Using Twitter to Connect with Audiences

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

? What is Twitter Thursday, April 30, 2009

Getting started: Thursday, April 30, 2009

Getting started: • Should reﬂect brand personality Thursday, April 30, 2009

Getting started: • Should reﬂect brand personality • Fill out bio & choose avatar ‐ personal touch Thursday, April 30, 2009

Getting started: • Should reﬂect brand personality • Fill out bio & choose avatar ‐ personal touch • Register to protect against Twittersquatting Thursday, April 30, 2009

Thursday, April 30, 2009

Claim it before you need it Thursday, April 30, 2009

Claim it before you need it Created 2 days after video ﬁrst surfaced Thursday, April 30, 2009

Twitter search results for “dominos” after dpzinfo had been created (04/15/09 @ 4:40 pm CST) Thursday, April 30, 2009

• Began crisis management with no established followers. • Would have been nice to have established community to RT ﬁrst tweet: Thursday, April 30, 2009

Tweet ? Who should Thursday, April 30, 2009

Tweet ? Who should Unidentiﬁed Individual(s) - agreed upon tone of voice - different tone of voice DC O RAN B Thursday, April 30, 2009

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

Fictional Character Product i.e. Henry VIII i.e. NASA Rover Thursday, April 30, 2009

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

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

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

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

#hashtag Thursday, April 30, 2009

#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

Levels of Engagement Thursday, April 30, 2009

Levels of Engagement Listening/ Monitoring Thursday, April 30, 2009

Levels of Engagement Listening/ Monitoring Broadcasting Thursday, April 30, 2009

Levels of Engagement Listening/ Monitoring Broadcasting Responding Thursday, April 30, 2009

Levels of Engagement Listening/ Monitoring Broadcasting Responding Building Community Thursday, April 30, 2009

Monitoring Reputation Management • Market Research Tools: TwitterSearch • Trending Topics • Hashtags.org Thursday, April 30, 2009

Reputation Management Thursday, April 30, 2009

Market Thursday, April 30, 2009

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

Product Promotion • Event Management • Live-Tweeting Initiated internally Goal (short-term): Buzz Tools: Tweet • ReTweet Thursday, April 30, 2009

Color of Love Thursday, April 30, 2009

Color of Love • all 1‐way • doesn’t follow • brief time span:  01/16‐02/15/08 • little activity since Thursday, April 30, 2009

Product Launches  Thursday, April 30, 2009

Product Launches  DiGiorno Flatbread Pizza: • Recruit inﬂuential tweeters • Deliver pizzas to tweetups Thursday, April 30, 2009

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

Authenticity Thursday, April 30, 2009

? Authenticity Thursday, April 30, 2009

A more Interactive Thursday, April 30, 2009

A more Interactive Mixture of: • Broadcasting • Direct interaction • Following only 21 • DigitalNomads: 2,400 • Over $1 million in sales Thursday, April 30, 2009

Crisis Management • Customer Relations Initiated externally Tools: @<twitterhandle> • DM<twitterhandle> Thursday, April 30, 2009

Crisis Thursday, April 30, 2009

Crisis Crisis Scenarios Thursday, April 30, 2009

Crisis Played out on Twitter: Put out on Twitter: Crisis Scenarios Thursday, April 30, 2009

Crisis Played out on Twitter: Importance of Monitoring - AmazonFail - Motringate Put out on Twitter: Crisis Scenarios Thursday, April 30, 2009

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

Twitter Trending Topics and #hashtag Thursday, April 30, 2009

Customer Relations Thursday, April 30, 2009

Building Media/Blogger Relations • Customer Evangelism • Internal Relations Two-way symmetrical communication Goal (long-term): Relationship Tools: follow, share valuable content, tweetups Thursday, April 30, 2009

Media/Blogger Thursday, April 30, 2009

Media/Blogger News News dissemination tool Thursday, April 30, 2009

Media/Blogger & News News dissemination tool Community to connect with reporters Thursday, April 30, 2009

Media/Blogger & News News dissemination tool Community to connect with reporters Find & follow them: • MediaOnTwitter: www.trackvia.com/misc/media-database.htm • twitteringjournalists.pbwiki.com • Muckrack.com Interact/share before pitching Can’t DM unless they follow you Thursday, April 30, 2009

Customer Thursday, April 30, 2009

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

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

Internal Thursday, April 30, 2009

Internal • 434 employees on Twitter • Helps build company culture • Helps new hires adapt • Increases social awareness • Captures org. memory Thursday, April 30, 2009

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

Remember: Thursday, April 30, 2009

Remember: 1. Claim your handle Thursday, April 30, 2009

Remember: 1. Claim your handle 2. Set up your proﬁle Thursday, April 30, 2009

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

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

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

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Using Twitter to Connect with Audiences

by Corinne Weisgerber

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