Defining your Success on Twitter: Ornithology 2.0JP Rains@JPLaurentian

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@JPLaurentian• Manager of Digital Strategy @LaurentianU• #PSEWEB 2010 “Risk Management in Social Media” • #PSEWEB 2011 “King Content – A social media audit” • Disclaimers: • Recovering BlackBerry user• Business Grad • “In God we trust, all others bring data”• “The more you talk, the less people listen”

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The Ornithology Road map• Why Twitter? • What we know about Twitter• What we consider success on Twitter?• How do we measure this success?• Who is successful according to these metrics?

• CONTEST : The Tweet with the most Re-Tweets receives Ollie the Twitter-bird, in it’s original packaging!

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Why Twitter?• 2009• Reserved User Names• Follow celebrities, news

• 2010 • Connections with brands• Connections with students• Connections with journalists

• 2011• There aren’t any students on Twitter

• 2012• There are students on Twitter • Do they prefer it to Facebook? 4

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What we know about Twitter• Canadian Demographics

• 20% of Canadians are on Twitter in 2011• 45% of Laurentian students on Facebook, follow us on Twitter

• The value of a Follower• Cost of acquisition has been seen at $2.05

• The value of a Mention• Eventbride survey drove $.80 per Tweet

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What we think we get from Twitter

Beneficial interactions with prospects

Decreased call volume, email volume

Engaging with journalists

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What we think we get from Twitter

• Engaging with future students, alumni

• More clicks to our news releases

• More views on our videos

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What we think we get from Twitter

• Listening to our students, and responding.

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What we consider success• Are more followers your goal?

• http://intertwitter.com/ (43$ for 5,000 followers)• http://www.fastfollowerz.com/ (99$ for 5,000 business followers)• In the time I’ve started this presentation, Justin Bieber has added 25

followers per minute.• Are more Re-Tweets your goal?

• http://twitterbacklinks.com/ (600 RTs per month for 36$)• http://retweet.it/buy (1,000 RTs for 180$)

• You want the right type of people following your channel and influencing your brand• @rcengelsman has a list of verified students • Listening to those followers will be beneficial in managing your

message

• “Buying followers will hit your performance target but you may as well light money on fire” #ornithology

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How do we measure success?

Thanks to: @NicolleWahl @kmarnoch @brookscappadoci @tomcochrane

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How do we measure success?• Tools of the trade

• Word Cloud• Spreadsheets• Klout• Kred• Bit.ly• Paid Services: HootSuite, Sprout Social, Meltwater, Radian6,

Spectate

• My performance goal: Increase social media reach by 20% combined with growth in active followers as measured by Klout and % of post views on facebook.

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Word Cloud of @Mentions

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Spreadsheets• Can be very simple, useful for high level observation numbers

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Social Media Followers Growth by Channel, Primary ChannelsFacebook Twitter Total

Jan-11 2681 900 3581Jun-11 3300 1400 4700Jan-12 3800 1850 5650Jun-12 4150 2500 6650

Jan-Jun Growth

1.23 1.56

1.31

June-Jan 2012 Growth

1.15 1.32

1.20

Jan-Jun 2012 Growth

1.09 1.35

1.18

Klout

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Kred• Combines Facebook and Twitter• Influence: assessing how frequently you are Retweeted,

Replied, Mentioned and Followed. • Outreach: Retweets, Replies and Mentions of others.

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Bit.Ly• Quick link shortener that plugs-in to Google Chrome browser• Track clicks to links• Track sources by country

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Simply Measured• Example of the 30 day trial

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Other Paid Services• Hootsuite• Sprout Social • Radian6

• All services will track real-time conversations, sentiment of mentions, analysis of followers and many more features.

• Many paid services looped into Media Monitoring services such as Meltwater, Cision etc.

• “If you invested in a staff person, you should invest in measuring them” #ornithology

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Who is successful?• Klout Rankings

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Klout Rankings January 2011 November 2011 July 2012

Brock 44.34 47.89 50.91Carleton 44.45 51.13 51.36Queen’s 46.01 52.9 50.97University of British Columbia

47.21 - 46.75

Ryerson 47.63 47.11University of Alberta

48.58 49.07 54.01

McGill 49.12 51.19 51.17Western 49.93 50.47 49.96Calgary 50.53 51.24 50.15Simon Fraser 55.83 54.17 53.28Waterloo - 50.22 53.29Concordia - 49.07 50.5Algonquin - 48.90 50.43

Uber Tweets – Stats by Buddy Media

• Tweets with less than 100 characters have 17% more engagement. • Tweets with links are 84% more likely to be ReTweeted• Asking for a retweet was found to be 12 times more likely to receive

one• “The perfect tweet is under 100 characters, has a link, a photo and a

hashtag” - #ornithology

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Uber Tweets• Humour helps

• Photos are 5 times more likely to be re-tweeted

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Uber Tweets

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The art of the Alley-Oop, on Twitter

• Strategic Tweets and striking the political balance

Uber Tweets - Strategy • Build a content calendar• Outreach to news stations, journalists via online and offline• Use Photobucket, Instagram not just to generate content, but

to collect it• Re-Tweet student bloggers and leverage high achieving

students• Promote student events: “13th person to RT this wins 2 tickets

to the @LU_SPAD superbowl party”• Your institution has famous grads, leverage them!

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Uber Tweets – Contest Winner• Who has received the most Re-Tweets?

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Thank you• @JPLaurentian• Jean-Paul Rains on LinkedIn• Slides can be found at

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