2. @space150 ©2013
LISA BUYER
Author
Socia PR Expert
@lisabuyer

3. Confidential and Proprietary space150 ©2013
HH
Book
Signing

4. @space150 ©2013
LISA GRIMM
PR + EM Director
@space150
@lulugrimm

5. Agenda
/ What good is it anyway?
/ Twitter for Business 2014
/ What’s New?
/ Profiles + Optimization
/ Content + Engagement
/ Measurement + Reporting
/ #FaveTools
/ #AUA - Ask us anything:)
@lisabuyer | @lulugrimm | #zenith14

6. What good is it anyway?
/ Direct to audience relationship building
/ Customer Service
/ Media Relations
/ Building Community
/ News Feed
/ Reputation Management
/ Promotion
/ Tie in an offline marketing plan
/ Ex: Twitter TV

7. Twitter for Business 2014

8. Confidential and Proprietary space150 ©2013
Mobile + Social have profoundly
changed how we experience and share

10. 11/7/13
Source:
IDC !
Source: Twitter

11. 255
million
Monthly active
users worldwide
Source:
IDC !
Source: Twitter

12. 100
million
Daily active users
worldwide
Source:
IDC !
Source: Brickfish

13. 52
million
Are in the U.S.
Source:
IDC !
Source: Brickfish

14. 500
million
Tweets per day
Source:
IDC !
Source: Brickfish

15. 5,700 Tweets per second
Source:
IDC !
Source: Twitter

16. 400
million
Tweets per day
Source:
IDC !
Source: Twitter

17. 18% Of Internet users
are on Twitter
Source:
IDC !
Source: Pew Research

18. 86% Use Twitter on a
mobile device
Source:
IDC !
Source: Twitter

19. 31% Are ages 18-29
Source:
IDC !
Source: Twitter

20. 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

21. 1800
percent
Increase in mobile
video traffic by
2016
Source:
IDC !
Source: Twitter

22. 55
percent
Of all Internet
traffic will be video
by 2016
Source:
IDC !
Source: Twitter

23. 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.

24. What’s New?

25. Profiles

27. Engaging tweets appear larger

29. Featured Tweets Pinned to Top

30. Embedded Tweets

31. Embedded Tweets

32. Embedded Timelines

33. 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

34. How long
does this
take?
Less than
15
minutes*
https://dev.twitter.com/docs/cards

35. Twitter Card Analytics

36. Twitter Card Analytics

37. Your Twitter Analytics

38. Optimize Your Profile

40. Tweet Structure
/Headline or phrase
/Links
/Hashtags! (Using hashtags will get you noticed by people
in niche categories)
@lisabuyer | @lulugrimm | #zenith14

41. 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.
@lisabuyer | @lulugrimm | #zenith14

42. 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

43. Favorites

44. 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

45. Content

46. Confidential 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

47. Confidential and Proprietary space150 ©2013
Tell an engaging story that builds
relationships direct-to-audience.
!
Source: Mobithinking

48. Comms Strategy Basics
/ Goals
/ Overarching aim, big picture
/ Objectives
/ Must be measurable and ladder to big picture
/ Strategies
/ Your roadmap
/ Tactics
/ The details

49. 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

50. Confidential and Proprietary space150 ©2013
Original (50%)
Creative and branded content that align with
brand content streams
!
Promotional (10%)
Brand integrations, fan offers, flash 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

51. Confidential and Proprietary space150 ©2013
Content Calendar
@lisabuyer | @lulugrimm | #zenith14

52. Confidential and Proprietary space150 ©2013
Listening, transparency and
authentic engagement have
never been more important.
!
Source: Mobithinking

53. Crisis Comms

54. Confidential and Proprietary space150 ©2013
Executive Comms Director
Communication Director for IAC / InterActiveCorp

55. @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

56. Confidential 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.”

57. Confidential and Proprietary space150 ©2013

58. Do’s + Donts

59. Create timely
relevant, and
on-brand
content
DO

60. DO
Find timely
relevant, and
on-brand ways
to engage

61. Be a
newsjacking
douchebag :)
DON’T

62. The Internet
will hunt you
down meme-
style
DON’T

63. Be HUMAN!
Engage your Community LIKE A BOSS!

64. GE

65. GE

67. GE

68. Media Relations/Pitching

69. Today Show Newsroom

70. Twitter Pitching

72. Timing + Scheduling

75. Tips for successful tweeting

80. Paying to Play

81. 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

83. Why ads?

84. Twitter Ads Overview

85. Promoted Tweets
•Regular tweets but with the
added bonus of reaching
both current and potential
targeted followers
!
•Found in Twitter timeline
and search

86. Promoted Tweets
•For PR news
!
•NBC reports Academy
Award Win for Director

87. Promoted Accounts
/ Quickly reach more followers
/ Build community advocates
/ Target by:
/ Geo
/ Interests
/ Pay only when people follow you
back

88. Retargeting

89. #FaveTools

92. Buffer
Tip
Go back to old content:
!
/ Blog posts
/ Press releases
/ FAQs
/ CEO bio
!
and Buffer them!

93. Tweetdeck

94. @lulugrimm | @lisabuyer | #zenith2013

96. IFTTT

102. Klout

103. Klout

107. Analytics + Measurement

109. 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
Metrics

111. Takeaways

112. Takeaways
/ Twitter is here to stay. IPO is funding new offerings for brands and
marketers.
/ Make Twitter work for your brand; define how it serves your broader mar
comm strategy
/ Understand Twitter’s latest offerings and how they can benefit your
business
/ ADD VISUALS!!!
/ Optimize your profile with keywords, hashtags and links
/ Amplify distribution with ads

113. 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 brand’s past content and be careful not to make the
mistake of publishing a blog post, sharing once and forgetting it
/ MEASURE!!!

114. Bonus: Twitter Accts to
Follow
/ @TwitterSmallBiz
/ @Tweetdeck
/ @TeamTwitter
/ @TwitterMobile
/ @TwitterComms
/ @TwitterAds
/ @TwitterMedia
/ @TwitterSearch
/ @AllTwtr

115. #AUA
Ask Us Anything

116. THANK YOU!

117. Appendix

118. Confidential and Proprietary space150 ©2013
@lisabuyer | @lulugrimm | #zenith14

119. Twitter’s New Profile
•Custom header and background
•Larger profile image
•Similar to Facebook
•Promotion opportunity to pin a tweet to top
•Followers displayed in Pinterest-like board versus list
•Cleaner – more white space

120. Twitter + Klout
Perception is reality
Reality is perception
Your Klout score influences and represents your
• Expertise
• Credibility
• Tweet Reach
• Use it as an indicator but not sole indicator