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Twitter

  1. 1. TWITTER BASICS
  2. 2. 80 20 Rule Thou shalt not use more than 20% of thy tweets to promote thyself 80% of thy tweets shall add value to thy followers
  3. 3. Responding Building Community Listening/ Monitoring Broadcasting Levels of Engagement 1-way 1-way 2-way short-term 2-way long-term
  4. 4. Groundswell •Listening •Talking •Energizing - amplifying Twitter users’ voices by responding, RTing, providing content to RT •Helping - supporting •Embracing - collaborating by driving people to surveys, soliciting feedback, asking questions Objectives
  5. 5. Groundswell Listening Talking Energizing Helping Embracing Objectives Research PR Sales Support Development Roles
  6. 6. Example of “listening & talking”
  7. 7. Example of “energizing”
  8. 8. Example of “energizing”
  9. 9. Example of “energizing”
  10. 10. Example of “helping”
  11. 11. Example of “helping”
  12. 12. Example of “helping”
  13. 13. Example of “embracing”
  14. 14. Example of “embracing”
  15. 15. Example of “embracing”
  16. 16. Example of “embracing”
  17. 17. ADDITIONAL TYPES of tweets
  18. 18. Example of tying your tweets into relevant hashtags
  19. 19. Example of tying your tweets into relevant hashtags
  20. 20. Example of tying your tweets into relevant hashtags
  21. 21. Establishing your thought leadership by retweeting relevant content from other sources
  22. 22. Responding to competitor’s tweet
  23. 23. Getting started:
 The Twitter Handle • Should reflect brand/corporate personality • Fill out bio & choose avatar - personal touch • Register to protect against Twittersquatting
  24. 24. 93 OF THE TOP 100 BRANDS DON T CONTROL THEIR TWITTER NAME January 2009
  25. 25. ONLY DO January 2009
  26. 26. Claim it before you need it Claim it before you need it
  27. 27. Claim it before you need it Created 2 days after video first surfaced Claim it before you need it
  28. 28. Twitter search results for “dominos” after dpzinfo had been created (04/15/09 @ 4:40 pm CST)
  29. 29. • Began crisis management with no established followers. • Would have been nice to have established community to RT first tweet:
  30. 30. Tweet Who should
 ?
  31. 31. BRANDCO Unidentified Individual(s) - agreed upon tone of voice - different tone of voice
  32. 32. BRANDCO Identified Individual(s) - personal profile - corporate handle with signed tweets
  33. 33. BRANDCO Fictional Character i.e. Henry VIII
  34. 34. BRANDCO Product i.e. NASA Rover
  35. 35. It’s all about
 Personality People are talking about how the lander has its own personality because we talk about everything in the first person. - Rhea Borja, Media Relations Officer, NASA Jet Propulsion Laboratory “ “
  36. 36. It’s all about
 Personality People are talking about how the lander has its own personality because we talk about everything in the first person. - Rhea Borja, Media Relations Officer, NASA Jet Propulsion Laboratory “ “
  37. 37. It’s all about
 Personality People are talking about how the lander has its own personality because we talk about everything in the first person. - Rhea Borja, Media Relations Officer, NASA Jet Propulsion Laboratory “ “
  38. 38. What to
 TWEET About?
  39. 39. What to
 TWEET About? Company news Industry news/trends New blog posts Event info Retweets: RT Survey/study findings Private messages: DM Questions/Answers Public replies: @
  40. 40. You don’t need to tweet to get value out of Twitter
  41. 41. How to make your 
 TWITTER EASY LIFE
  42. 42. TweetDeck
  43. 43. • Scheduled tweets • Tweet stats • Team accounts • Organize streams
  44. 44. Responding Building Community Listening/ Monitoring Broadcasting Levels of Engagement 1-way 1-way 2-way short-term 2-way long-term
  45. 45. Monitoring Reputation Management • Market Research Listening & Tools: TwitterSearch • Trending Topics • Hashtags.org
  46. 46. Reputation Management
  47. 47. Reputation Management
  48. 48. Reputation Management
  49. 49. – Joel Rubinson, Chief Research Officer of The Ad. Research Foundation We can now tap into a constant stream of incredible insights by observing consumers’ daily vocabulary of words, pictures and videos that they use to express themselves.
 “ “ Research: Market A Global Focus Group
  50. 50. Product Promotion • Event Management • Live-Tweeting Broadcasting Tools: Tweet • ReTweet Goal (short-term): Buzz Initiated internally
  51. 51. Color of Love Campaign • all 1-way • doesn’t follow • brief time span: 01/16-02/15/08 • little activity since
  52. 52. A look at Barbie
  53. 53. • Little 2-way interaction • doesn’t follow • some promotional tweets for other brands A look at Barbie
  54. 54. Authenticity ? Question of
  55. 55. A more
 Interactive Model Mixture of: • Broadcasting • Direct interaction • Following only 21 • DigitalNomads: 2,400 • Over $1 million in sales
  56. 56. Crisis Management • Customer Relations Responding Tools: @<twitterhandle> • DM<twitterhandle> Initiated externally
  57. 57. Management Crisis 2 Crisis Scenarios - AmazonFail - Motringate Importance of Monitoring - Dominos - Dell, Comcast (retroactively) Importance of Responding Played out on Twitter: Put out on Twitter:
  58. 58. Comcast’s YouTube Baggage - Sleeping Comcast Technician Video
  59. 59. “Cable Rage Pushes Granny Over The Edge Cable guy doesn’t show up, so granny does - with a hammer” “Taking a Whack Against Comcast: Mona Shaw Reached Her Breaking Point, Then for Her Hammer” “Taking a hammer to Comcast”
  60. 60. Customer Relations
  61. 61. Customer Relations
  62. 62. Media/Blogger Relations • Customer Evangelism • Internal Relations Tools: follow, share valuable content, tweetups Two-way symmetrical communication Community Building Goal (long-term): Relationship
  63. 63. Relations Media/Blogger & News dissemination tool Community to connect with reporters News
  64. 64. Evangelism Customer
  65. 65. Evangelism Customer • Over 3 million followers • Following 1/2 million • Sample week (04/17-23): • average of 14 tweets • range: 1-38 Valuable content Drive traffic to other sites People evangelize, criticize & just plain talk about us pretty frequently, even without our encouragement. Our main objective is to encourage people to communicate with us directly - Winnie Hsia “ “
  66. 66. Relations Internal • 434 employees on Twitter • Helps build company culture • Helps new hires adapt • Increases social awareness • Captures org. memory We don’t really view it as a marketing channel as much as a way to connect on a more personal level, whether it’s with our employees or our existing customers - Tony Hsieh “ “
  67. 67. Listening/Monitoring • Broadcasting Responding • Building Community Remember: Steps to Claim your handle 1. Set up your profile 2. Decide on an engagement level: 3. Remain authentic 4.

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