[webinar] introduction to twitter ads: how to plan and build a successful campaign
DESCRIPTION
TRANSCRIPT
Introduction to Twitter Ads:How to Plan and Build a Successful
Campaign
+
HousekeepingListening/voice optionsQuestions and chat room#SMwebinarRecorded webinarPost-webinar survey
© 2014 Simply Measured, Inc+ #SMwebinar
Speakers
Jimmy HangAdoption Manager Twitter@jimmyhang
Uri Bar-JosephDirector of MarketingSimply Measured@uribarjoseph
Danie PoteMarketing ManagerSimply Measured@daniepote
+
AgendaWhy Twitter AdsA few pro tipsPromoted Products overviewHow to plan and build your first Twitter Ads campaign 4 tips for optimizing your campaignQ&A
+
Why Twitter Ads
© 2014 Simply Measured, Inc+ #SMwebinar
A short history of social ads
November2007
April2010
July2008
October2013
December2013
© 2014 Simply Measured, Inc+ #SMwebinar
Faster way to reach wider, engaged audience
241 active users
> 500 million Tweets every day
>25% of total social shares across all social networks
76% access on mobile devices
Language agnostic
© 2014 Simply Measured, Inc+ #SMwebinar
Build your audience
Image in Progress
© 2014 Simply Measured, Inc+ #SMwebinar
But rent it while you build
Image in progress
© 2014 Simply Measured, Inc+ #SMwebinar
Twitter Ads = Leasing
© 2014 Simply Measured, Inc+ #SMwebinar
Better, smarter, hyper targetingExplicit
Profile Behavior
UsernameLanguageTime ZoneCountryGender
FollowersFriendsSearchesHashtagsKeywords within tweetsActivity TimeDevice
Explicit
Profile Behavior
CompanyInterests
InterestSimilar Users
© 2014 Simply Measured, Inc+ #SMwebinar
It works!
© 2014 Simply Measured, Inc+ #SMwebinar
It’s a fast growing interest platform
76% of monthly active users accessTwitter from a mobile device
Available in 35+ languages
1,000s of Twitter Ads advertisers
© 2014 Simply Measured, Inc+ #SMwebinar
Your customers are on Twitter
72%of followers are more likely to make a future
purchase
30%lift in recommendations
after following/interacting
70%of followers retweet because they like a business’s content
Sales Word of mouthReach
+
Before We Start:A Few Pro Tips
© 2014 Simply Measured, Inc+ #SMwebinar
A few important elements
© 2014 Simply Measured, Inc
Flock to unlock
Incentivize followers to spread your message by retweeting(i.e. sharing) your Tweet to unlock exclusive content.
Read more: https://business.twitter.com/tactics/flock-unlock
© 2014 Simply Measured, Inc
Twitter cards
Read more: https://dev.twitter.com/docs/cards
© 2014 Simply Measured, Inc
Scheduling Tweets & photo optimization
+
Amplify Your PresenceWith Twitter Ads
© 2014 Simply Measured, Inc+ #SMwebinar
Overview
Promoted Accounts Promoted Tweets
© 2014 Simply Measured, Inc+ #SMwebinar
A framework for campaign management
Set Objective& Goals Plan Do Measure
& Analyze
© 2014 Simply Measured, Inc+ #SMwebinar
Step 1: Define campaign objectives
Competitive Leaderboard All Account Avg. Lowest Account Leading Account How does the leader compare?
Engagement 1211,205 total engagement
9@accorhotels
261@hiltononline
Leader tweets less often than average. Content is mostly normal tweets and links.
Followers 121341K total followers
5,597@accorhotels
170K@MarriottIntl
Leader has 129K (318%) more followers than the next best brand @StarwoodBuzz.
Potential Impressions121
22.4M total impressions3,179
@accorhotels12.0M
@MarriottIntlLeader has 54% share of impressions and gets an average of 72K impressions per tweet.
Brand Tweets121
1,056 total tweets0
@accorhotels364
@hyattconciergeLeader sends about 12 tweets per day and gets an average of 0 interactions per tweet.
Compare up to 10 Twitter accounts in this report. Type in cells below to change.
© 2014 Simply Measured, Inc+ #SMwebinar
Step 2: Identify your target audience
© 2014 Simply Measured, Inc+ #SMwebinar
Answer all your ad campaign questions with Simply Measured
Best time to Tweet?............................................
What Keywords to target?.................................
What Interests/Topics to target?.......................
What Followers to target?.................................
What Influencers to target?...............................
What Locations to focus on?..............................
What Devices to add/limit?................................
Twitter Account Report
Conversation Driver Analysis
Twitter Follower Report
Twitter Audience Analysis
Influencers & Advocates Report
Twitter Account Report
Twitter Account Report
Questions Answers
© 2014 Simply Measured, Inc+ #SMwebinar
Step 3: Create content
© 2014 Simply Measured, Inc+ #SMwebinar
Research your best hits with Simply Measured1. What type of Tweets (retweets,
@replies or normal Tweets) drive the most engagement?
2. What type of Tweet content (photos, videos, links or normal Tweets) drive higher engagement?
3. What type of engagement (replies, retweets, mentions and favorites) you can expect to see?
4. Get examples of Tweets that drove strong engagement
5. Keyword frequency in your Tweets
© 2014 Simply Measured, Inc
Step 4: Bids & budgeting
Read more: https://business.twitter.com/products/pricing
© 2014 Simply Measured, Inc+ #SMwebinar
Step 4: Bids & budgeting
© 2014 Simply Measured, Inc+ #SMwebinar
Step 5: Reflect and measure
© 2014 Simply Measured, Inc+ #SMwebinar
Measure with Simply Measured
© 2014 Simply Measured, Inc+ #SMwebinar
Set Objective& Goals Plan Do Measure
& Analyze
Use data to analyze your process
Set Objective& Goals Plan Do Measure
& Analyze
Was the goal:Attainable? Reasonable?Challenging?Appropriate?
Was the plan:Right?Realistic?
Where there gaps in:Execution?Knowledge?Fundamentals?
+
4 Tips to OptimizeYour Twitter Ads
© 2014 Simply Measured, Inc+ #SMwebinar
Source: How Top Brand Marketers Use Twitter; Simply Measured, 2014
1. Use links with calls-to-action
Tweets containing at least one link drive 98% of top brands’ average engagement.
© 2014 Simply Measured, Inc+ #SMwebinar
2. More Tweets are better
© 2014 Simply Measured, Inc+ #SMwebinar
3. Use images
A picture is worth a thousand words, especially when you’re limited to 140 characters.
© 2014 Simply Measured, Inc+ #SMwebinar
This campaign saw a 2.44% increase in engagement rate between Tweets with images and Tweets without – which is pretty significant for PTs
© 2014 Simply Measured, Inc+ #SMwebinar
3,200+ people shared this article
across social
4. Newsjacking
+
Wrapping upRecorded webinar posted and emailed tomorrowPost-webinar survey$50 gift from Twitter Ads
© 2014 Simply Measured, Inc+ #SMwebinar
Why Simply Measured for Twitter
Twitter Account Report
Twitter Follower Report
Twitter Audience Analysis
Multiple Twitter Channel Analysis
Vine Tweet Analysis
Twitter Competitive Analysis
Twitter Customer Service Report
Multiple Twitter Customer Service Report
Complete Social Media Snapshot
+
Q&A
+
THANKS!