“REACH 200  MILLION USERS —TWITTER SECRETS <br />OF TOP 10 MOST FOLLOWED BRANDS”<br />Featuring: John Earnhardt, Director,...
JOHN EARNHARDT manages the social media team responsible for the award-winning News@Cisconews site and other corporate com...
CHRIS BECHTEL has been a marketing and communications professional for more than 15 years, specializing in helping organiz...
TWITTER BEST PRACTICES POLL – HIGHLIGHTS<br />Does your company use Twitter? (14.5% No; 85.5% Yes)<br />
What do you use Twitter for?<br />
What top brands do you follow on Twitter? <br />
How do you measure “success” on Twitter?<br />
Outline of Webinar<br />New Survey Results: The top brands on Twitter by # of followers, engagement and influence scores<b...
The Rising Importance of Twitter <br />
Twitter: Global and Mobile<br />
Why you should be on Twitter <br />John Belushi: “Don’t cost nothing”<br />People expect you to be there<br />Influencers ...
Cisco’s Social Media Presence <br />32 external blogs<br />700 bloggers<br />300+ global channels 3500+ videos<br />100+ p...
Corporate Communications Presence <br />Blogs.cisco.com/news<br />Youtube.com/cscopr<br />Newsroom.cisco.com<br />978 vide...
Corporate Handle: @CiscoSystems<br /><ul><li> Followers: </li></ul>Over 56,000 globally <br /><ul><li> Ave. daily increase...
 Ave. engagements: </li></ul>-52 retweets<br />-20 mentions<br /><ul><li>Typical Mentions:
Sales inquiries
Tech support
Training
General technology</li></li></ul><li>Twitter @ Cisco <br />100+ <br />Twitter Handles<br />
Twitter @ Cisco <br />Employees <br />+ <br />Executives<br />
Twitter is a Two-way Conversation <br />1.) <br />
Integrate Twitter into your Campaigns<br /><ul><li>First Cisco video with over 100,000 views on YouTube and translated int...
9 videos tweeted over 1,200 times and received 1,700 facebook shares
 34% increase in visitor traffic in Q4 of FY10
 Over 73 articles and blogs including: Mashable, The Washington Post,  WSJ , AllThingsD</li></li></ul><li>User Twitter to ...
 Use Twitter to amplify content  and drive engagement
 Twitter and other social tools provide comms professionals the tools to help tell the story and expand reach  </li></li><...
Share technology insights
Get feedback on her ideas and presentations</li></li></ul><li>Activate Global Amplification with Cisco Tweeps<br /><ul><li...
 Maximize reach of content across Cisco owned social channels
Upcoming SlideShare
Loading in …5
×

CommPRO.biz presents: Twitter Best Practices Webinar - Featuring Cisco's John Earnhardt & iPressroom's Chris Bechtel

2,692 views

Published on

Slides for the 4.25.11 one-hour webinar presented by Cisco Social Media Director John Earnhardt, moderated by iPressroom CEO Chris Bechtel and hosted by CommPRO.biz Partner Brian Pittman. This webinar includes a results of a Twitter Best Practices poll of PR professionals - and includes a white paper: http://www.ipressroom.com/twitter-tips.

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,692
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
28
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Brunswick Research, Spring 2011
  • Other Twitter Stats: 25 billion – Number of sent tweets on Twitter in 2010100 million – New accounts added on Twitter in 2010175 million – People on Twitter as of September 20107.7 million – People following @ladygaga (Lady Gaga, Twitter’s most followed user).Source: Internet 2010 in numbersPingdomJanuary 2011http://royal.pingdom.com/2011/01/12/internet-2010-in-numbers/
  • While vast majority of our social foot print to date is on Facebook and Twitter, we are expanding to other sites such as LinkedIn, Slideshare and Sribd. We are constantly looking for innovative ways to use the various social channels
  • And don’t forget to share best practices with your communityBlog posts, award submissions and speaking engagements such as this one, all helps to elevate your brand as a thought leader/expert in social media
  • When helping our people to navigate through the world of Social Media, we believe we should always have two objectives :We want to encourage people, because it’s the way to become the next generation collaboration leader we want to beWe must protect both our firm and our people when traveling through a world where everything is more open and everyone is more exposed than ever before.While the first one is more about culture, values and strategy, the second one is more about legal precautions and requirements. Both are necessary and need to be balanced. We also need to make sure that we are addressing all audiences involved, starting with three groups of employees: Employees who use corporate social media, be it externally or internallyEmployees who use social media in their private life, but reveal themselves as Cisco employeesEmployees who might become social media users in the futureFinally, we also need to consider the visitors to our corporate social media and how we want to engage with them in an encouraging, but safe way.In terms of the approach we believe there are four elements that will allow us to meet the objectives:We need a social media policy defining a clear and easily accessible set of rules of engagement across all social mediaOur audiences are not equally influential in this process. Let’s give the most support to those who will make the biggest differenceSystematic education is key. We cannot expect our people to pick up the new rules of engagement by accident. Remember John Mackey!Social media is at least as much about listening as it is about talking. We need to have the radar on all the time. Remember Dell!
  • CommPRO.biz presents: Twitter Best Practices Webinar - Featuring Cisco's John Earnhardt & iPressroom's Chris Bechtel

