Leveraging Twitter Ads - SES Chicago - Justin Freid

Chicago | November 12–16

Leveraging Twitter & Facebook AdsGuidelines To Twitter Success

Justin FreidTPGDirector of Digital Marketing

Chicago | November 12–16, 2012 | #SESCHI

Paid Social Media Is The Catalyst

• A substance that causes or accelerates a chemical reaction

@justin_freid


How Can Twitter Advertising Help?

• Increase reach – expose your brand/products/services to new potential customers

• Increase frequency – expose potential customers to your brand/products/services more frequently to supplement other marketing channels

• Building your community – target users who are likely to become advocates and interact with your current online community

• Interact with influencers – expose influencers to your brand, products and message. Engage and interact.

• Social Signals – promote content and social signals to search engines

@justin_freid


Where Paid Social Campaigns Fit

• Content Marketing

• Link Building

• Brand Awareness

• Lead Generation

• Social Signals – SEO

Paid social, specifically Twitter campaigns, can link your

marketing efforts together like a covalent bond.

@justin_freid


Covalent Bond

• Covalent Bond: A chemical bond that involves sharing electrons between atoms

• Paid social campaigns can be the ‘covalent bond’ between your marketing campaigns.

@justin_freid


Content Marketing Strategy

The goal is to put your content in front of people who are likely

to digest, interact and share your content.

@justin_freid


Content Marketing Strategy

• How can Twitter campaigns help?

• Increase the amount of people who come in contact with your content

• Provides insight into what content is resonating with your audience

• Adapt to your findings

• Write content based on what is working

• Help you produce content they will share

@justin_freid


Growing Your Community

• Sharing your content is not easy, if you do not have an audience, who will share it?

@justin_freid

Can I Get An RT?

Please RT!

Can You Retweet me?

Yo, can you RT this?

Hook me up with an RT brah…


Growing Your Community – With The Right People

• Finely target and attract people who are right for your community

• People who are genuinely interested in what you have to share

• Like minded individuals who are likely to share your content

• Target potential customers who are likely to purchase your products or services

@justin_freid



You may ask yourself…

Haven’t I don’t this before?

Look-a-like modeling and behavioral targeting

@justin_freid



• Interest Targeting

• Prepopulated list of interests

• 25 top level interests

• 350+ second level interests

• @usernames(target like users)

• Gender Targeting

• Delivers messaging by gender

• A/B test against gender

@justin_freid


The Snowball Affect

• It keep growing and growing and growing…

@justin_freid


How Paid Media Can Affect Engagement

You want people to engage with your content… right?

• Twitter campaigns allow you to:

• Deliver messaging/content to targeted individuals who are likely to engage and consume

• Deliver messaging/content to influential users

• Deliver messaging/content to people who are likely to RT/@reply

@justin_freid


You want people to engage with your content… right?

@justin_freid


Understanding Your Audience

• Twitter’s analytics program provides a look into the demographic make up of your follower base

• Who is your follower?

• Age, location, male/female

• What are their interests? Who do they tweet about?

• Who makes up your community?

• Yoga enthusiasts?

• Football fans?

@justin_freid


Lead Generation

• Social campaigns on Twitter can help

• Introduce your products or services to a new customers

• Move a potential customer through the purchase cycle

• Lead to click based conversions

• Retargeting Opportunity

@justin_freid


Social Signals

• Social signals are one of the many ranking factors for the major search engines

• As more people utilize social media, what is shared and tweeted will become more and more important

• A simple promoted tweet can cause the ‘Snowball Affect’ and set of thousands and thousands of signals that Google and Bing cannot ignore

@justin_freid


Link Building

• Getting your content in front of the right people is essential.

• With Google’s recent changes quality, natural links are essential for organic success

• Promoted tweets that share your content quality content present bloggers and potential linkers

• If you are sharing engaging, quality content – the links will come naturally

• You just needed a little help getting there…

@justin_freid


Results

• A campaign developed and run by TPG resulted in thousands of potential community members and customer interacting with the new brand

• Brand transition – BCBSFL Florida Blue

• Success of campaign reach C-level management

@justin_freid


Results

• Promoted tweet campaigns delivered messaging to targeted Twitter users

• Avg user spent over 2:00 on site after clicking through Tweet

• Search and timeline campaigns – coincided with TV and experiential campaigns

@justin_freid


Results

• Through a promoted account campaign, Florida Blue was able to generate just over 3,700 new followers

• Targeted different interests and groups of people to attract quality followers who engaged with content

@justin_freid


Results

• Who is your follower?

• What are their interests?

• Is there potential to create content or a campaign regarding their interests?

• Examples: Heat and Jaguars

@justin_freid


Results

• Snowball Affect For Follower Growth

• Exponential – hockey stick growth

• Continued, sustained growth post campaign

@justin_freid


Thank You

Justin Freid

Digital Marketing Director

TPG – An Omnicom Company

[email protected]

@justin_freid

www.Justinfreid.net

@justin_freid

mailto:[email protected]

http://www.justinfreid.net/

Leveraging Twitter Ads - SES Chicago - Justin Freid

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