Twitter: A Social Web Tool for PR

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This is a presentation for a Public Relations (PR) class I attended in the Summer of 2009. It is about Twitter and provides basic information about the service itself and how to utalize it for PR.

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Twitter: A Social Web Tool for PR

  1. 1. A Social Web Tool for Public Relations
  2. 2. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  3. 3. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  4. 4. Social Web = People having conversations online
  5. 5. Advertising Word of Mouth
  6. 6. Old Media Social Web
  7. 7. Male Female ?
  8. 8. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  9. 9. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  10. 10. Basics
  11. 11. Since March 2006 Basics
  12. 12. Micro-blogging platform Since March 2006 Basics
  13. 13. Micro-blogging platform Since March 2006 Status updates Basics
  14. 14. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom
  15. 15. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom Instant Messaging
  16. 16. Micro-blogging platform Since March 2006 Status updates Basics 11.7 Mio. users Giant chatroom Instant Messaging
  17. 17. Lingo • tweet • retweet • hashtag • reply • DM • tweetchannel • tinyURL
  18. 18. Lingo • tweet - a message of 140 characters or less • retweet • hashtag • reply • DM • tweetchannel • tinyURL
  19. 19. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag • reply • DM • tweetchannel • tinyURL
  20. 20. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply • DM • tweetchannel • tinyURL
  21. 21. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM • tweetchannel • tinyURL
  22. 22. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel • tinyURL
  23. 23. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL
  24. 24. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL - for long URLs to safe characters
  25. 25. UNOmaha Twitter Profile
  26. 26. Username UNOmaha Twitter Profile
  27. 27. Basic Username information UNOmaha Twitter Profile
  28. 28. Basic Username information Activities UNOmaha Twitter Profile
  29. 29. Basic Username information Activities Favorites UNOmaha Twitter Profile
  30. 30. Basic Username information Timeline Activities of the user Favorites UNOmaha Twitter Profile
  31. 31. Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Profile
  32. 32. Navigation Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Profile
  33. 33. Home Screen of a Twitter Account
  34. 34. Update your status Home Screen of a Twitter Account
  35. 35. Your username Update your status Home Screen of a Twitter Account
  36. 36. Your username Update your status Replies and DM Home Screen of a Twitter Account
  37. 37. Your username Update your status Replies and DM Trending topics Home Screen of a Twitter Account
  38. 38. Your username Update your status Public timeline Replies and DM Trending topics Home Screen of a Twitter Account
  39. 39. Your username Update your status Public timeline Replies and DM Retweet Trending topics Home Screen of a Twitter Account
  40. 40. Your username Update your status Public timeline Replies and DM Retweet Trending topics tinyURL Home Screen of a Twitter Account
  41. 41. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  42. 42. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  43. 43. Uses
  44. 44. Tracking Uses
  45. 45. Monitoring Tracking Uses
  46. 46. Monitoring Tracking Live-reporting Uses
  47. 47. Monitoring Tracking Live-reporting Journalism Uses
  48. 48. Monitoring Tracking Live-reporting Journalism Uses Public Relations
  49. 49. Monitoring Tracking Live-reporting Journalism Uses Public Relations Political Comm.
  50. 50. Monitoring Tracking Live-reporting Journalism Uses Public Relations Crisis Comm. Political Comm.
  51. 51. Monitoring Tracking Live-reporting Activism Journalism Uses Public Relations Crisis Comm. Political Comm.
  52. 52. Uses Public Relations
  53. 53. Tracking / Monitoring • Monitoring of reputation, buzz, opinions, trends ➡ Usage of keyword tracking (search) • Monitoring and responding to what is said about your organization ➡ Twitter Search ➡ Comcast Example ➡ Southwest Airlines Example
