Posts Tagged ‘twitter’

Hot Tin Roof’s top tech picks for September

Friday, August 31st, 2018


It’s been a manic month here in Edinburgh. If you didn’t bend over backwards to catch as many Fringe shows as possible, then you probably spent your time carefully avoiding the endless crowds on your way to and from work every day.

Now the mayhem is finally over, there’s still plenty left to see and do! Check out Hot Tin Roof’s pick of the hottest tech meetups and events you won’t want to miss this month…

It’s not all doom & gloom: How businesses can bounce back after GDPR

Tuesday, June 12th, 2018


It’s been just over two weeks since GDPR-fever swept the nation.

Amidst all the jokes and memes that sprung up along the way, for most businesses this was no laughing matter.

Though it was a long time coming, many companies were still dreading the May 25th deadline.


What Does The Future of Social Media Look Like?

Tuesday, May 8th, 2018


With JD Wetherspoon ditching their social channels last month, does this signify a change in the PR landscape?

Sure, social media isn’t the be all and end all of PR but as a communication tool it has been important for businesses and PR professionals alike.

While it seems the platform sprung up overnight, in truth its origins date back to the 70s. Cast your mind back to the era and what comes to mind: Travolta’s all white disco three piece? Perms? What most won’t remember is the creation of the first digital chat room in Illinois, the earliest iteration of social media.

Fast-forward a few decades and you hit the noughties. Myspace and Bebo were the social media monarchy.


Apps, Widgets and Jpegs

Thursday, February 22nd, 2018

At Hot Tin Rood, we specialise in PR for tech companies. We keep up to date with all the latest trends in digital technology, from new kit and software, to more general concepts and ideas. We all have an interest in tech and do a pretty good job of this. It may take a couple read-throughs and the occasional Google search but we always ‘get it’ in the end.

Given this background you might think that in our day-to-day work we’d bring some time saving, innovative and enabling tech to bear. And you’d be right. Now, we’ve all read these types of ‘listicles’ before. You know the sort of thing – ‘10 best apps for choosing your socks’ or ‘7 free downloads that will change your working life so that you only need to spend 4 hours a week in the office’ and so on. Well, here we’ll be telling you what we actually use, what we do with it and why. We could be drummed out of the Magic Circle for this!

SocialBro Joins the Twitter Certified Program

Friday, June 20th, 2014

Watershed moment for SocialBro on its journey to becoming the ‘go-to’ platform to extract brand value and revenues from Twitter.

SocialBro, a leading Twitter analytics, marketing and management platform for business, has been chosen to join the Twitter Certified Program, which recognises products that help make brands more successful on Twitter.

SocialBro, which has over 240,000 users including Visa, Toyota and Sefutbol, the Spanish National Football team, joins a select cohort of elite companies such as Hootsuite, Adobe and Nielsen, and is one of the first platforms from outside the US to get the Twitter ‘seal of approval’. To date, only 32 products have been accepted into the prestigious Program and the announcement underlines both the critical importance of data to businesses and SocialBro’s status as a trusted, value add platform.

Smart and disruptive, SocialBro’s suite of analytics and management tools is a game changer in the hands of the new breed of digital marketer. By providing actionable statistics and accurate reporting of social media, SocialBro enables organisations to monetize their Twitter campaigns, increase customer retention and reduce acquisition costs.

SocialBro Discovers Value Of Retweets For Advertisers

Wednesday, May 28th, 2014

As Twitter advertising revenues continue to increase, brands are demanding more information about the users who retweet and engage with their updates, says SocialBro, the Twitter analytics and management platform.

According to SocialBro’s CEO and co-founder, Javier Burón, brands that invest in sponsored tweets believe that in-depth insights are the key to achieving return on investment.

He says: “Social advertising needs to be strategic and brands are telling us that they want to be able to follow up with the users who show interest in their paid-for campaigns. They want the sponsored tweet to be the first step to building a long last relationship with new followers and they want to be able to track users who retweet them. It is almost impossible to do that manually but our new tool, Discover Retweeters, answers that problem.”

Launching today, Discover Retweeters enables Twitter marketers to identify and target users that have retweeted any chosen tweet. SocialBro developed the tool in response to demand from its customers, a growing list of well-known brands includes Coca Cola and T-Mobile.

