PROMOTED TWEETS: COMPONENTS

OF A SUCCESSFUL CAMPAIGN

MATT CHURCHILLJUNE 2014

PROMOTED TWEET CAMPAIGNS ARE AN EXCELLENT WAY OF REACHING NEW OR EXISTING AUDIENCES

CLIENTS HAVE ALWAYS BEEN PLEASED BY THE END RESULTS

HERE’S WHAT YOU NEED TO KNOW TO GET GOING

OBJECTIVES

DECIDE ON YOUR DESIRED FINAL OUTCOME

• Drive traffic to a website

• Generate content shares

• Increase brand/product awareness

BUDGET

THE MAIN QUESTION THAT A CLIENT ASKS IS “HOW MUCH SHOULD I SPEND?”.

THE RESPONSE TO THAT SHOULD BE “HOW MUCH DO YOU WANT TO SPEND?”.

• Start with £5k – it gets you a friendly Twitter Account Manager

• Promoted Tweets work on a bidding system

• You’ll be asked to bid somewhere in the £1 – £2 region, but it varies according to demand

CONTENT

IF YOUR CONTENT ISN’T FUNNY, INTERESTING, INSPIRING OR INFORMATIVE, IT’S GOING TO FAIL.

• Make sure your Promoted Tweet has a call to action

• Keep your copy below 120 characters: it makes it more retweetable and gives you space for an image

• Make sure your tweet has a visual to accompany it

CALL TO ACTION

THIS TIES IN TO THOSE OBJECTIVES YOU SET OUT AT THE START

• Do you want people to click through to see content on another site? Tell them “Visit us!”

• Do you want them to share your content? Tell them “Retweet us!”

• Do you want them to know more about your brand? Tell them “Follow us!”

CONTENT FREQUENCY

A PROMOTED TWEET IS MOST EFFECTIVE FOR 2-3 DAYS

• People tend to only click on Promoted Tweets once

• Most activity on a tweet is in the first 24 hours of it being live

• Create a number of tweets that have different copy or visuals

MEASUREMENT

YOU HAVE THREE ASSESSMENT METRICS

• Impressions – the number of times your Promoted Tweet has been served

• Engagement Rate – the number of clicks, follows, retweets your Promoted tweet has had as a proportion of impressions

• CPE – Cost per Engagement, or the price you’ve paid per click

YOU WANT IMPRESSIONS TO BE HIGH, YOUR ENGAGEMENT RATE TO BE HIGH AND YOUR CPE TO BE LOW

SERVING CONTENT

YOU CAN BE PRECISE AND TARGET THE EXACT PEOPLE YOU WANT TO ENGAGE WITH

• Interests • Key words they’re searching for• People who are like a particular handle• Someone’s location• TV shows they watch or even • Your own data

OPTIMISATION

WE LIVE AND BREATHE FOR THE COMMUNITIES WE SERVE – WE KNOW THEM BETTER THAN ANYONE

• Twitter ads allow you to constantly fine tune your programme based on the keywords people are looking for, the main topics of the day and the amount of money you want to bid for each content serve

• Know your community are always online between 6-8pm? Up your bid to reach them and then lower it overnight

I am a Digital Manager at Burson-Marsteller in London with more than 5 years’ experience of working in social media and the digital space, managing and executing UK, EMEA and global programmes for multinational companies.

I have cross sector experience in the social business, corporate, financial, FMCG, consumer and pharmaceutical industries, in strategy development, landscape analysis, crisis and issues management, paid media, editorial management, content creation and community management.

I work with companies to help them understand the digital landscape that they operate in and to identify the opportunities that social media can bring to their business. The aim of this is to help them provide a service that their customers will want to interact with and ultimately benefit from – for me, the community comes first.

Feel free to drop me a line at matt@seldomseenkid.co.uk or @geetarchurchy.

All images courtesy of www.unsplash.com.