Twitter – Building Social/Mobile Experiences with Twitter

Notes from Bottle Rocket Apps 2013 Client Summit (unedited)

Twitter – Building social mobile experiences with Twitter

  • Introduction
    • Gartner study huge opportunity for free app downloads
    • Social users on mobile
      • 53% followed link to web
      • 53% read post from brand/org/event
      • 33% collected a coupon
  • What is Twitter?
    • 2012.twitter.com (visify in Portland)
    • Growth 400M unique/200M active/400M tweets per day
    • Global townsquare
    • Mobile since inception
      • 60% access via mobile
      • 40% quarter over quarter growth
    • Identy
      • Twitter for Web
      • Cards
      • API – Rest, Stream, Search
    • Key things
      • 1. Drive downloads
      • 2. Drive engagement
  • Twitter in Mobile apps: Identity, Social Signal, Distribution Channel
    • Identity – Namesspace
      • single sign on
      • cheap
    • Social Signal – Realtime interests
      • Personalization
      • Distribution for content into the network
      • Share and discover
    • Marketing
      • Get users engaged
      • Plan ahead, build buzz and drive “tune-in”
  • Planning a successful app launch with Twitter
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Social Listening for Product Managers #SVPCAMP

Social Listening for Product Managers

Sudha Jamthe – @sujamthe
PayPal/Ebay
Stephanie Shum – @stephshum
Yahoo
Van Riper – @vanriper
Google

Why social is a channel for product manager?
Web 2 got customers voice online, Meetups brought them together locally, Social echos feedback

Grassroots movement of tech customers helping each other
Meetups and User Groups
DevCamps/BarCamps
StartupWeekends

For non-tech
Clubs
Interest groups
FB profiles

What is social listening?
1. Listen to your existing base
2. Listen on social channels
3. Global product listening

Listening to your existing base
Forums, Suggestion board, Webinars/chats, yahoo groups, google groups, linked in groups

Yahoo Group for Y! Mail
270 Million users 5-7 PMs on mail
Way to search for bugs or provide a response mechanism

LinkedIn for Mobile Group
PM is a community manager to engage conversation
Yahoo Suggestions (suggestions.yahoo.com)
Internal tool for customer feedback
Involve QA, Design, Engineer

Q: How do you categories and manage incoming questions?
A: Use Overtone to use text analysis. 

Q: How much time do you devote to this?
A: 1/2 day once a week. Bug bashes once a week.

Q: Do you have levels or different ways to collect feedback to respond to people?
A: Overtone, Customer Care has some tools. The forums work to help each other out.

Q: Is Yahoo! Classic Mail is going to be going away?
A: It’s classic. Will be supporting classic, or something similar for some time to come.

Q: How do you get a base of users if you don’t have a base?
A: Groups solutions are a way to get people together. Monitoring twitter, Facebook etc. Suggestions or even Overtone are for larger scale solutions.

Q: What happens next in the PM process?
A: Look at what the hot issues are and try to address those needs. Some times it requires further explanation and research to understand the core issues and problems.

Q: Who communicates back to users?
A: The whole team can and does respond. Specific bugs we deal with directly.

Q: Have you had a situation with nasty backlash? How do you deal with that?
A: We try to get them to get to the core issue. 
VR: Make sure you have guidelines. But these people are vocal and can be big supporters.

Listen on social channels
Social media for market analysis of features – See what people are saying about products in social channels
You can setup social listening for specific channels
PayPal includes transparency into the roadmap
Filter and get to one product at a time to get it to the right people
Streamlining social listening
– Tweetbytes: twitter chat using hashtag #tweetbytes
– PM and customer chat
– Metrics: # of feedbacks, # of new engaged customers, # of influencers engaged
Testing across multiple products @paypalx and @ebaydev

Q: Do you have an opinion on dashboards vs. individual monitoring?
A: Alterian SM2 and Radian6 are similar in dashboard views. The PM’s are given training to PMs to engage in social. Also, HootSuite or CoTweet to assign out to different people.

Q: Are you using social as a beta for new products?
A: Only on existing products. It could be but not right now.

