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Week 1 – Recap Assignments

25 June 2009

Here’s a recap of what we all are doing for next week:

Specific assignments – due by Monday at noon

(1) Blog post on process: your thoughts on what the book/writing/reporting should encompass, how you would prefer to proceed; ideas on what you might research/write about

(2) Find 10 brands/organizations that you think should be featured; tell us why and how you found them. Post on your this blog and where-ever-else we decide!

(3) Revisit Cluetrain 95 Theses. Which 5-6 do you feel relate to our class project? Why? Post to this site. [To help us develop best practice heuristics.]

(4) Recommendation: everyone read/synthesize/post (this would be one of two required reading posts – there are four week with readings)

(5) Article summary: Priti and Rubi

Ongoing assignments:

(1) Twitter involvement:
* 10 tweets/week – 5 info, 5 replies – with hashtag #uwtwtrbook
* follow one another, @kegill or @kegill_uw, and uwtwtrbook
Be sure to @ the people we tweet about

(2) Information/Data/Knowledge management
Blog (short posts) Twitter tips, book ideas, organizations to possibly profile (good or bad) … to this site. Then tweet your blog post w/our hashtag.

We will revisit this workflow in 2 weeks to see if it’s working.

8 Comments leave one →
  1. filizefe permalink
    27 June 2009 9:42 pm

    (1) I am interested in researching the use of TwitPic in business / Visual Communication on Twitter. See #uwtwtrbook Research Proposal blog post on filizefe’s blog. (

    I am open to individual or team work. Team work can have some consequences like balancing the workload though.

    In order to accomplish a coherent tone in the book, I suggest we should discuss and agree on the theme and thesis somehow.

    (3)The Cluetrain Manifesto

    My highlights are following:

    17- Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
    21- Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.
    22- Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.
    74- We are immune to advertising. Just forget it.
    75- If you want us to talk to you, tell us something. Make it something interesting for a change.
    78- You want us to pay? We want you to pay attention.

    These theses are clearly pointing out the “voice” of the corporate communication is changing.

  2. margerynabors permalink
    28 June 2009 1:07 pm

    Below are three organizational approaches worth considering for our Twitter book:

    1) Single category. If we choose a single category we could offer a comprehensive glimpse of how various companies (in the category of choice) have chosen to extend their brands through the use of the Twitter infrastructure. While some brands may be using it for crisis management or customer service, others may be using it as a way to aggregate unique content or news. I envision some people would delve into a particular usage and offer case studies, while others would contribute relevant chapters on the front or back end (i.e. possibly the future evolution of Twitter usage in the category). Note: I believe this approach would eliminate the potential redundancy of how brands in various categories have found success on Twitter.

    2) Single usage. If we choose a single way in which Twitter is being used, for example as a crisis management or CRM tool, we could examine successful cases across a number of categories.

    3) Multiple categories. If we choose multiple categories, we could offer case studies demonstrating “best/worst of.” However, I fear that this option may be the most difficult to weave together, because the metrics & verticles of interest could vary dramatically across categories.

    Though I am very interested in the travel category’s current usage and potential of using Twitter, I am open to switching if we could agree on a single category to examine.

    • filizefe permalink
      28 June 2009 8:45 pm

      Travel industry might be very interesting to research…especially if I can relate the use of TwitPic in travel industry somehow

  3. pritiu permalink
    28 June 2009 3:31 pm

    It’s hard to think of our Twitter book as just words on a page or screen. With every passing moment, the news is adding chapters and topics to our ever-increasing foundation of information. I’m currently trying to envision a way in which we can isolate topic areas without constraining ourselves to “best practices” or “case studies” that may quickly become obsolete.

    I think the key to our project’s success will be its malleability. With that in mind, how do we proceed? Is the answer to pick general topic areas and use the best examples at the time? Do we re-imagine the book as a website that can be continually updated? Perhaps even featuring video and audio?

    I like the idea of dividing the book into general topic areas with information on how the use of Twitter has changed/evolved. At the end of each chapter, perhaps we could include a Q&A with individuals who have been involved with Twitter “best practice” cases or milestones.

    For example:

    Instead of just outlining the company’s use of Twitter, perhaps we can discuss how the “free passes” strategy was born, how it was executed, and what Miramax has learned/would have done differently.

