From broadcast to conversation


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Lecture for Media in the 21st Century class at University of North Texas. Twitter hashtag is untmed21

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From broadcast to conversation

  1. 1. From Broadcast to Conversation Twitter in Action Lecture Prepared for University of North Texas RTVF 4455/5660 Media in the 21 st Century © Copyright: Christopher Bird
  2. 4. Twitter as an Example <ul><li>Every student needs to have a twitter account or access during this class </li></ul><ul><ul><li>You can always kill the id afterwards if you don’t want it. </li></ul></ul><ul><li>Recommend tweetdeck ( application for PC followers </li></ul><ul><li>Hashtag for this class is #unt21med </li></ul><ul><li>Text for the class “Twitterville” 2009, Shel Israel </li></ul><ul><li>Post your tweets in real time during the class </li></ul><ul><li>Tweet questions any time </li></ul>
  3. 5. Exercise <ul><li>Tweet (140 characters or fewer) what you think social media is. Use the hashtag #untmed21 </li></ul>
  4. 6. What Happens When This….
  5. 7. Becomes This….
  6. 8. The Predicament Why aren’t they listening? Why don’t they believe me? What makes them think that they are supposed to have opinions about MY stuff? What do you think about this predicament?
  7. 9. We are great corporate citizens – look at what we are doing for charity
  8. 10. What Hasn’t Worked ( Twitterville, p 236 ) <ul><li>Sign up with a credible player in the charity space </li></ul><ul><li>Sign up with people with lots of followers </li></ul><ul><ul><li>Oops those weren’t well known in the space thy just had lots of followers </li></ul></ul><ul><li>Spokespeople sell branded tee shirts for $20. Don’t tell how much of the $20 goes to the charity. </li></ul><ul><li>Buyers pay $20 for the privilege of wearing a commercial without knowing how much went to the charity </li></ul><ul><li>Popular opinion Gratuitous and Contrived” </li></ul><ul><li>Total of 2,000 tee-shirts sold – 13 per spokesperson </li></ul>
  9. 11. Why Not? What seems wrong with the company’s approach?
  10. 12. A Success <ul><li>Tyson Foods – Credibility already in feeding the hungry </li></ul><ul><li>SXSW 2009 “Community Support for Feeding Austin’s Hungry Kids” </li></ul><ul><li>Create Tyson’s “Pledge to end hunger” Campaign </li></ul><ul><ul><li>Enlist luminaries. </li></ul></ul><ul><li>Goal to get people to click a button on website </li></ul><ul><ul><li>For each click food for 140 children </li></ul></ul><ul><ul><li>140,000 lbs of food donated </li></ul></ul>
  11. 13. Why <ul><li>Authentic </li></ul><ul><li>Call to believable action </li></ul><ul><li>The right luminaries </li></ul><ul><li>Involved </li></ul>Any other thoughts?
  12. 14. Stories From SXSW 2007 <ul><li>Sux – The one word tweet that described a party and caused a large number of people to change plans. Almost like choreography! </li></ul><ul><li>Live Tweet of conference – People who could not attend were able to see in real time what of interest was happening </li></ul><ul><li>Numbers of subscribers tripled in the 5 days of SXSW – 60K </li></ul>
  13. 15. The Old PR Model Control the message and you control the consumer
  14. 16. The New PR Model The Consumer tells you – and everyone else
  15. 17. Comcast Customer Support <ul><li>Customer Support is Really Expensive </li></ul><ul><li>Bad Customer Support is Even More Expensive </li></ul><ul><li>Wake-up Call – Customer finds Comcast Engineer asleep on couch </li></ul><ul><ul><li>She records it </li></ul></ul><ul><ul><li>Volume up so snoring is included </li></ul></ul><ul><ul><li>Posts on YouTube – 1.4 million views by May 2009 </li></ul></ul><ul><ul><li>Comcast demands removal of soundtrack “unauthorized recording of employee” </li></ul></ul><ul><li>March 21, 2010 - Google search “Comcast Sucks” 215,000 hits. “Comcast Cares” 806,000 results. </li></ul>
  16. 18. Approach <ul><li>Individual at Comcast opens a Twitter account (@ComcastCares) </li></ul><ul><ul><li>Because that’s where the customers were </li></ul></ul><ul><li>Ignored the sleeping guy video </li></ul><ul><li>Did not Attempt to Refute Claims </li></ul><ul><li>There to solve Individual Problems </li></ul><ul><ul><li>Asked what the problem was and tried to fix it </li></ul></ul><ul><ul><li>Essentially behaved like call-center rep </li></ul></ul>
  17. 19. Effect <ul><li>Initial Suspicion </li></ul><ul><ul><li>Marketing stunt with high profile tweeter? </li></ul></ul><ul><li>Over Time Built Up Credibility </li></ul><ul><li>Demonstrated That He Cares </li></ul><ul><li>Immediate Responses </li></ul><ul><li>Conversations Have Turned Positive </li></ul>
  18. 20. Braided Journalism <ul><li>Traditional Media </li></ul><ul><ul><li>Paid professionals gathering timely or interesting material </li></ul></ul><ul><li>Citizen Journalism </li></ul><ul><ul><li>Reporting of news by amateurs </li></ul></ul><ul><ul><ul><li>Gathered for free </li></ul></ul></ul><ul><ul><ul><li>Believe others should be informed </li></ul></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Places on the internet where people communicate and Collaborate </li></ul></ul>
  19. 21. <ul><li>Braided Journalism = Traditional Media + Citizen Journalism + Social media </li></ul><ul><li>Twitterville: Shel Israel, 2009 </li></ul>
  20. 22. Twitter in MSM <ul><li>Often “Push” </li></ul><ul><ul><li>WFAA Weather </li></ul></ul><ul><li>But Nice Surprises </li></ul><ul><ul><li>“ Thanks to everyone who helped with our weather coverage this morning ... couldn't have done it without ya. –sm” </li></ul></ul><ul><li>CNN Integrates Live Tweets into Newscasts </li></ul>
  21. 23. Twitter as Political/Activism Channel <ul><li>Outlet for Pointers to Documentary/POV pieces </li></ul><ul><li>Iranian Elections </li></ul><ul><li>Mumbai Terrorism </li></ul><ul><li>Too Much to Censor </li></ul><ul><ul><li>China too many messages too few eyes </li></ul></ul>
  22. 24. Twitter as Pack Trusted Group Common Interest Social + Interest Respectful Disagreement Links Writings Presentations Clips Pictures
  23. 25. The Dark Side <ul><li>Spam </li></ul><ul><ul><li>Easy to do. Take same precautions as with email </li></ul></ul><ul><li>Phishing </li></ul><ul><ul><li>Again, easy to do. Take same precautions as with email </li></ul></ul><ul><li>Trolling </li></ul><ul><ul><li>Reputation destruction. </li></ul></ul><ul><ul><li>Takes time and effort to overcome </li></ul></ul><ul><li>Bots </li></ul><ul><ul><li>Don’t automatically follow “people” who follow you </li></ul></ul>
  24. 26. Conclusions <ul><li>Social Media Works When It Is: </li></ul><ul><ul><li>Authentic </li></ul></ul><ul><ul><li>2-Way </li></ul></ul><ul><ul><li>Trusted </li></ul></ul><ul><ul><li>Unfiltered </li></ul></ul><ul><li>Social Media Works for Business When </li></ul><ul><ul><li>It enables personal channels </li></ul></ul><ul><ul><li>The business speaks with a personal note </li></ul></ul><ul><li>Braided Journalism Presents a Great Opportunity </li></ul>