Tweet smarter - Social Challenge '15
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During the Social Challenge from the 2nd till the 6th of March 2015, 5 webinars were hosted by international social media experts. Twitter's Nordic Marketing Manager Lari Numminen, presented 'tweet smarter'. Watch & learn from his slides: About the presentation Get more value out of Twitter for your business by Tweeting smarter. Make your Tweets more engaging through the five best practices uncovered by Twitters extensive global study into the art of Tweeting. Whether you are just getting started or you're ready to take your Tweet performance to the next level, discover the simple ways you can get more out of your Tweets.
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Tweet smarter - Social Challenge '15
- 2. We start at 11 am CET. Until then, enjoy the music and introduce yourself in the chat. The hashtag for the webinar is #socialchallenge! Tweet Smarter! ! Vera Verkooijen Partner relations & events Komfo Laura Forne Elkow Customer relations manager Komfo
- 4. Social Media Marketing at Scale!
- 6. TWEET SMARTER UNLOCK MORE VALUE FROM TWITTER WITH DATA-DRIVEN BEST PRACTICES
- 7. 1. It happens on Twitter 2. Twitter for Business 3. Tweet Smarter 4. Supercharge with ads A G E N D A # T W E E T S M A R T E R
- 8. I T H A P P E N S O N T W I T T E R # T W E E T S M A R T E R
- 9. # T W E E T S M A R T E R
- 10. 288M active monthly users 1 billion Tweets every 2 days 80% of users from mobile # T W E E T S M A R T E R
- 11. 2015 #Oscars on Twitter Source: CartoDB OWN THE MOMENTS # T W E E T S M A R T E R
- 12. MAKE THE MOMENTS # T W E E T S M A R T E R
- 13. REACT TO THE MOMENTS # T W E E T S M A R T E R
- 14. T W I T T E R F O R B U S I N E S S # T W E E T S M A R T E R
- 15. SOCIAL ADVERTISING OPPORTUNITY SOURCE | BI Intelligence, 'Social Media Advertising Report Q3 2014,' September 2014 Mobile Social Media Advertising CAGR 18% Non-mobile BillionsofDollars 2013 2014E 2015E 2016E 2017E 2018E Forecast: Social Media Advertising Spend (US) $12 $10 $8 $6 $4 $2 $0 $14 # T W E E T S M A R T E R
- 16. M-COMMERCE OPPORTUNITY Mobile Commerce E-Commerce CAGR 16% BillionsofDollars $600 $500 $400 $300 $200 $100 $0 2013 2014E 2015E 2016E 2017E 2018E SOURCE | BI Intelligence, 'The Future of Payments: 2014,' July 2014 Forecast: E-Commerce and Mobile Commerce (US) Desktop E-Commerce # T W E E T S M A R T E R
- 17. CONSIDERATION RESEARCH AWARENESS PURCHASE OPPORTUNITIES TO ENGAGE LOYALTY # T W E E T S M A R T E R
- 18. 94% TWITTER USERS RESEARCH, SEARCH OR BUY PRODUCTS ON THEIR MOBILE SOURCE | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013! # T W E E T S M A R T E R
- 19. ARE INFLUENCED BY CONTENT ON TWITTER WHEN BUYING PRODUCTS OR SERVICES 94% 56% SOURCE | Nielsen Twitter Retail Path to Purchase, Q3 2013! ! TWITTER USERS RESEARCH, SEARCH OR BUY PRODUCTS ON THEIR MOBILE SOURCE | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013! # T W E E T S M A R T E R
- 20. ARE INFLUENCED BY CONTENT ON TWITTER WHEN BUYING PRODUCTS OR SERVICES TWEET ABOUT THEIR RECENT PURCHASES 94% 56% 31% SOURCE | Nielsen Twitter Consumer Survey, UK, November 2013! SOURCE | Nielsen Twitter Retail Path to Purchase, Q3 2013! ! TWITTER USERS RESEARCH, SEARCH OR BUY PRODUCTS ON THEIR MOBILE SOURCE | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013! # T W E E T S M A R T E R
- 21. T W E E T S M A R T E R # T W E E T S M A R T E R
