Twitter School and #AntiquesRoadshow Live Tweet

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Twitter School was a one-hour workshop I lead on April 7, 2014, for WGBH's board of trustees. The second hour was led by Antiques Roadshow EP Marsha Bemko and Skinner CEO and Roadshow appraiser Karen Keane, who live-tweeted the live broadcast along with our group.

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  • Intros
  • SyllabusWhat is Twitter?WGBH and TwitterThe Anatomy of a TweetNavigating TwitterLive TweetingIntroducing Antiques
  • SyllabusWhat is Twitter?WGBH and TwitterThe Anatomy of a TweetNavigating TwitterLive TweetingIntroducing Antiques
  • To TweetTweeting (not Twittering)Tweeter / Tweeters (not Twitterers)
  • To TweetTweeting (not Twittering)Tweeter / Tweeters (not Twitterers)
  • What is Twitter?-Microblogging service-Sends text messages limited to 140 characters-Registered users can read and post tweets, but unregistered users can only read them-Twitter launched in 2006-There are 645 million active registered Twitter users-135,000 new Twitter users sign up every day -An average of 58 million tweets are sent a day
  • Why does Twitter matter? Twitter is THE second screen platform for talking about TV-80% of viewers use twitter or other social media on second screens when watching TV-40% of Twitter traffic during peak TV time is about TV-25 million TV viewers are actively engaged about talking about TV on social-66% of people have started to watch a TV show because of social-In 2013, 36 million people sent 990 million tweets about TV -Super Bowl: 5.6 million people tweeted-State of the Union: 2 million people tweeted-Breaking Bad finale: 1.24 million tweets-Nielsen has established a link between Twitter buzz and ratings (Nielsen Social)
  • The TweetUsername: Also known as a Twitter handle, this is used to identify you on Twitter -Handles are unique and contain fewer than 15 characters, starting with @Text: 140 character max, including links-Hashtag: Brief search term or keyword, starting with the # character 
  • The Anatomy of a Tweet: ActionsInteractions: All activity on your feed - new followers, favorites, retweets and other activity@ Mentions: Direct mentions and @ tweets directed to you RT Retweet: Act of reposting a tweet, shares it with your followers DM Direct message
  • How does WGBH use Twitter? Monitoring brand presence – what are people saying about my show? Example: Marie had tweeted at WGBH thanking them for a great Celtic Sojourn – it would be a great opportunity to engage her, suggest other shows to follow.
  • 2) Promotion – telling our fans what’s new
  • 3) Crowdsourcing ideas - Use Twitter to crowdsource ideas, build a sense of community.
  • 4) Example: Frontline League of Denial-FRONTLINE related tweets appeared in Twitter feeds  50.3 million times the night of the broadcast -Hundreds of journalists live-tweeted the film, including writers from ESPN, CBS, Sports Illustrated, ESPN, TIME, TV Guide, and many more-#LeagueOfDenial was a national trending topic on Twitter during the broadcast
  • How YOU can use Twitter as an individual -To build your brand (people want to see the people behind an org.)-Share your passions and hobbies (Cisco CTO)-Second screen (more conversational than FB, real time interaction)-Find news, especially breaking news-Listen: Only 60% actually tweet – the rest just listen 
  • What do I tweet?-Tweet what you find interesting-Tweet what is unique to you – what are your hobbies and your passions?-Tweet interesting links-Tweet pictures-Interact with those you follow-Ask and answer questions: use as a focus group
  • Follow WGBH showshttps://twitter.com/torystarr3/wgbh-programs/
  • Follow WGBH showshttps://twitter.com/torystarr3/wgbh-programs/
  • Great tweets-80/20 rule: Out of every 10 tweets, 2 should promote you/stories/content; others should RT, share, engage, be random.-Use photos-<120 character-Interaction & engagement, listening-Be simple. Present 1 idea or ask them to do one thing (don’t make it too complicated) – handle OR link OR hashtag OR photo
  • The TimelineTweets from who you follow-follow the people you want to hear from-these don’t have to have a specific theme – you can organize them later
  • ConnectBuilding community-Start building your community by finding and following people who are relevant to your content areas-Twitter community should be a combination of influential people and leaders, news organizations, industry experts and everyday people-Your stream will help you stay informed and give you unexpected information or perspectives on issues you’re interested in
  • DiscoveryFind what’s trending, what people are talking about
  • The Hashtag-Makes conversation possible-Brief search term, used with a # at the beginning of the word-Hashtags function as keywords to highlight discussions-Hashtags unify a group of related threads or tweets because they are searchable-A hashtag that catches on and becomes widely used can amplify issues and broadcast views very quickly-Using a hashtag, you can search Twitter to find all the tweets using that hashtag
  • Live tweeting-Drives engagement on Twitter and builds buzz-Tweeting from @Antiques account allows the show to guide the conversation, and 1) behind the scenes videos or images, 2) context to what people are seeing, 3) exclusive content, 3) conversation with the people on screen
  • Antiques Roadshow-Some examples from last week:-Allows people not there to follow the conversation around an event or show.-Collaborative: draws a diversity of perspectives and experiences into one conversation-Adds a real time community – join a party-Behind the scenes
  • How you can contribute tonight:-Tweet your opinions-Share your experience-Tweet questions or thoughts to Marsha and the team-Selfies
  • Sample tweets
  • Twitter School and #AntiquesRoadshow Live Tweet

