• Nielsen Brand Effect for Twitter: How Promoted Tweets impact brand metrics

    Tuesday, March 5, 2013

    Last October, we collaborated with Nielsen (@NielsenWire) to announce Nielsen Brand Effect for Twitter, a new survey tool for advertisers to measure the impact of their Twitter campaigns on brand metrics. Starting today, we are moving this capability out of beta and making brand surveys widely available to our advertising partners in the United States, the United Kingdom and Japan. We also want to share exciting initial results that demonstrate Promoted Tweets drive stronger message association, brand favorability and purchase intent. 

    Three Nielsen study findings on Promoted Tweet effectiveness

    In recent months, Nielsen analyzed brand survey data to measure how Promoted Tweet campaigns influence the audiences that see them. Three key findings emerged among advertisers who participated in our beta:

    1. Promoted Tweet exposure drives stronger message association.

    Across all beta studies analyzed, exposure to a Promoted Tweet impression drove a 22% average increase in message association compared to users not exposed to Promoted Tweets. This finding demonstrates that, although Promoted Tweets are priced on a cost-per-engagement basis, advertisers don't only benefit when users engage. Even a Promoted Tweet impression can be valuable for brands.




    2. Brand lift is amplified by multiple exposures to Promoted Tweets.

    Multiple exposures (two or three times) to a Promoted Tweet campaign lead to 10% lift, on average, in brand favorability compared to users exposed to the campaign once. This illustrates the value of an always-on Promoted Tweet strategy to continually reach interested users with brand messages.



    3. Engagement with Promoted Tweets translates to higher brand favorability and purchase intent.

    Users who engage with a brand’s Promoted Tweet report on average 30% higher brand favorability and 53% higher purchase intent than non-engagers. This study result highlights the value of an engagement on Twitter and the importance of reaching a relevant audience with compelling Tweet copy to further drive Tweet engagement.


    Pepsi (@Pepsi) was one of the advertising partners who participated in the beta and found similar effectiveness for their Promoted Tweet campaigns based on brand survey results. 

    “The ability to measure the brand impact of our campaigns is immensely valuable and something we strive to understand across marketing vehicles,” said Shiv Singh, global head of digital for PepsiCo Beverages (@shivsingh). “We've run brand effect surveys on Twitter for a couple PepsiCo brands, and they've allowed us to connect Twitter campaign performance to more standard brand metrics. The survey results demonstrate to us the effectiveness of Twitter Promoted Products, while also providing insight for optimizing future campaigns.”

    How brand surveys on Twitter work 

    To create a user experience that feels native to our platform and increases the likelihood of participation, brand surveys on Twitter are embedded within Tweets. Unlike other major publisher platforms, we do not require a click through to an external site or interrupt the user with a pop-up. Another unique feature of our brand surveys: advertisers are able to measure and compare survey responses from users who have been exposed across devices – desktop, tablet and smartphone.



    Brand surveys on Twitter leverage industry-standard Nielsen Brand Effect methodology including pre-campaign creation of test/control groups and post-survey analysis. Advertisers can measure perceptions among followers and “engagers" (users who engage with the advertiser’s Promoted Tweet through a click, retweet, reply, or favorite). Brand surveys can also help advertisers understand how audience perceptions differ among segments, including interest targets, geography and gender in a way that is consistent with targeting options for Promoted Tweets. No individual Twitter user information is shared with Nielsen or advertisers.

    Nielsen and Twitter will continue to release more findings on the effectiveness of Promoted Tweets in shifting brand perceptions in the near future. Ultimately, we hope these learnings help advertisers optimize their Twitter strategy and content.

    Posted by

    Ameet Ranadive (@ameet)
    Product Manager, Revenue

    Kyle Boston (@kyleb)
    Analyst, Ad Research

    If you’re a current Twitter advertiser, contact your account team for more information about brand surveys. If you’re interested in becoming a Twitter advertiser, visit https://business.twitter.com/en/advertise/start/

    Posted by @ at 11:56 AM

  • #TwitterBrasil: Open for business

    Thursday, February 28, 2013

    Brazilians have always been enthusiastic early adopters of new technologies and communications platforms. We have a natural passion to communicate, interact, share experiences and exchange information.

