SXSW 2013 Sampler

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Twitter 59 For most noncelebrity individuals and brands, Twitter users do not follow them to hear them talk about themselves constantly. Those same linguistic analysis systems also allowed me to look into the relationship between negative sentiment and followers. Here also, I found a similar, striking pattern. As negative remarks increase, follower counts decrease (Figure 4.5 ). People don ’t go to social media to get bummed out about the world around them; they can just turn on the TV news if that ’s what they want. They go to social media to talk to their friends and generally feel good. This sounds like unicorns-and-rainbows superstition, but in this case, the data support it. Negativity doesn ’t sell on social media as well as positivity does. When you sign up to Twitter, you ’re given the ability to provide three bits of personal information: a profi le picture, a 160-character bio, and a link to your home page. Over the years I ’ve tracked the number of accounts that fail to fi ll these fi elds out, and although the numbers have gotten better with time, I ’m still surprised by how many accounts don ’t take the few moments required to do this. When I analyze the relationship between providing this information and follower counts, the results are unsurprising. In all three cases, accounts that provide a picture, bio, and home page Negative Remarks 1.0% 0.9% 0.8% 0.7% 0.6% 0 1,000 2,000 3,000 4,000 Followers Figure 4.5 Effect of Negative Remarks on Followers 5,000 6,000 7,000
60 Channels Average # of Followers 300 200 100 0 Picture Figure 4.6 Effect of Profi le Picture on Followers No picture link all have more followers than accounts that do not. Figure 4.6 shows the number of followers versus having or not having a profi le picture, but the effect is the same with the other two fi elds as well. Take the time to fi ll out your Twitter bio. Users want to know who you are before they ’ll follow you. Going a step further, I dug into actual language used by Twitter account holders in their bios. One common unicorns-and-rainbows myth is that you should not call yourself a guru or use any other word to label yourself an expert. But the data contradict this superstition. I found that Twitter accounts that used the word guru in their bios had about 100 more followers than the average account (Figure 4.7 ). These data do not mean that if you go over onto Twitter right now and add that word to your profi le that you ’ll instantly get more followers. But if you look at the rest of the graph, it does indicate that you should not be afraid to identify yourself authoritatively. Tell potential followers why they should listen to you. If you ’ve written a book, founded a company, or are an expert on something, tell us. But remember the data about self-reference in tweets. The bio is the only place you should be talking about yourself.
Page 1 and 2: SXSW ® 2013 Sampler Foreword by Je
Page 3 and 4: Contents Acknowledgements ix Introd
Page 5 and 6: 4 Twitter 53
Page 7 and 8: 56 Channels Percentage of Tweets Th
Page 9: 58 Channels tweeted around 22 times
Page 13 and 14: 62 Channels Percentage of Tweets Re
Page 15 and 16: 64 Channels 6 5 4 3 2 1 0 12:00 am
Page 17 and 18: 66 Channels life, feel free to talk
Page 19 and 20: 68 Channels 1. game 2. going 3. hah
Page 21 and 22: 70 Channels CTR 18% 16% 14% 12% 10%
Page 23 and 24: 72 Channels If you ’re sharing co
Page 25: 74 Channels 0.2% 0% -0.2% -0.4% -0.
