[Twitter seminar]
Thorough capture for 2 hours! 120% understand "Twitter ad from now on"

Takashi Kobayashi, General Manager, Customer Attraction Support Department, GMO Payment Gateway, Inc.

We explained the purpose of this seminar, the introduction of GMOPG and the Customer Attraction Support Department, and the background of this seminar. We would like to introduce the case where PG has transactions with about 60,000 EC stores, and the clients who are helping in the customer attraction support department have increased sales by 145% on average compared to the previous year (overall average is 126%). At the same time, it started in a very peaceful atmosphere, comparing the characteristics of the three major SNSs in Japan, and on the way, talking about his most retweeted tweets (20,000 RT) and popular apps.

Twitter Japan Co., Ltd. Strategic Partner Sales Sales Manager Ya Hasegawa

Mr. Hasegawa, Twitter Japan Sales Manager, took the stage and gave us a real voice of Twitter users with plenty of videos and examples.

Live (I know now),
Public,
Conversational,
Distributed

• ・ A realistic medium that activates user behavior in conjunction with news reports and visualizes movements in the world
• ・ Information spreads through retweets, trends, and hashtags

• ・ Twitter is compatible with Japanese people
• ・SNSのうち、全年代における時間占有率が２位
• ・ The usage is quite different between young people and those over 30 years old.

[Young people]

• ・ Communication tools with people close to you
• ・ The information itself is being taken passively
• ・ Affects the next action in real time

[30 years old and over]

• ・ Tools to collect useful information
• ・ From experts to general users, you can immediately know word of mouth and impressions.
• ・ You can get open information

Very simple, the following three

• ・ Promo trend (recognition to the mass layer)
• ・ Promoted tweets (expanded reach)
• ・ Promo account (acquire followers)

The image of 140-character text is strong, but it supports not only images but also videos and live distribution. In targeting, it is possible to segment based on the user's "current feelings", such as advertising where they tweeted "I'm hungry."

【cosmetics】

Acquired more than 4,000 followers with a promo account, and by presenting coupons, 23% of retweet users visit the store

[Electrical appliances]

Promoted Tweets tripled site visitors

[Hotel]

The number of monthly viewers increased by 20% compared to last year with Promoted Tweets, appealing to users who have visited the site again

【healthy food】

Acquiring 650 followers with a promotion account, and appealing on the axis of sports and influenza countermeasures will also be effective on Twitter

Online content available for those who want to learn Twitter ad

• ・ Marketing leadership
• ・ Executive leadership (recommended)

According to Mr. Hasegawa, Twitter has a strong image that it is aimed at young people and is mainly text, but in reality it is not limited to that, and now more than 30s account for half of all users, and creative and images as well as videos and live distribution are supported. it can. However, "Unlike other SNS, the usage method of users differs depending on the age, and the effect can be maximized by understanding the characteristics well." He also said, "I would like the management of general companies to take the learning content called Twitter Flight School."

Kohei Kaneko, Activity Support Group, New Customer Development Office, Tokyo Toyopet Motor Sales Co., Ltd. (center)
Intelligence Co., Ltd. Dispatch Division Business Management Department Business Planning Department
Recruitment Planning Group Eiyuki Koike (right photo)
GMO Payment Gateway, Inc. Customer Attraction Support Department Tsunetaro Tanaka (left photo)

In the second part, I changed my perspective and explored how to use Twitter from the advertiser side. Two companies that are actually using Twitter took the stage, and while introducing actual cases, they talked about valuable inside stories.

東京トヨペット公式サイト
http://www.tokyo-toyopet.co.jp/index.html

i-engineer
https://haken.inte.co.jp/i-engineer/

Intelligence manages owned media for engineers and strives to create articles with an awareness of diffusion. We were expecting explosive power because it was a follow-up, and while there were media from other companies, our company was close to the interesting system, and it seemed to be compatible.

When planning to interview actress Ayaka Ikezawa, we asked for questions from followers from a fan's perspective. It was very interesting because I got more questions from younger people than I expected. It is easy to see what kind of users are interested. In addition, while continuing the operation, it was retweeted by unexpected users such as Yukihiro Matsumoto, and it is very useful for building relationships with users.

一方で東京トヨペット様ではお店の紹介や、取扱車両の紹介、キャンペーンなどをSNS上で実施。
広告の配信は公式アカウントではなく、代理店が作成したTwitterアカウントから広告配信を行っている。Twitterは若い人が多いと思われがちだが、対象年齢が高めの車一台プレゼントキャンペーンも予想外に上手くいったとのことだ。
成功のポイントとして、クリエイターズマッチのサービスを利用し、Twitterに最適化したバナーのABテストを行った点が挙げられる。
Twitter広告のCVユーザは新規ユーザー率が９０％と、今までアプローチできていなかったユーザーに訴求できた点は大きい。