Introducing Twitter

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

11. What is Twitter??
oTwitter is a real-time information network that connects you to the latest
information about what you find interesting
oOften described as a ‘micro-blogging’ platform
oTwitter enables users to send ‘tweets’ – these are 140 character bursts of
information which can include links, pictures and other media content
oYour Twitter feed is made up of ‘tweets’ from the users that you follow

12. The Language of Twitter
o@reply – reply to other users or tag them in your tweets by using @username

oDM – send private direct messages to other users by using DM username
oHashtags – used to tag or catagorise tweets
oLink Shorteners – services like bi.tly or ow.ly that shorten URLs to conserve tweet
space

13. Using the @reply
By using the @reply, you are ‘tagging’ another user in your tweet – this is then
flagged up to them
The @reply can be used in a number of ways:
• To reply to another tweet
e.g. @clemihardie thanks for the tip!
• To flag up a tweet to a certain user
e.g. Love this article about cheese – http://www.cheese.com
(cc @clemihardie)
• To credit another user for a link or something else
e.g. A guide to zorbing – http://www.zorb.com (via @clemihardie)

14. Hashtags
Hashtags are used to tag and categorise tweets – you can also search for other
tweets containing certain hashtags to see other conversations happening around
that hashtag (http://hashtag.org)
Different types of hashtag include:
• Topic (#fashion)

• Location (#london)

• Events (#olympics)
• TV Shows (#xfactor)
• Internet Memes (#followfriday)
• Just For Fun (#justsaying)

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

18. Advanced Twitter Search
For refining your query
past simple keyphrases to
reduce ‘noise’ in search
results
• Keyphrases
• Hashtags
• People
• Sentiment
• Location

19. Finding Followers
You can use the various Twitter user directories to find followers based on:
• Location (Twellow)
• Interests (Follower Wonk)
• Job Title (Follower Wonk)
You can also find followers using Twitter search by using:
• Keyphrases
• Hashtags
• Location
But don’t forget the simple Google Search…
Or looking at who other people follow…

20. Twitter Lists
You can use Twitter lists to organise your followers into different groups - this
makes it easier to follow certain groups of people
Twitter Lists can group people by:
•Friends
•Colleagues
•Potential Employers
• Journalists
• Bloggers
You can make lists private or public

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

22. Promoting Your Twitter Account
• Add Twitter details to email footer and website
• Add Twitter feed to blog or website sidebar
• Ensure easy sharing of website content using Tweet Button
• Add Twitter account to Twitter directories
• Follow relevant users and start a conversation!
Remember, it’s not about numbers! A small, targeted following is
better than a million, unengaged followers

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

30. Managing Twitter on Hootsuite
Quickly follow and source information about other Twitter users
Shorten links using ow.ly link shortener
Assign tasks between team members and schedule messages
Gain valuable statistics and analytics data on your tweets and content shared
Set up columns for following streams:
• Home Feed
• Mentions
• Direct Messages
• Twitter Lists
• Twitter Searches
• Sent Tweets

31. Posting Content To Twitter
You can post short updates of up to 140 characters using the update bar and you can
select which social network you wish to update:
You can also post other media content such as:
• Links (shortened using ow.ly)
• Documents (uploaded via HootSuite)
• Photos (uploaded via HootSuite)
• Videos (link to YouTube)

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

33. Scheduling in Hootsuite
• Gives you the ability to
schedule and plan your
updates then automatically
publishes
• Useful for weekends and
holiday periods – as well as
scheduling regular features and
updates
• Can use either List view or
Calendar view
• Over automation should be
avoided!

34. Social Media Monitoring in Hootsuite
It is easy to use Hootsuite for basic
social media monitoring – we will be
monitoring the following using
Hootsuite:
• Relevant Hashtags
• Brand Mentions
• Other Keywords
You can set these searches up in a
separate tab on Hootsuite and then
monitor these streams – assigning
relevant tweets to team members

35. HootSuite Analytics

36. Twitter Aims and Objectives
• Raise brand awareness and reach of messages
• Drive targeted traffic to website
• Provide additional customer service channels
• Build relationships with key bloggers and journalists
• Engage with potential customers
• Identify sales leads and opportunities
• Monitor brand conversations and mentions
• Listening and Research tool

37. Example Twitter Strategies
• Connect with potential customers, influencers and partners
• Share links to your website and other brand related content
• Encourage followers to RT your content
• Run Twitter specific promotions and special offers
• Create your own #hashtag and promote this
• Answer customer service queries in real time
• Monitor and respond to brand mentions
• Engage with your followers by asking them questions and responding
to their tweets

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 protected]
@clemihardie