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Showing posts tagged with: twitter

Happy 7th Birthday, Twitter! Welcome to the World of Targeted Ads.

by BIGfish

social media

Today marks Twitter’s seventh birthday, and in honor of the occasion we’re dissecting the latest news from the Twittersphere: Twitter now offers targeted advertising tools for businesses.

In the past, some advertisers noted that they were unsure whether their Twitter ad messages were reaching the right consumers. In August, Twitter revealed their plans to implement a general form of targeted advertising by allowing advertisers to customize an audience based on users’ interests for promoted tweets and accounts. The new features, released on Monday, enable advertisers to reach their exact target audience and give them access to Twitter’s control panel for reporting, analytics and optimization.

Armed with these new tools, brands now have the ability to customize which consumers they target, giving advertisers the opportunity to redefine their marketing approach and access many more potential consumers. With these upgrades, Twitter’s ad targeting options now include:

1. Target by Interests and @usernames: Advertisers can now target @usernames to build an audience with similar interests to that particular @username’s followers, and there are 350 interest categories to pick from. (Twitter is very careful not to say that advertisers can specifically target a particular @username’s followers.)

2. Target by Device: Advertisers can tailor content to reach users on laptops, desktops, tablets or smartphones. Advertisers can also target the type of device, i.e. Apple, Android, Blackberry, etc.

3. Target by Gender: Advertisers can choose to target either male or female users.

It’s about time Twitter made the leap into targeted advertising. Advertisers are crucial to the success of nearly any online platform nowadays, so Twitter should be doing everything it can to keep their advertisers happy. These new features also prove that Twitter is building a long-term, successful and profitable future for their company.

Twitter’s move to targeted advertising follows in the steps of Facebook and LinkedIn, both of which have already incorporated these tools into their services.

Facebook has the most developed and customized options for targeted advertising, allowing targeting based on users’ profile information and what brands and topics users “Like.” Facebook recently took their targeted ad tools a step further with the addition of the “AdChoices” icon on display ads, which provides enhanced notice of behavioral targeting and allows users to opt-out. LinkedIn also provides targeted advertising options, allowing targeting based on location, skills, job title, company name or LinkedIn group level.

With Facebook, LinkedIn and now Twitter all offering advertisers the tools to target their ideal audience based on interests, demographics and personal data, online ads are only becoming more relevant to the customers they reach. Happy Birthday, Twitter, and may the coming year be your most profitable yet.

#TwitterHack2013: The Week of Brand-Hacked Twitter Accounts

by BIGfish

branding marketing public relations social media

Burger King was the topic of conversation amongst social media aficionados yesterday after hackers took over the brand’s official Twitter account. On a slow President’s Day, the story quickly garnered lots of attention, with blogs and newspapers ranging from the Wall Street Journal to the Boston Globe reporting on the hack.

Mandatory “lessons learned from the Burger King Twitter hack”-type posts followed suit, and by mid-afternoon today the entire episode was fading away. Then this happened: jeep-twitter-takeover-full Another brand’s official Twitter account - this time Jeep’s - was hacked, seemingly by the same person. The media jumped on the case once again, with attention-grabbing headlines like this one from Gizmodo: “Exclusive: The Burger King and Jeep Hacker Is Probably This DJ From New England.” Just minutes later, the Twitter accounts for both MTV and BET appeared to have been compromised as well. But according to AdAge, the MTV/BET hack was “merely a joke following up on the Twitter account hacks of Jeep and Burger King.” So, here comes the inevitable question numerous have already addressed: what should social media managers take away from Twitter’s recent events? Here are our thoughts:
  1. Remember your brand’s reputation. Luckily for Burger King and Jeep, it was immediately apparent that their Twitter accounts had been hacked. No one thought for a second that these well-established brands would take to Twitter the way the hacker(s) did. It was obvious that the accounts had been breached, so the brands’ reputations weren’t truly damaged.

 

  1. A sense of humor is key. Burger King chose to make light of the hack by welcoming their new followers (the fast food chain gained approximately 30,000 in one day). McDonald’s tweeted a cheeky claim of innocence - and Cadillac did the same. Like Oreo’s clever Super Bowl tweet, a smart quip gives brands a unique chance to engage with their audience.

