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It looks like the perfect A/B test of real-time marketing. One tweet, one Facebook post for all the marbles.
Snickers, like many a brand yesterday, joined the bite-jacking fray after Uruguay’s Luis Suarez appeared to sink his teeth into an Italian defender during a FIFA World Cup soccer match. Snickers posted similar messages on both Twitter and Facebook.
And what happened? The tweet — “Hey @luis16suarez. Next time you’re hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS” — got 39,000 retweets and 17,000 favorites. The Facebook post — “Next time you’re hungry just grab a Snickers. #WorldCup” — fell flat, with fewer than 5,000 likes, shares and comments.
The gulf was so significant that Rhys Hillman, a senior digital strategist at BBDO, the advertising agency that represents Snickers, tweeted about it today:
Few tweets we've sent out from @NiemanLab have gotten as much attention in the media world as this one: Want to understand the future of news?
The it in question is a Twitter Card, which is the same tool you use to make your article pages look nice in expanded view on Twitter, with a nice headline, image, and description. But in this case, you want to use the Lead Generation Card, which allows you to connect your Twitter account to whatever service you use for your email newsletter. (We are happy Mailchimp customers; instructions for Mailchimp are here.)
One reason publishers aren’t using Lead Generation Cards as much as they might is that it’s a little confusing. You need to have a Twitter Ads account to build a Lead Generation Card — but you don’t need to actually buy an ad....
By leveraging Twitter, start-ups can monitor online conversations that 255 million consumers worldwide are having and understand their preferences and tastes better. Specifically, they can listen to their target audience’s conversations and learn about their problems, dissatisfactions, and product features they desire. This marketing research approach can help start-ups discover new business opportunities and unravel overlooked problems.
To help start-ups take advantage of Twitter for effective marketing research, here are three techniques and complementary tools you should use...
A lot of focus is given to growing the following of yourself or your brand, but what about when it actually happens to you? What if you’re not ready for it? How you cope with growth is vital. An overnight surge in awareness is usually a good thing but failing to make the most of it could be the difference between this spike being your big break or your 15 minutes.
Here are some tips on how to deal with your new found Twitter fame....
Use the examples of how these small businesses use Twitter to create a loyal following for your own business.
Is Twitter an effective marketing tool for brands? What sorts of challenges are businesses facing on Twitter? According to a recent survey conducted by SMMU, 40 percent of brands consider Twitter to be an effective marketing tool. Brands face a number of challenges (like building an audience, developing strong content, etc.) using Twitter as a social media marketing tool, with measuring Return-on-Investment being the greatest challenge. In addition, most brands have not used Twitter's paid services. In fact, some brands were unaware that they were available. Among Twitter features being used on a regular basis, Vine remains underutilized, despite the rise in popularity of video marketing. Check out this infographic for all the findings from the survey....
There are many bloggers and brands that just leap onto Twitter, setup an account and start tweeting. This random approach is fine if you are a person that is doing tweeting for fun and you want to share your rambling rantings to any Joe that wants to leap into your stream and share sweet nothings.
Don’t be blinded by the shiny new Twitter tool, it needs to be used wisely and if you put in place a planned strategy it will deliver results that will delight and amaze.
The principles of a coherent marketing strategy should not be discarded because social media mania has turned your brain to mush. Twitter in the right hands is a very sharp marketing tool....
Are you debating whether your small business should invest time on Twitter?Do you wonder how Twitter can help your business?By being an active part of the Twitter community and sharing the right mix of content, you can reach a larger audience, generate more leads and become the go-to source when customers are ready to buy.In this article I’ll show you how nine small businesses use Twitter to cater to their audiences, find prospects and expand brand recognition..
...a recent study further supports that illustration and offers new insights about the value of Twitter followers for small and medium-sized businesses (SMBs).
We partnered with research firm DB5 to survey 1,000 active U.S. Twitter users who currently follow SMBs. We think the results, along with previous research, help paint a more complete picture of how followers can benefit SMBs.
