Interactive Minds May Presentations on Twitter

Twitter: It’s So Hot Right Now!

Louisa DahlInteractive Minds

www.interactiveminds.com.au29 May 2009

social networkmicroblog tweet

140 characters

So How Hot Is Twitter?

Twitter Market Share Over 12 Months- Australia

Twitter Market Share Over 12 Months- USA

17 million US visitors in April

Social Networks

• Visits to Social Networking and Forums have increased by 16% in Australia comparing April 2009 and April 2008; while visits to Blogs have decreased by 27.5% in the same time period.

• Growth in visits to Social Networking and Forums in the past year has been led by Facebook (increase of 124.3% year-on-year) and now Twitter (increase of 2800% year-on-year).

• Young, urban households are most likely to visit Twitter – 47% more likely than the online average for the 4 weeks ending May 9, 2009.

What’s Driving The Uptake?

Ashton Kutcher’s Race to 1 Million

Oprah’s Twitter Promo

Are You Listening?

Are You Listening?

Traffic Drivers to Retail

Why Social Networks are important to Retailers

Gartner analysts predict that by 2011, enterprise microblogging will be a standard feature of 80

percent of social software platforms on the market

Twitter still untapped by major brands

.. but Companies in OZ trying out Twitter

Our Speakers

• Chris Chambers from Tourism Queensland (@Queensland)• Nicole Jensen from btub (@BTUB)• Mike Boyd from Coolybar Keg Hire (@Coolybar)• Andrew Demack from Bicycle Queensland (@bicycle_qld)• Huw Griffiths from Social Horizon (@aMAPto) http://amap.to• Mik Grieve and Lorne Gerlach from meta4 (@ideasfestival,

@meta4)• Marissa Tree from Red Agency (@MarissaTree)• Bronwyn Klepp from Queensland Theatre Company

(@qldtheatreco)• Adam Penberthy from Fresh (@AdamPenberthy)• Spencer Howson from 612 ABC Brisbane (@612Brisbane)

It’s so hot right now!

Chris ChambersDirector, Digital Marketing

Tourism Queenslandwww.queenslandholidays.com.au

Our Twitter Account

Account:@queensland (www.twitter.com/queensland)

Bio: This is the official twitter profile of Tourism Queensland. Follow us for news, events, competitions and exclusive holiday deals to visit Queensland, Australia.

Following: 3,745

Followers: 4,710

Updates: 1,191

Since: October 2008 (pre Oprah)

Who We’re Trying To Reach

Twitter forms part of Tourism Queensland’s global social marketing strategy

People interested in visiting Queensland on holidays

People interested in Tourism Queensland activity

What We Tweet About

San Fran or LAX to Cairns airfare with QANTAS US$360 e/w - see http://cli.gs/4Z5zb0 for information & conditions. Sale ends 19 May.

New post by #islandreefjob @NZClarke "A tiny little slice of my adventure on Daydream Island today." http://cli.gs/uSPXha

Peter lawlor, qld tourism minister on the phone advising succesful applicants http://twitpic.com/2ql3r

While it's cooling down elsewhere, it's only heating up in Queensland. Check out the Queensland Hot Hits! - http://cli.gs/hothits

Kangaroos' vs Kiwi's rugby league test match tonight at Suncorp Stadium in Brisbane. Go Aussies!

5 Things We’ve Learnt

Excellent, rapid response communication tool

Requires monitoring & interaction several times per day

Politely asking for RT’s can extend reach of messages

Use of RSS feed’s from Twitter makes use more manageable

Drives satisfactory traffic to Tourism Queensland sites

How We Measure Success

Level of interaction (RT’s and mentions)

Traffic to Tourism Queensland sites that originates from Twitter

Comparison of our activity vs other DMO’s

My Favourite Twitter Related Tool

Twhirl for easy management of a number of twitter accounts simultaneously.

Future Twitter Plans

Incorporate twitter specific promotions.

Continue to use as a mechanism for two-way communication.

Identify plans to integrate twitter into other communications.

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Nicole JensenVolunteer Event Manager

Brisbane Twitter Underground Brigadewww.BTUB.org

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Account:@BTUB (www.twitter.com/ BTUB)

Bio: BTUB is a social group for people in Brisbane who use Twitter. “Connecting the tweeps in BNE.”

