Scaling Conversation with Twitter Ads by Audie Chamberlain of Realtor.com

Post on 12-Jan-2015

231 views 3 download

Tags:

description

Tips Scaling Conversation with Twitter Ads by Audie Chamberlain @audiechambrln - Director of Social Marketing at Realtor.com #SMXsocial13 Maximizing Your Impact With Twitter Ads (#smx #12B) Twitter’s ad options are evolving. Mobile targeting and self-service ad opportunities are just two recent examples. In this session you’ll learn how the experts craft killer creative, select effective ad formats and targeting, and create landing pages that convert for Promoted Tweets, Promoted Accounts and Promoted Trends.

Transcript of Scaling Conversation with Twitter Ads by Audie Chamberlain of Realtor.com

S c a l i n g C o n v e r s a t i o n w i t h Tw i t t e r A d s

Audie Chamberlain

Director, Social Marketing

SMX

November, 2013

Las Vegas

2

WHAT YOU’LL SEE AND HEAR

• How we look at ROI

• Where we started

• Our Evolution on Twitter

• Do’s and Don’ts

• Measuring success

• Case Studies

Agenda

3

27% of all time spent on the

internet is on social media ― Experian

4

HOW WE LOOK AT ROI

5

OUR EVOLUTION

2008 – Planning• Launched beginning of ‘09

• Primarily a “Comcast Care” fast follow

2010 – Engagement evolved• Testing and analyzing data

• Connecting with ‘Points of Passion’

2012 – Began paid advertising tests• Mobile app downloads

• Integrated Marketing Campaigns

6

DO’S

PARTICIPATE SHAREENGAGE EMPOWERin your brand and relevant

conversations

with your community to ensure

social referral traffic

your advocates to spark word of

mouth conversationbest-practices and reports

7

DONT’S

8

REAL-TIME TARGETING

Each tweet creates a marketing moment

It signals what a user is experiencing in the moment,

and may also reveal a users’ intentions

9

CASE STUDY: A IRSTREAM

10

185%Increase in

impressions

CASE STUDY: A IRSTREAM

98%Increase in

mentions

5%Social share

of voice

increase

I think I might forego life until 7/26 when

@realtordotcom is finished with moving that

Airstream all over the place. #finditfirst

”Meredith PittTwitter.com

Source: Sysomos, Radian6, and internal realtor.com

11

2.4%Lift in page

views for the app

CASE STUDY: A IRSTREAM

3.5%Lift in unique

users for the

app

21%Increase in

avg. daily

downloads

You know me, I am all about Customer

Experience + Fun, so this campaign

immediately caught my attention.

”Debra TrappenD11 Consulting

Source: Sysomos, Radian6, and internal realtor.com

12

Thanks!

13

Connect with me online

@audiechambrln on Twitter

Linkedin.com/in/audiechamberlain

B E I N G P R E S E N T I N T H E M O M E N T : S O C I A L M E D I A C O M M U N I C A T I O N S