Twitter: a case study


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How did one company start from scratch in the Twitterverse?

From a presentation given on 6/25/2009.

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Twitter: a case study

  1. 1.
  2. 2. What we'll find out today: <ul><ul><li>What it is </li></ul></ul><ul><ul><li>Who uses it </li></ul></ul><ul><ul><li>How it is used </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>Language/Syntax </li></ul></ul><ul><ul><li>How this relates to PRI </li></ul></ul>
  3. 4. What is Twitter? <ul><li>It is a &quot;micro-blogging&quot; service. </li></ul><ul><li>[?] </li></ul>
  4. 5. Really, what is it? <ul><ul><li>It is a place that lets people update their &quot;status&quot; and subsequently inform their &quot;followers&quot; of that update </li></ul></ul>
  5. 6. Really, what is it? <ul><ul><li>It is little like  </li></ul></ul><ul><ul><ul><li>a chat room </li></ul></ul></ul><ul><ul><ul><li>texting </li></ul></ul></ul><ul><ul><ul><li>a cocktail party </li></ul></ul></ul><ul><ul><li>It is live </li></ul></ul><ul><ul><li>It is always on </li></ul></ul><ul><ul><li>It is portable </li></ul></ul>
  6. 7. What is a &quot;status&quot;? <ul><ul><li>Similar to a Facebook status </li></ul></ul><ul><ul><li>It can be as mundane as what you are doing right that second </li></ul></ul><ul><ul><li>It can also be a shared link for something online </li></ul></ul><ul><ul><ul><li>Another site </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>Article </li></ul></ul></ul><ul><ul><ul><li>Picture </li></ul></ul></ul><ul><ul><li>A question </li></ul></ul>
  7. 8. What is a &quot;status&quot;? <ul><ul><li>Only 140 characters, though </li></ul></ul><ul><ul><li>It is public </li></ul></ul><ul><ul><ul><li>unless you set your updates to &quot;Private&quot; </li></ul></ul></ul><ul><ul><ul><li>This will invite the scorn of  others on Twitter </li></ul></ul></ul>
  8. 9. What is a &quot;follower&quot;? <ul><ul><li>Another Twitter user that has elected to get your updates </li></ul></ul><ul><ul><ul><li>Return the favor and see their updates, if you like </li></ul></ul></ul><ul><ul><ul><li>Ignore them but they can still see your updates </li></ul></ul></ul><ul><ul><ul><li>Block them so they can't see your updates </li></ul></ul></ul>
  9. 10. Tools for using Twitter <ul><li> </li></ul><ul><li>  </li></ul>
  10. 11. Tools for using Twitter <ul><li>TwitterFox , an </li></ul><ul><li>extension for the </li></ul><ul><li>FireFox browser </li></ul><ul><li>  </li></ul>
  11. 12. Tools for using Twitter <ul><li>TweetDeck , a desktop app </li></ul><ul><li>  </li></ul>
  12. 13. Tools for using Twitter <ul><li>Tweetie , an </li></ul><ul><li>app for iPhone </li></ul><ul><li>  </li></ul>
  13. 14. Tools for using Twitter <ul><li>Text or SMS  </li></ul><ul><li>message sent to </li></ul><ul><li>40404 </li></ul><ul><li>  </li></ul>
  14. 15. Language/terms <ul><ul><li>RT = retweet. </li></ul></ul><ul><ul><ul><li>Like forwarding an email </li></ul></ul></ul><ul><ul><ul><li>Easy way to spread the word </li></ul></ul></ul><ul><ul><li>@ = username </li></ul></ul><ul><ul><ul><li>example: @PRI </li></ul></ul></ul><ul><ul><ul><li>shorter than a full link </li></ul></ul></ul>
  15. 16. Language/terms <ul><ul><li>DM = direct message </li></ul></ul><ul><ul><ul><li>message seen only between two people; not public  </li></ul></ul></ul><ul><ul><li># = hashtag </li></ul></ul><ul><ul><ul><li>used to create search terms </li></ul></ul></ul><ul><ul><ul><li>example: #podcastfriday </li></ul></ul></ul>
