Twitter - Social Media Marketing


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Any material sourced from these slides must be credited to Lydia Fine, University of Iowa

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  • Discuss the focus of articles on SOCIAL MEDIA MARKETING, not just social media. Share some of the brands you’re following – who’s doing a good job? Who’s doing a bad job? Look at a few on the web.
  • It’s not about the company any more. It’s about the CUSTOMER. Social media is the world’s largest cocktail party, where anyone can listen to others talking and join the conversation w/ anyone about the topic of their choice. At both parties you’ll find a mix of likeable and not-so likeable people. People who won’t stop talking aobut themselves and others who are great listeners and are interested in what you’re discussing. Some great storytellers, others who bore you to death. WHO DO YOU WANT TO SEE AGAIN AND/OR DO BUSINESS WITH? The salesman who talks incessantly about how great his company/products are, or the person who listens to the problems you face, has an open discussion w/ you, or even makes you laugh?
  • Be real. Customers’ b.s. detector is finely honed. Be who you are, be yourself, and own up to what you’re best at. Don’t fake it!  Don’t try to be someone else just to be more popular. You can only pretend for so long. Be authentic, be yourself. There is only one YOU in the world so rock it, baby! Have personality, be funny, be different, be interesting. I constantly see people who keep changing their “voice”, their social media strategy. If you do your homework and listen first you should have a pretty good idea of where you fit in and what is your message. Don’t confuse your community by constantly shifting gear. Just because something worked for another guy doesn’t mean it will work for you. BE HUMAN . Companies can be afraid of SMM because they’re afraid of making a mistake. In fact, making small errors here and there (AND ACKNOWLEDGING THEM) is useful because it makes you seem human, you make mistakes and then laugh at them.
  • Start a conversation. Conversations are DIALOGUE, not monologue. Initiate conversations. That means asking good questions. Talk about interesting topics to your audience. Introduce people to each other.
  • Keith Urbahn, Chief of Staff at the office of Donald Rumsfeld (not the country singer).  One full hour before the formal announcement  of Bin Laden’s death, Urbahn posted his speculation on the topic of the upcoming emergency presidential address.
  • The example from our pop quiz – a funeral home in Las Vegas using Facebook. 189 people had checked in. It didn’t say whether they had checked out.
  • Listen, don’t talk. And don’t just listen – HEAR. Focus on giving, not taking, and you’ll reap the rewards. And RESPOND.
  • We’re human, and we like stories. A lot. Great stories have conflict or a challenge somewhere in them, and resolution.
  • Remember the stat from last week’s video? 90% of people trust peer reviews, while only 15% trust advertisements.
  • 2006 – Fake blog written by a PR firm posing as customers traveling the country 2007 – Online community for teens, populated by fake profiles talking about Walmart clothing 2008 – Back to school campaign trying to encourage students to buy at WM, instead drew over 200 critical comments
  • Twitter people placed two 60-inch plasma screens in the conf hallways, streaming Tweets. Conference-goers kept tabs on each other via tweets. Panelists/speakers mentioned it, bloggers touted it. Twitter won an award in the blog category. Jack thanked everyone in 140 characters.
  • Beyonce’s pregnancy, 8,846 TPS. Goodness.
  • Share photos and behind the scenes info. A glimpse of developing projects and events. Don’t regurgitate Facebook posts or vice versa. Yuck. Listen. Regularly monitor the comments about your company, brand, and products. Ask questions to glean valuable insights and show that you are listening. Respond. Quickly. Even if you can’t fix the problem. The @XboxSupport stream sends 5k tweets per week (as of April 2011) and was Guinness World Record Holder for most responsive brandon Twitter. Avg response time is just three to 5 minutes. AT&T usually responds within 15 minutes! (from this week’s article, see next bullet) When responding, take a moment to get to know who you’re talking to – just as mentioned in this week’s article “9 Digital Marketing Lessons from Top Social Brands” Reward. Tweet updates about special offers, discounts and deals. Give Credit -- Retweet and reply publicly to great tweets from followers/ppl you follow. Show big picture know-how. RT/link to articles about the bigger picture. (NOTE! Links Use the right voice. Direct, genuine, and of course, a likable tone.
