Module 5 Microblogging

Digital Marketing 1

Announcements
Content Assignment due next week!

Todays Topics
Microbloging
Definition and history

Twitter Basics
Creating a Twitter Account Reading and Writing Tweets Building Relationships with Twitter

Marketing with Twitter

Microblogging Defined
Microblogging
A form of blogging, with the main difference being significant limits on the length of posts, typically consisting of short sentences and links (most often 140 characters) Reflects a new social trend in how people consume informationcatered to meet the demands of shorter and shorter attention spans!
140 Characters, not 140 Words

A Brief History of Microblogging

The earliest ancestors of microblogs, referred to as tumblelogs, were first described in 2005 Twitter launched in 2006
In July 2011, Twitter had over 333 million accounts Today (February 2014) Twitter has 645 million accounts

Social networking sites, such as Facebook, LinkedIn, Google Buzz, and Yahoo Pulse, have a microblogging aspect in the form of status updates Microblogging has evolved into an important source of news and citizen journalism

Microblogging Timeline
Facebook launches Status Updates Microblogging Services launch

Twitter launches Tumblr Launches

Twitter for iPhone launches

Hashtags introduced

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov

Jan

2006

2007

Yammer launches

2008

MySpace launches Status Updates

LinkedIn launches Status Updates

Popular Microblogging Sites

Table 11.1

*Alexa Global Traffic Rank estimates a sites popularity, with traffic data from Alexa Toolbar users and other diverse traffic sources, using an ascending scale where 1 represents the highest traffic rank. **Google Page Rank uses the number and quality of links to a web page to determine its relative importance, using a scale of 0-10, with 10 indicating the highest rank and 0 the lowest.

Different Uses for Microblogging

The purpose of microblogging can be broken down into two main divisions:
1. To convey information 2. To start a discussion or to participate in an ongoing conversation

Appropriate Tools for Use

IM SMS Email Blog Microblogging

High Frequency

Private (1 to 1)

Public (many to many)

Low Frequency

Appropriate Tools for Use

IM SMS Email Blog Microblogging

High Frequency

Microblogging

IM
Private (1 to 1)

SMS Email Blog

Public (many to many)

Low Frequency

Twitter Basics

Twitter Facts
645 million active registered Twitter users Number of new people signing up for Twitter each day: 135,000 Average number of tweets per day: 58 million Number of tweets per second: 9,100 2013 Twitter revenue: 400 million 57% of active users share images on Twitter 43% of users use their phones to tweet Most people use Twitter to share and connect with people rather than join events and brands

Activity: Create Twitter Account

Create Twitter Account

Create Twitter Account
If you have a Twitter account, log in If you dont have a Twitter account, create one at twitter.com with a valid email address
Lets watch: Twitter Essential Training, with Maria Langer Lesson: Setting Up an Account
http://www.lynda.com/home/Player.aspx?lpk4=85333&playChapter=False

Twitter Tour
Your Profile

Tweets from those you follow

Suggestions on who you might be interested in following

Whats Trending

Update Twitter Profile

Add Profile Info
Picture or Image Brief Bio, Location, link to your website or LinkedIn

Important to complete profile before tweeting!

Lets watch: Twitter Essential Training, with Maria Langer Lesson: Adding Profile Information
http://www.lynda.com/home/Player.aspx?lpk4=85336&playChapter=False

Activity: Basic Communication

Reading and Writing Tweets

Different Types of Tweets include:

Tweet Type Classic: Opinion: Mission Accomplished: Entertainment : Question: Picture: Example This is What Im Doing Now. This is What Im Thinking Now. This is What Ive Just Done. Im Making You Laugh Now. Can You Help Me Do Something Now? Look at What Ive Been Doing.

Reading Tweets (Tweet = 140 Character Message)

Lets watch: Twitter Essential Training, with Maria Langer Lesson: Reading Tweets
http://www.lynda.com/home/Player.aspx?lpk4=85338&lpk42=00:00

Write a Simple Tweet (text only)

Write a tweet
Simple text 140 character limit For example, your tweet could complete the sentence Today I learned
Lets watch: Twitter Essential Training, with Maria Langer Lesson: Writing Tweets
TBD http://www.lynda.com/home/Player.aspx?lpk4=85339&playChapter=False

Write a Tweet with a Link

Write a tweet with a link
Twitter automatically shortens the link For example, your tweet could complete the sentence My favourite site is
Lets watch: Twitter Essential Training, with Maria Langer Lesson: Including a Link in a Tweet
TBD http://www.lynda.com/home/Player.aspx?lpk4=85340&playChapter=False

Write a Tweet with a Photo or Image

Write a tweet with a photo or image.
As a suggestion, you could tweet a picture from place you recently visited. Thinking about .. and attach a picture.
Lets watch: Twitter Essential Training, with Maria Langer Lesson: Including an Image in a Tweet
TBD http://www.lynda.com/home/Player.aspx?lpk4=85345&playChapter=False

Activity: Tweet with a Hashtag

What is a Hashtag?
Hashtags are a way to collect tweets about the same subject. Examples:
#beliebers (fans of Justin Beiber) #BreakingBad (fans of the TV Show) #followfriday (tweet the names of twitter users youd like others to follow)

Hashtag Activity
Type #beliebers into the Twitter Search Bar and youll see all tweets containing #beliebers

Twitter Research Activity

Twitter Research
As an individual, you will be assigned two questions Research and tweet the answer. Include in your answer your class hashtag

#sheridandmWedDavis
Your tweet-answer could include links or photos.

