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Breakfast Seminar Series Event Presentation. Based on recent work into the content of conversations on Twitter and other social media platforms, Dr Stephen Dann presents a way of seeing what has been said, what you can say, and how to answer the social media writer’s block of “but what do I talk about?”.
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Alumni Breakfast SeminarCollege of Business and Economics presents
Dr Stephen Dann
@stephendann
Stephen.dann@anu.edu.au
What can we say when the consumer isn't just listening?
Social Media and the Marketing Conversation
Isn’t just listening
Not isn’t listening
The rules of Engagement
You do not become a
Social Media Expert Guru.
Rule 1: No #SMEG
SMEGAwareness
Ribbon
Follower counts are irrelevant
Rule 2: Followers count
Don’t say viral. Or sticky. Don’t even think “authentically viral and sticky”
Rule 3: Never plan the organic
Now, about that social media…
http://www.intersectionconsulting.com/blog/?p=797
Content Planning / Objectives
• Where? (ft who and why)
• What? (ft when and how)
• Now what? (Who answers back)
Where? Content planning and social media objectives
Speaking of…
http://www.mr-mojo-risin.net/2011/07/03/free-social-media-icons-revisited/
Ever had the feeling you missed a
spot?
What to say…Content planning and social media objectives
Focusing on Twitter
Based on prior research…
• Content– 12,000+ manually coded tweets
• Context– Sporting events– QLD disasters (h/t @qpsmedia)– Conferences and events– Personal timelines
Spam
Conversational
News Events
Status
Phatic
Pass Along
@repliesaction, query, referral and response.
Talking with the customer
target
sport, transport, weather and natural disasters
Telling the story
target
announcements, #hashtagged events, headlines
Telling the story
target
target
automated endorsements, secondary social media, and user generated content
Share and share-alike
target
Endorsement and retweet
Share and share-alike
Anatomy of a Retweet
• Quick calculation
Original Tweet minus RT_yourusername
Primary RT: username + 3, Secondary RT: double username +6
After that, the RT dominates the message
target
Activity, location, mechanical, personal, physical, temporal and work
"What are you doing?"
target
broadcasts, fourth wall, greetings and unclassifiable
Simply existing in text
How?
Hootsuite: Automation and Scheduling
Now what?
Who’s talking back?
The Social Message Mantra
Why this message?
Why at this time?
Why should it come from me?
What response should I expect?
target
Spam
Conversational
News Events
Status
Phatic
Pass Along
Questions?
@stephendann
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