small form                         BIG STRATEGYWednesday, 25 April 12
outline of the morning                    •    The Live Web - where the tweets fly                    •    What is Twitter?...
the Live WebWednesday, 25 April 12
http://simulacra.blogs.casa.ucl.ac.uk/2011/03/24h-london-twitter-traffic/Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
•       http://www.youtube.com/watch?v=D3qltEtl7H8                             •    http://www.youtube.com/watch?v=D3qltEt...
what is TwitterWednesday, 25 April 12
http://mashable.com/2011/09/30/twitter-history-infographic/Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
Text                         http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/Wednesday, 25 April 12
http://mashable.com/2011/09/23/world-social-networks-infographic/Wednesday, 25 April 12
the conversation/link                               economyWednesday, 25 April 12
• Markets are conversations, Twitter is a                         conversation space, therefore Twitter is                ...
Wednesday, 25 April 12
Twitter mechanicsWednesday, 25 April 12
• the Tweet                     • the follower                     • the @reply                     • the DM              ...
and what that means          • the Tweet - your contribution to the conversation          • the follower - the people in t...
140 charactersWednesday, 25 April 12
Twitter and your                          business storyWednesday, 25 April 12
Wednesday, 25 April 12
My business and...                    •    my customers/stakeholders                    •    my people                    ...
How does Twitter change...                    •    my customers/stakeholders?                    •    my people           ...
How does Twitter change...                    •    my customers/stakeholders?                    •    my people           ...
How does Twitter change...                    •    my customers/stakeholders?                    •    my people           ...
How does Twitter change...                    •    my customers/stakeholders?                    •    my people           ...
How does Twitter change...                    •    my customers/stakeholders?                    •    my people           ...
The old language                    •    CRM                    •    Customer service                    •    Sales       ...
The new language                    •    CRM                •   Relationships                    •    Customer service   •...
Wednesday, 25 April 12
the Listening strategyWednesday, 25 April 12
Listening strategy                    •    Who?                    •    What?                    •    Where?              ...
Listening to...                    •    People                         •   Colleagues and stakeholders                    ...
Listening to...                    •    Twitter: who to follow                    •    Search: search.twitter.com         ...
Wednesday, 25 April 12
the Talking stratgeyWednesday, 25 April 12
Talking strategy                    •    Who?                    •    What?                    •    Where?                ...
Managing TwitterWednesday, 25 April 12
Managing Twitter                    • Technically                    • Strategically                    • Organisationally...
Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
Building a strategy                    •    Locate Twitter in broader strategy                    •    Get buy-in         ...
@internationaleWednesday, 25 April 12
small form                         BIG CONTENTWednesday, 25 April 12
Wednesday, 25 April 12
outline of the afternoon                    •    The taxonomy of Tweets                    •    Finding inspiration       ...
the taxonomy of TweetsWednesday, 25 April 12
VISION                    • V is for Voice                    • I is for i with a small I                    • S is for Si...
Types of tweets                    • The news                    • The story                    • The comment             ...
...and what they say                    • The news - I have something you should                         know             ...
Babies and bathwater                    • The Inverse Pyramid                    • Active                    • Positive   ...
Finding inspirationWednesday, 25 April 12
The world you’re tweeting                             Society                             Industry                        ...
Inspiration: the news                    • RSS reader           Society                                           Industry...
Inspiration: our news                    • Developments         Society                    • Ideas in progress    Industry...
Inspiration: my news                    • Questions                    • Ideas               Society                      ...
Inspiration: our/my story                    • Thoughts                    • Dreams         Society                    • O...
Wednesday, 25 April 12
Enough talk, let’s TweetWednesday, 25 April 12
News                         Tweet your presence at this eventWednesday, 25 April 12
Story                   Tweet a meeting with client, stakeholder or colleagueWednesday, 25 April 12
Comment                         Add some value to a current news storyWednesday, 25 April 12
Question                          Tweet a requestWednesday, 25 April 12
Answer                         Tweet a responseWednesday, 25 April 12
Idea                         Float somethingWednesday, 25 April 12
Retweet                         Find something to pass onWednesday, 25 April 12
@internationaleWednesday, 25 April 12
Upcoming SlideShare
Loading in …5
×

Twitter: small form big strategy, big content

666 views

Published on

workshop delivered by @internationale for @thehubevents in London. Exploring Twitter, the Live Web and the conversation economy...

