From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: Advanced Twitter Ads Strategies That Capture Audiences & Convert. PRESENTATION: Using Twitter to Define and Target Your Audience Interests - Given by Geoff Colon, @djgeoffe - Microsoft, Group Product Marketing Manager. #SocialPro #13B

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Using the “Cognitive Whisper” to your Disruptive Advantage
USING TWITTER TO DEFINE AND
TARGET YOUR AUDIENCE
INTERESTS

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Geoffrey Colon – Communications Designer, Microsoft
Why Twitter Ads?

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Highly Defined Audiences > Spray and Pray Ads

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Simple Ad Formats – Higher Relevance

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Objective #1: Awareness

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Objective #1: Awareness

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Objective #2: Lead Acquisition

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Objective #2: Lead Acquisition

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Objective #2: Lead Acquisition

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Objective #3: Nurture Streams

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Objective #3: Nurture Streams

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Objective #X: Customer Experience Across the
Platform Based on Human Behavior

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Why Do People Use Twitter?
• Real Time Search

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Why Do People Use Twitter?
• Real Time Search
• Trending Topics

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Why Do People Use Twitter?
• Real Time Search
• Trending Topics
• Discussion with Others Based on Interest
Graph

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Why Do People Use Twitter?
• Real Time Search
• Trending Topics
• Discussion with Others Based on Interest
Graph
• News

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Why Do People Use Twitter?
• Real Time Search
• Trending Topics
• Discussion with Others Based on Interest
Graph
• News
• Get Information Direct From a Service/Brand

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Why Do People Use Twitter?
• Real Time Search
• Trending Topics
• Discussion with Others Based on Interest
Graph
• News
• Get Information Direct From a Service/Brand
• Stalk Kanye West

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Let’s Analyze One of These for How Ads
Enhance the User Experience
• Discussion with Others Based on Interest
Graph

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Let’s Analyze One of These for How Ads
Enhance the User Experience
• Discussion with Others Based on Interest
Graph
• Objective: Connect and Target People to get
them to PreOrder the Book Disruptive
Marketing on Amazon

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Let’s Analyze One of These for How Ads
Enhance the User Experience
• Discussion with Others Based on Interest Graph
• Objective: Connect and Target People to get them to
PreOrder the Book Disruptive Marketing on Amazon
• KPI: Clicks to a Third Party Website, Monitoring Rank
of Book in terms of Pre-Order Sales

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Let’s Analyze One of These for How Ads
Enhance the User Experience
• Discussion with Others Based on Interest Graph
• Objective: Connect and Target People to get them to PreOrder the
Book Disruptive Marketing on Amazon
• KPI: Clicks to a Third Party Website, Monitoring Rank of Book in
terms of Pre-Order Sales
• Best Way to Do This? Twitter Engaged Tweet or Promoted Tweet
(Awareness)

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The Example:
• Discussion with Others Based on Interest
Graph

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The Example:
• Discussion with Others Based on Interest
Graph
• Audience Target: Fortune 500, Midsize
Business, Startup Marketers trying to transition
into modern marketing utilizing “Disruptive
Marketing”

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The Example:
• Discussion with Others Based on Interest Graph
• Audience Target: Fortune 500, Midsize Business, Startup Marketers
trying to transition into modern marketing utilizing “Disruptive
Marketing”
• What would their #1 behavior be? Searching for things with the
terms: Disruptive Marketing, Big Data, Content Marketing, Tech
Marketing, etc., following outlets that would showcase disruptive
marketing techniques

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The Example:
• What Would a Marketer’s Job Title Be That
Would Work at a Fortune 500 I’m Trying to
Convince?

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The Example:
• What Would a Marketer’s Job Title Be That
Would Work at a Fortune 500 I’m Trying to
Convince?
• Chief Marketing Officer, SVP, VP, Director

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The Example:
• What Would a Marketer’s Job Title Be That
Would Work at a Fortune 500 I’m Trying to
Convince?
• Chief Marketing Officer, SVP, VP, Director
• What Skills Would That Marketer Have or Want
To Have or Know About?

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The Example:
• What Would a Marketer’s Job Title Be That Would Work at a Fortune
500 I’m Trying to Convince?
• Chief Marketing Officer, SVP, VP, Director
• What Skills Would That Marketer Have or Want To Have or Know
About?
• Content Marketing, Big Data, Social Media, Podcasting, Video,
Corporate Storytelling, Art, Culture, Technology, Sports, Retail,
Travel, Finance, Women’s issues, Volunteering

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The Example:
• What News Would They Read on Twitter?

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The Example:
• What News Would They Read on Twitter?
• Bloomberg, Bloomberg West, Harvard Biz Review,
LinkedIn Pulse, Fast Company, New York Times
Tech, BBC Tech, Huffpost Tech, BuzzFeed, CNBC,
Cheddar TV, Marketwatch, Vice News, Mashable
Tech, TechCrunch, Fortune, Marketplace, Forbes,
Recode, The Verge, Marketing Land, Search Engine
Land

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The Example:

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The Example:

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The Example:

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The Example:

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The Takeaways:
• Who is Your Audience?
• What Do You Want Them To Do?
• What Do you Want To Track Them Doing?
• What Information Generated From These Actions Can Be Repackaged
into New Communication Messages or Ads?
• How Will You Utilize Video? Retargeting? Twitter Audience Network?
The fact the majority of Twitter’s users are on mobile and highly
engaged with messages they feel are relevant?
• Do you want to use it for awareness, acquisition, nurturing or a
combination of all three where Twitter is one platform of many you will
be using around capturing the zeitgeist of a human behavior?
• How real time and contextual is the action you are trying to capture?
How static is it?

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THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!