social media presentation to iit graduate class- professor jd gershbein

THE POWER OF TWITTER & SOCIAL MEDIA INTEGRATION

Engage, Connect & Grow in 140 Characters or Less

© Soaring Solutions, LLC 2012

Presented by Sue Koch Professor JD Gershbein

AGENDA Twitter history and overview

Twitter success & how to achieve it

The power of the hashtag

Blogging benefits & integration

Cross platform integration & etiquette

Social media as profession


WHAT IS TWITTER? Founded in 2006 by the originators of Blogger.com and a software architect,

Twitter is a social networking & microblogging service, which is essentially the SMS (short messag(ing) system) of the Internet.

While SMS systems typically allow for 160 characters, Twitter allows 140 for its message content to leave room for username and commands.

Twitter caught up to Facebook growth rates from 2009 - 2010: 368%.

When Oprah joined Twitter, users increased by 43% (social influence, or...?)


THE NUMBERS

http://9.mshcdn.com/wp-content/uploads/2010/03/1bntweets3.jpg

2012:

Over 500 Million Registered

40% Active

3.61% of Referral Traffic




KEY TWITTER TERMS


Tweet: A ‘Tweet’ in Twitter is like a ‘Post’ in Facebook.

Retweet: Similar to ‘Share’ in Facebook. If I like what you said, or have an opinion, I might retweet you...

Mention: When you mention another Twitter account in your Tweet. This can be done by typing, or using ‘Reply’

Hashtag: A specific filter to track a Twitter conversation.

THE RELEVANCE


Be here Not

here

“Too many people fail to realize that real communication goes in both directions.” Lee Iacocca.

(ok, just a touch here, but not of the shameless nature)










WHAT IS TWITTER SUCCESS?

One Million Followers!


FOCUS

1. Filter

2. Prioritize

3. Compliment

4. Newsfeed


Create Twitter Lists

Photo credit: www.flickr.com/photos/johncarleton/929781772/

http://www.flickr.com/photos/johncarleton/929781772/

http://www.flickr.com/photos/johncarleton/929781772/

WHY TWEET?

Businesses use social media to interact with consumers in real time & find out more about needs and wants.

Get past gatekeepers - to influencers:

Hard to reach decision makers Media Strategic Partners International connections Celebrities

http://mashable.com/2012/01/08/keenan-cahill-whats-next-for-the-viral-youtube-celeb/© Soaring Solutions, LLC 2012

http://mashable.com/2012/01/08/keenan-cahill-whats-next-for-the-viral-youtube-celeb/

http://mashable.com/2012/01/08/keenan-cahill-whats-next-for-the-viral-youtube-celeb/

WHY TWEET?

1 Identify trends

2 Competitive research

3 Scholastic research

4 Build rapport & thought leadership

5 Target audience

6 SEO (search engine optimization)


BUSINESSES ON TWITTER

1. 75% of companies use Twitter as a marketing channel.

2. 29% of Twitter users 18- 24 use Twitter to follow their favorite companies

3. 53% of people on Twitter recommend companies and/or products in their Tweets.

*source- HarpSocial.com


Photo Credit Salvatore Vuono

RETWEETS & MENTIONS

Celebrity Power


Respond Acknowledge Appreciate

RETWEETS & MENTIONS

Life Saving Power


CASE STUDY


www.twitter.com/garyvee

YouTube + Twitter

https://twitter.com/garyvee

https://twitter.com/garyvee

CONNECT VIA RELEVANCEWho else sleeps like this?

4750 views in 2 months


http://www.tweetreach.com

http://www.tweetreach.com

HUMANIZE YOUR BRAND


HUMANIZE YOUR BRAND


Creativity & humor

1. Appeal to masses2. Amplification & reach

HASHTAG POWER

Conferences, Tweet Chats, Educational Purposes

1. Spread vibe & excitement before and after an event

2. Guaranteed connection boost

3. Focus on a specific topic

4. Archives to see what you missed

5. Authentic, real time brand evangelism for presenters & attendees


SCHOLARLY USE


http://blog.bufferapp.com/wp-content/uploads/2011/10/1twitter-scholarship-infographic.png

1 Newsfeeds2 Careers3 Cross classroom

collaboration4 Facilitate research5 Q&A6 Lecture summaries7 Network with educators8 Study chats



