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written by: Katy Beale : katybeale@gmail.com : www.katybeale.com<br />Twitter Strategy<br />Katy Beale<br />
<ul><li>A real time micro blogging service
Send short 140 character updates to your “followers”
Receive updates from the people that you follow
Open conversations (@) or closed conversations (DM)
Lists function to group people together</li></ul>Twitter demographics<br /><ul><li>Globally, the highest proportion of use...
From US stats, there is a female bias and higher than average proportion of parents with young children and higher proport...
Why?<br />Want people to know about what’s going on <br />To stimulate conversation <br />Highlight where and when people ...
How?<br />Strategic:<br />Day to day working group<br />Wider steering group<br />New role: Digital Communications Manager...
How?<br />Practical:<br />Shared workload<br />All tweeters use tweetdeck<br />Social media calendar and schedule <br />Re...
Content<br />5 key values:<br /><ul><li>Inform
Listen
Provoke debate
Interact
Incentivise</li></li></ul><li>Inform<br />Offer click thrus for more information<br />
Inform<br />Allow our audience experience Tate through twitter<br />
Inform<br />Offer up twitter previews and create that “in the know” feeling<br />
Listen<br />Look at what people are saying about Tate<br />
Listen<br />Know your audience - create tweets for specific followers<br />
Provoke debate<br />Ask for people’s opinion<br />
Provoke debate<br />Utilise hashtags to create a forum for debate <br />e.g. #tatedebate<br />Twitter feedback:<br />more ...
Interact<br />Use RTs & offer thanks<br />
Interact<br />Take content cross platform<br />
Interact<br />Ask for UGC<br />
Interact<br />Ask for UGC<br />
Incentivise<br />Prompt ticket sales with info<br />Use giveaways and competitions<br />
Incentivise<br />Create twitter only catering, shop and ticket offers and stories<br />
Tate Twitter – The results<br />	May 2009: 10,000 followers<br />	June 2010: 104,836 followers<br />	No 3 most popular twi...
Tracking & measuring<br />
Tracking & measuring<br />
Tracking & measuring<br />
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AmbITion Scotland Roadshow South (Edinburgh): Katy Beale, Tate Twitter strategy 10.06.10

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AmbITion Scotland Roadshow South (Edinburgh): Katy Beale, Tate Twitter strategy 10.06.10

  1. 1. written by: Katy Beale : katybeale@gmail.com : www.katybeale.com<br />Twitter Strategy<br />Katy Beale<br />
  2. 2. <ul><li>A real time micro blogging service
  3. 3. Send short 140 character updates to your “followers”
  4. 4. Receive updates from the people that you follow
  5. 5. Open conversations (@) or closed conversations (DM)
  6. 6. Lists function to group people together</li></ul>Twitter demographics<br /><ul><li>Globally, the highest proportion of users aged 18-34, with those aged 35 over the fastest growing demographic
  7. 7. From US stats, there is a female bias and higher than average proportion of parents with young children and higher proportion of university graduates compared to most internet users</li></li></ul><li>
  8. 8. Why?<br />Want people to know about what’s going on <br />To stimulate conversation <br />Highlight where and when people are talking about Tate<br />Increase awareness and affinity<br />Generate sales and footfall with content<br />
  9. 9. How?<br />Strategic:<br />Day to day working group<br />Wider steering group<br />New role: Digital Communications Manager<br />
  10. 10. How?<br />Practical:<br />Shared workload<br />All tweeters use tweetdeck<br />Social media calendar and schedule <br />Regularity – 1-3 times a day<br />Cross promoting content on other plat<br />
  11. 11. Content<br />5 key values:<br /><ul><li>Inform
  12. 12. Listen
  13. 13. Provoke debate
  14. 14. Interact
  15. 15. Incentivise</li></li></ul><li>Inform<br />Offer click thrus for more information<br />
  16. 16. Inform<br />Allow our audience experience Tate through twitter<br />
  17. 17. Inform<br />Offer up twitter previews and create that “in the know” feeling<br />
  18. 18. Listen<br />Look at what people are saying about Tate<br />
  19. 19. Listen<br />Know your audience - create tweets for specific followers<br />
  20. 20. Provoke debate<br />Ask for people’s opinion<br />
  21. 21. Provoke debate<br />Utilise hashtags to create a forum for debate <br />e.g. #tatedebate<br />Twitter feedback:<br />more of same pls - it is what twitter is for - generating debate<br />Dear @tate, please do discussions like these more often. Good to read all these different views<br />@Tate Really inspiring debate. Would love to see more. Interesting to read the different points of view<br />Nice to see the @Tate tweeter is responding to tweets and sending RTs. If you're not following @Tate you should be.<br />
  22. 22. Interact<br />Use RTs & offer thanks<br />
  23. 23. Interact<br />Take content cross platform<br />
  24. 24. Interact<br />Ask for UGC<br />
  25. 25. Interact<br />Ask for UGC<br />
  26. 26. Incentivise<br />Prompt ticket sales with info<br />Use giveaways and competitions<br />
  27. 27. Incentivise<br />Create twitter only catering, shop and ticket offers and stories<br />
  28. 28. Tate Twitter – The results<br /> May 2009: 10,000 followers<br /> June 2010: 104,836 followers<br /> No 3 most popular twitter feed from global galleries and museums (Sept 09)<br />http://www.museummarketing.co.uk<br />
  29. 29. Tracking & measuring<br />
  30. 30. Tracking & measuring<br />
  31. 31. Tracking & measuring<br />
  32. 32. Tracking & measuring<br />
  33. 33. Tracking & measuring<br />
  34. 34. Tracking & measuring<br />
  35. 35. Managing social media<br />Resource-wise, Twitter is at the top end of scale<br /><ul><li>2-4 tweets per day are recommended
  36. 36. Plus responding and interacting with other tweeters
  37. 37. Don’t spam – if there’s nothing new to say, then don’t tweet</li></ul>Use the tools out there to help you save time and track your use<br /><ul><li>Post images using twitpic or picfog
  38. 38. Use tweetdeck or seesmic
  39. 39. Use url shortening sites e.g. bit.ly & ow.ly to track the number of click throughs
  40. 40. Test out types of content and respond to the most popular using tools like Twitter Analyzer</li></li></ul><li>Top tips - effective tweeting <br />Develop a follower list of people including people who’s content you may want to RT e.g. music, arts, tech, etc<br />Add hashtags to allow for tracking of conversations and subjects<br />Make sure you are human <br /><ul><li>Respond to queries and DMs
  41. 41. Tell people if it’s going to take a while to get back to them
  42. 42. Have training internally to deal with possible sticky situations and how they will be dealt with</li></li></ul><li>Twitter: 5 steps<br />Benchmark against your competitors<br />Work out what suits your resources<br />Create targets within a strategic framework and give them a timescale<br />Look at the measurables and how you will judge success<br />Create a day to day task list with actions and responsibilities<br />
  43. 43. Get in touch<br />twitter: @katybeale<br />katybeale@gmail.com<br />www.katybeale.com<br />

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