  • First story – page 1 of your book: Las Vegas hotel The Aria, in line for one hour, Dave tweeted: “No Vegas hotel could be worth this long wait. Over an hour to check in at the Aria  ” The Rio tweeted back, “Sorry about the bad experience, Dave. Hope the rest of your stay in Vegas goes well.” Not “Come on over, we have no line!”, but they listened, were responsive, and showed empathy at the right time to the right person. Where did he stay next time he was in Vegas, and to where did he recommend a friend? The Rio, of course.
  • SMM RULES – Be human -- a human face (the ^C at end of a tweet tells them who’s talking) Two-way conversations Listen more than you talk – in this snapshot, 3 listens, 2 talks What they could be doing better – the wallpaper cuts off. You can create a custom background, but be careful how many vertical pixels down you go. You have 112px on the left, 113 on the right. Best strategy is to design something and use a browser plugin to test it on other resolutions Firesizer for Firefox Window Resizer for Chrome TWITTER RULES -- Share – photos/behind the scenes info Listen – providing tech support Respond – quickly. Use the right voice.
  • SMM rules Be human, be yourself – Sense of humor! Listening Two-way conversations Twitter rules Listening, asking questions, responding, right voice
  • SMM RULES Listening/Responding Asking questions Show big picture know-how or sharing behind the scenes info (first tweet – not sure what that is) Use the right voice Twitter BE HUMAN! Listen twice as much as you talk
  • Share information Show big-picture know-how Being human (ryan and sarah) Listening/responding
  • Two-way conversations Right voice Human – a name! Likeable – about the customer, not starbucks Listen twice as much as talk
  • Reward – trivia contests with winners drawn Two-way conversation Listening – obviously! And responding
  • Notable – not a name or human face here. But their customer service doesn’t seem to be suffering. Listening/responding Sharing bts information Right voice – being human (sense of humor, the dad quotes)
  • Lots of listening Lots of two-way conversation (actually, 100% two-way conversation!)
  • Apology pretty quickly: I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I've dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate.Kenneth Cole, Chairman and Chief Creative Officer Removed the Tweet.
  • He was fired – and was an employee of the company who just made a mistake, I think on his phone which had two Twitter accounts hooked to it.
  • They didn’t fire her. 
  • You’ll probably remember from one of this week’s readings that Dell had at one point had over 20 twitter accounts! They now centralize their Twitter accounts and have narrowed down now to 8.
  • Really? 3,384 followers, so you’ve been here a while. And NO tweets? Only following two people from what is undoubtedly your own PR firm? Ugh.
  • Whatthetrend is covered in reading for Week 2 from Advertising Age called HOW TWITTER CAN STOP ITS DESCENT INTO A CABLE-NEWS-STYLE DISINFORMATION NETWORK
  • X minutes to discuss all brands X minutes to answer questions
  • What is the goal for your SMM strategy? Build community? Build awareness? Build WOM?
  • My idea of a successful outcome is for the client to come away with FIVE GOOD IDEAS.
  • Reflection paper – at least 2 but no more than 4 pages, double-spaced. Bring a hard copy to class to turn in and turn in your electronic copy on ICON. Be smart about the font size and margins – if I think you’re trying to avoid doing the work, I’ll grade accordingly.
