Anatomy of-a-campaign

www.fishervista.com | www.hrmarketer.com
It is time to take Twitter seriously. With the advent of Twitter Cards, B2B brands
and their marketers have a powerful new tool to target and directly reach
qualified audiences.
In fact, the fisher VISTA agency, in tandem with our colleagues at HRmarketer,
recently executed a 3-part, integrated social campaign built around the annual HR
Technology®
Conference and Exposition, and the extent to which we were able to
leverage Twitter’s new advertising tools had an extremely significant impact on
the ultimate success of the campaign.
Leveraging Twitter
Cards and HRmarketer
Software to Nail
Genuine Lead Gen and
Drive Unprecedented
Engagement Rates
Anatomy of a Campaign so Good,
Even Twitter was Impressed
With the advent of
Twitter Cards, B2B
brands and their
marketers have a
powerful new tool to
target and directly
reach qualified
audiences.

Anatomy of a Campaign so Good, Even Twitter was Impressed
2
Over the course of this article, we’ll share with you details about this campaign,
and specifically, how the integration of Twitter Cards and HRmarketer software
proved to be a remarkable one-two targeting punch. We’ll look specifically at
Twitter Cards – what they are, how you create them, how you use them – and
we’ll show you how HRmarketer software can be leveraged to create uniquely
qualified recipient lists with unprecedented engagement potential that can be
used to support precision-targeted Twitter Card promotions.
PROLOGUE: THE CAMPAIGN
As noted above, the impetus for our
campaign was the HR Technology®
Conference. Our offerings were tailored to
it, our schedule was built around it, and our
target lists drew from it. Our objective for
the campaign was to provide unique,
interesting and timely content to the HR
technology community, and in so doing,
also establish a multi-front presence for our
brands and our product.
To achieve these goals, we created a 3-part
strategy built around the following content
offerings:
Our Influencer Report, made available prior to the event
Our Live Hashtag Analysis Tool, running during the event
Our Conference Social Report, distributed after the event
Each of these items was the beneficiary of its own supporting promotional
campaign: a tailored @mention campaign offering the Influencer Report before
the event, real-time social documentation of the Live Hashtag Analysis data
during the event, and a precision-targeted Twitter Card campaign promoting the
Conference Social Report after the event.
PART 1: THE INFLUENCER REPORT(BEFORE)
The campaign began well before the conference itself. It began with building
our Influencer Report – a detailed report about the top HR influencers scheduled
to attend the event. This is a perfect example of HRmarketer software at
work, because really, what IS an influencer? So much has been written on the
subject, yet there is seemingly no one answer.
Our objective was
to provide unique,
interesting and
timely content, and
in so doing, also
establish a multi-
front presence for
our brands and
our product.

3
Except there is an answer, and HRmarketer has it. Take a look at the list, and it’s
pretty hard to dispute the validity of the results.
Next stop, targeting. Who would be interested? Pretty straightforward.
Conference exhibitors (vendors)! So we got the list, and determined the Twitter
handle for each. Then, we wrote the 300+ unique @mention tweets required to
reach them. Then we uploaded these targeted and tailored correspondences, and
spread their distribution out over a number of days and times. In tandem with
this, we enlisted the services of a few high-profile influencers to promote the
content via their own accounts.
The campaign began
with building our
Influencer Report –
a detailed report
about the top
HR influencers
scheduled to attend
the event.

4
The result? Hundreds of downloads of our Influencer Report. (And, the first
vetted handles to be added to our ultimate targeting list.)
PART 2: LIVE HASHTAG ANALYSIS (DURING)
Next stop, the conference itself.
Enter #HRTechConf Hashtag
Analysis. This is truly the
revolutionary piece of the puzzle.
The amount of social media
intelligence this tool can generate is
nothing short of remarkable. And
once created, it essentially runs
itself. So, starting a month before
the event, we let it run. Not a great
deal of activity to track initially, but
as the event drew near, the pace
quickened, and the data started pouring in. By the eve of the conference, tweets
were being generated at a rate of over 100/hr. And we were ready.
Data, as we all know, are just numbers
without the human touch to contextualize
and interpret them. So to fully leverage the
information coming through our systems,
our social media team went into all-hands-
on-deck mode during the event, manning
multiple stations simultaneously, reading
feeds, sharing important content,
responding to provocative statements and
insightful questions, monitoring trends and hashtags, and more.
By the eve of the
conference, tweets
were being generated
at a rate of over
100/hr.