    In December, we opened Twitter’s local office and operations in Brazil with the goal of supporting local partners and users more directly. Last week, we gathered clients and executives from the Brazilian advertising industry for the official launch of Twitter in Brazil at the Museum of Image and Sound of São Paulo (MIS).

    With The Coca-Cola Company (@CocaCola_BR) as an official partner, the night featured an enthusiastic round table with notable Brazilian users sharing great stories and different perspectives on Twitter’s impact in the country. Panelists included Adriana Knackfuss, Consumer Connections Sr. Manager at The Coca-Cola Company, Nívia Carvalho, Social Media Editor from the daily O Globo (@jornalOGlobo), Rene Silva (@Rene_Silva_RJ), Editor in Chief of the portal Voz das Comunidades, and the Humorist and Presenter, Rafael Cortez.


    We also shared a few insights from an upcoming 2013 research report on Brazilian Twitter users. The Compete study found that 80% of Twitter users in Brazil follow at least one brand and 29% percent follow more than 10 brands. Seventy three percent of Twitter users in the country recall seeing Promoted Tweets. Over half of them say they prefer Promoted Tweets to other types of ads they see.

    Today, I am proud to say that Brazil is one of our largest markets with a strong user base. Twitter has already become an important part of our lives in Brazil and, by strengthening our local presence, we plan to continue delighting our users as well as creating new opportunities for marketers who want to connect with them.

    Guilherme Ribenboim (@guilhermerib) 
    Twitter Brazil Director

    Posted by @ at 2:44 PM

  • New study: How Tweets influence mobile and tech shoppers in the UK

    When it comes to product launches, special sales and shopping seasons, tweeting about your brand and product is an effective way to raise awareness and interests among your audience. To understand exactly how Twitter helps companies connect with their target consumers, we partnered with Compete (@Compete) and looked at how Tweets from mobile product and carrier brands influence the U.K. shoppers who see them.

    The “Tweets in Action: Mobile/Tech” study found that exposure to Tweets drives engagement with brands. In other words, the more Tweets shoppers see, the higher the likelihood that they will visit brand websites, search for these websites, or visit third-party review sites to find out more about the brands they saw on Twitter.

    Study background & methodology

    The study analyzed over 6,000 users and their site visitation behavior in the United Kingdom over the Christmas shopping season. The study looked at three different groups of users. The first group consisted of those users who were exposed to at least one Tweet by a mobile product or carrier brand. The two remaining groups of users were control groups: one consisted of Twitter visitors who were not exposed to mobile/tech brand Tweets, and the other represented the average internet user.

    Three key findings on site visitation and Tweet exposure

    Twitter users who see Tweets from mobile/tech brands are more likely to visit brand websites.

    Compete found that Twitter users visit mobile/tech brand websites at a higher rate (62%) than general internet users (45%). This includes websites for both mobile device brands and mobile carriers.

    Key takeaway: Twitter helps to drive engagement with brands and products and site traffic. Twitter users exposed to brand messages on the platform have a much higher likelihood to later visit the official sites. Brands should tweet proactively to reach their audience about new products and brand announcements.

    Twitter users who see mobile/tech brand Tweets are more likely to search for brand websites online.

    Around 30% of average internet users searched for and visited at least one brand website. On the other hand, 38% of Twitter users did the same during the period. The rate of visit via search was even higher among Twitter users who were exposed to brand Tweets: 46% of them searched for and visited brand websites.






    Key takeaway: Twitter users have a higher tendency to search for and learn about brands and products through the platform. Tweets should include links to brand/product pages to make it easier for shoppers to search for additional information. 

    Twitter users who see mobile/tech brand Tweets are more likely to visit third-party review sites and check out reviews on products or brands.

    Exposure to brand Tweets increased the likelihood that consumers would visit third-party review sites (such as @CNET, @amazon, @techradar) to find out more about the brands or products. Around 36% of average internet users visited third-party review sites during the holiday shopping season. However, the likelihood to visit for Twitter users exposed to brand Tweets was 28% higher. 



    Key takeaway: Twitter users exposed to Tweets from brands tend to learn more about the brand or product by reading reviews. Brands should tweet engaging content to raise curiosity and prompt consumers to find out more. Try including language from a recent review or consumer ratings in your Tweets. 

