[#500Distro] Brand Building with Twitter: Generating Leads, Mastering Metrics & Tracking Engagement

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Twitter! Ads! Market Inefficiencies in the Twitter Advertising Platform @matjohnson, [email protected]

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[#500Distro] Brand Building with Twitter: Generating Leads, Mastering Metrics & Tracking Engagement

Transcript of [#500Distro] Brand Building with Twitter: Generating Leads, Mastering Metrics & Tracking Engagement

Page 1: [#500Distro] Brand Building with Twitter: Generating Leads, Mastering Metrics & Tracking Engagement

@matjohnson, [email protected]

Twitter! Ads!Market Inefficiencies in the Twitter

Advertising Platform

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TWTR: $1B+ Revenue

@matjohnson, [email protected]

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Ad Platforms get Exciting, then Stale

@matjohnson, [email protected]

20052009

2014

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Compelling Tweets• Twitter is an IMMEDIATE medium:– Noteworthy offer, Limited-time:

@matjohnson, [email protected]

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The Skeleton of Twitter Ads

• Promoted Trends, Accounts, TWEETS• Promoted trends are like #SUPERBOWL &

promoted accounts are like @CAPTAINMORGAN

• Central tension in Twitter's ad-business model is BRAND vs. DIRECT-RESPONSE. Twitter is actively more brand-centric.

@matjohnson, [email protected]

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The Creative• Dark Tweets - don't show up in your account's

organic timeline, optionally exclude organic followers. You can be more Sales-y

@matjohnson, [email protected]

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Audience Targeting

• Earlier in 2014, in addition to targeting lists of handles and followers of handles:

• Custom CRM audiences The catch is you can't just upload your own list, you need an agency partner to hash your email list and send it to Twitter

• Retargeting pixels available , but you have to get it through a partner agency

@matjohnson, [email protected]

June 2014

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Non-obvious: Lead-gen Cards

• Lead-gen cards - the smoothest PII capture on mobile:

• Tap to get an email address! • Works for inside sales model. • If you are a business that can value a newly

acquired email, lead-gen cards are for you.

@matjohnson, [email protected]

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Example: iframe Lead-Gen Card

• iframe lead-form (same as Vines/music players - but for leads)

• Was in test earlier in 2014 - I believe that is still in test - and they may kill it before it gets GA

@matjohnson, [email protected]

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Example: Conversion Pixel

• Conversion pixel: GA in Q1 2014. View-through vs. click-through conversions.

@matjohnson, [email protected]

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Success Metrics Complexity

• Twitter is more explicit reporting view-through vs. click-through conversions than FB

• Startup marketers: don't care about 'engagements' - that is some made-up obfuscation to sell to big brand marketers.

@matjohnson, [email protected]

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Attribution Complexity

• Multi-touch attribution: First?/Last?/Linear?• Overlap between platforms– FB & TW no observed overlap/cookie-jacking

@matjohnson, [email protected]

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Twitter Ads are a Changing• Features & ad products available in 3 stages:

private beta, through agency partners, g.a:

@matjohnson, [email protected]

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The Battle Plan

• Manage paid social like organic social• A/B test, but not too strictly: when you find a

message that resonates, let it ride - but keep pumping new tweets in multiple times per week.

• Have a well-defined POV on conversion definition & revenue attribution

@matjohnson, [email protected]

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THE FUTURE!• What’s next? Changes & Commerce

@matjohnson, [email protected]

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@matjohnson, [email protected]

Questions??