More Related Content More from Corinne Weisgerber (20) Using Twitter to Connect with Audiences1. Tweetā©Yourā©Way
toā©Success:
2009 PRSA Digital Impact Conference
Corinne Weisgerber, Ph.D.
Assistant Professor of Communication
St. Edwardās University, Austin, Texas
corinnew@stedwards.edu
http://socialmediaprclass.blogspot.com
Thursday, April 30, 2009
2. ?
Whatā©is
Twitter
Thursday, April 30, 2009
3. ?
Whatā©is
Twitter
Thursday, April 30, 2009
4. ?
Whatā©is
Twitter
Thursday, April 30, 2009
5. ?
Whatā©is
Twitter
Thursday, April 30, 2009
6. ?
Whatā©is
Twitter
Thursday, April 30, 2009
7. ?
Whatā©is
Twitter
Thursday, April 30, 2009
8. ?
Whatā©is
Twitter
Thursday, April 30, 2009
9. ?
Whatā©is
Twitter
Thursday, April 30, 2009
12. Gettingā©started:
ā¢ Shouldā©reļ¬ectā©brandā©personality
Thursday, April 30, 2009
13. Gettingā©started:
ā¢ Shouldā©reļ¬ectā©brandā©personality
ā¢ Fillā©outā©bioā©&ā©chooseā©avatarā©āā©personalā©touch
Thursday, April 30, 2009
14. Gettingā©started:
ā¢ Shouldā©reļ¬ectā©brandā©personality
ā¢ Fillā©outā©bioā©&ā©chooseā©avatarā©āā©personalā©touch
ā¢ Registerā©toā©protectā©againstā©Twittersquatting
Thursday, April 30, 2009
22. Twitter search results for
ādominosā after dpzinfo
had been created
(04/15/09 @ 4:40 pm CST)
Thursday, April 30, 2009
24. ā¢ Began crisis management with no established followers.
ā¢ Would have been nice to have established community to RT ļ¬rst tweet:
Thursday, April 30, 2009
25. Tweet ?
Whoā©should
Thursday, April 30, 2009
26. Tweet ?
Whoā©should
Unidentiļ¬ed Individual(s)
- agreed upon tone of voice
- different tone of voice
DC O
RAN
B
Thursday, April 30, 2009
27. Tweet ? Whoā©should
Unidentiļ¬ed Individual(s)
- agreed upon tone of voice
- different tone of voice
DC O
RAN
B
Identiļ¬ed Individual(s)
- personal proļ¬le
- corporate handle with
signed tweets
Thursday, April 30, 2009
29. Itāsā©allā©about
Peopleā©areā©talkingā©aboutā©
howā©theā©landerā©hasā©itsā©
ownā©personalityā©becauseā©
weā©talkā©aboutā©everythingā©
inā©theā©ļ¬rstā©person.ā©
āā©Rheaā©Borja,ā©Mediaā©Relationsā©Oļ¬cer,ā©
NASAā©Jetā©Propulsionā©Laboratory
Thursday, April 30, 2009
30. Itāsā©allā©about
Peopleā©areā©talkingā©aboutā©
howā©theā©landerā©hasā©itsā©
ownā©personalityā©becauseā©
weā©talkā©aboutā©everythingā©
inā©theā©ļ¬rstā©person.ā©
āā©Rheaā©Borja,ā©Mediaā©Relationsā©Oļ¬cer,ā©
NASAā©Jetā©Propulsionā©Laboratory
Thursday, April 30, 2009
31. Itāsā©allā©about
Peopleā©areā©talkingā©aboutā©
howā©theā©landerā©hasā©itsā©
ownā©personalityā©becauseā©
weā©talkā©aboutā©everythingā©
inā©theā©ļ¬rstā©person.ā©
āā©Rheaā©Borja,ā©Mediaā©Relationsā©Oļ¬cer,ā©
NASAā©Jetā©Propulsionā©Laboratory
Thursday, April 30, 2009
32. Theā©Retweet
ā¢ Good content will spread
ā¢ RTs add dedicated followers
ā¢ RT as a metric:
ā¢ Stamp of approval/praise
ā¢ Authenticity: canāt ask for it - just happens
ā¢ Tweetmeme & Retweetradar track most popular links
Thursday, April 30, 2009
33. Theā©Retweet
ā¢ Good content will spread
ā¢ RTs add dedicated followers
ā¢ RT as a metric:
ā¢ Stamp of approval/praise
ā¢ Authenticity: canāt ask for it - just happens
ā¢ Tweetmeme & Retweetradar track most popular links
Example:
jkrums: http://twitpic.com/135xa - Thereās a plane in the
Hudson. Iām on the ferry going to pick up the people. Crazy.
Thursday, April 30, 2009
34. Theā©Retweet
ā¢ Good content will spread
ā¢ RTs add dedicated followers
ā¢ RT as a metric:
ā¢ Stamp of approval/praise
ā¢ Authenticity: canāt ask for it - just happens
ā¢ Tweetmeme & Retweetradar track most popular links
Example:
jkrums: http://twitpic.com/135xa - Thereās a plane in the
Hudson. Iām on the ferry going to pick up the people. Crazy.
