CommPRO.biz presents: Twitter Best Practices Webinar - Featuring Cisco's John Earnhardt & iPressroom's Chris Bechtel

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

“REACH 200 MILLION USERS —TWITTER SECRETS OF TOP 10 MOST FOLLOWED BRANDS”

Featuring: John Earnhardt, Director, Social Media, Cisco

Moderator: Chris Bechtel, President & CEO, iPressroom

Host: Brian Pittman, CommPRO.bizDATE: Wednesday, April 27, 2011

TIME: 1PM EST; Noon CST; 11AM MST; 10AM PST


JOHN EARNHARDT manages the social media team responsible for the award-winning News@Cisco news site and other corporate communications channels, such as The Platform blog and Facebook page, Twitter @CiscoSystems (2010 B2B Twitterer of the Year), LinkedIn, Ustream and Flickr site.

He also manages the team’s media strategy, corporate op-ed program, broadcast media strategy and executive media training. He is also “blogger-in-chief” and “tweeter-in-chief” for the company.

Follow him on Twitter @urnhart


MODERATOR

Chris Bechtel

iPressroom, Inc.

1607 16th Street, Ste. 208

Santa Monica, CA 90404

www.ipressroom.com

[email protected]

800.514.1897 ext. 500

CHRIS BECHTEL has been a marketing and communications professional for more than 15 years, specializing in helping organizations from Fortune 500 companies to non-profits maximize the results of their marketing and PR programs through the use of technology and strategic communications.

He is president and CEO of iPressroom, an online marketing and public relations software and services provider specializing in online newsrooms, social media communications websites, podcasts and more.

http://www.ipressroom.com/

mailto:[email protected]


TWITTER BEST PRACTICES POLL – HIGHLIGHTS

Does your company use Twitter? (14.5% No; 85.5% Yes)

60-Second Twitter Best Practices Survey

Yes

No


What do you use Twitter for?

Publicity Brand building Customer ac-quisition

Retention Customer service

All of the above0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%



What top brands do you follow on Twitter?

NBANFL

Los Ang

eles

Lak

ers

Who

le Foo

ds

Zappo

sMLB

JetB

lue

Dell O

utle

t

Star

buck

s

Disne

y-Pi

xar

Sout

hwes

t Airl

ines

Face

book

Play

stat

ion

NHL

Elec

troni

c Arts FIF

A

Urban

Out

fitte

rs

Disne

y

Museu

m o

f Mod

ern

Art

Wyn

n La

s Veg

as

Adida

s

Resea

rch

in M

otio

n

Unice

f

Amer

ican

Red C

ross

Smith

soni

an0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%



How do you measure “success” on Twitter?

# f

ollow

ers

# o

f update

s

# o

f R

Ts

Volu

me o

f D

M (

d...

Follow

-to-f

ollow

e...

# o

f bra

nd m

enti

...

Tone o

f bra

nd m

e...

Oth

er

(ple

ase

sp...0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%



Outline of Webinar• New Survey Results: The top brands on

Twitter by # of followers, engagement and influence scores

• Best Practices: How Cisco uses Twitter• Why Twitter? Key Twitter Marketing Stats• How to create a stellar Twitter Strategy• Secrets of Effective Engagement:

Actionable tips you can implement immediately to boost your Twitter engagement and grow your followers

• New ways to improve your existing Twitter presence

• Twitter applications and features every business owner should consider

• Secrets of creating killer Tweets that get shared and how to generate updates that attract more comments, fans and online ROI

• Measuring: Twitter Insights and other analytics

SAMPLE TWEET:“@Urnhart from @CiscoSystems dropping some mad @Twitter knowledge.”

