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Getting an edge with social - Twitter - Adobe Summit 2012

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There is no shortage of opportunities to reach your customers through social media, but none can touch the scale and capabilities provided by Twitter. So while your competition is out experimenting with other networks, you could be further tapping into the most-engaged users on the planet in ways that you didn’t know were possible. Learn how, with the right tools and know-how, you can extend the power of Twitter’s platform even further and boost traffic, time spent on-site, and conversions. Learn about: Specific ways to use Twitter’s platform to infuse social interaction into your digital experiences. How to get more data, insight, and performance out of social tools. What’s new and coming soon from Twitter for businesses. This session is for social media strategists and marketing executives across all industries.
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummi t #Social © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Getting an edge with social media - Twitter (Session 16602) Mike Quinn | Product Marketing | @mikequinn | #Social #Analytics Bruce Daisley | Director Twitter UK | @brucedaisley #AdobeSummit #Social #Analytics Mike launched Adobe Social Analytics to the European market in 2011 and according to his Twitter profile he does not like Tomatoes too much. Bruce Daisley, Director Twitter UK – Joined Twitter from Google in January 2012
Transcript
Page 1: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Getting an edge with social media - Twitter (Session 16602)

Mike Quinn | Product Marketing | @mikequinn | #Social #AnalyticsBruce Daisley | Director Twitter UK | @brucedaisley

#AdobeSummit

#Social #Analytics

Mike launched Adobe Social Analytics to the European market in 2011 and according to his Twitter profile he does not like Tomatoes too much.Bruce Daisley, Director Twitter UK – Joined Twitter from Google in January 2012

Page 2: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Q&A and feedback

2

Please Tweet during the session#AdobeSummit

#Social

@MikeQuinn

@BruceDaisley

Please rate this session in the app ->

Page 3: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Key Takeaways

Understand how Twitter uses explicit interests to target content

Learn how businesses are already benefiting from integrating the right social tools and platforms

Optimise social campaigns to meet Key Business Requirements including site traffic and conversions1

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Page 4: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Measuring the tweets, engaging with the audience, converting into business

2010 明けましておめでとうございます - 6,939 2011 Super Bowl final result - 4,064 2012 Womens World Cup Football Final - 7,196 2012 MTV Music Awards

Beyonce - 8,868 Bruno Mars - -“-

2012 US Super Bowl Semifinal Denver Bronco’s - 9,402 2012 US Super Bowl Half time Madonna - 10,245 2012 US Super Bowl final result - 12,223 2012 Chelsea Champions League Semi Final - 13,684 天空の城ラピュタ ‘ Castle in the Sky’ - 25,088 Olympics….

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#Social

flickr.com/photos/ronmacphotos/

flickr.com/photos/ajari/

Page 5: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Managing, monitoring, engaging & publishing to such vast audiences

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Needs joined up marketing to handle the workflow and management

Bring on the machines to help you brand…

Page 6: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

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What’s WRONG with this picture?

Social Marketing

Machine

Page 7: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

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What’s RIGHT with this picture?

Social Marketing

Machine

Make

Manage

Measure

Monetise

Page 8: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

#ExpChat

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Page 9: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

#ExpChat - stats

Total Tweets: 1,500 Unique Tweets: 264 Original Tweets: 782 ReTweets: 170 Mentions: 548 Impressions: 3,409,550 Audience reached: 281,142

Expedia were the 3rd Trending Topic in the US

Retweet to win facilitated this interaction.

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#Social

Page 10: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Paddy Power

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Page 11: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Retweet to win

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Page 12: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Paddy Power – A bit of a gamble

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Retweet to win tweet resulted in a huge number of retweets over a short period of time.

Page 13: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Retweet to win

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Page 14: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Analyse how your social campaigns perform

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Page 15: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Link multi channel campaigns to KBR’s

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Page 16: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

All in one tool

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Page 17: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Bruno Mars -MTV 8,868 Tweets per second

Warner Music “Adobe SocialAnalytics measured an artist’s social media campaign. Insights helped optimise when, where and how the campaign team engaged the audience.”

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302% increase

in orders placed on the

artist’s website

194%

increase in website visits within a single

week

Page 18: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

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Questions

Page 19: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

Q&A and feedback

19

Thank you for Tweeting during this session#AdobeSummit

#Social

@MikeQuinn

@BruceDaisley

Please rate the session in the app ->

Page 20: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

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Page 21: Getting an edge with social - Twitter - Adobe Summit 2012

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit#Social

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