advanced twitter methodologies - byu marriott school mba693r presentation

Kip Meacham BYU Marriott School | MBA693r | Social Media Marketing Thursday, 6:30-8:00pm, 14 Feb 2013

Advanced Twitter Methodologies

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2 ADVANCED TWITTER METHODOLOGIES

EATING MY OWN DOG FOOD

TWEET IT: Use your favorite Twitter client, or give TweetDeck, Hootsuite, or take a www.tweetchat.com test drive

#HASHTAGIT: Let’s use your #MBAsocial to catalyze, capture and curate the stream of consciousness

SAY IT: An unused hashtag is an un-useful thing. Candor is great. Kind is appreciated.

May I learn from you?

Let’s use a #quasitweetchat format to

capture your observations, questions

and such

#MBAsocial

http://www.tweetdeck.com/

http://hootsuite.com/

http://www.tweetchat.com/

I CAN’T WAIT TO HEAR WHAT I HAVE TO SAY

AM3: Untangling Social Video

AM2: Tweetchats

Q&A, Going Farther to Further Yourselves

Social Media Marketing Raison d'etre

Digerati Demography Lovers & Haters : A Case Study

AM1: Twitter Search

Discussion Contents


SOCIAL MEDIA IS THE FUTURE

INNOVATION & MARKETING

[T]he purpose of business is to create a customer, the business enterprise

has two--and only two--basic functions: marketing and innovation.

Marketing and innovation produce results; all the rest are costs.

Marketing is the distinguishing, unique function of the business.

Peter Drucker, Premier 20th Century Business Consultant

(emphasis added)


QUOTE

We operate in a world without trust… There’s no

other word than ‘dire.’

Richard Edelman, 10 June 2011 PRSA Leadership Rally

On the public perception of business and government


ANOTHER QUOTE

People see everything as spin and lies.

Peggy Noonan Speechwriter for Ronald Reagan, WSJ Columnist


BLURRING LINES

PR

Marketing

Advertising


CHANGE OR DIE (MORTALITY IS INCREASING AT AN INCREASING RATE)

CONVERSATION: Talking with—not to—the customer/the client/the world (the JOURNEY and the DESTINATION)

CONTENT: Being a successful media outlet is arguably as critical as the core business skill (the PAYLOAD)

CONTEXT: If your content is the payload, then your context is the delivery system you use (the DELIVERY SYSTEM)

Success factors The opportunity for social media innovation is in the integration of:


EVERY COMPANY IS A MEDIA COMPANY

“In an era where every brand is a publisher and a content creator, you

have to have a point of view and a compelling voice. You have to know

how to tell a story,” she told me. “Journalistic training gives you an ear

for story; you learn how to draw a reader in…”

Ann Handley, Chief Content Officer, Marketing Profs

(emphasis added)


THE CONTENT CONSUMER TRUMPS THE CEO … The biggest mistake companies

make is not thinking about their reader first. There’s still the corporate

voice –and the CEO loves it, but the customer doesn’t. You have to create content the customer will thank you

for.”

Ann Handley, Chief Content Officer, Marketing Profs

(emphasis added)


AWESOME (DEMO)GRAPHICS

Born after 1980

Native digital skill levels

Low analog skill levels

Highly digital social interactions

Minimal privacy concerns

Digital Natives Evolved from analog to digital

Shapers of the digital contour

“DSL” – Digital as a Second Language

Mix of analog/digital social interactions

High-to-pragmatic privacy concerns

Digital Settlers Grew up analog

High analog skills

Low digital skills

High analog social interactions

Digital privacy myth propagators

Digital Immigrants

BRAVE NEW WORLD

http://www.borndigitalbook.com/






DEMOGRAPHY OVERSIMPLIFIED

14

20%: Those who LOVE you

20%: Those who HATE you

60%: Those who DON’T KNOW you and/or DON’T CARE about you

Who can you move and how?

