sxswi 2015: beyond 140 characters
Post on 17-Aug-2015
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Beyond 140 characters: How to stretch your limits
Meghan Doyle, TwitterStephanie Fuller, R/GA
Kristin O’Halloran, R/GA
Agenda
• Why Twitter?• Anatomy of a Good Tweet• Using Twitter Paid Media• Targeting the Messaging• Optimizing and Analyzing Results
Why Use Twitter?• With over 255MM global users, Twitter allows brands to deliver highly
relevant brand messaging to users in real-time.
• When events happen in the real world, they happen on Twitter. Whether sports, entertainment, brand sponsored, or brand owned - chances are the conversation is happening on Twitter.
• Twitter is the soundtrack to viewers' favorite shows. 90% of online public conversation around live TV happens on Twitter.
• Twitter amplifies brand sponsorships. The Twitter Amplify program partners broadcaster content with brand sponsors for distribution. Each Amplify package offers premium content, native to the platform with a range of sponsorship ad integrations.
Anatomy of a Good Tweet
Short & sweet
Speaks to a specific audience@
Includes call-to-action
Conveys voice No more than 2 hashtags#
Copy complements & doesn’t duplicate rich media
Using Twitter Paid Media
Principles for Success in Paid Social
Amplification:
Responsive media strategies that amplify social content
Agile Content:
Create and publish a variety of interesting platform-appropriate content to fit desired outcomes
Synchronize with Culture:
Tune-in and be responsive to the culture’s ebbs and flows and move at the speed of these cultures
Targeting for Twitter
Analyzing and Optimizing Twitter
1 2 3Set an objective for your
tweets. While Twitter can achieve many
objectives, a singular tweet cant meet all
objectives at the same time
Measure your results based on the KPI that closely matches the
objective
Make optimization recommendations based on your findings. Do this
often!
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