Twitter: small form big strategy, big content
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The document outlines an agenda for a morning session on Twitter strategy. It includes sections on the Live Web, what Twitter is, how Twitter can be used for businesses, Twitter mechanics like tweets and hashtags, and managing a Twitter strategy. The afternoon agenda covers the taxonomy of tweets like news, stories and comments. It also discusses finding inspiration from the news, organization, and personal stories to generate tweet content. The document concludes by having the participants practice generating different types of tweets.
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Twitter: small form big strategy, big content
- 1. small form BIG STRATEGY Wednesday, 25 April 12
- 2. outline of the morning • The Live Web - where the tweets fly • What is Twitter? • Twitter and the Live Web, the conversation and link economies • Twitter mechanics • Twitter and your business story • Manging Twitter Wednesday, 25 April 12
- 3. the Live Web Wednesday, 25 April 12
- 5. Wednesday, 25 April 12
- 6. Wednesday, 25 April 12
- 7. Wednesday, 25 April 12
- 8. • http://www.youtube.com/watch?v=D3qltEtl7H8 • http://www.youtube.com/watch?v=D3qltEtl7H8 Wednesday, 25 April 12
- 9. what is Twitter Wednesday, 25 April 12
- 11. Wednesday, 25 April 12
- 12. Wednesday, 25 April 12
- 13. Text http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/ Wednesday, 25 April 12
- 15. the conversation/link economy Wednesday, 25 April 12
- 16. • Markets are conversations, Twitter is a conversation space, therefore Twitter is your market. • Conversations are powered by sharing and by links. • That economy will flourish with or without you. Wednesday, 25 April 12
- 17. Wednesday, 25 April 12
- 18. Twitter mechanics Wednesday, 25 April 12
- 19. • the Tweet • the follower • the @reply • the DM • the link • the #hashtag • the list Wednesday, 25 April 12
- 20. and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in • the DM - your added value: private help • the link - your added value: knowledge • the #hashtag - your added value: organising • the list - your added value: co-ordinating Wednesday, 25 April 12
- 21. 140 characters Wednesday, 25 April 12
- 22. Twitter and your business story Wednesday, 25 April 12
- 23. Wednesday, 25 April 12
- 24. My business and... • my customers/stakeholders • my people • my passion • our vision • our story Wednesday, 25 April 12
- 25. How does Twitter change... • my customers/stakeholders? • my people • Followers/Following • my passion • Conversation @/d • our vision • Hashtag • Expectations • our story Wednesday, 25 April 12
- 26. How does Twitter change... • my customers/stakeholders? • my people • spokesperson • customer service • my passion representative • our vision • marketer • storyteller • our story • official/unofficial Wednesday, 25 April 12
- 27. How does Twitter change... • my customers/stakeholders? • my people • Always on • my passion • Searcahble • Linkable • our vision • Shareable • our story • Stream Wednesday, 25 April 12
- 28. How does Twitter change... • my customers/stakeholders? • my people • Visible • my passion •Accessible • Transparency • our vision • Comparable • our story Wednesday, 25 April 12
- 29. How does Twitter change... • my customers/stakeholders? • my people • my passion • In process • In development • our vision • Open source • our story Wednesday, 25 April 12
- 30. The old language • CRM • Customer service • Sales • Brand • Message Wednesday, 25 April 12
- 31. The new language • CRM • Relationships • Customer service • Real-ationships • Sales • Conversation • Brand • Relationships • Message • Conversation Wednesday, 25 April 12
- 32. Wednesday, 25 April 12
- 33. the Listening strategy Wednesday, 25 April 12
- 34. Listening strategy • Who? • What? • Where? • Why? • When? Wednesday, 25 April 12
- 35. Listening to... • People • Colleagues and stakeholders • Opinion leaders • Past/existing/future customers • Conversations • Your brand • Your issues Wednesday, 25 April 12
- 36. Listening to... • Twitter: who to follow • Search: search.twitter.com • Twitter recommendation engines • Lists • Other social networks • Friends of friends of... Wednesday, 25 April 12
- 37. Wednesday, 25 April 12
- 38. the Talking stratgey Wednesday, 25 April 12
- 39. Talking strategy • Who? • What? • Where? • Why? • When? Wednesday, 25 April 12
- 40. Managing Twitter Wednesday, 25 April 12
- 41. Managing Twitter • Technically • Strategically • Organisationally Wednesday, 25 April 12
- 42. Wednesday, 25 April 12
- 43. Wednesday, 25 April 12
- 44. Wednesday, 25 April 12
- 45. Building a strategy • Locate Twitter in broader strategy • Get buy-in • Set up systems • Set up support • Set up ‘projects’ • Set up timescales • Do it! • Evaluate it Wednesday, 25 April 12
- 47. small form BIG CONTENT Wednesday, 25 April 12
- 48. Wednesday, 25 April 12
- 49. outline of the afternoon • The taxonomy of Tweets • Finding inspiration • What to Tweet • How to Tweet • Enough talk, let’s Tweet! Wednesday, 25 April 12
- 50. the taxonomy of Tweets Wednesday, 25 April 12
- 51. VISION • V is for Voice • I is for i with a small I • S is for Simple • I is for Improvise • O is for Open Source • N is for Narrative Wednesday, 25 April 12
- 52. Types of tweets • The news • The story • The comment • The question • The answer • The idea • The retweet Wednesday, 25 April 12
- 53. ...and what they say • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help • The retweet - We’re all in this together..! Wednesday, 25 April 12
- 54. Babies and bathwater • The Inverse Pyramid • Active • Positive • Specific • Nouns and verbs • Clichés • News values Wednesday, 25 April 12
- 55. Finding inspiration Wednesday, 25 April 12
- 56. The world you’re tweeting Society Industry Organisation Team Individual Wednesday, 25 April 12
- 57. Inspiration: the news • RSS reader Society Industry • Trade press Organisation • Facebook Team Individual • Twitter stream Wednesday, 25 April 12
- 58. Inspiration: our news • Developments Society • Ideas in progress Industry • Meetings Organisation Team • official Individual • unofficial Wednesday, 25 April 12
- 59. Inspiration: my news • Questions • Ideas Society Industry • Interactions Organisation Team Individual Wednesday, 25 April 12
- 60. Inspiration: our/my story • Thoughts • Dreams Society • Observations Industry Organisation • Comments Team • ‘poems’ Individual • ‘pictures’ Wednesday, 25 April 12
- 61. Wednesday, 25 April 12
- 62. Enough talk, let’s Tweet Wednesday, 25 April 12
- 63. News Tweet your presence at this event Wednesday, 25 April 12
- 64. Story Tweet a meeting with client, stakeholder or colleague Wednesday, 25 April 12
- 65. Comment Add some value to a current news story Wednesday, 25 April 12
- 66. Question Tweet a request Wednesday, 25 April 12
- 67. Answer Tweet a response Wednesday, 25 April 12
- 68. Idea Float something Wednesday, 25 April 12
- 69. Retweet Find something to pass on Wednesday, 25 April 12