- 22. TWEET SMARTER Methodology: We examined 190k Promoted Tweets from small and medium sized businesses in all open markets for statistically significant differences between the mean engagement rates for Promoted Tweets that contained the test feature(s) versus those that did not. # T W E E T S M A R T E R
- 23. 1. Keep it short 2. Give clicks context 3. Make it visual 4. Optimise for leads 5. Start a conversation T W E E T S M A R T E R # T W E E T S M A R T E R
- 24. KEEP IT SHORT Tweets <100 characters get +18% more engagement 1 # T W E E T S M A R T E R
- 25. GIVE CLICKS CONTEXT2 Tweets with website cards have +43% more engagement # T W E E T S M A R T E R
- 26. MAKE IT VISUAL3 Tweets with rich media get +313% engagement & 52% Retweets # T W E E T S M A R T E R
- 27. OPTIMISE FOR LEADS4 Tweets with Lead Generation Cards have +42% engagement # T W E E T S M A R T E R
- 28. Tweets from advertisers who @reply 1x week have +18% engagement START A CONVERSATION5 Tweets from advertisers who @reply 1x week have +18% engagement # T W E E T S M A R T E R
- 29. 1. Keep it short 2. Give clicks context 3. Make it visual 4. Optimise for leads 5. Start a conversation T W E E T S M A R T E R # T W E E T S M A R T E R
- 30. T W I T T E R A D S # T W E E T S M A R T E R
- 31. MEET YOUR OBJECTIVES Pay only when you meet your advertising objectives. # T W E E T S M A R T E R
- 32. T A I L O R E D ! A U D I E N C E S ! t v ! F O L L O W E R S ! L O O K A L I K E S ! U s e r n a m e s ! i n t e r e s t s ! k e y w o r d s ! s e a r c h ! FIND YOUR TARGET AUDIENCE # S O C I A L C H A L L E N G E# T W E E T S M A R T E R
- 33. T A I L O R E D ! A U D I E N C E S ! t v ! F O L L O W E R S ! L O O K A L I K E S ! U s e r n a m e s ! i n t e r e s t s ! k e y w o r d s ! s e a r c h ! l o c a t i o n ! g e n d e r ! m o b i l e ! l a n g u a g e ! o v e r l a y w i t h FIND YOUR TARGET AUDIENCE # S O C I A L C H A L L E N G E# T W E E T S M A R T E R
- 34. ANALYSE AND OPTIMISE analytics.twitter.com # T W E E T S M A R T E R
- 35. LET’S GET STARTED lari@twitter.com # T W E E T S M A R T E R
- 36. A F E W T A K E - A W A Y S It happens on Twitter. Plan ahead. Try the 5 ways to Tweet smarter. Boost performance with Twitter Ads. # T W E E T S M A R T E R
- 37. T H A N K Y O U ! @TwitterAdsNord # T W E E T S M A R T E R
- 38. Please rate the presentation! www.speakerscore.com/socialchallengetwitter! Katrine Naustdal Follow Katrine on Twitter @KatrineNaustdal ! kan@komfo.com! www.komfo.com! Lari Numminen! Twitter Ads Nordics! Follow us on Twitter @TwitterAdsNord! ! Follow Lari on Twitter @larinum!
Editor's Notes
- Hi everyone and welcome to the latest in our Twitter Academy webinar series, This one is all about ‘Tweeting Smarter.’ We’ve got a lot of exciting content to share with and in total this should take 30 minutes of your valuable time, so thanks for joining us today. And, as always, this session is being recorded — so there’s no need to worry about taking notes. We’ll email you a link to the recording afterwards.
- Let’s start to wrap up here. Earlier in the presentation we shared the five best practices that we found through looking at almost 200,000 Promoted Tweets. If there is one thing you take from this webinar, it is to identify the one or two of these that could work for your business and try them out today. Remember also that our Twitter Ads products are designed specifically to boost best practices. So when you have some great content to share, use the right type of Twitter Ads campaign and supercharge your performance.
