Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

IE Communication Club: Twitter in the corporate world

376 views

Published on

Miko David gives us an idea of how to use Twitter for Marketing Strategies

Published in: Marketing, Technology, Business
  • Be the first to comment

IE Communication Club: Twitter in the corporate world

  1. 1. Presented by Miko David | IE Marketing Club
  2. 2. Welcome from the IE Marketing Club & the IE Communications Club IEMarketingClub /pages/IE-Communication- Club/1413164832261494 groups/IE-Marketing-Club-3131398
  3. 3. Introduction 4 Miko David IE Business School, IMBA April 2013 jdavid.imba2014@student.ie.edu
  4. 4. Introduction 5
  5. 5. Introduction 6
  6. 6. Key Objectives 1. Social Media Strategy Framework for Twitter 2. Managing your Twitter Brand Page 3. Utilize tools available for Twitter 4. Create targeted ad campaigns 7
  7. 7. Social Media Strategy
  8. 8. We need to be clear about our objectives 9 Business Objectives Brand Objectives Social Media Objectives Competitive Analysis Strategy Tactical Campaigns Key Performance Metrics
  9. 9. Sample Competitive Analysis Brand Followers Following Tweets Plain Replies Pictures RTs Mentions Links Audemars Piguet 38.7k 34 2,797 6.3% 38.5% 13.7% 8.6% 5.8% 27% Baume & Mercier 25k 16.7k 2,974 4,8% 6.5% 30% 18.1% 1% 39.7% Breguet 2,635 780 221 1.8% 24% 16.4% 11.9% 5.5% 39.7% Chopard 25.8k 633 2,147 4% 29.9% 21.3% 16.5% 4.4% 23.8% Hublot 66.7k 110 3,679 3.4% 16.5% 20.8% 25.4% 4.8% 29% IWC 24.8k 142 2,112 1% 9.6% 17.5% 31.7% 2.3% 38% Longines 12.2k 350 898 3.3% 19.5% 15.1% 18.3% 1.7% 42.2% Omega 36.4k 52 1,320 5.7% 6.2% 45.1% 12.6% 4.1% 26.4% Tag Heuer 41.9k 545 1,869 3.7% 10.8% 14.5% 27.1% 0.5% 43.2% 10
  10. 10. Twtrland 11
  11. 11. Setting KPIs for a Twitter Campaign KPIs Metrics Target Figures Followers # of Followers 5,000 Followers Reach # Retweets / Reach 486,500 Tweets Amplification # of Hashtags 436 Hashtags Buzz # of Mentions 4,879 Mentions Engagement # of Replies 350 (50%) Replies Influence # of Conversations Generated 500 Fan-Generated Conversations Leads # of Clicks 132 Clicks 12
  12. 12. Managing Your Twitter Brand Page
  13. 13. Setting Up a Twitter Account 14
  14. 14. Products Cool Content Brand Talk Ad Hoc Creating a Twitter Content Strategy 15
  15. 15. Twitter Content Strategy Sample: Coca-Cola 16
  16. 16. Sample Content Calendar 17
  17. 17. Sample Brand Pages 18
  18. 18. Sample Brand Pages 19
  19. 19. Sample Brand Pages 20
  20. 20. Sample Brand Pages 21
  21. 21. Sample Brand Pages 22
  22. 22. Sample Brand Pages 23
  23. 23. Sample Brand Pages 24
  24. 24. Sample Brand Pages 25
  25. 25. Sample Brand Pages 26
  26. 26. Creating Brand Pages 27
  27. 27. Creating Brand Pages 28
  28. 28. Creating Brand Pages 29
  29. 29. Creating Brand Pages 30
  30. 30. Utilizing Tools for Twitter
  31. 31. TweetReach 32
  32. 32. Bit.ly 33
  33. 33. Hootsuite 34
  34. 34. Influencer Marketing
  35. 35. StarCount 36
  36. 36. Sample Initiatives 37
  37. 37. Creating Targeted Ad Campaigns
  38. 38. Targeting on Twitter 39 Targeting Options Interest & Gender Targeting Geographic Targeting* Keyword Targeting Television Conversion Targeting Device Targeting Monitoring Platform Campaign Management Real-time Analytics Advertiser API Mobile Advertising Exchange Promoted Tweets Promoted Accounts Promoted Trends Promoted Products
  39. 39. Twitter Ads (ads.twitter.com) 40
  40. 40. Twitter Ads (ads.twitter.com) – Promoted Accounts 41
  41. 41. Twitter Ads (ads.twitter.com) – Promoted Tweets 42
  42. 42. Measuring Campaign Success
  43. 43. Webfluenz – Setting a Search Profile
  44. 44. Webfluenz – Setting a Search Profile
  45. 45. Webfluenz – Setting a Search Profile
  46. 46. Webfluenz – Dashboard
  47. 47. Webfluenz – Dashboard
  48. 48. Webfluenz – Dashboard
  49. 49. Webfluenz – Dashboard
  50. 50. Webfluenz – Dashboard
  51. 51. Webfluenz – Setting a Search Profile
  52. 52. Twitter Metrics 53
  53. 53. Costs to Run a Twitter Campaign
  54. 54. Sample Services & Costs for a Twitter Campaign 55 Services Costs Content Calendar Development Conversation-Response Management Brand Page Management Influencer Identification, Engagement & Management Tracking, Reporting and Analytics Contest Management (if any) Total Additional Services (Optional) Costs Paid Media Additional Influencer Services Total
  55. 55. People to Follow
  56. 56. @AskAaronLee & @Ladyxtel 57
  57. 57. Presented by Miko David | IE Marketing Club Thank You!

×