Transcripts
1. Intro: Hey, marketers, I'm Joyce Manalo. I work with small to medium size businesses to help them discover their purpose on social media. I love what I do because I get inspired every single time I see a brand or personality. He was this platform in a creative way to get themselves out there. I know what some of you already know how to do this, because you know how to create your own content, schedule it and analyze it on Twitter. What, you're ready to take the next step and maybe advertise with, um, I'm here to help you create your own conversion playbook to optimize your time and effort by leveraging Twitter's free analytics and advertising tools. Social media has come such a long way from broadcasting whatever strikes their fancy. But the reality is, all these engagements don't necessarily equal conversions. The platforms, like Facebook and Twitter, are working really hard to align their advertising tools and products to really business objectives like, um increasing website visits, sales downloads and maybe get some emails out of the whole process. And I know it could be really overwhelming. Teoh, look at all these pages. Thes charge these numbers these tweets, engagements, impressions. But I'm here to really help you navigate through all these pages and pull the right information to put it into your own strategy, which is called the conversion Playbook. So let's get started.
2. Project: being methodical in the onset is the smartest way to make the most of your marketing a time on Twitter. Together, we're going to create a conversion playbook in five easy steps. One. Start with a plan to take a snapshot. Three. Matrix your audience. Four. Connect the likes and five measure campaign results. Basically, each of the lesson is a one or two slide livable of your conversion playbook deck. You can use this to get the buy in from your bosses. To start advertising on Twitter, increase the current spend or optimize existing or past campaigns. At the end of the project, you'll be able to really glean insights from analyzing your brands, content presence, audience activity and matching up your business objectives with Twitter's conversion led tools. Lastly, you'll be able to measure, campaign and get a better idea of your return on investment, a k R ally. Let's get to work
3. 03 Step 1: Here we are. Step one of five. Start with a plan. Marketing boils down to relevancy, action and effectiveness as a brand. It's important to keep these points in mind as we take a step back to revisit our brand values and business goals. After it will be easier for us to create our marketing strategy on Twitter to end up with our started end date. Our percent increase for are expected goals as well as our estimated add spent to get you started. Download a conversion playbook template so you can follow along and enter your goals on Twitter. You're probably asking how to get your game on Twitter. Well, just think of yourself as a cheetah on the Serengeti planning your next attack. I want you to open up your conversion playbook template that you just downloaded and go to the next slide Here. We're looking at who we are as a brand what our products and services, what our commitment to our customers, What do we like versus what they like and what our business goals are? In this next slide, you can outline your goals on Twitter, so choose from more downloads, e mails, engaged audience relevant followers or Web visits As you're advertising campaign. Put it in a circle. So you remember Andi. Enter York your start, date and date on the chart. Um, you're expected goal increase and your daily spend. Now some of you, I understand, might not have a great idea of what your daily spend could be on Twitter's, so the next slide will help you understand how to estimate organic spun. So let's say you have a team member who is a social marketer that makes $30,000. Um, and you divide that by $365 to get their daily rate, which is $82.19. And you estimate about 12% of their time is being spent on Twitter. And so when you Catholic it all of that, you get an estimated daily spend that is organic of $9.86. And this number is really important because it's a benchmark on whether or not your Twitter marketing campaign is either going over budget or under budget, hence marking if it's effective, um, relevant and actionable
4. 04 Step 2: welcome to lessen two of five. Take a snapshot. In just a few moments, we'll be taking a marketer's tour through Twitter's pages so we can pull the best information about ourselves as brands. No, really be your own paparazzi. I don't mean taking embarrassing photos of yourselves. Instead, think of it as impressions, profile visits, clicks and mentions. Let's go to our Twitter home page and get to the analytics on your profile page. Click on your logo, scroll down and click on analytics. Here you'll find a 28 days summary of the metrics I just mentioned. Also, when you scroll down, you'll see that some of these metrics are summed up month by month. When you scroll to the bottom of the page, you will see that it goes all the way to September 14th which is last year. So essentially you're getting ah, full years worth of data to really gleaning insights from I'm going to open up the Excel Sheet. That's part of the reference documents of this lesson. You can take each of those points and put it into this spreadsheet that is downloadable on this lesson, and you can fill out each of the months as well as the metrics and take the average. So what's important and getting these averages together is this really creates your starting point so you'll know what your expert ticket expectations are in terms of your goals going back to your conversion playbook, click on the slide that shows snapshot of your Twitter activity. There you will find a chart. Um, there's a few of those metrics that already mentioned, but two of them have asterisks. Engagement rate and link clicks are actually on a dit are on a different Twitter Analytics page, so want us to jump to that quickly so I can show you where to get it. So back on the analytics home page on the on the menu, you can click on tweets. There's a lot