Twitter Evolves Advertising Opportunities

During Twitter’s first Analysts Day in mid-November,  Twitter announced and alluded to new updates to the ad platforms that further compete with Facebook and even search giants like Google, particularly with mobile and video solutions.

Some of those updates include:

• Twitter Offers:
• After slowly allowing brands to sell on the platform, Twitter is further showing its devotion to eCommerce via an Offer Card
• Users can add the offer to their credit/debit card in a few taps and redeem in real time via their card
• Attribution will be easy to track directly on Twitter campaigns to further measure ROI for offers
  
• App install tracking
• Answers is now available as a free mobile measurement tool to track promoted and organic app installs driven by Twitter
• Native Video coming to Twitter by Summer 2015
• Beyond native uploading, the platform will allow for record, edit and sharing video directly on the platform
• SEO for Local and Logged Out Users
• Will provide a stronger experience for logged out users when searching content
• Google search keyword data may play a larger role in Twitter content

For more information see below:

Twitter Offers

Answers App Install Tracking

What’s Next: All Inclusive

Urban Outfitters Launching Beacons In-Store

The millennial focused retailer is loading up 15 stores with beacons, Bluetooth technology that communicates with smartphones,  that will ping messages and notifications to shoppers who have downloaded the UO App.

Image from AdWeek.com

The company is rolling out the beacon technology to Android users first, as they state more of their customers use the Google-powered devices. 

What will the beacons do?

• Plug into the Urban On loyalty program, which delivers shoppers rewards and exclusive access.
• Focus around the checkout line, fitting rooms, and the entrance.
• When a user enters the store they will be prompted to check in via social to unlock an offer.
• By the fitting rooms, users are encouraged to share photos of themselves wearing products with #UOonYou for a chance to be featured on their website.
• While at checkout, they may be prompted to show their loyalty card in-app to earn digital badges.

However, the beacon technology will not aggressively push coupons and offers.

This is a big effort to extend their loyalty and social experiences in-store with mobile. You can learn more about the beacon roll-out here. 

Storytelling in the Age of Digital, Mobile and Social

The best stories are the ones that have not yet been told.  And, regardless of how, a great story is always shared.

During Advertising Week’s “Storytelling in the Age of Digital, Mobile & Social,” Buzzfeed uncovers insights into great storytelling that will further compel people to share our content. Below outlines key insights from the keynote.

Think of Advertising Beyond an Ad Message

·         Consumers receive more and more ads and messages each day – consider ways to break through that feel like a part of the customer’s daily activities through telling a story versus sending a message

·         Storytelling is now two-way:  we are just shouting if we aren’t having a conversation

 

Stories are Not Technology Dependent

·         Evaluate the story we as a brand want to tell

·         Then think about the audience of the story – where are they? What is their behavior? How do they share

Stories are Not Platform Dependent

·         Different platforms should continue the same story

·         Each technology and platform serves its own purpose serving a different chapter in the same story

o   Banner ads focus on the quick click and engagement

o   TV can focus more on emotion and visuals

o   Social can be more targeted and personal

3 Principles of Great Brand Stories:

1.       Inspired by Insights

a.       Know the “why” of the brand (see this TedX video for the “Why”) and the audience

b.      Balance the intersection of brand needs and consumer wants

c.       Be authentic and transparent to truly bring out the human insight and brand truth

2.       Social at the Core/Social by Design

a.       Stories are not about You, not about us, and not about the brand.  Stories are about the audience

b.      Maintain an “always on” storytelling strategy (not just on social.. but balancing all mediums) as shareable and shapeable experiences

c.       Surprise and delight

3.       Fearless (they are not reckless)

a.       Keep the story at the heart

b.      Amplify and surround the story

c.       Own it, champion it and stand behind it (knowing it may fail)

                                                               i.      Take risks – the best stories are the ones that haven’t been told

For additional reference,  “Why Agencies and Brands Need to Embrace True Storytelling” . 

