How to Build and Maintain Your Brand s Reputation on Twitter Christine de la Huerta @cmhuerta @rbbpr 1
USAGE 12 If Twitter was a country it would be the 12 th largest 302 302 million monthly active Twitter users 170 Average user spends 170 minutes on Twitter a month 56 56% of active users are actually tweeting the rest are just monitoring 208 Average number of followers per user: 208 2 #PowerOfPR @rbbpr
TWITTER: Why they follow The value of a follower 3
B2B 88% Twitter is the 2nd most used social network (88%) by B2B marketers 34% of marketers use Twitter to successfully generate leads 4 #PowerOfPR @rbbpr
SMB 72% 81% Of followers are more likely to buy something from a business they follow More likely to take action on info about an SMB that was shared via Twitter Feel more connected with 85% businesses after following them 5 #PowerOfPR @rbbpr
Reputation What is it? 6 #PowerOfPR @rbbpr
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The birth of the BREAKOUT BRAND CHALLENGER BRAND All about the competition BREAKOUT BRAND All about the customer 8
What defines a BREAKOUT BRAND 1. Forget chasing, focus on leading 2. Create the future 3. Communication first, second and third 9
THE OLD MODEL 10 #PowerOfPR @rbbpr
THE BREAKOUT MODEL 11 #PowerOfPR @rbbpr
Top 10 BREAKOUT BRAND 12
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HOW TO REPUTATION ESTABLISHMENT Social media is about your brand s VOICE first and your products second. Proactively BUILD a positive online reputation with happy customers. Foster brand ADVOCATES and positive online reviews and mentions. Your reputation across social media will affect SEARCH results. EVERY online user has power, so don t be quick to ignore anyone. 14
REPUTATION BEST PRACTICES DESIGNATE an individual or team for online reputation management Continuously MONITOR mentions of your brand online IMPLEMENT and LEVERAGE proper SEO practices Always ENGAGE with your audience 15
ENGAGEMENT PROCESS Listen Assess Engage 16
RBB/AGENCY TEAM STRUCTURE SENIOR CABINET Strategists Digital Experts Reputation Specialists TACTICAL TEAM Writing Community Mgmt. Promotions Social Media Mgmt. Creative SUPPORT TEAM Tracking Measurement Reporting 17
Reputation Management Tips 18
Grow your Community Add a Follow button to your website Drive awareness for your Twitter account Make it easy for people to find and follow your business 19
Grow your Community Promote your @username everywhere Online and offline Tap into your existing customer base Sync your email contacts with Twitter 20
Reach More People Get found with hashtags Join industry-related conversations and connect with influencers Collaborate with others Double your return without doubling your effort 21
Engage with More People Shortened links Use a URL shortener (e.g. Bit.ly, Ow.ly) Link clicks are by far the biggest way users interact with content ~ 92% of all user interaction with Tweets Add images Tweets with images receive 18% more clickthroughs 89% more favorites 150% more retweets 22
Reputation Do s & Don ts 23
Do: Engage Community Directly 24
Do: Escalate Important Issues to Appropriate Channel 25
Do: Remember the Strategy 26
Do: Think Before You Tweet 27
Don t: Be Rude (even when they are) 28
Don t: Be a Robot 29
Don t: Use a Trending Hashtag With No Research 30
Don t: Create a Hashtag Without Proof Reading 31
Don t: Forget to Log Out 32
Do s and Don ts Never pose as a customer Don t back off in time of crisis Don t use for marketing only Don t take to long to act Don t fudge or guess Never buy followers Authenticity is key PR rules apply Emphasize conversation Add value Break silos Do the right thing Accuracy matters Advertise instead 33
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Advertising Objective-based campaigns: Whether you re looking for more followers or website traffic, you can find the right Twitter Ads solution to help your business objective https://biz.twitter.com/ad-products 35 #PowerOfPR @rbbpr
Advertising Followers campaign: Displays a Promoted Account in several key places such as Who to follow and Home timelines Both desktop and mobile Tips: Consider the characteristics of your potential customers in your targeting to reach your most receptive audience Pricing: Priced on a cost-per-follow (CPF) basis you only pay when someone clicks Follow on your ad placement 36 #PowerOfPR @rbbpr
Advertising Drive website clicks or conversions: Creates a Website Card promoted to a targeted group of users Provides more context to users to compel them to click through to your online properties to learn more Tips: To make the most of this opportunity, write Tweet copy that clearly communicates your value proposition. Choose a call-to-action phrase that best reflects your offering. Pricing: Website Cards are priced on a cost-per-click (CPC) basis you only pay when someone clicks through to your website. 37 #PowerOfPR @rbbpr
Advertising Increase Twitter engagement: Promote your Tweets to a bigger, more targeted group of users so that you can place your best content in front of the audience that matters to you, at the right time. Tweets included in these campaigns are clearly labeled as Promoted, but they act like regular Tweets in every other respect. Can be Retweeted, replied to, favorited Tips: Be conversational, offer exclusive or behind-the-scenes content. Share your business unique personality. Tweets with visuals drive higher user engagement - experiment with images or video. Pricing: Priced on a cost-per-engagement (CPE) basis you only pay when someone Retweets, favorites, expands, clicks on, replies to, or follows you from your Tweet. 38 #PowerOfPR @rbbpr
Advertising Drive app installs or engagements: Creates an App Card promoted to a targeted group of users. Previews an image of your app, a rating and a call to action in users timeline. Users can install or open the app directly within the Tweet. App Cards will only be shown in mobile Pricing: Priced on a cost-per-click basis - you only pay when someone clicks on your App Card. 39 #PowerOfPR @rbbpr
Advertising Find leads on Twitter: Lead Generation Cards collect email addresses from potential customers. Includes an image, an offer and the user s name and email address pre-filled. With one click, they can safely and securely send you their contact info Tips: Be sure to offer something valuable in return (e.g., interesting content, entries to sweepstakes, coupon codes). Pricing: Priced on a cost-per-lead (CPL) basis - you only pay when someone submits their contact information 40 #PowerOfPR @rbbpr
Verified Account Verified accounts are currently used to establish the authenticity of identities of high-profile individuals & brands Twitter verifies accounts to make it easier for users to find who they re looking for No requests for verification from general public Requirements for brands: Completely filled out profile Link to company email account Link profile to an official website Include Twitter s follow button on your website Active profile with consistent posting Not a requirement Large following Ad purchase 41 #PowerOfPR @rbbpr
Takeaways Traditional PR and reputation management best practices apply to Twitter Follow the 3-step engagement process (Listen, Assess, and Engage) Foster brand advocates and positive online interactions Use advertising strategically to meet communications objectives Be human and make emotional connections with your audiences 42
Tweet me with your questions @cmhuerta 43
Addendum Extra Slides for Leave-behind Stats and Research 44
BRANDS 63% of brands worldwide have multiple Twitter accounts 58% of the top brands in the world have over 100K Twitter followers 92% of global brands tweet more than once daily, 36% of which are linkcontaining tweets 42% of the international brands post 10 tweets per day on average 45 #PowerOfPR @rbbpr
MOBILE 80% 70% 80% 81% Active users are on mobile Regard mobile device as primary tweeting devices Millennials access Twitter using mobile Of Twitter s ad revenue came from mobile ads 46 #PowerOfPR @rbbpr
Resources http://www.rbbpr.com/ https://support.twitter.com http://www.marketergizmo.com https://business.twitter.com/solutions/leads-on-twitter http://contentmarketinginstitute.com/ http://www.adweek.com/socialtimes/ http://sproutsocial.com/insights/ 47