  • Twitter - Social Media Marketing

    1. 1. THURSDAY, SEPTEMBER 1, 2011 Social Media Marketing
    2. 2. Tonight’s Agenda <ul><li>Article discussion </li></ul><ul><li>Last week’s homework </li></ul><ul><li>The Big Picture and Cardinal Rules </li></ul><ul><li>Twitter </li></ul><ul><li>At 7:45pm  Your Projects </li></ul><ul><ul><li>Shannon Juergens – MBA Business Solutions Center </li></ul></ul><ul><ul><li>Key questions for your client meeting </li></ul></ul><ul><ul><li>Considerations for your client meeting </li></ul></ul>
    3. 3. 3-minute Pop Quiz! <ul><li>Everyone’s favorite thing! </li></ul><ul><li>Get out a sheet of paper. </li></ul><ul><li>Put today’s date and your name at the top. </li></ul><ul><li>Write down one of the stats shared in last week’s video about the Social Media Revolution </li></ul><ul><li>In “Should Every Business Invest in Social Media?”, an article for last week’s reading, the author gave an example of a business that perhaps shouldn’t be using SM actively, because its business is not something customers need often, and many of its customers never check out. What kind of business were they talking about? </li></ul><ul><li>Extra credit: Name any one of my 3 pets! </li></ul>
    5. 5. From last week <ul><li>Blog entries for each group </li></ul><ul><ul><li>Make sure you choose articles that discuss social media and marketing </li></ul></ul><ul><li>Brands you’re following on Twitter </li></ul><ul><ul><li>Hold onto this – we’ll discuss it later tonight </li></ul></ul>
    6. 6. The Cardinal Rules <ul><li>Big ideas we’ll return to again and again across different platforms </li></ul><ul><li>A.K.A. the “Commandments” of Social Media Marketing </li></ul>
    7. 7. Be likeable a.k.a. The Cocktail Party Effect
    8. 8. <ul><li>Be Yourself </li></ul><ul><li>Be Human </li></ul>Example of Being Human Twitter conversation Jetblue : There’s a lot of talk going around about corporate rolls in Twitter. Since this IS a conversation… What WOULD you like to see? SarahM : @jetblue, did you mean “corporate roles”? Jetblue : @SarahM sighh…yes, first role: spelling.
    9. 9. <ul><li>Only Leno & Letterman Should Do Monologues </li></ul>
    10. 10. <ul><li>News Travels FAST </li></ul>Graphic by
    11. 11. Just because you can do it all doesn’t mean you should
    12. 12. <ul><li>Two ears, one mouth. </li></ul><ul><li>Use them in that proportion. </li></ul>
    13. 13. <ul><li>Tell great stories. </li></ul>
    14. 15. <ul><li>Referrals > Advertisements </li></ul>
    15. 16. The Cardinal Rules (pt 1) <ul><li>Be likeable . It’s all about the customer , not the brand. They’ll ignore you if you’re uninteresting or talk only about yourself. </li></ul><ul><li>Be yourself . The customer will see through you in a second if you aren’t. </li></ul><ul><li>Be human . Don’t be a faceless entity. Laugh at your mistakes. </li></ul><ul><li>Start and always participate in two-way conversations . </li></ul>
    16. 17. The Cardinal Rules (pt. 2) <ul><li>News travels superfast . Bad and good. </li></ul><ul><li>You can’t be everywhere and do everything; choose a few things and do them well . </li></ul><ul><li>Listen twice as much as you talk. </li></ul><ul><li>Be a great storyteller . </li></ul><ul><li>A referral is worth more and is much more likely to convert to a purchase. </li></ul>
    17. 18. A Few Myths <ul><li>Social media will help to make up for a bad product, company, or organization </li></ul><ul><ul><li>Negative. It will actually do the opposite. </li></ul></ul><ul><ul><li>*coughwalmartcough* </li></ul></ul>
    18. 19. <ul><li>Social media will lead to overnight sales success </li></ul><ul><ul><li>Not so much. Building relationships takes time . </li></ul></ul>
    19. 20. <ul><li>Social media is free. </li></ul><ul><ul><li>The tools may be, but building and executing a plan takes lots of time and effort. </li></ul></ul>
    20. 22. Twitter: Real-time consumer engagement <ul><li>Born in 2006 at a podcasting company called Odeo in a small group brainstorming session. </li></ul><ul><li>A way to “SMS to a group.” </li></ul><ul><li>Main example: “the club I’m at is happening .” </li></ul>
    21. 23. Twitter: Early Days Twitter was originally “twttr” and this was its logo. Really. Twitter also had no character limit. Long messages were broken up into quasi-sequential bits, like text messages.
