Twitter 201Heidi Sullivan VP, Media Research@hksullyKevin McFall VP, Business Development@JournoPR3point0
Questions? If you are experiencing audio issues, please contact:    • WebEx Technical Support at: 1-866-569-3239 During ...
Webinar Hashtag #cision33       Follow Us!
What We’ll Cover Gauging Popularity, Trust  & Influence Hashtags, Twitter Lists &  Trending Topics Twitter Management T...
Popularity, Divider  Section Trust &         Influence
Do you believe    the follower         hype?66
My strategy is that Twitter is amarketing broadcast platform, andso the way it gets to be the best platformyou could have ...
Caring about number of followersis going to take you down a path that’s notvery satisfying…even if you get thenumbers, if ...
Using Twitter Influence Identification Tools(or creating your own) to measure who is influentialin your space Popularity/...
Popular Free Twitter Influence Measurement Tools                           Identifies influencers                        ...
Identify your       Keywords        Google AdWords        Keyword Discovery        Wordtracker        Google Suggest  ...
Monitoring & Mapping Your Results                             Monitor with keywords, brand                              n...
Collect handles and details on an initial list of influencers  Use a Twitter Influence   Measurement Tool to map   your r...
Hashtags, Lists and   Section Divider   Trending Topics
#Winning with Lists, Trending Topics, & Hashtags  Lists for events, topics,   communities, industries  Getting added and...
Lists Can Help You Organize & Engage     1. Industry Peers and Professionals Lists     2. Expert identification and aggreg...
Trending Topics Use Trending Topics to:     • Identify potential story ideas       & angles     • Begin to engage with ot...
Searching for Trending Topics  Use the @ symbol to search by user handles     •   from: and to: qualifiers  Date based  ...
Example of a Trending Topic Gone Wrong1919
Twitter Hashtags  Hashtag – the # symbol,   is used to mark keywords   or topics in a Tweet  It is simply a way for   pe...
#PRintern#journchat   #pr20chat#EntryPR2121
Hashtag in Action2222
Twitter Management     Section Divider              Tools
Benefits of Twitter Management Tools  Manage multiple accounts with multiple users  Listen to / Monitor what’s being sai...
Twitter Management Tools     TweetDeck for Desktop                             Hootsuite for iPad2525
Resource List of Twitter Management Tools  HootSuite  TweetDeck  CoTweet  Tweetie (For the Mac generation)  Ping.fm ...
Follower Management Tools2727
Brand Management    Section Divider      vs. Personal          Branding
Avatar vs. Photo“Your company is not choosing just a picture. You’rechoosing a voice for the account, a personality, astra...
Should my brand’s Twitter avatar be a logo or a person? Logo  Makes staff transitions easier                             ...
How many Twitter handles are too many? Multiple Handles vs. Single Handle    Multiple interests               Easier to ...
MeasuringDivider  Section Twitter            ROI
Raise                        Awareness     Generate Leads,                                        Drive Traffic      Incre...
Establishing Benchmarks  Identify influencers  Locate communities  Determine share of conversation  Know your keywords...
QUESTIONS?Laurie Mahoney Laurie.Mahoney@Cision.comBrandon Andersen Brandon.Andersen@Cision.com
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Twitter 201: Advanced Techniques for Building A Twitter Presence

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Moderate to advance techniques for building a presence, influence, and audience using Twitter. Presented by Heidi Sullivan and Kevin McFall

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Twitter 201: Advanced Techniques for Building A Twitter Presence

