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Rules of (Twitter) Engagement. eduWeb Conference August 5, 2014. Join the conversation at #eduweb14. Why it’s good to be these guys…social media wise. Why it’s good to be these guys…social media wise (cont.). But there is hope for everyone else. What this presentation will cover:

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Rules of (Twitter) Engagement

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Rules of twitter engagement

Rules of (Twitter) Engagement

eduWebConference

August 5, 2014


Rules of twitter engagement

  • Join the conversation at #eduweb14


Why it s good to be these guys social media wise

Why it’s good to be these guys…social media wise


Why it s good to be these guys social media wise cont

Why it’s good to be these guys…social media wise (cont.)


But there is hope for everyone else

But there is hope for everyone else

  • What this presentation will cover:

  • A) Proven approaches for engaging with your Twitter followers

  • B) Best practices for covering events via Twitter

  • C) Ways to leverage Twitter activity on other social media platforms

  • D) Strategies for gauging Twitter Return on Investment (ROI)


A little bit about your presenter

A little bit about your presenter

  • -Assistant Director of Alumni Marketing

  • and Communications at the Harvard

  • Business School where he manages the

  • office’s social media channels

  • -13,000 alumni interactions via Twitter

  • since January 2013

  • -Graduate of UMass-Amherst and the

  • Tufts University Graduate School of

  • Arts and Sciences

  • -Author, Social Media Matters blog,

  • http://robertbochnak.wordpress.com/

  • -Superhero sidekick of Aniceta


Twitter approach identify

Twitter Approach: Identify

  • IdentifyHBS alumni who are on Twitter and add them to the appropriate list.


Twitter approach identify cont

Twitter Approach: Identify (cont.)


Twitter approach identify cont1

Twitter Approach: Identify (cont.)

  • Finding your target audience:

  • Confirm whether new followers are (or are not) alumni

  • B) Use the LinkedIn “Advanced Search” feature


Twitter approach identify cont2

Twitter Approach: Identify (cont.)


Twitter approach engage

Twitter Approach: Engage

  • Engage alumni through retweets, original tweets promoting their work, tweets sharing events, tweets connecting alumni with each other, tweets to alumni based on their interests, etc.


Twitter approach engage cont

Twitter Approach: Engage (cont.)


Twitter approach engage cont1

Twitter Approach: Engage (cont.)


Twitter approach engage cont2

Twitter Approach: Engage (cont.)


Twitter approach engage cont3

Twitter Approach: Engage (cont.)


Twitter approach engage cont4

Twitter Approach: Engage (cont.)

“The Case of the Panda”


The case of the panda cont

The Case of the Panda (cont.)


The case of the panda cont1

The Case of the Panda (cont.)


The case of the panda cont2

The Case of the Panda (cont.)


The case of the panda cont3

The Case of the Panda (cont.)


The case of the panda cont4

The Case of the Panda (cont.)


Twitter approach engage cont5

Twitter Approach: Engage (cont.)

  • Engage alumni through live coverage of events.


Twitter approach engage cont6

Twitter Approach: Engage (cont.)


Twitter approach leverage

Twitter Approach: Leverage

  • Leverage the relationships we have developed with alumni so they participate in discussions.


Twitter approach leverage cont

Twitter Approach: Leverage (cont.)


Twitter approach in review

Twitter Approach In Review

Identify

Engage

Leverage


Event coverage research

Event Coverage: Research

  • -Locate alumni attending an event and add them to the appropriate list.


Event coverage pre event

Event Coverage: Pre-event

  • -Curate conversations and/or share content with alumni attending the event before it takes place.

  • -Monitor attendee list and hashtag for engagement opportunities.


Event coverage pre event cont

Event Coverage: Pre-event (cont.)


Event coverage pre event cont1

Event Coverage: Pre-event (cont.)


Event coverage day of e vent

Event Coverage: Day of Event

  • The Essentials:

  • A) Laptop

  • B) Camera and/or smartphone

  • C) Twitter tracking sheet (more on this to come)

  • D) A VERY large cup of coffee


Event coverage day of event cont

Event Coverage: Day of Event (cont.)

  • -Live-tweet event.

  • -Engage with alumni attending the event.


