Using Twitter to Connect with Audiences

Corinne Weisgerber
Corinne WeisgerberAssociate Professor of Communication
Tweet
Your
Way
                            to
Success:
                            2009 PRSA Digital Impact Conference




                                        Corinne Weisgerber, Ph.D.
                            Assistant Professor of Communication
                             St. Edward’s University, Austin, Texas

                                         corinnew@stedwards.edu
                           http://socialmediaprclass.blogspot.com
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
Getting
started:



Thursday, April 30, 2009
Getting
started:



Thursday, April 30, 2009
Getting
started:
                    • Should
reflect
brand
personality




Thursday, April 30, 2009
Getting
started:
                    • Should
reflect
brand
personality
                    • Fill
out
bio
&
choose
avatar
‐
personal
touch




Thursday, April 30, 2009
Getting
started:
                    • Should
reflect
brand
personality
                    • Fill
out
bio
&
choose
avatar
‐
personal
touch
                    • Register
to
protect
against
Twittersquatting




Thursday, April 30, 2009
Thursday, April 30, 2009
Thursday, April 30, 2009
Thursday, April 30, 2009
Claim
it
before
you
need
it




Thursday, April 30, 2009
Claim
it
before
you
need
it




Thursday, April 30, 2009
Claim
it
before
you
need
it




                                             Created 2
                                             days after
                                             video first
                                             surfaced
Thursday, April 30, 2009
Thursday, April 30, 2009
Twitter search results for
    “dominos” after dpzinfo
    had been created

    (04/15/09 @ 4:40 pm CST)




Thursday, April 30, 2009
Thursday, April 30, 2009
• Began crisis management with no established followers.
                  • Would have been nice to have established community to RT first tweet:




Thursday, April 30, 2009
Tweet ?
                            Who
should




Thursday, April 30, 2009
Tweet ?
                                      Who
should
       Unidentified Individual(s)
       - agreed upon tone of voice
       - different tone of voice



                     DC O
                 RAN
               B




Thursday, April 30, 2009
Tweet ? Who
should
       Unidentified Individual(s)
       - agreed upon tone of voice
       - different tone of voice



                     DC O
                 RAN
               B



                                     Identified Individual(s)
                                     - personal profile
                                     - corporate handle with
                                       signed tweets

Thursday, April 30, 2009
Fictional Character
                                                            Product
                                  i.e. Henry VIII
                                                    i.e. NASA Rover




Thursday, April 30, 2009
It’s
all
about

                            People
are
talking
about

                            how
the
lander
has
its

                            own
personality
because

                            we
talk
about
everything

                            in
the
first
person.

                            ‐
Rhea
Borja,
Media
Relations
Officer,

                            NASA
Jet
Propulsion
Laboratory




Thursday, April 30, 2009
It’s
all
about

                            People
are
talking
about

                            how
the
lander
has
its

                            own
personality
because

                            we
talk
about
everything

                            in
the
first
person.

                            ‐
Rhea
Borja,
Media
Relations
Officer,

                            NASA
Jet
Propulsion
Laboratory




Thursday, April 30, 2009
It’s
all
about

                            People
are
talking
about

                            how
the
lander
has
its

                            own
personality
because

                            we
talk
about
everything

                            in
the
first
person.

                            ‐
Rhea
Borja,
Media
Relations
Officer,

                            NASA
Jet
Propulsion
Laboratory




Thursday, April 30, 2009
The
Retweet
         • Good content will spread
         • RTs add dedicated followers
         • RT as a metric:
                      •    Stamp of approval/praise
                      •    Authenticity: can’t ask for it - just happens
                      •    Tweetmeme & Retweetradar track most popular links




Thursday, April 30, 2009
The
Retweet
         • Good content will spread
         • RTs add dedicated followers
         • RT as a metric:
                      •    Stamp of approval/praise
                      •    Authenticity: can’t ask for it - just happens
                      •    Tweetmeme & Retweetradar track most popular links


         Example:
         jkrums: http://twitpic.com/135xa - There’s a plane in the
         Hudson. I’m on the ferry going to pick up the people. Crazy.



Thursday, April 30, 2009
The
Retweet
         • Good content will spread
         • RTs add dedicated followers
         • RT as a metric:
                      •    Stamp of approval/praise
                      •    Authenticity: can’t ask for it - just happens
                      •    Tweetmeme & Retweetradar track most popular links


         Example:
         jkrums: http://twitpic.com/135xa - There’s a plane in the
         Hudson. I’m on the ferry going to pick up the people. Crazy.

