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A Social Web Tool for Public Relations
Agenda

• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
Agenda

• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
Social Web

     =

People having
conversations
   online
Twitter: A Social Web Tool for PR
Advertising   Word of Mouth
Old Media   Social Web
Male       Female




       ?
Agenda

• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
Agenda

• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
Basics
Since March 2006




                   Basics
Micro-blogging platform

Since March 2006




                    Basics
Micro-blogging platform

Since March 2006

                                 Status updates


                    Basics
Micro-blogging platform

Since March 2006

                                  Status updates


                    Basics


                             Giant chatroom
Micro-blogging platform

Since March 2006

                                      Status updates


                        Basics


                                 Giant chatroom

            Instant Messaging
Micro-blogging platform

Since March 2006

                                      Status updates


                        Basics
11.7 Mio. users
                                 Giant chatroom

            Instant Messaging
Lingo
• tweet
• retweet
• hashtag
• reply
• DM
• tweetchannel
• tinyURL
Lingo
• tweet - a message of 140 characters or less
• retweet
• hashtag
• reply
• DM
• tweetchannel
• tinyURL
Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag
• reply
• DM
• tweetchannel
• tinyURL
Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply
• DM
• tweetchannel
• tinyURL
Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply - answer to a tweet of somebody else
• DM
• tweetchannel
• tinyURL
Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply - answer to a tweet of somebody else
• DM - a private direct message
• tweetchannel
• tinyURL
Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply - answer to a tweet of somebody else
• DM - a private direct message
• tweetchannel - add #channel at start of tweets
• tinyURL
Lingo
• tweet - a message of 140 characters or less
• retweet - repeat a tweet from somebody else
• hashtag - tweet that includes a #term (tracking)
• reply - answer to a tweet of somebody else
• DM - a private direct message
• tweetchannel - add #channel at start of tweets
• tinyURL - for long URLs to safe characters
UNOmaha Twitter Profile
Username




           UNOmaha Twitter Profile
Basic
Username
                         information




           UNOmaha Twitter Profile
Basic
Username
                         information




                          Activities




           UNOmaha Twitter Profile
Basic
Username
                         information




                          Activities


                          Favorites




           UNOmaha Twitter Profile
Basic
Username
                            information




 Timeline                    Activities
of the user

                             Favorites




              UNOmaha Twitter Profile
Basic
Username
                            information




 Timeline                    Activities
of the user

                             Favorites




 Retweet




              UNOmaha Twitter Profile
Navigation


                                    Basic
Username
                                information




 Timeline                        Activities
of the user

                                 Favorites




 Retweet




              UNOmaha Twitter Profile
Home Screen of a Twitter Account
Update your
  status




              Home Screen of a Twitter Account
Your
                                 username
Update your
  status




              Home Screen of a Twitter Account
Your
                                 username
Update your
  status




                                  Replies
                                  and DM




              Home Screen of a Twitter Account
Your
                                 username
Update your
  status




                                  Replies
                                  and DM



                                  Trending
                                   topics




              Home Screen of a Twitter Account
Your
                                 username
Update your
  status




  Public
 timeline                         Replies
                                  and DM



                                  Trending
                                   topics




              Home Screen of a Twitter Account
Your
                                 username
Update your
  status




  Public
 timeline                         Replies
                                  and DM



 Retweet                          Trending
                                   topics




              Home Screen of a Twitter Account
Your
                                 username
Update your
  status




  Public
 timeline                         Replies
                                  and DM



 Retweet                          Trending
                                   topics

 tinyURL




              Home Screen of a Twitter Account
Agenda

• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
Agenda

• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
Uses
Tracking




           Uses
Monitoring

Tracking




                Uses
Monitoring

Tracking
                        Live-reporting



                Uses
Monitoring

Tracking
                        Live-reporting


                             Journalism
                Uses
Monitoring

Tracking
                           Live-reporting


                                 Journalism
                Uses

                        Public Relations
Monitoring

Tracking
                           Live-reporting


                                  Journalism
                Uses

                        Public Relations

                Political Comm.
Monitoring

Tracking
                              Live-reporting


                                     Journalism
                   Uses

                           Public Relations
   Crisis Comm.