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
666
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Twitter: small form big strategy, big content

  1. 1. small form BIG STRATEGYWednesday, 25 April 12
  2. 2. outline of the morning • The Live Web - where the tweets fly • What is Twitter? • Twitter and the Live Web, the conversation and link economies • Twitter mechanics • Twitter and your business story • Manging TwitterWednesday, 25 April 12
  3. 3. the Live WebWednesday, 25 April 12
  4. 4. http://simulacra.blogs.casa.ucl.ac.uk/2011/03/24h-london-twitter-traffic/Wednesday, 25 April 12
  5. 5. Wednesday, 25 April 12
  6. 6. Wednesday, 25 April 12
  7. 7. Wednesday, 25 April 12
  8. 8. • http://www.youtube.com/watch?v=D3qltEtl7H8 • http://www.youtube.com/watch?v=D3qltEtl7H8Wednesday, 25 April 12
  9. 9. what is TwitterWednesday, 25 April 12
  10. 10. http://mashable.com/2011/09/30/twitter-history-infographic/Wednesday, 25 April 12
  11. 11. Wednesday, 25 April 12
  12. 12. Wednesday, 25 April 12
  13. 13. Text http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/Wednesday, 25 April 12
  14. 14. http://mashable.com/2011/09/23/world-social-networks-infographic/Wednesday, 25 April 12
  15. 15. the conversation/link economyWednesday, 25 April 12
  16. 16. • Markets are conversations, Twitter is a conversation space, therefore Twitter is your market. • Conversations are powered by sharing and by links. • That economy will flourish with or without you.Wednesday, 25 April 12
  17. 17. Wednesday, 25 April 12
  18. 18. Twitter mechanicsWednesday, 25 April 12
  19. 19. • the Tweet • the follower • the @reply • the DM • the link • the #hashtag • the listWednesday, 25 April 12
  20. 20. and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in • the DM - your added value: private help • the link - your added value: knowledge • the #hashtag - your added value: organising • the list - your added value: co-ordinatingWednesday, 25 April 12
  21. 21. 140 charactersWednesday, 25 April 12
  22. 22. Twitter and your business storyWednesday, 25 April 12
  23. 23. Wednesday, 25 April 12
  24. 24. My business and... • my customers/stakeholders • my people • my passion • our vision • our storyWednesday, 25 April 12
  25. 25. How does Twitter change... • my customers/stakeholders? • my people • Followers/Following • my passion • Conversation @/d • our vision • Hashtag • Expectations • our storyWednesday, 25 April 12
  26. 26. How does Twitter change... • my customers/stakeholders? • my people • spokesperson • customer service • my passion representative • our vision • marketer • storyteller • our story • official/unofficialWednesday, 25 April 12
  27. 27. How does Twitter change... • my customers/stakeholders? • my people • Always on • my passion • Searcahble • Linkable • our vision • Shareable • our story • StreamWednesday, 25 April 12
  28. 28. How does Twitter change... • my customers/stakeholders? • my people • Visible • my passion •Accessible • Transparency • our vision • Comparable • our storyWednesday, 25 April 12
  29. 29. How does Twitter change... • my customers/stakeholders? • my people • my passion • In process • In development • our vision • Open source • our storyWednesday, 25 April 12
  30. 30. The old language • CRM • Customer service • Sales • Brand • MessageWednesday, 25 April 12
  31. 31. The new language • CRM • Relationships • Customer service • Real-ationships • Sales • Conversation • Brand • Relationships • Message • ConversationWednesday, 25 April 12