         RT @jkrums: http://twitpic.com/135xa - There’s a plane in the
         Hudson. I’m on the ferry going to pick up the people. Crazy.
Thursday, April 30, 2009
The
Retweet
         • Good content will spread
         • RTs add dedicated followers
         • RT as a metric:
                      •    Stamp of approval/praise
                      •    Authenticity: can’t ask for it - just happens
                      •    Tweetmeme & Retweetradar track most popular links


         Example:
         jkrums: http://twitpic.com/135xa - There’s a plane in the
         Hudson. I’m on the ferry going to pick up the people. Crazy.

         RT @jkrums: http://twitpic.com/135xa - There’s a plane in the
         Hudson. I’m on the ferry going to pick up the people. Crazy.
Thursday, April 30, 2009
#hashtag




Thursday, April 30, 2009
#hashtag
       • User‐defined
keywords
       • Make
it
easier
to
follow
a
topic

       Can
be
used
strategically:
       To
drive
traffic
to
a
site
         • #LRNY:









































           ‐
by
promoting
tag
            • #stopthecap:





























                ‐
by
naming
site
after
tag









                ‐
by
using
site’s
name
as
tag




Thursday, April 30, 2009
#hashtag
       • User‐defined
keywords
       • Make
it
easier
to
follow
a
topic

       Can
be
used
strategically:
       To
drive
traffic
to
a
site
         • #LRNY:









































           ‐
by
promoting
tag
            • #stopthecap:





























                ‐
by
naming
site
after
tag









                ‐
by
using
site’s
name
as
tag




Thursday, April 30, 2009
Levels of Engagement




Thursday, April 30, 2009
Levels of Engagement   Listening/
                           Monitoring




Thursday, April 30, 2009
Levels of Engagement   Listening/
                           Monitoring




                           Broadcasting




Thursday, April 30, 2009
Levels of Engagement   Listening/
                           Monitoring




                           Broadcasting




                           Responding




Thursday, April 30, 2009
Levels of Engagement   Listening/
                           Monitoring




                           Broadcasting




                           Responding




                           Building
                           Community


Thursday, April 30, 2009
Monitoring
           Reputation Management • Market Research




                           Tools: TwitterSearch • Trending Topics • Hashtags.org


Thursday, April 30, 2009
Monitoring
           Reputation Management • Market Research




                           Tools: TwitterSearch • Trending Topics • Hashtags.org


Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Market




Thursday, April 30, 2009
Market




Thursday, April 30, 2009
Market

                 We can now tap into a constant stream
                   of incredible insights by observing
                 consumers’ daily vocabulary of words,
                  pictures and videos that they use to
                          express themselves.
                           – Joel Rubinson, Chief Research Officer of The Ad. Research Foundation



Thursday, April 30, 2009
Product Promotion • Event Management • Live-Tweeting




                                Initiated internally
                              Goal (short-term): Buzz
                              Tools: Tweet • ReTweet

Thursday, April 30, 2009
Product Promotion • Event Management • Live-Tweeting




                                Initiated internally
                              Goal (short-term): Buzz
                              Tools: Tweet • ReTweet

Thursday, April 30, 2009
Color
of
Love




Thursday, April 30, 2009
Color
of
Love

                           • all
1‐way
                           • doesn’t
follow
                           • brief
time
span:

                             01/16‐02/15/08
                           • little
activity
since

Thursday, April 30, 2009
Product
      Launches





Thursday, April 30, 2009
Product
      Launches

       DiGiorno
Flatbread
Pizza:
       • Recruit
influential
tweeters
       • Deliver
pizzas
to
tweetups




Thursday, April 30, 2009
Product
      Launches

                                       Land
Rover
2010
Models:
       DiGiorno
Flatbread
Pizza:
                                       • Advertise
#LRNY
       • Recruit
influential
tweeters
                                       • “Follow
conversation
on

       • Deliver
pizzas
to
tweetups
                                         Twitter
from
the
New
York