  16. 17. Are there any rules or etiquette? <ul><ul><li>It is SOCIAL media </li></ul></ul><ul><ul><ul><li>Participation is rewarded </li></ul></ul></ul><ul><ul><ul><li>  It does require some care and feeding. </li></ul></ul></ul><ul><ul><li>Know that it is public </li></ul></ul><ul><ul><ul><li>Don't share secrets there </li></ul></ul></ul><ul><ul><ul><li>Be nice </li></ul></ul></ul><ul><ul><li>You can't fake it </li></ul></ul><ul><ul><ul><li>People have tried </li></ul></ul></ul><ul><ul><ul><li>They have been busted & pilloried </li></ul></ul></ul>
  17. 18. Who is using Twitter? <ul><ul><li>Not just the kids </li></ul></ul>
  18. 19. Who is using Twitter? <ul><li>Examples of PRI people on Twitter: </li></ul><ul><ul><li>Matt Laslo, reporter for CNC  </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Jesse Thorn, host of The Sound of Young America </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Kurt Andersen, host of Studio 360 </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Tavis Smiley, host of The Tavis Smiley Show </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>  Selected Shorts </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  19. 20. Who is using Twitter? <ul><li>More PRI people on Twitter: </li></ul><ul><ul><li>Clark Boyd, reporter for The World </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>  Jeb Sharp, reporter for The World </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>The World </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Others from The World </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>The Takeaway </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  20. 21. How is PRI using Twitter? <ul><ul><li>Updating followers on PRI content </li></ul></ul><ul><ul><ul><li>Published on </li></ul></ul></ul><ul><ul><ul><li>  PRI YouTube videos </li></ul></ul></ul><ul><ul><li>Tweeting about all things PRI </li></ul></ul><ul><ul><ul><li>PRI news of interest </li></ul></ul></ul><ul><ul><ul><li>Host news </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul><ul><ul><li>Monitoring conversations ab0ut brand and programs  </li></ul></ul><ul><ul><ul><li>  Twitter search </li></ul></ul></ul>
  21. 22. How is PRI using Twitter? <ul><ul><li>Actively engaging followers  </li></ul></ul><ul><ul><ul><li>by answering questions </li></ul></ul></ul><ul><ul><ul><li>by asking questions </li></ul></ul></ul><ul><ul><li>Soliciting feedback </li></ul></ul>
  22. 23. Wait - isn't this just the flavor-of-the-month? <ul><ul><li>Possibly </li></ul></ul><ul><ul><li>BUT, what will not change is the new dynamic in which people interact with brands, with our brand </li></ul></ul><ul><ul><ul><li>In real time </li></ul></ul></ul><ul><ul><ul><li>With real people </li></ul></ul></ul><ul><ul><li>Twitter is a tool, adopted by millions, that facilitates that right now </li></ul></ul><ul><ul><li>  With this in mind, we can use which ever tool comes next </li></ul></ul>
  23. 24. What benefits can PRI expect? <ul><ul><li>It facilitates getting more content to more people in more ways </li></ul></ul><ul><ul><li>Enhanced brand perception </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>  Direct link to people interested in PRI </li></ul></ul>
  24. 25. What benefits can PRI expect? <ul><ul><li>Traffic to has increased </li></ul></ul><ul><ul><ul><li>Twitter now behind only Google & Yahoo in traffic drivers </li></ul></ul></ul><ul><ul><li>Fall fund raising campaign planned </li></ul></ul><ul><ul><li>Other uses in other departments? </li></ul></ul><ul><ul><ul><li>Many stations have accounts </li></ul></ul></ul><ul><ul><ul><li>Many programmers/managers do, too </li></ul></ul></ul><ul><ul><ul><li>Potential content partners use it </li></ul></ul></ul>
  25. 26.