Twitter 201: Real World Guidance for Building a

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Moderate to advanced topics on using Twitter to communicate, build influence and to market. By Heidi Sullivan and Kevin McFall

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  • Laurie
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  • Jackie Chan, the 56-year-old popular Hong-Kong actor did not die, but has instead becomethe latest victim of Twitter death hoax of as some of those tweeting about the topic he has simply been designated as a Really Inspiring Person using the acronym R.I.P.
  • #Winning has taken on a life of its own after first being created and used by Hollywood actor @CharlieSheen
  • Twitter 201: Real World Guidance for Building a

    1. 1. Twitter 201<br />Heidi Sullivan VP, Media Research <br />@hksully <br />Kevin McFall VP, Business Development <br />@JournoPR3point0 <br />
    2. 2. Questions?<br />If you are experiencing audio issues, please contact:<br />WebEx Technical Support at: 1-866-569-3239 <br />During today’s web seminar, attendees will be in listen-only mode.<br />If you have a question during the presentation, you may submit it online by entering it in the Q&A panel<br />Click the “?” icon located on the floating toolbar at the lower right side of your screen to open the Q&A panel. Simply type your question into the dialog box and click the Send button. <br />
    3. 3. Webinar Hashtag #cision<br />Follow Us!<br />
    4. 4. What We’ll Cover<br />Gauging Popularity, Trust & Influence<br />Hashtags, Twitter Lists & Trending Topics<br />Twitter Management Tools<br />Brand Management vs. Personal Branding<br />Measuring Twitter ROI<br />
    5. 5. Popularity, Trust & Influence<br />
    6. 6. Do you believe the follower hype?<br />
    7. 7. My strategy is that Twitter is a marketing broadcast platform, and so the way it gets to be the best platform you could have is to have as many different followers as possible, which to put it mildly, is radically different from most people — who believe they should have a Kumbaya soulful experience with every follower.<br />Guy KawasakiAlltop<br />
    8. 8. Caring about number of followers is going to take you down a path that’s not very satisfying…even if you get the numbers, if you’re surrounded by a million (jerks), is that as much fun as being surrounded by a thousand brilliant, fun, great people?<br />Robert Scoble, Scobleizer<br />
    9. 9. Using Twitter Influence Identification Tools(or creating your own) to measure who is influential in your space<br /><ul><li>Popularity/Reach
    10. 10. Engagement/Activity
    11. 11. Trust/Authority
    12. 12. Network Influence
    13. 13. Amplification
    14. 14. Relevance</li></li></ul><li>Popular Free Twitter Influence Measurement Tools<br />Identifies influencers through a unique score that includes Twitter & Facebook statistics.<br />Identifies influencers through a unique score. Very popular in the UK.<br />Identifies influencers through a unique score *on hiatus for a few weeks due to Twitter API changes<br />
    15. 15. Identify your Keywords<br /><ul><li>Google AdWords
    16. 16. Keyword Discovery
    17. 17. Wordtracker
    18. 18. Google Suggest
    19. 19. Yahoo! Search Assist</li></li></ul><li>Monitoring & Mapping Your Results<br />Monitor with keywords, brand names and competitor names to begin tracking influencers<br /><ul><li>Use the simple Twitter search tool search.twitter.comfor smaller initiatives; note you won’t see older tweets
    20. 20. A paid social media monitoring solution like Cision Social Media or Radian6 can provide you with additional content and topic trends</li></li></ul><li>Collect handles and details on an initial list of influencers<br /><ul><li>Use a Twitter Influence Measurement Tool to map your results.
    21. 21. Identify each influencers’ additional outposts, tone, preferences, etc</li></li></ul><li>Hashtags, Lists and Trending Topics<br />
    22. 22. #Winning with Lists, Trending Topics, & Hashtags<br />Lists for events, topics, communities, industries<br />Getting added and adding others<br />Use Twitter home page or search to ID top topics<br />Finding hashtags that are already being used vs. creating a new one<br />Don’t overuse hashtags in your own content<br />
    23. 23. Lists Can Help You Organize & Engage<br />Industry Peers and Professionals Lists<br />Expert identification and aggregation<br />Recognize and Reward Customers Lists<br />Niche Lists<br />Geographic Lists<br />Event Attendees and Live-Tweeters Lists<br />Personal or Professional Affiliations<br />
