Twitter Advertising Basics
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Transcript of Twitter Advertising Basics
February 2013
Twitter Influence
Twitter is more effective at driving purchase activity than
Facebook. In a recent study conducted by Kantar Media,
results reveal 35% of respondents said that Twitter feeds
had an influence on their purchase decisions.
vs.
Only 23.5% had the same thing to say about Facebook.
Twitter InfluenceMost people follow six or more Brands.
Twitter InfluenceFollowers want Brands to talk to them.
Twitter InfluenceWhen Brands talk, it has an impact.
New API Ad Benefits
API enhances advertisers' targeting capabilities.
API partners will be able to layer in their own
analytics as well as advertisers’ customer data to
compile new audience profiles.
Advertisers can also take advantage of the real-
time reporting data flowing through the partners’
dashboards in order to shift their budgets.
Impact to Advertisers
Familiar tools already in use will incorporate API
benefits: manage campaigns through unified
interfaces
e.g. Radian6 via Marketing Cloud Application
e.g. HootSuite via HootSuite Enterprise Application
HootSuite
Available in HootSuite
Enterprise edition
Publish, promote &
analyze Tweets directly
from the social media
management system
Real-time Social
Campaigning: amplify
content as it happens
Target via interests,
locations, devices, gender,
follower characteristics
Salesforce.com
Currently a closed beta
Separate subscription-based cloud solution combining R6
and Buddy Media
Build and execute real time Twitter advertising campaigns
Allow advertisers to more efficiently scale their campaigns
on Twitter through innovative workflows
Improve ROI through creative, bid and targeting
optimization
Twitter Ad Basics
Promoted Accounts
Benefit: Find and add new followers by promoting a Twitter account
Promoted Tweets
Benefit: Amplify content (desktop and mobile) to reach a wide group of users
or to spark higher levels of engagement among existing followers
Promoted Trends
Benefit: Places a #hashtag or term in users’ trend list to start a conversation
around a topic
Engagement Averages
1% - 3% Twitter Average
(mobile averages are slightly higher)
7% - 10% with a Promoted Trend
vs.
.01% - .05% Standard Display Advertising
Source: ClickZ
Platform Comparison
1.14%Facebook Average CTR
vs.
1% - 3% Twitter Average Engagement
Source: ClickZ
Campaign Planning
Goal / Purpose
Brand Image & Awareness
Sales / Commerce
Site Traffic Creation
Followers / Fans
Brand Engagement
Action and Viral Sharing
Considerations
Campaign Planning
What
Campaign - In Isolation or Part of a Bigger
Integrated Effort
Event
Promotion
Contest / Giveaway
Announcement
Campaign Planning
Who (Tweeter)
Brand
Brand Ambassador
Paid Celebrity Endorsers (charge per tweet / charge
per click compensation models)
Twitter Influencer
Brand Advocates (followers) or Key Industry Followers
Retail Partner
Mix of above
Campaign Planning
Targeting
Interests
Gender
Geographies / Regions
iOS, Android, BlackBerry
Follower Characteristics
Timeline / Search
Considerations
Followers or Users Like Your
Followers
Campaign Planning
Creative
Photos - a recent photo in a
tweet vs. no photo in a tweet
experiment revealed that a
linked photo results in 120
percent increase in engagement
and 350 percent increase in
clicks. (SEO Watch)
Vines (6 sec videos) – influence
too early to measure
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
Campaign Ideas
Example
Campaign Goal
Increase followers for a corporate Twitter account
Solution
Create a contest and invite people to follow
Sample Tweet
BrandX is giving away a $500 gift card everyday. Follow @BrandX for a
chance to win.”
Link to
Corporate twitter account
Campaign Ideas
Example
Campaign Goals
Increase short term sales / commerce and capture new followers
Solution
Discount a particular product over a promotional period and ask people
to spread the word
Sample Tweet
“Let your friends know that ProductX is only $9.99 this Friday only!
What’s your favorite [blank] about [blank]?”
Link to
Product promotion page on website
Campaign Ideas
Example
Campaign Goals
Create buzz around the product
Solution
Invite people to check out the product website and share their opinions
Sample Tweet
“Check out the new ProductX on our site. Share which feature is most
appealing to you. What does it have that your [blank] doesn’t?”
Link to
The product overview website
Campaign Ideas
Example
Campaign Goals
Drive video views, get the word out
Solution
Invite Tweeters to watch the video and share their opinion
Sample Tweet
“Watch the [blank] and share what you think. Ask your friends to tell you
what they think of it.”
Link to
The video on YouTube
Campaign Ideas
Example
Campaign Goals
Reconnect with legacy customers and start a conversation
Solution
Have people share personal pics of themselves
Sample Tweet
“Tell us why you love BrandX and send us your photo? If we RT you,
we’ll send you a coupon link for $X dollars off your next purchase.”
Campaign Ideas
Example
Campaign Goals
Drive traffic, awareness and sales
Solution
Invite Tweeters to explore a site and share their favorite products with
their friends
Sample Tweet
“Please pick your favorite [blank] and share the item and reason why
with your friends.”
Link to
E-commerce site
High Engagement Tweet
Engagement rate: 5.48%
Why it worked: Provided a great deal and asked
followers to spread the word through Re-Tweets
High Engagement Tweet
Engagement rate: 5.02%
Why it worked: Included a contest with a large prize and
a clear way to enter through Re-Tweets and a link
High Engagement Tweet
Engagement rate: 4.05%
Why it worked: Offered timely merchandise immediately
after the final outcome of a specific event
High Engagement Tweet
Engagement rate: 6.12%
Why it worked: Enticed its audience with a strong
visualization of what the merchandise (product) would
look like before providing a link to a landing page
High Engagement Tweet
Engagement rate: 6.83%
Why it worked: Attention getting with a dissonant
juxtaposition of pop culture and a current event
High Engagement Tweet
Engagement rate: 5%
Why it worked: Specific geo-targeting using regional
copy (#steelers) to appeal to a relevant local audience
Daniel McKean @ [email protected]