Following: 687

Followers: 735

Updates: 169

Since: Feb 2008.

Our Twitter Account

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Anyone interested in meeting new tweeps in Brisbane and South East QLD

People who attend our events

People who may be interested in attending future events

People interested in future sponsorship (e.g. venues).


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Upcoming BTUB events

Announce event hashtags (#steakTUB, #teaTUB, #BTUB)

Promote other local events that may be of interest to the Brisbane community

Relevant news or points of interest

Live event tweets.

What We Tweet About

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Membership has grown unbelievably quickly in 2009

Followers found us by RT’s, Twitter search & Facebook

Hashtags now created by members for individual events

Difficult to maintain information hubs – Twitter, FB group, www, Flickr, Google Calendar – multiple admins required

Large groups need consistency in event details.


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Engagement (hashtags, DM’s, RT’s)

Event successes – attendance, follow up comments, photos

Local external interest from businesses, other organisations

Number of followers & Facebook group members.


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To gauge members’ opinions

Very quick & easily shared

Tip? Don’t give an option of “no opinion.”

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To engage with Brisbane community more

Sponsorship has been discussed among members as a possibility

Increase followers via offline means

Perhaps a connection with Social Media Club Brisbane (@SMCB) to inform general public on Twitter.


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BTUB Elsewhere

BTUB.org

FriendFeed.com/BTUB

Flickr.com/groups/BTUB

Facebook.com/group.php?gid=26270637875

Gcal: http://tr.im/mhVE.

@MikeBoyd@Coolybar@TheHive


Mike BoydFounder Coolybar Keg Hire &

The Hive Brisbanewww.coolybar.com.au www.thehive.org.au


Twitter Accounts

Account:@MikeBoyd (www.twitter.com/MikeBoyd) @Coolybar (www.twitter.com/Coolybar)

Bio: Founder @Coolybar, Director @TheHive Brisbane, CEO Australian Sustainability Institute, Leader, Speaker, World-Changer

Following: 382

Followers: 541

Updates: 2773

Since: June 2008


Why We Utilise Twitter

Freevertising. It’s FREE!

Engage, interact & converse honestly with friends & customers

Business transparency, informal communications

Brand recognition, organic marketing (WoM)


What We Tweet About

Production Education: Beer keg facts, tips & links

Coolybar internal progress: expansion plans, new management, job opportunities

Customer testimonials and feedback

Events we are sponsoring, attending or servicing

Upcoming holidays, sporting events & key dates that might benefit from our products. E.g. Australia Day, footy

Reply to friends, Re-Tweet interesting events & local news



Twitter is not an advertising medium

It is the most valuable market research tool available

today

Building real relationships is key

Quality over quantity. Add value & reap the rewards

Organic growth is exponential



Amount of engagement (DM’s, RT’s, mentions, WoM)

Traffic to www.coolybar.com.au & www.mikeboyd.com.au that originates from Twitter

Direct business inquiries via Twitter

Brand awareness & recognition

Friendships, Real Relationships


Favourite Twitter Related Tools

I use TweetDeck on my Mac to follow trends such as #IM0905 #KegParty #HiveBris

Tweetie on my Mac to manage multiple accounts

Twitterfon on my iPhone



Remain engaging and interactive without being “salesy”

Forget about follower count

Focus on pumping out quality information, links and resources that add value to our followers

Foster new friendships that ultimately market our brand organically

Have fun, it’s not a chore!

“Everyday cycling, every day”

Andrew DemackCycling Development Officer

Bicycle Queenslandwww.bq.org.au

Our Twitter Account

@bicycle_qld

Bicycle Queensland is a cycling advocacy & events community group, 10,000 members

Following: 59

Followers: 268

Updates: 29

Since: Feb 2009

Who we’re reaching via Twitter

Cyclists! Especially those who commute in Brisbane.

Bicycle Queensland members who want the very latest information.

Cyclists interested in advocacy issues and alerts.

What We Tweet About

The ever-changing and on-going debacle that is commuter cycling in Brisbane. Closures, detours, explosions, floods, fires, anything that might affect cyclists.

