Social Media Summit Hawaii

So you can tweet; now what? Joining conversations, listening & being generous

Susan Tenby, Director of Online Community and Social Media

@SUZBOOP on Twitter

GOAL: Creating Community Evangelists

December 2, 2011

Susan Tenby, Director of Online Community and Social Media

@SUZBOOP on Twitter

• Connect with your community to each other while amplifying the messages and missions of this community

• Amplify the message of a variety of partners

• Document and Showcase

• Curate

• Map & analyze our network

What We Do

We aim to build community both internally and externally and weave strong networks

We aim to build community both internally and externally and weave strong networks

… not necessarily in that order

TwitterListeningSharingDocumenting your process & progressSerendipitous Community BuildingJoining Collaborative Curation CommunitiesFollowing examples of expertsTag Sniffing

AGENDA…

So, let’s talk about you for a minute…

TERMS USED, ASSUMING FAMILIARITY…

• RT = ReTweet• # = Hashtag• MT = Modified Tweet• @ = Reply or addressed to• HT = Hat tip• Cc: = carbon copy (hey you!)• Listening Dashboard = Hootsuite,

Netvibes, CoTweet, Tweetdeck

CHOOSE YOUR NAME CAREFULLY

• Twitter name is changeable, but think first• Choose FB Page name carefully; it becomes

permanent after 100 “likes” • Your name should be a consistent brand across all

networks• It shouldn’t be too long, as twitter is only 140

characters• It should be memorable and not easily

confused/misspelled• It will become your identity, so be strategic for SEO

reasons• Pimp your profile page : keywords and cool photo of

you

Twitter account branding: Think abt it!

Carefully name your account & fill out/update your bio with campaign info. Show people! Think about Keywords

Best Practices Rules:• 80/20 rule; it’s not all about you • Post daily; schedule updates• Don’t be a marketing robot• Talk with people, not at people • Vary content: text, video, images• Don’t auto-link your Facebook

account to your Twitter or your blog

• Reciprocate, engage, share

TWITTER

Share announcements and mentions of youShare announcements and mentions of youTwilertsGoogle alertsHootsuite

Join the conversationJoin the conversationTweetchatsHashtags

Amplify/RTAmplify/RT

Find your peepsFind your peeps

Keep it realKeep it real_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY

Ten Golden RulesTen Golden Rules, …. (ok, 12 actually)

1. Answer yr @replies @mentions and DMs2. Tweet Twice a day3. Follow twitter lists in yr area of interest4. Search Person name + Google = correct @

name5. RT things of value6. Give shout-outs/recos using @mentions7. Ask questions & Answer questions8. Join a regular tweetchat9. Connect @name to others & use #hashtags10.Try to tweet near 120 to encourage sharing11.Use trackable Link Shorteners like bit.ly12. Share personal info, to show humanity

USE TWITTER TO JOIN CONVERSATION & MEET PEOPLE• Let them know you’re

listening by @mentions• Listen via lists &

dashboards• Broaden conversation

via #hashtags• Always give link to

amplify• Respond to people• Follow up, post-event• Find leaders & interact• When possible, meet in

… PERSON!

WHOM DO I FOLLOW?STRATEGIC FOLLOWER BASE

Start looking at Twitter Lists of your followersSubscribe to themCreate yr own public listsTrack who subscribes to them … They are yr superfans.

Follow accounts that will help you find people like you

Look at who’s listed on the twitter listsTweet at them. Join tweetchats. Follow themFind influencers, connect with them, have them notice youFollow lists & others & tweet @ them

GET LISTED: TWITTER LISTS

Even better if they are influential! Make it easy for them (120 chars)

What makes this good?

Not overly self-promotionalgood balance of pointing to others

balanced tone/ humorElegant promotion of work

What makes this good?

Engaging lead-in w/questionSent from hootsuiteNOTE: 9 RT, 7 Faves

Make it a conversation, not

a sales pitch

Why do they suck?

OPTIMIZING SHARING IS THE POINT!

• Configure Tweetthis module to @mention yr org, not the tool’s name

• Create a list of friendly tweeters to DM & help u spread word• Use hashtags to broaden yr audience

• You can tag people, places, and pages in anything you share. You can also tag people in the text of FB posts or comments by using the @ symbol before typing

• Make Facebook sharing easy and configurable for yr fans• Social sharing not only after purchase, but also by anyone• Spend time; look at how each share is displayed in each

network• Use local language of each tool (no hashtags on FB)• Make tweets/URL short enough to have others RT and MT

Don’t Tweet Like CHERCHER.

• Don’t tweet like Cher• Don’t make up

#uselesshashtags• Don’t spam via DM• Don’t call yourself a

rockstar or guru• Don’t put an emoticon or

exclamation mark after every tweet

• Don’t be self-referential in all your tweets

• Track click-thru using Bit.ly & do what works

• If yr going to RT something, READ IT first

• No need to sign yr tweets!

