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Showing posts with label social media marketing. Show all posts
Showing posts with label social media marketing. Show all posts

May 24, 2011

Tweetdeck Acquired for $40 Million by Twitter

Twitter has now closed the deal acquired TweetDeck for over $40 million in cash and stock, according to CNNMoney Twitter has been rumored to be in takeover talks with Tweetdeck for more than a month.

TweetDeck is a particularly popular Twitter client for "power users" who want to view tweets, direct messages, lists, search trends and other information from the microblogging platform in the same desktop window -- a feature Twitter itself doesn't offer in its apps or on its website.

Neither TweetDeck nor Twitter  has confirmed or denied the news of acquisition
However a Twitter spokeswoman directed the Technology blog to a tweet from @TwitterGlobalPR: "For all those who might be curious, we continue to not comment on rumors"
Earlier the Wall Street Journal reported that Twitter was in advanced talks to acquire TweetDeck. Another company, UberMedia, had also reportedly been working out a deal to buy TweetDeck.

Ubermedia and Twitter had a showdown  earlier when Twitter suspended UberMedia's three major third-party mobile applications -- UberSocial, Twidroyd and UberCurrents -- from use on its site for allegedly violating its use policies. Twitter reinstated access to the apps a day later.Last month, reported that UberMedia is in the process of creating its own microblogging service that would compete directly with Twitter.

May 23, 2011

The Social Business Evolution : Products Vs People

Social Business Imperative

This social business infographic was created to illustrate the social customer’s impact on business operations. It also encompasses most of what is discussed in my upcoming book, Smart Business, Social Business. The infographic starts off defining the social customer and social business. The social business declaration is defined; and then discusses the three pillars that make up a collaborative social business – People, Process and Technology.
Marketers today are caught up in a jumble of buzzwords that mean very little.  It's a confusing time, but to get the marketing right, you need to start thinking about relationships first.  "It's not about selling something anymore; that might be the end result, but to get there, you need to work on the relationship.

Creating your social strategy is a four step process

1. Who is your audience?
2. Very clear goal
3. Action plan
4. Tools, tactics, techniques

Determining Your Audience

 Each user group who interacts with your brand  differs  by levels of participation. They can be broadly grouped into

Non Active Watchers: 52% of online users have watched YouTube, 42% have read blogs, 19% have downloaded podcasts

Sharers: 29% have used social networking sites, 28% have tagged online content, 21% have shared online content that they created

Commenters: 32% have rated a product, service or person, 30% have commented on a product, 22% have commented on newsgroup or site

Producers: 12% have created or worked on a blog; 11% have remixed content.

Curators: People that have edited a wiki - moderated a forum

Companies That Utilize the Social Web Well

According to  Readwriteweb  companies that use the Social Web well are:

Oracle:Prior to running Oracle Open World, Oracle changed its home page for two weeks.  The page asked for consumer feedback; community involvement was important enough to interrupt the normal flow.

H&R Block:When H&R Block realized selling was no longer working, they created a page on FaceBook to provide tax advice. They don't say "come and do your taxes with us," on FaceBook; they only offer advice.

Frank Eliason, Director of Digital Care for Comcast Cable uses Twitter to look for people talking about Comcast, 'tweets' them, and offers to help.
Skittles has a page on FaceBook called 'Mix the Rainbow'.
It's created a spark and now the community is interacting with one another.  The company occasionally steps in with light and fun comments; never with sales talk. 
A recent series of messages on the Skittles wall:
Derek says:  Is it just me, or does there seem to be too many orange ones in the bags now?
Skittles says: Derek despite what you or the Internet may think, we can assure you there is no orange skittles conspiracy - red on the other hand...

Starbucks asks for suggestions on how to make the company better.  If you provide a suggestion, Starbucks CIO will discuss the idea on the site; it's not just a black hole that suggestions go into.  He explains the back end - or what has to happen on the technical level before they can implement the idea.

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.


April 25, 2011

Volkswagen Passat Linkedin Marketing Campaign

LinkedIn, which recently passed the 100 million member mark, appears to be virgin territory for most marketers who have focused more of their social media outreach efforts on Facebook and Twitter

While  most marketers has been active across Facebook and Twitter, not many brands have started using Linkedin for marketing purpose...However that seems to  be changing as a  couple of apps from big brands have recently started  to leverage the professional social network’s API  and use it for marketing purposes

The new Volkswagen Passat campaign   is one of the very first branded experiences utilizing the new LinkedIn API, and interestingly, it’s for in the Netherlands. The  new app calledLinkedOut”or  “LinkedUit”  is being used to promote Volkswagen’s Passat in Holland

Volkswagen’s LinkedIn campaign gives  users   and their contacts  the chance to win a brand new Volkswagen Passat, and for this  you need to have the strongest LinkedIn profile in Holland . The App Linkedout lets you compare how well-networked you are on the site vs. others.

After signing in using your LinkedIn profile, the app lets you choose others in your network to challenge. You win each round (education, experience, recommendations and connections) by having more of each. The winner’s avatar gets a giant head.

The app is part of a campaign in the Netherlands that supports the tagline, “Nogal vol van zichzelf,” which translates to “Quite full of himself.” The site asks users to “discover within three minutes how full of yourself you are” and offers the chance to win a free Passat.

A rep for LinkedIn says the company’s marketing solutions group worked with AmEx on its program and Dutch agency Achtung on the VW campaign, but couldn’t provide any other information.Linkedin  made its API available to developers in late 2009.