SPANNING THE DIGITAL DEMOGRAPHY

Authority: People tend to obey authority figures, even when asked to perform objectionable acts

Liking: People are easily persuaded by other people they like

Scarcity: Perceived scarcity generates demand

Reciprocity: People tend to return favors

Commitment and Consistency: People committing orally or in writing to ideas or goals are more likely to honor those commitments for self-image congruity

Social Proof: People will do things they see other people doing

People are still people http://t.co/dubnhi7Q


http://t.co/dubnhi7Q

LOVE AND HATE

16

Question: What are the dynamics of the entrepreneureal demographic model in social media?

Hypothesis: Lovers will defend a popular brand against Haters in the social media space in a quantitatively and qualitatively superior response

Context: Facebook with the intent to leak into Twitter

Duration: 24 days to date

Content: Targeting #CafeRio as an establishment with #ALLTASTESAME cuisine

Quantity: 6 Facebook wall posts

RESULTS TO DATE

17

23 (10%) Likes of the HATER premise posts

230 Total COMMENTS

47 (20.4%) Brand-advocating comments from LOVERS

So, what’s happened so far?

AM1: TWITTER SEARCH

Twitter is a powerful tactic

Real-time access to relevant conversations (talking with your audience) versus search (talking to your audience)

In evolving your messaging processes to make use of the platforms for increased reach

Unfiltered access to every relevant persona at the price of opportunity cost Twitter (www.twitter.com) is a highly democratic

message delivery system—as are all other social media

platforms (Facebook, YouTube, Pinterest, etc.)

The barriers to entry are in learning the syntax,

understanding the players in the relevant

conversations, resourcing your content execution, and

understanding how to influence the conversation

The opportunities are:

TWITTERPATED


http://www.twitter.com/

‘TALK TO’ AND / OR ‘TALK WITH’

http://www.google.com/zeitgeist/2012/#the-world http://twitter.com/search

Google Zeitgeist Twitter Search


http://www.google.com/zeitgeist/2012/



http://twitter.com/search

Use your search terms to find conversations

WHERE IS THE LOVE?

Begin your Twitter searches with your most relevant key terms

Use a Twitter client that allows you to view multiple streams of

consciousness (I like Tweetdeck. Hootsuite is popular, too)

Lurk before you speak—don’t propose on the first date—

because what you say is permanent


WORK ISN’T A DIRTY WORD

One addition to your marketing processes

Start today to find the relevant conversations (80/20 rule) on the relevant platforms (80/20 rule)

So in the 8-12 hours following the start of your next marketing activity, you converse, point to content in the proper context (this is pedestrian, sweaty, fun, real work)


AM2: SCALING INFLUENCE WITH TWEETCHATS

Think ‘crowdsourced’ webinar in text

STRUCTURED ANARCHY

Tweet Chats gather Tweeps on Twitter at a recurring time to discuss areas of interest

Check out Pam Moore’s summary on Tweet Chats here: http://www.pammarketingnut.com/2011/06/tweet-chats-101-41-success-tips-for-moderators-participants-guests/


http://www.pammarketingnut.com/2011/06/tweet-chats-101-41-success-tips-for-moderators-participants-guests/





















EXECUTION

A chat topic calendar (on the web property)

Good framing posts (on the web property)

The #tweetchat proper (think Cialdini here—remind people, build anticipation, point people to the framing post, and punch it)

Critical mass for a relevant conversation (again, use your key search terms)

A good #hashtag (this part is a branding exercise)

A web property (to host framing posts, topic calendars, and curated tweetchats)

Key components of a #tweetchat

A tweetchat archive for curation (again, on the web property)

Moderator(s) / curator(s)


Today’s case study: #innochat

HOW IS IT DONE?

