S c a l i n g C o n v e r s a t i o n w i t h Tw i t t e r A d s

Audie Chamberlain

Director, Social Marketing

SMX

November, 2013

Las Vegas

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WHAT YOU’LL SEE AND HEAR

• How we look at ROI

• Where we started

• Our Evolution on Twitter

• Do’s and Don’ts

• Measuring success

• Case Studies

Agenda

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27% of all time spent on the

internet is on social media ― Experian

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HOW WE LOOK AT ROI

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OUR EVOLUTION

2008 – Planning• Launched beginning of ‘09

• Primarily a “Comcast Care” fast follow

2010 – Engagement evolved• Testing and analyzing data

• Connecting with ‘Points of Passion’

2012 – Began paid advertising tests• Mobile app downloads

• Integrated Marketing Campaigns

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DO’S

PARTICIPATE SHAREENGAGE EMPOWERin your brand and relevant

conversations

with your community to ensure

social referral traffic

your advocates to spark word of

mouth conversationbest-practices and reports

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DONT’S

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REAL-TIME TARGETING

Each tweet creates a marketing moment

It signals what a user is experiencing in the moment,

and may also reveal a users’ intentions

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CASE STUDY: A IRSTREAM

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185%Increase in

impressions

CASE STUDY: A IRSTREAM

98%Increase in

mentions

5%Social share

of voice

increase

I think I might forego life until 7/26 when

@realtordotcom is finished with moving that

Airstream all over the place. #finditfirst

“

”Meredith PittTwitter.com

Source: Sysomos, Radian6, and internal realtor.com

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2.4%Lift in page

views for the app

CASE STUDY: A IRSTREAM

3.5%Lift in unique

users for the

app

21%Increase in

avg. daily

downloads

You know me, I am all about Customer

Experience + Fun, so this campaign

immediately caught my attention.

“

”Debra TrappenD11 Consulting

Source: Sysomos, Radian6, and internal realtor.com

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Thanks!

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Connect with me online

@audiechambrln on Twitter

Linkedin.com/in/audiechamberlain

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