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

@space150 ©2013

LISA BUYER

AuthorSocia PR Expert

@lisabuyer

Confidential and Proprietary space150 ©2013

HH Book

Signing

@space150 ©2013

LISA GRIMM

PR + EM Director@space150

@lulugrimm

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

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

Twitter for Business 2014

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Mobile + Social have profoundly changed how we experience and share

11/7/13Source:  IDC !

Source: Twitter

255million

Monthly active users worldwide

Source:  IDC !Source: Twitter

100million

Daily active users worldwide

Source:  IDC !Source: Brickfish

52million

Are in the U.S.

Source:  IDC !Source: Brickfish

500million

Tweets per day

Source:  IDC !Source: Brickfish

5,700 Tweets per second

Source:  IDC !Source: Twitter

400million

Tweets per day

Source:  IDC !Source: Twitter

18% Of Internet users are on Twitter

Source:  IDC !Source: Pew Research

86% Use Twitter on a mobile device

Source:  IDC !Source: Twitter

31% Are ages 18-29

Source:  IDC !Source: Twitter

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

1800percent

Increase in mobile video traffic by 2016

Source:  IDC !Source: Twitter

55percent

Of all Internet traffic will be video by 2016

Source:  IDC !Source: Twitter

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.

What’s New?

Profiles

Engaging tweets appear larger

Featured Tweets Pinned to Top

Embedded Tweets

Embedded Tweets

Embedded Timelines

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

How long does this take?

Less than 15

minutes*

https://dev.twitter.com/docs/cards

Twitter Card Analytics

Twitter Card Analytics

Your Twitter Analytics

Optimize Your Profile

Tweet Structure

/ Headline or phrase/ Links/ Hashtags! (Using hashtags will get you noticed by people in niche categories)

@lisabuyer | @lulugrimm | #zenith14

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

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

Favorites

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

Content

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.com/blogHUB

ContentStrategy

DistributionPlan

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

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Tell an engaging story that builds relationships direct-to-audience.

!Source: Mobithinking

Comms Strategy Basics/ Goals

/ Overarching aim, big picture

/ Objectives

/ Must be measurable and ladder to big picture

/ Strategies

/ Your roadmap

/ Tactics

/ The details

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 PlatformWhat we believe. Why it matters.

Who it matters to. Content Hub

Cross-Channel Integration Real-Time Response

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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

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Content Calendar

@lisabuyer | @lulugrimm | #zenith14

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Listening, transparency and authentic engagement have never been more important.

!Source: Mobithinking

Crisis Comms

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Executive Comms Director Communication Director for IAC / InterActiveCorp

@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

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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.”

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Do’s + Donts

Create timely relevant, and

on-brand content

DO

DOFind timely

relevant, and on-brand ways

to engage

Be a newsjacking douchebag :)

DON’T

The Internet will hunt you down meme-

style

DON’T

Be HUMAN! Engage your Community LIKE A BOSS!

GE

GE

GE

Media Relations/Pitching

Today Show Newsroom

Twitter Pitching

Timing + Scheduling

Tips for successful tweeting

Paying to Play

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

Why ads?

Twitter Ads Overview

Promoted Tweets

•Regular tweets but with the added bonus of reaching both current and potential targeted followers !

•Found in Twitter timeline and search

Promoted Tweets

•For PR news !

•NBC reports Academy Award Win for Director

Promoted Accounts/ Quickly reach more followers / Build community advocates / Target by:

/ Geo / Interests

/ Pay only when people follow you back

Retargeting

#FaveTools

Buffer Tip

Go back to old content: !

/ Blog posts / Press releases / FAQs / CEO bio !

and Buffer them!

Tweetdeck

@lulugrimm | @lisabuyer | #zenith2013

IFTTT

Klout

Klout

Analytics + Measurement

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

Takeaways

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

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!!!

Bonus: Twitter Accts to Follow/ @TwitterSmallBiz

/ @Tweetdeck

/ @TeamTwitter

/ @TwitterMobile

/ @TwitterComms

/ @TwitterAds

/ @TwitterMedia

/ @TwitterSearch

/ @AllTwtr

#AUAAsk Us Anything

THANK YOU!

Appendix

Confidential and Proprietary space150 ©2013@lisabuyer | @lulugrimm | #zenith14

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

Twitter + KloutPerception is reality Reality is perceptionYour Klout score influences and represents your • Expertise• Credibility• Tweet Reach• Use it as an indicator but not sole indicator