What the hell is Twitter?


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  • Working together with other disciplines gives us experience we would not get as a pure digital agency alone. We get people to take action online and in the real world.

  • So why are we here? Why is Twitter
    something we should waste time on? With all the other crap out there (name them), why are we talking about Twitter?

  • Defining twitter is kind of like defining email (some people think email is a joke distribution system)

  • Case studies - Zappos
    - twitter.zappos.com lists the most recent tweets from its 170 employees on Twitter, as well as employee TwitPics, and Zappos Public Mentions.
  • Case studies - Starbucks follows a ton of people, offers specials, and responds rapidly to customer comments / complaints

  • I was analyzing chatter around ‘light bulbs’ to see what words were associated. And I ended up finding this cool trend where chatter around light bulbs spiked dramatically around earth day.
  • Then I did an analysis on ‘Yard.’ Because there is far more chatter on Yard than light bulbs, I was able to see the exact time in the morning when people were getting up and starting to work on their yards. Specifically, yard work really starts to get going at 8:57am on Sundays.

  • What the hell is Twitter?

    1. 1. 1
    2. 2. What the h*$% is
    3. 3. Don’t BE this guy use #engauge 3
    4. 4. Jeff Hilimire @jeffhilimire Managing Director jhilimire@engauge.com Engauge Digital
    5. 5. With 250+ employees and locations in five states, the concept of Engauge is to group brilliant agencies in the most vital marketing disciplines today – branding, direct, and digital: •Engauge Communications •Engauge Direct •Engauge Digital 5
    6. 6. Clients 6
    7. 7. Everyone’s a skeptic quot;Everything that can be invented has been invented.quot; -- Charles H. Duell, U.S. Commissioner of Patents, in 1899. quot;I think there is a world market for maybe five computers.quot; --Thomas Watson, chairman of IBM, 1943 “I think these things [social networks] are going to have some legs, and yet there’s a faddishness, a faddish nature about anything that basically appeals to younger people.” --Steve Ballmer, Microsoft CEO “It’s inherently silly and it’s inherently dumb.” --John Mayer, singer/songwriter, speaking on Twitter, who now is the #6 Twitter user in terms of number of followers (close to 1,000,000) 7
    8. 8. @answers 8
    9. 9. So how do I not sound like a Twitter dork (a twork?) RT: short for re-tweet. Tweet: when you send a msg via Twitter (not a “twit”) Hashtag: tweet topic (i.e. #swineflu) Tweetup: when Twitter users meet <GASP> face-to-face TwitPic: 3rd party application that allows pics to be tweeted Twitterview: a public interview conducted over Twitter Dweet: a tweet made, regrettably, under the influence of alcohol Twang: a tweet from someone in the South For more Twitter terms: http://twictionary.pbworks.com/ 11
    10. 10. With all this noise, what makes Twitter so special? 8
    11. 11. So why is Twitter relevant? It’s growth is undeniably impressive 13 10
    12. 12. Fastest Growing Social Networking Site 1382% February 2008 – February 2009 ~ 20M Twitter Accounts Today 14 11
    13. 13. 15
    14. 14. 16
    15. 15. Twitter’s growth caveat 17
    16. 16. So why is Twitter relevant? It’s growth is undeniably impressive Imitation is sincerest form of flattery 18 15
    17. 17. 19
    18. 18. So why is Twitter relevant? It’s growth is undeniably impressive Imitation is sincerest form of flattery Because Oprah is doing it ;) 20 17
    19. 19. 21
    20. 20. 22
    21. 21. So why is Twitter relevant? It’s growth is undeniably impressive Imitation is sincerest form of flattery Because Oprah is doing it ;) Because it has big time haters (so it must be doing something right) 23 20
    22. 22. quot;Twittering stems from a lack of identity. It's a constant update of who you are, what you are, where you are. Nobody would Twitter if they had a strong sense of identity.quot; -- clinical psychologist Oliver James quot;Using Twitter suggests a level of insecurity whereby, unless people recognize you, you cease to exist. It may stave off insecurity in the short term, but it won't cure it.quot; -- cognitive neuropsychologist Dr David Lewis quot;A way of making sure you are permanently connected to somebody and somebody is permanently connected to you, proving that you are alive. It's like when a parent goes into a child's room to check the child is still breathing. It is a giant baby monitor.quot; -- book author Alain de Botton 24 21
