This is a tip or a technique I use everyday to monitor keywords about me and my clients. There are tools which do actual sentiment analysis and all kinds of other listening, but I just want to be reminded to read the conversations.
I also like to keep my inbox small. So I trick myself and have content by keywords delivered to my inbox, that way I’m forced to read it or make a conscious effort to ignore it. Not signing into a listening application can cause problems… unless it delivers emails of conversations.
This technique will focus on listening to twitter, however there are plenty of RSS feeds out there to use this method of “subscribing”
Gathering your RSS Feed
Simply head over to twitter search and type in a query, I’ll use “elephants” as mine… however I recommend you visit the Advanced Search page to develop a better query like “elephants -peanuts -from:Elleph” This will give you this page as a result http://twitter.com/search?q=elephants (or http://twitter.com/search?q=elephants+-peanuts+-from:Elleph) And in reality you can use these URLs in most RSS to Email tools, however I recommend going one step further and locating the actual RSS feed.
In the Twitter Search Results page you should see a link saying “Feed for this query” (as seen in the image below) right click on this link and choose copy link address or link URL. This is the actual RSS feed url that we’ll use in the next step.
Finding an RSS to Email tool
There are a few options, and some have come and gone over the years, so I’ll recommend two searches, and two currently functioning tools. First off, searches:
One of the current tools I use shows up in spot number one for both of those searches… Feed my Inbox. The next sections will explain what to do with each of these tools
Feed My Inbox
Arguably the best tool out there for taking an RSS feed and dumping the results to email, Feed my Inbox makes it quite simple, when you arrive it asks for a feed url (which we got from step one) and your email address, that’s all it needs to start emailing you the tweets you care about. (or blog postings youtube videos etc). You can also login to customize more settings, but the basics are here for you.
Taking the RSS to inbox one step further Notify.me allows you to have it send an SMS, IM or Email. Which is very handy for the more important keywords you want to pay attention to. Once signed in you can turn on and off notifications with a simple click and add feeds by pasting the URL (from above) to add new feeds.
These are two tools, and one technique that I use on a daily basis to keep me informed of conversations around my keywords… this is how I can appear to be online all day long while actually enjoying a life offline.
Remember, Automate the simple stuff, do the conversations and relationship manually.
The following are the 60 or so tweets I had as my presentation material for a recent talk at GRSM on Twitter Strategy for Business. I would love to post the slideshare of this presentation however it was designed as a presentation via twitter. Many of you have asked how I did it. I could not have done it with out the help of two staff members of ddm marketing & communications who posted each point as I hit it. These tweets are my content, I prewrote them and my staff only filled in 3 or so tweets where I strayed from my pre written notes. I’ve also embedded the video for your viewing pleasure.
GRSM – Aug. 26th 2010 Paul Kortman Twitter Strategy from Grand Rapids Social Marketing on Vimeo.
Were you there? What did you think? Discuss your thoughts in the comments section below
Presentation Notes as Tweets
Getting setup for , follow along at home or from your own laptop at @ by going here:
Just a couple more minutes until we start the Twitter talk at , we will be Ustreaming this for those at home, follow @ for link
If you don’t care about live tweeting events, or learning about use a tool to mute me:
– @ and @ from @ should be thanked (or bought a few beers) for creating and giving back to the community
The house is packed! Great Turnout.
For those who didn’t get the link earlier, what you see on the big screen can be seen on your screen here:
Paul Kortman @ is starting an non-traditional presentation, using as the presentation tool
This is an experiment in action, we’ve taken the proper safety precautions, but this whole presentation could blow up :)
Tweet Grid Link:
I work for @ as dir of Search & Social: We help companies navigate twitter & more on a daily basis
Gratuitous plug for @, did you know we’re hiring? http://bit.ly/1q7JX Search & Social, CSS, Proj Mgmt & more (plz RT)
I believe that is an infrastructure like the power grid. You can use it for whatever purpose. Thus, twitter as a preso tool
Pyramid of Strategy: top= Marketing Strategy, second tier includes Advertising Strategy, PR, Sales, Trad Media, Web Strategy
Everything you do should be driven by objectives which come from a strategy, this includes all SocMed, but especially Twitter
Pyramid of Strategy: Whiteboard pic, Marketing Strategy
Under Web strategy (Tier 3 of Pyramid of Strategy) is Conversion Strategy, Content Strategy, and Social Media Strategy
Ever thought about a conversion strategy for your website? What are you trying to get your users to do? How does it help your biz?
