Live from #SMX Social: Boosting Business With Twitter Marketing

By Janet Driscoll Miller | Dec 5, 2011
More Articles by Janet

The first session after lunch featured Mathew Guiver, Paid Search Manager at e-storm International, Kurt Krejny, Director of Online Marketing at Fathom, and James Zolman, CEO of Quality Scores.

Kurt Krejny

Kurt was up first and covered Twitter analysis and action — how to cater to followers and attract influencers with a laser-focused strategy. He shared a case study of a online educator and how they turned around their Twitter strategy.

He started by sharing some Twitter pain points:

  • Is your strategy in line with your business goals? Do a SWOT analysis.
The first point is to determine your goals. Align your Twitter marketing with your overarching business goals. Be very specific about your KPIs so you can truly measure.
Second, develop audience personas. Start with your preferred audience and put yourself in their shoes. And people’s old habits (say from your blog) may not apply anymore. Don’t let the personas get dusty — they always need updating. Personas can be people-driven or product-driven. People-driven is focused on the Myers Briggs personality type.
Third, understand your followers. There’s no one single tool to look at the analysis and data. Collect the data and segment them into specific categories.

Next, identify influencers, categorize them and examine topics and communities of interest. Look for secondary influencers as well.

Then gather social insights from other social networks, like Facebook, YouTube and LinkedIn. Figure out the best times, days and topics to post.

Once you understand the followers, you can place the right content with them. You can formulate your game plan from the data you find. Also find a way to put a value on what you are doing… it can be indirect, such as helping search marketing, or it can be direct ROI as well.

Mathew Guiver

Mathew was up next discussing Twitter’s promoted products. Twitter is aggressive about creating advertising opportunities. They’re expected to have $400M in ad revenues in 2013. According to a consumer study, there’s a higher likelihood to buy and recommend a brand with Twitter followers than Facebook followers. The minimum bid is also very low — only $0.50 — but it is a bid marketplace, so it may cost more. But because it’s still early days, there’s less competition right now, so it’s a good time to advertise on Twitter.

If you’re considering purchasing Twitter ads, you need to be active in the community and layer that with  your sponsored ads. If you don’t have the community foundation in place, your campaign likely won’t be as successful. Deals, contests and statistics work well — 58% of Twitter users follow retailers for discounts.

Think about your strategy before you start spending money. What do you want users to do? Build the campaign around those goals.

Ads are almost out of beta, so you still need to apply for an account. They usually require an IO, but they began to recently take electronic payment. The lowest commitment you can make is a $5,000/month spend and your campaign will be running in as little as 7 days.

There are three types of ads: Promoted Tweets, Promoted Accounts, and Promoted Trends. Promoted tweets helps you get the word out to followers about specials and such. Promoted accounts helps you get new followers. Promoted trends is the most expensive (costs $120,000 flat fee) and goes to all US users.

James Zolman

James rounded out the panel by talking about how to increase business with Twitter Marketing. His first example he gave was his attempt as a newbie, doing Twitter marketing for the first time. The first lesson he learned: Do NOT promote lame tweets!

They also learned:

  1. Direct sales was not for their company on Twitter.
  2. Measure with multiple tools.
  3. Promoted tweets have a short lifespan.
So they decided to gain some new followers. They would do 20% promoted tweets and 20% promoted account. They started with targeting the loans package with obvious terms, like “loans”, then he started focusing on things around a conversation, like the federal deficit. They targeted interests of Farmville and other games from Facebook. What did they learn?
  1. Do NOT ignore new followers.
  2. Do NOT run a run of site campaign on Twitter! Don’t target international traffic if that isn’t your target market.
They then tried infographics with trends, which was the killer approach. The impression counts with trends go up, but they also last longer. What did they learn?
  1. Your goal should match the medium.
  2. Relevancy rules.
The engagement campaign where they tried to target a trend with a feeling of empathy about paying loans. It BACKFIRED! They got multiple bad responses back, and worse yet, when people used the hashtag, they paid for it! ACK! So they learned:
  1. Be sensitive!!
  2. Respond with positive stuff.

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  • Brian Greenberg

    What a great conference. Thank you for posting these notes! Perfect to utilize when going over my conference notes.

  • James

    Hi Janet! Thank you for doing this live recap. And thank you so much for the feedback on my presentation. I hope you have a great week! :)

  • Pam Hollister

    When you recognize the personality type of your clients, it can be a powerful asset in your marketing approach through twitter. A study of the four behavior dimensions and the two opposing preferences in each dimension can greatly assist with your marketing approach.