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Twitter advertising best practices
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Twitter advertising best practices

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  • 1. Twitter Promoted Products An Overview on Best Practices and Industry Stats
  • 2. Global Active Tweeters • • • • • • • • • • South Africa – 1.2 million US – 23 million Germany – 2.4 million UK – 6.6 million France – 2.2 million Italy – 3.1 million Australia – 1.1 million China – 36 million India – 33 million Netherlands – 2 million Source: GlobalWebIndex, “Social Platform Adoption Trends,” 11 Sept 2012
  • 3. Twitter Stats MONDAY Most popular day in SA 9-10pm Most popular time to tweet in SA 400 million Tweets per day globally R6-R10 Average Cost Per Engagement 78% How much more likely a mobile user is to retweet a brand 1-3% Average engagement rates on Twitter Ads 53% Increase in purchase intent from users who saw a Promoted Tweet
  • 4. Promoted Products
  • 5. Product Overview By targeting relevant and real-time interests, Twitter can be the shortest distance between brands and what interests their audience. Promoted Account A top spot promotion in the ‘Who to follow’ section to grow your follower base, brand advocates & the reach of every Tweet. Promoted Tweets Target your Tweets to the top of relevant user Timelines or against real-time search results. Promoted Trends An exclusive 24hr takeover of the top Trends spot. A high reach & high earned media placement.
  • 6. Product Specs Ad Product Promoted Tweets Targeting Followers ✓ Look-alikes ✓ Pricing Interest Keywords Gender Country s ✓ ✓ ✓ ✓ Promoted Accounts - ✓ ✓ ✓ ✓ ✓ Promoted Trends - - - - - ✓ Device ✓ - Auctionbased Fixed-rate Ad Specs - 140 characters per Tweet. 50kb max for pictures; URLS shortened to 25 characters. Cost Per Follower - 20 characters per account name. 15 characters per @username. 48x48 px thumbnail image. - Confirm on order 20 character link. Cost Per Engagement
  • 7. Campaign Requirements • Twitter Handle (@handle) • Login details • Targeting options • Dated media schedule (Tweets and Trends) • Associated Tweets (Tweets and Trends)
  • 8. Promoted Account Purpose: Quickly scale follower base A top spot promotion in the ‘Who to follow’ section to grow your follower base, brand advocates & the reach of every Tweet. Placements: Search Results & the Who to Follow widget •Attract followers before major promotions, events or product launches •Only pay when people follow your account
  • 9. ZA Case Study: Promoted Account Client Major SA retailer Challenge Scale follower base quickly as possible over 3 months (still ongoing) Solution Strongly leveraged Promoted Accounts to drive as many followers as possible. Targeting segmented into different interest groups and optimised for low CPF 22k Followers currently obtained 2M Account Impressions R8 CPF
  • 10. Promoted Tweets Purpose: Increase brand engagement, build awareness and drive traffic to external links Regular Tweets within relevant user Timelines or against real-time Search Results. Results in Engagements: Clicks, Retweets, Favourites or Replies Placements: Search results & user Timelines
  • 11. Search vs Timeline Targeting Ad Product Summary Promoted Tweets in Search • • • • Higher CTR Higher CPE Keyword targeting Lower Reach Promoted Tweets in Timeline • • • • Lower CTR Lower CPE Category or @handle targeting Reach a wider audience
  • 12. Promoted Tweet Tips What To Say • • • • • Give one-to-one help and responses Broadcast relevant information Create or share entertaining content Leverage off current trending topics or include your own #hashtag Include relevant and engaging media where possible (photo’s, video’s, links, etc.)
