How do we communicate on the web?

● E-mail
● Social Networking Sites
E-mail Benefits

E-mail is a static/private/semi-public method of
communication.
●   The audience knows how to use it!
●  ...
Drawbacks: E-mail

●   Most of the audience knows how to filter it!
●   You have to sign up for it. You can't window shop ...
Benefits: Social Networking Sites:

●   Circle of friends (you converse with people you
    already know or products/brand...
Drawbacks - Social Networking
                 Sites

●   Learning Curve
●   Closed loop
●   Can't interact outside your c...
What is Twitter?

    (Isn't this just another social media website?)

A Website is typically information that can only be...
What is Twitter?

Twitter is on a website, but it is really a real-
time information stream.
Where can you find Twitter?
In an App
Where can you find Twitter?
In a website widget
Where can you find Twitter?
In your organization's digital signage
Where can you find Twitter?
●   On SMS and Cell Phones
Where can you find Twitter?

At home on your Television (Verizon FiOS)
Where can you find Twitter?

Anyplace where Twitter data can be displayed!
Twitter Benefits:

Twitter is a live|public|private method of communication.
Benefits:
●   Can have a one-to-many broadcas...
Twitter Drawbacks:

How much Tweeting is enough?
Pressure to Tweet, tweet poor quality information.
Twitter Drawbacks:

#fail in public: Example: United Airlines
FaceBook vs. Twitter

●   Both FaceBook exchange real-time status updates. The
    difference is that FaceBook is (for the...
FaceBook Vs. Twitter

●   Since many users have made their accounts private, most
    FaceBook Updates can't be searched o...
How will we benefit from real-time
          arts marketing?
Word of Mouth Marketing (reviews before they hit
the paper)
How will we benefit from real-time
          arts marketing?
Real-Time Coupons
How will we benefit from real-time
          arts marketing?
Customer Service
How will we benefit from real-time
          arts marketing?
Engagement (TweetUps, Contests)
Grammar of the tweet

Tweet: is a 140 characters of text designed to
broadcast a message. Short text is usable!
Grammar of the tweet

Re-Tweet (RT): is method to share another's tweet with your
audience.
Grammar of the tweet - ReTweet
Using your reputation to share/endorse a link/message of
another. (Reputation/Link Economy)...
Grammar of the tweet

 #HashTags: are subject-relevant keywords to allow
anyone who is searching or filtering tweets to fi...
Why do we need to hashtag?

There are over 50 million tweets each day (Mashable), if
you want your message to be found has...
Grammar of the tweet

Reply: @fordstheatre Using @username is how to
respond to a tweet.


@Costello: What's the guy's nam...
Grammar of the tweet

Following: If you want to subscribe to a user's twitter
feed, you can follow them. If they are abusi...
Grammar of the tweet
Twitter Lists: are collections of twitter accounts bundled
by a user into a feed. We create new relev...
Grammar of the tweet

@anywhere announced at SXSW 2010 similar to
FaceBook Connect.
Grammar of the tweet
●   Geolocation – A Tweet with embedded location
    data.
Grammar of the tweet

More Lingo:
Promoted Tweets: New Ad system announced by Twitter
on 4/13/2010
Tools of the trade
URL Shorteners
●   URL Shorteners are not just for limiting
    characters, they are essential for meas...
Tools of the trade

Twitter Apps
TweetDeck (demo)
GoTwitr
Best Practices for Success:

Finding your organization's “voice” on Twitter.
●   Listening – Listen to others who discussi...
Best Practices for Success:

We all have our own “voice” but keep this in mind:
●   Have something to add, not just someth...
Best Practices for Success:
●   Be inquisitive
Best Practices for Success:
●   Be responsive
Best Practices for Success:
●   Be an honest broker by being willing to admit
    mistakes
Best Practices for Success:

Building a following
●   Engaging others
●   Reciprocity
Best Practices for Success:
●   Rewarding Re-tweeters
Best Practices for Success:
●   Attribution
Best Practices for Success:
●   Handling Complaints
Best Practices for Success:
●   Do not fear losing a few followers! You will lose a few
    each day due to bogus accounts...
Twitter Presentation
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Twitter Presentation

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A Presentation given on 4/20/2010 to Cultural Alliance of Washington

