larger brands but be prepared to scrub your list of followers weekly twitter is rife with spammers latelyAuto DM – use very very sparingly. We’ve moved beyond the thanks for following me thing, do it only if you have something pretty awesome to say or offer going on. Change it up a lot, track the link so you can see if its worth it
  • Involvement – i.e. participationInteraction – are they clicking your linksIntimacy – how are they talking to you?Influence – RT’s promoting you without prompting
  • Add repeat engagement on Fridays
  • Involvement – i.e. participationInteraction – are they clicking your linksIntimacy – how are they talking to you?Influence – RT’s promoting you without prompting
  • Eset had about 150 followers in a new account designed to be managed by their in house PR department. In the meantime, ESET was launching a major campaign in SF so we came up with a laptop give away in order to drive followers to the campaign so that after the SF campaign launched, there was a community to talk to about it. We also specially targeted twitter users in the SF area.
  • Transcript

    • 1. September 30, 2010
      You’re only as good As
      YOUR LAST TWEET
      Crosby Noricks
      Senior Social Media Strategist, Red Door Interactive
    • 2. 9/28/2010
      ©2009 Red Door Interactive
      2
      About Red Door Interactive
      Red Door Interactive
      • Offices in San Diego, Carlsbad and Denver
      • 3. Internet Presence Management
      • 4. 60 full-time employees
      • 5. Diverse client base
      • 6. @reddoor
    • 9/28/2010
      ©2009 Red Door Interactive
      3
      About Red Door Interactive
      Internet Presence Management
    • 7. 9/28/2010
      ©2009 Red Door Interactive
      4
      About Crosby
      Crosby Noricks
      • Senior Social Media Strategist, Red Door Interactive
      • 8. Founder: PR Couture
      • 9. Top 25 PR Blogs, PR Web
      • 10. Blogger of the Year, InfluenceSD
      • 11. @pr_couture
      • 12. cnoricks@reddoor.biz
    • 9/28/2010
      ©2009 Red Door Interactive
      5
      I asked my followers a question..
    • 13. 9/28/2010
      ©2009 Red Door Interactive
      6
      Some responses were a bit cheeky…
    • 14. 9/28/2010
      ©2009 Red Door Interactive
      7
      But others…Celebrity Parties!
    • 15. 9/28/2010
      ©2009 Red Door Interactive
      8
      Trips to Exotic Locations!
    • 16. 9/29/2010
      ©2009 Red Door Interactive
      9
      Conversations with Amazing People
    • 17. 9/28/2010
      ©2009 Red Door Interactive
      10
      Free Music and New Friends!
    • 18. 9/28/2010
      ©2009 Red Door Interactive
      11
      Bright Lights! Glamour!
    • 19. 9/28/2010
      ©2009 Red Door Interactive
      12
      Lots and Lots of Money!
    • 20. 9/28/2010
      ©2009 Red Door Interactive
      13
      …sounds pretty great, right?
      Money,Adventure, Jobs, Travel, Chit Chat with Geniis!
    • 21. 9/29/2010
      ©2009 Red Door Interactive
      14
      You’re Only As Good As…
      “I believe [retweets] to be one of the most important developments in modern communications…[they] are the first real window into how ideas spread from person to person…the contagious idea”-Dan Zarella
    • 22. 9/29/2010
      ©2009 Red Door Interactive
      15
      You’re Only As Good As…
      The research says…
      • 71% of all tweets produce no reaction
      • 23. Only 6% of all tweets produce a retweet (the other 23% solicit replies)
      • 24. 97%of replies and 92% of retweets happen within the first-hour
      • 25. Of all the tweets that produce a reply, 85% only get a single reply
      source: Sysomos
    • 26. 9/29/2010
      ©2009 Red Door Interactive
      16
      You’re Only As Good As…
      The research says…
      • The highest usage days for Twitter are Thursday and Friday
      • 27. Tweets that include links are far more likely to be retweeted than tweets without links
      • 28. The highest percentage of retweets occurs on Fridays at 4pm ET
      • 29. The highest click thru rate on tweeted links occurs between 2 and 3pm ET
      source: Hubspot
    • 30. 9/29/2010
      ©2009 Red Door Interactive
      17
      You’re Only As Good As…
      The research says…
    • 31. 9/29/2010
      ©2009 Red Door Interactive
      18
      You’re Only As Good As…
      The research also says…
      … percentages will fluctuate based on an individual Twitter user’s follower count and influence.
    • 32. 9/30/2010
      ©2009 Red Door Interactive
      19
      You’re Only As Good As…
      Who do you think are the most retweeted people on Twitter?
    • 33. 9/29/2010
      ©2009 Red Door Interactive
      20
      You’re Only As Good As…
    • 34. 9/30/2010
      ©2009 Red Door Interactive
      21
      How do you become influential?
