Twitterwhat’s all the fuss about?

jenni lloyd / strategy director / nixonmcinnes

i’m strategy director at social media agency nixonmcinnes

hello! I’m Jenni Lloyd

we help connect brands with people through the social web

The UK’s largest dedicated team of social media

specialists; founded in 2000

Full service social media agency: strategy,

network mapping, outreach, design, build &

community management

Thought leaders: instigators of

‘MeasurementCamp’

a little bit of social proof :)

let’s talk twitter

what is it?how does it work?what’s new?how does it fit in with current trends?who’s using it & what for?why does it matter?

has tweeted in the last 48 hrs?

has a personal twitter account?

hands up who…

can measure (and confidently explain) the value?

promotes an organisation through twitter?

let’s start with how it all works

Twitter enables friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent messages of 140 characters or less. These messages are posted to your profile, sent to your followers, and are searchable on Twitter search.

it started in 2006, but exploded in 2009

unique visitors to Twitter over the last year: Compete.com

Sept 2009:50,000,000accounts

active accounts

what is twitter?

http://www.slideshare.net/madebymany/twitter-whats-all-the-fuss-about-1111019

anatomy of a tweet

avatar

username

message - 140 characters or less favourite this tweet

reply to this tweetapptimestamp

how tweets spread

retweet @reply

#hashtag

URL shortener

lists

mash

ab

le’s

follo

wers

mashable

malbonster

#Skittles has changed its entire homepage to a Twitter search - brave! http://skittles.com/ #skittles

m

albonster’s follow

ers

juxtapo

zed

’s fo

llow

ers

juxtapozed

RT @mashable #Skittles has changed its entire homepage to a Twitter search - brave!...

RT@mashable #Skittles has changed its entire homepage to a Twitter search - brave!...

RT @mashable #Skittles has changed its entire homepage to a Twitter...

#Skittles has changed its entire homepage to a Twitter search - brave! http://skittles.com/ #skittles

RT mashable #Skittles has changed its entire...

#Skittles has changed its entire homepage to a Twitter search - brave! http://skittles.com/ #skittles

http://www.slideshare.net/madebymany/twitter-whats-all-the-fuss-about-1111019

people powered search

trending topics

lists allow greater discovery

twitter capitalises on some key current themes

twitter is open

tweetdeck

co-tweet twitpic

hootsuite

twistori ?

Text

twitter is real time

twitter is an echo chamber

22,000complaints to the PCC, withdrawal

of ads & an apology

illustration courtesy of @rossbreadmore

yeah, yeah - but what about marketing?

twitter is used for campaigns

twitter is a customer service channel

twitter is a sales channel

twitter engages TV viewers

twitter gives objects a voice

twitter connects people in real life

a client perspective

we’re using Twitter as a pilot - a way of learning about real time interaction with consumers

it’s the fastest way for customers to get a reaction in real time - faster than tech support, customer care or quality control - we’ve had to speed up internally in order to react it’s a lot more personal - and

we’re still trying to get to grips

with what that means & how we

do it... are the people

communicating the right

people to do so? what is the

persona and how is it

generated?

thanks to Mike Heroys @ Coca-Cola

but twitter’s just one tool... it’s not a social media strategy

it’s really about something bigger…

it’s about a fundamental shift

from the time when we relied on our websites as a destination

‘build it and they will come’ (and we’ll drive shed-loads of traffic through advertising)

brand sites are seeing a decline in traffic

http://www.digitalbuzzblog.com/loosing-to-the-social-web-visualized/

daily unique visitors / july 07 - july 09 from Google trends

whilst social networks are growing

http://www.digitalbuzzblog.com/loosing-to-the-social-web-visualized/

daily unique visitors / july 07 - july 09 from Google trends

we need to recognise that our customers are playing elsewhere

if we want to talk to them we need to be where the conversation is

we need to be useful

and we need to be wherever they want us to be

…we now have a platform that creates both expressive power and audience size. Every new user is a potential creator and consumer, and an audience whose members can co-operate directly with one another, many to many, is a former audience.

Clay Shirky / writer. teacher. consultant / shirky.com

The broadcast model of

communication is dead

Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.”

Rupert Murdoch* / Media Magnate / Wired Magazine / July 2006

* Rupert Murdoch said this… in 2006!

how will your organisation thrive in a world of connected consumers?

over to you...

nixonmcinnes.co.uk

jenni@nixonmcinnes.co.uk

twitter.com/jennilloyd

thank you for listening - please keep in touch