Michael LazerowChief Marketing Officer, Salesforce Marketing Cloud@lazerow

HOW TO CREATE SUCCESSFULTWITTER AD CAMPAIGNSSalesforce Marketing Cloud Webinar

#marketingcloudThursday, February 28, 13

Michael LazerowChief Marketing Officer

@lazerow#marketingcloud

#marketingcloudThursday, February 28, 13

Safe Harbor

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Thursday, February 28, 13

Agenda

State of the MarketSocial Media Listening for Twitter Ad InsightSetting Up Your Twitter Ad Campaign  Social Media Engagement for Twitter AdsCampaign Measurement and Optimization

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STATE OF THE MARKET

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96% of mobile Twitter users are more likely to follow 11 or more brands

State of the Market

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Source: Twitter

4%

96%

Thursday, February 28, 13

Twitter and Advertising Present Valuable Opportunities

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42%

58%

Twitter mobile users are 58% more likely to recall seeing an ad on Twitter than the average userSource: Twitter

Thursday, February 28, 13

SOCIAL MEDIA LISTENING FORTWITTER AD INSIGHT

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Monitor Your Brand

A brand is a sum of all conversations.

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Learn About Other Marketing Campaigns

If your Twitter campaign is built on a foundation of attentive listening, you will be far more effective.

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SETTING UP YOUR TWITTER AD CAMPAIGN

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Types of Twitter Advertising

Promoted Tweets

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Types of Twitter Advertising

Promoted Accounts

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Types of Twitter Advertising

Promoted Trends

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Scaling Twitter Ads

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Targeting Twitter Ads

You now have the power to target your ads to the people who will respond to them.

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TWITTER ADS ARE JUST THE START! DON’T FORGET TO ENGAGE!

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Respond to Feedback

Positive feedback offers your brand a chance to turn casual fans and admirers into full blown fanatics.

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CAMPAIGN MEASUREMENT AND OPTIMIZATION

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Create a list of the metrics you need to measure. Among some of the top Twitter ads metrics:

• Promoted Tweets • Engagement (retweets, replies, favorites)• Engagement Rate• Cost Per Engagement• Promoted Accounts • Followers• Follow Rate• Cost Per Follow• Impressions & Reach• Conversions & Cost Per Conversion • Clicks

Campaign Metrics

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Include a Strong Call to Action

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Dedicated landing page

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Create Engaging Presentations and Reports

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#DigitalHealthCES #PandoraCES #lookforlogitech #android #samsung

2,000 mentions

Thursday, February 28, 13

Salesforce Marketing Cloud Part of Twitter Ads API

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Michael LazerowChief Marketing Officer

@lazerow#marketingcloud

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FREE EBOOKThe Guide to

Successful Twitter Ad Campaigns

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Thank You

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