Using Twitter to Connect with Audiences

TweetYourWay

Using Twitter to Connect With Your Audiences

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

corinnew@stedwards.eduhttp://socialmediaprclass.blogspot.com

toSuccess:2009 PRSA Digital Impact Conference

Thursday, April 30, 2009

WhatisTwitter?

Status Updates

WhatisTwitter?

Blogging

WhatisTwitter?

Chat Room

WhatisTwitter?

Instant Messages

WhatisTwitter?

Text Messages

WhatisTwitter?

Gettingstarted:

Gettingstarted:The Twitter Handle

Gettingstarted:The Twitter Handle• Shouldreflectbrandpersonality

Gettingstarted:The Twitter Handle• Shouldreflectbrandpersonality• Filloutbio&chooseavatar‐personaltouch

Gettingstarted:The Twitter Handle• Shouldreflectbrandpersonality• Filloutbio&chooseavatar‐personaltouch• RegistertoprotectagainstTwittersquatting

93OF THE TOP 100 BRANDSDON’T CONTROL THEIR

TWITTER NAME

DOThursday, April 30, 2009

ClaimitbeforeyouneeditClaimitbeforeyouneedit

Claimitbeforeyouneedit

Created 2 days after video first surfaced

Claimitbeforeyouneedit

Twitter search results for “dominos” after dpzinfo had been created

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

• Began crisis management with no established followers.

• Would have been nice to have established community to RT first tweet:

TweetWhoshould ?

BRANDCOBRANDCO

Unidentified Individual(s)- agreed upon tone of voice- different tone of voice Tweet

Whoshould ?

BRANDCOBRANDCO

Unidentified Individual(s)- agreed upon tone of voice- different tone of voice

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

TweetWhoshould ?

Producti.e. NASA Rover

Fictional Characteri.e. Henry VIII

It’sallaboutPersonality

Peoplearetalkingabouthowthelanderhasitsownpersonalitybecausewetalkabouteverythinginthefirstperson.‐RheaBorja,MediaRelationsOfficer,NASAJetPropulsionLaboratory

TheRetweet• 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

• RT as a metric:

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

Example:

• RT as a metric:

Example:

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.

• RT as a metric:

Example:

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.

#hashtag

• User‐definedkeywords

• Makeiteasiertofollowatopic

Canbeusedstrategically:

Todrivetraffictoasite• #LRNY:‐bypromotingtag

• #stopthecap:‐bynamingsiteaftertag‐byusingsite’snameastag

#hashtag

• User‐definedkeywords

• Makeiteasiertofollowatopic

Canbeusedstrategically:

Todrivetraffictoasite• #LRNY:‐bypromotingtag

• #stopthecap:‐bynamingsiteaftertag‐byusingsite’snameastag

#hashtag

Listening/Monitoring

Broadcasting

Responding

Broadcasting

Responding

Building Community

Broadcasting

Monitoring

Reputation Management • Market Research

Listening&

Tools: TwitterSearch • Trending Topics • Hashtags.org

Monitoring

Reputation Management • Market Research

Listening&

Tools: TwitterSearch • Trending Topics • Hashtags.org

Research:Market

Research:MarketA Global Focus Group

– Joel Rubinson, Chief Research Officer of The Ad. Research Foundation

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.“ “Research:MarketA Global Focus Group

Product Promotion • Event Management • Live-Tweeting

Broadcasting

Tools: Tweet • ReTweet

Goal (short-term): Buzz

Initiated internally

Product Promotion • Event Management • Live-Tweeting

Broadcasting

Tools: Tweet • ReTweet

Goal (short-term): Buzz

Initiated internally

ColorofLoveCampaign

ColorofLoveCampaign• all1‐way• doesn’tfollow• brieftimespan:01/16‐02/15/08

• littleactivitysince

Launches

Twitter forProduct

Launches

Twitter forProduct

DiGiornoFlatbreadPizza:

