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TweetYourWay
Using Twitter to Connect With Your Audiences
Corinne Weisgerber, Ph.D.Assistant Professor of CommunicationSt. Edward’s University, Austin, Texas
[email protected] ://socialmediaprclass.blogspot.com
toSuccess:2009 PRSA Digital Impact Conference
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WhatisTwitter?
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WhatisTwitter?
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Status Updates
WhatisTwitter?
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Blogging
WhatisTwitter?
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Chat Room
WhatisTwitter?
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Instant Messages
WhatisTwitter?
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Text Messages
WhatisTwitter?
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WhatisTwitter?
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Gettingstarted:
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Gettingstarted:The Twitter Handle
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Gettingstarted:The Twitter Handle• Shouldreflectbrandpersonality
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Gettingstarted:The Twitter Handle• Shouldreflectbrandpersonality• Filloutbio&chooseavatar‐personaltouch
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Gettingstarted:The Twitter Handle• Shouldreflectbrandpersonality• Filloutbio&chooseavatar‐personaltouch• RegistertoprotectagainstTwittersquatting
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93OF THE TOP 100 BRANDSDON’T CONTROL THEIR
TWITTER NAME
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ONLY
DOThursday, April 30, 2009
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ClaimitbeforeyouneeditClaimitbeforeyouneedit
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ClaimitbeforeyouneeditClaimitbeforeyouneedit
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Claimitbeforeyouneedit
Created 2 days after video first surfaced
Claimitbeforeyouneedit
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Twitter search results for “dominos” after dpzinfo had been created
(04/15/09 @ 4:40 pm CST)
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• Began crisis management with no established followers.
• Would have been nice to have established community to RT first tweet:
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TweetWhoshould ?
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BRANDCOBRANDCO
Unidentified Individual(s)- agreed upon tone of voice- different tone of voice Tweet
Whoshould ?
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BRANDCOBRANDCO
Unidentified Individual(s)- agreed upon tone of voice- different tone of voice
Identified Individual(s)- personal profile- corporate handle with signed tweets
TweetWhoshould ?
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Producti.e. NASA Rover
Fictional Characteri.e. Henry VIII
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It’sallaboutPersonality
Peoplearetalkingabouthowthelanderhasitsownpersonalitybecausewetalkabouteverythinginthefirstperson.‐RheaBorja,MediaRelationsOfficer,NASAJetPropulsionLaboratory
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It’sallaboutPersonality
Peoplearetalkingabouthowthelanderhasitsownpersonalitybecausewetalkabouteverythinginthefirstperson.‐RheaBorja,MediaRelationsOfficer,NASAJetPropulsionLaboratory
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It’sallaboutPersonality
Peoplearetalkingabouthowthelanderhasitsownpersonalitybecausewetalkabouteverythinginthefirstperson.‐RheaBorja,MediaRelationsOfficer,NASAJetPropulsionLaboratory
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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
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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
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:
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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
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 @jkrums: http://twitpic.com/135xa - There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.
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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
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 @jkrums: http://twitpic.com/135xa - There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.
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#hashtag
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• User‐definedkeywords
• Makeiteasiertofollowatopic
Canbeusedstrategically:
Todrivetraffictoasite• #LRNY:‐bypromotingtag
• #stopthecap:‐bynamingsiteaftertag‐byusingsite’snameastag
#hashtag
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• User‐definedkeywords
• Makeiteasiertofollowatopic
Canbeusedstrategically:
Todrivetraffictoasite• #LRNY:‐bypromotingtag
• #stopthecap:‐bynamingsiteaftertag‐byusingsite’snameastag
#hashtag
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Leve
ls o
f Eng
agem
ent
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Listening/Monitoring
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f Eng
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Listening/Monitoring
Broadcasting
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ent
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Responding
Listening/Monitoring
Broadcasting
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ls o
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Responding
Building Community
Listening/Monitoring
Broadcasting
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ent
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Monitoring
Reputation Management • Market Research
Listening&
Tools: TwitterSearch • Trending Topics • Hashtags.org
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Monitoring
Reputation Management • Market Research
Listening&
Tools: TwitterSearch • Trending Topics • Hashtags.org
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Rep
utat
ion
Man
agem
ent
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Rep
utat
ion
Man
agem
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Rep
utat
ion
Man
agem
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Rep
utat
ion
Man
agem
ent
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Rep
utat
ion
Man
agem
ent
