Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
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Learn the latest Twitter PR Secrets with Lisa Buyer and Lisa Grimm. Twitter has matured significantly over the past years, and 2013 brings tremendous opportunity, both to win big and waste your time. ...

Learn the latest Twitter PR Secrets with Lisa Buyer and Lisa Grimm. Twitter has matured significantly over the past years, and 2013 brings tremendous opportunity, both to win big and waste your time. Join industry favorites Lisa and Lisa for the 2013 version of last year’s raucous Zenith session. You’ll learn what Twitter is stellar for, how to engage in ways that benefit your business, realistic expectations, how to evaluate results, and mistakes to avoid.

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  • We have never before had the ability to communicate as quickly globally than we can today. Refer to Meeker’s crazy cell phone stat.
  • What are our values? Do you have a place in this conversation?Do we have a content strategy in place that deals with tragic situations?Remove
  • Moved from one way
  • Loads of retweets and favorites
  • Leveraging Twitter as channel to capture ideas for Daily Twist which is shared through its website, then to Facebook, Twitter, Tumblr and Pinterset.
  • Being engaged in you content strategy is the best way to determine when and when you shouldn’t be posting content.

Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info Presentation Transcript

  • 1. Covering…• Twitter refresh• Opportunity• Strategy• Content• Visuals• Timing• Structure• Platforms• Measurement@lulugrimm | @lisabuyer | #zenith2013
  • 2. Twitter refresh…• Twitter is an information network• Millions use it to discover and share new information• Gather market intelligence and insights• Build relationships with people who care about yourcompany@lulugrimm | @lisabuyer | #zenith2013
  • 3. Twitter Growth• 500 million: Twitter users• 200 million: Monthly active users• 400 million: Tweets per day• 60%: access Twitter via mobile device• 33,000: Tweets per second in Japan during NewYears@lulugrimm | @lisabuyer | #zenith2013
  • 4. Twitter Rules@lulugrimm | @lisabuyer | #zenith2013
  • 5. Keep it RealBe AUTHENTIC!Be PersonableWould you say it to your mom?Don’t Be a Spammer. Avoid being a robotic-like Twittermessenger (a.k.a., spammer)@lulugrimm | @lisabuyer | #zenith2013
  • 6. Brevity@lulugrimm | @lisabuyer | #zenith2013
  • 7. Profile Optimization@lulugrimm | @lisabuyer | #zenith2013
  • 8. Profile Optimization• SEO Title – Your Name (username) on Twitter: Your name under the Profile Settings and your usernameare the title tags for your profile. Keywords in your username are worthwhile if still available.• Profile Image – Filename and Your Name as ALT Tag: When it comes to your profile image, besure to optimize it with a branded image and also by using your name as the filename. Twitter will automatically use yourname under the Profile Settings as the ALT tag for your profile image as well.• Keywords in Your Bio: Your Twitter bio information is key and it is important to frontload your bio with strategic keywords. Services like Klout pull your Twitter bio information as your Klout profile description.FollowerWonk, Formulists, and other Twitter search engines use keywords in your bio in search results when people arelooking for similar tweeps to follow. You can also include a hashtag, link or another Twitter handle if applicable.@lulugrimm | @lisabuyer | #zenith2013
  • 9. Tweet Structure@lulugrimm | @lisabuyer | #zenith2013
  • 10. Tweet Structure1. Headline or phrase2. Link3. Hashtag - using hashtags thatinfluencers use will get you noticedby people in those niche circles@lulugrimm | @lisabuyer | #zenith2013
  • 11. HashtagsThe # symbol, called a hashtag, is used to mark keyword topics in atweet. For best practices with hashtags, follow these expert tips:• No more than 3 hashtags per tweet• End it with a hashtag. Avoid starting a tweetwith a hashtag.• Fastest hashtags. Find hashtags by performing akeyword search just like you would Google, use the ones thatmove fastest and seem to best fit your topic area.• Hashtag caution: Too many hyperlinks (hashtags)will actually devalue the tweet.
  • 12. Why do People RT?People Polled Say They Retweet• Valuable content – 92%• Personal connection to the original tweeter –84%• Thought the tweet was funny – 66%• Incentive given in exchange – 32%• Because there was a request made – 26%• Tweet came from a celebrity – 21%@lulugrimm | @lisabuyer | #zenith2013
  • 13. Twitter Favorites@lulugrimm | @lisabuyer | #zenith2013
  • 14. @lulugrimm | @lisabuyer | #zenith2013
  • 15. Twitter for PR• Develop a content strategy• Create or integrate Twitter account specifically fornews and automatically publish• All content from your online newsroom. You’ll reach1 in 10 journalists that way!• 45% increase in demand from journalists looking toreceive news from companies via Twitter• Build relationships with reporters!@lulugrimm | @lisabuyer | #zenith2013
