Twitter - engaging effectively with our followers
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A short, stat-heavy presentation about current Twitter trends that may affect the ways brands engage with their followers.
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Twitter - engaging effectively with our followers
- 1. Engaging more effectively with our Twitter followers Joe Field, PR team @joemcafield
- 2. Who are we?
- 3. Engagement • Two-way communication • Putting the customer first • Active listening • Community management • Consistency
- 4. Audience
- 5. What are their habits? Who are we trying to reach? How do we get noticed?
- 7. Trends • Mobile - 46% of social media users use a smartphone • Apps account for a third of social networking time • Growth - variety, proliferation of networks The Social Media Report 2012 - Nielsen
- 8. Trends • 'The global living room' - social TV • 'Social care' - customer service • 1-in-3 users prefer complaining through social media The Social Media Report 2012 - Nielsen
- 9. Trends • Social word of mouth - users generate and tap into opinions • Hyper-informed customers - learn about other customer experiences, find added value
- 11. Trends • 32% of 18-24 year-olds use social media on the toilet • 51% of 25-34 year-olds use social media in the office The Social Media Report 2012 - Nielsen
- 12. Trends • Growth of social images: Pinterest, Instagram, Vine, Snapchat • 'Humanised' brands are a consumer expectation
- 13. Trends • October 2012, Twitter reported 500m tweets per day • 12,600 tweets per minute mention brands
- 14. • Twitter usage in UK is 68% engagement, 32% broadcasting • 3.6% of tweets mention brands - more than number discussing music or celebrities • Males complain more, females discuss purchases more Trends The Twitter Landscape 2013 - Brandwatch
- 15. The Twitter Landscape 2013 - Brandwatch
- 16. The Twitter Landscape 2013 - Brandwatch
- 17. The Twitter Landscape 2013 - Brandwatch
- 20. Engaging • Connecting, person-to-person • Participation • Requires resources • Requires consistency
- 21. "To meet the challenge of delivering personal value at scale, brands will have to invest in larger teams of socially savvy employees. These individuals will be clear on the purpose or spirit of the brand and will be empowered to represent the brand with a human voice." - Social Brand 100 report 2012, Brandwatch
- 22. Summary • Mobile social is the norm • Social images • Humanised brands • Hyper-informed users • Rise in 'social care' • Know your aims and audience
- 23. Question one Do you join conversations positively, and consistently? Or do you only step in when a negative emerges?
- 24. Question two When you start a new thread in the conversation, how do you frame it? Do you ask open questions to invite response, or do you ‘announce’ content in a traditional broadcast way?
- 25. Question three Are you spending as much time listening and responding as you are running your own content plan?
Editor's Notes
- Welcome, intro. Theme is developed from issue of 'interaction' raised at first session - mainly around number of followers, value of content, contribution to conversation. Scope: look broadly at some trends that may affect our engagement with followers, spark discussion, couple of suggestions for ways to improve our engagement. Don't have all the answers, but hope to offer a starting point for people look at how they can achieve their aims on Twitter and use it to engage their audience effectively.
- We are concerned mainly with the people on this Twitter list - the people who clearly align themselves with this organisation, state they represent an area, or are an individual responsible for some area of the University. Those are the people invited to these sessions.
- Definition of engagement - essentially managing our relationship with stakeholders through Twitter. On a basic level, it's two-way comms. Also means putting customers' needs first. Listening, monitoring social web, then responding in timely manner. This involves community management, but can extend to business planning (using feedbacck to change approach, etc). Need for a consistent approach - users become accustomed to a brand's approach.
- Who are we trying to reach? How do we find our target audience? Which networks do they use? Are they using Twitter? If so, how?We need to understand their habits. And we want to get noticed.
- Biggest technological development that's significantly changed the way users behave on social media.
- Therefore, our content needs to be mobile-friendly (eg don't link to PDFs, link to websites instead), and respond to issues quickly (people use their phones in bursts).
- Multi-screen media consumption. Massive growth in 'social care' - 47% of users engage in social care in some form. This heralds anew relationship with brands online.
- Huge impact reputationally, and a massive potential impact on recruitment of students. And here's an interesting new development in social networking...
- The social bathroom.
- Quality of conversation?
- Social images offer new opportunities for organisations, but require resources to use them effectively. Tend to become better integrated with Twitter over time. Percentage of social networkers who follow brands online doubled from 2010 to 2012 from 16% to 33%
- Also, 500m registered accounts as of Q1 2012, compared to 300m in Q1 2011. But growth is dropping off - Google+ is now fastest growing network, although only 170m registered accounts, as of Q1 2012.
- Brandwatch study from this year sampled 10,000 random tweets, analysed their content in terms of reference to brands. Majority of tweets are still 'personal'.
- Taken from a random sample of 10,000 tweets in December 2012.
- Authors who do mention brands are more likely to discuss work or education in their tweets than authors who don’t mention brands, and less likely to comment on sport, music and television.
- Gender difference in tweets about brands show that men much more likely to complain.
- Interesting infographic about use of exclamation marks in tweets.Plenty of useful, practical info on the web about Twitter trends - mainly marketing/communications sites and blogs, but of use to anyone interested in using Twitter professionally. Dan Zarella, Mashable, Social Media Examiner, Creative Boom, Econsultancy.
- Take the time to respond to complaints, compliments and questions in a timely manner. Requires active listening. Need for a University-wide approach.
- Therefore, a clear idea of your aims, the values of the organisation, and of the behaviour and needs of your audience, is integral to engaging effectively with followers on Twitter. Secondly, does your bio tell the story of who you are, what you're doing on Twitter, who you're trying to reach, and why they should follow you? If not, what needs to change? Is your own Twitter brand human enough?
- Discussion of these points - how do they affect our own practice? What can we change to improve our engagement with followers?
- Additional questions: do we need a Twitter policy? Guidance? How proscriptive?How about branding and assets? Background template?Are you evaluating your success? Do you use URL shorteners to track clicks?