Advanced Twitter Methodologies Presentation to the BYU Marriott School MBA693r Social Media Marketing Class by Kip Meacham If “[m]arketing is the distinguishing, unique function of the business” (Peter Drucker), then social media marketing presents new opportunities for you to distinguish corporate and personal brands by innovating using this gatekeeper-less communications medium. Only by understanding and planning the three elements of 1) conversation, 2) content and 3) context will you realize an advantage in your messaging and communications. To be consumed, companies and individuals must deliver content through social media channels that tell a story. Your social media content must also recognize and meet the different behaviors and needs of John Palfrey’s and Urs Gasser’s three digital constituencies: digital immigrants, digital settlers, and digital natives. Examining social media tactics of 1) moving market segments to action; 2) rallying brand lovers against brand haters; 3) finding, eavesdropping on, and engaging in relevant social conversations; 4) creating community around your space using tweetchats; and 5) exploiting proven and up-and-coming tools are discussed. Citations from multiple authors (Robert B. Cialdini, Ph.D., Ann Handley, C.C. Chapman, Jay Baer, Amber Naslund, Gary Vaynerchuk, and David Meerman Scott), a useful list of Twitter-focused tools, and a marketing professional’s social media reading list are also included. Presented on 14 February 2013 in Provo, Utah by Kip Meacham, vice president of marketing & business development for Salt Lake City, Utah-based Card Access, Inc.

1. Advanced
Twitter
Methodologies
Kip Meacham
BYU Marriott School | MBA693r | Social Media Marketing
Thursday, 6:30-8:00pm, 14 Feb 2013
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2. EATING
MY OWN
DOG FOOD #MBAsocial
May I learn from you?
TWEET IT: Use your favorite Twitter client,
Let’s use a #quasitweetchat format to
or give TweetDeck, Hootsuite, or take a
capture your observations, questions www.tweetchat.com test drive
and such
#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.
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3. I CAN’T WAIT
TO HEAR WHAT
I HAVE TO SAY
Discussion Contents
Social Media Marketing AM2:
Raison d'etre Tweetchats
Digerati Demography AM3:
Lovers & Haters : A Case Study Untangling Social Video
AM1: Q&A, Going Farther to
Twitter Search Further Yourselves
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4. SOCIAL MEDIA IS THE FUTURE

5. 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)
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6. 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
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7. ANOTHER
QUOTE
People see everything as spin
and lies.
Peggy Noonan
Speechwriter for Ronald Reagan, WSJ Columnist
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8. BLURRING LINES Advertising
PR
Marketing
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9. CHANGE OR DIE
(MORTALITY IS
INCREASING AT
AN INCREASING RATE)
Success factors
The opportunity for social media innovation is in the integration of:
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)
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10. 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)
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11. 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)
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12. AWESOME (DEMO)GRAPHICS

13. BRAVE
NEW WORLD
http://www.borndigitalbook.com/
Digital Immigrants Digital Settlers Digital Natives
Grew up analog Evolved from analog to digital Born after 1980
High analog skills Shapers of the digital contour Native digital skill levels
Low digital skills “DSL” – Digital as a Second Language Low analog skill levels
High analog social interactions Mix of analog/digital social interactions Highly digital social interactions
Digital privacy myth propagators High-to-pragmatic privacy concerns Minimal privacy concerns
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14. DEMOGRAPHY
OVERSIMPLIFIED Who can you move and how?
20%: Those who LOVE you
20%: Those who HATE you
60%: Those who DON’T KNOW you and/or DON’T CARE about you

15. SPANNING THE
DIGITAL
DEMOGRAPHY
http://t.co/dubnhi7Q
People are still people
Authority: People tend to obey authority
Reciprocity: People tend to return favors figures, even when asked to perform
objectionable acts
Commitment and Consistency: People
Liking: People are easily persuaded by
committing orally or in writing to ideas or
other people they like
goals are more likely to honor those
commitments for self-image congruity
Social Proof: People will do things they Scarcity: Perceived scarcity generates
see other people doing demand
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16. LOVE AND HATE
Question: What are the dynamics of the
Context: Facebook with the intent to leak
entrepreneureal demographic model in
into Twitter
social media?
Hypothesis: Lovers will defend a popular
brand against Haters in the social media Duration: 24 days to date
space in a quantitatively and qualitatively
superior response
Content: Targeting #CafeRio as an Quantity: 6 Facebook wall posts
establishment with #ALLTASTESAME
cuisine

