Social Media London Conference November 2014

Social Media London Conference
12th November 2014
The Numbers Game:
Maximize your Twitter Marketing ROI
Javier Burón - @javierburon
#smlondon

Welcome!
#smlondon
@SocialBro
Tweet your questions to SocialBro or use the hashtag
- or top tips for Twitter ROI -

SOCIALBRO #1 marketing platform for Twitter
270,000 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
They already love SocialBroI
love @SocialBro! Thank you
@SkeeterHarris for turning me
on to it - it is the best thing
since sliced Twitter bread! :)
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
The first platform from outside the US
to be chosen for the Twitter Certified Program
#smlondon SocialBro – the #1 marketing platform for Twitter

BIG BUSINESS
Twitter is emerging as a titanic marketing force...
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 ****
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

NUMBERS GAME
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.*
* www.cmosurvey.org

NUMBERS GAME
Social Media Examiner’s 2014 industry report states that…
“A significant 88% of
marketers want to know
how to measure their
return on investment for
social media activities.**
**http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
SocialBro – the #1 marketing platform for Twitter
#smlondon

NOT INTERESTED IN FLUFFY
66% of respondents in the CMO survey say their
boards and CEOs are tightening pressure to measure
ROI*
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
Platforms we use: Hubspot +SocialBro + Salesforce + Recurly

MAXIMIZING ROI ON TWITTER
ANALYZE
& SEGMENT
TAG & FILTER ACTION ANALYZE
ie; who mention the #Superbowl
and is following your competitor
ie; Active from London and
interested in Marketing
ie; DM Campaign, Twitter Ads
campaign, add them to a list
/ Salesforce, etc.
ie; Followed you, RT you,
mention you, became a
customer
AGGREGATE STATISTICS TARGET INDIVIDUALS
Actionable data...closer to monetization!!!

Measurement Analysis Action

MEASURING UP
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
Churn/CLV
Etc.

MEASURING UP
- Decide your KPIs
- Don’t abandon the social indicators,
- Benchmark your performance
Structure social marketing
into campaigns, not just one
big ‘social pot’ and test, test,
test!
#smlondon

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.
#smlondon

DEFINE YOUR CAMPAIGNS
Rimmel London used Twitter to tell people that their flash
sale was up and running - for 180 minutes , products were
180p!
Clear
parameters
+
Clear objectives
=
Clear ROI
#smlondon

TURN TWEETS INTO LEADS
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
Could be a promotion of a
report, eBook or to
increase newsletter sign
ups.
#smlondon

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.

MIND THE GAP
Oreo’s Tweet on the back of the blackout was the Super Bowl marketing hit
of 2012. But the ‘you can still dunk in the dark’ could have been nothing
more than a flash in the pan.

MIND THE GAP
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?
67% of Twitter users are
more likely to buy from the
brands they follow…

MIND THE GAP
Campaign analysis: the following statistics belong to 4 campaigns from 4
separate brands in 4 very different industries...

SLASH YOUR MARKET
RESEARCH SPEND
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
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.

PRECISION PROSPECTING
Use Twitter data from social analytics tools to define your
target audience
Create more specialised, segmented campaigns which
reduce your overhead costs of mass marketing to people
less likely to convert.]
Create Lists, DM campaigns and automated lead nurturing
actions for segmented groups

CHANNEL CROSSING
• Look up email contacts on Twitter
• Use social as an A/B testing platform to test
different content
• Use Twitter as a research channel to help define
your content strategy
• Improve your PR results

GET COMPETITIVE
Benchmark your performance by keeping your eyes
on your competitors’ Twitter accounts.
• Where do you overlap?
• Monitor your competitors’
handles and associated
keywords
• Target those followers with
your own campaigns

Thank You!
#smlondon
Any questions?

Social Media London Conference November 2014

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (7)

Similar to Social Media London Conference November 2014

Similar to Social Media London Conference November 2014 (20)

More from Audiense

More from Audiense (14)

Recently uploaded

Recently uploaded (20)

Social Media London Conference November 2014