AOIFE Conference 2011 twitter workshop


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Slides from a workshop I gave at the 2011 AOIFE (Association of Irish Festivals and Events) Conference. It covers the most recent twitter in Ireland usage stats, do's and don'ts for using Twitter, Strategic tips and top tips for twitter use for Festivals and Events.

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  • Numbers are deceptive though as 1) more people see twtter feeds via web and 2) Key influencers are on twitter. A huge percentage of journalists are on twitter for example and regularly use it to crowd source info for articles. A joint research study by Kantar Media and the Public Relations Institute of Ireland has shown that references to Twitter across print media in Ireland have increased from 16 mentions per month in January 2008 to 2,058 references per month in March 2011.For last two points see upcoming slides
  • Pro’s and Con’s to this approach – Pro- allows you to update news easily, allows people to view your tweets even if they aren’t on twitter, allows you to keep homepage current outside of festival time. Particularly good if you are on a low budget for your site. More sophisticated sites could approach the twitter feed in a different way, highlighting the most recent tweet, or what people are saying about the festival
  • Live:!/your_activity
  • Internal Response Policy – do you have any issues that are likely to arise, what can be said in a public forum, can you respond to every tweet, at what stage does the twitter manager have to check with a superior
  • Check your @replies : this is especially true during festival time Add your phone via the web
  • Tuesday Evening
  • Tuesday Evening
  • Tuesday Evening Live:
  • Live:
  • Hashtag means DubCon could capture this tweet and see it (other words in the update wouldn’t likely have been triggers) and the added value of Instagram means the location is shown
  • Hashtag means DubCon could capture this tweet and see it (other words in the update wouldn’t likely have been triggers) and the added value of Instagram means the location is shown
  • AOIFE Conference 2011 twitter workshop

    1. 1. Aoife Flynn loves music, art, theatre, culture, fashion, food, the interweb. Consultant Arts marketeer & project manager www. a
    2. 2. Aoife Flynn @stranded_aoife www. a Twitter for Festivals <ul><li>What I’ll be focusing on today… </li></ul><ul><li>Why Twitter? </li></ul><ul><li>Some Do ’ s and Don'ts of good twitter practice </li></ul><ul><li>Twitter for Festivals – some practical tips </li></ul><ul><li>What I’ll be focusing on today… </li></ul><ul><li>Why Twitter? </li></ul><ul><li>Some Do ’ s and Don'ts of good twitter practice </li></ul><ul><li>Twitter for Festivals – some examples </li></ul>
    3. 3. Why Twitter? Aoife Flynn @stranded_aoife www. a <ul><li>The number of Irish Twitter users are increasing, from 7% to 11% in the most recent quarter (Feb – May ’ 11) </li></ul><ul><li>(although number of accounts has risen there is a drop in daily usage from 30% to 21%) </li></ul><ul><li>11% of total irish adult population have twitter accounts ( 385,000) </li></ul><ul><li>217,845 of those are active – sending at least one tweet in June 2011 </li></ul><ul><li>47% of users send 10 or more tweets a month </li></ul><ul><li>The average user in June has 199 followers, 213 friends, & has sent 1178 tweets since joining Twitter </li></ul><ul><li>Hard to get accurate stats as people access twitter in so many ways </li></ul><ul><li>Many more people see twitter feeds than are on twitter </li></ul><ul><li>Source – Ipsos/ (May/June 2011) </li></ul>
    4. 4. Aoife Flynn @stranded_aoife www. a Twitter Feed on home page
    5. 5. <ul><li> (web) 33% </li></ul><ul><li>Twitter for iPhone 19.6% </li></ul><ul><li>Twitter for BlackBerry 7.6% </li></ul><ul><li>Twitter for Android 4.5% </li></ul><ul><li>Facebook 3.6% </li></ul><ul><li>TweetDeck 3.6% </li></ul><ul><li>Tweet Button 3.3% </li></ul><ul><li>Mobile Web 2.8% </li></ul><ul><li>Echofon 1.8% </li></ul><ul><li>Twitter for iPad 1.1% </li></ul><ul><li>( HootSuite 0.8%) </li></ul><ul><ul><ul><li>Source: (June ‘11) </li></ul></ul></ul>Aoife Flynn @stranded_aoife www. a Top 10 Twitter Applications for sending tweets