of information there, but you just need to navigate yourself to the right column, scroll down to engagements and link clicks. So these air the 28 days, um, average that you can get, but actually to get a more granule information in terms of monthly, you can export this data. So on the left, there is a calendar where you can select your date range. I have a few tips for exporting data on Twitter. Essentially, you can export data from the prior year in 90 day increments. Also, you can get daily averages if you need Teoh from the data export. And if you're already kind of ahead of the game and have put together some ad campaigns on Twitter, you can, actually without the organic from the promoted tweets. Also, as a bonus, I put together a quick reference guide to look at the export spreadsheet in a really quick way. So on the playbook you can reference, for example, followers are in a row on art and column Our impressions. Aaron COLUMN D. So you're not fumbling around trying to find where this data is. So hopefully that you find that um, really useful and lastly mentions is left out because it's the only metric that's not in the export, but it's still important for awareness
5. 05 Step 3: you're Midway. Welcome to Step three of five Matrix. Your audience Understanding who interacts with your Brown is really essential to boosting your conversions on Twitter. Luckily, this past May, they put together a new analytics platform for us to understand our audience demographics and behavior. Just like Listen to I'll be taking you through a tour off Twitter's analytics pages. But this time it will be focused on audience will look at Twitter's audience, your audience, your followers, audience and their followers followers audience, which is going to be essential in creating an audience matrix. Just as I suggested downloading the Twitter marketing spreadsheet, you can click on the audience matrix platform, toe follow along. So who are these people they could really arrange from people that are following you, not following you? They've interacted with you in the past. Um, they're about to interact with you. We don't really know for sure, but at least we have a general idea. So let's hap onto the page where Twitter is actually helping us figure this stuff out. So back to your Twitter home page, click on your logo, scroll down to analytics and on the menu bar, you will see the third option that says audiences click on that on underneath your name. You'll also see a another drop down menu. Were it, says followers, All Twitter users, Uh, and your organic audience. Now when I say your followers followers, this is really what I mean by organic audience. Also, you'll see four tabs that will give you an overview, demographics, lifestyle, consumer behavior and, well, well, footprint. When you scroll down, you'll get a better sense of what interests are in terms of how Twitter categorizes them, for example, technology, politics and current events, business and news. Then you can scroll down further and see consumer buying styles. And this is really how Twitter interprets the people interacting on your content, how they're buying. Also, you will see wireless cat carrier for to get a better understanding of the mobile capacity of your audience. Now we conjunctivitis Excel spreadsheet that's titled Audience Matrix. Here I'm asking you to enter five words that describe the main interest of Twitter's audience, which you can find on the audience page uh, your brands and this is really coming from what you know from your brand your followers, which you can also glean from the audience Insights page on Twitter as well as your organic audience. What is important to note here is that these key words are actually a part of a huge system that Twitter's put together in terms of their advertising platform. There isn't a list you can find online, so the best way I can help you through this process is give you a quick reference of interests and behaviours on the following tabs. Also, I can show you where to find all of that information, but it's going to be within their interface, and I highly suggest that you spend time on the ads page to understand that before you fill out this audience matrix. So let's go to the Twitters ads Page Teoh kind of get a feel for how to get that information. So back on your home page, you can click on your logo again, scroll down to Twitter ads. Here. You can get view of the campaign now that you're on the ads campaign dashboard on the top, right, you can click, create your campaign and we'll choose website clicks or conversions because that was our, um, earlier goal that we sat. We're just going to skim through, um, this page, because we'll be I'll be covering this on a later lesson, and you're gonna click on add interests and browse categories. Here you can see some of the interest that range from automotive beauty, Evans, family health, uh, movies, style and fashion travel. And when you click on let's say travel, you can see how it further gives you a subcategory. It could be by country type, like traveling style types of trips, So please keep this in mind when you're entering this information in the audience matrix. The second part of that audience matrix goes into, um, the behaviors. So click on add behaviors and it's going to show you something similar. Um, what's different about it is that it's going to ask you to select which country to target, and it's really between United States and United Kingdom. So let's just keep it us for now, um, and click on browse categories so similar to the interest, it gives you a whole bunch of main categories and sub categories, so you can see how granular this information can be. But it's really important. Like I said again, to look at these, um categories ahead of time to fill out this matrix. So let's go back to this spreadsheet, um, of the audience matrix and kind of already kind of get a feel for what's happening. So, for example, Twitter's audience is actually all about comedy music, um, comedy in terms of hobbies, movies and news and pop culture. Now, when I mentioned your brand, this is really what you know about your brand and not what Twitter knows about your brand. So again, please reference there categories that they have outlined because this all links to how to create an ad and how to target the right audience. Um, the next ro is your followers. So according to the audience insights, it's saying that technology, politics and current events, business and news tech news is my audience for, say, um, and then you organic audience the same thing. You can find this on the audience insights by clicking on the drop down menu. So once you have all of this, um, figured out, you can get a sense of how again to target your audience using Twitter ads. Once you complete the spreadsheet, you can copy and paste it and put it in your conversion playbook to complete the lesson