                                         Auto
Show”
                                       • Pay
tweeters
to
advertise

                                         on
their
profile
page



Thursday, April 30, 2009
Authenticity

Thursday, April 30, 2009
?
                Authenticity

Thursday, April 30, 2009
A
more
    Interactive




Thursday, April 30, 2009
A
more
    Interactive


    Mixture
of:
    • Broadcasting
    • Direct
interaction


    • Following
only
21
    • DigitalNomads:
2,400
    • Over
$1
million
in
sales




Thursday, April 30, 2009
Crisis Management • Customer Relations




                                       Initiated externally
                           Tools: @<twitterhandle> • DM<twitterhandle>

Thursday, April 30, 2009
Crisis Management • Customer Relations




                                       Initiated externally
                           Tools: @<twitterhandle> • DM<twitterhandle>

Thursday, April 30, 2009
Crisis



Thursday, April 30, 2009
Crisis


                    Crisis Scenarios

Thursday, April 30, 2009
Crisis
                                       Played out on Twitter:




                                          Put out on Twitter:



                    Crisis Scenarios

Thursday, April 30, 2009
Crisis
                                       Played out on Twitter:
                                         Importance of Monitoring
                                                  - AmazonFail
                                                   - Motringate

                                          Put out on Twitter:



                    Crisis Scenarios

Thursday, April 30, 2009
Crisis
                                       Played out on Twitter:
                                         Importance of Monitoring
                                                  - AmazonFail
                                                   - Motringate

                                          Put out on Twitter:
                                        Importance of Responding

                                                     - Dominos
                                                - Dell, Comcast
                    Crisis Scenarios                   (retroactively)


Thursday, April 30, 2009
Twitter
       Trending Topics and #hashtag




Thursday, April 30, 2009
Twitter
       Trending Topics and #hashtag




Thursday, April 30, 2009
Customer Relations




Thursday, April 30, 2009
Customer Relations




Thursday, April 30, 2009
Building
           Media/Blogger Relations • Customer Evangelism •
           Internal Relations




                              Two-way symmetrical communication
                                    Goal (long-term): Relationship
                           Tools: follow, share valuable content, tweetups

Thursday, April 30, 2009
Building
           Media/Blogger Relations • Customer Evangelism •
           Internal Relations




                              Two-way symmetrical communication
                                    Goal (long-term): Relationship
                           Tools: follow, share valuable content, tweetups

Thursday, April 30, 2009
Media/Blogger




Thursday, April 30, 2009
Media/Blogger

                           News



            News dissemination tool




Thursday, April 30, 2009
Media/Blogger

                                      &
                           News



            News dissemination tool       Community to connect
                                             with reporters




Thursday, April 30, 2009
Media/Blogger

                                                   &
                                  News



            News dissemination tool                                 Community to connect
                                                                       with reporters

           Find & follow them:
           •       MediaOnTwitter: www.trackvia.com/misc/media-database.htm
           •       twitteringjournalists.pbwiki.com
           •       Muckrack.com
           Interact/share before pitching
           Can’t DM unless they follow you
Thursday, April 30, 2009
Customer




Thursday, April 30, 2009
Customer

                           • Half
a
million
followers
                           • Almost
following
as
many
                           • Sample
week
(04/17‐23):
                             • average
of
14
tweets
                             • range:
1‐38
                           Valuable
content
                           Drive
traffic
to
other
sites




Thursday, April 30, 2009
Customer

                           • Half
a
million
followers
                           • Almost
following
as
many
                           • Sample
week
(04/17‐23):
                             • average
of
14
tweets
                             • range:
1‐38
                           Valuable
content
                           Drive
traffic
to
other
sites


                             People
evangelize,
criticize
&

                             just
plain
talk
about
us
pretty

                             frequently,
even
without
our

                             encouragement.
Our
main

                             objective
is
to
encourage
people

                             to
communicate
with
us
directly
                                                   ‐
Winnie
Hsia
Thursday, April 30, 2009
Internal




Thursday, April 30, 2009
Internal
                           • 434
employees
on
Twitter
                           • Helps
build
company
culture
                           • Helps
new
hires
adapt
                            • Increases
social
awareness
                            • Captures
org.
memory




Thursday, April 30, 2009
Internal
                           • 434
employees
on
Twitter
                           • Helps
build
company
culture
                           • Helps
new
hires
adapt
                            • Increases
social
awareness
                            • Captures
org.
memory


                             We
don’t
really
view
it
as
a

                             marketing
channel
as
much
as
a

                             way
to
connect
on
a
more

                             personal
level,
whether
it’s
with

                             our
employees
or
our
existing

                             customers
                                                     ‐
Tony
Hsieh

Thursday, April 30, 2009
Remember:




