Slidedeck for my presentation at the 2009 PRSA Digital Impact Conference in NY City. Title of the presentation: Tweet Your Way to Success: How to Use Twitter to Connect With Your Audiences. Presenter: Corinne Weisgerber, Ph.D., Assist. Prof. of Communication at St. Edward's University in Austin, TX.
1. Tweet Your Way
to Success:
2009 PRSA Digital Impact Conference
Corinne Weisgerber, Ph.D.
Assistant Professor of Communication
St. Edward’s University, Austin, Texas
corinnew@stedwards.edu
http://socialmediaprclass.blogspot.com
Thursday, April 30, 2009
12. Getting started:
• Should reflect brand personality
Thursday, April 30, 2009
13. Getting started:
• Should reflect brand personality
• Fill out bio & choose avatar ‐ personal touch
Thursday, April 30, 2009
14. Getting started:
• Should reflect brand personality
• Fill out bio & choose avatar ‐ personal touch
• Register to protect against Twittersquatting
Thursday, April 30, 2009
24. • Began crisis management with no established followers.
• Would have been nice to have established community to RT first tweet:
Thursday, April 30, 2009
26. Tweet ?
Who should
Unidentified Individual(s)
- agreed upon tone of voice
- different tone of voice
DC O
RAN
B
Thursday, April 30, 2009
27. Tweet ? Who should
Unidentified Individual(s)
- agreed upon tone of voice
- different tone of voice
DC O
RAN
B
Identified Individual(s)
- personal profile
- corporate handle with
signed tweets
Thursday, April 30, 2009
28. Fictional Character
Product
i.e. Henry VIII
i.e. NASA Rover
Thursday, April 30, 2009
29. It’s all about
People are talking about
how the lander has its
own personality because
we talk about everything
in the first person.
‐ Rhea Borja, Media Relations Officer,
NASA Jet Propulsion Laboratory
Thursday, April 30, 2009
30. It’s all about
People are talking about
how the lander has its
own personality because
we talk about everything
in the first person.
‐ Rhea Borja, Media Relations Officer,
NASA Jet Propulsion Laboratory
Thursday, April 30, 2009
31. It’s all about
People are talking about
how the lander has its
own personality because
we talk about everything
in the first person.
‐ Rhea Borja, Media Relations Officer,
NASA Jet Propulsion Laboratory
Thursday, April 30, 2009
32. The Retweet
• Good content will spread
• RTs add dedicated followers
• RT as a metric:
• Stamp of approval/praise
• Authenticity: can’t ask for it - just happens
• Tweetmeme & Retweetradar track most popular links
Thursday, April 30, 2009
33. The Retweet
• Good content will spread
• RTs add dedicated followers
• RT as a metric:
• Stamp of approval/praise
• Authenticity: can’t ask for it - just happens
• Tweetmeme & Retweetradar track most popular links
Example:
jkrums: http://twitpic.com/135xa - There’s a plane in the
Hudson. I’m on the ferry going to pick up the people. Crazy.
Thursday, April 30, 2009
34. The Retweet
• Good content will spread
• RTs add dedicated followers
• RT as a metric:
• Stamp of approval/praise
• Authenticity: can’t ask for it - just happens
• Tweetmeme & Retweetradar track most popular links
Example:
jkrums: http://twitpic.com/135xa - There’s a plane in the
Hudson. I’m on the ferry going to pick up the people. Crazy.
RT @jkrums: http://twitpic.com/135xa - There’s a plane in the
Hudson. I’m on the ferry going to pick up the people. Crazy.
Thursday, April 30, 2009
35. The Retweet
• Good content will spread
• RTs add dedicated followers
• RT as a metric:
• Stamp of approval/praise
• Authenticity: can’t ask for it - just happens
• Tweetmeme & Retweetradar track most popular links
Example:
jkrums: http://twitpic.com/135xa - There’s a plane in the
Hudson. I’m on the ferry going to pick up the people. Crazy.
RT @jkrums: http://twitpic.com/135xa - There’s a plane in the
Hudson. I’m on the ferry going to pick up the people. Crazy.
Thursday, April 30, 2009
37. #hashtag
• User‐defined keywords
• Make it easier to follow a topic
Can be used strategically:
To drive traffic to a site
• #LRNY:
‐ by promoting tag
• #stopthecap:
‐ by naming site after tag
‐ by using site’s name as tag
Thursday, April 30, 2009
38. #hashtag
• User‐defined keywords
• Make it easier to follow a topic
Can be used strategically:
To drive traffic to a site
• #LRNY:
‐ by promoting tag
• #stopthecap:
‐ by naming site after tag
‐ by using site’s name as tag
Thursday, April 30, 2009
55. Market
We can now tap into a constant stream
of incredible insights by observing
consumers’ daily vocabulary of words,
pictures and videos that they use to
express themselves.
– Joel Rubinson, Chief Research Officer of The Ad. Research Foundation
Thursday, April 30, 2009
61. Product
Launches
DiGiorno Flatbread Pizza:
• Recruit influential tweeters
• Deliver pizzas to tweetups
Thursday, April 30, 2009
62. Product
Launches
Land Rover 2010 Models:
DiGiorno Flatbread Pizza:
• Advertise #LRNY
• Recruit influential tweeters
• “Follow conversation on
• Deliver pizzas to tweetups
Twitter from the New York
Auto Show”
• Pay tweeters to advertise
on their profile page
Thursday, April 30, 2009
66. A more
Interactive
Mixture of:
• Broadcasting
• Direct interaction
• Following only 21
• DigitalNomads: 2,400
• Over $1 million in sales
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
85. Customer
• Half a million followers
• Almost following as many
• Sample week (04/17‐23):
• average of 14 tweets
• range: 1‐38
Valuable content
Drive traffic to other sites
Thursday, April 30, 2009
86. Customer
• Half a million followers
• Almost following as many
• Sample week (04/17‐23):
• average of 14 tweets
• range: 1‐38
Valuable content
Drive traffic to other sites
People evangelize, criticize &
just plain talk about us pretty
frequently, even without our
encouragement. Our main
objective is to encourage people
to communicate with us directly
‐ Winnie Hsia
Thursday, April 30, 2009
88. Internal
• 434 employees on Twitter
• Helps build company culture
• Helps new hires adapt
• Increases social awareness
• Captures org. memory
Thursday, April 30, 2009
89. Internal
• 434 employees on Twitter
• Helps build company culture
• Helps new hires adapt
• Increases social awareness
• Captures org. memory
We don’t really view it as a
marketing channel as much as a
way to connect on a more
personal level, whether it’s with
our employees or our existing
customers
‐ Tony 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 profile
Thursday, April 30, 2009
93. Remember:
1. Claim your handle
2. Set up your profile
3. Decide on an engagement level:
Listening/Monitoring • Broadcasting
Responding • Building Community
Thursday, April 30, 2009
94. Remember:
1. Claim your handle
2. Set up your profile
3. Decide on an engagement level:
Listening/Monitoring • Broadcasting
Responding • Building Community
4. Remain authentic
Thursday, April 30, 2009
95. Corinne Weisgerber, Ph.D.
Assistant Professor of Communication
St. Edward’s University, Austin, Texas
Email: corinnew@stedwards.edu
Blog: http://socialmediaprclass.blogspot.com
Twitter: @corinnew
Thursday, April 30, 2009