Twitter and TV: ignore the stats and focus on best practice

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.

Q&A: Chris Ramsbottom, Mobile Product Manager at BSkyB

Mobile, Product Managers, and the changing ‘landscape’ for journalism and broadcasting are all ‘so hot right now’, and topics we discuss a fair bit at Econ towers.

Chris Ramsbottom is a Mobile Product Manager at BSkyB, so I thought I’d ask him some questions, and get some views straight from the horse’s mouth.

Sky: live chat helped to improve sales and customer service

Live chat is a common online customer service tool and it appears that consumers are becoming more comfortable using it.

We recently published some stats which show that 53% of UK online shoppers have used live chat, up from 41% in 2011.

Furthermore, 31% of online shoppers from both the US and UK said they would be more likely to purchase after using live chat. So aside from being a customer service tool, it also has the potential to be used as a sales channel.

BSkyB has been using LivePerson’s live chat tool on its website for sales and customer service for several years.

To find out more about the benefits of this service and when it should be deployed in the customer journey, I spoke to BSkyB’s director of e-experience Wendy Schratz…

LOVEFiLM and Netflix save BSkyB from regulator sanctions

The Competition Commission has changed a ruling on BSkyB’s dominance of the pay-TV film market thanks to the growth of digital services such as LOVEFiLM and Netflix.

In an abrupt u-turn, the CC said that Sky Movies no longer provides Sky with an advantage over its pay-TV rivals.

It reversed a ruling from last year which found that the satellite broadcaster’s deals with major Hollywood studios effectively gave it a monopoly on the market and caused higher prices for consumers.

BSkyB acquires 10% stake in social TV app Zeebox

BSkyB has acquired a 10% stake in social TV startup Zeebox for a multi-million pound sum.

Zeebox, which only launched in October, brings a social element to watching TV by allowing users to see what their friends are viewing and then talk about it online.

It includes web functionality, as well as iPhone and iPad apps that combine a live TV guide with collections of tweets and status updates for each show.

Q&A: BSkyB’s Helen Southgate on digital innovation

Helen Southgate is Senior Online Marketing Manager, primarily responsible for affiliate and paid search, at BSkyB. 

Helen is also a member of the judging panel for Econsultancy’s Innovation Awards. The deadline for entries is this Friday. 

I’ve been asking Helen about what it takes to foster innovation within a company, and what she will be looking for from awards entries.