Tag Archives: twitter

Twitter Plans to Offer Its Ad Products to 50 More Countries

June 23, 2012

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By the end of 2012, we will be able to see marketers from 50 more countries start ad campaigns on Twitter. Twitter has announced that it will soon open its advertising products for more countries.

Among the first ones to receive the benefit would be Western European countries such as Germany and Spain, and Brazil.

For those of you who are not aware of, Twitter has three advertising products – promoted tweets, promoted trends and promoted accounts.

Twitter has a very huge user base and it is about time that they start using this base to generate more revenue.

It’s a good news for most of the marketers, let’s see how soon we can see this feature being rolled out.

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“RIP Cher”, Cher Gets Twitter Death

January 27, 2012

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Cher, a famous pop-singer recently became a victim of Twitter death. A rumor spread of Twitter of the death of Cher and apparently a sick joke on the celebrity got out of hand. 

If you see Twitter, “RIP Cher” is one of the trending topics and only a cause of further shame. It is surprising how a social media website can even declare a living person dead and even get so much popularity. Instead of letting it down and removing, people are only fueling to this hoax and adding to the misery.

Well for those of you who are in doubt, Cher is alive and healthy. It is only a rumor.

Nasty pranks such as this are not new, earlier this month, there was a rumor like this about Rihanna’s death.

It amazes me to see that how people can easily play pranks such as this and get publicity as well. It is another example of how social media is getting out of our hands and it will be only a matter of time when there would be no control on such websites and rumors. Situation looks gloomier day by day for the fate of social web.

For record, there is no humor in writing about death of people who are alive. Please people get some senses and stop playing such pranks! It is a humble request to all the social media users.

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McDonald’s Twitter Hashtag Disaster

January 25, 2012

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I certainly am a strong believer of the fact that Social Media can make or break a company’s online reputation. In the latest campaign by McDonald, it was certainly a breaker for them.

Looking into the growing popularity of Twitter, McDonald decided to put some cash into their Twitter campaign and buy some Twitter hashtags to promote its use of fresh produce. They inserted paid-for-tweets with hashtag #MeetTheFarmers.

The campaign was only meant to last for 24 hours but it soon became a disaster. To make matters worse, when McDonald changed it’s hashtag to #McDStories, things became gloomy for the biggest fast food giant. This hashtag was captured by angry customers who couldn’t stop posting their horror stories with McDonald. Check out some examples below:

“Fingernail in my BigMac once #McDStories, McDonald’s Twitter Hashtag Promtion, Goes Horrible Wrong,” said user @capnmarrrk.

“Ordered a McDouble, something in the damn thing chipped my molar. #McDStories,” @PuppyPuncher said.

“Hospitalized for food poisoning after eating McDonalds in 1989. Never ate there again and became a Vegetarian. Should have sued #MCDStories,” @Alice_2112 said.

“Watching a classmate projectile vomit his food all over the restaurant during a 6th grade trip #McDStories,” @jfsmith23 said.

Within an hour’s span, McDonald realized that the campaign had gone horribly wrong and they said that they are planning a change of course.

It brings us to thinking, social media is important but it needs to be carefully planned. It is not like SEO or PPC that a generic strategy will work for any industry. You simply cannot follow 10 best practices and hope to achieve miracle in the social world. Words are very important and you need to carefully select them. One wrong word and there would be a hoard of people holding on to that and trying to break your image.

#MeetTheFarmers was a good one and was receiving positive response, why would they want to change it and invite users to share their horror stories.

Social media is a very enticing platform to talk, you do not realize when to stop and people usually tend to get carried away. It is not your personal chat where you speak anything and everything. This is like chatting publicly, so you need to be really careful as to what you speak and convey.

In my opinion this is the first marketing disaster of the year 2012. Let’s see how the year goes.

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Digital Marketing Comes In The Men’s Room

November 15, 2011

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London startup Captive Media has come up with a new Captive8 system which is a video game screen for men’s bathroom. The most interesting part is that these branded games are controlled by the user’s bladder emissions.

The device was implemented for trial in a Cambridge pub and is now live in a Soho, London bar.

In the game, men can control the games simply by moving their stream left and right. Scores can be posted to an online leader board and to Twitter.

Captive Media plans to use the screens for advertisement when they are not in use by games.

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Nokia’s Gift Giving Vending Machine

September 27, 2011

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Considering the recent downfall that Nokia has been experiencing in the smartphone market, Nokia has come up with an innovative marketing stunt to salvage some damage.

If you happened to be in Skypark Glasgow last week, you would have had a glimpse of the “Nokia Gift Machine” and probably even had a chance to grab your free gift.

To get the prize attendees of the social media week had to open Foursquare on their phone, locate the Nokia Gift Machine, check-in using the #NokiaConnects hashtag and share to Twitter.

This is really a good use of Twitter and for sure we would be seeing more of such activities happening in future. Imagine if a free candybar counter is established in front of malls where parents whose kids have been good throughout the shopping time get a free candy or free school accessories for students who have scored good grades.

The ideas are endless and possibilities are huge. But for now, kudos to Nokia for the concept.

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From Being Social to Being Seller

September 10, 2011

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Every social marketing article we read these days talks about building relations and communicating with your customers.

