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May 14, 2011

Brand lessons From " Promoted Tweets" : The Top 10 Success Stories

For brands and marketers  desiring " Instant results" or a promotional campaign  which needs " Viral Marketing Techniques , There is a way out  via " Promoted Tweets".  Promoted Tweets are ordinary Tweets that advertisers pay to highlight to a wider group of users.Twitter has charged for promoted tweets on what it calls "engagement" or user action -- a re tweet, response, click on a link or when a user marks a post as a "favorite." Marketers don't pay when the tweets go nowhere. Twitter also only charges for the first re tweet of the original; subsequent re-tweets are "earned" and free. 

Twitter currently offers brands the ability to purchase promoted trends, tweets and accounts. In February, the cost of its most successful paid media, promoted trends, jumped from $70-80K to $100-120K.As Twitter searches for a revenue model, it has been revealed by the Wall Street Journal that the company is selling Promoted Tweets for around $100,000.

"Marketers are rewarded if they are good, not just if they're loud." While ad spending on Twitter is expected to grow to $150 million in 2011 from $45 million in 2010, according to eMarketer, brands are still working out how to use the platform effectively. Twitter provided Advertising Age with the top 20 tweets of the past year, and we pulled the best from each of the top 10 marketers on that list based on the rate of engagement. 
According to a research by Social Media Monitoring firm Crimson Hexagon who monitored Tweets in Twitter about Promoted Tweets during its launch and post launch, it has come to be known that 42% of Twitter Users think that Promoted Tweet will look like spam and will disturb their Twitter experience. While 31% of the Tweets indicate that users are confused about Promoted Tweets and would only decide their judgment after reading more about it or after experiencing it. On the other hand only 27% believe that it is a good business model.
Among the " Brands " which used promoted Tweets, the top marketers represented a broad cross-section of auto, tech, fast-food and media marketers with a wide variety of products and messages Brands like the Old Spice Guy which drew Mileage from the " Hugely Popular YouTube Video , promoted Tweets were a natural extension. Some had repeat hits: Google, for example, had four tweets in the top 20; Conan O'Brien's production company Team Coco had three and Volkswagen had two. 

Virgin America was also among brands who used promoted Tweets to highlight their own tech savvy  culture.According to  The company, it resulted is 300 to 500 inflight tweets per day, with anywhere from 6% to 15% of travelers logged into inflight WiFi. Participating in the Promoted Tweets initiative is certainly a logical next step on the Twitter front for the company.

 While there has been no third party validation of the CTR's on the promoted Tweets,Twitter has said publicly that the average "engagement" on promoted tweets is 3% to 5%, but for the top paid tweets engagement is eye-popping for any kind of digital ad. 

According toAdage the top tweet of the year, from Volkswagen VW, had a 52% engagement rate, meaning of all people exposed to the ad, more interacted with it than ignored it. VW's six promoted tweets for the New Beetle and one promoted trend reached 90 million people. No. 10 on the list is a promoted tweet from Twitter itself, with a 25% engagement rate, far greater than the norm.

What did Coke get right?
  • Using Twitter media to promote a global event (60% of Twitter users are located outside of the U.S.)
  • Using a positive hashtag with nearly no language barrier
  • Driving fans from Twitter to a website and not to Facebook
  • Providing worldwide fans with exclusive and engaging content
Radio Shack - In December of 2010 @RadioShack launched #IfIHadSuperPowers giving fans a fun and engaging way to win prizes around the holidays.