#SMWChaChing! Social Media Week London 2014 - SocialBro

ocial Media Week London
25th
September 2014
CHA-CHING!
From Social Love To Relationship Building, Where
Does ROI Fit Into Your Twitter Marketing Strategy?
Javier Burón
#SMWChaChing

Our panel tonight
Matt Owen, Head of Social, Econsultancy
Twitter: @lexx2099
Rylan Holey, EMEA Partner Manager, Hootsuite
Twitter: @holeytonal
Ana Jenkins, Digital Content Manager, Visa Europe
Twitter: @anajenkins

Welcome!
#SMWChaChing
Tweet your questions - or top tips for Twitter ROI -
for our panel discussion at the end!

SOCIALBRO #1 marketing platform for Twitter
260,000 registered users in more than 70 countries
and growing fast
Used by top level enterprise users including
Visa, Toyota and Sefutbol, the Spanish
National Football team…
…. but also accessible through the freemium plan launched for
individuals and small businesses in July
The first platform from outside the US
to be chosen for the Twitter Certified Program
love @SocialBro! Thank you
@SkeeterHarris for turning me
on to it - it is the best thing
since sliced Twitter bread! :)
They already love SocialBroI
Wendy Emerson
@SocialPMChick
My absolute FAVORITE
Twitter Tool? #SocialBro
Amazing! Anyone else?
For those of you serious
about Twitter analytics, check
out SocialBro! Can't live
without it!
Martin Jones
@martinjonesaz
Bryan M Parsons
@masamitsutech
SocialBro – the #1 marketing platform for Twitter#SMWChaChing

BIG BUSINESS
Twitter is emerging as a titanic marketing force...
This is no soft channel. This is big business. Twitter budgets are rising and boards
are expecting to see real results. Marketers are much more focused on achieving
hard ROI, extracting brand value and revenues from Twitter
* Source http://www.ft.com/cms/s/0/419f50b0-3904-11e4-9526-00144feabdc0.html#axzz3DO9Lxx4a
** Source http://www.forbes.com/sites/tjmccue/2013/01/29/twitter-generates-leads-9-to-1-times-more-than-facebook-and-linkedin/
*** Source http://www.thestreet.com/story/12872730/1/one-factor-driving-facebook-fb-stock-down-today.html
**** Source SocialBro survey 2013
In the second quarter of this year, Twitter doubled its
year on year advertising revenues to $312 million
Industry analysts predict Twitter will reach $6.2bn in 2018*
82% of social media leads come from Twitter – 9x more
than Facebook and LinkedIn**
Twitter ad clickthrough rates are 8x better than Facebook ***
57% of companies are spending 1.5 x on Twitter compared with two years
ago, and 15% have tripled their budgets ****
Brand building is the primary focus for 70% of business Twitter users, with
lead generation (66%) a close second ****

NUMBERS GAME
When it comes to measuring ROI, it’s all about the numbers, so here’s some
stats to kick us off...
Judges of a recent - very prestigious - social media awards event told SocialBro
that barely 20% showed any real ROI, with success being described
only in terms of mentions, followers, likes, retweets and reach, etc
In a survey of over 400 CMOs,
almost half (49%) said they aren’
t able to quantify whether social
media has made a difference for their
companies, and only 15% said they’
ve seen a proven quantitative impact.*

NUMBERS GAME
“A significant 88% of marketers want to
know how to measure their return on
investment for social media activities.
This question has been top of mind for
marketers for the last four years. Clearly
very few marketers have figured this
one out.” **
SocialBro – the #1 marketing platform for Twitter
Social Media Examiner’s 2014 industry report states that…
#SMWChaChing

NOT INTERESTED IN FLUFFY
Not surprisingly that lack of clarity is coming under increased scrutiny -
66% of respondents in the CMO survey say their boards and CEOs are
tightening pressure to measure ROI*
Most CFOs are not interested in metrics of social on
social
As one ‘friendly’ CFO of our acquaintance put it -
“I’m not interested in fluffy”

NOT INTERESTED IN FLUFFY
However, he does get interested when social makes an impact on the
bottom line –
Shift in brand perceptions
Reduction in costs
Visits to the site
Leads
Sales
Customers
REVENUE!!!
In the same way analytics revolutionized the planning and deployment of
PPC campaigns, data and insights are the future of social media.

SOCIALBRO
RECENT CAMPAIGN ANALYSIS

Measurement Analysis Action

MEASURING UP
Don’t back off the hard figures – focus on business goals and metrics that
drive bottom line value for your company – e.g.
Volume of visits
Downloads
Newsletter sign-ups
Cost per visit/conversion
CLV/Churn
Etc.

MEASURING UP
- Be clear about what you want to achieve and decide your KPIs
- Don’t abandon the social indicators, but review them in context
- Benchmark your performance alongside email, PPC, display, etc
Benchmark the performance of other
channels without the added effect of
social so you can take credit for social
amplification on integrated campaigns.
Structure social marketing into
campaigns, not just one big ‘social pot’
and test, test, test!
#SMWChaChing

DEFINE YOUR CAMPAIGNS
NYC clothing brand Bonobos used Flock to
Unlock to hold a Twitter exclusive 24 hour
sale.
The brand got customers excited by posting
mysterious teaser Tweets in the build-up to
the sale.
Finally, a Tweet was posted revealing the
brand would ‘unlock’ a special 24 hour sale on
their chinos if the Tweet was retweeted more
than 49 times. Bonobos received more than 80
retweets in 8 minutes, with the deal being
unlocked almost immediately!
Campaign generated 1,200% ROI & acquired
100 NEW customers.
#SMWChaChing