SocialBro Releases Its Own Twitter Mute Function For All SocialBro Users

Wednesday, May 14th, 2014

Following fast on the heels of Twitter’s release of mute functionality to selected user accounts, SocialBro, the leading Twitter analytics and marketing platform, has today launched its own mute function.

Available now to all SocialBro users, the mute function is integrated with SocialBro’s filtering and search functionality, enabling them to quickly filter out Twitter users on a mass scale and giving them more control over the content they see on Twitter.

The new feature is a particularly powerful tool for businesses and high profile individuals with large Twitter communities who are seeking to ‘zoom in and out’ on their most relevant social contacts so that they don’t miss important tweets.

Twitter Budgets Rise As Big Brands Home In On Customer Acquisition

Thursday, May 1st, 2014

Twitter budgets are on the up and marketers are becoming more conscious about ROI, using their time on Twitter to achieve clear business objectives and generate leads, according to SocialBro.

The survey by the Twitter management platform found that the majority of businesses (57%) are spending at least fifty per cent more on Twitter marketing compared with two years ago, with 15% of respondents stating that their spending has tripled.

SocialBro’s survey also uncovered differences in social media objectives between smaller and bigger businesses. While the majority of SMEs (up to 200 employees) rated brand building as their key reason for using Twitter with lead generation in second place, bigger companies with 500+ employees were much more likely to list acquiring new customers as a top priority along with building relationships with influencers.

Javier Burón, CEO and co-founder of SocialBro, says: “These findings reflect the fact that Twitter has really matured in the last couple of years, introducing new ways of advertising and revamping its design. Companies expect to see hard business benefits and they accept that it is worth investing to deliver a consistent and creative brand experience that achieves measurable return on investment.”

While 74% per cent of respondents said they loved Twitter’s real time communication capability and two thirds commended its potential to spread messages virally, 53% said that their biggest bugbear with social media was its potential to be time intensive.

“A badly managed social media campaign has the potential to be a black hole for time,” warns Burón. “But it doesn’t need to be that way. It is easy to make your Twitter routine more efficient as long as you have structured planning, monitoring and reporting systems in place.”

An advanced Twitter analytics and management platform, SocialBro can help marketers by automating certain Twitter actions, allowing users more time to nurture followers and pursue those aspects of the campaign that really benefit from personal engagement. It also provides actionable data to help businesses optimise and monetise their social media activity.

Brands That Don’t Engage On Twitter Risk Losing 15 Per Cent Of New Followers

Monday, March 3rd, 2014

Follower retention metrics and management more important than ever as businesses invest in Twitter advertising to increase the size of their communities.
Businesses on Twitter will lose fifteen percent of new followers within three weeks unless they make an effort to engage early, according to Twitter management platform SocialBro.

According to SocialBro’s sample data, famous or influential individuals (100,000+ followers) will lose one to three per cent of new followers in the first week and 10 per cent after three weeks. The baseline churn rate increases to five per cent and 15 per cent for companies while ‘ordinary’ individuals can expect to lose 20 per cent of new followers in the first week and 40 per cent over three weeks unless they make an effort to engage with these users.

In a bid to increase follower numbers, brands are spending more on social advertising than ever before and Twitter announced ad revenues of $220 million in the last quarter of 2013; a 121% increase on the same period in 2012.

To help businesses ensure the best possible return on their Twitter ad spend, SocialBro has developed its Follower Retention tool. Launching today, it is designed to help users hold on to their hard won followers.

Javier Buron, CEO and founder of SocialBro, says: “Unsurprisingly, the more influential you are, the more likely your followers are to stick with you. But the bigger your community, the greater scope there is to gain an edge over your competitors by engaging your followers. Our new Follower Retention reports make this much easier by providing you with insight in to how you are performing and helping you to draw conclusions about the quality and relevance of followers you are attracting and keeping.”

With SocialBro, users can track campaigns in terms of quality and engagement and work to improve their follower retention figures. Users can also analyse which strategies work best for their community.

According to Javier Burón, businesses can reduce their churn rate by implementing some simple actions.

He says: “Make an effort to ‘follow back’, using lists to listen to your most important followers. Behind every profile is a real person, so do your best to interact with them, just as you would if they came in to your shop. Mention them; thank them for following you; favourite their tweets. Obviously you need to prioritise those that are real accounts and those that represent a real opportunity, but try not to ignore new followers or they will soon say goodbye.”