 

  1. Just don’t take that sense of humor too far. Although some may praise MTV & BET for acting quickly in response to the second Twitter hack in 24 hours, others will likely feel duped and annoyed that the accounts pretended to be hacked. It’s extremely important to be honest and transparent at all times; you don’t want to become known as “the brand who cried wolf.”

 

  1. Look on the bright side. Dozens of articles will be written about these brands in the next few hours - on top of the dozens that have already been published. Burger King and Jeep will likely also continue to gain followers as a result of the hacks, and people will be keeping a close eye on Twitter to see what brand will fall victim next. In the end, a simple Twitter hack isn’t going to hurt anyone - it just gives us social media enthusiasts one more thing to analyze.

Congratulations – You Have One of the Top 10% Most Viewed LinkedIn Profiles for 2012!

by BIGfish

marketing public relations social media

Did you receive an email this week with that very subject line? You’re not alone - LinkedIn has sent these emails to millions of members over the last few days, essentially congratulating them on their popularity. We were a bit skeptical; what was the reasoning for this random pat on the back? While you may have been thrilled to learn that you’re in the top 10% of most viewed profiles on LinkedIn, remember that percentages are relative. The email also noted that LinkedIn has just reached 200 million users - meaning if you’re in the top 10%, you’re one in 20 million. Congrats! BIGfish President David Gerzof Richard appeared on Fox 25 Boston this morning to explain the clever marketing purpose behind LinkedIn’s email outreach (click here to watch the video). By congratulating 20 million users for their professional prominence - and offering these Internet savvy users tools within the email to immediately share the news on Facebook and Twitter - LinkedIn got themselves thousands of @mentions and a decent amount of media attention, all free of charge.

LinkedIn1

In all, the email marketing campaign was pretty harmless and pretty effective. By making users feel important, LinkedIn drove many to post a “humblebrag” about their popularity (check out this post for more on “The Age of Braggarts”), which in turn drove conversation about the brand. The emails also created an excuse to share the news that LinkedIn now has 200 million users, and even included an aesthetic infographic detailing those members. At least in the short-term, the strategy was effective: it created some buzz, made millions of LinkedIn users feel important, and generated a few media hits, all from what was essentially non-news. And in the end, isn’t that what publicity stunts are for?

200M_Milestone_Final

Brand Bowl 2013: A Slam Dunk in the Dark

by BIGfish

branding graphic design marketing public relations social media

Super Bowl XLVII was arguably one of the most entertaining games in recent history. It had pretty much everything a viewer could ask for: a pair of animated coaches who also happen to be brothers; a great comeback by the 49ers that had everyone on the edge of their seat; a fabulous halftime show brought to you by the Queen B herself; and a 35-minute blackout to boot. So yes, all that was great - but as marketers, we’re here to discuss more than the entertainment factor. Which advertiser won this year’s Brand Bowl? During this year’s game, brands chalked up $3.8 million for 30 seconds of precious airtime. Despite being the most expensive ad buy on television, according to the Wall Street Journal, “buying a spot during the big game may be the most efficient play on Madison Avenue.” Well, Madison Avenue certainly learned a lesson about “efficient plays” last night as the power of social media proved itself. Shortly after the now-infamous blackout began, Oreo took to Twitter with this clever message: oreo In a move that resulted in more than 15,000 retweets and coverage from dozens of outlets ranging from The Today Show to Forbes to the Huffington Post and beyond, Oreo won the Brand Bowl without spending a penny. Several other brands apparently had a similar train of thought and quickly posted blackout-themed tweets as well, but Oreo had already won the race. The episode raises a valid question: will social media marketing eventually overtake traditional advertising, or is it simply a nice way to complement traditional ads when the opportunity presents itself? We’re not predicting that Super Bowl ads will become any less important (or expensive) in the near future, but Oreo’s tweet proves that brands can -- and should -- use social media to their advantage. In a world where marketers are constantly connected, events like last night’s blackout present a gold mine of opportunities for brands to engage with their audience directly. Oreo acted quickly, and it paid off - a slam dunk in the dark.  

Boston Herald Features BIGfish President David Gerzof Richard

by BIGfish

news archive

BIGfish President David Gerzof Richard was featured in the Boston Herald today for his successful bid to bring Patriots tight end Rob Gronkowski to his social media class at Emerson. Gerzof Richard, who doubles as a professor at Emerson College, led his students in a two-month Twitter campaign to bring the football star to campus - and succeeded on Thursday evening. To read the entire article, click the photo or click here.

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