Digital RoyaltyFacebook & Twitter

Marketing in the Moment

© Digital Royalty Inc. 2014

© Digital Royalty Inc. 2014

Landscape

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The Stats

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The Stats

Source: http://tech.eu/features/399/facebook-europe-282-million-monthly-active-users-727-million-revenue-q4-2013/

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The Stats

Source: http://www.emarketer.com/Article.aspx?R=1010944

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The Stats

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The Stats

$1.31  Billion

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The Stats

Source: Turn Advertising Intelligence Index

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The Stats

Source: Turn Advertising Intelligence Index

© Digital Royalty Inc. 2014

Facebook Ads

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PROMOTED  PRODUCTSPhoto  Ad  Video  Ad  

Page  Link  Ad  Mobile  App  Installs  Ad  

!TARGETING

Custom  Audiences    Lookalike  Audiences

Overview

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Facebook Ads

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How Will Ad Appear?

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Ad Placements

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Photo Ad

AdverAsing  Goal:  increase  awareness  and  engagement  Secondary  Goal:  Website  clicks  (bookings)  

KPI:  Cost  Per  Engagement  (CPE)

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Video Ad

AdverAsing  Goal:  increase  awareness  and  engagement,  Video  Plays  Secondary  Goal:  Website  clicks  (bookings)  

KPI:  Cost  per  video  play,  CPE

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Page Link Ad

AdverAsing  Goal:  drive  clicks  to  a  website  (opAon:  CTA  buNon)  KPI:  Cost  per  website  click,  Dart  Tag  conversion  data

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Mobile App Installs Ad

AdverAsing  Goal:  drive  installs  to  your  mobile  app  

KPI:  Cost  per  mobile  install  (CPI)

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Published Posts

!• Seen  on  the  brand’s  Facebook  

page  as  well  as  a  user’s  newsfeed  !

• Allows  an  organic  post  to  reach  a  much  bigger  audience  !

• Can  target  exisAng  fans,  friends  of  fans,  or  incorporate  advance  targeAng  strategies    

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Unpublished Posts

• Will  be  seen  within  a  targeted  user’s  newsfeed,  but  will  not  be  seen  on  the  brand’s  Facebook  page    !

• Great  if  you  don’t  want  to  cluNer  the  brand’s  Facebook  page  with  special  offers

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Targeting

CUSTOM  AUDIENCES  Target  ads  to  a  specific  set  of  people  with  whom  the  company  has  already  established  a  relaAonship    on/off    Facebook.  (email  address,  Facebook  UIDs,  phone  numbers,  app  user  IDs,  Apple’s  AdverAsing    IdenAfier  (IDFA),  Android’s  adverAsing  ID.)  !Website  Custom  Audience  Targe?ng:  • Remarket  to  people  visiAng  your  website  • Make  your  exisAng  ads  more  efficient  by  excluding  audiences  of  people  who  have  already  

converted  on  your  message  • Create  lookalike  audiences  of  people  who  look  like  the  people  browsing  your  website  !LOOKALIKE  TARGETING    Target  Facebook  users  who  are  similar  to  their  customers  who  are  members  of  the  program  on    Facebook.  A  brand  could  ask  Facebook  to  find  the  top  1%  (opAmize  for  similarity)  or  5%  (opAmize  for    greater  reach)  of  users  in  a  specific  country  who  are  similar  to  their  customers.  This  is  great  for  expanding  the  net  since  small  customer  lists  of  1,000  people  could  o_en  be  turned  into  Lookalike    Audience  targeAng  capabiliAes  exceeding  1  Million  users.    !

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Targeting

!• Split  test  audience  segments  • Target:  demos,  interests,  behaviors  • Use  graph  search  feature  for  addiAonal  interests    • Can  target  a  lookalike  audience  for  a  brand’s  

campaign  

© Digital Royalty Inc. 2014

Twitter Ads

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PROMOTED  PRODUCTSPromoted  Accounts Promoted  Tweets  Promoted  Trends  Website  Cards  

Mobile  App  Cards  Video  Cards  

Lead  GeneraAon  Cards  !

