Making The Most Out Of Twitter’s Promoted Advertising // thnxz @simplyzesty – simplyzesty.com


Twitter AdvertisingWith the latest API ads being announced last week, there has been much talk about the potential it offers to businesses. The potential to offer more diverse and sophisticated ads to users is enticing and if it goes well, it will provide a major boost to Twitter’s finances as it increases revenue.

However, with all the commotion surrounding the API announcement, it’s easy to forget about what’s already there. It’s funny to think that Twitter’s promoted advertising has been around since 2010, yet for the most part, it’s been successful in getting messages out there without impinging upon the overall experience. Provided you have the right content and a general strategy, Twitter’s promoted advertisements can give your campaigns a welcome boost.

What Do You Want To Achieve?

There are three ways to advertise on Twitter and one is more suited to a particular role than others. The three ways to advertise are through Promoted Tweets, Accounts or Trends. If you’re a smaller business, the first two methods would be more suited to you. Promoted Tweets will select a specific tweet from your feed and places it in your target demographic’s news feed as well as search results. This method is suited if you’re creating engaging content, either through favourites, retweets and replies, and you want to increase its reach.

On the other hand, Promoted Accounts means your profile appears on the ‘Who to follow’ section as well as search results (usually the fourth or fifth entry down). If you want to increase the number of followers your page has, this is the type of advertising you want to select. You can track how much your follower count grows through Twitter’s analytics, showing you both organic followers and those who saw your Promoted Account.

Promoted Trends allows you to place your own hashtag or term in the trends list. This is best used if you’re running a Twitter campaign and participation is central to its success. Each of the three should be done to complement an overall strategy as unengaging content won’t magically become interesting if it’s put in front of a large audience.

Full article (Identify Popular Hashtags & Case Studies)

Manually Select Your Promoted Tweets

When you first start using Promoted Tweets, Twitter will set it up so that your most engaging tweet will be automatically selected as your Promoted Tweet. To an extent, this will work if you’re looking to just increase followers and engagement. However, it’s better to switch this to manual as soon as possible. The reason for this is that your most popular tweet mightn’t be relevant to your advertising aims, otherwise you could be left with a random tweet that does nothing for your brand message.Manually Select Tweets

Place Promoted Tweets At The Top Of Your Feed

We know what to expect when we visit a profile, but what some profiles don’t properly take advantage of is the fact that you can place Promoted Tweets onto the top of your page. This way, when people visit your profile, the first thing they will see in your feed is the tweet you want.

The only potential flaw behind this is that not everyone will be visiting your profile page (it doesn’t appear in the page preview), so this would require some experimentation on your part to see whether it’s worth it or not.

Full article (Identify Popular Hashtags & Case Studies)

In defence of bloggers – we’re not inadequate & pimpled

Andrew Marr has been a hero of mine for a long time. Unfortunately the shine completely fell off this week, when he denounced bloggers as ‘inadequate, pimpled and single’ , while citizen journalism also gets the benefit of his boot, being described as ‘the spewings and rantings of very drunk people late at night’. The rant doesn’t end there, which was carried out against bloggers, at the Cheltenham Literary Festival. This is an incredibly unfortunate episode – the significance of which shouldn’t be underestimated. When someone this influential in the media industry speaks out with such vehemence against bloggers, it’s something you sit up and take notice of.

The single biggest problem with Andrew Marr’s argument, is that he dismisses bloggers in total, as if ‘blogging’ is the unifying factor and therefore we all operate in the same way. This is completely illogical, as if by becoming a blogger, you are immediately like all other bloggers. Compare a Mashable to a Wiggly Worms blog and you see where his argument really falls down ; they are completely different from each other. A blog is a means of producing content, it is a form of content in itself. It really is time to get away from the idea of ‘bloggers’ being one and part of the same crowd. It is really no different to criticise bloggers, than it is is to criticise writers outright. Any point that Andrew Marr might have had is unfortunately lost in this. But putting this misunderstanding to one side, is there any validity in his arguments against citizen journalism?


