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

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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