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WIN A COPY OF TWITTERVILLE!!
• Most Re-tweets about the webinar wins a copy of Twitterville by Shel Israel
HASHTAG #prwebinar
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 [email protected] x1852Twitter: @dfriezLinkedIn: dfriezBLOG:
ww.burrellesluce.com/freshideas
Johna BurkeVice [email protected] 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