TARGETING Interest  TargeAngKeyword  TargeAng  

Tailored  Audiences:  CRM,  TwiNer  ID,  Exclusion  TargeAngTV  x  TwiNer  SegmentaAon

Overview

Fun Facts

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65%  of  Twitter  mobile  users  use  Twitter  at  home  while  watching  TV.  !

21%  of  Twitter  mobile  users  use  Twitter  while  shopping.  !

620  million  travel  related  conversations  on  Twitter  this  year.  !

More  than  148  million  travel  bookings  are  made  online  each  year.

21%  of  leisure  travelers  use  social  media  to  plan  trips.

25%  of  business  travelers  use  social  media  to  plan  trips.

© Digital Royalty Inc. 2014

Promoted Products

Promoted Accounts

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OPPORTUNITIES  • Build  a  social  community  • Grow  incremental  earned  media  • Increase  brand  exposure • 90%  Follower  Retention • Include  call  to  action  encouraging  user  to  follow  brand’s  Twitter  account !PRICING  &  TARGETING  • Cost-­‐per-­‐Follow  auction • Interest-­‐based  targeting  &  gender • Geo-­‐Target  at  country  and  DMA  level • Device  targeting  (mobile  &  desktop)  !ANALYTICS  • Impressions:  Times  users  are  served  the  Promoted  Account  • Clicks:  Clicks  on  a  Promoted  Account  username  or  avatar.  A  Click  on  the  follow  link  or  the  hide  link  doesn’t  record  a  click.

• Follows:  Follows  gained  from  a  Promoted  Account  impression  

• Follow  Rate:  Follows  divided  by  impressions  • Cost-­‐per-­‐follow  (CPF):  Total  spend  divided  by  new  followers  from  campaign

All Promoted Accounts are clearly marked with a promoted icon.

Promoted Tweets

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PROMOTED  TWEETS  IN  TIMELINES • Increase  awareness  -­‐  served  to  users  outside  current  followers  

• Drive  action  and  engagement • Leverage  your  Followers  to  scale  the  message  organically  !PROMOTED  TWEETS  IN  SEARCH • Position  around  trending  topics  • Own  industry  terms   (i.e.  ‘weekend’,  ‘travel’,  ‘vacation’)  

• Reach  competitor  audiences !PRICING  DETAILS • Cost-­‐per-­‐engagement,  second  price  auction  !ANALYTICS • Impressions  • Clicks  • Retweets,  Replies,  Follows  • Engagement  Rate  • eCPE:  Total  spend  divided  by  total  billed,  non-­‐billed  and  earned  media  engagements.

All Promoted Tweets are clearly marked with a promoted icon.

Promoted Trends

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PROMOTED  TRENDS  IN  TIMELINES • Increase  brand  advocacy  • Greater  purchase  consideration  • Long-­‐term  impact  on  earned  media  • Position  brand  at  the  top  of  Twitter’s  trend  list  for  24-­‐hour  windows  

• Capture  the  moments  consumers  care  about  most  • Kickstart  a  conversation  • Launch  new  products  • Run  major  campaigns    • Target  key  dates  to  drive  mass  awareness

PRICING  DETAILS • Cost-­‐per-­‐engagement  !ANALYTICS • Follows,  Mentions,  Impressions  • Trend  Impressions  • Tweets  Displayed  • Engagement  Rate:  Number  of  total  engagements  for  the  Promoted  Tweets  divided  by  total  impressions All Promoted Trends are clearly marked

with a promoted icon. Source: Twitter Ad Blog - https://business.twitter.com/products/promoted-trends and https://blog.twitter.com/2013/study-the-value-of-promoted-trends

Website Cards

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OPPORTUNITIES  • Drive  web  traffic  with  website  card • Expand  Tweet • Site  Imagery • Preview  of  Information/Title  of  Site • Read  More  Button • Large  Clickable  Area  to  drive  traffic !PRICING  DETAILS • Cost-­‐per-­‐engagement

