Twitter - Social Media Marketing
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Any material sourced from these slides must be credited to Lydia Fine, University of Iowa
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Twitter - Social Media Marketing
- 1. THURSDAY, SEPTEMBER 1, 2011 Social Media Marketing
- 4. Article Discussion WHAT YOU DO: TELL US ABOUT YOUR ARTICLE IN BROAD STROKES
- 7. Be likeable a.k.a. The Cocktail Party Effect
- 11. Just because you can do it all doesn’t mean you should
- 23. Twitter: Early Days Twitter was originally “twttr” and this was its logo. Really. Twitter also had no character limit. Long messages were broken up into quasi-sequential bits, like text messages.
- 26. Grow, Baby, Grow Feb. 2010 Jun. 2010 Jul. 2011
- 27. If you build it… The first Twitter user(s) to 1 million and 10 million followers were….
- 28. Answers! First to 1 million (April 2009) First to 10 million (May 2011)
- 29. TPS Records Paraguay over Brazil in Copa America 8,000 6,000 4,000 TPS Japanese New Year Packers win Super Bowl Japanese tsunami Osama bin Laden killed Barca over Man U in Champions League Final Mavs over Heat, NBA Finals Gm 6 2011 BET Awards Japan over US in WWC final JAN FEB MAR MAY JUNE JULY AUGUST Beyonce’s pregnancy (Yes, you should be worried about civilization)
- 33. URL Shortening Added June 2011 Good: Users can see where a tweet link will take them. Bye bye spammer! Bad: For tracking or analytics, you’ll still need to use a 3 rd party shortener.
- 36. Let’s See It In Action
- 47. The tweet was removed and KC issued an apology to everyone offended by his insensitive tweet.
- 57. Something Interesting Twitter Japan Includes advertisements
Hinweis der Redaktion
- Discuss the focus of articles on SOCIAL MEDIA MARKETING, not just social media. Share some of the brands you’re following – who’s doing a good job? Who’s doing a bad job? Look at a few on the web.
- It’s not about the company any more. It’s about the CUSTOMER. Social media is the world’s largest cocktail party, where anyone can listen to others talking and join the conversation w/ anyone about the topic of their choice. At both parties you’ll find a mix of likeable and not-so likeable people. People who won’t stop talking aobut themselves and others who are great listeners and are interested in what you’re discussing. Some great storytellers, others who bore you to death. WHO DO YOU WANT TO SEE AGAIN AND/OR DO BUSINESS WITH? The salesman who talks incessantly about how great his company/products are, or the person who listens to the problems you face, has an open discussion w/ you, or even makes you laugh?
- Be real. Customers’ b.s. detector is finely honed. Be who you are, be yourself, and own up to what you’re best at. Don’t fake it! Don’t try to be someone else just to be more popular. You can only pretend for so long. Be authentic, be yourself. There is only one YOU in the world so rock it, baby! Have personality, be funny, be different, be interesting. I constantly see people who keep changing their “voice”, their social media strategy. If you do your homework and listen first you should have a pretty good idea of where you fit in and what is your message. Don’t confuse your community by constantly shifting gear. Just because something worked for another guy doesn’t mean it will work for you. BE HUMAN . Companies can be afraid of SMM because they’re afraid of making a mistake. In fact, making small errors here and there (AND ACKNOWLEDGING THEM) is useful because it makes you seem human, you make mistakes and then laugh at them.
- Start a conversation. Conversations are DIALOGUE, not monologue. Initiate conversations. That means asking good questions. Talk about interesting topics to your audience. Introduce people to each other.
- Keith Urbahn, Chief of Staff at the office of Donald Rumsfeld (not the country singer). One full hour before the formal announcement of Bin Laden’s death, Urbahn posted his speculation on the topic of the upcoming emergency presidential address.
- The example from our pop quiz – a funeral home in Las Vegas using Facebook. 189 people had checked in. It didn’t say whether they had checked out.
- Listen, don’t talk. And don’t just listen – HEAR. Focus on giving, not taking, and you’ll reap the rewards. And RESPOND.
- We’re human, and we like stories. A lot. Great stories have conflict or a challenge somewhere in them, and resolution.
- Remember the stat from last week’s video? 90% of people trust peer reviews, while only 15% trust advertisements.
