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So you can tweet; now what?Joining conversations, listening & beinggenerous                      Susan Tenby, Director of ...
Susan Tenby, Director of Online                     Community and Social Media                     @SUZBOOP on Twitter    ...
What We Do• Connect with your community to  each other while amplifying the  messages and missions of this  community     ...
AGENDA…TwitterListeningSharingDocumenting your process & progressSerendipitous Community BuildingJoining Collaborativ...
TERMS USED, ASSUMINGFAMILIARITY…•   RT = ReTweet•   # = Hashtag•   MT = Modified Tweet•   @ = Reply or addressed to•   HT ...
CHOOSE YOUR NAME••     CAREFULLY carefully; it becomes permanent    Twitter name is changeable, but think first    Choose ...
Twitter account branding: Think abtit!     Carefully name your account & fill     out/update your bio with campaign info. ...
TWITTER Share announcements and mentions of you     Twilerts     Google alerts     Hootsuite Join the conversation     Twe...
Ten Golden Rules, …. (ok, 12           Rulesactually)1.  Answer yr @replies @mentions and DMs2.  Tweet Twice a day3.  Foll...
USE TWITTER TO JOIN CONVERSATION & MEET•PEOPLE  Let them know you’re    listening by @mentions•   Listen via lists &    da...
WHOM DO I FOLLOW?  STRATEGIC FOLLOWER BASEStart looking at Twitter Lists of your followersSubscribe to themCreate yr own p...
Follow accounts that will help you find people like you Look at who’s listed on the twitter lists Tweet at them. Join twee...
GET LISTED: TWITTER LISTS
Even better if they areinfluential! Make it easyfor them (120 chars)
Not overly self-promotional                good balance of pointing to others                     balanced tone/ humor    ...
Engaging lead-in w/question                       Sent from hootsuite                       NOTE: 9 RT, 7 Faves           ...
Why do they suck?
OPTIMIZING SHARING IS THE••    POINT! friendly tweeters to DM & help u spread word    Configure Tweetthis module to @menti...
Don’t Tweet Like CHER.                 CHER•   Don’t tweet like Cher•   Don’t make up    #uselesshashtags•   Don’t spam vi...
KEEP IT OPEN, LIVELY, PERSONAL•   Find your network•   Engage with them•   BE RESPONSIVE•   Keep it fresh•   Exclusive val...
USING SOCIAL MEDIA TOCONNECT AND ALSO TO:•promote themselves and their work by announcingopportunity for audiences to enga...
Clearly drive ppl to yr blog & give them away to opt-in/subscribe and share on everypage                                  ...
•   Exclusive content only available via social•   Don’t be overly self-promotional•   Provide “backstage” access experien...
1.   Find APPROPRIATE HASHTAGS2.   Set in your account info3.   Monitor lists4.   Engage in the channels              List...
#artgallery, #artnews, #artinfo,  Hashtags?                               #painting, #abstract, #acrylic,Research and find...
A few goodDashboards: Use for listening,NOT Broadcasting
HootsuitePros:•Good for listening, include tags, common misspellings, lists/groups•Allows us to follow multiple streams ac...
TWEETDECKPros:•Very easy to start on•Chrome Browser Extension•Free version is enoughCons:• Not as good for listening to tags
Pros: FREE                            CoTweet•Schedule & assign Tweets ahead of time PR releases & allows teamsto manage a...
Combine images, YouTube,Tweets into a publishable story
Curate, Point to others, Save bookmarks & Sha• Don’t ever be afraid of  having nothing to say:  you can always Curate!• Us...
Find your own secret sauce• Make sure you are actually IN all the  channels you choose• Don’t auto-feed into them• Embed c...
Create your own combination•   Figure out what your needs are, use a combination of tools•   Don’t forget about mobile twe...
Who’s talking about you & what hashtags & FOLLOW!
Use TAGS to serendipitously search for your peeps•   Look for others using a tag you choose•   Find what else those people...
All thisplus youcansearchyourfollowerbase!
Social: What to do & what NOT to do• DO find a third party listening dashboard tool that  you like such as NetVibes or Goo...
Collaboration via communitycuration               Make your work easy to               share               See who favorit...
Timing and Investment NeededBlogs: 1-4 hours per postTwitter: 5-30 minutes a dayFacebook: 5-30 minutes a dayLinkedIn: 15-3...
Who has the time?                      1. Respond to                                          @mentions                   ...
• Upload a new image to your Facebook fan page and  respond to comments on your page.• Comment on Facebook pages where you...
