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How Leaders Tweet 2012

The document discusses the role of Twitter in modern leadership and communication. It highlights that 65% of government leaders use Twitter, emphasizing the importance of engaging with followers and creating meaningful connections. The content suggests best practices for leaders on social media, including being personal, inspirational, and responsive.

How Leaders Tweet

Swissnex, Basel 13.11.2012 #SwissEdSocial
Matthias Lüfkens, Matthias.Luefkens@bm.com @Luefkens @B_M
E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Let’s get this started

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

The next leader on Twitter

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E V I D E N C E - B A S E D C O M M U N I C AT I O N S

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

2008

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

@BarackObama

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

@MittRomney

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Twindex

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Twitter Engagement Map

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Barack Obama on Facebook

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Mitt Romney on Facebook

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

DisappearingRomney.com

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Twitter is the Drug of Davos
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2007 2008 2009 2010 2011 2012 2013

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Executive Tweets

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Leading the conversation

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

65% of all government leaders are on Twitter

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Getting started

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Twitter exchanges

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Creating connections

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Quality over Quantity

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Policy Statements

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Twiplomatic Exchanges

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Political Statements

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Tweeting Job Ads

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Thank your Followers

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Engaging your followers

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Watch your language

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Saying Sorry

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Making Mistakes

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Correcting mistakes

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Oversharing

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Be witty

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

On holidays

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Taking a break

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Don’t just follow
Be a Leader
E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Be personal

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Don’t tweet about the weather

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Be human

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Be inspirational

E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Thank you Matthias.Luefkens@bm.com
@Luefkens @BMSwitzerland
E V I D E N C E - B A S E D C O M M U N I C AT I O N S

How Leaders Tweet 2012

1.
How Leaders Tweet Swissnex, Basel 13.11.2012 #SwissEdSocial Matthias Lüfkens, [email protected] @Luefkens @B_M E V I D E N C E - B A S E D C O M M U N I C AT I O N S
2.
Let’s get thisstarted E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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The next leaderon Twitter ? E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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2008 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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@BarackObama E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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@MittRomney E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Twindex E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Twitter Engagement Map E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Twitter Engagement Map E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Barack Obama onFacebook E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Mitt Romney onFacebook E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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DisappearingRomney.com E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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Twitter is theDrug of Davos 700 600 500 400 300 200 100 0 2007 2008 2009 2010 2011 2012 2013 E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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Executive Tweets E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Executive Tweets E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Leading the conversation E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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65% of allgovernment leaders are on Twitter E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Getting started E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Getting started E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Getting started E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Twitter exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Creating connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Creating connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Creating connections E V I D E N C E - B A S E D C O M M U N I C AT I O N S
29.
Quality over Quantity E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Policy Statements E V I D E N C E - B A S E D C O M M U N I C AT I O N S
31.
Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
32.
Twiplomatic Exchanges E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Political Statements E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Tweeting Job Ads E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Thank your Followers E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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Engaging your followers E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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E V ID E N C E - B A S E D C O M M U N I C AT I O N S
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Watch your language E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Saying Sorry E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Making Mistakes E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Correcting mistakes E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Oversharing E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Be witty E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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On holidays E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Taking a break E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Don’t just follow Be a Leader E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Be personal E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Don’t tweet aboutthe weather E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Be human E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Be inspirational E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Be inspirational E V I D E N C E - B A S E D C O M M U N I C AT I O N S
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Thank you [email protected] @Luefkens @BMSwitzerland E V I D E N C E - B A S E D C O M M U N I C AT I O N S