Follower Retention follows the launch of SocialBro’s Rule Builder and Mention Helper tools, both of which are designed to help users make the most effective use of their time on Twitter.

Londoners Help Primary Teacher’s Tweet Reach 42 Million Says SocialBro

Tuesday, February 11th, 2014

A social media experiment started by a fourth grade teacher from Ontario has shown up in the feeds of 42 million users, according to Twitter analytics specialist SocialBro. The post was retweeted 88,898 times with London the most active city, even though the original post originated in Canada.

The teacher, whose Twitter handle is @MrLaythorpe, wanted to teach his class about internet safety and demonstrate how far a photograph can travel in a week via social media. He posted an image of himself and a colleague holding a sign stating, “I am talking to my 4 grade students about internet safety and how quickly a photo can be seen by lots of people. If you are reading this please retweet it.”

Researchers at SocialBro ran analytics on the retweets and found that the tweets crossed language barriers with many users getting involved despite not speaking English as their mother tongue. A number of influential users helped to spread the picture far and wide and well known participants in the experiment included Tim Berners-Lee, inventor of the World Wide Web, comedian Dara Ó Briain, and actor Zach Braff. The highest proportion of retweets came from the US, which counted for 15.3%, closely followed by the UK at 5.3% and at city level London was the top location.

“Twitter is an incredibly powerful tool for spreading messages and information around the world,” says Javier Burón, founder and CEO of SocialBro. “The experiment highlights how quickly a picture can go viral on Twitter and that language barriers on the web are less of an issue today. This is clearly highlighted by the number of countries retweeting where English isn’t the first language.”

SocialBro is an advanced cloud solution for the management and analysis of Twitter communities. It enables Twitter for businesses, helping companies to better engage with their audience and increase their communities’ growth qualitatively.

Since its launch in May 2010, SocialBro has achieved rapid growth attracting over 180,000 users from 70 countries including a significant proportion of professional Twitter users, corporates and agencies, such as CBS, NASCAR, Coca-Cola, T-Mobile and Publicis.

Socialbro Strengthens Twitter Analytics Toolset With Rule Builder

Tuesday, December 3rd, 2013

Twitter analytics platform SocialBro today launched Rule Builder, its latest tool for helping businesses maximise ROI for their social media activity by automating Twitter actions and better organising Twitter account management.

Automation of certain Twitter actions saves businesses time and leads to more effective engagement with their followers. By cutting down the time it takes businesses to review Twitter activity, Rule Builder allows users more time to nurture supporters and pursue those aspects of Twitter which really benefit from personal engagement.

Rule Builder works by allowing users to set up automatic rules to be executed when certain conditions are met. As well as saving users time, this boosts their responsiveness to interactions and makes their account management more efficient. One simple application is where new Twitter followers can be subject to an action (e.g. receive a welcome personalized DM based on criteria such as interests or demographics) as a result of Rule Builder ensuring important initial opportunities to engage are quickly seized upon.

However, selective automation naturally supports the desire to target and personalise Twitter communications. With Rule Builder, businesses can also use predetermined criteria to organise their followers and better personalise the interactions they experience with the business. For example, a user may be added automatically to a particular list if they retweet the business and if their profile demographic satisfies certain conditions. A follower in a particular geographic region could be given a ‘potential customer’ tag if their profile contains a keyword relating to the business’s brand. By categorising followers and engaging with them appropriately, businesses build more beneficial relationships within their community because the customer receives a more personalised online experience.

Javier Buron, CEO and founder of SocialBro, explains: “Automation is key for many successful marketing channels, and is therefore an extremely important aspect of the global solution offered by SocialBro that makes Twitter a valuable tool for business. Automation actually helps businesses avoid the cardinal sin of using twitter as a global megaphone by tailoring content and interactions and personalising the Twitter experience.”

Twitter has over 140 million users worldwide and with 340 million tweets per day, creates a large amount of noise above which businesses are trying to be heard. However, Twitter can be an effective marketing channel when managed effectively. SocialBro provides Twitter management and analysis, enabling businesses to better engage with audiences and grow their communities. SocialBro is fully integrated with customer relationship management applications Salesforce and Nimble as well as social media management tool Hootsuite.

Javier continues: “SocialBro offers businesses a powerful set of tools to enable them to monetise Twitter and rule Builder is a valuable addition. Saving time and boosting interaction with followers are no longer mutually exclusive – Rule Builder is a win-win tool for businesses when it comes to building loyalty among followers, and ultimately converting them to customers.”

