Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers

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This decks shares the full line up of brand opportunities on Twitter including the new Promoted Tweets paid advertising platform including: he key difference between promoted and sponsored tweets and why it's essential to integrate Twitter into other marketing efforts

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  • -If you don’t already have a Twitter account, please Google “what is Twitter good for?” and read the first 6 results.
  • -In small biz, the person=the brand, so there is no need for a differentiated strategy. And there are lots of great resources for small biz on how to use Twitter.
  • -Advertising is one component of marketing -But it’s not the only one -Social media is GREAT for marketing; but it’s a tough place for advertising
  • -Advertising is one component of marketing -But it’s not the only one -Social media is GREAT for marketing; but it’s a tough place for advertising
  • Why are we doing a webinar on advertising on Twitter? The reality is that Twitter is terrible for advertising. Let’s look at a successful Twitter account
  • But, look at Southwest’s tweets; none of them are advertising. They may be good marketing, though…
  • -This is what you started doing when your CEO said “why aren’t we on Twitter?” -Can’t be just advertising content -Must be compelling and focused on community needs -You must keep self-promotion to no more than 20% of tweets.
  • -Case study: palm oil -There’s no advertising on this account, but references palm oil controversy -This is the most basic; let’s look at some more robust Twitter integrations
  • -In this Nurse Jackie promotion, users collect isolated letters from Tweets throughout the season -It doesn’t need Twitter specifically, but offers a platform for users to participate in a public way -Takes advantage of Twitter’s default-public/follower POV
  • -In this Nurse Jackie promotion, users collect isolated letters from Tweets throughout the season -It doesn’t need Twitter specifically, but offers a platform for users to participate in a public way -Takes advantage of Twitter’s default-public/follower POV
  • -In this Meritline.com promotion, users only need to follow and Tweet to be entered to win an iPad -Low barrier to entry increases participation -Gaining followers extends reach of future messages
  • -FTC regulations bar consideration for social media coverage without disclosure, therefore no promoting Tweets from followers/fans
  • -Poses some risk if they are auto-matched
  • -Cause for very high standards and quick turnover in the PT that is featured -Third-parties are important b/c more than 70% of interaction comes from off-site on Twitter
  • Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers

