Your SlideShare is downloading. ×
Leveraging Twitter Ads - SES Chicago - Justin Freid
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Leveraging Twitter Ads - SES Chicago - Justin Freid


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Leveraging Twitter & Justin Freid TPG Director of Digital MarketingFacebook AdsGuidelines To Twitter SuccessChicago | November 12–16
  • 2. Chicago | November 12–16, 2012 | #SESCHIPaid Social Media Is The Catalyst • A substance that causes or accelerates a chemical reaction @justin_freid
  • 3. Chicago | November 12–16, 2012 | #SESCHIHow Can Twitter Advertising Help?• Increase reach – expose your brand/products/services to new potential customers• Increase frequency – expose potential customers to your brand/products/services more frequently to supplement other marketing channels• Building your community – target users who are likely to become advocates and interact with your current online community• Interact with influencers – expose influencers to your brand, products and message. Engage and interact.• Social Signals – promote content and social signals to search engines @justin_freid
  • 4. Chicago | November 12–16, 2012 | #SESCHIWhere Paid Social Campaigns Fit• Content Marketing• Link Building• Brand Awareness• Lead Generation• Social Signals – SEO Paid social, specifically Twitter campaigns, can link your marketing efforts together like a covalent bond. @justin_freid
  • 5. Chicago | November 12–16, 2012 | #SESCHICovalent Bond • Covalent Bond: A chemical bond that involves sharing electrons between atoms • Paid social campaigns can be the ‘covalent bond’ between your marketing campaigns. @justin_freid
  • 6. Chicago | November 12–16, 2012 | #SESCHIContent Marketing Strategy The goal is to put your content in front of people who are likely to digest, interact and share your content. @justin_freid
  • 7. Chicago | November 12–16, 2012 | #SESCHIContent Marketing Strategy• How can Twitter campaigns help? • Increase the amount of people who come in contact with your content • Provides insight into what content is resonating with your audience • Adapt to your findings • Write content based on what is working • Help you produce content they will share  @justin_freid
  • 8. Chicago | November 12–16, 2012 | #SESCHIGrowing Your Community• Sharing your content is not easy, if you do not have an audience, who will share it? Can I Get An RT? Please RT! Can You Retweet me? Yo, can you RT this? Hook me up with an RT brah… @justin_freid
  • 9. Chicago | November 12–16, 2012 | #SESCHIGrowing Your Community – With The Right People• Finely target and attract people who are right for your community • People who are genuinely interested in what you have to share • Like minded individuals who are likely to share your content • Target potential customers who are likely to purchase your products or services @justin_freid
  • 10. Chicago | November 12–16, 2012 | #SESCHIGrowing Your Community – With The Right PeopleYou may ask yourself… Haven’t I don’t this before? Look-a-like modeling and behavioral targeting @justin_freid
  • 11. Chicago | November 12–16, 2012 | #SESCHIGrowing Your Community – With The Right People• Interest Targeting • Prepopulated list of interests • 25 top level interests • 350+ second level interests • @usernames(target like users)• Gender Targeting • Delivers messaging by gender • A/B test against gender @justin_freid
  • 12. Chicago | November 12–16, 2012 | #SESCHIThe Snowball Affect• It keep growing and growing and growing… @justin_freid
  • 13. Chicago | November 12–16, 2012 | #SESCHIHow Paid Media Can Affect Engagement You want people to engage with your content… right?• Twitter campaigns allow you to: • Deliver messaging/content to targeted individuals who are likely to engage and consume • Deliver messaging/content to influential users • Deliver messaging/content to people who are likely to RT/@reply @justin_freid
  • 14. Chicago | November 12–16, 2012 | #SESCHIYou want people to engage with your content… right? @justin_freid
  • 15. Chicago | November 12–16, 2012 | #SESCHIYou want people to engage with your content… right? @justin_freid
  • 16. Chicago | November 12–16, 2012 | #SESCHIUnderstanding Your Audience• Twitter’s analytics program provides a look into the demographic make up of your follower base • Who is your follower? • Age, location, male/female • What are their interests? Who do they tweet about? • Who makes up your community? • Yoga enthusiasts? • Football fans? @justin_freid
  • 17. Chicago | November 12–16, 2012 | #SESCHILead Generation• Social campaigns on Twitter can help • Introduce your products or services to a new customers • Move a potential customer through the purchase cycle • Lead to click based conversions • Retargeting Opportunity @justin_freid
  • 18. Chicago | November 12–16, 2012 | #SESCHISocial Signals• Social signals are one of the many ranking factors for the major search engines • As more people utilize social media, what is shared and tweeted will become more and more important• A simple promoted tweet can cause the ‘Snowball Affect’ and set of thousands and thousands of signals that Google and Bing cannot ignore @justin_freid
  • 19. Chicago | November 12–16, 2012 | #SESCHILink Building• Getting your content in front of the right people is essential.• With Google’s recent changes quality, natural links are essential for organic success • Promoted tweets that share your content quality content present bloggers and potential linkers • If you are sharing engaging, quality content – the links will come naturally • You just needed a little help getting there… @justin_freid
  • 20. Chicago | November 12–16, 2012 | #SESCHIResults• A campaign developed and run by TPG resulted in thousands of potential community members and customer interacting with the new brand• Brand transition – BCBSFL  Florida Blue• Success of campaign reach C-level management @justin_freid
  • 21. Chicago | November 12–16, 2012 | #SESCHIResults• Promoted tweet campaigns delivered messaging to targeted Twitter users • Avg user spent over 2:00 on site after clicking through Tweet• Search and timeline campaigns – coincided with TV and experiential campaigns @justin_freid
  • 22. Chicago | November 12–16, 2012 | #SESCHIResults• Through a promoted account campaign, Florida Blue was able to generate just over 3,700 new followers• Targeted different interests and groups of people to attract quality followers who engaged with content @justin_freid
  • 23. Chicago | November 12–16, 2012 | #SESCHIResults• Who is your follower? • What are their interests?• Is there potential to create content or a campaign regarding their interests? • Examples: Heat and Jaguars @justin_freid
  • 24. Chicago | November 12–16, 2012 | #SESCHIResults• Snowball Affect For Follower Growth • Exponential – hockey stick growth • Continued, sustained growth post campaign @justin_freid
  • 25. Chicago | November 12–16, 2012 | #SESCHIThank You Justin Freid Digital Marketing Director TPG – An Omnicom Company @justin_freid @justin_freid