Richard from Oxfam GB – going to talk about Twitter. This session is aimed at convincing the unconvinced. And develop basic skills to more immediate skills. If you tweet daily, this probably isn’t for you. To start with, let’s have a show of hands: Who has a Twitter account? Who tweeted in the last week? The last day? The last hour? Who’s tweeted from a mobile before?
Some history… This is where people are at, Oxfam goes there to talk to people in the spaces they’re at.
Sharing links – like the volcano content with a ‘share on Twitter’ link
Start off with some examples of how it’s had impact. Here are two examples… First is from Refugee action. They put out this simple update, and it was seen by up to 60,000 people.
Next we have Twestival. The guidebook contained information on: ideas for what the events could be like; charging ticket money; how to send the money in; instructions on how to sign up on the website contacted people who had events experience contacted well connected 'popular' people continue the conversation outside of twitter
We’ll be coming back to some case studies soon – hopefully some more entertaining ones. But for now let’s take a look the functionality.
Now it’s over to you. We’re going to register and then send our first tweet. Task: Set up your personal account Send your first tweet – using #netrootsuk hashtag Follow me Send one person in the room an @ message
Skip over this if previous video worked…
So, you’ve registered and you’ve started to tweet. Now you need to grow your audience. Use hashtags – though you don’t need hashtags, as trending topics are now around text strings, they are still really useful to make it explicit that you’re talking about a certain subject. Today, everyone is using #NetRootsUK [log on and see what people are saying]. Talk to people using the hashtag. Use it repeatedly. Make it clear this is a topic that you’re interested in or have expertise on and people will come to you. People check their followers regularly. As you follow them, some will follow you back. As you follows others, let them know with an @ message. Talk to others – Twitter is about conversation. Use the @ message and RTs to talk to people. Do it regularly. Do have conversations that last for multiple tweets.
What is Twitter?• A micro blogging platform – updates are 140 characters in length• 105 million registered users (Source: Mashable.com, Sept. 2010)• Adds 300,000 new users every day• Used widely by activists, charities and NGOs• High number of MPs, journalists, influencers active on Twitter• Open network – usually don’t have to be friends with someone to follow them, unlike on Facebook where you need their permission
How is Twitter used?• As a conversational tool – to communicate, to organise, to share content.• Increasingly, sites are embedding Twitter sharing links – see next slide• To find news – when Gordon Brown resigned, rumours spread on Twitter first then press conf. began.• Dedicated spaces – twitter.com/worldcup
When an Icelandic volcano erupted in April 2010,this image was shared extensively on Twitter.
Quick case study: Refugee action• @RefugeeAction: The Daily Star thinks their headline No room for gays is acceptable in 21st century Britain. We think not. http://bit.ly/chx0lz Pls RT• Retweeted 600+ times, from only 500 followers.• Avg. Twitter user has 100 followers. Seen by up to 60,000 people.
Longer case study: TwestivalIn late 2008, a group of about ten Twitter users decided to meet up inreal life with the aim of organising a fundraising event. The first eventthey organised was such a success that they decided to repeat it inearly 2009, only this time they took the idea global. • In three weeks, fundraising events were organised under the Twestival banner in 200 cities world wide. • 10,000 people took part. • $250,000 raised through events and online donations (resulting in 55 wells with more than 17,000 people served in Uganda, Ethiopia, and India) • Run completely by volunteers • Everyone knew each other through Twitter • Completely decentralised - there were guidelines, but each event was shaped however the organisers wanted to make it
Twestival t-shirts Designed and sold by volunteers. All profit went to the cause.Twestival.fmTracks donated by artistsincluding Imogen Heap,Bloc Party, Mystery Jetsand Ben Westbeech. Allavailable to stream ordownload for free – with asimple request that listenersdonate to help the cause.
Tweets to Followers (click to display) you Lists Yourlatesttweet Tweets from peopleyou follow Trending topics
Twitter: the basics• Tweet - an update – Thx to Oxfam pressure from Oxfam activists, #2009budget means world’s poorest will be better off• Follow – subscribe to another user’s tweets• @ - use to send a direct message to another user, eg @richardcasson• Retweet – copying someone else’s tweet – RT @richardcasson thx to pressure from Oxfam activists, #2009budget means world’s poorest will be better off• Hashtag – used to group related discussions, eg #climate #COP16• Trending topics – the top ten most discussed issues on Twitter at a given moment in time
Increasing your followers• Use hashtags frequently – @oxfam only exceed 10,000+ followers after being active around #Haiti• Follow other people• Talk to others – use RTs, DM, ask questions• Include links to content, eg. using bit.ly• Embed links to your Twitter account on your website and supporter emails• Use TweetDeck
An example of engagement – from @oxfam How should money be raised to tackle #climate change? A) Tax banks B) Tax emissions from ships & planes C) From govts. RT ur answer. #COP16 @lena_reiner: See our tweet from earlier. You have to RT your answer: http://twitter.com/#!/Oxfam/status/1146 5360402292736 Thnx for all answers to: "How should money be raised to tackle #climate change?" 30+ replies so far! Keep them coming... #COP16
An example of engagement (cont.)The results are in! C) From govts wasur favourite with 38% of voteshttp://bit.ly/glFTZg More facts on#climate finance to come. #COP16A levy on emissions from shipping &aviation could raise $20Bn to helptackle #climate change. Full reportfrom AGF: http://bit.ly/gnvrPPLast fact for today: A tiny tax onbanks could raise up to $700Bn / yr tohelp poor communities adapt to #climatechange http://oxf.am/Zii
Twitter analyticsTweetreach.com:shows how far a link,hashtag or phrase hastravelled Twitalyzer.com Find out what hashtags / subjects a user talks about. Search for influencers.Twittercounter.comInformation about follower growth The Archivist: http://archivist.visitmix.com/ See who’s tweeting about what
A Twitter campaign…from Old SpiceIn 2010, Old Spice (a brand of aftershave) launched a campaignvideo on YouTube that featured a man doing all sorts ofsuperhuman feats – who later became known as the Old Spice Guy.The video was promoted on Twitter, and as people tweeted about it,the Old Spice Guy followed up with a second series of videos thattargeted a spread of celebrities, common folk and popular socialmedia sites in balanced quantities.What’s important with this campaign is that it engaged directly withpeople. By targeting key influencers on Twitter, they help to ensurefurther conversation about the advertising campaign.More reading about the campaign on the links below:http://www.youtube.com/watch?v=So5yDtITswYhttp://www.youtube.com/watch?v=QsD3JL-c_hohttp://mashable.com/2010/07/15/old-spice-social-media-campaign/