SocialBro – When You Should Tweet On #blackfriday

Wednesday, November 27th, 2013

SocialBro, the platform for the management, analysis and monetisation of Twitter, has revealed the best times for retailers to tweet their Black Friday deals for maximum return on investment.

By analysing Twitter users that have taken part in the #BlackFriday hashtag to date, SocialBro has projected when the greatest number of these users will be on the network on both the East and West Coast of the US, in the UK and in Western Europe. This information will allow businesses to target their Black Friday offerings via Twitter to the largest potential customer base, increasing the chance of conversion.

The results show that the optimal period to tweet is unique to each time zone. Retailers in California for example should be looking to tweet between 13:00 and 19:00, where as Berliners on CET would do better to tweet between 11:00 and 17:00.

Users of the SocialBro application can break this information down more thoroughly for their specific community. By extracting information such as gender, language spoken and the location of their followers, tweets can be fine tuned and focussed to engage specific community members. Additionally, users can analyse which of their followers are interested in #Blackfriday campaigns and connect with them individually

Last year, the National Retail Federation reported that 247 million shoppers visited stores and websites over Black Friday weekend, spending an estimated $59.1 billion1. Twitter recently published statistics revealing that 85% of its users will shop on Black Friday, 60% of which said that Twitter plays an important role in their Black Friday shopping habits2.

Javier Burón, CEO and Co-founder of SocialBro said: “With Twitter influencing a huge number of shoppers, it is essential that retailers are aware of when their customers are online to boost their chances of influencing a sale. Black Friday weekend is amongst the busiest in the retail calendar. Whether you’re a boutique jeweller in small town or a multinational electronics store, knowing when people are online is essential for bringing return on investment of your Twitter activity.”

Web App Allows People To Explore Eyewitness News Across Social Media Networks

Wednesday, June 20th, 2012

iWitness, a revolutionary new web application for the aggregation of eyewitness news from social media platforms, launches today.  Developed by New Context in partnership with designers of the application, Adaptive Path, the free web app allows people to explore content from social media services such as Flickr and Twitter by time and place.

iWitness uses geolocation data shared by users to pinpoint the location where a post, photo, or video originated. It allows users to see content from a particular location in real time or by specifying a time range.  It is expected that this will be particularly valuable during emergencies when people look to share eyewitness news across social media channels.

Designed to be easy to use by anyone, if a user knows when and where something happened or is happening, iWitness will show first-person photos, videos, and messages from people there on the spot, integrating diverse media types in one interface.

The web app was beta tested live during development by the news desks of five US national and regional newspapers. Reporters used iWitness in their daily reporting – identifying what was useful, what was not and what else was needed.  New Context worked closely with Adaptive Path to synthesize that feedback and incorporate it into the design, adding new features and shaping the final design.

“iWitness could be one of the most important tools during a breaking news event. Newsrooms are always turning to Twitter to find initial reports from the scene of breaking news and iWitness lets you find those key tweets and photos,” said Sona Patel, social media producer for The Seattle Times.

iWitness was designed and built with funding from the John S. and James L. Knight Foundation after Adaptive Path submitted the idea for iWitness to the Knight News Challenge, an open competition for media innovation projects.

Adaptive Path brought New Context in to work on the project because of their track record in balancing the latest technologies with proven methodologies. New Context combines elements of extreme programming with behavior driven development to produce high quality, low defect output.

“New Context was an enormously valuable partner for us on this project,” said Jesse James Garrett, co-founder and Chief Creative Officer of Adaptive Path, and project lead for iWitness. “Their agile approach enabled us to quickly evolve the design of iWitness to best meet the needs of our users, and their technical savvy helped me realize my vision for the product.”

New Context developed iWitness as an open source application using Ember, a JavaScript framework.  This agile development process rapidly produces functionality with a minimum of waste.  Starting with a series of exercises New Context agreed the domain language, key concepts and features before turning the requirements into a discrete set of user stories.  Each user story representing a distinct requirement that could be understood or developed in isolation.

Mike Doel of New Context explains:  “This has been a fascinating project to work on and we are very excited to see how it will start to influence the news agendas and news reporting.  By using agile methods we have been able to work closely with Adaptive Path and the end user to ensure that iWitness does exactly what they need it to do.”