6. 06 Step 4: world. Was there stuff four or five connect the likes. Yes, I said, like not dots in the sense of we already know what we like as a brand, what our audience likes as a brand and really what we're doing on Twitter in terms of our business objectives. So now we're in a really strong position to create well informed campaigns on Twitter. T I was right. You can have whatever you like and whatever you like on Twitter, you just need to know what to look for and pick what you like. So let's go to the Twitter ads campaign page and get started. So now we're ready to set up a campaign. Twitter wants us to name the campaign. So for this lesson will just say its campaign. A will pick December 15 through the 31st as a start and end dates, and that should really also correspond to what you have on your conversion playbook. Ah, in the section where it says Select your audience, you're really in a good position because you finished Lesson three about matrix your audience so you can add specific locations by ZIP Code City or have multiple locations uploaded through a file you can also select by gender. And they're the There are additional car criterias that we've already gone over in the past , which are interest and behaviors. So some of the other things include add keywords. And that's really similar to Google AdWords. But what's great is that Twitter gives you kind of an idea of, like, what other keywords? To use. Eso, for example, holiday shopping. It'll say holidays, holiday shopping and more. And it will also give you a new idea of some of the some of the reach you can also click on . Add followers on. And this is really great, because if you have a pier or your competition on and you want to get close to who they know, then it's really great way to kind of add those user names. Teoh this ad and reach who reach them and their followers s Oh, this could be really a powerful targeting option, Um, and scrolling down. Um, the tailored audiences really also helpful because it's really about what you already have in terms of followers and e mails. Eso it can pull from list that you have from like maybe on male chimp or different email provider. Um, like newsletters on. And you can also put a snippet on your website to kind of like pull in the right people to serve this ad to when they visit their Twitter pages. Um, so also, the other things is with setting up an ad. You want to know how to place it. So the's air, where you can have user timelines where you can have your ads appear on user timelines, search results, profiles and detail pages, so you don't have to click all of them. You can just click, Let's say user timelines, so you can streamline your ad. Um, and so, yes, there are a lot of options, but I would highly recommend keeping it simple at first so you can scale up, um, and understand how your ads performing. So that's what I mean by optimizing your campaign to boost your conversion. The next step is to set your budget. It's asking for a daily maximum on dis were already prepared to answer right away, because in our first lesson, we were able, Teoh estimated, are organic spend. So here is a you can put it in per day and we said about $8 So that's one of the that's a required field. It also asked you to add your total budget, and this is optional, but it's really good toe have just in case, um, you have really a maximum spend for your for your ads. So let's say it's $100 or $200. If the ads were getting served, Um, and it's going to hit more than 2 $200. It's gonna put a stop. Um, to it in your ads will automatically stop running, which is great. Um, and lastly, it's does choose pricing. Automatic bidding target bid, maximum bid. Um, we just said it toe automatic bidding for right now so you can see how this'll add performs over time, and then you can try different options for pricing. And lastly, choosing your creators. This is really more about, um, pulling from your content marketing on experience, on writing the most engaging in actionable tweets to really get those conversions. So once you've put together, add, make sure that you have the most engaging copy visuals and also the right call to action so you can track your campaigns performance on the dashboard. I want to jump back to the conversion playbook for a minute just to wrap up like what we've covered and how to prepare to create a campaign. No going back to our conversion playbook. It's really important to build on what you know. We've covered how we've been able to revisit our brand purpose, get a deep understanding of our connectivity and audience matrix as well. Aziz get a sense of events that Twitter finds very relevant to market to. So in a sense, we're really making sure that our marketing campaigns are relevant, actionable and effective again. Before we set up this ad, it's really important to get a good idea of a location, um, followers so we can shoot us from our peers or competition interest. But make sure your broth those categories beforehand tailored audience where we can mine existing contacts and Web visitors behaviours in the US and UK. But again, brown sees categories. Um uh, ad placement and our budget. So you're now ready to create three variations of an ad with the same goal to test, which add works best. All you need to do is go back to your campaign dashboard. After your campaign is over, copy all those details and paste it into your conversion playbook.
