Michael Lazerow Twitter Ads Webinar


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The presentation delivered by Salesforce Marketing Cloud CMO Michael Lazerow discussing Twitter ads and the ways in which brands both big and small can capitalize on the functionality of the Twitter Ads API.

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Michael Lazerow Twitter Ads Webinar

  1. 1. HOW TO CREATE SUCCESSFUL TWITTER AD CAMPAIGNS Salesforce Marketing Cloud Webinar Michael Lazerow Chief Marketing Officer, Salesforce Marketing Cloud @lazerow #marketingcloudThursday, February 28, 13
  2. 2. Michael Lazerow Chief Marketing Officer @lazerow #marketingcloud #marketingcloudThursday, February 28, 13
  3. 3. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter ended July 31, 2012. This document and others are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.Thursday, February 28, 13
  4. 4. Agenda State of the Market Social Media Listening for Twitter Ad Insight Setting Up Your Twitter Ad Campaign   Social Media Engagement for Twitter Ads Campaign Measurement and Optimization #marketingcloudThursday, February 28, 13
  5. 5. STATE OF THE MARKET #marketingcloudThursday, February 28, 13
  6. 6. State of the Market 4% 96% of mobile Twitter users are more likely to follow 96% 11 or more brands Source: Twitter #marketingcloudThursday, February 28, 13
  7. 7. Twitter and Advertising Present Valuable Opportunities Twitter mobile users 42% are 58% more likely to recall seeing an 58% ad on Twitter than the average user Source: Twitter #marketingcloudThursday, February 28, 13
  8. 8. SOCIAL MEDIA LISTENING FOR TWITTER AD INSIGHT #marketingcloudThursday, February 28, 13
  9. 9. Monitor Your Brand A brand is a sum of all conversations. #marketingcloudThursday, February 28, 13
  10. 10. Learn About Other Marketing Campaigns If your Twitter campaign is built on a foundation of attentive listening, you will be far more effective. #marketingcloudThursday, February 28, 13
  11. 11. SETTING UP YOUR TWITTER AD CAMPAIGN #marketingcloudThursday, February 28, 13
  12. 12. Types of Twitter Advertising Promoted Tweets #marketingcloudThursday, February 28, 13
  13. 13. Types of Twitter Advertising Promoted Accounts #marketingcloudThursday, February 28, 13
  14. 14. Types of Twitter Advertising Promoted Trends #marketingcloudThursday, February 28, 13
  15. 15. Scaling Twitter Ads #marketingcloudThursday, February 28, 13
  16. 16. Targeting Twitter Ads You now have the power to target your ads to the people who will respond to them. #marketingcloudThursday, February 28, 13
  17. 17. TWITTER ADS ARE JUST THE START! DON’T FORGET TO ENGAGE! #marketingcloudThursday, February 28, 13
  18. 18. Respond to Feedback Positive feedback offers your brand a chance to turn casual fans and admirers into full blown fanatics. #marketingcloudThursday, February 28, 13
  19. 19. CAMPAIGN MEASUREMENT AND OPTIMIZATION #marketingcloudThursday, February 28, 13
  20. 20. Campaign Metrics Create a list of the metrics you need to measure. Among some of the top Twitter ads metrics: • Promoted Tweets • Engagement (retweets, replies, favorites) • Engagement Rate • Cost Per Engagement • Promoted Accounts • Followers • Follow Rate • Cost Per Follow • Impressions & Reach • Conversions & Cost Per Conversion • Clicks #marketingcloudThursday, February 28, 13
  21. 21. Include a Strong Call to Action Dedicated landing page #marketingcloudThursday, February 28, 13
  22. 22. Create Engaging Presentations and Reports 2,000 mentions 2000 1500 1000 500 #DigitalHealthCES #PandoraCES 0 #lookforlogitech #android #samsung #marketingcloudThursday, February 28, 13
  23. 23. Salesforce Marketing Cloud Part of Twitter Ads API #marketingcloudThursday, February 28, 13
  24. 24. Michael Lazerow Chief Marketing Officer @lazerow #marketingcloud #marketingcloudThursday, February 28, 13
  25. 25. FREE EBOOK The Guide to Successful Twitter Ad Campaigns #marketingcloudThursday, February 28, 13
  26. 26. Thank You #marketingcloudThursday, February 28, 13