maximise and reveal the true earned media value of twitter marketing
TRANSCRIPT
Maximise And Reveal The True Earned Media Value
Of Twitter Marketing
Javier BurónCEO & Cofounder of SocialBro
@JavierBuron
1 Setting the Scene
2 Know Your Audience
3 Hitting The Bullseye
4 Understanding The Value
5 What’s next?
Welcome #UnlockTrueValue
#UnlockTrueValue@javierburon
SOCIALBRO #1 marketing platform for Twitter
350,000 registered users in more than 70 countries and growing fast
Used by brands and agencies around the world
including Visa, Toyota and Sefutbol, the Spanish National Football team…
#UnlockTrueValue@javierburon
#UnlockTrueValue
Procter & Gamble Co., the world's largest advertiser
"We're shifting more advertising to digital media, search, social, video and mobile as consumers spend more time there… In general, digital media delivers a higher return on investment than TV or print."
P&G Chief Financial Officer Jon Moeller
@javierburon
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1. Setting The Scene
288
Million monthly active users
59%
UK Twitter users follow brands
500
Million logged out users
@javierburon
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WHO WHAT HOW WHY
2. Know Your Audience
@javierburon
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WHO
2. Know Your Audience
Competitors
Audience
Current
Audience
Customer
Database
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2. Know Your Audience
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WHAT
2. Know Your Audience
Interests What They’re Tweeting
What Do They Engage With
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2. Know Your Audience
@javierburon
Campaign analysis: the following statistics belong to 4 campaigns from 4 separate brands in 4 very different industries...
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HOW
2. Know Your Audience
When’s The Best
Time To Reach
How They’re Responding
Sentiment
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WHY
2. Know Your Audience
Needs they want to fulfill
from a product
Personality Traits
Motivating Factors to make a purchase decision
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3. Understanding the Why?
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What provokes response?
Did you know....
Twitter users with specific personality traits are 40% more likely to redeem a coupon.
Twitter users with certain characteristics are twice as likely to click through on your Twitter Ads.
3. Hitting The Bullseye
@javierburon
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Targeting is everything
● Goodbye mass marketing, hello precision targeting!
● Cut through the noise
● Use data to support your strategy
● Understand what provokes reaction
3. Hitting The Bullseye
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84%
4. Understanding The Value
of people trust word-of-mouth recommendations
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4. Understanding The Value
Media
Paid &owned Earned
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4. Understanding The Value
● Follows
● Retweets
● Impressions
● Conversions
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4. Understanding The Value
Quality Follow: Retweet: Impression: Conversion:
300 Follows + 200 Rts + 100,000 Impressions +
300 Conversions$5,300
300 Follows+ 600 Rts + 500,000 Impressions +
900 Conversions
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$16,100
After 1 Week
After 2 Months
$3.00$2.00$0.01
$10.00
@javierburon
5. What Next?...
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SEGMENT
EXECUTE
UNDERSTAND
ANALYZE
@javierburon
@JavierBuron
Thanks… Any questions?
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