The document discusses Twitter's various promoted products including promoted tweets, promoted accounts, and promoted trends. Promoted tweets allow advertisers to bid on a cost-per-engagement basis for clicks, retweets, replies, etc. Promoted accounts allow bidding per new follower. Both promoted tweets and accounts provide targeted delivery and have seen engagement rates of 3-5% and follower rates of 2-4% typically. Promoted trends provide top positioning for a flat fee of $120,000 for impressions to all US Twitter users. Examples are given of campaign results for promoted tweets and accounts.

1. Twitter’s Promoted Products
Source: Business.Twitter.com
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2. About Mathew Guiver and e-storm international
• Mathew, with one T
• 10+ years in online marketing
• @MathewGuiver
e-storm international
• Strategy-driven, international digital marketing
agency specializing in display, mobile, SEM, SEO,
and multichannel attribution
• Clients include: IKEA, Bank of America, National
University, Microsoft, Verizon, Sam’s Club, ABC
Family, and more!
Images via e-storm international
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3. Twitter is aggressive about creating advertising
opportunities
• Ad revenues expected to be $400 million in 2013*
• Started US only, now expanding internationally
• Self-service platform
Source: eMarketer – Twitter Ad Revenues to Near $400 Million by 2013. September, 2011
Image via TheNextWeb.com
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4. Referral and purchase intent
• Facebook vs. Twitter
• Higher likelihood to buy and recommend!
Source: CMB Consumer Plus. February, 2010
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5. The competition is low, and so are prices!
• What is the minimum cost per engagement
bid for Twitter’s promoted tweets?
Only $0.50*
• With accounts and tweets, you bid against
other advertisers a la Google AdWords
Source: Search Engine Watch, Twitter Promoted Tweets & Accounts: A Preview. February, 2011
Images via Twitter.com and The Fader
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6. Competition is increasing
• Think AdWords when it first launched
• Competition WILL increase, prices too!
• Be a leader not just a “follower”
Twitter Sales Chief, Adam Brian:
Over “1,000 advertisers, including many small businesses”
have used purchased ads from Twitter, “and about 80%
have made more than one purchase.”
Source: WJS – Twitter Tests New Ad Types. July, 2011
Image via WebFroze.com
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7. Sponsorship and interaction
• Need the proper foundation to support a promoted campaign
• Best piece of advice I can give you!
Sponsored Community Successful
Ads Involvement Effort
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8. Deals, and contests, and statistics, oh my!
• 58% of Twitter users follow retailers online to find discounts
• 39% follow retailers for information on contests
• Great elements to include in your sponsored effort!
Source: Shop.org Social Commerce Stud. May 2011
Image via CleverWood.be
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9. Think goals before going live
• What do you want users to do?
• Think about strategy and desired actions TWEET!
before you do anything
TWEET!
• Build your campaign around these actions!
• Do you just want a follow?
• Or do you want to get people talking
about a new product?
• Or direct users to a URL on your
website selling a discounted product?
• Or promote a hash tag related to a
new product launch, or one-day sale?
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10. Almost out of beta
• Still need to apply for an account
• Usually require an IO, but recently began allowing electronic payment
• Lowest commitment of $5,000 per month spend
• Sponsored campaign running in as little as 7 days
Source: Ad Age – Twitter Launches Self-Serve Ad Platform. December 2010
Image via Business.Twitter.com
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11. Promoted tweets
• Cost per engagement bidding model
• Click (link, hashtag, or opening the tweet to the details pane)
• Favorite
• Retweet
• Reply
Advertisers see 3-5% engagement rates*
Source: Twitter – The power of engagement. October, 2011
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12. Promoted tweets
• In search vs. in users timelines
• Users can “dismiss” in timeline promoted tweets
Images via Twitter.com and SocialBlog.in
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13. Consumer reactions to promoted tweets
• Twitter users actively respond to promoted tweets
• True fans of the community support Twitter’s effort to make money!
Source: eMarketer – How Social Media users Engage with Marketers on Twitter. September, 2011:
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14. Promoted tweet example campaign
• Objective: promote half off holiday gift package ($25 purchase)
• Promoted tweet for popular trend, link to tailored landing page
Imp Eng % Clicks AVG CPE Cost Pur % Purchases Revenue ROAS
Day 1 20,000 4.00% 800 $0.85 $680.00 10.00% 80 $2,000.00 194.12%
Day 2 22,000 4.25% 935 $0.80 $748.00 9.00% 84 $2,103.75 181.25%
Day 3 27,000 4.25% 1,148 $0.94 $1,078.65 11.00% 126 $3,155.63 192.55%
Day 4 32,000 3.85% 1,232 $0.91 $1,121.12 12.00% 148 $3,696.00 229.67%
Day 5 34,000 4.50% 1,530 $0.82 $1,254.60 11.00% 168 $4,207.50 235.37%
Total 135,000 4.18% 5,645 $0.86 $4,882.37 10.75% 607 $15,162.88 210.56%
Over 135,000 impressions, only paying for
engagements
210% return on ad spend
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Example not based on actual Twitter promoted campaign.

15. Promoted accounts
• Easy and straightforward
• Bid per follow
• Target users by:
Location Interests Keywords
Even Occupy
Wall Street is
advertising on
Twitter!
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16. Promoted account example campaign
• Objective: get users to sign up to "stay informed" on new product
• Promoted account, direct message to all followers with link to "stay
informed" signup page, promotion of link in usual updates
Imp Follow % Followers AVG CPF Cost Link CTR Clicks Signup % Signups CPS
Day 1 40,000 2.50% 1,000 $1.00 $1,000.00 21.00% 210 25.00% 53 $19.05
Day 2 55,000 3.00% 1,650 $1.10 $1,815.00 20.50% 338 26.00% 88 $20.64
Day 3 65,000 2.50% 1,625 $1.20 $1,950.00 22.75% 370 27.00% 100 $19.54
Day 4 80,000 2.75% 2,200 $1.30 $2,860.00 23.25% 512 26.00% 133 $21.51
Day 5 65,000 2.50% 1,625 $1.00 $1,625.00 22.00% 358 27.00% 97 $16.84
Total 305,000 2.66% 8,100 $1.14 $9,250.00 22.06% 1,787 26.29% 470 $19.69
Over 8,000 new followers, and 470 signups
interested in your new product!
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Example not based on actual Twitter promoted campaign.

17. Promoted trends
• Twitter's most expensive advertising solution
• $120,000.00 flat fee*
• All users in the USA
• Estimated 25,000,000 impressions
Source: WJS – Twitter Tests New Ad Types. July, 2011
Image via NicolaZiady.com
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18. Get involved
now!
Be an early
adopter
Image via Matthew Ranson’s Blog
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19. Thank you!
I would love to hear your thoughts
on my presentation!
I welcome questions regarding
promoted opportunities on
Twitter!
Mathew Guiver
@mathewguiver
mathew@e-storm.com
e-storm international
@estormintl
www.e-storm.com
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