These agile methods follow short bursts of work that allow for rapid feedback and evaluation.  Developing in two week cycles or iterations at the end of the cycle New Context review the stories developed during the iteration before getting sign off from Adaptive Path.

New Context is an agile company specializing in rapid sustainable development of mobile and web applications.  Since its launch, New Context has specialized in the development of mobile and web applications for both startups and Fortune 500 companies.

Adaptive Path was one of the first design firms focused on user experience and over ten years has worked at the frontier of UX design, working with hundreds of organizations to define experiences for new products and services, strategically evolve existing ones and integrate experiences across channels.  Drawn to complex ambiguous challenges that defy known approaches and best practices.

For more information about the iWitness project, visit

Give Em This…

Friday, September 23rd, 2011

Look no further!

TIN IT OR BIN IT is your weekly social media need-to-know.

Hot off the press we deliver the week’s most ground breaking social media news,
oh-no-you-didn’t stories, tips you can’t afford to miss or simply our opinion on trends in the digital landscape.

Lastly, we’ll tell you whether it’s tin material or bin material!

View them all here on our Facebook page.


Tin It Or Bin It – 23 September 2011 – Give Em This…

Sometimes finding the perfect gift for your nearest and dearest is, if we are being honest, a bit of a struggle. If you are stuck for ideas, then might just be what you are looking for.

This free web app, by Imply Labs, is a personalised gift engine that algorithmically analyses your friend’s social media updates to recommend relevant gift ideas that your Facebook friends actually want.

The system connects to your social media and analyses your friend’s interests based on their likes, dislikes, interests and other data stored in their profile. then recommends original gift ideas relevant to your friend’s interests and activity. doesn’t select one perfect gift (that’s up to you) but looks at countless options to show you the things they will love the most.

The app works by calculating your Facebook friend’s online data, behaviour and patterns. Events, status updates, shared links and “Likes” are all included in the algorithmic calculations.

It doesn’t just evaluate Facebook data. Twitter is also analysed, although the downside it that it isn’t as detailed.

The programme is still in its early stages, with only Amazon being used to generate gift ideas. However there are plans to expand, with companies potentially being able to add their products to the system, and Google+ and LinkedIn integration.

Now, don’t get us wrong, we really like the practical application of this gift generator…so we should TIN IT, but we are going to BIN IT purely because we don’t like Facebook and Twitter knowing so much about us. And Christmas just wouldn’t be the same without those weird and wonderful random presents we get but don’t want!

This gift generator is a BIN IT.

Give Em This

Maximising your impact on Twitter

Friday, August 26th, 2011

Look no further!

TIN IT OR BIN IT is your weekly social media need-to-know.

Hot off the press we deliver the week’s most ground breaking social media news,
oh-no-you-didn’t stories, tips you can’t afford to miss or simply our opinion on trends in the digital landscape.

Lastly, we’ll tell you whether it’s tin material or bin material!

View them all here on our Facebook page.


Tin It Or Bin It – 26 August 2011 – Maximising your impact on Twitter

Twitter is great and we sure love to tweet, but lets be honest, it’s sometimes pretty difficult to be consistent with your tweets. It seems to be that you either post lots at once or don’t tweet enough. This is where Buffer comes in.

The app, co-founded by Leonhard Widrich and Joel Gascoigne, builds a ‘tweet queue’ and spreads your updates out over time, meaning that you never have to flood your followers again with tweets. You simply add your tweets to your ‘Buffer’ and they spread them out over the course of the day. Simple.

Now, when you’re browsing the net and you come across lots of great content, you don’t have to post it all at once – this handy little tool will spread it out so you don’t tweet eight things in a row and annoy your followers.

Conveniently Buffer also has an analytics feature for every tweet you send so you can see exactly how many people your tweet has reached and how many followers have re-tweeted.

Another advantage is that Buffer has extensions for every major browser so you don’t even have to visit the website.

We think scheduling tweets is definitely the way forward, however we would not recommend scheduling all of them. Finding the right balance between ‘Buffering’ and live tweeting seems to be the best and most efficient way to use Twitter.

Buffer is a TIN IT.


Diary of an intern

Friday, February 26th, 2010

How NOT to treat an intern.

Hot Tin Roof’s star intern, Hilary Gray, explains why she has found the experience valuable…

I have a confession to make. I am a news junkie.

