Module 4B: Twitter & YouTube

Twitter in action: Plane crash!

http://www.youtube.com/watch?v=imDFSnklB0k

From Twitter to Front page

Lessons

• A single person with a smartphone can make a huge impact globally

• Some characteristics of social media: immediacy, velocity, amplification, archival, offers more engagement and instant feedback.

• People care more when it’s someone “like me”: more human, more real, more visual, more believable, more authentic.

#defahmi vs Blu Inc

Twitter as a canary in the coalmine

Would you trust a surgeon who tweeted your operation?

Tweeting what you eat

“Water me, please!”

How are companies using TwitterEXTERNAL

• Customer service• News, blog updates• Branding, promotion,

marketing• PR, media relations• Finding leads,

prospects• Extending touchpoints• Community building• Networking, tweetups• Direct sales• Recruitment• Driving traffic to website

INTERNAL• Connecting sales teams• Coordinating

decentralized teams• Event planning• Project status and

updating staff, teams• Employee support• Mentoring• Problem-solving• Purely social

CIMB on Twitter: Customer servicetwitter.com/cimb_assists

Scott Monty, Ford Motor Company

Head of social media, Fordhttp://www.scottmonty.comhttp://twitter.com/scottmonty

1. Always shows gratitude

2. Constantly correct misinformation

3. Encourage conversation

Frank Eliason, Citi, formerly of Comcast

SVP of Social, Citihttp://www.frankeliason.comhttp://twitter.com/askcitiFormerly @comcastcares

4. Problem solver: Fields customer support issues, re-directs to right person

5. Always helpful and adding value

“People relate to people, not companies,”

Tony Hsieh, Zappos.com,

Zappos.com: Shoevangelism

Case study: Zappos.com• Free shipping, a 24/7 open call center, and 365-

day return policy.

• Turned an e-commerce shoe site into a US$1B business in 10 years. Sold to Amazon.com

• Obsession with customer service, little advertising, organic word-of-mouth recommendations.

• Five weeks of employee training on culture, core values, customer service. Uses Twitter as communications channel.

Twitter 1011. A tweet is 140 characters long2. RT: re-tweet other tweets you think are worth

repeating, 3. @username: used to reply to someone or

engage in a conversation or as a hat tip. This a public tweet everyone can see. Eg: @username message

4. dm or d followed by space, then name of person eg: d username message OR click Messages (next to Profile). You can send private message to someone only if they follow you.

Twitter 101: Using #hashtags5. The Hash Tag aka Pound Symbol [#] is

used to categorize tweets into topics, events, trends.Hashtags are the Twitter equivalent of keywords. eg: #socialmedia

6. Search specific hashtags and save those searches for future reference.

7. Tip: Use a unique hashtag to promote a contests, event or product eg: #contest123 (make sure no one is using it first)

8. #followfriday or #ff is used by a majority to spotlight individuals they consider worth following, not necessarily on Friday

Short links

• Helps reduce character space. Became popular with rise of Twitter

• Popular services: tinyurl.com, bit.ly• Others: is.gd, snipurl.com, tr.im • When posting a link, use Topsy.com to find

out how popular/timely the link already is and whether your friends have already tweeted/posted it.

• Bit.ly provides transparent stats: Add + sign at the end of shortlink eg: bit.ly/123456+

1. 2.

Must-know Twitter BasicsSettings:Profile

Time Zone/Location

Notifications

Design

Follow

Tweet

RT

@Username

Shortlink

Reply

Messages(DM)

#hashtag

@Mentions

Searches

Lists

FF

Add Image

TwitPic

TwitVid

Selective Tweets

Block spammer

Who To Follow

Trends

Tweet Button

Twitter: Best practices• Listen: Follow popular tweeters first

• Share: Find great stuff to share

• Be authentic

• Be active! No one is interested if your last tweet was from several months ago

• Don’t hard sell: If you are plugging your own

product, service, event, cause, say so. Preface with “Shameless plug…”

• Preface a personal opinion with IMHO, or “My personal opinion is…”

Sample Twitter Accts/Lists• Media on Twitter: http://www.mediaontwitter.com• Journalists on Twitter: http://muckrack.com• List of Malaysian journalists:

http://twitter.com/trinetizen/malaysian-journalists• List of Malaysian media:

http://twitter.com/trinetizen/malaysian-media• List of Malaysian politicians:

http://twitter.com/trinetizen/malaysian-politicians• List of Malaysian celebs:

http://twitter.com/trinetizen/malaysian-politicians• List of Malaysian brands:

http://twitter.com/trinetizen/malaysian-brands

Useful Twitter apps• Twitter clients: Tweetdeck, Seesmic,

Ubersocial, Hootsuite, Twitterrific, Twhirl• TweetAlarm, Twilert: Put in a keyword and

get emails when others tweet it.• Twellow: Search for tweeple• Twitpic, Lockerz: Post photos, captions• Yfrog, Twitvid: Post videos• Twapperkeeper: Archives tweets• Tweetstats: Graphs your stats• Spy: http://spy.appspot.com/

