Helpful insights on creating promoted posts on Twitter and LinkedIn social channels.

1. TWITTER
ADVERTISING

3. PROMOTED
ACCOUNT

4. PROMOTED
ACCOUNTS
• Appear in the “Who to Follow”
Box
• Used to promote a specific
account. Not a campaign or
product
• Targeting Options:
• Interests
• Gender
• Location
• Similar users to your
current followers
• Users who follow specific
influencers/accounts
• Pay per new follower

5. PROMOTED
TWEETS

6. PROMOTED TWEETS
• Promote your tweets to show up in users timeline or searches
• Use to promote campaigns/products
• Targeting Options:
• Keyword (for searches) or Interests & followers (for newsfeed)
• Gender
• Location
• Device (mobile, desktop)
• Current Followers
• Pay per engagement (RT, click, reply, or new follower)
• Engagement rate 3-5%

7. PROMOTED
TRENDS

8. PROMOTED
TRENDS
• Appear in the Top Trends
section, reach the widest
audience
• User clicks and it functions as a
regular Twitter search from
there
• Cost: $200,000
• Only one Promoted Trend
appears per country per day
• Not available with self service

9. LEAD GENERATION
CARDS

10. LEAD GENERATION
• Special offers,
newsletters, etc. for
Twitter users
• Simple way to move
Twitter followers into
CRM
CARDS

11. LEAD GENERATION
CARDS
● Simple analytics interface keeps track of
leads and ROI metrics

12. AD COSTS

13. AD COSTS
● Bid pricing
◦ Cost based on max bid
◦ Can set budget or leave no budget and pay between
$0.01-$3.00 per follower (requires daily spend cap)
● Pay per engagement
◦ Promoted Accounts – only pay per new follower
◦ Promoted Tweets – Pay per RT, click, reply or new
follow
● Flat fee $200,000 (only for promoted trend)

14. B2B
VS B2C

15. B2B
VS
B2C
● Best Ad options for B2B
◦ Promoted Tweet – Push blog content, white papers,
etc.
◦ Promoted Account
◦ Twitter Lead Gen Cards – Build database
● Best Ad options for B2C
◦ Promoted Tweet – Excellent for time sensitive events,
offers, etc.
◦ Promoted Account
◦ Promoted Trend

16. TARGETING
TOOLS

17. KEYWORD TARGETING
In Search
In Timeline

18. INTEREST
TARGETING
● Target broad categories
● Issue: very broad – not useful for niche
categories

19. USERNAME
●
●
●
●
TARGETING
Target influencers in your target market
Your ads target these users followers and followers with
similar interest
Cannot use with keyword targeting
Promoted Accounts or Promoted Tweets (timeline only)

20. OTHER
●
●
●
●
TARGETING OPTIONS
Gender
Location
Device
Email and cookie based (beta)

21. ROI
MEASUREMENT

22. ROI MEASUREMENT
●
Track engagement results with Twitter Ads Center

23. ROI
MEASUREMENT
Twitter Website Analytics
●
●
●
●
Available exclusively to
Twitter Ads Center
See all twitter links to
your site, regardless of
link shortener
More accurate Twitter
referral data
Find influencers talking
about your business

24. ROI
MEASUREMENT
●
Average engagement for Promoted Tweets 3-5% (Twitter.com)
●
Case Studies
●
Rackspace:
●
●
●
27% increase in SOV for #SXSW
0.79% engagement rate for promoted tweets
New Relic
●
●
●
500% Increase in web traffic
50% lower CPA
KRMG
●
●
●
3% engagement rate with promoted tweets
9.76% increase in followers
Optify
●
●
●
770% increase in Twitter generated leads
6% conversions via Twitter
Bonobos
●
1200% ROI

25. LINKEDIN
ADVERTISING

26. LINKEDIN
PREMIUM DISPLAY
ADVERTISING

27. LINKEDIN PREMIUM
ADVERTISING
● Medium Rectangle (300x250)
DISPLAY

28. LINKEDIN PREMIUM
ADVERTISING
● Skyscrapper (160x600)
DISPLAY

29. LINKEDIN PREMIUM
ADVERTISING
● Text Link(300x250)
DISPLAY

30. LINKEDIN PREMIUM
ADVERTISING
● Leaderboard (728x90)
DISPLAY

31. SPONSORED
INMAIL

32. SPONSORED
INMAIL
• 100% SOV
• Pricing based on cost per recipient
Couple with other
ad products such as
display

33. CONTENT ADS

34. CONTENT ADS
Mix attention-grabbing content,
images and video in a branded ad unit.
Cost per impression pricing
Multiple tabs for varied content

35. LEAD
COLLECTION

36. LEAD
COLLECTION
● Users taken to lead collection landing page
when clicking on an ad
● Landing page offers users option to request
contact
● You’ll be able to see Name, Headline, a link
to their profile and email (user option)
● Can contact via InMail (One time use)

37. SELF
SERVICE ADS

38. Self service - SPONSORED
UPDATES on their home page
• Appear in users newsfeed
• Use to promote content, company news, job opportunities, etc.

39. Self Service - THUMBNAIL
DISPLAY ADS
Three options
• Text and image ads
• Video ads
• Text only ads

40. TARGETING
OPTIONS

41. TARGETING
●
●
●
●
●
●
Geography
Company Name
Industry
Company Size
Job Title
Job Function
OPTIONS
●
●
●
●
●
●
Seniority
School
Skills
Age
Gender
Groups

42. COSTS

43. LINKEDIN COSTS
● Premium Services account - $25k per client
per quarter
● Cost per click or cost per impression
◦ Min daily budget: $10
◦ Min CPC: $2 per click
◦ Min CPM: $2 per thousand impressions
● One time starting fee of $5 which becomes
ad credit

44. CASE STUDIES

45. CASE
●
HP
◦
◦
●
300k new followers, 112% increase in CXO followers
Reach IT decision makers and influencers
18% open rate with InMail
100+ contacts established with IT decision makers
Cisco
◦
●
Goal: deepen engagement with IT decision makers
Wipro
◦
◦
◦
●
STUDIES
Drive awareness of Cisco WebEx amongst hard-to-reach professionals
Dell
◦
◦
Grow presence and engage with SMB’s in India
11,600 new SMB followers in just 120 days (1 out of 4 were CXO’s)

46. APPENDIX

49. http://marketing.linkedin.com/sites/default/files/pdfs/ITDM_Infographic_NA_FINAL.pdf