Lecture 3 for UCF BA (Hons) Advertising - introducing Twitter

1. BA (Hons) Advertising Introducing Twitter

2. First, a little bit about the concept of the Social Graph

3. Consider the Social Graph http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php http://www.socialmediaexaminer.com/what-your-business-needs-to-know-about-social-graphs/ First coined by Mark Zuckerberg Your social graph is a digital map of your personal identity, your primary friends and everything you share with them.

4. This concept should inform all your strategic thinking and shape your campaigns How will your message spread through a person’s social graph?

5. Content may be king… … .But context means more

6. And this is exactly why social media is all about connections…

7. How are you as marketers going to leverage those connections?

8. And ensure people share your content?

9. Back onto… Twitter

10. Introducing Twitter http://www.youtube.com/watch?v=ddO9idmax0o&feature=relmfu

15. Trending Topics A trending topic is a word, phrase or topic that is posted (tweeted) multiple times on the social networking and microblogging service Twitter http://en.wikipedia.org/wiki/Trending_topic

16. Retweets Retweets are a simple way of sharing other peoples tweets If your content is retweeted, it will reach a wider audience as the followers of the people that retweet your content will also have your tweet in their feed

17. Twitter Search http://www.youtube.com/watch?v=jGbLWQYJ6iM

21. Tweeting at Events Most industry events now have predefined hashtags: e.g. Social Media Week London #smwldn You can easily connect with other event attendees by tagging your tweets with an event hashtag and setting up a specific search column for that event hashtag This is an excellent networking and listening strategy There also means that you can ‘liveblog’ from an event giving your followers access to these events too

23. Other Twitter Tools

24. Other Twitter Tools

25. Other Twitter Tools

26. Other Twitter Tools

27. But… Do your own research – find out what tools work best in terms of achieving your aims and objectives

28. Promoted Tweets, Accounts and Trends How Twitter has monetised it’s service by giving advertisers to promote their tweets, accounts or trending topic https://support.twitter.com/articles/142101-what-are-promoted-tweets

29. Introducing HootSuite Hootsuite is an external Twitter client that enables you to manage most of your social media accounts from one desktop application

32. Assigning Tasks in Hootsuite You can easily assign tasks to other team members using Hootsuite – this flags up the tweet or Facebook post to them and sends an email notification

35. HootSuite Analytics

38. Twitter Case Study http://www.youtube.com/watch?v=zjT3z_qlq7g&feature=player_embedded

39. Twitter for TV shows and broadcasters http://www.youtube.com/watch?feature=player_embedded&v=Jc8TQppzORE

40. BAD Twitter Case Study – Habitat UK

41. And the inevitable backlash…

42. Yet some people never learn, take fashion brand Kenneth Cole…

43. #UCFad

44. And if you haven't already noticed, I’ve been tweeting this lecture using this hashtag

45. Social Media Module on SlideShare http://www.slideshare.net/UCFadvertising

46. Clemi Hardie [email_address] @clemihardie