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Paid Social Media - Twitter

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ACCOMPLISHING BUSINESS GOALS WITH PAID SOCIAL MEDIA Part 1: Twitter Advertising
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ACCOMPLISHING BUSINESS GOALS WITHPAID SOCIAL MEDIAPart 1: Twitter Advertising

THE EVOLUTION OF THE COMMUNITY MANAGER

RESPONSIBILTIES

5 YEARS AGO

Produce reports

Optimize page information

Schedule content to be published

Monitor page engagement & respond to the

community

Paid campaigns

Content creation

Social listening

Produce reports

Optimize page information

Schedule content to be

published

Monitor page engagement & respond to community

RESPONSIBILTIES

TODAY

PAID IS NO LONGER JUST AN OPTION

…IT’S A NECESSITY

• We all know Facebook’s algorithmic effect on content

• Twitter introduced an algorithm of its own and its effect on organic content will become more suppressive in the future

• Facebook, Twitter & LinkedIn targeting capabilities have matured to a high level of precision

SponsorshipsDisplay AdvertisingPaid Social Media Content Syndication (Outbrain)

PublicityInfluencer MarketingBlogger Engagement Media Relations

Corporate WebsitesBlogs / NewsroomsMobile Experience

Webinars / Whitepapers

Social Media EngagementContent Execution

User Generated Content 

PAIDMEDIA

EARNEDMEDIA

SHAREDMEDIA

OWNEDMEDIA

PAID ADVERTISING ON TWITTERContent Best PracticesPromoted TweetsTwitter CardsPromoted AccountsPromoted TrendsTargetingCampaign OptimizationMeasurement

BEST PRACTICES FOR TWITTER CONTENT

#

BE CONVERSATIONALAsk yourself, “Would my

friend tweet this?”

INCLUDE VISUALSTweets with images

receive 2x the engagement astext-only tweets

KEEP IT SHORTEngagement rates are 17% higher for tweets under 100 characters

MAKE IT RELEVANTOn Twitter, timeliness and relevance rule the

day

PROVIDE VALUEUtility, education,

entertainment, access, emotion, exclusivity,

information, promotions

MAX 2 HASHTAGSTry to stick to one

hashtag – don’t spam your audience

TWITTER AD PRODUCT: PROMOTED TWEETS

TEXT ONLYPrimarily used to drive in-platform engagements like retweets, favorites and replies. Often times, text only promoted tweets use humor to capture users’ attentions. Other times, text only tweets are used for breaking news.

TEXT AND LINK ONLYHere, the objective is to drive traffic to a landing page. The tweet copy should also contain a strong CTA encouraging users to click.

TWEETS WITH IMAGESPromoted tweets containing images drive the highest amount of engagement. From a real estate standpoint, these tweets take up the most amount of space in the feed. You may include up to four images in any given tweet.

1

2

3INFOGRAM

TWITTER AD PRODUCT: TWITTER CARDS

WHAT IS A TWITTER CARD?Tweets that include a rich photo, video or media experience.

TYPES OF TWITTER CARDS1. Website Card2. Lead Generation Card3. Player Card4. App Card5. Photo Card6. Gallery Card7. Product Card8. Summary Card

TWITTER CARDS: WEBSITE CARDS

OBJECTIVEDrive traffic to a website or landing page

FEATURES Image

Headline

CTA button that links to a URL

PRICINGCost per click (CPC)

TWITTER CARDS: LEAD GEN. CARDS

OBJECTIVECapture user data directly from within a tweet(User info can be stored for future campaigns)

FEATURES Image

Short description

CTA button that captures user’s name, username and email address with just one click

PRICINGCost per lead (CPL)

TWITTER CARDS: PLAYER CARDS

OBJECTIVEDrive video, audio and media plays

FEATURES Media thumbnail (YouTube, SoundCloud, Vine, Storify,

SlideShare, etc.)

Media title and description

PRICINGCost per view (CPV) or Cost per play (CPP)

TWITTER CARDS: APP CARDS

OBJECTIVEDrive app installs or app opens

FEATURES Image

App name and rating or price

CTA button that links to app store for download or deep link within the app

PRICINGCost per app click (CPAC)

TWITTER CARDS: PHOTO CARDS

OBJECTIVEDrive in-platform engagement and/or drive traffic to a website or landing page

FEATURES Clickable image that links to a URL

Title and description

PRICINGCost per engagement (CPE)

TWITTER CARDS: GALLERY CARDS

OBJECTIVEDrive in-platform engagement and/or drive traffic to a website or landing page

FEATURES Four clickable images that link to a URL

Title and description

PRICINGCost per engagement (CPE)

TWITTER CARDS: PRODUCT CARDS

OBJECTIVEDrive traffic to product ecommerce landing page

FEATURES Clickable product image that links to a URL

Product title and description

Key details like price and availability

PRICINGCost per engagement (CPE)

TWITTER CARDS: SUMMARY CARDS

OBJECTIVEDrive traffic to a landing page devoted solely to information

FEATURES Clickable image that links to a URL

Title, author, and extended description

PRICINGCost per engagement (CPE)

TWITTER AD PRODUCT: NATIVE VIDEO

WHAT IS NATIVE VIDEO?Ad units composed of video files uploaded directly to the Twitter platform.

