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Pedro Gonçalves

Twitter reaches biggest ad deal yet - CNN.com - 0 views

edition.cnn.com/...index.html

Advertising Marketing Online Advertising Online Marketing Twitter Twitter Ads

shared by Pedro Gonçalves on 24 Apr 13 - No Cached
  • "We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV," said Adam Bain, Twitter's president of global revenue. "That's not what we believe. Twitter is a bridge." The deal, structured as a partnership, comes as people increasingly visit social networking sites and use mobile devices while watching television. A recent Nielsen study confirmed a strong correlation between increases in Twitter volume and TV ratings.
  • This is the future. It's convergence."
  • While the spending marketers commit to Twitter remain a fraction of the $205bn they spend on television globally, budgets are shifting quickly. Twitter's global ad revenues are expected to almost double this year, reaching $582.8m in 2013 up from $288.3m in 2012, according to eMarketer
Pedro Gonçalves

BBC NEWS | Technology | Twitter hype punctured by study - 0 views

news.bbc.co.uk/...8089508.stm

Twitter Social Media Nielsen Online Harvard

shared by Pedro Gonçalves on 09 Jun 09 - Cached
  • Just 10% of Twitter users generate more than 90% of the content, a Harvard study of 300,000 users found.
  • Estimates suggest it now has more than 10 million users and is growing faster than any other social network.
  • However, the Harvard team found that more than half of all people using Twitter update their page less than once every 74 days.
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  • On a typical online social network, he said, the top 10% of users account for 30% of all production. "This implies that Twitter's resembles more of a one-way, one-to-many publishing service more than a two-way, peer-to-peer communication network," the team wrote in a blog post.
  • Recent figures from research firm Nielsen Online show that visitors to the site increased by 1,382%, from 475,000 to seven million, between February 2008 and February 2009. It is thought to have grown beyond 10 million in the last 4 months.
  • Research by Nielsen also suggests that many people give the service a try, but rarely or never return. Earlier this year, the firm found that more than 60% of US Twitter users fail to return the following month. "The Harvard data says very, very few people tweet and the Nielsen data says very, very few people listen consistently," Mr Heil told BBC News.
  • The Harvard study took a snapshot of 300,542 users in May 2009. As well as usage patterns it looked in detail at gender differences.
  • It also showed that an average man is almost twice more likely to follow another man than a woman, despite the reverse being true on other social networks. "The sort of content that drives men to look at women on other social networks does not exist on Twitter," said Mr Heil. "By that I mean pictures, extended articles and biographical information."
  • However, said Mr Heil, the most striking result was that so few people used the service to publish information, preferring instead to be passive consumers. For example, the median number of lifetime tweets per user is one. "Twitter is a broadcast medium rather than an intimate conversation with friends," he said. "It looks like a few people are creating content for a few people to read and share." Some "super users" can have thousands or even hundreds of thousands of followers.
  • However, the service bills itself as a way to "communicate and stay connected" with "friends, family and co-workers". "The Twitter management need to decide if this is a problem," said Mr Heil.
Pedro Gonçalves

5 Ways To Foster Fanatical Brand Advocates | Fast Company - 0 views

www.fastcompany.com/...s-to-make-more-brand-advocates

Branding Brand Champions

shared by Pedro Gonçalves on 02 Aug 12 - No Cached
  • Zappos, Trader Joe's, Amazon.com, Method, Red Bull, The Body Shop, Google, and SodaStream all built their brands without advertising. Their brand advocates are their marketing department. "We've built this entire business, and an entire category in fact, on the power of our brand advocates," says Kristin Harp, U.S. marketing manager at SodaStream, which turns tap water into sparkling water and soda.
  • the three most powerful social media companies--Facebook, Twitter, and LinkedIn--never spent a dime on advertising or paid people to recommend them. They didn't need to. Advocates used social media to recommend them to their friends.
  • You may spend millions of dollars on elaborate marketing campaigns. But there is nothing more powerful than a trusted recommendation from a brand advocate.
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  • In today's world, it's advocates--not advertising's "Mad Men"--who have the power.
  • The biggest reason brand advocates are so powerful is a single, five-letter word: Trust. Nine of 10 online consumers say recommendations from friends and family members are the most trusted form of advertising worldwide. Only about 2 of 10 trust online ads.
  • Advocates' recommendations are the number-one influencer of purchase decisions and brand perceptions in nearly every product category from smartphones to software, hotels to housewares, cars to computers, financial services to fitness memberships.
  • In the old days (pre–social media), advocates' reach was limited to their immediate circle of family and friends. Recommendations were made over the water cooler at work or over dinner with friends. Now, empowered by social media (Facebook, Twitter, LinkedIn, YouTube, blogs, Foursquare, online reviews, and more), advocates collectively reach millions of buyers with trusted recommendations.
  • When you create and engage an advocate, you've identified a renewable marketing asset you
Pedro Gonçalves

