Social Media Presentation to IIT Graduate Class- Professor JD Gershbein

THE POWER OF TWITTER &
SOCIAL MEDIA INTEGRATION
Engage, Connect & Grow in 140 Characters or Less

Presented by Sue Koch Professor JD Gershbein

© Soaring Solutions, LLC 2012

AGENDA
Twitter history and overview

Twitter success & how to achieve it

The power of the hashtag

Blogging beneﬁts & integration

Cross platform integration & etiquette

Social media as profession

WHAT IS TWITTER?
Founded in 2006 by the originators of Blogger.com and a software architect,
Twitter is a social networking & microblogging service, which is essentially the
SMS (short messag(ing) system) of the Internet.

While SMS systems typically allow for 160 characters, Twitter allows 140 for
its message content to leave room for username and commands.

Twitter caught up to Facebook growth rates from 2009 - 2010: 368%.

When Oprah joined Twitter, users increased by 43% (social inﬂuence, or...?)


THE NUMBERS

2012:

Over 500 Million
Registered

40% Active

3.61% of Referral Trafﬁc

http://9.mshcdn.com/wp-content/uploads/2010/03/1bntweets3.jpg


KEY TWITTER TERMS
Tweet: A ‘Tweet’ in Twitter is like a
‘Post’ in Facebook.

Retweet: Similar to ‘Share’ in
Facebook. If I like what you said, or
have an opinion, I might retweet you...

Mention: When you mention
another Twitter account in your
Tweet. This can be done by typing, or
using ‘Reply’

Hashtag: A speciﬁc ﬁlter to track a
Twitter conversation.


THE RELEVANCE

(ok, just a touch here, but not
of the shameless nature)

Be
here Not
here

http://9.mshcdn.com/wp-content/uploads/2010/03/1bntweets3.jpg

“Too many people fail to realize that real
communication goes in both directions.” Lee Iacocca.


WHAT IS TWITTER SUCCESS?

er s!
o ll ow
F
illi on
e M
O n


FOCUS
Create Twitter Lists

1. Filter

2. Prioritize

3. Compliment

4. Newsfeed

Photo credit: www.ﬂickr.com/photos/johncarleton/929781772/

WHY TWEET?
Businesses use social media to interact with consumers in real time & ﬁnd out more
about needs and wants.

Get past gatekeepers - to inﬂuencers:

Hard to reach decision makers
Media
Strategic Partners
International connections
Celebrities

http://mashable.com/2012/01/08/keenan-cahill-whats-next-for-the-viral-youtube-celeb/ © Soaring Solutions, LLC 2012

WHY TWEET?
1 Identify trends
2 Competitive research
3 Scholastic research
4 Build rapport & thought
leadership
5 Target audience
6 SEO (search engine
optimization)


BUSINESSES ON TWITTER

1. 75% of companies use Twitter as a marketing
channel.

2. 29% of Twitter users 18- 24 use Twitter to
follow their favorite companies

3. 53% of people on Twitter recommend Photo Credit Salvatore Vuono

companies and/or products in their Tweets.

*source- HarpSocial.com


RETWEETS & MENTIONS
Celebrity Power

Respond Acknowledge Appreciate


RETWEETS & MENTIONS
Life Saving Power


CASE STUDY
YouTube + Twitter

www.twitter.com/garyvee


CONNECT VIA RELEVANCE
Who else sleeps like this?

4750 views in
2 months


HUMANIZE YOUR BRAND


HUMANIZE YOUR BRAND
Creativity & humor

1. Appeal to masses
2. Ampliﬁcation & reach


HASHTAG POWER
Conferences, Tweet Chats, Educational Purposes
1. Spread vibe & excitement before and after an event

2. Guaranteed connection boost

3. Focus on a speciﬁc topic

4. Archives to see what you missed

5. Authentic, real time brand evangelism for presenters & attendees


SCHOLARLY USE
1 Newsfeeds
2 Careers
3 Cross classroom
collaboration
4 Facilitate research
5 Q&A
6 Lecture summaries
7 Network with educators
8 Study chats

http://blog.bufferapp.com/wp-content/uploads/2011/10/1twitter-scholarship-infographic.png

THE ORIGINAL BLOG
1 Share valuable, educational
content
2 Establish thought leadership
3 Create a community
4 Build SEO
5 Lead generation
6 Blog as the new website


