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Twitter: small form big strategy, big content

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the Internationale
the Internationale

The document outlines an agenda for a morning session on Twitter strategy. It includes sections on the Live Web, what Twitter is, how Twitter can be used for businesses, Twitter mechanics like tweets and hashtags, and managing a Twitter strategy. The afternoon agenda covers the taxonomy of tweets like news, stories and comments. It also discusses finding inspiration from the news, organization, and personal stories to generate tweet content. The document concludes by having the participants practice generating different types of tweets.

BusinessTechnology
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small form BIG STRATEGY Wednesday, 25 April 12
outline of the morning • The Live Web - where the tweets fly • What is Twitter? • Twitter and the Live Web, the conversation and link economies • Twitter mechanics • Twitter and your business story • Manging Twitter Wednesday, 25 April 12
the Live Web Wednesday, 25 April 12
http://simulacra.blogs.casa.ucl.ac.uk/2011/03/24h-london-twitter-traffic/ Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
• http://www.youtube.com/watch?v=D3qltEtl7H8 • http://www.youtube.com/watch?v=D3qltEtl7H8 Wednesday, 25 April 12
what is Twitter Wednesday, 25 April 12
http://mashable.com/2011/09/30/twitter-history-infographic/ Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
Text http://www.digitalsurgeons.com/facebook-vs-twitter-infographic/ Wednesday, 25 April 12
http://mashable.com/2011/09/23/world-social-networks-infographic/ Wednesday, 25 April 12
the conversation/link economy Wednesday, 25 April 12
• Markets are conversations, Twitter is a conversation space, therefore Twitter is your market. • Conversations are powered by sharing and by links. • That economy will flourish with or without you. Wednesday, 25 April 12
Wednesday, 25 April 12
Twitter mechanics Wednesday, 25 April 12
• the Tweet • the follower • the @reply • the DM • the link • the #hashtag • the list Wednesday, 25 April 12
and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in • the DM - your added value: private help • the link - your added value: knowledge • the #hashtag - your added value: organising • the list - your added value: co-ordinating Wednesday, 25 April 12
140 characters Wednesday, 25 April 12
Twitter and your business story Wednesday, 25 April 12
Wednesday, 25 April 12
My business and... • my customers/stakeholders • my people • my passion • our vision • our story Wednesday, 25 April 12
How does Twitter change... • my customers/stakeholders? • my people • Followers/Following • my passion • Conversation @/d • our vision • Hashtag • Expectations • our story Wednesday, 25 April 12
How does Twitter change... • my customers/stakeholders? • my people • spokesperson • customer service • my passion representative • our vision • marketer • storyteller • our story • official/unofficial Wednesday, 25 April 12
How does Twitter change... • my customers/stakeholders? • my people • Always on • my passion • Searcahble • Linkable • our vision • Shareable • our story • Stream Wednesday, 25 April 12
How does Twitter change... • my customers/stakeholders? • my people • Visible • my passion •Accessible • Transparency • our vision • Comparable • our story Wednesday, 25 April 12
How does Twitter change... • my customers/stakeholders? • my people • my passion • In process • In development • our vision • Open source • our story Wednesday, 25 April 12
The old language • CRM • Customer service • Sales • Brand • Message Wednesday, 25 April 12
The new language • CRM • Relationships • Customer service • Real-ationships • Sales • Conversation • Brand • Relationships • Message • Conversation Wednesday, 25 April 12
Wednesday, 25 April 12
the Listening strategy Wednesday, 25 April 12
Listening strategy • Who? • What? • Where? • Why? • When? Wednesday, 25 April 12
Listening to... • People • Colleagues and stakeholders • Opinion leaders • Past/existing/future customers • Conversations • Your brand • Your issues Wednesday, 25 April 12
Listening to... • Twitter: who to follow • Search: search.twitter.com • Twitter recommendation engines • Lists • Other social networks • Friends of friends of... Wednesday, 25 April 12
Wednesday, 25 April 12
the Talking stratgey Wednesday, 25 April 12
Talking strategy • Who? • What? • Where? • Why? • When? Wednesday, 25 April 12
Managing Twitter Wednesday, 25 April 12
Managing Twitter • Technically • Strategically • Organisationally Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
Wednesday, 25 April 12
Building a strategy • Locate Twitter in broader strategy • Get buy-in • Set up systems • Set up support • Set up ‘projects’ • Set up timescales • Do it! • Evaluate it Wednesday, 25 April 12
@internationale Wednesday, 25 April 12
small form BIG CONTENT Wednesday, 25 April 12
Wednesday, 25 April 12
outline of the afternoon • The taxonomy of Tweets • Finding inspiration • What to Tweet • How to Tweet • Enough talk, let’s Tweet! Wednesday, 25 April 12
the taxonomy of Tweets Wednesday, 25 April 12
VISION • V is for Voice • I is for i with a small I • S is for Simple • I is for Improvise • O is for Open Source • N is for Narrative Wednesday, 25 April 12
Types of tweets • The news • The story • The comment • The question • The answer • The idea • The retweet Wednesday, 25 April 12
...and what they say • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help • The retweet - We’re all in this together..! Wednesday, 25 April 12
Babies and bathwater • The Inverse Pyramid • Active • Positive • Specific • Nouns and verbs • Clichés • News values Wednesday, 25 April 12
Finding inspiration Wednesday, 25 April 12
The world you’re tweeting Society Industry Organisation Team Individual Wednesday, 25 April 12
Inspiration: the news • RSS reader Society Industry • Trade press Organisation • Facebook Team Individual • Twitter stream Wednesday, 25 April 12
Inspiration: our news • Developments Society • Ideas in progress Industry • Meetings Organisation Team • official Individual • unofficial Wednesday, 25 April 12
Inspiration: my news • Questions • Ideas Society Industry • Interactions Organisation Team Individual Wednesday, 25 April 12
Inspiration: our/my story • Thoughts • Dreams Society • Observations Industry Organisation • Comments Team • ‘poems’ Individual • ‘pictures’ Wednesday, 25 April 12
Wednesday, 25 April 12
Enough talk, let’s Tweet Wednesday, 25 April 12
News Tweet your presence at this event Wednesday, 25 April 12
Story Tweet a meeting with client, stakeholder or colleague Wednesday, 25 April 12
Comment Add some value to a current news story Wednesday, 25 April 12
Question Tweet a request Wednesday, 25 April 12
Answer Tweet a response Wednesday, 25 April 12
Idea Float something Wednesday, 25 April 12
Retweet Find something to pass on Wednesday, 25 April 12
@internationale Wednesday, 25 April 12

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