Twitter & Linkedin Advertising

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Helpful insights on creating promoted posts on Twitter and LinkedIn social channels.

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Twitter & Linkedin Advertising

  1. 1. TWITTER ADVERTISING
  2. 2. PROMOTED ACCOUNT
  3. 3. 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
  4. 4. PROMOTED TWEETS
  5. 5. 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%
  6. 6. PROMOTED TRENDS
  7. 7. 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
  8. 8. LEAD GENERATION CARDS
  9. 9. LEAD GENERATION • Special offers, newsletters, etc. for Twitter users • Simple way to move Twitter followers into CRM CARDS
  10. 10. LEAD GENERATION CARDS ● Simple analytics interface keeps track of leads and ROI metrics
  11. 11. AD COSTS
  12. 12. 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)
  13. 13. B2B VS B2C
  14. 14. 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
  15. 15. TARGETING TOOLS
  16. 16. KEYWORD TARGETING In Search In Timeline
  17. 17. INTEREST TARGETING ● Target broad categories ● Issue: very broad – not useful for niche categories
  18. 18. USERNAME ● ● ● ● 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)
  19. 19. OTHER ● ● ● ● TARGETING OPTIONS Gender Location Device Email and cookie based (beta)
  20. 20. ROI MEASUREMENT
  21. 21. ROI MEASUREMENT ● Track engagement results with Twitter Ads Center
  22. 22. ROI MEASUREMENT Twitter Website Analytics ● ● ● ● 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
  23. 23. ROI MEASUREMENT ● 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
  24. 24. LINKEDIN ADVERTISING
  25. 25. LINKEDIN PREMIUM DISPLAY ADVERTISING
  26. 26. LINKEDIN PREMIUM ADVERTISING ● Medium Rectangle (300x250) DISPLAY
  27. 27. LINKEDIN PREMIUM ADVERTISING ● Skyscrapper (160x600) DISPLAY
  28. 28. LINKEDIN PREMIUM ADVERTISING ● Text Link(300x250) DISPLAY
  29. 29. LINKEDIN PREMIUM ADVERTISING ● Leaderboard (728x90) DISPLAY
  30. 30. SPONSORED INMAIL
  31. 31. SPONSORED INMAIL • 100% SOV • Pricing based on cost per recipient Couple with other ad products such as display
  32. 32. CONTENT ADS
  33. 33. CONTENT ADS Mix attention-grabbing content, images and video in a branded ad unit. Cost per impression pricing Multiple tabs for varied content
  34. 34. LEAD COLLECTION
  35. 35. 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)
  36. 36. SELF SERVICE ADS
  37. 37. Self service - SPONSORED UPDATES on their home page • Appear in users newsfeed • Use to promote content, company news, job opportunities, etc.
  38. 38. Self Service - THUMBNAIL DISPLAY ADS Three options • Text and image ads • Video ads • Text only ads
  39. 39. TARGETING OPTIONS
  40. 40. TARGETING ● ● ● ● ● ● Geography Company Name Industry Company Size Job Title Job Function OPTIONS ● ● ● ● ● ● Seniority School Skills Age Gender Groups
  41. 41. COSTS
  42. 42. LINKEDIN 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
  43. 43. CASE STUDIES
  44. 44. CASE ● HP ◦ ◦ ● 300k new followers, 112% increase in CXO followers Reach IT decision makers and influencers 18% open rate with InMail 100+ contacts established with IT decision makers Cisco ◦ ● Goal: deepen engagement with IT decision makers Wipro ◦ ◦ ◦ ● STUDIES 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)
  45. 45. APPENDIX
  46. 46. http://marketing.linkedin.com/sites/default/files/pdfs/ITDM_Infographic_NA_FINAL.pdf

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