Zenith 2014 breaking bad with twitter session by lisa grimm and lisa buyer

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Zenith 2014 breaking bad with twitter session by lisa grimm and lisa buyer

  1. 1. @space150 ©2013 LISA BUYER Author Socia PR Expert @lisabuyer
  2. 2. Confidential and Proprietary space150 ©2013 HH Book Signing
  3. 3. @space150 ©2013 LISA GRIMM PR + EM Director @space150 @lulugrimm
  4. 4. Agenda / What good is it anyway? / Twitter for Business 2014 / What’s New? / Profiles + Optimization / Content + Engagement / Measurement + Reporting / #FaveTools / #AUA - Ask us anything:) @lisabuyer | @lulugrimm | #zenith14
  5. 5. What good is it anyway? / Direct to audience relationship building / Customer Service / Media Relations / Building Community / News Feed / Reputation Management / Promotion / Tie in an offline marketing plan / Ex: Twitter TV
  6. 6. Twitter for Business 2014
  7. 7. Confidential and Proprietary space150 ©2013 Mobile + Social have profoundly changed how we experience and share
  8. 8. 11/7/13 Source:  IDC ! Source: Twitter
  9. 9. 255 million Monthly active users worldwide Source:  IDC ! Source: Twitter
  10. 10. 100 million Daily active users worldwide Source:  IDC ! Source: Brickfish
  11. 11. 52 million Are in the U.S. Source:  IDC ! Source: Brickfish
  12. 12. 500 million Tweets per day Source:  IDC ! Source: Brickfish
  13. 13. 5,700 Tweets per second Source:  IDC ! Source: Twitter
  14. 14. 400 million Tweets per day Source:  IDC ! Source: Twitter
  15. 15. 18% Of Internet users are on Twitter Source:  IDC ! Source: Pew Research
  16. 16. 86% Use Twitter on a mobile device Source:  IDC ! Source: Twitter
  17. 17. 31% Are ages 18-29 Source:  IDC ! Source: Twitter
  18. 18. Vine / Twitter owned / Launched Jan. 2013 / 22 million uniques a month / Create six-second looping video / Social network / Sharing capabilities to Twitter + FB / 1 in 5 tweets contains a Vine link @lisabuyer | @lulugrimm | #zenith14
  19. 19. 1800 percent Increase in mobile video traffic by 2016 Source:  IDC ! Source: Twitter
  20. 20. 55 percent Of all Internet traffic will be video by 2016 Source:  IDC ! Source: Twitter
  21. 21. Tweep Was added to the Webster Dictionary in 2014 Source:  IDC ! Source: Twitter n. a person who uses the online messaging service Twitter to send and receive tweets.
  22. 22. What’s New?
  23. 23. Profiles
  24. 24. Engaging tweets appear larger
  25. 25. Featured Tweets Pinned to Top
  26. 26. Embedded Tweets
  27. 27. Embedded Tweets
  28. 28. Embedded Timelines
  29. 29. Twitter Cards /Summary cards /Summary card w/ large image /Photo cards /Gallery card /Player card (VIDEO) /Product card /Lead gen card /Website cards /App installs @lisabuyer | @lulugrimm | #zenith14
  30. 30. How long does this take? Less than 15 minutes* https://dev.twitter.com/docs/cards
  31. 31. Twitter Card Analytics
  32. 32. Twitter Card Analytics
  33. 33. Your Twitter Analytics
  34. 34. Optimize Your Profile
  35. 35. Tweet Structure /Headline or phrase /Links /Hashtags! (Using hashtags will get you noticed by people in niche categories) @lisabuyer | @lulugrimm | #zenith14
  36. 36. The # symbol, called a hashtag, is used to mark keyword topics in a tweet. For best practices with hashtags, follow these expert tips: ! /No more than 3 hashtags per tweet /End it with a hashtag. Avoid starting a tweet with a hashtag. /Fastest hashtags. Find hashtags by performing a keyword search just like you would Google, use the ones that move fastest and seem to best fit your topic area. /Hashtag caution: Too many hyperlinks (hashtags) will actually devalue the tweet. @lisabuyer | @lulugrimm | #zenith14
  37. 37. Why do people RT? /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% @lisabuyer | @lulugrimm | #zenith14
  38. 38. Favorites
  39. 39. Mark Traphagan Online Director of Stone Temple Pilots Businesses and bloggers fail to share their content after the initial publication 80% of the time @lisabuyer | @lulugrimm | #zenith14
  40. 40. Content
  41. 41. Confidential and Proprietary space150 ©2013 .com/blog HUB Content Strategy Distribution Plan Editorial/Visual Voice + Tone Editorial Calendar (Created, Curated, UGC, Co-Created) Engagement Strategy Story Platform What we believe. Why it matters. Who it matters to. Content Hub Cross-Channel Integration Real-Time Response First, Strategy
  42. 42. Confidential and Proprietary space150 ©2013 Tell an engaging story that builds relationships direct-to-audience. ! Source: Mobithinking
  43. 43. Comms Strategy Basics / Goals / Overarching aim, big picture / Objectives / Must be measurable and ladder to big picture / Strategies / Your roadmap / Tactics / The details
  44. 44. Content Approach .com/blog Create content hub, content creation, distribution and conversation strategy space150 Content Strategy Distribution Plan Editorial/Visual Voice + Tone Editorial Calendar (Created, Curated, UGC, Co-Created) Engagement Strategy Story Platform What we believe. Why it matters. Who it matters to. Content Hub Cross-Channel Integration Real-Time Response
