NNDEV Tech Summit 2013
So you can tweet; now what?
Joining conversations, listening & being
generous
Susan Tenby, Director...
GOAL: Creating Community Evangelists
December 2, 2011
Susan Tenby, Director of Online
Community and Social Media
@SUZBOOP ...
• Connect with your community to
each other while amplifying the
messages and missions of this
community
• Amplify the mes...
… not necessarily in that order
Twitter
Listening
Sharing
Documenting your process & progress
Serendipitous Community ...
TERMS USED, ASSUMING
FAMILIARITY…
• RT = ReTweet
• # = Hashtag
• MT = Modified Tweet
• @ = Reply or addressed to
• HT = Ha...
CHOOSE YOUR NAME
CAREFULLY• Twitter name is changeable, but think first
• Choose FB Page name carefully; it becomes perman...
Twitter account branding: Think abt
it!
Carefully name your account & fill
out/update your bio with campaign info.
Show pe...
TWITTER
Share announcements and mentions of youShare announcements and mentions of you
Twilerts
Google alerts
Hootsuite
Jo...
From MS BizSpark Blog:
GOALS
• Have a goal in mind
• Listen for those who align with goal
• Approach and create conversati...
Ten Golden RulesTen Golden Rules, …. (ok, 12
actually)
1. Answer yr @replies @mentions and DMs
2. Tweet Twice a day
3. Fol...
USE TWITTER TO JOIN
CONVERSATION & MEET
PEOPLE• Let them know you’re
listening by @mentions
• Listen via lists &
dashboard...
WHOM DO I FOLLOW?
STRATEGIC FOLLOWER BASE
Start looking at Twitter Lists of your followers
Subscribe to them
Create yr own...
Follow accounts that will help you find people like you
1. Look at who’s listed on
the twitter lists
2. Tweet at them.
3. ...
GET LISTED: TWITTER LISTS
Even better if they are
influential! Make it easy
for them (120 chars)
What makes this good?
Not overly self-promotional
good balance of pointing to others
balanced tone/ humor
Elegant promotio...
What makes this good?
Engaging lead-in w/question
Sent from hootsuite
NOTE: 9 RT, 7 Faves
Make it a
conversation, not a
sa...
Why do they suck?
Don’t Tweet Like CHERCHER.
• Don’t tweet like Cher
• Don’t make up
#uselesshashtags
• Don’t spam via DM
• Don’t call yours...
KEEP IT OPEN, LIVELY, PERSONAL
• Find your network
• Engage with them
• BE RESPONSIVE
• Keep it fresh
• Exclusive value
• ...
USING SOCIAL MEDIA TO
CONNECT AND ALSO TO:
•promote themselves and their work by announcing
opportunity for audiences to e...
Don’t be overly
self-promotional
Keep balance of
life,
observations,
responses &
amplification
Clearly drive ppl to yr blo...
Turn off location if safety is an issue
• These are default set to OFF
• Exclusive content only available via social
• Don’t be overly self-promotional
• Provide “backstage” access experience t...
Social: What to do & what NOT to do
• DO find a third party listening dashboard tool that
you like such as NetVibes
• DO s...
Now it’s time to talk TOOLS
How can you tell if they’re clicking?
Bit.ly
• Bit.ly
Customize, re-use & track
ListeningListening:
While your top-down strategy is creating
awareness, the content and conversation
help people make deci...
Commun.it vs. Social Bro
Social Bro
All this
plus you
can
search
your
follower
base!
Use TAGS to serendipitously search for your peeps
• Look for others using a tag you choose
• Find what else those people b...
Hashtags?
#DV #DomesticViolence #violence
#VAW #techsummit13
Research and find tags from
many communities related
to your ...
OPTIMIZING SHARING IS THE
POINT!• Configure Tweetthis module to @mention yr org, not the tool’s name
• Create a list of fr...
A few good
Dashboards:
Use for listening,
NOT Broadcasting
Hootsuite
Pros:
•Good for listening, include tags, common misspellings, lists/groups
•Allows us to follow multiple streams...
TWEETDECK
Pros:
•Very easy to start on
•Chrome Browser Extension
•Free version is enough
Cons:
• Not as good for listening...
Combine images, YouTube,
Tweets into a publishable story
Curate, Point to others, Save bookmarks & Sha
• Don’t ever be afraid of
having nothing to say:
you can always Curate!
• De...
Find your own secret sauce
• Make sure you are actually IN all the
channels you choose
• Don’t auto-feed into them
• Embed...
Create your own combination
• Figure out what your needs are, use a combination of tools
• Don’t forget about mobile tweet...
Who’s talking about you & what hashtags & FOLLOW!
Collaboration via community
curationMake your work easy to
share
See who favorites/shares
Find and follow them
They are yr...
Timing and Investment Needed
Blogs: 1-4 hours per post
Twitter: 5-30 minutes a day
Facebook: 5-30 minutes a day
LinkedIn: ...
Who has the time? 1. Respond to
@mentions
2. Respond to
DMs
3. RT someone
1. Look for sharable
content
2. Reach out to new...
• Upload a new image to your Facebook fan page and
respond to comments on your page.
• Comment on Facebook pages where you...
Contact Me.. Really!
http://susantenby.com/
@suzboop
susan@susantenby.com
http://www.slideshare.net/suzboop
http://npsocia...
Social Media Listening and Curation:  Amplifying Your Message, Finding your Community
Social Media Listening and Curation:  Amplifying Your Message, Finding your Community
Social Media Listening and Curation:  Amplifying Your Message, Finding your Community
Social Media Listening and Curation:  Amplifying Your Message, Finding your Community
Upcoming SlideShare
Loading in …5
×

