Experts on PR And Twitter

Experts on PR & Twitter – Vegas 2009
Building PR Authority on TwitterPresented by Sean Jackson, CEO of Ecordia

Sean A Jackson@seanthinks
CEO of Ecordia
17+ Years in Interactive Technology Development
50+ Web Application Built
Vice President DFW SEM
Past President Dallas Ad League (AAF-Dallas)
Member of DallasRoundTable
Speaker & Lecturer

BBS
Web
IRC
IM
MySpace
Facebook
Public Relations and…

PR success for any medium…
Monitor
Engage
Advocate
Clarify

Clarify

Limitations of Twitter…
10% represent 90% of all tweets (SM avg 10%/30%)
78.1%is babble or conversations
1%of addicts = 35% of visits
72% passers-by
27%are regular users
29.2%of businesses use Twitter to find or request business-related information (10th on the list after RSS)

Why You Should Use Twitter…
Is my audience there?
Is it important to my efforts?
Can I/we engage?
Can I/we sustain?

Monitor

RSS is your friend…

…if you know what to find!
seo OR “search engine optimization” +“need” –http ?
Proper Names + Intent

“need”
“want”
“help”
“idea”
“why”
“bad” & other negative sentiments

Proper Names

Brand (products & company)
Names
User Accounts
Market Terms
Competition
Misspellings of all

Engage

Process Oriented Approach
Investment of time, effort and money
Define Rules, Procedures & Responsibilities

What events will we respond to?
When will we respond?
Who will respond?
How will we respond?

The goal of engagement is…
Authority!

What is Authority on Twitter?
As defined by Bing (according to SearchEngineNews.com)
Number of Followers (more ranks higher)
Number of retweets the poster has received (more is better)
Protected Tweets don’t matter
Retweets and duplicate tweets may be ranked lower
Tweets only last 7 days in the current index, so Fresh Tweets are important

What is Authority on Twitter?
The more people following you who retweet your constant stream of fresh content equals authority.

Creating Authority
What to look for…

Lists/Reviews
Breaking News
Research
How-to Guides
Limited/Exclusive Offers

Don’t Re-Tweet…REWRITE!
Be USEFUL to the reader,
Provide him with a sense of URGENCY,
Convey the idea that the main benefit is somehow UNIQUE; and
Do all of the above in an ULTRA-SPECIFIC way.
http://www.copyblogger.com/how-to-write-headlines-that-work/

Building your Authority
Spread the Word

Email everyone to follow you
Reach out to your other social networks
Give simple instructions for HOW(provide a link)
Use the word “Please” – “Please follow me”
Repeat Often

Find the 10%

Conferences

Give them a reason
“Top 5 reason you should follow me on Twitter”
Organize Your Twitter Lists

People I know and trust me
People I know who know me
People I don’t know

Maintain your Authority
Schedule content for distribution
http://www.twaitter.com/
Respond quickly to questions/needs
Acknowledge retweeters
Promote your accomplishments

Advocate

90% Authority | 10% Advocate
Authority Content Guide
Never retweet…rewrite
Limit links (danzarrella.com)
Constant stream of 4U’s
Advocate Content Guide
Unique story about you
Post on your web presence
Send out a Press Release
Whybuilds Authority (TwitterFeed)
When Monday or Thursday
How PR Newswire, Business Wire, MarketWire
What a compelling story(see me on Thurs @ 1:30)

When to Tweet
First published on major news site
Any time a site re-edits the release
What to Tweet
Adapt headlines to Twitter Lists
Include a link to the most authoritative news site
When to Send
11:30 CST and 4PM CST (pearanalytics)
Tuesday or Friday
Acknowledge & Connect
Reach out to journalist who re-edit your release
Become an authority source for them
Acknowledge/thank retweeters

Is Twitter Right For You?
Monitor to respond
Engage with Authority
Advocate sparingly……but with Authority

Research & Refence
Copyblogger.com
http://www.copyblogger.com/how-to-write-headlines-that-work/
http://www.copyblogger.com/writing-headlines-that-get-results/
Danzarrella.com
http://danzarrella.com/weekends-and-afternoons-show-the-highest-twitter-ctrs.html
http://www.twaitter.com/
http://blogs.harvardbusiness.org/cs/2009/06/new_twitter_research_men_follo.html
http://www.web-strategist.com/blog/2008/12/08/understanding-hp-labs-twitter-research/
http://pearanalytics.com/blog/2009/twitter-study-reveals-interesting-results-40-percent-pointless-babble/
http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2317/2063
http://blogs.business.com/b2b-online-marketing/2009/businesscom-b2b-social-media-case-study/
Searchenginenews.com