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Your
Way
                            to
Success:
                            2009 PRSA Digital Impact Conference



...
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
?
                           What
is
                           Twitter
Thursday, April 30, 2009
Getting
started:



Thursday, April 30, 2009
Getting
started:



Thursday, April 30, 2009
Getting
started:
                    • Should
reflect
brand
personality




Thursday, April 30, 2009
Getting
started:
                    • Should
reflect
brand
personality
                    • Fill
out
bio
&
choose
avatar
...
Getting
started:
                    • Should
reflect
brand
personality
                    • Fill
out
bio
&
choose
avatar
...
Thursday, April 30, 2009
Thursday, April 30, 2009
Thursday, April 30, 2009
Claim
it
before
you
need
it




Thursday, April 30, 2009
Claim
it
before
you
need
it




Thursday, April 30, 2009
Claim
it
before
you
need
it




                                             Created 2
                                   ...
Thursday, April 30, 2009
Twitter search results for
    “dominos” after dpzinfo
    had been created

    (04/15/09 @ 4:40 pm CST)




Thursday, Ap...
Thursday, April 30, 2009
• Began crisis management with no established followers.
                  • Would have been nice to have established comm...
Tweet ?
                            Who
should




Thursday, April 30, 2009
Tweet ?
                                      Who
should
       Unidentified Individual(s)
       - agreed upon tone of voi...
Tweet ? Who
should
       Unidentified Individual(s)
       - agreed upon tone of voice
       - different tone of voice


...
Fictional Character
                                                            Product
                                  ...
It’s
all
about

                            People
are
talking
about

                            how
the
lander
has
its

...
It’s
all
about

                            People
are
talking
about

                            how
the
lander
has
its

...
It’s
all
about

                            People
are
talking
about

                            how
the
lander
has
its

...
The
Retweet
         • Good content will spread
         • RTs add dedicated followers
         • RT as a metric:
        ...
The
Retweet
         • Good content will spread
         • RTs add dedicated followers
         • RT as a metric:
        ...
The
Retweet
         • Good content will spread
         • RTs add dedicated followers
         • RT as a metric:
        ...
The
Retweet
         • Good content will spread
         • RTs add dedicated followers
         • RT as a metric:
        ...
#hashtag




Thursday, April 30, 2009
#hashtag
       • User‐defined
keywords
       • Make
it
easier
to
follow
a
topic

       Can
be
used
strategically:
      ...
#hashtag
       • User‐defined
keywords
       • Make
it
easier
to
follow
a
topic

       Can
be
used
strategically:
      ...
Levels of Engagement




Thursday, April 30, 2009
Levels of Engagement   Listening/
                           Monitoring




Thursday, April 30, 2009
Levels of Engagement   Listening/
                           Monitoring




                           Broadcasting




Th...
Levels of Engagement   Listening/
                           Monitoring




                           Broadcasting




  ...
Levels of Engagement   Listening/
                           Monitoring




                           Broadcasting




  ...
Monitoring
           Reputation Management • Market Research




                           Tools: TwitterSearch • Trendi...
Monitoring
           Reputation Management • Market Research




                           Tools: TwitterSearch • Trendi...
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Reputation Management




Thursday, April 30, 2009
Market




Thursday, April 30, 2009
Market




Thursday, April 30, 2009
Market

                 We can now tap into a constant stream
                   of incredible insights by observing
    ...
Product Promotion • Event Management • Live-Tweeting




                                Initiated internally
            ...
Product Promotion • Event Management • Live-Tweeting




                                Initiated internally
            ...
Color
of
Love




Thursday, April 30, 2009
Color
of
Love

                           • all
1‐way
                           • doesn’t
follow
                        ...
Product
      Launches





Thursday, April 30, 2009
Product
      Launches

       DiGiorno
Flatbread
Pizza:
       • Recruit
influential
tweeters
       • Deliver
pizzas
to
t...
Product
      Launches

                                       Land
Rover
2010
Models:
       DiGiorno
Flatbread
Pizza:
  ...
Authenticity

Thursday, April 30, 2009
?
                Authenticity

Thursday, April 30, 2009
A
more
    Interactive




Thursday, April 30, 2009
A
more
    Interactive


    Mixture
of:
    • Broadcasting
    • Direct
interaction


    • Following
only
21
    • Digit...
Crisis Management • Customer Relations




                                       Initiated externally
                   ...
Crisis Management • Customer Relations




                                       Initiated externally
                   ...
Crisis



Thursday, April 30, 2009
Crisis


                    Crisis Scenarios

Thursday, April 30, 2009
Crisis
                                       Played out on Twitter:




                                          Put out...
Crisis
                                       Played out on Twitter:
                                         Importance o...
Crisis
                                       Played out on Twitter:
                                         Importance o...
Twitter
       Trending Topics and #hashtag




Thursday, April 30, 2009
Twitter
       Trending Topics and #hashtag




Thursday, April 30, 2009
Customer Relations




Thursday, April 30, 2009
Customer Relations




Thursday, April 30, 2009
Building
           Media/Blogger Relations • Customer Evangelism •
           Internal Relations




                    ...
Building
           Media/Blogger Relations • Customer Evangelism •
           Internal Relations




                    ...
Media/Blogger




Thursday, April 30, 2009
Media/Blogger

                           News



            News dissemination tool




Thursday, April 30, 2009
Media/Blogger

                                      &
                           News



            News dissemination t...
Media/Blogger

                                                   &
                                  News



            ...
Customer




Thursday, April 30, 2009
Customer

                           • Half
a
million
followers
                           • Almost
following
as
many
    ...
Customer

                           • Half
a
million
followers
                           • Almost
following
as
many
    ...
Internal




Thursday, April 30, 2009
Internal
                           • 434
employees
on
Twitter
                           • Helps
build
company
culture
  ...
Internal
                           • 434
employees
on
Twitter
                           • Helps
build
company
culture
  ...
Remember:




Thursday, April 30, 2009
Remember:
       1. Claim your handle




Thursday, April 30, 2009
Remember:
       1. Claim your handle
       2. Set up your profile



Thursday, April 30, 2009
Remember:
       1. Claim your handle
       2. Set up your profile
       3. Decide on an engagement level:
              ...
Remember:
       1. Claim your handle
       2. Set up your profile
       3. Decide on an engagement level:
              ...
Corinne Weisgerber, Ph.D.
                              Assistant Professor of Communication
                             ...
Nächste SlideShare
Wird geladen in …5
×

It’s
all
about People
are
talking
about
 how
the
lander
has
its
 own
personality
because
 we
talk
about
everything
 Using Twitter to Connect with Audiences

27.399 Aufrufe

Veröffentlicht am

It’s
all
about

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




Thursday, April 30, 2009

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