Performance-Based Solutions for Facebook & Twitter

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Performance-Based Solutions for Facebook & Twitter

  1. 1. Creating connections that count<br />Performance-Based Solutions for Facebook & Twitter<br />
  2. 2. Grow Your Brand-Consumer Connections<br />
  3. 3. Inspire Consumers to…<br />Take Action!<br />Connect with Your Brand<br />
  4. 4. Leverage Performance-Based Solutions on Facebook &Twitter<br />Integrate Email, Facebook and Twitter to support and scale digital relationship marketing programs in a coordinated fashion<br />
  5. 5. Consider this:<br />U.S. internet users engage with<br />11 brands in email, 9.4 brands via Facebook and 7.9 brands via Twitter (ExactTarget, “Subscribers, Fans, and Followers: The Social Profile” 2010). <br />
  6. 6. Twitter’s Reach<br />About 20.6 million U.S. adult Internet users will use Twitter at least once monthly this year, up 26.3% from 2010<br />Use levels will continue to rise, reaching 27.7 million U.S. adults in 2013 <br />Source: eMarketer, 2011<br />
  7. 7. Twitter’s brand-new performance-based ad products<br />Make connecting with consumers easier via:<br />Promoted Trends<br />Promoted Tweets<br />Promoted Accounts<br />Better campaign performance:<br />Targeting precision<br />cost-per-click and cost-per-follow pricing<br />targeting<br />
  8. 8. Twitter Promoted Trends<br />Overview<br />Twitter Promoted Trends: Abrand’strending topic is placed on a prominent space on users’ Twitter home pages --- the “Trending” category. Topics that are most popular in a particular city, country or the world appear in this location. Great option for a new product release.<br />Benefits:<br /><ul><li>24-hour roadblock
  9. 9. Average 70 million homepage impressions
  10. 10. 6 to 15% engagement rates
  11. 11. Measurement:
  12. 12. Track to results page
  13. 13. Trend Impressions
  14. 14. Engagement – clicks, favorite, retweet or reply</li></li></ul><li>Twitter Promoted Tweets & Accounts<br />Overview<br />Twitter Promoted Tweets are sponsored search results using tweets that brands have already sent out in their regular Twitter streams<br /> Twitter Promoted Accounts are brand accounts featured in the “Who to Follow” area on user’s Twitter homepage.<br />Benefits:<br /><ul><li>Keyword targeted
  15. 15. Performance-based pricing:
  16. 16. Cost per engagement for Promoted Tweets
  17. 17. Cost per follow for Promoted Accounts
  18. 18. Geo-targeting (DMA/Tweets; Country/Accounts)
  19. 19. Build an active community of loyal followers</li></ul>Capitalize on a particular event or period of the year when the account will be most relevant<br />
  20. 20. Facebook Ads – Low CTRs<br />Facebook ads have extremely low click-through rates <br />.065%-.075% for consumer goods (WebTrends Jan. 2011)<br />Just over half the banner ad CTR for Internet ad networks in general<br />Effectiveness declines by 50% over 48 hours <br />
  21. 21. Our Facebook Acquisition Solutions Get Better Results<br />
  22. 22. We Drive Consumers to Take Action…<br />Consumers are prompted to enter relationships with brands via “Likes” and/or opt-ins to CRM programs<br />We drive consumers to the brand’s FB page<br />We require consumers to “Like” the brand’s FB page to gain access a to premium feature<br />After the consumer likes the brand page, they are prompted to register for its CRM program<br />
  23. 23. Results?<br />More consumers to your CRM database<br />High-performanceconsumer touch points for future engagement:<br />Facebook<br />Email<br />
  24. 24. Next Steps<br />Let Response Media help you Strategically align these Facebook & Twitter Solutions to your relationship marketing program.<br />Reach out to us at: innovation@esponsemedia.com.<br />

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