Module 2

Twitter in action: Plane crash!

http://www.youtube.com/watch?v=imDFSnklB0k

From Twitter to Front page

Lessons

• A single person with a smartphone can make a huge impact globally

• Some characteristics of social media: immediacy, velocity, amplification, archival. Offers more engagement and instant feedback.

• People care more when it’s someone “like me”: more human, more real, more visual, more believable, more authentic.

#defahmi vs Blu Inc

Twitter as a canary in the coalmine

Would you trust a surgeon who tweeted your operation?

Tweeting what you eat

“Water me, please!”

How are companies using TwitterEXTERNAL

• Customer service• News, blog updates• Branding, promotion,

marketing• PR, media relations• Finding leads,

prospects• Extending touchpoints• Community building• Networking, tweetups• Direct sales• Recruitment• Driving traffic to website

INTERNAL• Connecting sales teams• Coordinating

decentralized teams• Event planning• Project status and

updating staff, teams• Employee support• Mentoring• Problem-solving• Purely social

Source: Ogilvy, 360 Digital Influence

Examples of PR uses of Twitter 1. Promoting stories, press releases, events,

contests

2. Monitoring mentions as early warning system, crisis management

3. Posting breaking news, on-site photos at live event

4. Use as a backchannel and fielding questions during event

5. One-to-one customer resolution

6. Providing insider views

Examples of PR use of Twitter7. Engaging community via tweet interviews

8. Researching: finding leads, tips, sources, angles, photos

9. Regular updating to drive traffic to primary website, blog or social network

10.Connecting with mainstream journalists, editors and online media

11.Coordinating, updating decentralized teams, work-related problem-solving

12.Mentoring and recruitmentLink: http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/

Best practices of the pros

Scott Monty, Ford Motor Company

Head of social media, Fordhttp://www.scottmonty.comhttp://twitter.com/scottmonty

1. Always shows gratitude

2. Constantly correct misinformation

3. Encourage conversation

Frank Eliason, Citi, formerly of Comcast

SVP of Social, Citihttp://www.frankeliason.comhttp://twitter.com/askcitiFormerly @comcastcares

4. Problem solver: Fields customer support issues, re-directs to right person

5. Always helpful and adding value

“People relate to people, not companies,”

Tony Hsieh, Zappos.com,

Zappos.com: Shoevangelism

Case study: Zappos.com• Free shipping, a 24/7 open call center, and 365-

day return policy.

• Turned an e-commerce shoe site into a US$1B business in 10 years. Sold to Amazon.com

• Obsession with customer service, little advertising, organic word-of-mouth recommendations.

• Five weeks of employee training on culture, core values, customer service. Uses Twitter as communications channel.

CIMB on Twitter: Customer servicetwitter.com/cimb_assists

Twitter 1011. A tweet is 140 characters long2. RT: re-tweet other tweets you think are worth

repeating, 3. @username: used to reply to someone or

engage in a conversation or as a hat tip. This a public tweet everyone can see. Eg: @username message

4. dm or d followed by space, then name of person eg: d username message OR click Messages (next to Profile). You can send private message to someone only if they follow you.

Twitter 101: Using #hashtags5. The Hash Tag aka Pound Symbol [#] is

used to categorize tweets into topics, events, trends.Hashtags are the Twitter equivalent of keywords. eg: #socialmedia

6. Search specific hashtags and save those searches for future reference.

7. Tip: Use a unique hashtag to promote a contests, event or product eg: #contest123 (make sure no one is using it first)

8. #followfriday or #ff is used by a majority to spotlight individuals they consider worth following, not necessarily on Friday

Short links

• Helps reduce character space. Became popular with rise of Twitter

• Popular services: tinyurl.com, bit.ly• Others: is.gd, snipurl.com, tr.im • When posting a link, use Topsy.com to find

out how popular/timely the link already is and whether your friends have already tweeted/posted it.

• Bit.ly provides transparent stats: Add + sign at the end of shortlink eg: bit.ly/123456+

1. 2.

Useful Twitter apps• Twitter clients: Tweetdeck, Seesmic,

Ubersocial, Hootsuite, Twitterrific, Twhirl • TweetAlarm, Twilert: Put in a keyword and

get emails when others tweet it.• Twellow: Search for tweeple• Twitpic, Lockerz: Post photos, captions• Yfrog, Twitvid: Post videos• Twapperkeeper: Archives tweets• Spy: http://spy.appspot.com

Twitter analytics

• Twitter Web Analytics (from Twitter, coming soon)

• Rowfeeder: http://rowfeeder.com/

• Tweetstats: http://tweetstats.com

• Twittercounter: http://twittercounter.com

• The Archivist: http://archivist.visitmix.com

• Klout: http://klout.com

• Twitter Grader: http://tweet.grader.com

• Twitalyzer: http://twitalyzer.com

• Monitter: http://monitter.com

Twitter BasicsSettings:Profile

Time Zone/Location

Notifications

Design

Follow

Tweet

RT

@Username

Shortlink

Reply

Messages(DM)

#hashtag

@Mentions

Searches

Lists

FF

Add Image

TwitPic

TwitVid

Selective Tweets

Block spammer

Who To Follow

Trends

Tweet Button

Exercise: Twitter• Go to Twitter (set up account, if you don’t

already have one)

• Find a story to tweet

• Make a shortlink using bit.ly of that story link

• Post 140-character tweet with the short link

• Find people to follow

• Create a list

• Re-tweet another person’s tweet

• Post a photo using Twitpic

Twitter: Best practices• Listen: Follow popular tweeters first

• Share: Find great stuff to share

• Be authentic

• Be active! No one is interested if your last tweet was from several months ago.

• Don’t hard sell: If you are plugging your own product, service, event, cause, say so. Preface with “Shameless plug…”

• Preface a personal opinion with IMHO, or “My personal opinion is…”

Sample Twitter Accts/Lists• Journalists on Twitter: http://muckrack.com• List of Malaysian journalists:

http://twitter.com/trinetizen/malaysian-journalists• List of Malaysian media:

http://twitter.com/trinetizen/malaysian-media• List of Malaysian politicians:

http://twitter.com/trinetizen/malaysian-politicians• List of Malaysian celebs:

http://twitter.com/trinetizen/malaysian-politicians• List of Malaysian brands:

http://twitter.com/trinetizen/malaysian-brandsTip: Always fill “Description” when creating new lists

You can create up to 20 lists.

Outreach: Tweetups

Raised RM11,000 + two PC Desktops + Broadband

Destiny Starting Point, a home Klang

Ashton Kutcher vs CNN@aplusk beats @cnnbrk to 1m followers, then donates US$100,000 to buy 10,000 nets for ‘Malaria No More’, a nonprofit which wants to end malaria deaths in Africa by 2015.

Celebs using Twitter to promote their causes

http://twitter.com/Jamie_Oliver http://twitter.com/apluskhttp://twitter.com/RyanSeacresthttp://twitter.com/oprahhttp://twitter.com/QueenRania

http://twitter.com/JimCarreyhttp://twitter.com/BillGateshttp://twitter.com/charlizeafrica

List: celebritytweet.com