Here are the key points to consider when developing a Twitter strategy: - Determine your business goals for using Twitter - what do you hope to achieve? Inform? Engage? Sell? - Decide if one main brand account or multiple accounts (e.g. by department) best serves your goals - Establish a posting frequency - anywhere from a few times per day to once per week depending on your goals and resources - Create a content plan - include tweets that inform, engage, promote, respond. Mix up content like articles, questions, photos etc - Monitor sentiment and engage/respond to comments to build community and demonstrate your brand cares - Measure performance via likes, shares, follower growth

1. TWITTER
#bothered?

2. Twitter is a service for anyone
to communicate and stay connected
through the exchange of quick, short
messages

3. HOW POPULAR…

5. About Twitter
• USERNAME
• RETWEET
• DIRECT MESSAGE
• HASHTAG

6. WHY USE TWITTER?

8. I am guilty …

9. And so are others….

10. But seriously Twitter is for …
• Telling people what you are doing
• Asking / answering questions
• Sharing / discussing news
• Getting feedback
• Customer support
• Selling
• ..commmunicating…!!!

12. What are the benefits for PR and
business??

13. Customer service

15. Southwest Airlines
• The person in the Twitter role equipped to
handle:
» news management,
» customer communications,
» be able to write compelling tweets and be willing to be
engaged at all times
• Had a customer back who direct messaged
that the kiosks were down in an airport and
was frustrated
• Twitter person contacted the airport to find out
exactly what was going on and sent him a
reply that there was a power outage and it
would be up soon.

17. Reputation

20. Sales..

22. What Dell does
• 2010 sales of approx $6m
• Special offers etc
• Narrow audience targetting
• Integrates with facebook and email
marketing

23. Reporting News

26. News Crowd Sourcing

28. Media Relations

30. When Tweets Go Wrong

31. When Tweets Go Wrong
• Social media expert from Ketchum Interactive, James
Andrews.
• Handles FedEx. Went to visit them in Memphis, USA
• Arrived in Memphis and Tweeted:

32. When Tweets Go Wrong
• Oh no! His client was following him on Twitter!
• After his talk at FedEx, an employee sent an email that
questioned his judgment, defended the city's revitalization
efforts, pointed out that the employees he'd just addressed had
taken a 5 percent pay cut to support the company, and
questioned the expense of paying Ketchum for the presentation.
• Copied top communications executives at FedEx and Andrews'
bosses at Ketchum, as well as PR guru Peter Shankman, who
made the email public without revealing the employee's identity.
• Andrews was trashed on Twitter and blogs for dissing the
hometown of an important client, while FedEx took heat for the
take-no-prisoners missive of its rogue employee.

33. Or do they?
• Andrews got 500 more followers on
Twitter
• Is in demand more than ever for his
Social Media consultancy!
• "All things media are now social; all
things social are now media."
• Important lessons learned

34. Don’t Piss Off Baby Wearing
Mums!
• “Baby wearing moms / we feel your pain”
• International Baby Week
• Los Angeles blogger Jessica Gottlieb
(1,000 followers)
• Katja Presnal (5000 followers) collated
all the tweets and made a video
• http://www.youtube.com/watch?v=LhR-y1N6R8Q
• By Sunday night, motrin.com was offline
and PR department was emailing
apologies via blogggers.

35. Managing the communications

36. • Tweetdeck
• Lists
• Follow hashtags
• Iphone / android apps
• Twitter monitoring tools

37. Twitter Best Practice
• Take lessons learned from other direct-to-
consumer communications such as blogs and
email newsletters and transition those to
Twitter.
• Brand profiles must be personal and honest;
content must be compelling to successfully
interest and attract people.
• Connect to the audience as often as possible;
reply directly to them if they are speaking
about your brand.

38. Twitter Best Practice
• Make sure your Twitter voice is consistent
with your brand.
• Do not exist on Twitter only as another
version of corporate promotion. Be a person.
• Get your CEO or top executive involved.
Employees love it. Customers love it. There is
no more powerful way to humanize your
brand.
• Above all, be authentic. Don’t try to fake, spin
or hide behind your tweets -- it won't work.

39. Task
• What is the twitter strategy?
• Multiple accounts? How / why?
• Frequency of tweets
• Types of tweets / content?
• Sentiments…