Experts on PR And Twitter

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At PubCon Vegas 2009, Sean Jackson, CEO of Ecordia presented his insights on the issues and tactics to use when addressing Public Relations issues on Twitter. Essentially this presentation details how companies can gain authority on Twitter and facilitate the advocacy of their issues.

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Experts on PR And Twitter

  1. 1. Experts on PR & Twitter – Vegas 2009<br />Building PR Authority on TwitterPresented by Sean Jackson, CEO of Ecordia<br />
  2. 2. Sean A Jackson@seanthinks<br />CEO of Ecordia<br />17+ Years in Interactive Technology Development<br />50+ Web Application Built<br />Vice President DFW SEM<br />Past President Dallas Ad League (AAF-Dallas)<br />Member of DallasRoundTable<br />Speaker & Lecturer<br />
  3. 3. BBS<br />Web<br />IRC<br />IM<br />MySpace<br />Facebook<br />Public Relations and…<br />
  4. 4. PR success for any medium…<br />Monitor<br />Engage<br />Advocate<br />Clarify<br />
  5. 5. Clarify<br />
  6. 6. Limitations of Twitter…<br />10% represent 90% of all tweets (SM avg 10%/30%)<br />78.1%is babble or conversations<br />1%of addicts = 35% of visits<br />72% passers-by<br />27%are regular users<br />29.2%of businesses use Twitter to find or request business-related information (10th on the list after RSS)<br />
  7. 7. Why You Should Use Twitter…<br />Is my audience there?<br />Is it important to my efforts?<br />Can I/we engage?<br />Can I/we sustain?<br />
  8. 8. Monitor<br />
  9. 9. RSS is your friend…<br />
  10. 10. …if you know what to find!<br />seo OR “search engine optimization” +“need” –http ?<br />Proper Names + Intent<br /><ul><li>“need”
  11. 11. “want”
  12. 12. “help”
  13. 13. “idea”
  14. 14. “why”
  15. 15. “bad” & other negative sentiments</li></ul>Proper Names<br /><ul><li>Brand (products & company)
  16. 16. Names
  17. 17. User Accounts
  18. 18. Market Terms
  19. 19. Competition
  20. 20. Misspellings of all</li></li></ul><li>Engage<br />
  21. 21. Process Oriented Approach<br />Investment of time, effort and money<br />Define Rules, Procedures & Responsibilities<br /><ul><li>What events will we respond to?
  22. 22. When will we respond?
  23. 23. Who will respond?
  24. 24. How will we respond?</li></li></ul><li>The goal of engagement is…<br />Authority!<br />
  25. 25. What is Authority on Twitter?<br />As defined by Bing (according to SearchEngineNews.com)<br />Number of Followers (more ranks higher)<br />Number of retweets the poster has received (more is better)<br />Protected Tweets don’t matter<br />Retweets and duplicate tweets may be ranked lower<br />Tweets only last 7 days in the current index, so Fresh Tweets are important<br />
  26. 26. What is Authority on Twitter?<br />The more people following you who retweet your constant stream of fresh content equals authority.<br />
  27. 27. Creating Authority<br />What to look for…<br /><ul><li>Lists/Reviews
  28. 28. Breaking News
  29. 29. Research
  30. 30. How-to Guides
  31. 31. Limited/Exclusive Offers</li></ul>Don’t Re-Tweet…REWRITE!<br />Be USEFUL to the reader,<br />Provide him with a sense of URGENCY,<br />Convey the idea that the main benefit is somehow UNIQUE; and<br />Do all of the above in an ULTRA-SPECIFIC way.<br />http://www.copyblogger.com/how-to-write-headlines-that-work/<br />
  32. 32. Building your Authority<br />Spread the Word<br /><ul><li>Email everyone to follow you
  33. 33. Reach out to your other social networks
  34. 34. Give simple instructions for HOW(provide a link)
  35. 35. Use the word “Please” – “Please follow me”
  36. 36. Repeat Often</li></ul>Find the 10%<br /><ul><li>Conferences</li></ul>Give them a reason<br />“Top 5 reason you should follow me on Twitter”<br />Organize Your Twitter Lists<br /><ul><li>People I know and trust me
  37. 37. People I know who know me
  38. 38. People I don’t know</li></li></ul><li>Maintain your Authority<br />Schedule content for distribution<br />http://www.twaitter.com/<br />Respond quickly to questions/needs<br />Acknowledge retweeters<br />Promote your accomplishments<br />
  39. 39. Advocate<br />
  40. 40. 90% Authority | 10% Advocate<br />Authority Content Guide<br />Never retweet…rewrite<br />Limit links (danzarrella.com)<br />Constant stream of 4U’s<br />Advocate Content Guide<br />Unique story about you<br />Post on your web presence<br />Send out a Press Release<br />Whybuilds Authority (TwitterFeed)<br />When Monday or Thursday<br />How PR Newswire, Business Wire, MarketWire<br />What a compelling story(see me on Thurs @ 1:30)<br />
  41. 41. When to Tweet<br />First published on major news site<br />Any time a site re-edits the release<br />What to Tweet<br />Adapt headlines to Twitter Lists<br />Include a link to the most authoritative news site<br />When to Send<br />11:30 CST and 4PM CST (pearanalytics)<br />Tuesday or Friday<br />Acknowledge & Connect<br />Reach out to journalist who re-edit your release<br />Become an authority source for them<br />Acknowledge/thank retweeters<br />
  42. 42. Is Twitter Right For You?<br />Monitor to respond<br />Engage with Authority<br />Advocate sparingly……but with Authority<br />
  43. 43. Research & Refence<br />Copyblogger.com<br />http://www.copyblogger.com/how-to-write-headlines-that-work/<br />http://www.copyblogger.com/writing-headlines-that-get-results/<br />Danzarrella.com<br />http://danzarrella.com/weekends-and-afternoons-show-the-highest-twitter-ctrs.html<br />http://www.twaitter.com/<br />http://blogs.harvardbusiness.org/cs/2009/06/new_twitter_research_men_follo.html<br />http://www.web-strategist.com/blog/2008/12/08/understanding-hp-labs-twitter-research/<br />http://pearanalytics.com/blog/2009/twitter-study-reveals-interesting-results-40-percent-pointless-babble/<br />http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2317/2063<br />http://blogs.business.com/b2b-online-marketing/2009/businesscom-b2b-social-media-case-study/<br />Searchenginenews.com<br />

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