Moderate to advance techniques for building a presence, influence, and audience using Twitter. Presented by Heidi Sullivan and Kevin McFall

1. Twitter 201
Heidi Sullivan VP, Media Research
@hksully
Kevin McFall VP, Business Development
@JournoPR3point0

2. Questions?
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3. Webinar Hashtag #cision
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Follow Us!

4. What We’ll Cover
 Gauging Popularity, Trust
& Influence
 Hashtags, Twitter Lists &
Trending Topics
 Twitter Management Tools
 Brand Management vs.
Personal Branding
 Measuring Twitter ROI
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5. Popularity, Divider
Section Trust &
Influence

6. Do you believe
the follower
hype?
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7. My strategy is that Twitter is a
marketing broadcast platform, and
so the way it gets to be the best platform
you could have is to have as many
different followers as possible,
which to put it mildly, is radically different
from most people — who believe they
should have a Kumbaya soulful
experience with every follower.
Guy Kawasaki
Alltop

8. Caring about number of followers
is going to take you down a path that’s not
very satisfying…even if you get the
numbers, if you’re surrounded by a million
(jerks), is that as much fun as being
surrounded by a thousand brilliant, fun,
great people?
Robert Scoble,
Scobleizer

9. Using Twitter Influence Identification Tools
(or creating your own) to measure who is influential
in your space
 Popularity/Reach
 Engagement/Activity
 Trust/Authority
 Network Influence
 Amplification
 Relevance
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10. Popular Free Twitter Influence Measurement Tools
 Identifies influencers
through a unique score
that includes Twitter &
Facebook statistics.
 Identifies influencers
through a unique score.
Very popular in the UK.
 Identifies influencers
through a unique score
*on hiatus for a few weeks
due to Twitter API
changes
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11. Identify your
Keywords
 Google AdWords
 Keyword Discovery
 Wordtracker
 Google Suggest
 Yahoo! Search Assist
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12. Monitoring & Mapping Your Results
 Monitor with keywords, brand
names and competitor names
to begin tracking influencers
 Use the simple Twitter search
tool search.twitter.com for
smaller initiatives; note you
won’t see older tweets
 A paid social media monitoring
solution like Cision Social
Media or Radian6 can provide
you with additional content
and topic trends
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13. Collect handles and details on an initial list
of influencers
 Use a Twitter Influence
Measurement Tool to map
your results.
 Identify each influencers’
additional outposts, tone,
preferences, etc
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14. Hashtags, Lists and
Section Divider
Trending Topics

15. #Winning with Lists, Trending Topics, & Hashtags
 Lists for events, topics,
communities, industries
 Getting added and adding
others
 Use Twitter home page or
search to ID top topics
 Finding hashtags that are
already being used vs.
creating a new one
 Don’t overuse hashtags in
your own content
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16. Lists Can Help You Organize & Engage
1. Industry Peers and Professionals Lists
2. Expert identification and aggregation
3. Recognize and Reward Customers Lists
4. Niche Lists
5. Geographic Lists
6. Event Attendees and Live-Tweeters Lists
7. Personal or Professional Affiliations
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17. Trending Topics
 Use Trending Topics to:
• Identify potential story ideas
& angles
• Begin to engage with others
who are influential or
engaging in topics of interest
and importance to you
• Follow with caution!
Trackable topics
increasing in popularity
based on the number of
people tweeting about it
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18. Searching for Trending Topics
 Use the @ symbol to search by user handles
• from: and to: qualifiers
 Date based
• since:2008-04-18 or until:2011-04-04
 Location based
• keyword(s) near:Chicago within:50mi
 Sentiment based
• Positive: Frontera Grill :)
• Negative: Car repair :(
 Question filter
• ‘best PR software ?’
 Source filter march madness
• source:tweetdeck
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19. Example of a Trending Topic Gone Wrong
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20. Twitter Hashtags
 Hashtag – the # symbol,
is used to mark keywords
or topics in a Tweet
 It is simply a way for
people to search for
tweets that have a
common and/or recurring #cisionrocks
topic
 Hashtags allow you to
create communities of
people interested in the
same topic by making it
easier for them to find and
share info related to it.
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21. #PRintern
#journchat #pr20chat
#EntryPR
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22. Hashtag in Action
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23. Twitter Management
Section Divider
Tools

24. Benefits of Twitter Management Tools
 Manage multiple accounts with multiple users
 Listen to / Monitor what’s being said about your
brand
 Schedule and archive tweets
 Post updates to multiple accounts simultaneously
 Statistics and analysis tools
 Visualizations of your relationships and
connectedness
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25. Twitter Management Tools
TweetDeck for Desktop
Hootsuite for iPad
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26. Resource List of Twitter Management Tools
 HootSuite
 TweetDeck
 CoTweet
 Tweetie (For the Mac generation)
 Ping.fm
 JournalistTweets.com
 Other tools for managing
multiple accounts:
MATT, TwitIQ, Tweet3
 OneForty.com is the leading site to
learn about Twitter tools
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27. Follower Management Tools
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28. Brand Management
Section Divider
vs. Personal
Branding

29. Avatar vs. Photo
“Your company is not choosing just a picture. You’re
choosing a voice for the account, a personality, a
strategy!” Mark Schaefer, Grow
“I think a face is weird because it’s a company/entity not a person
and as you say, people leave/change. And some logos are iconic
and memorable … My son knew companies by their logos before
he could read, and now he is probably a Starbucks lifer. But I
might just be the oddball here.”
Cathy (in a PR-Squared.com post) SHIFT Communications
“I personally think it’s a better strategy to have them participate
under the brand name but using a gravatar that mixes their picture
with the company logo.”
Jon Buscall, Jontus Media

30. Should my brand’s Twitter avatar be a logo or a
person?
Logo
 Makes staff transitions easier
Orange County
(new reps, vacations, etc.) Register
@OCReggie
 Provides Brand Recognition
& Context
Photo Olivier Blanchard
@thebrandbuilder
 More personal & engaging
(Adds a human element to
your brand
Yvette Pistorio
 Easier to insert personality @cision
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31. How many Twitter handles are too many?
Multiple Handles vs. Single Handle
 Multiple interests  Easier to maintain
 Distinct engagement  Allows for transparent interaction
 Easy to maintain with tools  Authenticity
Kevin McFall
@TV2point0
Kevin DJ McFall
@megamix86
Kevin 911 McFall Heidi Sullivan
@Spotted9s @hksully
Kevin McFall
@JournoPR3Point0
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32. MeasuringDivider
Section Twitter
ROI

33. Raise
Awareness
Generate Leads,
Drive Traffic
Increase Sales
Developing Business
Objectives
Gain Customer Manage
Insight Reputations
Develop Trust,
Social Capital
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34. Establishing Benchmarks
 Identify influencers
 Locate communities
 Determine share of conversation
 Know your keywords
 Pick your metrics
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35. QUESTIONS?
Laurie Mahoney Laurie.Mahoney@Cision.com
Brandon Andersen Brandon.Andersen@Cision.com