twitter lec5
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Twitter is a service for anyone to communicate and stay
connected through the exchange of quick, short messages
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About Twitter
• @USERNAME• TWEET• RETWEET• DIRECT MESSAGE• HASHTAG
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HOW POPULAR…
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WHY USE TWITTER?
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Is that right?
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What is twitter for?
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But seriously Twitter is for …
• Telling people what you are doing• Asking / answering questions• Sharing / discussing news• Getting feedback• Customer support• Selling• ..commmunicating…!!!
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What are the benefits for PR and business??
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Customer service
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Southwest Airlines
• The person in the Twitter role equipped to handle:
» news management, » customer communications, » be able to write compelling tweets and be willing to be
engaged at all times
• Had a customer back who direct messaged that the kiosks were down in an airport and was frustrated
• Twitter person contacted the airport to find out exactly what was going on and sent him a reply that there was a power outage and it would be up soon.
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What About Reputation?
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Sales..
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What Dell does
• 2010 sales of approx $6m• Special offers etc• Narrow audience targetting• Integrates with facebook and email
marketing
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Reporting News
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News Crowd Sourcing
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Media Relations
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When Tweets Go Wrong
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When Tweets Go Wrong
• Social media expert from Ketchum Interactive, James Andrews.
• Handles FedEx. Went to visit them in Memphis, USA
• Arrived in Memphis and Tweeted:
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Or do they?
• Andrews got 500 more followers on Twitter
• Is in demand more than ever for his Social Media consultancy!
• "All things media are now social; all things social are now media."
• Important lessons learned
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Don’t Upset Baby Wearing Mums!
• http://www.youtube.com/watch?v=BmykFKjNpdY
• From Friday through to Monday• Los Angeles blogger Jessica Gottlieb
(1,000 followers)• Katja Presnal (5000 followers)
collated all the tweets and made a video
• http://www.youtube.com/watch?v=LhR-y1N6R8Q
• By Sunday night, motrin.com was offline and PR department was emailing apologies via blogggers.
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Managing the communications
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Tools
• Tweetdeck• Lists• Follow hashtags• Iphone / android apps• Twitter monitoring tools• Many more on blog….
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Twitter Best Practice
• Take lessons learned from other direct-to-consumer communications such as blogs and email newsletters and transition those to Twitter.
• Brand profiles must be personal and honest; content must be compelling to successfully interest and attract people.
• Connect to the audience as often as possible; reply directly to them if they are speaking about your brand.
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Twitter Best Practice
• Make sure your Twitter voice is consistent with your brand.
• Do not exist on Twitter only as another version of corporate promotion. Be a person.
• Get your CEO or top executive involved. Employees love it. Customers love it. There is no more powerful way to humanize your brand.
• Above all, be authentic. Don’t try to fake, spin or hide behind your tweets -- it won't work.
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Workshop
Twitter Accounts:•@harvardbiz @americanexpress @redcross @greenpeace_intl
Look For:•Content? •Contribution frequency?•A willingness to engage?•Outbound links?•Hashtags?