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Leichtag Foundation Social Media Boot Camp - All-A-Twitter-09-15-2014
1. ALL A-TWITTER: MAXIMIZING THE
CULTURE AND OPPORTUNITIES OF
TWITTER
Esther D. Kustanowitz (@EstherK)
Leichtag Foundation Social Media Boot Camp
September 15, 2014
2. ONLINE CULTURE: FROM âTOP-DOWNâ TO âUP
AND OUT!â
ď˘ Used to be just top-down:
ď hierarchy
ď undemocratic
ď user impact: low
ď˘ Now also bottom-up:
ď peer reviews
ď consumer feedback
ď invested âprosumerâ class
ď˘ Next phase: Wonkavator
http://content9.flixster.com/question/4
6/64/76/4664763_std.jpg
3. âYOU KNOW THE WAY YOU KNOW ABOUT A
GOOD MELONâ
ď˘ Determining that a brand, person or organization
has value
ď˘ Defining that value through living in the same
narrative space, through:
ď Encounter
ď Engagement
ď Deepening the Relationship
ď Challenge
ď Resolution
4. ENCOUNTER
â˘Healthy skepticism
â˘First impressions â
good or bad
â˘Immersion can be
âtoo soonâ â you
learn too much
â˘Right
organization/person
at the wrong time is
the wrong
person/org
â˘Sense that the
person/project adds
a unique value
5. ENGAGEMENT
⢠Connection
⢠Interest
⢠Dynamism
⢠Sense of
Humor
⢠Relationship
building
through
experiences
6. DEEPENING RELATIONSHIP
â˘Deeper investment
â time & emotion
â˘Working together
â˘Partnership
â˘Shared experience
ď creating history
7. CHALLENGE
â˘Period of instability
â˘Moment of dissent or
distress, maybe a #fail
â˘âI am not your
consolation prizeâ
â˘Acknowledging when
youâre wrong
â˘Intense work to repair
relationship
â˘Taking responsibility
â˘Showing value
9. TWITTER CULTURE EVOLVES TO
RELATIONSHIPS MODEL
ď˘ âWhat are you doing now?â
ď˘ Hashtags enabling easy following - examples
(celebrities, orgs & companies, brands)
ď˘ Twitter's role in discourse & social information:
news feed, conversation space, livetweet/broadcast
of conferences, idea and link sharing; media
campaigns and recurring challenges
ď #lifeafterloss
ď #ALSicebucketchallenge
ď #NTCJews
ď #JFNAGA
10. DEFINING TWITTER
ď˘ 140 characters
ď˘ shortened links
ď˘ responding
ď˘ proactive sharing of related pieces, not just self-promotional
ď˘ immediate, open, accessible (not too techy, multiple
platforms, scheduling tools)
ď˘ adding value/being authentic
ď˘ opportunity to learn from and better grow/support
your audience/customers, respond in real-time
11. FACEBOOK VS. TWITTER
ď˘ Facebook â distribution, sharing & discussion
(deeper reach)
ď a newsroom
ď the water cooler/break room
ď Jewish geography: school/camp/uni reunion
ď evite.com
ď˘ Twitter - consumption & distribution (wider reach)
ď a cocktail party in a large room
ď a convention
ď a sports arena
ď CNN news ticker
ď Can be great for recapping storyâŚ
12. WHATâS TWITTER GOOD FOR?
ď˘ Brand identity/organizational presence
ď˘ Serious social awareness raising
ď˘ Keeping audiences engaged and interactive
ď Laurie Kilmartin tweeting her fatherâs decline
ď #blamedrewscancer
ď #whyistayed #whyileft
ď #ALSIceBucketChallenge
ď˘ Fun community-building - #HashtagWars on
@midnight TV show (Comedy Central)
ď˘ Why does it work? Knowledge of audience, ability
to participate, "Wonkavator cultureâ
20. WHAT CAN WE LEARN FROM #SCANDAL,
#ALSICEBUCKETCHALLENGE & @MIDNIGHT?
ď˘ What we can learn about engagement from these
successful accounts and campaigns?
ď˘ Why does it work?
ď˘ Authenticity
ď˘ Doesnât pretend to be something it isnât
ď˘ Knowledge of audience
ď˘ Low bar to participate
ď˘ "Wonkavator cultureâ â communicates that the
feedback/participation of former âviewersâ or âaudienceâ is
valuable ď content co-creators
21. PRACTICUM: TWITTER USE
ď˘ Whoâs doing it right and what could they do better?
ď˘ Volunteers? (If not, weâll look at @estherk
@JewishJournal @leichtagfdn)
ď What can we learn about these people or orgs from
their Twitter feeds?
ď Whatâs missing from these feeds?
ď How could they improve their reach or messaging?
22. 5 THINGS YOU CAN DO NOW
1. Aseh lekha rav â both rav and rabim
2. Ulpan â social media regimen/cultural immersion
(coffee breaks, lunchtime, etc)
ď˘Check Twitter 1x/day
ď˘Read Tweetstreams of people and orgs youâre
following âbegin to participate in conversations
3. Think about Twitter as an outreach strategy and a
conversation to build engagement
4. Create a Twitter content plan (w/flexibility to discard it)
5. Be open to input & inspiration from other places â how
are TV shows, films using Twitter for engagement?