    23. 23. So why is Twitter relevant? It’s growth is undeniably impressive Imitation is sincerest form of flattery Because Oprah is doing it ;) Because it has big time haters (so it must be doing something right) But mainly because: Twitter is a new broadcast medium It’s a real time analysis of people’s thoughts, interests, perceptions It’s (today) the only real-time search engine A customer service channel 25 22
    24. 24. 8 26
    25. 25. What’s important to me and my followers? 27
    26. 26. Twitter really has no idea how to market itself 28
    27. 27. 29
    28. 28. Twitter is: ... a Broadcast medium ... a way to express yourself ... a way to share & consume information ... a new, real-time search engine ... a customer service tool ... a chat room ... a listening & analytics tool ... a traffic driver ... a way to meet new people, make new connections ... what you make of it 30
    29. 29. So who are all these people? * http://www.istrategylabs.com/twitter-2009-demographics-and-statistics/ 31 28
    30. 30. 32 29
    31. 31. 8 33
    32. 32. Some actually do just tell people what they’re thinking at the moment... 35
    33. 33. Some spew wisdom... 37
    34. 34. The new classified ads? 38
    35. 35. Some send out interesting information/links... 39
    36. 36. Some express their thoughts on, well, anything...
    37. 37. -- James Andrews, Digital PR and Communications for Ketchum Hours before presentation to FedEx Worldwide Communications Group in Memphis, TN Mr. Andrews, If I interpret your post correctly, these are your comments about Memphis a few hours after arriving in the global headquarters city of one of your key and lucrative clients, and the home of arguably one of the most important entrepreneurs in the history of business, FedEx founder Fred Smith. Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays Ketchum annually for the valuable and important work your company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry. A hazard of social networking is people will read what you write. -- FedEx Employee In response to this public statement, emailing the FedEx Corporate Vice President, Vice President, Directors, the communication department, and Ketchum
    38. 38. Real-time event “conversations” 43
    39. 39. Real-time event “conversations” Blah blah blah twitter blah blah blah... U.S. Rep. Jack Kingston, UGA ’09 Commencement Speaker 44
    40. 40. 8 45
    41. 41. Most popular Twitter clients Top 10 Twitter Clients Web TweetDeck Twitterfeed Twhirl Twitterrific Tweetie Text Mobile TwitterFon TwitPic 47
    42. 42. 48
    43. 43. Mobile Platforms iPhone Windows Android * Tweetie Mobile * TwitterDroid * Twitterfon * Twinkini * Twitterific Cross Blackberry * Twitterlator Platform * Twitterberry * Slandr * TinyTwitter 49
    44. 44. How do I find people to follow?
    45. 45. 51
    46. 46. 52
    47. 47. http://mashable.com/followfri/ 53
    48. 48. Do Brands Belong on Twitter? 54
    49. 49. @Starbucks Transparent, personal, value- adding, participating via following.
    50. 50. 62
    51. 51. CNN vs. Ashton Kutcher (race to 1MM followers) 63
    52. 52. Tools & Measurement 64
    53. 53. Today, the only “Real Time” Search 65
    54. 54. URL Shortening (and tracking) services 66 64
    55. 55. Measuring chatter for Best Buy for Business (tag cloud) 67 65
    56. 56. Measuring Chatter 68 66
    57. 57. 69 67
    58. 58. 70 68
    59. 59. Tips 71 69
    60. 60. Some basic tips Always tweet with @yourname number of characters free - for RTs! Reply to all your @’s Please, please, please don’t Auto DM Use emoticons to your advantage (yes, they make a difference at times) Don’t be this guy 72
    62. 62. Use emoticons to your advantage A well-placed ;) would have made him get the joke... I hope. 74
    63. 63. No means no, Collective Soul!
    64. 64. Most importantly, jump in!
    65. 65. Questions? @jeffhilimire