Mobile App Cards

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OPPORTUNITIES  • Drive  App  installs  with  Mobile  App  Cards  • Image  App  Ad  visually  showcases  app  • Expanded  Mobile  Tweet • Site  imagery  • Preview  of  Information/Title  of  App  • Large  Download  Button  • Re-­‐Direct  straight  to  App  Store  for  purchase

PRICING  DETAILS • Cost-­‐per-­‐engagement  !THIS  CAN  WORK  FOR:  • Promoting  app

Video Cards

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OPPORTUNITIES  • Drive  views  &  engagement  with  video  cards • Expanded  Mobile  &  Desktop  Tweet  • In-­‐Tweet  Native  video  experience  • Large  Follow  button  • Video  Title/Tagline  • Video  Analytics  -­‐  Starts,  Completions,  quarterly  reporting,  promoted  vs.  organic  video  content  performance  within  tweets

PRICING  DETAILS • Cost-­‐per-­‐View  

Lead Generation Cards

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OPPORTUNITIES  • Drive  email  acquisition  • Expanded  mobile  &  desktop  tweet  • Lead  call  to  action  • Logo/Imagery  • Large  Opt  in  button  “Sign  up  free”  • User’s  info  pre-­‐filled  • Large  Follow  button

PRICING  DETAILS • Cost-­‐per-­‐engagement  !THIS  CAN  WORK  FOR:  • Email/offer  enrollment

Click to Call Cards

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OPPORTUNITIES  • Generate  Leads  with  Click  to  Call  card  

• Expanded  Mobile  Tweet  • Call  to  action  and  appended  tweet  • Logo/Imagery  • Large  Call  button !PRICING  DETAILS • Cost-­‐per-­‐engagement !THIS  CAN  WORK  FOR:  • Offers/Packages  • General  Booking

© Digital Royalty Inc. 2014

Targeting

Interest Targeting

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Reach  the  right  user  with  Interest  Targeting  Target  the  right  set  of  consumers  for  any  campaign.  

TRAVEL BROAD25 top level

Travel, Hobbies & Interests, Life Stages, Family &

Parenting

HOTELS SPECIFIC

300+ second tier

Hotels, Air Travel, Bed and Breakfasts, Honeymoons & Getaways, Traveling with Kids, Luxury Travel,

Newlyweds, Empty Nesters

SIMILAR TO FOLLOWERS OF… FOCUSED

similar to @usernames

@Delta, @AmericanAir, @JetBlue, @Virgin

Keyword Targeting

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Reach  users  with  the  right  intent,  at  the  right  moment,  and  in  the  right  context  with  Keyword  Targeting  Brands  can  narrow  down  specific  keywords  or  sets  of  keywords  (such  as  ‘weekend’,  ‘getaway’,  ‘travel’,  ‘vacation’  etc.)  that  users  -­‐  within  and  outside  of  the  brand’s  audience  -­‐  tweet  to  intercept  with  the  brand’s  Promoted  ads.

Source: Twitter Ad Blog - https://blog.twitter.com/2013/introducing-keyword-targeting-in-timelines and https://blog.twitter.com/2013/introducing-broad-match-for-keyword-targeting

Tailored Audiences

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OPPORTUNITIES  In  January  2014,  Twitter  announced  new  ways  to  create  tailored  audiences  so  that  brands  can  define  groups  of  existing  and  potential  customers  more  flexibly  and  connect  with  them  on  Twitter.  The  combination  of  these  tools  enables  a  highly  relevant  and  useful  message  for  the  user  and  creates  the  opportunity  for  you  to  reach  these  known  audiences  on  Twitter  with  more  efficient  campaigns.