How to Make Multi-Screen Campaigns More Interesting

Today, 71% of consumers view content on more than two screens daily.  As this number and trend begins to grow, we must consider how multi-screen campaigns can be more engaging and integrated. 

During Ad Week, Microsoft and MediaVest presented case studies demonstrating successful multi-screen campaigns in a “How to Make Multi-Screen Campaigns More Interesting” keynote.   Below outlines the 3 areas consistent in each case study:

·         Content Strategy

o   From a brand and business perspective, define the story we want to tell

o   The content cannot be static: it must adapt based on engagement wear out and composting evolution

o   All content is not created equal:  we cannot simply take creative from one channel and apply it to the next

§  Each platform has a specific purpose and expectation from the consumer

·         Consumer Journey

o   The customer context must shape the message from the above content

§  Where are your customers?

§  What do they need?

§  What is their mind frame while on multiple platforms?

o   Physically map out the customer experience to identify which screens and platforms belong in your plan

§  If your target is not active on a specific platform there is no need to be there

§  Map out when the target is on these platforms for a dayparting strategy

·         Possibly different channels at different times

·         Or “multi-tasking”/co-viewing while being on multiple screens at a time

·         Culture (of the teams involved)

o   Define the team involved with the campaign process

§  Agree on key decision makers and assign each team a task (data should always be a part of this discussion)

·         Includes agency partners and internal

o   Align on overall marketing goals

§  Define the perception change/business goals

§  Then define the KPIs

·         Do not confuse KPIs and overall goals

§  Ensure data collection and reporting is identified in the upfront

o   Invest in supporting this lasting cultural change and shift to multi-screen marketing

§  Sometimes TV will be the most important screen, but today it can also be others 

Social Users are Mobile First: We Should Be, Too

Consumers and customers alike no longer see Twitter and Facebook as desktop websites.  They consider these social networks mobile apps.  Because of this user behavior and mind-set, we see Twitter and Facebook leveraging the mobile first strategy.  For reference:

• Over 70% of all Facebook & Twitter activity occurred on mobile
• More than 219M users were mobile only on Facebook
• It is predicted that $4billion will be spent on Facebook advertising with 50% of the spend to occur in streams
•  This means, brands are not only competing with our fans’ friends, but with many other advertisers as well

The content developed and amplified becomes even more important: 

• It must break through the clutter
• Be relatable
• Leverage a “mobile first” philosophy
• Should be succinct, engaging and visual – on both Twitter and Facebook.

Although this isn't "new news" the data is still staggering and changing as we move into Fall 2013.

For more information see the Social Media Today article below:
http://socialmediatoday.com/markozm/1718946/changing-way-you-think-reaching-consumers-social-streams

Facebook for Mobile Marketing

As mobile continues to be a primary source of content for customers we as marketers MUST begin thinking about a mobile first strategy - especially those that haven't adopted this mindset. Specifically when establishing Facebook content. 

To better understand why Mobile First should be adopted, read through the  eBook How to Use Facebook for Mobile Marketing. Hubspot explains the importance of the mobile platform and focuses on the use of Facebook for mobile marketing.  Some key takeaways include:

•          Facebook Mobile use is outgrowing desktop use by 2:1.
•          Of the companies on Facebook, 41% of them have gained new customers through Facebook.
•          Facebook is shifting its advertising features from desktop to mobile.
•          Sponsored Stories CTR is 7x greater compared to a post that is not liked by a friend.

In order to continue optimizing content for mobile, we can consider:

•          Maintaining direct and concise status updates versus paragraphs and long posts beyond 20 words.
•          Continue incorporating short links/bit.lys.
•          Incorporating easy-to-understand and simple visuals that are compelling.

For more info and to download to book visit: http://cdn1.hubspot.com/hub/53/How_to_Use_Facebook_for_Mobile_Marketing-2.pdf