Using Twitter to Connect with Audiences
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Using Twitter to Connect with Audiences

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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: ...

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.

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Using Twitter to Connect with Audiences Using Twitter to Connect with Audiences Presentation Transcript

  • 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
  • ? What
is Twitter Thursday, April 30, 2009
  • ? What
is Twitter Thursday, April 30, 2009
  • ? What
is Twitter Thursday, April 30, 2009
  • ? What
is Twitter Thursday, April 30, 2009
  • ? What
is Twitter Thursday, April 30, 2009
  • ? What
is Twitter Thursday, April 30, 2009
  • ? What
is Twitter Thursday, April 30, 2009
  • Getting
started: 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
  • Thursday, April 30, 2009
  • Thursday, April 30, 2009
  • Claim
it
before
you
need
it 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • #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
  • Monitoring Reputation Management • Market Research Tools: TwitterSearch • Trending Topics • Hashtags.org Thursday, April 30, 2009
  • Reputation Management Thursday, April 30, 2009
  • Reputation Management Thursday, April 30, 2009
  • Reputation Management Thursday, April 30, 2009
  • Reputation Management Thursday, April 30, 2009
  • Reputation Management Thursday, April 30, 2009
  • Reputation Management Thursday, April 30, 2009
  • Reputation Management Thursday, April 30, 2009
  • Market 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
  • 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 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
  • Twitter Trending Topics and #hashtag Thursday, April 30, 2009
  • Customer Relations 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
  • 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