Katy Beale Twitter Talk

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Katy Beale Twitter Talk

  1. 1. T a t e L o g o
  2. 2. • A real time micro blogging service • Send short updates to your “followers” • Receive updates from the people that you follow • New “lists” function • Open conversations (@) or closed conversations (DM) Twitter demographics • Fastest growing social networking site in the UK & the world • Highest proportion of users aged 18-34 • Female bias and higher than average proportion of parents with young children • Internet literate • Higher proportion of university graduates compared to most internet users
  3. 3. Why? • Want people to know about what’s going on • To stimulate conversation • Highlight where conversations are taking place • Increase awareness • Generate sales and footfall with content
  4. 4. How? Strategic: • Day to day working group • Wider steering group • Plans within comms and online strategy framework
  5. 5. How? Practical: • All tweeters use tweetdeck • Social media calendar and schedule • Link content to social media platforms such as flickr, facebook & twitpic • Regularity – 1-3 times a day
  6. 6. Content rules • Be human • Don’t spam • No critical opinion • Tate centred content • Respond with discretion and transparency
  7. 7. Content 5 key values: • Inform • Listen • Provoke debate • Interact • Incentivise
  8. 8. Inform Offer click thrus for more information
  9. 9. Inform Allow our audience experience Tate through twitter
  10. 10. Inform Offer up twitter previews and create that “in the know” feeling
  11. 11. Listen Check daily trending topics (incl local) Look at what people are saying about Tate Know your audience Create tweets for specific followers
  12. 12. Provoke debate Ask questions and be prepared for a response Ask for people’s opinion
  13. 13. Provoke debate Utilise hashtags to create a forum for debate e.g. #tatedebate Feedback: more of same pls - it is what twitter is for - generating debate Dear @tate, please do discussions like these more often. Good to read all these different views @Tate Really inspiring debate. Would love to see more. Interesting to read the different points of view Nice to see the @Tate tweeter is responding to tweets and sending RTs. If you're not following @Tate you should be.
  14. 14. Interact Use RTs & offer thanks
  15. 15. Interact Take content cross platform
  16. 16. Interact Ask for UGC
  17. 17. Interact Ask for UGC
  18. 18. Incentivise Prompt ticket sales with info Use giveaways and competitions Create twitter only catering, shop and ticket offers and stories
  19. 19. Tracking • Tweetdeck • Url shortening sites e.g. bit.ly & tr.im • Use free online analytics to identify popular content & tweeting patterns http://twitter.grader.com http://tweetstats.com/ http://www.twitalyzer.com/ http://klout.com/
  20. 20. October 2009 tweetcloud of most talked about words from http://www.wordle.net/
  21. 21. dominos
  22. 22. Results May 2009: 10,000 followers Nov 2009: 26,000 followers Jan 2010: 34,123 followers, on 1642 lists, sent 457 tweets No 3 most popular twitter feed from global galleries and museums http://www.museummarketing.co.uk
  23. 23. Twitter: 5 steps 1. Work out what suits your resources 2. Look at how you will judge success 3. Create targets within a strategic framework and give them a timescale 4. Build up slowly 5. Interact!
  24. 24. What’s next?
  25. 25. katybeale@gmail.com www.katybeale.com Twitter: @katybeale

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