#smwchaching! social media week london 2014 - socialbro

ocial Media Week London25th September 2014

CHA-CHING!From Social Love To Relationship Building, Where Does ROI Fit Into Your Twitter Marketing Strategy?

Javier Burón

#SMWChaChing

Our panel tonight

Matt Owen, Head of Social, Econsultancy Twitter: @lexx2099

Rylan Holey, EMEA Partner Manager, HootsuiteTwitter: @holeytonal

Ana Jenkins, Digital Content Manager, Visa EuropeTwitter: @anajenkins

Welcome!

#SMWChaChingTweet your questions - or top tips for Twitter ROI -

for our panel discussion at the end!

SOCIALBRO #1 marketing platform for Twitter

260,000 registered users in more than 70 countries and growing fast

Used by top level enterprise users including Visa, Toyota and Sefutbol, the Spanish National Football team…

…. but also accessible through the freemium plan launched for individuals and small businesses in July

The first platform from outside the US to be chosen for the Twitter Certified Program

love @SocialBro! Thank you @SkeeterHarris for turning me on to it - it is the best thing since sliced Twitter bread! :)

They already love SocialBroI

Wendy Emerson@SocialPMChick

My absolute FAVORITE Twitter Tool? #SocialBro Amazing! Anyone else?

For those of you serious about Twitter analytics, check out SocialBro! Can't live without it!

Martin Jones@martinjonesaz

Bryan M Parsons@masamitsutech

SocialBro – the #1 marketing platform for Twitter#SMWChaChing

BIG BUSINESS

Twitter is emerging as a titanic marketing force...

This is no soft channel. This is big business. Twitter budgets are rising and boards are expecting to see real results. Marketers are much more focused on achieving

hard ROI, extracting brand value and revenues from Twitter

* Source http://www.ft.com/cms/s/0/419f50b0-3904-11e4-9526-00144feabdc0.html#axzz3DO9Lxx4a** Source http://www.forbes.com/sites/tjmccue/2013/01/29/twitter-generates-leads-9-to-1-times-more-than-facebook-and-linkedin/*** Source http://www.thestreet.com/story/12872730/1/one-factor-driving-facebook-fb-stock-down-today.html**** Source SocialBro survey 2013

In the second quarter of this year, Twitter doubled its year on year advertising revenues to $312 million

Industry analysts predict Twitter will reach $6.2bn in 2018*

82% of social media leads come from Twitter – 9x more than Facebook and LinkedIn**


Twitter ad clickthrough rates are 8x better than Facebook ***

57% of companies are spending 1.5 x on Twitter compared with two years ago, and 15% have tripled their budgets ****

Brand building is the primary focus for 70% of business Twitter users, with lead generation (66%) a close second ****

http://www.ft.com/cms/s/0/419f50b0-3904-11e4-9526-00144feabdc0.html#axzz3DO9Lxx4a

http://www.ft.com/cms/s/0/419f50b0-3904-11e4-9526-00144feabdc0.html#axzz3DO9Lxx4a

http://www.forbes.com/sites/tjmccue/2013/01/29/twitter-generates-leads-9-to-1-times-more-than-facebook-and-linkedin/

http://www.forbes.com/sites/tjmccue/2013/01/29/twitter-generates-leads-9-to-1-times-more-than-facebook-and-linkedin/

http://www.thestreet.com/story/12872730/1/one-factor-driving-facebook-fb-stock-down-today.html

NUMBERS GAME

When it comes to measuring ROI, it’s all about the numbers, so here’s some

stats to kick us off...

Judges of a recent - very prestigious - social media awards event told SocialBro

that barely 20% showed any real ROI, with success being described

only in terms of mentions, followers, likes, retweets and reach, etc

In a survey of over 400 CMOs,

almost half (49%) said they aren’

t able to quantify whether social

media has made a difference for their

companies, and only 15% said they’

ve seen a proven quantitative impact.*


NUMBERS GAME

“A significant 88% of marketers want to

know how to measure their return on

investment for social media activities.

This question has been top of mind for

marketers for the last four years. Clearly

very few marketers have figured this

one out.” **

SocialBro – the #1 marketing platform for Twitter

Social Media Examiner’s 2014 industry report states that…

#SMWChaChing

NOT INTERESTED IN FLUFFY

Not surprisingly that lack of clarity is coming under increased scrutiny -

66% of respondents in the CMO survey say their boards and CEOs are

tightening pressure to measure ROI*

Most CFOs are not interested in metrics of social on

social

As one ‘friendly’ CFO of our acquaintance put it -

“I’m not interested in fluffy”


NOT INTERESTED IN FLUFFY

However, he does get interested when social makes an impact on the

bottom line –

Shift in brand perceptions

Reduction in costs

Visits to the site

Leads

Sales

Customers

REVENUE!!!

In the same way analytics revolutionized the planning and deployment of

PPC campaigns, data and insights are the future of social media.


SOCIALBRO RECENT CAMPAIGN ANALYSIS


Measurement Analysis Action


MEASURING UP

Don’t back off the hard figures – focus on business goals and metrics that

drive bottom line value for your company – e.g.

Volume of visits

Downloads

Newsletter sign-ups

Cost per visit/conversion

CLV/Churn

Etc.


MEASURING UP

- Be clear about what you want to achieve and decide your KPIs

- Don’t abandon the social indicators, but review them in context

- Benchmark your performance alongside email, PPC, display, etc


Benchmark the performance of other

channels without the added effect of

social so you can take credit for social

amplification on integrated campaigns.

Structure social marketing into

campaigns, not just one big ‘social pot’

and test, test, test!

#SMWChaChing

DEFINE YOUR CAMPAIGNS

NYC clothing brand Bonobos used Flock to

Unlock to hold a Twitter exclusive 24 hour

sale.