RT @jkrums: http://twitpic.com/135xa - Thereās a plane in the
Hudson. Iām on the ferry going to pick up the people. Crazy.
Thursday, April 30, 2009
35. Theā©Retweet
ā¢ Good content will spread
ā¢ RTs add dedicated followers
ā¢ RT as a metric:
ā¢ Stamp of approval/praise
ā¢ Authenticity: canāt ask for it - just happens
ā¢ Tweetmeme & Retweetradar track most popular links
Example:
jkrums: http://twitpic.com/135xa - Thereās a plane in the
Hudson. Iām on the ferry going to pick up the people. Crazy.
RT @jkrums: http://twitpic.com/135xa - Thereās a plane in the
Hudson. Iām on the ferry going to pick up the people. Crazy.
Thursday, April 30, 2009
37. #hashtag
ā¢ Userādeļ¬nedā©keywords
ā¢ Makeā©itā©easierā©toā©followā©aā©topic
Canā©beā©usedā©strategically:
Toā©driveā©traļ¬cā©toā©aā©site
ā¢ #LRNY:ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©
āā©byā©promotingā©tag
ā¢ #stopthecap:ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©
āā©byā©namingā©siteā©afterā©tagā©ā©ā©ā©ā©ā©ā©ā©ā©
āā©byā©usingā©siteāsā©nameā©asā©tag
Thursday, April 30, 2009
38. #hashtag
ā¢ Userādeļ¬nedā©keywords
ā¢ Makeā©itā©easierā©toā©followā©aā©topic
Canā©beā©usedā©strategically:
Toā©driveā©traļ¬cā©toā©aā©site
ā¢ #LRNY:ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©
āā©byā©promotingā©tag
ā¢ #stopthecap:ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©ā©
āā©byā©namingā©siteā©afterā©tagā©ā©ā©ā©ā©ā©ā©ā©ā©
āā©byā©usingā©siteāsā©nameā©asā©tag
Thursday, April 30, 2009
43. Levels of Engagement Listening/
Monitoring
Broadcasting
Responding
Building
Community
Thursday, April 30, 2009
44. Monitoring
Reputation Management ā¢ Market Research
Tools: TwitterSearch ā¢ Trending Topics ā¢ Hashtags.org
Thursday, April 30, 2009
45. Monitoring
Reputation Management ā¢ Market Research
Tools: TwitterSearch ā¢ Trending Topics ā¢ Hashtags.org
Thursday, April 30, 2009
55. Market
We can now tap into a constant stream
of incredible insights by observing
consumersā daily vocabulary of words,
pictures and videos that they use to
express themselves.
ā Joel Rubinson, Chief Research Ofļ¬cer of The Ad. Research Foundation
Thursday, April 30, 2009
56. Product Promotion ā¢ Event Management ā¢ Live-Tweeting
Initiated internally
Goal (short-term): Buzz
Tools: Tweet ā¢ ReTweet
Thursday, April 30, 2009
57. Product Promotion ā¢ Event Management ā¢ Live-Tweeting
Initiated internally
Goal (short-term): Buzz
Tools: Tweet ā¢ ReTweet
Thursday, April 30, 2009
59. Colorā©ofā©Love
ā¢ allā©1āway
ā¢ doesnātā©follow
ā¢ briefā©timeā©span:ā©
01/16ā02/15/08
ā¢ littleā©activityā©since
Thursday, April 30, 2009
60. Product
Launchesā©
Thursday, April 30, 2009
61. Product
Launchesā©
DiGiornoā©Flatbreadā©Pizza:
ā¢ Recruitā©inļ¬uentialā©tweeters
ā¢ Deliverā©pizzasā©toā©tweetups
Thursday, April 30, 2009
62. Product
Launchesā©
Landā©Roverā©2010ā©Models:
DiGiornoā©Flatbreadā©Pizza:
ā¢ Advertiseā©#LRNY
ā¢ Recruitā©inļ¬uentialā©tweeters
ā¢ āFollowā©conversationā©onā©
ā¢ Deliverā©pizzasā©toā©tweetups
Twitterā©fromā©theā©Newā©Yorkā©
Autoā©Showā
ā¢ Payā©tweetersā©toā©advertiseā©
onā©theirā©proļ¬leā©page
Thursday, April 30, 2009
64. ?