Web  ApproachVisitors  to  your  website

CRM  Approach“Booked  Room  in  past  3  months”

Twitter  ID  Approach“Bio:  Travel  Blogger”

CRM Approach

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OPPORTUNITIES  You  can  now  create  tailored  audiences  from  lists  of  email  addresses  from  your  own  customer  relationship  management  (CRM)  database  or  you  can  use  your  CRM  database  records  that  you  store  with  an  ads  partner.  Let’s  say  a  brand  wants  to  advertise  and  offer  on  Twitter,  and  they’d  prefer  to  show  their  ad  to  those  that  have  signed  up  to  receive  offers  from  them  in  their  database.  To  get  the  special  offer  to  the  brand’s  database  who  are  on  Twitter,  they  may  create  a  tailored  audience  using  unreadable  scrambles  (called  hashes)  of  the  email  addresses  from  the  existing  database,  through  an  ads  partner.  We  can  then  match  that  information  to  Twitter  accounts  in  order  to  show  the  matched  users  a  Promoted  Tweet  with  the  sale  information.

THIS  CAN  WORK  FOR:  • Offers/Packages

Source: Twitter Ad Blog - https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences

Twitter ID Approach

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OPPORTUNITIES  You  can  also  create  tailored  audiences  using  lists  of  Twitter  IDs  -­‐  either  usernames  or  user  IDs.  Suppose  a    retailer  wants  to  build  relationships  with  new  prospects  on  Twitter  who  are  influencers  in  fashion.  The  retailer  can  use  public  information  on  Twitter  like  a  user’s  bio,  follower  count,  verified  status,  or  past  Tweets  —  from  Twitter  or  by  using  Twitter’s  API  or  Certified  Products  —  to  identify  the  specific  accounts  on  Twitter  which  are  the  most  appropriate  potential  customers.  The  retailer  may  then  use  this  list  of  Twitter  ID’s  to  create  a  tailored  audience  through  an  ads  partner,  show  those  travel  influencers  a  Promoted  Account  and  engage  them  as  followers.

Source: Twitter Ad Blog - https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences

Exclusion Targeting

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OPPORTUNITIES  You  have  the  ability  to  exclude  selected  CRM  and  Twitter  ID  audiences  from  the  set  of  Twitter  users  reached  through  existing  targeting  options:  interests,  keywords  and  TV.  For  example,  if  a  brand  is  also  running  a  new  customer  acquisition  campaign  for  a  program,  targeting  Twitter  users  interested  in  Family  Travel  or  Leisure  Travel,  and  wants  to  exclude  their  current  email  database,  their  same  tailored  audience  can  now  be  used  to  remove  any  user  who  fits  the  interest  targeting  and  is  also  already  part  of  the  current  email  database.  This  creates  another  opportunity  for  you  to  reach  these  known  audiences  on  Twitter  with  more  efficient  campaigns.

Target  your  audience Hotel  Example

Exclude  your  audiences  from  targetingTravel/Hotel  example

Source: Twitter Ad Blog - https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences

TV x Twitter

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OPPORTUNITIES  Ability  to  leverage  what  people  are  watching.  There  are  2  ways  to  extend  your  TV  strategy  on  Twitter: • TV  ad  targeting  -­‐  Start  a  conversation  on  TV  with  commercials  and  continue  it  on  Twitter  (only  available  in  the  U.S.)  

• TV  conversation  targeting  -­‐  Deliver  tweets  to  people  talking  about  a  specific  TV  program  (only  available  in  certain  countries)

THIS  CAN  WORK  FOR:  • Brand’s  TV  commercials  • Fall  TV  Premieres

Segmentation

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OPPORTUNITIES  • Segment  your  audiences  based  on  conversion  type:  Site  Visit,  Enrollments  

• Connect  again  with  users  who  have  already  expressed  interest  and  strengthen  their  loyalty  

• Segment  audiences  on  iOS  and  Android  by  operating  system  version,  specific  device,  and  WiFi  connectivity  

• Reach  users  who  have  compatible  OS  versions,  ideal  device  types  for  app  usage  with  high  connectivity  to  prompt  a  new  download  or  re-­‐engagement  through  an  app  card  

• Promote  loyalty  and  rewards  to  users  on  their  specific  devices,  or  reach  new  prospects  on  older  devices  

• Focus  specific  campaigns  on  users  with  device  models  that  are  indicative    of  demographics  which  align  with  campaign  goals