Twitter 201: Adding Twitter to Your Strategic PR Toolbox


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  • 1- Participate in dialogue—Learnings will inspire marketing approaches and customer service and sales opportunities 2- Align you messages with your brand—online and offline, messages should go together 3- Promote other-gets new audiences for blog posts, special offers, white papers and more Remember it’s a tactic not a strategy Tell your twitter friends when you are going to be on TV or radio—giving them the opportunity to check it out. It’s not selling. Don’t sell on Twitter. Promote deals and discount codes. - Monitor and respond to product queries/information requests. - Extend customer service support. - Break news about products/services. - Provide real-time event coverage. - Generate brand buzz. - Alert to new posts/articles on blogs
  • Contests and Giveaways Move To New, Fast Terrain of Twitter Social media and marketing experts say the combination of freebies and Twitter's inherently viral nature is particularly powerful in building a name. To celebrate Moonfruit's 10-year anniversary, marketing director Wendy White thought up a contest where Twitterers could win one of 10 Apple MacBook Pros over a seven-day period. The cost of entry was a creative "tweet" -- a 140-character or shorter message on Twitter -- that included "#Moonfruit." Moonfruit announced the contest on its site and also tweeted it to its followers as well as Ms. White's 300 followers. In addition to creating a much bigger following, Ms. White says trials of the firm's products have more than tripled and paying customers have increased by 20%.
  • Online retailer sporadically lists items and gift certificates that followers can try to win by responding to owner Amy Reed's tweet about why they like the item. People who follow Ms. Reed also receive a friendship bracelet and are entered to win a $500 gift certificate to the site that's given out every few days, an added incentive. Most recently, Ms. Reed launched a 100-day "Twilight" jacket giveaway that requires contestants to follow her and then message her saying why they want the jacket or love Robert Pattinson, the lead actor in the "Twilight" movie.
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  • How to get the CEO onboard…
  • —Get ready to take control of your twitterstream. twalala is a client for Twitter that allows you to control what you see , and more importantly, what you don't see in your twitterstream. Using twalala , you can filter tweets out of your stream by keywords and phrases or mute individuals who get a bit too chatty. Finally, Twitter with a mute button. TwitterSnooze- -If you want to login and see who you have on snooze without snoozin' someone new, then leave the "who are you snoozin'" field empty. Why use TwitterSnooze...? It's a good tool to avoid a blast of tweets from a conference you are not attending... just snooze the conference goers for a few days. It's a nice way to get back at someone for saying something stupid... give them the silent treatment ;) It's a good way to ignore someone that just flooded your timeline for no good reason... but it was just a one-time offense and doesn't merit permanent unfollowing. Who shouldn't use TwitterSnooze...? As Dave Winer points out , TwitterSnooze is not ideal because when a person is unsnoozed, Twitter will send them an email alerting that person that you are now following them again. This is an unfortunate side-effect of the only way I know to implement a "Snooze" feature (by unfollowing and then re-following a user) given the current API. If you don't like your snoozers getting alert emails, then TwitterSnooze is not for you. Security Note: TwitterSnooze stores passwords on the DB. TwitterSnooze deletes all passwords once they are no longer needed, but if the idea of your password being stored on this server makes you squeamish, then TwitterSnooze is not for you. If you use TwitterSnooze, I highly recommend sending this someecard along with your snooze. Lifestreaming — is the dead simple way to put anything online using email. We launched in July 2008 and we've been steadily growing and adding features. We love sharing thoughts, photos, audio, and files with our friends and family, but we didn't like how hard it was... so we made a better way. That's posterous. We're super excited to see what happens when blogging becomes as easy as email, and we hope you enjoy posterous as much as we do. Thanks for trying it.