Authenticity
Thursday, April 30, 2009
65. Aā©more
Interactive
Thursday, April 30, 2009
66. Aā©more
Interactive
Mixtureā©of:
ā¢ Broadcasting
ā¢ Directā©interaction
ā¢ Followingā©onlyā©21
ā¢ DigitalNomads:ā©2,400
ā¢ Overā©$1ā©millionā©inā©sales
Thursday, April 30, 2009
67. Crisis Management ā¢ Customer Relations
Initiated externally
Tools: @<twitterhandle> ā¢ DM<twitterhandle>
Thursday, April 30, 2009
68. Crisis Management ā¢ Customer Relations
Initiated externally
Tools: @<twitterhandle> ā¢ DM<twitterhandle>
Thursday, April 30, 2009
70. Crisis
Crisis Scenarios
Thursday, April 30, 2009
71. Crisis
Played out on Twitter:
Put out on Twitter:
Crisis Scenarios
Thursday, April 30, 2009
72. Crisis
Played out on Twitter:
Importance of Monitoring
- AmazonFail
- Motringate
Put out on Twitter:
Crisis Scenarios
Thursday, April 30, 2009
73. Crisis
Played out on Twitter:
Importance of Monitoring
- AmazonFail
- Motringate
Put out on Twitter:
Importance of Responding
- Dominos
- Dell, Comcast
Crisis Scenarios (retroactively)
Thursday, April 30, 2009
74. Twitter
Trending Topics and #hashtag
Thursday, April 30, 2009
75. Twitter
Trending Topics and #hashtag
Thursday, April 30, 2009
78. Building
Media/Blogger Relations ā¢ Customer Evangelism ā¢
Internal Relations
Two-way symmetrical communication
Goal (long-term): Relationship
Tools: follow, share valuable content, tweetups
Thursday, April 30, 2009
79. Building
Media/Blogger Relations ā¢ Customer Evangelism ā¢
Internal Relations
Two-way symmetrical communication
Goal (long-term): Relationship
Tools: follow, share valuable content, tweetups
Thursday, April 30, 2009
81. Media/Blogger
News
News dissemination tool
Thursday, April 30, 2009
82. Media/Blogger
&
News
News dissemination tool Community to connect
with reporters
Thursday, April 30, 2009
83. Media/Blogger
&
News
News dissemination tool Community to connect
with reporters
Find & follow them:
ā¢ MediaOnTwitter: www.trackvia.com/misc/media-database.htm
ā¢ twitteringjournalists.pbwiki.com
ā¢ Muckrack.com
Interact/share before pitching
Canāt DM unless they follow you
Thursday, April 30, 2009
85. Customer
ā¢ Halfā©aā©millionā©followers
ā¢ Almostā©followingā©asā©many
ā¢ Sampleā©weekā©(04/17ā23):
ā¢ averageā©ofā©14ā©tweets
ā¢ range:ā©1ā38
Valuableā©content
Driveā©traļ¬cā©toā©otherā©sites
Thursday, April 30, 2009
86. Customer
ā¢ Halfā©aā©millionā©followers
ā¢ Almostā©followingā©asā©many
ā¢ Sampleā©weekā©(04/17ā23):
ā¢ averageā©ofā©14ā©tweets
ā¢ range:ā©1ā38
Valuableā©content
Driveā©traļ¬cā©toā©otherā©sites
Peopleā©evangelize,ā©criticizeā©&ā©
justā©plainā©talkā©aboutā©usā©prettyā©
frequently,ā©evenā©withoutā©ourā©
encouragement.ā©Ourā©mainā©
objectiveā©isā©toā©encourageā©peopleā©
toā©communicateā©withā©usā©directly
āā©Winnieā©Hsia
Thursday, April 30, 2009
88. Internal
ā¢ 434ā©employeesā©onā©Twitter
ā¢ Helpsā©buildā©companyā©culture
ā¢ Helpsā©newā©hiresā©adapt
ā¢ Increasesā©socialā©awareness
ā¢ Capturesā©org.ā©memory
Thursday, April 30, 2009
89. Internal
ā¢ 434ā©employeesā©onā©Twitter
ā¢ Helpsā©buildā©companyā©culture
ā¢ Helpsā©newā©hiresā©adapt
ā¢ Increasesā©socialā©awareness
ā¢ Capturesā©org.ā©memory
Weā©donātā©reallyā©viewā©itā©asā©aā©
marketingā©channelā©asā©muchā©asā©aā©
wayā©toā©connectā©onā©aā©moreā©
personalā©level,ā©whetherā©itāsā©withā©
ourā©employeesā©orā©ourā©existingā©
customers
āā©Tonyā©Hsieh
Thursday, April 30, 2009
91. Remember:
1. Claim your handle
Thursday, April 30, 2009
92. Remember:
1. Claim your handle
2. Set up your proļ¬le
Thursday, April 30, 2009
93. Remember:
1. Claim your handle
2. Set up your proļ¬le
3. Decide on an engagement level:
Listening/Monitoring ā¢ Broadcasting
Responding ā¢ Building Community
Thursday, April 30, 2009
94. Remember:
1. Claim your handle
2. Set up your proļ¬le
3. Decide on an engagement level:
Listening/Monitoring ā¢ Broadcasting
Responding ā¢ Building Community
4. Remain authentic
Thursday, April 30, 2009
95. Corinne Weisgerber, Ph.D.
Assistant Professor of Communication
St. Edwardās University, Austin, Texas
Email: corinnew@stedwards.edu
Blog: http://socialmediaprclass.blogspot.com
Twitter: @corinnew
Thursday, April 30, 2009