    1. 1. “REACH 200 MILLION USERS —TWITTER SECRETS <br />OF TOP 10 MOST FOLLOWED BRANDS”<br />Featuring: John Earnhardt, Director, Social Media, Cisco<br />Moderator: Chris Bechtel, President & CEO, iPressroom<br />Host: Brian Pittman, CommPRO.biz<br />DATE: Wednesday, April 27, 2011 <br />TIME:1PM EST; Noon CST; 11AM MST; 10AM PST<br />
    2. 2. JOHN EARNHARDT manages the social media team responsible for the award-winning News@Cisconews site and other corporate communications channels, such as The Platform blog and Facebook page, Twitter @CiscoSystems (2010 B2BTwitterer of the Year), LinkedIn, Ustream and Flickr site. <br />He also manages the team’s media strategy, corporate op-ed program, broadcast media strategy and executive media training. He is also “blogger-in-chief” and “tweeter-in-chief” for the company. <br />Follow him on Twitter @urnhart<br />
    3. 3. CHRIS BECHTEL has been a marketing and communications professional for more than 15 years, specializing in helping organizations from Fortune 500 companies to non-profits maximize the results of their marketing and PR programs through the use of technology and strategic communications. <br />He is president and CEO of iPressroom, an online marketing and public relations software and services provider specializing in online newsrooms, social media communications websites, podcasts and more. <br />MODERATORChris Bechtel<br />iPressroom, Inc.<br />1607 16th Street, Ste. 208Santa Monica, CA 90404<br />www.ipressroom.com<br />cbecthel@ipressroom.com<br />800.514.1897 ext. 500<br />
    4. 4. TWITTER BEST PRACTICES POLL – HIGHLIGHTS<br />Does your company use Twitter? (14.5% No; 85.5% Yes)<br />
    5. 5. What do you use Twitter for?<br />
    6. 6. What top brands do you follow on Twitter? <br />
    7. 7. How do you measure “success” on Twitter?<br />
    8. 8. Outline of Webinar<br />New Survey Results: The top brands on Twitter by # of followers, engagement and influence scores<br />Best Practices: How Cisco uses Twitter<br />Why Twitter? Key Twitter Marketing Stats<br />How to create a stellar Twitter Strategy<br />Secrets of Effective Engagement: Actionable tips you can implement immediately to boost your Twitter engagement and grow your followers<br />New ways to improve your existing Twitter presence<br />Twitter applications and features every business owner should consider<br />Secrets of creating killer Tweets that get shared and how to generate updates that attract more comments, fans and online ROI<br />Measuring: Twitter Insights and other analytics<br />SAMPLE TWEET:<br />“@Urnhart from @CiscoSystems dropping some mad @Twitter knowledge.”<br />@yourtwitterhandlehere<br />
    9. 9. The Rising Importance of Twitter <br />
    10. 10.
    11. 11. Twitter: Global and Mobile<br />
    12. 12.
    13. 13. Why you should be on Twitter <br />John Belushi: “Don’t cost nothing”<br />People expect you to be there<br />Influencers are there<br />Customers, investors, etc. are there<br />Great real-time search<br />Early warning system for buzz/crisis<br />ANOTHER critical channel to communicate<br />Don’t have to spend a lot of time on it for it to be useful<br />
    14. 14. Cisco’s Social Media Presence <br />32 external blogs<br />700 bloggers<br />300+ global channels 3500+ videos<br />100+ private and public communities <br />80 Cisco Pages <br />60Kemployees<br />300+ photos<br />400kviews<br />100+ Cisco handles<br />
    15. 15. Corporate Communications Presence <br />Blogs.cisco.com/news<br />Youtube.com/cscopr<br />Newsroom.cisco.com<br />978 videos<br />1.87M views<br />42K members<br />Corporate Blog<br />121K views/qtr<br />News@Cisco<br />3M views/qtr<br />Facebook.com/cisco<br />Flickr.com/cisco_pics<br />@ciscosystems<br />57K followers<br />159K Fans<br />1.95M views/qtr<br />
    16. 16. Corporate Handle: @CiscoSystems<br /><ul><li> Followers: </li></ul>Over 56,000 globally <br /><ul><li> Ave. daily increase: 134 additional followers
    17. 17. Ave. engagements: </li></ul>-52 retweets<br />-20 mentions<br /><ul><li>Typical Mentions:
    18. 18. Sales inquiries
    19. 19. Tech support