Thursday, April 30, 2009
Remember:
       1. Claim your handle




Thursday, April 30, 2009
Remember:
       1. Claim your handle
       2. Set up your profile



Thursday, April 30, 2009
Remember:
       1. Claim your handle
       2. Set up your profile
       3. Decide on an engagement level:
                           Listening/Monitoring • Broadcasting
                            Responding • Building Community



Thursday, April 30, 2009
Remember:
       1. Claim your handle
       2. Set up your profile
       3. Decide on an engagement level:
                           Listening/Monitoring • Broadcasting
                            Responding • Building Community

        4.                 Remain authentic
Thursday, April 30, 2009
Corinne Weisgerber, Ph.D.
                              Assistant Professor of Communication
                              St. Edward’s University, Austin, Texas

                                  Email: corinnew@stedwards.edu
                           Blog: http://socialmediaprclass.blogspot.com
                                         Twitter: @corinnew




Thursday, April 30, 2009
1 of 95

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Using Twitter to Connect with Audiences

  • 1. Tweet
Your
Way to
Success: 2009 PRSA Digital Impact Conference Corinne Weisgerber, Ph.D. Assistant Professor of Communication St. Edward’s University, Austin, Texas corinnew@stedwards.edu http://socialmediaprclass.blogspot.com Thursday, April 30, 2009
  • 2. ? What
is Twitter Thursday, April 30, 2009
  • 3. ? What
is Twitter Thursday, April 30, 2009
  • 4. ? What
is Twitter Thursday, April 30, 2009
  • 5. ? What
is Twitter Thursday, April 30, 2009
  • 6. ? What
is Twitter Thursday, April 30, 2009
  • 7. ? What
is Twitter Thursday, April 30, 2009
  • 8. ? What
is Twitter Thursday, April 30, 2009
  • 9. ? What
is Twitter Thursday, April 30, 2009
  • 12. Getting
started: • Should
reflect
brand
personality Thursday, April 30, 2009
  • 13. Getting
started: • Should
reflect
brand
personality • Fill
out
bio
&
choose
avatar
‐
personal
touch Thursday, April 30, 2009
  • 14. Getting
started: • Should
reflect
brand
personality • Fill
out
bio
&
choose
avatar
‐
personal
touch • Register
to
protect
against
Twittersquatting Thursday, April 30, 2009
  • 20. Claim
it
before
you
need
it Created 2 days after video first surfaced Thursday, April 30, 2009
  • 22. Twitter search results for “dominos” after dpzinfo had been created (04/15/09 @ 4:40 pm CST) Thursday, April 30, 2009
  • 24. • Began crisis management with no established followers. • Would have been nice to have established community to RT first tweet: Thursday, April 30, 2009
  • 25. Tweet ? Who
should Thursday, April 30, 2009
  • 26. Tweet ? Who
should Unidentified Individual(s) - agreed upon tone of voice - different tone of voice DC O RAN B Thursday, April 30, 2009
  • 27. Tweet ? Who
should Unidentified Individual(s) - agreed upon tone of voice - different tone of voice DC O RAN B Identified Individual(s) - personal profile - corporate handle with signed tweets Thursday, April 30, 2009
  • 28. Fictional Character Product i.e. Henry VIII i.e. NASA Rover Thursday, April 30, 2009
  • 29. It’s
all
about People
are
talking
about
 how
the
lander
has
its
 own
personality
because
 we
talk
about
everything
 in
the
first
person.
 ‐
Rhea
Borja,
Media
Relations
Officer,
 NASA
Jet
Propulsion
Laboratory Thursday, April 30, 2009
  • 30. It’s
all
about People
are
talking
about
 how
the
lander
has
its
 own
personality
because
 we
talk
about
everything
 in
the
first
person.
 ‐
Rhea
Borja,
Media
Relations
Officer,
 NASA
Jet
Propulsion
Laboratory Thursday, April 30, 2009
  • 31. It’s
all
about People
are
talking
about
 how
the
lander
has
its
 own
personality
because
 we
talk
about
everything
 in
the
first
person.
 ‐
Rhea
Borja,
Media
Relations
Officer,
 NASA
Jet
Propulsion
Laboratory Thursday, April 30, 2009
  • 32. The
Retweet • Good content will spread • RTs add dedicated followers • RT as a metric: • Stamp of approval/praise • Authenticity: can’t ask for it - just happens • Tweetmeme & Retweetradar track most popular links Thursday, April 30, 2009
  • 33. The
Retweet • Good content will spread • RTs add dedicated followers • RT as a metric: • Stamp of approval/praise • Authenticity: can’t ask for it - just happens • Tweetmeme & Retweetradar track most popular links Example: jkrums: http://twitpic.com/135xa - There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy. Thursday, April 30, 2009
  • 34. The
Retweet • Good content will spread • RTs add dedicated followers • RT as a metric: • Stamp of approval/praise • Authenticity: can’t ask for it - just happens • Tweetmeme & Retweetradar track most popular links Example: jkrums: http://twitpic.com/135xa - There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy. RT @jkrums: http://twitpic.com/135xa - There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy. Thursday, April 30, 2009
  • 35. The
Retweet • Good content will spread • RTs add dedicated followers • RT as a metric: • Stamp of approval/praise • Authenticity: can’t ask for it - just happens • Tweetmeme & Retweetradar track most popular links Example: jkrums: http://twitpic.com/135xa - There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy. RT @jkrums: http://twitpic.com/135xa - There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy. Thursday, April 30, 2009
  • 37. #hashtag • User‐defined
keywords • Make
it
easier
to
follow
a
topic Can
be
used
strategically: To
drive
traffic
to
a
site • #LRNY:








































