Tag Archives: twitter

A Simple Guide to Twitter Advertising

22 Jul

By Viki McAdoo

Facebook has become the social media advertising king in recent times but Twitter has started to challenge it in some pretty interesting ways. I’m going to give you a quick crash course in how to get your mind around Twitter advertising.

Twitter Advertising Blog

Set up your credit card details and you’ll get £25 free advertising credit from the powers that be at Twitter!

There are a couple of options for campaign types on Twitter, I’ll explain them below.

Twitter Advertising 2

Promoted Tweets are…

Like regular Tweets but they get a little boost. They come up in Twitter feeds like normal Tweets but have a little “promoted” symbol below them. Of course they can still be retweeted, replied to and favourited. They will reach more people and are great to encourage click-throughs to your websites or can promote events your business has coming up, plus a lot more.

photo credit: opensourceway via photopin cc
Twitter Advertising Promoted Tweet

Promoted Accounts are…

Suggested Twitter accounts that users may be interested in but do not follow yet. You’ll spot them under the “who to follow” suggestions. They are great for reaching potential followers who have a real interest or affiliation with your brand. Promoted accounts are about seeing the bigger picture – rather than just aiming for numbers of followers it is about gaining followers who will drive leads and purchases further down the line.

Twitter Advertising Promoted Account

App instalments & engagements are…

Tweets which focus on promoting either the download of apps or the engagement of users through their apps. They offer users the chance to download the app if they do not already have it, or open it if they have already downloaded it. These are great for targeting people who already have an interest in similar apps and are likely to download your app.

Promoted App

Once you have selected what type of ad is going to produce the best results for your aims fill in the relevant details like campaign name and you start and end dates. If you choose to do an app instalment campaign there are a few extras you’ll need like the app ID which would will get here:

App ID Twitter Advertising

At this stage you will also have to choose between App downloads OR App engagements. For a lot of companies app downloads may seem like the obvious choice but it all depends on what stage you app is in its product life cycle. Promoting it to users that have already struck up a relationship with your brand can be a great way to reignite fresh interest and increase active app users.

Targeting

Targeting on Twitter is a little different to the targeting you may do for other digital marketing methods. There are four choices for targeting on Twitter:

  • Keywords
  • Interests and followers
  • Television
  • Tailored

Not every option is available for each type of advertising but I’ll give you an overview.

Table

It is always important to select your location carefully. For each campaign I would set the location to Northern Ireland, rather than waste impressions on people who are outside the target area.

Watch out for this each time you are setting up a new campaign.

Twitter Location Setting

If I was a Garden Centre and I was trying to advertise on Twitter, this is how I could use each of the methods…

Targeting using keywords

This is basically using keywords on interests, topics people Tweet about or topics people engage with to grasp and audience that will have an interest in your product. So for my florist I would use:

  • Flowers
  • Gardening
  • Garden
  • BBQ
  • Lawn

To find out more about Broad matches and Phrase matches click here and learn about match types.

Targeting using interests and followers

It is beneficial to target users on their specific interests but to target followers takes a little thought. Before delving into this it is worth researching competitors on Twitter as well as people of public interest in the area you are targeting. For my Garden Centre in Newtownards I would target the following:

Twitter Targeting using followers

The box on the right hand side give lots of useful information about how the targeting will affect your campaign.

#TopTip make sure you put as @ sign and the exact user name of the account you want to use.

By then adding in an interest category can broaden your reach…

Twitter Targeting Followers and Interests

Targeting using television

Targeting using television can be a great way to reach emerged used who are already interested in your topic but it is also a clever way to think outside the box (excuse the pun) and think about users other interests that may not be directly linked to your product. I have used a mixture of gardening TV shows, a TV personality and soaps to reach potential new customers in the area.

Twitter TV Targeting Advertising

Targeting using tailored audiences

Tailored audiences can be used to reach audiences by outlining potential and existing clients. You can base these lists on web browsing behaviour – such as people who have visited the barbeque section of the Garden Centre site, – email address or Twitter IDs – all which may already be managed in a CRM system.