Our key findings are included below, and you can also download the full white paper here.
A Twitter brand has become an essential for companies and professionals who want to thrive on the social web. Here`s how to build Twitter brand in 60 days.
I didn’t know how to tweet effectively for my first six months on Twitter back in 2009. Yes, its true. However, I recently sat down with businesswoman Jody Barrett. She joined Twitter last Summer, but didn’t step up efforts to grow her account until December 1st 2013. This woman is funny, direct, and very aware of the power of social media. She gets it, big time, and it didn’t take her six months to understand.Jody grew her account to an eye-popping 19,000 Twitter followers in two months. Real followers, that is. This helps her greatly when approaching big business about partnerships. She had so many good tips and insights, I decided to list her entire answer to my only question: “What advice would you give to people and brands trying to grow a following and engagement on twitter in a sixty day period?” Here is Jody’s response...
So how do the top marketers use Twitter?Leadtail and DNN have just released a report that analyzed 504 North American marketing professionals in companies that were both business and consumer focused. It was carried out for the last 3 months of 2013 and was targeted at companies with 50-5,000 employees.
I have distilled this report down to the highlights that can be applied by both marketers and business owners. Here are 10 insights on how top marketers use Twitter....
2 cups of coffee per day… do you drink more or less?
Did that get your attention?
If so, you’re going to love this post!Since I started tweeting in 2009, I’ve been asking questions like this to spark conversations with my followers.
Your Twitter profile is important. It’s generally the first thing people look at when they find you on Twitter. Your profile most likely determines whether or not someone will follow you, so why wouldn’t you optimize your Twitter profile?
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In May, the BBC’s flagship Twitter news account, @BBCBreaking, passed the 10m follower mark. What better way to celebrate the feat than to break records by passing the 3m monthly tweets barrier for the first time?
There was gradual growth for most top publishers across the board. As predicted last month, The New York Times became the first publisher to join the BBC with over 2m monthly tweets of new content. Coupled with the BBC’s new record, could this mean that publishers at the top of the table are starting to pull away from the others, à la BuzzFeed and the Huffington Post on Facebook?
After the end of their enormously popular ‘People of the Year’ posts in April,Time dropped well back down the charts. Sports site Bleacher Report entered the top ten, while the LA Times also had a good month, climbing from 421,000 tweets to 582,000....
Have you heard of Twitter cards?Are you wondering how you can use them for your business?To learn about how Twitter cards can be beneficial to your blog, this episode of the Social Media Marketing podcast goes deep on the subject....
Imagine you work for the Central Intelligence Agency?
Checking your voicemail two months ago via your satellite smartphone, you hear this new assignment:
Agent Smith. Your mission today, should you decide to accept, is to plan and launch our new CIA Twitter account....
I consider Twitter as a marketing tool, a way of catching up with the latest news, a great way of finding new friends and partnerships, even a way of getting support from companies which just seem to ignore you, despite the circumstances.
It’s many different things to all of us, but one thing is for sure – it can be enhanced with the help of 3rd party tools, if only to make us smile and think back on how we began our Twitter journey.
I’m actually not very big on tools, at least not when it comes to Twitter, but in this year alone – I’ve been able to collect a decent list of Twitter tools that I think you’ll like, and find useful. I hope that some of these help you out in one way or another, share the list with your friends to see what they think....
Shifting your social media marketing efforts from reactive, last minute posts to being pre-planned, proactive communications designed in advance to achieve a specific goal is an ambition that every social media marketer should aspire to.
Twitter knows this and today rolled out a new service designed to help businesses and (it hopes, Twitter advertisers!) improve their editorial planning discipline. Under the hashtag #OwnTheMoment, the service can be accessed without charge at https://twitter.twimg.com/OwnTheMoment.
At the site, users can see forthcoming events and activities over the next two months that might inspire their own editorial calendar. Each event contains Twitter tips and links to add the event to Google Calendar or Outlook. And, of course, there are plenty of nudges to remind users that buying some Twitter ads could really help!
