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@space150 ©2013
LISA BUYER
AuthorSocia PR Expert
@lisabuyer
Confidential and Proprietary space150 ©2013
HH Book
Signing
@space150 ©2013
LISA GRIMM
PR + EM Director@space150
@lulugrimm
Agenda/ What good is it anyway?
/ Twitter for Business 2014
/ What’s New?
/ Profiles + Optimization
/ Content + Engagement
/ Measurement + Reporting
/ #FaveTools
/ #AUA - Ask us anything:)@lisabuyer | @lulugrimm | #zenith14
What good is it anyway?/ Direct to audience relationship building
/ Customer Service
/ Media Relations
/ Building Community
/ News Feed
/ Reputation Management
/ Promotion
/ Tie in an offline marketing plan
/ Ex: Twitter TV
Twitter for Business 2014
Confidential and Proprietary space150 ©2013
Mobile + Social have profoundly changed how we experience and share
11/7/13Source: IDC !
Source: Twitter
255million
Monthly active users worldwide
Source: IDC !Source: Twitter
100million
Daily active users worldwide
Source: IDC !Source: Brickfish
52million
Are in the U.S.
Source: IDC !Source: Brickfish
500million
Tweets per day
Source: IDC !Source: Brickfish
5,700 Tweets per second
Source: IDC !Source: Twitter
400million
Tweets per day
Source: IDC !Source: Twitter
18% Of Internet users are on Twitter
Source: IDC !Source: Pew Research
86% Use Twitter on a mobile device
Source: IDC !Source: Twitter
31% Are ages 18-29
Source: IDC !Source: Twitter
Vine/ Twitter owned
/ Launched Jan. 2013
/ 22 million uniques a month
/ Create six-second looping video
/ Social network
/ Sharing capabilities to Twitter + FB
/ 1 in 5 tweets contains a Vine link
@lisabuyer | @lulugrimm | #zenith14
1800percent
Increase in mobile video traffic by 2016
Source: IDC !Source: Twitter
55percent
Of all Internet traffic will be video by 2016
Source: IDC !Source: Twitter
Tweep Was added to the Webster Dictionary in 2014
Source: IDC !Source: Twitter
n. a person who uses the online messaging service Twitter to send and receive tweets.
What’s New?
Profiles
Engaging tweets appear larger
Featured Tweets Pinned to Top
Embedded Tweets
Embedded Tweets
Embedded Timelines
Twitter Cards/ Summary cards / Summary card w/ large image / Photo cards /Gallery card /Player card (VIDEO) /Product card /Lead gen card /Website cards
/App installs
@lisabuyer | @lulugrimm | #zenith14
How long does this take?
Less than 15
minutes*
https://dev.twitter.com/docs/cards
Twitter Card Analytics
Twitter Card Analytics
Your Twitter Analytics
Optimize Your Profile
Tweet Structure
/ Headline or phrase/ Links/ Hashtags! (Using hashtags will get you noticed by people in niche categories)
@lisabuyer | @lulugrimm | #zenith14
The # symbol, called a hashtag, is used to mark keyword topics in a tweet. For best practices with hashtags, follow these expert tips: !
/ No more than 3 hashtags per tweet / End it with a hashtag. Avoid starting a tweet with a hashtag.
/ Fastest hashtags. Find hashtags by performing a keyword search just like you would Google, use the ones that move fastest and seem to best fit your topic area.
/ Hashtag caution: Too many hyperlinks (hashtags) will actually devalue the tweet.
@lisabuyer | @lulugrimm | #zenith14
Why do people RT?/ Valuable content – 92% / Personal connection to the original tweeter – 84% / Thought the tweet was funny – 66% / Incentive given in exchange – 32% / Because there was a request made – 26% / Tweet came from a celebrity – 21%
@lisabuyer | @lulugrimm | #zenith14
Favorites
Mark Traphagan Online Director of Stone Temple Pilots
Businesses and bloggers fail to share their content after the initial publication 80% of the time
@lisabuyer | @lulugrimm | #zenith14
Content
Confidential and Proprietary space150 ©2013
.com/blogHUB
ContentStrategy
DistributionPlan
Editorial/Visual Voice + Tone Editorial Calendar
(Created, Curated, UGC, Co-Created) Engagement Strategy
Story Platform
What we believe. Why it matters.
Who it matters to. Content Hub
Cross-Channel Integration Real-Time Response
First, Strategy
Confidential and Proprietary space150 ©2013
Tell an engaging story that builds relationships direct-to-audience.
!Source: Mobithinking
Comms Strategy Basics/ Goals
/ Overarching aim, big picture
/ Objectives
/ Must be measurable and ladder to big picture
/ Strategies
/ Your roadmap
/ Tactics
/ The details
Content Approach
.com/blog
Create content hub, content creation, distribution and conversation strategy
space150
Content Strategy
Distribution Plan
Editorial/Visual Voice + Tone Editorial Calendar
(Created, Curated, UGC, Co-Created) Engagement Strategy
Story PlatformWhat we believe. Why it matters.
