PRSA - Global Trends and Topics


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This presentation was delivered by Jeff Yaniga at the 2010 PRSA - Sunshine District Conference on June 18th.

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PRSA - Global Trends and Topics

  1. 1. Monitoring Global Trends and Topics<br />(Advanced Twitter)<br />Jeff Yaniga<br />DestinationRx<br />@myworkaccount<br />PRSA – 2010 Sunshine District Conference<br />
  2. 2. Agenda<br />The Current State of Twitter<br />Why Monitoring Matters for Marketing and PR Professionals<br />Twitter Tools<br />Strategy<br />Slides will be made available at:<br /><br />
  3. 3. How Relevant is Twitter? <br />
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  7. 7.<br />Web traffic Analysis Service that publishes approximate number of visitors to the top 1,000,000 websites in the world<br />Twitter Instruments <br />
  8. 8. Compete for PR and Marketing <br /><ul><li> Comparing Your Traffic Versus That of A competitor (Coke vs. Pepsi)
  9. 9. Identifying Trends
  10. 10. Identifying Spikes</li></li></ul><li>
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  13. 13. Small to Mid-Size Budget <br />Big Budget – Fully Integrated <br />Tracking clicks<br />Snapshot Search<br />Monitoring Keywords<br />Engaging advocates and influencers<br />Outsourcing through industry leaders<br />Hiring dedicated resources<br />Deploying to cross functional teams<br />Monitoring Global Trends and Topics<br />
  14. 14. Monitor Your Brand: Why This Matters<br />Compliments Turn Into Ambassadors <br />Recognition breeds advocacy<br />Expands your “External PR Team”<br />It’s an offensive and defensive strategy. (If something does go wrong, and it will, guess who comes to your aid first.)<br />Best Practices:<br />“Favorite” those who compliment your brand or service<br />Send advocates a personal DM and #FF<br />Use a bookmark tool (i.e. Delicious) to capture all the compliments, link to this Delicious page on your website<br />
  15. 15. Monitor Your Brand: Why This Matters<br />WTF???<br />
  16. 16. Monitor Your Brand: Why This Matters<br />The Curmudgeon Loves Company..just not yours. <br />Fast recognition turns mountains into mole hills.<br />Ignoring complaints turns mole hills into mountains.<br />Complaints are contagious. They draw out similar customer experiences. <br />Impressive handling OFTEN results in Ambassadors.<br />Best Practices<br />Frank Eliason–<br />Full Disclosure<br />Invite clarification, gracefully and politely move debate offline<br />
  17. 17. Monitor Your Brand: Why This Matters<br />If it sounds like a duck…..<br />Address it with ops.<br />Talk. Talk. Talk to your community.<br />
  18. 18. Monitor Your Brand: Why This Matters<br />Dirty Laundry, Crisis and Shiny Objects<br />Some topics online can draw big crowds. Big crowds present big opportunities: <br />To observe the dynamics of the pack mentality<br />To role play even if your brand isn’t involved<br />The power of authenticity and a sense of humor<br />Worst Practices<br />Best Practices<br />
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  31. 31. Monitor Your Brand: Why This Matters<br />Keep your friends close, and the influencers closer.<br />Connect with them. <br />By nature they love giving advice. Ask them for it. Early and often.<br />Best Practices<br />Identify influencers as soon as possible.<br />Court them through meaningful relevant conversation. <br />
  32. 32.<br />Calculates Blogosphere “Authority” Daily<br />Twitter Instruments <br />
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  34. 34.<br />Twitter Yellow Pages. Search results are Returned by number of Twitter followers<br />Twitter Instruments <br />
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  36. 36.<br />BaSIC AND Advanced Twitter Search Vehicle<br />Twitter Instruments <br />
  37. 37. Twitter Search for PR and Marketing <br /><ul><li> Snapshot in Time
  38. 38. Narrowing Down the Twittervese
  39. 39. by date
  40. 40. by geo
  41. 41. by language
  42. 42. by sentiment  or 
  43. 43. by sender, by recipient, etc. </li></li></ul><li>
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  45. 45.<br />A Utility that shortens a long URL. It enables the ability to track the resulting usage<br />Twitter Instruments <br />
  46. 46. for PR and Marketing <br /><ul><li> Keep a record of how many clicks your tweets received
  47. 47. Check out how many clicks other Tweets have received
  48. 48. Determine sources of clicks and country of origin</li></li></ul><li>
  49. 49.<br />Google Alerts for Twitter<br />Twitter Instruments <br />
  50. 50. Tweetbeep for PR and Marketing <br /><ul><li> Set up alerts for your brand, your competitor or words that are mission critical to your business
  51. 51. Snapshot of “Sentiment”, What is being said along with your keyword or brand</li></li></ul><li>
  52. 52. <ul><li> Twitter Search your brand and your top Competitor, Read the Tweets
  53. 53. Check your Bit.Ly Report for most active links
  54. 54. Review your tweetbeep digest for associated Sentiment
  55. 55. Keep a daily log!!!</li></ul>15 Minute Per Day Strategy<br />
  56. 56.<br />Search Keywords within Facebook, whether you want to Share or not<br />Twitter Instruments <br />
  57. 57. YourOpenBook for PR and Marketing <br /><ul><li> Wake up call for the confusion of facebook privacy settings
  58. 58. A way to identify additional mentions of your brand or keywords
  59. 59. Another way to log sentiment</li></li></ul><li>
  60. 60.<br />A visualization of what is popular on Twitter, and what is not, and how keywords relate to each other. <br />HINT: Register for a free account to enable 90 / 180 Day Views <br />Twitter Instruments <br />
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  68. 68. DIY Advice<br />Clearly Define what you are trying to Accomplish<br />Choose Tools that will Serve above mentioned Objectives<br />“Staff” it appropriatelY<br />Before you fully engage…prepare. <br />
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  70. 70. Advanced Monitoring – Outsource Tools <br />Visible Technologies<br />Buzzlogic<br />TNS CYMFONY<br />Nielson<br />Trackur<br />SM2 from Techrigy<br />Brands Eye<br />Reputation Defender<br />Sentiment Metrics<br />Brandwatch<br />Radian6<br />
  71. 71. What Do They Do?<br /><ul><li>They aggregate Quantitative Data For YOU
  72. 72. Mentions
  73. 73. Comments
  74. 74. Retweets
  75. 75. Lists</li></li></ul><li>What Do They Do?<br /><ul><li>They Assemble Qualitative Data For YOU
  76. 76. Tone
  77. 77. Sentiment
  78. 78. Perceptions
  79. 79. Sources</li></li></ul><li>What Do They Do?<br /><ul><li>They Do The Same for your Key Competitors
  80. 80. They integrate Data from Webtrends Web Analytics and CRM</li></li></ul><li>
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  83. 83. In Summary<br /><ul><li> No Channel is an island. Monitoring and engaging should be part of your overall strategy
  84. 84. For crying out loud, we can’t take ourselves so seriously. Have fun, it’s Sexy.
  85. 85. Seek first to understand, then to be understood.</li></li></ul><li>Let’s Connect<br />Jeff Yaniga<br />WOrk:<br />Personal:<br /><br />