  • 13. ZA Case Study: Promoted Tweets Client Major SA broadcaster Challenge Drive engagement with shows and live events Solution Leveraged accounts throughout the campaign and promoted tweets on specific dates to highlight key events 59k Tweet engagements 3% engagement rate 16k followers recruited
  • 14. Promoted Trends Purpose: Spark interest, encourage engagement and conversation around a topic/product/brand/event A 24hr takeover of the top Trends spot - an exclusive, high reach media spot Trend will take users to a feed of tweets containing the trend, with the brand’s chosen associated tweet on top Placements: Top of the Trend list. Will reach everyone who logs into Twitter during those 24 hours Average ZA impressions: 600k – 700k
  • 15. Promoted Trend Tips • • • • Remember: Hashtags mark keywords or topics in Tweets More than 2 per Tweet is overkill! Use obvious, easy to read hashtag Promote your #trend through all marketing mediums during a campaign – bring the conversation online
  • 16. Case Study @Ciroc Challenge Engage Twitter users over 21 in realtime conversations to drive brand awareness and social responsibility on NYE Solution Combined Promoted Trends and Promoted Tweets to connect with the right audience and drive earned media 13% Highest engagement rate for alcohol brands in 2012 Source: @TwitterAds +369% 751M Increase in positive mentions Potential earned media impressions
  • 17. Lead Generation Cards
  • 18. What are they? • A feature within a Promoted Tweet which expands: • reflects an image, • a description and • A call to action button • Button captures users details as filled in in on their Twitter Account • Generate leads/competition entries directly from tweets • Use to drive: campaign entries, offer redemptions & sales • No extra cost to utilize
  • 19. Generate leads directly from Tweets Lead Gen Card Example Lead Generation Cards make it easy for people to express interest in what you offer No click-through No form to complete User expands your Tweet and views your offer from within their Twitter timeline. User s information is pre-filled; they only need to click the submit button. @ TwitterAds | Confidential 2
  • 20. Pinned Tweets
  • 21. What are they? • Selected Tweet pinned to the top of a Twitter Account • First Tweet users see, and is automatically always expanded • Best to use during a campaign to make sure Account is always relative • Looks attractive • No extra cost to utilize
  • 22. Pinned Tweet Example
  • 23. Enhanced Insights
  • 24. Enhanced Insights • Running any Promoted Product will give you access to unique and detailed insights to your Twitter Account and follower base. • This data is not accessible to Twitter Accounts independently. • This data is invaluable to gauge who your current audience is, as well as the effect your campaign has on them.
  • 25. Insights Example
  • 26. Advertising Restrictions
  • 27. Alcohol Brands Alcohol Brands are not be allowed to: 1. Use the Twitter Product "Promoted Account" for their brand named Twitter Account 2. Use the alcohol brand name or any alcohol/drinking related words within Promoted Tweets or the Promoted Trend #hashtag 3. Imply the act of drinking or selling alcohol through any promoted media (images, text, videos, sound) 4. Link to the official alcohol brand’s website 5. Run competitions with alcohol as the prize Alcohol brands are allowed to (provided all of the above conditions are met): 1. Use the Twitter Products "Promoted Tweets" and "Promoted Trends" 2. Promote an event/competition/cause or celebrity 3. Link to a campaign specific landing page, as long as the page has 18 years + age restriction pre-approval before entering site (as with all SA alcohol websites) 4. Continue to make use of their twitter page, tweet about the campaign, post media and interact with fans as per normal *Please note: Twitter will need to see a media schedule for a campaign as well as preapprove any content being advertised through their official advertising products.
  • 28. Financial Brands Financial Brands are not be allowed to: 1. Use the Twitter Product "Promoted Account" for their brand-named Twitter Account 2. Use the financial brand name or any financial products (including “banking” in general) within Promoted Tweets or the Promoted Trend #hashtag 3. Link to the official financial brand’s website Financial brands are allowed to (provided all of the above conditions are met): 1. 2. 3. 4. Use the Twitter Products "Promoted Tweets" and "Promoted Trends" Promote events/competitions/causes/advice or celebrities Link to a campaign specific landing page, as long as the page Continue to make use of their twitter page, tweet about the campaign, post media and interact with fans as per normal *Please note: Twitter will need to see a media schedule for a campaign as well as preapprove any content being advertised through their official advertising products.
  • 29. Thank You! Feel free to contact me with any questions or advice on Twitter Advertising. Candace Newton candy.lyn.newton@gmail.com @candynewton