Twitter 101 By Don Martelli VP & Dir. of Digital Communications e: donald.martelli@mslworldwide.com Twitter: @bigguyd Blog: prfinishline.blogspot.com Social Media Links: www.donmartelli.com 05.12.09

Agenda About Conversation Context Basic Understanding & Getting Started Signing up Customizing Navigating Twitter How to use Twitter (literally) Finding People Tools of the Trade Twitter In Use Wells Fargo Best Doctors, Inc. Best Practices Twitter Glossary Measurement Let’s Get Started!

About

Conversation Context

Basic Understanding & Getting Started

Signing up

Customizing

Navigating Twitter

How to use Twitter (literally)

Finding People

Tools of the Trade

Twitter In Use

Wells Fargo

Best Doctors, Inc.

Best Practices

Twitter Glossary

Measurement

About About MS&L Founded in U.S. in 1938 54 offices in 28 countries More than 1,500 staff Affiliate network reaching 40 additional countries Top public relations agency in the Publicis Groupe Represent Fortune 50 companies and leading organizations throughout network Award winning digital programs Core areas of expertise: consumer, corporate, healthcare and non-profit About Me Native New Englander, Northeastern University ’96 (Journalism) Reporter for the Boston Globe (general assignment, business & politics) Six years of client side experience in education Media Relations On/offline creative design Agency experience Corporate, healthcare, non-profit and technology accounts Media relations, on/offline creative design and digital communications Leading digital practice for MS&L’s Boston office

About MS&L

Founded in U.S. in 1938

54 offices in 28 countries

More than 1,500 staff

Affiliate network reaching 40 additional countries

Top public relations agency in the Publicis Groupe

Represent Fortune 50 companies and leading organizations throughout network

Award winning digital programs

Core areas of expertise: consumer, corporate, healthcare and non-profit

About Me

Native New Englander, Northeastern University ’96 (Journalism)

Reporter for the Boston Globe (general assignment, business & politics)

Six years of client side experience in education

Media Relations

On/offline creative design

Agency experience

Corporate, healthcare, non-profit and technology accounts

Media relations, on/offline creative design and digital communications

Leading digital practice for MS&L’s Boston office

Conversation Context Micro-blogging is a relatively new phenomenon defined as “a form of blogging that lets you write brief text updates (140 characters) Twitter is THE most popular micro-blogging platforms Estimated 5 million users Nearly $60 million in secured funding Rumored to be on Google & Apple’s buy list ($700 million) Users interact with this system by either using a Web interface, desktop apps or mobile devices Social networking for personal and business use Brand building in its simplest form Think grocery isle conversations / Facebook status updates Twitter has something for everyone Can be used for B2C, B2B, Non-profit and Govt. entities Help build stronger relationships with customers, media/bloggers, clients, co-workers, prospects, etc. Can be a rolling focus group and help quickly manage a crisis

Micro-blogging is a relatively new phenomenon defined as “a form of blogging that lets you write brief text updates (140 characters)

Twitter is THE most popular micro-blogging platforms

Estimated 5 million users

Nearly $60 million in secured funding

Rumored to be on Google & Apple’s buy list ($700 million)

Users interact with this system by either using a Web interface, desktop apps or mobile devices

Social networking for personal and business use

Brand building in its simplest form

Think grocery isle conversations / Facebook status updates

Twitter has something for everyone

Can be used for B2C, B2B, Non-profit and Govt. entities

Help build stronger relationships with customers, media/bloggers, clients, co-workers, prospects, etc.

Can be a rolling focus group and help quickly manage a crisis

Basic Understanding of How Twitter Works

Six Steps To Get Started 1

1

Getting Started 2

2

Getting Started 3

3

Getting Started 4

4

Getting Started 5

5

Getting Started 6

6

Custom Background Example

Navigating Your Twitter Home Page 1 2 3 1 – Where you tweet 2 – Your “following” stream 3 – Stats 4 – Replies, direct messages and favs 5 - Trending 4 5

How to Use Twitter (Literally) @ - used when replying to a tweet (public), e.g. @bigguyd d - used when sending someone a direct message (private), e.g. d bigguyd # (hashtag) - used to group and find content on Twitter (search.twitter.com)

