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

http://www.facebook.com/home.php#/coorslightbrewingcompany?v=wall&ref=search

http://www.flickr.com/photos/molsonblog/

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