Boosting Business with Twitter Marketing

1 ® 2011 e-storm international

Twitter’s Promoted Products

Source: Business.Twitter.com


About Mathew Guiver and e-storm international

• Mathew, with one T• 10+ years in online marketing• @MathewGuiver

e-storm international• Strategy-driven, international digital marketing

agency specializing in display, mobile, SEM, SEO, and multichannel attribution

• Clients include: IKEA, Bank of America, National University, Microsoft, Verizon, Sam’s Club, ABC Family, and more!

Images via e-storm international


Twitter is aggressive about creating advertising opportunities

• Ad revenues expected to be $400 million in 2013*• Started US only, now expanding internationally• Self-service platform

Source: eMarketer – Twitter Ad Revenues to Near $400 Million by 2013. September, 2011Image via TheNextWeb.com


Referral and purchase intent

• Facebook vs. Twitter• Higher likelihood to buy and recommend!

Source: CMB Consumer Plus. February, 2010


The competition is low, and so are prices!

• What is the minimum cost per engagement bid for Twitter’s promoted tweets?

Only $0.50*

• With accounts and tweets, you bid against other advertisers a la Google AdWords

Source: Search Engine Watch, Twitter Promoted Tweets & Accounts: A Preview. February, 2011Images via Twitter.com and The Fader


Competition is increasing

• Think AdWords when it first launched• Competition WILL increase, prices too!• Be a leader not just a “follower”

Source: WJS – Twitter Tests New Ad Types. July, 2011Image via WebFroze.com

Twitter Sales Chief, Adam Brian:

Over “1,000 advertisers, including many small businesses” have used purchased ads from Twitter, “and about 80% have made more than one purchase.”


Sponsorship and interaction

• Need the proper foundation to support a promoted campaign• Best piece of advice I can give you!

Sponsored Ads

Community Involvement

Successful Effort


Deals, and contests, and statistics, oh my!

• 58% of Twitter users follow retailers online to find discounts• 39% follow retailers for information on contests• Great elements to include in your sponsored effort!

Source: Shop.org Social Commerce Stud. May 2011Image via CleverWood.be


Think goals before going live

• What do you want users to do?

• Think about strategy and desired actions before you do anything

• Build your campaign around these actions!

• Do you just want a follow? • Or do you want to get people talking

about a new product? • Or direct users to a URL on your

website selling a discounted product? • Or promote a hash tag related to a

new product launch, or one-day sale?

TWEET!TWEET!


Almost out of beta

• Still need to apply for an account• Usually require an IO, but recently began allowing electronic payment• Lowest commitment of $5,000 per month spend• Sponsored campaign running in as little as 7 days

Source: Ad Age – Twitter Launches Self-Serve Ad Platform. December 2010Image via Business.Twitter.com


Promoted tweets

• Cost per engagement bidding model• Click (link, hashtag, or opening the tweet to the details pane)• Favorite• Retweet• Reply

Source: Twitter – The power of engagement. October, 2011

Advertisers see 3-5% engagement rates*


Promoted tweets

• In search vs. in users timelines• Users can “dismiss” in timeline promoted tweets

Images via Twitter.com and SocialBlog.in


Consumer reactions to promoted tweets

• Twitter users actively respond to promoted tweets• True fans of the community support Twitter’s effort to make money!

Source: eMarketer – How Social Media users Engage with Marketers on Twitter. September, 2011:


Promoted tweet example campaign

• Objective: promote half off holiday gift package ($25 purchase)• Promoted tweet for popular trend, link to tailored landing page

Imp Eng % Clicks AVG CPE Cost Pur % Purchases Revenue ROAS

Day 1 20,000 4.00% 800 $0.85 $680.00 10.00% 80 $2,000.00 194.12%

Day 2 22,000 4.25% 935 $0.80 $748.00 9.00% 84 $2,103.75 181.25%

Day 3 27,000 4.25% 1,148 $0.94 $1,078.65 11.00% 126 $3,155.63 192.55%

Day 4 32,000 3.85% 1,232 $0.91 $1,121.12 12.00% 148 $3,696.00 229.67%

Day 5 34,000 4.50% 1,530 $0.82 $1,254.60 11.00% 168 $4,207.50 235.37%

Total 135,000 4.18% 5,645 $0.86 $4,882.37 10.75% 607 $15,162.88 210.56%

Over 135,000 impressions, only paying for engagements

210% return on ad spend

Example not based on actual Twitter promoted campaign.


Promoted accounts

• Easy and straightforward• Bid per follow• Target users by:

Location Interests Keywords

Even Occupy Wall Street is

advertising on Twitter!


Promoted account example campaign

• Objective: get users to sign up to "stay informed" on new product• Promoted account, direct message to all followers with link to "stay

informed" signup page, promotion of link in usual updates

Imp Follow % Followers AVG CPF Cost Link CTR Clicks Signup % Signups CPS

Day 1 40,000 2.50% 1,000 $1.00 $1,000.00 21.00% 210 25.00% 53 $19.05

Day 2 55,000 3.00% 1,650 $1.10 $1,815.00 20.50% 338 26.00% 88 $20.64

Day 3 65,000 2.50% 1,625 $1.20 $1,950.00 22.75% 370 27.00% 100 $19.54

Day 4 80,000 2.75% 2,200 $1.30 $2,860.00 23.25% 512 26.00% 133 $21.51

Day 5 65,000 2.50% 1,625 $1.00 $1,625.00 22.00% 358 27.00% 97 $16.84

Total 305,000 2.66% 8,100 $1.14 $9,250.00 22.06% 1,787 26.29% 470 $19.69

Over 8,000 new followers, and 470 signups interested in your new product!

Example not based on actual Twitter promoted campaign.


Promoted trends

• Twitter's most expensive advertising solution• $120,000.00 flat fee*• All users in the USA• Estimated 25,000,000 impressions

Source: WJS – Twitter Tests New Ad Types. July, 2011 Image via NicolaZiady.com


Get involved now!

Be an early adopter

Image via Matthew Ranson’s Blog


Thank you!

I would love to hear your thoughts on my presentation!

I welcome questions regarding promoted opportunities on Twitter!

Mathew Guiver

@mathewguiver

[email protected]

e-storm international

@estormintl

www.e-storm.com

Technology

Boosting Business with Twitter Marketing