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Twitter Marketing Week 4

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by

Amanda Munday

on 17 November 2015

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Transcript of Twitter Marketing Week 4

Twitter Marketing Week 3
- Twitter Advertising
- Finding Followers
- Metrics Continued

Promoted Tweets
Case Studies
Advertising Budget
What makes a good tweet?
Promoted Trends
Promoted Accounts
Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.

Promoted Tweets are clearly labeled as Promoted when an advertiser is paying for their placement on Twitter. In every other respect, Promoted Tweets act just like regular Tweets and can be retweeted, replied to, favorited and more.

All Promoted Tweets are first displayed as regular Tweets to the timelines of people following an account. The advertisers can then promote those Tweets to spark additional conversation.
From Twitter:
1. Promoted Tweets in Search
2. Promoted Tweets in Timeline
On Targeting...
Enhanced Profile Pages
- Media is auto-expanded
- 835x90 header image
- Select brands only - not publicly available
Promoted Tweets are ideal for:

Sharing content and seeding interest
Building awareness among relevant audiences
Building a brand voice
Offering deals
On Verified Accounts...
There has been speculation that you can only earn the blue checkmark if you invest advertising dollars. This article explains, could be as high as $15,000. Though, others have said it isn't a problem to get a verified account.

Note: If someone creates a fake account and you dispute, that could be a quick way to a verified account.

http://www.businessinsider.com/twitter-holds-verified-accounts-to-ransom-for-15000-in-ads-2012-1
Promoted tweets appearing in Timeline for brands a user already follows or where the content is "relevant" to the user:

Any Promoted Tweet people see in their timeline will appear just once, at or near the top of their timeline. Then, the Promoted Tweet will scroll through the timeline like any other Tweet.
Once a user has seen a Promoted Tweet in their timeline, they will never see that Promoted Tweet again.

Can't "opt" out of seeing promoted Tweets, but can "dismiss" them.
From Twitter:
"With Promoted Trends, users see time-, context-, and event-sensitive trends promoted by our advertising partners. These paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as "Promoted."

In addition to Twitter.com, Promoted Trends are displayed on Twitter for iPhone, Twitter for Android, and Tweetdeck.
Promoted Tweets in timelines: Use Promoted Tweets to amplify messages to your followers or users who are like your followers. Promoted Tweets targeted to users’ timelines appear at or near the top of their timeline when they log-on or refresh their homepage.

Targeting followers
puts your message in front of your brand advocates
Targeting
users like your followers
extends the reach of your campaign and brand to more users who are receptive to your message
Geographic targeting:
Increase the relevance of your campaign by targeting your message to a specific geography. Promoted Tweets can be targeted at the country level or at the U.S. regional level.
From the Mashable Article "
Cost of the Twitter follower
" Dec 2011:
Promoted Accounts: (PAc)Build a critical mass of loyal followers
Target based on keywords, interest, and country
Cost Per Follower (CPF) Auction
Competitive CPF =
$2.50-4
Promoted Tweets: (PTw)Amplify your message beyond your core followership
Cost Per Engagement (CPE) Auction
Engagement = (Clicks + Favorites + Retweets + @Replies) / Impressions
Competitive CPE =
$0.75- $2.50
http://mashable.com/2011/12/06/cost-of-twitter-follower/
CPF = Cost Per Follower
CPE - Cost Per Engagement
Engagement (Promoted Tweets)= clicks+followers+Retweets+@replies/impressions
- "Buying Hashtags", either existing organic conversations or starting a new one, like #spiderman

- Promoted Tweets in search allow you to reach new followers (Like the Red Cross #perfectgift campaign). Promoted Tweets in search will appear to a wider audience - but targets to location/fit are important
Microsoft
Sharpie
Red Cross
Advertising Analytics
"Who to Follow" recommendations
Based on your follower list and your content - what you RT/@message and tweet about
"The company generated $139.5 million in ad sales in 2011, according to estimates from eMarketer. Ad revenues are expected to grow 86.3% to $259.9 million this year." - March 30th 2012, Mashable
http://mashable.com/2012/03/20/twitter-promoted-tweets-mobile/
Quick Bar was unpopular...
Mobile apps: Trend "hover"
How to Setup a Twitter Ad Campaign
Opportunity for Engagement is Present
Shareable Content?
Humour?
140 Characters? LESS?
Timeraiser Case Study
Not great growth - similar to natural unpaid growth over 2 months
Some promoted Tweets did well
But: Hard to identify sales from click throughs
Location based targeting is by country
How much are you willing to pay per day / per new follower
$100 = 65 - 129 new followers
$1000 = 5 - 11 new followers
Anticipated clicks - Promoted accounts
Some Content Control

The second is tailored audiences from web. These are the people that have visited your website. You can collect this data using Twitter’s website tag available through Twitter Ads, or there is the option to use Twitter’s website tag partners.

The third is tailored audiences from mobile apps. These are the people that are using your mobile app, and are collected with conversion tracking for mobile apps.
Tailored audiences are a way to target your existing users and customers to create highly relevant campaigns. There are three main types of tailored audiences.

The first is tailored audiences from lists. These are audiences that are created by uploading your own list of email addresses, mobile phone numbers, Twitter IDs (user IDs or usernames), or mobile advertising IDs. You can do this through Twitter Ads yourself or there is the option to use Twitter’s API partners to create lists.
Target Your Audience:
Target By Email lists
Target by cookies from your website
Target by Mobile App use
Full transcript