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Social Media Landscape - Twitter

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  • Vs LinkedInConnect the worlds professionals to make them more productive and successful
  • Vs LinkedInFounded / launched: May 2003Monthly Uniques: 100MMonthly PV: 3.1BUK visits per month: 4.9UK av mins per visit: 5.6minsUK monthly Uniques: 7.1M
  • SMB can only self service promoted accounts and promoted tweetsPromoted Trends and enhanced pages must be bought through the sales team
  • Transcript

    • 1. LinkedIn Social Media landscape series: TwitterJuly 2012 Jonathan Bradford Associate Solutions Consultant UK,FR,NL @jonbradford Will Scott Account Planner UK @willpscott
    • 2. Learning objectives • An overview of Twitter • An overview of their go to market approach • A top level understanding of their marketing product offering
    • 3. Disclaimer This deck is indented to: • Provide an overview of Twitter • Provide an overview of their current product offering • Many Twitter products are still in Beta and so subject to change • Engagement rates and costs arent publicly available however guidelines based on public information have been included as guidelines only • An effort has been made to ensure the material is impartial • This deck is not intended as a LinkedIn Vs Twitter sales story
    • 4. The office on TwitterIt‟s a public platform!
    • 5. Instantly connect people everywhere to whats most important to them
    • 6. The site basics Hash tags – A way of grouping a word/phrase e.g. clicking on the hash tag shows all tweets using the tag Trends - The top ten words or phrases being used at any given time are shown as trending often highlight current events / news Public platform – A tweet is sent out and viewable to the world “@‟ing” someone sends a message to and pushed to your followers that person in public view Profile – Every member has a profile photo and a brief bio ( this DM - sends direct message to someone which is used for ad targeting ) isnt in public view Following – Each time an account tweets their tweets appear on Retweet – A user can share a tweet from the homepage feed ( inc mobile) of their followers someone they follow with their own followers
    • 7. Quick stats 10M 1.6m Monthly Uniques UK Av Daily Visitors 3 9.7 Average minutes per UK Av Visits per Visitor visit 80% 23% Visitors accessing Reach of UK Internet via mobile Audience
    • 8. UK Demographics 81% of users follow less than 10052% Of users are 56% of Twitter people 67% of users are classed male users have as ABC1s48% are female childrenHHI LONDON 45% of users are 35% aged 35 or over 65% <£50k 30% of UK traffic comes from >£50k London
    • 9. Company milestonesJuly 15th 2006 Feb 2009 April 2010 June 2010 Oct 2010 May 2011 April 2012 May 2012 May 2012Twitter is born 7m members Promoted Promoted Promoted Twitter Barcelona v Twitter „Weekly world wide Tweets, Trends Accounts introduces the Chelsea announces digest‟ email Twitter‟s first ad launches – the launched – follow API breaks that it has launched platform is first trend is the first button tweets/sec 10m users in launched – the #toystory3 account is record with the UK first promoted @Xbox 13,684 tps tweet is by Advertising Age June 2012 June 2012 June 2012 June 2012 Twitter re- The first # Tailored Expanded brands the page is trends rolled Tweets with bird logo launched with out world wide more content #NASCAR launched
    • 10. Latest Consumer product releases Blackberry App Expanded TweetsRe launch of their application with an integration with A function provided to allow users to discover moreBlackberry messenger interactive experiences inside any Tweet on both mobile and PC Twitter platforms
    • 11. Twitter in the news
    • 12. Value proposition • Provides a voice for its members • Give your brand a voice • Is an information network • Push & amplify content to recipients • Enhances the way you discover information • Facilitate the discovery of your brand about those around you • Ability to be instant and topical …. Thus • Instant relevant
    • 13. Product suite Promoted Tweets Promoted Trends Promoted Accounts Enhanced Profile PagesExtend the reach of your Feature a trending topic Turbo charge your follow Enhance your brand’sTweets to a broader at the top of the trends rate to build a strong Twitter profile pageaudience list base of followers Enterprise only
    • 14. Two approaches to market Enterprise Small business Twitter is in the advertising and media business
    • 15. Objective based solution selling Generate Drive DirectFoster product Awareness Advocacy Responsedevelopment &innovation Customer Drive Service Engagement
    • 16. Promoted Tweets Features & Benefits  Appear at the top of the timeline on their homepage  Can also be targeted to search results page  Puts a brands message in front of your brand advocates  Targeting similar users extends the reach of your campaign Targeting options • Current followers  Share content & seed interest , building awareness and giving a brand a voice • Those who follow similar brands • Interests • Search terms Charged on a cost per engagement (CPE) • Geo Range 50c to $5 Typical engagement rate 1% – 3% NB – currently in BETA with a small selection of advertisers
    • 17. Promoted Accounts Charged on a cost per follower (CPF) Range 50c to $4 $25,000 minimum monthly spend v Promoted Accounts are featured within the ‘Who To Follow’ section – Twitter’s recommendation engine Accounts are served to users based on who they currently follow, and what information has been entered into a users “Use Promoted Accounts to profile quickly scale a follower-base v of advocates and influencers Used when a company wishes to rapidly increase their follower for your brand” base, when leading up to a product launch or industry event
    • 18. Promoted Trends Place a selected trend at the top of a users trending topics section Build mass awareness of a topic within a selected Charged on a cost per day (CPD) Range $80k to $120k audience Engagement rates 4 – 8% Build an association between a brand & current topic in the media NB – currently in BETA with a small selection of advertisers
    • 19. Enhanced profile pages • Header image – 835x90 • Featured content – promote a selected Tweet to the top of the page • Automatically expanding content –video or photo from partner providers* will automatically be expanded Only currently available to selected brands • Beta – This product is not yet in general release & partners Minimum $30,000 investment needed to set up *Providers include most major photo and video sharing sites
    • 20. @Wispa promoted trend case study • Cadburys used social media “Promoted Trend increases to tell the public that Wispa positive mentions of chocolate was here to stay bar #WispaGold 1,800% and • Users could win a box of drives 25% engagement rate for Wispa if their tweet was “Retweet for Sweets” retweeted promotion”
    • 21. @BHF – promoted tweet • Raise awareness of mouth to mouth and CPR techniques • Used promoted trend #hardandfast combined with promoted Tweets • Video was watched over 1.8 million times
    • 22. @O2 – Promoted Tweet117% engagement rate!Campaign promoting O2’s loyalty scheme – PriorityMoments40 promoted tweets used, and one promoted trend£65,000 invested – 7.8m impressions generated, with 2,769trend mentionedEvery Promoted Tweet was interacted with at leastonce, with users going back to interact again
    • 23. @American Express – Partnership Early access to Twitter self service platform was offered to AMEX SMB card holders and merchants ads.twitter.com URL to support Enhanced profile page beta partner Utilised Promoted trends, tweets and account
    • 24. Analytics What volumes am I hitting : Dashboard displays the fundamental metrics of the campaign – impressions, RTs, clicks, replies & follows Who are my followers – by interest, geo and who they are also following Log in to campaign dashboard provided Track on a per tweet level
    • 25. Key Takeaways • Twitter take 4 products to market. Promoted tweets, promoted accounts, enhanced profile pages and promoted trends • Ad products can be targeted by profile info, geo and based on the types of accounts a member follows • CPE , CPD and tenancy cost models are being used • Twitter currently has 10m Monthly UK Uniques
    • 26. Links to learn more Start advertising on Twitter Case studies Best practices Mobile
    • 27. Any Ques ions?
    • 28. Product suite summary Build Drive Drive Deliver Drive Loyalty Gain Insight Awareness Engagement Consideration Conversions