  • 16. Optimizing News on Twitter• Hashtags– #pubcon #socialmedia– #realestate #PR• @replies with industry experts and/orthe media• Keywords/Keyword Phrases• Chats for exposure and throughleadership– Example:– #SocialChat #journchat
  • 17. @lulugrimm | @lisabuyer | #zenith2013
  • 18. @lulugrimm | @lisabuyer | #zenith2013
  • 19. @lulugrimm | @lisabuyer | #zenith2013
  • 20. @lulugrimm | @lisabuyer | #zenith2013
  • 21. @lulugrimm | @lisabuyer | #zenith2013#FAIL
  • 22. Twitter Pitch@lulugrimm | @lisabuyer | #zenith2013
  • 23. Know your story so you can tell itThis Not ThisKnow yourself so you can know your story@lulugrimm | @lisabuyer | #zenith2013
  • 24. Social Media Strategy Basics…• Goals– Overarching aim, big picture• Objectives– Must be measurable and ladder to big picture• Strategies– Your roadmap• Tactics– The detailsBrass Track Thinking: http://bit.ly/18wVtLa@lulugrimm | @lisabuyer | #zenith2013
  • 25. @lulugrimm | @lisabuyer | #zenith2013
  • 26. @lulugrimm | @lisabuyer | #zenith2013Trending:Social Strategy for Tragedy
  • 27. @lulugrimm | @lisabuyer | #zenith2013
  • 28. Do this…@lulugrimm | @lisabuyer | #zenith2013
  • 29. @lulugrimm | @lisabuyer | #zenith2013
  • 30. Don’t do this…@lulugrimm | @lisabuyer | #zenith2013
  • 31. Or this…@lulugrimm | @lisabuyer | #zenith2013
  • 32. Strategy for Tragedy Basics…• Know thy brandself• Communications plan• Stakeholder meeting• Remove scheduled content• Cease posting for a day or twoSource: Communications Passionista - http://bit.ly/SX0EKJ | Source: Search Engine Watch: http://bit.ly/ZgZtKJ@lulugrimm | @lisabuyer | #zenith2013
  • 33. Content Strategy@lulugrimm | @lisabuyer | #zenith2013
  • 34. Content MixOriginal (50%)• Branded content leveraging existingbrand assets that align with contentstreamsPromotional (10%)• Brand integrations, fan offers, flashgiveaways, and contentsUGC (20%)• Brand content created by fans,followers, etc., e.g. fan comments,fan images, feedback reviews, etc.Curated (20%)• Content produced by another partythat aligns with your content strategy
  • 35. Content Calendar@lulugrimm | @lisabuyer | #zenith2013This mix of content will keep the content feeling personal, accessible, and authentic.
  • 36. @lulugrimm | @lisabuyer | #zenith2013
  • 37. @lulugrimm | @lisabuyer | #zenith2013
  • 38. @lulugrimm | @lisabuyer | #zenith2013
  • 39. Vine• Twitter owned• Launched January 2013• Create short, looping sixsecond videos with sound• Social network• Sharing capabilities toFacebook and Twitter@lulugrimm | @lisabuyer | #zenith2013
  • 40. Vine stats…• Branded Vine videos are shared 4X more thanbranded Internet videos• Five Vines shared per second on Twitter• 4 percent of the top 100 Vines were made bybrands• Vines tweeted more on the weekend thanweekdays combined• Vine activity highest 10 a.m. – 11 a.m. ETSource: Adweek/Unruly - http://bit.ly/176H3kz@lulugrimm | @lisabuyer | #zenith2013
  • 41. Wolverine Trailer Teaser• 359 Likes on Vine• Media Coverage- Tech Crunch- Mashable- The Verge- BuzzFeed- Slate- Hollywood Reporter@lulugrimm | @lisabuyer | #zenith2013
  • 42. @lulugrimm | @lisabuyer | #zenith2013
  • 43. Vine Film Festival@lulugrimm | @lisabuyer | #zenith2013
  • 44. Set It and Forget It Always On, Engaged@lulugrimm | @lisabuyer | #zenith2013
  • 45. Superbowl
  • 46. Superbowl
  • 47. Listening + Engagement FTW!@lulugrimm | @lisabuyer | #zenith2013
  • 48. Listening + Engagement FTW!@lulugrimm | @lisabuyer | #zenith2013
  • 49. Brands have conversations too!@lulugrimm | @lisabuyer | #zenith2013
  • 50. @lulugrimm | @lisabuyer | #zenith2013“Social Media Roadmap” was feature of Fast Company’s September Issue.Fast Company socializes content by creating an interactive hub onFastCompany.com and drives multichannel.Curation
  • 51. Campaign Integration (multichannel)@lulugrimm | @lisabuyer | #zenith2013
  • 52. @lulugrimm | @lisabuyer | #zenith2013
  • 53. @lulugrimm | @lisabuyer | #zenith2013
  • 54. @lulugrimm | @lisabuyer | #zenith2013
  • 55. @lulugrimm | @lisabuyer | #zenith2013
  • 56. @lulugrimm | @lisabuyer | #zenith2013
  • 57. @lulugrimm | @lisabuyer | #zenith2013
  • 58. @lulugrimm | @lisabuyer | #zenith2013
  • 59. @lulugrimm | @lisabuyer | #zenith2013
  • 60. @lulugrimm | @lisabuyer | #zenith2013
  • 61. @lulugrimm | @lisabuyer | #zenith2013
  • 62. Metrics• Awareness KPIs:– Impressions, reach & frequency against the targetaudience, earned media value– Lift in branded search impressions, and share ofvoice• Engagement KPIs:– Replies, retweets, favorites, and #hashtagmentions• Traffic KPIs:– Clicks > Acquisitions > Sales > Revenue@lulugrimm | @lisabuyer | #zenith2013
  • 63. @lulugrimm | @lisabuyer | #zenith2013
  • 64. Takeaways…@lulugrimm | @lisabuyer | #zenith2013
  • 65. Source: Buddy Media
  • 66. Sign up for SocialPRSecrets.com by Lisa BuyerRelease Date: June 12@lulugrimm | @lisabuyer | #zenith2013
  • 67. Thank You!@lulugrimm | @lisabuyer | #zenith2013