    6. 7. Why Twitter? A Top 7 Aoife Flynn @stranded_aoife www. a <ul><li>Hear what people are saying about you (search) </li></ul><ul><li>Join in the conversation </li></ul><ul><li>Take control of your message </li></ul><ul><li>Group your advocates around you (hashtag) </li></ul><ul><li>Easy method to update web content </li></ul><ul><li>Text option for technophobes! </li></ul><ul><li>Direct contact; The holy grail of marketing is to be able to make your customer feel like you are talking directly to them – one to one. Twitter actually allows you to do this </li></ul>
    7. 8. How to approach twitter Aoife Flynn @stranded_aoife www. a <ul><li>Using Twitter requires the same approach as using any social network: </li></ul><ul><li>Learn about it and its etiquette </li></ul><ul><li>Plan, Target and Track </li></ul><ul><li>Remember that effective Online/Social Marketing is a 2-way Converstion </li></ul><ul><li>Real World Integration </li></ul>
    8. 9. <ul><li>If you are not already using twitter, create an account and spend some time learning how it works before launching yourself publically on twitter for your organisation </li></ul><ul><li>Ask other twitter users how it works </li></ul><ul><ul><li>someone in your organisation might already be on twitter in a personal capacity </li></ul></ul><ul><li>Think about who in the organisation is the best candidate to tweet </li></ul><ul><ul><li>it doesn’t have to be the marketing staff or an intern </li></ul></ul><ul><ul><li>It might be the director, or it might be front of house, or it might be a programmer, or a combination of all of the above </li></ul></ul><ul><ul><li>Consider who best embodies the spirit/brand values of your festival </li></ul></ul><ul><li>Enable your twitter manager </li></ul><ul><ul><li>Make sure whoever is manning the feed has the authority to reply directly, and quickly, without having to check with layers of management for every tweet </li></ul></ul><ul><li>Have an internal response policy </li></ul>Aoife Flynn @stranded_aoife www. a 1. Learn about it
    9. 10. <ul><li>Do bother to learn the rules </li></ul><ul><li>Include your website, and relevant info in your bio. consider incl. who is tweeting </li></ul><ul><li>Check your DM (Direct Messages) regularly </li></ul><ul><li>Check your @replies regularly </li></ul><ul><li>Respond in a timely fashion (within a day at most, more quickly at festival time) </li></ul><ul><li>ReTweet (RT) regularly but remember that the average RT’s from individual accounts is only 8-10%, campaigns are often much higher </li></ul><ul><li>Always acknowledge the source of information if you are passing it on </li></ul><ul><li>Engage – get involved in conversations OTHER than those about your festival </li></ul><ul><ul><li>A twitter client like TweetDeck combined with text alerts for DM’s and @replies is the best way to effectively monitor your conversations </li></ul></ul>Aoife Flynn @stranded_aoife www. a 1. Learn about it
    10. 11. Aoife Flynn @stranded_aoife www. a @GregansCastle
    11. 12. Aoife Flynn @stranded_aoife www. a TweetDeck
    12. 13. <ul><li>Have a plan even if it’s not a full scale strategy what do you want to get out of twitter? </li></ul><ul><li>Set targets for each event/festival/campaign </li></ul><ul><ul><li>Target web referrals, increase in traffic, increase in followers, or new visitors </li></ul></ul><ul><li>Track your progress </li></ul><ul><ul><li>Measure your effectiveness at achieving what you set out to. </li></ul></ul><ul><ul><ul><li>Use stats from your own site – how many referrals are from twitter? </li></ul></ul></ul><ul><ul><ul><li>How many followers do you have? </li></ul></ul></ul><ul><ul><ul><li>How many ReTweets? What’s your TweetReach? </li></ul></ul></ul><ul><ul><ul><li>Use bitly to track shortlinks </li></ul></ul></ul>Aoife Flynn @stranded_aoife www. a 2. Plan, Target, and Track
    13. 14. Aoife Flynn @stranded_aoife www. a Tweet Reach report for #bizfun
    14. 15.