THE VISUAL BLOG
1 Video blogging
2 Photo blogging
3 Host & embed
4 SEO beneﬁts


BLOG TIPS
1 Categories & tags
2 Dateless
3 Creative reuse
4 Trend based
5 Encourage commenting
6 Guest posting
7 Social integration


CASE STUDY

3 million blog page views per month
Facebook community
Value in and out

PINTEREST INTEGRATION

1 Create via Twitter or Facebook
2 Link Pins
3 Creative reuse
4 Copyright caution


YOUTUBE INTEGRATION

1 Uploads
2 Likes
3 Comments
4 Viral!

BUT: “Viral is not a strategy” ~Erik Qualman, Author Socialnomics


POWER OF VIDEO

Cisco and Gartner predict that 90% of traffic will come
from video links by 2014.


FACEBOOK INTEGRATION


WHAT IS SUCCESS?
Quality over Quantity
1. Build Influence

2. Expand Reach

3. Accelerate Amplification

A great read on this: Brian Solis & Vocus
http://www.vocus.com/social-media/influencer/what-makes-an-influencer.pdf


INFLUENCE
Influence- the ability to
cause desirable and
measurable actions and
outcomes.

1 Built over time
2 Based on interactions with you and
your content, not just activity levels

Source: http://www.vocus.com/social-media/influencer/what-makes-an-influencer.pdf

REACH
Reach- the estimated
number of individuals in the
audience of a broadcast.

1 Optimize
2 Promote
3 Build
4 Interact shutterstock_67843741-300x225.jpg

5 Value

Great blog on topic:
http://blog.hubspot.com/blog/tabid/6307/bid/27094/8-Guaranteed-Ways-to-Increase-Social-Media-Reach.aspx


AMPLIFICATION
Amplification- the rate at
which your followers take
your content and share it
through their network
1 The bigger your reach, the bigger your
amplification potential (to the extent of
your influence)

2 Twitter- Retweets per post

http://wearesocialpeople.com/wp-content/uploads/
3 Facebook- Shares per post 2011/11/6a00e5516b45b9883301156f32df63970c-800wi.jpeg

4 Blog- subscribers and shares


SOCIAL MEDIA AS
PROFESSION
1 Copywriting
2 Branding
3 Social Media Manager
4 Strategist
5 Generalist vs Expert
6 Metrics analyst
7 Video
8 Design


FIND YOUR FOCUS
LinkedIn Expert Facebook Expert

Social Media Scientist Industry Expert


WHAT TO POST
To engage
Probing questions
Participate in Q&A or chats (you don’t need to “know” someone here!)
Something you experienced today- fun, powerful, sad, exciting…
Cutting edge products or service you love (promote local biz, partners, clients...) !"#$
Retweet/Mention
Pictures
Personal quotes & quips
Inspirational/Thought provoking quotes or ideas

To establish thought leadership
Tips and tricks of your industry
Tips and tricks of your experience that add value
Current events, be on the leading edge of articles, blogs (others and your own)
Free samplings of your work, white papers, case studies, videos
Relevant news and your thoughts on it
Best practices
Learnings from other’s events, sources, cite them.
Share other’s stuff!

To promote yourself or your business
%"#$
URLs to websites, blogs, products, (eloquently worded)
Event invitations, make it about what they’ll get out of it- not for your beneﬁt
Specials, discounts, catered to show appreciation for your following


ACRONYM LEGEND
To maximize limited space in Twitter, you may see the following.
Even it you would never use it, at least now you know what it means...

OH- Overheard
DM- Direct Message OMG- Oh My God
FB- Facebook OMW – On My Way
IC – I See ORLY- Oh Really
IDK- I don’t know ROFL- Rolling On The Floor Laughing
IM- Instant Message RT- ReTweet
IMHO- In my humble opinion SMH- Shaking My Head
JK- Just Kidding SO- Shout Out
L8- Late Thx or Tx- Thanks
LI- LinkedIn TMI- Too Much Information
LMAO- Laughing My A** Off TTYL- Talk To You Later
LMFAO- Per the above, ﬁgure it out TTYS- Talk To You Soon
LMK- Let Me Know TY- Thank You
LOL- Laughing Out Loud YT- YouTube
MT- Modiﬁed Tweet YW- You Are Welcome


Q&A


Social Media Presentation to IIT Graduate Class- Professor JD Gershbein

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