 ‐
by
promoting
tag • #stopthecap:




























 ‐
by
naming
site
after
tag








 ‐
by
using
site’s
name
as
tag Thursday, April 30, 2009
  • 38. #hashtag • User‐defined
keywords • Make
it
easier
to
follow
a
topic Can
be
used
strategically: To
drive
traffic
to
a
site • #LRNY:








































 ‐
by
promoting
tag • #stopthecap:




























 ‐
by
naming
site
after
tag








 ‐
by
using
site’s
name
as
tag Thursday, April 30, 2009
  • 40. Levels of Engagement Listening/ Monitoring Thursday, April 30, 2009
  • 41. Levels of Engagement Listening/ Monitoring Broadcasting Thursday, April 30, 2009
  • 42. Levels of Engagement Listening/ Monitoring Broadcasting Responding Thursday, April 30, 2009
  • 43. Levels of Engagement Listening/ Monitoring Broadcasting Responding Building Community Thursday, April 30, 2009
  • 44. Monitoring Reputation Management • Market Research Tools: TwitterSearch • Trending Topics • Hashtags.org Thursday, April 30, 2009
  • 45. Monitoring Reputation Management • Market Research Tools: TwitterSearch • Trending Topics • Hashtags.org Thursday, April 30, 2009
  • 55. Market We can now tap into a constant stream of incredible insights by observing consumers’ daily vocabulary of words, pictures and videos that they use to express themselves. – Joel Rubinson, Chief Research Officer of The Ad. Research Foundation Thursday, April 30, 2009
  • 56. Product Promotion • Event Management • Live-Tweeting Initiated internally Goal (short-term): Buzz Tools: Tweet • ReTweet Thursday, April 30, 2009
  • 57. Product Promotion • Event Management • Live-Tweeting Initiated internally Goal (short-term): Buzz Tools: Tweet • ReTweet Thursday, April 30, 2009
  • 59. Color
of
Love • all
1‐way • doesn’t
follow • brief
time
span:
 01/16‐02/15/08 • little
activity
since Thursday, April 30, 2009
  • 60. Product Launches
 Thursday, April 30, 2009
  • 61. Product Launches
 DiGiorno
Flatbread
Pizza: • Recruit
influential
tweeters • Deliver
pizzas
to
tweetups Thursday, April 30, 2009
  • 62. Product Launches
 Land
Rover
2010
Models: DiGiorno
Flatbread
Pizza: • Advertise
#LRNY • Recruit
influential
tweeters • “Follow
conversation
on
 • Deliver
pizzas
to
tweetups Twitter
from
the
New
York
 Auto
Show” • Pay
tweeters
to
advertise
 on
their
profile
page Thursday, April 30, 2009
  • 64. ? Authenticity Thursday, April 30, 2009
  • 65. A
more Interactive Thursday, April 30, 2009
  • 66. A
more Interactive Mixture
of: • Broadcasting • Direct
interaction • Following
only
21 • DigitalNomads:
2,400 • Over
$1
million
in
sales Thursday, April 30, 2009
  • 67. Crisis Management • Customer Relations Initiated externally Tools: @<twitterhandle> • DM<twitterhandle> Thursday, April 30, 2009
  • 68. Crisis Management • Customer Relations Initiated externally Tools: @<twitterhandle> • DM<twitterhandle> Thursday, April 30, 2009
  • 70. Crisis Crisis Scenarios Thursday, April 30, 2009
  • 71. Crisis Played out on Twitter: Put out on Twitter: Crisis Scenarios Thursday, April 30, 2009
  • 72. Crisis Played out on Twitter: Importance of Monitoring - AmazonFail - Motringate Put out on Twitter: Crisis Scenarios Thursday, April 30, 2009
