Experts on PR And Twitter
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Transcript of Experts on PR And Twitter
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
BUILDING PR AUTHORITY ON TWITTERPresented by Sean Jackson, CEO of Ecordia
Experts on PR & Twitter – Vegas 2009
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Sean A Jackson@seanthinksCEO of Ecordia
17+ Years in Interactive Technology Development
50+ Web Application Built
Vice President DFW SEM
Past President Dallas Ad League (AAF-Dallas)
Member of DallasRoundTable
Speaker & Lecturer
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Public Relations and…
BBSWebIRCIM
MySpaceFacebook
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
PR success for any medium…
Clarify Engage AdvocateMonitor
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Clarify
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Limitations of Twitter…10% represent 90% of all tweets (SM avg
10%/30%)
78.1% is babble or conversations
1% of addicts = 35% of visits
72% passers-by
27% are regular users
29.2% of businesses use Twitter to find or request business-related information (10th on the list after RSS)
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Why You Should Use Twitter…
Is my audience there?Is it important to my efforts?
Can I/we engage?Can I/we sustain?
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Monitor
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
RSS is your friend…
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
…if you know what to find!
seo OR “search engine optimization” +“need” –http ?
Proper Names + Intent• “need”• “want”• “help”• “idea”• “why”• “bad” & other negative sentiments
Proper Names• Brand (products & company)• Names• User Accounts• Market Terms• Competition• Misspellings of all
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Engage
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Process Oriented Approach
Investment of time, effort and moneyDefine Rules, Procedures & Responsibilities• What events will we respond to?• When will we respond?• Who will respond?• How will we respond?
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
The goal of engagement is…
Authority!
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
What is Authority on Twitter?
As defined by Bing (according to SearchEngineNews.com)
– Number of Followers (more ranks higher)– Number of retweets the poster has received (more is
better)– Protected Tweets don’t matter– Retweets and duplicate tweets may be ranked lower– Tweets only last 7 days in the current index, so Fresh
Tweets are important
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
The more people following you who retweet your constant stream of fresh content equals authority.
What is Authority on Twitter?
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Creating Authority
What to look for… Lists/Reviews Breaking News Research How-to Guides Limited/Exclusive Offers
Don’t Re-Tweet…REWRITE!1. Be USEFUL to the reader,2. Provide him with a sense of
URGENCY,3. Convey the idea that the main
benefit is somehow UNIQUE; and4. Do all of the above in an ULTRA-
SPECIFIC way.http://www.copyblogger.com/how-to-write-headlines-that-work/
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Building your Authority
Spread the Word• Email everyone to follow you• Reach out to your other social networks • Give simple instructions for HOW
(provide a link)• Use the word “Please” – “Please follow me”• Repeat Often
Find the 10%• Conferences
Give them a reason“Top 5 reason you should follow me on Twitter”
Organize Your Twitter Lists• People I know and trust me• People I know who know me• People I don’t know
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Maintain your Authority
Schedule content for distributionhttp://www.twaitter.com/
Respond quickly to questions/needsAcknowledge retweetersPromote your accomplishments
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Advocate
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
90% Authority | 10% Advocate
Authority Content Guide• Never retweet…rewrite• Limit links (danzarrella.com)
• Constant stream of 4U’s
Advocate Content Guide• Unique story about you• Post on your web presence• Send out a Press Release
Why builds Authority (TwitterFeed)
When Monday or ThursdayHow PR Newswire, Business
Wire, MarketWireWhat a compelling story
(see me on Thurs @ 1:30)
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
When to Tweet• First published on major news site• Any time a site re-edits the release
What to Tweet• Adapt headlines to Twitter Lists• Include a link to the most authoritative news
siteWhen to Send• 11:30 CST and 4PM CST (pearanalytics)
• Tuesday or FridayAcknowledge & Connect• Reach out to journalist who re-edit your
release– Become an authority source for them
• Acknowledge/thank retweeters
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
1. Is Twitter Right For You?2. Monitor to respond3. Engage with Authority4. Advocate sparingly…
…but with Authority
Experts on PR & TwitterPresented by Sean Jackson, Ecordia
Research & Refence• Copyblogger.com
– http://www.copyblogger.com/how-to-write-headlines-that-work/– http://www.copyblogger.com/writing-headlines-that-get-results/
• Danzarrella.com– http://danzarrella.com/weekends-and-afternoons-show-the-highest-twitter-ctrs.html
• http://www.twaitter.com/• http://blogs.harvardbusiness.org/cs/2009/06/new_twitter_research_men_follo.html• http://www.web-strategist.com/blog/2008/12/08/understanding-hp-labs-twitter-research/• http://pearanalytics.com/blog/2009/twitter-study-reveals-interesting-results-40-percent-poin
tless-babble/• http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2317/2063• http://blogs.business.com/b2b-online-marketing/2009/businesscom-b2b-social-media-case-s
tudy/• Searchenginenews.com