7. 07 Step 5: we're in the homestretch. Step five of five. Some of her inner voices and bosses react like this angry baby at times rightfully so, but maybe ease up a bit on the spit we need to make the most of our time and money. Hence our investment in any marketing endeavor. After making a plan, taking a snapshot of our brand maitresse ing our audience and connecting with what we like and what they like, we're finally ready to measure campaign efforts in hopes to make this angry baby happy. In this lesson, we're going to finish up the last project deliverable of the conversion playbook by measuring our campaign results. Let's jumped in a Twitter campaign dashboard to pull this information and translate the data into informing our return on investment. A k a r A. Y. Go to your profile. Click on your icon, scroll down and Twitter ads, and you'll get to campaign overview. Here you will see a four tabs or impressions it engagement spending conversions. Each of them is a graphical representation of the results of those metrics. And on the left side you'll see campaigns, tweets, platforms, locations and demographics. And this is all related to how you set up the ad in Step four. So if you remember at the end of the page when we set up the ad, it asked us if we could create a new, completely new tweet or include a existing tweet. And in terms of targeting our messaging, it also gave us the ability to choose what type of platform locations and any customer demographics on the bottom. You'll see that there are also three tabs, and this gives you more granular information about each of the campaigns. So in step for when we said connect the likes, Um, the deliverable for that lesson was to create one campaign, but vary it in three different ways. So you should see 33 campaigns on your account. And from there you can see the start and end date to spend impressions, which really relates to where your Addis served. How many times has been served, Um, in various locations that you chose as ad placements? Its results like how many clicks on the rate, which is exactly the results over the impressions and the cost per result, which is how much did it cost? Based on the rate and your ad spend, and the last column is key conversions. And this relates to a custom feature where you can include a Twitter add snippet. Ah, we're to embed on your brand website. So when an audience, when the audience clicks, are interacts with the add on Twitter and gets taken to your website, it will track their activity on your website and that, um, and all those actions will be tracked here in this column and engagements, you will have, ah, more granule information on how that looks in terms of clicks, media engagements, retweets, replies, followers, car engagements that's clicks on anything really within that card, um, and the Twitter engagement rate. So what's important to note here is that all the interactions are going to be counted, whether or not it is related to your, uh, add objective that we started in the beginning. So that means that it's more important for you to go back to the analytics dashboard and actually export Ah, a spreadsheet to really differentiate and pretty much weed out the organic versus the paid interactions. And then similarly and spend, um, you gotta more really time. Look at your remaining budget How your bids were getting received if it was too low than your ads probably weren't being served. Um, the results and the cost per results, um, is similar to what you have in the summary view. Now let's pull up the conversion playbook template and revisit our campaign results. Here we can enter the increase in Web visits and how well we did on our daily spend on the next slide. Refer to the analytics exports and through this information that is directly related to our ads objective. Now we can calculate R. A. Y at this phase, consider total investment and also quantify the conversions. Sales have been easier to total and dollars, but every action the audience takes has a value. We just need to figure this out internally to finesse that calculation. After that, we can Kathleen our return on investment. And just to note, this is a very subjective area and calculating the our ally. So what highly recommended talking amongst, uh, your team members to really be on the same page with this calculation? Now you have all the tools to boost your conversions on Twitter by connecting with your audience in the most relevant action, lead and effective way. Go get him
8. 08 Closing: So remember, don't be afraid to put those numbers down. It's more important that you have a good starting point so you can really engage on the success of your your future campaigns. Lastly, I also want to remind you to upload your completed conversion playbook to our project gallery, and I hope you enjoy the class and see you soon.
Joyce Manalo