Are you leveraging social proof to get more shares on Twitter?
Are you giving readers a one-click way to tweet your blog posts?
When it comes to sharing your posts, the less effort it takes, the better. It doesn’t get much easier than writing the tweet for your readers and using one-click sharing.
In this article you’ll discover five easy-to-use Twitter tools that make it simple and fast for readers to spread the word about your newest blog content....
In case anyone doubted Twitter's commitment to photo-sharing — or to becoming more like Facebook — the company added a couple of features Wednesday that made its direction clear.
You can now add four photos to a single tweet and for the first time, you can tag up to 10 friends in a Twitter photo, without taking away from your 140-character count....
Increasing your Twitter followers does have some distinct benefits for business and brands. Here are three worth mentioning
It increases brand awareness. What business doesn’t want that.
Distributes your content wider and faster. This can improve link building to your website and hence improving your organic SEO
Drive traffic to your blog or website. This can lead to more lead generation and sales.
So how do you double your Twitter followers?...
If you think Twitter is only a conversational tool, you need to think again. Brands can succeed using Twitter in a number of different ways, and conversations don't take place in every instance.
While watching a Jason Falls #mediachat a couple weeks ago, a thread came up about scheduling tweets. Falls caught flak from several participants because he admitted he scheduled tweets. In answer to a particular chatter, Falls fired off a couple savvy replies that got me thinking.
Jason made a very important point here: he monitors for responses. He is a curator and story teller on Twitter. He tweets his thoughts, links to articles he finds, shout outs to good case studies, and then listens for people to respond. When they do, he jumps on.
The bottom line is, all tweets, even though conversational in nature, do not have conversation as a goal. There are four basic uses for Twitter, all of which can use promotion in some ratio. They are conversation, broadcasting, curation, and awareness....
What types of social content does a business publish for its consumers? How does a business manage its social media presence? These sorts of questions take time for a business to research and learn the answers, depending on the budget and industry. Now more than ever, businesses must utilize social media platforms to foster customer engagement and brand loyalty.
Twitter is one example of a pillar social network where your business can actively bring more traffic to your website. Twitter experienced a staggering number of changes within the past year. The company is setting up its first round of trials with retargeted ads, testing redesigns on its home interface, and more updates are on the way! There is no better time than now to start spreading your site’s influence on the Twitter platform.
With the abundance of new tools out on the market, a multitude of strategies are available to become an influence on Twitter. In this post, we’ve gathered the top 25 up-and-coming Twitter tools to aid in managing your company’s account. Give these tools a test run for maximum efficiency in your social media strategies!...
...One of the more interesting examples of those five, I thought, was Walmart. They had SEVEN Walmart-based Twitter accounts, by my count. Wow! I have a few clients who have a tough time managing one–and here Walmart has seven. But then again, it is Walmart.
So, needless to say I was intrigued. Serendipitiously, Chad Mitchell, senior director-digital communications, sent me a short note thanking me for the initial post. One thing led to another and next thing I knew I was sending him a list of questions to answer about how and why Walmart manages its comprehensive Twitter presence. Want to see how the PR team of a Fortune 10 brand manages Twitter? Take a look....
Twitter is changing, become public and is verging on visual. Here are 11 rules for powerful Twitter marketing to increase brand awareness, leads and sales.
I remember when I joined in 2008, that the rules of engagement were just about fun and frivolity. It was a playground for social media enthusiasts that were exploring and pushing the boundaries. It was about having conversations with people all over the world. That still happens.
There were only 4 million people on the platform when I began and using it for marketing was not considered. We were all just playing. Today with mass media embracing it for TV, real time breaking news, distributing content and viral marketing the bird has muscled up.
With its increased maturity the rules have become clearer and its marketing power obvious. Here are some essential rules for Powerful twitter marketing to increase brand awareness, leads and sales....
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Interesting comparison and valuable social media lesson. Twitter wins hands down.