Contact Me.. Really!http://susantenby.com/@suzboopsusan@susantenby.comhttp://www.slideshare.net/suzboophttp://www.deliciou...
Twitter 201: So you can tweet; now what? From Social media summit, Hawaii
Twitter 201: So you can tweet; now what? From Social media summit, Hawaii
Twitter 201: So you can tweet; now what? From Social media summit, Hawaii
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Twitter 201: So you can tweet; now what? From Social media summit, Hawaii

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This is a twitter 201 presentation I did on Oct 17th fo rthe Hawaii Social Media Summit. It tackles how to search for your community via strategic tagging, listening dashboards, amplifying brands and focusing on generosity in online community engagement, rather than treating social media as a broadcast channel.

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  • Why are you here? What do you want to learn? 3 hashtags to describe you.
  • Nice balance of marketing and commentary
  • Dashboards may make this easier
  • Ttly self-referential, not engagement with others, not a conversation, look at follower to following ratio
  • too self-promotional, not enough hashtags, a feed
  • Cher uses ALL CAPS, tweets longer than 140 so her stream is one long, disjointed tweet
  • Storify
  • As Guy Kawasaki says, be enchanting
  • Engage in controversy (exp Gina’s FB pg)
  • Identify your objective for listening & identify your audience. To gather a baseline understanding of what people are saying about our organization and brand on Facebook To gather a baseline understanding of what is being published about our organization in online media To identify hot conversations about an artist and art form that may help inform our marketing and outreach messaging To understand who are the key bloggers who write about our art form that we should cultivate To analyze the conversations that are taking place on social media channels with similar types of organizations To get a better understanding of what social media channel we should invest in first - Twitter vs Facebook vs Yelp To listen and respond to what people may be posting about us on Yelp
  • Not as social media focused.
  • Janetfouts.com/listen and http://janetfouts.com/controlling-the-conversation/
  • Transcript of "Twitter 201: So you can tweet; now what? From Social media summit, Hawaii"

    1. 1. So you can tweet; now what?Joining conversations, listening & beinggenerous Susan Tenby, Director of Online Community and Social Media @SUZBOOP on Twitter Social Media Summit Hawaii
    2. 2. Susan Tenby, Director of Online Community and Social Media @SUZBOOP on Twitter December 2, 2011GOAL: Creating Community Evangelists
    3. 3. What We Do• Connect with your community to each other while amplifying the messages and missions of this community We aim to build community both internally and externally• Amplify the message of a variety of and weave strong networks partners• Document and Showcase• Curate• Map & analyze our network
    4. 4. AGENDA…TwitterListeningSharingDocumenting your process & progressSerendipitous Community BuildingJoining Collaborative Curation CommunitiesFollowing examples of expertsTag Sniffing So, let’s talk about you for a minute…… not necessarily in that order
    5. 5. TERMS USED, ASSUMINGFAMILIARITY…• RT = ReTweet• # = Hashtag• MT = Modified Tweet• @ = Reply or addressed to• HT = Hat tip• Cc: = carbon copy (hey you!)• Listening Dashboard = Hootsuite, Netvibes, CoTweet, Tweetdeck
    6. 6. CHOOSE YOUR NAME•• CAREFULLY carefully; it becomes permanent Twitter name is changeable, but think first Choose FB Page name after 100 “likes”• Your name should be a consistent brand across all networks• It shouldn’t be too long, as twitter is only 140 characters• It should be memorable and not easily confused/misspelled• It will become your identity, so be strategic for SEO reasons• Pimp your profile page : keywords and cool photo of you
    7. 7. Twitter account branding: Think abtit! Carefully name your account & fill out/update your bio with campaign info. Show people! Think about Keywords Best Practices Rules: • 80/20 rule; it’s not all about you • Post daily; schedule updates • Don’t be a marketing robot • Talk with people, not at people • Vary content: text, video, images • Don’t auto-link your Facebook account to your Twitter or your blog • Reciprocate, engage, share
    8. 8. TWITTER Share announcements and mentions of you Twilerts Google alerts Hootsuite Join the conversation Tweetchats Hashtags Amplify/RT Find your peeps Keep it real_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY
    9. 9. Ten Golden Rules, …. (ok, 12 Rulesactually)1. Answer yr @replies @mentions and DMs2. Tweet Twice a day3. Follow twitter lists in yr area of interest4. Search Person name + Google = correct @ name5. RT things of value6. Give shout-outs/recos using @mentions7. Ask questions & Answer questions8. Join a regular tweetchat9. Connect @name to others & use #hashtags10. Try to tweet near 120 to encourage sharing11. Use trackable Link Shorteners like bit.ly12. Share personal info, to show humanity
    10. 10. USE TWITTER TO JOIN CONVERSATION & MEET•PEOPLE Let them know you’re listening by @mentions• Listen via lists & dashboards• Broaden conversation via #hashtags• Always give link to amplify• Respond to people• Follow up, post-event• Find leaders & interact• When possible, meet in … PERSON!
