SlideShare a Scribd company logo
Maximise And Reveal
The True Earned Media Value
Of Twitter Marketing
Javier Burón
CEO & Cofounder of SocialBro
@JavierBuron
1 Setting the Scene
2 Know Your Audience
3 Hitting The Bullseye
4 Understanding The Value
5 What’s next?
Welcome #UnlockTrueValue
#UnlockTrueValue@javierburon
SOCIALBRO #1 marketing platform for Twitter
350,000
registered users in more than 70 countries and growing fast
Used by brands and agencies around the world
including Visa, Toyota and Sefutbol, the Spanish National Football team…
#UnlockTrueValue@javierburon
#UnlockTrueValue
Procter & Gamble Co., the world's largest advertiser
"We're shifting more advertising to digital media,
search, social, video and mobile as consumers
spend more time there… In general, digital media
delivers a higher return on investment than TV or
print."
P&G Chief Financial Officer Jon Moeller
@javierburon
#UnlockTrueValue
1. Setting The Scene
288
Million monthly
active users
59%
UK Twitter users
follow brands
500
Million logged
out users
@javierburon
#UnlockTrueValue
WHO WHAT HOW WHY
2. Know Your Audience
@javierburon
#UnlockTrueValue
WHO
2. Know Your Audience
Competitors
Audience
Current
Audience
Customer
Database
@javierburon
#UnlockTrueValue
2. Know Your Audience
@javierburon
#UnlockTrueValue
WHAT
2. Know Your Audience
Interests What They’re
Tweeting
What Do They
Engage With
@javierburon
#UnlockTrueValue
2. Know Your Audience
@javierburon
Campaign analysis: the following statistics belong to 4 campaigns from 4 separate
brands in 4 very different industries...
#UnlockTrueValue
HOW
2. Know Your Audience
When’s The Best
Time To Reach
How They’re
Responding
Sentiment
@javierburon
#UnlockTrueValue
WHY
2. Know Your Audience
Needs they
want to fulfill
from a product
Personality
Traits
Motivating
Factors to make a
purchase decision
@javierburon
#UnlockTrueValue
3. Understanding the Why?
@javierburon
#UnlockTrueValue
Did you know....
Twitter users with specific personality traits are
40% more likely to redeem a coupon.
Twitter users with certain characteristics are twice
as likely to click through on your Twitter Ads.
3. Hitting The Bullseye
@javierburon
#UnlockTrueValue
Targeting is everything
● Goodbye mass marketing, hello precision targeting!
● Cut through the noise
● Use data to support your strategy
● Understand what provokes reaction
3. Hitting The Bullseye
@javierburon
#UnlockTrueValue
84%
4. Understanding The Value
of people trust word-of-mouth
recommendations
@javierburon
#UnlockTrueValue
4. Understanding The Value
Media
Paid &
owned
Earned
@javierburon
#UnlockTrueValue
4. Understanding The Value
● Follows
● Retweets
● Impressions
● Conversions
@javierburon
4. Understanding The Value
Quality Follow:
Retweet:
Impression:
Conversion:
300 Follows
+ 200 Rts + 100,000 Impressions +
300 Conversions
$5,300
300 Follows
+ 600 Rts + 500,000 Impressions +
900 Conversions
#UnlockTrueValue
$16,100
After 1 Week
After 2 Months
$3.00
$2.00
$0.01
$10.00
@javierburon
5. What Next?...
#UnlockTrueValue
SEGMENT
EXECUTE
UNDERSTAND
ANALYZE
@javierburon
@JavierBuron
Thanks…
Any questions?
#UnlockTrueValue

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