  • Remember, Twitter is a conversation. Ask questions; don't just pontificate. What part of 140 characters do you not understand? Remember the limitations. Some things are better left unsaid. So avoid stream-of-consciousness-blogging via Twitter. Transparency is vital - just as with any other social media. Consider quality vs. quantity. Many users provide links to interesting articles, information. Use proper grammar. If people follow you, it's polite to "follow" them back. However, because of that, be careful about adding too many people at one time -- that's the Twitter version of spamming. People will think you're trying to sell or hype something rather than start a conversation. It's really all about the art of conversation.
  • How to search using twitter
  • Can we do a ying/yang picture here? I removed the bullets, because I will just talk to this.
  • – Guide for Businesses… Examples of companies that have effectively usedTwitter--Every day, millions of people use Twitter to create, discover and share ideas with others. Now, people are turning to Twitter as an effective way to reach out to businesses, too. From local stores to big brands, and from brick-and-mortar to internet-based or service sector, people are finding great value in the connections they make with businesses on Twitter.
  • Financial Times article TV ratings shake-up challenges Nielsen By Kenneth Li in New York Published: August 13 2009 23:45 | Last updated: August 13 2009 23:45 Top US media companies and marketers have created a consortium to challenge the dominant force in TV audience measurement. Nielsen controls the measurement of US audiences through the polling of 18,000 homes, where viewer habits are measured by clicks of a special remote control. EDITOR’S CHOICE Lex: TV ratings - Aug-13 In depth: Media - May-06 Newspapers join online payment platform - Aug-14 Media participants in the consortium – including networks owned by NBC Universal, Time Warner , News Corp , Viacom , CBS , Discovery and Walt Disney – expect it to be operational by September. They have pulled in Procter & Gamble and AT&T, the top and third-biggest US advertisers, and Unilever. The involvement of such big names highlights how urgently advertisers feel the need for better information to justify ads that run across multiple media platforms. Media agencies GroupM, owned by WPP , and Starcom MediaVest are also joining. Audience measurement is considered the lifeblood of the media industry. The $70bn spent on US TV advertising each year is allocated according to viewer numbers. The explosion of online viewing has made the measuring of total audiences across all media platforms more difficult. “ The most deficient thing is there’s no single source measurement [for TV and digital video],” Sam Armando, senior vice-president of audience analysis at Starcom Mediavest, told the Financial Times. It was not a case of “let’s go out to replace Nielsen”, he said, but the consortium’s plan did not require a “leap of faith”. People briefed on the plans expected the consortium to award contracts for measuring set-top box data and cross-platform viewers across TV and digital sources as early as the fourth quarter of this year. Media companies have tangled with Nielsen in the past, most notably after it replaced print diaries with remote controls, which led to perceived undercounting. But the explosion of online videos and the creation of initiatives such as Hulu and TV Everywhere have made improving measurement more urgent. Nielsen measures the interaction of TV and internet video usage through a “convergence” panel of about 2,800 people, but these are not officially part of the national sample from which ratings are based. A full roll-out is expected by 2011. “ Nielsen continues to measure across all screens because that’s clearly our clients’ priority,” Nielsen said. Copyright The Financial Times Limited 2009. You may share using our article tools. Please don't cut articles from and redistribute by email or post to the web    