Q: Do you use social for enterprise?
A: It should be effective, but you need to baseline to understand if they are in the channel.

Q: If Google is engineering focused and Yahoo is product driven, what is eBay?
A: Focused on eCommerce so customers make money.

Q: What is eBay’s perspective on social learning?
A: Probably a bit early for us. We are synthesizing the data.

Global product listening using user groups
Have a group to allow consumers of the Google product API’s to connect
These groups also provide data back into Google

Q: How do you interact with these people?
A: The groups are independent. There is a process to apply to be a group. There are admins and organizers for the groups. 

Q: What are common topics for the communications you send?
A: It is two way but it isn’t really marketing. Act more as an advocate.

Lessons Learned from Launching Dozens of Brands on Twitter @marksilva & @ktvan #w2e

The Real Lessons Learned from Launching 24 Brands on Twitter

Mark Silva – @marksilva
Real Branding

Katie Van Domelen – @ktvan
CoTweet

Covering
– Premise for launching multiple brands on Twitter
– What we’ve done
– How it was done
– What we learned
– Conclusions

Premise
New medium, no fast rules, just guides
Proposed a content spectrum
Publishing <——————-> Participating
Search favors fresh content

Defining the spectrum
Map
– Manage expectations while participating
– Manage resource requirements and risk-tolerance
– Find the right balance through experimentation

Publishing is controlled, time-released, syndication
Participation is real-time, socialization and needs editorial guidelines

Followers don’t necessarily want to interact with brands
Followers are not equal see: consumption vs contribution matrix
Brand Twitter Quitters stale/repetitive content, too much marketing, only joined for one time offer

Master Brand road map
Objectives
Find the sweet spot for each brand & consumer
Listen, listen, listen (listened 6 mos in advance of launching)
Secure & set up accounts
Schedule 100s of tweets for each brand
Launch
Learn

Representative Brand Objectives
Consistency
Baseline of scheduled tweets
Test resource levels (15 min/day or less)
Gather learnings insights for all brands
Est. best practices
Develop common tools across other platforms

What we’ve done
1. Set-up infrastructure
2. Conduct basic discovery
3. Inventory current asset inventory to create a plan
4. Use data to create a plan
5. Conduct training and craft rules (70% of the effort on training)
6. Measure

Master Checklist 
Brand Background Checklist 
Calendar Checklist
Marketing Checklist
Cohort Checklist

Insights from Twitter
Dozens of tweets in offering and requesting insights around
– Top 10 things your brand wants to know about its consumers
– Top 10 things your brand wants its consumers to know

Bringing along the Enterprise
Managing workflow across large matrix organizations
Education
Phased Approach
Guidelines
Roles & Responsibilities
Tools

Phased Approach
Set up first then on to trial

Produced a program guide

Roles and Responsibilities
Brand, agency, PR, Ad agency, consumer svcs, legal, other

SMMS Editorial Workflow
SMMS Team Response Workflow

Ok, We launched. Now what?
Recruitment and likenomics

Approach
1. FB, newsletter, hashtag efforts
2. High conversion rate by following those that express brand love
3.
4. 

Additional thoughts
Use lists
Reach out individually w/exclusive or advanced offers
Watch them for trends
Mine their lists for more people to follow

Off-Platform
Integrate with email – like, tweet, favorite as well as follow/like links
Commercials, POS, print, etc.

Measurement
What are the data points to measure? 
Must measure across accounts/brands.

Thousands of tweets later…
Many assumptions have held true
– People are already talking about brands
– Successful publishing or participating; engagement increases nearly every KPI

We continued to learn
– Emp/Dept are talking and eager to learn more
– Brands are sharing information, strategies and legal docs

Twitter has continued to change
– RTW is real
– Search effect is conclusive

Key Findings Overall
Participating brands significantly outperformed Publishing brands 10x more growth
– Content is essential to get followers but doesn’t work alone
– Active management the most valuable content rises to the top
– 

Return on Twitter
37% agree they are more likely to purchase products from a brand after following on Twitter

Conclusions
– SM takes real commitment, effort, time and collaboration
– Ignore purists
– Both Publishing and Participating work
– SMO is the new SEO
– Likenomics is more than followers

Resources
Twitter How to Articles

Twitter Case Studies and General Articles

Subscribers, Fans and Followers

Questions
What do you do about poor social presence today?
If you weren’t that good the people that stuck around they will adjust and new people will come. Let it evolve.

