February 2013

Twitter Influence

Twitter is more effective at driving purchase activity than

Facebook. In a recent study conducted by Kantar Media,

results reveal 35% of respondents said that Twitter feeds

had an influence on their purchase decisions.

vs.

Only 23.5% had the same thing to say about Facebook.

Twitter InfluenceMost people follow six or more Brands.

Twitter InfluenceFollowers want Brands to talk to them.

Twitter InfluenceWhen Brands talk, it has an impact.

New API Ad Benefits

API enhances advertisers' targeting capabilities.

API partners will be able to layer in their own

analytics as well as advertisers’ customer data to

compile new audience profiles.

Advertisers can also take advantage of the real-

time reporting data flowing through the partners’

dashboards in order to shift their budgets.

Impact to Advertisers

Familiar tools already in use will incorporate API

benefits: manage campaigns through unified

interfaces

e.g. Radian6 via Marketing Cloud Application

e.g. HootSuite via HootSuite Enterprise Application

HootSuite

Available in HootSuite

Enterprise edition

Publish, promote &

analyze Tweets directly

from the social media

management system

Real-time Social

Campaigning: amplify

content as it happens

Target via interests,

locations, devices, gender,

follower characteristics

Salesforce.com

Currently a closed beta

Separate subscription-based cloud solution combining R6

and Buddy Media

Build and execute real time Twitter advertising campaigns

Allow advertisers to more efficiently scale their campaigns

on Twitter through innovative workflows

Improve ROI through creative, bid and targeting

optimization

Twitter Ad Basics

Promoted Accounts

Benefit: Find and add new followers by promoting a Twitter account

Promoted Tweets

Benefit: Amplify content (desktop and mobile) to reach a wide group of users

or to spark higher levels of engagement among existing followers

Promoted Trends

Benefit: Places a #hashtag or term in users’ trend list to start a conversation

around a topic

Engagement Averages

1% - 3% Twitter Average

(mobile averages are slightly higher)

7% - 10% with a Promoted Trend

vs.

.01% - .05% Standard Display Advertising

Source: ClickZ

Platform Comparison

1.14%Facebook Average CTR

vs.

1% - 3% Twitter Average Engagement

Source: ClickZ

Campaign Planning

Goal / Purpose

Brand Image & Awareness

Sales / Commerce

Site Traffic Creation

Followers / Fans

Brand Engagement

Action and Viral Sharing

Considerations

Campaign Planning

What

Campaign - In Isolation or Part of a Bigger

Integrated Effort

Event

Promotion

Contest / Giveaway

Announcement

Campaign Planning

Who (Tweeter)

Brand

Brand Ambassador

Paid Celebrity Endorsers (charge per tweet / charge

per click compensation models)

Twitter Influencer

Brand Advocates (followers) or Key Industry Followers

Retail Partner

Mix of above

Campaign Planning

Targeting

Interests

Gender

Geographies / Regions

iOS, Android, BlackBerry

Follower Characteristics

Timeline / Search

Considerations

Followers or Users Like Your

Followers

Campaign Planning

Creative

Photos - a recent photo in a

tweet vs. no photo in a tweet

experiment revealed that a

linked photo results in 120

percent increase in engagement

and 350 percent increase in

clicks. (SEO Watch)

Vines (6 sec videos) – influence

too early to measure

Campaign Planning

When to Tweet

Timing - Identification of Best times to reach intended audience

What are the peak traffic times of intended audience – day / hour

Campaign Ideas

Example

Campaign Goal

Increase followers for a corporate Twitter account

Solution

Create a contest and invite people to follow

Sample Tweet

BrandX is giving away a $500 gift card everyday. Follow @BrandX for a

chance to win.”

Link to

Corporate twitter account

Campaign Ideas

Example

Campaign Goals

Increase short term sales / commerce and capture new followers

Solution

Discount a particular product over a promotional period and ask people

to spread the word

Sample Tweet

“Let your friends know that ProductX is only $9.99 this Friday only!

What’s your favorite [blank] about [blank]?”

Link to

Product promotion page on website

Campaign Ideas

Example

Campaign Goals

Create buzz around the product

Solution

Invite people to check out the product website and share their opinions

Sample Tweet

“Check out the new ProductX on our site. Share which feature is most

appealing to you. What does it have that your [blank] doesn’t?”

Link to

The product overview website

Campaign Ideas

Example

Campaign Goals

Drive video views, get the word out

Solution

Invite Tweeters to watch the video and share their opinion

Sample Tweet

“Watch the [blank] and share what you think. Ask your friends to tell you

what they think of it.”

Link to

The video on YouTube

Campaign Ideas

Example

Campaign Goals

Reconnect with legacy customers and start a conversation

Solution

Have people share personal pics of themselves

Sample Tweet

“Tell us why you love BrandX and send us your photo? If we RT you,

we’ll send you a coupon link for $X dollars off your next purchase.”

Campaign Ideas

Example

Campaign Goals

Drive traffic, awareness and sales

Solution

Invite Tweeters to explore a site and share their favorite products with

their friends

Sample Tweet

“Please pick your favorite [blank] and share the item and reason why

with your friends.”

Link to

E-commerce site

High Engagement Tweet

Engagement rate: 5.48%

Why it worked: Provided a great deal and asked

followers to spread the word through Re-Tweets

High Engagement Tweet

Engagement rate: 5.02%

Why it worked: Included a contest with a large prize and

a clear way to enter through Re-Tweets and a link

High Engagement Tweet

Engagement rate: 4.05%

Why it worked: Offered timely merchandise immediately

after the final outcome of a specific event

High Engagement Tweet

Engagement rate: 6.12%

Why it worked: Enticed its audience with a strong

visualization of what the merchandise (product) would

look like before providing a link to a landing page

High Engagement Tweet

Engagement rate: 6.83%

Why it worked: Attention getting with a dissonant

juxtaposition of pop culture and a current event

High Engagement Tweet

Engagement rate: 5%

Why it worked: Specific geo-targeting using regional

copy (#steelers) to appeal to a relevant local audience

Daniel McKean @ danielmckean@gmail.com