tweet smarter - social challenge '15
TRANSCRIPT
We start at 11 am CET. Until then, enjoy the music and introduce yourself in the chat. The hashtag for the webinar is
#socialchallenge!
Tweet Smarter!!
Vera Verkooijen Partner relations & events Komfo
Laura Forne Elkow Customer relations manager Komfo
Presenters!!
Social Media Marketing at Scale!
DISTRIBUTE
EN
GA
GE
CREATE
LISTEN
MEASURE
TWEET SMARTER
UNLOCK MORE VALUE FROM TWITTER WITH DATA-DRIVEN BEST PRACTICES
1. It happens on Twitter 2. Twitter for Business
3. Tweet Smarter
4. Supercharge with ads
A G E N D A
# T W E E T S M A R T E R
I T H A P P E N S O N T W I T T E R
# T W E E T S M A R T E R
# T W E E T S M A R T E R
288M active monthly users 1 billion Tweets every 2 days 80% of users from mobile
# T W E E T S M A R T E R
2015 #Oscars on Twitter Source: CartoDB
OWN THE MOMENTS
# T W E E T S M A R T E R
MAKE THE MOMENTS
# T W E E T S M A R T E R
REACT TO THE MOMENTS
# T W E E T S M A R T E R
T W I T T E R F O R B U S I N E S S
# T W E E T S M A R T E R
SOCIAL ADVERTISING OPPORTUNITY
SOURCE | BI Intelligence, 'Social Media Advertising Report Q3 2014,' September 2014
Mobile
Social Media Advertising CAGR
18%
Non-mobile
Bill
ions
of D
olla
rs
2013 2014E 2015E 2016E 2017E 2018E
Forecast: Social Media Advertising Spend (US)
$12
$10
$8
$6
$4
$2
$0
$14
# T W E E T S M A R T E R
M-COMMERCE OPPORTUNITY
Mobile Commerce
E-Commerce CAGR 16%
Bill
ions
of D
olla
rs
$600
$500
$400
$300
$200
$100
$0
2013 2014E 2015E 2016E 2017E 2018E
SOURCE | BI Intelligence, 'The Future of Payments: 2014,' July 2014
Forecast: E-Commerce and Mobile Commerce (US)
Desktop E-Commerce
# T W E E T S M A R T E R
CONSIDERATION
RESEARCH
AWARENESS
PURCHASE
OPPORTUNITIES TO ENGAGE
LOYALTY
# T W E E T S M A R T E R
94% TWITTER USERS
RESEARCH, SEARCH OR BUY PRODUCTS ON THEIR MOBILE
SOURCE | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013!
# T W E E T S M A R T E R
ARE INFLUENCED BY CONTENT ON TWITTER WHEN
BUYING PRODUCTS OR SERVICES
94% 56%
SOURCE | Nielsen Twitter Retail Path to Purchase, Q3 2013!
!
TWITTER USERS RESEARCH, SEARCH OR BUY PRODUCTS ON THEIR MOBILE
SOURCE | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013!
# T W E E T S M A R T E R
ARE INFLUENCED BY CONTENT ON TWITTER WHEN
BUYING PRODUCTS OR SERVICES
TWEET ABOUT THEIR RECENT
PURCHASES
94% 56% 31%
SOURCE | Nielsen Twitter Consumer Survey, UK, November 2013!
SOURCE | Nielsen Twitter Retail Path to Purchase, Q3 2013!
!
TWITTER USERS RESEARCH, SEARCH OR BUY PRODUCTS ON THEIR MOBILE
SOURCE | Mobile Clickstream Research, Retail, Nielsen UK, Sept 2013!
# T W E E T S M A R T E R
T W E E T S M A R T E R
# T W E E T S M A R T E R
TWEET SMARTER
Methodology: We examined 190k Promoted Tweets from small and medium sized businesses in all open markets for statistically significant differences between the mean engagement rates for Promoted Tweets that contained the test feature(s) versus those that did not.
# T W E E T S M A R T E R
1. Keep it short 2. Give clicks context 3. Make it visual 4. Optimise for leads 5. Start a conversation
T W E E T S M A R T E R
# T W E E T S M A R T E R
KEEP IT SHORT
Tweets <100 characters get +18% more engagement
1
# T W E E T S M A R T E R
GIVE CLICKS CONTEXT 2
Tweets with website cards have +43% more engagement
# T W E E T S M A R T E R
MAKE IT VISUAL 3
Tweets with rich media get +313% engagement & 52% Retweets
# T W E E T S M A R T E R
OPTIMISE FOR LEADS 4
Tweets with Lead Generation Cards have +42% engagement
# T W E E T S M A R T E R
Tweets from advertisers who @reply 1x week have +18% engagement
START A CONVERSATION 5
Tweets from advertisers who @reply 1x week have +18% engagement
# T W E E T S M A R T E R
1. Keep it short 2. Give clicks context 3. Make it visual 4. Optimise for leads 5. Start a conversation
T W E E T S M A R T E R
# T W E E T S M A R T E R
T W I T T E R A D S
# T W E E T S M A R T E R
MEET YOUR OBJECTIVES
Pay only when you meet your advertising objectives.
# T W E E T S M A R T E R
T A I L O R E D !A U D I E N C E S !
t v !
F O L L O W E R S !L O O K A L I K E S ! U s e r n a m e s ! i n t e r e s t s ! k e y w o r d s ! s e a r c h !
FIND YOUR TARGET AUDIENCE
# S O C I A L C H A L L E N G E # T W E E T S M A R T E R
T A I L O R E D !A U D I E N C E S !
t v !
F O L L O W E R S !L O O K A L I K E S ! U s e r n a m e s ! i n t e r e s t s ! k e y w o r d s ! s e a r c h !
l o c a t i o n ! g e n d e r ! m o b i l e ! l a n g u a g e !
o v e r l a y w i t h
F IND YOUR TARGET AUDIENCE
# S O C I A L C H A L L E N G E # T W E E T S M A R T E R
ANALYSE AND OPTIMISE
analytics.twitter.com
# T W E E T S M A R T E R
A F E W T A K E - A W A Y S
It happens on Twitter. Plan ahead. Try the 5 ways to Tweet smarter.
Boost performance with Twitter Ads.
# T W E E T S M A R T E R
T H A N K Y O U !
@TwitterAdsNord
# T W E E T S M A R T E R
Please rate the presentation!www.speakerscore.com/socialchallengetwitter!
Katrine NaustdalFollow Katrine on Twitter @[email protected]!www.komfo.com!
Lari Numminen!Twitter Ads Nordics!Follow us on Twitter@TwitterAdsNord!!Follow Lari on Twitter @larinum!