    The exposure to Tweets helps drive awareness and traffic for brands and products - the higher the frequency of exposure, the higher the likelihood to visit brand websites. Twitter users exposed to brand Tweets were more likely to visit brand sites compared to average internet users.

    For more information, follow @TwitterAdsUK.

    Posted by Louise Chow (@lougirlie)
    Analyst

    Posted by @ at 11:35 AM

  • Q&A; with CEO Josh James: The value of my Twitter followers

    Wednesday, February 27, 2013

    @TwitterAds: Tells us about your background and your latest venture?

    @joshjames: I co-founded the web analytics company, Omniture, which became the second largest SaaS business behind Salesforce.com. We took Omniture public in 2006 and sold it three years later to Adobe for $1.8B.  

    As CEO of Omniture, I had seen how real-time data could help online marketers make better and more profitable decisions. Yet, I couldn’t get that same access to data about my own business. The data was trapped in multiple systems, databases, spreadsheets and presentations. In order to get to it, I had to ask someone else for it.

    Once I got the data, it was either out of date or in so many formats that it was impossible to make sense of it all. This frustration seemed universal to every executive I knew. It made no sense to me. It was the reason I started Domo (@DomoTalk) in October 2010.

    @TwitterAds: How do you use Twitter?

    @joshjames: I use Twitter to connect with relevant audiences. I tend to tweet about business, startup and technology news. These topics match my experience and personal interests.

    I’ll also share Domo news and content that I think is relevant to my following. Being on Twitter has helped Domo generate a steady flow of inbound customer leads, partnership introductions and quality recruits.

    When I’m not tweeting about business topics, I tweet about additional passions such as sports, family and religion. These topics tend to drive significant engagement. A couple months ago, I took my six daughters to a Justin Bieber concert and tweeted about it. It’s funny that I’ve received the most offline feedback about that Tweet, but it’s also an important reminder that social media thrives on authenticity.

    @TwitterAds: Why is it important for you as Domo’s CEO to be on Twitter?

    @joshjames: I am a firm believer that if you are leading a company, you should be where your customers are. Everyone has customers on social networks and Twitter is one of the most interesting and easiest places to listen and engage in real-time.

    The world is changing and CEOs must change the way we do business. Those who don’t get out in front, risk getting run over and left behind. CEOs like Richard Branson (@RichardBranson) and Mark Benioff (@Benioff ) are great proof that companies benefit from having a social CEO.
       
    When we launched Domo, I knew that Twitter could help impact operations, recruiting, marketing and sales. I started tweeting about what I knew: start-up tips and advice for running businesses. As I created more content, my audience grew but not quickly enough. Granted, my followers were high quality and shared my interests in business and technology, but I wanted more of them.

    @TwitterAds: Is that when you decided to start a Promoted Accounts campaign?

    @joshjames: Yes. It wasn’t a popular idea at first around the office. I may have seen a groan or eye roll from people on my team. Their biggest concern was that paid promotion on social media didn’t feel organic. Twitter is about authenticity and they were concerned the haters would point to “buying” followers as a violation of the organic nature of social media.

    But I did the math and knew there was huge potential business value. I noticed how my own Tweets were driving thousands of new eyeballs to media websites. Even just ten percent of my followers clicking through to read a story represented more than 1,000 visitors.

    At $40 CPM that was probably generating $400 for the publisher. I started imagining the impact if I had even more followers and I was sharing content about Domo. It all reinforced that Twitter has real influence and I believed that the quickest way to build a high-quality following was a Promoted Account.

    @TwitterAds: How did you target your Promoted Account campaign?  

    @joshjames: You can target based on a keyword or only to people in Silicon Valley, for example. Or you can target people in Chicago who follow the Chicago Bears and the Chicago Bulls. There are endless ways to match keywords, locations and interests to increase reach and get in front of people that are most likely to be interested in your Tweets.

    Geo-targeting is particularly key. India, Brazil and Australia are tech-savvy nations but they aren’t likely markets for Domo for the next year or so. I made a mistake early on by not targeting my campaigns to North America, our primary audience.

    Interest targeting is also important to use strategically as a CEO. I love music, especially Jay-Z and hip-hop, so I experimented with another Promoted Account campaign targeting people with similar interests. But music cast a net that was waaaaay too wide and attracted followers who aren’t likely to grow Domo’s business any time soon.  

