Moderate to advanced topics on using Twitter to communicate, build influence and to market. By Heidi Sullivan and Kevin McFall

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

2. Questions? If you are experiencing audio issues, please contact: WebEx Technical Support at: 1-866-569-3239 During today’s web seminar, attendees will be in listen-only mode. If you have a question during the presentation, you may submit it online by entering it in the Q&A panel Click the “?” icon located on the floating toolbar at the lower right side of your screen to open the Q&A panel. Simply type your question into the dialog box and click the Send button.

3. Webinar Hashtag #cision 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

5. Popularity, Trust & Influence

6. Do you believe the follower hype?

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 KawasakiAlltop

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

10. Engagement/Activity

11. Trust/Authority

12. Network Influence

13. Amplification

16. Keyword Discovery

17. Wordtracker

18. Google Suggest

22. #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

23. Lists Can Help You Organize & Engage Industry Peers and Professionals Lists Expert identification and aggregation Recognize and Reward Customers Lists Niche Lists Geographic Lists Event Attendees and Live-Tweeters Lists Personal or Professional Affiliations

24. 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

26. from: and to: qualifiers

27. Date based

28. since:2008-04-18 or until:2011-04-04

29. Location based

30. keyword(s) near:Chicago within:50mi

31. Sentiment based

32. Positive: Frontera Grill :)

33. Negative: Car repair :(

34. Question filter

35. ‘best PR software ?’

36. Source filter march madness

38. 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 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. #cisionrocks

39. #solopr #PRpro #PR #PRintern #PRjobs #blogchat #journchat #Commschat #pr20chat #measurePR #EntryPR #PRadvice #PRStudChat

40. Hashtag in Action

41. Twitter Management Tools

42. 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

43. Twitter Management Tools TweetDeck for Desktop Hootsuite for iPad

44. 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

45. Follower Management Tools

46. Brand Management vs. Personal Branding

47. 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

48. Should my brand’s Twitter avatar be a logo or a person? Logo Makes staff transitions easier (new reps, vacations, etc.) Provides Brand Recognition & Context Photo More personal & engaging (Adds a human element to your brand Easier to insert personality Orange County Register @OCReggie Olivier Blanchard @thebrandbuilder Yvette Pistorio @cision

50. Allows for transparent interaction

51. AuthenticityMultiple interests Distinct engagement Easy to maintain with tools Kevin McFall @TV2point0 Kevin DJ McFall @megamix86 Kevin 911 McFall @Spotted9s Heidi Sullivan @hksully Kevin McFall @JournoPR3Point0

52. Measuring Twitter ROI

53. Developing Business Objectives

55. Locate communities

56. Determine share of conversation

57. Know your keywords