Twitter and advertising

In April 2010, Twitter unveiled its long-awaited ad platform to the world: Promoted Tweets.

The Case study below shows what can be achieved innovatively without using Twitter’s new platform, which is similar to Facebook’s.

Twitter Monetization – “Promoted Tweets”

In the video, a brand, HashtagTees, creates a promoted tweet to display during a concert in California. On the advertiser side of things, a company selects a number of keywords they hope to use to trigger their promoted tweet, and then select the tweets to be shown. These tweets then show up at the top of the results for those search terms, with a small, yellow highlighted area to show that it is a promoted tweet.

Case study - Conventional Twitter

AFS has provided a Twitter program for Laura Ashley. We operated at this as a set of Tweets proclaiming the company’s wares and special offers. We received feedback on poor delivery, products out of stock and products which people would like - the latter creating most excitement and the maximum number of tweets only beaten by special offers. Once a special offer is announced, the really great phenomena about Twitter is that about several hundred others (sometimes with one client several thousand) would take the special offers and proclaim them as original tweets trying to get people to move to their own site and see other advertising. However, there were always 100-200 would start telling their friends and followers about the special offers and this then becomes equivalent with pyramid information dispersal but at lightening speed (minutes or hours).

Therefore, from five tweets a day, using a pyramid structure, this grew to about 20,000 to 30,000 tweets a day spreading the Laura Ashley message. See image example:

 

Mind you, Laura Ashley had an unenviable brand name and reputation. Quintessentially British.

 

Some rules using Social media

 

Sponsored Twitter

Twitter: There are a number of unofficial channels and platforms. You subscribe and pay people to essentially tweet for you. Not all of these sites and services are good and they need very careful monitoring and control. An example of one is:

It looks like an official Twitter site but it is not.

Twitter has launched its own advertising program and it looks as if it will be very similar to Google’s AdWords.
See http://business.twitter.com/advertise/promoted-tweets

This avoids bugging Twitter users unaccustomed to advertising on the service. However, search is one of Twitter's weakest functions. Currently, Twitter info is only available for a few days and there is no way to drill down into the results. If the company can improve on this functionality, users may use it more often.

There is a downside. Search engines like Google and Bing are already integrating real-time searches into their algorithms. This means that consumers may just go elsewhere to mine Twitter for data.