    22. 24. Where did 140 characters come from? <ul><li>Mounting costs for receiving SMS compelled them to limit message length </li></ul><ul><li>SMS was limited to 160 – they chose 140 to allow for the username and a colon in front </li></ul>
    23. 25. Tipping Point <ul><li>2007 South by Southwest Interactive Conference (SXSW) </li></ul>
    24. 26. Grow, Baby, Grow Feb. 2010 Jun. 2010 Jul. 2011
    25. 27. If you build it… The first Twitter user(s) to 1 million and 10 million followers were….
    26. 28. Answers! First to 1 million (April 2009) First to 10 million (May 2011)
    27. 29. TPS Records Paraguay over Brazil in Copa America 8,000 6,000 4,000 TPS Japanese New Year Packers win Super Bowl Japanese tsunami Osama bin Laden killed Barca over Man U in Champions League Final Mavs over Heat, NBA Finals Gm 6 2011 BET Awards Japan over US in WWC final JAN FEB MAR MAY JUNE JULY AUGUST Beyonce’s pregnancy (Yes, you should be worried about civilization)
    28. 30. Slowly but surely, business friendly <ul><li>May 2011: Twitter Business Tools </li></ul><ul><li>Promoted Feeds, Tweets and Trends </li></ul><ul><ul><li>Estimated daily cost: $120,000 </li></ul></ul>
    29. 31. Slowly but surely, business friendly <ul><li>Account Verification </li></ul><ul><ul><li>Why is this important? </li></ul></ul><ul><ul><li>I’ll show you… </li></ul></ul>
    30. 33. URL Shortening Added June 2011 Good: Users can see where a tweet link will take them. Bye bye spammer! Bad: For tracking or analytics, you’ll still need to use a 3 rd party shortener.
    31. 34. More business tools <ul><li>Contributors </li></ul><ul><ul><li>Multiple people can tweet for a company </li></ul></ul><ul><ul><li>Still trying to figure out how this works  </li></ul></ul><ul><li>Direct Messages </li></ul><ul><ul><li>Can receive them even from people the account is not following </li></ul></ul><ul><li>Self-serve advertising </li></ul><ul><ul><li>June 2011 </li></ul></ul>
    32. 35. Best Practices: Twitter <ul><li>Share.  </li></ul><ul><li>Listen.  </li></ul><ul><li>Ask.  </li></ul><ul><li>Respond.  </li></ul><ul><li>Reward. </li></ul><ul><li>Give credit. </li></ul><ul><li>Show big picture smarts. </li></ul><ul><li>Use the right voice. </li></ul>
    33. 36. Let’s See It In Action
    34. 39. <ul><li>Same dude, two legs of the same flight. </li></ul><ul><li>May have been written off as a complainer, but instead, he was helped immediately. </li></ul>
    36. 46. <ul><li>IT’S PRETTY BAD. </li></ul>When it’s good, it’s good. but when it’s bad…
    37. 47. The tweet was removed and KC issued an apology to everyone offended by his insensitive tweet.
    38. 48. <ul><li>A STUPID COMMENT, BUT CHRYSLER’S RESPONSE WAS POOR. </li></ul>There was no hacker. The employee assigned to Tweeting was logged into the wrong account. He was fired.
    39. 49. <ul><li>OOPS – ANOTHER EMPLOYEE TRYING TO TWEET TO PERSONAL ACCOUNT AND MISFIRING. </li></ul>A tactful, humorous reaction to an embarrassing situation. What Chrysler should have done, the Red Cross did.
