Twitter lec5

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Twitter lec5

  1. 1. TWITTER
  2. 2. Twitter is a service for anyone to communicate and stay connectedthrough the exchange of quick, short messages
  3. 3. About Twitter• @USERNAME• TWEET• RETWEET• DIRECT MESSAGE• HASHTAG
  4. 4. HOW POPULAR…
  5. 5. WHY USE TWITTER?
  6. 6. Is that right?
  7. 7. What is twitter for?
  8. 8. But seriously Twitter is for …• Telling people what you are doing• Asking / answering questions• Sharing / discussing news• Getting feedback• Customer support• Selling• ..commmunicating…!!!
  9. 9. What are the benefits for PR and business??
  10. 10. Customer service
  11. 11. Southwest Airlines• The person in the Twitter role equipped to handle: » news management, » customer communications, » be able to write compelling tweets and be willing to be engaged at all times• Had a customer back who direct messaged that the kiosks were down in an airport and was frustrated• Twitter person contacted the airport to find out exactly what was going on and sent him a reply that there was a power outage and it would be up soon.
  12. 12. What About Reputation?
  13. 13. Sales..
  14. 14. What Dell does• 2010 sales of approx $6m• Special offers etc• Narrow audience targetting• Integrates with facebook and email marketing
  15. 15. Reporting News
  16. 16. News Crowd Sourcing
  17. 17. Media Relations
  18. 18. When Tweets Go Wrong
  19. 19. When Tweets Go Wrong• Social media expert from Ketchum Interactive, James Andrews.• Handles FedEx. Went to visit them in Memphis, USA• Arrived in Memphis and Tweeted:
  20. 20. Or do they?• Andrews got 500 more followers on Twitter• Is in demand more than ever for his Social Media consultancy!• "All things media are now social; all things social are now media."• Important lessons learned
  21. 21. Don’t Upset Baby Wearing Mums! • http://www.youtube.com/watch?v=BmykFKjNpdY • From Friday through to Monday • Los Angeles blogger Jessica Gottlieb (1,000 followers) • Katja Presnal (5000 followers) collated all the tweets and made a video • http://www.youtube.com/watch?v=LhR-y1N6R8Q • By Sunday night, motrin.com was offline and PR department was emailing apologies via blogggers.
  22. 22. Managing the communications
  23. 23. Tools• Tweetdeck• Lists• Follow hashtags• Iphone / android apps• Twitter monitoring tools• Many more on blog….
  24. 24. Twitter Best Practice• Take lessons learned from other direct-to- consumer communications such as blogs and email newsletters and transition those to Twitter.• Brand profiles must be personal and honest; content must be compelling to successfully interest and attract people.• Connect to the audience as often as possible; reply directly to them if they are speaking about your brand.
  25. 25. Twitter Best Practice• Make sure your Twitter voice is consistent with your brand.• Do not exist on Twitter only as another version of corporate promotion. Be a person.• Get your CEO or top executive involved. Employees love it. Customers love it. There is no more powerful way to humanize your brand.• Above all, be authentic. Don’t try to fake, spin or hide behind your tweets -- it wont work.
  26. 26. WorkshopTwitter Accounts:•@harvardbiz @americanexpress @redcross@greenpeace_intlLook For:•Content?•Contribution frequency?•A willingness to engage?•Outbound links?•Hashtags?

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