2857126034 bbafbb76ca In defence of bloggers   were not inadequate & pimpledAndrew Marr has been a hero of mine for a long time. Unfortunately the shine completely fell off this week, when he denounced bloggers as ‘inadequate, pimpled and single’ , while citizen journalism also gets the benefit of his boot, being described as ‘the spewings and rantings of very drunk people late at night’. The rant doesn’t end there, which was carried out against bloggers, at the Cheltenham Literary Festival. This is an incredibly unfortunate episode – the significance of which shouldn’t be underestimated. When someone this influential in the media industry speaks out with such vehemence against bloggers, it’s something you sit up and take notice of.

The single biggest problem with Andrew Marr’s argument, is that he dismisses bloggers in total, as if ‘blogging’ is the unifying factor and therefore we all operate in the same way. This is completely illogical, as if by becoming a blogger, you are immediately like all other bloggers. Compare a Mashable to a Wiggly Worms blog and you see where his argument really falls down ; they are completely different from each other. A blog is a means of producing content, it is a form of content in itself. It really is time to get away from the idea of ‘bloggers’ being one and part of the same crowd. It is really no different to criticise bloggers, than it is is to criticise writers outright. Any point that Andrew Marr might have had is unfortunately lost in this. But putting this misunderstanding to one side, is there any validity in his arguments against citizen journalism? Leer más “In defence of bloggers – we’re not inadequate & pimpled”

Google add new Twitter feature – reinvent social news

Google are currently testing a new feature on Google News , that adds a new social layer into their news function. By adding your Twitter details, Google News stories will be populated with stories that your friends have tweeted out, in the sidebar. This is in a testing phase and you’ll see if you’re part of it, if you’re presented with a box that asks you to put your Twitter name in and click save. This is one of many forays they’ve made into social and it is one experiment from them that I like!

What Google have done is to get right to the bottom of what Twitter is all about – news. Niall wrote recently on the blog about Twitter being more of a news source than a traffic driver and if this experiment from Google takes off, it will be one of the most elegant and smart uses of Twitter I’ve seen in a while. With this they have provided a much needed product, that combines news sources with social and in a sense, has completely socialised news. And it’s certainly refreshing to see Google make a step into the social realm that you can really see working, and providing real benefit to the user. Until now there hasn’t really been an easy or credible way to just find the news content shared by your Twitter friends, but Google have their existing news asset that makes this work. The tweets on the side will only contain links to stories that are on Google News. And since Google manually check each site as a source before adding it to the Google News database, they can ensure that it’s credible.
Changing News

1824234195 e6b913c563 Google add new Twitter feature reinvent social newsThis is an interesting step in the socialisation, or democratisation of news. I don’t doubt that when/if this feature is rolled out, users will be drawn more to what stories their friends are linking to, than what Google News decides you should see. This dramatically shifts the power of the news agenda and I don’t think this introduction by Google should be underestimated. It’s almost like moving ‘letters to the editor’ to the front page of a newspaper! Though there are many experiments in the socialisation of news, to date these are mostly projects that explore how social news content can be the main focus or news source. This is different as it puts your friends’ news interests and links, right beside the main news stories. This is your personalised news homepage.


images Google add new Twitter feature   reinvent social newsGoogle are currently testing a new feature on Google News , that adds a new social layer into their news function. By adding your Twitter details, Google News stories will be populated with stories that your friends have tweeted out, in the sidebar. This is in a testing phase and you’ll see if you’re part of it, if you’re presented with a box that asks you to put your Twitter name in and click save. This is one of many forays they’ve made into social and it is one experiment from them that I like!