  • 73. Crisis Played out on Twitter: Importance of Monitoring - AmazonFail - Motringate Put out on Twitter: Importance of Responding - Dominos - Dell, Comcast Crisis Scenarios (retroactively) Thursday, April 30, 2009
  • 74. Twitter Trending Topics and #hashtag Thursday, April 30, 2009
  • 75. Twitter Trending Topics and #hashtag Thursday, April 30, 2009
  • 78. Building Media/Blogger Relations • Customer Evangelism • Internal Relations Two-way symmetrical communication Goal (long-term): Relationship Tools: follow, share valuable content, tweetups Thursday, April 30, 2009
  • 79. Building Media/Blogger Relations • Customer Evangelism • Internal Relations Two-way symmetrical communication Goal (long-term): Relationship Tools: follow, share valuable content, tweetups Thursday, April 30, 2009
  • 81. Media/Blogger News News dissemination tool Thursday, April 30, 2009
  • 82. Media/Blogger & News News dissemination tool Community to connect with reporters Thursday, April 30, 2009
  • 83. Media/Blogger & News News dissemination tool Community to connect with reporters Find & follow them: • MediaOnTwitter: www.trackvia.com/misc/media-database.htm • twitteringjournalists.pbwiki.com • Muckrack.com Interact/share before pitching Can’t DM unless they follow you Thursday, April 30, 2009
  • 85. Customer • Half
a
million
followers • Almost
following
as
many • Sample
week
(04/17‐23): • average
of
14
tweets • range:
1‐38 Valuable
content Drive
traffic
to
other
sites Thursday, April 30, 2009
  • 86. Customer • Half
a
million
followers • Almost
following
as
many • Sample
week
(04/17‐23): • average
of
14
tweets • range:
1‐38 Valuable
content Drive
traffic
to
other
sites People
evangelize,
criticize
&
 just
plain
talk
about
us
pretty
 frequently,
even
without
our
 encouragement.
Our
main
 objective
is
to
encourage
people
 to
communicate
with
us
directly ‐
Winnie
Hsia Thursday, April 30, 2009
  • 88. Internal • 434
employees
on
Twitter • Helps
build
company
culture • Helps
new
hires
adapt • Increases
social
awareness • Captures
org.
memory Thursday, April 30, 2009
  • 89. Internal • 434
employees
on
Twitter • Helps
build
company
culture • Helps
new
hires
adapt • Increases
social
awareness • Captures
org.
memory We
don’t
really
view
it
as
a
 marketing
channel
as
much
as
a
 way
to
connect
on
a
more
 personal
level,
whether
it’s
with
 our
employees
or
our
existing
 customers ‐
Tony
Hsieh Thursday, April 30, 2009
  • 91. Remember: 1. Claim your handle Thursday, April 30, 2009
  • 92. Remember: 1. Claim your handle 2. Set up your profile Thursday, April 30, 2009
  • 93. Remember: 1. Claim your handle 2. Set up your profile 3. Decide on an engagement level: Listening/Monitoring • Broadcasting Responding • Building Community Thursday, April 30, 2009
  • 94. Remember: 1. Claim your handle 2. Set up your profile 3. Decide on an engagement level: Listening/Monitoring • Broadcasting Responding • Building Community 4. Remain authentic Thursday, April 30, 2009
  • 95. Corinne Weisgerber, Ph.D. Assistant Professor of Communication St. Edward’s University, Austin, Texas Email: corinnew@stedwards.edu Blog: http://socialmediaprclass.blogspot.com Twitter: @corinnew Thursday, April 30, 2009