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September 30, 2010<br />You’re only as good As<br />YOUR  LAST TWEET<br />Crosby Noricks<br />Senior Social Media Strategi...
9/28/2010<br />©2009 Red Door Interactive<br />2<br />About Red Door Interactive<br />Red Door Interactive<br /><ul><li>Of...
Internet Presence Management
60 full-time employees
Diverse client base
@reddoor</li></li></ul><li>9/28/2010<br />©2009 Red Door Interactive<br />3<br />About Red Door Interactive<br />Internet ...
9/28/2010<br />©2009 Red Door Interactive<br />4<br />About Crosby<br />Crosby Noricks<br /><ul><li>Senior Social Media St...
Founder:  PR Couture
Top 25 PR Blogs, PR Web
Blogger of the Year, InfluenceSD
@pr_couture
cnoricks@reddoor.biz</li></li></ul><li>9/28/2010<br />©2009 Red Door Interactive<br />5<br />I asked my followers a questi...
9/28/2010<br />©2009 Red Door Interactive<br />6<br />Some responses were a bit cheeky…<br />
9/28/2010<br />©2009 Red Door Interactive<br />7<br />But others…Celebrity Parties!<br />
9/28/2010<br />©2009 Red Door Interactive<br />8<br />Trips to Exotic Locations!<br />
9/29/2010<br />©2009 Red Door Interactive<br />9<br />Conversations with Amazing People<br />
9/28/2010<br />©2009 Red Door Interactive<br />10<br />Free Music and New Friends!<br />
9/28/2010<br />©2009 Red Door Interactive<br />11<br />Bright Lights! Glamour!<br />
9/28/2010<br />©2009 Red Door Interactive<br />12<br />Lots and Lots of Money!<br />
9/28/2010<br />©2009 Red Door Interactive<br />13<br />…sounds pretty great, right?<br />Money,Adventure, Jobs, Travel, Ch...
9/29/2010<br />©2009 Red Door Interactive<br />14<br />You’re Only As Good As…<br />“I believe [retweets] to be one of the...
9/29/2010<br />©2009 Red Door Interactive<br />15<br />You’re Only As Good As…<br />The research says…<br /><ul><li>71% of...
Only 6% of all tweets produce a retweet (the other 23% solicit replies)
97%of replies and 92% of retweets happen within the first-hour
Of all the tweets that produce a reply, 85% only get a single reply</li></ul>source: Sysomos<br />
9/29/2010<br />©2009 Red Door Interactive<br />16<br />You’re Only As Good As…<br />The research says…<br /><ul><li>The hi...
Tweets that include links are far more likely to be retweeted than tweets without links
The highest percentage of retweets occurs on Fridays at 4pm ET
The highest click thru rate on tweeted links occurs between 2 and 3pm ET</li></ul>source: Hubspot<br />
9/29/2010<br />©2009 Red Door Interactive<br />17<br />You’re Only As Good As…<br />The research says…<br />
9/29/2010<br />©2009 Red Door Interactive<br />18<br />You’re Only As Good As…<br />The research also says…<br />… percent...
9/30/2010<br />©2009 Red Door Interactive<br />19<br />You’re Only As Good As…<br />Who do you think are the most retweete...
9/29/2010<br />©2009 Red Door Interactive<br />20<br />You’re Only As Good As…<br />
9/30/2010<br />©2009 Red Door Interactive<br />21<br />How do you become influential?<br />So…besides sporting the haircut...
9/30/2010<br />©2009 Red Door Interactive<br />22<br />How it’s done kids…<br />The Basic Process<br />
9/30/2010<br />©2009 Red Door Interactive<br />23<br />Developing a Twitter Strategy<br />Define Goals<br /><ul><li>What a...
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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

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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 of "You're Only as Good as Your Last Tweet"

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