  32. 32. Wednesday, 25 April 12
  33. 33. the Listening strategyWednesday, 25 April 12
  34. 34. Listening strategy • Who? • What? • Where? • Why? • When?Wednesday, 25 April 12
  35. 35. Listening to... • People • Colleagues and stakeholders • Opinion leaders • Past/existing/future customers • Conversations • Your brand • Your issuesWednesday, 25 April 12
  36. 36. Listening to... • Twitter: who to follow • Search: search.twitter.com • Twitter recommendation engines • Lists • Other social networks • Friends of friends of...Wednesday, 25 April 12
  37. 37. Wednesday, 25 April 12
  38. 38. the Talking stratgeyWednesday, 25 April 12
  39. 39. Talking strategy • Who? • What? • Where? • Why? • When?Wednesday, 25 April 12
  40. 40. Managing TwitterWednesday, 25 April 12
  41. 41. Managing Twitter • Technically • Strategically • OrganisationallyWednesday, 25 April 12
  42. 42. Wednesday, 25 April 12
  43. 43. Wednesday, 25 April 12
  44. 44. Wednesday, 25 April 12
  45. 45. Building a strategy • Locate Twitter in broader strategy • Get buy-in • Set up systems • Set up support • Set up ‘projects’ • Set up timescales • Do it! • Evaluate itWednesday, 25 April 12
  46. 46. @internationaleWednesday, 25 April 12
  47. 47. small form BIG CONTENTWednesday, 25 April 12
  48. 48. Wednesday, 25 April 12
  49. 49. outline of the afternoon • The taxonomy of Tweets • Finding inspiration • What to Tweet • How to Tweet • Enough talk, let’s Tweet!Wednesday, 25 April 12
  50. 50. the taxonomy of TweetsWednesday, 25 April 12
  51. 51. VISION • V is for Voice • I is for i with a small I • S is for Simple • I is for Improvise • O is for Open Source • N is for NarrativeWednesday, 25 April 12
  52. 52. Types of tweets • The news • The story • The comment • The question • The answer • The idea • The retweetWednesday, 25 April 12
  53. 53. ...and what they say • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help • The retweet - We’re all in this together..!Wednesday, 25 April 12
  54. 54. Babies and bathwater • The Inverse Pyramid • Active • Positive • Specific • Nouns and verbs • Clichés • News valuesWednesday, 25 April 12
  55. 55. Finding inspirationWednesday, 25 April 12
  56. 56. The world you’re tweeting Society Industry Organisation Team IndividualWednesday, 25 April 12
  57. 57. Inspiration: the news • RSS reader Society Industry • Trade press Organisation • Facebook Team Individual • Twitter streamWednesday, 25 April 12
  58. 58. Inspiration: our news • Developments Society • Ideas in progress Industry • Meetings Organisation Team • official Individual • unofficialWednesday, 25 April 12
  59. 59. Inspiration: my news • Questions • Ideas Society Industry • Interactions Organisation Team IndividualWednesday, 25 April 12
  60. 60. Inspiration: our/my story • Thoughts • Dreams Society • Observations Industry Organisation • Comments Team • ‘poems’ Individual • ‘pictures’Wednesday, 25 April 12
  61. 61. Wednesday, 25 April 12
  62. 62. Enough talk, let’s TweetWednesday, 25 April 12
  63. 63. News Tweet your presence at this eventWednesday, 25 April 12
  64. 64. Story Tweet a meeting with client, stakeholder or colleagueWednesday, 25 April 12
  65. 65. Comment Add some value to a current news storyWednesday, 25 April 12
  66. 66. Question Tweet a requestWednesday, 25 April 12
  67. 67. Answer Tweet a responseWednesday, 25 April 12
  68. 68. Idea Float somethingWednesday, 25 April 12
  69. 69. Retweet Find something to pass onWednesday, 25 April 12
  70. 70. @internationaleWednesday, 25 April 12

×