"avoid these 3 costly mistakes when you do paid tweets"

Download "Avoid These 3 Costly Mistakes When You Do Paid Tweets"

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  • LEARN STARBUCKS SECRETS TO PAID SOCIAL OPTIMIZATION BY USING THE UNMETRIC PLATFORM

    LEVERAGE TWITTER ANALYTICS & AVOID THESE 3

    COSTLY MISTAKES

  • WHO IS THIS PRESENTATION FOR? CMOs! Brand Marketers! Social Media Directors! Media Agencies! People looking for ways to make social work

    harder for their business objectives!

    02

  • How to target your Twitter followers by device! The importance of understanding customer behavior

    when using paid social! How to use Twitter Cards more efficiently! How the Unmetric platform can help you uncover the

    strategies of top brands, even if they arent in your industry!

    WHAT WILL YOU LEARN?

    03

  • HI, IM @RickLieblingHead of Global Marketing at Unmetric.!

    If you have any questions, shoot me an email: rick@unmetric.com.!Thanks for reading!!

    This presentation is based on research recently done by my team, using the Unmetric platform to uncover the super sharp method Starbucks uses to optimize their paid Twitter strategy to drive downloads of their mobile app. We designed this document in the hope that it would address, and answer, challenges facing todays modern marketer. !!

    04

  • NOT FAMILIAR "WITH UNMETRIC?

    05

  • Unmetric is the only social media intelligence platform focused on brands. We help brands and their agencies ideate, compare and analyze social strategies to improve business outcomes.!

    Were a Twitter Certified Product and were recently named in Forbes as a social media company to watch in 2015.!

    NOT FAMILIAR WITH UNMETRIC?

    06

  • The Unmetric platform covers more than 30,000 brand pages across the following social media networks:!

    Twitter! Facebook!

    Instagram! Pinterest!

    YouTube! LinkedIn!

    NOT FAMILIAR WITH UNMETRIC?

    07

  • Having Unmetric is like having access to the strategy sessions of the worlds top social media marketers. With Unmetric, you

    can see what brands are doing right (or wrong) and learn from their efforts. This saves time and money, and potentially puts

    you ahead of the competition.

    NOT FAMILIAR WITH UNMETRIC?

    08

  • WHY STARBUCKS?

    Starbucks is a global brand that everyone

    knows, but the strategies they used are applicable

    to all types of brands.!

    09

  • Also, we felt this example was powerful because it shows how Starbucks leverages paid social. If youre doing social in 2015, youre going to have to be doing paid social. That means that ROI is more critical than ever. Starbucks

    understands this and is mapping their paid social strategy back to larger business objectives. !

    Check out how we discovered the Starbucks strategy in this blog post.!

    WHY STARBUCKS?

    HOW WE GOT A BACKSTAGE PASS TO STARBUCKS PAID TWITTER STRATEGY

    10

  • OKAY READY? LETS GO!Lets take a look at what Starbucks did, and weve got some examples of how other brands, even if they arent as big as Starbucks, could leverage

    these strategies and improve their ROI.!

    11

  • Wait, prefer to download this presentation as a PDF and view it that way?

    CLICK HERE

    12

  • A Special Report from:

    JANUARY 2015

    HOW STARBUCKS DRIVES APP DOWNLOADS VIA SOCIAL MEDIA

  • Starbucks are social media icons - not only do they have one of the largest Twitter Follower bases in the QSR industry, in the time period analyzed (November 2014) they were retweeted 49 times more than the sector average, and favorited 61 times more.

    STARBUCKS INDUSTRY AVERAGE

    +49

    Retweets!

    +61

    Favorited!

    14

  • With 99% of their tweets comprised of replies, its clear that the brand understands the importance of conversation extends beyond their cafs. For the coffee giant, Twitter serves primarily as a platform for customer service - of its 6,368 tweets in November, only 34 were proactive.

    15

  • Starbucks is clearly aligning their social strategy

    BUT WITHIN THOSE PROACTIVE TWEETS

    with business objectives.

    16

  • to target a specific audience to increase downloads of their

    popular app.

    THIS REPORT SHOWS HOW

    STARBUCKS USED "TWITTER CARDS

    17

  • 18

    CLICK TO TWEET

    SHARE THIS CONTENTVIA TWITTER

  • We found that 15 tweets were promoted (paid). There are multiple ways to promote content on Twitter, primarily through Twitter ads. One such way is with cards - an additional piece of viewable space that allows content producers to showcase rich photos, videos, copy, clickable calls to action and the like.

