This week Twitter announced a slow roll out of a new CPM ad model. Initially the Ads will show up as a targeted result based on searches within Twitter.
The goal of the ads will be of course click through to information about the product or service searched about. Say you are looking to purchase a HD TV and you might wonder what people are saying about a particular brand or model.
I actually think this idea has a lot of potential. I agree with Chris Winfield of 10e20 who has said he's holding off recommending this to his clients until Twitter offers a Pay Per Click model.
However, for those of us looking to drive traffic and business organically via T
witter, here is a process to consider.
Corporate Blogging: First & foremost, Twitter is a human media. Consider the concept of a landing page in the Twitter world. You have to think that the searcher on Twitter is looking to see what human beings are saying about the product or service. You can't really have a Twitter post point to a product page with just the traditional facts & figures....you have to point them to stories, reviews and other things that Humans create. A widespread Corporate Blogging strategy fulfills this need perfectly.
Step One: Trigger Emails to customers at various lifecycle inflection points. (Recently after purchase for example) Ask them specific questions and make it easy for them to include pictures and other media. These stories feed directly into your corporate blogs.
Step Two: Automatically feed those blog posts out to Twitter. Each Tweet has a link that leads the searcher right back to a specifc post on a targeted blog page with relevant calls-to-action. Your goal like all search marketing is to get in front of relevant traffic, engage that traffic and convert them to the next logical step in the relationship.
Like it or not, a great deal of Search Marketing success in Twitter is based on frequency and recency. Organically, Twitter is going to show the most recent relevant search result first. Therefore it's required to have a steady stream of relevant content. This requires a new approach to content solicitation and email marketing fills that need extremely well (see my post on backcountry.com's program) Remember, your customers are human and for the most part, they are probably happy with their purchase. If you are clear about what you want and lower the friction (make it easy) for them to help....many many of them will.
The beauty of this model is that this is exactly what the Twitter searcher is looking for. Relevant Human Stories about the products or services.
Step Three: Re-email the people who posted with a link that points them back to their post.
We talk a lot about the Micro-Famous and this is a great opportunity to tap into that as a significant part of your social media search strategy. That email needs to have all the obvious sharing tools and specifically encourage the poster to share their post with their friends and followers. Motivate them to share to Facebook, Twitter an of course their personal email network.
This is the ultimate in Social Word of Mouth. Their posts get traffic from their friends and followers back into your environment...which of course is highly credible added benefit to top off your Organic Social Search program.
Below are a couple of screen shots of Compendium client Western River Expeditions use of this strategy.....
Link to original post
The goal of the ads will be of course click through to information about the product or service searched about. Say you are looking to purchase a HD TV and you might wonder what people are saying about a particular brand or model.
I actually think this idea has a lot of potential. I agree with Chris Winfield of 10e20 who has said he's holding off recommending this to his clients until Twitter offers a Pay Per Click model.
However, for those of us looking to drive traffic and business organically via T
witter, here is a process to consider.Corporate Blogging: First & foremost, Twitter is a human media. Consider the concept of a landing page in the Twitter world. You have to think that the searcher on Twitter is looking to see what human beings are saying about the product or service. You can't really have a Twitter post point to a product page with just the traditional facts & figures....you have to point them to stories, reviews and other things that Humans create. A widespread Corporate Blogging strategy fulfills this need perfectly.
Step One: Trigger Emails to customers at various lifecycle inflection points. (Recently after purchase for example) Ask them specific questions and make it easy for them to include pictures and other media. These stories feed directly into your corporate blogs.
Step Two: Automatically feed those blog posts out to Twitter. Each Tweet has a link that leads the searcher right back to a specifc post on a targeted blog page with relevant calls-to-action. Your goal like all search marketing is to get in front of relevant traffic, engage that traffic and convert them to the next logical step in the relationship.
Like it or not, a great deal of Search Marketing success in Twitter is based on frequency and recency. Organically, Twitter is going to show the most recent relevant search result first. Therefore it's required to have a steady stream of relevant content. This requires a new approach to content solicitation and email marketing fills that need extremely well (see my post on backcountry.com's program) Remember, your customers are human and for the most part, they are probably happy with their purchase. If you are clear about what you want and lower the friction (make it easy) for them to help....many many of them will.
The beauty of this model is that this is exactly what the Twitter searcher is looking for. Relevant Human Stories about the products or services.
Step Three: Re-email the people who posted with a link that points them back to their post.
We talk a lot about the Micro-Famous and this is a great opportunity to tap into that as a significant part of your social media search strategy. That email needs to have all the obvious sharing tools and specifically encourage the poster to share their post with their friends and followers. Motivate them to share to Facebook, Twitter an of course their personal email network.
This is the ultimate in Social Word of Mouth. Their posts get traffic from their friends and followers back into your environment...which of course is highly credible added benefit to top off your Organic Social Search program.
Below are a couple of screen shots of Compendium client Western River Expeditions use of this strategy.....
Link to original post
