Slides used in a Twitter Bootcamp especially organised for the Marco Polo Hotels Group on May 16th, 2011. All rights reserved. Six For Gold LLC 2011.

2. Agenda Abbreviations Hashtags Profiles Avatars Do’s and don’ts of writing tweets Shortening URLs or web addresses China’s answer to Twitter Twettiquette Q & A 2

3. Common abbreviations RT 3 DM Direct message Retweet HT Heard through/Hat tip OH Overheard SMH Shaking my head ICYMI In case you missed it NP No problem TFTF Thanks for the follow

4. What are those things with #s? Hashtag uses To search for/contribute to topics #marcopolohotel To find like-minded people #F&B To establish location and be located #mphbc Humour To build brand loyalty, engage your customers #noshitsherlock 4

5. How to write a good profile People find you through your profile First impressions count Put key words Give a sense of yourself as an individual Don’t brag Always have a website: LinkedIn profile, blog, Marco Polo, Twitter Identifying yourself as Marco Polo encouraged but not mandatory 5

6. Why your avatar is important Your visual signature: Recognisable Don’t stay an egg: (ro)bot Faces over objects No passport photos Make sure it stands out in followers’ feeds Don’t change too often 6

7. Finding people to follow Use hashtags of your favourite subjects Search authors, personalities, brands, competitors Recommendations every Friday: #followfriday, #ff 7

8. Twitter directories 8

9. Writing tweets: Do Tweet in the language you’re comfortable with Write your tweets like headlines Shorten links Summarise key points to encourage clicking on links Do say if it’s a video  [video] Balance original content and RTs Keep it under 100 characters if you want to be RT’d 9

10. Don’t Talk about yourself doing your laundry, having a coffee, or anything mundane UNLESS you have an interesting insight to share Have long, protracted conversations (convos) with tweeps – move to DM if necessary Hard sell Auto-DM thanking people for following and redirecting them to a link or your FB page Use over-used words: “This is a MUST read.” 10

11. Shortening links Looks better visually Gives you more space: Remember the 140 character limit http://bit.ly allows you to track click-throughs, among other things 11

12. 12 China Iconic photo of the Red Army, 1975, by legendary photographer Eddie Adams

13. Gaining fans on weibo

14. Case study: Leo Ku press conference

15. Case study: Kama Love Music Fest

16. Case Studies – ‘Tweet-Ups’ Case study: Tweetups

17. Twettiquette Don’t protect your tweets Always acknowledge @s and thank people for RTs Always credit the person who first shared the information No flaming! Remember that you represent Marco Polo online the way you do offline 17

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