1. 4/16/2013
Since Beth did it …
Talking About Twitter For An Hour?
You can’t be serious!
AENC TECH 20.13
Our mission, simply put, is to help
your organization fulfill its mission.
What words come to mind when you
think of social media? Tuesday, 12 January 2010
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2. 4/16/2013
Twanguage
 Tweets
 Engagement – RT, reply, click
 Hashtag
 MT
 OH
 HT
 Trending
Anatomy 101 Twitter by the numbers
 How old is it?
 How many users?
 How many Tweets have been sent?
 Average time spent by month user spends on
Twitter?
 % accessing Twitter on a mobile device?
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3. 4/16/2013
Twitter by the numbers More numbers
 Happy 7th bday (belated)
 500 million users
 170 billion Tweets
 170 minutes per month
 60% on a mobile device
(DMR)
Answer this: The optimal time to respond
Consider these stats…
to someone on social media?
 Avg amount of time a person uses Facebook
per month: 15 hours, 33 mins
 56% of customer Tweets to companies are
being ignored
 34% of marketers have generated leads using
Twitter
 Websites using the +1 button increase page
traffic by 350%
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4. 4/16/2013
Principles of Social Media
1. Be Transparent
ANSWER: 1 MINUTE, 3 SECONDS ‐Own up to your mistakes
‐Respond publicly to
complaints/compliments
‐Be honest about who you are
2. Be Authentic
‐Show your personality
‐Listen/Get to know your Followers
‐Apologize when you make a mistake
Principles of Social Media continued… Monitoring is Key
3. Be Persistent  Prevent a crisis before it occurs!
4. Build Social Currency (Trust Factor)  Google Alerts may be going away, but a paid
5. Don’t view it as another marketing channel service shall appear
6. Be patient  SocialMention.com
 Vocus
 Salesforce Marketing Cloud (Radian6)
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5. 4/16/2013
Social Media Command Center POST Methodology
Exercise: Knowing Your Audience
 Gender
 Age
 Are they parents or Building Engagement
not?
 How do they gather
information?
 Where are they located
online?
 Where do they live?
Our mission, simply put, is to help
your organization fulfill its mission.
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6. 4/16/2013
Engagement Pyramid –
Engagement Pyramid: Watching
Charlene Li/Forrester Research
 Users in this category (or lurkers) only absorb
content, like blogs, videos, podcasts, updates.
They gather information to inform decision, to
learn from others, or to seek entertainment.
 What we can do: Understand the content that
this group is consuming is relevant (what do
they want to see & hear?) & create content
that engages watching.
Engagement Pyramid: Commenting Engagement Pyramid: Producing
 The people in this particular segment respond  Producers create & publish their own content, for
to others’ content. They actively participate, website, blogs or podcasts. They do this to
express their identities, to be known for their
support or contribute ideas, usually one‐offs. content or heard & recognized.
 What we can do: Allow every webpage to  What we can do: Become a platform for the
have commenting features, develop a voice of your customers or members. Make
community policy, & foster an open yourself relevant for them. Provide public
recognition for most helpful community
environment. Discourage spammers.
members.
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7. 4/16/2013
Engagement Pyramid: Curating Messaging and Authenticity
 Curators moderate or are heavily involved in 1. Be Transparent
online communities. (Wikipedia, forums, etc.) ‐Own up to your mistakes
They do this because they invested in the success
of a service or community & they want to give ‐Respond publicly to
something back or be recognized. complaints/compliments
‐Be honest about who you are
 What we can do: Rely on curators as trusted 2. Be Authentic
advisors & consider them non‐paid partners. ‐Show your personality
Identify the influencers in your community &
‐Listen/Get to know your Followers
recognize them. Give them public recognition.
‐Apologize when you make a mistake
Review: Key Principles Finding Communities & Influencers
3. Be Persistent  Seek out like groups
4. Build Social Currency (Trust Factor)  Twellow
5. Don’t view it as another marketing channel  WeFollow
6. Be patient  Tweepz
 MuckRack (Listorious)
 Name a few thought leaders: Who is he/she
following?
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8. 4/16/2013
Hootsuite dashboard Hootsuite to Manage Multiple Networks
Sprout Social Spredfast
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9. 4/16/2013
Salesforce Marketing Cloud (Radian6) Crimson Hexagon
Topsy icimo
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10. 4/16/2013
Who to Follow ‐ Suggestions
 @dcoriale and/or @delcor – of course
 @aenc
 @maddiegrant Dave Coriale
 @deirdereid President
 @jcufaude DelCor
 @mashable @DCoriale
240‐821‐1761
 @time
dcoriale@delcor.com
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