Getting an edge with social - Twitter - Adobe Summit 2012

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There is no shortage of opportunities to reach your customers through social media, but none can touch the scale and capabilities provided by Twitter. So while your competition is out experimenting with other networks, you could be further tapping into the most-engaged users on the planet in ways that you didn’t know were possible. Learn how, with the right tools and know-how, you can extend the power of Twitter’s platform even further and boost traffic, time spent on-site, and conversions. Learn about: Specific ways to use Twitter’s platform to infuse social interaction into your digital experiences. How to get more data, insight, and performance out of social tools. What’s new and coming soon from Twitter for businesses. This session is for social media strategists and marketing executives across all industries.

Tecnología Empresariales

#AdobeSummi
Q&A and feedback t #Social

Please Tweet during the session
#AdobeSummit
#Social
@MikeQuinn
@BruceDaisley

Please rate this session in the app ->

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

#AdobeSummi
Key Takeaways t #Social

1 Optimise social campaigns to meet Key Business
Requirements including site traffic and conversions

Learn how businesses are already benefiting from
integrating the right social tools and platforms
2
3 Understand how Twitter uses explicit interests
to target content

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

#AdobeSummi
Measuring the tweets, engaging with the audience, converting into business t #Social

 2010 明けましておめでとうございます - 6,939
 2011 Super Bowl final result - 4,064
 2012 Womens World Cup Football Final - 7,196
 2012 MTV Music Awards
 Beyonce - 8,868
 Bruno Mars - -“-
 2012 US Super Bowl Semifinal Denver Bronco‟s - 9,402
 2012 US Super Bowl Half time Madonna - 10,245
 2012 US Super Bowl final result - 12,223
 2012 Chelsea Champions League Semi Final - 13,684
 天空の城ラピュタ „Castle in the Sky‟ - 25,088
 Olympics….

flickr.com/photos/ajari/ flickr.com/photos/ronmacphotos/
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

#AdobeSummi
t #Social
What’s WRONG with this
picture?

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

#AdobeSummi
t #Social
What’s RIGHT with this
picture?

Monetise Make

Manag
Measure
e

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

#AdobeSummi
#ExpChat t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

#AdobeSummi
#ExpChat - stats t #Social

 Total Tweets: 1,500
 Unique Tweets: 264
 Original Tweets: 782
 ReTweets: 170
 Mentions: 548
 Impressions: 3,409,550
 Audience reached: 281,142

 Expedia were the 3rd Trending Topic in the US

 Retweet to win facilitated this interaction.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

#AdobeSummi
Paddy Power t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

#AdobeSummi
Retweet to win t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

#AdobeSummi
Paddy Power – A bit of a gamble t #Social

Retweet to win tweet
resulted in a huge
number of retweets over
a short period of time.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

#AdobeSummi
Retweet to win t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

#AdobeSummi
Analyse how your social campaigns perform t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14

#AdobeSummi
Link multi channel campaigns to KBR‟s t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

#AdobeSummi
All in one tool t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16

#AdobeSummi
Bruno Mars -MTV 8,868 Tweets per second t #Social

Warner Music “Adobe SocialAnalytics measured an artist‟s social media campaign. Insights
helped optimise when, where and how the campaign team engaged the audience.”

194% 302%
increase in increase in orders
website visits placed on the
within a single artist‟s website
week

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

#AdobeSummi
Questions t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18

#AdobeSummi
Q&A and feedback t #Social

Thank you for Tweeting during this
session
#AdobeSummit
#Social
@MikeQuinn
@BruceDaisley

Please rate the session in the app ->

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

#AdobeSummi
t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

#AdobeSummi
t #Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21

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Getting an edge with social - Twitter - Adobe Summit 2012

1. #AdobeSummi t #Social Getting an edge with social media - Twitter (Session #AdobeSummit 16602) Mike Quinn | Product Marketing | @mikequinn | #Social #Analytics #Social Bruce Daisley | Director Twitter UK | @brucedaisley #Analytics Mike launched Adobe Social Analytics to the European market in 2011 and according to his Twitter profile he does not like Tomatoes too much. Bruce Daisley, Director Twitter UK – Joined Twitter from Google in January 2012 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. #AdobeSummi Q&A and feedback t #Social Please Tweet during the session #AdobeSummit #Social @MikeQuinn @BruceDaisley Please rate this session in the app -> © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

3. #AdobeSummi Key Takeaways t #Social 1 Optimise social campaigns to meet Key Business Requirements including site traffic and conversions Learn how businesses are already benefiting from integrating the right social tools and platforms 2 3 Understand how Twitter uses explicit interests to target content © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