The further customisation of your campaign can be done in a couple of ways, these are outlined below:

  • Customize where Promoted Tweets appear (users timelines or search results). This will depend on
  • Limit targeting to specific devices (iPad, iPhone, Android etc.) This is useful when promoting App instalments for specific devices and impressions are not wasted.
  • Limit targeting my gender
  • Limit targeting by language
  • Limit targeting by excluding list audiences (using email or Twitter ID lists)

Budgeting

Twitter offers you a couple of budgeting options

Twitter Advertising Budgets

It is always good to put in a total budget even though it is optional. This help keep campaigns within budgets and is more manageable. Daily budgets are required and by setting them alongside a total budget you can calculate the possible length of your campaign.

Pacing

Standard: Your ad will be shown as evenly as possible throughout the day

Accelerated: Ads are shown as often as possible from 00:00 onwards. This is very rarely a useful pacing technique unless your aim is simply brand awareness.

Promoting

For Promoted Tweets and Accounts you will also need to select the Tweet you want to promote. Doing this manually ensure you are promoting the message you want to and are creating a campaign all based around the same promotion. You can also do it automatically for Promoted Tweets. This lets Twitter promote up to five of your best recent Tweets with the highest engagements. However this doesn’t mean you will get the best results or the message across that you want.

The key to setting up a successful Twitter campaign is clearly outlining your aims before you start and then working out which targeting method will get the best results for you. This can take a while at the start but advertising on Twitter is a great method for reaching potential clients who have already expressed an interest in either your type of product or the general area you work in.

 

 

 

 

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Four ways to gain more Twitter followers

2 Jun

By Dee Jardine

We’ve all seen those too good to be true adverts and spammy messages that promise 10,000 new Twitter followers for less than £20.  You might think having more followers is crucial, but is having 10,000 followers that either don’t exist or don’t live in the country your business operates important?  Obviously, the answer is no!

The common thought of those who buy into these offers is that people are more willing to follow you if you already have a decent Twitter following, as you are obviously credible and worth the follow.  Which is to an extent true.  We are all so impressionable, and are often reluctant to follow someone with only a handful of followers!

Think about it this way, what is the purpose of your Twitter account? In most cases it’s to promote brand awareness, increase website traffic, network and gain sales. If this is why you’ve set up a Twitter account why would you then want to gain audience who; if they do even exist, are not your target market and in fact have no influence on your target market.

There’s no magic key, but be patient and follow our tried and tested tips.
Embed from Getty Images

1. Engagement

At Navajo Talk this has become a big priority recently for a client of ours who operates predominantly in the business to business sector.  We’ve been retweeting others within the industry and commenting on their posts to try start conversations.  Hopefully this will help to generate rapport with these brands who have a similar goals to ourselves.  So far we’ve seen a positive reaction from those who we’ve retweeted and even received the odd private mail regarding possible collaboration.

2. The Content King still reigns

If you want people to retweet, reply and follow you, you have to post content that appeals to their interests or provides them with helpful information.  Tweet things that people care about.  Broadcasting offers and news about your company is great way to get information out to potential customers.  However, it can also come across very dry if it’s all you post, show your personality.  Try Tweeting about relevant news, industry trends and the odd comical link.  For example at Navajo Talk while we often Tweet links to our blog and website we tend more often to Tweet about interesting things that are happening in the world of marketing and share handy tips.

 

Tweet

 

Be visual.  We’ve mentioned this before, Twitter like the rest of digital world is continually becoming more of a visual place.  According to recent Twitter studies posts that include photos average a 35% boost in Retweets and Videos gain 28%.  We’ve put this into practise for a client in the fashion industry by using pictures along with text when referring to latest trends, celebrities and offers.

This one is fairly obvious, but you need to Tweet more often to up the chances of your Tweets being seen and retweeted. When you post something to Twitter only a fraction of your followers or people searching for topics you are posting about will be online.  We often schedule the same links at different times on Hootsuite to make the most out of the content by reaching a wider audience and increasing the likelihood of subsequent follows.

3. Tweepi Tool

We love using Tweepi to manage our Twitter accounts.  On Tweepi we can quickly follow the followers of another successful account, in the hope that by doing so they will return the favour and follow us back.  This is a great way to increase a relevant audience.  For example we can enter @NIBusinessNow and select followers of theirs to follow, with the knowledge that the majority of their followers will be local businesses in Northern Ireland.  We tend to follow those you will be most likely to follow us back and interact with our posts – so we select those who have posted recently.

If you’re worried about about the impression following more people than you are followed by might give, Tweepi also has a useful tool that lets you “flush” those who didn’t follow you back!

