Social Media London Conference November 2014

Social Media London Conference12th November 2014

The Numbers Game: Maximize your Twitter Marketing ROI

Javier Burón - @javierburon

#smlondon

Welcome!

#smlondon@SocialBro

Tweet your questions to SocialBro or use the hashtag- or top tips for Twitter ROI -

SOCIALBRO #1 marketing platform for Twitter

270,000 registered users in more than 70 countries and growing fastUsed by top level enterprise users including Visa, Toyota and Sefutbol, the Spanish National Football team…

…. but also accessible through the freemium plan launched for individuals and small businesses in July

The first platform from outside the US to be chosen for the Twitter Certified Program

love @SocialBro! Thank you @SkeeterHarris for turning me on to it - it is the best thing since sliced Twitter bread! :)

They already love SocialBroI

Wendy Emerson@SocialPMChick

My absolute FAVORITE Twitter Tool? #SocialBro Amazing! Anyone else?

For those of you serious about Twitter analytics, check out SocialBro! Can't live without it!

Martin Jones@martinjonesaz

Bryan M Parsons@masamitsutech

SocialBro – the #1 marketing platform for Twitter#smlondon

BIG BUSINESS

Twitter is emerging as a titanic marketing force...

This is no soft channel. This is big business. Twitter budgets are rising and boards are expecting to see real results. Marketers are much more focused on achieving

hard ROI, extracting brand value and revenues from Twitter

* Source http://www.ft.com/cms/s/0/419f50b0-3904-11e4-9526-00144feabdc0.html#axzz3DO9Lxx4a** Source http://www.forbes.com/sites/tjmccue/2013/01/29/twitter-generates-leads-9-to-1-times-more-than-facebook-and-linkedin/

*** Source http://www.thestreet.com/story/12872730/1/one-factor-driving-facebook-fb-stock-down-today.html**** Source SocialBro survey 2013

In the second quarter of this year, Twitter doubled its year on year advertising revenues to $312 million

Industry analysts predict Twitter will reach $6.2bn in 2018*

82% of social media leads come from Twitter – 9x more than Facebook and LinkedIn**

Twitter ad clickthrough rates are 8x better than Facebook ***

57% of companies are spending 1.5 x on Twitter compared with two years ago, and 15% have tripled their budgets ****

Brand building is the primary focus for 70% of business Twitter users, with lead generation (66%) a close second ****


http://www.ft.com/cms/s/0/419f50b0-3904-11e4-9526-00144feabdc0.html#axzz3DO9Lxx4a

http://www.forbes.com/sites/tjmccue/2013/01/29/twitter-generates-leads-9-to-1-times-more-than-facebook-and-linkedin/

http://www.thestreet.com/story/12872730/1/one-factor-driving-facebook-fb-stock-down-today.html

NUMBERS GAME

In a survey of over 400

CMOs, almost half (49%)

said they aren’t able to

quantify whether social

media has made a

difference for their

companies, and only 15%

said they’ve seen a proven

quantitative impact.*

* www.cmosurvey.org


NUMBERS GAME

“A significant 88% of

marketers want to know

how to measure their

return on investment for

social media activities.**

**http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf

SocialBro – the #1 marketing platform for Twitter

Social Media Examiner’s 2014 industry report states that…

#smlondon

NOT INTERESTED IN FLUFFY

66% of respondents in the CMO survey say their

boards and CEOs are tightening pressure to measure

ROI*

As one ‘friendly’ CFO of our

acquaintance put it -

“I’m not interested in fluffy”


NOT INTERESTED IN FLUFFY

However, he does get interested when social makes an impact on the

bottom line –

Shift in brand perceptions

Reduction in costs

Visits to the site

Leads

Sales

Customers

REVENUE!!!

In the same way analytics revolutionized the planning and deployment of

PPC campaigns, data and insights are the future of social media.


