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PR Bootcamp 2013

PR Bootcamp 2013

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  • Pepsi Ad appears in German magazine of “last calorie suicide” found to be insensitive by Tweeters and was immediately killed.
  • Botanicalls allows plant to send tweets to owner when it is running low on moisture. US$99.99 for the kit.
  • Zappos is a company that believes in a good customer experience and that repeat customers are the key to success.
  • Zappos customers become evangelists of the brand.
  • I wrote Tony Hsieh an email after he said he would send anyone the Zappos Culture Book, then tweeted about it and received immediate reply from @Zappos_Service and three days later the UPS guy showed up outside my house in Malaysia. It arrived in 72 hours all the way from Vegas. Cool.
  • Twestivals are events run via Twitter. In September 2008, a group of Twitterers based in London UK decided to organise an event where the local Twitter community could socialize offline; meet the faces behind the avatars, enjoy some entertainment, have a few drinks and tie this in with a food drive and fundraising effort for a local homeless charity. The bulk of the event was organized in under two weeks, via Twitter and utilized the talents and financial support of the local Twittersphere to make this happen. Around the world similar stories started appearing of local Twitter communities coming together and taking action for a great cause. Twestival was born out of the idea that if cities were able to collaborate on an international scale, but working from a local level, it could have a spectacular impact. By rallying together globally, under short timescales, for a single aim on the same day, the Twestival hopes to bring awareness to this global crisis.
  • First Malaysian twestival was held at Mist Club, Bangsar, Sept 12, 2009. They raised RM11k and had two PCs with broadband connection donated to Destiny Starting Point a home for delinquent boys in Klang. Various sponsors such as Air Asia, Digi, Tiger, 1901 Hotdogs, Crocs, GSC, Cupcake Chic and NZ Natural Ice Cream.

