The Relevance Of Twitter Jye Smith

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Jye Smith

My opening address at ad:tech 2009 in Sydney, on March 10.

Technology News & Politics

iʼm jye.
m/switched on media

Tuesday, March 10, 2009

the relevance of
twitter

Tuesday, March 10, 2009

140 characters to tell
a story
and share someone elseʼs (RT)

Tuesday, March 10, 2009

collective insight
let your network (underlings) ﬁnd the good
stuff and have greater choice

Tuesday, March 10, 2009

sent over
1,300,000,000
tweets

Tuesday, March 10, 2009

sent over
1,300,000,106
tweets

Tuesday, March 10, 2009

maintained its phenomenal yearly
growth rate, increasing year-on-year
in web visits by
517.9%
(Hitwise)

Tuesday, March 10, 2009

new technologies meant new innovations
and new ways to connect people

Tuesday, March 10, 2009

twitter brings people
together

work/play: dream, scream, wish, love, rant
(tell a story)
Tuesday, March 10, 2009

tell your story.
(thereʼs been 12,000 told since slide 1)

Tuesday, March 10, 2009

discuss.

Gavin Heaton @servantofchaos
Author, servantofchaos.com

@SilkCharm
Laurel Papworth
CEO, Twitter Agency

@M_Hickinbotham
Mike Hickinbotham
Senior Advisor, Social Meida, Telstra/Bigpond

Jye Smith @jyesmith
Social Media Strategist, Switched On Media

Question? #adsyd3

Tuesday, March 10, 2009

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Presentation shared with permission from Switched On Media (http://switchedonmedia.com.au) There’s only two things I want you to walk away with today, and here they are. Always measure social media with context and understand that Search and Social influence one another Presentation shared with permission from Switched On Media (http://switchedonmedia.com.au) Now this may be simple, but it's the simple things we need to remember. It's also important to remember that while measurement mightn't be sexy, it is critical to the success and to demonstrating the success of social media. The Lord of the Rings is about as long as every blog post stuck together. And Frodo and Sam sure had influence: the fate of the whole world. Know your objective Don’t bullshit anyone. Businesses exist to make money. Do good things, and get paid to do good things. Be interesting. But more importantly – have clear business outcomes to meet. Whether your in community management, PR, marketing or administration: your purpose exists - make people happy and make the business money. Everyone in the known world knew they were after the ring. Destroy the ring and save the world. That was the outcome, the objective. Work together (whether good or evil, and we’ll get there). Business Wide vs Department Lead Social Media Have a clear strategy lead from the business team at hand: but don’t forget it’s still about your customer, not the person with the loudest blog. The fellowship was created because they all held significant roles – but they all wanted to achieve the greater goal. They were greater from the sum of their parts. Put away your ego. Know what your success looks like What is success? Make sure you understand what you value. And if you’re doing good work – then demonstrate it. If you can’t articulate what you’re doing – then how can you value it? For PR companies: make sure you know why the blogs you reach are important. A good blog measure could be (1) inbound links (2) average comments per post (3) average # of commenter's per post and (4) avg views per post. Sam knew Frodo and the ring were both important: they were the campaign here. Sam knew he had to save Frodo, so Frodo could save the world. He knew why he was important, because he’d listened to Gandalf. He understood his role and he was willing to sacrifice to meet the outcome. Measure the right and useful stuff, with the right tools I don’t know what the tools are going to look like in 6 months – but I still know what I need to measure. Yes, we’d consider using both BuzzNumber and or Dialogix. And we use up to 12 different tools depending on what the client values and wants to measure. I learned so much more joining the switched on team because their search guys knew so much about reporting from SEM and SEO. With Trivett Harley-Davidson, it was converting traffic from Twitter to booking Test Rides, with PayPal it was converting ticket sales. Golem was the way. Not for the whole journey. Only for part of the journey – but that’s OK. Sam was rightfully wary, but without Golem, then they’d surely perish How to measure with context Identify what you are measuring, and why you are measuring: and make sure that social media activity leads to a business outcome. Focus on the relationship between social media activity and business outcomes - and you're measurements will be useful. These are the steps we take to determine how to measurement engagement, influence or what ever you want to call it – it comes back to measuring whether we’re reaching a business outcome. Look at success, understand what it is. Understand why you want to get there. Ensure it’s meeting the business outcome. THEN decided how you’re going to measure it. 4 steps here – no more, no less. They needed to get to Mount Doom. Why? To destroy the ring. The business outcome is to save the world. How is final step – u

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The Relevance Of Twitter Jye Smith

1. Hi. Tuesday, March 10, 2009

2. Hi. a/s/l? Tuesday, March 10, 2009

3. iʼm jye. m/switched on media Tuesday, March 10, 2009

4. the relevance of twitter Tuesday, March 10, 2009

5. wtf? srsly. Tuesday, March 10, 2009

6. 140 characters to tell a story and share someone elseʼs (RT) Tuesday, March 10, 2009

7. collective insight let your network (underlings) ﬁnd the good stuff and have greater choice Tuesday, March 10, 2009

8. sent over 1,300,000,000 tweets Tuesday, March 10, 2009

9. sent over 1,300,000,106 tweets Tuesday, March 10, 2009

10. maintained its phenomenal yearly growth rate, increasing year-on-year in web visits by 517.9% (Hitwise) Tuesday, March 10, 2009

11. why. Tuesday, March 10, 2009

12. new technologies meant new innovations and new ways to connect people Tuesday, March 10, 2009

13. speed. Tuesday, March 10, 2009

14. growth. Tuesday, March 10, 2009

15. reach. Tuesday, March 10, 2009

16. network. Tuesday, March 10, 2009

17. twitter brings people together work/play: dream, scream, wish, love, rant (tell a story) Tuesday, March 10, 2009

18. #mumbai Tuesday, March 10, 2009

19. #twestival Tuesday, March 10, 2009

20. #nocleanfeed Tuesday, March 10, 2009

21. #stub Tuesday, March 10, 2009

22. tell your story. (thereʼs been 12,000 told since slide 1) Tuesday, March 10, 2009

23. discuss. Gavin Heaton @servantofchaos Author, servantofchaos.com @SilkCharm Laurel Papworth CEO, Twitter Agency @M_Hickinbotham Mike Hickinbotham Senior Advisor, Social Meida, Telstra/Bigpond Jye Smith @jyesmith Social Media Strategist, Switched On Media Question? #adsyd3 Tuesday, March 10, 2009

Editor's Notes

Twitter has given communities of people 140 characters to tell their story. or share somebody elses
its given individuals and brands alike to leverage the power of collective insight from large networks of influential people
to date, we’ve sent over 1.3bn tweets
Australia is continuing to see incredible growth and visits to the site are up over 500%
like all social media, new technologies and innovations have allowed people to connect online in new ways.
Time and time again, Twitter has proven its ability to quickly spread a message between communities of people
The growth of satellite communities has proven very influential
As these communities grow it allows for greater reach of message and value
and the people who populate twitter are the most important.
because twitter brings people together. through their stories.

The Relevance Of Twitter Jye Smith

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Editor's Notes