Anne Mercogliano - Beyond Email: Why Your Most Valuable Community Is On Twitter
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1. The document discusses how marketers should go "beyond email" and leverage Twitter to connect with customers. 2. It provides reasons why Twitter is a valuable community for small businesses, such as the ability to have rich conversations with customers who are highly engaged. 3. The document outlines different ways for marketers to reach relevant audiences on Twitter, including tailored targeting and content that taps into everyday conversations.
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Anne Mercogliano - Beyond Email: Why Your Most Valuable Community Is On Twitter
- 1. INBOUND15 Beyond Email Why your most valuable community is on Twitter #BeyondEmail
- 2. INBOUND15 | #BEYONDEMAIL LIVE TW EETIN G FR O M @TwitterSmallBiz J O IN IN W ITH #BeyondEmail
- 3. INBOUND15 | #BEYONDEMAIL A N N E M E R C O G L I A N O H E A D O F S M B M A R K E T I N G @ T W I T T E R @ A K M E R C O G INBOUND15 | #BEYONDEMAIL
- 4. INBOUND15 | #BEYONDEMAIL THE EVOLUTION OF EMAIL
- 5. INBOUND15 | #BEYONDEMAIL The way things were…
- 6. INBOUND15 | #BEYONDEMAIL Sign up Your name and your email Submit INBOUND15 | #BEYONDEMAIL
- 8. INBOUND15 | #BEYONDEMAIL F FakeName@FakeDomain.com SPAMEMAILFORANNE@HOTMAIL.COM WHAT DO YOU DO AS A CONSUMER?
- 9. INBOUND15 | #BEYONDEMAIL F WHAT YOU END UP DOING AS A MARKETER?
- 10. INBOUND15 | #BEYONDEMAIL EVEN TWITTER SMB LOVES US SOME EMAIL…
- 11. INBOUND15 | #BEYONDEMAIL What’s a marketer to do?
- 12. INBOUND15 | #BEYONDEMAIL THINKING #BEYONDEMAIL TWITTER CONTENT + AUDIENCE EMAIL 100100101
- 13. INBOUND15 | #BEYONDEMAIL 1 Why go #BeyondEmail with Twitter? 2 Reach a valuable audience 3 Invest in always-on growth to scale4 Gain insights from your customers 5 Going #BeyondEmail in all parts of your business WHAT WE ARE COVERING TODAY
- 14. INBOUND15 | #BEYONDEMAIL 11 WHY GO #BEYONDEMAIL WITH TWITTER?
- 15. INBOUND15 | #BEYONDEMAIL Reframe how you interact with your customer
- 16. INBOUND15 | #BEYONDEMAIL Let your customers truly opt in… Make it requested not coerced.
- 17. INBOUND15 | #BEYONDEMAIL Followers who see your Twitter campaigns have more positive opinions and greater willingness to purchase compared to non-followers. 22% 38% 23% 55% 74% 47% Non-Follower Exposed Follower Exposed +33% +36% +24% MESSAGE ASSOCIATION BRAND FAVORABILITY PURCHASE INTENT Source | Twitter Brand Affect Norms, 12.31.2013
- 18. INBOUND15 | #BEYONDEMAIL HAVE MORE RICH CONVERSATIONS…
- 19. INBOUND15 | #BEYONDEMAIL P R O M O T E D T W E E T S W I T H R I C H M E D I A H A V E M O R E E N G A G E M E N T M O R E R E T W E E T S 313% 52% Source | Twitter Internal Data, 2014
- 20. INBOUND15 | #BEYONDEMAIL Don’t talk at your customer… Talk with your customer.