WHERE ARE NATIVE VIDEO ADS DISPLAYED?1. Home timeline2. Search results (not including People

search results)

DETAILS FOR NATIVE VIDEO ADS

OBJECTIVEDrive video plays

FEATURES Video thumbnail

Video title and description

In-video CTA button that links to a URL

PRICINGCost per play (CPP)

TWITTER AD PRODUCT: PROMOTED ACCOUNTS

WHAT IS A PROMOTED ACCOUNT?Ad units for suggested accounts that users don’t currently follow.

WHERE ARE PROMOTED ACCOUNTS DISPLAYED?1. Home timeline2. People results in search3. ‘Who to Follow’ widget, page and

recommendations4. On profile pages as a part of the

‘Similar to you’ widget

BEST PRACTICES FOR PROMOTED ACCOUNTS

What should be included in

promoted account tweet

copy?Strong CTA

Language tailored to your target audienceDescription

of why someone

should follow your account

TWITTER AD PRODUCT: PROMOTED TRENDS

WHAT IS A PROMOTED TREND?With promoted trends (or promoted hashtags), users see time-, context- and event-sensitive trends.

WHERE ARE PROMOTED TRENDS DISPLAYED?1. Top of the ‘Trending Topics’ list on the

Twitter homepage and Discover tab2. Occasionally within users’ timeline (with

a link to the Trending Topics’ page)

#

DETAILS FOR PROMOTED TRENDS #

PROMOTED TRENDvs.TRENDING TOPIC

The only difference is an

advertiser pays for a

PROMOTED TREND. All

other functionalities and

interactions are the same.

USER CLICKS ONPROMOTED TREND1

2 USER IS SHOWN TWITTERSEARCH RESULTS FOR TOPIC

RELATED PROMOTED TWEETFROM ADVERTISER AT TOPOF SEARCH RESULTS

3

SEARCH RESULTSTWEETS AREUNFILTERED, OPENAND AUTHENTIC

4

HOW TO TARGET YOUR PAID TWITTER CAMPAIGN

GEO, GENDER, LANGUAGE Country, state, city (or zip code)

KEYWORDSBased on keywords in user search queries,

recent tweets and tweets users recently

engaged with

INTERESTSOver 350 interests. The follow graph and tweets users engage with allow

Twitter to indicate interests

@USERNAMESShow your tweets to people with similar

interests to the followers of usernames you input

TAILORED AUDIENCEEmail addresses, mobile phone numbers, Twitter

IDs (or usernames), website visitors, or mobile

app users

DEVICE, CARRIER, NEW MOBILE USERType of mobile device,

operating system, and/or the user’s carrier

@TV TARGETINGTV shows, sets of

shows, network, or by genre before, during and

after a telecast

HOW TO OPTIMIZE YOUR PAID TWITTER CAMPAIGNT

WE

ET

OP

TIM

IZA

TIO

N

Include at least 3-4 tweets per campaign

Optimize tweets being served by individual tweet performance

Adjust copy, images and hashtags over time, based on

performance

Introduce new tweets to keep your content fresh

KE

YW

OR

D, IN

TE

RE

ST, @

US

ER

NA

ME

, P

LA

TF

OR

M, L

OC

AT

ION

, DE

MO

GR

AP

HIC

Optimize all targeting controls based on individual input

performance

Add & subtract keywords, interests, @usernames, etc. in

real time

Adjust all targeting inputs based on unique campaign KPIs

Monitor dollars being spent on all targeting inputs to optimize

over time

HOW TO MEASURE YOUR PAID TWITTER CAMPAIGN

CAMPAIGNSDASHBOARD

Real-Time Analytics

Displays related insight into how your content is being shared on Twitter

Displays both paid and organic tweet data to

help you optimize your performance on Twitter

Displays your follower growth & demographics,

providing insight into the location, gender, &

interests of your followers

Displays an overview of key metrics

within each of your Twitter ad campaigns

TWEET ACTIVITYDASHBOARD

FOLLOWERSDASHBOARD

TWITTER CARDDASHBOARD

CONVERSION TRACKING FOR

WEBSITES

Actions users take after viewing or engaging with your ads on Twitter. Conversions from users who viewed your Promoted Tweet on their mobile device & later came to your website on a desktop computer

Visit ads.twitter.com

WHAT ARE YOUR NEXT STEPS?Contact the Media & Engagement team with upcoming client projects:

Matthew Heinrichs – [email protected] Brito – [email protected] Esmail – [email protected] Huq – [email protected] Vanner – [email protected] Hershman – [email protected] Hartman - [email protected] Jenny Laurello - [email protected]

UP NEXT: PT. 2 – FACEBOOK ADVERTISING & PT. 3 – LINKEDIN ADVERTISING


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