Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers
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Transcript of Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers
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Twitter and Advertising:Four New Avenues for Socially Savvy
Marketers
Eric Anderson, VP of MarketingJamie Beckland, Emerging Media Manager
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But First…
We’re going to assume a base knowledge of Twitter.
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But First…
And we’re going to address Twitter advertising for corporate brands, not personal brands.
Photo: The SEO Review
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Let’s state the obvious: marketers Twitter.
73% of F500 brands are on Twitter 20% of all tweets contain brand/marketing content
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Why? Because Twitter has features that naturally attract marketer interest:
Huge audience Free impressions Short learning curve Ease of tracking
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But marketing ≠ advertising
Marketing = bringing customers to your business Advertising = paid announcements about your
product Like most social media, Twitter has historically been
good for marketing, but not for advertising.
≠
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The most successful brands on Twitter use it for marketing, not advertising Southwest has over 1MM followers
And is featured on 5k lists
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Southwest treats customer service as part of its Twitter marketing strategy
Public Relations
Customer Service
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So what’s the BEST way for a brand to use Twitter?
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You have 4 main options, none mutually exclusive:
Brand Tweeting Twitter-Integrated Advertising Twitter-Based Promotions Paid Tweeting
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Brand Tweeting
The most basic way to share marketing messages Must be used in context of community’s values When done correctly, it’s still the best opportunity
for most brands
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Brand Tweeting
Corporate accounts and brand accounts have different goals
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Integrating Tweets into other Marketing
Integrating a Twitter stream adds dimension and dialogue to other marketing contexts, which increases engagement
Volvo broke new ground with a Twitter-integrated display ad:
White Horse and Mountain Hardwear went further by allowing the user to tweet within the ad:
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Integrating Tweets into other Marketing
Turbo-charges performance of paid media units Engagement rates for this averaged 5 times higher
than rich media, and 15 times higher than standard ads
Allows for extensive use of low-cost ad networks Paid + social = wide reach + targeted impact
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Avoid the Skittles Scenario: 2 Simple Rules
1. Always delay and filter2. Cultivate relationships with your followers before
you ask them to carry the marketing ball for you.
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Twitter-based Promotions
Two key factors in the success of a promotion are 1) ease of entry and 2) ease of pass-along.
That makes Twitter an ideal promotional tool: users can enter with a hashtag, and pass along by retweeting.
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Twitter-based Promotions
Twitter contests can involve clues that build over time – also very easy to execute
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Twitter-based Promotions
Some brands require that users Follow in order to enter.
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Twitter is the most promo-friendly of the current social players. Their guidelines:•Discourage the creation of multiple accounts•Discourage posting the same tweet over and over (and over) again•Ask users to include an @reply to you so you can see all the entries•Encourage the use of topics relevant to the contest
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Twitter-based Promotions
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Paid Tweeting
Twitter announced Promoted Tweets in April 2010 Prior to this, the only paid option has been a poor
one: “sponsored” tweets, in which supposed influencers pretend to be passionate about your brand.
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Don’t Bother with Sponsored Tweets
Difficult to coordinate impression volume
Confuses editorial with advertising
No control over messaging
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What Are Promoted Tweets?
:: :
:
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What Are Promoted Tweets?
Promoted Tweet must be an actual Tweet You must be the author Only 1 tweet can be promoted at a time in search
results
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Pricing Model for Promoted Tweets
Currently, CPM Rates are not confirmed, but likely less than $10
CPM Twitter wants to understand value of PTs Eventual ROI model (CPI) based on “resonance”
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Promoted Tweets Use “Resonance” for Determining Quality Twitter is currently testing with selected partners
The goal is to understand the value of actions Possible actions include:
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Next Phases of Promoted Tweets
Currently, PTs are only available in search, and there is only 1 results (Q3 2010 broad rollout)
Soon, PTs will be included in the Twitter API and they can be used on third-party sites and clients
Eventually, PTs will appear in an individual user’s tweetstream
Possibilities for geolocation and social graph comparisons
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Many Ways to Use Twitter…
But remember there is a high signal/noise ratio Providing value to users is still critical, and destined
to become more so Any use of Twitter marketing has to be part of a
broader content marketing strategy
SignalNoise
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Questions?
Thank you!
Eric Anderson: [email protected] Beckland: [email protected]
www.whitehorse.com
Twitter: @whitehorsepdx