    11. 11. WHOM DO I FOLLOW? STRATEGIC FOLLOWER BASEStart looking at Twitter Lists of your followersSubscribe to themCreate yr own public listsTrack who subscribes to them … They are yr superfans.
    12. 12. Follow accounts that will help you find people like you Look at who’s listed on the twitter lists Tweet at them. Join tweetchats. Follow them Find influencers, connect with them, have them notice you Follow lists & others & tweet @ them
    13. 13. GET LISTED: TWITTER LISTS
    14. 14. Even better if they areinfluential! Make it easyfor them (120 chars)
    15. 15. Not overly self-promotional good balance of pointing to others balanced tone/ humor Elegant promotion of workWhat makes this good?
    16. 16. Engaging lead-in w/question Sent from hootsuite NOTE: 9 RT, 7 Faves Make it a conversation, not a sales pitchWhat makes this good?
    17. 17. Why do they suck?
    18. 18. OPTIMIZING SHARING IS THE•• POINT! friendly tweeters to DM & help u spread word Configure Tweetthis module to @mention yr org, not the tool’s name Create a list of• Use hashtags to broaden yr audience • You can tag people, places, and pages in anything you share. You can also tag people in the text of FB posts or comments by using the @ symbol before typing• Make Facebook sharing easy and configurable for yr fans• Social sharing not only after purchase, but also by anyone• Spend time; look at how each share is displayed in each network• Use local language of each tool (no hashtags on FB)• Make tweets/URL short enough to have others RT and MT
    19. 19. Don’t Tweet Like CHER. CHER• Don’t tweet like Cher• Don’t make up #uselesshashtags• Don’t spam via DM• Don’t call yourself a rockstar or guru• Don’t put an emoticon or exclamation mark after every tweet• Don’t be self-referential in all your tweets• Track click-thru using Bit.ly & do what works• If yr going to RT something, READ IT first• No need to sign yr tweets!
    20. 20. KEEP IT OPEN, LIVELY, PERSONAL• Find your network• Engage with them• BE RESPONSIVE• Keep it fresh• Exclusive value• Showcase images well• Connect by tagging• Hold campaigns• Link back to yr blog
    21. 21. USING SOCIAL MEDIA TOCONNECT AND ALSO TO:•promote themselves and their work by announcingopportunity for audiences to engage with yr work•Documenting the inside story: a "virtual studio" via Pinterestwhere visitors can see what they are looking at and thinkingabout (the images, films, music, etc that informs theirsensibilities and (directly / indirectly) influences their work
    22. 22. Clearly drive ppl to yr blog & give them away to opt-in/subscribe and share on everypage Don’t be overly self-promotional Keep balance of life, observations, responses & amplification
    23. 23. • Exclusive content only available via social• Don’t be overly self-promotional• Provide “backstage” access experience to you• Engage with your fans/followers• Make Sharing easy so your fans can help you spread the word• Use integrated tools, for a variety of presences on social graph• Run campaigns and contests• Don’t auto-feed to a tool• Have an easy way to subscribe to your work• Showcase and document your process and inspiration• Engage in controversy• Listen to verticals via hashtags & dashboards
    24. 24. 1. Find APPROPRIATE HASHTAGS2. Set in your account info3. Monitor lists4. Engage in the channels Listening: Listening While your top-down strategy is creating awareness, the content and conversation help people make decisions together. You need to hear those conversations. Market yourself as a brand. Pick a short/consistent username -- Don’t forget your brand permutations Make yr brand a hashtag (for ex #CHEN)
    25. 25. #artgallery, #artnews, #artinfo, Hashtags? #painting, #abstract, #acrylic,Research and find tags from #watercolor #artgallery, #artnews, many communities relatedto your field #artinfo, #painting,#abstract, #acrylic,  #watercolorParticipate in conversationsthat help you engage newaudiences and strengthenyour authority positionsUse tags to organizeInformation & grow diverseconversationshttp://twubs.com/http://wthashtag.com/
    26. 26. A few goodDashboards: Use for listening,NOT Broadcasting
    27. 27. HootsuitePros:•Good for listening, include tags, common misspellings, lists/groups•Allows us to follow multiple streams across many social media sites, creatingspecialized campaign and search tabs for various projects, events andorganizations•Paid version gives downloadable reports for ROI informationCons:• Free version won’t allow for multiple accounts or multiple users