    15. 16. <ul><li>Golden Rule of any online engagement? Conversations are two-way, this is especially true of twitter </li></ul><ul><ul><li>Resist the broadcast only approach </li></ul></ul><ul><ul><li>Time your tweets (use an auto scheduler like Tweet Deck for regular info tweets) </li></ul></ul><ul><li>Think of twitter as a “virtual front desk” for your festival. It should be; </li></ul><ul><ul><li>Welcoming </li></ul></ul><ul><ul><li>Informal </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><ul><li>about festival and about audience </li></ul></ul></ul><ul><ul><li>Interactive </li></ul></ul>Aoife Flynn @stranded_aoife www. a 2. Twitter: Dialogue v ’ s Monologue
    16. 17. <ul><li>The best twitter use is one that merges on and offline </li></ul><ul><li>Display your festival #hashtag or twitter account in your venues </li></ul><ul><ul><li>E.g. DubCon example </li></ul></ul><ul><li>If you have a very active stream consider publishing the best tweets in your programme, or e-newsletters </li></ul><ul><li>Encourage twit pics – from your followers of your festival, and of you – remember the gregan’s example, pictures appear on your profile </li></ul><ul><li>Encourage tweetable check-ins on foursquare to increase the number of mentions of your festival </li></ul><ul><li>Appoint live guest tweeters to tweet about your festival as it happens, this can be on your account or on their own </li></ul><ul><li>If you do this successfully your visitor will become your best marketeer, and they work for free </li></ul>4. Real World integration Aoife Flynn @stranded_aoife www. a
    17. 18. DubCon Aoife Flynn @stranded_aoife www. a
    18. 19. DubCon Aoife Flynn @stranded_aoife www. a
    19. 20. <ul><li>Content is king when it comes to successful online marketing. This is equally true of twitter </li></ul><ul><li>Is your content (your updates + tweeted media) </li></ul><ul><li>Snackable </li></ul><ul><li>Sharable </li></ul><ul><li>Relevant </li></ul><ul><li>More than just about sales </li></ul><ul><li>Does your content’s subject matter reach out beyond your festival and engage people around the broader themes of your festival, or your location, or another soft aspect of your work </li></ul>Content is King Aoife Flynn @stranded_aoife www. a
    20. 21. <ul><li>Think of ways you can use twitter to deepen your followers engagement </li></ul><ul><li>Run special twitter only offers/discounts </li></ul><ul><li>Run competitions to encourage user generated content </li></ul><ul><li>Tweet outside of Festival time </li></ul><ul><li>Use twitter to let people see behind the scenes </li></ul><ul><li>Use twitter to build anticipation for your festival </li></ul><ul><li>Use twitter to capture the highs during festival time – “wish you were there” effect </li></ul><ul><li>Look to larger festivals to see what they are doing on twitter </li></ul>Content is King Aoife Flynn @stranded_aoife www. a
    21. 22. <ul><li>Do claim your organisation’s name/twitter handle even if you’re not active </li></ul><ul><li>Do put your web address in the bio </li></ul><ul><li>Don’t “Flood the Stream” </li></ul><ul><ul><li>Time your posts </li></ul></ul><ul><ul><li>(use tweet deck to schedule tweets) </li></ul></ul><ul><ul><li>Check what’s working via insights </li></ul></ul><ul><li>Do encourage follower interaction </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Run competitions </li></ul></ul><ul><ul><li>encourage #hashtags and put your official # in the bio </li></ul></ul>Practical Twitter tips Aoife Flynn @stranded_aoife www. a
    22. 23. <ul><li>Use Tweet Deck to manage multiple accounts </li></ul><ul><li>Consider who in your organisation is the best person </li></ul><ul><li>Merge offline and online </li></ul><ul><ul><li>Display a hashtag for an event, festival in your venues Dublin Contempory did this very effectively </li></ul></ul><ul><ul><li>Encourage people to tweet pictures of your event </li></ul></ul><ul><li>Don’t have a third party tweet on your org’s behalf </li></ul><ul><li>Don’t link from facebook – except… </li></ul><ul><li>Do give back - #ff, set up text alerts, reply in a timely fashion </li></ul><ul><li>Follow your ReTweeters/followers </li></ul>Practical Twitter tips Aoife Flynn @stranded_aoife www. a
    23. 24. Full text and slides www. a Thank you!