TWITTER ADVERTISING FOR REAL ESTATE PROFESSIONALS

THE POWER OF TWITTER

-  241 MILLION MONTHLY ACTIVE USERS -  25% EARN OVER $100K PER YEAR -  51% HAVE A COLLEGE DEGREE

-  DIRECT AND CONSTANT COMMUNICATION WITH MILLIONS OF INDIVIDUALS INCLUDING CLIENTS AND

POTENTIAL CLIENTS

Twitter + SMBs (Small-Medium Sized Business)

Twi$er,  Small  Business  Customer  Insights  2014      

Twitter + SMBs (Small-Medium Sized Business)

Twi$er,  Small  Business  Customer  Insights  2014      

HOW CAN TWITTER ADVERTISING WORK FOR YOU?

•  PROMOTED TWEETS

•  PROMOTED ACCOUNTS

BEFORE YOU START

DO A QUICK TO CHECK TO MAKE SURE YOUR PROFILE IS IN TOP FORM

1. PROFILE PICTURE: RECOGNIZABLE & ENGAGING? 2. YOUR PROFILE: ARE YOU GETTING FULL VALUE OUT OF 160 CHARACTERS? INCLUDE NAME, LOCATION & WEBSITE

3. HEADER/BACKGROUND: USE THIS TO SHOWCASE THE PERSONAILTY OF YOUR BUSINESS

PROFILE PICTURE

HEADER

LOCATION WEBSITE

PROFILE DESCRIPTION

BEFORE YOU START

IDENTIFY YOUR ADVERTISING OBJECTIVES

PROMOTED TWEETS: (IN TIMELINE & IN SEARCH) HELP YOU GET YOUR CONTENT IN FRONT OF THE RIGHT AUDIENCE PROMOTED ACCOUNTS: HELP QUICKLY BUILD A COMMUNITY OF FOLLOWERS

GETTING STARTED

WWW.ADS.TWITTER.COM GO TO TWITTER ADS AND LOG IN

PROMOTING TWEETS

CREATING A PROMOTED TWEET

NAME CAMPAIGN CHOOSE TO RUN CONTINUOUSLY OR A SPECIFIC START AND END DATE

TARGETING OPTIONS 1. KEYWORDS: REACH PEOPLE THAT SEARCH, TWEET ABOUT OR ENAGE WITH SPECIFIC KEYWORDS

TARGETING OPTIONS 2. INTERESTS AND FOLLOWERS: REACH PEOPLE WITH SPECIFIC INTERESTS OR WHO ARE SIMILAR TO FOLLOWERS OF SPECIFIC ACCOUNTS -  TARGET BY @USERNAME -  TARGET BY BROAD INTEREST CATEGORY

TARGETING @USERNAMES ALLOWS YOU TO REACH USERS WITH INTERESTS SIMILAR TO FOLLOWERS OF ANY OF THOSE ACCOUNTS.

INTEREST CATEGORIES INCREASE POTENTIAL REACH. WE WILL TARGET USERS INTERESTED IN ANY OF THE CATEGORIES YOU ENTER, IN ADDITION TO ANY @USERNAMES YOU ENTER ABOVE.

WHERE WILL YOUR AD APPEAR?

USER TIMELINES: -  KEYWORD TARGETING -  INTEREST & FOLLOWER

TARGETING

SEARCH RESULTS: - KEYWORD TARGETING

ADDITIONAL TARGETING OPTIONS

-  LOCATION -  DEVICE -  GENDER

ADDITIONAL TARGETING OPTIONS

-  TELEVISION -  TARGETING BY CONVERSATION FOR PEOPLE

ENGAGED IN CERTAIN TV SHOWS

-  TAILORED AUDIENCES -  TARGER PEOPLE USING YOUR OWN LIST OF TWITTER

IDS AND EMAILS

TARGETING SUMMARY

PROMOTED TWEETS WILL TARGETING USERS: -  IN NYC METRO AREA -  WHO FOLLOW OR ARE SIMILAR

TO FOLLOWERS OF @CURBEDNY, @NYTIMES, @TRDNY, @WSJ

-  FALL INTO REAL ESTATE INTEREST CATEGORY

-  ACROSS ALL DEVICES -  MALE OR FEMALE

CHOOSING TWEETS

MANUAL OR AUTOMATIC:

CAMPAIGN BUDGET

SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET OPTIONAL

BUDGET SUMMARY & REACH

CAMPAIGN OVERVIEW

CAMPAIGN SUMMARY

SAVE CAMPAIGN

WHEN SHOULD YOU PROMOTE A TWEET? WHEN YOU HAVE ENGAGING CONTENT AND WANT TO DRIVE AN ACTION OR AWARENESS:

-  OPEN HOUSES -  REPRESENATIVE PAGE -  LISTINGS

WHERE WILL USERS SEE PROMOTED TWEETS -  IN RELEVANT USERS FEEDS -  TOP OF RELEVANT SEARCH RESULTS HOW OFTEN WILL USERS SEE PROMOTED TWEETS? -  ONCE AT THE TOP, THEN THE TWEET WILL STAY IN

