TWITTER ADVERTISING

PROMOTED ACCOUNT

PROMOTED ACCOUNTS

• Appear in the “Who to Follow” Box

• Used to promote a specific account. Not a campaign or product

• Targeting Options:• Interests• Gender• Location• Similar users to your

current followers• Users who follow specific

influencers/accounts• Pay per new follower

PROMOTED TWEETS

PROMOTED TWEETS• Promote your tweets to show up in users timeline or searches• Use to promote campaigns/products• Targeting Options:

• Keyword (for searches) or Interests & followers (for newsfeed)• Gender• Location• Device (mobile, desktop)• Current Followers

• Pay per engagement (RT, click, reply, or new follower)• Engagement rate 3-5%

PROMOTED TRENDS

PROMOTED TRENDS

• Appear in the Top Trends section, reach the widest audience

• User clicks and it functions as a regular Twitter search from there

• Cost: $200,000• Only one Promoted Trend

appears per country per day• Not available with self service

LEAD GENERATION CARDS

LEAD GENERATION CARDS

• Special offers, newsletters, etc. for Twitter users

• Simple way to move Twitter followers into CRM

● Simple analytics interface keeps track of leads and ROI metrics

LEAD GENERATION CARDS

AD COSTS

● Bid pricing

◦ Cost based on max bid

◦ Can set budget or leave no budget and pay between

$0.01-$3.00 per follower (requires daily spend cap)

● Pay per engagement

◦ Promoted Accounts – only pay per new follower

◦ Promoted Tweets – Pay per RT, click, reply or new

follow

● Flat fee $200,000 (only for promoted trend)

AD COSTS

B2B VS B2C

● Best Ad options for B2B

◦ Promoted Tweet – Push blog content, white papers,

etc.

◦ Promoted Account

◦ Twitter Lead Gen Cards – Build database

● Best Ad options for B2C

◦ Promoted Tweet – Excellent for time sensitive events,

offers, etc.

◦ Promoted Account

◦ Promoted Trend

B2B VS B2C

TARGETING TOOLS

KEYWORD TARGETING

In Search In Timeline

● Target broad categories● Issue: very broad – not useful for niche

categories

INTEREST TARGETING

● Target influencers in your target market ● Your ads target these users followers and followers with

similar interest● Cannot use with keyword targeting● Promoted Accounts or Promoted Tweets (timeline only)

USERNAME TARGETING

● Gender● Location● Device● Email and cookie based (beta)

OTHER TARGETING OPTIONS

ROI MEASUREMENT

ROI MEASUREMENT● Track engagement results with Twitter Ads Center

● Available exclusively to Twitter Ads Center

● See all twitter links to your site, regardless of link shortener

● More accurate Twitter referral data

● Find influencers talking about your business

ROI MEASUREMENT

Twitter Website Analytics

● Average engagement for Promoted Tweets 3-5% (Twitter.com)

● Case Studies

● Rackspace:

● 27% increase in SOV for #SXSW

● 0.79% engagement rate for promoted tweets

● New Relic

● 500% Increase in web traffic

● 50% lower CPA

● KRMG

● 3% engagement rate with promoted tweets

● 9.76% increase in followers

● Optify

● 770% increase in Twitter generated leads

● 6% conversions via Twitter

● Bonobos

● 1200% ROI

ROI MEASUREMENT

LINKEDIN ADVERTISING

LINKEDIN PREMIUM DISPLAY ADVERTISING

● Medium Rectangle (300x250)

LINKEDIN PREMIUM DISPLAY ADVERTISING

● Skyscrapper (160x600)

LINKEDIN PREMIUM DISPLAY ADVERTISING

● Text Link(300x250)

LINKEDIN PREMIUM DISPLAY ADVERTISING

● Leaderboard (728x90)

LINKEDIN PREMIUM DISPLAY ADVERTISING

SPONSORED INMAIL

SPONSORED INMAIL• 100% SOV• Pricing based on cost per recipient

Couple with other ad products such as display

CONTENT ADS

CONTENT ADS

Multiple tabs for varied content

Mix attention-grabbing content, images and video in a branded ad unit.

Cost per impression pricing

LEAD COLLECTION

● Users taken to lead collection landing page when clicking on an ad

● Landing page offers users option to request contact

● You’ll be able to see Name, Headline, a link to their profile and email (user option)

● Can contact via InMail (One time use)

LEAD COLLECTION

SELF SERVICE ADS

Self service - SPONSORED UPDATES

• Appear in users newsfeed on their home page• Use to promote content, company news, job opportunities, etc.

Self Service - THUMBNAIL DISPLAY ADS

Three options• Text and image ads• Video ads• Text only ads

TARGETING OPTIONS

TARGETING OPTIONS

● Geography● Company Name● Industry● Company Size● Job Title● Job Function

● Seniority● School● Skills● Age● Gender● Groups

COSTS

● Premium Services account - $25k per client per quarter

● Cost per click or cost per impression◦ Min daily budget: $10◦ Min CPC: $2 per click◦ Min CPM: $2 per thousand impressions

● One time starting fee of $5 which becomes ad credit

LINKEDIN COSTS

CASE STUDIES

● HP ◦ Goal: deepen engagement with IT decision makers

◦ 300k new followers, 112% increase in CXO followers

● Wipro◦ Reach IT decision makers and influencers

◦ 18% open rate with InMail

◦ 100+ contacts established with IT decision makers

● Cisco◦ Drive awareness of Cisco WebEx amongst hard-to-reach professionals

● Dell◦ Grow presence and engage with SMB’s in India

◦ 11,600 new SMB followers in just 120 days (1 out of 4 were CXO’s)

CASE STUDIES

APPENDIX

http://marketing.linkedin.com/sites/default/files/pdfs/ITDM_Infographic_NA_FINAL.pdf