Transcript

  • 1. 1Module 2:
  • 2. 2Would you trust a surgeon whotweeted your operation?
  • 3. 3Tweeting what you eat
  • 4. 4#defahmi vs Blu Inc
  • 5. 5Twitter as a canary in the coalmine
  • 6. 6
  • 7. 7“Water me, please!”
  • 8. 8How are companies using TwitterEXTERNAL• Customer service• News, blog updates• Branding, promotion,marketing• PR, media relations• Finding leads,prospects• Extending touchpoints• Community building• Networking, tweetups• Direct sales• Recruitment• Driving traffic to websiteINTERNAL• Connecting sales teams• Coordinatingdecentralized teams• Event planning• Project status andupdating staff, teams• Employee support• Mentoring• Problem-solving• Purely social
  • 9. 9CIMB on Twitter: Customer servicetwitter.com/cimb_assists
  • 10. 10Twitter: Best practices• Listen: Follow popular tweeters first• Share: Find great stuff to share• Be authentic• Be active! No one is interested if your lasttweet was from several months ago• Don’t hard sell: If you are plugging your ownproduct, service, event, cause, say so.Preface with “Shameless plug…”• Preface a personal opinion with IMHO, or “Mypersonal opinion is…”
  • 11. 11Scott Monty, Ford Motor CompanyHead of social media, Fordhttp://www.scottmonty.comhttp://twitter.com/scottmonty1. Always shows gratitude2. Constantly corrects misinformation3. Encourage conversation
  • 12. 12Frank Eliason, Citi, formerly of ComcastSVP of Social, Citihttp://www.frankeliason.comhttp://twitter.com/askcitiFormerly @comcastcares4. Problem solver: Fields customersupport issues, re-directs to right person5. Always helpful and adding value
  • 13. 13Lee Aase, Mayo ClinicDirector, Social Media, Mayohttp://tinyurl.com/smuguhttp://twitter.com/leeaasehttp://twitter.com/mayoclinic6. Health tips7. Sharing patient, inspiring stories8. Promoting radio shows, webcasts
  • 14. 14“People relate to people,not companies,”Tony Hsieh, Zappos.com,Zappos.com: Shoevangelism
  • 15. 15Case study: Zappos.com• Free shipping, a 24/7 open call center, and 365-day return policy.• Turned an e-commerce shoe site into a US$1Bbusiness in 10 years. Sold to Amazon.com• Obsession with customer service, littleadvertising, organic word-of-mouthrecommendations.• Five weeks of employee training on culture,core values, customer service. Uses Twitter ascommunications channel.
  • 16. 16
  • 17. 17
  • 18. 18
  • 19. 19Twitter 1011. A tweet is 140 characters long2. RT: re-tweet other tweets you think are worthrepeating,3. @username: used to reply to someone orengage in a conversation or as a hat tip. Thisa public tweet everyone can see. Eg:@username message4. dm or d followed by space, then name ofperson eg: d username message OR clickMessages (next to Profile). You can sendprivate message to someone only if theyfollow you.
  • 20. 20Twitter 101: Using #hashtags5. The Hash Tag aka Pound Symbol [#] isused to categorize tweets into topics,events, trends.Hashtags are the Twitterequivalent of keywords. eg: #socialmedia6. Search specific hashtags and save thosesearches for future reference.7. Tip: Use a unique hashtag to promote acontests, event or product eg:#contest123 (make sure no one is usingit first)8. #followfriday or #ff is used by a majorityto spotlight individuals they considerworth following, not necessarily on Friday
  • 21. 21Short links• Helps reduce character space. Becamepopular with rise of Twitter• Popular services: tinyurl.com, bit.ly• Others: is.gd, snipurl.com, tr.im• When posting a link, use Topsy.com to findout how popular/timely the link already isand whether your friends have alreadytweeted/posted it.• Bit.ly provides transparent stats: Add + signat the end of shortlink eg: bit.ly/123456+1. 2.
  • 22. 22Must-know Twitter BasicsSettings:ProfileTime Zone/LocationNotificationsDesignFollowTweetRT@UsernameShortlinkReplyMessages(DM)#hashtag@MentionsSearchesListsFFAdd ImageTwitPicTwitVidSelective TweetsBlock spammerWho To FollowTrendsTweet Button
  • 23. 23Sample Twitter Accts/Lists• Media on Twitter: http://www.mediaontwitter.com• Journalists on Twitter: http://muckrack.com• List of Malaysian journalists:http://twitter.com/trinetizen/malaysian-journalists• List of Malaysian media:http://twitter.com/trinetizen/malaysian-media• List of Malaysian politicians:http://twitter.com/trinetizen/malaysian-politicians• List of Malaysian celebs:http://twitter.com/trinetizen/malaysian-celebs• List of Malaysian brands:http://twitter.com/trinetizen/malaysian-brands
  • 24. 24Useful Twitter apps• Twitter clients: Tweetdeck, Seesmic,Ubersocial, Hootsuite, Twitterrific, Twhirl• TweetAlarm, Twilert: Put in a keyword andget emails when others tweet it.• Twellow: Search for tweeple• Twitpic, Lockerz, Instagram: Post photos• Yfrog, Twitvid: Post videos• Twapperkeeper: Archives tweets• Tweetstats: Graphs your stats• Spy: http://spy.appspot.com/
  • 25. 25Useful Twitter analytics• Twitter Web Analytics (from Twitter,coming soon)• Rowfeeder: http://rowfeeder.com/• Tweetstats: http://tweetstats.com• Twittercounter: http://twittercounter.com• The Archivist: http://archivist.visitmix.com• Klout: http://klout.com• Twitter Grader: http://tweet.grader.com• Twitalyzer: http://twitalyzer.com• Monitter: http://monitter.com
  • 26. 26Exercise: Twitter• Go to Twitter (set up account, if you don’talready have one)• Find a news release from your site to tweet• Make a shortlink using bit.ly of that story link• Create 140-character tweet and add theshort link• Find people to follow• Create a list• Re-tweet another person’s tweet• Post a photo using Twitpic
  • 27. 27Outreach/CSR: Tweetups
  • 28. 28•Raised RM11,000 + two desktop PCs+ Broadband•Destiny Starting Point, a home Klang
  • 29. 29Ashton Kutcher vs CNN@aplusk beats @cnnbrk to 1m followers, then donatesUS$100,000 to buy 10,000 nets for ‘Malaria No More’, anonprofit which wants to end malaria deaths in Africa by 2015.No malaria video
  • 30. 30Celebs using Twitterto promote their causeshttp://twitter.com/Jamie_Oliverhttp://twitter.com/apluskhttp://twitter.com/RyanSeacresthttp://twitter.com/oprahhttp://twitter.com/QueenRaniahttp://twitter.com/JimCarreyhttp://twitter.com/BillGateshttp://twitter.com/charlizeafricaList: celebritytweet.com
  • 31. 31“In the past you were what you owned.Now you are what you share,”Charles Leadbeater