KEEP IT OPEN, LIVELY, PERSONAL

• Find your network • Engage with them• BE RESPONSIVE• Keep it fresh• Exclusive value• Showcase images well• Connect by tagging• Hold campaigns• Link back to yr blog

USING SOCIAL MEDIA TO CONNECT AND ALSO TO:

•promote themselves and their work by announcing opportunity for audiences to engage with yr work

•Documenting the inside story: a "virtual studio" via Pinterest where visitors can see what they are looking at and thinking about (the images, films, music, etc that informs their sensibilities and (directly / indirectly) influences their work

Don’t be overly self-promotionalKeep balance of life, observations, responses &amplification

Clearly drive ppl to yr blog & give them a way to opt-in/subscribe and share on every page

• Exclusive content only available via social• Don’t be overly self-promotional• Provide “backstage” access experience to you• Engage with your fans/followers• Make Sharing easy so your fans can help you spread the word• Use integrated tools, for a variety of presences on social graph• Run campaigns and contests• Don’t auto-feed to a tool• Have an easy way to subscribe to your work• Showcase and document your process and inspiration• Engage in controversy • Listen to verticals via hashtags & dashboards

ListeningListening:While your top-down strategy is creating awareness, the content and conversation help people make decisions together. You need to hear those conversations.

Market yourself as a brand. Pick a short/consistent username -- Don’t forget your brand permutations

Make yr brand a hashtag (for ex #CHEN)

1. Find APPROPRIATE HASHTAGS2. Set in your account info3. Monitor lists4. Engage in the channels

Hashtags?#artgallery, #artnews, #artinfo, #painting, #abstract, #acrylic, #watercolor #artgallery, #artnews, #artinfo, #painting,#abstract, #acrylic, #watercolor

Research and find tags from many communities related to your field

Participate in conversations that help you engage new audiences and strengthen your authority positions

Use tags to organizeInformation & grow diverse conversations

http://twubs.com/http://wthashtag.com/

A few good Dashboards:Use for listening,

NOT Broadcasting

HootsuitePros:•Good for listening, include tags, common misspellings, lists/groups•Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations•Paid version gives downloadable reports for ROI information

Cons:• Free version won’t allow for multiple accounts or multiple users

TWEETDECKPros:

•Very easy to start on•Chrome Browser Extension•Free version is enoughCons:• Not as good for listening to tags

CoTweetPros: FREE•Schedule & assign Tweets ahead of time PR releases & allows teams to manage accounts•CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each request

Cons: Not as easy to use as a listening interface

Combine images, YouTube, Tweets into a publishable story

Curate, Point to others, Save bookmarks & Share

• Don’t ever be afraid of having nothing to say: you can always Curate!

• Use Delicious to save bookmarks and share them

• Use Scoop.It to help you find topical, relevant, reusable content

• Share it and content from others

• When in doubt, ReTweet and be generous with @replies

Find your own secret sauce

• Make sure you are actually IN all the channels you choose

• Don’t auto-feed into them• Embed complementary tools

Create your own combination

• Figure out what your needs are, use a combination of tools• Don’t forget about mobile tweeting (Tweetdeck for multiple

accounts, channels mobile interface)• Many mobile clients have pic uploader installed in the app

(Peep)• Figure out a workflow that isn’t confusing to avoid Freudian Freudian

tweetstweets• When you don’t have anything to say: Curate, ReTweet, reply to

conversations using hashtags and Share widely• Think more about RETWEETS & amplification than followers

Who’s talking about you & what hashtags & FOLLOW!

Use TAGS to serendipitously search for your peeps

• Look for others using a tag you choose• Find what else those people bookmarked• Find other relevant tags• Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)• Share your resources via social media• If you’re listening, you can learn new tags on twitter & search other networks

too

All this plus you can search your follower base!

Social: What to do & what NOT to do

• DO find a third party listening dashboard tool that you like such as NetVibes or Google Reader for RSS/alerts

• DO subscribe to Alerts about relevant topics• Don’t delete or Ignore negative feedback, address it• Don’t use your friends and followers for their

networks• DO tag strategically, redundantly across many

channels• Don’t only broadcast about your org, share stories

& respond• Don’t be a control freak: guide conversations• Don’t just expect someone will run your SM

channels, designate someone!• DO track your progress using social analytics tools

that help you track success

Collaboration via community curation

Make your work easy to shareSee who favorites/sharesFind and follow themThey are yr network

Timing and Investment Needed

Blogs: 1-4 hours per post

Twitter: 5-30 minutes a day

Facebook: 5-30 minutes a day

LinkedIn: 15-30 minutes, weekly

Listservs: 30 minutes weekly

Other Groups: 30 minutes weekly

Photo Uploads: 15 minutes weekly

Videos: 2-4 hours a week

Curation: 1 hour a week

Total Average Social Media Time:

90 minutes per day

11 hours per week

Who has the time? 1. Respond to @mentions

2. Respond to DMs

3. RT someone

1. Look for sharable content

2. Reach out to new tweeps

3. Answer a question, amplify it.

1. Search & Follow 5 new ppl in yr area of interest

2. Invite a tweep to coffee3. Live-tweet an event4. Find & use 5 new hashtags5. Write a blog post & tweet link6. Join a tweetchat7. Run a tweetchat!

5 mins

20

mins

40 mins – 1 hour

• Upload a new image to your Facebook fan page and respond to comments on your page.

• Comment on Facebook pages where you want to be noticed (e.g. galleries, niche markets, and museums).

• Remember to comment as your page on other pages.• Add an event or campaign to your page.• Comment on someone else’s blog.• Respond to comments on your blog.• Recommend someone on LinkedIn and leave a

recommendation on a business page on Facebook.• Send one tweet and retweet two others from your Twitter

stream.• Find a new hashtag to listen to• Post-date three tweets using HootSuite or TweetDeck.• Organize FB photo albums

Contact Me.. Really!http://susantenby.com/@suzboop

susan@susantenby.com

http://www.slideshare.net/suzboophttp://www.delicious.com/suzboop

http://npsocialmedia101.wikispaces.comnpsocialmedia101.wikispaces.com/