1. T
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3. • A real time micro blogging service
• Send short updates to your “followers”
• Receive updates from the people that you follow
• New “lists” function
• Open conversations (@) or closed conversations (DM)
Twitter demographics
• Fastest growing social networking site in the UK & the world
• Highest proportion of users aged 18-34
• Female bias and higher than average proportion of parents with
young children
• Internet literate
• Higher proportion of university graduates compared to most
internet users

4. Why?
• Want people to know about what’s going on
• To stimulate conversation
• Highlight where conversations are taking
place
• Increase awareness
• Generate sales and footfall with content

5. How?
Strategic:
• Day to day working group
• Wider steering group
• Plans within comms and online strategy
framework

6. How?
Practical:
• All tweeters use tweetdeck
• Social media calendar and schedule
• Link content to social media platforms
such as flickr, facebook & twitpic
• Regularity – 1-3 times a day

7. Content rules
• Be human
• Don’t spam
• No critical opinion
• Tate centred content
• Respond with discretion and transparency

8. Content
5 key values:
• Inform
• Listen
• Provoke debate
• Interact
• Incentivise

9. Inform
Offer click thrus for more information

10. Inform
Allow our audience experience Tate through twitter

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

12. Listen
Check daily trending topics (incl local)
Look at what people are saying about Tate
Know your audience
Create tweets for specific followers

13. Provoke debate
Ask questions and be prepared for a response
Ask for people’s opinion

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

15. Interact
Use RTs & offer thanks

16. Interact
Take content cross platform

17. Interact
Ask for UGC

18. Interact
Ask for UGC

19. Incentivise
Prompt ticket sales with info
Use giveaways and competitions
Create twitter only catering, shop and ticket offers and stories

20. Tracking
• Tweetdeck
• Url shortening sites e.g. bit.ly & tr.im
• Use free online analytics to identify popular
content & tweeting patterns
http://twitter.grader.com
http://tweetstats.com/
http://www.twitalyzer.com/
http://klout.com/

21. October 2009 tweetcloud of most talked about words from http://www.wordle.net/

23. dominos

25. Results
May 2009: 10,000 followers
Nov 2009: 26,000 followers
Jan 2010: 34,123 followers, on 1642 lists, sent
457 tweets
No 3 most popular twitter feed from global
galleries and museums
http://www.museummarketing.co.uk

26. Twitter: 5 steps
1. Work out what suits your resources
2. Look at how you will judge success
3. Create targets within a strategic
framework and give them a timescale
4. Build up slowly
5. Interact!

27. What’s next?

44. katybeale@gmail.com
www.katybeale.com
Twitter: @katybeale