Power Of Twitter Chats

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Presentation for Marketing Camp San Francisco #MCSF March 30, 2013. Listen to webinar http://bit.ly/ZSpvjo

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Power Of Twitter Chats

  1. 1. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT The Power Of Twitter Chats For Cultivating Knowledge Communities & Customer Engagement Cindy F. Solomon Founder, Global Product Management Talk
  2. 2. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT • Founder, Global Product Management Talk. Organizer Startup Product Talks. Producer Startup Product Summit • Pioneering Socratic format for Twitter Chats to cultivate global knowledge communities • Instigating Startup Product movement for product excellence through cross-discipline collaboration and holistic product perspective. www.linkedin.com/in/cfsolomon/ Cindy F. Solomon
  3. 3. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT The Global Product Management Talk • started with a tweet that traveled 7400 miles • Discovered difficult to tweet & discuss complex issues • Started recording thought leaders via Skype • Became top 10 business podcast on BlogTalkRadio • 2 years, 100 podcasts, 20,000 listeners/week • Spawned in-person community >1100 members • And all day event, Startup Product Summit
  4. 4. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Why Twitter? Twitter is a broadcast medium with no barrier to entry - anyone who is tuning into Twitter can pick up anyone else's signal.
  5. 5. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Jonathan Zittrain said… “The qualities that make Twitter seem inane and half- baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author
  6. 6. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter is Fastest Growing Social Network •Twitter now has around half a billion registered profiles, with over 100 million in the USA alone? •While the USA leads the way, Twitter is also massively popular in Brazil, Japan and the UK Media Bistro All Twitter http://bit.ly/YKbjwc
  7. 7. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT
  8. 8. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Global Web Index http://bit.ly/XsEyVm
  9. 9. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Power of Twitter for Group Discussions Enables a parallel threaded discussion where many people can talk at once
  10. 10. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Power of Twitter for Group Discussions Read what people are tweeting
  11. 11. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Power of Twitter for Group Discussions Watch the conversation without participating and still get value
  12. 12. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Power of Twitter for Group Discussions Identify and reach out to others who have similar interests
  13. 13. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Power of Twitter for Group Discussions Respond to a conversation after it has occurred
  14. 14. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Power of Twitter for Group Discussions Search by topic Directly engage with the originator of the content
  15. 15. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT What is a Twitter Chat? A Parallel threaded discussion where many people can talk at once
  16. 16. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT What is a Twitter Chat? • Gatherings of people on Twitter to discuss pretty much anything that interests them • Identified with a #hashtag
  17. 17. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT What is a Hash Tag? user-created standard for identifying tweets belonging to a topic
  18. 18. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT What is a Hash Tag? Protocol is pound sign preceding designated abbreviation for chat #prodmgmttalk #MCSF
  19. 19. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Why use a Hash Tag? • to participate in the chat, all of your tweets should include the appropriate tag •If you tweet without it, your tweets are going to fall on mostly deaf ears and fragment the conversation. •You want people to see that you are participating in this chat and that you’re interested in whatever the topic is.
  20. 20. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Recommended Tweet Format “Please Retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”.
  21. 21. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Benefits of Twitter Chats • network • share knowledge • increase their influence • contribute value
  22. 22. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Formats •Twitter Party •Posted topic •Hosted meetings •Add-ons to another event •Socratic method format
  23. 23. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Format Twitter Party •No agenda •No hosts •Casual meetings of people with shared interests •May be spontaneous •Big Brands use these with incentives, give aways, rewards to generate buzz
  24. 24. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Format Posted Topic •Everyone tweets whatever they want to share about the topic •May not be a time frame •Used for crowdsourcing for blog posts, books, topic popularity
  25. 25. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Format Hosted Meetings • Posted timeframe • Hosted speaker • Participants ask questions of the speaker • Speaker may not be present or tweeting in real time
  26. 26. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Format Town Hall Often Added-on to another event •such as a TV show, sports event, or press junket • may include live streamed speaker • participants comment on what they are watching • tweet stream may be broadcast
