Post on 18-Sep-2014
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Twitter is a micro-blogging website.It is free and has a simple, user-friendly
interface.It is one of the most popular social networking
sites on the internet.
What is Twitter?
Users post ‘tweets’ in 140 characters or less.
The applications TwitPic and NotePub were created to accommodate multimedia content
and longer text-based sharing for users.
What is Twitter?
Users can ‘tweet’ in multiple ways: -through the host site
-from a mobile phone browser-though instant messaging
-using third party sites like twhirl and twitterific
What is Twitter?
According to Time Magazine, males make up over 60% of Twitter users.
The demographic that uses Twitter most often is ages 35 to 49
(41.7% according to nielsen.com)
What is Twitter?
There were 475,000 Twitter users in February 2008 and
7,038,000 users in February 2009
This is a growth of 1382%
What is Twitter?
Twitter’s growth is impressive, but its sustainability is limited by lack of revenue.
To date, Twitter is mostly funded by interested venture capitalists, having raised an estimated
US$57 million
What is Twitter?
What is Twitter?
Twitter was created in 2006 by Jack Dorsey and Biz Stone.
Jack Dorsey is the current CEO.
Biz Stone is the current creative director.
The company has about 50 employees.
Its headquarters are in San Francisco, California.
Twitter and PR
Public Relations Practitioners can use Twitter as a valuable tool in their communications
strategies.
Specifically Popular for
Consumer Relations
Crisis Management
Reputation Management
Events
Integrated Marketing Plans
Media Relations
Evaluation
Consumer Relations
1. Research
2. Two way communications
3. Development of trust and transparency
4. Community building
5. Find brand ambassadors
6. Measurement
Crisis Management
1. Research key topics of interest
2. Countering issues
3. Direction to detailed and current information
Reputation Management
1. Research stakeholder opinions
2. Acquire and maintain trust, transparency and credibility
Events
1. Research and promotion
2. Two way communication and real time updates
Promotion and MarketingIMCP
1. Research
2. Provide Information on marketing and sales efforts
Media Relations
1. Twitpitching
2. Following, Updating and Influencing
Evaluation
Use tools within Twitter to evaluate success of your messages,
community and popularity.
Search.TwitterTweetDeck
TwitPicTweetLater
TwitterGraderTweetBeepTwitterholicTwitScoopTwitterFox
We should NEVER use Twitter to
Push ads or brand messaging
Talk about our everyday tasks – tweets should be resourceful, entertaining and valuable
Tweet about clients, co-workers, friends ect.
Keep it professional, but avoid being boring!
.
A conversation with Ferg Devins
Senior V.P Public Relations and Government Affairs
What are Molson’s goals and/or objectives using social media?
For all social media, our goal is to monitor what ‘conversations’ are going on and engage
our customers at that level.
With all the ‘conversations’ on Twitter, how does Molson do this successfully?
In order to monitor and engage as much as possible, Molson has several different Twitterers
with different purposes on twitter.
@MolsonFerg@MolsonTonia @MolsonMoffat
@MolsonGraeme @MolsonBryan
The five segments of Molson’s Twittering are
Corporate Communications
Community
Brand Marketing and PR
Molson Brands
Community Relations
Do you feel your efforts are beneficial or your investments are worthwhile?
I like to talk about it metaphorically by saying the “Phones are ringing”…lots of conversations are being had
about the brands and the company…it is the company’s action and participation in those conversations that will turn them
into value for the company.
How do you measure the success of Molson's Twittering?
Is accurate measurement possible?
I think we best measure the success by assessing the tone and manner and affect on the tone and manner
of what is being said about the brands and company on twitter. If its about messaging you can also assess “reach” through
www.tweetreach
Cross Promotional Opportunities and Strategies
Recomendations
Utilize social media concurrently in order to maximize reach and impact of PR and Marketing initiatives
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Molson uses social media effectively through the leading outlets.
So where can they improve?
Thank You!Now go Tweet about how great Twitter is