  1. 1. Twitter 201Heidi Sullivan VP, Media Research@hksullyKevin McFall VP, Business Development@JournoPR3point0
  2. 2. Questions? If you are experiencing audio issues, please contact: • WebEx Technical Support at: 1-866-569-3239 During today’s web seminar, attendees will be in listen-only mode. If you have a question during the presentation, you may submit it online by entering it in the Q&A panel Click the “?” icon located on the floating toolbar at the lower right side of your screen to open the Q&A panel. Simply type your question into the dialog box and click the Send button.22
  3. 3. Webinar Hashtag #cision33 Follow Us!
  4. 4. What We’ll Cover Gauging Popularity, Trust & Influence Hashtags, Twitter Lists & Trending Topics Twitter Management Tools Brand Management vs. Personal Branding Measuring Twitter ROI 4 4
  5. 5. Popularity, Divider Section Trust & Influence
  6. 6. Do you believe the follower hype?66
  7. 7. My strategy is that Twitter is amarketing broadcast platform, andso the way it gets to be the best platformyou could have is to have as manydifferent followers as possible,which to put it mildly, is radically differentfrom most people — who believe theyshould have a Kumbaya soulfulexperience with every follower. Guy Kawasaki Alltop
  8. 8. Caring about number of followersis going to take you down a path that’s notvery satisfying…even if you get thenumbers, if you’re surrounded by a million(jerks), is that as much fun as beingsurrounded by a thousand brilliant, fun,great people? Robert Scoble, Scobleizer
  9. 9. Using Twitter Influence Identification Tools(or creating your own) to measure who is influentialin your space Popularity/Reach Engagement/Activity Trust/Authority Network Influence Amplification Relevance99
  10. 10. Popular Free Twitter Influence Measurement Tools  Identifies influencers through a unique score that includes Twitter & Facebook statistics.  Identifies influencers through a unique score. Very popular in the UK.  Identifies influencers through a unique score *on hiatus for a few weeks due to Twitter API changes1010
  11. 11. Identify your Keywords  Google AdWords  Keyword Discovery  Wordtracker  Google Suggest  Yahoo! Search Assist1111
  12. 12. Monitoring & Mapping Your Results  Monitor with keywords, brand names and competitor names to begin tracking influencers  Use the simple Twitter search tool search.twitter.com for smaller initiatives; note you won’t see older tweets  A paid social media monitoring solution like Cision Social Media or Radian6 can provide you with additional content and topic trends1212
  13. 13. Collect handles and details on an initial list of influencers  Use a Twitter Influence Measurement Tool to map your results.  Identify each influencers’ additional outposts, tone, preferences, etc1313
  14. 14. Hashtags, Lists and Section Divider Trending Topics
  15. 15. #Winning with Lists, Trending Topics, & Hashtags  Lists for events, topics, communities, industries  Getting added and adding others  Use Twitter home page or search to ID top topics  Finding hashtags that are already being used vs. creating a new one  Don’t overuse hashtags in your own content1515
  16. 16. Lists Can Help You Organize & Engage 1. Industry Peers and Professionals Lists 2. Expert identification and aggregation 3. Recognize and Reward Customers Lists 4. Niche Lists 5. Geographic Lists 6. Event Attendees and Live-Tweeters Lists 7. Personal or Professional Affiliations1616
  17. 17. Trending Topics Use Trending Topics to: • Identify potential story ideas & angles • Begin to engage with others who are influential or engaging in topics of interest and importance to you • Follow with caution! Trackable topics increasing in popularity based on the number of people tweeting about it1717
  18. 18. Searching for Trending Topics  Use the @ symbol to search by user handles • from: and to: qualifiers  Date based • since:2008-04-18 or until:2011-04-04  Location based • keyword(s) near:Chicago within:50mi  Sentiment based • Positive: Frontera Grill :) • Negative: Car repair :(  Question filter • ‘best PR software ?’  Source filter march madness • source:tweetdeck1818
  19. 19. Example of a Trending Topic Gone Wrong1919
  20. 20. Twitter Hashtags  Hashtag – the # symbol, is used to mark keywords or topics in a Tweet  It is simply a way for people to search for tweets that have a common and/or recurring #cisionrocks topic  Hashtags allow you to create communities of people interested in the same topic by making it easier for them to find and share info related to it.2020
  21. 21. #PRintern#journchat #pr20chat#EntryPR2121
  22. 22. Hashtag in Action2222
  23. 23. Twitter Management Section Divider Tools
  24. 24. Benefits of Twitter Management Tools  Manage multiple accounts with multiple users  Listen to / Monitor what’s being said about your brand  Schedule and archive tweets  Post updates to multiple accounts simultaneously  Statistics and analysis tools  Visualizations of your relationships and connectedness2424
  25. 25. Twitter Management Tools TweetDeck for Desktop Hootsuite for iPad2525
  26. 26. Resource List of Twitter Management Tools  HootSuite  TweetDeck  CoTweet  Tweetie (For the Mac generation)  Ping.fm  JournalistTweets.com  Other tools for managing multiple accounts: MATT, TwitIQ, Tweet3  OneForty.com is the leading site to learn about Twitter tools2626
  27. 27. Follower Management Tools2727
  28. 28. Brand Management Section Divider vs. Personal Branding
  29. 29. Avatar vs. Photo“Your company is not choosing just a picture. You’rechoosing a voice for the account, a personality, astrategy!” Mark Schaefer, Grow“I think a face is weird because it’s a company/entity not a personand as you say, people leave/change. And some logos are iconicand memorable … My son knew companies by their logos beforehe could read, and now he is probably a Starbucks lifer. But Imight just be the oddball here.”Cathy (in a PR-Squared.com post) SHIFT Communications“I personally think it’s a better strategy to have them participateunder the brand name but using a gravatar that mixes their picturewith the company logo.”Jon Buscall, Jontus Media
  30. 30. Should my brand’s Twitter avatar be a logo or a person? Logo  Makes staff transitions easier Orange County (new reps, vacations, etc.) Register @OCReggie  Provides Brand Recognition & Context Photo Olivier Blanchard @thebrandbuilder  More personal & engaging (Adds a human element to your brand Yvette Pistorio  Easier to insert personality @cision3030
  31. 31. How many Twitter handles are too many? Multiple Handles vs. Single Handle  Multiple interests  Easier to maintain  Distinct engagement  Allows for transparent interaction  Easy to maintain with tools  Authenticity Kevin McFall @TV2point0 Kevin DJ McFall @megamix86 Kevin 911 McFall Heidi Sullivan @Spotted9s @hksully Kevin McFall @JournoPR3Point03131
  32. 32. MeasuringDivider Section Twitter ROI
  33. 33. Raise Awareness Generate Leads, Drive Traffic Increase Sales Developing Business Objectives Gain Customer Manage Insight Reputations Develop Trust, Social Capital3333
  34. 34. Establishing Benchmarks  Identify influencers  Locate communities  Determine share of conversation  Know your keywords  Pick your metrics3434
  35. 35. QUESTIONS?Laurie Mahoney Laurie.Mahoney@Cision.comBrandon Andersen Brandon.Andersen@Cision.com

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