Covering…• Twitter refresh• Opportunity• Strategy• Content• Visuals• Timing• Structure• Platforms• Measurement@lulugrimm |...
Twitter refresh…• Twitter is an information network• Millions use it to discover and share new information• Gather market ...
Twitter Growth• 500 million: Twitter users• 200 million: Monthly active users• 400 million: Tweets per day• 60%: access Tw...
Twitter Rules@lulugrimm | @lisabuyer | #zenith2013
Keep it RealBe AUTHENTIC!Be PersonableWould you say it to your mom?Don’t Be a Spammer. Avoid being a robotic-like Twitterm...
Brevity@lulugrimm | @lisabuyer | #zenith2013
Profile Optimization@lulugrimm | @lisabuyer | #zenith2013
Profile Optimization• SEO Title – Your Name (username) on Twitter: Your name under the Profile Settings and your usernamea...
Tweet Structure@lulugrimm | @lisabuyer | #zenith2013
Tweet Structure1. Headline or phrase2. Link3. Hashtag - using hashtags thatinfluencers use will get you noticedby people i...
HashtagsThe # symbol, called a hashtag, is used to mark keyword topics in atweet. For best practices with hashtags, follow...
Why do People RT?People Polled Say They Retweet• Valuable content – 92%• Personal connection to the original tweeter –84%•...
Twitter Favorites@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
Twitter for PR• Develop a content strategy• Create or integrate Twitter account specifically fornews and automatically pub...
Optimizing News on Twitter• Hashtags– #pubcon #socialmedia– #realestate #PR• @replies with industry experts and/orthe medi...
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013#FAIL
Twitter Pitch@lulugrimm | @lisabuyer | #zenith2013
Know your story so you can tell itThis Not ThisKnow yourself so you can know your story@lulugrimm | @lisabuyer | #zenith2013
Social Media Strategy Basics…• Goals– Overarching aim, big picture• Objectives– Must be measurable and ladder to big pictu...
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013Trending:Social Strategy for Tragedy
@lulugrimm | @lisabuyer | #zenith2013
Do this…@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
Don’t do this…@lulugrimm | @lisabuyer | #zenith2013
Or this…@lulugrimm | @lisabuyer | #zenith2013
Strategy for Tragedy Basics…• Know thy brandself• Communications plan• Stakeholder meeting• Remove scheduled content• Ceas...
Content Strategy@lulugrimm | @lisabuyer | #zenith2013
Content MixOriginal (50%)• Branded content leveraging existingbrand assets that align with contentstreamsPromotional (10%)...
Content Calendar@lulugrimm | @lisabuyer | #zenith2013This mix of content will keep the content feeling personal, accessibl...
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
Vine• Twitter owned• Launched January 2013• Create short, looping sixsecond videos with sound• Social network• Sharing cap...
Vine stats…• Branded Vine videos are shared 4X more thanbranded Internet videos• Five Vines shared per second on Twitter• ...
Wolverine Trailer Teaser• 359 Likes on Vine• Media Coverage- Tech Crunch- Mashable- The Verge- BuzzFeed- Slate- Hollywood ...
@lulugrimm | @lisabuyer | #zenith2013
Vine Film Festival@lulugrimm | @lisabuyer | #zenith2013
Set It and Forget It Always On, Engaged@lulugrimm | @lisabuyer | #zenith2013
Superbowl
Superbowl
Listening + Engagement FTW!@lulugrimm | @lisabuyer | #zenith2013
Listening + Engagement FTW!@lulugrimm | @lisabuyer | #zenith2013
Brands have conversations too!@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013“Social Media Roadmap” was feature of Fast Company’s September Issue.Fast Company soc...
Campaign Integration (multichannel)@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
@lulugrimm | @lisabuyer | #zenith2013
Metrics• Awareness KPIs:– Impressions, reach & frequency against the targetaudience, earned media value– Lift in branded s...
@lulugrimm | @lisabuyer | #zenith2013
Takeaways…@lulugrimm | @lisabuyer | #zenith2013
Source: Buddy Media
Sign up for SocialPRSecrets.com by Lisa BuyerRelease Date: June 12@lulugrimm | @lisabuyer | #zenith2013
Thank You!@lulugrimm | @lisabuyer | #zenith2013
Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
Twitter PR Secrets and Marketing Fiesta - Get publicity, build relationships, build, discover, share info
Upcoming SlideShare
Loading in …5
×

