4. Microblogging – What is it?
• Blogging in short form.
• Similar to texting.
• Ability to send and receive messages.
• Ability to follow and be followed.
• Archive information.
• Conversation and interactivity.
5. 12 Reasons to Tweet?
1. Generate Awareness
2. Seek and Create Media Opportunities
3. Foster Loyalty.
4. Launch Viral Campaigns.
5. Manage Reputations.
6. Promote Products or Services.
7. Network with Influentials, Stakeholder and Customers.
8. Extend Event and PR Participation.
9. Monitor Trends & Breaking News.
10. Recruiting.
11. Thought leadership.
12. Drive traffic to website.
11. Good
things,
when
short,
are
twice
as
good.
UserName=Twitter Handle=NB. Setting Up
• Not random • Personalise
• No numbers • Picture/Logo
• No underscore • URLs – dedicate landing page
• Background
28. Building a Strategy
Internal
• Overall business objectives.
• Social and Twitter objectives. • Credibility
• Describe success. • Brand perception
• New products
• What you need to succeed.
• Generate sales
• How to mitigate the risks.
• Negative commentary
• Timings and budgets.
• Measureable, results, timely • Behaviours • Length
• Demographics •
• Link back to business objectives • Term
• Psychographics
• Goals and messages
per different audience
29. What’s next!
Mapping
• Competitors
Plan
• Keywords/Key phrases
• ID commentators Communication
• Key SM • Listen/Engage/Monitor
• Reporting • Content Streams
Evaluate
• Metrics
• Agile
• Map and share
Teams and Collateral Channels, Assets, Tactics
• Multi agency
• Review tools/Tactics
• Multi Department
• Social Currency
• Crisis Plans
• Conversationalists
• SM Guidelines
• Asset creation
• Content
• Integrate
• Capability
37. Journalist Changing Habits
• 71% of Irish journalists use Twitter as a news source
• Mentions of Twitter in the Irish media increased from 16 mentions per month in
January 2008 to 2,058 references in March 2011.
• 27% of mentions were related to entertainment
• 27% of mentions were related to politics
• 28% of mentions were related to sport
Media now use Twitter for
Source: (Kantar PRII)
• Looking for leads and spokespeople.
• Pushing and discussing the story.
• Radio taking Twitter comments on air.
• Use as basis for breaking stories.
• Personal insight.
• Splintering of relationships.
• Direct commentary.
• Need to follow, monitor and engage.
• DM pitches.