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Twitter: small form big strategy, big content

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

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

Published in: Business, Technology

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  • 1. small form BIG STRATEGYWednesday, 25 April 12
  • 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. the Live WebWednesday, 25 April 12
  • 4. http://simulacra.blogs.casa.ucl.ac.uk/2011/03/24h-london-twitter-traffic/Wednesday, 25 April 12
  • 5. Wednesday, 25 April 12
  • 6. Wednesday, 25 April 12
  • 7. Wednesday, 25 April 12
  • 8. • http://www.youtube.com/watch?v=D3qltEtl7H8 • http://www.youtube.com/watch?v=D3qltEtl7H8Wednesday, 25 April 12
  • 9. what is TwitterWednesday, 25 April 12
  • 10. http://mashable.com/2011/09/30/twitter-history-infographic/Wednesday, 25 April 12
  • 11. Wednesday, 25 April 12
  • 12. Wednesday, 25 April 12
  • 13. Text http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/Wednesday, 25 April 12
  • 14. http://mashable.com/2011/09/23/world-social-networks-infographic/Wednesday, 25 April 12
  • 15. the conversation/link economyWednesday, 25 April 12
  • 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. Wednesday, 25 April 12
  • 18. Twitter mechanicsWednesday, 25 April 12
  • 19. • the Tweet • the follower • the @reply • the DM • the link • the #hashtag • the listWednesday, 25 April 12
  • 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. 140 charactersWednesday, 25 April 12
  • 22. Twitter and your business storyWednesday, 25 April 12
  • 23. Wednesday, 25 April 12
  • 24. My business and... • my customers/stakeholders • my people • my passion • our vision • our storyWednesday, 25 April 12
  • 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. 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. 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. How does Twitter change... • my customers/stakeholders? • my people • Visible • my passion •Accessible • Transparency • our vision • Comparable • our storyWednesday, 25 April 12
  • 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. The old language • CRM • Customer service • Sales • Brand • MessageWednesday, 25 April 12
  • 31. The new language • CRM • Relationships • Customer service • Real-ationships • Sales • Conversation • Brand • Relationships • Message • ConversationWednesday, 25 April 12
  • 32. Wednesday, 25 April 12
  • 33. the Listening strategyWednesday, 25 April 12
  • 34. Listening strategy • Who? • What? • Where? • Why? • When?Wednesday, 25 April 12
  • 35. Listening to... • People • Colleagues and stakeholders • Opinion leaders • Past/existing/future customers • Conversations • Your brand • Your issuesWednesday, 25 April 12
  • 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. Wednesday, 25 April 12
  • 38. the Talking stratgeyWednesday, 25 April 12
  • 39. Talking strategy • Who? • What? • Where? • Why? • When?Wednesday, 25 April 12
  • 40. Managing TwitterWednesday, 25 April 12
  • 41. Managing Twitter • Technically • Strategically • OrganisationallyWednesday, 25 April 12
  • 42. Wednesday, 25 April 12
  • 43. Wednesday, 25 April 12
  • 44. Wednesday, 25 April 12
  • 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. @internationaleWednesday, 25 April 12
  • 47. small form BIG CONTENTWednesday, 25 April 12
  • 48. Wednesday, 25 April 12
  • 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. the taxonomy of TweetsWednesday, 25 April 12
  • 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. Types of tweets • The news • The story • The comment • The question • The answer • The idea • The retweetWednesday, 25 April 12
  • 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. Babies and bathwater • The Inverse Pyramid • Active • Positive • Specific • Nouns and verbs • Clichés • News valuesWednesday, 25 April 12
  • 55. Finding inspirationWednesday, 25 April 12
  • 56. The world you’re tweeting Society Industry Organisation Team IndividualWednesday, 25 April 12
  • 57. Inspiration: the news • RSS reader Society Industry • Trade press Organisation • Facebook Team Individual • Twitter streamWednesday, 25 April 12
  • 58. Inspiration: our news • Developments Society • Ideas in progress Industry • Meetings Organisation Team • official Individual • unofficialWednesday, 25 April 12
  • 59. Inspiration: my news • Questions • Ideas Society Industry • Interactions Organisation Team IndividualWednesday, 25 April 12
  • 60. Inspiration: our/my story • Thoughts • Dreams Society • Observations Industry Organisation • Comments Team • ‘poems’ Individual • ‘pictures’Wednesday, 25 April 12
  • 61. Wednesday, 25 April 12
  • 62. Enough talk, let’s TweetWednesday, 25 April 12
  • 63. News Tweet your presence at this eventWednesday, 25 April 12
  • 64. Story Tweet a meeting with client, stakeholder or colleagueWednesday, 25 April 12
  • 65. Comment Add some value to a current news storyWednesday, 25 April 12
  • 66. Question Tweet a requestWednesday, 25 April 12
  • 67. Answer Tweet a responseWednesday, 25 April 12
  • 68. Idea Float somethingWednesday, 25 April 12
  • 69. Retweet Find something to pass onWednesday, 25 April 12
  • 70. @internationaleWednesday, 25 April 12