Ldb_eXperience.Lab Brogan&Hodson_01
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Transcript of Ldb_eXperience.Lab Brogan&Hodson_01
+Why Twitter?
n 52% of travelers use social media for vaca;on inspira;on.
n Travelers love to tweet, when on the road 38% of tweets are ques;ons related to travel
n 26% of tweets seek advice about purchase, i.e. best hotel, prices etc
n When customers are unhappy, they are likely to tweet about it first
+7 Rules for Twitter Success
1. Establish your objec;ve: n Build brand or generate leads?
2. Tweet like a person, not a company. 3. Keep it short. You have 140 characters but leave room for
people to share. n Although it’s in a 140 character world, studies show photos and videos are most shared
4. Share more about others than yourself. 5. Engage daily with the community 6. Consider different ;me zones. 7. Schedule!
+Who’s on Twitter
n 340 million tweets daily.
n Unlike Facebook your mother is probably not on Twi[er.
n Users tend to be content creators, small business owners, heavy digital users.
n It’s where people with similar interests meet.
n It’s a conversa;on not a means for adver;sement. It’s a long-‐term so^ sell.
Your region may not use Twi3er but does your customer?
+Confused About Hashtags?
n Twi[er chats: #MexChat n Events: #MauiAgFest n Long-‐term: #InCostaBrava
They also help people find you. Try searching your name with a hashtag to see if people are talking about you. Want to create your own hashtag n Check if it’s already being used n Make it short n Does it work in a sentence? n Do not hashtag your business name in your own tweets n Do not include more than 2 hashtags per tweet.
+What About the Jargon?
RT Retweet: when someone shares another tweet. MT Modified Tweet: essence of tweet remains but it was shortened to fit 140 characters. Quote Similar to a RT, allows you to quote another tweet. Favourite Passive way to acknowledge someone’s tweet or save it for later. DM Direct message. You can speak to someone privately, remember not everyone wants to see your conversa;on.
+What should you tweet?
New? Listen first. See how people are interac;ng, what is interes;ng and what just seems like an adver;sement.
n Regional news, are there any fes;vals?
n Tweets from community businesses
n Industry news (i.e. food or adventure)
n Photos! Today’s sunrise, lunch, interes;ng architecture
n Happy customers, product experiences in real ;me
n Respond to tweets and engage with followers, retweet compliments and respond to cri;cism
+And these millions of impressions?
Twitter is much like a newspaper. Although a paper claims to have 100,000 in circulation it doesn’t mean 100,000 people read your ad.
This is more true with Twitter as the life of a tweet is less than 10 seconds.
While people like to report campaigns with millions of impressions it is a bit of a false number as there is no way to guarantee who read a tweet.
Instead look at social sharing and click through rates.
+Organize Now for Later Success
n Download so^ware: HootSuite or Tweetdeck to schedule tweets: know your customer’s ;mezone. Create columns for relevant hashtags.
n Set up alerts. Know when people are twee;ng you.
n Create lists, managing different types of customers and community.
n Make it easy for people to find your Twi[er handle
DO NOT automate Twi[er to Facebook or vice versa.
+Who to start following?
n Partners in your community.
n Your compe;tors.
n People who follow your community and compe;tors.
n People who follow you, if they are legi;mate.
n People on relevant hashtags
n People who engage with you.
Pro-‐Bp: It’s poor e;que[e to ask someone to retweet your tweets or follow you back. You must earn this.
+@Sweden: The Local Experience
In 2011 @Sweden launched a high-‐profile and controversial Twi[er campaign. They gave the account to a different Swede each week. The tweets were completely spontaneous and uncensored, to provide an authen;c, entertaining look at Sweden.
Success but also controversial as @Sweden needed to apologize a^er one par;cipant posted a series of racist comments and another posted odd and nonsensical tweets.
Despite bumps n the road the account now has over 70,000 followers and inspired imita;ons @denmarktweets and @Netherlanders
What you can learn: n Be fun. Don’t take yourself too seriously. It’s ok to make mistakes. n Share insider experiences. What is it like to be a local? n Would you give your Twi[er account to a customer?
+Visit Philly – Be the expert
Philadelphia extends its Brotherly Love to Twitter.
The @VisitPhilly handle tweets out exclusive cyber deals on hotels and events to keep its visitors in the know.
As for the city’s local fan base (like Philadelphia Eagles coach Chip Kelly), @VisitPhilly is known to send love letters via TwitPic.
+Monitor Success
n Many sites like Buffer App Tool help you track which tweets are most shared and clicked on so you can refine content sharing.
n Software such as TweetReach allows you to track the success of a hashtag, its total impressions and who are the biggest participants.