Posts Tagged ‘Twitter’

The First Twitter Ad in Our Stream

A while back we reported that Twitter planned to roll out paid advertising.  Since then, they’ve quietly grown their workforce from 140 to 300 people with most of the new additions in sales.  Yesterday, AdAge reported and Twitter confirmed that advertising would begin with users of HootSuite, a growing third-party Twitter client.  According to AdAge, “Marketers have already been able to buy what is called a Promoted Tweet that appears at the top of searches on Twitter.com. But this new kind of paid ad would appear in a user’s Twitter stream regardless of whether they follow that advertiser or search for anything on Twitter.”

HootSuite has over 900,000 users and will get a share of the revenue.  “We look forward to working with Twitter to roll this program out and carefully gauge people’s reactions,” HootSuite CEO Ryan Holmes said. “With Twitter’s commitment to quality user experience and ad relevance, we’re confident these new types of tweets will be enjoyed by both users and advertisers.”

As marketers, we see some value in delivering targeted ads in user’s Twitter streams.  As HootSuite users we’re not so sure.  We just received our first ad and at first glance don’t find it particularly enjoyable or relevant.  What’s your take?  Do you see this as a new opportunity to market your product or service?  Or, has Twitter dropped the ball?

Lately I’ve been talking about a lot about social media marketing and it’s applications for selling offline.  Today, I read a great article on that very subject.  It seems there are people in marketing that believe social media should be used to build followers, interact, and engage, but never to sell.  The article’s author, Johnathon Fields makes the case that selling is still the end-game – and I agree.

Anybody using print, direct mail, promotional products, media advertising and other tactics knows that when used correctly, these tools can help build brand awareness, generate leads, and increase speed to close.

As Fields points out, the goal of using these traditional direct response tactics is to build a funnel.  At the top of the funnel are people who might be interested in what you have to offer.  As you continue to interact with them, they become more interested, and some eventually decide to buy.

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Grocery Stores Using Social Media

Pace Communications is a Greensboro, NC company that creates custom content programs including magazines and web sites for some of the world’s leading brands.  The firm has just released a new infographic which tracks the number of Facebook, Twitter, and YouTube followers by all major grocery chains.  Interesting stuff.

But why are grocery chains investing marketing resources in social media?

John Cass, Head of Digital Marketing at Pace Communications, suggests that “for national companies like Target, Whole Foods, Trader Joe’s and Walmart, there’s an understanding of the value of creating content on the Web and social networks for both their search engine rankings and customer engagement across the Web.”

Simply put, the more hits you have on your site, the more quickly you move to page one on search sites like Google and Bing.  Big, innovative retailers are giving away content (health information, recipes, etc.) that bring people to their site.

Beyond driving traffic, social media is also helping savvy retailers create customer evangelists.  If one of their followers likes their recipe for lasagna and shares it with friends, those friends may also become followers of the store.  Build your following, mix in some promotion, and you get more sales.  Sounds like a recipe for success, right?

This same strategy can help your business.  If you’d like to learn more about social media, or want help implementing a strategy for your brand, CONTACT US TODAY. We’ll help you build a plan to drive awareness, generate leads, and close more deals.

I read a great article recently at Wired.com discussing the challenges of marketing in social media.  It was a follow up to one they published the previous month bemoaning “the way some marketers offer cash or other rewards in return for lying to one’s friends, while other dodgy companies sell bundles of 10,000 Twitter followers to help a particular brand look well loved, among other funny business.”

Wired’s follow up takes a different slant.  Instead of focusing on the lies and deception some brands use to build a social media presence, this latest piece looks at how companies are mining data to generate real social media buzz.

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Fox News and the Wall Street Journal are reporting that Twitter will begin rolling out advertising today. The service, called Promoted Tweets will allow advertisers to put their paid tweets at the top of Twitter search results. Initial advertisers will include Best Buy, Virgin Atlantic, and Starbucks, among others.

People use Twitter in several ways. Like face-to-face social interactions, many users start by listening or “following” people and organizations that are of interest. From there, users often join the conversation by sending their own messages or “tweets.”

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