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Sponsored Tweets : Twitter Advertising

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An overview of the Sponsored Tweets platform and approach.

An overview of the Sponsored Tweets platform and approach.

Published in Business , Technology
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  • 1. Sponsored Conversations via Twitter Presented by Ted Murphy - @tedmurphy
  • 2. platform pillars Ethics • Mandatory disclosure • Authentic voice • Freedom of choice • Transparency of identity Scalability Measurement Simplicity
  • 3. platform pillars ethics
  • 4. mandatory disclosure Disclosure is systematically enforced • 100% compliance through proprietary Disclosure Engine™ • Designed to adhere to FTC and WOMMA guidelines Multiple standardized options provided • Specific type of disclosure determined by Tweeter or Advertiser Examples of disclosure within a Tweet I would like to thank my sponsor ACME. AD: 1/2 off ACME widgets http://bit.ly/1234
  • 5. authenticity Tweeters can write their own tweets Advertiser restrained from injecting opinion in advertiser written tweets Acceptable advertiser written tweet Todays Tweet’s Sponsored by ACME. Unacceptable advertiser written tweet I think that ACME’s widget is the best ever.
  • 6. freedom of choice No auto-injection of any tweets • Tweeters must agree to each individual Mutual handshake process • Tweeter must approve any advertiser written tweet • Advertiser must approve any tweeter written tweet
  • 7. transparency of identity Detailed information about Tweeters • Stats from multiple sources • Twitter • Twitter Grader • Twitter Counter Advertisers info displayed to Tweeters • Reduces promotion of affiliate offers without tweeter knowledge • Allows both parties to research and follow each other
  • 8. platform pillars scalability
  • 9. tweeter spectrum @kimkardashian 1.6M Followers @chrispirillo Amount of followers people have 71K Followers @pensieverobin 2.6K Followers People using Twitter
  • 10. reach the masses Aggregate users with less followers • Provides more variation in messaging • Ability to execute on smaller campaigns • Open to performance based options @kendrawilkinson Access to power users • Mainstream media celebrities • Web celebrities @pop17 • Media properties Ability to drive massive @speedtv traffic from influencers in short time frames
  • 11. platform pillars measurement
  • 12. measurement Bit.ly integration to shorten URLs • Integrated reporting within sponsored tweets • More detailed reporting via Bit.ly One click Google Analytics tracking • By Source • By Campaign • By Tweeter Provides the ability to track conversion on from an individual Tweeter
  • 13. platform pillars simplicity
  • 14. simplicity Self serve platform User friendly interface • Advertisers : Make your first offer in under 5 minutes • Tweeters : Get setup to receive offers in under 2 minutes Telephone, email and twitter support