Response Media’s performance-based tactics are designed to grow value and build scale in brand-consumer connections. We carefully integrate Email, Facebook and Twitter to support and scale a brand’s digital relationship marketing programs in a coordinated fashion. We cut through the noise and clutter that has proliferated in the social space to get consumers to talk about or to your brand, while inspiring them to take further action that leads to a deeper brand-consumer relationship.
Consider this: U.S. internet users engage with 11 brands in email, 9.4 brands via Facebook and 7.9 brands via Twitter (ExactTarget, “Subscribers, Fans, and Followers: The Social Profile” 2010).
Twitter Solutions
Month after month, Twitter continues to grow in influence, becoming an important element in any integrated relationship marketing program. About 20.6 million U.S. adult Internet users will use Twitter at least once monthly this year, up 26.3% from 2010. Use levels will continue to rise, reaching 27.7 million U.S. adults in 2013 (eMarketer, 2011).
Twitter’s brand-new performance-based ad products make leveraging this relationship marketing channel easier. The solutions’ targeting precision and the cost-per-click and cost-per-follow pricing improve campaign performance and ensure that your brand’s tweets reach their target.
Here’s an overview of the three brand-new advertising products:
- Promoted Trends: For a flat fee, Promoted Trends deliver about 70-100 million impressions per day and build tremendous awareness. They are featured prominently on users’ Twitter homepage. When a user clicks on your brand’s Promoted Trend, they join an engaging conversation you’ve initiated, featuring 3-4 tweets that resonate the most with Twitter users according to Twitter’s algorithm.
- Promoted Tweets: PURCHASED ON A COST-PER-ENGAGEMENT BASIS, these tweets can be geo-targeted on the DMA level and targeted by keyword and user’s interest. We control the spend level and monitor performance in real time to optimize the campaign. Engagement rates can be 1%-3% or higher, depending on messaging. Geo-specific messaging can be used to resonate best with your audience.
- Promoted Accounts: PURCHASED ON A COST-PER-FOLLOWER basis, Promoted Accounts show up in Twitter users’ “Suggestions for You” queue. They suggest accounts that users don’t currently follow and may find interesting. Promoted Accounts help brands acquire followers based on the users’ interests. Brands use this feature to scale followers on a cost per follower basis and start marketing to them immediately.
These Twitter solutions integrated and balanced within your marketing campaign help your brand achieve optimal reach within your target audience, efficiently and effectively.
Facebook Solutions
Facebook ads have extremely low click-through rates (.065%-.075% for consumer goods [WebTrends Jan. 2011]). Response Media’s Facebook consumer acquisition solutions get better results. They drive consumers to take action and enter relationships with brands via “Likes” and/or opt-ins to CRM programs.
We use an integrated approach, leveraging the most effective campaign tactics to drive the right consumers to the brand’s Facebook Page and then require the consumer to like the Brand to gain access to an exclusive feature. The Facebook tab the consumers see once they like a Brand is a registration form (including an email opt-in option) for the special “offer,” enabling them to give the brand another channel for communication.
Facebook activation and engagement strategy
Our Facebook activation and engagement strategy is a great way to acquire a large volume of consumers for your relationship marketing programs and leverage consumers across BOTH Facebook and email. When a consumer is involved with your brand across both channels, loyalty spikes more than double the individual channel. We like to call them “SupeRelationships.”
Let’s Whiteboard It
Our Facebook and Twitter CPA solutions engage consumers and create relationships. But for them to work most effectively, they have to be strategically aligned to your goals. Let us help you implement these tactics as part of your holistic relationship marketing strategy. Reach out to us at: innovation@responsemedia.com.
