In the maturing age of social media marketing, many platforms are transforming into “pay-to-play” meaning that it’s getting more and more difficult to reach your intended audience organically. In this talk, we’ll discuss how to capitalize on Twitter’s paid advertising features. Lauren will explain the differences between paid, earned and owned content and will demonstrate how to use metrics that matter.
3. 3
About Me
• Since the 5th grade, always wanted to be a
writer
• Fell in love with San Francisco
• Worked at a very small startup acquired by
Adobe
• Spends way too much time on social media
• Passionate about connecting people to people
4. Agenda
1. Value of social media
2. Creating a strategic framework for social media
3. Targeting the right people on Twitter
4. Paid, earned and owned content
5. Measuring success
4
@lauren_hannah
#OCTribe
6. Creating a strategic framework for social media
6
What are your Business Objectives?
Who is your Target Audience?
What is your Engagement Approach?
What is your Content Plan?
How will you Measure Success & Optimize?
@lauren_hannah
#OCTribe
7. Identifying your target audience
7
WHO are they?
How do you
currently
engage with
them?
Don’t start from scratch. Think about your existing
customers.
• Are they male? Female? Moms? Dads?
Students? Teachers? Designers? Professionals?
Freelancers? How old are they?
• Thinking about demographics of your current
customers will help determine your target
audience on social.
Determining whether the current way you engage with
your audience/community will help inform how you
should engage with them on social.
• Email, newsletters, telephone, events, community
groups, forums
@lauren_hannah
#OCTribe
8. Identifying your target audience
8
Where are they
active?
Who do they
trust?
Identify key communities & social platforms they’re active
on:
• Each social network has a different audience. Spend
some time listening to determine where your audience
is already engaging.
• Recognize that some platforms allow for richer
targeting capabilities (Ex: FB: Demo, Geo, Interests)
Identify influencers & industry leaders they look up to
• Use Adobe Social to identify influencers on a product
or topic
• Create Twitter lists to follow key influencers
@lauren_hannah
#OCTribe
9. Identifying your target audience
9
Towards your brand, towards other brands
• Sign up for Adobe Social Listening Dashboards to
receive updates on key products, campaigns, etc.
• Adobe Social can also be used to research
competitors’ sentiment
• Listen – is your audience mostly complaining?
Asking for help? Excited about what you’re
delivering?
Engagement level online & offline
• Monitor conversations online using Adobe Social
• Read customer reviews on adobe.com product
pages
• Determine where your audience is already engaging
-- you want to naturally be a part of the conversation
that’s already taking place.
What’s their
sentiment?
How do they
engage with us?
@lauren_hannah
#OCTribe
10. Targeting the right people on Twitter
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Who can you target?
• Followers
• Users like your
followers
• Tailored audiences
• Keywords in search
• Keywords in
timeline
• Interests
• Location
• Gender
• Language
• Device
• TV watchers
@lauren_hannah
#OCTribe
11. Paid, earned and owned content
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Owned
How: Produce engaging
content on Adobe-owned
channels that others will want
to share.
Share Earned stories on
Owned pages.
Earned
How: Build relationships
with customers &
influencers who will then
create their own content
about Adobe.
Paid
How: Scale your organic
social efforts quickly with
paid media.
Example: Amplify your
Earned content with paid
placements across social
channels & throughout
the web.
What:
Website
Mobile site
Blogs
Social media pages
(@Adobe)
What:
Mentions
Shares
Blogs
Reports
Reviews
What:
Pay per click
Display ads
Retargeting
aid content promotion
Social media ads
@lauren_hannah
#OCTribe
12. Measuring success
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Revisit your objectives to ensure
that your KPIs allow you to
measure success.
• Counting metrics (Likes,
Retweets, Views, etc.) show
program performance, not
business performance.
• Outcome metrics quantify
the impact of social media
programs (reach, conversion
rate).
Awareness
Preference
/
Reputation
Lead
generation
Conversio
n
Customer
Support
Product
Innovation
Engageme
nt
Business
Objectives
@lauren_hannah
#OCTribe
13. Social cycle
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Running a social media program
is an iterative process.
• Start with your strategy
• Test content
• Determine what’s working
and what isn’t
• Adjust strategy based on data
and insights
Create
content and
publish
Moderate and
engage with
community
Measure
performance
against
specific
KPIs
Analyze and
develop
insights
@lauren_hannah
#OCTribe
14. 14
Key Takeways
> Build out a strategic plan for your social media presence
> Ask questions to identify your target audience (and don’t start
from scratch!)
> Understand Twitter’s targeting capabilities
> Paid, earned and owned content can help take your social
presence to the next level
> Refer to your business objectives when measuring success
> Remember the social cycle – this is an iterative process!
Followers
Reach users who have actively chosen to follow you for updates and want to hear from your brand.
Users like your followers
Get your message in front of users with similar interests to your current followers to extend your reach with the audience most likely to engage.
Tailored audiences
Create audiences using your own data and reach them on Twitter mobile and web. Create your audiences based on cookie IDs, email addresses from your CRM or Twitter user IDs.
Keywords in search
Pin your Promoted Tweets to the top of Search results and connect with users proactively searching for specific keywords and hashtags. This type of targeting is particularly effective during live events or moments when a brand wants to own key brand or competitive terms like, say, a product launch.
Keywords in timeline
While interest targeting focuses on “who,” keyword targeting gets brands closer to “when” so brands can enter into relevant conversations at the right moment. Keyword targeting delivers messages to users based on what they’ve recently tweeted or if they’ve engaged with Tweets including specific keywords.
Interests
Connect with Twitter users based on their passions. There are 25 broad interest categories that drill down into more than 350 sub-topics. To reach more niche audiences, you can also utilize @username targeting to find users with interests similar to the followers of that account.
TV
There are two types of TV targeting you can do on Twitter: TV ad targeting and TV conversation targeting. TV ad targeting allows you to start a conversation on TV with your commercials, then continue it on Twitter to maximize reach and engagement. With TV conversation targeting, you can deliver Tweets to people talking about a TV show.
Followers
Reach users who have actively chosen to follow you for updates and want to hear from your brand.
Users like your followers
Get your message in front of users with similar interests to your current followers to extend your reach with the audience most likely to engage.
Tailored audiences
Create audiences using your own data and reach them on Twitter mobile and web. Create your audiences based on cookie IDs, email addresses from your CRM or Twitter user IDs.
Keywords in search
Pin your Promoted Tweets to the top of Search results and connect with users proactively searching for specific keywords and hashtags. This type of targeting is particularly effective during live events or moments when a brand wants to own key brand or competitive terms like, say, a product launch.
Keywords in timeline
While interest targeting focuses on “who,” keyword targeting gets brands closer to “when” so brands can enter into relevant conversations at the right moment. Keyword targeting delivers messages to users based on what they’ve recently tweeted or if they’ve engaged with Tweets including specific keywords.
Interests
Connect with Twitter users based on their passions. There are 25 broad interest categories that drill down into more than 350 sub-topics. To reach more niche audiences, you can also utilize @username targeting to find users with interests similar to the followers of that account.
TV
There are two types of TV targeting you can do on Twitter: TV ad targeting and TV conversation targeting. TV ad targeting allows you to start a conversation on TV with your commercials, then continue it on Twitter to maximize reach and engagement. With TV conversation targeting, you can deliver Tweets to people talking about a TV show.