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TWITTER
Twitter is a service for anyone
 to communicate and stay connected
through the exchange of quick, short
               messages
About Twitter

•   @USERNAME
•   TWEET
•   RETWEET
•   DIRECT MESSAGE
•   HASHTAG
HOW POPULAR…
Twitter lec5
WHY USE TWITTER?
Twitter lec5
Is that right?
Twitter lec5
Twitter lec5
What is twitter for?
But seriously Twitter is for …

•   Telling people what you are doing
•   Asking / answering questions
•   Sharing / discussing news
•   Getting feedback
•   Customer support
•   Selling
•   ..commmunicating…!!!
Twitter lec5
What are the benefits for PR and
          business??
Customer service
Twitter lec5
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.
Twitter lec5
What About Reputation?
Twitter lec5
Twitter lec5
Sales..
Twitter lec5
What Dell does

•   2010 sales of approx $6m
•   Special offers etc
•   Narrow audience targetting
•   Integrates with facebook and email
    marketing
Reporting News
Twitter lec5
Twitter lec5
News Crowd Sourcing
Twitter lec5
Media Relations
Twitter lec5
When Tweets Go Wrong
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:
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
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.
Managing the communications
Tools

•   Tweetdeck
•   Lists
•   Follow hashtags
•   Iphone / android apps
•   Twitter monitoring tools
•   Many more on blog….
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.
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 won't work.
Workshop
Twitter Accounts:
•@harvardbiz @americanexpress @redcross
@greenpeace_intl


Look For:
•Content?
•Contribution frequency?
•A willingness to engage?
•Outbound links?
•Hashtags?

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Twitter lec5

  • 2. Twitter is a service for anyone to communicate and stay connected through the exchange of quick, short messages
  • 3. About Twitter • @USERNAME • TWEET • RETWEET • DIRECT MESSAGE • HASHTAG
  • 12. But seriously Twitter is for … • Telling people what you are doing • Asking / answering questions • Sharing / discussing news • Getting feedback • Customer support • Selling • ..commmunicating…!!!
  • 14. What are the benefits for PR and business??
  • 17. 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.
  • 24. What Dell does • 2010 sales of approx $6m • Special offers etc • Narrow audience targetting • Integrates with facebook and email marketing
  • 32. When Tweets Go Wrong
  • 33. 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:
  • 34. 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
  • 35. 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.
  • 37. Tools • Tweetdeck • Lists • Follow hashtags • Iphone / android apps • Twitter monitoring tools • Many more on blog….
  • 38. 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.
  • 39. 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 won't work.
  • 40. Workshop Twitter Accounts: •@harvardbiz @americanexpress @redcross @greenpeace_intl Look For: •Content? •Contribution frequency? •A willingness to engage? •Outbound links? •Hashtags?