    WHEN WE ANALYZED THE PROACTIVE TWEETS FROM STARBUCKS IN NOVEMBER,

    19

  • By identifying those tweets with Twitter cards attached, we found eight of the 15 promoted tweets. Whats interesting here is that these tweets have not been their most engaging content. !!With the knowledge that there are seven unidentified promoted tweets remaining, we have assumed that the top seven most engaging tweets were the ones with paid effort behind them.

    8 OUT OF 15 PAID TWEETS

    20

  • Taking a look at the eight Twitter cards, we see a couple with very high engagement, as well as those that underperformed. So we took a look at each of these cards to understand why one card was favorited more than 16K times, while another received only 167 favorites, nearly 100 times less. !

    16K favorited

    167 favorited

    21

  • These tweets were possibly as part of a campaign being promoted offline as well. Of these five tweets - three promoted their Starbucks rewards offer, while two promoted their Starbucks app in the App Store, an update of which had been released three days prior. !!

    INTERESTINGLY, WE FOUND THAT FIVE OF THESE EIGHT CARDS WERE PUBLISHED ON THE 6TH OF NOVEMBER

    22

  • The audience that these tweets reached should have been about the same. So why did the two posts for their app get 10x more favorites than their Starbucks reward program tweets?!

    AS ALL FIVE TWEETS WERE PUBLISHED WITHIN A 30 MINUTE WINDOW

    23

  • One of the obvious differences is the type of Twitter card used. The two most

    engaging posts were promoted with the objective that Twitter refers to as App

    installs or engagements.

    24

  • This means that when a user clicks on the Twitter card, they are redirected to the App

    Store, where they can download the app onto their iPhones, iPads or other Apple device.

    25

  • The three Starbucks rewards tweets were promoted with the objective of Website clicks or conversions, where users were redirected to the Starbucks rewards web page. !

    ON THE OTHER HAND

    26

  • Was the kind of card used the sole reason for the disparity in engagement? Unlikely.

    In fact, weve been told that images in tweets promise higher engagement than

    those without. So, what gives?

    27

  • Most likely, Starbucks has put Twitters audience targeting to its best use. Did you

    know that on Twitter ads, you can target not only by gender, region and language, but by

    device as well?

    28

  • Simply put, with their Twitter card redirecting users to the App Store, it made sense to target only iPhones, instead of wasting

    spend or reach on other smartphone devices, or even on other iOS devices like

    iPads and Macs.

    29

  • Another interesting tactic is the timing of these tweets during the post-lunch lull, when everyone

    is usually jonesing for coffee.

    What Starbucks was banking on was a potential customer scrolling through their Twitter feed on

    their iPhone, not really able to focus on work after lunch, coming across the tweet, and downloading

    the app to find the nearest Starbucks.

    30

  • The entire strategy - from start to finish - is calculated to align with business objectives.

    31

  • WHAT CAN YOU "LEARN FROM THIS? It wasnt one factor that made these tweets work so hard for the brand.

    1

    32

  • It wasnt just that they were paid for, because other promoted tweets

    received much lower engagement.

    It wasnt just the timing of the tweets, as there was no uniformity in

    engagement in the same time frame.

    2 3

    33

  • What can you learn from this?

    IT WASNT EVEN JUST THE TYPE OF CARD USED.

    4

    34

  • It was the combination of these factors, with the customer insights that Starbucks has undoubtedly

    gained that resulted in a winning formula.

    35

  • The ultimate ROI of course is increased Starbucks customers.

    36

  • Though we dont have access to the number of customers in the time period of this Twitter campaign,

    according to Starbucks CEO Howard Schultz in Business Insider the Starbucks app processed $1.17

    billion in 2013, and the company has already processed nearly $1.4 billion in 2014 by the app alone; it's expected

    to reach $2 billion by the end of 2014.

    37

  • As social media heads towards a paid model for brands, it will be increasingly important to

    tie social to larger business objectives.

    38

  • APPLYING THE LEARNINGS TO

    OTHER BRANDS.

    39

  • After we uncovered Starbucks Twitter strategy, we looked for other brands in the category that

    were trying to achieve similar business objectives, but perhaps hadnt cracked the code

    as well as that mermaid from Se