Twitter Brand Pages
Twitter’s relaunch includes Twitter Brand Pages: an eye tracking study predicts hard work; http://eicker.at/TwitterBrandPages
Tagged: Brand Advertising Toggle Comment Threads | Keyboard Shortcuts
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Gerrit Eicker
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Gerrit Eicker
Display Advertising
Joel: The future of display advertising is bigger than you think, a $200B business; http://eicker.at/DisplayAdvertising
Gerrit Eicker
Facebook vs. Google: Advertising Duel
Facebook targets and obtains those advertisers who made Google a success: small businesses; http://eicker.at/AdvertisingDuel
Gerrit Eicker
Social Consumers and Advertising
Social games, brand and direct response advertising, real-time, fun in eCommerce, user retention; http://eicker.at/Consumer2011
Gerrit Eicker 08:26 on 7. January 2012 Permalink |
SimpleUsability [PDF]: “Users were drawn to different sections of the branded pages depending on the features each employed. All pages received initial attention on the section of the page that contained imagery. Generally this was the promoted tweet, but on the Staples page the promoted tweet did not contain any visual elements so the header image initially received more attention. … 1. Header images need to work hard – Header images can communicate how users can interact with the page. … Advertising can lead to too much of a corporate feel. … Competitions and promotions can entice users and encourage exploration. … 2. Promoted tweets need to take advantage of embedded visuals – A promoted tweet featuring an image draws users in. – This can quickly convey and affect the brand values of a company. Users made assumptions about the company on whether they were either corporate or approachable from the content of the image. … Promotional tweets can reinforce other featured content. – The promoted tweet on Staples featured a link to the competition referenced in the header. The promoted tweet and the header image supported each other as they were relaying the same message to the users in two different forms, one predominantly pictorial and the other completely text based. – Embedding video in the promoted tweet instantly engages the user. … 3. Users make brand decisions based on tweets – A range of tweets on the page communicates to users the level of interaction between the company and the user. The HP page featured tweets for different types of interaction including general replies, retweets and complaints. This gave the feeling that the company was being honest and that the tweets were genuine interactions with their followers. … So while Twitter shifts to incorporating the new features to the brand pages in order to engage those who see the page, the likelihood is that many of the brand’s followers may never see the page at all. This means that the strength of a company’s following will be based on what they tweet. … Also, with regards to the header, companies should keep in mind that due to its size and position on the page, users might assume that it is a clickable banner. … When they were unable to interact with the header they were annoyed and lost interest in page. … If a brand page comes across as either too sales-heavy, it will not hold the user’s attention. Users preferred when they could see the more ‘human’ side to the brand…”
RWW: “While some initially heralded Twitter brand pages as a ‘game changer,’ that scenario may not play out. One of the major problems facing brand pages, as noted in the SimpleUsability study, is that once someone starts following a Twitter account or brand page, there is usually no reason for them to return to the page as all of the new and relevant information will show up as tweets in the followers own timeline. … Users ultimately want brand pages to show a ‘more human side’ to the company, the study said. The HP site, for example, scored well because it did not emphasize sales and advertising, and even made an effort to respond to individual followers. Some of the tweets on the page responded to customer complaints, which improved transparency and credibility as viewed by page visitors.”