Useful Twitter analytics

• Twitter Web Analytics (from Twitter, coming soon)

• Rowfeeder: http://rowfeeder.com/• Tweetstats: http://tweetstats.com• Twittercounter: http://twittercounter.com• The Archivist: http://archivist.visitmix.com• Klout: http://klout.com• Twitter Grader: http://tweet.grader.com• Twitalyzer: http://twitalyzer.com• Monitter: http://monitter.com

Exercise: Twitter• Go to Twitter (set up account, if you don’t

already have one)

• Find a news story to tweet

• Make a shortlink using bit.ly of that story link

• Create 140-character tweet and add the short link

• Find people to follow

• Create a list

• Re-tweet another person’s tweet

• Post a photo using Twitpic

Outreach/CSR: Tweetups

•Raised RM11,000 + two desktop PCs + Broadband

•Destiny Starting Point, a home Klang

Ashton Kutcher vs CNN@aplusk beats @cnnbrk to 1m followers, then donates US$100,000 to buy 10,000 nets for ‘Malaria No More’, a nonprofit which wants to end malaria deaths in Africa by 2015.

No malaria video

Celebs using Twitter to promote their causes

http://twitter.com/Jamie_Oliver http://twitter.com/apluskhttp://twitter.com/RyanSeacresthttp://twitter.com/oprahhttp://twitter.com/QueenRania

http://twitter.com/JimCarreyhttp://twitter.com/BillGateshttp://twitter.com/charlizeafrica

List: celebritytweet.com

Start a YouTube channel

Ideas for videos

• Customer interviews, testimonials

• Customer submits questions and CEO replies

• CEO weekly fireside chat or thought leadership “editorials”

• Profile employee of the month

• Industry trends or issues or controversies

• Sneak previews of new products/services

• Info-educational on services: 10 ways to…

5 tips on posting video on YouTube

• Keep it short: 3 - 15 minutes max.• Homemade is fine: be creative.• Title and tags: Have descriptive keywords that

pull-in viewers, link to website.• Resize to 640x480 res: QuickTime .mov,

Windows .avi, .mpg, .3gp or mpeg4 (Divx, Xvid) with mp3 audio.

• Try making slideshows using MS Photostory:http://www.microsoft.com/windowsxp/using/digitalphotography/PhotoStory/default.mspx

Useful YouTube links• General help

http://www.google.com/support/youtube/• YouTube Help videos

http://www.youtube.com/user/YouTubeHelp• Ten Ways You Can Use YouTube To Promote Your

Online Content http://www.masternewmedia.org• YouTube Marketing

http://www.youtubemarketing.net• 50 YouTube tricks and tips

http://chris.pirillo.com/50-youtube-and-online-video-tips-and-tricks

5 tips on Photos• People like seeing faces online. Post close-ups. • Buy a decent digital camera.• Always upload in smaller sizes: 800x600 or smaller,

150KB or smaller, unless you plan to allow users to download and print.

• Use Picasa to edit: http://picasa.google.com, picasaweb.google.com (Caveat: Picasa automatically makes duplicates of your pics, so if you have many pics in hard-disk, empty My Pictures folder, and manually import)

• Use free sites: Flickr, Fotki, Photobucket, Facebook. Or pay minimum annual: Eg: SmugMug:US$40/year, Fotki: US$25/year

Social media campaigns: Managing expectations

• Get everyone on the same page

• Set realistic goals

• Under-promise and over-deliver

• Be prepared for consequences

Social media campaigns: Managing the third-party

• Communicate your objectives clearly• Agency must provide a detailed plan with

specifics on how they will take you to where you are headed

• Be clear on your expectations: strategist or providing hands/legs

• Start on project work before signing retainer• Track progress and measure results

independently, ROI

2.Connect1.Listen 3.Add Value

4.Measure

1. Listen• Search keywords in Google

• RSS feeds, iGoogle, Google Reader

• Google Alerts, TweetAlarm

• Facebook Group or Page

• Use dashboard tools: SocialMention, Trackur, Brandtology

2. Connect• Twitter: Respond to tweets

mentioning your brand, thank followers for re-tweets, say hello to new followers

• Facebook: Thank new fans for “liking” your page, provide weekly Discussion topics

• YouTube, Blogs: Comment on blogs mentioning your brand, show gratitude if positive

3. Add value• Provide customer support

• Respond to complaints

• Direct questions to real people who can provide the answers, if unavailable on website

• Correct misinformation, myths, rumours

• Promote issues important to your company

4. Measure1.Quantitative: Page views, Unique

visitors, time spent, downloads, number of friends, fans, followers, likes, tweets, re-tweets, clicks to short links (eg: bit.ly provides stats), comments, mentions, video embeds

2.Qualitative: Were we able to resolve a customer issue, avert a crisis, save costs, improve a service/product. Did we learn something that we didn’t know before? Were we able to engage our customers in new conversations? What is the sentiment of people blogging/tweeting about our brand – positive, negative, neutral?

“In the past you were what you owned. Now you are what you share,”

Charles Leadbeater