Event coverage day of event cont1

Event Coverage: Day of Event (cont.)


Event coverage day of event cont2

Event Coverage: Day of Event (cont.)


Event coverage day of event cont3

Event Coverage: Day of Event (cont.)

  • -Reach out to alumni who are NOT at the event when specific engagement opportunities arise.


Event coverage day of event cont4

Event Coverage: Day of Event (cont.)


Event coverage day of event cont5

Event Coverage: Day of Event (cont.)


Event coverage post event

Event Coverage: Post-Event

  • -Post Storify of event coverage and share with event attendees and other interested parties (e.g.,

  • alumni from the same class year).

  • -Post event photos on Facebook.


Event coverage post event cont

Event Coverage: Post-Event (cont.)


Event coverage post event cont1

Event Coverage: Post-Event (cont.)


Cross platform engagement or why you should cross the streams on twitter and facebook

Cross platform engagement or why you should cross the streams on Twitter and Facebook


Crossing the streams cont

Crossing the Streams (cont.)

  • -Identify people you’ve interacted with on Facebook ANDTwitter


Crossing the streams cont1

Crossing the Streams (cont.)


Crossing the streams cont2

Crossing the Streams (cont.)

  • -“Pull alumni over” from Twitter toFacebook.


Crossing the streams cont3

Crossing the Streams (cont.)

  • -The result? An increase in engagement across EACH platform.


Crossing the streams cont4

Crossing the Streams (cont.)


Gauging twitter return on investment roi

Gauging Twitter Return on Investment (ROI)

  • -Each alumni interaction is tracked on an excel spreadsheet. This sheet includes information drawn from the Twitter profile and alumni directory file of each alumnus/a such as city and state of residence, interest, year of graduation, and section.


Gauging twitter roi cont

Gauging Twitter ROI(cont.)


Gauging twitter roi cont1

Gauging Twitter ROI (cont.)


Gauging twitter roi cont2

Gauging Twitter ROI (cont.)

  • -This sheet enables us to connect with alumni based on personal and/or professional interest.


Gauging twitter roi cont3

Gauging Twitter ROI (cont.)


Gauging twitter roi cont4

Gauging Twitter ROI (cont.)


Gauging twitter roi cont5

Gauging Twitter ROI (cont.)


Gauging twitter roi cont6

Gauging Twitter ROI (cont.)

  • -Each interaction with an alumnus/a is “scored” on a tracking spreadsheet: 1-2 “touches” a month equals “minimally engaged”; 2-4 “touches” a

  • month equals “moderately engaged”; and 5 or more “touches” equals “highly engaged.”

  • -Interactions are retweets, favorited tweets, or original tweets by individual alumni.


Gauging twitter roi cont7

Gauging Twitter ROI (cont.)


Gauging twitter roi cont8

Gauging Twitter ROI (cont.)

  • -We also measure the connections we help make


Gauging twitter roi cont9

Gauging Twitter ROI (cont.)


Gauging twitter roi cont10

Gauging Twitter ROI (cont.)


Gauging twitter roi cont11

Gauging Twitter ROI (cont.)

  • -Connections must be one of the following….

  • A tweet in response to an action we took.

  • Tweeted responses from alumni must include the handles of fellow alumni. It cannot be a tweet directed solely at @HBSAlumni.


Gauging twitter roi cont12

Gauging Twitter ROI (cont.)

  • -Twitter-based interactions are included in monthly reports.


Gauging twitter roi cont13

Gauging Twitter ROI (cont.)


Gauging twitter roi cont14

Gauging Twitter ROI (cont.)


Gauging twitter roi cont15

Gauging Twitter ROI (cont.)


Gauging twitter roi cont16

Gauging Twitter ROI (cont.)


Gauging twitter roi cont17

Gauging Twitter ROI (cont.)


In conclusion

In conclusion….

  • -Identify, Engage, Leverage

  • -Find event attendees on Twitter and engage with them before and during the event.

  • -Engagement can (and should) happen across different social media platforms.

  • -It is possible to share the ROI of your social media work.


Rules of twitter engagement

  • Speaker survey: www.eduwebspeakersurvey.com(mobile, tablet, or laptop)


Rules of twitter engagement

  • Thank You!

  • Questions?


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