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