    On the day that I set up my Promoted Account, I created a campaign that targeted interests entrepreneurship and technology. It was focused and measurable and it worked.  

    @TwitterAds: How was the ROI on your Promoted Account campaign?

    @joshjames: I believe the cost for a Promoted Account campaign is a steal when you compare that cost against other channels of marketing. To me, this is similar to the early days of Internet advertising – new and somewhat uncharted territory for reaching a targeted audience. In the early days at Omniture, we told everybody that the cheapest way to get leads was the pay-per-click route because it was a land grab at the time and everything was cheap.

    Since being regularly active on Twitter, I have tons of organic followers and my Promoted Account supplements. When you get a base, you get even more organic, so it’s the gift that keeps giving.

    @TwitterAds: What has been the impact of Twitter on business?

    @joshjames: We’ve seen the benefits of being social in multiple ways. Twitter has helped us tremendously in recruiting. I’ve had countless sales reps reach out to me directly, which is helping us reach our aggressive hiring goals. I’ve also had potential partners and prospects connect with me directly through Twitter about doing business together.

    Is Twitter driving real business results? I think the answer is absolutely. The network effect of one Tweet has the potential to be astonishing. Huge. Transformative. Different. I love that.

    Posted by @ at 3:23 PM

  • Announcing the Twitter Ads API

    Wednesday, February 20, 2013

    Since we launched Promoted Tweets in April 2010, marketers have come to Twitter to reach new audiences and engage with more than 200 million active Twitter users on the web, on mobile devices, and on tablets. As interest in Twitter has grown, our focus has been on delivering better ads for users, not more ads. We believe our system is working well because users like the ads experience on Twitter. Our system rewards marketers for being good, not for being loud. And this approach encourages ads that are engaging, relevant and useful. 

    Towards this goal, we’re always working on ways to make it easier to manage campaigns and get more value out of advertising with us. One important step is to enable a diverse group of companies that can integrate seamlessly with our ads platform. We’ve been testing the Twitter Ads API since January with our partners, and today we’re officially launching it. We think it will give you a fuller set of options to manage advertising on Twitter. 

    What this means is that as marketers, you’ll soon have the ability to work with our initial set of Ads API partners to manage Twitter Ad campaigns — and integrate them into your existing cross-channel advertising strategies. Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices — all at scale.

    In addition to this new Ads API, we’re very pleased to announce the first five partners who have built on our platform and are beginning to offer Twitter advertising features to a limited number of their clients:


    We chose these beta partners because they offer products that address some of the most pressing needs of marketers, and we’re currently evaluating the next round of partners to join the program. You can apply here. 

    The Twitter Certified Products Program is also evolving to include ads products. In the coming months, we’ll begin to certify ads products that integrate with the Twitter Ads API and consistently improve marketing efficiency and ROI.

    This is just the start of our efforts that will give advertisers more choice — and for our partners who are ad tool providers, the Ads API represents a new way for their expertise to meet the needs of their clients.

    April Underwood - @aunder
    Product Manager, Revenue

    Posted by @ at 9:05 AM

  • A new Compete study: Mobile users in the UK

    Monday, February 18, 2013

    We recently explored the behaviour of US mobile users on Twitter. Working with Compete, we've now conducted a similar study to better understand mobile users in the UK. Check out this infographic to see how Twitter UK reaches users on the sofa, on the move and in moment.















































































    Jean Chow (@jeanchow)
    Sales Marketing UK

    Posted by @ at 12:08 AM

  • Real-time marketing spotlight: General Electric’s #IWantToInvent

    Wednesday, February 13, 2013

    February 11 is Thomas Edison’s birthday and is celebrated as Inventors’ Day. Every year, General Electric (@GeneralElectric) uses the holiday as an opportunity to spotlight its own culture of invention and innovation. On Monday, the brand turned to Twitter to spark conversations and imaginations with the #IWantToInvent campaign.

    The campaign

    For a week leading up to Inventors’ Day, @GeneralElectric teased the #IWantToInvent campaign with a countdown on Twitter. To build curiosity, the brand shared rich media including images and engaging Vine videos. 



    @GeneralElectric also highlighted Thomas Edison alongside the company’s own noteworthy innovators. 




