"Avoid These 3 Costly Mistakes When You Do Paid Tweets"
52
LEARN STARBUCKS’ SECRETS TO PAID SOCIAL OPTIMIZATION BY USING THE UNMETRIC PLATFORM LEVERAGE TWITTER ANALYTICS & AVOID THESE 3 COSTLY MISTAKES
-
Upload
unmetric -
Category
Social Media
-
view
1.292 -
download
0
Transcript of "Avoid These 3 Costly Mistakes When You Do Paid Tweets"
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 aren’t in your industry!
WHAT WILL YOU LEARN?
03
HI, I’M @RickLiebling Head of Global Marketing at Unmetric.!
If you have any questions, shoot me an email: [email protected].!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 today’s 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.!
We’re 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 world’s 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 you’re doing social in 2015, you’re 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? LET’S GO! Let’s take a look at what Starbucks did, and we’ve got some examples of how other brands, even if they aren’t 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, it’s clear that the brand understands the importance of conversation extends beyond their cafés. 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
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. What’s 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, we’ve been told that images in tweets promise higher engagement than
those without. So, what gives?
27
Most likely, Starbucks has put Twitter’s 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 wasn’t one factor that made these
tweets work so hard for the brand.
1
32
It wasn’t just that they were paid for, because other promoted tweets
received much lower engagement.
It wasn’t 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 WASN’T 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 don’t 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 hadn’t cracked the code
as well as that mermaid from Seattle.
40
What we found was that the techniques used by Starbucks were ideal for several brands that were using Twitter, and were clearly putting resources
behind their efforts, but perhaps hadn’t yet discovered the strategies that Starbucks was
finding to be effective.
41
HERE ARE THREE EXAMPLES WE THOUGHT WOULD ILLUSTRATE HOW A BRAND, USING UNMETRIC TO DISCOVER A COMPETITOR’S TACTICS, COULD LEVERAGE THOSE SAME TACTICS FOR THEIR OWN BENEFITS
42
CULVER’S Twitter handle: @culvers Proactive Tweets: 66 Promoted Tweets: 43
What they did: Of the 416 tweets by Culver’s in November, only 16% were proactive so we can tell that customer engagement is one of the key objectives of the brand on Twitter - 350 of their tweets were replies to users who had @mentioned the brand. While this sort of activity bolsters loyalty amongst existing customers, it’s also important to track their proactive tweets to find out how they’re trying to appeal to new customers. !!When we reviewed their tweets based on engagement, we were surprised to find just a sole tweet mentioning their app, and that it was a poor perfomer. !
43
What they can learn from Starbucks: Taking the learnings from the Starbucks example and applying it to Culver’s, we would suggest that the brand test the following steps to see if it improves their performance. Switch to Twitter cards: The existing tweet only provides a link to a website where usersare then re-directed to the App Store or Google Play, where they can download the App. The entire process includes at least 3 steps, which can discourage a user from completing the action. Instead, using a Twitter card with the objective of “App installs and engagements,” users have a clear call to action, and in a one step process are taken to the point of download. !
Device Targeting: As the Twitter card would take the user straight to the app download page, it’s important that the campaign be split into two - one redirecting to the App Store and therefore targeted to users on Apple devices, and another redirecting to the Google Play store, targeted to Android users. !!
CULVER’S Twitter handle: @culvers Proactive Tweets: 66 Promoted Tweets: 43
44
What they did: The brand’s content strategy uses cultural references and witty copy to appeal to their target audience. They are retweeted more times than the sector average, and had a steady follower growth through the month. From the lack of Twitter cards, we can guess that their tweets are being promoted with the purpose of engaging with their audience. "One of their least engaging tweets of the month encouraged users to also follow the brand on Instagram. When we checked the Unmetric platform to view their performance on Instagram, we found no spike in follower growth immediately following this tweet.
STEAK N SHAKE "Twitter handle: @steaknshake Proactive Tweets: 96 Promoted Tweets: 77
45
What they can learn from Starbucks: We found that their Instagram page was quite active with more monthly users, and as food can be perfect fodder for the photo sharing social network (not to mention the fact that Instagram than Twitter) the strategy behind the tweet made sense. However, it only uses a picture, and a user would have to undertake multiple steps in order to complete the desired action - log off Twitter, log into Instagram, find the brand, and then follow them. Instead, here’s what the insight from Starbucks can teach them. Use Twitter cards: Simple, yet potentially this one change could make a world of difference. The next time that Steak ‘n Shake wants to promote their Instagram page on Twitter, the brand may find better results by using a Twitter card with the objective of “Website Clicks/Conversions.” The card format has a clear call to action (CTA) which would redirect straight to the brand’s Instagram feed, making it a simple one-click process. !
STEAK N SHAKE "Twitter handle: @steaknshake Proactive Tweets: 96 Promoted Tweets: 77
46
What they did: Cracker Barrel is doing quite a good job on Twitter. Of the brands analyzed, they had the highest Follower growth during the time period reviewed, and had the second highest engagement (behind Starbucks). They were also favorited and retweeted more often than the sector average. !!Looking closer, we found a couple of tweets highlighting a promotion they were running in their online store. The tweet received good engagement but could they be spending their money more efficiently by using Twitter cards?!
CRACKER BARREL Twitter handle: @crackerbarrel Proactive Tweets: 115 Promoted Tweets: 112
47
What they can learn from Starbucks: In Twitter’s own words - “This (Twitter cards) will make it easier for advertisers to create and optimize successful marketing campaigns — and pay only for the actions that are aligned with their marketing objectives.” Instead of attaching a link to their tweet, Cracker Barrel may want to test "Website Clicks/Conversions" cards for the same campaign for two reasons. First, to test whether this results in higher conversions for the brand; and secondly, so their budget is spent only on actual clicks to their website, or only on completed purchases (in Twitter terms – conversions). With Twitter "Website Clicks/Conversions" cards you only pay for clicks and conversions, not for social engagements such as favorites or retweets.!!
CRACKER BARREL Twitter handle: @crackerbarrel Proactive Tweets: 115 Promoted Tweets: 112
48
Having Unmetric is like gaining access to the strategy sessions of all the best social media marketers, and learning from their
triumphs (and failures).
49
That’s why brands and agencies like these are already using Unmetric to solve their difficult social media challenges
50