4. #AdobeSummi Measuring the tweets, engaging with the audience, converting into business t #Social  2010 明けましておめでとうございます - 6,939  2011 Super Bowl final result - 4,064  2012 Womens World Cup Football Final - 7,196  2012 MTV Music Awards  Beyonce - 8,868  Bruno Mars - -“-  2012 US Super Bowl Semifinal Denver Bronco‟s - 9,402  2012 US Super Bowl Half time Madonna - 10,245  2012 US Super Bowl final result - 12,223  2012 Chelsea Champions League Semi Final - 13,684  天空の城ラピュタ „Castle in the Sky‟ - 25,088  Olympics…. flickr.com/photos/ajari/ flickr.com/photos/ronmacphotos/ © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

5. #AdobeSummi Managing, monitoring, engaging & publishing to such vast audiences t #Social  Needs joined up marketing to handle the workflow and management  Bring on the machines to help you brand… © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

9. #AdobeSummi #ExpChat - stats t #Social  Total Tweets: 1,500  Unique Tweets: 264  Original Tweets: 782  ReTweets: 170  Mentions: 548  Impressions: 3,409,550  Audience reached: 281,142  Expedia were the 3rd Trending Topic in the US  Retweet to win facilitated this interaction. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

12. #AdobeSummi Paddy Power – A bit of a gamble t #Social Retweet to win tweet resulted in a huge number of retweets over a short period of time. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

17. #AdobeSummi Bruno Mars -MTV 8,868 Tweets per second t #Social Warner Music “Adobe SocialAnalytics measured an artist‟s social media campaign. Insights helped optimise when, where and how the campaign team engaged the audience.” 194% 302% increase in increase in orders website visits placed on the within a single artist‟s website week © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

19. #AdobeSummi Q&A and feedback t #Social Thank you for Tweeting during this session #AdobeSummit #Social @MikeQuinn @BruceDaisley Please rate the session in the app -> © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

Notas del editor

Bit of an obvious request in this session but we are near the end of the day
Although these are ‘blip’ stats of peak usage the figures demonstrate the dramatically growing tweet communications that surround key events. Sifting through these communications to make sence of how they effect your business is an arduous task especially if the tools to produce engage, measure, manage are all bespoke..
Huge growth in tweets.But these impressive stats are just blips on the radar of the constant deluge (fire hose) of communications and content being distributed on Twitter.To effectively distribute personalised content to your community you can not do this manually.Neither can you measure your social effectiveness manually nor should you measure what is important to your business in isolation.
Money goes in to social campaigns and tweets and likes come out
Just the right amount of money is spent on social campaigns that are optimised to deliver big pay back.
#ExpChatWeekly chatSponsored and led by influential travel bloggersIt's in Q&A form (the blogger asks a question based on a predetermined theme, Expedia ReTweets it, and the followers answer)
#ExpChatOne random participant is pulled using the Cotext Optional ReTweet to Win tool The "Winner" wins a prize — usually a gift certificate for Expedia.com#ExpediaPicUser generated photos upon Expedia's request and per a predetermined theme. One photo is chosen (not quite as randomly as they want to ensure the quality of photo)That photo serves as the Twitter background for that month
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Setting up a twitter competition is relatively easy and monitoring a competition for the winner is too ---- but If you are running multiple cpmpetitions and trying to engage with your community through multiple competitions run at the same time with different rules the job becomes complex and it becomes complex quickly.With the Context Optional retweet to win tool setting up competition's becomes a synch. It even monitors the competition and sends you the details of the winner or winners, then form with in the tool you can contact the winner directly to inform them of their success.
This is exactly what Paddy Power did recently when two teams from Manchester played each other.The retweets where HUGE and they expanded their audience drastically.
Using the CO Retweet to win tool to run and manage their campaign over a short two day period Paddy Power increased their large number of followers by a further 3%If you rush off from this session after Bruce has spoken Jeff Jordan will be demonstrating the power of this feature in the sneaks session..
When you analyse your campaigns, measure causation and correlate and integrate your findings back into other marketing platforms you can tune you messaging.Also once social is brought into your overall marketing mix it is far easier to attribribute
When you analyse your campaigns, measure causation and correlate and integrate your findings back into other marketing platforms you can tune you messaging.Also once social is brought into your overall marketing mix it is far easier to attribribute
When you analyse your campaigns, measure causation and correlate and integrate your findings back into other marketing platforms you can tune you messaging.Also once social is brought into your overall marketing mix it is far easier to attribribute
Slide
Bit of an obvious request in this session but we are near the end of the day

Getting an edge with social - Twitter - Adobe Summit 2012

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