Cake & Socialyse Twitter POV July 2015
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Transcript of Cake & Socialyse Twitter POV July 2015
What’s Happening on Twi1er… Product Pages & Collec0ons What It Is In an effort to provide a more customized experience while exploring new products and informa9on, Twi<er has introduced dedicated Product Pages and Collec9ons. With both features currently in beta, this is the plaCorms largest step in its effort towards social commerce. Dedicated Product Pages will host content such as Tweets, photos, video and purchase informa9on on popular products. Curated Collec9ons will be endorsed by influencers like Demi Lovato and Lebron James, showcasing their favorite products that users can purchase directly from the site or app. Brand Applica:on Product Pages will be a great place for brands to drive e-‐commerce directly through the plaCorm, however, will increase the challenge of having products stand out among a larger conversa9on. With Collec9ons being selected by the influencers themselves, this will further intensify the value of influencer marke9ng and how brands can get involved in this space. Twi<er has not yet confirmed if brands will be able to par9cipate in the selec9on of products on Product Pages or Collec9ons.
Collec0ons
Product Pages
Audience Insight Personas What It Is Twi<er has introduced Personas to its Audience Insights. Personas (as shown below) are a preset group of relevant consumers – parents, baby boomers, college grads, ect. When iden9fying the appropriate Persona for a campaign, adver9sers can view addi9onal informa9on on each group such as consumer behavior, mobile usage and lifestyle. Twi<er Personas are currently available only in the US, however, the plaCorm plans to roll-‐out this feature globally in the future. Brand Applica:on The tool not only enhances Twi<er’s targe9ng but gives adver9sers and brands a more personal look into user ac9vity on the plaCorm. Having the ability to combine this new feature with the plaCorms pre-‐exis9ng targe9ng capabili9es will allow brands to not only reach a much more defined audience but be<er understand their key markets’ interests.
Installed App Category Targe0ng What It Is Twi<er now allows adver9sers to target users based on apps they have previously downloaded. The idea is for brands to not only use this feature to target users who have downloaded similar app products, but to further learn the market and users’ interests. Twi<er's project manager for revenue, Deepak Rao, adds an “adver9ser may know that produc9vity app users also tend to use finance apps, so they can target the “Finance” category to connect with new people who are likely to be interested in their app.” Twi<er also released an analy9cs dashboard to show how these targeted ads are performing. Installed App Category targe9ng is now open to all adver9sers. Brand Applica:on While this feature will be most applicable for brands driving to app installs, it opens insight to a new level of mobile user engagement. Being able to learn the interests of a users mobile ac9vity and interests will help brands and adver9sers further decipher how to not only target but engage a specific audience set on mobile vs desktop.
How Brands are Using Periscope While Periscope does not yet offer ad opportuni9es, brands are geZng crea9ve with how they are leveraging the live-‐stream app. Nestlé launched a Periscope-‐based campaign this June themed around the Summer Sols9ce. The live stream involved mul9ple Periscope influencers sharing custom summer9me content, all around Nestlé's Drums9ck. The influencers, including Keaton Keller, included #ad in their content to indicate the posts sponsorship, as they would across other channels like Facebook, Twi<er and Instagram. Because of the app’s direct connec9on to Twi<er, Tweets from the brand were automa9cally shared linking to the promoted broadcast. Nestle is the first brand to take on a sponsored streams on the plaCorm. With organic campaigns already launched by brands like Red Bull, Spo9fy and DKNY, an ac9ve interest in leveraging influencers for more sponsored streams is expected. The app’s ability to capture real-‐9me events and moments is an adver9sing trend for brands that will only increase with the opportunity to include influencers, expanding brand reach and awareness.