1 Magpie - the Advertiser‘s Guide

Magpie - the Advertiser‘s Guide

You have a great business and a Magpie enables you to deliver controlled,
compelling offer, but you’re looking for relevant and targeted messages into a
ways to get the word out faster and more highly engaged and responsive market-
efficiently. place.

At Magpie, we are about generating a Unlike traditional online advertising

conversation for your brand within a social
networking context – Twitter.
With more than 2 Million* reachable
Twitterers, Magpie is currently Twitter’s
largest and fastest-growing ad network.
methods, Magpie identifies key influencers
for your brand and engages them to spread
the word - directly from you to their Twitter
friends.
Join the conversation.

candy food summer

Twitterer #1
“Order Angelo's (travel, culture) Friends
Followers
icecream now online“
ice cream

Twitterer #2
(cars, soccer)
h
atc
m “Order Angelo's
icecream now online“

ADVERTISER MAGPIE
(that’s you!) NETWORK

Twitterer #3
(cooking, food)

You create a Magpie identifies The ad message is

1. campaign providing
the ad message and
some keywords.
2. key influencers for 3. blended into the
your brand, based on message streams of
the content of their the best matching
message streams. Twitterers.
.

Magpie & Friends Ltd. | www.be-a-magpie.com | Email: contact@be-a-magpie.com | Phone: +49 30 868708383-0 and +1 (212) 372-7004
 2 Magpie - the Advertiser‘s Guide

How exactly does it work?

A Magpie campaign undertakes a number of simple steps.

1. 2. 3.
Angelo's ice cream store Angelo's ice cream store Angelo's ice cream store

“Order Angelo's “Order Angelo's “Order Angelo's

icecream now online“ icecream now online“ icecream now online“

summer summer 20€

food food
candy candy

icecream icecream
Angelos's ice cream store

STEP 1: STEP 2: STEP 3:

You create your ad message. You select some keywords that will You set your budgets. The number of
help identify the best Magpie- Twitterers your campaign could reach
Twitterers for your campaign is then automatically calculated.

Jaques' Organic Bakery

4.
“Fantastic croissants
in our online shop“
organic
croissant
food 4€
4€
4€
16€
breakfast
4€
Susi's Veggie shop Angelo's ice cream store

1200
friends

Twitterer #1
Angelos's ice cream store (food, icecream, organic, bio)
“An apple a day keeps “Order Angelo's STEP 4:
the doctor away“ icecream now online“
summer
Magpie identifies the most influential Magpie-
3€ food
apples
3€ 5€ food 5€ Twitterers based on your selected keywords.
candy
bio
3€ 20€ If there are other advertisers wanting the same
organic
3€
12€ 5€ icecream
Magpie-Twitterer as you, an automated online
5€
auction will commence. Your bid price for this
is calculated from your campaign budgets.

Jaques' Organic Bakery

“Fantastic croissants

5. in our online shop“

croissant
food
organic
4€
4€
4€
16€
breakfast
MAX BID 4€
Susi's Veggie shop €8 Angelo's ice cream store
next twitterer
1200
friends
MAX BID MAX BID

€9 €10 STEP 5:
Twitterer #1
The highest bidder wins the right to this
(food, icecream, organic, bio) Magpie-Twitterer at the price of the second
“An apple a day keeps “Order Angelo's
the doctor away“ icecream now online“ highest bid - this becomes your actual CPM
3€ food
5€
summer rate for this campaign.
apples
3€ food 5€
candy
bio
3€ 20€ For example: Angelo had the highest bid, but
organic
12€ 5€ icecream
3€
5€ .
wins the right to this Magpie-Twitterer at Suzi’s
lesser rate.

Magpie & Friends Ltd. | www.be-a-magpie.com | Email: contact@be-a-magpie.com | Phone: +49 30 868708383-0 and +1 (212) 372-7004
 3 Magpie - the Advertiser‘s Guide
“Order Angelo's
icecream now online“
6. “Order Angelo's
icecream now online“
1,200 friends
Twitterer #1
(food, icecream, organic, bio)
Twitterer #2
(food, candy, apples, yummy)
#3
#4
Dollars and Cents
Magpie puts you in complete
control of your spending.
Total Campaign Budget:
This is where you indicate the
absolute maximum you want to
spend per campaign.
Daily Budget: Here you can
choose to define your daily
spend.
A personal word from our CEO
Magpie was started to help companies run
successful, cost-effective online advertising
campaigns. The idea was to provide a
measurable platform through which
organisations can generate a conversation
directly with consumers.
Unlike other Word-of-Mouth or Online
Advertising programs, Magpie allows
companies to deliver carefully crafted and
considered messages within a positive and
highly engaged forum.
Twitter is the perfect viral marketing tool
that can quickly spread awareness about
* As of February, 2009
Magpie & Friends Ltd. | www.be-a-magpie.com | Email: contact@be-a-magpie.com | Phone: +49 30 868708383-0 and +1 (212) 372-7004
Angelo's ice cream store
“Order Angelo's
icecream now online“
summer
5€ food 5€
candy
5€ icecream
5€ 20€
STEP 6:
Your message is published.
CPM Budget: This represents Your CPM rate is divided by
the maximum cost per 1000 1000 (# impressions this rate
impressions (CPM) you are represents) and then multipled
next twitterer
willing to pay. This figure by the number of friends a
becomes your maximum bid Magpie-Twitterer has.
for a Magpie-Twitterer auction.
The default bid for this budget For example in the case of
is €3 per keyword. Angelo’s icecream shop, the
calculation would like this:
Final Costs Per Tweet: This
is calculated based on either 1,200 x €9
= €10.80
your CPM budget or the won Friends 1000
CPM rate.
your business, product or service. The
instant, constant nature of Twitter enables
companies to easily generate buzz and
attention.
With a current click-through-rate of over
9%, Magpie offers a service that not only
gets straight to the point, but renders results
that surpass any other online advertising
format currently available. If you don’t
believe me - try it out for yourself.
Jan Schulz-Hofen .