Presentatie van Suzanne Ekel van Twitter tijdens de Webwinkel Vakdagen 2015.

1. SOCIAL COMMERCE @TWITTER:
THE OPPORTUNITY IS ALWAYS ON
@suzanneekel, Head of Marketing Twitter Benelux

2. @TwitterAds | Confidential
LIVE
PUBLIC
CONVERSATIONAL

3. SINCE 2006,
IT HAPPENS HERE

4. @TwitterAds | Confidential 4
IT HAPPENS HERE

5. @TwitterAds | Confidential

6. SPORT IS HAPPENING
NOW ON TWITTER
#WORLDCUP2014: BRAZIL - CHILI

7. IT HAPPENS HERE

8. SPORTS
TECHNOLOGY
BOOKS AND
COMICS
YOU
MUSIC
BUSINESS
MOVIES AND
TELEVISION
TRAVEL
FOOD AND
DRINKS
FASHION
POLITICS
NEWS
TWITTER IS A BRIDGE BETWEEN
YOUR WORLD AND THE WORLD

10. 284MACTIVE USERS
500MTWEETS/DAY
80%MOBILE USERS
SOURCE | Twitter Internal

11. SOURCE | Twitter Internal
YOU DON’T HAVE
TO TWEET
SOURCE | Twitter Internal
60%
Doesn’t
Tweet
40%
Tweet

12. follow brands on Twitter
1 in 2
39% would like to receive promotions
48% want to be informed by brands and companies
SOURCE | Nielsen NL User Deep Dive 2014

13. 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

14. 54%
OF NL USERS USE TWITTER DAILY,
OF WHICH 37% MULTIPLE TIMES
SOURCE | Nielsen NL User Deep Dive 2014

15. 3 in 4
share their
opinions
with their
network
2 in 3
are
interested
in other
cultures
9 in 10
want to stay
on top of
the news
3 in 5
like to
try new
products
Influencers who love to explore and share
SOURCE | GWI Global Web Index Q1Q2 2014

16. Twitter is your companion throughout the
consumer journey
Search Research Visit Buy Advocacy
1 in 3
uses Twitter
to discover
brands
1 in 4
have searched
for brand/
product
information
online
1 in 2
have visited
the website
of a brand
1 in 4
have bought
the brand/
product
1 in 5
have Tweeted
about a
positive
experience
Source : Nielsen NL User Deep Dive 2014

17. 94%of Twitter users research,
search for or purchase
products on their mobile
SOURCE | Mobile Clickstream Research, Retail, Nielsen, September 2013

18. 56%are influenced by content
on Twitter when buying
products or services
SOURCE | Nielsen Twitter Retail Path to Purchase, Q3 2013

19. 31%Tweet about their
recent purchases
SOURCE | Nielsen Twitter Consumer Survey, November 2013

20. Volume of conversation
SUN MON TUE WED THU FRI SAT
PREDICTABLE MOMENTS OF INTENT:
“SHOPPING”

21. #hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
SOURCE | Twitter Internal Q3 2013

22. @TwitterAds | Confidential
6/23/13&0:00&
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#running
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
22
SOURCE | Twitter Internal Q3 2013

23. EVERY TWEET, AND EVERY
ENGAGEMENT, SENDS
SIGNALS ABOUT USER
INTEREST AND USER
INTENT

24. AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON
TWITTER

25. AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON
TWITTER

26. AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON
TWITTER

27. AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON
TWITTER

28. AWARENESS
INTEREST
CONSIDERATION
CONVERSION
LOYALTY
THE PURCHASE FUNNEL IS HAPPENING NOW ON
TWITTER

29. IS HAPPENING NOW
ON TWITTER
THE
PURCHASE
FUNNEL

30. 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

31. “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,

32. A REAL-TIME
OPPORTUNITY
FOR BRAND
RELEVANCE

33. RIGHT CONTENT
RIGHT MOMENT
RIGHT AUDIENCE

34. GREAT
CONTENT
=
EFFECTIVE
ADVERTISING

35. PROMOTED
PRODUCTS
=
INCREASED
RESULTS

36. PROMOTED
TWEET
PROMOTED
ACCOUNT
PROMOTED
TREND
#FestadellaRepubblica
#VoglioUnaRepubblica
#songsfromthecouch
Ziall o Ziam
You&I-One Direction
#convocati
#skywwe
Shazam
Spagna
#Vans
Ray-Ban @ray_ban
P R O M O T E D P R O D U C T S

37. 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_ban
Genuine Since 1937
Ray-Ban
P R O M O T E D
T R E N D
#RayBanRewind
Promoted by Ray-Ban

38. Followers Look-a-likes Interests Keywords Search
TV Tailored
audiences
Overlay with
MobileGenderLocation Language
TARGET THE RIGHT PROSPECTS

39. Re-market
to users with
high intent on
desktop or mobile
Emails
Device IDs
Phone numbers
CRM
Specific Twitter user segments
Twitter ID
Users who visited your website
Web
TAILORED AUDIENCES: LISTS

40. Define what you want to achieve, to select the right Twitter product for the job
KNOW YOUR GOALS

41. Choose the right solution to drive
response.

42. 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: keywords
Scores
Fixtures
Team names
Player names
Tracking solution:
Online conversion tracking: Site visits

43. 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]

44. Website card - Direct online sales - maandelijks
@STAATSLOTERIJ - #WK2014

45. Website card - Direct online sales - campagneperiode & event
65% van
max
eCPA
@GREETZ - #MOEDERDAG

46. 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.

47. 1.3K+
LEADS
CONCERN WORLDWIDE GENERATES LEADS, DRIVES SUPPORT
-65%
CPL VS OTHER
CHANNELS
52%
FOLLOW-UP
EMAIL OPEN
RATE

48. Lead gen card - winactie & campagne #zininzon met aanbiedingen
@ARKE - #ZININZON

49. 1. Homepage leave
2. Boeking done
3. Funnel exit
@ARKE - RETARGETING SITE BEZOEKERS

50. 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.

51. 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.

52. @WEHKAMP

53. OFFERS
B E TA T E S T I N G

54. 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

55. # O N E M O R E T W E E T

56. Awareness
Opinion
Consideration
Preference
Purchase
CONDENSING THE PURCHASE FUNNEL

57. Awareness
Opinion
Consideration
Preference
Purchase
CONDENSING THE PURCHASE FUNNEL

58. BUY NOW
B E TA T E S T I N G

59. 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