@ - used when replying to a tweet (public), e.g. @bigguyd

d - used when sending someone a direct message (private), e.g. d bigguyd

# (hashtag) - used to group and find content on Twitter (search.twitter.com)

Finding People “ Find People” tab on Twitter.com Generic search On other networks Invite by email Suggested users Visit http://Twitter.com/public_timeline Trending via your home page or search.twitter.com Following people that reply to folks that you’re following Basic Google search, i.e. search: “Don Martelli” and “Twitter” Variety of online resources, including: Nearby Tweets - http://nearbytweets.com Mr Tweet - http://mrtweet.net TweeterTags - http://www.tweetertags.com/tags TweetWorks - http://tweetworks.com/ Twellow - http://www.twellow.com/ TwitterFriends - http://twitter-friends.com

“ Find People” tab on Twitter.com

Generic search

On other networks

Invite by email

Suggested users

Visit http://Twitter.com/public_timeline

Trending via your home page or search.twitter.com

Following people that reply to folks that you’re following

Basic Google search, i.e. search: “Don Martelli” and “Twitter”

Variety of online resources, including:

Nearby Tweets - http://nearbytweets.com

Mr Tweet - http://mrtweet.net

TweeterTags - http://www.tweetertags.com/tags

TweetWorks - http://tweetworks.com/

Twellow - http://www.twellow.com/

TwitterFriends - http://twitter-friends.com

Some Tools of the Trade Web Desktop Apps Mobile Snitter TweetDeck Tweetie for Mac Twitter Wiki: http://twitter.pbworks.com/Apps Twitterberry Tweetie for iPhone m.twitter.com

Twitter In Use: Blogger Relations for Wells Fargo Someday Stories Challenge Drive consumers to the Wells Fargo Someday Stories website to register and vote for a grand prize winner who would receive $100,000 towards making their “Someday Story” come true. Approach Target influential bloggers (through email pitching and Twitter) that produced content resonating with each of the five finalists. In Boston’s case, the finalist was a young entrepreneur and editor of Yaldah Magazine, a periodical focusing on health, education, career, family and society for young Jewish women. MS&L Boston pitched a select Boston-based, Jewish bloggers in hopes of a blogger “meet-up” where we would conduct live interviews. Additionally, MS&L Boston pitched various Boston-based bloggers that covered media, contests and entrepreneurism. Working with our digital team, we developed a widget that bloggers could use on their site to promote the contest. Results MS&L conducted a “tweet-up” at a popular Jewish bloggers home (Juggling Frogs) and invited other area bloggers to attend the one-hour event. Out of the 15 widely read bloggers, all but three wrote about the contest. Three bloggers attended the tweet-up with the Someday Stories finalists. Postings resulted in over five million impressions. The Boston Someday Stories finalist was the winner, securing over 4,000 more votes than the runner-up.

Challenge

Drive consumers to the Wells Fargo Someday Stories website to register and vote for a grand prize winner who would receive $100,000 towards making their “Someday Story” come true.

Approach

Target influential bloggers (through email pitching and Twitter) that produced content resonating with each of the five finalists.

In Boston’s case, the finalist was a young entrepreneur and editor of Yaldah Magazine, a periodical focusing on health, education, career, family and society for young Jewish women.

MS&L Boston pitched a select Boston-based, Jewish bloggers in hopes of a blogger “meet-up” where we would conduct live interviews.

Additionally, MS&L Boston pitched various Boston-based bloggers that covered media, contests and entrepreneurism.

Working with our digital team, we developed a widget that bloggers could use on their site to promote the contest.

Results

MS&L conducted a “tweet-up” at a popular Jewish bloggers home (Juggling Frogs) and invited other area bloggers to attend the one-hour event.

Out of the 15 widely read bloggers, all but three wrote about the contest. Three bloggers attended the tweet-up with the Someday Stories finalists.

Postings resulted in over five million impressions.

The Boston Someday Stories finalist was the winner, securing over 4,000 more votes than the runner-up.