    On Inventors’ Day, @GeneralElectric invited Twitter users to tweet their invention ideas using the #IWantToInvent hashtag. The brand had a team of designers standing by to create blueprint sketches of the tweeted inventions in real time.  




    @GeneralElectric then sent @replies to Twitter users with illustrations of their #IWantToInvent ideas. The brand produced over 70 of these highly-customized images in just under 7 hours. Some of the more popular designs included solar powered wings, a doorbell ID and an invisible suit.


    A few brands even jumped into the #IWantToInvent conversation. @GeneralElectric spotted tweets from Trident, Tropicana and Ritz and whipped up Inventors' Day designs for them.



    To amplify their messages to a wider audience, @GeneralElectric used Promoted Tweets in timelines and in search. The Promoted Tweets were targeted to Twitter users interested in science and technology.  


    The results

    #IWantToInvent increased brand conversations over 4x the daily average and @GeneralElectric saw strong engagement with Tweets throughout the campaign. With a surprise and delight campaign on Twitter, @GeneralElectric was able to own the conversation around a key moment in its marketing calendar. The brand created a one-to-one, real-time experience that got people tweeting and, even better, engaging.

    #IWantToInvent took a month to plan and a team of 12 in its Inventors' Day command center to execute. The campaign shows that real-time marketing isn’t just about being prepared with quick-thinking creative teams ready to respond to unplanned events (like the Super Bowl blackout). It also takes careful planning and integration well in advance of known opportunities that are brand relevant. 

    As Edison might have said, marketing in real time on Twitter is all about the perspiration and planning that it takes to make a creative execution look effortlessly inspired. 



    Posted by @ at 2:09 PM

  • New Compete study: Primary mobile users on Twitter

    Monday, February 11, 2013

    We like to say that Twitter was born mobile. After all, the 140 character limit of Tweets was based on text messaging or SMS constraints. That means our platform was actually designed to allow anyone, anywhere to read, write and share Tweets.

    Today, mobile is often the primary way people around the globe experience Twitter. Sixty percent of our 200 million active users log in via a mobile device at least once every month. So how is a user that accesses Twitter primarily on mobile different from the average Twitter user? 

    Working with Compete, we found that these primary mobile Twitter users in the U.S. are more engaged in several key ways. Namely, they are on the platform more often, they interact more with Tweets and they follow more brands. Here are the top five findings that advertisers need to know to better connect with these mobile consumers on Twitter:

    1. Primary mobile users may be on the go but they’re on Twitter more than the average user. 

    Not surprisingly, users who primarily access Twitter via mobile are 47% less likely to use Twitter on the desktop than average Twitter users. They are also on Twitter more often. They are 79% more likely to be on Twitter several times a day than the average Twitter user.  

    And these mobile users don't just use phones to access Twitter. Nineteen percent of primary mobile users say that the top way they access Twitter is on a tablet.



    Advertiser tip: Many Twitter users rarely access Twitter on desktop so don’t forget about mobile targeting when developing Twitter Ads campaigns. Target messages by device to optimize reach and drive on the go engagement. Think about content that’s easy to interact with and consider the experience beyond the Tweet too – for example, link to sites that are optimized for mobile.

    2. Primary mobile Twitter users tend to be younger. 

    Compete found that 18 to 34 year olds are 21% more likely to be logging into Twitter primarily via a mobile device. Not a big surprise since younger consumers tend to be stronger adopters of mobile in general. We found no statistically significant difference in the gender breakdown of primary mobile users of Twitter. It’s a pretty even split. 

    Advertiser tip: When targeting on mobile, consider the age of the core audience that you are trying to reach. You may want to prioritize campaigns that more closely align to the life stage of the 18-34 demographic as well as their interests. But, remember, on Twitter who you follow is also a strong indicator of what you care about. When targeting people who follow your brand on mobile, speak to that interest, not just a person’s age. 

    3. Primary mobile users engage with Twitter throughout the day. 

    As mobile users go about their daily routines, Twitter is a major part of nearly every aspect of their lives. Primary mobile users are twice as likely to use Twitter when they wake up and twice as likely to use Twitter when going to sleep. I like to think this means they dream about Twitter too. 

    Primary mobile Twitter users are also 181% more likely to use Twitter during their commutes. Once they get to work or school, they are 119% more likely keep using Twitter. And this Twitter use extends into their social time. 

