anne mercogliano - beyond email: why your most valuable community is on twitter

INBOUND15

Beyond EmailWhy your most valuable community is on Twitter

#BeyondEmail

INBOUND15 | #BEYONDEMAIL

L I V E T W E E T I N G F R O M

@TwitterSmallBiz

J O I N I N W I T H

#BeyondEmail


A N N E M E R C O G L I A N OH E A D O F S M B M A R K E T I N G @ T W I T T E R

@ A K M E R C O G



THE EVOLUTION OF EMAIL


The way things were


Sign up

Your name

and your email

Submit



F

[email protected]

[email protected]

WHAT DO YOU DO AS A CONSUMER?


F

WHAT YOU END UP DOING AS A MARKETER?


EVEN TWITTER SMB LOVES US SOME EMAIL


Whats a marketer to do?


THINKING #BEYONDEMAIL

TWITTER

CONTENT+

AUDIENCE

EMAIL

100100101


1 Why go #BeyondEmail with Twitter?

2 Reach a valuable audience

3

Invest in always-on growth to scale4

Gain insights from your customers

5 Going #BeyondEmail in all parts of your business

WHAT WE ARE COVERING TODAY


11 WHY GO #BEYONDEMAIL WITHTWITTER?


Reframe how you interact with your customer


Let your customers truly opt in

Make it requested not coerced.


Followers who see your Twitter campaigns have more positive opinions and greater willingness to purchasecompared to non-followers.

22%

38%

23%

55%

74%

47%

Non-Follower ExposedFollower Exposed

+33%+36%

+24%

MESSAGE ASSOCIATION BRAND FAVORABILITY PURCHASE INTENT

Source | Twitter Brand Affect Norms, 12.31.2013


HAVE MORE RICH CONVERSATIONS


P R O M O T E D T W E E T S W I T H R I C H M E D I A H A V E

M O R E E N G A G E M E N T

M O R E R E T W E E T S

313%

52%

Source | Twitter Internal Data, 2014


Dont talk at your customer

Talk with your customer.


@username vs. [email protected]

DO NOT REPLY


Promoted Tweets from accounts that reply to people at least

Website Cards paired with Tweets that include a

get 18%more engagement

drive 25%more clicks

App Install Cards paired with Tweets that include a

? drive 8% more clicks

1x a week ?


Source | Twitter Internal Data, 2014 + 2015


VOLUME OF CONVERSATION: COMMUTE

Source | Twitter Internal. Nov 2013, UK. Mentions of: Commute, Commuter, and Commuting

MON TUE WED THU FRI SAT SUN

TAP INTO THE CONVERSATION THEY ARE ALREADY HAVING


EVERYDAY MOMENTS ARE THE MOST POWERFUL MOMENTS


REACH A VALUABLE AUDIENCE

2


But I dont want to talk to more people about my business

said no one ever


Twitters audience is unique


THEY TAKE ACTION

40

60

80

100

20

81%are more likely to take action

from info shared via Twitter

46%

TWITTER EMAILSource | Twitter + DB5, Customer Insights Study, 2014


Source | Twitter Vertical Profile, Millward Brown, 2014(Twitter-commissioned study)* Compared to average of all 6 social networks measured (Twitter, Instagram, Facebook, Pinterest, Vine & Tumblr)

TWITTER ROAS: $3.30US Tablets MMM, Marketshare, 2014

PURCHASE160

ENGAGEMENT

177

INTERACTION139

DISCOVERY

138

ADVOCACY162

TWITTER USERS OVER-INDEX ON EVERY STEP OF THE PURCHASE FUNNELTECH:

ADVOCACY149

INTERACTION173

ENGAGEMENT

132

AWARENESS113

RETAIL: TWITTER ROAS: $9-15US Retail MMM, Marketshare, 2014


Source: DB5 + Twitter, Customer Insight Study 2014

HAVE RETWEETED INFORMATION

FROM SMBs

FOLLOWERS=

ADVOCATES


So how do you reach these people?


NOT JUST ANY AUDIENCE THE RIGHT AUDIENCE

TAILORED AUDIENCESTailored Audiences uses your

own CRM lists to reach specific groups of users on Twitter.

LOOKALIKE TARGETINGpeople who are similar to the individuals

already following you on Twitter.


KEYWORD TARGETING

FOLLOWERS TARGETING

CONNECT BASED ON WHAT THEY WANT

Act on signals of intent by delivering timely messages to users based on what theyve

recently Tweeted or engaged with in Tweets.

Target the followers of relevant accounts to reach people who are likely

to be interested in your content


BEHAVIOR TARGETING

PERSONA TARGETING

CONNECT BASED ON WHO THEY ARE

Reach high-intent audiences on Twitter based on shopping and spending patterns.

Target verified, specific audiences on Twitter with one-click.


GEOGRAPHY TARGETING

EVENT TARGETING

CONNECT BASED ON WHERE THEY ARE

Reach high-intent audiences on Twitter based on shopping and spending patterns.

Plan for and activate around live moments.


GAIN INSIGHTS F R OM Y OU R CUSTOMERS

3


Parent Tech Business Foodie Travel


AUDIENCE INSIGHTS Tech Business Global


INVEST IN ALWAYS-ONGROWTH TO SCALE

4


The Barista Bar@baristabar

Promoted

Who to follow

PROMOTED ACCOUNTS

Promoted

Follow us for to get the latest tips from our barista!

The Barista Bar @baristabar

The Barista Bar



THE POWER OF ALWAYS-ON

2.4XMORE

RETWEETS

2.1XMORE

MENTIONS

2.6XGREATER

SOV

Source | Brilliant Noise 2014


HOW TO DO THIS

SEPTEMBER OCTOBER NOVEMBER DECEMBER

FO

LL

OW

ER

S


GOING #BEYONDEMAIL IN ALL PARTS OFYOUR BUSINESS

5


CUSTOMERSERVICE


SALES


RESEARCH


ANNOUNCEMENTSAND NEWS


SURPRISE AND DELIGHT


TWITTER


#THANKYOU

@ T W I T T E R S M A L L B I Z

Slide Number 1LIVE TWEETING FROM@TwitterSmallBiz

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anne mercogliano - beyond email: why your most valuable community is on twitter

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