MEDIAWATCH #3: Australia

I am back in Australia, a country that I know well, yet the media landscape is evolving quite fast with some big moves happening during my week such as Channel 7 launching its new live streaming site for the Melbourne Cup, Optus snapping the EPL rights from Foxtel…

For those who are not as familiar wit the local Australian media & digital landscape, here is my new & improved mediawatch, now as an infographic.

Mediawatch Australia

Download the Mediawatch Australia PDF

Marie Sornin

How to organically grow your followers on Twitter?

I have committed to volunteering at Kevin Richardson wildlife sanctuary in South Africa in 2016.
Until then, I am helping him and his wife Mandy with their digital and social media presence.

They recently asked me for advise about how to organically grow their followers on Twitter.
I thought that the tips I prepared for them, could also be valuable for you.

Here they are.

1- Know who you are talking to:

  • Use Twitter analytics to understand the profile of your organic audience and track your performance over time.
    Go to analytics.twitter.com to activate.
  • Define conversation themes based on your followers traits. You will be more interesting to your reached audience end therefore more users might follow you.

2- Leverage all your marketing material:
Twitter is the best touchpoint to enable your audience to interact with you in real time. Remind them when they see your brand!

  • Your online assets of course:
    • Embed your Twitter timeline into your website:
      This will show your live activity and entice your website visitors to follow you.
      If your website template is not pre built with this feature, click on this link to know how.
    • Same goes for the the follow button:
      Add a follow button to your website and email signature (if you can’t figure this out, just write your @handle with a hyperlink)
    • Try adding call to action to your videos:
      Add a screen at the end of your videos with a call to action to follow you on Twitter (always showing your @handle + a clear call to action).
  • Your offline ones as well:
    • Show your @handle on all your marketing tools: brochures, business cards, leaflets, sales receipts, newsletters T shirts, vehicles, cup cakes,….Wherever people might see your brand when they have their mobile phones handy, add Twitter. Be creative with it, try things out!
      Remember that “Follow us on Twitter” or the Twitter bird is not enough. Be specific, show your @handle: Follow us on Twitter @mariesornin
    • This is also true for speaking engagement/ public appearances:
      Include your @handle in your slides, call out the audience to follow you when you start.
      Get your staff and the conference/ program organizers/ audience to live Tweet the key elements of your speech. Make sure that they mention your @handle and # of the event in their Tweets.

3- Give and Get:

Like in any conversation being engaging is key to making people want to talk to you again.
Twitter works the same way.
When you are engaging to your current followers, they will carry your message out extending your “earned” visibility and consequently bringing you new followers.
There are several ways of doing so on Twitter, here are some important ones:

  • Let people know what to expect from Twitter account: Your photo, bio and URL on your Twitter profile are the 1st thing that people will see. Make it impactful and catchy.
  • Follow people who are important to you. They might follow you back
  • Mention people’s @handle in your tweets, tag them in your photos. They might reply, favorite and RT you (generating a greater earned footprint for your content)
  • Reply to the users mentioning you in a timely manner. They will feel engaged, gratified and will help spread your message to their followers when you need them to!
  • Tweet around the clock: your followers might scattered around the globe (Twitter analytics can tell you that), you must be visible to all of them regularly.
  • Use Twitter native tools: upload your photos on Twitter (links to an Instagram photo will get way less engagement), shoot videos from your mobile, build website cards to Tweet your site pages, try Vines & GIFs.

4- Leverage moments:

  • Insert your tweets in current topics of conversations.Use Search.twitter.com to find the the right #. Use them in your Tweets.

Try these tips and check the impact on your followers growth over time.
Alternate your implementation, don’t do everything at once so you can understand what pushes the needle and focus on these points.

And of course, since I work at Twitter, I couldn’t finish this post without a little push to our promoted products: if all that is working for you and you want to take it one step further, you can also add a Promoted Accounts campaign.

Any other tips that are worth sharing? Comment below!