    28. 28. TWEETDECKPros:•Very easy to start on•Chrome Browser Extension•Free version is enoughCons:• Not as good for listening to tags
    29. 29. Pros: FREE CoTweet•Schedule & assign Tweets ahead of time PR releases & allows teamsto manage accounts•CoTweet & Hootsuire allow us to see who responded, when & so wecan figure out how to follow up to each requestCons: Not as easy to use as a listening interface
    30. 30. Combine images, YouTube,Tweets into a publishable story
    31. 31. Curate, Point to others, Save bookmarks & Sha• Don’t ever be afraid of having nothing to say: you can always Curate!• Use Delicious to save bookmarks and share them• Use Scoop.It to help you find topical, relevant, reusable content• Share it and content from others• When in doubt, ReTweet and be generous with @replies
    32. 32. Find your own secret sauce• Make sure you are actually IN all the channels you choose• Don’t auto-feed into them• Embed complementary tools
    33. 33. Create your own combination• Figure out what your needs are, use a combination of tools• Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface)• Many mobile clients have pic uploader installed in the app (Peep)• Figure out a workflow that isn’t confusing to avoid Freudian tweets• When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely• Think more about RETWEETS & amplification than followers
    34. 34. Who’s talking about you & what hashtags & FOLLOW!
    35. 35. Use TAGS to serendipitously search for your peeps• Look for others using a tag you choose• Find what else those people bookmarked• Find other relevant tags• Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)• Share your resources via social media• If you’re listening, you can learn new tags on twitter & search other networks too
    36. 36. All thisplus youcansearchyourfollowerbase!
    37. 37. Social: What to do & what NOT to do• DO find a third party listening dashboard tool that you like such as NetVibes or Google Reader for RSS/alerts• DO subscribe to Alerts about relevant topics• Don’t delete or Ignore negative feedback, address it• Don’t use your friends and followers for their networks• DO tag strategically, redundantly across many channels• Don’t only broadcast about your org, share stories & respond• Don’t be a control freak: guide conversations• Don’t just expect someone will run your SM channels, designate someone!• DO track your progress using social analytics tools that help you track success
    38. 38. Collaboration via communitycuration Make your work easy to share See who favorites/shares Find and follow them They are yr network
    39. 39. Timing and Investment NeededBlogs: 1-4 hours per postTwitter: 5-30 minutes a dayFacebook: 5-30 minutes a dayLinkedIn: 15-30 minutes, weeklyListservs: 30 minutes weeklyOther Groups: 30 minutes weeklyPhoto Uploads: 15 minutes weeklyVideos: 2-4 hours a weekCuration: 1 hour a weekTotal Average Social Media Time:90 minutes per day11 hours per week
    40. 40. Who has the time? 1. Respond to @mentions 2. Respond to 5 mins DMs 3. RT someone 1. Look for sharable content 2. Reach out to new tweeps 3. Answer a question, amplify it. 1. Search & Follow 5 new ppl in yr area of interest 2 2. Invite a tweep to coffee 40 mins – 1 hour 3. Live-tweet an event 0 4. Find & use 5 new hashtags m 5. Write a blog post & tweet link i 6. Join a tweetchat n 7. Run a tweetchat! s
    41. 41. • Upload a new image to your Facebook fan page and respond to comments on your page.• Comment on Facebook pages where you want to be noticed (e.g. galleries, niche markets, and museums).• Remember to comment as your page on other pages.• Add an event or campaign to your page.• Comment on someone else’s blog.• Respond to comments on your blog.• Recommend someone on LinkedIn and leave a recommendation on a business page on Facebook.• Send one tweet and retweet two others from your Twitter stream.• Find a new hashtag to listen to• Post-date three tweets using HootSuite or TweetDeck.• Organize FB photo albums
    42. 42. Contact Me.. Really!http://susantenby.com/@suzboopsusan@susantenby.comhttp://www.slideshare.net/suzboophttp://www.delicious.com/suzboophttp://npsocialmedia101.wikispaces.com/ npsocialmedia101.wikispaces.com
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