Scaling Conversation with Twitter Ads by Audie Chamberlain of Realtor.com

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Tips Scaling Conversation with Twitter Ads by Audie Chamberlain @audiechambrln - Director of Social Marketing at Realtor.com

#SMXsocial13
Maximizing Your Impact With Twitter Ads (#smx #12B)
Twitter’s ad options are evolving. Mobile targeting and self-service ad opportunities are just two recent examples. In this session you’ll learn how the experts craft killer creative, select effective ad formats and targeting, and create landing pages that convert for Promoted Tweets, Promoted Accounts and Promoted Trends.

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Scaling Conversation with Twitter Ads by Audie Chamberlain of Realtor.com

  1. 1. S c a l i n g C o n v e r s a t i o n w i t h Tw i t t e r A d s SMX November, 2013 Las Vegas Audie Chamberlain Director, Social Marketing
  2. 2. W H AT Y O U ’ L L S E E A N D H E A R Agenda • How we look at ROI • Where we started • Our Evolution on Twitter • Do’s and Don’ts • Measuring success • Case Studies 2
  3. 3. 27% of all time spent on the internet is on social media ― Experian 3
  4. 4. H O W W E L O O K AT R O I 4
  5. 5. OUR EVOLUTION 2008 – Planning • • Launched beginning of ‘09 Primarily a “Comcast Care” fast follow 2010 – Engagement evolved • • Testing and analyzing data Connecting with ‘Points of Passion’ 2012 – Began paid advertising tests • • Mobile app downloads Integrated Marketing Campaigns 5
  6. 6. DO’S PARTICIPATE ENGAGE EMPOWER SHARE in your brand and relevant conversations with your community to ensure social referral traffic your advocates to spark word of mouth conversation best-practices and reports 6
  7. 7. DONT’S 7
  8. 8. R E A L - T I M E TA R G E T I N G Each tweet creates a marketing moment It signals what a user is experiencing in the moment, and may also reveal a users’ intentions 8
  9. 9. C A S E S T U D Y: A I R S T R E A M 9
  10. 10. C A S E S T U D Y: A I R S T R E A M 98% 185% 5% Increase in mentions Increase in impressions Social share of voice increase “ I think I might forego life until 7/26 when @realtordotcom is finished with moving that Airstream all over the place. #finditfirst Meredith Pitt ” Twitter.com 10 Source: Sysomos, Radian6, and internal realtor.com
  11. 11. C A S E S T U D Y: A I R S T R E A M 3.5% 2.4% 21% Lift in unique users for the app Lift in page views for the app Increase in avg. daily downloads “ You know me, I am all about Customer Experience + Fun, so this campaign immediately caught my attention. ” Debra Trappen D11 Consulting 11 Source: Sysomos, Radian6, and internal realtor.com
  12. 12. Thanks! 12
  13. 13. B E I N G P R E S E N T I N T H E M O M E N T: S O C I A L M E D I A C O M M U N I C AT I O N S Connect with me online @audiechambrln on Twitter Linkedin.com/in/audiechamberlain 13

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