    The study found that primarily mobile Twitter users are 127% more likely to use Twitter when they are out with friends. They are over three times more likely to use Twitter while shopping. Primary mobile users are also 202% more likely to use Twitter before and after attending a movie than the average Twitter user.



    Fifty-seven percent of mobile Twitter users communicate with people near them via Twitter. What exactly does that mean? Think about times when you send a friend a Tweet who you are meeting at a store to let them know you’ve already arrived. Or you tweet a photo with friends and include their Twitter handles when you’re all out at a restaurant.

    Primary mobile users also access Twitter inside the home. Sixty-four percent use Twitter in front of the TV at home. Primarily mobile users are 28% more likely than the average Twitter user to use the platform while they are watching television. 

    Advertiser tip: When creating Twitter campaigns, think about a day in the life of your target consumers. Consider where they are, what they are doing and who they might be with at key moments during the day and evening. Think about timing Tweets to reach people wherever they are – 24 hours a day, seven days a week. 

    For some campaigns, this might mean during rush hour when they want to be distracted. Or during the weekend while they are out and about with friends. Don't miss the chance to engage primary mobile users at home too. Integrate Twitter with your TV strategy to maximize the dual screen experience. 

    4. Mobile Twitter users engage more with content. 

    Primarily mobile users aren’t just checking Twitter more often than average Twitter users; they create  and engage with Tweets more too. Primary mobile users are 46% more likely to compose original Tweets than the average Twitter user. They are also 44% more likely to click on links, 66% more likely to retweet and 76% more likely to favorite a Tweet.




    Advertiser tip: Mobile users tend to be amplifiers. Drive engagement and earned media by creating  Tweets that include rich media, links and strong call to actions. Simply including the words “Please retweet” has been shown to increase the likelihood of being retweeted by 23 times, according to Buddy Media. 

    5. Mobile Twitter are more engaged with brands. 

    The average Twitter user follows five or more brands. Users who primarily access Twitter on mobile are 60% more likely to follow 11 or more brands. They are also 53% more likely to recall seeing an ad on Twitter than the average Twitter user. 

    Advertiser Tip: Create Tweets that align with what mobile users need: real-time information that helps them make decisions as they go about their daily lives. They may be shopping near your store and a Tweet about your current promotion might get them in the door. They may be waiting in a line at your bank and looking for information that will make the transaction easier. Think about creating campaigns centered around useful information or special offers that someone can act on immediately.

    Bottom line: As consumers continue to shift their time to mobile, a big opportunity arises for brands. Mobile is in our DNA at Twitter, which means our platform can connect your brand to users in real time, wherever they are. Because mobile ads on Twitter are part of the organic content experience, they create a particularly powerful vehicle for brands to create reach, build frequency and drive engagement.

    UPDATE (2/22/13): We've corrected some data points in the original post where some of the mobile primary user sample was ignored. All figures are now representative of the complete sample.


    Taylor Schreiner  (@tas2)
    Co-Head Ad Research

    Posted by @ at 2:28 PM

  • What is your business doing for #Valentines Day?

    Friday, February 8, 2013

    Still looking for that special something for your valentine? You’re not alone.

    According to a study by Shopzilla, 75% of gift givers admit to just “winging it” when it comes to Valentine’s Day gifts, and 49% of them say finding a gift is their biggest worry this year.

    On Twitter, your business has the opportunity to help these poor love birds and, in turn, help grow your business. Here are some sources of Tweet inspiration we’ve found this #Valentines Day:

    1.  @WholeFoods educates followers about the wonders of chocolate beer. 

    @WholeFoods partnered with beer expert @TheBeerWench for “a chocolate beer tasting love fest live on Twitter.” Participants could boost their beer cred by asking questions in real time to four chocolate beer brewers.


    Don’t have over three million followers like @WholeFoods? Consider teaming up with influencers, partners or customers who can help spread the word. You’ll find most people are up for a little fun on Twitter.

    2. @flutterbystylex and @LustDresses1 hook up for a simple and targeted giveaway. 

    A simple follow and a Retweet enters followers in a contest to win a fabulous dress for Valentine’s Day.  


