Twitter 101
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Don Martelli gives a presentation on using Twitter for business purposes. He covers the basics of Twitter, including how to sign up and customize your profile. He also discusses how to find people on Twitter and tools for using Twitter. Martelli then provides examples of how companies like Wells Fargo and Best Doctors have used Twitter for marketing and public relations. He concludes with best practices for using Twitter and ways to measure effectiveness.
Twitter 101
- 1. Twitter 101 By Don Martelli VP & Dir. of Digital Communications e: donald.martelli@mslworldwide.com Twitter: @bigguyd Blog: prfinishline.blogspot.com Social Media Links: www.donmartelli.com 05.12.09
- 2. Agenda About Conversation Context Basic Understanding & Getting Started Signing up Customizing Navigating Twitter How to use Twitter (literally) Finding People Tools of the Trade Twitter In Use Wells Fargo Best Doctors, Inc. Best Practices Twitter Glossary Measurement Let’s Get Started!
- 3. About About MS&L Founded in U.S. in 1938 54 offices in 28 countries More than 1,500 staff Affiliate network reaching 40 additional countries Top public relations agency in the Publicis Groupe Represent Fortune 50 companies and leading organizations throughout network Award winning digital programs Core areas of expertise: consumer, corporate, healthcare and non-profit About Me Native New Englander, Northeastern University ’96 (Journalism) Reporter for the Boston Globe (general assignment, business & politics) Six years of client side experience in education Media Relations On/offline creative design Agency experience Corporate, healthcare, non-profit and technology accounts Media relations, on/offline creative design and digital communications Leading digital practice for MS&L’s Boston office
- 4. Conversation Context Micro-blogging is a relatively new phenomenon defined as “a form of blogging that lets you write brief text updates (140 characters) Twitter is THE most popular micro-blogging platforms Estimated 5 million users Nearly $60 million in secured funding Rumored to be on Google & Apple’s buy list ($700 million) Users interact with this system by either using a Web interface, desktop apps or mobile devices Social networking for personal and business use Brand building in its simplest form Think grocery isle conversations / Facebook status updates Twitter has something for everyone Can be used for B2C, B2B, Non-profit and Govt. entities Help build stronger relationships with customers, media/bloggers, clients, co-workers, prospects, etc. Can be a rolling focus group and help quickly manage a crisis
- 5. Basic Understanding of How Twitter Works
- 6. Six Steps To Get Started 1
- 13. Navigating Your Twitter Home Page 1 2 3 1 – Where you tweet 2 – Your “following” stream 3 – Stats 4 – Replies, direct messages and favs 5 - Trending 4 5
- 14. How to Use Twitter (Literally) @ - used when replying to a tweet (public), e.g. @bigguyd d - used when sending someone a direct message (private), e.g. d bigguyd # (hashtag) - used to group and find content on Twitter (search.twitter.com)
- 15. Finding People “ Find People” tab on Twitter.com Generic search On other networks Invite by email Suggested users Visit http://Twitter.com/public_timeline Trending via your home page or search.twitter.com Following people that reply to folks that you’re following Basic Google search, i.e. search: “Don Martelli” and “Twitter” Variety of online resources, including: Nearby Tweets - http://nearbytweets.com Mr Tweet - http://mrtweet.net TweeterTags - http://www.tweetertags.com/tags TweetWorks - http://tweetworks.com/ Twellow - http://www.twellow.com/ TwitterFriends - http://twitter-friends.com
- 16. Some Tools of the Trade Web Desktop Apps Mobile Snitter TweetDeck Tweetie for Mac Twitter Wiki: http://twitter.pbworks.com/Apps Twitterberry Tweetie for iPhone m.twitter.com
- 17. Twitter In Use: Blogger Relations for Wells Fargo Someday Stories Challenge Drive consumers to the Wells Fargo Someday Stories website to register and vote for a grand prize winner who would receive $100,000 towards making their “Someday Story” come true. Approach Target influential bloggers (through email pitching and Twitter) that produced content resonating with each of the five finalists. In Boston’s case, the finalist was a young entrepreneur and editor of Yaldah Magazine, a periodical focusing on health, education, career, family and society for young Jewish women. MS&L Boston pitched a select Boston-based, Jewish bloggers in hopes of a blogger “meet-up” where we would conduct live interviews. Additionally, MS&L Boston pitched various Boston-based bloggers that covered media, contests and entrepreneurism. Working with our digital team, we developed a widget that bloggers could use on their site to promote the contest. Results MS&L conducted a “tweet-up” at a popular Jewish bloggers home (Juggling Frogs) and invited other area bloggers to attend the one-hour event. Out of the 15 widely read bloggers, all but three wrote about the contest. Three bloggers attended the tweet-up with the Someday Stories finalists. Postings resulted in over five million impressions. The Boston Someday Stories finalist was the winner, securing over 4,000 more votes than the runner-up.