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Rep
utat
ion
Man
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Rep
utat
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Man
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Research:Market
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Research:MarketA Global Focus Group
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– 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
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Product Promotion • Event Management • Live-Tweeting
Broadcasting
Tools: Tweet • ReTweet
Goal (short-term): Buzz
Initiated internally
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Product Promotion • Event Management • Live-Tweeting
Broadcasting
Tools: Tweet • ReTweet
Goal (short-term): Buzz
Initiated internally
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ColorofLoveCampaign
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ColorofLoveCampaign• all1‐way• doesn’tfollow• brieftimespan:01/16‐02/15/08
• littleactivitysince
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Launches
Twitter forProduct
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Launches
Twitter forProduct
DiGiornoFlatbreadPizza:
• Recruitinfluentialtweeters• Deliverpizzastotweetups
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Launches
Twitter forProduct
DiGiornoFlatbreadPizza:
• Recruitinfluentialtweeters• Deliverpizzastotweetups
LandRover2010Models:
• Advertise#LRNY• “FollowconversationonTwitterfromtheNewYorkAutoShow”
• Paytweeterstoadvertiseontheirprofilepage
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AuthenticityQuestion of
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Authenticity ?Question of
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AmoreInteractiveModel
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AmoreInteractiveModelMixtureof:• Broadcasting• Directinteraction
• Followingonly21• DigitalNomads:2,400• Over$1millioninsales
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Crisis Management • Customer Relations
Responding
Tools: @<twitterhandle> • DM<twitterhandle>
Initiated externally
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Crisis Management • Customer Relations
Responding
Tools: @<twitterhandle> • DM<twitterhandle>
Initiated externally
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ManagementCrisis
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ManagementCrisis
2Crisis Scenarios
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ManagementCrisis
2Crisis Scenarios
Played out on Twitter:
Put out on Twitter:
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ManagementCrisis
2Crisis Scenarios
- AmazonFail- Motringate
Importance of MonitoringPlayed out on Twitter:
Put out on Twitter:
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ManagementCrisis
2Crisis Scenarios
- AmazonFail- Motringate
Importance of Monitoring
- Dominos- Dell, Comcast
(retroactively)
Importance of Responding
Played out on Twitter:
Put out on Twitter:
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TwitterTrending Topics and #hashtagStorms
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TwitterTrending Topics and #hashtagStorms
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Cus
tom
er R
elat
ions
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Cus
tom
er R
elat
ions
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Media/Blogger Relations • Customer Evangelism • Internal Relations
Tools: follow, share valuable content, tweetups
Two-way symmetrical communication
CommunityBuilding
Goal (long-term): Relationship
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Media/Blogger Relations • Customer Evangelism • Internal Relations
Tools: follow, share valuable content, tweetups
Two-way symmetrical communication
CommunityBuilding
Goal (long-term): Relationship
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RelationsMedia/Blogger
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RelationsMedia/Blogger
News dissemination tool
News
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RelationsMedia/Blogger
&News dissemination tool Community to connect
with reporters
News
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RelationsMedia/Blogger
&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
News
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EvangelismCustomer
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EvangelismCustomer
• Halfamillionfollowers• Almostfollowingasmany• Sampleweek(04/17‐23):
• averageof14tweets• range:1‐38
ValuablecontentDrivetraffictoothersites
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EvangelismCustomer
• Halfamillionfollowers• Almostfollowingasmany• Sampleweek(04/17‐23):
• averageof14tweets• range:1‐38
ValuablecontentDrivetraffictoothersites
Peopleevangelize,criticize&justplaintalkaboutusprettyfrequently,evenwithoutourencouragement.Ourmainobjectiveistoencouragepeopletocommunicatewithusdirectly
‐WinnieHsia
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RelationsInternal
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RelationsInternal
• 434employeesonTwitter• Helpsbuildcompanyculture• Helpsnewhiresadapt• Increasessocialawareness• Capturesorg.memory
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RelationsInternal
• 434employeesonTwitter• Helpsbuildcompanyculture• Helpsnewhiresadapt• Increasessocialawareness• Capturesorg.memory
Wedon’treallyviewitasamarketingchannelasmuchasawaytoconnectonamorepersonallevel,whetherit’swithouremployeesorourexistingcustomers
‐TonyHsieh
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Remember:Steps to
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Remember:Steps to
Claim your handle1.
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Remember:Steps to
Claim your handle1.Set up your profile2.
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Listening/Monitoring • Broadcasting Responding • Building Community
Remember:Steps to
Claim your handle1.Set up your profile2.Decide on an engagement level:3.
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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
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Assistant Professor of CommunicationSt. Edward’s University, Austin, Texas
Email: [email protected] : http://socialmediaprclass.blogspot.com
Twitter: @corinnew
Corinne Weisgerber, Ph.D.
Thursday, April 30, 2009