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Tweet! Tweet!
Using Twitter to Reach
an Audience
Richard Harrington, PMP
CEO – RHED Pixel
twitter.com/
•
Social Networking is becoming increasingly important to the modern professional•
Works for business development or a private support network•
Excellent way to build an audience and stay in touch•
But getting started can be a little intimidating (especially if you’re late to the party)State of the Internet
Just who’s out there?Internet for the Masses
0 20 40 60 80 100 50% 55% 62% 72% 75% 79% 81% 81% 83% 82% 85% 84% 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010Residential Broadband
0 20 40 60 80 100 78% 68% 60% 48% 38% 28% 20% 15% 13% 21% 28% 37% 48% 58% 69% 76% 82% 84% 2002 2003 2004 2005 2006 2007 2008 2009 2010 Dial-‐Up BroadbandPeople Who’ve Watched
Internet Video Last Week
0 8 16 24 32 40 3% 7% 8% 12% 15% 18% 27% 29% 2003 2004 2005 2006 2007 2008 2009 2010
All Adults Who Have a
Social Networking Profile
48%
52%
Yes No
2010
12–24 Year Olds Who Have a
Social Networking Profile
77%
23%
Yes No
Arbitron/Edison Research Media
Social Media Overview
What’s social got to do with business?Social
Networking
•
Good for reconnecting with colleagues andformer co-‐workers
•
Do not overstep•
Share your personality and passionsSocial Media
Outlets
•
Blogging•
Business Networking•
Social Networking•
Mobile NetworkingSocial Media
Outlets
•
Twitter•
Facebook•
LinkedIn•
Ning•
Online Forums•
Community HelpWhat is Twitter?
I know I’ve heard of it...What is Twitter?
•
A micro-‐blogging platform (similar to texting)•
Limited to only 140 characters•
You can insert links•
Photos with helper servicesWhat is Twitter?
•
You can follow people and they can follow you•
You can feed a blog or Facebook into Twitter•
Twitter draws 6 million unique visitors per month•
You can embed Twitter on a blog or website•
Available for mobile phonesTwitter’s Core Technology
•
Device agnostic message routing system•
Contains rudimentary social networking features.•
Accepts messages from SMS, web, mobile web, instant message, and third-‐party API projectsTwitter Has Grown
•
Awareness of Twitter has exploded from 5% of Americans 12+ in2008 to 92% in 2010 (by comparison, Facebook's awareness is 95%)
•
Twitter trails Facebook significantly in usage: 8% of Americans while 41% maintain a profile page on Facebook.•
Nearly two-‐thirds of active Twitter users access social networking sites using a mobile phone•
51% of active Twitter users follow companies, brands or products on social networksTwitter Has Grown
•
New users are signing up at the rate of 300,000 per day•
180 million unique visitors come to the site every month•
75% of Twitter traffic comes from outside Twitter.com•
Twitter users are, in total, tweeting an average of 55 million tweets a day•
Twitter's search engine receives around 600 million search queries per dayTwitter Has Grown
•
Over half of all tweets (60 percent) come from third party applications.•
Twitter has a user retention rate around 40%•
Twitter users are 3 times more likely to follow brands than Facebook users•
Twitter users’ propensity to interact with brands make them a huge potential source for Mass Influencers0% 25% 50% 75% 100% 5% 26% 87% 92% 2008 2009 2010 2011 Awareness
Category Title
0% 2% 4% 6% 8% 10% 0.5% 2% 7% 8% 2008 2009 2010 2011 USAGE
Category Title
28%
7%
8%
14%
15%
27%
Socializing Publishing Research
Who Uses Twitter?
•
The majority of Twitter users are “lurkers,” passively following and reading the updates of others without contributing updates of their own.•
Most (70%) regular Twitter users do post status updates to some social networking service (likely Facebook).•
Twitter appears to be functioning as more of a broadcast medium compared to Facebook and many other social networking sites12-‐17
18%
18-‐24
11%
25-‐34
33%
35-‐44
19%
45-‐54
12%
55+
7%
12-‐17 18-‐24 25-‐34 35-‐44 45-‐54 55+Who Uses Twitter?
•
Strong with early adopters and tech-‐savvy audience•
Big following in California•
Government agencies, Media, and Businesses rapid growth69%
16%
3%
11% 1%
Caucasian African American Asian Hispanic Other
Who Uses Twitter?