- 18. Challenge Enable a B2B employee benefits company to gain thought leadership in the clouded and competitive healthcare media space Approach Utilize a mix of online, self-publishing and social media marketing to build stronger relationships with key healthcare media influencers, analysts and potential customers Train company executives on the use and benefits of a variety of social media services (e.g. Twitter & blogging) capable of building brand awareness Develop and implement a blogger relations campaign via Twitter to secure awareness for compelling executive opinions on healthcare issues Results Launched company’s first ever blog @ seefirstblog.com In just two months, averaging 500+ unique visitors a month Secured two cross post partnership agreements Better Health Blog (18,000 unique targeted visitors/month) Benefits & Compensations (2,000 unique, targeted visitors) Launched president’s Twitter account Significant following in a short time-frame Conversations with Better Health blogger led to hosting the very popular Grand Rounds weekly blog segment Twitter and blog posts used to improve media understanding of company’s mission, vision and expertise on employer healthcare needs Twitter In Use: Getting Best Doctors Fused Into the Online Healthcare Conversation
- 19. Best Practices Post about topics important to you/your business Interact and engage to build audience Follow people of interest to you not just because they are popular Don’t feel obligated to follow back Be wary of spam twitterers and “block” them Media/blogger interaction Don't pitch someone on Twitter that you don't already have a relationship with Identify the Tweet as a pitch Short and sweet. One sentence, one link -Invite a DM or email for more info Remember Twitter's purpose - don't pitch more than you Tweet #journchat: Monday’s, 8-10pm EST
- 20. Twitter Glossary (sample) Tweeting: the definition of someone who is actually writing out their comments Tweeple: people who tweet and are twitters Tweeps or Tweeples: your followers TweetUp: gathering of Twexting: the act of tweeting via text messaging Twitterati: celebrity and a-listers Twitterverse: all of Twitter and its users
- 21. Measurement No silver bullet / still evolving Basics Followers Retweets Trending hashtags #followfriday Twittertise Analytics and Tweet-delay service that helps you plan and track your advertising messages Web traffic URL Shorteners like bit.ly Google Analytics WebTrends Tweetburner Helps measure your relevance Twitter Grader Ggrade your tweets
- 22. Questions? ?
- 23. Thank You! Don Martelli VP & Dir. of Digital Communications e: donald.martelli@mslworldwide.com Twitter: @bigguyd Blog: prfinishline.blogspot.com Social Media Links: www.donmartelli.com
Editor's Notes
- Microblogging is a relatively new phenomenon defined as “a form of blogging that lets you write brief text updates Twitter is currently one of the most popular microblogging platforms. Users interact with this system by either using a Web interface, IM agent or sending SMS updates. According to the Twitter FAQ, “Twitter is for staying in touch and keeping up with friends no matter where you are or what you’re doing.”
- Twitter allows a user, A, to “follow” updates from other members who are added as “friends”. An individual who is not a friend of user A but “follows” her updates is known as a “follower”. Thus friendships can either be reciprocated or one-way. Members may choose to make their updates public or available only to friends. If user’s profile is made public, her updates appear in a “public timeline” of recent updates. Twitter updates have a limit of 140 characters. This is to allow them to be easily sent over mobile SMS systems. Twitter has since been coined a ‘micro blogging’ platform due to this reliance on short updates . The updates have to be plain text. You cannot embed HTML or any kind of control codes. The only exception to this rule is links.
- Call Melanie Seasons about her best practices, examples, training, etc.