SlideShare a Scribd company logo
Katie Creaser
•  Vice President, Affect
–  Public Relations and Social Media Firm
–  Serving B2B Technology, Healthcare and Professional Services
Clients
•  Head of Affect’s Social Media Practice
•  Social Programs Have Received Accolades from PRSA, the
Sabre Awards and BtoB Magazine
1	
  
We’ve Heard This
Story Before…
2	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
The Goal? #Greatness
3	
  
•  Set Goals That Matter
•  Build a Foundation for Success
•  Use Technical Trip Wires
•  Be Strategic About Content
•  Use Metrics to Plan Your Next Move
•  Learn From the Power Players
@ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
Set Goals That Matter
The 5Ws of Twitter
•  Who do I want to engage?
•  What action will they take?
•  When is my audience most likely to hear me?
•  Where is my audience most active?
•  Why will my content drive conversation?
•  How will I measure success?
Your Goals for Twitter Should Be Based on Tangible Business
Objectives.
4	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
Build a Foundation
for Success
Core Foundation Materials
•  Social Media Usage Policy
•  Workflow Plan
•  Messaging Document
•  Response Map
•  Editorial Calendar
•  Internal Launch Plan
•  Measurement Dashboard
5	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
Editorial Calendar
6	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
•  Clearly Define Your Audience
•  Map Your Content
–  Company/Product News
–  Major Events
–  Seasons
–  Holidays
–  Themes
–  Buying Cycles
–  Reports
–  Elections
–  Etc.
•  Translate business
practices for online world
*Sales *Customer Service
*Media inquiries *Other
•  Sign-off prior to launch
•  No surprises!
Workflow Plan
•  Plan for the anticipated
•  Great for highly legal questions/
environments
•  Speeds up response time (+ frees
up time to focus on engagement)
•  Leave room to adapt to exact
moment
“If you or someone
you know needs help battling
addiction, please contact our
24-hour hotline.”
Response Map
•  Sit together with the IT/creative
services team as early as
possible
•  KPIs will define technical
recommendations
•  Separate must-haves from nice-
to-haves
•  Don’t launch without the proper
technical foundation
Social Media ->
Landing Page ->
Salesforce.com =
Proof of social media’s lead
gen capabilities
Technical Tripwires
‘LPC’ Content
10	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
“Do not address your readers as though they were gathered in a
stadium. When people read your copy they are alone. Pretend
you are writing to each of them a letter on behalf of your client.”
– David Ogilvy, Ogilvy & Mather
“Content marketing is a commitment, not a campaign.”
- Jon Buscato, Jontus Media
“Make the prospect a more informed buyer with content.”
- Robert Simon, Four Seasons Hotel
Audience Expectations
11	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
‘LPC’ Content
12	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
Your Content Mix Should Include
1.  Created content (blog, press release, infographic)
2.  Curated content (retweets, third-party articles)
3.  Multimedia (video, photo, interactive content)
4.  Engagement (replies, answers, acknowledgement)
5.  Discussion starters
6.  Product Promotion
‘LPC’ Content
13	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
Insider Tips for #Greatness
1.  <100 characters gets a 17% higher response rate
2.  Show vs. tell = more RTs
3.  Post 3-5x a day to start, then adjust
4.  Jump on trending topics, use hashtags wisely
5.  Use events to engage your audience
Measure Against Goals
Qualitative
•  Key Influencer
Engagement
•  Notable Conversations
•  Share of Voice
•  Reputation/Sentiment
•  Content Relevancy
•  Follower Relevancy
14	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
Quantitative
•  # of posts
•  # of followers
•  # of engagements
•  # of clicks to posted
content
•  # of leads generated
Metrics Guide Strategy
15	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
Use Your Twitter Metrics to…
•  Understand what content works
•  Strategically build your audience
•  Adjust your marketing/communications strategy
•  Inform your public relations efforts
When Things Go Well…
16	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
When Things Go Well…
17	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
When Things Go Wrong…
18	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
When Things Go Wrong…
19	
  @ksafrey	
   	
   	
   	
   	
   	
   	
   	
   	
   	
  #PRNews	
  
Presented to Absolute Software | May 29, 2009© Affect Strategies
Are You ‘LPC’ on Twitter?
How to Make Your Brand Live, Public and
Conversational
PR News Social Media Summit
Katie Creaser
Vice President, Affect
kcreaser@affect.com
affect.com
techaffect.com
@kcreaser
Slideshare.net/ksafs
#PRNews
© Affect
June 3, 2014

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Are You ‘LPC’ on Twitter? How to Make Your Brand Live, Public and Conversational