  45. 45. Confidential and Proprietary space150 ©2013 Original (50%) Creative and branded content that align with brand content streams ! Promotional (10%) Brand integrations, fan offers, flash giveaways, and contests ! UGC (20%) Brand content created by fans, followers, etc., e.g. fan comments, fan images, feedback reviews, etc. ! Curated (20%) Content produced by another party that aligns with your content strategy 20% 10% 20% 50% Found/UGC Curated Promotional Original Content Mix @lisabuyer | @lulugrimm | #zenith14
  46. 46. Confidential and Proprietary space150 ©2013 Content Calendar @lisabuyer | @lulugrimm | #zenith14
  47. 47. Confidential and Proprietary space150 ©2013 Listening, transparency and authentic engagement have never been more important. ! Source: Mobithinking
  48. 48. Crisis Comms
  49. 49. Confidential and Proprietary space150 ©2013 Executive Comms Director Communication Director for IAC / InterActiveCorp
  50. 50. @space150 ©2013 Timeline 12/20 | 5:30 #hasjustinelandedyet is created 12/20 | 1:30 Valleywag editor tells Buzzfeed media frenzy ensues hashtag trends worldwide 12/21 IAC terminates Sacco 12/22 Sacco apologizes
  51. 51. Confidential and Proprietary space150 ©2013 Issue Resolution “The offensive comment does not reflect the views and values of IAC. We take this issue very seriously, and we have parted ways with the employee in question.”
  52. 52. Confidential and Proprietary space150 ©2013
  53. 53. Do’s + Donts
  54. 54. Create timely relevant, and on-brand content DO
  55. 55. DO Find timely relevant, and on-brand ways to engage
  56. 56. Be a newsjacking douchebag :) DON’T
  57. 57. The Internet will hunt you down meme- style DON’T
  58. 58. Be HUMAN! Engage your Community LIKE A BOSS!
  59. 59. GE
  60. 60. GE
  61. 61. GE
  62. 62. Media Relations/Pitching
  63. 63. Today Show Newsroom
  64. 64. Twitter Pitching
  65. 65. Timing + Scheduling
  66. 66. Tips for successful tweeting
  67. 67. Paying to Play
  68. 68. Why ads? /Twitter is still the best real- time news network /Builds audience and reach /Can have more exposure than organic /Lead gen /Media relations
  69. 69. Why ads?
  70. 70. Twitter Ads Overview
  71. 71. Promoted Tweets •Regular tweets but with the added bonus of reaching both current and potential targeted followers ! •Found in Twitter timeline and search
  72. 72. Promoted Tweets •For PR news ! •NBC reports Academy Award Win for Director
  73. 73. Promoted Accounts / Quickly reach more followers / Build community advocates / Target by: / Geo / Interests / Pay only when people follow you back
  74. 74. Retargeting
  75. 75. #FaveTools
  76. 76. Buffer Tip Go back to old content: ! / Blog posts / Press releases / FAQs / CEO bio ! and Buffer them!
  77. 77. Tweetdeck
  78. 78. @lulugrimm | @lisabuyer | #zenith2013
  79. 79. IFTTT
  80. 80. Klout
  81. 81. Klout
  82. 82. Analytics + Measurement
  83. 83. Awareness KPIs: /Impressions, reach & frequency against the target audience, earned media value /Lift in branded search impressions, and share of voice ! Engagement KPIs: Replies, retweets, favorites, and #hashtag mentions ! Traffic KPIs: Clicks > Acquisitions > Sales > Revenue Metrics
  84. 84. Takeaways
  85. 85. Takeaways / Twitter is here to stay. IPO is funding new offerings for brands and marketers. / Make Twitter work for your brand; define how it serves your broader mar comm strategy / Understand Twitter’s latest offerings and how they can benefit your business / ADD VISUALS!!! / Optimize your profile with keywords, hashtags and links / Amplify distribution with ads
  86. 86. Takeaways (cont.) / The real time power of Twitter can work for a brand or turn into a public relations nightmare; HAVE A PLAN / Media relations is happening on Twitter! Identify the media that matter to your brand, follow then and build a relationship. / Take advantage of tools and platforms to make your life easier / Don't forget about your brand’s past content and be careful not to make the mistake of publishing a blog post, sharing once and forgetting it / MEASURE!!!
  87. 87. Bonus: Twitter Accts to Follow / @TwitterSmallBiz / @Tweetdeck / @TeamTwitter / @TwitterMobile / @TwitterComms / @TwitterAds / @TwitterMedia / @TwitterSearch / @AllTwtr
  88. 88. #AUA Ask Us Anything
  89. 89. THANK YOU!
  90. 90. Appendix
  91. 91. Confidential and Proprietary space150 ©2013 @lisabuyer | @lulugrimm | #zenith14
  92. 92. Twitter’s New Profile •Custom header and background •Larger profile image •Similar to Facebook •Promotion opportunity to pin a tweet to top •Followers displayed in Pinterest-like board versus list •Cleaner – more white space
  93. 93. Twitter + Klout Perception is reality Reality is perception Your Klout score influences and represents your • Expertise • Credibility • Tweet Reach • Use it as an indicator but not sole indicator

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