Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers
•Download as PPT, PDF•
2 likes•728 views
This decks shares the full line up of brand opportunities on Twitter including the new Promoted Tweets paid advertising platform including: he key difference between promoted and sponsored tweets and why it's essential to integrate Twitter into other marketing efforts
1 of 28
More Related Content
Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers
1. Twitter and Advertising: Four New Avenues for Socially Savvy Marketers Eric Anderson, VP of Marketing Jamie Beckland, Emerging Media Manager
3. But First… And we’re going to address Twitter advertising for corporate brands, not personal brands. Photo: The SEO Review
4. Let’s state the obvious: marketers Twitter. 73% of F500 brands are on Twitter 20% of all tweets contain brand/marketing content
5. Why? Because Twitter has features that naturally attract marketer interest: Huge audience Free impressions Short learning curve Ease of tracking
6. But marketing ≠ advertising Marketing = bringing customers to your business Advertising = paid announcements about your product Like most social media, Twitter has historically been good for marketing, but not for advertising. ≠
7. The most successful brands on Twitter use it for marketing, not advertising Southwest has over 1MM followers And is featured on 5k lists
8. Southwest treats customer service as part of its Twitter marketing strategy Public Relations Customer Service
10. You have 4 main options, none mutually exclusive: Brand Tweeting Twitter-Integrated Advertising Twitter-Based Promotions Paid Tweeting
11. Brand Tweeting The most basic way to share marketing messages Must be used in context of community’s values When done correctly, it’s still the best opportunity for most brands
13. Integrating Tweets into other Marketing Integrating a Twitter stream adds dimension and dialogue to other marketing contexts, which increases engagement Volvo broke new ground with a Twitter-integrated display ad: White Horse and Mountain Hardwear went further by allowing the user to tweet within the ad:
14. Integrating Tweets into other Marketing Turbo-charges performance of paid media units Engagement rates for this averaged 5 times higher than rich media, and 15 times higher than standard ads Allows for extensive use of low-cost ad networks Paid + social = wide reach + targeted impact
15. Avoid the Skittles Scenario: 2 Simple Rules Always delay and filter Cultivate relationships with your followers before you ask them to carry the marketing ball for you.
16. Twitter-based Promotions Two key factors in the success of a promotion are 1) ease of entry and 2) ease of pass-along. That makes Twitter an ideal promotional tool: users can enter with a hashtag, and pass along by retweeting.
20. Paid Tweeting Twitter announced Promoted Tweets in April 2010 Prior to this, the only paid option has been a poor one: “sponsored” tweets, in which supposed influencers pretend to be passionate about your brand.
21. Don’t Bother with Sponsored Tweets Difficult to coordinate impression volume Confuses editorial with advertising No control over messaging
23. What Are Promoted Tweets? Promoted Tweet must be an actual Tweet You must be the author Only 1 tweet can be promoted at a time in search results
24. Pricing Model for Promoted Tweets Currently, CPM Rates are not confirmed, but likely less than $10 CPM Twitter wants to understand value of PTs Eventual ROI model (CPI) based on “resonance”
25. Promoted Tweets Use “Resonance” for Determining Quality Twitter is currently testing with selected partners The goal is to understand the value of actions Possible actions include:
26. Next Phases of Promoted Tweets Currently, PTs are only available in search, and there is only 1 results (Q3 2010 broad rollout) Soon, PTs will be included in the Twitter API and they can be used on third-party sites and clients Eventually, PTs will appear in an individual user’s tweetstream Possibilities for geolocation and social graph comparisons
27. Many Ways to Use Twitter… But remember there is a high signal/noise ratio Providing value to users is still critical, and destined to become more so Any use of Twitter marketing has to be part of a broader content marketing strategy Signal Noise
28. Questions? Thank you! Eric Anderson: eanderson@whitehorse.com Jamie Beckland: jbeckland@whitehorse.com www.w h itehorse.com Twitter: @whitehorsepdx
Editor's Notes
-If you don’t already have a Twitter account, please Google “what is Twitter good for?” and read the first 6 results.
-In small biz, the person=the brand, so there is no need for a differentiated strategy. And there are lots of great resources for small biz on how to use Twitter.
-Advertising is one component of marketing -But it’s not the only one -Social media is GREAT for marketing; but it’s a tough place for advertising
-Advertising is one component of marketing -But it’s not the only one -Social media is GREAT for marketing; but it’s a tough place for advertising
Why are we doing a webinar on advertising on Twitter? The reality is that Twitter is terrible for advertising. Let’s look at a successful Twitter account
But, look at Southwest’s tweets; none of them are advertising. They may be good marketing, though…
-This is what you started doing when your CEO said “why aren’t we on Twitter?” -Can’t be just advertising content -Must be compelling and focused on community needs -You must keep self-promotion to no more than 20% of tweets.
-Case study: palm oil -There’s no advertising on this account, but references palm oil controversy -This is the most basic; let’s look at some more robust Twitter integrations
-In this Nurse Jackie promotion, users collect isolated letters from Tweets throughout the season -It doesn’t need Twitter specifically, but offers a platform for users to participate in a public way -Takes advantage of Twitter’s default-public/follower POV
-In this Nurse Jackie promotion, users collect isolated letters from Tweets throughout the season -It doesn’t need Twitter specifically, but offers a platform for users to participate in a public way -Takes advantage of Twitter’s default-public/follower POV
-In this Meritline.com promotion, users only need to follow and Tweet to be entered to win an iPad -Low barrier to entry increases participation -Gaining followers extends reach of future messages
-FTC regulations bar consideration for social media coverage without disclosure, therefore no promoting Tweets from followers/fans
-Poses some risk if they are auto-matched
-Cause for very high standards and quick turnover in the PT that is featured -Third-parties are important b/c more than 70% of interaction comes from off-site on Twitter