Do you need to have a ratio of followers to following?
MS: Auto follow should apply to brands. The ratio mattered more in the early days.
KVD: Use lists to manage followers. 

How important is getting your brand verified?
MS: It is important right now, today. Using systems like CoTweet to help get setup. 

Friday Fun: Almost Fall

The last full week of August brought a brief respite from the oppressive heat which means fall's cooler temps are sure to follow. It also means football. I've had the pleasure of attending the first two football practices for my oldest. His first comment on day one was, "It felt like they were torturing us." If he only knew; they had it easy.

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Facebook iPhone App Stats

Earlier this week there was a report that Facebook had over 100 million iPhone users. They were a little off in how they represented that number. The real number is 44 million monthly 'active users'. So there are 44 million users that have interacted with the iOS application. That is still huge by all accounts. Facebook was kind enough to release that there are also 12 million active Android users and 60 million Blackberry users. /via TUAW & Engadget

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Location Services, Indoors

Most Location Based Services (LBS) rely on GPS to determine a position of the device. When that isn't available your approximate location can be determined by cell tower triangulation. But once you head indoors both of those methods are hindered by the physical structure of the building. Point Inside is running a test with the supermarket chain Meijer where they are mapping the inside of the store and using the WiFi routers to determine location. This way users can find items without wandering up and down the aisles. Naturally offers are part of the application as well. There might be some interesting ideas for large hotels. /via RWW

Where do tweets go when they die?
Twitter prides itself on being real time but what happens to those old tweets? They do still exist and now a company called Topsy is making those old tweets new again by allowing users to search the old tweets. I found the service to be pretty good and although I was only searching my old tweets I was reminded of some things I thought were actually useful but had since forgotten. /via RWW

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T-Shirt Fun

I'm not sure if it was the giant stacked hamburger, the dinosaur with lasers attached to its head or the Chuck Norris like character on the front that reminded me of @luistoro but I couldn't pass up the opportunity to share this t-shirt. /via Threadless

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Space Invaders – In Your Glass
Seriously, I don't think there is a Space Invader product that has been missed yet. I'm pretty certain you can decorate your entire house in Space Invaders stuff. I suppose Space Invader shaped ice cubes would make for a somewhat interesting conversation with the right group of people. You wouldn't want to get water stains on your furniture so hand them a Space Invader coaster to set their drink down while they watch you slice veggies on the cutting board. /ThinkGeek

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Dress Up Your iPhone and iPad

Every so often people ask about how they can spruce up their mac to play on the light up Apple on the back. Why stop there? This post has some great stickers that are sure to be a conversation starter on your next flight. So get hip and dress up that device. /via inewidea

Twitter accounts in Google and Bing

twitterGoogleResultsIn a previous post I showed some examples of how you can properly fill out your profile in Twitter. The ultimate goal is to help people find you and verify that you are who you say you are. One way to start that process is in Twitter Search which uses your profile and tweets in the search results.

First up is Google, pictured here. The first thing you will notice is that the “Name” and the “Username” are listed together. Unlike Twitter Search the first label is the “Name”. In the parenthesis is the “Username” for the account. You can imagine how difficult it will be for someone to locate your account if you choose to leave the “Name” blank on your profile. It also appears that Google treats pages on Twitter the same as other pages on the web. Twitter typically sorts by the number of followers but Google does not.

Another thing to point out with Google is they do not use the latest tweet but use your “One Line Bio” to populate this area. You don’t want to skimp on the bio. Consider a good description of your property and the surrounding area. You can’t stuff keywords like the Meta Description on your website, but something a little more consumer friendly would work.

twitterBingNext up we’ll look at Bing/Yahoo search results. Notice the structure of the link is essentially the same. The “Name” is first followed by the “Username”. The search criteria likely played a role in the differences in the results. For both search engines I used the following criteria [doubletree site:twitter.com]. The listings are largely the same.