    40. 50. <ul><li>Smart businesses join in for a good cause </li></ul>
    41. 52. Businessweek, October 2007
    42. 53. From:
    43. 55. Twitter: The Disinformation Network <ul><li>“ A deranged Bizarro world where half-truths and outright lies are breathlessly given momentum.” </li></ul><ul><ul><li>E.g., RIP Jackie Chan </li></ul></ul><ul><ul><li>Every debunk moved the trending topic up the list </li></ul></ul><ul><ul><li>It’s information without context </li></ul></ul><ul><li>Counter it with: </li></ul><ul><ul><li> – a contextual look at TT </li></ul></ul>
    44. 56. <ul><li>Trending on Sunday, August 28, 2011 at 4:19pm </li></ul>
    45. 57. Something Interesting Twitter Japan Includes advertisements
    46. 58. Breakout Groups <ul><li>Get into groups of 3; discuss the brands you are following </li></ul><ul><ul><li>Share your favorites of the list and who’s not doing it well </li></ul></ul><ul><li>Answer these questions about the brands being followed by people within your group </li></ul><ul><ul><li>Who is creating content that’s engaging? Why is it engaging? </li></ul></ul><ul><ul><li>Whose content is bad? Why ? </li></ul></ul><ul><ul><li>Refer back to the Twitter Best Practices </li></ul></ul><ul><li>Be prepared to give your answers to the class </li></ul>
    47. 59. <ul><li>RESEARCH AND KEY QUESTIONS </li></ul>Client Meetings
    48. 60. Client Meetings <ul><li>Do your RESEARCH </li></ul><ul><ul><li>Know your stuff before meeting with the client </li></ul></ul><ul><ul><ul><li>What networks and platforms they’re on </li></ul></ul></ul><ul><ul><ul><li>How often they update </li></ul></ul></ul><ul><ul><ul><li>Where/how it’s integrated into their website (do they have a website? What is it like?) </li></ul></ul></ul><ul><ul><ul><li>What type of posts they publish </li></ul></ul></ul><ul><ul><ul><li>Their company’s product/service/brand </li></ul></ul></ul><ul><ul><ul><li>Have a guess as to their customer </li></ul></ul></ul>
    49. 61. Client Meetings <ul><li>Key questions: </li></ul><ul><ul><li>What is the goal for your SMM strategy? </li></ul></ul><ul><ul><li>What tactics are you currently using? </li></ul></ul><ul><ul><ul><li>How do you decide what to post and when? </li></ul></ul></ul><ul><ul><li>Who will be managing your social media? </li></ul></ul><ul><ul><ul><li>How much time per day/week will this person devote? </li></ul></ul></ul><ul><ul><li>Where do you see your SMM in 6 months? 1 year? </li></ul></ul><ul><ul><li>Who is your customer, aka your target audience? </li></ul></ul><ul><ul><ul><li>How old are they? Gender? What do they like? Where do they spend their time? </li></ul></ul></ul><ul><ul><li>How do you respond to negative comments? </li></ul></ul>
    50. 62. Client Meetings <ul><li>Key questions: </li></ul><ul><ul><li>What do you expect from us in this project? </li></ul></ul><ul><li>Make sure you clarify what actions they are expecting you to take </li></ul><ul><ul><li>Especially with regard to representing them on SM </li></ul></ul><ul><li>Sign and abide by the non-disclosure agreement </li></ul>
    51. 63. For Next Week <ul><li>Reflection paper on your 10 followed Twitter brands </li></ul><ul><ul><li>Are they following best practices? Which ones? Which are they ignoring? How can they do better? </li></ul></ul><ul><ul><li>At least 2, no more than 4 pages, double-spaced. Bring hard copy to class and turn in electronic copy on ICON. </li></ul></ul><ul><li>Group blog entries (2) </li></ul><ul><li>ICON articles for Week 3 </li></ul><ul><li>We’ll talk about: </li></ul><ul><ul><li>Blogs! </li></ul></ul>