I have always been fascinated with how the media works and how a story becomes a story. In PR, I found a career where I could put this obsession and my love of language to good use. However, although I was sure it was what I wanted to do, I had no first hand knowledge of how the industry works and what was involved in working in PR. Winning an internship at Hot Tin Roof has allowed me to learn on the job.

Graduating into the biggest recession since the thirties was not part of my career plan. It has meant that internships – a traditional route into PR – have become longer and more common and it is more difficult than ever to find a permanent position.

Hot Tin Roof allowed me to dive straight in at the deep end and I was given real responsibility within minutes of walking in the door. On my first day, I started working on a press release and after selling it in to The Drum and PR Week it appeared in print and online.

Since then, I’ve had the opportunity to practice writing press releases and receive feedback on my writing. I’ve also been able to speak to journalists and, although it was daunting at first, it has really buoyed my confidence.

Since graduation, I’ve immersed myself in the world of digital PR and the skills I’ve picked up have been put to good use at Hot Tin Roof. I helped launch the Twitter profile for the Three Harbours Seafood Festival (@3harbourseafood) and I’ve found online opportunities for clients to provide comment and publicise their brands. I’ve been able to share my knowledge with my new colleagues so we’re learning from each other.

I believe that digital PR is going to be key to the future of the industry and having embraced Twitter wholeheartedly, I am pleased to be one of the co-organisers of this year’s EdTwestival. As the official PR person for the event, I’ll be responsible for media requests as well as finding sponsors and raffle prizes.

I’ve started networking within the Scottish media and have built contacts at several PR firms. I’ve attended the Young Communicator events, run by the CIPR (and sadly discontinued) which enabled me to make contact with others at a similar level from agencies and in-house PR. Tonight I’ll be getting my networking head on again as I’ll be attending the inaugural Twitchicks dinner organised by Victoria Raimes of the Edinburgh Evening News.

Of course, long-term internships aren’t sustainable for anyone and at some point internships need to turn into a permanent job. I recommend trying to get a part-time internship that you can mix with paid work or even a short, weeklong placement. My internship at Hot Tin Roof has been very flexible and I’m pleased to say that it has improved my PR skills. It has allowed me to get my first press hits and helped me stand out from the crowd.

All hands on Tweet Deck for second EdTwestival

Wednesday, September 2nd, 2009

The Fringe may be over but there’s no time to relax as we’re getting busy with our work for next week’s EdTwestival Local.

Taking place in cities across the world, global Twestival events bring together Twitter followers to raise money for charity while having fun.

Having worked with organisers of the inaugural EdTwestival in February 2009, we’ll be running the PR campaign and raising awareness of the second event in the press and online.

Twestival Local, the second Twitter festival, is set for Thursday 10 September and hundreds of events, held around the world, will fundraise for charities in their area. EdTwestival will be held at Electric Circus on Market Street in support of local children’s cancer charity, CLIC Sargent, following a vote by Edinburgh Twitter users.

Entertainment on the night will include sets from The Banana Sessions, Cornelius Pierce, Chutes and Calamateur.

Hot Tin Roof’s Chris Welton will also be appearing on Leith FM on Tuesday 8th September to promote the event so tune in to hear more.

To buy tickets for the event visit

Show Scotland and the balloon that wouldn’t die

Tuesday, May 5th, 2009

Well, it’s all over now. After some furious PR activity, including notable success in print, radio and Twitter, Show Scotland 2009 exploded into life over the bank holiday weekend.

With over 180 events across the country, there was something for everyone and the reception to the exciting Museums and Galleries big events weekend has been hugely positive.

Reflecting this uplifting campaign has been the official office symbol of Show Scotland 2009, the butterfly balloon.

You may have seen this chirpy inflated item in the official Show Scotland 2009 photocall, as two cute child actors chased it around up Blackford Hill.

Copyright © Paul Dodds Photography (

Despite the breeze, the extravagant prop returned to the office where it has been left to its own devices.

Unfortunately after a month of strong floating, our colourful friend is suffering and is on its last legs as the image below shows.

Could be bird flu, could be swine flu, either way it’s been a cracking member of the team throughout April!

If you managed to get along to a Show Scotland event we’re keen to hear from you. There are £100 vouchers up for grabs if you fill in the following short survey:

‘What a scoop!’ – the death of the exclusive?