Social Media Listening and Curation: Amplifying Your Message, Finding your Community

1,776 views

Published on

A presentation for the NNEDV Tech Summit. Focus is tools and strategy for social media community building, publishing and listening.

Published in: Technology, Business
  • Be the first to comment

Social Media Listening and Curation: Amplifying Your Message, Finding your Community

  1. 1. NNDEV Tech Summit 2013 So you can tweet; now what? Joining conversations, listening & being generous Susan Tenby, Director of Online Community, Social Media & Partnerships, Caravan Studios: A division of TechSoup @SUZBOOP on Twitter/slideshare @CARAVANSTUDIOS on Twitter
  2. 2. GOAL: Creating Community Evangelists December 2, 2011 Susan Tenby, Director of Online Community and Social Media @SUZBOOP on Twitter
  3. 3. • Connect with your community to each other while amplifying the messages and missions of this community • Amplify the message of a variety of partners • Document and Showcase • Curate • Map & analyze our network What We Do We aim to build community both internally and externally and weave strong networks We aim to build community both internally and externally and weave strong networks
  4. 4. … not necessarily in that order Twitter Listening Sharing Documenting your process & progress Serendipitous Community Building Joining Collaborative Curation Communities Following examples of experts Tag Sniffing AGENDA… So, let’s talk about you for a minute…
  5. 5. TERMS USED, ASSUMING FAMILIARITY… • RT = ReTweet • # = Hashtag • MT = Modified Tweet • @ = Reply or addressed to • HT = Hat tip • Cc: = carbon copy (hey you!) • Listening Dashboard = Hootsuite, Netvibes, Tweetdeck
  6. 6. CHOOSE YOUR NAME CAREFULLY• Twitter name is changeable, but think first • Choose FB Page name carefully; it becomes permanent after 100 “likes” • Your name should be a consistent brand across all networks • It shouldn’t be too long, as twitter is only 140 characters • It should be memorable and not easily confused/misspelled • It will become your identity, so be strategic for SEO reasons • Pimp your profile page : keywords and cool photo of you
  7. 7. Twitter account branding: Think abt it! Carefully name your account & fill out/update your bio with campaign info. Show people! Think about Keywords Best Practices Rules: • 80/20 rule; it’s not all about you • Post daily; schedule updates • Don’t be a marketing robot • Talk with people, not at people • Vary content: text, video, images • Don’t auto-link your Facebook account to your Twitter or your blog • Reciprocate, engage, share
  8. 8. TWITTER Share announcements and mentions of youShare announcements and mentions of you Twilerts Google alerts Hootsuite Join the conversationJoin the conversation Tweetchats Hashtags Amplify/RTAmplify/RT Find your peepsFind your peeps Keep it realKeep it real _______________ 2- Way Conversation Keeps you current Keeps you as Authority Feedback Loop Spread word abt you COMMUNITY
  9. 9. From MS BizSpark Blog: GOALS • Have a goal in mind • Listen for those who align with goal • Approach and create conversation about common goals • Ask questions that create new understanding about common goals, to find new values or new goals • Include others in the creation of content, mention those who align via social • Distribute, share and listen again
  10. 10. Ten Golden RulesTen Golden Rules, …. (ok, 12 actually) 1. Answer yr @replies @mentions and DMs 2. Tweet Twice a day 3. Follow twitter lists in yr area of interest 4. Search Person name + Google = correct @ name 5. RT things of value 6. Give shout-outs/recos using @mentions 7. Ask questions & Answer questions 8. Join a regular tweetchat 9. Connect @name to others & use #hashtags 10.Try to tweet near 120 to encourage sharing 11.Use trackable Link Shorteners like bit.ly 12. Share personal info, to show humanity
  11. 11. USE TWITTER TO JOIN CONVERSATION & MEET PEOPLE• Let them know you’re listening by @mentions • Listen via lists & dashboards • Broaden conversation via #hashtags • Always give link to amplify • Respond to people • Follow up, post-event • Find leaders & interact • When possible, meet in … PERSON!