                   Political Comm.
Monitoring

 Tracking
                               Live-reporting

Activism                              Journalism
                    Uses

                            Public Relations
    Crisis Comm.

                    Political Comm.
Uses


Public Relations
Tracking / Monitoring
•   Monitoring of reputation, buzz, opinions, trends
     ➡   Usage of keyword tracking (search)


•   Monitoring and responding to what is said about
    your organization
     ➡   Twitter Search
     ➡   Comcast Example
     ➡   Southwest Airlines Example
Twitter: A Social Web Tool for PR
Comcast Example
Comcast Example
Southwest Airlines Example
Southwest Airlines Example
Live-reporting

•   Usage of hashtags (e.g. #wwdc, #IranElection)

•   Backchannel tool
     ➡   Apple WWDC Example

•   News coverage / Activism
     ➡   Iran Election Example
Apple WWDC Example
Iran Election Example
Journalism

•   Media is using Twitter: CNN, Reuters, BBC, etc.
     ➡   Rick Sanchez (http://twitter.com/ricksanchezcnn)
     ➡   Started during Hurricane Gustav
     ➡   Almost 100,000 followers
     ➡   Allows on-air interaction with audience
     ➡   Get story ideas, leads
Rick Sanchez Example
Rick Sanchez Example
Political communication
•   Obama on Twitter (http://twitter.com/BarackObama)
     ➡   Obama Example


•   Twitter in political communication
     ➡   Interacting with constituents
     ➡   Increased transparency in political process?
     ➡   The White House Example
Obama Example
The White House Example
Crisis communication
•   Start off with an apology
•   Outline what you are doing to address the crisis
•   Share information as you get it
•   Respond quickly to questions


•   Examples:
      ➡   FDA uses Twitter for salmonella recall info
      ➡   The Red Cross posted info about evacuation, shelter,
          and food distribution during Hurricane Ike using #ike
Agenda

• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
Agenda

• Social Web Basics
• Twitter at a Glance
• Scopes of Twitter
• Success with Twitter
• Discussion
Success with Twitter
           Build a
          network



       Engage with the
         community



          Track &
          Analyze
Build a network
• Get a Twitter account ;-)
• Personal or company brand?
• Personalize your profile (logo, colours,
  description, link to website, etc.)
• Follow people and top-users!
• See who thought-leaders are following
Engage with the
        community
• It‘s a discussion, not a broadcast!
• Follow your brand in discussions (tracking)
• Communicate with your audience
• Publish helpful content
• Using Twitter for events
Track & Analyze
•   Usage of the follower count
•   Usage of @replies to your tweets
•   Number of retweets (the more the better!)
•   Use online tools for analysis
     ➡   We Follow
     ➡   Twitter Grader
     ➡   TweetStats
We Follow Example
Twitter Grader Example
TweetStats Example
Keep in Mind

• June 2009 State of the Twittersphere Report:
    ➡   80% failed to provide a homepage URL
    ➡   55% are not following anyone
    ➡   55% have never tweeted
    ➡   53% have no followers


           Source: HubSpot's Inbound Internet Marketing Blog
Keep in Mind
• Give up control
   ➡   Empower brand
       embassadors

   ➡   Embrace co-
       creation

   ➡   Let your brand
       evolve
Thank you very much for your attention!

            Bernhard Hofer
             bhofer@me.com
         http://twitter.com/bhofer
           http://blog.bhofer.eu
Do you have any questions?

      Bernhard Hofer
       bhofer@me.com
   http://twitter.com/bhofer
     http://blog.bhofer.eu
Bibliography
•   Papers / Books

       •    Eyrich, N., Padman M.L., & Sweetser K. D. (2008). PR practitioners’ use of social media tools and communication
            technology. Public Relations Review,Volume 34 (Issue 4), November 2008, Pages 412-414.

       •    O'Brien, K. (2008, March 24). Twitter is changing the pace, structure of communications. PR Week, Page 9.

       •    Solis, B., & Breakenridge D. (2009). Putting the Public Back in Public Relations. New Jersey: FT Press.

       •    Wright D.K., & Hinson, M.D. (Eds.). (2009). An Analysis of the Increasing Impact of Social and Other New Media on Public
            Relations Practice: 12th Annual International Public Relations Research Conference. Mahwah, Miami, Florida.