4. Twitter Ads with Competitions

You can increase your following on Twitter through the use of  Twitter Advertising, particularly with the use of with a competition incentive.  You can make competitions fun and interactive, for example if your a sporting store targeting an advertisement at local football fans encouraging them to follow and guess how many goals will be scored in the World Cup for a chance to win some new football boots.

While having a decent amount of Twitter Followers may make a good first impression, it’s more important for your business to have relevant followers, who are far more likely to make your goals a reality.

Will your Twitter followers hit the mute button on you?

13 May

By Dee Jardine

Twitter announced yesterday that they are introducing a mute button.  This will allow users to secretly silence those whose Tweets they don’t enjoy without having to unfollow them and risk the potential social fallout.

For businesses you can continue to follow users who have followed you and receive mentions from them, while having them muted in your feed.  This is great because it will save time scrolling through your feed for relevant posts to Retweet or engage with, without costing you the followers it might by blocking or unfollowing.

This move has been a long time coming from Twitter, as Facebook have had a similar option for a while now.  Allowing users the option to restrict their feed may result in your businesses posts being silenced without you being aware.  Potentially, if you have 800 followers, hundreds of them may have hit “mute” if they have found your tweets repetitive and irritating.

We’ve listed Tweeting tips to stop your business being “muted”.  They’re common sense really, but so many businesses are guilty of these social misdemeanors.

1. Over hashtagging

A relevant and well used hashtag can increase engagement and new followers, multiple hashtags however are like spam emails, cluttering users’ feeds with little relevant information.  If you use too many hashtags you simply won’t have the characters left to say anything meaningful or Retweet worthy. Save the hashtag overload for your Instagram account instead.

tweet fail

2. Repetitive Tweets

There’s nothing wrong with tweeting something you’ve tweeted in the past, especially if you’ve spent time writing a blog or creating an image. You’re followers won’t all be online at the same time, and often won’t scroll far enough down their feed to see your tweet.  Post tweets at different times of the day to get the most value and click throughs from your content, and tweak the Tweet wording a little so your profile won’t look too repetitive.

However, we’ve all seen that culprit who is constantly tweeting the same post multiple times throughout the day, for weeks and months in a row.  Their posts are usually deceiving, written for shock value, when you click through the link it leads to an irrelevant let down…highly frustrating.  Don’t be that guy or we’ll mute you!

3. Continuous Tweeting and Retweeting

Small businesses often only get the chance to check their social media accounts a couple of times a week.  Often when they do get online this leads to them posting a barrage of Tweets and Retweets all in one morning.   Another case where quality is much more important than quantity.  If your followers wake up to a feed full of your posts they will get irritated and will most likely mute you, more so than they will unfollow you for posting infrequently.

To have a regular Twitter presence without overdoing it try using a tool like Hootsuite where you can schedule in posts throughout the week.

4. Thanks for the follow

We’ve all seen those annoying shout out to new followers posts.  Sending a generic Tweet to the five people who followed you yesterday adds no value to your brand and provides no opportunity for quality engagement or Retweets, yet so many brands have a habit of doing this everyday. Just avoid it.

5. Asking for Retweets

Asking your followers to “RT if you love our brand” comes across desperate and like you’ve thrown marketing your brand out the window in favour of begging.  If this is the brand values you want to portray, go ahead but that mute button will be hit more than the Retweet.

6. Continuous promotion

Twitter is a great place to link back to your website, encouraging website traffic and increasing sales.  However if your Tweets are too sales-y too often you risk disengaging your followers.  Try linking 1 out of 3 posts back to your website for promotions,  the rest of the time post information your customers will find interesting, useful or insightful.  Get involved in conversation with others, Retweet information relevant to your industry and comment on other business’ Tweets.

Need some more help with your social media?  Get in touch to find out how we can increase your following and drive traffic to your website through quality posts.

 

Think Global – Act Local – a cliché that is now true in digital media.

24 Apr

By Tim McKane

Facebook is huge. You knew that already, but we are talking really huge here. Their latest figures show an increase in revenues for the quarter up 72% to $2.5 billion – that is 2.5 with nine zeros after it.

The big growth – mobile ads. Mobile ads for Facebook are promoted posts on the news feed for those accessing their account on their tablet or phone. And it is a click through cost, so a successful ad, that generates a lot of clicks generates a lot more money for Facebook. Facebook were a bit slow off the marks with mobile, but now they have caught up and then some.

