twitter advertising basics

Download Twitter Advertising Basics

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New Twitter advertising API offers advertisers added benefits in reaching targeted audiences.

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  • 1. February 2013

2. Twitter InfluenceTwitter is more effective at driving purchase activity thanFacebook. In a recent study conducted by Kantar Media,results reveal 35% of respondents said that Twitter feedshad an influence on their purchase decisions.vs.Only 23.5% had the same thing to say about Facebook. 3. Twitter InfluenceMost people follow six or more Brands. 4. Twitter InfluenceFollowers want Brands to talk to them. 5. Twitter InfluenceWhen Brands talk, it has an impact. 6. New API Ad Benefits API enhances advertisers targeting capabilities. API partners will be able to layer in their ownanalytics as well as advertisers customer data tocompile new audience profiles. Advertisers can also take advantage of the real-time reporting data flowing through the partnersdashboards in order to shift their budgets. 7. Impact to Advertisers Familiar tools already in use will incorporate APIbenefits: manage campaigns through unifiedinterfaces e.g. Radian6 via Marketing Cloud Application e.g. HootSuite via HootSuite Enterprise Application 8. HootSuite Available in HootSuiteEnterprise edition Publish, promote &analyze Tweets directlyfrom the social mediamanagement system Real-time SocialCampaigning: amplifycontent as it happens Target via interests,locations, devices, gender,follower characteristics 9. Salesforce.com Currently a closed beta Separate subscription-based cloud solution combining R6and Buddy Media Build and execute real time Twitter advertising campaigns Allow advertisers to more efficiently scale their campaignson Twitter through innovative workflows Improve ROI through creative, bid and targetingoptimization 10. Twitter Ad BasicsPromoted AccountsBenefit: Find and add new followers by promoting a Twitter accountPromoted TweetsBenefit: Amplify content (desktop and mobile) to reach a wide group of usersor to spark higher levels of engagement among existing followersPromoted TrendsBenefit: Places a #hashtag or term in users trend list to start a conversationaround a topic 11. Engagement Averages1% - 3%Twitter Average(mobile averages are slightly higher)7% - 10%with a Promoted Trendvs..01% - .05%Standard Display AdvertisingSource: ClickZ 12. Platform Comparison1.14%Facebook Average CTRvs.1% - 3%Twitter Average EngagementSource: ClickZ 13. Campaign Planning Goal / Purpose Brand Image & Awareness Sales / Commerce Site Traffic Creation Followers / Fans Brand Engagement Action and Viral SharingConsiderations 14. Campaign Planning What Campaign - In Isolation or Part of a BiggerIntegrated Effort Event Promotion Contest / Giveaway Announcement 15. Campaign Planning Who (Tweeter) Brand Brand Ambassador Paid Celebrity Endorsers (charge per tweet / chargeper click compensation models) Twitter Influencer Brand Advocates (followers) or Key Industry Followers Retail Partner Mix of above 16. Campaign Planning Targeting Interests Gender Geographies / Regions iOS, Android, BlackBerry Follower Characteristics Timeline / SearchConsiderations Followers or Users Like YourFollowers 17. Campaign Planning Creative Photos - a recent photo in atweet vs. no photo in a tweetexperiment revealed that alinked photo results in 120percent increase in engagementand 350 percent increase inclicks. (SEO Watch) Vines (6 sec videos) influencetoo early to measure 18. Campaign Planning When to Tweet Timing - Identification of Best times to reach intended audience What are the peak traffic times of intended audience day / hour 19. Campaign Ideas Example Campaign GoalIncrease followers for a corporate Twitter account SolutionCreate a contest and invite people to follow Sample TweetBrandX is giving away a $500 gift card everyday. Follow @BrandX for achance to win. Link toCorporate twitter account 20. Campaign Ideas Example Campaign GoalsIncrease short term sales / commerce and capture new followers SolutionDiscount a particular product over a promotional period and ask peopleto spread the word Sample TweetLet your friends know that ProductX is only $9.99 this Friday only!Whats your favorite [blank] about [blank]? Link toProduct promotion page on website 21. Campaign Ideas Example Campaign GoalsCreate buzz around the product SolutionInvite people to check out the product website and share their opinions Sample TweetCheck out the new ProductX on our site. Share which feature is mostappealing to you. What does it have that your [blank] doesnt? Link toThe product overview website 22. Campaign Ideas Example Campaign GoalsDrive video views, get the word out SolutionInvite Tweeters to watch the video and share their opinion Sample TweetWatch the [blank] and share what you think. Ask your friends to tell youwhat they think of it. Link toThe video on YouTube 23. Campaign Ideas Example Campaign GoalsReconnect with legacy customers and start a conversation SolutionHave people share personal pics of themselves Sample TweetTell us why you love BrandX and send us your photo? If we RT you,well send you a coupon link for $X dollars off your next purchase. 24. Campaign Ideas Example Campaign GoalsDrive traffic, awareness and sales SolutionInvite Tweeters to explore a site and share their favorite products withtheir friends Sample TweetPlease pick your favorite [blank] and share the item and reason whywith your friends. Link toE-commerce site 25. High Engagement Tweet Engagement rate: 5.48%Why it worked: Provided a great deal and askedfollowers to spread the word through Re-Tweets 26. High Engagement Tweet Engagement rate: 5.02%Why it worked: Included a contest with a large prize anda clear way to enter through Re-Tweets and a link 27. High Engagement Tweet Engagement rate: 4.05%Why it worked: Offered timely merchandise immediatelyafter the final outcome of a specific event 28. High Engagement Tweet Engagement rate: 6.12%Why it worked: Enticed its audience with a strongvisualization of what the merchandise (product) wouldlook like before providing a link to a landing page 29. High Engagement Tweet Engagement rate: 6.83%Why it worked: Attention getting with a dissonantjuxtaposition of pop culture and a current event 30. High Engagement Tweet Engagement rate: 5%Why it worked: Specific geo-targeting using regionalcopy (#steelers) to appeal to a relevant local audience 31. Daniel McKean @ danielmckean@gmail.com