Tweet! Tweet! Using Twitter to Reach an Audience. Richard Harrington, PMP CEO RHED Pixel. youtube.com/ rhedpixeltv. facebook.com/ RichHarringtonStuff

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Tweet!  Tweet!  

Using  Twitter  to  Reach  

an  Audience

Richard  Harrington,  PMP

CEO  –  RHED  Pixel

twitter.com/

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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)

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State  of  the  Internet

Just  who’s  out  there?

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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 2010

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Residential  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 Broadband

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People  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

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All  Adults  Who  Have  a

Social  Networking  Profile

48%

52%

Yes No

2010

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12–24  Year  Olds  Who  Have  a

Social  Networking  Profile

77%

23%

Yes No

Arbitron/Edison  Research  Media

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Social  Media  Overview  

What’s  social  got  to  do  with  business?

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Social  

Networking

Good  for  reconnecting   with  colleagues  and  

former  co-­‐workers

Do  not  overstep

Share  your  personality   and  passions  

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Social  Media  

Outlets

Blogging

Business  Networking

Social  Networking

Mobile  Networking

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Social  Media  

Outlets

Twitter

Facebook

LinkedIn

Ning

Online  Forums

Community  Help

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What  is  Twitter?

I  know  I’ve  heard  of  it...

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What  is  Twitter?

A  micro-­‐blogging  platform  (similar  to  texting)

Limited  to  only  140  characters

You  can  insert  links

Photos  with  helper  services

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What  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  phones

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Twitter’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  projects

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Twitter  Has  Grown

Awareness  of  Twitter  has  exploded  from  5%  of  Americans  12+  in  

2008  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  networks

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Twitter  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  day

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Twitter  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  Influencers

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0% 25% 50% 75% 100% 5% 26% 87% 92% 2008 2009 2010 2011 Awareness

Category  Title

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0% 2% 4% 6% 8% 10% 0.5% 2% 7% 8% 2008 2009 2010 2011 USAGE

Category  Title

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28%

7%

8%

14%

15%

27%

Socializing Publishing Research

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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  sites  

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12-­‐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+

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Who  Uses  Twitter?

Strong  with  early  adopters  and  tech-­‐savvy  audience

Big  following  in  California

Government  agencies,  Media,  and  Businesses  rapid  growth

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69%

16%

3%

11% 1%

Caucasian African  American Asian Hispanic Other

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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.

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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

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0% 10% 20% 30% 40% 23% 49% 28% 9% 7% 28% 10% 3% iPhone iPod Blackberry Kindle/eBook Twitter US

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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

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Where  did  Twitter  come  from?

An  abbreviated  history...

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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,  CA

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History  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  product  

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Build  a  Twitter  Profile

Put  your  best  foot  forward...

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Creating  a  New  Account

A  Twitter  account  is  free  to  set  up

Many  users  set  up  multiple  accounts

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Build  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  PNG

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Effective  bios  are  specific

Michael Tolosa:

“I’m a professional writer, blogger, and fashion

photographer. I also do improv comedy acting and

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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  profile

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Twitter  in  Action

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Advice  on  Tweeting

Just  what  should  you  say?

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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  interests

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Some  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  RT

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Use  Twitter  to  Build  a  Following

Who  do  you  want  to  meet?

What  characterizes  your  niche?

Follow  people  who  are  in  that  niche

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Ray  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  interesting

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Gotta  have  a  sense  of  humor

American  Red  Cross

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Twitter  Goodies

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Useful  Twitter  Tools

Get  more  done  with  some  help...

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Useful  Twitter  Tools

Bit.ly  –  URL  shortener  

Twitpic  –  Add  photos  to  tweets

Tweetscan  –  Like  Google  Alerts  ($20/year)

Twitterfeed  –  Promote  blog  posts    or  Podcast  

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Useful  Twitter  Tools

CoTweet  –  Several  tools  for  business

Twitter.grader.com    Provides  statistics  for  a  Twitter  user

Twuffer  –  Schedule  tweets  

Twtpoll  –  Run  a  poll

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Useful  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  tweets

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Mobile  Twitter

Social  Media  on  the  Go

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Dedicated  Applications

iPhone

Palm

Android

Symbian

Blackberry

Windows  Mobile

Widsets

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Crowd  Sourcing

An  Exercise  in  Twitter

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Questions  &

Answers

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Richard  

Harrington,  PMP

twitter.com/ rhedpixel linkedin.com/in/ richardharrington facebook.com/ RichHarringtonStuff RichardHarrington Blog.com

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Tweeting,  Friending,  

and  Linking

Richard  Harrington,  PMP

CEO  –  RHED  Pixel

twitter.com/

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