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Going Further With Twitter
May 2016@mary_mitch, @_IBT
StrategyEngagementContentMeasurement
The Big Picture
- Stagnating growth- From ‘Social Network’ to ‘News’ in App Store (April
2016)- ‘Connect’ tab with ‘trending now’- ‘Moments’ (December 2015 - UK)
What does this mean for development organisations?● Focus on original content related to news topics (e.g.
#NepalQuake, #SDGs)● Think about news worthiness● Use hashtags● Factual content more than opinion● Increased value in being curators of news
Strategy
Questions to ask
● Why Twitter?● How is content for Twitter different to other platforms?● How does audience differ?
Common objectives
● To increase followers● To increase likes ● To increase donations
Other objectives to consider...
● To add value● To be a focal point for conversations about …● To provide up-to-date news about …● To be the first point of engagement with the organisation
Engagement
Monitoring vs. Listening
“Scrape and dump” vs “reflect and analyse”
“Monitoring sees trees; listening sees the forest.” - Dan Neely
Listening can...
● spark new conversations, ● gain valuable audience insight, ● identify advocates or influencers, ● build affinity for your brand, ● find opportunities in real-time.
(Buffer App)
“When setting up social listening, think broad: You wouldn’t walk into a party and only join conversations about you.”
@eskimon
List ideas
● Funders● Volunteers● Those who engage with you● Celebrity supporters● Event attendees● Team members● Lists that resource others
Activity
● Create one private list of key people to listen to and engage with
● Create a public list aggregating news or other sources e.g. Water & Sanitation in West Africa
Finding and scheduling content
Content Strands (Personal account)
Ethics of representation Low
Communication for Development
High
Charity comms news and tips
High
Content from org. Medium
Content Strands (Organisational account)
News articles related to child refugees, watsan etc.
Low
Stories from the field Medium
Events, behind the scenes stories
High
Campaign pitches and updates
High
Gather content in one place
Find a scheduling tool
Activity
● Draft four key content strands for you or your organisation
● Set up a system for finding and scheduling content
Using video with Twitter
The future of content marketing is video
● Cisco predicts that consumer internet video traffic will go from 64 percent in 2014 to surpass 80 percent by 2019
● Slow death of ‘interruption marketing’ (Seth Godin), rise of storytelling● Video has higher completion rate than text articles ● Video is increasingly watched on mobile ● Social networks are prioritising video
“When I first saw Periscope, I loved how immediate and intimate it was. There is no longer any distance between me and the people I am watching… Twitter owns real-time and there is nothing more real-time and engaging than live video. This is the future of Twitter.”
- Chris Sacca, Tech investor
“Beyond 24 hours approach”
● Save any video with #save (May 2016)● Search for live broadcasts by topic● Tag broadcasts as they are being filmed to increase
search● Stream live videos from drones (iPhone)● Automatic save and displayed in Periscope/Twitter
profiles (options to delete or host for 24 hours only)
Ideas for how to use Vine
● Share facts● Say thank you● Tell stories● Behind the scenes
….
Activity
● Get into groups and plan a video concept or campaign
● Create a Vine
Advertising
Types of advertising
● Followers● Website clicks● Promoted posts● Promoted video
● Define your objectives (donations, clicks, video views)● Craft content accordingly (video, promoted tweets,
follower ads)● Target carefully● A/B Test● Measure
Targeting
● Follower targeting● Keyword targeting● Interest targeting● Geo targeting● Tailored audiences● Device targeting● Behaviour targeting
Activity
● Think of a personal or organisational campaign
● Who would you target?● What type of campaign would it be?
Meaningful metrics
Cause and effect...
When you change your activity, what impact does it have?
● Original content rate● Post rate● Post topic mix● Response time
Activity - Groups
● What do you measure?● Why?● How do your findings impact future activity?● Are you tracking too much/not enough?● How can we make these metrics more meaningful?
https://blog.bufferapp.com/social-media-metrics
https://blog.bufferapp.com/how-to-measure-social-media-roi-nichole-kelly
Q&A
@mary_mitch
Content Strategist
marymitch.com