@yourtwitterhandlehere


The Rising Importance of Twitter



Twitter: Global and Mobile



Why you should be on Twitter

1. John Belushi: “Don’t cost nothing”

2. People expect you to be there

3. Influencers are there

4. Customers, investors, etc. are there

5. Great real-time search

6. Early warning system for buzz/crisis

7. ANOTHER critical channel to communicate

8. Don’t have to spend a lot of time on it for it to be useful


Cisco’s Social Media Presence

100+ Cisco handles

32 external blogs700 bloggers

100+ private and public communities

300+ photos400k views

300+ global channels 3500+ videos

80 Cisco Pages 60K employees


Corporate Communications Presence

Corporate Blog121K views/qtr

978 videos1.87M viewsNews@Cisco

3M views/qtr

1.95M views/qtr159K Fans57K followers 42K members

Newsroom.cisco.com Blogs.cisco.com/news Youtube.com/cscopr

Flickr.com/cisco_pics @ciscosystems Facebook.com/cisco


Corporate Handle: @CiscoSystems

• Followers: Over 56,000 globally

• Ave. daily increase: 134 additional followers

• Ave. engagements: -52 retweets-20 mentions

• Typical Mentions:- Sales inquiries- Tech support- Training - General technology


Twitter @ Cisco 100+

Twitter Handles


Twitter @ Cisco Employees

+ Executives


Twitter is a Two-way Conversation

1.)


Integrate Twitter into your Campaigns

- First Cisco video with over 100,000 views on YouTube and translated into 15 different languages

- 9 videos tweeted over 1,200 times and received 1,700 facebook shares

- 34% increase in visitor traffic in Q4 of FY10

- Over 73 articles and blogs including: Mashable, The Washington Post, WSJ , AllThingsD


User Twitter to Amplify your Story Globally• Issue corporate news via blog

vs. press release (ex: dividend blog, Talk2Cisco)

• Use Twitter to amplify content and drive engagement

• Twitter and other social tools provide comms professionals the tools to help tell the story and expand reach


Get Your Executives Involved

Uses her Twitter Community of over 1.3M followers to

Amplify Cisco’s voice on Cloud, Unified Computing and tech innovation

Share technology insights

Get feedback on her ideas and presentations


Activate Global Amplification with Cisco Tweeps

• Internal resource/tool for submitting SM amplification request

• Maximize reach of content across Cisco owned social channels

• Average of 7-10 requests weekly


Share The Twitter Love!


Writing Effective TweetsAs with ALL communications:

What is your goal? Who is your audience?

1. LESS than 140…room for RT

2. SEO is key: write for what people may search for

3. Use the Hastag: #

4. URL if sharing something (bit.ly) (tinyurl)

5. Give opinion/insight: (liked) (disliked) (here’s why x is right/wrong)

6. 8 to 12 a day…more is bordering on spam

7. Space out your tweets

8. Be responsive – go to DM and @’s

9. Learn shorthand (communications = comms) or use TweetDeck

10. Give something that people can’t get elsewhere from you – i.e. what is additive? What is the value of following you?


Influencer Relations and Communication Faux Pas1. Offline and online rules are the same.

2. You cannot legislate common sense.

3. Bad comms is bad comms.

4. If you are a PR Person, it is your job to go where reporters are. Reporters are on twitter.

5. You only get one chance to make a first impression

6. READ what your reporters write

7. READ what your reporters tweet

8. Most common reporter pet peeve?- Being pitched by someone who clearly doesn’t follow them or read

them or know their beat.

9. Just as in offline life, follow a reporter prior to pitching.

10.Tweets are public.


Our Approach to Social Media Governance

StrategySocial Media PolicyEducateListenParticipate

AudiencesEmployees using corporate and personal social media

External visitors to corporate social media

ObjectivesEncourage the use of social media, but…

Protect both the company and individuals

http://www.slideshare.net/CiscoSystems/cisco-social-media-guidelines-june-2010


Cisco Corporate Social Media Guidlines


What’s Next on Twitter? • More Ads…targeted tweets.

• How are they going to monetize?

• Passionate user base. Open data.

Cisco and Twitter:

• Continue expanding Twitter presence globally

• Improve on workflow process/capabilities to manage amplification and engagement


Social Media Innovations: The New Corporate Newsroom

- New Social Media Functionality - New editorial

approach

- New ways to engage with content

- Global content

Coming Soon!

“the network”newsroom.cisco.com


THANK YOU

1-800-514-1897 Ext. 500

iPressroom Los Angeles HQ

1607 16th Street, Suite 208

Santa Monica, CA 90404

Technology

CommPRO.biz presents: Twitter Best Practices Webinar - Featuring Cisco's John Earnhardt & iPressroom's Chris Bechtel