Facebook & Twitter: Marketing in the Moment

Digital Royalty
Facebook & Twitter 
Marketing in the Moment
© Digital Royalty Inc. 2014

Landscape

4
The Stats
Source: http://tech.eu/features/399/facebook-europe-282-million-monthly-active-users-727-million-revenue-q4-2013/

5
The Stats
Source: http://www.emarketer.com/Article.aspx?R=1010944

8
The Stats
Source: Turn Advertising Intelligence Index

9
The Stats
Source: Turn Advertising Intelligence Index

Facebook Ads

11
PROMOTED
PRODUCTS 
Photo
Ad

Video
Ad

Page
Link
Ad

Mobile
App
Installs
Ad

!
TARGETING 
Custom
Audiences

Lookalike
Audiences
Overview

15
Photo Ad
AdverAsing
Goal:
increase
awareness
and
engagement

Secondary
Goal:
Website
clicks
(bookings)

KPI:
Cost
Per
Engagement
(CPE)

16
Video Ad
AdverAsing
Goal:
increase
awareness
and
engagement,
Video
Plays

Secondary
Goal:
Website
clicks
(bookings)

KPI:
Cost
per
video
play,
CPE

17
Page Link Ad
AdverAsing
Goal:
drive
clicks
to
a
website
(opAon:
CTA
buNon)

KPI:
Cost
per
website
click,
Dart
Tag
conversion
data

18
Mobile App Installs Ad
AdverAsing
Goal:
drive
installs

to
your
mobile
app

KPI:
Cost
per
mobile
install
(CPI)

19
Published Posts
!
• Seen
on
the
brand’s
Facebook

page
as
well
as
a
user’s
newsfeed

!
• Allows
an
organic
post
to
reach
a

much
bigger
audience

!
• Can
target
exisAng
fans,
friends

of
fans,
or
incorporate
advance

targeAng
strategies

20
Unpublished Posts
• Will
be
seen
within
a

targeted
user’s

newsfeed,
but
will
not

be
seen
on
the
brand’s

Facebook
page

!
• Great
if
you
don’t

want
to
cluNer
the

brand’s
Facebook
page

with
special
oﬀers

21
Targeting
CUSTOM
AUDIENCES

Target
ads
to
a
specific
set
of
people
with
whom
the
company
has
already
established
a
relaAonship

on/off

Facebook.
(email
address,
Facebook
UIDs,
phone
numbers,
app
user
IDs,
Apple’s
AdverAsing

IdenAfier
(IDFA),
Android’s
adverAsing
ID.)

!
Website
Custom
Audience
Targe?ng:

• Remarket
to
people
visiAng
your
website

• Make
your
exisAng
ads
more
efficient
by
excluding
audiences
of
people
who
have
already

converted
on
your
message

• Create
lookalike
audiences
of
people
who
look
like
the
people
browsing
your
website

!
LOOKALIKE
TARGETING

Target
Facebook
users
who
are
similar
to
their
customers
who
are
members
of
the
program
on

Facebook.
A
brand
could
ask
Facebook
to
find
the
top
1%
(opAmize
for
similarity)
or
5%
(opAmize
for

greater
reach)
of
users
in
a
specific
country
who
are
similar
to
their
customers.
This
is
great
for

expanding
the
net
since
small
customer
lists
of
1,000
people
could
o_en
be
turned
into
Lookalike

Audience
targeAng
capabiliAes
exceeding
1
Million
users.

!

22
Targeting
!
• Split
test
audience
segments

• Target:
demos,
interests,
behaviors

• Use
graph
search
feature
for
addiAonal
interests

• Can
target
a
lookalike
audience
for
a
brand’s

campaign

Twitter Ads

24
PROMOTED
PRODUCTS 
Promoted
Accounts 
Promoted
Tweets

Promoted
Trends

Website
Cards

Mobile
App
Cards

Video
Cards

Lead
GeneraAon
Cards

!
TARGETING 
Interest
TargeAng 
Keyword
TargeAng

Tailored
Audiences:
CRM,
TwiNer
ID,
Exclusion
TargeAng 
TV
x
TwiNer

SegmentaAon
Overview

Fun Facts
25
65%
of
Twitter
mobile
users
use
Twitter
at
home
while
watching
TV.

