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

[email protected]://socialmediaprclass.blogspot.com

toSuccess:2009 PRSA Digital Impact Conference

Thursday, April 30, 2009

mailto:[email protected]


http://socialmediaprclass.blogspot.com


WhatisTwitter?


WhatisTwitter?


Status Updates

WhatisTwitter?


Blogging

WhatisTwitter?


Chat Room

WhatisTwitter?


Instant Messages

WhatisTwitter?


Text Messages

WhatisTwitter?


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


http://erikjheels.com/?p=1298

http://erikjheels.com/?p=1298

ONLY

DOThursday, April 30, 2009

ClaimitbeforeyouneeditClaimitbeforeyouneedit


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

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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




• 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:


http://twitpic.com/135xa




• 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


Leve

ls o

f Eng

agem

ent


Listening/Monitoring

Leve

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f Eng

agem

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Broadcasting

Leve

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f Eng

agem

ent


Responding


Broadcasting

Leve

ls o

f Eng

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ent


Responding

Building Community


Broadcasting

Leve

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f Eng

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ent


Monitoring

Reputation Management • Market Research

Listening&

Tools: TwitterSearch • Trending Topics • Hashtags.org


Monitoring

Reputation Management • Market Research

Listening&

Tools: TwitterSearch • Trending Topics • Hashtags.org


Rep

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ion

Man

agem

ent


Rep

utat

ion

Man

agem

ent


Rep

utat

ion

Man

agem

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Rep

utat

ion

Man

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Rep

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ion

Man

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Rep

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Man

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Rep

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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


http://www.thearf.org/

http://www.thearf.org/

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


http://www.mms.com/us/coloroflove


http://www.prnewswire.com/mnr/mars/31278/


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


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


TwitterTrending Topics and #hashtagStorms


Cus

tom

er R

elat

ions


Cus

tom

er R

elat

ions


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



&News dissemination tool Community to connect

with reporters

News



&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


http://www.trackvia.com/misc/media-database.htm

http://www.trackvia.com/misc/media-database.htm

EvangelismCustomer


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


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


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: [email protected]: http://socialmediaprclass.blogspot.com

Twitter: @corinnew

Corinne Weisgerber, Ph.D.






Business

Using Twitter to Connect with Audiences