twitter 201: adding twitter to your strategic pr toolbox

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TWITTER 201: ADDING TWITTER TO YOUR STRATEGIC PR TOOLBOX 

HASHTAG #prwebinar

August 20, 2009

THANKS FOR JOINING US!

Presenter:Debbie FriezVice President, Major Accounts, BurrellesLuce@dfriez

Presenter/Moderator:Johna BurkeVice President, BurrellesLuce@gojohnab

AGENDA

• The Plan

• Personal Brand vs. Company Brand

• The Persuasion and the Policy

• The Practice, including Etiquette

• Using Twitter for Media Relations

• Using Twitter for Public Relations

• Measurement

WHY ARE YOU ON TWITTER• Business• Personal

HOW CAN TWITTER FIT INTO YOUR STRATEGY?

• Participate in a dialogue with stakeholders

• Align your messages• Promote other

communication pieces

• Build awareness of your expertise

TWITTER STRATEGY• On July 1, Moonfruit was a below-the-radar Web-site building

company with 400 followers on Twitter. Just a few days later, the London-based company had acquired 47,000 followers on the micro-blogging site, traffic to its home page had increased by 1,300% and the word "moonfruit" was popping up all over the Internet.

Wall Street Journal

TWITTER STRATEGY• Online retailer Chickdowntown.com sporadically lists items

and gift certificates that followers can try to win by responding to owner Amy Reed's tweet about why they like the item.

BRANDING TIP

PERSONAL BRAND VS.

COMPANY BRAND

WHO ARE YOU ON TWITTER?

Pure Corporate Brand

WHO ARE YOU ON TWITTER?

Corporate with Persona

WHO ARE YOU ON TWITTER?

Employee with Corporate Association

WHO ARE YOU ON TWITTER?

Pure Personal Account

WHO ARE YOU ON TWITTER?

4 “TIPS” ON SOCIAL MEDIA

#1 Be Unique

#2 Be Authentic

4 “TIPS” OF SOCIAL MEDIA

#3 Be a Student

4 “TIPS” OF SOCIAL MEDIA

#4 Be a Teacher

4 “TIPS” OF SOCIAL MEDIA

Suggested Tweet:4 tips of online success:1. be unique 2. be authentic 3. be a student 4. be a teacher #prwebinar

• "Whether you call it thought leadership, becoming a subject matter expert or simply having information of value, many benefits come to people -- their organizations, brands, etc -- who can share their knowledge in a natural yet authoritative way. This doesn't suggest placing oneself on a pedestal, but rather using today's communication channels including the social Web to mingle with the masses, assist others, and earn a loyal following along the way."

Ryan Zuk, APR (@ryanzuk on Twitter)

THOUGHT LEADERS

THOUGHT LEADERS

• Knowledgeable• Aware• Interesting• Innovative• Engaged• Accessible

GET YOUR CEO ONBOARD

Social Media Revolution Video: Compelling stats on growth and reach of social media http://www.youtube.com/watch?v=sIFYPQjYhv8

SCOPE OF TWITTER RESPONSIBILITY

HOW POLICY PAVES THE WAY

While these new technologies offer great opportunities to BurrellesLuce

employees to communicate and collaborate, both internally and

externally, they also bring with them equally great responsibilities for

employees to use them ethically and within the guidelines of

BurrellesLuce employment policy.

WHERE TO TWEET?• Tools for PCs, Macs, Firefox, Smart Phones and more…

• www.mashable.com

MORE TOOLS

•http://www.tweetfunnel.com • http://cotweet.com/ • http://splitweet.com/

TOOLS FOR MORE THAN ONE ID

TWEETING ETIQUETTEDO’s, DON’ts AND MAYBE’s

• GOLDEN RULE: Don’t post anything you wouldn’t want your mom to read in the

newspaper

Twitter etiquette – a blog post by Chris Brogan:

http://www.chrisbrogan.com/a-brief-and-informal-twitter-etiquette-gui

de/

TWEETING ETIQUETTEDO’s, DON’Ts AND MAYBE’s

http://www.glassonionblog.us/

• It’s quality, NOT quantity• Test links• Don’t argue• Inform; Don’t sell• Attribute• Don’t RT everything• Offer value• Don’t auto-DM• Don’t re-post something

immediately

WHAT’S BEING SAID ABOUT YOU?

USING TWITTER FOR MEDIA RELATIONS

• Listen to their needs

• Don’t DM unless asked to

• Write good headlines

• Provide links

• Do your research

• Showcase expertise

USING TWITTER FOR MEDIA RELATIONS

Trending Topics

WHO SHOULD YOU FOLLOW FOR JOURNALIST INQUIRIES?

• @helpareporter• @journalistics• @themediaisdying

• #journchat• #mediarelations• #PR• #Pradvice• Your competitors• Reporters and bloggers

GOOD PITCH

RESOURCES

• business.twitter.com/twitter101

USING TWITTER FOR PUBLIC RELATIONS

• http://twitter.grader.com/• http://trendistic.com

USING TWITTER FORPUBLIC RELATIONS

USING TWITTER FORPUBLIC RELATIONS

• Techniques• Integrate into your campaigns• Twitterviews• Who to follow

TAKING IT OFFLINE• Conference• Tweet-ups

• Tweetchat.com (conducting and following chats)

• whatthehashtag.com (produce a transcript after the interview)

• Customer Service• BurrellesLuce using Twitter to solve a client issue

USING TWITTER FORPUBLIC RELATIONS

• Engagement• Click thrus• Re-tweets

MEASURING YOUR SUCCESS

MEASUREMENT

“Audience measurement is considered the lifeblood of the media industry. The $70bn spent on US TV advertising each year is allocated according to viewer numbers. The explosion of online viewing has made the measuring of total audiences across all media platforms more difficult.”

The Financial Times

MEASUREMENT TOOLS FOR TWITTER

• http://www.twitalyzer.com• http://www.socialmention.com

Q&A TIME

Please type your questions in the Q&A pane

CONTACT INFO

Debbie FriezVice President, Major AccountsBurrellesLucedfriez@burrellesluce.com800-631-1160 x1852Twitter: @dfriezLinkedIn: dfriezBLOG:

ww.burrellesluce.com/freshideas

Johna BurkeVice PresidentBurrellesLucejburke@burrellesluce.com800-631-1160 x1852Twitter: @gojonhabLinkedIn: Johna BurkeBLOG:

ww.burrellesluce.com/freshideas

MORE RESOURCES

Learn more: Free downloads and BurrellesLuce BLOG Fresh

Ideaswww.BurrellesLuce.com/twitter2

From Twitterviews to Tweetups: Putting the Social

in Media