- 2006 – Fake blog written by a PR firm posing as customers traveling the country 2007 – Online community for teens, populated by fake profiles talking about Walmart clothing 2008 – Back to school campaign trying to encourage students to buy at WM, instead drew over 200 critical comments
- Twitter people placed two 60-inch plasma screens in the conf hallways, streaming Tweets. Conference-goers kept tabs on each other via tweets. Panelists/speakers mentioned it, bloggers touted it. Twitter won an award in the blog category. Jack thanked everyone in 140 characters.
- Beyonce’s pregnancy, 8,846 TPS. Goodness.
- Share photos and behind the scenes info. A glimpse of developing projects and events. Don’t regurgitate Facebook posts or vice versa. Yuck. Listen. Regularly monitor the comments about your company, brand, and products. Ask questions to glean valuable insights and show that you are listening. Respond. Quickly. Even if you can’t fix the problem. The @XboxSupport stream sends 5k tweets per week (as of April 2011) and was Guinness World Record Holder for most responsive brandon Twitter. Avg response time is just three to 5 minutes. AT&T usually responds within 15 minutes! (from this week’s article, see next bullet) When responding, take a moment to get to know who you’re talking to – just as mentioned in this week’s article “9 Digital Marketing Lessons from Top Social Brands” Reward. Tweet updates about special offers, discounts and deals. Give Credit -- Retweet and reply publicly to great tweets from followers/ppl you follow. Show big picture know-how. RT/link to articles about the bigger picture. (NOTE! Links Use the right voice. Direct, genuine, and of course, a likable tone.
- First story – page 1 of your book: Las Vegas hotel The Aria, in line for one hour, Dave tweeted: “No Vegas hotel could be worth this long wait. Over an hour to check in at the Aria ” The Rio tweeted back, “Sorry about the bad experience, Dave. Hope the rest of your stay in Vegas goes well.” Not “Come on over, we have no line!”, but they listened, were responsive, and showed empathy at the right time to the right person. Where did he stay next time he was in Vegas, and to where did he recommend a friend? The Rio, of course.
- SMM RULES – Be human -- a human face (the ^C at end of a tweet tells them who’s talking) Two-way conversations Listen more than you talk – in this snapshot, 3 listens, 2 talks What they could be doing better – the wallpaper cuts off. You can create a custom background, but be careful how many vertical pixels down you go. You have 112px on the left, 113 on the right. Best strategy is to design something and use a browser plugin to test it on other resolutions Firesizer for Firefox Window Resizer for Chrome TWITTER RULES -- Share – photos/behind the scenes info Listen – providing tech support Respond – quickly. Use the right voice.
- SMM rules Be human, be yourself – Sense of humor! Listening Two-way conversations Twitter rules Listening, asking questions, responding, right voice
- SMM RULES Listening/Responding Asking questions Show big picture know-how or sharing behind the scenes info (first tweet – not sure what that is) Use the right voice Twitter BE HUMAN! Listen twice as much as you talk
- Share information Show big-picture know-how Being human (ryan and sarah) Listening/responding
- Two-way conversations Right voice Human – a name! Likeable – about the customer, not starbucks Listen twice as much as talk
- Reward – trivia contests with winners drawn Two-way conversation Listening – obviously! And responding
- Notable – not a name or human face here. But their customer service doesn’t seem to be suffering. Listening/responding Sharing bts information Right voice – being human (sense of humor, the dad quotes)
- Lots of listening Lots of two-way conversation (actually, 100% two-way conversation!)
- Apology pretty quickly: I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I've dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate.Kenneth Cole, Chairman and Chief Creative Officer Removed the Tweet.
- He was fired – and was an employee of the company who just made a mistake, I think on his phone which had two Twitter accounts hooked to it.
- They didn’t fire her.
- You’ll probably remember from one of this week’s readings that Dell had at one point had over 20 twitter accounts! They now centralize their Twitter accounts and have narrowed down now to 8.
- Really? 3,384 followers, so you’ve been here a while. And NO tweets? Only following two people from what is undoubtedly your own PR firm? Ugh.
- Whatthetrend is covered in reading for Week 2 from Advertising Age called HOW TWITTER CAN STOP ITS DESCENT INTO A CABLE-NEWS-STYLE DISINFORMATION NETWORK
- X minutes to discuss all brands X minutes to answer questions
- What is the goal for your SMM strategy? Build community? Build awareness? Build WOM?
- My idea of a successful outcome is for the client to come away with FIVE GOOD IDEAS.
- Reflection paper – at least 2 but no more than 4 pages, double-spaced. Bring a hard copy to class to turn in and turn in your electronic copy on ICON. Be smart about the font size and margins – if I think you’re trying to avoid doing the work, I’ll grade accordingly.