17. RESULTS So, what’s happened so far?
TO DATE
230
Total COMMENTS
23 (10%)
Likes of the HATER premise posts
47 (20.4%)
Brand-advocating comments from LOVERS

18. AM1: TWITTER SEARCH

19. TWITTERPATED
Twitter is a powerful tactic Unfiltered access to every relevant persona at
Twitter (www.twitter.com) is a highly democratic the price of opportunity cost
message delivery system—as are all other social media
platforms (Facebook, YouTube, Pinterest, etc.) Real-time access to relevant conversations
The barriers to entry are in learning the syntax, (talking with your audience) versus search
(talking to your audience)
understanding the players in the relevant
conversations, resourcing your content execution, and
understanding how to influence the conversation In evolving your messaging processes to make
use of the platforms for increased reach
The opportunities are:
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20. ‘TALK TO’ AND /
OR ‘TALK WITH’
Google Zeitgeist Twitter Search
http://www.google.com/zeitgeist/2012/#the-world http://twitter.com/search
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21. WHERE IS
THE LOVE?
Use your search terms to find conversations
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
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22. 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)
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23. AM2: SCALING INFLUENCE
WITH TWEETCHATS

24. STRUCTURED
ANARCHY
Think ‘crowdsourced’ webinar in text
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/
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25. EXECUTION
Key components of a #tweetchat
Critical mass for a relevant conversation A chat topic calendar (on the web
(again, use your key search terms) property)
A good #hashtag (this part is a branding Good framing posts (on the web
exercise) property)
The #tweetchat proper (think Cialdini
A web property (to host framing posts, here—remind people, build anticipation,
topic calendars, and curated tweetchats) point people to the framing post, and
punch it)
Moderator(s) / curator(s) A tweetchat archive for curation (again,
on the web property)
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26. HOW
IS IT DONE?
Today’s case study: #innochat
Hashtag: #innochat
Conversation: “talking about innovation”
Locale: Every Thursday @ 10am Mountain Time
Web Property: www.innochat.com
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27. FRAMING POST
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28. THE
CONVERSATION
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29. TOOL TIME
Great #tweetchat helps
www.tweetchat.com is a GREAT
#tweetchat tool to monitor just one
topic
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30. AM3: UNTANGLED SOCIAL VIDEO

31. THE WORTH OF
A PICTURE
The greatest potential for reach
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
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32. THEREFORE, WHAT?

33. TAKE ACTION
Do something. Now. Begin.
Kip Meacham,
One of Your Workplace Peers
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34. 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)
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35. … All sorts of things occur to help one
DO. DREAM. that would never otherwise have
BEGIN.
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)
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36. FARTHER TO FURTHER

37. A #TWEETCHAT
SHORT LIST
Marketing-related PR-related
#B2Bchat #pr20chat
#Mmchat #Journchat
#brandchat #measurepr
Social media-related Some of my faves
#smchat #innochat
#swchat #HBRchat
#SocialChat #ideachat
#SMmanners #speakchat
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38. TRICKS & Link and Learn
TOOLS 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/
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39. ADDITIONAL
READINGS
Content Rules
Ann Handley & C.C. Chapman Crush It!
http://www.contentrulesbook.com/
Gary Vaynerchuk
http://crushitbook.com/
Swear words like commas
Awesome methodology
The NOW Revolution
Jay Baer & Amber Naslund
http://nowrevolutionbook.com/
NewsJacking
David Meerman Scott
http://www.newsjacking.com/
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40. IS A BIZCARD
INDICATIVE OF
A DIGITAL
IMMIGRANT?
Kip Meacham
Card Access: vp marketing & bizdev
Twitter: @kipmeacham
Facebook: facebook.com/kiporama
Pinterest: pinterest.com/kipmeacham
Mobile: 1.801.362.0696
Email: kdmeach@cardaccess-inc.com
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41. THANK YOU