Analyzing the Experts on Twitter - PubCon Vegas 2010

Twitter & Social Media from the PR ExpertsPresented by Sean Jackson, Copyblogger Media

ANALYZING THE EXPERTSPresented by Sean Jackson of Copyblogger Media

Twitter & Social Media from the PR Experts – Vegas 2010


Sean A. JacksonPartner/CFO - CopybloggerPresident DFW SEM

Past President Dallas Ad League (AAF-Dallas)

About CopybloggerCopyblogger.com#1 online marketing blog – AdAge

StudioPress.com#1 WordPress Framework – Mashable

ScribeSEO.comCategory leading SEO tool for writers

ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse


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Twitter is an excellent resource for communicating with the public if…

You have the reach and influence!


So how do the experts do it?• 2M followers• 9M web visitors• 96 Klout Score• Top Influencer• News source

@Mashable

• 63K followers• 272K web visitors• 68 Klout Score• Information Source• Industry Blogger

@Copyblogger

• 160K followers• 384K web visitors• 77 Klout Score• Information Source• Personality Blogger

@ChrisBrogan

• 70K followers• 167K web visitors• 93 Klout Score• Top Influencer• Industry Blogger

@BrianSolis

•30K followers•300K web visitors•54 Klout Score•Specialist•Industry Blogger

@LeeOdden@TopRank


A BIG Caveat to this presentation

• Measuring ANYTHING related to Twitter is a moving target, so…

• Every number I present is wrong the moment I added it to this presentation, and…

• I am trying to find patterns in the waves.


@Mashable @Copyblogger @ChrisBrogan @BrianSolis @TopRank@leeodden

Followers 2.1M 63,000 160,000 70,000 7,50023,000

Following / Followers 0.1% 0.6% 87.20% 3.80% 18.20%8.95%

Followers / Web Visitor

22% 23% 42% 42% 2.5%7.6%

Avg Tweets / day 23 11 52 7 612

Avg. Followers / avg Tweet

34 62 33 17 2.51.5

RT with Links (2 wks)

518,644 6,342 6,279 6,838 5,805

% Content Engagement

25% 10% 4% 10% 19%(combined)

Dan ZarrellaRetweetability Index

811 17 9 22 2616


Let’s go further…

ChrisBrogan

LeeOdden

Copyblogger

BrianSolis

TopRank

Mashable

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Replies @ReTweets RTOriginal


So what does this all mean…

• Statisticians and scoundrels can use numbers to prove any point

• Suggested correlation between original Tweet content and Twitter user engagement.

• Quantity of Tweets is not a critical factor – as long as it is not too few.

• Twitter follower growth is not correlated to “following” others.


Top things to consider…

Symbiotic relationship between your blog and Twitter account.

a. Growing your public site audience is important for building reach and influence on Twitter.

b. Content matters – a steady stream of Twitter content is MORE important than follower interaction via @ replies.

c. Promote your Twitter Account – Everything online should compel visitors to Follow you.


…but what about PR…

1. Social media tools like a blog and Twitter are CRUCIAL to building relationships with the public (true PR).

2. If you are not talking online now, then you will be shouting at the wind later.

3. Engagement = Online content, regardless of the channel.


Some simple metrics…

• Twitter Followers / Site visitors • KLOUT Score• % of RT and @ / Total Tweets• Avg Tweets / Day


Tool Reference

TweetStats.com – free Twitter stats toolKlout.com – great resource on Twitter influenceTwitterCounter.com – interesting stats for growth patternsBackTweets.com – measure RT with links to URLCompete.com – website visitor informationDanZarrella.com – damn smart social media expert@copyblogger – the MOST important Twitter account to follow.*Copyblogger.com – the MOST important blog on the web.*

*Shameless PLUG

http://tweetstats.com/

http://klout.com/

http://twittercounter.com/

http://backtweets.com/

http://compete.com/

http://danzarrella.com/

http://twitter.com/copyblogger



http://www.copyblogger.com/


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@copyblogger#pubcon

Analyzing the Experts on Twitter - PubCon Vegas 2010

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