Twitter Marketing Essentials

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SMX/OMX Melbourne 2012

Twitter tips for the social marketer

Published in: Business, Technology

Twitter Marketing Essentials

  1. @mab397 Start@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  2. Making an impact@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  3. THE ESSENTIALS@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  4. Grew 800, 000 new users in 2011 (almost doubling numbers) Australians send an average 234 million tweets per month. Twitter is the 3rd most popular network amongst social media users- Facebook= 97%; LinkedIn= 16% and Twitter= 14% @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaSource: Sysomos http://www.sysomos.com/insidetwitter/geography
  5. Sensis Social Media Report [pdf]@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 5
  6. Customer service Celebrities @stephenfry @telstra @qantasairways Television @eleven_tvPromotion @dan_harmon @RexonaAU Business @iSpyLevis @stevieenglish Personal/NetworkingBroadcast @servantofchaos @theage @ozdj @vicroads Dell Follow Dell on Twitter @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  7. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 7
  8. Sensis Social Media Report [pdf]@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  9. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 9
  10. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia10
  11. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia11
  12. namechk.com@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  13. Upload a profile image (stylised Secure a usernamelogo, photo, hero pic) Write a bio and link to a page with more informationWrite an introductory tweet(acknowledge if you’re in for aslow start) @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  14. For multiple search terms, put quotations around exact phrases Search by location@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  15. Enter search query and hit enter Save the search to your dashboard@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  16. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  17. Retweet interesting and relevant information Follow other accounts Start conversationsShare your informationHave some fun! @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  18. A Twitter account is part of your digitalfootprint, regardless of activity, so make sureit’s a step in the right direction#OMXMel2012About 2 minutes ago via OMX Melbourne 2012@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  19. MAKING AN IMPACT@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  20. - Dick Costello , Chief Executive of Twitter@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 20
  21. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia21
  22. Sensis Social Media Report [pdf]@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  23. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 23
  24. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 24
  25. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 25
  26. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Rexona - Australian Twitter Landscape 26
  27. 70% of online Consumer reviews 61% of people 67% of consumers are nearly 12 rely on user shoppers spendtrust opinions of times more reviews for more online after unknown users trusted than product recommendation descriptions from information or s from online manufacturers research before community of buying friends @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia Econsultancy July 2009, eMarketer Feb 2010, Razorfish 2008, Internet Retailer September 2009
  28. ChallengeEncourage trial and create social buzzamongst the target audience forTRESemmé GlimmerApproachMindshare monitored Twitter for mentions of“bad hair day” and @TRESemmeInsidercontacted relevant targets to surprise themwith a free hair care pack. Facebookadvocates were also rewarded with ad hocsurprise gift packs.ResultsThrough tweets, Instagram and Facebookposts, each Surprise & Delight targetgenerated an average of 700 positive WOMimpressions about their TRESemméGlimmer experience @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  29. Find a reason for your audience to talk aboutyou by asking yourself why would they careand why would they share #OMXMel2012About 2 minutes ago via OMX Melbourne 2012@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  30. TWITTER MEDIA@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  31. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 31
  32. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  33. ChallengeEncourage Australian sports fans to cheeron their team with #noquit hashtag onTwitter.ApproachMindshare created the @RexonaAUaccount to generate positive mentions ofsupport during F1, State of Origin and otherkey sporting moments. Sponsored tweetsextend the reach of activity to userssearching for relevant sporting terms andfriends of existing followersResultsThe 3 month campaign generated 533,000impressions with over 7,000retweets, replies, mentions and clicks fromAustralian Twitter users. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  34. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia34
  35. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  36. Targeted by interest: Interests algorithmically determined by the accounts a user currently follows Advertisers refine algorithmic targeting with interest-based keywords Geo-targeting available at the country-level Cost per follow (CPF) pricing: Pay only when a user becomes a follower Second price auction pricingbuild loyalty | grow incremental earned media | increase exposure @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 36
  37. Targeting: In search results leveraging real-time intent In timelines to your followers or users who are similar to your followers Coming soon in profiles Uses a built-in ad quality filter combining relevance, engagement and the age of a tweet Cost per engagement (CPE) pricing: Pay only when a user engages – defined as a click, favourite, retweet or reply@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 37
  38. Fixed Placement: Exclusive unit in the Trends module on the user’s home timeline page 797,500 average daily AU impressions Average engagement rate is .30% on the Trend 5% - 7% on the related Promoted Tweet Increased demand: One advertiser per 24 hour day Fixed price for AU Promoted Trend reserved on a first come, first served basis for a given date@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia 38
  39. Know how your audience uses Twitter tocreate your own opportunities #OMXMel2012About 2 minutes ago via OMX Melbourne 2012@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  40. What about me? DO’s DON’Ts 1. Be consistent. 1. Don’t be a spammer. 2. Be targeted. 2. Don’t be neglectful. 3. Be a follower. 3. Don’t be disrespectful. 4. Be a team player. 4. Don’t be shy. 5. Be interesting. 5. Don’t be fake. 6. Be careful. 6. Don’t be scared.@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  41. Connect with me @mab397 mandibateson Sydney, Australia (+61) 2 9287 8400 Mindshare Australia mab397.wordpress.com@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

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