Hashtag: #innochat

Conversation: “talking about innovation”

Locale: Every Thursday @ 10am Mountain Time

Web Property: www.innochat.com


http://www.innochat.com/

FRAMING POST


THE CONVERSATION


Great #tweetchat helps

TOOL TIME

www.tweetchat.com is a GREAT #tweetchat tool to monitor just one topic


http://www.tweetchat.com/

AM3: UNTANGLED SOCIAL VIDEO

THE WORTH OF A PICTURE

ENDORSEMENT: Twitter-backed (#ABIGDEAL)

CONTENT: The size of the PAYLOAD is in 6 second digestible chunks (and resonates with Digital Natives’ ADD content ingestion style)

INNOVATION: Turning a primarily word-based platform into an image-based platform – STAND BACK

The greatest potential for reach


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3xH88mq1g47L2M&tbnid=CGsjlAxSEvU0WM:&ved=0CAUQjRw&url=http://fishandbicycles.com/2013/02/06/vines-6-second-video-loops-the-new-140-character-tweet/&ei=l3cdUfnmDqHLyAHqlICYDw&bvm=bv.42553238,d.aWc&psig=AFQjCNH9mJV1Y2urQYpqjnnzw8p6ihFZpw&ust=1360972049476459

THEREFORE, WHAT?

TAKE ACTION

Do something. Now. Begin.

Kip Meacham, One of Your Workplace Peers


COMMIT TO YOUR COURSE

Until one is committed, there is hesitancy, the chance to draw back,

always ineffectiveness. Concerning all acts of initiative and creation, there is one elementary truth the ignorance of

which kills countless ideas and splendid plans: that the moment one

definitely commits oneself, then providence moves too…

William Hutchison Murray, The Scottish Himalayan Expedition,

J.M. Dent & Sons Ltd, 1951 (emphasis added)


DO. DREAM. BEGIN.

… All sorts of things occur to help one that would never otherwise have

occurred. A whole stream of events issues from the decision, raising in

one's favor all manner of unforeseen incidents, meetings and material

assistance which no man could have dreamed would have come his way. Whatever you can do or dream you can, begin it. Boldness has genius,

power and magic in it. Begin it now. William Hutchison Murray,

The Scottish Himalayan Expedition, J.M. Dent & Sons Ltd, 1951

(emphasis added) 35 ADVANCED TWITTER METHODOLOGIES

FARTHER TO FURTHER

#B2Bchat

#Mmchat

#brandchat

Marketing-related

A #TWEETCHAT SHORT LIST

#pr20chat

#Journchat

#measurepr

PR-related

#smchat

#swchat

#SocialChat

#SMmanners

Social media-related #innochat

#HBRchat

#ideachat

#speakchat

Some of my faves


Content Favorite Marketing Tweet Chats:

http://www.livebinders.com/play/play?id=676025

Tweet Chats 101: http://www.pammarketingnut.com/2011/06/tweet-chats-

101-41-success-tips-for-moderators-participants-guests/

12 Most Stimulating Twitter Chats: http://12most.com/2011/06/10/12-

stimulating-twitter-chats/

Some Tools (alphabetized) DataSift: http://datasift.com/

Hashtracking BETA: http://beta.hashtracking.com/

Hootsuite: http://hootsuite.com/

Nurph: http://nurph.com/

TweetChat: http://tweetchat.com

Tweetdeck: http://www.tweetdeck.com/

Tweetizen: http://www.tweetizen.com/

Link and Learn TRICKS & TOOLS
























http://12most.com/2011/06/10/12-stimulating-twitter-chats/








http://datasift.com/

http://beta.hashtracking.com/



http://nurph.com/

http://tweetchat.com/



http://www.tweetizen.com/

http://www.tweetizen.com/

Ann Handley & C.C. Chapman

http://www.contentrulesbook.com/

Content Rules

ADDITIONAL READINGS

David Meerman Scott

http://www.newsjacking.com/

NewsJacking Jay Baer & Amber Naslund

http://nowrevolutionbook.com/

The NOW Revolution

Gary Vaynerchuk

http://crushitbook.com/

Swear words like commas

Awesome methodology

Crush It!










IS A BIZCARD INDICATIVE OF A DIGITAL IMMIGRANT?

Kip Meacham

Card Access: vp marketing & bizdev

Email: [email protected]

Twitter: @kipmeacham

Facebook: facebook.com/kiporama

Pinterest: pinterest.com/kipmeacham

Mobile: 1.801.362.0696


THANK YOU

advanced twitter methodologies - byu marriott school mba693r presentation

Business

william hutchison

scottish himalayan

chief content

relevant conversations

dent amp

delivery system

ann handley

emphasis added