Search for all twitter research tweets from your class using your class hashtag:

Twitter Research Activity (cont.)

A Questions 1. Why are Tweets 140 characters long? 2. What is a Hashtag? 3. Who has the most followers on Twitter right now? 4. What is the most re-tweeted tweet? 5. What is a Mention? 6. How do you upload a photo? 7. How do you find Lists? B Questions 1. How do you find people on Twitter? 2. How do you prevent hacking? 3. What is the difference between a blog and a microblog? 4. Why should you be on Twitter? 5. How do you schedule Tweets? 6. How can you track tweets? 7. How do you send a private message?

Start looking for answers at: http://mashable.com/guidebook/twitter/ OR https://support.twitter.com/groups/50-welcome-to-twitter

Twitter Resources
Twitter for College Students: 7 Tips Plus a Bonus 25 Things That Make You Look Dumb on Twitter 40 Useful Things You Can Share on Twitter Besides Blog Posts 26 Twitter Tips (a-z) Using Twitter for Business Click Your Way Through the Twitterverse Twitter Guide by Mashable - EXCELLENT!
Source: Theresa B. Clark

Building Relationships with Twitter

@reply, direct message, retweet,

Follow
Search for all twitter research tweets from your class using your class hashtag:
#sheridandmWedDavis Click on the name or profile picture of classmates youd like to follow.
Click on the Follow button.

@Reply
Search for all twitter research tweets from your class using your class hashtag:
Reply to a particularly helpful answer.
Click on Reply. Your message starts with @name. Type your message. Include your class hashtag

Optional: Twitter Essential Training, with Maria Langer Lesson: Replying to a Tweet
TBD http://www.lynda.com/home/Player.aspx?lpk4=85361&playChapter=False

Retweet
Search for all twitter research tweets from your class using your class hashtag:
Retweet the most informative/valuable tweet!!!.
Click on Retweet. Include your class hashtag

Optional: Twitter Essential Training, with Maria Langer Lesson: Retweeting a Tweet
TBD http://www.lynda.com/home/Player.aspx?lpk4=85369&playChapter=False

Direct Message (DM)

Direct message your instructor.
Describe the best Twitter resource youve found. Include a picture or link.

This is a private message. You and your instructor must follow each other before you can send him/her a direct message.
Optional: Twitter Essential Training, with Maria Langer Lesson: Sending a Direct Message
http://www.lynda.com/home/Player.aspx?lpk4=85362&playChapter=False

Marketing With Microblogging

Marketing with Microblogging

Increasing brand awareness Connecting with customers Providing support Distributing information The best microblog operators combine creativity with experience and writing skills to keep their followers engaged

Tips for Brand Building with Twitter

Search to gather information
Using Twitter to look up the brands name, the competition, and what is being said

Know the audience

Users list their personal interests and hobbies which provides an optimal arena to study and develop personas

Customize the profile page

A good profile page will help to develop a solid following

Tweet content
The best content is interesting, fun, and valuable

Twitter Following Strategies

Mass Follow Strategy
Follow lots of other profiles and hope they decide to follow back (Warning: Twitter may block mass followers)

Equal Ratio Strategy

Aims to keep the profiles following and follower counts as close to equal as possible

Targeted Follow Strategy

First search for and follow a few profiles with similar interests Make some mentions to increase the chances of being followed back, and then choose which of your followers to follow back.

Crafting an Effective Twitter Channel

Self-promote cautiously!!!!!!
Focus on relationships first no spam

Choose optimal tweet times

Post updates at times that followers are also updating

Respond to questions
Useful information can build a brands reputation and thought leadership

Gather feedback
Seek feedback whenever possible

Provide unique value

Such as special deals only available to Twitter followers

Crafting Follow-Worthy Tweets

Watch Lynda.com Video:

Source: Social Media Marketing with Facebook and Twitter, by Anne-Marie Concepcion Lesson: Crafting Follow-Worth Tweets

Twitter Etiquette

2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Module Activity Mark Dropbox: Module 5 Twitter

Once you have completed all of the Module Twitter activities, document your activity by creating a Word file. Then, 1) add a screenshot of your Twitter Profile Page with photo or image. Highlight your two Twitter Research tweets with class #hashtag Highlight a retweet that you did. 2) Write 75 150 words on what you learned today about marketing with Twitter.

Submit your Word file to SLATE:

Dropbox: Module 5 Twitter

Thanks!!!
Next Class
Module 6 Video Sharing and Other Social Networks