Facebook, Twitter, Google and Linkedin are the first truly global media channels. This has only occurred to me, and I am not sure why, but there you go. They are making money from almost all corners of the world. We buy media space on Facebook (and the others) for our clients in Northern Ireland, and target them based on location, interests and other profile information that we use to target effectively. All over the world there are agencies like ours that are buying space for their clients, as well as those that buy directly, and with every click on an ad, there is a little click on that money counter in Facebook HQ. It is just that we have a population of 1.7 million and in India 100 million people are on Facebook and the US user base is 146 million.

Embed from Getty Images

146 million people that you can advertise to, getting them to click through to your landing page to buy,register, or give you an e-mail address.

No media channel in the past had a worldwide audience or potential sales opportunity. Newspapers, television, radio and outdoor were all localised. There were major media companies, but they were conglomerates of multiple titles and channels, not single title world wide audience media channels.

The numbers are reflecting this. Facebook now has over 1.1 billion users. Smartphone access to Facebook is now seeing a revenue growth of 59%. This means that the accessing of ads is through mobile devices. You can see a large advertiser in the US getting a bill from Facebook for thousands of clicks  – the ad was targeted well, the copy was good, the image was strong, and that one ad generated $50,000 dollars at a click rate of 50 cents – or whatever. Which is why bid management is so important in digital campaigns. In a small country, it will make a small different, in a large country, with a much higher number of people in the catchment audience, the impact is huge. A cent on a click through of 100,000 is $1000.

The media is both global and local. You can access it wherever there is wi-fi, anywhere in the world. You carry it around in your pocket. You check it regularly. And, look, there’s an ad.

But it is also why the days of using Facebook to try and generate free brand awareness are coming to an end. There are so many pages trying to get onto people’s newsfeed that they are cancelling each other out, and advertising is becoming the only really effective way to use the digital channels.

Growing and growing. That’s the digital world, and that is why you need to get in and get going. Now.

Addicted to social media… Who? Me?

19 Mar

Okay, I’ll be the first to admit it; my alarm goes off at 7.30am and most mornings the first thing I do is check social media to see what’s been going on while I’ve been sleeping – sad, I know but I see it as just the same as reading the morning paper.

Statistics show I’m not the only one and I already know most of my friends do it too. A recent survey of over 1000 Americans shows that 48% admitted to checking social media channels in bed, either as soon as they wake up or even during the night, I’m not that bad… yet.

Social Addiction

We all joke about being addicted to social media but it is now a recognised clinical illness for which hundreds of UK patients are being treated. A survey last year by the University of Chicago found that social media channels can be more addictive than smoking or consuming alcohol. One of the major neurotransmitters that fires when we’re addicted to something is dopamine, which has a similar affect to adrenaline and is found to be produced when people ‘like’ or ‘re-tweet’ a person’s status. The same survey showed that social media addiction is directly linked to depression and anxiety.

Treatment for social media addiction is like any other starting with a “social media detox” and focussing on other offline activities. But could you do it? Katie from our team has a self-proclaimed Facebook obsession (not quite an addiction) and she has deactivated her account for lent. 40 days with no Facebook… I can feel her getting fidgety already!

Are you an addict?

If you think some of this blog describes you, then you might want to check the symptoms of the addiction. The five main signs of social media addiction are:

  • Checking social media channels more than 10 times a day
  • Avoiding or delaying necessary daily activities such a eating, sleeping or working
  • Feeling down or depressed it there’s no engagement on recent posts.
  • “Cyber-stalking” friends/acquaintances and feeling paranoid/felt out
  • Unable to complete offline activities or need to check social media channels while driving.

How many ticks did you have?

This comes as no surprise to me. With over 1billion people using Facebook on a monthly basis it must have some hold over us. Humans are social animals and our world of work, work, work has taken away some of our social time, so it’s natural to try and make it up somewhere else. Even my mum who struggles to use technology at the best of times and in the past has vowed never to join any social media site jumped on the Facebook band wagon and is now active every day. I’m being watched!

facebook logotwittelinked

MySpace is back!

5 Dec

If it’s not the original social network, it’s certainly the first that got huge traction. How, where or why it started isn’t something I’m an expert in, but bands first saw the opportunity it presented. For the first time there was a chance for musicians of all genres to connect with fans anywhere around the world. You didn’t need a record deal, you didn’t need mix tapes or a distribution network to get your music into the hands of a fan. Up until MySpace democratised the music industry, only people local to your band or who had seen you tour (yep, self funded tours were part and parcel of band life) would know anything about your music. Or you could send a demo to John Peel and hope for airplay on Radio 1… keep dreaming.

