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Social Media London Conference12th November 2014
The Numbers Game: Maximize your Twitter Marketing ROI
Javier Burón - @javierburon
#smlondon
Welcome!
#smlondon@SocialBro
Tweet your questions to SocialBro or use the hashtag- or top tips for Twitter ROI -
SOCIALBRO #1 marketing platform for Twitter
270,000 registered users in more than 70 countries and growing fastUsed by top level enterprise users including Visa, Toyota and Sefutbol, the Spanish National Football team…
…. but also accessible through the freemium plan launched for individuals and small businesses in July
The first platform from outside the US to be chosen for the Twitter Certified Program
love @SocialBro! Thank you @SkeeterHarris for turning me on to it - it is the best thing since sliced Twitter bread! :)
They already love SocialBroI
Wendy Emerson@SocialPMChick
My absolute FAVORITE Twitter Tool? #SocialBro Amazing! Anyone else?
For those of you serious about Twitter analytics, check out SocialBro! Can't live without it!
Martin Jones@martinjonesaz
Bryan M Parsons@masamitsutech
SocialBro – the #1 marketing platform for Twitter#smlondon
BIG BUSINESS
Twitter is emerging as a titanic marketing force...
This is no soft channel. This is big business. Twitter budgets are rising and boards are expecting to see real results. Marketers are much more focused on achieving
hard ROI, extracting brand value and revenues from Twitter
* Source http://www.ft.com/cms/s/0/419f50b0-3904-11e4-9526-00144feabdc0.html#axzz3DO9Lxx4a** Source http://www.forbes.com/sites/tjmccue/2013/01/29/twitter-generates-leads-9-to-1-times-more-than-facebook-and-linkedin/
*** Source http://www.thestreet.com/story/12872730/1/one-factor-driving-facebook-fb-stock-down-today.html**** Source SocialBro survey 2013
In the second quarter of this year, Twitter doubled its year on year advertising revenues to $312 million
Industry analysts predict Twitter will reach $6.2bn in 2018*
82% of social media leads come from Twitter – 9x more than Facebook and LinkedIn**
Twitter ad clickthrough rates are 8x better than Facebook ***
57% of companies are spending 1.5 x on Twitter compared with two years ago, and 15% have tripled their budgets ****
Brand building is the primary focus for 70% of business Twitter users, with lead generation (66%) a close second ****
SocialBro – the #1 marketing platform for Twitter#smlondon
NUMBERS GAME
In a survey of over 400
CMOs, almost half (49%)
said they aren’t able to
quantify whether social
media has made a
difference for their
companies, and only 15%
said they’ve seen a proven
quantitative impact.*
* www.cmosurvey.org
SocialBro – the #1 marketing platform for Twitter#smlondon
NUMBERS GAME
“A significant 88% of
marketers want to know
how to measure their
return on investment for
social media activities.**
**http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
SocialBro – the #1 marketing platform for Twitter
Social Media Examiner’s 2014 industry report states that…
#smlondon
NOT INTERESTED IN FLUFFY
66% of respondents in the CMO survey say their
boards and CEOs are tightening pressure to measure
ROI*
As one ‘friendly’ CFO of our
acquaintance put it -
“I’m not interested in fluffy”
SocialBro – the #1 marketing platform for Twitter#smlondon
NOT INTERESTED IN FLUFFY
However, he does get interested when social makes an impact on the
bottom line –
Shift in brand perceptions
Reduction in costs
Visits to the site
Leads
Sales
Customers
REVENUE!!!
In the same way analytics revolutionized the planning and deployment of
PPC campaigns, data and insights are the future of social media.
SocialBro – the #1 marketing platform for Twitter#smlondon
SOCIALBRO RECENT CAMPAIGN ANALYSIS
SocialBro – the #1 marketing platform for Twitter#smlondon
Platforms we use: Hubspot +SocialBro + Salesforce + Recurly
MAXIMIZING ROI ON TWITTER
ANALYZE & SEGMENT
TAG & FILTER ACTION ANALYZE
ie; who mention the #Superbowl and is following your competitor
ie; Active from London and interested in Marketing
ie; DM Campaign, Twitter Ads campaign, add them to a list / Salesforce, etc.
ie; Followed you, RT you, mention you, became a customer
SocialBro – the #1 marketing platform for Twitter
AGGREGATE STATISTICS TARGET INDIVIDUALSActionable data...closer to monetization!!!
Measurement Analysis Action
SocialBro – the #1 marketing platform for Twitter#smlondon
MEASURING UP
Focus on business goals and metrics that drive bottom line
value for your company – e.g.
Volume of visits
Downloads
Newsletter sign-ups
Cost per visit/conversion
Churn/CLV
Etc.
SocialBro – the #1 marketing platform for Twitter#smlondon
MEASURING UP
- Decide your KPIs
- Don’t abandon the social indicators,
- Benchmark your performance
SocialBro – the #1 marketing platform for Twitter
Structure social marketing
into campaigns, not just one
big ‘social pot’ and test, test,
test!
