‘Twitterpated’ Marketing & PR Utah Technology Council Annual PR Event Presentation by Kip Meacham While social media tools such as Twitter, Facebook, Pinterest and others present new opportunities for innovative marketing and public relations professionals, they are simply that—tools—and not an end unto themselves. Only by understanding and planning the three elements of conversation, content and context will we realize an advantage in our messaging and communications. Methods for adding social media outreach to the press release process, a case study in executing a successful “tweetchat”, a useful lists of Twitter-focused tools, and a marketing/PR professionals’ social media reading list are included. Presented on 13 December 2012 in Salt Lake City, Utah by Kip Meacham, vice president of marketing for Salt Lake City, Utah-based Card Access, Inc.

1. ‘Twitterpated’
Marketing & PR
Kip Meacham
UTC Annual PR Event, 13 December 2012, SLC
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2. QUOTE
We operate in a world
without trust… There’s no
other word than ‘dire.’
Richard Edelman, 10 June 2011
PRSA Leadership Rally
On the public perception of business and government
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3. ANOTHER
QUOTE
People see everything as spin
and lies.
Peggy Noonan
WSJ Columnist
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4. BLURRING LINES Advertising
PR
Marketing
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5. BRAVE
NEW WORLD
http://www.borndigitalbook.com/
Digital Immigrants Digital Settlers Digital Natives
The creators of the infrastructure The creators of the platforms Anyone born during or after the
introduction of the infrastructure
and platforms
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6. ENOUGH TO
SCREW YOU UP
http://t.co/dubnhi7Q
People are still people
Reciprocity: People tend to return favors Authority: People tend to obey authority figures,
even when asked to perform objectionable acts
Commitment and Consistency: People Liking: People are easily persuaded by other
committing orally or in writing to ideas or goals people they like
are more likely to honor those commitments for
self-image congruity
Social Proof: People will do things they see other Scarcity: Perceived scarcity generates demand
people doing
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7. CHANGE OR DIE
(SLOWLY, BUT SURELY)
CONVERSATION
Success factors
The opportunity for innovation is in the integration of
CONVERSATION: Talking with—not to—the
CONTENT
customer/the client/the world
INNOVATION
CONTENT: Being a successful media outlet is
arguably as critical as the core business skill
CONTEXT: If your content is the payload, then CONTEXT
your context is the delivery system you use
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8. SOCIAL MEDIA IS THE FUTURE

9. TWITTERPATED
Twitter is a tactic Unfiltered access to every relevant persona at
the price of opportunity cost
Twitter (www.twitter.com) is a highly democratic message
delivery system—as are all other social media platforms
(Facebook, YouTube, Pinterest, etc.)
Real-time access to relevant conversations
(talking with your audience) versus search
The barriers to entry are in learning the syntax, understanding
(talking to your audience)
the players in the relevant conversations, resourcing your
content execution, and understanding how to influence the
conversation
In evolving your messaging processes to make use
of the platforms for increased reach
The opportunities are
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10. ‘TALK TO’ AND
‘TALK WITH’
Google Zeitgeist Twitter Search
http://www.google.com/zeitgeist/2012/#the-world http://twitter.com/search
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11. WHERE IS
THE LOVE?
Find conversations with search terms
Begin your Twitter searches with your most relevant key
terms
Use a Twitter client that allows you to view multiple streams of
consciousness (I like Tweetdeck. Hootsuite is popular, too)
Lurk before you speak—don’t propose on the first date—
because what you say is permanent
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12. WORK ISN’T A
DIRTY WORD
One addition to your press release
process
Start today to find the relevant conversations
(80/20 rule) on the relevant platforms (80/20
rule)
So in the 8-12 hours following your press release,
you converse, point to content in the proper
context (this is pedestrian, sweaty, fun, real work)
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13. WHAT’S A #TWEETCHAT?

14. STRUCTURED
ANARCHY
Think ‘crowdsourced’ webinar in text
Tweet Chats gather Twitter users (AKA tweeps)
together on Twitter at a recurring time to discuss
areas of interest
Check out Pam Moore’s summary on Tweet Chats
here:
http://www.pammarketingnut.com/2011/06/twe
et-chats-101-41-success-tips-for-moderators-
participants-guests/
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15. EXECUTION
Key components of a #tweetchat
Critical mass for a relevant conversation (again, A chat topic calendar
use your key search terms)
A good #hashtag (this part is a branding exercise) Good framing posts (on the web property)
A web property The #tweetchat proper (think Cialdini here—
remind people, build anticipation, point people to
the framing post, and punch it)
Moderator(s) / curator(s) A tweetchat archive (again, on the web property)
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16. HOW
IS IT DONE?
Today’s case study: #innochat
Hashtag: #innochat
Conversation: “talking about innovation”
Locale: Every Thursday @ 10am Mountain Time
Web Property: www.innochat.com
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17. FRAMING POST
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18. THE
CONVERSATION
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19. TOOL TIME
Great #tweetchat helps
A #tweetchat tool to monitor just one topic
(www.tweetchat.com)
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20. THEREFORE, WHAT?

21. TAKE ACTION
Do something. Now. Begin.
Kip Meacham,
One of Your Peers
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22. INNOVATION &
MARKETING
[T]he purpose of business is to create
a customer, the business enterprise
has two--and only two--basic
functions: marketing and innovation.
Marketing and innovation produce
results; all the rest are costs.
Marketing is the distinguishing,
unique function of the business.
Peter Drucker,
Premier 20th Century Business Consultant
(emphasis added)
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23. THANK YOU!
Kip Meacham
Card Access: vp marketing
Twitter: @kipmeacham
Facebook: facebook.com/kiporama
Pinterest: pinterest.com/kipmeacham
Mobile: 1.801.362.0696
Email: kdmeach@cardaccess-inc.com
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24. ADDITIONAL MATERIALS

25. A #TWEETCHAT
SHORT LIST
Marketing-related PR-related
#B2Bchat #pr20chat
#Mmchat #Journchat
#brandchat #measurepr
Social media-related Some of my faves
#smchat #innochat
#swchat #HBRchat
#SocialChat #ideachat
#SMmanners #speakchat
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26. TRICKS &
TOOLS Link and Learn
Content
Favorite Marketing Tweet Chats: http://www.livebinders.com/play/play?id=676025
Tweet Chats 101: http://www.pammarketingnut.com/2011/06/tweet-chats-101-41-success-
tips-for-moderators-participants-guests/
12 Most Stimulating Twitter Chats: http://12most.com/2011/06/10/12-stimulating-twitter-
chats/
Tools (alphabetized)
DataSift: http://datasift.com/
Hashtracking BETA: http://beta.hashtracking.com/
Hootsuite: http://hootsuite.com/
Nurph: http://nurph.com/
TweetChat: http://tweetchat.com
Tweetdeck: http://www.tweetdeck.com/
Tweetizen: http://www.tweetizen.com/
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27. ADDITIONAL
READINGS Content Rules
Ann Hadley & C.C. Chapman
http://www.contentrulesbook.com/
Crush It!
Gary Vaynerchuk
http://crushitbook.com/
Swear words like commas
Awesome methodology
The NOW Revolution
Jay Baer & Amber Naslund
http://nowrevolutionbook.com/
NewsJacking
David Meerman Scott
http://www.newsjacking.com/
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28. THANK YOU