     This is a smart giveaway because it targets people who are interested in what @flitterbystylex and @LustDresses1 tweet about on a regular basis: fashion. Had they given away candy or something more off topic, the business would be more likely to attract followers who might not stick around.

    Pro tip: Your videos and images show up directly on your profile page and in search results, so be sure to make them memorable. The Twitter mobile app has some advanced features to help you refine photos.

    3. @ontargetcoach capitalizes on trending #Valentines hashtag to promote relevant content.

    Not everyone sells Valentine’s Day gifts, but that doesn’t mean your company can’t be relevant to the conversation. Financial coach Brent Pittman used the #Valentines hashtag to promote his blog post about how much to spend on an engagement ring:


    The content is relevant to the conversation, but also still on brand with the services Pittman sells. Win win.

    What are your Valentine’s Day promos? Let us know by sending a Tweet to @TwitterSmallBiz. We'll be retweeting our favorite responses over the weekend and up until the big day.

    Posted by @ at 6:34 PM

  • The #AdScrimmage 2013 winner and the top Super Bowl ad hashtags

    Wednesday, February 6, 2013

    Forty-six Super Bowl ads competed for bragging rights. One clear champion has emerged. The ad with the most votes in the second annual Twitter #AdScrimmage is Samsung’s "Next Big Thing."

    The commercial stars actors Seth Rogen and Paul Rudd brainstorming with a @SamsungMobileUS exec about a Super Bowl ad concept featuring LeBron James (@KingJames). LeBron actually makes a cameo on a tablet. It’s all very meta.


    For those of you keeping track, it’s a repeat victory for @SamsungMobileUS who also scored the most #AdScrimmage votes last year for their big game ad, #VoteForNote. Congratulations on stealing the title from yourself, @SamsungMobileUS. We hope you’re going to Disneyland!

    One key to @SamsungMobile’s second #AdScrimmage success: instantly mobilizing the Twitter fans of its celebrity spokesperson after the spot aired on television. 



    The brand also used Promoted Tweets to extend the reach of its two minute spot and promote its branded #AdScrimmage hashtag, #VoteTheNextBigThing. We like brands who like hashtags. 


    These brands round out the top five big game ads with the most #AdScrimmage votes: 


    More Super Bowl hashtag winners 

    Last year, one in five brands included a hashtag in their Super Bowls ads. This year, 50% of the 52 national ads during the game featured hashtags. Clearly, an increasing number of today’s marketers understand that half of Twitter’s users use the platform while they watch TV, which means Twitter can keep the conversation around an ad going long after a 30-second spot is over. 

    In fact, on-air hashtags featured in this year’s ads were mentioned 300,000 times on Sunday alone. That’s a +273% increase over last year of ad-related hashtag mentions on game day. So what ad hashtags got people tweeting while they watched the game? 

    The #CrackinStyle ad by Wonderful Pistachios (@getcrackin) sparked the most Tweets immediately after airing. The ad stars Korean viral sensation Psy and racked up over 13,000 Tweets mentioning the hashtag in one minute. Apparently, people still love watching him get his 'Gangnam Style' on.  


    Speed Stick (@SpeedStick) highlighted the most, um, explicit of all hashtags. In its #HandleIt spot, @SpeedStick features a man getting caught “panty-handed” at the laundromat with a woman's underwear. The voiceover invites viewers to "tweet your #HandleIt moment and also displays the call to action in prominent text on the screen. @SpeedStick retweeted responses that poured in during the game.  



    The most tweeted hashtag in an ad during the game: #Clydesdales in the “Brotherhood” ad by Budweiser (@Budweiser) with over 58,000 mentions. As in past years, the Super Bowl ad featured @Budweiser’s iconic horses and opened with the birth of a baby Clydesdale. The ad tugged at the heartstrings with the story of a lasting bond between a man and his horse set to the music of Fleetwood Mac. 


    The ad ended with an adorably engaging call to action for consumers: submit names for the baby horse featured in the ad using the hashtag #Clydesdales. @Budweiser received over 60,000 name suggestions in 24 hours. The winner: Hope.


    So many people tweeted name suggestions that Budweiser decided to name a second foal. He’s the man. 




    Congrats to all the big game advertisers.

    Josh Grau (@grauface)
    Head of Brand Strategy

    Posted by @ at 10:58 AM