SOCIAL COMMERCE @TWITTER: THE OPPORTUNITY IS ALWAYS ON @suzanneekel, Head of Marketing Twitter Benelux
Jul 16, 2015
SOCIAL COMMERCE @TWITTER: THE OPPORTUNITY IS ALWAYS ON
@suzanneekel, Head of Marketing Twitter Benelux
@TwitterAds | Confidential
LIVE PUBLIC
CONVERSATIONAL
SINCE 2006, IT HAPPENS HERE
@TwitterAds | Confidential 4
IT HAPPENS HERE
@TwitterAds | Confidential
SPORT IS HAPPENING NOW ON TWITTER#WORLDCUP2014: BRAZIL - CHILI
IT HAPPENS HERE
SPORTS
TECHNOLOGYBOOKS AND
COMICS
YOU
MUSIC
BUSINESS
MOVIES ANDTELEVISION
TRAVEL
FOOD AND DRINKSFASHION
POLITICSNEWS
TWITTER IS A BRIDGE BETWEEN YOUR WORLD AND THE WORLD
284MACTIVE USERS
500M TWEETS/DAY
80% MOBILE USERS
SOURCE | Twitter Internal
SOURCE | Twitter Internal
YOU DON’T HAVE TO TWEET
SOURCE | Twitter Internal
60% Doesn’tTweet
40% Tweet
follow brands on Twitter1 in 2
39% would like to receive promotions
48% want to be informed by brands and companies
SOURCE | Nielsen NL User Deep Dive 2014
Twitter NL Average NL
16-34 years
49%
36%
higher education
36%
30%
Dutch users are relatively young and highly educated
SOURCE | GWI Global Web Index Q1Q2 2014
54%
OF NL USERS USE TWITTER DAILY, OF WHICH 37% MULTIPLE TIMES
SOURCE | Nielsen NL User Deep Dive 2014
3 in 4 share the i r
op in ions wi th the i r network
2 in 3 are
interested in other cu l tures
9 in 10 want to stay
on top of the news
3 in 5 l i ke to
t ry new products
Influencers who love to explore and share
SOURCE | GWI Global Web Index Q1Q2 2014
Twitter is your companion throughout the consumer journey
Search Research Visit Buy Advocacy
1 in 3 uses Twit ter to d iscover
brands
1 in 4 have searched
for brand/product
informat ion onl ine
1 in 2 have v is i ted the webs i te of a brand
1 in 4 have bought the brand/
product
1 in 5 have Tweeted
about a pos i t ive
exper ience
Source : Nielsen NL User Deep Dive 2014
94%of Twitter users research,
search for or purchase products on their mobile
SOURCE | Mobile Clickstream Research, Retail, Nielsen, September 2013
56%are influenced by content on Twitter when buying
products or services
SOURCE | Nielsen Twitter Retail Path to Purchase, Q3 2013
31%Tweet about their recent purchases
SOURCE | Nielsen Twitter Consumer Survey, November 2013
Volu me o f conver sa t i on
SUN MON TUE WED THU FRI SAT
PREDICTABLE MOMENTS OF INTENT: “SHOPPING”
#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
SOURCE | Twitter Internal Q3 2013
@TwitterAds | Confidential
6/23/13&0:00&
6/23/13&4:00&
6/23/13&8:00&
6/23/13&12:00&
6/23/13&16:00&
6/23/13&20:00&
6/24/13&0:00&
6/24/13&4:00&
6/24/13&8:00&
6/24/13&12:00&
6/24/13&16:00&
6/24/13&20:00&
6/25/13&0:00&
6/25/13&4:00&
6/25/13&8:00&
6/25/13&12:00&
6/25/13&16:00&
6/25/13&20:00&
6/26/13&0:00&
6/26/13&4:00&
6/26/13&8:00&
6/26/13&12:00&
6/26/13&16:00&
6/26/13&20:00&
6/27/13&0:00&
6/27/13&4:00&
6/27/13&8:00&
6/27/13&12:00&
6/27/13&16:00&
6/27/13&20:00&
6/28/13&0:00&
6/28/13&4:00&
6/28/13&8:00&
6/28/13&12:00&
6/28/13&16:00&
6/28/13&20:00&
6/29/13&0:00&
6/29/13&4:00&
6/29/13&8:00&
6/29/13&12:00&
6/29/13&16:00&
6/29/13&20:00&
#runningVOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
22SOURCE | Twitter Internal Q3 2013
EVERY TWEET, AND EVERY ENGAGEMENT, SENDS SIGNALS ABOUT USER INTEREST AND USER
INTENT
AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER
AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER
AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER
AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER
AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON TWITTER
IS HAPPENING NOW
ON TWITTER
THEPURCHASE
FUNNEL
You can’t keep your brand out of the ongoing conversation. It’s already there.
