Defining your success on twitter
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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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