analyzing the experts on twitter - pubcon vegas 2010
DESCRIPTION
Presentation by Sean Jackson of Copyblogger on the Twitter habits of the top online marketing experts. Includes analytical review of Twitter accounts for Mashable, Copyblogger, BrianSolis, LeeOdden, ChrisBrogan.TRANSCRIPT
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
ANALYZING THE EXPERTSPresented by Sean Jackson of Copyblogger Media
Twitter & Social Media from the PR Experts – Vegas 2010
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
Sean A. JacksonPartner/CFO - CopybloggerPresident DFW SEM
Past President Dallas Ad League (AAF-Dallas)
About CopybloggerCopyblogger.com#1 online marketing blog – AdAge
StudioPress.com#1 WordPress Framework – Mashable
ScribeSEO.comCategory leading SEO tool for writers
ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
Feedback & Comments
@copyblogger#pubcon
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
Twitter is an excellent resource for communicating with the public if…
You have the reach and influence!
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
So how do the experts do it?• 2M followers• 9M web visitors• 96 Klout Score• Top Influencer• News source
@Mashable
• 63K followers• 272K web visitors• 68 Klout Score• Information Source• Industry Blogger
@Copyblogger
• 160K followers• 384K web visitors• 77 Klout Score• Information Source• Personality Blogger
@ChrisBrogan
• 70K followers• 167K web visitors• 93 Klout Score• Top Influencer• Industry Blogger
@BrianSolis
•30K followers•300K web visitors•54 Klout Score•Specialist•Industry Blogger
@LeeOdden@TopRank
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
A BIG Caveat to this presentation
• Measuring ANYTHING related to Twitter is a moving target, so…
• Every number I present is wrong the moment I added it to this presentation, and…
• I am trying to find patterns in the waves.
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
@Mashable @Copyblogger @ChrisBrogan @BrianSolis @TopRank@leeodden
Followers 2.1M 63,000 160,000 70,000 7,50023,000
Following / Followers 0.1% 0.6% 87.20% 3.80% 18.20%8.95%
Followers / Web Visitor
22% 23% 42% 42% 2.5%7.6%
Avg Tweets / day 23 11 52 7 612
Avg. Followers / avg Tweet
34 62 33 17 2.51.5
RT with Links (2 wks)
518,644 6,342 6,279 6,838 5,805
% Content Engagement
25% 10% 4% 10% 19%(combined)
Dan ZarrellaRetweetability Index
811 17 9 22 2616
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
Let’s go further…
ChrisBrogan
LeeOdden
Copyblogger
BrianSolis
TopRank
Mashable
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Replies @ReTweets RTOriginal
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
So what does this all mean…
• Statisticians and scoundrels can use numbers to prove any point
• Suggested correlation between original Tweet content and Twitter user engagement.
• Quantity of Tweets is not a critical factor – as long as it is not too few.
• Twitter follower growth is not correlated to “following” others.
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
Top things to consider…
Symbiotic relationship between your blog and Twitter account.
a. Growing your public site audience is important for building reach and influence on Twitter.
b. Content matters – a steady stream of Twitter content is MORE important than follower interaction via @ replies.
c. Promote your Twitter Account – Everything online should compel visitors to Follow you.
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
…but what about PR…
1. Social media tools like a blog and Twitter are CRUCIAL to building relationships with the public (true PR).
2. If you are not talking online now, then you will be shouting at the wind later.
3. Engagement = Online content, regardless of the channel.
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
Some simple metrics…
• Twitter Followers / Site visitors • KLOUT Score• % of RT and @ / Total Tweets• Avg Tweets / Day
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
Tool Reference
TweetStats.com – free Twitter stats toolKlout.com – great resource on Twitter influenceTwitterCounter.com – interesting stats for growth patternsBackTweets.com – measure RT with links to URLCompete.com – website visitor informationDanZarrella.com – damn smart social media expert@copyblogger – the MOST important Twitter account to follow.*Copyblogger.com – the MOST important blog on the web.*
*Shameless PLUG
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Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media
Feedback & Comments
@copyblogger#pubcon