Experts on PR And Twitter

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At the Experts on PR & Twitter session at PubCon Vegas 2009 - Sean Jackson, CEO of Ecordia presented his thoughts titled Building PR Authority on Twitter.

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  • Nice job Sean. Again I see that we are connected with similar projects - per usual even after all of these years! :)
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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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