Twitter 101


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The basics of Twitter and then some...

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  • Microblogging is a relatively new phenomenon defined as “a form of blogging that lets you write brief text updates Twitter is currently one of the most popular microblogging platforms. Users interact with this system by either using a Web interface, IM agent or sending SMS updates. According to the Twitter FAQ, “Twitter is for staying in touch and keeping up with friends no matter where you are or what you’re doing.”
  • Twitter allows a user, A, to “follow” updates from other members who are added as “friends”. An individual who is not a friend of user A but “follows” her updates is known as a “follower”. Thus friendships can either be reciprocated or one-way. Members may choose to make their updates public or available only to friends. If user’s profile is made public, her updates appear in a “public timeline” of recent updates. Twitter updates have a limit of 140 characters. This is to allow them to be easily sent over mobile SMS systems. Twitter has since been coined a ‘micro blogging’ platform due to this reliance on short updates . The updates have to be plain text. You cannot embed HTML or any kind of control codes. The only exception to this rule is links.
  • Call Melanie Seasons about her best practices, examples, training, etc.
  • Twitter 101

    1. 1. Twitter 101 By Don Martelli VP & Dir. of Digital Communications e: Twitter: @bigguyd Blog: Social Media Links: 05.12.09
    2. 2. Agenda <ul><li>About </li></ul><ul><li>Conversation Context </li></ul><ul><li>Basic Understanding & Getting Started </li></ul><ul><ul><li>Signing up </li></ul></ul><ul><ul><li>Customizing </li></ul></ul><ul><ul><li>Navigating Twitter </li></ul></ul><ul><ul><li>How to use Twitter (literally) </li></ul></ul><ul><ul><li>Finding People </li></ul></ul><ul><li>Tools of the Trade </li></ul><ul><li>Twitter In Use </li></ul><ul><ul><li>Wells Fargo </li></ul></ul><ul><ul><li>Best Doctors, Inc. </li></ul></ul><ul><li>Best Practices </li></ul><ul><li>Twitter Glossary </li></ul><ul><li>Measurement </li></ul>Let’s Get Started!
    3. 3. About <ul><li>About MS&L </li></ul><ul><li>Founded in U.S. in 1938 </li></ul><ul><li>54 offices in 28 countries </li></ul><ul><li>More than 1,500 staff </li></ul><ul><li>Affiliate network reaching 40 additional countries </li></ul><ul><li>Top public relations agency in the Publicis Groupe </li></ul><ul><li>Represent Fortune 50 companies and leading organizations throughout network </li></ul><ul><li>Award winning digital programs </li></ul><ul><li>Core areas of expertise: consumer, corporate, healthcare and non-profit </li></ul><ul><li>About Me </li></ul><ul><li>Native New Englander, Northeastern University ’96 (Journalism) </li></ul><ul><li>Reporter for the Boston Globe (general assignment, business & politics) </li></ul><ul><li>Six years of client side experience in education </li></ul><ul><ul><li>Media Relations </li></ul></ul><ul><ul><li>On/offline creative design </li></ul></ul><ul><li>Agency experience </li></ul><ul><ul><li>Corporate, healthcare, non-profit and technology accounts </li></ul></ul><ul><ul><li>Media relations, on/offline creative design and digital communications </li></ul></ul><ul><ul><li>Leading digital practice for MS&L’s Boston office </li></ul></ul>