• Recruitinfluentialtweeters• Deliverpizzastotweetups

Launches

Twitter forProduct

DiGiornoFlatbreadPizza:

• Recruitinfluentialtweeters• Deliverpizzastotweetups

LandRover2010Models:

• Advertise#LRNY• “FollowconversationonTwitterfromtheNewYorkAutoShow”

• Paytweeterstoadvertiseontheirprofilepage

AuthenticityQuestion of

Authenticity ?Question of

AmoreInteractiveModel

AmoreInteractiveModelMixtureof:• Broadcasting• Directinteraction

• Followingonly21• DigitalNomads:2,400• Over$1millioninsales

Crisis Management • Customer Relations

Responding

Tools: @<twitterhandle> • DM<twitterhandle>

Initiated externally

Crisis Management • Customer Relations

Responding

Tools: @<twitterhandle> • DM<twitterhandle>

Initiated externally

ManagementCrisis

2Crisis Scenarios

ManagementCrisis

2Crisis Scenarios

Played out on Twitter:

Put out on Twitter:

ManagementCrisis

2Crisis Scenarios

- AmazonFail- Motringate

Importance of MonitoringPlayed out on Twitter:

Put out on Twitter:

ManagementCrisis

2Crisis Scenarios

- AmazonFail- Motringate

Importance of Monitoring

- Dominos- Dell, Comcast

(retroactively)

Importance of Responding

Played out on Twitter:

Put out on Twitter:

TwitterTrending Topics and #hashtagStorms

Media/Blogger Relations • Customer Evangelism • Internal Relations

Tools: follow, share valuable content, tweetups

Two-way symmetrical communication

CommunityBuilding

Goal (long-term): Relationship

Media/Blogger Relations • Customer Evangelism • Internal Relations

Tools: follow, share valuable content, tweetups

Two-way symmetrical communication

CommunityBuilding

Goal (long-term): Relationship

RelationsMedia/Blogger

News dissemination tool

&News dissemination tool Community to connect

with reporters

&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

EvangelismCustomer

• Halfamillionfollowers• Almostfollowingasmany• Sampleweek(04/17‐23):

• averageof14tweets• range:1‐38

ValuablecontentDrivetraffictoothersites

EvangelismCustomer

• Halfamillionfollowers• Almostfollowingasmany• Sampleweek(04/17‐23):

• averageof14tweets• range:1‐38

ValuablecontentDrivetraffictoothersites

Peopleevangelize,criticize&justplaintalkaboutusprettyfrequently,evenwithoutourencouragement.Ourmainobjectiveistoencouragepeopletocommunicatewithusdirectly

‐WinnieHsia

“Thursday, April 30, 2009

RelationsInternal

• 434employeesonTwitter• Helpsbuildcompanyculture• Helpsnewhiresadapt• Increasessocialawareness• Capturesorg.memory

RelationsInternal

• 434employeesonTwitter• Helpsbuildcompanyculture• Helpsnewhiresadapt• Increasessocialawareness• Capturesorg.memory

Wedon’treallyviewitasamarketingchannelasmuchasawaytoconnectonamorepersonallevel,whetherit’swithouremployeesorourexistingcustomers

‐TonyHsieh

“Thursday, April 30, 2009

Remember:Steps to

Claim your handle1.

Remember:Steps to

Claim your handle1.Set up your profile2.

Listening/Monitoring • Broadcasting Responding • Building Community

Remember:Steps to

Claim your handle1.Set up your profile2.Decide on an engagement level:3.

Listening/Monitoring • Broadcasting Responding • Building Community

Remember:Steps to

Claim your handle1.Set up your profile2.Decide on an engagement level:3.

Remain authentic4.Thursday, April 30, 2009

Assistant Professor of CommunicationSt. Edward’s University, Austin, Texas

Email: corinnew@stedwards.eduBlog: http://socialmediaprclass.blogspot.com

Twitter: @corinnew

Corinne Weisgerber, Ph.D.

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