Marie Sornin for @lionwhispererSA
After all that, if you care that at this current rate Lions might be extinct in 20 years, give Kevin a follow on Twitter: @lionwhispererSA

This is what I do

 

Some good work started in Australia in 2013 that I am now continuing internationally from New York with @TwitterAmplify

Marie Sornin

A year in the life of @TwitterAU

In July 2013, I was part of the start up team @TwitterAU. Just a year later I am heading @TwitterNY as the lead for international development for Twitter Amplify.

Here are the tweets of of the year @TwitterAU

Day one felt just like going back to school.
At the time, I had no idea that Twitter was going to come up with @dronie, the ultimate selfie machine

We kicked off with a week of intense training (anyone in my group at NHO would agree), followed by the Twitter global sales conference.

Although, I would have staid in San Francisco fro ever, we head back to Australia and set ourselves up in the first hone of @TwitterAU.
Apparently, the Aus team was the only team globally to not complain about being in corporate center… must have been the view…

Later, we had to trade the view over Sydney harbor for some awesome new team members

Plus, we do work from anywhere, so the view always changes
@Dannykeens probably remembers me doing IOs in his car between meetings.
With that in mind, I decided to take WFH one step further

Working through time zones, we had a few late nights throughout the year

And there was even some stressful times (private joke for those in the sales team)

Thankfully, the team (and the cat) was always been there!

 

Of course, all this we lead to some great work

And even some swooning with our clients

 

We felt the success,

Then @Maria started and life got a lot sweeter, with cupcakes and double birthdays !

 

Later that year, the opportunity of a trip to New York came up and one tweet changed everything…

Goodbye @TwitterAU

Thanks for an epic year

#BYEFRENCHIE

 

This is how to plan for the moment

From the Oreo dunk in the dark to British Airways #Lookup Live campaigns look seamless across devices, perfectly integrated in the moment, contextually relevant and of course therefore extremely engaging.

As a marketer you might ask yourself:
How? how can do these brands by pass all the insights research, multiple approvals, internal buys etc etc etc etc… to execute perfectly relevant campaigns at one point in time

Well guess what?

It is called plan for the moment, and it can be done!

Here is how Optus did during the State of Origin (which is the Australian version of the Super Bowl)

Marie Sornin

Three unexpected Twitter insights

It has already been almost year spent at Twitter in the revenue team.
One thing I certainly enjoy about the job is that I keep discovering new ways clients are leveraging the platform.

I recently lead a panel with 3 media executives for the TwitterAU #LiveStudio event.
NigelOptus, JasonStarcom, ChristopheL’Oréal shared their campaign success stories.

From their answers to the Q&A, I captured 3 insights that went beyond the expected use of Twitter as a media channel.

1- Twitter can open doors in your organization:
Twitter is the platform that brings multi channel activations together.
It can not be treated in isolation. This makes it a powerful tool to bring multiple departments in an organization together.

2- Twitter can inform planning decisions:
The Nielsen Twitter TV rating is a perfect example to demonstrate how Twitter can influence businesses media choices.
Beyond TV data, listening and analyzing Twitter conversations can bring some very valuable insights.

3- Twitter creates unknown opportunities :
Brands that have successfully implemented real time marketing have discovered new “content” based opportunities to engage with their audience outside of their marketing calendar… i.e. “dunk in the dark

And finally, my personal touch here: Twitter can also help you discover new vocabulary .
I couldn’t help but share!

I am convinced that there might be more ways that Twitter can support marketers and advertisers.
Help us discover more, what is your unexpected way of using Twitter?

Marie Sornin

Most RT ever

During the 86th Oscars Ceremony @TheEllenShow Tweeted the most popular selfie in history… which resulted in the most RT Tweet ever

I love the fact that a Tweet is now part of every piece of broadcast around the Oscars

Which also helped  @TheEllenShow grow by apprx 1 mill followers

It Beat @BarackObama‘s Tweet which held the record until today

So, @TwitterAU, we decided to be part of history as well:

#live
#public
#conversational

#makinghistory