  27. 27. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Format Socratic Method • background content available prior to event • pre-posted questions provided by speaker for participants to answer • participants may answer on their social platform of choice • time boxed for live discussion • twitter conversation occurs before, during and after • enables capturing of educational material with conversation for on-demand viewing and consumption post event
  28. 28. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT What is a Socratic Discussion? •based on the way Socrates taught students in Ancient Greece •students encouraged and expected to share their thoughts regarding both the written and the spoken word • Socrates students were provided materials to read, analyze and evaluate prior to class so they could prepare to contribute to the discussion. •During class, Socrates would often remain silent to allow the students to share their knowledge.
  29. 29. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Format Socratic Method Global Product Management Talk models the Socratic method with written and spoken word • pre-posted questions • background materials pack.li • twitter transcript slideshare.net • audio podcast blogtalkradio.com
  30. 30. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Participate In Twitter Chats 1.Show Up Prepared 2.Participate! 3.Follow Up 4.Find Your Tool http://bit.ly/12170fV
  31. 31. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices 1.Strategize 2.Plan 3.Promote 4.Produce 5.Lean Content Marketing http://bit.ly/11ZuMfZ
  32. 32. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices Questions http://bit.ly/11ZuMfZ • What is the purpose of the Twitter Chat? • Who is the desired audience? • What is your goal for producing the Chat? • What are your success metrics? • What is your road map?
  33. 33. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices Strategize • Recognize that a regular Twitter Chat is an event requiring human participation. • Even though its digital on an open platform, it still requires similar planning, thinking, and structure as any other regularly scheduled event to guarantee its success. http://bit.ly/11ZuMfZ
  34. 34. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices Strategize • Think strategically • Post your thinking on a webpage • Start with a wiki or blog posting • Identify a relevant name that ideally works well for a hashtag and domain name http://bit.ly/11ZuMfZ
  35. 35. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices Plan Break down your event planning into 3 parts a) Before the event begins (prior to launch and between regularly scheduled events) b) During the event c) After the event http://bit.ly/11ZuMfZ
  36. 36. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices Planning Prior to Twitter Chat Launch 1. Topic: 2. Team: 3. Audience: 4. Schedule: 5. Format: http://bit.ly/11ZuMfZ
  37. 37. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices Promote Prior to Twitter Chat Launch a press release & promote across channels Get sponsors, speakers Ask everyone to retweet, participate, comment Blog
  38. 38. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat: Socratic Method background materials pack.li
  39. 39. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat: Socratic Method http://bit.ly/mXN6fl
  40. 40. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices During Event Assign official tweeter – train & orient Welcome everyone coming in – send them background info Keep conversation going forward Use pre-written tweets to orient & welcome Be friendly, candid, fun, appreciative, humble!
  41. 41. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT More Information http://bit.ly/11ZuMfZ Global Product Management Talk Frequently Asked Questions Pre-written tweets What is #ProdMgmtTalk? http://bit.ly/AlLEbN Join Global Product Management Talk! http://linkd.in/jRmwRx Never participated in a twitter chat? FAQs http://t.co/Qr2s1o0O Learn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZflo Learn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSf
  42. 42. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices Post Event Following Each Twitter Chat Employ Lean Content Marketing principles and Product Marketing Best Practices 1. Ask for and respond to audience feedback 2. Track and measure participation 3. Post and repackage content across mediums beyond Twitter
  43. 43. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Twitter Chat Best Practices Post Event Following Each Twitter Chat 1. Capture tweets on storify http://storify.com/prodmgmttalk/ 2. Post transcript to slideshare 3. Post and repackage content across mediums beyond Twitter scoop.it 4. Blog 5. Reach out to local participants & meetup!
  44. 44. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Startup Product Talks http://www.meetup.com/StartupProductTalks/
  45. 45. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Archives http://www.blogtalkradio.com /prodmgmttalk Listen on iTunes http://bit.ly/silH98 Android App http://bit.ly/tEeWFx RSS http://bit.ly/IyCnJD Twitter @ProdMgmtTalk Sponsor: http://bit.ly/gF0Tt3 Speak: http://bit.ly/f4xAIW Contact: info@prodmgmttalk.com
  46. 46. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Global Product Management Talk Archive of tweets from product camps worldwide http://www.prodmgmttalk.com
  47. 47. © Cindy F. Solomon cfsolomon@gmail.com @STARTUPPRODUCT # STARTUPPRODUCT Thank you! Join weekly on Global Product Management Talk #ProdMgmtTalk and bi-monthly #StartupProduct @cindyfsolomon @prodmgmttalk @startupproduct Please connect with me on linkedin! www.linkedin.com/in/cfsolomon/

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