written by: Katy Beale : katybeale@gmail.com : www.katybeale.comKaty Beale

Twitter Strategy

• A real time micro blogging service • Send short 140 character updates to your “followers” • Receive updates from the people that you follow• Open conversations (@) or closed conversations (DM)• Lists function to group people together

Twitter demographics• Globally, the highest proportion of users aged 18-34, with those aged

35 over the fastest growing demographic• From US stats, there is a female bias and higher than average

proportion of parents with young children and higher proportion of university graduates compared to most internet users

Why?

• Want people to know about what’s going on • To stimulate conversation • Highlight where and when people are talking

about Tate• Increase awareness and affinity• Generate sales and footfall with content

How?

Strategic:• Day to day working group• Wider steering group• New role: Digital Communications Manager

How?

Practical:• Shared workload• All tweeters use tweetdeck• Social media calendar and schedule • Regularity – 1-3 times a day• Cross promoting content on other plat

Content

5 key values:• Inform• Listen• Provoke debate• Interact• Incentivise

InformOffer click thrus for more information

Allow our audience experience Tate through twitter

Inform

Offer up twitter previews and create that “in the know” feeling

Inform

ListenLook at what people are saying about Tate

ListenKnow your audience - create tweets for specific followers

Provoke debate

Ask for people’s opinion

Utilise hashtags to create a forum for debate e.g. #tatedebate

Provoke debate

Twitter feedback:

more of same pls - it is what twitter is for - generating debate

Dear @tate, please do discussions like these more often. Good to read all these different views

@Tate Really inspiring debate. Would love to see more. Interesting to read the different points of view

Nice to see the @Tate tweeter is responding to tweets and sending RTs. If you're not following @Tate you should be.

InteractUse RTs & offer thanks

InteractTake content cross platform

InteractAsk for UGC

Ask for UGC

Interact

Incentivise

Prompt ticket sales with info

Use giveaways and competitions

Incentivise

Create twitter only catering, shop and ticket offers and stories

Tate Twitter – The resultsMay 2009: 10,000 followersJune 2010: 104,836 followers

No 3 most popular twitter feed from global galleries and museums (Sept 09)

http://www.museummarketing.co.uk

Tracking & measuring

Tracking & measuring

Tracking & measuring

Tracking & measuring

Tracking & measuring

Tracking & measuring

Managing social mediaResource-wise, Twitter is at the top end of scale

• 2-4 tweets per day are recommended• Plus responding and interacting with other tweeters• Don’t spam – if there’s nothing new to say, then don’t tweet

Use the tools out there to help you save time and track your use• Post images using twitpic or picfog• Use tweetdeck or seesmic• Use url shortening sites e.g. bit.ly & ow.ly to track the number of click

throughs• Test out types of content and respond to the most popular using tools like

Twitter Analyzer

Top tips - effective tweeting

• Develop a follower list of people including people who’s content you may want to RT e.g. music, arts, tech, etc

• Add hashtags to allow for tracking of conversations and subjects

• Make sure you are human • Respond to queries and DMs• Tell people if it’s going to take a while to get back to them• Have training internally to deal with possible sticky situations and how they

will be dealt with

Twitter: 5 steps

1. Benchmark against your competitors2. Work out what suits your resources3. Create targets within a strategic framework

and give them a timescale4. Look at the measurables and how you will

judge success5. Create a day to day task list with actions and

responsibilities

www.katybeale.com

katybeale@gmail.com

Get in touch

twitter: @katybeale