  • Twitter 201: Adding Twitter to Your Strategic PR Toolbox

    1. 1. WIN A COPY OF TWITTERVILLE!! <ul><li>Most Re-tweets about the webinar wins a copy of Twitterville by Shel Israel </li></ul>HASHTAG #prwebinar
    3. 3. THANKS FOR JOINING US! Presenter: Debbie Friez Vice President, Major Accounts, Burrelles Luce @dfriez Presenter/Moderator: Johna Burke Vice President, Burrelles Luce @gojohnab
    4. 4. AGENDA <ul><li>The Plan </li></ul><ul><li>Personal Brand vs. Company Brand </li></ul><ul><li>The Persuasion and the Policy </li></ul><ul><li>The Practice, including Etiquette </li></ul><ul><li>Using Twitter for Media Relations </li></ul><ul><li>Using Twitter for Public Relations </li></ul><ul><li>Measurement </li></ul>
    5. 5. WHY ARE YOU ON TWITTER <ul><li>Business </li></ul><ul><li>Personal </li></ul>
    6. 6. HOW CAN TWITTER FIT INTO YOUR STRATEGY? <ul><li>Participate in a dialogue with stakeholders </li></ul><ul><li>Align your messages </li></ul><ul><li>Promote other communication pieces </li></ul><ul><li>Build awareness of your expertise </li></ul>
    7. 7. TWITTER STRATEGY <ul><li>On July 1, Moonfruit was a below-the-radar Web-site building company with 400 followers on Twitter. Just a few days later, the London-based company had acquired 47,000 followers on the micro-blogging site, traffic to its home page had increased by 1,300% and the word &quot;moonfruit&quot; was popping up all over the Internet. Wall Street Journal </li></ul>
    8. 8. TWITTER STRATEGY <ul><li>Online retailer sporadically lists items and gift certificates that followers can try to win by responding to owner Amy Reed's tweet about why they like the item. </li></ul>
    9. 9. BRANDING TIP
    10. 10. <ul><li>PERSONAL BRAND </li></ul><ul><li>VS. </li></ul><ul><li>COMPANY BRAND </li></ul>
    12. 12. <ul><li>Pure Corporate Brand </li></ul>WHO ARE YOU ON TWITTER?
    13. 13. <ul><ul><li>Corporate with Persona </li></ul></ul>WHO ARE YOU ON TWITTER?
    14. 14. <ul><ul><li>Employee with Corporate Association </li></ul></ul>WHO ARE YOU ON TWITTER?
    15. 15. <ul><ul><li>Pure Personal Account </li></ul></ul>WHO ARE YOU ON TWITTER?
    16. 16. 4 “TIPS” ON SOCIAL MEDIA <ul><ul><li>#1 Be Unique </li></ul></ul>
    17. 17. <ul><ul><li>#2 Be Authentic </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
    18. 18. <ul><ul><li>#3 Be a Student </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
    19. 19. <ul><ul><li>#4 Be a Teacher </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA Suggested Tweet: 4 tips of online success: 1. be unique 2. be authentic 3. be a student 4. be a teacher #prwebinar
    20. 20. <ul><li>&quot;Whether you call it thought leadership, becoming a subject matter expert or simply having information of value, many benefits come to people -- their organizations, brands, etc -- who can share their knowledge in a natural yet authoritative way. This doesn't suggest placing oneself on a pedestal, but rather using today's communication channels including the social Web to mingle with the masses, assist others, and earn a loyal following along the way.&quot; </li></ul><ul><li>Ryan Zuk, APR ( @ryanzuk on Twitter) </li></ul>THOUGHT LEADERS
    21. 21. THOUGHT LEADERS <ul><li>Knowledgeable </li></ul><ul><li>Aware </li></ul><ul><li>Interesting </li></ul><ul><li>Innovative </li></ul><ul><li>Engaged </li></ul><ul><li>Accessible </li></ul>
    22. 22. GET YOUR CEO ONBOARD Social Media Revolution Video: Compelling stats on growth and reach of social media
    24. 24. HOW POLICY PAVES THE WAY While these new technologies offer great opportunities to Burrelles Luce employees to communicate and collaborate, both internally and externally, they also bring with them equally great responsibilities for employees to use them ethically and within the guidelines of Burrelles Luce employment policy.