What Google have done is to get right to the bottom of what Twitter is all about – news. Niall wrote recently on the blog about Twitter being more of a news source than a traffic driver and if this experiment from Google takes off, it will be one of the most elegant and smart uses of Twitter I’ve seen in a while. With this they have provided a much needed product, that combines news sources with social and in a sense, has completely socialised news. And it’s certainly refreshing to see Google make a step into the social realm that you can really see working, and providing real benefit to the user. Until now there hasn’t really been an easy or credible way to just find the news content shared by your Twitter friends, but Google have their existing news asset that makes this work. The tweets on the side will only contain links to stories that are on Google News. And since Google manually check each site as a source before adding it to the Google News database, they can ensure that it’s credible.

Changing News

1824234195 e6b913c563 Google add new Twitter feature   reinvent social newsThis is an interesting step in the socialisation, or democratisation of news. I don’t doubt that when/if this feature is rolled out, users will be drawn more to what stories their friends are linking to, than what Google News decides you should see. This dramatically shifts the power of the news agenda and I don’t think this introduction by Google should be underestimated. It’s almost like moving ‘letters to the editor’ to the front page of a newspaper! Though there are many experiments in the socialisation of news, to date these are mostly projects that explore how social news content can be the main focus or news source. This is different as it puts your friends’ news interests and links, right beside the main news stories. This is your personalised news homepage. Leer más “Google add new Twitter feature – reinvent social news”

Can PayPal Micro Payments Save Newspapers And Other Content Producers?

I used to read The Times every single day of the week. I loved their sports coverage and it was my “go to” newspaper. Then the pay wall went up and I stopped reading. I didn’t stop reading because they were asking me to pay but I stopped because I really couldn’t be bothered adding in my credit card details and going through the sign up process. What the Times needed to get in order to get my custom was a one click solution that allowed me to make a micro payment without even thinking about it. It looks like Paypal could be about to launch that very system with word that the payment giant is about to have a stab at the micro payment market. I wanted to have a look at just how effective micropayments could be and if they could possibly help some of the struggling newspapers and content producers out there who are all scrambling around for a business model.
Reducing The Friction

Nobody wants to pay for content online because the friction of getting your credit card out is just too painful and time consuming. With a new solution where you pre-load you Paypal account and just click a button without evening thinking about it I think the chances of people paying for content increase massively. I still check the headlines every day on The Times but I don’t go in because of the friction but if I saw something that caught my eye at simply had to make a payment of a couple of cents then that is something that I might just do.


Screen shot 2010 10 07 at 20.21.57 Can PayPal Micro Payments Save Newspapers And Other Content Producers?I used to read The Times every single day of the week. I loved their sports coverage and it was my “go to” newspaper. Then the pay wall went up and I stopped reading. I didn’t stop reading because they were asking me to pay but I stopped because I really couldn’t be bothered adding in my credit card details and going through the sign up process. What the Times needed to get in order to get my custom was a one click solution that allowed me to make a micro payment without even thinking about it. It looks like Paypal could be about to launch that very system with word that the payment giant is about to have a stab at the micro payment market. I wanted to have a look at just how effective micropayments could be and if they could possibly help some of the struggling newspapers and content producers out there who are all scrambling around for a business model.

Reducing The Friction

Nobody wants to pay for content online because the friction of getting your credit card out is just too painful and time consuming. With a new solution where you pre-load you Paypal account and just click a button without evening thinking about it I think the chances of people paying for content increase massively. I still check the headlines every day on The Times but I don’t go in because of the friction but if I saw something that caught my eye at simply had to make a payment of a couple of cents then that is something that I might just do.

Screen shot 2010 10 07 at 20.25.10 Can PayPal Micro Payments Save Newspapers And Other Content Producers?

Freemium Model

For this to work really well I think publishers will still have to give away a significant amount of their content for free. I can only really see people paying tiny amounts for the really special content that they can’t find elsewhere. Maybe a special live streamed show or a expert analysis from well known journalists. To make this business model really work publishers need to attract large volumes of people and then convert a small percentage of them in to revenue by enticing them to click through to the really good content via micro payments. Leer más “Can PayPal Micro Payments Save Newspapers And Other Content Producers?”

