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


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


Public Relations and…

BBSWebIRCIM

MySpaceFacebook


PR success for any medium…

Clarify Engage AdvocateMonitor


Clarify


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)


Why You Should Use Twitter…

Is my audience there?Is it important to my efforts?

Can I/we engage?Can I/we sustain?


Monitor


RSS is your friend…


…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


Engage


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?


The goal of engagement is…

Authority!


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


The more people following you who retweet your constant stream of fresh content equals authority.

What is Authority on Twitter?


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/

http://www.copyblogger.com/how-to-write-headlines-that-work/



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


Maintain your Authority

Schedule content for distributionhttp://www.twaitter.com/

Respond quickly to questions/needsAcknowledge retweetersPromote your accomplishments

http://www.twaitter.com/




Advocate


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)


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


1. Is Twitter Right For You?2. Monitor to respond3. Engage with Authority4. Advocate sparingly…

…but with Authority


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


http://www.copyblogger.com/writing-headlines-that-get-results/

http://danzarrella.com/weekends-and-afternoons-show-the-highest-twitter-ctrs.html


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-pointless-babble/

http://pearanalytics.com/blog/2009/twitter-study-reveals-interesting-results-40-percent-pointless-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-study/

http://blogs.business.com/b2b-online-marketing/2009/businesscom-b2b-social-media-case-study/