This presentation was delivered by Jeff Yaniga at the 2010 PRSA - Sunshine District Conference on June 18th.

1. Monitoring Global Trends and Topics (Advanced Twitter) Jeff Yaniga DestinationRx @myworkaccount PRSA – 2010 Sunshine District Conference

2. Agenda The Current State of Twitter Why Monitoring Matters for Marketing and PR Professionals Twitter Tools Strategy Slides will be made available at: www.slideshare.net/JeffYaniga

3. How Relevant is Twitter?

7. www.compete.com Web traffic Analysis Service that publishes approximate number of visitors to the top 1,000,000 websites in the world Twitter Instruments

9. Identifying Trends

13. Small to Mid-Size Budget Big Budget – Fully Integrated Tracking clicks Snapshot Search Monitoring Keywords Engaging advocates and influencers Outsourcing through industry leaders Hiring dedicated resources Deploying to cross functional teams Monitoring Global Trends and Topics

14. Monitor Your Brand: Why This Matters Compliments Turn Into Ambassadors Recognition breeds advocacy Expands your “External PR Team” It’s an offensive and defensive strategy. (If something does go wrong, and it will, guess who comes to your aid first.) Best Practices: “Favorite” those who compliment your brand or service Send advocates a personal DM and #FF Use a bookmark tool (i.e. Delicious) to capture all the compliments, link to this Delicious page on your website

15. Monitor Your Brand: Why This Matters WTF???

16. Monitor Your Brand: Why This Matters The Curmudgeon Loves Company..just not yours. Fast recognition turns mountains into mole hills. Ignoring complaints turns mole hills into mountains. Complaints are contagious. They draw out similar customer experiences. Impressive handling OFTEN results in Ambassadors. Best Practices Frank Eliason– www.twitter.com/comcastcares Full Disclosure Invite clarification, gracefully and politely move debate offline

17. Monitor Your Brand: Why This Matters If it sounds like a duck….. Address it with ops. Talk. Talk. Talk to your community.

18. Monitor Your Brand: Why This Matters Dirty Laundry, Crisis and Shiny Objects Some topics online can draw big crowds. Big crowds present big opportunities: To observe the dynamics of the pack mentality To role play even if your brand isn’t involved The power of authenticity and a sense of humor Worst Practices Best Practices

30. www.streetgiant.bigcartel.com

31. Monitor Your Brand: Why This Matters Keep your friends close, and the influencers closer. Connect with them. By nature they love giving advice. Ask them for it. Early and often. Best Practices Identify influencers as soon as possible. Court them through meaningful relevant conversation.

32. www.technorati.com/blogs/top100 Calculates Blogosphere “Authority” Daily Twitter Instruments

34. www.twellow.com Twitter Yellow Pages. Search results are Returned by number of Twitter followers Twitter Instruments

36. www.search.twitter.com BaSIC AND Advanced Twitter Search Vehicle Twitter Instruments

38. Narrowing Down the Twittervese

39. by date

40. by geo

41. by language

42. by sentiment  or 

45. www.bit.ly A Utility that shortens a long URL. It enables the ability to track the resulting usage Twitter Instruments

47. Check out how many clicks other Bit.ly Tweets have received

49. www.tweetbeep.com Google Alerts for Twitter Twitter Instruments

53. Check your Bit.Ly Report for most active links

54. Review your tweetbeep digest for associated Sentiment

55. Keep a daily log!!!15 Minute Per Day Strategy

56. www.youropenbook.org Search Keywords within Facebook, whether you want to Share or not Twitter Instruments

58. A way to identify additional mentions of your brand or keywords

60. www.trendistic.com A visualization of what is popular on Twitter, and what is not, and how keywords relate to each other. HINT: Register for a free account to enable 90 / 180 Day Views Twitter Instruments

68. DIY Advice Clearly Define what you are trying to Accomplish Choose Tools that will Serve above mentioned Objectives “Staff” it appropriatelY Before you fully engage…prepare.

70. Advanced Monitoring – Outsource Tools Visible Technologies Buzzlogic TNS CYMFONY Nielson Trackur SM2 from Techrigy Brands Eye Reputation Defender Sentiment Metrics Brandwatch Radian6

72. Mentions

73. Comments

74. Retweets

76. Tone

77. Sentiment

78. Perceptions

84. For crying out loud, we can’t take ourselves so seriously. Have fun, it’s Sexy.