Issues outside of the normal time-span of other communications media, i.e. calls to action.

Other time-sensitive info for cyclists: media opportunities

Behind the scenes snippets, occasionally

What I’ve Learned

Not much really, our Twitter use is quite experimental

I’m using Twitter as a “broadcast” medium, so its like

email, more instant but less widespread

My personal use (@ademack) suggest to me that

Twitter works OK as a conversation in a network of less

than 100. The larger the network, the more ‘broadcast’

you become.


Number of followers

Retweets of alerts

Getting asked to speak at seminars where there might be free coffee?


Twitter is not a formal part of our communications strategy.

Mostly likely: Sending RSS ‘headline feed’ of a couple of categories of news: detours, alerts


Huw GriffithsCEO

Social Horizonwww.socialhorizon.com

Hatching a new app with twitter……

Feb 2009: finished our new beta map application

Q: Could we turn this into a useful stand alone app?

Late March 2009:

We noticed….

tinyurl.com & bit.ly

Used to shorten URLs

But…

Not ideal for map URLs

Often map URLs > 140 char

April 2009: So we developed…..

3 step process to create a short map URL….

1. Type in an address to put a marker on the map

(optional step) Edit address Add:

•Info, comment•photo, image•video•URL

(optional step) Add additional data layers

(optional step)Zoom / move the map

27 oconnell street nsw

2. Click link buttons to create a short/custom URL

3. Create your tweet and pass over to your twitter account ready to send

SHARING OPTIONS:

1. Copy and paste& offline comms.

2. Default email client

3. Your twitter account

5. Google maps

4. Add This buttons

Full experience for the recipient of your map – optional info. layers

http://amap.to/Bilsons_2k8qo

Our Twitter Account

Account: @amapto

Bio: Start-up : Niche Social Travel Networks

Following: 250

Followers: 120

Updates: 4 – product updates, prize draws

Since: 27th April 2009


Lorne Gerlach & Mik Grievemeta4

Integrated Digital Marketingmeta4.com.au

Who we are

Integrated digital marketing agency

Specific focus on 5 main areas:

1. Social media

2. Email marketing

3. Paid search

4. Analytics

5. Web Development

Our Client’s Twitter Account

Account:@ideasfestival (www.twitter.com/ideasfestival)

Following: 260

Followers: 376

Updates: 95

Since: Jan 2009

Who We Were Trying To Reach

The previous three festivals had attracted an audience that was primarily 45 and older

We were trying to get the word out about the festival to the 18-35 age group

What We Tweeted About

Three main focus areas:

1. Awareness – Driving traffic to festival blog, website and relevant media coverage

2. Community – Publishing survey results, putting out the call for bloggers and twitterers for the festival proper

3. Realtime Updates – Letting people know just what was going on during the festival


Importance of promoting standard taxonomy

People are keen to participate if empowered to do so

Twitter is a personal, immediate medium

Twitter is highly effective as a “realtime” publishing

platform

Venues are a little behind the technology curve


Growth rate of channel over time

Volume of #ideasfestival tweets during tweets

Exit polling for demographics (18-35s outnumbered 45+)


We use TweetLater to schedule tweets ahead of time.

Perfect for the session updates during the festival


Dependant on state government funding


Marissa TreeSenior Account ManagerRed Agency (Brisbane)www.redagency.com.au

My Twitter account

Account:@marissatree (www.twitter.com/marissatree)

Bio: Brisbane team leader of Aussie PR agency Red Agency (Euro RSCG Worldwide). I own 50 pairs of shoes (and counting) & am on the hunt for the perfect cupcake.