DEFINE YOUR CAMPAIGNS
Rimmel London used Twitter to tell people that their flash sale was up and
running - for 180 minutes , products were 180p! Engagement across Twitter
increased the campaign tenfold - within 20 minutes retailers were Tweeting that
they had completely sold out!
Clear
parameters
+
Clear objectives
=
Clear ROI
#SMWChaChing

MIGRATE EXPENSIVE CAMPAIGNS
TO SOCIAL CHANNELS
Fashion house Marc Jacobs combined social
promotion with experiential marketing with
their pop-up Twitter shop. In exchange for
Tweets using #MJDaisyChain, people got free
deluxe samples of the Marc Jacobs Daisy
perfume.
And if a deluxe sample in exchange for a hashtag
wasn’t enough, they then offered the most
creative and inspiring pictures with the hashtag
the chance to win highly sought-after Marc
Jacobs bags and jewellery
#SMWChaChing

MIGRATE EXPENSIVE CAMPAIGNS
TO SOCIAL CHANNELS
It’s an approach that works for less glam businesses too! -
Rather than spend $3,000 on a direct mail piece (with a 1% conversion rate)
Fisher Auto in Colorado traded oil changes for Facebook "Likes" and opt-ins to the
company email.
If you can do it cheaper on
social, you automatically
prove ROI - anything else is
a bonus!
The dealership received 300 Facebook
likes, a 30% boost, resulting in $2,700 in
free oil changes and $6,000 in
additional sales during those visits
#SMWChaChing

Identify how many people involved in specific campaigns and
conversations have interacted with you or followed you.
And how many are not? - Are you doing anything to convert
them?
MIND THE GAP
67% of Twitter followers
are more likely to buy from
the brands they follow…

MIND THE GAP
Oreo’s Tweet on the back of the blackout was the Super Bowl marketing hit
of 2012. The message took flight in minutes, with more than 16,000 retweets.
But the ‘you can still dunk in the dark’
could have been nothing more than a flash
in the pan, if it hadn’t been backed up by
the ‘Cookie vs Creme’ campaign, that used
a debate about which part of an Oreo is
best to munch on. This held the attention
of people who may otherwise just have
been mildly amused for a few seconds.

Use Twitter data from social analytics tools to define your target
audience and target significant segments and influencers by hashtags,
mentions, locations, keywords, sentiment, etc.
Create more specialised, segmented campaigns which reduce your
overhead costs of mass marketing to people less likely to convert.
PRECISION PROSPECTING
Create Lists, DM campaigns and automated lead nurturing
actions for segmented groups – e.g. if they follow you (or
any other trigger event), they can be targeted with a
coupon/offer (or other campaign actions).
#SMWChaChing

PRECISION PROSPECTING
For the launch of their new app, one SocialBro client targeted followers with
a DM campaign aimed at specific demographic profiles and approximately a
300% increment in the download rate vs. other direct marketing campaigns.
The UFC - another SocialBro client -
is achieving great success with
promotions for a series of events
across the USA based on
geolocation targeting.

Cross reference data from Twitter with wider marketing campaigns to maximize
performance of email marketing, advertising, PR and other channels.
CHANNEL CROSSING
Be sure to benchmark performance
on all your different channels
before you start so you can show
the social amplification effect.

Look up email contacts on Twitter for a rich picture of their communities
and prospects, see how contacts are connected, their level of influence, and
when and how to reach each individual for more targeted and relevant
social and digital marketing.
Use social as an A/B testing platform to test different content, images,
messaging using data to analyze the click through rate and engagement
from users.
CHANNEL CROSSING
Use Twitter as a research channel to help
define your content strategy; what works,
what doesn’t and what topics you should
explore more in your content.
Improve your PR results by finding out
what journalists are really interested in and
reaching out to them with material you
know they will appreciate.

Twitter is a treasure trove of data – get mining! Getting audience research
at a fraction of what it used to cost is a great way to improve
performance across all marketing channels
Social media is now the world’s largest focus group – use analytical
tools to filter what you need from oceans of social data.
SLASH YOUR MARKET
RESEARCH SPEND
Learn more about your current customer base on
Twitter and use that information to create a profile of
your typical customer - then use that profile to target
new prospects on Twitter.

SLASH YOUR MARKET
RESEARCH SPEND
Find out what your target audiences are talking
about, when they’re talking about it and how
they feel about it.
Use this insight to tailor your product
and marketing around their needs
and interests.

Benchmark your performance by keeping your eyes on your competitors’
Twitter accounts.
Then go one step further and analyze their Twitter communities for useful
data: Who are their followers? What are they interested in?
GET COMPETITIVE
Where do you overlap, and where are
there opportunities for you to engage with
your competitors’ followers?
Monitor your competitors’ handles and
associated keywords alongside negative
terms to find out the customers who have
been let down
Target those followers with your own
campaigns - offer them a solution, be the
hero, and turn them into your own happy
customers!

Promote premium content on Twitter with a built in mechanism
- email gated on your site, or via a Twitter card -
to capture information and nurture that lead
TURN TWEETS INTO LEADS
Could be a promotion of a report, eBook or
to increase newsletter sign ups.
… like Barista Bar did with their ‘Coffee Club’
lead generation campaign.
#SMWChaChing

Thank You!
#SMWChaChing
Any questions?

#SMWChaChing! Social Media Week London 2014 - SocialBro

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#SMWChaChing! Social Media Week London 2014 - SocialBro