    1. 1. WGBH Board of Trustees Twitter School
    2. 2. Welcome Lynn Bay Dayton Chair, Marketing and Communications Committee Alexis Rapo Vice President, Digital Media
    3. 3. Syllabus • What is Twitter? •The Anatomy of a Tweet •WGBH and Twitter • Navigating Twitter •Live Tweeting
    4. 4. Twitter Comfort Level What is Twitter? I’ve set up my account but I’ve never tweeted. My avatar is an egg. I tweet, and find it really valuable. I want to learn more! Level 2 Level 1 Level 3
    5. 5. Twitter Lingo To Tweet Tweeting …Not twittering. Tweeter … Not Twitterer.
    6. 6. What is Twitter? • Sends text messages limited to 140 characters • Registered users can read and post tweets • Unregistered users can only read tweets • Twitter launched in 2006 • There are 645 million active registered Twitter users • 135,000 new Twitter users sign up every day • An average of 58 million tweets are sent a day
    7. 7. Why does Twitter matter? of Twitter traffic during peak TV time (9–11 p.m. EST) is about TV programming. TV viewers are actively engaged in talking about television on social media have started to watch a TV show because of social media In 2013, 36 million people sent 990 million tweets about TV
    8. 8. The Anatomy of a Tweet Tim De Chant Senior digital editor at NOVA
    9. 9. The Tweet Text Profile photo = 112 characters Handle Actions Date sent
    10. 10. Actions Mentions and replies Retweet Favorite Direct message
    11. 11. How does WGBH use Twitter? 1) Monitoring brand presence: What are people saying about my show?
    12. 12. How does WGBH use Twitter? 2) Promotion: Telling fans what’s new
    13. 13. How does WGBH use Twitter? 3) Crowdsourcing ideas
    14. 14. How does WGBH use Twitter? Example: Frontline #LeagueofDenial • Frontline-related tweets appeared in Twitter feeds 50.3 million times the night of the broadcast • Hundreds of journalists live-tweeted the film, including writers from ESPN, CBS, Sports Illustrated, TIME, and TV Guide • #LeagueOfDenial was a national trending topic on Twitter during the broadcast
    15. 15. Ways to Use Twitter 1) Build your personal brand 2) Share your passions and hobbies 3) Find and follow news 4) Use as a second screen
    16. 16. What Do I Tweet? • Your passions and hobbies • Interact • Takeaways from professional learning • Interesting links • Pictures • Ask questions
    17. 17. Follow the WGBH Twitter List twitter.com/torystarr3/wgbh-programs/
    18. 18. Follow Your Fellow Live-Tweeters twitter.com/torystarr3/antiques-roadshow/
    19. 19. What makes a good tweet? 1) The 80/20 rule 3) Keep it short 2) Be visual 4) Interact 5) Be simple
    20. 20. Navigating Twitter: Desktop Timeline Mentions & Interactions Search and trends My tweets Search Direct messages Settings Compose
    21. 21. Navigating Twitter: Mobile Timeline Mentions & Interactions Search Direct messages Compose
    22. 22. Timeline Desktop Mobile
    23. 23. Connect Connect
    24. 24. Discovery
    25. 25. Me Desktop Mobile
    26. 26. The Hashtag • A brief search term, used with a # at the beginning of a word • Using a hashtag, you can search Twitter to find all the tweets using that hashtag • Makes conversations possible • Hashtags function as keywords to highlight discussions • Hashtags unify a group of related threads or tweets because they are searchable • A hashtag that catches on and becomes widely used can amplify issues and broadcast views very quickly
    27. 27. Live Tweeting Desktop Mobile
    28. 28. Live Tweeting
    29. 29. How Can you Contribute? Opinions Share your experience Tweet questions to Marsha and the team Selfies / Photos
    30. 30. Antiques Roadshow Live Tweet Join me tonight as I live tweet with @RoadshowPBS during their new episode at 8/7c PM on @PBS! Capping off the best WGBH trustee meeting ever with a live tweet of @RoadshowPBS. #antiquesroadshow .@RoadshowPBS is all new tonight 8pm EST on @PBS, and I'll be live tweeting with them. Join in at #antiquesroadshow Participating in a live tweet with Roadshow EP @MarshaBemkoEP. Follow along using hashtag #antiquesroadshow! Remember, always use #antiquesroadshow in your tweet.

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