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Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
Boosting Business with Twitter Marketing
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Boosting Business with Twitter Marketing

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  • 1. Twitter’s Promoted Products Source: Business.Twitter.com1 ® 2011 e-storm international
  • 2. About Mathew Guiver and e-storm international • Mathew, with one T • 10+ years in online marketing • @MathewGuiver e-storm international • Strategy-driven, international digital marketing agency specializing in display, mobile, SEM, SEO, and multichannel attribution • Clients include: IKEA, Bank of America, National University, Microsoft, Verizon, Sam’s Club, ABC Family, and more! Images via e-storm international2 ® 2011 e-storm international
  • 3. Twitter is aggressive about creating advertising opportunities • Ad revenues expected to be $400 million in 2013* • Started US only, now expanding internationally • Self-service platform Source: eMarketer – Twitter Ad Revenues to Near $400 Million by 2013. September, 2011 Image via TheNextWeb.com3 ® 2011 e-storm international
  • 4. Referral and purchase intent • Facebook vs. Twitter • Higher likelihood to buy and recommend! Source: CMB Consumer Plus. February, 20104 ® 2011 e-storm international
  • 5. The competition is low, and so are prices! • What is the minimum cost per engagement bid for Twitter’s promoted tweets? Only $0.50* • With accounts and tweets, you bid against other advertisers a la Google AdWords Source: Search Engine Watch, Twitter Promoted Tweets & Accounts: A Preview. February, 2011 Images via Twitter.com and The Fader5 ® 2011 e-storm international
  • 6. Competition is increasing • Think AdWords when it first launched • Competition WILL increase, prices too! • Be a leader not just a “follower” Twitter Sales Chief, Adam Brian: Over “1,000 advertisers, including many small businesses” have used purchased ads from Twitter, “and about 80% have made more than one purchase.” Source: WJS – Twitter Tests New Ad Types. July, 2011 Image via WebFroze.com6 ® 2011 e-storm international
  • 7. Sponsorship and interaction • Need the proper foundation to support a promoted campaign • Best piece of advice I can give you! Sponsored Community Successful Ads Involvement Effort7 ® 2011 e-storm international
  • 8. Deals, and contests, and statistics, oh my! • 58% of Twitter users follow retailers online to find discounts • 39% follow retailers for information on contests • Great elements to include in your sponsored effort! Source: Shop.org Social Commerce Stud. May 2011 Image via CleverWood.be8 ® 2011 e-storm international
  • 9. Think goals before going live • What do you want users to do? • Think about strategy and desired actions TWEET! before you do anything TWEET! • Build your campaign around these actions! • Do you just want a follow? • Or do you want to get people talking about a new product? • Or direct users to a URL on your website selling a discounted product? • Or promote a hash tag related to a new product launch, or one-day sale?9 ® 2011 e-storm international
  • 10. Almost out of beta • Still need to apply for an account • Usually require an IO, but recently began allowing electronic payment • Lowest commitment of $5,000 per month spend • Sponsored campaign running in as little as 7 days Source: Ad Age – Twitter Launches Self-Serve Ad Platform. December 2010 Image via Business.Twitter.com10 ® 2011 e-storm international
  • 11. Promoted tweets • Cost per engagement bidding model • Click (link, hashtag, or opening the tweet to the details pane) • Favorite • Retweet • Reply Advertisers see 3-5% engagement rates* Source: Twitter – The power of engagement. October, 201111 ® 2011 e-storm international
  • 12. Promoted tweets • In search vs. in users timelines • Users can “dismiss” in timeline promoted tweets Images via Twitter.com and SocialBlog.in12 ® 2011 e-storm international
  • 13. Consumer reactions to promoted tweets • Twitter users actively respond to promoted tweets • True fans of the community support Twitter’s effort to make money! Source: eMarketer – How Social Media users Engage with Marketers on Twitter. September, 2011:13 ® 2011 e-storm international
  • 14. Promoted tweet example campaign • Objective: promote half off holiday gift package ($25 purchase) • Promoted tweet for popular trend, link to tailored landing page Imp Eng % Clicks AVG CPE Cost Pur % Purchases Revenue ROAS Day 1 20,000 4.00% 800 $0.85 $680.00 10.00% 80 $2,000.00 194.12% Day 2 22,000 4.25% 935 $0.80 $748.00 9.00% 84 $2,103.75 181.25% Day 3 27,000 4.25% 1,148 $0.94 $1,078.65 11.00% 126 $3,155.63 192.55% Day 4 32,000 3.85% 1,232 $0.91 $1,121.12 12.00% 148 $3,696.00 229.67% Day 5 34,000 4.50% 1,530 $0.82 $1,254.60 11.00% 168 $4,207.50 235.37% Total 135,000 4.18% 5,645 $0.86 $4,882.37 10.75% 607 $15,162.88 210.56% Over 135,000 impressions, only paying for engagements 210% return on ad spend14 ® 2011 e-storm international Example not based on actual Twitter promoted campaign.
  • 15. Promoted accounts • Easy and straightforward • Bid per follow • Target users by: Location Interests Keywords Even Occupy Wall Street is advertising on Twitter!15 ® 2011 e-storm international
  • 16. Promoted account example campaign • Objective: get users to sign up to "stay informed" on new product • Promoted account, direct message to all followers with link to "stay informed" signup page, promotion of link in usual updates Imp Follow % Followers AVG CPF Cost Link CTR Clicks Signup % Signups CPS Day 1 40,000 2.50% 1,000 $1.00 $1,000.00 21.00% 210 25.00% 53 $19.05 Day 2 55,000 3.00% 1,650 $1.10 $1,815.00 20.50% 338 26.00% 88 $20.64 Day 3 65,000 2.50% 1,625 $1.20 $1,950.00 22.75% 370 27.00% 100 $19.54 Day 4 80,000 2.75% 2,200 $1.30 $2,860.00 23.25% 512 26.00% 133 $21.51 Day 5 65,000 2.50% 1,625 $1.00 $1,625.00 22.00% 358 27.00% 97 $16.84 Total 305,000 2.66% 8,100 $1.14 $9,250.00 22.06% 1,787 26.29% 470 $19.69 Over 8,000 new followers, and 470 signups interested in your new product!16 ® 2011 e-storm international Example not based on actual Twitter promoted campaign.
  • 17. Promoted trends • Twitters most expensive advertising solution • $120,000.00 flat fee* • All users in the USA • Estimated 25,000,000 impressions Source: WJS – Twitter Tests New Ad Types. July, 2011 Image via NicolaZiady.com17 ® 2011 e-storm international
  • 18. Get involved now! Be an early adopter Image via Matthew Ranson’s Blog18 ® 2011 e-storm international
  • 19. Thank you! I would love to hear your thoughts on my presentation! I welcome questions regarding promoted opportunities on Twitter! Mathew Guiver @mathewguiver mathew@e-storm.com e-storm international @estormintl www.e-storm.com19 ® 2011 e-storm international

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