Tagged: Promoted Tweets Toggle Comment Threads | Keyboard Shortcuts

  • Gerrit Eicker 08:26 on 7. January 2012 Permalink
    Tags: , , , , , , , , , , , , Key Visuals, , , , , , Promoted Tweets, , , , , , , , , , Twitter Brand Pages, , , , , Visuals,   

    Twitter Brand Pages 

    Twitter’s relaunch includes Twitter Brand Pages: an eye tracking study predicts hard work; http://eicker.at/TwitterBrandPages

     
    • Gerrit Eicker 08:26 on 7. January 2012 Permalink | Reply

      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.”

  • Gerrit Eicker 08:15 on 13. April 2010 Permalink
    Tags: , , , , , , , , , Promoted Tweets, , , , , , , , , , , , ,   

    Twitter: Promoted Tweets 

    Twitter is expected to launch promoted tweets: first in search results, later in user feeds; http://j.mp/bQ7bUk

     
    • Gerrit Eicker 08:27 on 13. April 2010 Permalink | Reply

      AdAge: “Initially, Twitter’s version of keyword ads will appear only on searches conducted on its website; users will start seeing those Tuesday afternoon. A single ad will appear at the top of a search. That ad is itself a tweet, and users can ‘re-tweet’ the ad to pass it around, make the ad a favorite or reply to it. … Promoted tweets also have the potential to scale revenue quickly for the company, backed by $160 million in funding from a coterie of elite VC firms including Union Square Ventures, Institutional Ventures Partners, Benchmark Capital and Spark Capital. … Twitter is also not the first to try to build an ad model around Twitter search results. Search-ad pioneer Bill Gross unveiled TweetUp on Monday, which allows marketers to promote their own tweets by buying keywords. … During this roll-out, Twitter will study how resonance works and decide in the fourth quarter whether – or how – to take ads beyond search and into users’ Twitter feeds. ‘Is it great in search and horrible in the timeline? We are going to test and test and test,’ Mr. Costolo said.

      NYT: “Businesses have been eager to wade into conversations on social media, said Bernardo Huberman, senior fellow and director of the social computing lab at Hewlett-Packard’s research and development arm and co-author of a recent study that found that chatter on Twitter can forecast box-office revenue for movies. But he is not convinced that it can change people’s opinions. … At first, companies will pay per thousand people who see promoted posts. Once Twitter figures out how people interact with the posts, it will figure out alternate ways to charge advertisers. … Anyone who uses Google has grown accustomed to seeing ads alongside their search results, but Twitter users could resent seeing promoted posts in their personal content stream. – Twitter is aware of that risk. It is still figuring out how to determine which promoted posts should appear. It could be based on topics they are writing about, geographic location or shared interests of people they follow.”

      VB: “It’s an idea observers of the company have suggested for quite a long time, although it’s still unclear whether those types of queries will monetize nearly as well as conventional search. Sensitive to keeping the user experience free of annoying marketing messages, Twitter will boot sponsored tweets if they’re aren’t receiving lots of replies, clicks or retweets. If this happens, advertisers won’t have to pay for the tweets. … Search ads and in-stream advertising should come as no surprise. After Twitter bought search engine Summize in 2008, search advertising was a fairly obvious approach to monetization. That said, the company has a bit of an unusual take on it. The search ads will appear at the top of results, not on the side like with Google results and Twitter is using a system they call ‘resonance’ to pull out ineffective advertising.

      RWW: “It’s not banner ads, it’s not sales of data to direct marketers, it’s not licensing access to Direct Messages to the CIA. Twitter is at its best when it keeps things simple, when it stays out of the way and acts like a dumb, if textured, pipe. Put a contextual ad up to keep the lights on, what do I care? – It’s entirely predictable, shouldn’t hurt too much and might even work. As Liz Gannes said so well in her headline at Gigaom tonight: ‘The Twitter Ad Model Revealed (What Were You Expecting, a Pony?)’

c
Compose new post
j
Next post/Next comment
k
Previous post/Previous comment
r
Reply
e
Edit
o
Show/Hide comments
t
Go to top
l
Go to login
h
Show/Hide help
shift + esc
Cancel