- I bet you are now excited about testing out these best practices on your own Twitter handle. So let me give you some practical instructions on how you can get started.
- Before we dig into this weeks’ new content, let’s have a recap of what Twitter is all about. Today there are over 270 million people using Twitter around the World and there are a billion Tweets every two days. That is a staggering amount. It’s also worth remembering that almost 80% of our users come on mobile devices, so this really is an opportunity to catch people on their smartphones and tablet computers.
- 5.9 million Tweets about the #oscars this year. SOURCE | Nielsen Twitter TV Ratings (NTTR) from Nielsen SocialGuide (@Social_Guide) 2/22/15
- I bet you are now excited about testing out these best practices on your own Twitter handle. So let me give you some practical instructions on how you can get started.
- So today’s topic is all about us helping you to get smarter about the kinds of Tweets you create for your intended target audience. As I mentioned earlier, there are a billion Tweets every two days, so as a marketer, your job is really to think hard about how you can stand out from the chatter with some clear and effective messages.
- The best practices we share with you today are not just my persona opinions, they are based on hard facts. We got some of our smartest data scientists to review almost 200,000 promoted Tweets from a whole variety of small and medium sized companies around the World. So this isn’t about how famous brands can do creative things on Twitter, it’s about the best practices of all sized companies from big to small.
- So time to get to our best practices. Hope you are ready for this, drumroll please. From looking at all that data, almost 200,000 promoted Tweets, these are the five best practices that we found. Keep it short Give clicks context Make it visual Optimise for leads and finally Start a conversation. So what do they mean?
- People like short tweets. Bite sized, concise information really appeals to people. If you can keep your Tweets below 100 characters, you have a good chance of getting 18% more engagement. So keep it simple, keep it brief.
- Tweets with website cards work better. A lot better. If you don’t know what these are, they are the new creative formats where you combine text with an image and a call to action to persuade people to visit your website. They have proven really popular and as you can see, have over 40% more engagement.
- Next we have a couple of examples of really nice visual Tweets. Take a look at this one on the left. You can see it is moving because it incorporates a Vine. A vine is a short animated clip that anyone can create by downloading the Vine app on their smartphone. These short animations can be used in Tweets and it’s probably no surprise to you that when they are done in a creative way the engagement rates go through the roof.
- Next up, lead gen cards. If you are looking to get more signups to your email list, then using these kinds of Tweets should be a no-brainer. We all know how tricky it is to get people to sign up for a newsletter, especially on smartphones, but with these Tweets, users can subscribe with just one click. Super easy and effective, with 42% more engagement.
- The last best practice is fairly obvious. It’s time for you to get social. Most businesses get plenty of both positive and not-so-positive interactions in Social Media, and it’s a great opportunity for you to showcase your customer experience skills. Aim to reply to some interactions at least once a week and you should see an improvement in engagement also to your promoted tweets.
- So time to get to our best practices. Hope you are ready for this, drumroll please. From looking at all that data, almost 200,000 promoted Tweets, these are the five best practices that we found. Keep it short Give clicks context Make it visual Optimise for leads and finally Start a conversation. So what do they mean?
- I bet you are now excited about testing out these best practices on your own Twitter handle. So let me give you some practical instructions on how you can get started.
- So time to get to our best practices. Hope you are ready for this, drumroll please. From looking at all that data, almost 200,000 promoted Tweets, these are the five best practices that we found. Keep it short Give clicks context Make it visual Optimise for leads and finally Start a conversation. So what do they mean?
- There we go. Hope you found that relevant and you’re excited about trying out new things with Twitter. We’ve got a bit of time to answer some of your questions, so please use the hashtag #TwitterAcademy and we’ll get back to you. Thanks everyone for attending. We hope you’ve found it useful and for more tips please follow your local Twitter handle and check out the website business.twitter.com.