Twitter School for WGBH Childrens and Educational
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Twitter School for WGBH Childrens and Educational
- 1. Twitter School Children’s Media and WGBH Education
- 2. Syllabus • What is Twitter? • Why does Twitter matter? • Should my show be on Twitter? • Should I be on Twitter? • Tips for maximizing engagement with your TV audience
- 3. 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
- 4. Twitter Lingo To Tweet Tweeting Tweeter …Not twittering. … Not Twitterer.
- 6. What is Twitter? • Twitter launched in 2006 • Sends text messages limited to 140 characters • Registered users can read & post tweets • Unregistered users can only read tweets • 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
- 8. Why does Twitter matter? The rise of social TV
- 9. The Rise of Social TV TV viewers are actively engaged in talking about television on social media have started to watch a TV show because of social media
- 10. The Rise of Social TV
- 11. The Rise of Social TV
- 12. Why does Twitter matter? Twitter as THE second screen platform
- 13. Why does Twitter matter? 1 million Americans turn to Twitter to discuss TV on an average night of users active on Twitter during peak TV time (9–11 p.m. EST) tweet about TV. In 2013, 36 million people sent 990 million tweets about TV
- 14. Why does Twitter matter?
- 15. Why does Twitter matter?
- 16. Twitter Engagement Megaphone Tweet Followers RTs RTs Embeds RTs Total engagement Potential reach Clicks to website Followers added
- 17. Should I be on Twitter?
- 18. Should I be on Twitter? YES DEPENDS
- 19. Should my show be on Twitter?
- 20. Why should my show be on Twitter? 1) To monitor brand presence
- 21. Why should my show be on Twitter? 2) to promote my show
- 22. Why should my show be on Twitter? 2) to crowdsource ideas
- 23. Why should my show be on Twitter? 4) to reach new audiences
- 24. Should I be on Twitter?
- 25. Using Twitter as a Producer 1) Build your brand 3) Find and follow news 2) Share your passions and hobbies 4) Use as a second screen 5) Become an ambassador of WGBH content 6) Listen to your colleagues and competitors
- 26. What Do I Tweet? • Your passions and hobbies • Takeaways from professional learning • Interesting links • Pictures • Interact • Ask questions
- 27. What makes a good tweet? 1) The 80/20 rule 2) Be visual 3) Keep it short 4) Interact 5) Be simple
- 28. “Do I have to tweet?” No! 44% of people on Twitter have never sent a tweet.
- 29. Twitter Lists • Group of Twitter accounts • Way to organize Twitter •Follow is not necessary •Public or private
- 30. Following Lists
- 31. Listen
- 32. Tips for maximizing engagement with your TV audience
- 33. I. Make social sharing easy for your producers and your talent
- 34. II. Anticipate social storylines
- 35. III. Identify high impact conversations
- 36. IV. Find your fans
- 37. Mary Meeker: “Fans trump audiences.”
- 38. Questions? Ask me. @torystarr3 tory_starr@wgbh.org
Editor's Notes
- Intros
- To Tweet Tweeting (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
- -People are using social media with TV viewing.
- -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 -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)
- Nielsen report, August: -TV viewing used to be an experience strictly between viewer and show, with water cooler talk coming the day after. The rise of social TV has changed that relationship, and according to a study by Nielsen, more and more Americans are quickly warming up to this new behavior. With tablets, smartphones and laptops at their side, TV viewers can follow their favorite shows, share content and connect with fellow fans before, during and after a program. As a result, the social TV phenomenon is not only affecting the consumer TV experience and program development, but also proving to be a valuable opportunity for advertisers to tap into and leverage the momentum of social conversations. -According to the study, a quarter of TV viewers reported that they were more aware of TV programs due to their social media interactions in a year over year comparison from 2012 to 2013. In fact, in 2013, 15 percent of viewers said they enjoyed watching television more when social media was involved. And when it comes to viewing content, 11 percent of viewers said they watched more live TV, and 12 percent recorded more programs in 2013 alone. In addition, data from Nielsen’s first-quarter 2014 Cross Platform Report shows that the average adult aged 18 and over now watches 5 hours and 10 minutes of live TV and 34 minutes of time-shifted TV per day.
- Why does Twitter matter? Twitter is THE second screen platform for talking about TV -Average: 1 million Americans turn to Twitter to discuss TV -85% of users active on Twitter during primetime TV hours tweet about TV -84% of smartphone and tablet owners use their devices as second screens while watching TV -In 2013, 36 million people sent 990 million tweets about TV
- -Nielsen: For 18-34 year olds, an 8.5% increase in Twitter volume corresponds to a 1% increase in ratings for TV premieres. -Nielsen now has “Twitter TV ratings”
- AUDIENCE: Teens and parents Facebook: have to be 13 Twitter: can be any age, but it has age screening -Only 11% of adults say they interact with social media or apps while watching TV -Teens: 8 out of 10 teens regularly interact on social media sites while watching TV -Huge social shows for teens: Pretty Little Liars, Spongebob Squarepants
- -65% of active Twitter users like to see Tweets from official show accounts -Live-tweeting from cast members during shows = 64% more tweets that day compared to programs that did nothing -When a show live tweets, there is a 15% lift in follow rate. Even better – when talent live tweets, the follow rate increases 228%
- 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.
- 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
- 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
- About 44% of people on Twitter have never sent a tweet
- TORY Creating Lists -Create a list of experts and sources related to a specific beat -You can build up sources by location (if you want news out of a specific area) or by keyword (if you want experts on a specific topic)
- Follow WGBH shows https://twitter.com/torystarr3/wgbh-programs/
- TORY
- Syllabus What is Twitter? WGBH and Twitter The Anatomy of a Tweet Navigating Twitter Live Tweeting Introducing Antiques
- -Scandal: they flood Twitter conversations during broadcasts, using hashtags like #askscandal to connect audiences with Kerry Washington, Shonda Rhimers, show’s cast, writers, makeup artists etc. -Bring the digital team into the production process as early as possible. -Set up a season strategy guide and kickoff meeting for cast members, directors, and crew. Tell the production team the story of their audience members online. The social team probably has a much better view into real conversations taking place, so provide those insights to the cast and crew as they’re engaging.
- -What will be big on social? -Anticipate big sharing moments and create content for these moments -Listen for big moments and reactions on Twitter
- -Find influential fans and provide them incentives -Respond to influential tweets and discussions in real time -
- -Find influential fans and provide them incentives -Respond to influential tweets and discussions in real time -
- Mary Meeker, May Code Conference -fans are more valuable to networks than just big audiences -Audience: changes when the show is over -Fans: share, comment, create content (magnifying the show’s reach and engagement with potential new audiences)