      So…besides sporting the haircut of the decade
    • 35. 9/30/2010
      ©2009 Red Door Interactive
      22
      How it’s done kids…
      The Basic Process
    • 36. 9/30/2010
      ©2009 Red Door Interactive
      23
      Developing a Twitter Strategy
      Define Goals
      • What are you trying to accomplish through Twitter?
      • 37. Some possible goals:
      • 38. Build community online
      • 39. Drive traffic to a blog/website
      • 40. Provide customer service
      • 41. Glean consumer intelligence
      • 42. Pass the time while at the airport
    • 9/28/2010
      ©2009 Red Door Interactive
      24
      Developing a Twitter Strategy
      Listen
      • What are people saying (or not saying) about you?
      • 43. Keywords
      • 44. Lists
      • 45. Saved searches
      • 46. Competitors
      • 47. Identify influencers
    • 9/28/2010
      ©2009 Red Door Interactive
      25
      Developing a Twitter Strategy
      Assign Metrics
      • How will you track your success?
      • 48. Some possible ways:
      • 49. Number of followers
      • 50. Number of RT’s
      • 51. Conversions (coupon download, email sign-up)
      • 52. Customer service queries handled
      • 53. Traffic, clicks on shared links
      • 54. User-generated content submissions
    • 9/29/2010
      ©2009 Red Door Interactive
      26
      Developing a Twitter Strategy
      Create Content
      • What do you have worth talking about?
      • 55. Editorial Calendars
      • 56. Behind-the-Scenes/Sneak Peeks
      • 57. Recurring events/trivia
      • 58. Off the cuff:
      • 59. Breaking News
      • 60. Expertise/Opinions
      • 61. Sense of Humor/Observations
    • 9/28/2010
      ©2009 Red Door Interactive
      27
      Developing a Twitter Strategy
      Long-term Strategy vs. Campaigns
      • Social media should be approached as a long-term strategy, supported over time by consistent communication and valuable content
      • 62. Short-term campaigns work best for follower acquisition, short bursts of increased activity to support a seasonal promotion, larger campaign or just to do something nice for your followers
      • 63. It depends on the goal of the account, but for most brands optimal success requires you both elements
      • 64. Develop an editorial calendar but stay flexible
    • 9/29/2010
      ©2009 Red Door Interactive
      28
      Developing a Twitter Strategy
      Follow/Engage
      • Trending topics
      • 65. Twitter search
      • 66. Twitter directories
      • 67. Who are the influentials following?
      • 68. Weekly chats
      • 69. 3x rule
    • 9/29/2010
      ©2009 Red Door Interactive
      29
      You’re Only As Good As…
      The Secret Sauce?
      • Make a Commitment
      • 70. Participate daily
      • 71. Share Great Content
      • 72. When possible, share it FIRST
      • 73. Care about your followers
      • 74. Provide solutions, support
    • 9/30/2010
      ©2009 Red Door Interactive
      30
      You’re Only As Good As…
      A Few Success Stories
    • 75. 9/29/2010
      ©2009 Red Door Interactive
      31
      Success Stories - @souplantation
      Souplantation & Sweet Tomatoes
      • Campaign: In honor of Valentine’s day, asked followers to submit a tweet “What makes your sweetie so sweet”
      • 76. Interaction: 10% of followers participated, time spent on site 2 minutes above global average
      • 77. Drew in media interest, grew follower base
      • 78. Current followers: 14,500+
    • 9/28/2010
      ©2009 Red Door Interactive
      32
      Success Stories - @Rubios_BeachMex
      Rubio’s Fresh Mexican Grill
      • Strategy: Weekly “Ralph Rubio Friday Trivia”
      • 79. Interaction: 100+ weekly players, repeat participation increases week over week
      • 80. Current followers: 3,300+
    • 9/28/2010
      ©2009 Red Door Interactive
      33
      Success Stories - @charlotterusse
      Charlotte Russe
      • Campaign: At launch, Charlotte Russe provided an exclusive Twitter code to all new followers during the first few weeks of the account
      • 81. Interaction: Conversations positive about the incentive
      • 82. Revenue exceeded goal
      • 83. Cross-promoted via email
      • 84. Current followers: 13,500
    • 9/28/2010
      ©2009 Red Door Interactive
      34
      Success Stories - @ESET
      ESET Anti-Virus Software
      • Strategy: Give away 2 SONY VAIO laptops loaded with ESET software in 2 days
      • 85. Interactions: 4000 Tweets in 48 hours
      • 86. Followers: added 700 followers
    • 9/28/2010
      ©2009 Red Door Interactive
      35
      Resources and Tools
      Additional Resources
      • The Science of ReTweets(PDF)
      • 87. Be Nice or Leave (Video)
      • 88. Social Media Monitoring Solutions (Wiki)
      • 89. Social Media Policies
      • 90. Twitter Apps Directory
      • 91. Twitter Chats
    • 9/28/2010
      ©2009 Red Door Interactive
      36
      Getting the tweet outta here
      Questions?