ie communication club: twitter in the corporate world
DESCRIPTION
Miko David gives us an idea of how to use Twitter for Marketing StrategiesTRANSCRIPT
Presented by Miko David | IE Marketing Club
Welcome from the IE Marketing Club &
the IE Communications Club
IEMarketingClub /pages/IE-Communication-Club/1413164832261494
groups/IE-Marketing-Club-3131398
Introduction
5
Introduction
6
Key Objectives
1. Social Media Strategy Framework for Twitter
2. Managing your Twitter Brand Page
3. Utilize tools available for Twitter
4. Create targeted ad campaigns
7
Social Media Strategy
We need to be clear about our objectives
9
Business Objectives
Brand Objectives
Social Media Objectives
Competitive Analysis
Strategy Tactical
Campaigns
Key Performance
Metrics
Sample Competitive Analysis
Brand Followers Following Tweets Plain Replies Pictures RTs Mentions Links
Audemars Piguet
38.7k 34 2,797 6.3% 38.5% 13.7% 8.6% 5.8% 27%
Baume & Mercier
25k 16.7k 2,974 4,8% 6.5% 30% 18.1% 1% 39.7%
Breguet 2,635 780 221 1.8% 24% 16.4% 11.9% 5.5% 39.7%
Chopard 25.8k 633 2,147 4% 29.9% 21.3% 16.5% 4.4% 23.8%
Hublot 66.7k 110 3,679 3.4% 16.5% 20.8% 25.4% 4.8% 29%
IWC 24.8k 142 2,112 1% 9.6% 17.5% 31.7% 2.3% 38%
Longines 12.2k 350 898 3.3% 19.5% 15.1% 18.3% 1.7% 42.2%
Omega 36.4k 52 1,320 5.7% 6.2% 45.1% 12.6% 4.1% 26.4%
Tag Heuer 41.9k 545 1,869 3.7% 10.8% 14.5% 27.1% 0.5% 43.2%
10
Twtrland
11
Setting KPIs for a Twitter Campaign
KPIs Metrics Target Figures
Followers # of Followers 5,000 Followers
Reach # Retweets / Reach 486,500 Tweets
Amplification # of Hashtags 436 Hashtags
Buzz # of Mentions 4,879 Mentions
Engagement # of Replies 350 (50%) Replies
Influence # of Conversations Generated 500 Fan-Generated Conversations
Leads # of Clicks 132 Clicks
12
Managing Your Twitter Brand Page
Setting Up a Twitter Account
14
Products
Cool Content
Brand Talk
Ad Hoc
Creating a Twitter Content Strategy
15
Twitter Content Strategy Sample: Coca-Cola
16
Sample Content Calendar
17
Sample Brand Pages
18
Sample Brand Pages
19
Sample Brand Pages
20
Sample Brand Pages
21
Sample Brand Pages
22
Sample Brand Pages
23
Sample Brand Pages
24
Sample Brand Pages
25
Sample Brand Pages
26
Creating Brand Pages
27
Creating Brand Pages
28
Creating Brand Pages
29
Creating Brand Pages
30
Utilizing Tools for Twitter
TweetReach
32
Bit.ly
33
Hootsuite
34
Influencer Marketing
StarCount
36
Sample Initiatives
37
Creating Targeted Ad Campaigns
Targeting on Twitter
39
Targeting Options
Interest & Gender Targeting
Geographic Targeting*
Keyword Targeting
Television Conversion Targeting
Device Targeting
Monitoring Platform
Campaign Management
Real-time Analytics
Advertiser API
Mobile Advertising Exchange
Promoted Tweets
Promoted Accounts
Promoted Trends
Promoted Products
Twitter Ads (ads.twitter.com)
40
Twitter Ads (ads.twitter.com) – Promoted Accounts
41
Twitter Ads (ads.twitter.com) – Promoted Tweets
42
Measuring Campaign Success
Webfluenz – Setting a Search Profile
Webfluenz – Setting a Search Profile
Webfluenz – Setting a Search Profile
Webfluenz – Dashboard
Webfluenz – Dashboard
Webfluenz – Dashboard
Webfluenz – Dashboard
Webfluenz – Dashboard
Webfluenz – Setting a Search Profile
Twitter Metrics
53
Costs to Run a Twitter Campaign
Sample Services & Costs for a Twitter Campaign
55
Services Costs
Content Calendar Development
Conversation-Response Management
Brand Page Management
Influencer Identification, Engagement & Management
Tracking, Reporting and Analytics
Contest Management (if any)
Total
Additional Services (Optional) Costs
Paid Media
Additional Influencer Services
Total
People to Follow
@AskAaronLee & @Ladyxtel
57
Presented by Miko David | IE Marketing Club
Thank You!