Twitter and Advertising:Four New Avenues for Socially Savvy
Marketers
Eric Anderson, VP of MarketingJamie Beckland, Emerging Media Manager
But First…
We’re going to assume a base knowledge of Twitter.
But First…
And we’re going to address Twitter advertising for corporate brands, not personal brands.
Photo: The SEO Review
Let’s state the obvious: marketers Twitter.
73% of F500 brands are on Twitter 20% of all tweets contain brand/marketing content
Why? Because Twitter has features that naturally attract marketer interest:
Huge audience Free impressions Short learning curve Ease of tracking
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.
≠
The most successful brands on Twitter use it for marketing, not advertising Southwest has over 1MM followers
And is featured on 5k lists
Southwest treats customer service as part of its Twitter marketing strategy
Public Relations
Customer Service
So what’s the BEST way for a brand to use Twitter?
You have 4 main options, none mutually exclusive:
Brand Tweeting Twitter-Integrated Advertising Twitter-Based Promotions Paid Tweeting
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
Brand Tweeting
Corporate accounts and brand accounts have different goals
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:
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
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.
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.
Twitter-based Promotions
Twitter contests can involve clues that build over time – also very easy to execute
Twitter-based Promotions
Some brands require that users Follow in order to enter.
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
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Twitter-based Promotions
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.
Don’t Bother with Sponsored Tweets
Difficult to coordinate impression volume
Confuses editorial with advertising
No control over messaging
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
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”
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:
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
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
Questions?
Thank you!
Eric Anderson: [email protected] Beckland: [email protected]
www.whitehorse.com
Twitter: @whitehorsepdx