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Twitter Presentation

  1. 1. How do we communicate on the web? ● E-mail ● Social Networking Sites
  2. 2. E-mail Benefits E-mail is a static/private/semi-public method of communication. ● The audience knows how to use it! ● Most of the audience still reads the e-mail they are interested in, which makes it effective. ● You can share by fowarding it. ● You can mass reply to a group
  3. 3. Drawbacks: E-mail ● Most of the audience knows how to filter it! ● You have to sign up for it. You can't window shop an e-mail alert (only subscribers will receive special offers). ● Spam Laws. ● Forwarding can have drawbacks too. ● Consumed as the user logs into their e-mail box (could be now, could be three weeks from now.) ● Interaction between the sender and recipient is not available to the public at large.
  4. 4. Benefits: Social Networking Sites: ● Circle of friends (you converse with people you already know or products/brands/apps you allow in). ● Privacy (no wedding crashers).
  5. 5. Drawbacks - Social Networking Sites ● Learning Curve ● Closed loop ● Can't interact outside your circle. ● Hard to opt out of distracting apps.
  6. 6. What is Twitter? (Isn't this just another social media website?) A Website is typically information that can only be consumed in a browser. It is a site after all like Park Place!
  7. 7. What is Twitter? Twitter is on a website, but it is really a real- time information stream.
  8. 8. Where can you find Twitter? In an App
  9. 9. Where can you find Twitter? In a website widget
  10. 10. Where can you find Twitter? In your organization's digital signage
  11. 11. Where can you find Twitter? ● On SMS and Cell Phones
  12. 12. Where can you find Twitter? At home on your Television (Verizon FiOS)
  13. 13. Where can you find Twitter? Anyplace where Twitter data can be displayed!
  14. 14. Twitter Benefits: Twitter is a live|public|private method of communication. Benefits: ● Can have a one-to-many broadcast (Announcements) ● Can communicate one-to-one publicly (a Q&A) ● Can communicate privately (if you are following each other) ● All of these methods allow you to react quicker and allow you to communicate and market .
  15. 15. Twitter Drawbacks: How much Tweeting is enough? Pressure to Tweet, tweet poor quality information.
  16. 16. Twitter Drawbacks: #fail in public: Example: United Airlines
  17. 17. FaceBook vs. Twitter ● Both FaceBook exchange real-time status updates. The difference is that FaceBook is (for the most part) a closed system because it was originally designed as a private system. Privacy levels are now determined by user and many users now choose to keep their updates private. ● Twitter has always been public by default. You can follow Ashton Kutcher or a stranger who shares marmalade tips.
  18. 18. FaceBook Vs. Twitter ● Since many users have made their accounts private, most FaceBook Updates can't be searched on Google like Twitter updates. ● Currently FaceBook reaches a broader demographic range than Twitter. ● What are these companies up to? Basically a Social Media Space Race: Leaked Twitter business plan “The Pulse of the Planet” Both FaceBook and Twitter want to be your permanent online identity (FaceBook Connect, Twitter's @anywhere).
  19. 19. How will we benefit from real-time arts marketing? Word of Mouth Marketing (reviews before they hit the paper)
  20. 20. How will we benefit from real-time arts marketing? Real-Time Coupons
  21. 21. How will we benefit from real-time arts marketing? Customer Service
  22. 22. How will we benefit from real-time arts marketing? Engagement (TweetUps, Contests)
  23. 23. Grammar of the tweet Tweet: is a 140 characters of text designed to broadcast a message. Short text is usable!
  24. 24. Grammar of the tweet Re-Tweet (RT): is method to share another's tweet with your audience.
  25. 25. Grammar of the tweet - ReTweet Using your reputation to share/endorse a link/message of another. (Reputation/Link Economy). Think of a Re-Tweet like a Beach Ball being bounced around during a college graduation ceremony.
  26. 26. Grammar of the tweet #HashTags: are subject-relevant keywords to allow anyone who is searching or filtering tweets to find the needle in a haystack.
  27. 27. Why do we need to hashtag? There are over 50 million tweets each day (Mashable), if you want your message to be found hashtagging will help your tweet find its intended audience. Pitfalls of hastagging: Do not use a hashtag no one is using! #chrishunteriscool is not a hashtag many people are using (yet).
  28. 28. Grammar of the tweet Reply: @fordstheatre Using @username is how to respond to a tweet. @Costello: What's the guy's name on first base? @Abbott: No. What is on second. @Costello: I'm not asking you who's on second. @Abbott: Who's on first.
  29. 29. Grammar of the tweet Following: If you want to subscribe to a user's twitter feed, you can follow them. If they are abusive you can block them or unfollow them.
  30. 30. Grammar of the tweet Twitter Lists: are collections of twitter accounts bundled by a user into a feed. We create new relevance with lists.
  31. 31. Grammar of the tweet @anywhere announced at SXSW 2010 similar to FaceBook Connect.
  32. 32. Grammar of the tweet ● Geolocation – A Tweet with embedded location data.
  33. 33. Grammar of the tweet More Lingo: Promoted Tweets: New Ad system announced by Twitter on 4/13/2010
  34. 34. Tools of the trade URL Shorteners ● URL Shorteners are not just for limiting characters, they are essential for measuring impact! (Demo) Bit.ly
  35. 35. Tools of the trade Twitter Apps TweetDeck (demo) GoTwitr
  36. 36. Best Practices for Success: Finding your organization's “voice” on Twitter. ● Listening – Listen to others who discussing your organization. ● Engagement – Find opportunities to engage.
  37. 37. Best Practices for Success: We all have our own “voice” but keep this in mind: ● Have something to add, not just something to say
  38. 38. Best Practices for Success: ● Be inquisitive
  39. 39. Best Practices for Success: ● Be responsive
  40. 40. Best Practices for Success: ● Be an honest broker by being willing to admit mistakes
  41. 41. Best Practices for Success: Building a following ● Engaging others ● Reciprocity
  42. 42. Best Practices for Success: ● Rewarding Re-tweeters
  43. 43. Best Practices for Success: ● Attribution
  44. 44. Best Practices for Success: ● Handling Complaints
  45. 45. Best Practices for Success: ● Do not fear losing a few followers! You will lose a few each day due to bogus accounts, unhappiness, lost interest, window shoppers.

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