Learn the latest Twitter PR Secrets with Lisa Buyer and Lisa Grimm. Twitter has matured significantly over the past years, and 2013 brings tremendous opportunity, both to win big and waste your time. Join industry favorites Lisa and Lisa for the 2013 version of last year’s raucous Zenith session. You’ll learn what Twitter is stellar for, how to engage in ways that benefit your business, realistic expectations, how to evaluate results, and mistakes to avoid.

2. Covering…
• Twitter refresh
• Opportunity
• Strategy
• Content
• Visuals
• Timing
• Structure
• Platforms
• Measurement
@lulugrimm | @lisabuyer | #zenith2013

3. Twitter refresh…
• Twitter is an information network
• Millions use it to discover and share new information
• Gather market intelligence and insights
• Build relationships with people who care about your
company
@lulugrimm | @lisabuyer | #zenith2013

4. Twitter Growth
• 500 million: Twitter users
• 200 million: Monthly active users
• 400 million: Tweets per day
• 60%: access Twitter via mobile device
• 33,000: Tweets per second in Japan during New
Years
@lulugrimm | @lisabuyer | #zenith2013

5. Twitter Rules
@lulugrimm | @lisabuyer | #zenith2013

6. Keep it Real
Be AUTHENTIC!
Be Personable
Would you say it to your mom?
Don’t Be a Spammer. Avoid being a robotic-like Twitter
messenger (a.k.a., spammer)
@lulugrimm | @lisabuyer | #zenith2013

7. Brevity
@lulugrimm | @lisabuyer | #zenith2013

8. Profile Optimization
@lulugrimm | @lisabuyer | #zenith2013

9. Profile Optimization
• SEO Title – Your Name (username) on Twitter: Your name under the Profile Settings and your username
are the title tags for your profile. Keywords in your username are worthwhile if still available.
• Profile Image – Filename and Your Name as ALT Tag: When it comes to your profile image, be
sure to optimize it with a branded image and also by using your name as the filename. Twitter will automatically use your
name under the Profile Settings as the ALT tag for your profile image as well.
• Keywords in Your Bio: Your Twitter bio information is key and it is important to front
load your bio with strategic keywords. Services like Klout pull your Twitter bio information as your Klout profile description.
FollowerWonk, Formulists, and other Twitter search engines use keywords in your bio in search results when people are
looking for similar tweeps to follow. You can also include a hashtag, link or another Twitter handle if applicable.
@lulugrimm | @lisabuyer | #zenith2013

10. Tweet Structure
@lulugrimm | @lisabuyer | #zenith2013

11. Tweet Structure
1. Headline or phrase
2. Link
3. Hashtag - using hashtags that
influencers use will get you noticed
by people in those niche circles
@lulugrimm | @lisabuyer | #zenith2013

12. Hashtags
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.

13. Why do People RT?
People Polled Say They Retweet
• 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%
@lulugrimm | @lisabuyer | #zenith2013

14. Twitter Favorites
@lulugrimm | @lisabuyer | #zenith2013

17. @lulugrimm | @lisabuyer | #zenith2013

18. Twitter for PR
• Develop a content strategy
• Create or integrate Twitter account specifically for
news and automatically publish
• All content from your online newsroom. You’ll reach
1 in 10 journalists that way!
• 45% increase in demand from journalists looking to
receive news from companies via Twitter
• Build relationships with reporters!
@lulugrimm | @lisabuyer | #zenith2013

19. Optimizing News on Twitter
• Hashtags
– #pubcon #socialmedia
– #realestate #PR
• @replies with industry experts and/or
the media
• Keywords/Keyword Phrases
• Chats for exposure and through
leadership– Example:
– #SocialChat #journchat

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#FAIL

25. Twitter Pitch
@lulugrimm | @lisabuyer | #zenith2013

27. Know your story so you can tell it
This Not This
Know yourself so you can know your story
@lulugrimm | @lisabuyer | #zenith2013

28. Social Media Strategy Basics…
• Goals
– Overarching aim, big picture
• Objectives
– Must be measurable and ladder to big picture
• Strategies
– Your roadmap
• Tactics
– The details
Brass Track Thinking: http://bit.ly/18wVtLa
@lulugrimm | @lisabuyer | #zenith2013

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Trending:
Social Strategy for Tragedy

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32. Do this…
@lulugrimm | @lisabuyer | #zenith2013

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34. Don’t do this…
@lulugrimm | @lisabuyer | #zenith2013

35. Or this…
@lulugrimm | @lisabuyer | #zenith2013

36. Strategy for Tragedy Basics…
• Know thy brandself
• Communications plan
• Stakeholder meeting
• Remove scheduled content
• Cease posting for a day or two
Source: Communications Passionista - http://bit.ly/SX0EKJ | Source: Search Engine Watch: http://bit.ly/ZgZtKJ
@lulugrimm | @lisabuyer | #zenith2013

38. Content Strategy
@lulugrimm | @lisabuyer | #zenith2013

39. Content Mix
Original (50%)
• Branded content leveraging existing
brand assets that align with content
streams
Promotional (10%)
• Brand integrations, fan offers, flash
giveaways, and contents
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

40. Content Calendar
@lulugrimm | @lisabuyer | #zenith2013
This mix of content will keep the content feeling personal, accessible, and authentic.

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45. Vine
• Twitter owned
• Launched January 2013
• Create short, looping six
second videos with sound
• Social network
• Sharing capabilities to
Facebook and Twitter
@lulugrimm | @lisabuyer | #zenith2013

46. Vine stats…
• Branded Vine videos are shared 4X more than
branded Internet videos
• Five Vines shared per second on Twitter
• 4 percent of the top 100 Vines were made by
brands
• Vines tweeted more on the weekend than
weekdays combined
• Vine activity highest 10 a.m. – 11 a.m. ET
Source: Adweek/Unruly - http://bit.ly/176H3kz@lulugrimm | @lisabuyer | #zenith2013

47. Wolverine Trailer Teaser
• 359 Likes on Vine
• Media Coverage
- Tech Crunch
- Mashable
- The Verge
- BuzzFeed
- Slate
- Hollywood Reporter
@lulugrimm | @lisabuyer | #zenith2013

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49. Vine Film Festival
@lulugrimm | @lisabuyer | #zenith2013

50. Set It and Forget It Always On, Engaged
@lulugrimm | @lisabuyer | #zenith2013

51. Superbowl

52. Superbowl

53. Listening + Engagement FTW!
@lulugrimm | @lisabuyer | #zenith2013

54. Listening + Engagement FTW!
@lulugrimm | @lisabuyer | #zenith2013

55. Brands have conversations too!
@lulugrimm | @lisabuyer | #zenith2013

56. @lulugrimm | @lisabuyer | #zenith2013
“Social Media Roadmap” was feature of Fast Company’s September Issue.
Fast Company socializes content by creating an interactive hub on
FastCompany.com and drives multichannel.
Curation

57. Campaign Integration (multichannel)
@lulugrimm | @lisabuyer | #zenith2013

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70. Metrics
• 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
@lulugrimm | @lisabuyer | #zenith2013

71. @lulugrimm | @lisabuyer | #zenith2013

72. Takeaways…
@lulugrimm | @lisabuyer | #zenith2013

73. Source: Buddy Media

74. Sign up for SocialPRSecrets.com by Lisa Buyer
Release Date: June 12
@lulugrimm | @lisabuyer | #zenith2013

75. Thank You!
@lulugrimm | @lisabuyer | #zenith2013