    4. 4. Conversation Context <ul><li>Micro-blogging is a relatively new phenomenon defined as “a form of blogging that lets you write brief text updates (140 characters) </li></ul><ul><li>Twitter is THE most popular micro-blogging platforms </li></ul><ul><ul><li>Estimated 5 million users </li></ul></ul><ul><ul><li>Nearly $60 million in secured funding </li></ul></ul><ul><ul><li>Rumored to be on Google & Apple’s buy list ($700 million) </li></ul></ul><ul><li>Users interact with this system by either using a Web interface, desktop apps or mobile devices </li></ul><ul><li>Social networking for personal and business use </li></ul><ul><ul><li>Brand building in its simplest form </li></ul></ul><ul><ul><li>Think grocery isle conversations / Facebook status updates </li></ul></ul><ul><li>Twitter has something for everyone </li></ul><ul><ul><li>Can be used for B2C, B2B, Non-profit and Govt. entities </li></ul></ul><ul><ul><li>Help build stronger relationships with customers, media/bloggers, clients, co-workers, prospects, etc. </li></ul></ul><ul><ul><li>Can be a rolling focus group and help quickly manage a crisis </li></ul></ul>
    5. 5. Basic Understanding of How Twitter Works
    6. 6. Six Steps To Get Started <ul><li>1 </li></ul>
    7. 7. Getting Started <ul><li>2 </li></ul>
    8. 8. Getting Started <ul><li>3 </li></ul>
    9. 9. Getting Started <ul><li>4 </li></ul>
    10. 10. Getting Started <ul><li>5 </li></ul>
    11. 11. Getting Started <ul><li>6 </li></ul>
    12. 12. Custom Background Example
    13. 13. Navigating Your Twitter Home Page 1 2 3 1 – Where you tweet 2 – Your “following” stream 3 – Stats 4 – Replies, direct messages and favs 5 - Trending 4 5
    14. 14. How to Use Twitter (Literally) <ul><li>@ - used when replying to a tweet (public), e.g. @bigguyd </li></ul><ul><li>d - used when sending someone a direct message (private), e.g. d bigguyd </li></ul><ul><li># (hashtag) - used to group and find content on Twitter ( </li></ul>
    15. 15. Finding People <ul><li>“ Find People” tab on </li></ul><ul><ul><li>Generic search </li></ul></ul><ul><ul><li>On other networks </li></ul></ul><ul><ul><li>Invite by email </li></ul></ul><ul><ul><li>Suggested users </li></ul></ul><ul><li>Visit </li></ul><ul><li>Trending via your home page or </li></ul><ul><li>Following people that reply to folks that you’re following </li></ul><ul><li>Basic Google search, i.e. search: “Don Martelli” and “Twitter” </li></ul><ul><li>Variety of online resources, including: </li></ul><ul><ul><li>Nearby Tweets - </li></ul></ul><ul><ul><li>Mr Tweet - </li></ul></ul><ul><ul><li>TweeterTags - </li></ul></ul><ul><ul><li>TweetWorks - </li></ul></ul><ul><ul><li>Twellow - </li></ul></ul><ul><ul><li>TwitterFriends - </li></ul></ul>
    16. 16. Some Tools of the Trade Web Desktop Apps Mobile Snitter TweetDeck Tweetie for Mac Twitter Wiki: Twitterberry Tweetie for iPhone
    17. 17. Twitter In Use: Blogger Relations for Wells Fargo Someday Stories <ul><li>Challenge </li></ul><ul><li>Drive consumers to the Wells Fargo Someday Stories website to register and vote for a grand prize winner who would receive $100,000 towards making their “Someday Story” come true. </li></ul><ul><li>Approach </li></ul><ul><li>Target influential bloggers (through email pitching and Twitter) that produced content resonating with each of the five finalists. </li></ul><ul><li>In Boston’s case, the finalist was a young entrepreneur and editor of Yaldah Magazine, a periodical focusing on health, education, career, family and society for young Jewish women. </li></ul><ul><li>MS&L Boston pitched a select Boston-based, Jewish bloggers in hopes of a blogger “meet-up” where we would conduct live interviews. </li></ul><ul><li>Additionally, MS&L Boston pitched various Boston-based bloggers that covered media, contests and entrepreneurism. </li></ul><ul><li>Working with our digital team, we developed a widget that bloggers could use on their site to promote the contest. </li></ul><ul><li>Results </li></ul><ul><li>MS&L conducted a “tweet-up” at a popular Jewish bloggers home (Juggling Frogs) and invited other area bloggers to attend the one-hour event. </li></ul><ul><li>Out of the 15 widely read bloggers, all but three wrote about the contest. Three bloggers attended the tweet-up with the Someday Stories finalists. </li></ul><ul><li>Postings resulted in over five million impressions. </li></ul><ul><li>The Boston Someday Stories finalist was the winner, securing over 4,000 more votes than the runner-up. </li></ul>