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

591 views
518 views

Published on

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.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
591
On SlideShare
0
From Embeds
0
Number of Embeds
101
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. Covering…• Twitter refresh• Opportunity• Strategy• Content• Visuals• Timing• Structure• Platforms• Measurement@lulugrimm | @lisabuyer | #zenith2013
    2. 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. 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. 4. Twitter Rules@lulugrimm | @lisabuyer | #zenith2013
    5. 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. 6. Brevity@lulugrimm | @lisabuyer | #zenith2013
    7. 7. Profile Optimization@lulugrimm | @lisabuyer | #zenith2013
    8. 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. 9. Tweet Structure@lulugrimm | @lisabuyer | #zenith2013
    10. 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. 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. 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. 13. Twitter Favorites@lulugrimm | @lisabuyer | #zenith2013
    14. 14. @lulugrimm | @lisabuyer | #zenith2013
    15. 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. 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. 17. @lulugrimm | @lisabuyer | #zenith2013
    18. 18. @lulugrimm | @lisabuyer | #zenith2013
    19. 19. @lulugrimm | @lisabuyer | #zenith2013
    20. 20. @lulugrimm | @lisabuyer | #zenith2013
    21. 21. @lulugrimm | @lisabuyer | #zenith2013#FAIL
    22. 22. Twitter Pitch@lulugrimm | @lisabuyer | #zenith2013
    23. 23. Know your story so you can tell itThis Not ThisKnow yourself so you can know your story@lulugrimm | @lisabuyer | #zenith2013
    24. 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. 25. @lulugrimm | @lisabuyer | #zenith2013
    26. 26. @lulugrimm | @lisabuyer | #zenith2013Trending:Social Strategy for Tragedy
    27. 27. @lulugrimm | @lisabuyer | #zenith2013
    28. 28. Do this…@lulugrimm | @lisabuyer | #zenith2013
    29. 29. @lulugrimm | @lisabuyer | #zenith2013
    30. 30. Don’t do this…@lulugrimm | @lisabuyer | #zenith2013
    31. 31. Or this…@lulugrimm | @lisabuyer | #zenith2013
    32. 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. 33. Content Strategy@lulugrimm | @lisabuyer | #zenith2013
    34. 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. 35. Content Calendar@lulugrimm | @lisabuyer | #zenith2013This mix of content will keep the content feeling personal, accessible, and authentic.
    36. 36. @lulugrimm | @lisabuyer | #zenith2013
    37. 37. @lulugrimm | @lisabuyer | #zenith2013
    38. 38. @lulugrimm | @lisabuyer | #zenith2013
    39. 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. 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. 41. Wolverine Trailer Teaser• 359 Likes on Vine• Media Coverage- Tech Crunch- Mashable- The Verge- BuzzFeed- Slate- Hollywood Reporter@lulugrimm | @lisabuyer | #zenith2013
    42. 42. @lulugrimm | @lisabuyer | #zenith2013
    43. 43. Vine Film Festival@lulugrimm | @lisabuyer | #zenith2013
    44. 44. Set It and Forget It Always On, Engaged@lulugrimm | @lisabuyer | #zenith2013
    45. 45. Superbowl
    46. 46. Superbowl
    47. 47. Listening + Engagement FTW!@lulugrimm | @lisabuyer | #zenith2013
    48. 48. Listening + Engagement FTW!@lulugrimm | @lisabuyer | #zenith2013
    49. 49. Brands have conversations too!@lulugrimm | @lisabuyer | #zenith2013
    50. 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. 51. Campaign Integration (multichannel)@lulugrimm | @lisabuyer | #zenith2013
    52. 52. @lulugrimm | @lisabuyer | #zenith2013
    53. 53. @lulugrimm | @lisabuyer | #zenith2013
    54. 54. @lulugrimm | @lisabuyer | #zenith2013
    55. 55. @lulugrimm | @lisabuyer | #zenith2013
    56. 56. @lulugrimm | @lisabuyer | #zenith2013
    57. 57. @lulugrimm | @lisabuyer | #zenith2013
    58. 58. @lulugrimm | @lisabuyer | #zenith2013
    59. 59. @lulugrimm | @lisabuyer | #zenith2013
    60. 60. @lulugrimm | @lisabuyer | #zenith2013
    61. 61. @lulugrimm | @lisabuyer | #zenith2013
    62. 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. 63. @lulugrimm | @lisabuyer | #zenith2013
    64. 64. Takeaways…@lulugrimm | @lisabuyer | #zenith2013
    65. 65. Source: Buddy Media
    66. 66. Sign up for SocialPRSecrets.com by Lisa BuyerRelease Date: June 12@lulugrimm | @lisabuyer | #zenith2013
    67. 67. Thank You!@lulugrimm | @lisabuyer | #zenith2013

    ×