twitter pr secrets and marketing fiesta - get publicity, build relationships, build, discover, share...

Covering…

• Twitter refresh

• Opportunity

• Strategy

• Content

• Visuals

• Timing

• Structure

• Platforms

• Measurement

@lulugrimm | @lisabuyer | #zenith2013

Twitter refresh…

• Twitter is an information network

• Millions use it to discover and share new information

• Gather market intelligence and insights

• Build relationships with people who care about your

company


Twitter Growth

• 500 million: Twitter users

• 200 million: Monthly active users

• 400 million: Tweets per day

• 60%: access Twitter via mobile device

• 33,000: Tweets per second in Japan during New

Years


Twitter Rules


Keep it Real

Be AUTHENTIC!

Be Personable

Would you say it to your mom?

Don’t Be a Spammer. Avoid being a robotic-like Twitter

messenger (a.k.a., spammer)


Brevity


Profile Optimization


Profile Optimization

• SEO Title – Your Name (username) on Twitter: Your name under the Profile Settings and your username

are the title tags for your profile. Keywords in your username are worthwhile if still available.

• Profile Image – Filename and Your Name as ALT Tag: When it comes to your profile image, be

sure to optimize it with a branded image and also by using your name as the filename. Twitter will automatically use your

name under the Profile Settings as the ALT tag for your profile image as well.

• Keywords in Your Bio: Your Twitter bio information is key and it is important to front

load your bio with strategic keywords. Services like Klout pull your Twitter bio information as your Klout profile description.

FollowerWonk, Formulists, and other Twitter search engines use keywords in your bio in search results when people are

looking for similar tweeps to follow. You can also include a hashtag, link or another Twitter handle if applicable.


Tweet Structure


Tweet Structure

1. Headline or phrase

2. Link

3. Hashtag - using hashtags that

influencers use will get you noticed

by people in those niche circles


Hashtags

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.

https://support.twitter.com/articles/49309-what-are-hashtags-symbols

Why do People RT?People Polled Say They Retweet

• 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%


Twitter Favorites


Twitter for PR

• Develop a content strategy

• Create or integrate Twitter account specifically for

news and automatically publish

• All content from your online newsroom. You’ll reach

1 in 10 journalists that way!

• 45% increase in demand from journalists looking to

receive news from companies via Twitter

• Build relationships with reporters!


Optimizing News on Twitter

• Hashtags

– #pubcon #socialmedia

– #realestate #PR

• @replies with industry experts and/or

the media

• Keywords/Keyword Phrases

• Chats for exposure and through

leadership– Example:

– #SocialChat #journchat


#FAIL

Twitter Pitch


Know your story so you can tell it

This Not This

Know yourself so you can know your story


Social Media Strategy Basics…

• Goals– Overarching aim, big picture

• Objectives– Must be measurable and ladder to big picture

• Strategies– Your roadmap

• Tactics– The details

Brass Track Thinking: http://bit.ly/18wVtLa@lulugrimm | @lisabuyer | #zenith2013


Trending:

Social Strategy for Tragedy

Do this…


Don’t do this…


Or this…


Strategy for Tragedy Basics…

• Know thy brandself

• Communications plan

• Stakeholder meeting

• Remove scheduled content

• Cease posting for a day or two

Source: Communications Passionista - http://bit.ly/SX0EKJ | Source: Search Engine Watch: http://bit.ly/ZgZtKJ


http://bit.ly/SX0EKJ

http://bit.ly/SX0EKJ

http://bit.ly/ZgZtKJ

http://bit.ly/ZgZtKJ

Content Strategy


Content MixOriginal (50%)

• Branded content leveraging existing

brand assets that align with content

streams

Promotional (10%)

• Brand integrations, fan offers, flash

giveaways, and contents

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

Content Calendar


This mix of content will keep the content feeling personal, accessible, and authentic.

Vine

• Twitter owned

• Launched January 2013

• Create short, looping six

second videos with sound

• Social network

• Sharing capabilities to

Facebook and Twitter


Vine stats…

• Branded Vine videos are shared 4X more than

branded Internet videos

• Five Vines shared per second on Twitter

• 4 percent of the top 100 Vines were made by

brands

• Vines tweeted more on the weekend than

weekdays combined

• Vine activity highest 10 a.m. – 11 a.m. ET

Source: Adweek/Unruly - http://bit.ly/176H3kz@lulugrimm | @lisabuyer | #zenith2013

Wolverine Trailer Teaser

• 359 Likes on Vine

• Media Coverage

- Tech Crunch

- Mashable

- The Verge

- BuzzFeed

- Slate

- Hollywood Reporter


Vine Film Festival


Set It and Forget It Always On, Engaged


Superbowl

Listening + Engagement FTW!


Brands have conversations too!



“Social Media Roadmap” was feature of Fast Company’s September Issue.

Fast Company socializes content by creating an interactive hub on

FastCompany.com and drives multichannel.

Curation

Campaign Integration (multichannel)


Metrics

• 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


Takeaways…


Source: Buddy Media

Sign up for SocialPRSecrets.com by Lisa Buyer

Release Date: June 12


Thank You!


twitter pr secrets and marketing fiesta - get publicity, build relationships, build, discover, share...

Business