SOCIALBRO RECENT CAMPAIGN ANALYSIS


Platforms we use: Hubspot +SocialBro + Salesforce + Recurly

MAXIMIZING ROI ON TWITTER

ANALYZE & SEGMENT

TAG & FILTER ACTION ANALYZE

ie; who mention the #Superbowl and is following your competitor

ie; Active from London and interested in Marketing

ie; DM Campaign, Twitter Ads campaign, add them to a list / Salesforce, etc.

ie; Followed you, RT you, mention you, became a customer


AGGREGATE STATISTICS TARGET INDIVIDUALSActionable data...closer to monetization!!!

Measurement Analysis Action


MEASURING UP

Focus on business goals and metrics that drive bottom line

value for your company – e.g.

Volume of visits

Downloads

Newsletter sign-ups

Cost per visit/conversion

Churn/CLV

Etc.


MEASURING UP

- Decide your KPIs

- Don’t abandon the social indicators,

- Benchmark your performance


Structure social marketing

into campaigns, not just one

big ‘social pot’ and test, test,

test!

#smlondon

DEFINE YOUR CAMPAIGNS

NYC clothing brand Bonobos used Flock to

Unlock to hold a Twitter exclusive 24 hour

sale.

The brand got customers excited by posting

mysterious teaser Tweets in the build-up to

the sale.


Finally, a Tweet was posted revealing the

brand would ‘unlock’ a special 24 hour sale on

their chinos if the Tweet was retweeted more

than 49 times. Bonobos received more than 80

retweets in 8 minutes, with the deal being

unlocked almost immediately!

Campaign generated 1,200% ROI & acquired

100 NEW customers.

#smlondon

DEFINE YOUR CAMPAIGNS


Rimmel London used Twitter to tell people that their flash

sale was up and running - for 180 minutes , products were

180p!

Clear parameters

+ Clear objectives

= Clear ROI

#smlondon

Promote premium content on Twitter with a built in mechanism

- email gated on your site, or via a Twitter card -

to capture information and nurture that lead

TURN TWEETS INTO LEADS


Could be a promotion of a

report, eBook or to

increase newsletter sign

ups.

#smlondon

PRECISION PROSPECTING

For the launch of their new app, one SocialBro client targeted

followers with a DM campaign aimed at specific demographic

profiles and approximately a 300% increment in the download rate

vs. other direct marketing campaigns.


The UFC - another SocialBro

client - is achieving great

success with promotions for a

series of events across the USA

based on geolocation targeting.

MIND THE GAP

Oreo’s Tweet on the back of the blackout was the Super Bowl marketing hit

of 2012. But the ‘you can still dunk in the dark’ could have been nothing

more than a flash in the pan.


Identify how many people involved in specific campaigns and conversations

have interacted with you or followed you.

And how many are not? - Are you doing anything to convert them?

MIND THE GAP

67% of Twitter users are more likely to buy from the brands they follow…


MIND THE GAP

Campaign analysis: the following statistics belong to 4 campaigns from 4

separate brands in 4 very different industries...



ANALYZE & SEGMENT








Getting audience research at a fraction of what it used

to cost is a great way to improve performance across all

marketing channels

SLASH YOUR MARKET RESEARCH SPEND


Social media is now the world’s largest

focus group – use analytical tools to filter

what you need from oceans of social data.

SLASH YOUR MARKET RESEARCH SPEND

Find out what your target audiences are talking about, when they’re talking about it and how they feel about it.

Use this insight to tailor your product and marketing around their needs and interests.


Use Twitter data from social analytics tools to define your

target audience

Create more specialised, segmented campaigns which

reduce your overhead costs of mass marketing to people

less likely to convert.]

PRECISION PROSPECTING


Create Lists, DM campaigns and automated lead nurturing

actions for segmented groups

• Look up email contacts on Twitter

• Use social as an A/B testing platform to test

different content

• Use Twitter as a research channel to help define

your content strategy

• Improve your PR results

CHANNEL CROSSING


Benchmark your performance by keeping your eyes

on your competitors’ Twitter accounts.

GET COMPETITIVE

•Where do you overlap?

•Monitor your competitors’

handles and associated

keywords

•Target those followers with

your own campaigns



ANALYZE & SEGMENT








Thank You!

#smlondonAny questions?

Social Media London Conference November 2014

Marketing

Transcript of Social Media London Conference November 2014