SXSW 2013 Sampler

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Please Retweet 51% RT’ed Please RT 39% RT’ed Neither 12% RT’ed 0% 10% 20% 30% 40% 50% ± 0.67% Confidence interval: 90% ± 1.43% ± 1.69% Twitter 63 Figure 4.10 Phrase Please Retweet Gets Four Times More Retweets group ’s tweets were retweeted, more than 50 percent of the “please retweet” group ’s tweets were. Calls to action work in all forms of marketing, and social media is no different. If you want more retweets, ask for them. Thanks to the great people over at Buffer (an awesome app you should check out), I was able to study millions of tweets and their retweet performance. First, I looked at the relationship between the time of day the tweets were sent and how many retweets they got (Figure 4.11 ). The data confi rmed my earlier analysis on a different data set and showed that retweets were highest for tweets posted between 3 pm and 5 pm Eastern time. I know from personal experience that as the business day wears on, I often lose the motivation and wit to come up with worthwhile original tweets. It ’s around 4 pm that my retweeting activity increases because of this. Experiment with tweeting those updates you want to spread during this time period and see if it works for you. The fi rst large-scale retweet data set I compiled was more than 100 million retweets gathered over the course of more than a year. It was this database that formed the basis of much of my earliest work on Twitter. Using this data set, I was able to analyze the volume of retweeting activity that occurred on the different days of the week. I found that although overall Twitter activity tends to be highest early in the business week, retweeting peaks on Fridays (Figure 4.12 ).
64 Channels 6 5 4 3 2 1 0 12:00 am 1:00 am 2:00 am 3:00 am 4:00 am 5:00 am 6:00 am 7:00 am 8:00 am 9:00 am 10:00 am 11:00 am 12:00 pm 1:00 pm 2:00 pm 3:00 pm 4:00 pm 5:00 pm 6:00 pm 7:00 pm 8:00 pm 9:00 pm 10:00 pm 11:00 pm Figure 4.11 Time of Day versus Retweets I think the reasons for this might be similar to the reasons that the end of the business day is the best for getting retweets. And the tactical takeaway is much the same as well. On Friday afternoons, look over the content you ’ve posted during the week and share the best stuff again. After a few weeks, you ’ll learn if Friday afternoon as a highly retweetable time works for your business and your audience. Earlier in this chapter, I included data that showed that selfreference was correlated with lowered follower counts. I also analyzed the relationship between self-reference and retweets and found a similar pattern (Figure 4.13 ). Looking at millions of retweets and millions of non-retweeted “normal” tweets, I found that non-retweets tended to contain more self-referential language than retweets. Not only does self-reference not lead to more followers, it also doesn ’t lead to more retweets. When I share one of your tweets with my audience through a retweet, I need to believe that it will be relevant and interesting to my followers. The minutia of your life—what you had for lunch and how many times your cat farted—is very unlikely to make that cut. If you ’re on Twitter to communicate with friends you know in real
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
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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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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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