  12. 12. WHOM DO I FOLLOW? STRATEGIC FOLLOWER BASE Start looking at Twitter Lists of your followers Subscribe to them Create yr own public lists Track who subscribes to them… They are yr superfans.
  13. 13. Follow accounts that will help you find people like you 1. Look at who’s listed on the twitter lists 2. Tweet at them. 3. Join tweetchats. 4. Follow them 5. Find influencers, connect with them, have them notice you 6. Follow lists & others & tweet @ them 7. Create lists & tweet abt them https://twitter.com/caravanstudios/dv-agencies
  14. 14. GET LISTED: TWITTER LISTS
  15. 15. Even better if they are influential! Make it easy for them (120 chars)
  16. 16. What makes this good? Not overly self-promotional good balance of pointing to others balanced tone/ humor Elegant promotion of work
  17. 17. What makes this good? Engaging lead-in w/question Sent from hootsuite NOTE: 9 RT, 7 Faves Make it a conversation, not a sales pitch
  18. 18. Why do they suck?
  19. 19. Don’t Tweet Like CHERCHER. • Don’t tweet like Cher • Don’t make up #uselesshashtags • Don’t spam via DM • Don’t call yourself a rockstar or guru • Don’t put an emoticon or exclamation mark after every tweet • Don’t be self-referential in all your tweets • Track click-thru using Bit.ly & do what works • If yr going to RT something, READ IT first • No need to sign yr tweets!
  20. 20. KEEP IT OPEN, LIVELY, PERSONAL • Find your network • Engage with them • BE RESPONSIVE • Keep it fresh • Exclusive value • Showcase images well • Connect by tagging • Hold campaigns • Link back to yr blog
  21. 21. USING SOCIAL MEDIA TO CONNECT AND ALSO TO: •promote themselves and their work by announcing opportunity for audiences to engage with yr work •Documenting the inside story: a "virtual studio" via Pinterest where visitors can see what they are looking at and thinking about (the images, films, music, etc that informs their sensibilities and (directly / indirectly) influences their work
  22. 22. Don’t be overly self-promotional Keep balance of life, observations, responses & amplification Clearly drive ppl to yr blog & give them a way to opt-in/subscribe and share on every page
  23. 23. Turn off location if safety is an issue • These are default set to OFF
  24. 24. • Exclusive content only available via social • Don’t be overly self-promotional • Provide “backstage” access experience to you • Engage with your fans/followers • Make Sharing easy so your fans can help you spread the word • Use integrated tools, for a variety of presences on social graph • Run campaigns and contests • Don’t auto-feed to a tool • Provide an easy way to subscribe to your work • Showcase and document your process and inspiration • Engage in controversy • Listen to verticals via hashtags & dashboards • Be Enchanting, as Guy Kawasaki says.
  25. 25. Social: What to do & what NOT to do • DO find a third party listening dashboard tool that you like such as NetVibes • DO subscribe to Alerts about relevant topics • DO tag strategically, redundantly across many channels • DO track your progress using social analytics tools that help you track success • Don’t delete or Ignore negative feedback, address it • Don’t use your friends and followers for their networks • Don’t only broadcast about your org, share stories & respond • Don’t be a control freak: guide conversations • Don’t just expect someone will run your SM channels, designate someone!
  26. 26. Now it’s time to talk TOOLS
  27. 27. How can you tell if they’re clicking? Bit.ly • Bit.ly Customize, re-use & track
  28. 28. ListeningListening: While your top-down strategy is creating awareness, the content and conversation help people make decisions together. You need to hear those conversations. Market yourself as a brand. Pick a short/consistent username -- Don’t forget your brand permutations Make yr brand a hashtag (for ex #CHEN) 1. Find APPROPRIATE HASHTAGS 2. Set in your account info 3. Monitor lists 4. Engage in the channels
  29. 29. Commun.it vs. Social Bro
  30. 30. Social Bro
  31. 31. All this plus you can search your follower base!