    On a personal note, I’d like to look at where Twitter is on Gartner’s hype cycle and the backlash/critics. I think it will be interesting to look at some of Twitter’s detractors and look at the basis for their negative feelings towards the communication tool. I’m also interested in Twitter’s use in entertainment and sports.

    2) In Television, it looks like talk shows are making the most of Twitter:
    According to Tracking Twitter, Ellen has over 2.2 million followers @ellenshow

    During the first week of his new show, Jimmy Fallon took questions for Cameron Diaz through Twitter. He recently won a Webby for his show’s innovative web strategy. @jimmyfallon

    Other talk shows on Twitter include:
    @chelsealately (from E!)
    (The View)

    Film wise, it’s the studios that are using Twitter to aggressively market new offerings:

  4. Rubi permalink
    28 June 2009 7:23 pm

    1) The Process: I would like to do a research on how Latino-America is using Twitter. This will consist of 3 parts:

    1. Media (The news papers, Radio, Television)
    2. Marketing purposes/sales
    3. Grassroots and organizing

    – # of people using Twitter in Latin-America
    -Main medium of using Twitter (computer or mobile)
    – Why the decision to incorporate Twitter
    – What has worked
    – What has not worked
    – What can be improved in the business and in Twitter
    – What approach was taken
    – Results after implementing Twitter

    I am open to work on a group, I think that a complete chapter on the Latino-American market can be time consuming and a lot of work. Perhaps I can focus on countries with strong economy like Chile, Brazil, Mexico, Argentina??

    Another idea is to do a chapter on how Latinos use Twitter in the US and outside the US. But that will be even more work.

    The reason why I would like to do this chapter, is because as the Latino-American market continues to grow, the opportunities for business will grow as well and sometimes companies fail to enter the Latino-American market because of their lack of cultural competence.

    2) These are some media and business organizations that I have found as a potential organizations to study for the book.

    -E-mol, this is a Chilean news paper that incorporated Twitter with great success. (in Mexico news papers have not incorporated Twitter yet)
    -Cooperativa, this is a Chilean Radio Station that incorporated Twitter.
    – La Prensa, biggest new paper in Mexico to ask why they have not incorporated Twitter.
    -UNIVISION – KUNP a Spanish network that has incorporated Twitter
    -#honduras for Social mobilizing and organizing.
    -#gripeporcina for peer to peer information

    3) Cultrain Manifesto:

    I think that some of the theses that directly relate to our class are:

    9- These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. Some examples are in social mobilizing and organizing. They have discovered in Twitter a very important tool to accomplish that like in the case of Iran elections or Honduras military taking the president out.

    12-There are no secrets. The networked market knows more than companies do about their own products. One good example of this is the Comcast case in which one customer complained about the service in Twitter, in this case Comcast listen and was able to resolve the problem.

    17- Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. Many companies keep refusing to incorporate Twitter into their business models, because they think that the market has not evolve with technology in this case with Twitter.

    72- We like this new marketplace much better. In fact, we are creating it. Twitter was created with one purpose and then the audience found other purposes for it, that’s what companies don’t get.

    90- Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we’ve been seeing. This is very true for Twitter, many of the most recent news are found in Twitter first. People are tweeting the truth, they don’t have any agendas and they talk as human beings.

  5. 28 June 2009 11:39 pm

    As I see it, the overall purpose and design of our book should be focused on stating the changes being made to the relationship between all types of organizations (and it should include individuals) and the publics. It would be best for each of us to focus on one of these areas and do individual studies/chapters (10-15 pgs each?).

    Some ideas for case studies-

    U.S. Government and foreign governments

    Non-profit/issue oriented organizations

    Cultural organizations

    Large, corporate organizations

    Small, local businesses

    Sports teams

    Individual Athletes

    Individual Travelers

    Start-up Companies


    Media Outlets


    With these cases in mind, I believe it would be possible to encompass many of the topics/ideas that have already been put forward.

    My preference would be to study eLearning or start-ups and focus on Twitter as a facilitator for marketing, collaboration and feedback.

    Within each study we could provide best practice tips (such as APIs) and areas that need to be studied more in-depth.


  1. Week 2 – Exploring the Twitter phenomena «

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