!
21%
of
Twitter
mobile
users
use
Twitter
while
shopping.

!
620
million
travel
related
conversations
on
Twitter
this
year.

!
More
than
148
million
travel
bookings
are
made
online
each
year. 
21%
of
leisure
travelers
use
social
media
to
plan
trips. 
25%
of
business
travelers
use
social
media
to
plan
trips.

Promoted Products

Promoted Accounts
27
OPPORTUNITIES

• Build
a
social
community

• Grow
incremental
earned
media

• Increase
brand
exposure
• 90%
Follower
Retention
• Include
call
to
action
encouraging
user
to
follow
brand’s

Twitter
account
!
PRICING
&
TARGETING

• Cost-‐per-‐Follow
auction
• Interest-‐based
targeting
&
gender
• Geo-‐Target
at
country
and
DMA
level
• Device
targeting
(mobile
&
desktop)

!
ANALYTICS

• Impressions:
Times
users
are
served
the
Promoted
Account

• Clicks:
Clicks
on
a
Promoted
Account
username
or
avatar.
A

Click
on
the
follow
link
or
the
hide
link
doesn’t
record
a
click.
• Follows:
Follows
gained
from
a
Promoted
Account

impression

• Follow
Rate:
Follows
divided
by
impressions

• Cost-‐per-‐follow
(CPF):
Total
spend
divided
by
new
followers

from
campaign
All Promoted Accounts are clearly marked
with a promoted icon.

Promoted Tweets
28
PROMOTED
TWEETS
IN
TIMELINES
• Increase
awareness
-‐
served
to
users
outside
current

followers

• Drive
action
and
engagement
• Leverage
your
Followers
to
scale
the
message

organically

!
PROMOTED
TWEETS
IN
SEARCH
• Position
around
trending
topics

• Own
industry
terms
 
(i.e.
‘weekend’,
‘travel’,
‘vacation’)

• Reach
competitor
audiences
!
PRICING
DETAILS
• Cost-‐per-‐engagement,
second
price
auction

!
ANALYTICS
• Impressions

• Clicks

• Retweets,
Replies,
Follows

• Engagement
Rate

• eCPE:
Total
spend
divided
by
total
billed,
non-‐billed

and
earned
media
engagements.
All Promoted Tweets are clearly marked

Promoted Trends
29
PROMOTED
TRENDS
IN
TIMELINES
• Increase
brand
advocacy

• Greater
purchase
consideration

• Long-‐term
impact
on
earned
media

• Position
brand
at
the
top
of
Twitter’s
trend
list
for
24-‐
hour
windows

• Capture
the
moments
consumers
care
about
most

• Kickstart
a
conversation

• Launch
new
products

• Run
major
campaigns

• Target
key
dates
to
drive
mass
awareness 
PRICING
DETAILS
• Cost-‐per-‐engagement

!
ANALYTICS
• Follows,
Mentions,
Impressions

• Trend
Impressions

• Tweets
Displayed

• Engagement
Rate:
Number
of
total
engagements
for
the

Promoted
Tweets
divided
by
total
impressions All Promoted Trends are clearly marked
Source: Twitter Ad Blog - https://business.twitter.com/products/promoted-trends and https://blog.twitter.com/2013/study-the-value-of-promoted-trends

Website Cards
30
OPPORTUNITIES

• Drive
web
traffic
with
website
card
• Expand
Tweet
• Site
Imagery
• Preview
of
Information/Title
of
Site
• Read
More
Button
• Large
Clickable
Area
to
drive
traffic
!
PRICING
DETAILS