Editor's Notes

#7 Barack Obama has 12 times more Twitter followersthanMitt Romney
#12 Barack Obama has 2.6 times more Likes on Facebook
#13 Less and less people are talking about Mitt Romney on Facebook
#14 Hisisactuallylosing 847 followers/day as youcantrack on the website disappearingRomney.com
#16 TwitterThe World Economic Forum is on Twitter since April 2007 and has two main accounts @Davos (http://twitter.com/davos) with over 1.7 million followers and @WEF account (http://twitter.com/wef) dedicated to live tweeting and meeting chatter.
#17 TwitterTwitter is the Davos drug. Over 25% of the 2600 participants at the Annual Meeting in Davos 2012 were active on Twitter.23 in 2008, 69 in 2009, 251 in 2010, 402 in 2011and 650 out ofthe 2600 participants in 2012.
#18 Twitter ListFor all theeventsthe World Economic Forum createsspecific Twitter listsincludingtheparticipantsactive on Twitter. Theirtweetsoftheparticipantsare also projected on a dedicatedTwitterwall.
#19 The mostre-tweetedtweet in Davos 2012 was from Bill Gates tohis 5 millionfollowers.
#22 Twiplomacy.com250 accountsofworldleaders, presidents and prime ministers, personal and institutionalaccounts.65% ofthe 193 countries,ie 128 countries theheadofstate, headofgovernmentortheirinstitutionis on Twitter.
#23 Gettingstarted on Twitter…
#24 …success
#25 José Manuel Barroso recentlyjoined Twitter
#26 Greeted by hispeers
#27 Creating connections.
#28 Greeted by @HMATomFletcher the UK ambassador to Lebanon
#29 Hitch, @David_Cameron, set up by the Conservative party, doesn’tfollow @Najib_Mikati, noranyother world leader…
#34 Last tweetoftheformer Prime Minister ofKazakhstan.
#35 Orpostingjobadsliketheformer Prime Minister ofKazakhstan.
#36 Whatisthis? Itisthewordcloudwiththe 2000tweetssentby Paul Kagame.
#37 The Presidentof Rwanda tweetshimself and isoneofthemostconversationalleaders on Twitter.92% ofhistweetsare @replies.
#38 In 2011he got into a very public Twitter spat with UK journalist Ian Birrell who had called him “despotic and deluded”« You have no basis foryourcomments and youdon’t know whatyou are talking about. »
#39 Lebanese Prime Minister Najib Mikatiuses Twitter regularlyfordirectchatswithhisfollowers.
#40 And so doesAustralian Prime Minister Julia Gillard.Heresheengages in a Twitter chatabout Child Care Sheispersonallyactive on Twitter signing her tweets JG.
#41 US President Barack Obama didhisfirst Twitter townhall last summer,answering 8 questionsofhisthen 10 millionfollowers.Barack Obama nowhas 21 millionfollowers and isthemostpopularamongtheworldleaderswith 80 othersfollowinghimunilaterally.HowevertheWhiteHouseis not followinghimasitis a campaignaccount.
#42 Obama joined a WhiteHousechat on the White House Twitter channelpersonallyanswering 9 questionsfromhisfollowers.Obama’ssocialmediaactivityseemstoincreaseastheelectionsapproach.
#43 Malaysian Prime Minister Najib Razakreallyknowshowtoengagehisaudience.He tweetspersonally and reallyengageshis half a millionfollowerswithquizzes.In spring 2012 he askedhisfollowerswhatgift he shouldgivetohis 500.000th follower.
#44 A coupleofdayslater he invitedfourofhisfollowersfor breakfast, a scenewhich he immortalizedwith a TwitPic.
#45 UK ForeignMinister William Hague personally met some of hisfollowers in September 2012
#46 It issad to seethatmany leaders discover social media onlyduringelectioncampaings.DilmaRoussef, the Brazilianpresidenthad 300.000 followerswhenshewaselected in November 2010.She sent her last tweet on 13 December 2010 whensheannouncedthatshewouldfind more time for Twitter in 2012.Todayshe has over 1.7 million followers…Whosaysyouneed to tweet to increaseyourfollowers?
#47 French President François Hollandehasabandonedhis 400.000 Twitter followers.The account was particularlyactiveduringtheelectioncampaign, live tweetinghisspeechesatmeetings.On Friday 18 May François Hollandesigned off elegantlysending a Follow Fridaytweetfor all newsaboutthepresidencyfollowthe Elysee Palace.The French presidentnowhasalmost half a millionfollowers.
#48 World leaders become photo reporters.
#49 Prime Minister Medvedev shooting the bobbies on the beat in London.
#50 Estonian Prime Minister ToomasIlves was thefirstworldleadertouse foul language on Twitter.He was reactingto a blogpostabout Estonia by Nobel pricewinner, economist Paul Krugman.
#51 Don’tbeafraid to saysorry. This tweetwas sent by the digital team of former UK PM Gordon Brown.
#52 It is ok to make spelling mistakes as this tweet from EU president Herman van Rompuy did before meeting the Mayor of Shanghai.
#53 When the digital team inadvertentlysendspersonal messages on the wrongaccount…You tweet an apologeticstatement...
#54 Somepublicfiguresovershare.Hereisthe personal gmailaddressofUgandan Prime Minister AmamaMbabazi
#55 Be wittyevendiscussingserious issues.
#56 South African President Jacob Zumahas a personal account but doesn’ttweethimself.However he sharedthistweetabouttaking off for a coupleofdays.
#57 SwedishForeignMinister Carl Bildpreferred to staywithhisfamilyratherthan go to Kabul…
#58 Don’t just follow, be a leaderYour personal account will helpput a human face on yourorganisationorcompany.
#60 Don’ttweetabouttheweather, unlessyourare English oryourbusinessisthe Sun.
#61 Be human, however keep your emotions under control.President of Venezuela, Hugo Chavez who is a keen football fan (3.7 million followers)
#62 Be inspirational

How Leaders Tweet 2012

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How Leaders Tweet 2012

Editor's Notes