How to tell when a business is addicted to social media

There has been lots written about social media becoming an addiction for people – and indeed there are plenty of guides, videos and tests that support this. But the same can be just as true for companies both large and small, where an addiction or over-obsession with social media becomes more and more apparent. Social media is brilliant for companies to reach their customers in new and exciting ways and it can really support the business. But it’s tempting to become addicted and try every new site with no real strategy or reason behind it. So what are some of the classic signs that a business has become addicted to social media?
Half of their website is social icons

Screen shot 2010 10 04 at 12.17.11 200×169 How to tell when a business is addicted to social mediaI’ve seen this increasing trend among so many businesses now and it pops up in the most unlikely of websites. There is a real tendency by companies to make sure they have ticked every social media box there is going, and to overload their website with icons. There should really be a limit to the amount of social buttons you can put on a website. As much as this is frustrating or confusing to 9/10 of your visitors who have no interest in Digging something, it fundamentally detracts from the main aim of the site. I think the tweet & Like buttons have their place in many, if not all, websites but there is a danger of over-doing it. The fact is that if someone likes your content and they’re on reddit etc. they will probably go and share it anyway [Más…]
They follow you on Foursquare

foursquare buttons 200×200 How to tell when a business is addicted to social mediaFoursquare provides many opportunities for businesses and there are huge benefits for this service, that can provide a unique and effective way for you to reach a new audience. Following your customers is not one of them. I have personally had a few requests from businesses to become my friend on Foursquare and have frequently denied. This to me represents a serious case of social media addiction for a business. Aside from looking desperate, it’s also just plain bizarre. I have no interest in allowing a company (and who at that company anyway?) to follow me around physically. It’s also lost on me as a marketing concept : I”m not quite sure what a coffee shop would do with the information that I’ve checked into a pizza restaurant down the road. At least within the realms of what I’d be comfortable with!
Hundreds of dead profiles

Now I might be slightly exaggerating with ‘hundreds’ but a surefire sign that a company is addicted to social media, is that you find multiple social profiles that have been set up, used infrequently for a month and then they’re onto the next one. It’s easy to see the temptation here – when you hear of a new social service you have to try it out to get in front of your most savvy customers, and not least to mark your territory should it become popular later. But there’s a lot to be said for finding the few channels that are right for your business and making them work for you. Think of all these dead and empty profiles in real business terms. You wouldn’t advertise a customer careline if no-one answered it anymore. The same rules should apply online.
Spend more time tweeting than running the business

5 73 178×200 How to tell when a business is addicted to social mediaThis applies more specifically to startups and small businesses, where it’s evident there would be no dedicated staff just to run Facebook and Twitter. Now I know firsthand the effort that is required to take a new business off the ground and I always worry when I see small business owners spending way too much of their time tweeting. Of course can Twitter can serve a purpose for a new business up to a point – as an immediate, free and accessible marketing channel. But it’s not a replacement for real work, or other types of marketing that can work for you.

The danger with Twitter for businesses is that you get taken in by the immediacy of the result. You see every @ reply as a good result, so you go after more of it. But don’t forget that a small portion of your customers will actually be on there. It’s easy to get addicted to as a business, but make sure it only takes up a small amount of your time and doesn’t become a replacement for the work involved in running your business. I’d much rather see a small company that’s too busy to tweet 20 times a day!


Author of How to tell when a business is addicted to social media
by Lauren Fisher

http://www.simplyzesty.com/business/business-addicted-social-media/

There has been lots written about social media becoming an addiction for people – and indeed there are plenty of guides, videos and tests that support this. But the same can be just as true for companies both large and small, where an addiction or over-obsession with social media becomes more and more apparent. Social media is brilliant for companies to reach their customers in new and exciting ways and it can really support the business. But it’s tempting to become addicted and try every new site with no real strategy or reason behind it. So what are some of the classic signs that a business has become addicted to social media?