Mobile App Cards
31
OPPORTUNITIES

• Drive
App
installs
with
Mobile
App
Cards

• Image
App
Ad
visually
showcases
app

• Expanded
Mobile
Tweet
• Site
imagery

• Preview
of
Information/Title
of
App

• Large
Download
Button

• Re-‐Direct
straight
to
App
Store
for
purchase 
PRICING
DETAILS

!
THIS
CAN
WORK
FOR:

• Promoting
app

Video Cards
32
OPPORTUNITIES

• Drive
views
&
engagement
with
video
cards
• Expanded
Mobile
&
Desktop
Tweet

• In-‐Tweet
Native
video
experience

• Large
Follow
button

• Video
Title/Tagline

• Video
Analytics
-‐
Starts,
Completions,

quarterly
reporting,
promoted
vs.
organic

video
content
performance
within
tweets 
PRICING
DETAILS
• Cost-‐per-‐View

Lead Generation Cards
33
OPPORTUNITIES

• Drive
email
acquisition

• Expanded
mobile
&
desktop
tweet

• Lead
call
to
action

• Logo/Imagery

• Large
Opt
in
button
“Sign
up
free”

• User’s
info
pre-‐filled

• Large
Follow
button 
PRICING
DETAILS

!
THIS
CAN
WORK
FOR:

• Email/offer
enrollment

Click to Call Cards
34
OPPORTUNITIES

• Generate
Leads
with
Click
to
Call

card

• Expanded
Mobile
Tweet

• Call
to
action
and
appended
tweet

• Logo/Imagery

• Large
Call
button
!
PRICING
DETAILS
!
THIS
CAN
WORK
FOR:

• Offers/Packages

• General
Booking

Targeting

Interest Targeting
36
Reach
the
right
user
with
Interest
Targeting

Target
the
right
set
of
consumers
for
any
campaign.

TRAVEL BROAD
25 top level 
 
Travel, Hobbies & Interests, Life Stages, Family &
Parenting
HOTELS SPECIFIC
300+ second tier 
 
Hotels, Air Travel, Bed and Breakfasts, Honeymoons &
Getaways, Traveling with Kids, Luxury Travel,
Newlyweds, Empty Nesters
SIMILAR TO
FOLLOWERS OF…
FOCUSED
similar to @usernames 
 
@Delta, @AmericanAir, @JetBlue, @Virgin

Keyword Targeting
37
Reach
users
with
the
right
intent,
at
the
right
moment,
and
in
the
right
context
with
Keyword
Targeting

Brands
can
narrow
down
specific
keywords
or
sets
of
keywords
(such
as
‘weekend’,
‘getaway’,
‘travel’,

‘vacation’
etc.)
that
users
-‐
within
and
outside
of
the
brand’s
audience
-‐
tweet
to
intercept
with
the
brand’s

Promoted
ads.
Source: Twitter Ad Blog - https://blog.twitter.com/2013/introducing-keyword-targeting-in-timelines and https://blog.twitter.com/2013/introducing-broad-match-for-keyword-targeting

Tailored Audiences
38
OPPORTUNITIES

In
January
2014,
Twitter
announced
new
ways
to
create
tailored
audiences
so
that
brands
can

define
groups
of
existing
and
potential
customers
more
flexibly
and
connect
with
them
on

Twitter.
The
combination
of
these
tools
enables
a
highly
relevant
and
useful
message
for
the

user
and
creates
the
opportunity
for
you
to
reach
these
known
audiences
on
Twitter
with
more

efficient
campaigns.
Web
Approach 
Visitors
to
your
website
CRM
Approach 
“Booked
Room
in
past
3
months”
Twitter
ID
Approach 
“Bio:
Travel
Blogger”