Who it matters to. Content Hub
Cross-Channel Integration Real-Time Response
Confidential and Proprietary space150 ©2013
Original (50%) Creative and branded content that align with brand content streams!Promotional (10%) Brand integrations, fan offers, flash giveaways, and contests!UGC (20%) Brand content created by fans, followers, etc., e.g. fan comments, fan images, feedback reviews, etc. !
Curated (20%) Content produced by another party that aligns with your content strategy
20%
10%
20%
50%
Found/UGC Curated
Promotional Original
Content Mix
@lisabuyer | @lulugrimm | #zenith14
Confidential and Proprietary space150 ©2013
Content Calendar
@lisabuyer | @lulugrimm | #zenith14
Confidential and Proprietary space150 ©2013
Listening, transparency and authentic engagement have never been more important.
!Source: Mobithinking
Crisis Comms
Confidential and Proprietary space150 ©2013
Executive Comms Director Communication Director for IAC / InterActiveCorp
@space150 ©2013
Timeline
12/20 | 5:30 #hasjustinelandedyet is created
12/20 | 1:30 Valleywag editor tells Buzzfeed
media frenzy ensues
hashtag trends worldwide
12/21 IAC terminates Sacco
12/22 Sacco apologizes
Confidential and Proprietary space150 ©2013
Issue Resolution
“The offensive comment does not reflect the views and values of IAC. We take this issue
very seriously, and we have parted ways with the employee in question.”
Confidential and Proprietary space150 ©2013
Do’s + Donts
Create timely relevant, and
on-brand content
DO
DOFind timely
relevant, and on-brand ways
to engage
Be a newsjacking douchebag :)
DON’T
The Internet will hunt you down meme-
style
DON’T
Be HUMAN! Engage your Community LIKE A BOSS!
GE
GE
GE
Media Relations/Pitching
Today Show Newsroom
Twitter Pitching
Timing + Scheduling
Tips for successful tweeting
Paying to Play
Why ads?
/Twitter is still the best real-time news network
/Builds audience and reach /Can have more exposure than organic
/Lead gen /Media relations
Why ads?
Twitter Ads Overview
Promoted Tweets
•Regular tweets but with the added bonus of reaching both current and potential targeted followers !
•Found in Twitter timeline and search
Promoted Tweets
•For PR news !
•NBC reports Academy Award Win for Director
Promoted Accounts/ Quickly reach more followers / Build community advocates / Target by:
/ Geo / Interests
/ Pay only when people follow you back
Retargeting
#FaveTools
Buffer Tip
Go back to old content: !
/ Blog posts / Press releases / FAQs / CEO bio !
and Buffer them!
Tweetdeck
@lulugrimm | @lisabuyer | #zenith2013
IFTTT
Klout
Klout
Analytics + Measurement
Awareness KPIs: /Impressions, reach & frequency against the target audience, earned media value/Lift in branded search impressions, and share of voice!Engagement KPIs: Replies, retweets, favorites, and #hashtag mentions!Traffic KPIs: Clicks > Acquisitions > Sales > Revenue
Metrics
Takeaways
Takeaways/ Twitter is here to stay. IPO is funding new offerings for brands and
marketers.
/ Make Twitter work for your brand; define how it serves your broader mar comm strategy
/ Understand Twitter’s latest offerings and how they can benefit your business
/ ADD VISUALS!!!
/ Optimize your profile with keywords, hashtags and links
/ Amplify distribution with ads
Takeaways (cont.)/ The real time power of Twitter can work for a brand or turn into a public
relations nightmare; HAVE A PLAN
/ Media relations is happening on Twitter! Identify the media that matter to your brand, follow then and build a relationship.
/ Take advantage of tools and platforms to make your life easier
/ Don't forget about your brand’s past content and be careful not to make the mistake of publishing a blog post, sharing once and forgetting it
/ MEASURE!!!
Bonus: Twitter Accts to Follow/ @TwitterSmallBiz
/ @Tweetdeck
/ @TeamTwitter
/ @TwitterMobile
/ @TwitterComms
/ @TwitterAds
/ @TwitterMedia
/ @TwitterSearch
/ @AllTwtr
#AUAAsk Us Anything
THANK YOU!
Appendix
Confidential and Proprietary space150 ©2013@lisabuyer | @lulugrimm | #zenith14
Twitter’s New Profile•Custom header and background •Larger profile image •Similar to Facebook •Promotion opportunity to pin a tweet to top •Followers displayed in Pinterest-like board versus list •Cleaner – more white space
Twitter + KloutPerception is reality Reality is perceptionYour Klout score influences and represents your • Expertise• Credibility• Tweet Reach• Use it as an indicator but not sole indicator
