Paid social media campaigns on Twitter can help increase brand reach and exposure, build communities around content, and generate leads. By targeting the right audiences with relevant messages, a promoted tweet can snowball into thousands of social signals and increase engagement with content and links. For example, a campaign run by TPG for Blue Cross Blue Shield Florida generated over 3,700 new followers and drove users to spend over 2 minutes on the site.

1. Leveraging Twitter & Justin Freid
TPG
Director of Digital Marketing
Facebook Ads
Guidelines To Twitter Success
Chicago | November 12–16

2. Chicago | November 12–16, 2012 | #SESCHI
Paid Social Media Is The Catalyst
• A substance that causes or accelerates a chemical reaction
@justin_freid

3. Chicago | November 12–16, 2012 | #SESCHI
How Can Twitter Advertising Help?
• Increase reach – expose your brand/products/services to new potential customers
• Increase frequency – expose potential customers to your brand/products/services more
frequently to supplement other marketing channels
• Building your community – target users who are likely to become advocates and interact with
your current online community
• Interact with influencers – expose influencers to your brand, products and message. Engage
and interact.
• Social Signals – promote content and social signals to search engines
@justin_freid

4. Chicago | November 12–16, 2012 | #SESCHI
Where Paid Social Campaigns Fit
• Content Marketing
• Link Building
• Brand Awareness
• Lead Generation
• Social Signals – SEO
Paid social, specifically Twitter campaigns, can link your
marketing efforts together like a covalent bond.
@justin_freid

5. Chicago | November 12–16, 2012 | #SESCHI
Covalent Bond
• Covalent Bond: A chemical bond that involves sharing electrons between atoms
• Paid social campaigns can be the ‘covalent bond’ between your marketing campaigns.
@justin_freid

6. Chicago | November 12–16, 2012 | #SESCHI
Content Marketing Strategy
The goal is to put your content in front of people who are likely
to digest, interact and share your content.
@justin_freid

7. Chicago | November 12–16, 2012 | #SESCHI
Content Marketing Strategy
• How can Twitter campaigns help?
• Increase the amount of people who come in contact with your content
• Provides insight into what content is resonating with your audience
• Adapt to your findings
• Write content based on what is working
• Help you produce content they will share 
@justin_freid

8. Chicago | November 12–16, 2012 | #SESCHI
Growing Your Community
• Sharing your content is not easy, if you do not have an audience, who will share it?
Can I Get An RT?
Please RT!
Can You Retweet me?
Yo, can you RT this?
Hook me up with an RT brah…
@justin_freid

9. Chicago | November 12–16, 2012 | #SESCHI
Growing Your Community – With The Right People
• Finely target and attract people who are right for your community
• People who are genuinely interested in what you have to share
• Like minded individuals who are likely to share your content
• Target potential customers who are likely to purchase your products or services
@justin_freid

10. Chicago | November 12–16, 2012 | #SESCHI
Growing Your Community – With The Right People
You may ask yourself…
Haven’t I don’t this before?
Look-a-like modeling and behavioral targeting
@justin_freid

11. Chicago | November 12–16, 2012 | #SESCHI
Growing Your Community – With The Right People
• Interest Targeting
• Prepopulated list of interests
• 25 top level interests
• 350+ second level interests
• @usernames(target like users)
• Gender Targeting
• Delivers messaging by gender
• A/B test against gender
@justin_freid

12. Chicago | November 12–16, 2012 | #SESCHI
The Snowball Affect
• It keep growing and growing and growing…
@justin_freid

13. Chicago | November 12–16, 2012 | #SESCHI
How Paid Media Can Affect Engagement
You want people to engage with your content… right?
• Twitter campaigns allow you to:
• Deliver messaging/content to targeted individuals who are likely to engage and consume
• Deliver messaging/content to influential users
• Deliver messaging/content to people who are likely to RT/@reply
@justin_freid

14. Chicago | November 12–16, 2012 | #SESCHI
You want people to engage with your content… right?
@justin_freid

15. Chicago | November 12–16, 2012 | #SESCHI
You want people to engage with your content… right?
@justin_freid

16. Chicago | November 12–16, 2012 | #SESCHI
Understanding Your Audience
• Twitter’s analytics program provides a look into the demographic make up of your follower
base
• Who is your follower?
• Age, location, male/female
• What are their interests? Who do they tweet about?
• Who makes up your community?
• Yoga enthusiasts?
• Football fans?
@justin_freid

17. Chicago | November 12–16, 2012 | #SESCHI
Lead Generation
• Social campaigns on Twitter can help
• Introduce your products or services to a new customers
• Move a potential customer through the purchase cycle
• Lead to click based conversions
• Retargeting Opportunity
@justin_freid

18. Chicago | November 12–16, 2012 | #SESCHI
Social Signals
• Social signals are one of the many ranking factors for the major search engines
• As more people utilize social media, what is shared and tweeted will become more and
more important
• A simple promoted tweet can cause the ‘Snowball Affect’ and set of thousands and thousands
of signals that Google and Bing cannot ignore
@justin_freid

19. Chicago | November 12–16, 2012 | #SESCHI
Link Building
• Getting your content in front of the right people is essential.
• With Google’s recent changes quality, natural links are essential for organic success
• Promoted tweets that share your content quality content present bloggers and potential
linkers
• If you are sharing engaging, quality content – the links will come naturally
• You just needed a little help getting there…
@justin_freid

20. Chicago | November 12–16, 2012 | #SESCHI
Results
• A campaign developed and run by
TPG resulted in thousands of
potential community members and
customer interacting with the new
brand
• Brand transition – BCBSFL 
Florida Blue
• Success of campaign reach C-level
management
@justin_freid

21. Chicago | November 12–16, 2012 | #SESCHI
Results
• Promoted tweet campaigns delivered messaging to targeted Twitter users
• Avg user spent over 2:00 on site after clicking through Tweet
• Search and timeline campaigns – coincided with TV and experiential campaigns
@justin_freid

22. Chicago | November 12–16, 2012 | #SESCHI
Results
• Through a promoted account campaign, Florida Blue was able to generate just over 3,700 new
followers
• Targeted different interests and groups of people to attract quality followers who engaged with
content
@justin_freid

23. Chicago | November 12–16, 2012 | #SESCHI
Results
• Who is your follower?
• What are their interests?
• Is there potential to create content or a campaign regarding their interests?
• Examples: Heat and Jaguars
@justin_freid

24. Chicago | November 12–16, 2012 | #SESCHI
Results
• Snowball Affect For Follower Growth
• Exponential – hockey stick growth
• Continued, sustained growth post campaign
@justin_freid

25. Chicago | November 12–16, 2012 | #SESCHI
Thank You
Justin Freid
Digital Marketing Director
TPG – An Omnicom Company
jfreid@tpgphl.com
@justin_freid
www.Justinfreid.net
@justin_freid