CRM Approach
39
OPPORTUNITIES

You
can
now
create
tailored
audiences
from
lists
of

email
addresses
from
your
own
customer
relationship

management
(CRM)
database
or
you
can
use
your

CRM
database
records
that
you
store
with
an
ads

partner.
Let’s
say
a
brand
wants
to
advertise
and
offer

on
Twitter,
and
they’d
prefer
to
show
their
ad
to
those

that
have
signed
up
to
receive
offers
from
them
in

their
database.
To
get
the
special
offer
to
the
brand’s

database
who
are
on
Twitter,
they
may
create
a

tailored
audience
using
unreadable
scrambles
(called

hashes)
of
the
email
addresses
from
the
existing

database,
through
an
ads
partner.
We
can
then
match

that
information
to
Twitter
accounts
in
order
to
show

the
matched
users
a
Promoted
Tweet
with
the
sale

information. 
THIS
CAN
WORK
FOR:

• Offers/Packages
Source: Twitter Ad Blog - https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences

Twitter ID Approach
40
OPPORTUNITIES

You
can
also
create
tailored
audiences
using
lists
of

Twitter
IDs
-‐
either
usernames
or
user
IDs.
Suppose
a

retailer
wants
to
build
relationships
with
new

prospects
on
Twitter
who
are
influencers
in
fashion.

The
retailer
can
use
public
information
on
Twitter
like

a
user’s
bio,
follower
count,
verified
status,
or
past

Tweets
—
from
Twitter
or
by
using
Twitter’s
API
or

Certified
Products
—
to
identify
the
specific
accounts

on
Twitter
which
are
the
most
appropriate
potential

customers.
The
retailer
may
then
use
this
list
of

Twitter
ID’s
to
create
a
tailored
audience
through
an

ads
partner,
show
those
travel
influencers
a

Promoted
Account
and
engage
them
as
followers. 

Exclusion Targeting
41
OPPORTUNITIES

You
have
the
ability
to
exclude
selected
CRM
and
Twitter
ID
audiences
from
the
set
of
Twitter
users
reached

through
existing
targeting
options:
interests,
keywords
and
TV.
For
example,
if
a
brand
is
also
running
a
new

customer
acquisition
campaign
for
a
program,
targeting
Twitter
users
interested
in
Family
Travel
or
Leisure

Travel,
and
wants
to
exclude
their
current
email
database,
their
same
tailored
audience
can
now
be
used
to

remove
any
user
who
fits
the
interest
targeting
and
is
also
already
part
of
the
current
email
database.
This

creates
another
opportunity
for
you
to
reach
these
known
audiences
on
Twitter
with
more
efficient

campaigns.
Target
your
audience 
Hotel
Example
Exclude
your
audiences
from
targeting 
Travel/Hotel
example

TV x Twitter
42
OPPORTUNITIES

Ability
to
leverage
what
people
are

watching.
There
are
2
ways
to
extend

your
TV
strategy
on
Twitter:
• TV
ad
targeting
-‐
Start
a
conversation

on
TV
with
commercials
and
continue

it
on
Twitter
(only
available
in
the

U.S.)

• TV
conversation
targeting
-‐
Deliver

tweets
to
people
talking
about
a

specific
TV
program
 
(only
available
in
certain
countries) 
THIS
CAN
WORK
FOR:

• Brand’s
TV
commercials

• Fall
TV
Premieres

Segmentation
43
OPPORTUNITIES

• Segment
your
audiences
based
on
conversion
type:

Site
Visit,
Enrollments

• Connect
again
with
users
who
have
already

expressed
interest
and
strengthen
their
loyalty

• Segment
audiences
on
iOS
and
Android
by
operating

system
version,
specific
device,
and
WiFi
connectivity

• Reach
users
who
have
compatible
OS
versions,
ideal

device
types
for
app
usage
with
high
connectivity
to

prompt
a
new
download
or
re-‐engagement
through

an
app
card

• Promote
loyalty
and
rewards
to
users
on
their

specific
devices,
or
reach
new
prospects
on
older

devices

• Focus
specific
campaigns
on
users
with
device

models
that
are
indicative

of
demographics
which

align
with
campaign
goals

Facebook & Twitter: Marketing in the Moment

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