•
The percentage of Twitter users who are African-‐American currently stands at roughly 25%•
Approximately double the percentage of African-‐Americans in the current U.S. population.•
Many of the “trending topics” on Twitter on a typical day are reflective of African-‐American culture and topics.•
This segment of the U.S. population may be using Twitter more conversationally than other Twitter users.0% 10% 20% 30% 40% 17% 16% 30% 23% 12% 2% Usage
Advanced Degree Some Graduate Credits Four-‐Year College 1-‐3 Years of College
0% 10% 20% 30% 40% 23% 49% 28% 9% 7% 28% 10% 3% iPhone iPod Blackberry Kindle/eBook Twitter US
1. Los Angeles 2. New York 3. San Francisco 4. Washington, DC 5. Hollywood 6. Chicago 7. Atlanta 8. Las Vegas 9. Seattle 10.Austin
Where did Twitter come from?
An abbreviated history...History of Twitter
•
Created by Jack Dorsey who had grown interested in the simple idea of being able to know what his friends were doing•
Saw an opportunity to build something compelling around this a simple status update which others could follow.•
Twitter was funded initially by Obvious, a creative environment in San Francisco, CAHistory of Twitter
•
The first prototype was built in March 2006 (in only two weeks) and launched publicly in August of 2006.•
The service grew very popular very quickly•
It made sense to move it into its own productBuild a Twitter Profile
Put your best foot forward...Creating a New Account
•
A Twitter account is free to set up•
Many users set up multiple accountsBuild a Twitter Profile
•
Choose an easy-‐to-‐remember, branded user name (≤ 15 characters)•
Write a one line bio (limited to 160 characters)•
Use a clear photo or logo (must be square)•
JPEG or PNGEffective bios are specific
Michael Tolosa:
“I’m a professional writer, blogger, and fashion
photographer. I also do improv comedy acting and
Build a Twitter Profile
•
Experiment with a custom background image•
Change the default colors•
Match your brand•
Keep the text dark and the background light•
Consider creating more than one Twitter profileTwitter in Action
Advice on Tweeting
Just what should you say?Good Tweeting Habits
•
Post updates whenever you add new blog post•
Post quick tips related to your content•
Ask provocative/open-‐ended questions•
Share good news and accomplishments•
Include links to useful articles relevant to your interestsSome Special Language
•
Use hashtags # to indicate the subject of your tweet•
hashtags.org – directory to tags•
Use @ to indicate the person you are tweeting•
@rhedpixel to talk to me•
Re-‐Tweet something you want to share•
Start tweet with RTUse Twitter to Build a Following
•
Who do you want to meet?•
What characterizes your niche?•
Follow people who are in that nicheRay Ortega’s Produce
Picker Twitter Page
•
Custom background and colors reflect his preferences and brand•
Good ratio of following to followers•
Personal updates make it authentic and interestingGotta have a sense of humor
American Red CrossTwitter Goodies
Useful Twitter Tools
Get more done with some help...Useful Twitter Tools
•
Bit.ly – URL shortener•
Twitpic – Add photos to tweets•
Tweetscan – Like Google Alerts ($20/year)•
Twitterfeed – Promote blog posts or PodcastUseful Twitter Tools
•
CoTweet – Several tools for business•
Twitter.grader.com – Provides statistics for a Twitter user•
Twuffer – Schedule tweets•
Twtpoll – Run a pollUseful Twitter Tools
•
TweetMic – Add audio posts to Twitter•
BackUpMyTweets – Archive service•
Chirpstats – Track who stops following you•
Friend or Follow – Who is not following you back?•
Favstar.fm – See your most popular tweetsMobile Twitter
Social Media on the GoDedicated Applications
•
iPhone•
Palm•
Android•
Symbian•
Blackberry•
Windows Mobile•
WidsetsCrowd Sourcing
An Exercise in TwitterQuestions &
Answers
Richard
Harrington, PMP
twitter.com/ rhedpixel linkedin.com/in/ richardharrington facebook.com/ RichHarringtonStuff RichardHarrington Blog.comTweeting, Friending,
and Linking
Richard Harrington, PMP
CEO – RHED Pixel
twitter.com/