•   Multimedia / Internet

       •    Fahrnberger, H. (2009, February 20). Twitter im Kundenservice: Ab jetzt wird zurückgetwittert. Message posted to http://
            www.helge.at

       •    Fahrnberger, H. (2009, June 21). Das Social Web verstehen und nutzen. Presentation retrieved from http://
            www.slideshare.net/muesli

       •    Volpe, M. (Producer), Mirman E., & Burnes R. (2009, June 21). Twitter for Marketing and PR. Webinar retrieved from http://
            www.hubspot.com/twitter-for-marketing

       •    Weisgerber, C. (2008, October 27). Twitter for PR (Public Relations). Presentation retrieved from http://
            www.slideshare.net/corinnew

       •    Zarrella, D. (2009, June 10). Announcing the June 2009 State of the Twittersphere Report. Message posted to http://
            blog.hubspot.com

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Twitter: A Social Web Tool for PR

  • 1. A Social Web Tool for Public Relations
  • 2. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 3. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 4. Social Web = People having conversations online
  • 6. Advertising Word of Mouth
  • 7. Old Media Social Web
  • 8. Male Female ?
  • 9. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 10. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 14. Micro-blogging platform Since March 2006 Status updates Basics
  • 15. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom
  • 16. Micro-blogging platform Since March 2006 Status updates Basics Giant chatroom Instant Messaging
  • 17. Micro-blogging platform Since March 2006 Status updates Basics 11.7 Mio. users Giant chatroom Instant Messaging
  • 18. Lingo • tweet • retweet • hashtag • reply • DM • tweetchannel • tinyURL
  • 19. Lingo • tweet - a message of 140 characters or less • retweet • hashtag • reply • DM • tweetchannel • tinyURL
  • 20. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag • reply • DM • tweetchannel • tinyURL
  • 21. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply • DM • tweetchannel • tinyURL
  • 22. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM • tweetchannel • tinyURL
  • 23. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel • tinyURL
  • 24. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL
  • 25. Lingo • tweet - a message of 140 characters or less • retweet - repeat a tweet from somebody else • hashtag - tweet that includes a #term (tracking) • reply - answer to a tweet of somebody else • DM - a private direct message • tweetchannel - add #channel at start of tweets • tinyURL - for long URLs to safe characters
  • 27. Username UNOmaha Twitter Profile
  • 28. Basic Username information UNOmaha Twitter Profile
  • 29. Basic Username information Activities UNOmaha Twitter Profile
  • 30. Basic Username information Activities Favorites UNOmaha Twitter Profile
  • 31. Basic Username information Timeline Activities of the user Favorites UNOmaha Twitter Profile
  • 32. Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Profile
  • 33. Navigation Basic Username information Timeline Activities of the user Favorites Retweet UNOmaha Twitter Profile
  • 34. Home Screen of a Twitter Account
  • 35. Update your status Home Screen of a Twitter Account
  • 36. Your username Update your status Home Screen of a Twitter Account
  • 37. Your username Update your status Replies and DM Home Screen of a Twitter Account
  • 38. Your username Update your status Replies and DM Trending topics Home Screen of a Twitter Account
  • 39. Your username Update your status Public timeline Replies and DM Trending topics Home Screen of a Twitter Account
  • 40. Your username Update your status Public timeline Replies and DM Retweet Trending topics Home Screen of a Twitter Account
  • 41. Your username Update your status Public timeline Replies and DM Retweet Trending topics tinyURL Home Screen of a Twitter Account
  • 42. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 43. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 44. Uses
  • 45. Tracking Uses
  • 47. Monitoring Tracking Live-reporting Uses
  • 48. Monitoring Tracking Live-reporting Journalism Uses
  • 49. Monitoring Tracking Live-reporting Journalism Uses Public Relations
  • 50. Monitoring Tracking Live-reporting Journalism Uses Public Relations Political Comm.