Following: 1,994

Followers: 1,471

Updates: 865

Since: Oct 08

*figures as at 12noon, 26/05/09

Who I’m trying to reach

Other industry professionals – PR, advertising, marketing, branding, digital

Journalists

Clients – current and potential

Clients’ target audiences and key influencers

What I Tweet about

Interesting industry articles and news pieces

Other industry-based comments

Client achievements/events

Engage in discussion with other industry professionals

General observations and opinions about anything that interests me

Great cupcakes and new additions to my shoe collection

5 things I’ve learnt

Twitter is to Facebook as PR is to advertising

Twitter is a vehicle for discussion and opinion-

generation

Followers spike when other people RT or #follow

Real-world manners exist in the Twitterverse

Twitter is not “new”

How I measure success

Number of followers and return followers

Amount of engagement (DM’s, RT’s, mentions)

Who is following me – the right target audience

A strategic approach to using Twitter

STRATEGY FOLLOW CREATE ENGAGE

Customer relations Your customers and potential customers

Relevant content, targeted to your audience inc tips, company info etc

Answer questions and respond to comments about your brand

Crisis management Your brand, products and relevant issues

Direct to additional resources and updated information

Answer questions, respond to comments, raise issues, provide info

Corporate reputation management

Industry leaders, similar interest groups, news/media

Insights, expertise, become a “thought leader”

Jump into the conversation, be transparent and add value

Event coverage Those interested or attending event, media

Event information, updated, behind-the-scenes info

Set up Tweet-ups, talk to attendees, ask and answer questions

Product promotion & sales Current and potential customers, those interested in similar products

Links to online promos, insider info on upcoming sales, discount codes

Check replies, DMs and RTs, answer questions, provide additional info

Issue advocacy Those interested in your cause, industry leaders, news

Added value: health tips, disaster alerts, fundraising info

Know your followers, thank them for their support, get them involved

Some of the best PR-based Twitter conversations

The “fake” Stephen Conroy

Social Media Club Sydney

Cat food for comment

Secret Government plan to tax Twitter

2009 Logies

Ashton Kutcher and 1 million followers

Hugh Jackman & the “Opera Centre”

Sydney blackout

“At the peak of the violence, more than one message per second with the word “Mumbai” in it was being posted onto Twitter…” as reported by The New York Times.

Future Twitter plans

To engage more with followers, specifically industry people, media and potential clients

To educate clients on how to engage with Twitter and its users

To generate business leads

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Bronwyn KleppMarketing Manager

Queensland Theatre Company(A Twitter Beginner)

www.qldtheatreco.com.au

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Our Twitter Account

Account:@qldtheatreco (www.twitter.com/qldtheatreco)

Bio: Queensland Theatre Company invites you to experience blazingly honest and beautifully intense observations on the way we live during our 2009 Season.

Following: 313

Followers: 325

Updates: 31

Since: 16 Feb 2009

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Anyone interested in theatre or the performing arts generally; predominantly in Brisbane, but also around the world.

People who attend our performances.

Potential attendees of our performances.

Artists and the Australian arts industry.

Media and bloggers.

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What We Tweet About

Day to day happenings that might affect our audiences (e.g. sold out shows, rain-soaked shows); gossip (e.g. London’s hottest young writer arriving in Brisbane).

Latest news – with a link to our monthly e-news.

Promote special offers and events (e.g. $20 Tuesdays).

Invite Twitter users to events.

Promote our artistic programs open to the public (e.g. young playwrights program).

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5 Things We’ve Learnt The more people you follow the more followers you’ll have -

especially by following people you know, Twitter users with large follower lists, key Twitter influencers in your industry, and your competitors’ followers.

Twitter requires daily, dedicated resourcing; diarise Twitter time to tweet and to find new followers.

Sometimes it’s hard coming up with valuable and interesting tweets every day; create a flexible bank or plan of tweets.

Treat Twitter like a cocktail party – meet people, have conversations and ask/answer questions.

It’s addictive.

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How We Measure Success Number of followers.

Level of engagement (e.g. retweets, mentions, replies) - particularly by observing the number of Twitter users who take action on our tweets through tweetreach.com.

How we’d like to measure success:

What kinds of tweets get the most replies and/or retweets?

What kind of interaction between other Twitter users and our brand brings us the most followers?

How do we rate against our competitors using Twitterank.com?

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My Favourite Twitter Related Tool Tweetreach.com – shows you how far your tweet travelled by

tweet type including replies and retweets.

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Future Twitter Plans To truly embrace this social media tool and start creating

conversations (rather than just content). And, from these conversations create a community that’s interested in and involved with Queensland Theatre Company.

Tweet more often, using the 70-20-10 rule: 70% sharing information; 20% connecting/corresponding with fellow Twitter users; 10% chit-chat – classic tweets, no links, giving our brand personality.

