In this post, bear with me and you’ll get a couple of case studies and some best practice from brands using TV and promoted tweet tie-ups.
Before I give you the fun stuff, I want to say that best practice is all that matters. Ignore all the stats about engagement and sales uplift.
I don’t usually advocate ignoring stats, but as B2B marketing and service industries now pervade major cities of the developed world, we are awash with stats. And stats that claim to explain general concepts, such as generic increase in purchase intent after viewing a promoted tweet that references TV, are not helpful to you.
Yes, these stats succinctly explain the perceived benefits of advertising on Twitter, but like all data, it’s only that which directly pertains to your company that is of use.
There’s no point examining averaged trends when what you’re interested in is your business. Being blinded by amazing engagement stats will mean you don’t think properly about your campaigns. The last thing you want to do is drip out a poorly conceived set of promoted tweets and have faith they will deliver ROI.
The success of your marketing and advertising is dependent entirely upon detail; detail that’s way more granular than simply what channels you decide to advertise in.
Whether comments are made on a blog, or spread across the social web, every business wants customers to make a (positive) noise about them.
But while they are great for increasing engagement, comments come with problems of their own.
In a week which has seen YouTube finally take steps to clean out the well of eternal torment that it uses as a comment section, and Popular Science is doing away with the chatter altogether, I thought it would be a good opportunity to look at the various systems in place around the web designed to keep us talking...
Twitter is entertainment, so it goes without saying that a humorous Twitter account is going to get followers, reach and engagement.
Here are some of the brands that have decided to navigate (or not) the governance needed to keep a funny and risqué Twitter account in check.
Although these companies are often in industries where rules of taste are fairly relaxed, all have done well in using belly laughs or sass to their benefit.
With more than 9,000 messages being sent every second, Twitter can be a noisy place, so it's always important to distinguish yourself from the crowd.
Luckily, Twitter has a few features that can help, including Twitter Cards, promoted tweets and images.
Over on Facebook, posts that include optimised images receive around 120% more engagement. Research suggests that the same is true on Twitter, so I decided to test this out.
Drinks brand Sprite managed to outperform its rivals and achieve the greatest exposure on Tumblr in July.
This is despite the fact that it only blogged three updates, while second-placed MTV posted a massive 114 times.
The findings, which come from a report by Simply Measured, show the high potential for long-term amplification on Tumblr compared to other social networks, as nearly all of Sprite’s 85,000 reblogs were owed to a single post made prior to the study period.
The Sprite post in question is an animated GIF of a game of spin the bottle. Not very complex, but it captured the imagination of Sprite’s audience and isn’t something that can necessarily be replicated on other networks.
One of the most common obstacles to blogging is the feeling that you haven’t got anything to write about.
This prevents new bloggers from getting into the habit, and prevents more seasoned bloggers from keeping it going.
You want to write, but you need something to write about; what’s your subject going to be?
From increasing brand awareness to accelerating conversions and transaction volume, mobile has become an integral way for brands to guide consumers along the path to purchase.
The rise of mobile is a key factor in the shift from what used to be a linear path to purchase. The days of "here's our ad, see you at the register" are long gone and have been replaced by a broad, multi-faceted discovery and engagement process.
With this evolution, marketers must make effective investments that use mobile as a connective tissue in the increasingly non-linear purchase cycle.
Chris Buckley is Director of Social Engagement at TMW, a full service agency based in London. Here he walks us through a typical day in agencyland.
If you like the sound of what Chris does then by all means explore the range of social media jobs that are listed on Econsultancy's digital jobs site.
Building relationships with bloggers can be time consuming, but if done with integrity it can bring fantastic success to a brand in the way of genuine advocacy.
Quite simply, if you take the time to engage with bloggers in the correct manner, then bloggers in turn will engage with your brand as part of a mutually beneficial relationship and more often than not, go above and beyond what they’re asked to do.
Well, it's that day again. Valentine's Day is here yet again to the delight of retailers everywhere. No wonder, when online sales in the US and the UK have continued to rise year-over-year in the run up to Valentine’s Day and retailers have had to learn to scale for seasonal surges.
The folks over at Rakuten, the online marketplace that's quickly catching up to Amazon and eBay, shared a few stats and a lovely infographic (don't say we didn't give you anything for Valentine's!) detailing the global spending trends surrounding this love-sick holiday.