PR Bootcamp 2013

1. 1
Module 2:

2. 2
Would you trust a surgeon who
tweeted your operation?

3. 3
Tweeting what you eat

4. 4
#defahmi vs Blu Inc

5. 5
Twitter as a canary in the coalmine

6. 6

7. 7
“Water me, please!”

8. 8
How are companies using Twitter
EXTERNAL
• Customer service
• News, blog updates
• Branding, promotion,
marketing
• PR, media relations
• Finding leads,
prospects
• Extending touchpoints
• Community building
• Networking, tweetups
• Direct sales
• Recruitment
• Driving traffic to website
INTERNAL
• Connecting sales teams
• Coordinating
decentralized teams
• Event planning
• Project status and
updating staff, teams
• Employee support
• Mentoring
• Problem-solving
• Purely social

9. 9
CIMB on Twitter: Customer service
twitter.com/cimb_assists

10. 10
Twitter: Best practices
• Listen: Follow popular tweeters first
• Share: Find great stuff to share
• Be authentic
• Be active! No one is interested if your last
tweet was from several months ago
• Don’t hard sell: If you are plugging your own
product, service, event, cause, say so.
Preface with “Shameless plug…”
• Preface a personal opinion with IMHO, or “My
personal opinion is…”

11. 11
Scott Monty, Ford Motor Company
Head of social media, Ford
http://www.scottmonty.com
http://twitter.com/scottmonty
1. Always shows gratitude
2. Constantly corrects misinformation
3. Encourage conversation

12. 12
Frank Eliason, Citi, formerly of Comcast
SVP of Social, Citi
http://www.frankeliason.com
http://twitter.com/askciti
Formerly @comcastcares
4. Problem solver: Fields customer
support issues, re-directs to right person
5. Always helpful and adding value

13. 13
Lee Aase, Mayo Clinic
Director, Social Media, Mayo
http://tinyurl.com/smugu
http://twitter.com/leeaase
http://twitter.com/mayoclinic
6. Health tips
7. Sharing patient, inspiring stories
8. Promoting radio shows, webcasts

14. 14
“People relate to people,
not companies,”
Tony Hsieh, Zappos.com,
Zappos.com: Shoevangelism

15. 15
Case study: Zappos.com
• Free shipping, a 24/7 open call center, and 365-
day return policy.
• Turned an e-commerce shoe site into a US$1B
business in 10 years. Sold to Amazon.com
• Obsession with customer service, little
advertising, organic word-of-mouth
recommendations.
• Five weeks of employee training on culture,
core values, customer service. Uses Twitter as
communications channel.

16. 16

17. 17

18. 18

19. 19
Twitter 101
1. A tweet is 140 characters long
2. RT: re-tweet other tweets you think are worth
repeating,
3. @username: used to reply to someone or
engage in a conversation or as a hat tip. This
a public tweet everyone can see. Eg:
@username message
4. dm or d followed by space, then name of
person eg: d username message OR click
Messages (next to Profile). You can send
private message to someone only if they
follow you.

20. 20
Twitter 101: Using #hashtags
5. The Hash Tag aka Pound Symbol [#] is
used to categorize tweets into topics,
events, trends.Hashtags are the Twitter
equivalent of keywords. eg: #socialmedia
6. Search specific hashtags and save those
searches for future reference.
7. Tip: Use a unique hashtag to promote a
contests, event or product eg:
#contest123 (make sure no one is using
it first)
8. #followfriday or #ff is used by a majority
to spotlight individuals they consider
worth following, not necessarily on Friday

21. 21
Short links
• Helps reduce character space. Became
popular with rise of Twitter
• Popular services: tinyurl.com, bit.ly
• Others: is.gd, snipurl.com, tr.im
• When posting a link, use Topsy.com to find
out how popular/timely the link already is
and whether your friends have already
tweeted/posted it.
• Bit.ly provides transparent stats: Add + sign
at the end of shortlink eg: bit.ly/123456+
1. 2.

22. 22
Must-know Twitter Basics
Settings:Profile
Time Zone/Location
Notifications
Design
Follow
Tweet
RT
@Username
Shortlink
Reply
Messages(DM)
#hashtag
@Mentions
Searches
Lists
FF
Add Image
TwitPic
TwitVid
Selective Tweets
Block spammer
Who To Follow
Trends
Tweet Button

23. 23
Sample Twitter Accts/Lists
• Media on Twitter: http://www.mediaontwitter.com
• Journalists on Twitter: http://muckrack.com
• List of Malaysian journalists:
http://twitter.com/trinetizen/malaysian-journalists
• List of Malaysian media:
http://twitter.com/trinetizen/malaysian-media
• List of Malaysian politicians:
http://twitter.com/trinetizen/malaysian-politicians
• List of Malaysian celebs:
http://twitter.com/trinetizen/malaysian-celebs
• List of Malaysian brands:
http://twitter.com/trinetizen/malaysian-brands

24. 24
Useful Twitter apps
• Twitter clients: Tweetdeck, Seesmic,
Ubersocial, Hootsuite, Twitterrific, Twhirl
• TweetAlarm, Twilert: Put in a keyword and
get emails when others tweet it.
• Twellow: Search for tweeple
• Twitpic, Lockerz, Instagram: Post photos
• Yfrog, Twitvid: Post videos
• Twapperkeeper: Archives tweets
• Tweetstats: Graphs your stats
• Spy: http://spy.appspot.com/

25. 25
Useful Twitter analytics
• Twitter Web Analytics (from Twitter,
coming soon)
• Rowfeeder: http://rowfeeder.com/
• Tweetstats: http://tweetstats.com
• Twittercounter: http://twittercounter.com
• The Archivist: http://archivist.visitmix.com
• Klout: http://klout.com
• Twitter Grader: http://tweet.grader.com
• Twitalyzer: http://twitalyzer.com
• Monitter: http://monitter.com

26. 26
Exercise: Twitter
• Go to Twitter (set up account, if you don’t
already have one)
• Find a news release from your site to tweet
• Make a shortlink using bit.ly of that story link
• Create 140-character tweet and add the
short link
• Find people to follow
• Create a list
• Re-tweet another person’s tweet
• Post a photo using Twitpic

27. 27
Outreach/CSR: Tweetups

28. 28
•Raised RM11,000 + two desktop PCs
+ Broadband
•Destiny Starting Point, a home Klang

29. 29
Ashton Kutcher vs CNN
@aplusk beats @cnnbrk to 1m followers, then donates
US$100,000 to buy 10,000 nets for ‘Malaria No More’, a
nonprofit which wants to end malaria deaths in Africa by 2015.
No malaria video

30. 30
Celebs using Twitter
to promote their causes
http://twitter.com/Jamie_Oliver
http://twitter.com/aplusk
http://twitter.com/RyanSeacrest
http://twitter.com/oprah
http://twitter.com/QueenRania
http://twitter.com/JimCarrey
http://twitter.com/BillGates
http://twitter.com/charlizeafrica
List: celebritytweet.com

31. 31
“In the past you were what you owned.
Now you are what you share,”
Charles Leadbeater