Michael Lazerow, Chief Marketing Officer of Salesforce Marketing Cloud, gave a webinar on how to create successful Twitter ad campaigns. He discussed monitoring social media for insights, setting up targeted Twitter ad campaigns, engaging users on Twitter to boost campaigns, and optimizing campaigns by measuring key metrics. The webinar provided strategies for social listening, campaign setup, engagement, and measurement.

1. HOW TO CREATE SUCCESSFUL
TWITTER AD CAMPAIGNS
Salesforce Marketing Cloud Webinar
Michael Lazerow
Chief Marketing Officer, Salesforce Marketing Cloud
@lazerow
#marketingcloud
Thursday, February 28, 13

2. Michael Lazerow
Chief Marketing Officer
@lazerow
#marketingcloud
#marketingcloud
Thursday, February 28, 13

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Thursday, February 28, 13

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
#marketingcloud
Thursday, February 28, 13

5. STATE OF THE MARKET
#marketingcloud
Thursday, February 28, 13

6. State of the Market
4%
96% of mobile
Twitter users are
more likely to follow
96% 11 or more brands
Source: Twitter
#marketingcloud
Thursday, February 28, 13

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
#marketingcloud
Thursday, February 28, 13

8. SOCIAL MEDIA LISTENING FOR
TWITTER AD INSIGHT
#marketingcloud
Thursday, February 28, 13

9. Monitor Your Brand
A brand is a sum of
all conversations.
#marketingcloud
Thursday, February 28, 13

10. Learn About Other Marketing Campaigns
If your Twitter
campaign is built
on a foundation of
attentive listening,
you will be far
more effective.
#marketingcloud
Thursday, February 28, 13

11. SETTING UP YOUR TWITTER AD CAMPAIGN
#marketingcloud
Thursday, February 28, 13

12. Types of Twitter Advertising
Promoted Tweets
#marketingcloud
Thursday, February 28, 13

13. Types of Twitter Advertising
Promoted Accounts
#marketingcloud
Thursday, February 28, 13

14. Types of Twitter Advertising
Promoted Trends
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Thursday, February 28, 13

15. Scaling Twitter Ads
#marketingcloud
Thursday, February 28, 13

16. Targeting Twitter Ads
You now have the
power to target
your ads to the
people who will
respond to them.
#marketingcloud
Thursday, February 28, 13

17. TWITTER ADS ARE JUST THE START!
DON’T FORGET TO ENGAGE!
#marketingcloud
Thursday, February 28, 13

18. Respond to Feedback
Positive feedback
offers your brand a
chance to turn
casual fans and
admirers into full
blown fanatics.
#marketingcloud
Thursday, February 28, 13

19. CAMPAIGN MEASUREMENT AND
OPTIMIZATION
#marketingcloud
Thursday, February 28, 13

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
#marketingcloud
Thursday, February 28, 13

21. Include a Strong Call to Action
Dedicated landing page
#marketingcloud
Thursday, February 28, 13

22. Create Engaging Presentations and Reports
2,000
mentions
2000
1500
1000
500
#DigitalHealthCES #PandoraCES 0
#lookforlogitech #android #samsung
#marketingcloud
Thursday, February 28, 13

23. Salesforce Marketing Cloud Part of Twitter Ads API
#marketingcloud
Thursday, February 28, 13

24. Michael Lazerow
Chief Marketing Officer
@lazerow
#marketingcloud
#marketingcloud
Thursday, February 28, 13

25. FREE EBOOK
The Guide to
Successful Twitter
Ad Campaigns
#marketingcloud
Thursday, February 28, 13

26. Thank You
#marketingcloud
Thursday, February 28, 13