[#500Distro] Brand Building with Twitter: Generating Leads, Mastering Metrics & Tracking Engagement

1. Twitter! Ads!
Market Inefficiencies in the Twitter
Advertising Platform
@matjohnson, mathew@500.co

2. Mathew@500.co
@matjohnson, mathew@500.co

3. TWTR: $1B+ Revenue
@matjohnson, mathew@500.co

4. Ad Platforms get Exciting, then Stale
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2005
2009
2014

5. Compelling Tweets
• Twitter is an IMMEDIATE medium:
– Noteworthy offer, Limited-time:
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6. The Skeleton of Twitter Ads
• Promoted Trends, Accounts, TWEETS
• Promoted trends are like #SUPERBOWL &
promoted accounts are like
@CAPTAINMORGAN
• Central tension in Twitter's ad-business model
is BRAND vs. DIRECT-RESPONSE. Twitter is
actively more brand-centric.
@matjohnson, mathew@500.co

7. The Creative
• Dark Tweets - don't show up in your account's
organic timeline, optionally exclude organic
followers. You can be more Sales-y
@matjohnson, mathew@500.co

8. Audience Targeting
• Earlier in 2014, in addition to targeting lists of
handles and followers of handles:
• Custom CRM audiences  The catch is you
can't just upload your own list, you need an
agency partner to hash your email list and
send it to Twitter 
• Retargeting pixels available , but you have
to get it through a partner agency 
@matjohnson, mathew@500.co

9. Non-obvious: Lead-gen Cards
• Lead-gen cards - the smoothest PII capture on
mobile:
• Tap to get an email address!
• Works for inside sales model.
• If you are a business that can value a newly
acquired email, lead-gen cards are for you.
@matjohnson, mathew@500.co

10. Example: iframe Lead-Gen Card
• iframe lead-form (same as
Vines/music players - but
for leads)
• Was in test earlier in 2014 -
I believe that is still in test -
and they may kill it before
it gets GA
@matjohnson, mathew@500.co

11. Example: Conversion Pixel
• Conversion pixel: GA in Q1 2014. View-
through vs. click-through conversions.
@matjohnson, mathew@500.co

12. Success Metrics Complexity
• Twitter is more explicit reporting view-
through vs. click-through conversions than FB
• Startup marketers: don't care about
'engagements' - that is some made-up
obfuscation to sell to big brand marketers.
@matjohnson, mathew@500.co

13. Attribution Complexity
• Multi-touch attribution: First?/Last?/Linear?
• Overlap between platforms
– FB & TW no observed overlap/cookie-jacking
@matjohnson, mathew@500.co

14. Twitter Ads are a Changing
• Features & ad products available in 3 stages:
private beta, through agency partners, g.a:
@matjohnson, mathew@500.co

15. The Battle Plan
• Manage paid social like organic social
• A/B test, but not too strictly: when you find a
message that resonates, let it ride - but keep
pumping new tweets in multiple times per
week.
• Have a well-defined POV on conversion
definition & revenue attribution
@matjohnson, mathew@500.co

16. THE FUTURE!
• What’s next? Changes & Commerce
@matjohnson, mathew@500.co

17. @matjohnson, mathew@500.co
Questions??