    1. 1. Twitter and Advertising: Four New Avenues for Socially Savvy Marketers Eric Anderson, VP of Marketing Jamie Beckland, Emerging Media Manager
    2. 2. But First… <ul><li>We’re going to assume a base knowledge of Twitter. </li></ul>
    3. 3. But First… <ul><li>And we’re going to address Twitter advertising for corporate brands, not personal brands. </li></ul>Photo: The SEO Review
    4. 4. Let’s state the obvious: marketers Twitter. <ul><li>73% of F500 brands are on Twitter </li></ul><ul><li>20% of all tweets contain brand/marketing content </li></ul>
    5. 5. Why? Because Twitter has features that naturally attract marketer interest: <ul><li>Huge audience </li></ul><ul><li>Free impressions </li></ul><ul><li>Short learning curve </li></ul><ul><li>Ease of tracking </li></ul>
    6. 6. But marketing ≠ advertising <ul><li>Marketing = bringing customers to your business </li></ul><ul><li>Advertising = paid announcements about your product </li></ul><ul><li>Like most social media, Twitter has historically been good for marketing, but not for advertising. </li></ul>≠
    7. 7. The most successful brands on Twitter use it for marketing, not advertising <ul><li>Southwest has over 1MM followers </li></ul><ul><li>And is featured on 5k lists </li></ul>
    8. 8. Southwest treats customer service as part of its Twitter marketing strategy Public Relations Customer Service
    9. 9. So what’s the BEST way for a brand to use Twitter?
    10. 10. You have 4 main options, none mutually exclusive: <ul><li>Brand Tweeting </li></ul><ul><li>Twitter-Integrated Advertising </li></ul><ul><li>Twitter-Based Promotions </li></ul><ul><li>Paid Tweeting </li></ul>
    11. 11. Brand Tweeting <ul><li>The most basic way to share marketing messages </li></ul><ul><li>Must be used in context of community’s values </li></ul><ul><li>When done correctly, it’s still the best opportunity for most brands </li></ul>
    12. 12. Brand Tweeting <ul><li>Corporate accounts and brand accounts have different goals </li></ul>
    13. 13. Integrating Tweets into other Marketing <ul><li>Integrating a Twitter stream adds dimension and dialogue to other marketing contexts, which increases engagement </li></ul><ul><li>Volvo broke new ground with a Twitter-integrated display ad: </li></ul><ul><li>White Horse and Mountain Hardwear went further by allowing the user to tweet within the ad: </li></ul>
    14. 14. Integrating Tweets into other Marketing <ul><li>Turbo-charges performance of paid media units </li></ul><ul><li>Engagement rates for this averaged 5 times higher than rich media, and 15 times higher than standard ads </li></ul><ul><li>Allows for extensive use of low-cost ad networks </li></ul><ul><li>Paid + social = wide reach + targeted impact </li></ul>
    15. 15. Avoid the Skittles Scenario: 2 Simple Rules <ul><li>Always delay and filter </li></ul><ul><li>Cultivate relationships with your followers before you ask them to carry the marketing ball for you. </li></ul>
    16. 16. Twitter-based Promotions <ul><li>Two key factors in the success of a promotion are 1) ease of entry and 2) ease of pass-along. </li></ul><ul><li>That makes Twitter an ideal promotional tool: users can enter with a hashtag, and pass along by retweeting. </li></ul>
    17. 17. Twitter-based Promotions <ul><li>Twitter contests can involve clues that build over time – also very easy to execute </li></ul>
    18. 18. Twitter-based Promotions <ul><li>Some brands require that users Follow in order to enter. </li></ul>
    19. 19. Twitter-based Promotions <ul><li>Twitter is the most promo-friendly of the current social players. Their guidelines: </li></ul><ul><li>Discourage the creation of multiple accounts </li></ul><ul><li>Discourage posting the same tweet over and over (and over) again </li></ul><ul><li>Ask users to include an @reply to you so you can see all the entries </li></ul><ul><li>Encourage the use of topics relevant to the contest </li></ul><ul><li>  </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    20. 20. Paid Tweeting <ul><li>Twitter announced Promoted Tweets in April 2010 </li></ul><ul><li>Prior to this, the only paid option has been a poor one: “sponsored” tweets, in which supposed influencers pretend to be passionate about your brand. </li></ul>
    21. 21. Don’t Bother with Sponsored Tweets Difficult to coordinate impression volume Confuses editorial with advertising No control over messaging
    22. 22. What Are Promoted Tweets? : : ::
    23. 23. What Are Promoted Tweets? <ul><li>Promoted Tweet must be an actual Tweet </li></ul><ul><li>You must be the author </li></ul><ul><li>Only 1 tweet can be promoted at a time in search results </li></ul>
    24. 24. Pricing Model for Promoted Tweets <ul><li>Currently, CPM </li></ul><ul><li>Rates are not confirmed, but likely less than $10 CPM </li></ul><ul><li>Twitter wants to understand value of PTs </li></ul><ul><li>Eventual ROI model (CPI) based on “resonance” </li></ul>
    25. 25. Promoted Tweets Use “Resonance” for Determining Quality <ul><li>Twitter is currently testing with selected partners </li></ul><ul><li>The goal is to understand the value of actions </li></ul><ul><li>Possible actions include: </li></ul>
    26. 26. Next Phases of Promoted Tweets <ul><li>Currently, PTs are only available in search, and there is only 1 results (Q3 2010 broad rollout) </li></ul><ul><li>Soon, PTs will be included in the Twitter API and they can be used on third-party sites and clients </li></ul><ul><li>Eventually, PTs will appear in an individual user’s tweetstream </li></ul><ul><li>Possibilities for geolocation and social graph comparisons </li></ul>
    27. 27. Many Ways to Use Twitter… <ul><li>But remember there is a high signal/noise ratio </li></ul><ul><li>Providing value to users is still critical, and destined to become more so </li></ul><ul><li>Any use of Twitter marketing has to be part of a broader content marketing strategy </li></ul>Signal Noise
    28. 28. Questions? Thank you! <ul><li>Eric Anderson: eanderson@whitehorse.com </li></ul><ul><li>Jamie Beckland: jbeckland@whitehorse.com </li></ul><ul><li>www.w h itehorse.com </li></ul><ul><li>Twitter: @whitehorsepdx </li></ul>

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