How to Increase ROI from Twitter with Optimizely

How to Increase ROI from

with

#TwitterROI

Head of SMB Marketing, Twitter

SMB = Small & Medium-Sized Businesses

Introductions

Head of Optimization, Optimizely

#TwitterROI

Your customers are on Twitter

60% of surveyed respondents say they’ve made a purchase from an SMB based on something they saw on Twitter.

Source | Twitter + DB5 Research Study#TwitterROI

What are your near-term goals of using Twitter?

#TwitterROI

What are your long-term goals of using Twitter?

#TwitterROI

• Generate traffic through engagement !

• Drive sales and traffic with Tweets !

• Convert visitors with A/B testing !

• Test landing pages live with Optimizely

Today’s Agenda

#TwitterROI

How do you drive consistent interaction?

Generate traffic through engagement 1

#TwitterROI

9out of10 have engaged in

conversations with, or about a SMB

76% Have tweeted

directly at a SMB

Source: DB5 Small Business Customer Insights 2014 #TwitterROI

• Photos • Sneak-peeks on products • Blog posts • Videos / Vines • Curating 3rd party Content • RT customers

Drive interaction with

#TwitterROI

80/20 Engagement content to direct offers

#TwitterROI

Incorporate photos and Vine videos in your Tweets.

Be visual

#TwitterROI

Top reasons Twitter users follow SMBs

Learn about new products

Show support

Get information I can use

Discounts and promotions

40%

39%

36%

35%

Source | Twitter + DB5 Research Study#TwitterROI

Direct Response vs. Engagement TweetsBalancing different types of content.

Monday: Behind the

scenes

Tuesday: Special

promotion

Wednesday: Helpful tips

Thursday: Media spotlights

Friday: Focus on followers

#TwitterROI

Pro TipTweet Scheduling and Tweet Activity Timeline

#TwitterROI

Drive traffic and sales with Tweets2 Direct response marketing

#TwitterROI

Direct response Tweets

Here’s how to compose one.

No hashtags or @mentions

Deliver a strong call-to-action that manages click expectations

Communicate a sense of urgency

Deliver a compelling and relevant offer

Include a website URL to the specific product or offer

#TwitterROI

Exclusive offers and promotions

Flock to unlock.

1. Find an incentive followers will love !2. Tweet about when the campaign will launch !3. Tweet clear instructions on how to earn the offer e.g. after a certain number of Retweets !4. Give followers their well-deserved reward !5. Follow up after the promotion

#TwitterROI

Consider a Lead Generation Card

Help capture intent directly in a Tweet

Collect name, email address and @handle

Customize Tweet copy

Diversify the creative based on the offer

#TwitterROI

Track your success Use our online conversation tracking

Amplify your presence

Twitter Ads - Promoted Tweets

#TwitterROI

Converting visitors3 Test and learn

#TwitterROI

Tailor your ask to wherever the visitor is coming from.

#TwitterROI

I learned here.#TwitterROI

CTAs

#TwitterROI

Dollars per medium

#TwitterROI Data typical of one campaign, not aggregate

~$300 ~$6,000 ~$300,000

One interpretation

#TwitterROI

~$300 ~$6,000 ~$300,000

Data typical of one campaign, not aggregate

Better interpretation

#TwitterROI

?~$300 ~$6,000 ~$300,000

Data typical of one campaign, not aggregate

SubtitleDon’t just assume

#TwitterROI

SubtitleTest assumptions

#TwitterROI

Testing landing pages4 See it in action.

#TwitterROI

Lessons learned

Test unique experiences for visitors from different mediums

1

2

Ask why and interpret data before making broad decisions.3

4

Drive traffic with DR Tweets and specific offers.

Investing in engagement strategy means creating an audience that will broaden your reach and look forward to your content.

#TwitterROI

Resources

blog.twitter.com/small-business

@TwitterSmallBiz

community.optimizely.com

blog.optimizely.com

#TwitterROI

Redeem this offer

Q&A#TwitterROI

@akmercog @kylerush