    24. 24. Trending Topics<br />Use Trending Topics to:<br />Identify potential story ideas & angles<br />Begin to engage with others who are influential or engaging in topics of interest and importance to you<br />Follow with caution!<br />Trackable topics increasing in popularity based on the number of people tweeting about it<br />
    25. 25. Searching for Trending Topics<br /><ul><li>Use the @ symbol to search by user handles
    26. 26. from: and to: qualifiers
    27. 27. Date based
    28. 28. since:2008-04-18 or until:2011-04-04
    29. 29. Location based
    30. 30. keyword(s) near:Chicago within:50mi
    31. 31. Sentiment based
    32. 32. Positive: Frontera Grill :)
    33. 33. Negative: Car repair :(
    34. 34. Question filter
    35. 35. ‘best PR software ?’
    36. 36. Source filter march madness
    37. 37. source:tweetdeck</li></li></ul><li>Example of a Trending Topic Gone Wrong<br />
    38. 38. Twitter Hashtags<br />Hashtag – the#symbol,is used to mark keywords or topics in a Tweet<br />It is simply a way for people to search for tweets that have a common and/or recurring topic<br />Hashtags allow you to create communities of people interested in the same topic by making it easier for them to find and share info related to it.<br />#cisionrocks<br />
    39. 39. #solopr<br />#PRpro<br />#PR<br />#PRintern <br />#PRjobs <br />#blogchat<br />#journchat <br />#Commschat<br />#pr20chat<br />#measurePR<br />#EntryPR <br />#PRadvice <br />#PRStudChat<br />
    40. 40. Hashtag in Action<br />
    41. 41. Twitter Management Tools<br />
    42. 42. Benefits of Twitter Management Tools<br />Manage multiple accounts with multiple users<br />Listen to / Monitor what’s being said about your brand<br />Schedule and archive tweets<br />Post updates to multiple accounts simultaneously<br />Statistics and analysis tools<br />Visualizations of your relationships and connectedness<br />
    43. 43. Twitter Management Tools<br />TweetDeck for Desktop<br />Hootsuite for iPad<br />
    44. 44. Resource List of Twitter Management Tools<br />HootSuite<br />TweetDeck<br />CoTweet<br />Tweetie (For the Mac generation)<br />Ping.fm<br />JournalistTweets.com<br />Other tools for managing multiple accounts: MATT, TwitIQ, Tweet3<br />OneForty.com is the leading site to learn about Twitter tools<br />
    45. 45. Follower Management Tools<br />
    46. 46. Brand Management vs. Personal Branding<br />
    47. 47. Avatar vs. Photo<br />“Your company is not choosing just a picture. You’re choosing a voice for the account, a personality, a strategy!” Mark Schaefer, Grow<br />“I think a face is weird because it’s a company/entity not a person and as you say, people leave/change.  And some logos are iconic and memorable … My son knew companies by their logos before he could read, and now he is probably a Starbucks lifer.  But I might just be the oddball here.”<br />Cathy (in a PR-Squared.com post) SHIFT Communications<br />“I personally think it’s a better strategy to have them participate under the brand name but using a gravatar that mixes their picture with the company logo.”<br />Jon Buscall, Jontus Media<br />
    48. 48. Should my brand’s Twitter avatar be a logo or a person?<br />Logo<br />Makes staff transitions easier (new reps, vacations, etc.)<br />Provides Brand Recognition & Context<br />Photo<br />More personal & engaging (Adds a human element to your brand<br />Easier to insert personality<br />Orange County Register<br />@OCReggie<br />Olivier Blanchard<br />@thebrandbuilder<br />Yvette Pistorio<br />@cision<br />
    49. 49. How many Twitter handles are too many?Multiple Handles vs. Single Handle<br /><ul><li>Easier to maintain
    50. 50. Allows for transparent interaction
    51. 51. Authenticity</li></ul>Multiple interests<br />Distinct engagement<br />Easy to maintain with tools<br />Kevin McFall<br />@TV2point0<br />Kevin DJ McFall<br />@megamix86<br />Kevin 911 McFall<br />@Spotted9s<br />Heidi Sullivan<br />@hksully<br />Kevin McFall<br />@JournoPR3Point0<br />
    52. 52. Measuring Twitter ROI<br />
    53. 53. Developing Business Objectives<br />
    54. 54. Establishing Benchmarks<br /><ul><li>Identify influencers
    55. 55. Locate communities
    56. 56. Determine share of conversation
    57. 57. Know your keywords
    58. 58. Pick your metrics</li></li></ul><li>QUESTIONS?<br />Laurie Mahoney Laurie.Mahoney@Cision.com<br />Brandon Andersen Brandon.Andersen@Cision.com<br />

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