  32. 32. Use TAGS to serendipitously search for your peeps • Look for others using a tag you choose • Find what else those people bookmarked • Find other relevant tags • Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically) • Share your resources via social media • If you’re listening, you can learn new tags on twitter & search other networks too
  33. 33. Hashtags? #DV #DomesticViolence #violence #VAW #techsummit13 Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information & grow diverse conversations http://twubs.com/ http://wthashtag.com/
  34. 34. OPTIMIZING SHARING IS THE POINT!• Configure Tweetthis module to @mention yr org, not the tool’s name • Create a list of friendly tweeters to DM & help u spread word • Use hashtags to broaden yr audience • You can tag people, places, and pages in anything you share. You can also tag people in the text of FB posts or comments by using the @ symbol before typing • Make Facebook sharing easy and configurable for yr fans • Social sharing not only after purchase, but also by anyone • Spend time; look at how each share is displayed in each network • Use local language of each tool (no tweet-speak on FB) • Make tweets/URL short enough to have others RT and MT
  35. 35. A few good Dashboards: Use for listening, NOT Broadcasting
  36. 36. Hootsuite Pros: •Good for listening, include tags, common misspellings, lists/groups •Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations •Paid version gives downloadable reports for ROI information Cons: • Free version won’t allow for multiple accounts or multiple users
  37. 37. TWEETDECK Pros: •Very easy to start on •Chrome Browser Extension •Free version is enough Cons: • Not as good for listening to tags
  38. 38. Combine images, YouTube, Tweets into a publishable story
  39. 39. Curate, Point to others, Save bookmarks & Sha • Don’t ever be afraid of having nothing to say: you can always Curate! • Delicious & Packrati.us • Use Scoop.It to help you find topical, relevant, reusable content • Share it and content from others • When in doubt, ReTweet and be generous with @replies
  40. 40. Find your own secret sauce • Make sure you are actually IN all the channels you choose • Don’t auto-feed into them • Embed complementary tools
  41. 41. Create your own combination • Figure out what your needs are, use a combination of tools • Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface) • Many mobile clients have pic uploader installed in the app • Figure out a workflow that isn’t confusing to avoid Freudian tweetsFreudian tweets • When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely • Think more about RETWEETS & amplification than followers
  42. 42. Who’s talking about you & what hashtags & FOLLOW!
  43. 43. Collaboration via community curationMake your work easy to share See who favorites/shares Find and follow them They are yr network
  44. 44. Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week
  45. 45. Who has the time? 1. Respond to @mentions 2. Respond to DMs 3. RT someone 1. Look for sharable content 2. Reach out to new tweeps 3. Answer a question, amplify it. 1. Search & Follow 5 new ppl in yr area of interest 2. Invite a tweep to coffee 3. Live-tweet an event 4. Find & use 5 new hashtags 5. Write a blog post & tweet link 6. Join a tweetchat 7. Run a tweetchat! 5 mins 2 0 m i n s 40 mins – 1 hour
  46. 46. • Upload a new image to your Facebook fan page and respond to comments on your page. • Comment on Facebook pages where you want to be noticed (e.g. galleries, niche markets, and museums). • Remember to comment as your page on other pages. • Add an event or campaign to your page. • Comment on someone else’s blog. • Respond to comments on your blog. • Recommend someone on LinkedIn and leave a recommendation on a business page on Facebook. • Send one tweet and retweet two others from your Twitter stream. • Find a new hashtag to listen to • Post-date three tweets using HootSuite or TweetDeck. • Organize FB photo albums
  47. 47. Contact Me.. Really! http://susantenby.com/ @suzboop susan@susantenby.com http://www.slideshare.net/suzboop http://npsocialmedia101.wikispaces.comnpsocialmedia101.wikispaces.com/

×