One interesting result is the Doubletree Syracuse. In this example it is relatively easy to identify where this account it located. However, the same account is also on the example image used in Twitter search and it requires more effort to locate this account.

The key point is that the “Name”, “Username” and “One Line Bio” are critical elements that can not be overlooked in managing your account. By making some basic changes you can really help build your following by attracting the people that are actually looking for you.

Can you be found easily in Twitter Search?

In the last post I suggested it would be a worth your time to update your account settings to better reflect the hotel rather than the person. In this post I’ll show you why it is a good idea. This starts in Twitter Search but extends into Google and other web search engines.twitterSearchResults

Let’s start with the example here. The first hotel listed here is pretty easy to identify. The blue text is the username and is the first point of recognition for anyone searching for your property. However, notice the second and third hotels here. Both use a hotel code to identify themselves. Customers are not going to recognize that even though directly beneath the proper hotel name is entered into the “Name” field.

All of those listed here show the importance of the “Location” field. In most cases the City, ST will suffice, but depending on the your location you may need to include additional reference points. In fact you could argue that including the city name twice is redundant. But generally speaking this is really a good cue for potential followers to verify they have the proper location.

One important distinction between Twitter search and the search engines is that Twitter uses your last Tweet for the description. The search engines do not display your tweets in search results. Next up we’ll look at the implications in Google and Bing and why you should really pay attention to what is included in your short description.

Get your information in order

twitterAccountThis post is geared toward a specific group at Hilton Worldwide, however, the content of this post applies to anyone looking to become further engaged in the Twitter-sphere.  The following is “constructive criticism” designed to help you improve your chances of being found by new followers.

Here is an image of the “Account” tab accessed through the “Settings” link at the top of your Twitter page. This tab is probably the most important feature available on Twitter. If you do not get this correct you are not going to be successful at building an audience in this environment.

1. Name: This is particularly important for hotels. Despite what Twitter says here if you are a hotel, your “real name” is the name of your hotel. Putting John Smith in this field means nothing but Acme Hotel Sandusky or Sandusky Acme Hotel means much more when someone is trying to locate you in Twitter Search. If you have a brand standard that has been communicated stay with the convention so customers can easily spot you as a true hotel.

2. Username: Be careful what  you enter in this location. In a perfect world the brand will supply a naming convention that will apply to all hotels in order to clearly identify who is who. You can change this after you create an account, but be mindful of changes here. You should not put your CITYHOCN or hotel code in this spot. Outside of your hotel this means nothing to rest of the world. Until a brand standard is communicated consider an abbreviation for the brand name with the name of your hotel. There are only 15 characters available here so you may need to be creative. Here is a long name for a hotel: Embassy Suites Hotel Crystal City – National Airport in order to condense this to 15 characters you will need to think creatively. Here is one idea: ESCrystalCtyDCA, the emphasis is on the location in Crystal City near the airport at DCA.

3. Email: Twitter requires a unique email address for each account. Do not use a personal email account for this spot. Enter an email address used at your property. Important updates and notifications will be sent to this address.

4. More Info URL: You absolutely must put the URL for your hotel in this location. Do not use URL shorteners either. Put the friendly URL or the long URL to your hotel here so followers can easily find your site from your Twitter page. This is crucial to helping your SEO value as well.

5. One Line Bio: You might consider this the “Master Tweet” about your property. It will always be visible on your page and should be a reflection of your property. With 160 characters you get to expand your bio beyond a typical tweet. Consider updating this bio as seasons change, new services are added, etc. In the following example location is the key to the bio:

We are in the Crystal City area of Arlington, Virginia. Just one mile from Ronald Reagan Washington National Airport(DCA) & two miles from Washington D.C.

6. Location: There is quite a bit of talk around what might change here in the future, but for the time being this is really an empty text field. You know your location best and what customers are looking for. This field allows for 30 characters so use them wisely. Do not mislead in this spot. In the example of the Embassy Suites used earlier the city is Arlington in Virginia, however using Crystal City and DCA as key landmarks it may provide more value to visitors.

These are the basics of the “Account” tab. The next post will cover how these fields are used, especially in Twitter search results when people are trying to find you.