Twitter lec5
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Here are 3 key things I noticed about each account: Harvard Biz: Focuses on sharing thought-provoking articles and insights about business/leadership; Tweets several times per day; Engages with followers by responding to questions. American Express: Highlights customer service, rewards, and deals; Shares branded content and photos; Engages customers and answers questions in real-time. Red Cross: Raises awareness about ongoing relief efforts and encourages donations; Provides emergency preparedness tips; Quickly responds to concerns and offers assistance during crises.
Twitter lec5
- 1. TWITTER
- 2. Twitter is a service for anyone to communicate and stay connected through the exchange of quick, short messages
- 3. About Twitter • @USERNAME • TWEET • RETWEET • DIRECT MESSAGE • HASHTAG
- 4. HOW POPULAR…
- 11. What is twitter for?
- 12. But seriously Twitter is for … • Telling people what you are doing • Asking / answering questions • Sharing / discussing news • Getting feedback • Customer support • Selling • ..commmunicating…!!!
- 14. What are the benefits for PR and business??
- 15. Customer service
- 17. 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.
- 22. Sales..
- 24. What Dell does • 2010 sales of approx $6m • Special offers etc • Narrow audience targetting • Integrates with facebook and email marketing
- 25. Reporting News
- 30. Media Relations
- 32. When Tweets Go Wrong
- 33. 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:
- 34. 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
- 35. 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.
- 37. Tools • Tweetdeck • Lists • Follow hashtags • Iphone / android apps • Twitter monitoring tools • Many more on blog….
- 38. 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.
- 39. 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.
- 40. Workshop Twitter Accounts: •@harvardbiz @americanexpress @redcross @greenpeace_intl Look For: •Content? •Contribution frequency? •A willingness to engage? •Outbound links? •Hashtags?