SXSW 2013 Sampler

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Non-retweets Links Figure 4.15 Effect of Links on Retweets 1. you 2. twitter 3. please 4. retweet 5. post 6. blog 7. social 8. free 9. media 10. help Retweets Links 11. please retweet 12. great 13. social media 14. 10 15. follow 16. how to 17. top 18. blog post 19. check out 20. new blog post Figure 4.16 Most Retweetable Words and Phrases Twitter 67 think about the reasons why these words are on this list, rather than blindly using them and expecting more retweets. The most retweetable word in my data set was the word you. Twitter users want to hear you talk about them, not yourself. The words twitter and social indicate that talking about social media in general and Twitter in specifi c works on Twitter. Also on the list are please retweet and new blog post, which corroborate earlier points about asking for retweets and the importance of novelty. Free is always a powerful word in marketing, and on Twitter it is no different. And we fi nd how to, top, and 10 on this list, showing that utility content and chunked, list-based content performs well on Twitter, as it does on other forms of social media. On the fl ip side of the coin, we fi nd the least retweetable words, those words that occur far less in retweets than their commonality
68 Channels 1. game 2. going 3. haha 4. lol 5. but 6. watching 7. work 8. home 9. night 10. bed Figure 4.17 Least Retweetable Words 11. well 12. sleep 13. gonna 14. hey 15. tomorrow 16. tired 17. some 18. back 19. bored 20. listening in normal tweets would seem to predict (Figure 4.17 ). This list of words is far less interesting than the list of most retweetable words, and that ’s the point: they ’re boring. Most of these words indicate that the person using them is talking about himself or herself and personal activities, such as watching the game, listening to something, or going to bed. Even worse is the occurrence of the word bored here. If you ’re tweeting that you ’re bored, don ’t expect it to get retweets, as you ’re being quite boring yourself. An analysis I did of 2.7 million link-containing tweets revealed an interesting pattern that has implications for all kinds of communications professionals working with Twitter. I looked at each tweet in my data set and identifi ed those that were clicked on 0 times but were retweeted at least once. I also identifi ed those tweets that were clicked on but were retweeted more times than they were clicked. I found that 14.64 percent of the tweets in my study were never clicked on but were retweeted and 16.12 percent of the tweets in my database had more retweets than clicks (Figure 4.18 ). This tells me that many people who will retweet an article will do so without reading it fi rst. Although the sociological implications of these data could certainly be quite interesting, I ’m mostly interested in what this means for marketers. And what it means for marketers is that your headline is the most important piece of your content when it comes to
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 and 10: 58 Channels tweeted around 22 times
Page 11 and 12: 60 Channels Average # of Followers
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Page 15 and 16: 64 Channels 6 5 4 3 2 1 0 12:00 am
Page 17: 66 Channels life, feel free to talk
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.
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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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