S c a l i n g C o n v e r s a t i o n w i t h Tw i t t e r A d s
Audie Chamberlain
Director, Social Marketing
SMX
November, 2013
Las Vegas
2
WHAT YOU’LL SEE AND HEAR
• How we look at ROI
• Where we started
• Our Evolution on Twitter
• Do’s and Don’ts
• Measuring success
• Case Studies
Agenda
3
27% of all time spent on the
internet is on social media ― Experian
4
HOW WE LOOK AT ROI
5
OUR EVOLUTION
2008 – Planning• Launched beginning of ‘09
• Primarily a “Comcast Care” fast follow
2010 – Engagement evolved• Testing and analyzing data
• Connecting with ‘Points of Passion’
2012 – Began paid advertising tests• Mobile app downloads
• Integrated Marketing Campaigns
6
DO’S
PARTICIPATE SHAREENGAGE EMPOWERin your brand and relevant
conversations
with your community to ensure
social referral traffic
your advocates to spark word of
mouth conversationbest-practices and reports
7
DONT’S
8
REAL-TIME TARGETING
Each tweet creates a marketing moment
It signals what a user is experiencing in the moment,
and may also reveal a users’ intentions
9
CASE STUDY: A IRSTREAM
10
185%Increase in
impressions
CASE STUDY: A IRSTREAM
98%Increase in
mentions
5%Social share
of voice
increase
I think I might forego life until 7/26 when
@realtordotcom is finished with moving that
Airstream all over the place. #finditfirst
“
”Meredith PittTwitter.com
Source: Sysomos, Radian6, and internal realtor.com
11
2.4%Lift in page
views for the app
CASE STUDY: A IRSTREAM
3.5%Lift in unique
users for the
app
21%Increase in
avg. daily
downloads
You know me, I am all about Customer
Experience + Fun, so this campaign
immediately caught my attention.
“
”Debra TrappenD11 Consulting
Source: Sysomos, Radian6, and internal realtor.com
12
Thanks!
13
Connect with me online
@audiechambrln on Twitter
Linkedin.com/in/audiechamberlain
B E I N G P R E S E N T I N T H E M O M E N T : S O C I A L M E D I A C O M M U N I C A T I O N S
