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

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    26-Aug-2014

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  • @space150 2013 LISA BUYER Author Socia PR Expert @lisabuyer
  • Condential 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 / Whats New? / Proles + 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 ofine marketing plan / Ex: Twitter TV
  • Twitter for Business 2014
  • Condential and Proprietary space150 2013 Mobile + Social have profoundly changed how we experience and share
  • 11/7/13 Source: IDC ! Source: Twitter
  • 255 million Monthly active users worldwide Source: IDC ! Source: Twitter
  • 100 million Daily active users worldwide Source: IDC ! Source: Brickfish
  • 52 million Are in the U.S. Source: IDC ! Source: Brickfish
  • 500 million Tweets per day Source: IDC ! Source: Brickfish
  • 5,700 Tweets per second Source: IDC ! Source: Twitter
  • 400 million 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
  • 1800 percent Increase in mobile video trafc by 2016 Source: IDC ! Source: Twitter
  • 55 percent Of all Internet trafc 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.
  • Whats New?
  • Proles
  • 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 Prole
  • 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 t 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
  • Condential 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
  • Condential and Proprietary space150 2013 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 Platform What we believe. Why it matters. Who it matters to. Content Hub Cross-Channel Integration Real-Time Response
  • Condential and Proprietary space150 2013 Original (50%) Creative and branded content that align with brand content streams ! Promotional (10%) Brand integrations, fan oers, ash 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
  • Condential and Proprietary space150 2013 Content Calendar @lisabuyer | @lulugrimm | #zenith14
  • Condential and Proprietary space150 2013 Listening, transparency and authentic engagement have never been more important. ! Source: Mobithinking
  • Crisis Comms
  • Condential and Proprietary space150 2013 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
  • Condential 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.
  • Condential and Proprietary space150 2013
  • Dos + Donts
  • Create timely relevant, and on-brand content DO
  • DO Find timely relevant, and on-brand ways to engage
  • Be a newsjacking douchebag :) DONT
  • The Internet will hunt you down meme- style DONT
  • 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
  • Buer Tip Go back to old content: ! / Blog posts / Press releases / FAQs / CEO bio ! and Buer 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 ! Trac 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; dene how it serves your broader mar comm strategy / Understand Twitters latest offerings and how they can benet your business / ADD VISUALS!!! / Optimize your prole 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 brands 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
  • #AUA Ask Us Anything
  • THANK YOU!
  • Appendix
  • Condential and Proprietary space150 2013 @lisabuyer | @lulugrimm | #zenith14
  • Twitters New Prole Custom header and background Larger prole 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 + Klout Perception is reality Reality is perception Your Klout score inuences and represents your Expertise Credibility Tweet Reach Use it as an indicator but not sole indicator