PR Bootcamp 2013

1. Trinetizen Media 2013
Twitter channel – mapping a strategy
Objectives:
Examples of specific target objectives: Launch date: Oct 1, 2013.
1. Post ____ tweets a month.
2. Increase referral traffic to primary website from twitter channel in terms of unique
visitors/pageviews by 25% every month until June 30, 2014.
3. Increase followers by 5000 by June 30, 2014.
4. Increase RTs, @mentions or replies by 1,000 by June 30, 2014
5. Increase PR value of print mentions of Twitter account by 25% by June 30, 2014.
6. Increase Facebook likes and mentions of blog posts to 1000 by June 30, 2014.
7. Increase newsletter email list sign-ups by 5000 names by June 30, 2014.
8. Increase referral traffic to primary website from blog and Twitter acct by 25% by June 30,
2014.
9. Identify top 25 influencers on Twitter who help RT or @mention tweets and spread the word
via social media and have one offline event every three months to build relationships.
10. Post 300 photos a month via Twitter and measure pageviews.
11. Post four videos per month and measure impact via Twitter.
12. Conduct two audience surveys per year to determine how to expand, grow, and diversify
social media presence for 2014-2015.
Type of channel:
1. CEO
2. One-to-one customer resolution
3. Media channel: Connecting with
journalists/editors
4. Investor support
5. Professional networking
6. CSR: Cause, Foundation, Charity
7. Green initiatives
8. Brand ambassador/Mascot
9. Photo stream
10. Specific event run-up
Key audiences:
11. Contests
12. Internal employee communication
13. Proactive monitoring and crisis
management
14. Community Engagement
15. Direct sales or lead generation
16. How-to, Instructional, Tips
17. Insider views
18. Mentoring or recruitment
19. Health or Sports issues
20. Promote blog, Facebook Brand
Page, Website
Resources: Who will tweet
1. Single author: CEO | Spokesperson | Social Media Lead | Fictional character |
Mascot | Brand Ambassador
2. Multiple authors: Single department | Social Media Team | Cross-department
leads
3. Multiple authors and multiple twitter channels:________________

2. Trinetizen Media 2013
Media: The Twitter channel will primarily be: Text | Audio | Photos | Video
Tweet Ideas:
1. Set a theme every week/month then tweet accordingly
2. Quotes from the CEO
3. 10 reasons why you should invest in__________ #1
4. 5 things you didn’t know about (Product/Service/Launch/Event)
5. Customer testimonials
6. A funny thing happened at work today
7. Tips for getting the best deals on________
8. How to save money on_______
9. Ask a question every ________day, eg: What did you learn on your last holiday?
10. Organise weekly giveaways with quick tweet quizzes.
11. Top gadgets in your locale
12. Twitter tricks using your mobile phone
13. Everything you need to know about ________ but were afraid to ask
14. Work tips: How to get more from ________
15. 10 ways you can improve your ________
16. What I learnt from this (Movie Star/Celebrity/Icon/Leader/Employee)
17. Why I loved this (Movie/TVSeries/Book/Show/Performance)
18. 10 myths about our (Product/Service/Industry/Employees/CEO)
19. 10 ____ scams and how to avoid them
20. 7 most scary facts about ______ and how to overcome them
21. Dos and don'ts of _____
Scheduling:
1. How often will you tweet: ____________ per day/week/month.
2. Who will monitor tweets on off-work hours: Alternate staff | Third-party | Automated
Monitoring and Measurement Tools:
Free tracker | Customised Tracker | Third-party Audits
___________________________________________________________________________
Quantity: Number of tweets, number of re-tweets, number of mentions, number of tweet
conversations, number of followers, pageviews, unique visitors, link popularity, savings
generated from support costs, sales revenue
Quality: Issues resolved, positive tweets generated, learning points, increased engagement,
crisis averted, discovered new cost-savings method, tips from followers, understand customer
pain points better
Budget (Web designer, monitoring, tracking tool, paid tweeters to cover an event,
tweetups, giveaways, prizes):
Examples:
@zappos
@jetblue
@comcastcares
@mayoclinic
@starbucks
@dominos
@scottmonty
@CIMB_Assists
@MaxisListens