Start using third-party tools (e.g. Tweetbeep, ping.fm, tweetlater).

Follow Joel Comm’s 30-Day Plan for Twitter domination in Twitter Power.

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ADAM PENBERTHYFounder

FRESH – advertising communicationswww.thinkfresh.net.au

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My Twitter Account

Account: @adampenberthy (www.twitter.com/adampenberthy)

Bio: Under 30's (aka Generation Y) advertising dude, youth culture consultant, and professional shower singer!

Following: 137

Followers: 245

Updates: 183

Since: Oct 2008

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Other people in the industry both here and abroad

Potential clients, friends, colleagues

People interested in areas that we’re researching (ie. Binge Drinking)

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What We Tweet About

70, 20, 10 rule.

New media, digital tactics, research and articles about Gen Y, Z and youth.

Different events we’re speaking at.

Information I learn about at conferences.

Questions to our followers and the Twitter community to help generate ideas – e.g Real estate.

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How easy it is to get distracted by it...

Opportunity to gain mass insight into a wider publics

perception about various brands, concepts and ideas

Amazing resource to learn from the market leaders and

build potential business connections

Help position ourselves as an authority in youth

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Traffic to our website that originates from Twitter.

The amount of RT’s generated off our posts (particularly off research and insights we share).

DM’s requesting further information.

The number of follow requests you get whilst from delegates at various conferences.

@replies and #tags.

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My crew uses Twhirl to manage our Twitter presences

Or Twitterberry from my phone.

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Increase followers via proactive means.

Drop barriers between offline and online Twitter activity (sharing information at events) – discounts for Twitters

Building tools for our clients to help them Tweet effectively in their companies interest.

Develop new tools that listen closer to what’s being Tweeted and comparing it against other online data – i.e content aggregation


Spencer HowsonBreakfast presenter612 ABC Brisbane

www.abc.net.au/brisbane

Our Twitter Account

Account:@612brisbane (www.twitter.com/612brisbane

Bio: Brisbane’s number one talk broadcaster

Following: 3141

Followers: 3413

Updates: 3392

Since: Jan 2009


A broader audience – in age and interests - than our traditional 40+ radio audience.

Those who need to know travel, weather and other basic information relating to Brisbane.

People who can interact with us to help provide engaging content, on air and online.

What We Tweet About

Specific interviews and stories – mix of coming up and on air/online now

Ask for feedback – questions to put to interviewees, etc

Need-to-know Brisbane information – traffic, weather – in real time. Critical updates take precedence in emergency situations.

Live event tweets such as the a feed from the Tally Room during the Queensland election


Follow those who follow you – it’s crucial to approach

Twitter as a two-way exchange, a conversation

Excellent way to communicate with our ‘new’ audience

Be a unified voice (not the voice of separate programs)

Be personal in our interaction with followers

Consistency in tweet output and tone (while not being boring – light and shade)


Number of followers (immediate gauge of usefulness of tweets)

Amount of engagement (DMs, RTs, mentions, questions)

The number of compelling stories we’ve found via Twitter

Traffic to abc.net.au/brisbane that originates from Twitter

Number of new listeners to 612 ABC Brisbane who have found us via Twitter (and let us know!)


bit.ly: we have a free account – can save often-used link addresses and can track click-backs.


To engage with followers rather than just broadcasting.

Increase followers via proactive means.

Promote Twitter activities through other media.

Become THE must-follow @account for need-to-know info in Brisbane

World domination.

Thanking Our Partners

JUNE EVENT

Internet Start Up Success

Do you have a new business idea or maybe you help new businesses get started?

Our speakers will share their tips on starting an online business covering funding, legal requirements & more. Plus hear from local entrepreneurs about their online business success.

Tickets on sale soon.www.interactiveminds.com.au

Follow us on Twitter: @IMBrisbane

Tweet this event #IM0905

Follow our partners on Twitter:

ourbrisbane.com @ourbrisbane @ob_shopping

Digicon @digiconwebdev

Hitwise @Hitwise_AP

Nett @nettmag

Granite Belt Wines @GraniteBeltWine

www.granitebeltwinecountry.com.au