5
Critical to the success of our real-time endeavors was the connection between
our team on the floor, and our team in the “command center” at home. (As but
one example of this dynamic symbiosis, you can follow the trail of @social_rhonda
– aka Rhonda Taylor, VP of Sales, HRmarketer – by the photos she took, and the
rate at which we posted them!)
The result? Thousands of unique page views. Our brands, despite not having
an actual “presence” on the conference floor (i.e. we did not host a booth, or give
a talk, or present a product), stayed at or near the top of just about every list
of note in regard to conference social activity: most mentioned, most shared,
most popular, etc. And we achieved this by offering a service to our clients, our
colleagues, and all the conference attendees, all the while accruing the data that
would comprise the third stage of our strategy: The Conference Social Report.
PART 3: THE CONFERENCE SOCIAL REPORT (AFTER)
The Conference Social Report profiles the 6,000+ individuals and brands that
engaged with #HRTechConf during the event and is essentially hard-copy
documentation of all the social media intelligence generated by our #HRTechConf-
specific live hashtag analysis. Compiled into PDFs and spreadsheets, this
information is a veritable goldmine of immediately accessible, immediately
actionable data for anyone seeking to leverage their conference experience in the
aftermath of the event, by engaging in precise, focused, disciplined, and targeted
Our brands, despite
not having an actual
“presence” on the
conference floor,
stayed at or near the
top of just about
every list of note.

6
networking and follow-up. In short, this is the mechanism by which to ensure true
conference ROI.
Once assembled, we needed to distribute the report. Bearing the same objectives
in mind – providing a service to HR space, and elevating our brands in HR space –
we launched the final stage of our strategy: the Twitter Card promotion.
In order to fully investigate this segment of the campaign, we’re going to look
closely at three important components:
1. Twitter Cards: What they are, and how you use them in a promotional
campaign
2. Precision Targeting: How to create the audience for your promotional
campaign
3. Lead Generation: How to generate leads from your promotional campaign
TWITTER CARDS
First, what is a Twitter Card?
A Twitter Card is essentially a piece of
content that is permanently embedded
in a tweet, and accordingly travels
everywhere a tweet travels. There are
many different kinds of Twitter Cards.
Have you ever seen a Vine video in a
tweet? That’s a Twitter Card. A video
that travels in a tweet. Ever seen a
promoted tweet with a link to a
landing page where you can purchase
something at a special discount?
That’s a Twitter Card. A coupon that
travels with a tweet. Ever been
introduced to an App in a tweet?
That’s a Twitter Card. An App Store
that travels with a tweet.
There are currently nine different types of Twitter Cards, and each offers
something unique to both the marketer, and the recipient. And, each presents
a new and effective way to reach a targeted audience.
The arrival of the Twitter Card marks a significant step forward for Twitter,
as with it they suddenly become a very serious advertising platform. But, it is
important to note that the platform is only half the equation: Twitter (and
A Twitter Card is a
piece of content that
is permanently
embedded in a
tweet, and travels
everywhere a tweet
travels.

7
Twitter Cards) can solve the question of HOW to target. But you still have to know
WHO to target. And that’s not as easy as it may seem. It’s not just a matter of
determining and assembling a list of the Twitter handles of individuals and brands
who you think will be interested in your content, and then sending that list a
tweet. You need an intelligent list, a dynamic list, a list that will animate in
response to your outreach. You need recipients who will engage. This is what
precision targeting is all about.
TWITTER CARDS & PRECISION TARGETING
Creating the target list for the final stage of our promotional strategy presented
a unique challenge, because what we wanted was something that simple
filtering can’t provide. For example, we didn’t just want vendors and attendees
(those physically present at the event), because that eliminated those actively
participating remotely. On the other hand, we didn’t simply want every single
person/brand that tweeted using the #HRTechConf hashtag, because realistically,
only a percentage of those tweeters would likely actually be interested in the
content we were offering. What we really wanted was a list comprised of every
engaged brand or individual that contributed!
This is where precision targeting really makes its impact felt.
A total of 6,374 unique people/brands tweeted (original tweet or a retweet) using
the #HRTechConf hashtag. This we knew from the HRmarketer Conference Social
Report. And from there, using a combination of the proprietary algorithms built
into HRmarketer software, and the skills and experience of our analysts, we were
able to identify approximately 1,000 people/brands that we deemed to have been
legitimately “engaged” with the conference, and accordingly, that we felt would
be interested in our Conference Social Report.* Assembled into a single list, these
1,000 Twitter handles became our target audience for the Twitter Card campaign.
And it was this list that we uploaded to Twitter.
*For more explicit detail as regards our process for quantifying engagement, and
engagement potential, please read Redefining Engagement By Quantifying The Lurkers.
TWITTER CARDS & LEAD GENERATION
With the list uploaded, it was time to create our Twitter Card. We elected to
create a Lead Generation Card for our promotion, as this was clearly the most
relevant and potentially beneficial option for our purposes. Why? Because a Lead
Generation Card is essentially a traveling registration page.
Twitter (and Twitter
Cards) can solve the
question of HOW to
target. But you still
have to know WHO
to target.

