AmbITion Scotland Roadshow South (Edinburgh): Katy Beale, Tate Twitter strategy 10.06.10
31
-
Upload
hannah-rudman -
Category
Technology
-
view
902 -
download
1
description
Transcript of AmbITion Scotland Roadshow South (Edinburgh): Katy Beale, Tate Twitter strategy 10.06.10
• 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
