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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