Half of their website is social icons

Screen shot 2010 10 04 at 12.17.11 200x169 How to tell when a business is addicted to social mediaI’ve seen this increasing trend among so many businesses now and it pops up in the most unlikely of websites. There is a real tendency by companies to make sure they have ticked every social media box there is going, and to overload their website with icons. There should really be a limit to the amount of social buttons you can put on a website. As much as this is frustrating or confusing to 9/10 of your visitors who have no interest in Digging something, it fundamentally detracts from the main aim of the site. I think the tweet & Like buttons have their place in many, if not all, websites but there is a danger of over-doing it. The fact is that if someone likes your content and they’re on reddit etc. they will probably go and share it anyway Leer más “How to tell when a business is addicted to social media”

Ad brings newspapers to life


Ad brings newspapers to life

October 5th, 2010 by Lauren Fisher in Advertising

AXA have created an excellent newspaper ad, that shows the new age of advertising at its best. I’m a big fan of interactive advertising, and what happens when ads meet social and this is an excellent example of that. The video below shows the AXA ad in action, which directed the reader to place their iPhone over an empty space on the page :

Given that AXA was Belgium’s first insurance company to launch an iPhone app, it’s fitting that they would use such a unique method to announce it. This is one of the first ads of this kind that I’ve seen, where you see a real consideration of the user journey. They haven’t just added on an element to integrate with mobiles, but have actually built it into the story of the ad itself.

Full article Ad brings newspapers to life.

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Does Anybody Listen To Your Tweets Or Retweets?

This interesting survey landed in our inbox a couple of days ago from sysomosos where they have analyzed 1.2 billion tweets to see if any particular patterns emerge around @ replies and Retweets. This Twitter survery is interesting because it shows that nearly 3 quarters of tweets go pretty much unanswered and I personally didn’t think that number would be so high. Given the large amount of inane conversation on Twitter it is also not surprising to see that a tiny 6% of tweets get retweeted. Some really nice data here and really well presented as well…
retweets replies v2 Does Anybody Listen To Your Tweets Or Retweets?
Most Retweets Happen in the First Hour

They discovered that 92.4% of all retweets happen within the first hour of the original tweet being published, while an additional 1.63% of retweets happen in the second hour, and 0.94% take place in the third hour. This means that if a tweet is not retweeted in the first hour, it is very likely that it will not be retweeted. The graph below shows the fraction of tweets from the second hour onwards – the x-axis shows the time in hours since the original tweet, while the vertical axis shows the fraction of retweets within a particular hour. The 92.4% of all retweets, which happen within the first hour, are not displayed in the chart. 1.63% of retweets happen in the second hour, and 0.94% take place in the third hour.


This interesting survey landed in our inbox a couple of days ago from sysomosos where they have analyzed 1.2 billion tweets to see if any particular patterns emerge around @ replies and Retweets. This Twitter survery is interesting because it shows that nearly 3 quarters of tweets go pretty much unanswered and I personally didn’t think that number would be so high. Given the large amount of inane conversation on Twitter it is also not surprising to see that a tiny 6% of tweets get retweeted. Some really nice data here and really well presented as well…
retweets replies v2 Does Anybody Listen To Your Tweets Or Retweets?

Most Retweets Happen in the First Hour

They discovered that 92.4% of all retweets happen within the first hour of the original tweet being published, while an additional 1.63% of retweets happen in the second hour, and 0.94% take place in the third hour. This means that if a tweet is not retweeted in the first hour, it is very likely that it will not be retweeted. The graph below shows the fraction of tweets from the second hour onwards – the x-axis shows the time in hours since the original tweet, while the vertical axis shows the fraction of retweets within a particular hour. The 92.4% of all retweets, which happen within the first hour, are not displayed in the chart. 1.63% of retweets happen in the second hour, and 0.94% take place in the third hour.

Leer más “Does Anybody Listen To Your Tweets Or Retweets?”