  • 1. Katie Creaser •  Vice President, Affect –  Public Relations and Social Media Firm –  Serving B2B Technology, Healthcare and Professional Services Clients •  Head of Affect’s Social Media Practice •  Social Programs Have Received Accolades from PRSA, the Sabre Awards and BtoB Magazine 1  
  • 2. We’ve Heard This Story Before… 2  @ksafrey                    #PRNews  
  • 3. The Goal? #Greatness 3   •  Set Goals That Matter •  Build a Foundation for Success •  Use Technical Trip Wires •  Be Strategic About Content •  Use Metrics to Plan Your Next Move •  Learn From the Power Players @ksafrey                    #PRNews  
  • 4. Set Goals That Matter The 5Ws of Twitter •  Who do I want to engage? •  What action will they take? •  When is my audience most likely to hear me? •  Where is my audience most active? •  Why will my content drive conversation? •  How will I measure success? Your Goals for Twitter Should Be Based on Tangible Business Objectives. 4  @ksafrey                    #PRNews  
  • 5. Build a Foundation for Success Core Foundation Materials •  Social Media Usage Policy •  Workflow Plan •  Messaging Document •  Response Map •  Editorial Calendar •  Internal Launch Plan •  Measurement Dashboard 5  @ksafrey                    #PRNews  
  • 6. Editorial Calendar 6  @ksafrey                    #PRNews   •  Clearly Define Your Audience •  Map Your Content –  Company/Product News –  Major Events –  Seasons –  Holidays –  Themes –  Buying Cycles –  Reports –  Elections –  Etc.
  • 7. •  Translate business practices for online world *Sales *Customer Service *Media inquiries *Other •  Sign-off prior to launch •  No surprises! Workflow Plan
  • 8. •  Plan for the anticipated •  Great for highly legal questions/ environments •  Speeds up response time (+ frees up time to focus on engagement) •  Leave room to adapt to exact moment “If you or someone you know needs help battling addiction, please contact our 24-hour hotline.” Response Map
  • 9. •  Sit together with the IT/creative services team as early as possible •  KPIs will define technical recommendations •  Separate must-haves from nice- to-haves •  Don’t launch without the proper technical foundation Social Media -> Landing Page -> Salesforce.com = Proof of social media’s lead gen capabilities Technical Tripwires
  • 10. ‘LPC’ Content 10  @ksafrey                    #PRNews   “Do not address your readers as though they were gathered in a stadium. When people read your copy they are alone. Pretend you are writing to each of them a letter on behalf of your client.” – David Ogilvy, Ogilvy & Mather “Content marketing is a commitment, not a campaign.” - Jon Buscato, Jontus Media “Make the prospect a more informed buyer with content.” - Robert Simon, Four Seasons Hotel
  • 11. Audience Expectations 11  @ksafrey                    #PRNews  
  • 12. ‘LPC’ Content 12  @ksafrey                    #PRNews   Your Content Mix Should Include 1.  Created content (blog, press release, infographic) 2.  Curated content (retweets, third-party articles) 3.  Multimedia (video, photo, interactive content) 4.  Engagement (replies, answers, acknowledgement) 5.  Discussion starters 6.  Product Promotion
  • 13. ‘LPC’ Content 13  @ksafrey                    #PRNews   Insider Tips for #Greatness 1.  <100 characters gets a 17% higher response rate 2.  Show vs. tell = more RTs 3.  Post 3-5x a day to start, then adjust 4.  Jump on trending topics, use hashtags wisely 5.  Use events to engage your audience
  • 14. Measure Against Goals Qualitative •  Key Influencer Engagement •  Notable Conversations •  Share of Voice •  Reputation/Sentiment •  Content Relevancy •  Follower Relevancy 14  @ksafrey                    #PRNews   Quantitative •  # of posts •  # of followers •  # of engagements •  # of clicks to posted content •  # of leads generated
  • 15. Metrics Guide Strategy 15  @ksafrey                    #PRNews   Use Your Twitter Metrics to… •  Understand what content works •  Strategically build your audience •  Adjust your marketing/communications strategy •  Inform your public relations efforts
  • 16. When Things Go Well… 16  @ksafrey                    #PRNews  
  • 17. When Things Go Well… 17  @ksafrey                    #PRNews  
  • 18. When Things Go Wrong… 18  @ksafrey                    #PRNews  
  • 19. When Things Go Wrong… 19  @ksafrey                    #PRNews  
  • 20. Presented to Absolute Software | May 29, 2009© Affect Strategies Are You ‘LPC’ on Twitter? How to Make Your Brand Live, Public and Conversational PR News Social Media Summit Katie Creaser Vice President, Affect kcreaser@affect.com affect.com techaffect.com @kcreaser Slideshare.net/ksafs #PRNews © Affect June 3, 2014