NEWSFEED LIKE NORMAL TWEET

TIPS FOR OPTIMIZING PROMOTED TWEETS

IMPROVE IMPRESSION VOLUME -  MAKE TWEETS ENGAGING: ENGAGEMENT RATE IS A

FACTOR IN BID AUCTION, ENGAGING CONTENT IS REWARDED. EXCLUSIVE CONTENT CAN INCREASE ENGAGEMENT RATE

-  MAINTAIN FRESH TWEETS: TWITTER IS REAL TIME, TYPICALLY LOSE MOMENTUM AFTER 1-2 DAYS – BE SURE TO ADD FRESH PROMOTED TWEETS

-  USE RELEVANT KEYWORDS OR INTEREST: INCLUDE IMPORTANT KEYTERMS & HASHTAGS IN TWEET COPY & KEYWORD TARGETING

-  HAVE A COMPETITIVE CPE (COST PER ENGAGEMENT) BID

IMPROVE ENGAGEMENT -  IMPROVE TWEET COPY: ENGAGING TWEETS ARE:

TIMELY, WITTY, RELEVANT, INFORMATIVE & PLATFORM-SPECIFIC. USE POPULAR #HASHTAGS, VIDEOS, PHOTOS, ETC

-  BID ON LONG-TAIL CRITERIA: SELECT HIGHLY RELEVANT AND SPECIFIC KEYWORDS OR INTERESTS

-  OPTIMIZE BASED ON PREVIOUS PROMOTED TWEETS: DASHBOARD WILL IDENTIFY TOP PERFORMING TWEETS, APPLY SAME TACTICS FOR FUTURE TWEETS

PRACTICES TO AVOID -  USING ALL CAPS: LOOKS SPAMMY -  INTERCHANGING NUMBERS FOR LETTERS: LOOKS

SPAMMY IF DONE TOO MUCH -  IRRELEVANT OR INSENSITIVE HASHTAGS -  PROFANITY AND VULGARITY

EXAMPLE DASHBOARD

IMPRESSIONS: MEASURES THE NUMBER OF TIMES A USER IS SERVED A PROMOTED TWEET ENGAGEMENTS: THE TOTAL NUMBER OF TIMES A USER HAS INTERACTED WITH A PROMOTED TWEET. THIS INCLUDES ALL CLICKS ANYWHERE ON THE TWEET, INCLUDING ANY HASHTAGS, LINKS, USERNAME, OR TWEET EXPANSION; RETWEETS; REPLIES; FOLLOWS; OR FAVORITES. SPEND: THE TOTAL AMOUNT SPENT TO DATE IN PROMOTED TWEET CAMPAIGNS. ECPE: TOTAL NUMBER OF ENGAGEMENTS DIVIDED BY TOTAL SPEND TO DATE. ENGAGEMENT RATE: THE NUMBER OF CLICKS, RETWEETS, REPLIES, FOLLOWS AND FAVORITES DIVIDED BY THE TOTAL NUMBER OF IMPRESSIONS.

PROMOTING ACCOUNTS

PROMOTING YOUR ACCOUNT

NAME CAMPAIGN & CHOOSE TO RUN CONTINUOUSLY OR A SPECIFIC START AND END DATE

TARGETING -  @USERNAME

-  INTERESTS  

-  LOCATION -  GENDER *NO KEYWORD TARGETING  

NEW: INCLUDE MESSAGE TO TELL USER WHY THEY SHOULD FOLLOW YOUR ACCOUNT

CAMPAIGN BUDGET

BUDGET SUMMARY & REACH

SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET OPTIONAL

ACCOUNT SUMMARY WILL GIVE YOU THE OPTION TO LAUNCH CAMPAIGN, SAVE AS DRAFT OR MODIFY DETAILS (SAME AS PROMOTED TWEETS)

CAMPAIGN DASHBOARD - PAUSE OR LAUNCH ADS HERE, REVIEW STATS

BILLING

ENTER PAYMENT METHOD UNDER ACCOUNT AND BILLING IN TOP RIGHT CORNER ALSO FIND BILLING HISTORY AND ACCOUNT SETTINGS HERE  

TWITTER AD POLICY

1.  RESPECT TWITTER’S TERMS OF SERVICE, RULES, ETC 2.  COMPLY WITH LEGAL REQUIREMENTS 3.  DON’T DISTRIBUTE SPAM, HARMFUL CODE OR

DISTRUPTIVE CONTENT 4.  PROMOTE HONEST, AUTHENTIC AND RELEVANT

CONTENT, TARGET RESPONSIBLY 5.  SET HIGH EDITORAL STANDARDS FOR TWITTER

CONTENT YOU CREATE 6.  SET HIGH STANDARDS FOR OFF-TWITTER

CONNECTIONS

FOR MORE INFO AND GUIDELINES: https://support.twitter.com/groups/56-policies-violations#topic_239

ANY QUESTIONS?

CONTACT INFORMATION: Rosemary Dorsett

rodorsett@nylmedia.com 212-355-9090 X227