Twitter: A Social Web Tool for PR

1. A Social Web Tool for Public Relations

2. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion

4. Social Web = People having conversations online

5. Advertising Word of Mouth

6. Old Media Social Web

7. Male Female ?

10. Basics

11. Since March 2006 Basics

12. Micro-blogging platform Since March 2006 Basics

13. Micro-blogging platform Since March 2006 Status updates Basics

14. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom

15. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom Instant Messaging

16. Micro-blogging platform Since March 2006 Status updates Basics 11.7 Mio. users Giant chatroom Instant Messaging

17. Lingo • tweet • retweet • hashtag • reply • DM • tweetchannel • tinyURL

18. Lingo • tweet - a message of 140 characters or less • retweet • hashtag • reply • DM • tweetchannel • tinyURL

19. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag • reply • DM • tweetchannel • tinyURL

20. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply • DM • tweetchannel • tinyURL

21. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM • tweetchannel • tinyURL

22. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel • tinyURL

23. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL

24. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL - for long URLs to safe characters

25. UNOmaha Twitter Proﬁle

26. Username UNOmaha Twitter Proﬁle

27. Basic Username information UNOmaha Twitter Proﬁle

28. Basic Username information Activities UNOmaha Twitter Proﬁle

29. Basic Username information Activities Favorites UNOmaha Twitter Proﬁle

30. Basic Username information Timeline Activities of the user Favorites UNOmaha Twitter Proﬁle

31. Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Proﬁle

32. Navigation Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Proﬁle

33. Home Screen of a Twitter Account

34. Update your status Home Screen of a Twitter Account

35. Your username Update your status Home Screen of a Twitter Account

36. Your username Update your status Replies and DM Home Screen of a Twitter Account

37. Your username Update your status Replies and DM Trending topics Home Screen of a Twitter Account

38. Your username Update your status Public timeline Replies and DM Trending topics Home Screen of a Twitter Account

39. Your username Update your status Public timeline Replies and DM Retweet Trending topics Home Screen of a Twitter Account

40. Your username Update your status Public timeline Replies and DM Retweet Trending topics tinyURL Home Screen of a Twitter Account

43. Uses

44. Tracking Uses

45. Monitoring Tracking Uses

46. Monitoring Tracking Live-reporting Uses

47. Monitoring Tracking Live-reporting Journalism Uses

48. Monitoring Tracking Live-reporting Journalism Uses Public Relations

49. Monitoring Tracking Live-reporting Journalism Uses Public Relations Political Comm.

50. Monitoring Tracking Live-reporting Journalism Uses Public Relations Crisis Comm. Political Comm.

51. Monitoring Tracking Live-reporting Activism Journalism Uses Public Relations Crisis Comm. Political Comm.

52. Uses Public Relations

53. Tracking / Monitoring • Monitoring of reputation, buzz, opinions, trends ➡ Usage of keyword tracking (search) • Monitoring and responding to what is said about your organization ➡ Twitter Search ➡ Comcast Example ➡ Southwest Airlines Example

54. Comcast Example

55. Comcast Example

56. Southwest Airlines Example

57. Southwest Airlines Example

58. Live-reporting • Usage of hashtags (e.g. #wwdc, #IranElection) • Backchannel tool ➡ Apple WWDC Example • News coverage / Activism ➡ Iran Election Example

59. Apple WWDC Example

60. Iran Election Example

61. Journalism • Media is using Twitter: CNN, Reuters, BBC, etc. ➡ Rick Sanchez (http://twitter.com/ricksanchezcnn) ➡ Started during Hurricane Gustav ➡ Almost 100,000 followers ➡ Allows on-air interaction with audience ➡ Get story ideas, leads

62. Rick Sanchez Example

63. Rick Sanchez Example

64. Political communication • Obama on Twitter (http://twitter.com/BarackObama) ➡ Obama Example • Twitter in political communication ➡ Interacting with constituents ➡ Increased transparency in political process? ➡ The White House Example

65. Obama Example

66. The White House Example

67. Crisis communication • Start off with an apology • Outline what you are doing to address the crisis • Share information as you get it • Respond quickly to questions • Examples: ➡ FDA uses Twitter for salmonella recall info ➡ The Red Cross posted info about evacuation, shelter, and food distribution during Hurricane Ike using #ike

70. Success with Twitter Build a network Engage with the community Track & Analyze

71. Build a network • Get a Twitter account ;-) • Personal or company brand? • Personalize your proﬁle (logo, colours, description, link to website, etc.) • Follow people and top-users! • See who thought-leaders are following

72. Engage with the community • It‘s a discussion, not a broadcast! • Follow your brand in discussions (tracking) • Communicate with your audience • Publish helpful content • Using Twitter for events

73. Track & Analyze • Usage of the follower count • Usage of @replies to your tweets • Number of retweets (the more the better!) • Use online tools for analysis ➡ We Follow ➡ Twitter Grader ➡ TweetStats

74. We Follow Example

75. Twitter Grader Example

76. TweetStats Example

77. Keep in Mind • June 2009 State of the Twittersphere Report: ➡ 80% failed to provide a homepage URL ➡ 55% are not following anyone ➡ 55% have never tweeted ➡ 53% have no followers Source: HubSpot's Inbound Internet Marketing Blog

78. Keep in Mind • Give up control ➡ Empower brand embassadors ➡ Embrace co- creation ➡ Let your brand evolve

79. Thank you very much for your attention! Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu

80. Do you have any questions? Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu

81. Bibliography • Papers / Books • Eyrich, N., Padman M.L., & Sweetser K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review,Volume 34 (Issue 4), November 2008, Pages 412-414. • O'Brien, K. (2008, March 24). Twitter is changing the pace, structure of communications. PR Week, Page 9. • Solis, B., & Breakenridge D. (2009). Putting the Public Back in Public Relations. New Jersey: FT Press. • Wright D.K., & Hinson, M.D. (Eds.). (2009). An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice: 12th Annual International Public Relations Research Conference. Mahwah, Miami, Florida. • Multimedia / Internet • Fahrnberger, H. (2009, February 20). Twitter im Kundenservice: Ab jetzt wird zurückgetwittert. Message posted to http:// www.helge.at • Fahrnberger, H. (2009, June 21). Das Social Web verstehen und nutzen. Presentation retrieved from http:// www.slideshare.net/muesli • Volpe, M. (Producer), Mirman E., & Burnes R. (2009, June 21). Twitter for Marketing and PR. Webinar retrieved from http:// www.hubspot.com/twitter-for-marketing • Weisgerber, C. (2008, October 27). Twitter for PR (Public Relations). Presentation retrieved from http:// www.slideshare.net/corinnew • Zarrella, D. (2009, June 10). Announcing the June 2009 State of the Twittersphere Report. Message posted to http:// blog.hubspot.com