SlideShare a Scribd company logo
T
a
t
e

L
o
g
o
•   A real time micro blogging service
•   Send short updates to your “followers”
•   Receive updates from the people that you follow
•   New “lists” function
•   Open conversations (@) or closed conversations (DM)

Twitter demographics
• Fastest growing social networking site in the UK & the world
• Highest proportion of users aged 18-34
• Female bias and higher than average proportion of parents with
  young children
• Internet literate
• Higher proportion of university graduates compared to most
  internet users
Why?
• Want people to know about what’s going on
• To stimulate conversation
• Highlight where conversations are taking
  place
• Increase awareness
• Generate sales and footfall with content
How?
Strategic:
• Day to day working group
• Wider steering group
• Plans within comms and online strategy
  framework
How?
Practical:
• All tweeters use tweetdeck
• Social media calendar and schedule
• Link content to social media platforms
  such as flickr, facebook & twitpic
• Regularity – 1-3 times a day
Content rules
•   Be human
•   Don’t spam
•   No critical opinion
•   Tate centred content
•   Respond with discretion and transparency
Content

5 key values:
• Inform
• Listen
• Provoke debate
• Interact
• Incentivise
Inform
Offer click thrus for more information
Inform
Allow our audience experience Tate through twitter
Inform
Offer up twitter previews and create that “in the know” feeling
Listen
 Check daily trending topics (incl local)
 Look at what people are saying about Tate




Know your audience
Create tweets for specific followers
Provoke debate
Ask questions and be prepared for a response




Ask for people’s opinion
Provoke debate
Utilise hashtags to create a forum for debate e.g. #tatedebate


Feedback:
more of same pls - it is what twitter is for - generating debate
Dear @tate, please do discussions like these more often. Good to read all
these different views
@Tate Really inspiring debate. Would love to see more. Interesting to read
the different points of view
Nice to see the @Tate tweeter is responding to tweets and sending RTs. If
you're not following @Tate you should be.
Interact
Use RTs & offer thanks
Interact
Take content cross platform
Interact
Ask for UGC
Interact
Ask for UGC
Incentivise
 Prompt ticket sales with info




Use giveaways and competitions




Create twitter only catering, shop and ticket offers and stories
Tracking
• Tweetdeck
• Url shortening sites e.g. bit.ly & tr.im
• Use free online analytics to identify popular
  content & tweeting patterns
   http://twitter.grader.com
   http://tweetstats.com/
   http://www.twitalyzer.com/
   http://klout.com/
October 2009 tweetcloud of most talked about words from http://www.wordle.net/
dominos
Results
May 2009: 10,000 followers
Nov 2009: 26,000 followers
Jan 2010: 34,123 followers, on 1642 lists, sent
457 tweets
No 3 most popular twitter feed from global
galleries and museums


    http://www.museummarketing.co.uk
Twitter: 5 steps
1. Work out what suits your resources
2. Look at how you will judge success
3. Create targets within a strategic
   framework and give them a timescale
4. Build up slowly
5. Interact!
What’s next?
katybeale@gmail.com

www.katybeale.com

Twitter: @katybeale

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Katy Beale Twitter Talk

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  • 3. A real time micro blogging service • Send short updates to your “followers” • Receive updates from the people that you follow • New “lists” function • Open conversations (@) or closed conversations (DM) Twitter demographics • Fastest growing social networking site in the UK & the world • Highest proportion of users aged 18-34 • Female bias and higher than average proportion of parents with young children • Internet literate • Higher proportion of university graduates compared to most internet users
  • 4. Why? • Want people to know about what’s going on • To stimulate conversation • Highlight where conversations are taking place • Increase awareness • Generate sales and footfall with content
  • 5. How? Strategic: • Day to day working group • Wider steering group • Plans within comms and online strategy framework
  • 6. How? Practical: • All tweeters use tweetdeck • Social media calendar and schedule • Link content to social media platforms such as flickr, facebook & twitpic • Regularity – 1-3 times a day
  • 7. Content rules • Be human • Don’t spam • No critical opinion • Tate centred content • Respond with discretion and transparency
  • 8. Content 5 key values: • Inform • Listen • Provoke debate • Interact • Incentivise
  • 9. Inform Offer click thrus for more information
  • 10. Inform Allow our audience experience Tate through twitter
  • 11. Inform Offer up twitter previews and create that “in the know” feeling
  • 12. Listen Check daily trending topics (incl local) Look at what people are saying about Tate Know your audience Create tweets for specific followers
  • 13. Provoke debate Ask questions and be prepared for a response Ask for people’s opinion
  • 14. Provoke debate Utilise hashtags to create a forum for debate e.g. #tatedebate Feedback: more of same pls - it is what twitter is for - generating debate Dear @tate, please do discussions like these more often. Good to read all these different views @Tate Really inspiring debate. Would love to see more. Interesting to read the different points of view Nice to see the @Tate tweeter is responding to tweets and sending RTs. If you're not following @Tate you should be.
  • 15. Interact Use RTs & offer thanks
  • 19. Incentivise Prompt ticket sales with info Use giveaways and competitions Create twitter only catering, shop and ticket offers and stories
  • 20. Tracking • Tweetdeck • Url shortening sites e.g. bit.ly & tr.im • Use free online analytics to identify popular content & tweeting patterns http://twitter.grader.com http://tweetstats.com/ http://www.twitalyzer.com/ http://klout.com/
  • 21. October 2009 tweetcloud of most talked about words from http://www.wordle.net/
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  • 25. Results May 2009: 10,000 followers Nov 2009: 26,000 followers Jan 2010: 34,123 followers, on 1642 lists, sent 457 tweets No 3 most popular twitter feed from global galleries and museums http://www.museummarketing.co.uk
  • 26. Twitter: 5 steps 1. Work out what suits your resources 2. Look at how you will judge success 3. Create targets within a strategic framework and give them a timescale 4. Build up slowly 5. Interact!
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