  • 51. Monitoring Tracking Live-reporting Journalism Uses Public Relations Crisis Comm. Political Comm.
  • 52. Monitoring Tracking Live-reporting Activism Journalism Uses Public Relations Crisis Comm. Political Comm.
  • 54. Tracking / Monitoring • Monitoring of reputation, buzz, opinions, trends ➡ Usage of keyword tracking (search) • Monitoring and responding to what is said about your organization ➡ Twitter Search ➡ Comcast Example ➡ Southwest Airlines Example
  • 60. Live-reporting • Usage of hashtags (e.g. #wwdc, #IranElection) • Backchannel tool ➡ Apple WWDC Example • News coverage / Activism ➡ Iran Election Example
  • 63. Journalism • Media is using Twitter: CNN, Reuters, BBC, etc. ➡ Rick Sanchez (http://twitter.com/ricksanchezcnn) ➡ Started during Hurricane Gustav ➡ Almost 100,000 followers ➡ Allows on-air interaction with audience ➡ Get story ideas, leads
  • 66. Political communication • Obama on Twitter (http://twitter.com/BarackObama) ➡ Obama Example • Twitter in political communication ➡ Interacting with constituents ➡ Increased transparency in political process? ➡ The White House Example
  • 68. The White House Example
  • 69. Crisis communication • Start off with an apology • Outline what you are doing to address the crisis • Share information as you get it • Respond quickly to questions • Examples: ➡ FDA uses Twitter for salmonella recall info ➡ The Red Cross posted info about evacuation, shelter, and food distribution during Hurricane Ike using #ike
  • 70. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 71. Agenda • Social Web Basics • Twitter at a Glance • Scopes of Twitter • Success with Twitter • Discussion
  • 72. Success with Twitter Build a network Engage with the community Track & Analyze
  • 73. Build a network • Get a Twitter account ;-) • Personal or company brand? • Personalize your profile (logo, colours, description, link to website, etc.) • Follow people and top-users! • See who thought-leaders are following
  • 74. Engage with the community • It‘s a discussion, not a broadcast! • Follow your brand in discussions (tracking) • Communicate with your audience • Publish helpful content • Using Twitter for events
  • 75. Track & Analyze • Usage of the follower count • Usage of @replies to your tweets • Number of retweets (the more the better!) • Use online tools for analysis ➡ We Follow ➡ Twitter Grader ➡ TweetStats
  • 79. Keep in Mind • June 2009 State of the Twittersphere Report: ➡ 80% failed to provide a homepage URL ➡ 55% are not following anyone ➡ 55% have never tweeted ➡ 53% have no followers Source: HubSpot's Inbound Internet Marketing Blog
  • 80. Keep in Mind • Give up control ➡ Empower brand embassadors ➡ Embrace co- creation ➡ Let your brand evolve
  • 81. Thank you very much for your attention! Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu
  • 82. Do you have any questions? Bernhard Hofer bhofer@me.com http://twitter.com/bhofer http://blog.bhofer.eu
  • 83. Bibliography • Papers / Books • Eyrich, N., Padman M.L., & Sweetser K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review,Volume 34 (Issue 4), November 2008, Pages 412-414. • O'Brien, K. (2008, March 24). Twitter is changing the pace, structure of communications. PR Week, Page 9. • Solis, B., & Breakenridge D. (2009). Putting the Public Back in Public Relations. New Jersey: FT Press. • Wright D.K., & Hinson, M.D. (Eds.). (2009). An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice: 12th Annual International Public Relations Research Conference. Mahwah, Miami, Florida. • Multimedia / Internet • Fahrnberger, H. (2009, February 20). Twitter im Kundenservice: Ab jetzt wird zurückgetwittert. Message posted to http:// www.helge.at • Fahrnberger, H. (2009, June 21). Das Social Web verstehen und nutzen. Presentation retrieved from http:// www.slideshare.net/muesli • Volpe, M. (Producer), Mirman E., & Burnes R. (2009, June 21). Twitter for Marketing and PR. Webinar retrieved from http:// www.hubspot.com/twitter-for-marketing • Weisgerber, C. (2008, October 27). Twitter for PR (Public Relations). Presentation retrieved from http:// www.slideshare.net/corinnew • Zarrella, D. (2009, June 10). Announcing the June 2009 State of the Twittersphere Report. Message posted to http:// blog.hubspot.com