Pyramid of Strategy: Tier 4 under SocMed Strat: Blog, Facebook, Twitter, 4Sq, Tumblr, Flickr, YouTube, <–All are Strategies
Question for you to ponder: What are you doing with your web presence?
Pyramid of Strategy: Whiteboard pic, Web/Social Strategy
And finally Tier 5 under Twitter Strategy – Listen, Objectives, Voice, Content Strat, Follower Strategy, Integration Strat, & Tools
Pyramid of Strategy: Whiteboard pic, Twitter Strategy
Pyramid of Strategy: Whiteboard pic, Whole Pyramid:
I’m going to skip over Listen as a strategy, all I’ll say is you’ve got to listen first. I’m assuming you are or have done this.
Objectives flow from Marketing Strategy all the way down to Twitter Strategy, are you selling hammers? or pimping a non-profit
Example Objectives for Twitter Strategy: Sell Tickets, brand awareness, buzz generation, Publicity prep, customer support and more
Example Objective: Product Awareness, focus around a topic like better eyesight, this drives content and follower strategy too.
Voice was covered last year Personal/Person, Person behind the brand, & the brand What is your voice on Twitter?
New thoughts or ideas on voice for twitter strategy? Are you going to be hip, stale, conversational, self-focused or what?
How many retweets, original content, replies, and marketing are you going to post?
I recommend: 40% original content, 40% other’s content and 20% (or less) ads/marketing speak
Social Media is a multidirectional platform. DO NOT be 100% marketing, or 100% one-way. Dialog, Dialog, Dialog.
Want to know how to create content that will “go viral” or at a minimum get retweeted? checkout @ now working for @
Questions to ask in a content strategy: ratios, do you RT? Content scheduled? Editorial Calendar? What value are you offering?
So many brands get it so wrong with 90% marketing speak 10% “hey i’m going to talk to someone”
Editorial calendars help plan what you’re going to say on Twitter… it’s not bad to plan
We all want Followers, but you’ve got to have the right followers, total numbers mean nothing if they are not in your target market
Tools to help in building follower base: @, @, @, @, @, & more
Automation can only do so much, the old school methods still work the best, hand following, @ replying and unfollowing non followers
It is really hard to follow 100 people manually…. use tools
Some clients have taken > year to break the 1,000 follower mark, others have broken 2,000 in 6 months. Depends on target Audience
It’s not about the follower number, it’s about reach, dialog, and engagement of followers. Success is not measured in follower count
If success were measured by follower count @ should be today’s speaker, > 5 Million followers and less than 500 tweets
Key in Follower Strategy: find the right accounts to follow through keyword/topic/geo-based searches, like “Venture Capitalist”
Also possible to do a contest, give-aways based on hashtag, dialog, or following. <– These are more difficult to gain adoption
Contests to gain followers work well if you have a large base of engaged followers already or can engage influencers
Short and Simple what other social networks are you going to integrate to your twitter presence? – this is your integration strategy
Example integrations: YouTube, Blog, RSS feed, Delicious, Feed Reader, Facebook, Tumblr, Posterous, 4sq, flickr, linkedin, etc
Choose your integration wisely
Be careful with Integration of other SocMed content as they can be annoying, and they can mess up, automation is not always best
You have to have a strategy with what tools you are going to use. Don’t use a tool just cause the twitterati use it.
Too many tools to mention, but @ from @ has the best collection and review, I often find new tools there.
I use @ @ @ @ (iPhone) @ @ @ @ @ @ & others
Don’t forget listening tools: @ @, @, @ Automate the easy stuff, spend your time on dialog
New Features: Followed by U both Follow Suggestions 4U
For important topics, create an RSS feed and drop it in your email so you’re notified when your topic comes up
Take an afternoon once a quarter and evaluate your strategy
Can you remember twitter without replies??
Freebie: Twitter Lists:
Because of Twitter and sms people’s lives were saved in last years Chilean earthquake. ISPs/web access down but sms was up
Thanks for listening, reading, tweeting, asking questions and all, please feel free to ask questions here or on !
Thanks to @ and @imeghanp from @ for being the wizards behind the curtain!
And thanks to @ for making space for and other learning/non-profit events.
Sorry there will be no slidedeck to download :) but you can search for and find all of these tweets (for a week)
Thanks for participating!! Did you enjoy the experiment? Lets carry on the conversation on
Wow that’s a long outline
There is a lot to say about twitter and business!
Were you there? What did you think? Discuss your thoughts in the comments section below