- 21. INBOUND15 | #BEYONDEMAIL @username vs. info@company.com DO NOT REPLY
- 22. INBOUND15 | #BEYONDEMAIL Promoted Tweets from accounts that reply to people at least Website Cards paired with Tweets that include a get 18% more engagement drive 25% more clicks App Install Cards paired with Tweets that include a “?” drive 8% more clicks 1x a week “?” INBOUND15 | #BEYONDEMAIL Source | Twitter Internal Data, 2014 + 2015
- 23. INBOUND15 | #BEYONDEMAIL VOLUME OF CONVERSATION: COMMUTE Source | Twitter Internal. Nov 2013, UK. Mentions of: “Commute”, “Commuter”, and “Commuting” MON TUE WED THU FRI SAT SUN TAP INTO THE CONVERSATION THEY ARE ALREADY HAVING…
- 24. INBOUND15 | #BEYONDEMAIL EVERYDAY MOMENTS ARE THE MOST POWERFUL MOMENTS
- 25. INBOUND15 | #BEYONDEMAIL REACH A VALUABLE AUDIENCE 2
- 26. INBOUND15 | #BEYONDEMAIL But I don’t want to talk to more people about my business… said no one ever
- 27. INBOUND15 | #BEYONDEMAIL Twitter’s audience is unique…
- 28. INBOUND15 | #BEYONDEMAIL THEY TAKE ACTION 40 60 80 100 20 81% are more likely to take action from info shared via Twitter 46% TWITTER EMAIL Source | Twitter + DB5, Customer Insights Study, 2014
- 29. INBOUND15 | #BEYONDEMAIL Source | Twitter Vertical Profile, Millward Brown, 2014 (Twitter-commissioned study) * Compared to average of all 6 social networks measured (Twitter, Instagram, Facebook, Pinterest, Vine & Tumblr) TWITTER ROAS: $3.30 US Tablets MMM, Marketshare, 2014 PURCHASE 160 ENGAGEMENT 177 INTERACTION 139 DISCOVERY 138 ADVOCACY 162 TWITTER USERS OVER-INDEX ON EVERY STEP OF THE PURCHASE FUNNEL TECH: ADVOCACY 149 INTERACTION 173 ENGAGEMENT 132 AWARENESS 113 RETAIL: TWITTER ROAS: $9-15 US Retail MMM, Marketshare, 2014
- 30. INBOUND15 | #BEYONDEMAIL ⅔ Source: DB5 + Twitter, “Customer Insight Study” 2014 HAVE RETWEETED INFORMATION FROM SMBs FOLLOWERS = ADVOCATES
- 31. INBOUND15 | #BEYONDEMAIL So how do you reach these people?
- 32. INBOUND15 | #BEYONDEMAIL NOT JUST ANY AUDIENCE — THE RIGHT AUDIENCE TAILORED AUDIENCES Tailored Audiences uses your own CRM lists to reach specific groups of users on Twitter. LOOKALIKE TARGETING people who are similar to the individuals already following you on Twitter.
- 33. INBOUND15 | #BEYONDEMAIL KEYWORD TARGETING FOLLOWERS TARGETING CONNECT BASED ON WHAT THEY WANT Act on signals of intent by delivering timely messages to users based on what they’ve recently Tweeted or engaged with in Tweets. Target the followers of relevant accounts to reach people who are likely to be interested in your content
- 34. INBOUND15 | #BEYONDEMAIL BEHAVIOR TARGETING PERSONA TARGETING CONNECT BASED ON WHO THEY ARE Reach high-intent audiences on Twitter based on shopping and spending patterns. Target verified, specific audiences on Twitter with one-click.
- 35. INBOUND15 | #BEYONDEMAIL GEOGRAPHY TARGETING EVENT TARGETING CONNECT BASED ON WHERE THEY ARE Reach high-intent audiences on Twitter based on shopping and spending patterns. Plan for and activate around live moments.
- 36. INBOUND15 | #BEYONDEMAIL GAIN INSIGHTS FROM YOUR CUSTOMERS 3
- 37. INBOUND15 | #BEYONDEMAIL • Parent • Tech • Business • Foodie • Travel
- 38. INBOUND15 | #BEYONDEMAIL AUDIENCE INSIGHTS • Tech • Business • Global
- 40. INBOUND15 | #BEYONDEMAIL INVEST IN ALWAYS-ON GROWTH TO SCALE 4
- 41. INBOUND15 | #BEYONDEMAIL The Barista Bar @baristabar Promoted Who to follow PROMOTED ACCOUNTS Promoted Follow us for to get the latest tips from our barista! The Barista Bar @baristabar The Barista Bar INBOUND15 | #BEYONDEMAIL
- 42. INBOUND15 | #BEYONDEMAIL THE POWER OF ALWAYS-ON 2.4X MORE RETWEETS 2.1X MORE MENTIONS 2.6X GREATER SOV Source | Brilliant Noise 2014
- 43. INBOUND15 | #BEYONDEMAIL HOW TO DO THIS SEPTEMBER OCTOBER NOVEMBER DECEMBER FOLLOWERS
- 44. INBOUND15 | #BEYONDEMAIL GOING #BEYONDEMAIL IN ALL PARTS OF YOUR BUSINESS 5
- 49. INBOUND15 | #BEYONDEMAIL SURPRISE AND DELIGHT
- 51. INBOUND15 | #BEYONDEMAIL #THANKYOU @ T W I T T E R S M A L L B I Z