    18. 18. <ul><li>Challenge </li></ul><ul><li>Enable a B2B employee benefits company to gain thought leadership in the clouded and competitive healthcare media space </li></ul><ul><li>Approach </li></ul><ul><li>Utilize a mix of online, self-publishing and social media marketing to build stronger relationships with key healthcare media influencers, analysts and potential customers </li></ul><ul><li>Train company executives on the use and benefits of a variety of social media services (e.g. Twitter & blogging) capable of building brand awareness </li></ul><ul><li>Develop and implement a blogger relations campaign via Twitter to secure awareness for compelling executive opinions on healthcare issues </li></ul><ul><li>Results </li></ul><ul><li>Launched company’s first ever blog @ </li></ul><ul><ul><li>In just two months, averaging 500+ unique visitors a month </li></ul></ul><ul><li>Secured two cross post partnership agreements </li></ul><ul><ul><li>Better Health Blog (18,000 unique targeted visitors/month) </li></ul></ul><ul><ul><li>Benefits & Compensations (2,000 unique, targeted visitors) </li></ul></ul><ul><li>Launched president’s Twitter account </li></ul><ul><ul><li>Significant following in a short time-frame </li></ul></ul><ul><ul><li>Conversations with Better Health blogger led to hosting the very popular Grand Rounds weekly blog segment </li></ul></ul><ul><li>Twitter and blog posts used to improve media understanding of company’s mission, vision and expertise on employer healthcare needs </li></ul>Twitter In Use: Getting Best Doctors Fused Into the Online Healthcare Conversation
    19. 19. Best Practices <ul><ul><li>Post about topics important to you/your business </li></ul></ul><ul><ul><li>Interact and engage to build audience </li></ul></ul><ul><ul><li>Follow people of interest to you not just because they are popular </li></ul></ul><ul><ul><li>Don’t feel obligated to follow back </li></ul></ul><ul><ul><li>Be wary of spam twitterers and “block” them </li></ul></ul><ul><ul><li>Media/blogger interaction </li></ul></ul><ul><ul><ul><li>Don't pitch someone on Twitter that you don't already have a relationship with </li></ul></ul></ul><ul><ul><ul><li>Identify the Tweet as a pitch </li></ul></ul></ul><ul><ul><ul><li>Short and sweet. One sentence, one link -Invite a DM or email for more info </li></ul></ul></ul><ul><ul><ul><li>Remember Twitter's purpose - don't pitch more than you Tweet </li></ul></ul></ul><ul><ul><ul><li>#journchat: Monday’s, 8-10pm EST </li></ul></ul></ul>
    20. 20. Twitter Glossary (sample) <ul><li>Tweeting: the definition of someone who is actually writing out their comments </li></ul><ul><li>Tweeple: people who tweet and are twitters </li></ul><ul><li>Tweeps or Tweeples: your followers </li></ul><ul><li>TweetUp: gathering of </li></ul><ul><li>Twexting: the act of tweeting via text messaging </li></ul><ul><li>Twitterati: celebrity and a-listers </li></ul><ul><li>Twitterverse: all of Twitter and its users </li></ul>
    21. 21. Measurement <ul><li>No silver bullet / still evolving </li></ul><ul><li>Basics </li></ul><ul><ul><li>Followers </li></ul></ul><ul><ul><li>Retweets </li></ul></ul><ul><ul><li>Trending hashtags </li></ul></ul><ul><ul><li>#followfriday </li></ul></ul><ul><li>Twittertise </li></ul><ul><ul><li>Analytics and Tweet-delay service that helps you plan and track your advertising messages </li></ul></ul><ul><li>Web traffic </li></ul><ul><ul><li>URL Shorteners like </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>WebTrends </li></ul></ul><ul><li>Tweetburner </li></ul><ul><ul><li>Helps measure your relevance </li></ul></ul><ul><li>Twitter Grader </li></ul><ul><ul><li>Ggrade your tweets </li></ul></ul>
    22. 22. Questions? ?
    23. 23. Thank You! Don Martelli VP & Dir. of Digital Communications e: Twitter: @bigguyd Blog: Social Media Links: