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