#PowerOfPR @rbbPR 1

How to Build and Maintain Your Brand’s Reputation on Twitter

Christine de la Huerta@cmhuerta

@rbbPR

#PowerOfPR @rbbPR 2#PowerOfPR @rbbPR

USAGE

If Twitter was a country it would be the 12th largest

302 million monthly active Twitter users

Average user spends 170 minutes on Twitter a month

56% of active users are actually tweeting the rest are just monitoring

Average number of followers per user: 208208

302

170

56

12

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TWITTER: Why they follow

The value of

a follower

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B2B

88% Twitter is the 2nd most used social

network (88%) by B2B marketers

34%of marketers use Twitter to

successfully generate leads

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SMB

72%Of followers are more likely to buy

something from a business they

follow

81%More likely to take action on info

about an SMB that was shared via

Twitter

Feel more connected with

businesses after following them85%

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Reputation – What is it?

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All about the

customer

CHALLENGER BRAND

All about the

competition

BREAKOUTBRAND

BREAKOUT BRANDThe birth of the

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1.Forget chasing,

focus on leading

2.Create the future

3.Communication

first, second and

third

BREAKOUT BRANDWhat defines a

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THE OLD MODEL

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THE BREAKOUT MODEL

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BREAKOUT BRANDTop 10

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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.

EVERY online

user has

power, so

don’t be quick

to ignore

anyone.

HOW TO

Your

reputation

across social

media will

affect

SEARCH

results.

REPUTATION ESTABLISHMENT

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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

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ENGAGEMENT PROCESS

Listen

Assess

Engage

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RBB/AGENCYTEAM STRUCTURE

SUPPORTTEAM

SENIORCABINET

Strategists

Digital Experts

Reputation Specialists

Tracking

Measurement

Reporting

TACTICALTEAM

Writing

Community Mgmt.

Promotions

Social Media Mgmt.

Creative

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Reputation Management

Tips

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Grow your Community

• Drive awareness for your Twitter

account

• Make it easy for people to find and

follow your business

Add a Follow button to your website

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Grow your Community

Promote your @username everywhere

Tap into your existing customer base

• Sync your email contacts with Twitter

• Online and offline

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Reach More People

• Join industry-related conversations

and connect with influencers

Get found with hashtags

Collaborate with others

• Double your return without doubling

your effort

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Engage with More People

• 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

Shortened links

Add images

• Tweets with images receive

• 18% more clickthroughs

• 89% more favorites

• 150% more retweets

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Reputation Do’s & Don’ts

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Do: Engage Community Directly

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Do: Escalate Important Issues to Appropriate Channel

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Do: Remember the Strategy

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Do: Think Before You Tweet

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Don’t: Be Rude (even when they are)

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Don’t: Be a Robot

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Don’t: Use a Trending Hashtag With No Research

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Don’t: Create a Hashtag Without Proof Reading

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Don’t: Forget to Log Out

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Do’s and Don’ts

Never pose as a customer Authenticity is key

Don’t back off in time of crisis PR rules apply

Don’t use for marketing only Emphasize conversation

Add value

Break silos

Don’t take to long to act Do the right thing

Don’t fudge or guess Accuracy matters

Never buy followers Advertise instead

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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

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Followers campaign:

• Displays a Promoted Account in several

key places such as “Who to follow” and

Home timelines

• Both desktop and mobile

• Consider the characteristics of your

potential customers in your targeting to

reach your most receptive audience

• Priced on a cost-per-follow (CPF) basis –

you only pay when someone clicks

“Follow” on your ad placement

Advertising

Tips:

Pricing:

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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

• 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.

• Website Cards are priced on a cost-per-click (CPC)

basis – you only pay when someone clicks through

to your website.

Tips:

Pricing:

Advertising

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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

• 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.

• 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.

Advertising

Tips:

Pricing:

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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

• Priced on a cost-per-click basis - you only pay when

someone clicks on your App Card.

Advertising

Pricing:

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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

• Be sure to offer something valuable in return (e.g.,

interesting content, entries to sweepstakes, coupon

codes).

• Priced on a cost-per-lead (CPL) basis - you only pay

when someone submits their contact information

Advertising

Tips:

Pricing:

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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

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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

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Tweet me with your questions @cmhuerta

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AddendumExtra Slides for Leave-behind –

Stats and Research

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BRANDS

63%

58%

of brands worldwide have multiple Twitter

accounts

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 link-

containing tweets

42% of the international brands post

10 tweets per day on average

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MOBILE

80%

70%

Active users are on

mobile

Regard mobile device as

primary tweeting devices

80%Millennials access Twitter

using mobile

81%Of Twitter’s ad revenue

came from mobile ads

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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/