#smlondon
DEFINE YOUR CAMPAIGNS
NYC clothing brand Bonobos used Flock to
Unlock to hold a Twitter exclusive 24 hour
sale.
The brand got customers excited by posting
mysterious teaser Tweets in the build-up to
the sale.
SocialBro – the #1 marketing platform for Twitter
Finally, a Tweet was posted revealing the
brand would ‘unlock’ a special 24 hour sale on
their chinos if the Tweet was retweeted more
than 49 times. Bonobos received more than 80
retweets in 8 minutes, with the deal being
unlocked almost immediately!
Campaign generated 1,200% ROI & acquired
100 NEW customers.
#smlondon
DEFINE YOUR CAMPAIGNS
SocialBro – the #1 marketing platform for Twitter
Rimmel London used Twitter to tell people that their flash
sale was up and running - for 180 minutes , products were
180p!
Clear parameters
+ Clear objectives
= Clear ROI
#smlondon
Promote premium content on Twitter with a built in mechanism
- email gated on your site, or via a Twitter card -
to capture information and nurture that lead
TURN TWEETS INTO LEADS
SocialBro – the #1 marketing platform for Twitter
Could be a promotion of a
report, eBook or to
increase newsletter sign
ups.
#smlondon
PRECISION PROSPECTING
For the launch of their new app, one SocialBro client targeted
followers with a DM campaign aimed at specific demographic
profiles and approximately a 300% increment in the download rate
vs. other direct marketing campaigns.
SocialBro – the #1 marketing platform for Twitter#smlondon
The UFC - another SocialBro
client - is achieving great
success with promotions for a
series of events across the USA
based on geolocation targeting.
MIND THE GAP
Oreo’s Tweet on the back of the blackout was the Super Bowl marketing hit
of 2012. But the ‘you can still dunk in the dark’ could have been nothing
more than a flash in the pan.
SocialBro – the #1 marketing platform for Twitter#smlondon
Identify how many people involved in specific campaigns and conversations
have interacted with you or followed you.
And how many are not? - Are you doing anything to convert them?
MIND THE GAP
67% of Twitter users are more likely to buy from the brands they follow…
SocialBro – the #1 marketing platform for Twitter#smlondon
MIND THE GAP
Campaign analysis: the following statistics belong to 4 campaigns from 4
separate brands in 4 very different industries...
SocialBro – the #1 marketing platform for Twitter#smlondon
MAXIMIZING ROI ON TWITTER
ANALYZE & SEGMENT
TAG & FILTER ACTION ANALYZE
ie; who mention the #Superbowl and is following your competitor
ie; Active from London and interested in Marketing
ie; DM Campaign, Twitter Ads campaign, add them to a list / Salesforce, etc.
ie; Followed you, RT you, mention you, became a customer
SocialBro – the #1 marketing platform for Twitter
AGGREGATE STATISTICS TARGET INDIVIDUALSActionable data...closer to monetization!!!
Getting audience research at a fraction of what it used
to cost is a great way to improve performance across all
marketing channels
SLASH YOUR MARKET RESEARCH SPEND
SocialBro – the #1 marketing platform for Twitter#smlondon
Social media is now the world’s largest
focus group – use analytical tools to filter
what you need from oceans of social data.
SLASH YOUR MARKET RESEARCH SPEND
Find out what your target audiences are talking about, when they’re talking about it and how they feel about it.
Use this insight to tailor your product and marketing around their needs and interests.
SocialBro – the #1 marketing platform for Twitter
Use Twitter data from social analytics tools to define your
target audience
Create more specialised, segmented campaigns which
reduce your overhead costs of mass marketing to people
less likely to convert.]
PRECISION PROSPECTING
SocialBro – the #1 marketing platform for Twitter#smlondon
Create Lists, DM campaigns and automated lead nurturing
actions for segmented groups
• Look up email contacts on Twitter
• Use social as an A/B testing platform to test
different content
• Use Twitter as a research channel to help define
your content strategy
• Improve your PR results
CHANNEL CROSSING
SocialBro – the #1 marketing platform for Twitter#smlondon
Benchmark your performance by keeping your eyes
on your competitors’ Twitter accounts.
GET COMPETITIVE
•Where do you overlap?
•Monitor your competitors’
handles and associated
keywords
•Target those followers with
your own campaigns
SocialBro – the #1 marketing platform for Twitter#smlondon
MAXIMIZING ROI ON TWITTER
ANALYZE & SEGMENT
TAG & FILTER ACTION ANALYZE
ie; who mention the #Superbowl and is following your competitor
ie; Active from London and interested in Marketing
ie; DM Campaign, Twitter Ads campaign, add them to a list / Salesforce, etc.
ie; Followed you, RT you, mention you, became a customer
SocialBro – the #1 marketing platform for Twitter
AGGREGATE STATISTICS TARGET INDIVIDUALSActionable data...closer to monetization!!!
Thank You!
#smlondonAny questions?