Sharing initial impressions from the Limerick School of rt & Design after setting up a Twitter advertising programme to promote #HouseforRudolph, a homeless initiative in Ireland.

1. MAKING TWITTER ADS WORK
Supporting #HouseForRudolph
and @FocusIreland

2. TWENTY DAY CASE STUDY
 This short case study was self-funded by LIT.ie staff.
 Involves college students, primary school students and
staff.
 Expert advice from Irish Twitter community in targeting
16 keywords.
Produced by @topgold #LSADmedia
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3. TARGET AUDIENCE
 People in Ireland who read Polish or English.
 And who watch Vincent Browne or RTE Prime Time.
 And who search for homeless or charity.
Produced by @topgold #LSADmedia
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4. FINDING:
YOU CAN TARGET YOUR FOLLOWERS OR THE PUBLIC.
And the ad will arrive on the top
of relevant users’ timelines.
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5. AFTER 10,000 IMPRESSIONS
AND 325 ENGAGEMENTS
 Images affect engagement.
 Engagement across three days remains below 5%.
 iPhone owners click more than Android owners.
 Men use Twitter more than women.
We need fresh images for #HouseForRudolph.
Produced by @topgold #LSADmedia
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6. FINDING:
AVERAGE ENGAGEMENT RATE IS 3%.
If your ad falls below 3%
engagement you should
change its text or image.
Produced by @topgold #LSADmedia
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7. ULTIMATE GOALS
 Improve awareness of @FocusIreland.
 Maintain positive sentiment of FocusIreland.ie
 Encourage people in Ireland to text the word Homeless to 50300.
 Develop case study for Web Analytics module.
 Spend $5 a day and $100 total during 20 days.
 Get 1000 engagements by spending no more than $100.
Produced by @topgold #LSADmedia
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8. GREATEST NUMBER ENGAGED
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Tweet in Polish.

9. STRONG WEEKEND REACTION TO POLISH
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10. ORIGINAL ADVERTISEMENT
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11. GREATEST PERCENTAGE ENGAGED
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12. FINDING:
PLAYFUL IMAGES WITH CALLS TO ACTION WORK BEST.
We discovered #LSADmedia students are online
between 2AM – 3AM on weekdays.
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13. TESTING BRIGHT YELLOW
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14. AFTER 10,000 IMPRESSIONS
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15. FINDING: YOU PAY WHEN HITTING TARGET.
Twitter charges only when delivering tweets to your
selected audience. And Twitter caps your campaign to
your specified spending limits.
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16. ENGAGED BETWEEN 6-8AM
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17. FINDING: THE EARLY MORNING ACTIVITY
We discovered #LSADmedia students are online
between 2AM – 3AM on weekdays.
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18. MEN ARE MORE ENGAGED
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19. FINDING: GENDERS DIFFERENTIATED BY INTERESTS
The higher percentage of men could reflect who is
searching for the campaign’s targeted keywords.
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20. FINDING: IPHONE OWNERS MORE ENGAGED
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21. TRYING TO IMPROVE ENGAGEMENT
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22. FINDING:
PROMOTED TWEETS REACH WIDER AUDIENCES.
A well-run campaign will decrease Cost Per Engagement
while reaching an audience beyond normal followers.
Produced by @topgold #LSADmedia
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23. INTERESTED IN HELPING?
SHARE YOUR IMAGE ON ONEDRIVE
 First save 50 kb JPG into OneDrive.
 Then share your image with topgold@live.ie
 Do this before 16 December 2014.
 Text Homeless to 50300 and help #HouseForRudolph.
Produced by @topgold #LSADmedia
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