All is good until that communication doesn’t start converting into numbers that can impress the management.

Now, the recent trends have shown that simply harassing the customers with huge amount of messages via Twitter, Facebook and LinkedIn is not going to help much. You need to make those customers into buyers thereby making those channels a revenue source for you.

You will hardly find any major retailer without any social media presence. But surprisingly, not many are really aware of how to actually turn those social media channels into sales channels.

Thus, a huge opportunity lies for the retail stores to get the marketing strategies right and drive sales by making these social channels into their e-commerce channels.

The key question that comes here – how can the retailers actually use these channels?

Solution – Either use sticky promotions to bring users, localize the channels (e.g. walmart, having different twitter channels for each location) and selling through Twitter and Facebook pages.

The need of the time is innovative digital strategies that help the retailers grow their revenue. You would find that people are selling Twitter followers and Facebook fans as earlier more was better. Companies boasted about the number of fans and followers that they have. But research has shown that more is not always better. It is more important to get quality followers. What is the point of having 10,000 followers when 5,000 are users who hardly check twitter, or are from outside your serving area.

When planning your communication strategy, you need to think – why would a consumer prefer your brand over others? What is it that you can offer what others cannot?

Consider a scenario of a local Macy’s store in Houston. Now, they have region specific promotions and collection. Now, if there is one Facebook profile for Macy’s brand, then how will they build relations with all the customers together. A Houston resident will not benefit from products of New York store and vice versa. The retail stores need to define strategies that can help them get closer to their consumers, build their interaction and let the consumers connect to them on a regular basis.

If you have a celebrity coming at your store to launch your new product, let the locals know about it. You will see the fans lined up to buy the first hand version.

Use Facebook and Twitter to promote your brands by the consumers itself. For e.g. launch a Facebook promotion wherein the top 5 customers who post their 5 valued purchases from your store, win a price or gift voucher. Or the best story about an experience of a customer while purchasing at your store could win a prize.

The possibilities are endless, the key is to make your customers feel valued and special. If they are becoming your FB page fans, then let them feel as fans. Give them the red carpet treatment and they surely will come back to your store and even bring their friends and family members along.

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Know When to Stop in Social Media

September 3, 2011

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Most of the businesses have not realized the power of social media and have made their presence on at least Facebook and Twitter. But sometimes, even the digital giants get stuck as to how much more presence is required.

While  some companies prefer to have just one corporate identity, some companies want to create one identity for every branch or department. So, the key question comes, do we need multiple identities, or should we have one universal identity and merge all others into the same umbrella.

The question is pretty straightforward, but the answer is not. Depending upon the nature of your business and the types of customers, the social media strategy differs.

For some corporate houses, like JetBlue, where the point of interaction is one, it is beneficial to have a single presence. A single profile makes the customers to connect in a better way as it avoids confusions and even create a huge followers. Such a strategy helps users who have a small or medium size business.

On the other hand, companies who have a worldwide presence, and who have different branches or departments catering to different services, it makes more sense to have multiple profiles. For e.g. consider Dell who has stores all over the world. Now a store in UK cannot have similar promotions to store in USA and thus, they need different profiles, one for UK customers and one for USA customers.

If we categorize the businesses who would benefit from multiple profiles, we will broadly get the following:

  • Businesses having different departments: For e.g. Dell has a separate channels for their different departments, one for corporate Dell, one for Education Dell, one of  SMB Dell, etc. Each channel delivers content relevant to that department so as to make proper connection with the followers.
  • Different Geography and Languages: We can consider the Dell example that I had explained earlier regarding Dell having different profiles for the different regions where they operate.
  • Localized business: For e.g. Walmart who has stores in almost all the states and cities in USA. It will make more sense for them to open profiles for their localized stores to help connect with their local customers personally.

Depending upon the social media strategies, companies can have multiple profiles. The above is just few pointers for businesses, but the key is that if you do opt for multiple social media accounts, remember to maintain them. It makes no sense if you open many accounts and let me stagnate. The goal is to connect with your customers, whether you do it using single channel or multiple channels, eventually it should be accomplished.

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Should You Outsource Your Social Media?

July 20, 2011

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Nowadays, most of organizations are promoting their brands through various social media channels like Facebook and Twitter. But unfortunately most of them are unaware of how to use the full potential of the social media. So, should these companies outsource their social media to other agencies or manage in-house?

Many companies these days do not have the time or skills to manage such marketing channels and prefer to outsource their social media work. In such scenarios, there is a strong possibility that the company that manages the social media is not aware of the brand, culture or is not putting it forward in the right way. There is no harm to outsource the social media marketing work but it is very important to have an internal person who acts as an intermediary who is able to understand the good ideas and the bad ideas with respect to the company’s brand.

The head of Facebook in Australia and New Zealand, Paul Borrud, said marketing professionals talk a lot about “knowing your language and brand” so it would be difficult to manage social media completely external to the organisation.

Social media is not like a landing site or a microsite which can be put live for a short while and then forgotten. Social news and messages propogates instantly and can make or break a company’s reputation within seconds.

So, what do you think? Should companies outsource completely or manage in-house partially?

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