Thursday, April 2nd, 2009

Offering a story to a carefully selected journalist before the rest and making the promise you will only give it to them, has always been an important relationship developing experience for PRs and their contacts.

But with the internet and online PR building up a full head of steam, questions are being asked about the validity of an ‘exclusive’.

Charles Arthur, Technology Editor over at the Guardian is no doubt a massively popular target for a stream of press releases and recently spoke about the need for PRs to learn to pitch in the digital age.  He made it clear that he is now only accepting stories pitched via Twitter. (Now is that Twitter pitching or Twitching…?!)

Anyway, in an interview about Twitter pitching by Craig McGill, this issue of exclusivity was raised. If pitches become so public, like they would on Twitter, a complete reinvention of the PR to journalist conversation, the PR cannot promise an exclusive. In response Arthur said: “I’d understand it was non-exclusive. That’s OK – exclusives last about three minutes online.”

While these thoughts might make Arthur the most forward thinking journalist out there (and we tip our collective hats to him for it), most journalists and PRs wouldn’t share this view.

There is still a huge demand from journalists offline and online for first dibs on a story, plus an indeterminate amount of time withholding the release from any other targets.

But perhaps this is because there has never really been a universal ‘exclusive’ code of conduct. It is a bargaining tool from which the PRs can ‘sure up’ a journalist who is maybe only half interested in the story, while for the journalist it is a chance to ‘one up’ its rivals.

Often we’ve chatted in the office about what constitutes an exclusive. We deal, on the whole, with SMEs here, not major major brands which are reported everywhere at the click of a finger.

To us, an exclusive is given to the key targets by sector and by publication type. If there is a business story we will offer it to a target newspaper, sector specific and vertical sector magazine.

But with the demand for online PR so high we also have important targets in our online distribution. On top of this, stories you thought would be held back until the magazine of paper is published can appear online within minutes.

The reality is there still needs to be dialogue and trust between the PR and the journalist, online or offline, to set out whether a story is exclusive and what this actually means. Even with everything evolving in both our worlds so rapidly, an exclusive can still exist if these conversations are maintained. And with any luck, the result will leave both parties happy.

Hot Tin Wire online PR service launches

Monday, March 2nd, 2009

Hot tin Roof is launching Hot Tin Wire, a spin off internet division, creating and delivering online PR strategies primarily for the SME sector.

The agency has spent the last 12 months developing the infrastructure and perfecting the skills that will allow it to offer one of the hardest hitting online PR services in Scotland today.

Online consumer and corporate campaigns have already been delivered by the agency for all of its clients including Ryvita Limbos, Spencerfield Spirit and User Vision.

The unprecedented growth of social media over the last two years has changed the media landscape forever. It’s no longer a question of should a company develop an online PR strategy, but how quickly it can start and how it maintains visibility.

Hot Tin Roof has worked in digital marketing since launch, having delivered Ambergreen’s campaign for seven years, positioning the company as one of the UK’s leading digital marketing agencies, pioneering search marketing in Europe.

Sarah Lee, Hot Tin Roof MD explains: “Online PR is fresh, new and exciting. It has matured over the past five years and today UK business is ready for the concept and eager to engage.”

Many companies are now looking to online PR as a more accessible and affordable entry point to public relations. Traditional offline PR that builds reputation and positions a brand has to be sustained over the long term. Online PR can be instant, rapidly raise awareness and deliver results immediately.

There are plenty of stories of bad online PR like the forum discussions that destroyed the Kryptonite bike lock reputation because its brand managers did not monitor what was being said about the brand online.

Lee continues: “And thank you Ryanair for such a monumentally bad response to a blogger last week. Communication like this shows that we all need to become PRs now. Good communication is absolutely essential to the success of businesses online and to the security of brand reputation.”

The key to Hot Tin Wire’s success is taking the traditional PR skills and using them online. Knowing how to communicate a message and what makes a good story is combined with a broad and deep knowledge of the internet.

Hot Tin Wire offers a full online PR service including media monitoring, market research, key message creation, copy writing and online press release distribution. It designs, writes and publishes websites, blogs, Facebook and Twitter profiles, newsletters and podcasts.

@EdTwestival “We had a ball!”

Friday, February 13th, 2009

Weary eyes this morning at Hot Tin Roof after an epic night at the Edinburgh Twestival.