Why Brands Should Be Human on Social Media - 0 views

mashable.com/...humanize-brand-social

Branding Brand Narrative Brand Voice Social Marketing Tone of Voice Personas

shared by Pedro Gonçalves on 18 Apr 13 - No Cached
  • when a user comes across your Twitter handle or Facebook feed, she doesn't suddenly transform into a "professional-only" mode that consumes, filters and reacts to content based 100% on her company and career. No, her professional persona may take center stage, but her entire thought process is also influenced by the less apparent parts of her personality: the fact that she's a parent, enjoys rock climbing, is coming off a rough week or lives in a city. As marketers, we need to embrace this fundamental nature of user behavior; namely, that people act, engage, and respond not solely as professionals, but as nuanced human beings.
  • If connection needs to take place at a human level, then our brands must also become human
  • Being a humanized brand means learning the art of authenticity. It means being genuine, being passionate about whatever it is your brand is and does. Just like in everyday life, people respond most to others who are perceptibly and consistently real. And that's why it's an art, not a formula. Authenticity, in the long run, can't be manufactured or faked.
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  • Being human in social media, then, involves identifying all aspects of that personality — even the less obvious or less corporate ones — and embracing them as a whole. From there, the surface symptoms we referenced at the beginning of the column — tone, language, aesthetics — will be easier to define.
Pedro Gonçalves

Branding Goes Real Time - 0 views

www.brandweek.com/...f4e2b3b4a487b3d5dc1a839976bf73

Customer Relationship Management Real TIme Verizon Domino

shared by Pedro Gonçalves on 25 May 09 - Cached
  • To help rein in potential customers, Verizon uses data to inform it when a live chat is needed. For instance, it knows users typically drop off if they spend more than two minutes per step when signing up for DSL and can ping them an offer to chat live with a service rep after a minute expires. "If you can intercept them, not only can you save their problem in seconds, but you've kept them from disrupting how they're interacting with you," Kohn said.
  • Consumers also expect marketers to respond quickly no matter the issue. Take the now infamous Domino's saga. In April, Consumerist pointed to a video of two employees doing gross things to the food. Within a day, Twitter was alive with demands that Domino's address the matter. This desire to have answers in real time, wherever consumers are, is unlikely to change, said Andy Jacobs, chief technology officer at MRM Worldwide. "Our clients find themselves in a very reactive world," he said. "They're forced to respond to things. They need methods by which they can confidently and quickly publish info through the right channels."
Pedro Gonçalves

Branding Goes Real Time - 0 views

www.brandweek.com/...f4e2b3b4a487b3d5dc1a839976bf73

Branding Real TIme Visa Intel Volvo GE

shared by Pedro Gonçalves on 25 May 09 - Cached
  • HP, for instance, using tools from Yahoo and Tumri, recently ran a campaign with more than 20,000 ad permutations. To do this, said Catherine Paschkewitz, director of demand generation, HP Direct, "you need to take the time to think of your testing framework and the different things you want to test. It's having an up-front process as you're launching and refreshing campaigns."
  • Another way to make display ads more real time is to use live video. Visa, for instance, ran live video in banner ads earlier this year that showed scenes from cities worldwide. Last month, Intel embedded live chat in its banners. Earlier this month, GE CEO Jeff Immelt (pictured) delivered a Webcast address on healthcare issues live in a banner ad on top sites. And Volvo and Intuit have piped Twitter into ad units.
  • Another challenge for brands is that consumers now expect instant gratification when it comes to customer service, which is why marketers like Apple, Bank of America and Overstock.com now provide live customer service on their sites. Kevin Kohn, evp of marketing at LivePerson, which worked with BoA and Overstock, said this is nearly a requirement in a real-time world.
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