The brand got customers excited by posting

mysterious teaser Tweets in the build-up to

the sale.


Finally, a Tweet was posted revealing the

brand would ‘unlock’ a special 24 hour sale on

their chinos if the Tweet was retweeted more

than 49 times. Bonobos received more than 80

retweets in 8 minutes, with the deal being

unlocked almost immediately!

Campaign generated 1,200% ROI & acquired

100 NEW customers.

#SMWChaChing

DEFINE YOUR CAMPAIGNS


Rimmel London used Twitter to tell people that their flash sale was up and

running - for 180 minutes , products were 180p! Engagement across Twitter

increased the campaign tenfold - within 20 minutes retailers were Tweeting that

they had completely sold out!

Clear parameters

+ Clear objectives

= Clear ROI

#SMWChaChing

MIGRATE EXPENSIVE CAMPAIGNS TO SOCIAL CHANNELS

Fashion house Marc Jacobs combined social

promotion with experiential marketing with

their pop-up Twitter shop. In exchange for

Tweets using #MJDaisyChain, people got free

deluxe samples of the Marc Jacobs Daisy

perfume.


And if a deluxe sample in exchange for a hashtag

wasn’t enough, they then offered the most

creative and inspiring pictures with the hashtag

the chance to win highly sought-after Marc

Jacobs bags and jewellery

#SMWChaChing

MIGRATE EXPENSIVE CAMPAIGNS TO SOCIAL CHANNELS


It’s an approach that works for less glam businesses too! -

Rather than spend $3,000 on a direct mail piece (with a 1% conversion rate)

Fisher Auto in Colorado traded oil changes for Facebook "Likes" and opt-ins to the

company email.

If you can do it cheaper on social, you automatically prove ROI - anything else is a bonus!

The dealership received 300 Facebook

likes, a 30% boost, resulting in $2,700 in

free oil changes and $6,000 in

additional sales during those visits

#SMWChaChing

Identify how many people involved in specific campaigns and

conversations have interacted with you or followed you.

And how many are not? - Are you doing anything to convert

them?

MIND THE GAP

67% of Twitter followers

are more likely to buy from

the brands they follow…


MIND THE GAP

Oreo’s Tweet on the back of the blackout was the Super Bowl marketing hit

of 2012. The message took flight in minutes, with more than 16,000 retweets.

But the ‘you can still dunk in the dark’

could have been nothing more than a flash

in the pan, if it hadn’t been backed up by

the ‘Cookie vs Creme’ campaign, that used

a debate about which part of an Oreo is

best to munch on. This held the attention

of people who may otherwise just have

been mildly amused for a few seconds.


Use Twitter data from social analytics tools to define your target

audience and target significant segments and influencers by hashtags,

mentions, locations, keywords, sentiment, etc.

Create more specialised, segmented campaigns which reduce your

overhead costs of mass marketing to people less likely to convert.

PRECISION PROSPECTING


Create Lists, DM campaigns and automated lead nurturing

actions for segmented groups – e.g. if they follow you (or

any other trigger event), they can be targeted with a

coupon/offer (or other campaign actions).

#SMWChaChing

PRECISION PROSPECTING

For the launch of their new app, one SocialBro client targeted followers with

a DM campaign aimed at specific demographic profiles and approximately a

300% increment in the download rate vs. other direct marketing campaigns.


The UFC - another SocialBro client -

is achieving great success with

promotions for a series of events

across the USA based on

geolocation targeting.

Cross reference data from Twitter with wider marketing campaigns to maximize

performance of email marketing, advertising, PR and other channels.

CHANNEL CROSSING

Be sure to benchmark performance

on all your different channels

before you start so you can show

the social amplification effect.


Look up email contacts on Twitter for a rich picture of their communities

and prospects, see how contacts are connected, their level of influence, and

when and how to reach each individual for more targeted and relevant

social and digital marketing.

Use social as an A/B testing platform to test different content, images,

messaging using data to analyze the click through rate and engagement

from users.

CHANNEL CROSSING


Use Twitter as a research channel to help

define your content strategy; what works,

what doesn’t and what topics you should

explore more in your content.

Improve your PR results by finding out

what journalists are really interested in and

reaching out to them with material you

know they will appreciate.

Twitter is a treasure trove of data – get mining! Getting audience research

at a fraction of what it used to cost is a great way to improve

performance across all marketing channels

Social media is now the world’s largest focus group – use analytical

tools to filter what you need from oceans of social data.

SLASH YOUR MARKET RESEARCH SPEND

Learn more about your current customer base on

Twitter and use that information to create a profile of

your typical customer - then use that profile to target

new prospects on Twitter.


SLASH YOUR MARKET RESEARCH SPEND

Find out what your target audiences are talking about, when they’re talking about it and how they feel about it.

Use this insight to tailor your product and marketing around their needs and interests.


Benchmark your performance by keeping your eyes on your competitors’

Twitter accounts.

Then go one step further and analyze their Twitter communities for useful

data: Who are their followers? What are they interested in?

GET COMPETITIVE

Where do you overlap, and where are

there opportunities for you to engage with

your competitors’ followers?

Monitor your competitors’ handles and

associated keywords alongside negative

terms to find out the customers who have

been let down

Target those followers with your own

campaigns - offer them a solution, be the

hero, and turn them into your own happy

customers!


Promote premium content on Twitter with a built in mechanism

- email gated on your site, or via a Twitter card -

to capture information and nurture that lead

TURN TWEETS INTO LEADS


Could be a promotion of a report, eBook or

to increase newsletter sign ups.

… like Barista Bar did with their ‘Coffee Club’

lead generation campaign.

#SMWChaChing

Thank You!

#SMWChaChingAny questions?

#smwchaching! social media week london 2014 - socialbro

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