J O I N T H E C O N V E R S AT I O N
“Silence is not an option”
C O N F I D E N T I A L
W E N DY C L A R K S V P,
A REAL-TIME OPPORTUNITY FOR BRAND RELEVANCE
RIGHT CONTENT RIGHT MOMENT RIGHT AUDIENCE
GREAT CONTENT = EFFECTIVE ADVERTISING
PROMOTED PRODUCTS = INCREASED RESULTS
PROMOTED TWEET
PROMOTED ACCOUNT
PROMOTED TREND
#FestadellaRepubblica#VoglioUnaRepubblica#songsfromthecouchZiall o ZiamYou&I-One Direction#convocati#skywweShazamSpagna
#Vans
Ray-Ban @ray_ban
P R O M O T E D P R O D U C T S
P R O M O T E D T W E E T
P R O M O T E D A C C O U N T
Ray-Ban @ray_banGenuine Since 1937
Ray-Ban
P R O M O T E D T R E N D
#RayBanRewindPromoted by Ray-Ban
Followers Look-a-likes Interests Keywords Search
TV Tailored audiences
Overlay with
MobileGenderLocation Language
TARGET THE RIGHT PROSPECTS
Re-market to users with
high intent on desktop or mobile
Emails Device IDs Phone numbers
CRM
Specific Twitter user segmentsTwitter ID
Users who visited your website Web
TAILORED AUDIENCES: LISTS
Define what you want to achieve, to select the right Twitter product for the job
KNOW YOUR GOALS
Choose the right solution to drive response.
The Website Card showcases your content and drives traffic with a strong call-to-action
DRIVE WEBSITE CLICKS OR CONVERSIONS
Example objective: Grow an online audience in advance of a sporting event by driving website traffic.
Targeting strategy: keywordsScores Fixtures Team names Player names
Tracking solution:
Online conversion tracking: Site visits
0.3% OF URL CLICKS CONVERTED TO
SALES
7x LOWER
COST PER ORDER
€0,17 COST PER CLICK
EUROCAMP RETARGETS WEB VISITORS TO INCREASE HOLIDAY PACKAGE SALES
[RESULTS WITH RETARGETING]
Website card - Direct online sales - maandelijks@STAATSLOTERIJ - #WK2014
Website card - Direct online sales - campagneperiode & event
65% van max eCPA
@GREETZ - #MOEDERDAG
The Lead Generation Card lets users easily provide you with their details
GENERATE LEADS ON TWITTER
Example objective: Grow email contact database in advance of a major campaign.
Targeting strategy: Tailored audiences
Target users who have previously visited your site, showing interest in your brand.
Data integration:
Integrate data directly into a CRM database or download your list from the Twitter Ads platform.
1.3K+ LEADS
CONCERN WORLDWIDE GENERATES LEADS, DRIVES SUPPORT
-65% CPL VS OTHER
CHANNELS
52% FOLLOW-UP EMAIL OPEN
RATE
Lead gen card - winactie & campagne #zininzon met aanbiedingen@ARKE - #ZININZON
1. Homepage leave 2. Boeking done 3. Funnel exit
@ARKE - RETARGETING SITE BEZOEKERS
With Mobile App Promotion, the Image App Card gives users a frictionless path to installation or engagement
DRIVE APP INSTALLS OR ENGAGEMENTS
Example objective: Drive awareness and downloads of a new game.
Targeting strategy: Mobile
Segment audiences by device, operating system or wifi connection.
Conversion measurement:
Mobile measurement partners offer easy access to conversion metrics.
Promoted Video attracts viewers with one-click full-screen playback
DRIVE VIDEO VIEWS
Example objective: Drive views of video content that extends your TV ad campaign.
Targeting strategy: TV
Target users who have watched the shows during which your ads air.
Analytics:Robust video analytics include completion percentage and a breakout of organic vs. paid video views.
@WEHKAMP
OFFERSB E TA T E S T I N G
CONVERSION REPORTING -> OPTIMIZATION
See impression and engagement volume, spend and total conversions on a campaign and Tweet level
Understand the full conversion impact of impressions and engagements
# O N E M O R E T W E E T
Awareness
Opinion
Consideration
Preference
Purchase
CONDENSING THE PURCHASE FUNNEL
Awareness
Opinion
Consideration
Preference
Purchase
CONDENSING THE PURCHASE FUNNEL
BUY NOWB E TA T E S T I N G
T U R N C O N V E R S AT I O N S I N T O T R A N S A C T I O N S
#THANKYOU @SUZANNEEKEL