Page 29 and 30: Chapter 1 Great Britain ‘‘In a
Page 31 and 32: Great Britain 29 programs. This aus
Page 33 and 34: Great Britain 31 that made WhipCar
Page 35 and 36: Great Britain 33 younger drivers, s
Page 37 and 38: Great Britain 35 On the night we me
Page 39 and 40: Great Britain 37 she recalled, ‘
Page 41 and 42: Great Britain 39 things as basic as
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Page 45 and 46: Great Britain 43 proposals to suppo
Page 47 and 48: Great Britain 45 motivate others to
Page 49 and 50: Great Britain 47 The average return
Page 51 and 52: Great Britain 49 The consumers are
Page 53 and 54: Great Britain 51 well-known local o
Page 55: Great Britain 53 Remarkably, Cherie
Page 59: 11 IMPROVING THE UMOT TO OPTIMIZE T
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TOTAL RECALL
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How do we ensure that our customers
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Yet even with the pervasiveness of
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looking for the experience. Busines
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SORRY, WE’RE CLOSED How to Surviv
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The customer journey is still evolv
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[ ] DISRUPTIVE TECHNOLOGY IS A CATA
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They include: Blockbuster Borders C
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Case Study: What’s the Worst That
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world—faster, more competitive, a
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No one can pinpoint where we exist
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xx INTRODUCTION
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To that end, we’ve engaged a tale
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Contents Foreword: The Benchmark of
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Introduction In my last corporate j
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Introduction xxvii day, I gain insi
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Introduction xxix from studying bas
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Introduction xxxi is happening in r
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Introduction xxxiii Part Three allo
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INTRODUCTION Properly organized and
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● Fortune 500 companies that are
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● How to evaluate results ● The
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In 2000, Goldcorp CEO Rob McEwen wa
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4 CROWDSTORM What LEGO discovered w
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6 CROWDSTORM While Coase is focused
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8 CROWDSTORM Finally, in business a
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10 CROWDSTORM then-candidate Barack
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12 CROWDSTORM together collaborativ
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14 CROWDSTORM In 2010, what was uni
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16 CROWDSTORM We have focused so fa
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18 Key Partners Key Activities Valu
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20 CROWDSTORM few of the success st
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viii CONTENTS Chapter 3 Take Stock
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x CONTENTS Chapter 29 Celebrate Suc
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xiv YOU CHOOSE THE PATH TO FOLLOW o
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xvi PREFACE it became that focusing
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Short On Time, But Still Crave Amaz
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Short On Time 3 If all these pages
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Why a Guide? 5 If it were as simple
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Why a Guide? 7 4. Taking the Road L
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How to Be a Passion Hit 33 Those wh
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How to Be a Passion Hit 35 Each of
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viii Contents The Direct Approach
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x Contents Recording and Distributi
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xviii Introduction and make good gr
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xx Introduction more informed decis
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xxii Introduction The next question
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4 The Art of Explanation Trevor had
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BETH KANTER KATIE DELAHAYE PAINE FO
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x SIX The Ladder of Engagement: How
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The Secret Sauce for Nonprofi ts Ne
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United States (HSUS), the nation
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without a measurement plan is a was
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An important part of MomsRising ’
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Theme 9: Measurement Is Valuable at
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I N T R O I INTRODUCTION A BRIEF HI
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C H A P T E R 04 EDITORIAL INFOGRAP
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C H A P T E R 08 WHAT MAKES A GOOD
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fig. 1.1-1.17 01 02 03 08 09 10 IMP
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I M P O R TA N C E A N D E F F I C
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vi Contents 13 How to Apologize to
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1 How One Man Changed a Billion-Dol
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How One Man Changed a Billion-Dolla
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Marketing Is a Verb 5 haven’t eve
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3 Companies Aren’t Awesome; Peopl
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Companies Aren’t Awesome; People
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Contents 1 Usually High Call Volume
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Contents vii 33 Hall of Shame 103 3
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2 The Book of Business UnAwesome do
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4 The Book of Business UnAwesome If
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3 Customers Don’t See Silos Being
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4 How to Flip Off Your Customers It
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10 The Book of Business UnAwesome T
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xii Contents The Toilet Business 31
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xiv Contents Hypnotizing Chickens 1
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xxviii Introduction: Likeability, R
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xxx Introduction: Likeability, Rogu
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xxxii Introduction: Likeability, Ro
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xxxiv Introduction: Likeability, Ro
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xxxvi Introduction: Likeability, Ro
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xxxviii Introduction: Likeability,
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xl Introduction: Likeability, Rogue
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CONTENTS Foreword vii by Jeff Dachi
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FOREWORD Everything that can be soc
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Foreword ix commit to the path of s
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2 SOCIAL BUSINESS BY DESIGN future
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4 SOCIAL BUSINESS BY DESIGN moving
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viii Contents 9 Connected TVs: Blen
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x Preface screen” companion conte
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2 Introduction see Granny chase a k
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4 Introduction us to watch and expe
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6 Introduction share the programmin
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Contents Introduction 1 1 The Art o
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Introduction Though I’ve run a sm
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Introduction 3 Small businesspeople
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Introduction 5 the ads that refl ec
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Introduction 7 Consider any job or
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Introduction 9 You might say that,
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Introduction 11 of your customers c
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Contents Foreword by David Meerman
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Contents ix Off-Page SEO: The Power
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Contents xi Chapter 13. Picking and
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4 Inbound Marketing well. More rece
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6 Inbound Marketing Ten years ago,
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8 Inbound Marketing co-founder of F
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