sponsored tweets : twitter advertising
DESCRIPTION
An overview of the Sponsored Tweets platform and approach.TRANSCRIPT
Sponsored Conversationsvia Twitter
Presented by Ted Murphy - @tedmurphy
platform pillars
Ethics• Mandatory disclosure
• Authentic voice
• Freedom of choice
• Transparency of identity
Scalability
Measurement
Simplicity
platform pillars
ethics
mandatory disclosure
Disclosure is systematically enforced• 100% compliance through proprietary Disclosure Engine™
• Designed to adhere to FTC and WOMMA guidelines
Multiple standardized options provided• Specific type of disclosure determined by Tweeter or Advertiser
I would like to thank my sponsor ACME.
AD: 1/2 off ACME widgets http://bit.ly/1234
Examples of disclosure within a Tweet
Tweeters can write their own tweets
Advertiser restrained from injecting opinion in advertiser written tweets
authenticity
Todays Tweet’s Sponsored by ACME.
I think that ACME’s widget is the best ever.
Unacceptable advertiser written tweet
Acceptable advertiser written tweet
freedom of choice
No auto-injection of any tweets• Tweeters must agree to each individual
Mutual handshake process• Tweeter must approve any advertiser written tweet
• Advertiser must approve any tweeter written tweet
transparency of identity
Detailed information about Tweeters• Stats from multiple sources
• Twitter Grader
• Twitter Counter
Advertisers info displayed to Tweeters• Reduces promotion of affiliate offers without tweeter knowledge
• Allows both parties to research and follow each other
platform pillars
scalability
tweeter spectrum
People using Twitter
Am
ount
of f
ollo
wer
s p
eopl
e ha
ve
@kimkardashian1.6M Followers
@chrispirillo71K Followers
@pensieverobin2.6K Followers
@speedtv
Aggregate users with less followers• Provides more variation in messaging
• Ability to execute on smaller campaigns
• Open to performance based options
Access to power users• Mainstream media celebrities
• Web celebrities
• Media properties
Ability to drive massivetraffic from influencers in short time frames
@pop17
reach the masses
@kendrawilkinson
platform pillars
measurement
measurement
Bit.ly integration to shorten URLs• Integrated reporting within sponsored tweets
• More detailed reporting via Bit.ly
One click Google Analytics tracking• By Source
• By Campaign
• By Tweeter
Provides the ability totrack conversion onfrom an individualTweeter
platform pillars
simplicity
simplicity
Self serve platform
User friendly interface• Advertisers : Make your first offer in under 5 minutes
• Tweeters : Get setup to receive offers in under 2 minutes
Telephone, email and twitter support