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: 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

  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
  2. ? What
is Twitter Thursday, April 30, 2009
  3. ? What
is Twitter Thursday, April 30, 2009
  4. ? What
is Twitter Thursday, April 30, 2009
  5. ? What
is Twitter Thursday, April 30, 2009
  6. ? What
is Twitter Thursday, April 30, 2009
  7. ? What
is Twitter Thursday, April 30, 2009
  8. ? What
is Twitter Thursday, April 30, 2009
  9. ? What
is Twitter Thursday, April 30, 2009
  10. Getting
started: Thursday, April 30, 2009
  11. Getting
started: 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
  15. Thursday, April 30, 2009
  16. Thursday, April 30, 2009
  17. Thursday, April 30, 2009
  18. Claim
it
before
you
need
it Thursday, April 30, 2009
  19. Claim
it
before
you
need
it Thursday, April 30, 2009
  20. Claim
it
before
you
need
it Created 2 days after video first surfaced Thursday, April 30, 2009
  21. Thursday, April 30, 2009
  22. Twitter search results for “dominos” after dpzinfo had been created (04/15/09 @ 4:40 pm CST) Thursday, April 30, 2009
  23. 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
  25. Tweet ? Who
should 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
  36. #hashtag 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
  39. Levels of Engagement Thursday, April 30, 2009
  40. Levels of Engagement Listening/ Monitoring Thursday, April 30, 2009
  41. Levels of Engagement Listening/ Monitoring Broadcasting Thursday, April 30, 2009
  42. Levels of Engagement Listening/ Monitoring Broadcasting Responding Thursday, April 30, 2009
  43. Levels of Engagement Listening/ Monitoring Broadcasting Responding Building Community Thursday, April 30, 2009
  44. Monitoring Reputation Management • Market Research Tools: TwitterSearch • Trending Topics • Hashtags.org Thursday, April 30, 2009
  45. Monitoring Reputation Management • Market Research Tools: TwitterSearch • Trending Topics • Hashtags.org Thursday, April 30, 2009
  46. Reputation Management Thursday, April 30, 2009
  47. Reputation Management Thursday, April 30, 2009
  48. Reputation Management Thursday, April 30, 2009
  49. Reputation Management Thursday, April 30, 2009
  50. Reputation Management Thursday, April 30, 2009
  51. Reputation Management Thursday, April 30, 2009
  52. Reputation Management Thursday, April 30, 2009
  53. Market Thursday, April 30, 2009
  54. Market 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
  56. Product Promotion • Event Management • Live-Tweeting Initiated internally Goal (short-term): Buzz Tools: Tweet • ReTweet Thursday, April 30, 2009
  57. Product Promotion • Event Management • Live-Tweeting Initiated internally Goal (short-term): Buzz Tools: Tweet • ReTweet Thursday, April 30, 2009
  58. Color
of
Love Thursday, April 30, 2009
  59. Color
of
Love • all
1‐way • doesn’t
follow • brief
time
span:
 01/16‐02/15/08 • little
activity
since Thursday, April 30, 2009
  60. Product Launches
 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
  63. Authenticity Thursday, April 30, 2009
  64. ? Authenticity Thursday, April 30, 2009
  65. A
more Interactive 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
  67. Crisis Management • Customer Relations Initiated externally Tools: @<twitterhandle> • DM<twitterhandle> Thursday, April 30, 2009
  68. Crisis Management • Customer Relations Initiated externally Tools: @<twitterhandle> • DM<twitterhandle> Thursday, April 30, 2009
  69. Crisis 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
  76. Customer Relations Thursday, April 30, 2009
  77. Customer Relations Thursday, April 30, 2009
  78. 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
  79. 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
  80. Media/Blogger 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: • 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
  84. Customer 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
  87. Internal 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
  90. Remember: 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

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