8
A Lead Generation Card starts as a promoted tweet targeted specifically to you.
You see it, and ideally, you’re interested. So you open the tweet. Ah, you want
this! “Get the Report”, it says, and so you click. That’s it. The company receives
your info (name, Twitter ID, email, and phone), and you receive your report.
Done. You never leave Twitter. No landing page, no registration form. Just a
Twitter Card.
Creating the card itself is fairly straightforward. You need an image, a description,
and a CTA. Then, you need a selection of tweets to append the card to. This is
a little trickier, but it’s also exciting, because later on, you’ll be able to monitor
which tweets performed better or worse, and this data can then inform future
campaigns.
Next, you need a budget: how much you’re willing to spend per day, and how
much you’re willing to spend overall. This is important, because Twitter Cards
operate on an auction model, and your success rate as far as reaching your target
audience depends on getting the right ratio of audience and “bid.”
Finally, you need your target audience. Because Twitter allows you to upload your
own list, we were able to upload our 1,000 Twitter handles.
And that’s pretty much the process in a nutshell. We created a Twitter Card
promotion for our Conference Social Report, and we launched it to our qualified
list of engaged handles. And then we let it run. The result? Well, we were on
the phone recently with our Twitter rep. He was very impressed. He called our
We got highly
qualified leads via
Twitter... and our
cost per lead was
very reasonable.

9
campaign “perfect.” And well he should! After all, we got highly qualified leads via
Twitter. The Holy Grail was ours. And our cost per lead was very reasonable.
As we understand it, leads have actually been the hardest thing to come by on
Twitter. But when we showed them our results (4.6% engagement rate), they
were knocked out. Then again, they’ve only got their own product to work with.
We’re not constrained that way. We’ve got HRmarketer software too. And
HRmarketer solves the second half of that equation we referred to earlier.
HRmarketer software can identify WHO to target, and it can do so intelligently
and precisely.
FISHER VISTA, HRMARKETER SOFTWARE,
AND A TWITTER CARD
We are 100% confident that there is simply no other marketing tool out there
more perfectly algorithmically calibrated to its space than HRmarketer is to human
resources. And now, with a partner like the new Twitter – the Twitter of today,
the Twitter of Twitter Cards and targeted advertising – there is simply no better
way to market to HR.
Precision-targeting, strategic outreach, exceptional results. All at the fraction of
the cost of a “traditional” PR or advertising campaign. Mission accomplished. The
Holy Grail indeed.
And now you too can build and execute a highly successful, intelligent, and
precision-targeted social media campaign that builds awareness, amplifies
messaging, and generates qualified leads, at a lower cost, and with better results.
All you need is fisher VISTA, HRmarketer Software, and a Twitter Card!
Want to learn more about how fisher VISTA can help you target your
audience on Twitter? Let’s chat!
Would you like to see the power of HRmarketer software in action?
Then register for a live, one-on-one demo!
Precision-targeting,
strategic outreach,
exceptional results.
All at the fraction
of the cost of a
“traditional” PR or
advertising campaign.

10
ABOUT US
fisher VISTA: The agency for the HR marketplace. The companies that engage us
have one thing in common: they need greater traction in the crowded and competitive HR
marketplace. We help them by enhancing their online presence, driving greater traffic to their
website, improving their lead generation, and building their status as an industry thought leader.
We can do the same for you.
fisher VISTA helps you earn the attention and business of your prospects by creating engaging
content, news and inbound marketing campaigns—everything you need to make buyers,
journalists, bloggers and analysts want to know more about you and then take action to do so.
We help you connect with your key audiences in all the right places, using all the right tactics.
They’ll download your articles and white papers … read your blog posts and press releases …
visit your website … attend your webinars … and engage with your brand again and again.
info@fishervista.com www.facebook.com/hrmarketer
831.685.9700 www.linkedin.com/company/hrmarketer.com
www.fishervista.com https://twitter.com/fisher_vista
HRmarketer: Companies use HRmarketer.com to improve their visibility and thought
leadership. The HRmarketer software aggregates the information you need to build awareness
of your brand in the human resources and employee benefits marketplace—and tools that
empower you to use this information to deliver outstanding marketing. Our 15 years of HR
industry experience goes into everything we do. Contact us to find out how we can help grow
your HR business.
www.hrmarketer.com http://hrmarketer.com/blog/
info@hrmarketer.com www.facebook.com/hrmarketer
831.685.9700 www.linkedin.com/company/hrmarketer.com
www.twitter.com/hrmarketer

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