A Presentation given on 4/20/2010 to Cultural Alliance of Washington

2. How do we communicate on the web?
● E-mail
● Social Networking Sites

3. E-mail Benefits
E-mail is a static/private/semi-public method of
communication.
● The audience knows how to use it!
● Most of the audience still reads the e-mail they
are interested in, which makes it effective.
● You can share by fowarding it.
● You can mass reply to a group

4. Drawbacks: E-mail
● Most of the audience knows how to filter it!
● You have to sign up for it. You can't window shop an e-mail
alert (only subscribers will receive special offers).
● Spam Laws.
● Forwarding can have drawbacks too.
● Consumed as the user logs into their e-mail box (could be
now, could be three weeks from now.)
● Interaction between the sender and recipient is not
available to the public at large.

5. Benefits: Social Networking Sites:
● Circle of friends (you converse with people you
already know or products/brands/apps you
allow in).
● Privacy (no wedding crashers).

6. Drawbacks - Social Networking
Sites
● Learning Curve
● Closed loop
● Can't interact outside your circle.
● Hard to opt out of distracting apps.

7. What is Twitter?
(Isn't this just another social media website?)
A Website is typically information that can only be
consumed in a browser.
It is a site after all like Park Place!

8. What is Twitter?
Twitter is on a website, but it is really a real-
time information stream.

9. Where can you find Twitter?
In an App

10. Where can you find Twitter?
In a website widget

11. Where can you find Twitter?
In your organization's digital signage

12. Where can you find Twitter?
● On SMS and Cell Phones

13. Where can you find Twitter?
At home on your Television (Verizon FiOS)

14. Where can you find Twitter?
Anyplace where Twitter data can be displayed!

15. Twitter Benefits:
Twitter is a live|public|private method of communication.
Benefits:
● Can have a one-to-many broadcast (Announcements)
● Can communicate one-to-one publicly (a Q&A)
● Can communicate privately (if you are following each
other)
● All of these methods allow you to react quicker and allow
you to communicate and market .

16. Twitter Drawbacks:
How much Tweeting is enough?
Pressure to Tweet, tweet poor quality information.

17. Twitter Drawbacks:
#fail in public: Example: United Airlines

18. FaceBook vs. Twitter
● Both FaceBook exchange real-time status updates. The
difference is that FaceBook is (for the most part) a closed
system because it was originally designed as a private
system. Privacy levels are now determined by user and
many users now choose to keep their updates private.
● Twitter has always been public by default. You can follow
Ashton Kutcher or a stranger who shares marmalade tips.

19. FaceBook Vs. Twitter
● Since many users have made their accounts private, most
FaceBook Updates can't be searched on Google like
Twitter updates.
● Currently FaceBook reaches a broader demographic range
than Twitter.
● What are these companies up to? Basically a Social Media
Space Race: Leaked Twitter business plan “The Pulse of
the Planet” Both FaceBook and Twitter want to be your
permanent online identity (FaceBook Connect, Twitter's
@anywhere).

20. How will we benefit from real-time
arts marketing?
Word of Mouth Marketing (reviews before they hit
the paper)

21. How will we benefit from real-time
arts marketing?
Real-Time Coupons

22. How will we benefit from real-time
arts marketing?
Customer Service

23. How will we benefit from real-time
arts marketing?
Engagement (TweetUps, Contests)

24. Grammar of the tweet
Tweet: is a 140 characters of text designed to
broadcast a message. Short text is usable!

25. Grammar of the tweet
Re-Tweet (RT): is method to share another's tweet with your
audience.

26. Grammar of the tweet - ReTweet
Using your reputation to share/endorse a link/message of
another. (Reputation/Link Economy).
Think of a Re-Tweet like a Beach Ball being bounced around
during a college graduation ceremony.

27. Grammar of the tweet
#HashTags: are subject-relevant keywords to allow
anyone who is searching or filtering tweets to find the
needle in a haystack.

28. Why do we need to hashtag?
There are over 50 million tweets each day (Mashable), if
you want your message to be found hashtagging will help
your tweet find its intended audience.
Pitfalls of hastagging: Do not use a hashtag no one is
using! #chrishunteriscool is not a hashtag many people
are using (yet).

29. Grammar of the tweet
Reply: @fordstheatre Using @username is how to
respond to a tweet.
@Costello: What's the guy's name on first base?
@Abbott: No. What is on second.
@Costello: I'm not asking you who's on second.
@Abbott: Who's on first.

30. Grammar of the tweet
Following: If you want to subscribe to a user's twitter
feed, you can follow them. If they are abusive you can
block them or unfollow them.

31. Grammar of the tweet
Twitter Lists: are collections of twitter accounts bundled
by a user into a feed. We create new relevance with lists.

32. Grammar of the tweet
@anywhere announced at SXSW 2010 similar to
FaceBook Connect.

33. Grammar of the tweet
● Geolocation – A Tweet with embedded location
data.

34. Grammar of the tweet
More Lingo:
Promoted Tweets: New Ad system announced by Twitter
on 4/13/2010

35. Tools of the trade
URL Shorteners
● URL Shorteners are not just for limiting
characters, they are essential for measuring
impact!
(Demo) Bit.ly

36. Tools of the trade
Twitter Apps
TweetDeck (demo)
GoTwitr

37. Best Practices for Success:
Finding your organization's “voice” on Twitter.
● Listening – Listen to others who discussing your
organization.
● Engagement – Find opportunities to engage.

38. Best Practices for Success:
We all have our own “voice” but keep this in mind:
● Have something to add, not just something to
say

39. Best Practices for Success:
● Be inquisitive

40. Best Practices for Success:
● Be responsive

41. Best Practices for Success:
● Be an honest broker by being willing to admit
mistakes

42. Best Practices for Success:
Building a following
● Engaging others
● Reciprocity

43. Best Practices for Success:
● Rewarding Re-tweeters

44. Best Practices for Success:
● Attribution

45. Best Practices for Success:
● Handling Complaints

46. Best Practices for Success:
● Do not fear losing a few followers! You will lose a few
each day due to bogus accounts, unhappiness, lost
interest, window shoppers.