Idea Transcript
This edition's top stories: Twitter marketing tips; Twitter case studies; Twitter: key market data Contents: Top Twitter stories | Campaigns | Video | Advertising | Mobile and Tablets | Regulation | Choose your news
Twitter - Digital marketing training update Research, tips and news for marketers Digital Intelligence - a special report From your digital marketing excellence partner
In digital marketing skills training we cover the guiding principles Forward to a friend for social media, and as Twitter gains more traction, this update Share this research with gives you updated case studies, research and key product colleagues, forward it on. developments. For consumer brands Twitter now works at many levels, and in business to business it's gradually gaining traction: Owned media - Publishing direct and driving traffic to brand sites, YouTube or Facebook pages Earned media - Spreading ideas and amplifying offline marketing events Consumer insight - Listening to what our consumers are saying, and identifying trends Carelines - Responding direct to consumer queries Crisis management - Ensuring our message is heard, fast ...and connects us with mobile consumers brilliantly in both D&E and technically advanced markets
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About Published for Academy Members by Digital Strategy Consulting in association with our strategic It's marketing in real time. Twitter has completed its move from being a partners and Digital Training young micro-blogging tool to a major social player, so when you're Academy - monthly since 2000.
developing the social aspects of your digital strategy, think about the level of use in your markets, and the role Twitter could play. Click through for more data and case studies. Best from all the digital strategists
Danny Meadows-Klue President Digital Training Academy
Twitter: key market data www.DigitalStrategyConsulting.com/intelligence/twitter-marketing
Top 20 social networks in the world in 2012 (infographic) As Facebook passes the billion users mark, this infographic from Silverpop looks at the top 20 social networks in the world, and charts the growth of the medium of the past decade. Full story...
Twitter users hit half a billion: Top 20 countries revealed Twitter has reached the half billion accounts mark in June 2012, including more than 140 million in the US alone, according to new research. Full story...
Top Twitter stories www.DigitalStrategyConsulting.com/intelligence/twitter-marketing
Twitter to go public in 2014? Twitter could be worth up to £7 billion as the company prepares to go public in 2014 according to a news report. Full story...
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Top Twitter trends of 2012 - From Mars to the bottom of the ocean Twitter has unveiled its top trends of 2012, featuring the first tweet from Mars Curiosity rover to James Cameron's Tweet from the bottom of the ocean. This video from Twitter looks back at 2012: Contact our Tutors Digital Case Study Library Digital Jargon Buster Digital Intelligence briefings Digital Book Club reviews Password reminder Access problems? If this newsletter looks jumbled up, simply mail us back.
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Twitter lets users download entire tweet archive Twitter is testing a new tool that lets users download their account's entire archive of tweets. Full story...
Pope launches first Twitter account Pope Benedict XVI is to launch a personal Twitter account for the first time. Full story...
Social media in China: Alibaba planning to buy stake in Twitter rival Sina Weibo? Chinese ecommerce giant Alibaba is reportedly planning to invest in micro-blogging platform Sina Weibo, as it looks to expand its social media reach in China. Full story...
New tool predicts trending topics on Twitter A new algorithm developed at MIT University predicts which Twitter topics will trend hours in advance and offers a new technique for analyzing data that fluctuate over time. Full story...
Twitter to replace "Favourite" button with stars and "likes"? Twitter is reportedly testing alternatives to its 'Favourite' button, as the micro-blogging platform looks to compete with Facebook on social bookmarking tools. Full story...
Twitter gets Facebook-style profile page revamp Twitter has updated its profile pages with Facebook-style header photos, as the micro-blogging firm looks to broaden its multi-platform functions, across the web, mobiles and tablets. Full story...
Twitter 'tried to buy Instagram before Facebook' Twitter tried to purchase Instagram a few months ago, before Facebook shelled out a huge $1 billion for the photo sharing application, according to a news report. Full story...
Campaigns www.DigitalStrategyConsulting.com/intelligence/twitter-marketing
Twitter online marketing effectiveness - new research toolkits for brands Marketers looking for proof their social media is boosting brand metrics will like the new Twitter online marketing effectiveness research tools. Twitter is locked into the battle for the energy and budgets behind brand pages, and this effectiveness research gives an important edge. Here's why... Full story...
Twitter hashtag disaster: Susan Boyle trends for all the wrong reasons Singer and former Britain's Got Talent contestant Susan Boyle unknowingly invited the general public to her 'Bum Party' via Twitter after a PR hashtag malfunction. Full story...
Twitter marketing tips www.DigitalStrategyConsulting.com/intelligence/twitter-marketing
3 Fast Tips for maximizing the value of Twitter Get the most out of Twitter: Statistics show brands what, when and how often to Tweet to maximize consumer engagement. Full story...
Twitter tips for brands - Engagement higher on weekends? How can you get the most out of Twitter? Social media tool Buddy Media has issued a new report on how businesses can use Twitter to heighten engagement and produce favourable results. Full story...
Best times to post on Facebook and Twitter (Infographic) When is the best time to make that important social media announcement to your fans? This infographic from agency Raka Creative offers a guide to getting your timings right. Full story...
How to measure Facebook and Twitter ROI (Infographic) As more brands flock to social media platforms such as Facebook and Twitter to reach consumers, how can marketers measure the impact of their campaigns? This infographic from InventHelp shows how Google Analytics Assisted Conversions can be used to correlate social media traffic with sales, as well as showing some success stories from brands. Full story...