Challenge Enable a B2B employee benefits company to gain thought leadership in the clouded and competitive healthcare media space Approach Utilize a mix of online, self-publishing and social media marketing to build stronger relationships with key healthcare media influencers, analysts and potential customers Train company executives on the use and benefits of a variety of social media services (e.g. Twitter & blogging) capable of building brand awareness Develop and implement a blogger relations campaign via Twitter to secure awareness for compelling executive opinions on healthcare issues Results Launched company’s first ever blog @ seefirstblog.com In just two months, averaging 500+ unique visitors a month Secured two cross post partnership agreements Better Health Blog (18,000 unique targeted visitors/month) Benefits & Compensations (2,000 unique, targeted visitors) Launched president’s Twitter account Significant following in a short time-frame Conversations with Better Health blogger led to hosting the very popular Grand Rounds weekly blog segment Twitter and blog posts used to improve media understanding of company’s mission, vision and expertise on employer healthcare needs Twitter In Use: Getting Best Doctors Fused Into the Online Healthcare Conversation

Challenge

Enable a B2B employee benefits company to gain thought leadership in the clouded and competitive healthcare media space

Approach

Utilize a mix of online, self-publishing and social media marketing to build stronger relationships with key healthcare media influencers, analysts and potential customers

Train company executives on the use and benefits of a variety of social media services (e.g. Twitter & blogging) capable of building brand awareness

Develop and implement a blogger relations campaign via Twitter to secure awareness for compelling executive opinions on healthcare issues

Results

Launched company’s first ever blog @ seefirstblog.com

In just two months, averaging 500+ unique visitors a month

Secured two cross post partnership agreements

Better Health Blog (18,000 unique targeted visitors/month)

Benefits & Compensations (2,000 unique, targeted visitors)

Launched president’s Twitter account

Significant following in a short time-frame

Conversations with Better Health blogger led to hosting the very popular Grand Rounds weekly blog segment

Twitter and blog posts used to improve media understanding of company’s mission, vision and expertise on employer healthcare needs

Best Practices Post about topics important to you/your business Interact and engage to build audience Follow people of interest to you not just because they are popular Don’t feel obligated to follow back Be wary of spam twitterers and “block” them Media/blogger interaction Don't pitch someone on Twitter that you don't already have a relationship with Identify the Tweet as a pitch Short and sweet. One sentence, one link -Invite a DM or email for more info Remember Twitter's purpose - don't pitch more than you Tweet #journchat: Monday’s, 8-10pm EST

Post about topics important to you/your business

Interact and engage to build audience

Follow people of interest to you not just because they are popular

Don’t feel obligated to follow back

Be wary of spam twitterers and “block” them

Media/blogger interaction

Don't pitch someone on Twitter that you don't already have a relationship with

Identify the Tweet as a pitch

Short and sweet. One sentence, one link -Invite a DM or email for more info

Remember Twitter's purpose - don't pitch more than you Tweet

#journchat: Monday’s, 8-10pm EST

Twitter Glossary (sample) Tweeting: the definition of someone who is actually writing out their comments Tweeple: people who tweet and are twitters Tweeps or Tweeples: your followers TweetUp: gathering of Twexting: the act of tweeting via text messaging Twitterati: celebrity and a-listers Twitterverse: all of Twitter and its users

Tweeting: the definition of someone who is actually writing out their comments

Tweeple: people who tweet and are twitters

Tweeps or Tweeples: your followers

TweetUp: gathering of

Twexting: the act of tweeting via text messaging

Twitterati: celebrity and a-listers

Twitterverse: all of Twitter and its users

Measurement No silver bullet / still evolving Basics Followers Retweets Trending hashtags #followfriday Twittertise Analytics and Tweet-delay service that helps you plan and track your advertising messages Web traffic URL Shorteners like bit.ly Google Analytics WebTrends Tweetburner Helps measure your relevance Twitter Grader Ggrade your tweets

No silver bullet / still evolving

Basics

Followers

Retweets

Trending hashtags

#followfriday

Twittertise

Analytics and Tweet-delay service that helps you plan and track your advertising messages

Web traffic

URL Shorteners like bit.ly

Google Analytics

WebTrends

Tweetburner

Helps measure your relevance

Twitter Grader

Ggrade your tweets

Questions? ?

Thank You! Don Martelli VP & Dir. of Digital Communications e: donald.martelli@mslworldwide.com Twitter: @bigguyd Blog: prfinishline.blogspot.com Social Media Links: www.donmartelli.com