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Module 2:

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Twitter in action: Plane crash!

http://www.youtube.com/watch?v=imDFSnklB0k

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From Twitter to Front page

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Lessons

• 1-PERSON: A single person with a smartphone

can make a huge impact globally

• 2-WAY: Some characteristics of social media:

speed, amplification, pass-along value,

archival, offers instant feedback and more

engagement

• LIKE-ME: People care more when it’s someone

“like me”: more human, more real, more visual,

more believable, more authentic

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Would you trust a surgeon who

tweeted your operation?

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Tweeting what you eat

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#defahmi vs Blu Inc

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Twitter as a canary in the coalmine

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“Water me, please!”

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How are companies using TwitterEXTERNAL

• 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

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CIMB on Twitter: Customer servicetwitter.com/cimb_assists

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…”

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Twitter: Best practices for PR pros1. Fill up your profile: Use proper headshot, real

name2. Listen: Follow popular tweeters first3. Be authentic and interact: Don’t be robotic4. Be active! Tweet, re-tweet regularly5. Share and cite: Find great stuff to share, cite

sources6. Tweet about your profession, field of expertise,

industry: Use hashtags, lists7. Don’t hard sell: If you are plugging your own

product/service, say so. Preface with “Shameless plug…”

8. Have personal opinions but know when to draw the line (you still represent the company 24/7). Preface a personal opinion with IMHO, or “My personal opinion is…”

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Scott Monty, ex-Ford1. Always shows gratitude

2. Constantly corrects misinformation

3. Encourage conversation

Executive VP of Strategy,

SHIFTcomms, former

head of social media, Ford

http://www.scottmonty.com

http://twitter.com/scottmonty

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Frank Eliason, Citi, formerly of Comcast

SVP of Social, Citi

http://twitter.com/frankeliason

http://twitter.com/askciti

Formerly @comcastcares

4. Problem solver: Fields customer

support issues, re-directs to right person

5. Always helpful and adding value

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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

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“People relate to people, not companies,”

Tony Hsieh, Zappos.com,

Zappos.com: Shoevangelism

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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.

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Twitter 101

1. A tweet is 140 characters long2. 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’t send private message to someone unless you both follow each other (soon to be allowed)

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Twitter 101: Using #hashtags5. 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

Hashtag Fail: #MyNYPD backfires

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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.

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Must-know Twitter Basics

Settings: Profile

Time Zone/Location

Email Notifications

Design

Follow

Tweet

RT

Reply @Username

Shortlink

Messages(DM)

#hashtag

Favorite

Interactions

Mentions

Searches

Lists

Trends

Post a photo

Post a video

Post to Facebook

Selective Tweets

Block spammer

Who To Follow

Apps

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Twitter Cards

• https://dev.twitter.com/cards/getting-started

• http://www.socialmediaexaminer.com/twitter-cards-types/29

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Sample Twitter Accts/Lists

• 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

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Useful Twitter apps• Twitter clients: Tweetdeck, Ubersocial,

Hootsuite• TweetAlarm, Twilert: Put in a keyword and get

emails when others tweet it• Twellow, Tweepz, Twitterfall: Search for

tweeple• Twitter Photo, Instagram: Post photos• Vine, Instagram Video: Post videos• Meerkat, Periscope: Post live video• TwitterCounter: Useful Twitter stats• Tweetreach, Twitalyzer, Followerwork.com,

Rowfeeder: Analyze reach

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Outreach/CSR: Tweetups

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•Raised RM11,000 + two desktop PCs

+ Broadband

•Destiny Starting Point, a home Klang

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Celebs using Twitter to promote their causes

http://twitter.com/JamieOliver

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

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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

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“In the past you were what you owned.

Now you are what you share,”

Charles Leadbeater