PacNet12 Presentation

Kathleen Hessert, Sports Media Challenge & BuzzManager, Inc

JerryRizzo

Tweeted his way 2 a dream job in the NBA

Twitter Telling Life Stories

You Can Too!

3

Mark Haywood

Used Twitter to save a dog’s life

Myra McEntire

Wrote a book & landed a movie deal

2012 Social Super Bowl

4

Did you know?

Easy access isn’t easy

excellence

Aiming for attention is

yesterday

Attracting fans through tweets

is top priority. Aim for a

continuous fan connection

Twitter is a stand alone +

great amplifier of other

platforms too

SM Education is Vital

5

Twitter FB

4Square

@ Center of

Social Ecosystem

6

To Twitter From Twitter

Twitter Drives Engagement

7

Forecast

builds off Twitter’s

ability to amplify

Forecast where you’ll be

in advance

Automatic trigger to check in on

Foursquare when you arrive

Alerts friends to go there too or

socialize on arrival

Earn badges & leverages the

value of “social proof”

Enables geo-location advertising

& is made for critical mobile

environment

Align to Business Strategy

8

Rockettes leverage

NBC’s Super Bowl spot

to amplify its national

brand evolution

Drive traffic to sites

Expand social ecosystem

on Facebook & Pinterest

What Should They Tweet?

9

Use Editorial Calendars to trigger

ideas, stay on brand & add value not

noise

Identify twitter acct(s) goal

Humanize the brand

Make it authentic/ transparent

be who the acct says you are

Be current. Be creative

Acknowledge & engage others

Storify your Twitter narrative making

heroes of your advocates

Timing for Impact

# for Tracking

10

Time of day/week

Real-time or

Late in day

10-11pm EST

Late in week

Saturday

Various tools to analyze your

community & your results

Hashtags

Creative, evokes emotion

Incorporates your brand

Adopt community #s that work

Be content relevant

Don’t be #McDstories

Use tools that track viral path

Monitor for Business Intelligence

11

Listening for valued

content to act on Who is talking & how much

Where’s the conversation

What are they talking about

Who are the most prolific

ID Advocates:greatest reach

Surface actionable

information when it’s worth

something Customer service in venue

& community

PR & crisis communications

Brand resonance

Marketing & sales

Product development

Competitor intelligence

Community Management

12

Organize for nimbleness, efficiency & effectiveness

1. Begin with a headline thought to suck followers in. Dull squelches interest

2. Never begin a tweet with @sign, it limits those who can see it to those who follow the 2 tweeters

3. Never start with a NAME unless that person will make ppl read UR tweet

4. Retweets usually occur within 1hr of UR tweet

5. Typical # of RT’s = 1 Multiples mean you should B really happy!

6. Optimal tweet length is 120-125 characters 2B retweeted

7. “Via @kathleenhessert” in middle of UR tweet is more effective than “RT”

8. Incorporate link shorteners & track open rates

9. MT stands 4 “modified tweet”

10. Using sign posts like: “NEW BLOG POST” “INFORGRAPHIC” attracts more eyeballs

11. 4 deeper engagement draw online fans offline via tweets

12. Use a call-2-action to prompt engagement

13. Ask questions: crowdsourcing is valuable & an inherently social activity attracting others

Best Practice Bonus Tips #140 characters or less

13

Thank you!

Contact us for more information: Kathleen Hessert Founder & CEO

704.541.5942 (o) [email protected]

@kathleenhessert on Twitter, Linkedin, Facebook, Pinterest, Foursquare, Google+, Instagram