We were delighted to be involved in such an exciting and worthy concept and are happy to report the evening was a great success.

In the end our wee event attracted around 250 of the McTwitterati and a brilliant £3,500 was raised for charity: water, with more to come for extra auctions due in the coming days.

The press were out in force with cameras, microphones and pads at every turn and we’re looking forward to seeing all the great coverage the event is sure to get.

Congratulations to our wonderful organisers @tanepiper@andrewburnett@bureauista – @davelaw00 – @jimwolffman and a hearty applause for Peter Gregson for a tremendous performance.

What the Scottish twitter community showed last night is while we embrace more technical communication, we are a very social bunch. Rather than loads of bowed heads cooing over iPhones there was great banter and plenty of mingling.

A fond hello to all the new folk we were lucky enough to meet and a hopeful ‘meet you soon’ to those we avidly follow and still have not spoken to in the flesh.

Twitter has shown its awesome power over the last few weeks and last night was a fitting culmination. Proving its worth as communities demonstrated they are ready and willing at short notice to come together and raise money for worthy charities.

If you want to relive all the connections made last night, check out the amazing graphical display at the Twestival by Blonde.

You can still donate in many capacities at the Edinburgh Twestival website:

Ambergreen examines McTwitterati

Monday, February 9th, 2009

Digital marketing agency Ambergreen is conducting a social media experiment with Scottish Twitter followers at the inaugural Edinburgh Twestival.

Embraced not only by entrepreneurs and workers, Twitter is becoming increasingly important for big brands, such as with Dell, who recently announced they have generated over $1m in sales through the service.

On 12 February 2009 hundreds of cities around the world will be hosting Twestivals, bringing together Twitter communities for an evening of fun, all to raise money and awareness for Charity: Water.
Ambergreen will be on hand to interview participants as they enter the Twestival for a special video that will be produced for distribution after the event.

By engaging with the very people who have embraced this rapidly growing micro-blogging service, Ambergreen aims to capture authentic insights into Twitter as well as producing facts and figures about the event.

Arranged in a matter of weeks by supporters of Twitter, the event is the first major offline gathering of the Scottish faithful, many of who have already engaged with each other on the social networking tool, but have never met in person.

Eliza Dashwood, Director of Sales and Marketing at Ambergreen said: “We are delighted to be sponsoring our local Twestival and know with the McTwitterati being so active it is sure to be a very special event.”

“All of us are great fans of Twitter, and we know how important it is for engaging with your peers and spreading information.”

Ambergreen has pioneered the use of social media by business and recognises how important Twitter is for any brand wanting to succeed online.

“From a marketing perspective Twitter is a fantastic way to engage directly with your customers with a transparency you just don’t get from other social media. You can choose who you want to follow and who is allowed to follow you, allowing for a very personal experience.”

“Big brands need to use Twitter and use it properly. If they just create a profile publishing links to new press releases the likelihood is people are going to switch off from it.

“But Twitter does have so much to offer and we believe there are five factors associated with social media like Twitter that will determine who will win in the digital landscape. Community, trust, permission, transparency and value.”

The Edinburgh Twestival takes place on February 12 from 7pm at the Hawke and Hunter. Go to for tickets and follow @EdTwestival for updates.

Follow Ambergreen on Twitter: @ambergreenim

I twit, do you twoo?

Thursday, January 29th, 2009

Everybody is talking about it. It’s the ‘in’ social media tool…it’s Twitter.

Early adopters were counting down to the return of Friday Night with Jonathan Ross, but for very different reasons. Will Stephen Fry and Jonathan Ross talk about twitter? And, much like the countdown to the millennium (albeit with very little hint of panic)…what’s going to happen once Twitter enters the mainstream?

Well celebrity endorsement may have contributed to the surge in UK Twitter popularity but to be honest it couldn’t come at a better time.

This February 12 sees the inaugural Twestival with events across the globe bringing together Twitter communities for fun filled occasions, all in the aid of Charity : Water.

The Edinburgh Twestival, to be held at the newly refurbished Hawke and Hunter, sold out like hot cakes. Tickets flew off the e-shelf as the Scottish twitter community swooped to ensure their part in such an exciting event.

We here at Hot Tin Roof are happy to be attending and are keen to spread the good word.

If you were also lucky enough to get tickets we look forward to a night of live music, auctions and prizes…oh and twitter.

Our Chris Welton can be found on twitter at:

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