THE ORIGINAL BLOG


1 Share valuable, educational content

2 Establish thought leadership3 Create a community4 Build SEO5 Lead generation6 Blog as the new website

THE VISUAL BLOG


1 Video blogging

2 Photo blogging

3 Host & embed

4 SEO benefits

BLOG TIPS


1 Categories & tags

2 Dateless

3 Creative reuse

4 Trend based

5 Encourage commenting

6 Guest posting

7 Social integration

CASE STUDY


3 million blog page views per monthFacebook community

Value in and out

PINTEREST INTEGRATION


1 Create via Twitter or Facebook

2 Link Pins

3 Creative reuse

4 Copyright caution

YOUTUBE INTEGRATION


1 Uploads2 Likes3 Comments4 Viral!

BUT: “Viral is not a strategy” ~Erik Qualman, Author Socialnomics

POWER OF VIDEO


Cisco and Gartner predict that 90% of traffic will come from video links by 2014.

FACEBOOK INTEGRATION


WHAT IS SUCCESS?

1. Build Influence 2. Expand Reach 3. Accelerate Amplification A great read on this: Brian Solis & Vocushttp://www.vocus.com/social-media/influencer/what-makes-an-influencer.pdf

Quality over Quantity


http://www.vocus.com/social-media/influencer/what-makes-an-influencer.pdf


INFLUENCE

Influence- the ability to cause desirable and measurable actions and outcomes.

Source: http://www.vocus.com/social-media/influencer/what-makes-an-influencer.pdf

1 Built over time2 Based on interactions with you and

your content, not just activity levels




REACH

Reach- the estimated number of individuals in the audience of a broadcast.

Great blog on topic: http://blog.hubspot.com/blog/tabid/6307/bid/27094/8-Guaranteed-Ways-to-Increase-Social-Media-Reach.aspx

shutterstock_67843741-300x225.jpg

1 Optimize2 Promote3 Build4 Interact5 Value


http://blog.hubspot.com/blog/tabid/6307/bid/27094/8-Guaranteed-Ways-to-Increase-Social-Media-Reach.aspx

http://blog.hubspot.com/blog/tabid/6307/bid/27094/8-Guaranteed-Ways-to-Increase-Social-Media-Reach.aspx

AMPLIFICATIONAmplification- the rate at which your followers take your content and share it through their network

http://wearesocialpeople.com/wp-content/uploads/2011/11/6a00e5516b45b9883301156f32df63970c-800wi.jpeg

1 The bigger your reach, the bigger your amplification potential (to the extent of your influence)

2 Twitter- Retweets per post

3 Facebook- Shares per post

4 Blog- subscribers and shares






SOCIAL MEDIA AS PROFESSION


1 Copywriting2 Branding3 Social Media Manager4 Strategist5 Generalist vs Expert6 Metrics analyst7 Video 8 Design

FIND YOUR FOCUS


Facebook ExpertLinkedIn Expert

Social Media Scientist Industry Expert

WHAT TO POSTTo engage

Probing questions Participate in Q&A or chats (you don’t need to “know” someone here!) Something you experienced today- fun, powerful, sad, exciting… Cutting edge products or service you love (promote local biz, partners, clients...) Retweet/Mention Pictures Personal quotes & quips Inspirational/Thought provoking quotes or ideas

To establish thought leadership Tips and tricks of your industry Tips and tricks of your experience that add value Current events, be on the leading edge of articles, blogs (others and your own) Free samplings of your work, white papers, case studies, videos Relevant news and your thoughts on it Best practices Learnings from other’s events, sources, cite them. Share other’s stuff!

To promote yourself or your business URLs to websites, blogs, products, (eloquently worded) Event invitations, make it about what they’ll get out of it- not for your benefit Specials, discounts, catered to show appreciation for your following

!"#$

%"#$


ACRONYM LEGEND

DM- Direct MessageFB- FacebookIC – I SeeIDK- I don’t knowIM- Instant MessageIMHO- In my humble opinionJK- Just KiddingL8- LateLI- LinkedInLMAO- Laughing My A** OffLMFAO- Per the above, figure it outLMK- Let Me KnowLOL- Laughing Out LoudMT- Modified Tweet

OH- OverheardOMG- Oh My GodOMW – On My WayORLY- Oh ReallyROFL- Rolling On The Floor LaughingRT- ReTweetSMH- Shaking My HeadSO- Shout OutThx or Tx- ThanksTMI- Too Much InformationTTYL- Talk To You LaterTTYS- Talk To You SoonTY- Thank YouYT- YouTubeYW- You Are Welcome

To maximize limited space in Twitter, you may see the following.Even it you would never use it, at least now you know what it means...


Q & A