Twitter case studies www.DigitalStrategyConsulting.com/intelligence/twitter-marketing
Waitrose tweet contest - PR disaster or triumph? A Twitter campaign from Waitrose became the subject of ridicule during September 2012, once again sparking the debate as to whether there's 'no such thing as bad publicity' on social media. The supermarket invited Twitter customers to finish the sentence 'I shop at Waitrose because...', asking them to include the hashtag "#WaitroseReasons". Most of the tweets made fun of Waitrose's prices and its upmarket image. This case study examines the risks and rewards of running hashtag-based social media campaigns... Full story...
Toyota offers sweets for tweets To promote its new Etios car in South Africa, Toyota promised to make people smile. The Sweets for Tweets installation, created by HelloComputer and ThingKing, did just that by rewarding virtual smile tweets with real-life candy via a Wonka-like contraption. The campaign matched the new Toyota Etios tagline, "Here to make you smile", promoting a positive brand message and putting the car across as a fun machine to drive. Full story...
Social media case study - Beauty retailer Sephora mixes instore, mobile and online to build brand love Looking for a retail brand who has made best use of digital media to enhance the shopping experience? Then look no further than Sephora. This US-based beauty retailer has been incredibly savvy at seamlessly integrating all the latest web, social and mobile media platforms with the physical store to drive customer engagement and sales. They have cleverly leveraged social media - through Facebook, Twitter and more recently Pinterest to build an on-going dialogue with a large and loyal online fanbase of beauty lovers. They have developed mobile, tablet and in-store digital media platforms to interweave the online / offline shopping journey. Full story...
How Parle Agro used Twitter to track stock, meet demand and engage with consumers Supply and demand can be a tricky balancing act, but Indian snack-brand Parle Agro made smart use of Twitter as a way to gauge which stock to order next. Parle used Twitter to track stocks with consumers tweeting in about non availability of the baked snack Hippo. At zero cost Parle was able to replenish the stock in hours and keep the consumers updated about the availability of the snack. The campaign led to 76% increase in sales with few months of launch. The number of people tweeting was equivalent to 50% of sales and distribution network for Hippo. The campaign also helped Parle identify key markets and potential markets for Hippo. Full story...
Sweden Institute uses Twitter to reposition the country and get free PR worth $20m The Sweden institute used Twitter and citizens of Sweden to communicate and position Sweden as a progressive country. The image of Sweden is built with tweets as a dynamic, innovative and deeply human country. The campaign resulted in 26,000 followers from 120 countries in six weeks. The case featured in all major media globally for a PR value above $19,800,000. Full story...
Special K creates earned media around new product launch with pop-up Tweet Shop Special K found a great way to generate online conversation / earned media around a new product launch. As part of the launch of their new Cracker Crisp product range the brand set up a temporary shop in London's Soho and asked visitors to use Twitter in order to receive a free sample. All they had to do was post a positive message about the new product on Twitter including the hashtag #tweetshop and the product sample was theirs. This innovative way to bridge the physical and digital via the imaginative use of social media and smartphones meant that the launch received a great deal of online PR and buzz. Full story...
Klondike ice-cream creates a Twitter-based comedy competition to generate earned media To engage with their young adult male target audience around comedy, and to create and spread positive earned media around the brand, ice cream brand Klondike created a campaign with Twitter at its heart. The Twitterverse audience was asked, through a video call-to-action from the comedian Rob Delaney, to post a funny joke on the social media platform in less than 140 characters. The competition, over a number of weeks, generated much interest and excitement from the online fan base. Full story...
How Allen Solly used Twitter to launch new collection and engage with consumers Allen Solly used a Twitter- powered billboard to attract and engage with users to launch a new clothing collection. The billboard houses 52 shirts, each arranged with a solenoid and the new collection graphic behind it. With every tweet, a random solenoid would inch forward, helping to randomly punch the shirts from the billboard, revealing the new collection whilst rewarding the tweeter who knocked it off the wall with a sample. There were 10 hashtags, and the first five people to tweet with the right hashtag won a shirt from Allen Solly's latest collection. Full story...
Video www.DigitalStrategyConsulting.com/intelligence/viral-marketing
Twitter buys video sharing site Vine Twitter has bought Vine, a start-up company that lets users share video content online. Vine is a three-man company, based in New York, which formed in June and yet to launch publicly. Full story...
Video viral of the week: Toyota offers sweets for tweets To promote its new Etios car in South Africa, Toyota promised to make people smile. The Sweets for Tweets installation, created by HelloComputer & ThingKing, did just that by rewarding virtual smile tweets with real-life candy via a Wonka-like contraption. See why it's our video viral of the week below...
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Advertising www.DigitalStrategyConsulting.com/intelligence/twitter-marketing
Twitter restricts third party apps to pave way for ads? Twitter has released its controversial API update which restricts third party developers, opening up the possibility of in-app ads in the process. Full story...
Twitter offers ad targeting based on user interests Twitter has launched interest-based ad targeting for Promoted Tweets and Promoted Accounts campaigns letting brands target micro-bloggers based on like-minded groups of followers and their friends. Full story...
Mobile and tablets www.DigitalStrategyConsulting.com/intelligence/twitter-marketing
Twitter beats Facebook for mobile revenues Micro-blogging site Twitter is on course to make more money from mobile ads than Facebook for 2012, according to new research. Full story...
Digital marketing regulation www.DigitalStrategyConsulting.com/intelligence/twitter-marketing
Twitter offers Do-Not-Track privacy option Twitter has agreed to offer Do Not Track requests to grant users more control over their privacy, and potentially opt of some advertising messages. Full story...
Pakistan restores Twitter after weekend ban Pakistan has restored access to Twitter after briefly blocking the microblog over the weekend, due to "blasphemous" posts about a Facebook competition involving caricatures of the Prophet Mohammed. Full story...
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