  54. 54. Comcast Example
  55. 55. Comcast Example
  56. 56. Southwest Airlines Example
  57. 57. Southwest Airlines Example
  58. 58. Live-reporting • Usage of hashtags (e.g. #wwdc, #IranElection) • Backchannel tool ➡ Apple WWDC Example • News coverage / Activism ➡ Iran Election Example
  59. 59. Apple WWDC Example
  60. 60. Iran Election Example
  61. 61. Journalism • Media is using Twitter: CNN, Reuters, BBC, etc. ➡ Rick Sanchez (http://twitter.com/ricksanchezcnn) ➡ Started during Hurricane Gustav ➡ Almost 100,000 followers ➡ Allows on-air interaction with audience ➡ Get story ideas, leads
  62. 62. Rick Sanchez Example
  63. 63. Rick Sanchez Example
  64. 64. Political communication • Obama on Twitter (http://twitter.com/BarackObama) ➡ Obama Example • Twitter in political communication ➡ Interacting with constituents ➡ Increased transparency in political process? ➡ The White House Example
  65. 65. Obama Example
  66. 66. The White House Example
  67. 67. Crisis communication • Start off with an apology • Outline what you are doing to address the crisis • Share information as you get it • Respond quickly to questions • Examples: ➡ FDA uses Twitter for salmonella recall info ➡ The Red Cross posted info about evacuation, shelter, and food distribution during Hurricane Ike using #ike
  68. 68. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  69. 69. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  70. 70. Success with Twitter Build a network Engage with the community Track & Analyze
  71. 71. Build a network • Get a Twitter account ;-) • Personal or company brand? • Personalize your profile (logo, colours, description, link to website, etc.) • Follow people and top-users! • See who thought-leaders are following
  72. 72. Engage with the community • It‘s a discussion, not a broadcast! • Follow your brand in discussions (tracking) • Communicate with your audience • Publish helpful content • Using Twitter for events
  73. 73. Track & Analyze • Usage of the follower count • Usage of @replies to your tweets • Number of retweets (the more the better!) • Use online tools for analysis ➡ We Follow ➡ Twitter Grader ➡ TweetStats
  74. 74. We Follow Example
  75. 75. Twitter Grader Example
  76. 76. TweetStats Example
  77. 77. Keep in Mind • June 2009 State of the Twittersphere Report: ➡ 80% failed to provide a homepage URL ➡ 55% are not following anyone ➡ 55% have never tweeted ➡ 53% have no followers Source: HubSpot's Inbound Internet Marketing Blog
  78. 78. Keep in Mind • Give up control ➡ Empower brand embassadors ➡ Embrace co- creation ➡ Let your brand evolve
  79. 79. Thank you very much for your attention! Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu
  80. 80. Do you have any questions? Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu
  81. 81. Bibliography • Papers / Books • Eyrich, N., Padman M.L., & Sweetser K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review,Volume 34 (Issue 4), November 2008, Pages 412-414. • O'Brien, K. (2008, March 24). Twitter is changing the pace, structure of communications. PR Week, Page 9. • Solis, B., & Breakenridge D. (2009). Putting the Public Back in Public Relations. New Jersey: FT Press. • Wright D.K., & Hinson, M.D. (Eds.). (2009). An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice: 12th Annual International Public Relations Research Conference. Mahwah, Miami, Florida. • Multimedia / Internet • Fahrnberger, H. (2009, February 20). Twitter im Kundenservice: Ab jetzt wird zurückgetwittert. Message posted to http:// www.helge.at • Fahrnberger, H. (2009, June 21). Das Social Web verstehen und nutzen. Presentation retrieved from http:// www.slideshare.net/muesli • Volpe, M. (Producer), Mirman E., & Burnes R. (2009, June 21). Twitter for Marketing and PR. Webinar retrieved from http:// www.hubspot.com/twitter-for-marketing • Weisgerber, C. (2008, October 27). Twitter for PR (Public Relations). Presentation retrieved from http:// www.slideshare.net/corinnew • Zarrella, D. (2009, June 10). Announcing the June 2009 State of the Twittersphere Report. Message posted to http:// blog.hubspot.com

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