    25. 25. WHERE TO TWEET? <ul><li>Tools for PCs, Macs, Firefox, Smart Phones and more… </li></ul><ul><ul><li> </li></ul></ul>
    26. 26. MORE TOOLS
    27. 27. TOOLS FOR MORE THAN ONE ID <ul><li>h ttp:// </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    28. 28. TWEETING ETIQUETTE DO’s, DON’ts AND MAYBE’s <ul><li>GOLDEN RULE: Don’t post anything you wouldn’t want your mom to read in the newspaper </li></ul>Twitter etiquette – a blog post by Chris Brogan: de/
    29. 29. TWEETING ETIQUETTE DO’s, DON’Ts AND MAYBE’s <ul><li>It’s quality, NOT quantity </li></ul><ul><li>Test links </li></ul><ul><li>Don’t argue </li></ul><ul><li>Inform; Don’t sell </li></ul><ul><li>Attribute </li></ul><ul><li>Don’t RT everything </li></ul><ul><li>Offer value </li></ul><ul><li>Don’t auto-DM </li></ul><ul><li>Don’t re-post something immediately </li></ul>
    31. 31. USING TWITTER FOR MEDIA RELATIONS <ul><li>Listen to their needs </li></ul><ul><li>Don’t DM unless asked to </li></ul><ul><li>Write good headlines </li></ul><ul><li>Provide links </li></ul><ul><li>Do your research </li></ul><ul><li>Showcase expertise </li></ul>
    33. 33. WHO SHOULD YOU FOLLOW FOR JOURNALIST INQUIRIES? <ul><li>@helpareporter </li></ul><ul><li>@journalistics </li></ul><ul><li>@themediaisdying </li></ul><ul><li>#journchat </li></ul><ul><li>#mediarelations </li></ul><ul><li>#PR </li></ul><ul><li>#Pradvice </li></ul><ul><li>Your competitors </li></ul><ul><li>Reporters and bloggers </li></ul>
    34. 34. GOOD PITCH
    35. 35. RESOURCES <ul><li> </li></ul>
    37. 37. USING TWITTER FOR PUBLIC RELATIONS <ul><li> </li></ul><ul><li> </li></ul>
    38. 38. USING TWITTER FOR PUBLIC RELATIONS <ul><li>Techniques </li></ul><ul><ul><li>Integrate into your campaigns </li></ul></ul><ul><ul><li>Twitterviews </li></ul></ul><ul><ul><li>Who to follow </li></ul></ul>
    39. 39. TAKING IT OFFLINE <ul><li>Conference </li></ul><ul><li>Tweet-ups </li></ul><ul><ul><li> (conducting and following chats) </li></ul></ul><ul><ul><li> (produce a transcript after the interview) </li></ul></ul>
    40. 40. <ul><li>Customer Service </li></ul><ul><ul><li>Burrelles Luce using Twitter to solve a client issue </li></ul></ul>USING TWITTER FOR PUBLIC RELATIONS
    41. 41. <ul><li>Engagement </li></ul><ul><ul><li>Click thrus </li></ul></ul><ul><ul><li>Re-tweets </li></ul></ul>MEASURING YOUR SUCCESS
    42. 42. MEASUREMENT <ul><li>“ Audience measurement is considered the lifeblood of the media industry. The $70bn spent on US TV advertising each year is allocated according to viewer numbers. The explosion of online viewing has made the measuring of total audiences across all media platforms more difficult.” </li></ul><ul><li>The Financial Times </li></ul>
    43. 43. MEASUREMENT TOOLS FOR TWITTER <ul><li> </li></ul><ul><li> </li></ul>
    44. 44. Q&A TIME <ul><li>Please type your questions in the Q&A pane </li></ul>
    45. 45. CONTACT INFO <ul><li>Debbie Friez </li></ul><ul><li>Vice President, Major Accounts </li></ul><ul><li>Burrelles Luce </li></ul><ul><li>[email_address] </li></ul><ul><li>800-631-1160 x1852 </li></ul><ul><li>Twitter: @dfriez </li></ul><ul><li>LinkedIn: dfriez </li></ul><ul><li>BLOG: </li></ul>Johna Burke Vice President Burrelles Luce [email_address] 800-631-1160 x1852 Twitter: @gojonhab LinkedIn: Johna Burke BLOG:
    46. 46. MORE RESOURCES <ul><li>Learn more: Free downloads and Burrelles Luce BLOG Fresh Ideas </li></ul>From Twitterviews to Tweetups: Putting the Social in Media