YOU’RE ONLY AS GOOD AS YOUR LAST TWEET

September 30, 2010

Crosby NoricksSenior Social Media Strategist, Red Door Interactive

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Red Door Interactive Offices in San Diego, Carlsbad and Denver Internet Presence Management 60 full-time employees Diverse client base @reddoor

About Red Door Interactive

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Internet Presence Management

About Red Door Interactive

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Crosby Noricks Senior Social Media Strategist, Red

Door Interactive Founder: PR Couture

Top 25 PR Blogs, PR Web

Blogger of the Year, InfluenceSD @pr_couture cnoricks@reddoor.biz

About Crosby

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I asked my followers a question..

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Some responses were a bit cheeky…

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But others…Celebrity Parties!

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Trips to Exotic Locations!

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Conversations with Amazing People

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Free Music and New Friends!

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Bright Lights! Glamour!

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Lots and Lots of Money!

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Money,Adventure, Jobs, Travel, Chit Chat with Geniis!

…sounds pretty great, right?

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“I believe [retweets] to be one of the most important developments in modern communications…[they] are the first real window into how ideas spread from person to person…the contagious idea”

-Dan Zarella

You’re Only As Good As…

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The research says… 71% of all tweets produce no reaction Only 6% of all tweets produce a retweet

(the other 23% solicit replies) 97% of replies and 92% of retweets

happen within the first-hour Of all the tweets that produce a reply,

85% only get a single reply

You’re Only As Good As…

source: Sysomos

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The research says… The highest usage days for Twitter are Thursday and Friday Tweets that include links are far more likely to be

retweeted than tweets without links The highest percentage of retweets occurs on Fridays at

4pm ET The highest click thru rate on tweeted links occurs

between 2 and 3pm ET

You’re Only As Good As…

source: Hubspot

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The research says…

You’re Only As Good As…

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The research also says…

You’re Only As Good As…

… percentages will fluctuate based on an individual Twitter user’s follower count and influence.

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Who do you think are the most retweeted people on Twitter?

You’re Only As Good As…

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You’re Only As Good As…

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So…besides sporting the haircut of the decade

How do you become influential?

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The Basic Process

How it’s done kids…

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Define Goals

Developing a Twitter Strategy

What are you trying to accomplish through Twitter?

Some possible goals:– Build community online– Drive traffic to a blog/website– Provide customer service– Glean consumer intelligence– Pass the time while at the airport

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Listen

Developing a Twitter Strategy

What are people saying (or not saying) about you? Keywords Lists Saved searches Competitors Identify influencers

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Assign Metrics

Developing a Twitter Strategy

How will you track your success? Some possible ways:

– Number of followers– Number of RT’s– Conversions (coupon download, email sign-up)– Customer service queries handled– Traffic, clicks on shared links– User-generated content submissions

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Create Content

Developing a Twitter Strategy

What do you have worth talking about? Editorial Calendars

– Behind-the-Scenes/Sneak Peeks– Recurring events/trivia

Off the cuff:– Breaking News– Expertise/Opinions – Sense of Humor/Observations

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Long-term Strategy vs. Campaigns

Developing a Twitter Strategy

Social media should be approached as a long-term strategy, supported over time by consistent communication and valuable content

Short-term campaigns work best for follower acquisition, short bursts of increased activity to support a seasonal promotion, larger campaign or just to do something nice for your followers

It depends on the goal of the account, but for most brands optimal success requires you both elements

Develop an editorial calendar but stay flexible

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Follow/Engage

Developing a Twitter Strategy

Trending topics Twitter search Twitter directories Who are the influentials

following? Weekly chats 3x rule

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The Secret Sauce? Make a Commitment

Participate daily Share Great Content

When possible, share it FIRST

Care about your followers Provide solutions,

support

You’re Only As Good As…

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You’re Only As Good As…

A Few Success Stories

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Souplantation & Sweet Tomatoes

Success Stories - @souplantation

Campaign: In honor of Valentine’s day, asked followers to submit a tweet “What makes your sweetie so sweet”

Interaction: 10% of followers participated, time spent on site 2 minutes above global average

Drew in media interest, grew follower base

Current followers: 14,500+

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Rubio’s Fresh Mexican Grill

Success Stories - @Rubios_BeachMex

Strategy: Weekly “Ralph Rubio Friday Trivia”

Interaction: 100+ weekly players, repeat participation increases week over week

Current followers: 3,300+

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Charlotte Russe

Success Stories - @charlotterusse

Campaign: At launch, Charlotte Russe provided an exclusive Twitter code to all new followers during the first few weeks of the account

Interaction: Conversations positive about the incentive

Revenue exceeded goal Cross-promoted via email Current followers: 13,500

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ESET Anti-Virus Software

Success Stories - @ESET

Strategy: Give away 2 SONY VAIO laptops loaded with ESET software in 2 days

Interactions: 4000 Tweets in 48 hours Followers: added 700 followers

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Additional Resources The Science of ReTweets (PDF) Be Nice or Leave (Video) Social Media Monitoring Solutions (Wiki) Social Media Policies Twitter Apps Directory Twitter Chats

Resources and Tools

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Questions?

Getting the tweet outta here