    20. 20. Training
    21. 21. General technology</li></li></ul><li>Twitter @ Cisco <br />100+ <br />Twitter Handles<br />
    22. 22. Twitter @ Cisco <br />Employees <br />+ <br />Executives<br />
    23. 23. Twitter is a Two-way Conversation <br />1.) <br />
    24. 24. Integrate Twitter into your Campaigns<br /><ul><li>First Cisco video with over 100,000 views on YouTube and translated into 15 different languages
    25. 25. 9 videos tweeted over 1,200 times and received 1,700 facebook shares
    26. 26. 34% increase in visitor traffic in Q4 of FY10
    27. 27. Over 73 articles and blogs including: Mashable, The Washington Post,  WSJ , AllThingsD</li></li></ul><li>User Twitter to Amplify your Story Globally<br /><ul><li> Issue corporate news via blog vs. press release (ex: dividend blog, Talk2Cisco)
    28. 28. Use Twitter to amplify content and drive engagement
    29. 29. Twitter and other social tools provide comms professionals the tools to help tell the story and expand reach </li></li></ul><li>Get Your Executives Involved <br />Uses her Twitter Community of over 1.3M followers to<br /><ul><li>Amplify Cisco’s voice on Cloud, Unified Computing and tech innovation
    30. 30. Share technology insights
    31. 31. Get feedback on her ideas and presentations</li></li></ul><li>Activate Global Amplification with Cisco Tweeps<br /><ul><li> Internal resource/tool for submitting SM amplification request
    32. 32. Maximize reach of content across Cisco owned social channels
    33. 33. Average of 7-10 requests weekly </li></li></ul><li>Share The Twitter Love!<br />
    34. 34. Writing Effective Tweets<br />As with ALL communications: <br />What is your goal? Who is your audience?<br />LESS than 140…room for RT<br />SEO is key: write for what people may search for<br />Use the Hastag: #<br />URL if sharing something (bit.ly) (tinyurl)<br />Give opinion/insight: (liked) (disliked) (here’s why x is right/wrong)<br />8 to 12 a day…more is bordering on spam<br />Space out your tweets<br />Be responsive – go to DM and @’s<br />Learn shorthand (communications = comms) or use TweetDeck<br />Give something that people can’t get elsewhere from you – i.e. what is additive? What is the value of following you?<br />
    35. 35. Influencer Relations and Communication Faux Pas<br />Offline and online rules are the same.<br />You cannot legislate common sense. <br />Bad comms is bad comms. <br />If you are a PR Person, it is your job to go where reporters are. Reporters are on twitter.<br />You only get one chance to make a first impression<br />READ what your reporters write<br />READ what your reporters tweet<br />Most common reporter pet peeve?<br />- Being pitched by someone who clearly doesn’t follow them or read them or know their beat.<br />Just as in offline life, follow a reporter prior to pitching.<br />Tweets are public.<br />
    36. 36. Our Approach to Social Media Governance<br />Strategy<br />Social Media Policy<br />Educate<br />Listen<br />Participate<br />Audiences<br />Employees using corporate and personal social media<br />External visitors to corporate social media<br />Objectives<br />Encourage the use of social media, but…<br />Protect both the company and individuals<br />http://www.slideshare.net/CiscoSystems/cisco-social-media-guidelines-june-2010<br />
    37. 37. Cisco Corporate Social Media Guidlines<br />
    38. 38. What’s Next on Twitter? <br />More Ads…targeted tweets.<br />How are they going to monetize?<br />Passionate user base. Open data.<br />Cisco and Twitter:<br />Continue expanding Twitter presence globally<br />Improve on workflow process/capabilities to manage amplification and engagement <br />
    39. 39. Social Media Innovations: The New Corporate Newsroom<br />Coming Soon!<br />“the network”<br />newsroom.cisco.com <br /> - New Social Media Functionality<br /><ul><li> New editorial approach
    40. 40. New ways to engage with content
    41. 41. Global content </li></li></ul><li>THANK YOU<br />1-800-514-1897 Ext. 500<br />iPressroom Los Angeles HQ<br />1607 16th Street, Suite 208<br />Santa Monica, CA 90404<br />

    ×