Believe the Hype

For a while MySpace was the only show in town. For three years it was the most visited social network on the planet, in 2005 News Corp paid over $500million for the company. Yes, it was horrible to use and yes, it looked ugly, but you could connect with friends, bands and people you’ve never met to discuss stuff you were interested in. It might seem fairly obvious now in a social media world, but this really blew my mind when I first jumped on MySpace.

The F Word

Unfortunately, I think the staff at MySpace started to believe the hype around their product too. Then the F word hit. Facebook. Zuckerberg’s creation passed MySpace as the #1 social network. And after that, it’s been downhill all the way. Staff redundancies, falling visitor numbers, re-brands, pivoting business models… all with no effect.

MySpace

New MySpace has a smart redesign

Light at the End of the Tunnel

But MySpace is back. The company was picked up for song by team that included Justin Timberlake as an investor, but more importantly had Tim and Chris Vanderhook at the helm. And they set about turning the ship around and making something people might want to use. They released a teaser video earlier in 2012 which got tongues wagging on the competition. This looked cool, it looked fresh, it looked slick… it looked better than pretty much everything else out there. There was also a noticeable humour about it too – listen to the words of the backing track, Heartbeat by JJAMZ:

“Who am I to say I want you back?”

“I haven’t loved you in a long, long time, so why do I feel this way?”

“Maybe I’m ashamed to want you back…”

“Thought I hated you a long, long time, that was my mistake”

The Vanderhook’s know that MySpace was the first love for millions and they know they have a job to win back those hearts.

Beta

So it was with excitement when my “personal invitation” arrived to join the beta of MySpace and I jumped right in. So far, it’s almost everything the teaser video promised. Smart looks, easy to use and connect with people and bands. The message is clear: music is still central to MySpace. The one thing that seems to be missing at the minute? People! My initial poking around found very few actual people who I’d want to connect with, and precisely no one who I knew.

My (Future) Space?

But let’s not be too harsh. I’ve been using Google+ for over a year and still haven’t found many people I know – although I have built a useful network. MySpace is still in beta test and invite only, so it’s not a surprise every man and his dog aren’t using it.

But they face a huge task.

The team behind the platform need to give me (and everyone) a compelling reason to use the service. I actively use Facebook, Twitter, Google+ to connect with friends. I’m on LinkedIn and Twitter for work. I use YouTube for my videos and discovering new music (along with Spotify). So where will MySpace fit in my social universe? I don’t know. But I have enough good memories and nostalgia and give it a crack for a while and see where the ride takes me. And you should too! If you want an invite, I’ve still got a few left. You can find me on Twitter or Google+ mainly!

Andi Jarvis

You can find Andi on Google+, Twitter or LinkedIn

Just when you thought you had the hang of social media

2 Oct

The Big Three keep moving along…Facebook,Linkedin and Twitter are the dominant forces in social media. Their numbers keep rising, the technology is updated regularly and the engagement improves. But the world does not stand still. There are new kids arriving on the block all the time, trying to get a piece of the action.
The biggest player to enter the market last year was Google with +1. I have to say that it has not captured the imagination of the wider public. We are not getting asked about it while talking to clients. I believe that Google have made a fundamental error in trying to do too much. What is it for, who will use it, and why? The updates keep refering to how it will impact on SEO, but to those engaging in social media, that is miles away from what motivates them. Google seem to have missed the point that the channels that have succeeded are those that were selected and used by the public because they answered a need, or were easy and enjoyable to use. Facebook grew because people liked it, not because they had millions to spend on tech and marketing.
The most talked about new channel is Pinterest. It is fun, easy to use, social and visual. Put the Pin It app on your browser bar and you can save pictures from web sites on your boards. Why would you want to? If you are planning an event, say a wedding, and you are searching around the web for flowers, venues, dresses, table decorations and more, you can pin the pictures on a Pinterest Board you have titled My Wedding. The pictures and links to their source sites are saved for later reference. You can follow designers and wedding planners, and your friends. You can link to Facebook and Twitter. You can create numerous boards and enjoy filling them.
Thumb is fun too. You can ask and answer questions with a thumbs up or down, add comments to the answer, upload photos and link to your other social networks. We are already using it for snapshot research questions.
Have a look at these two, on line and more importantly, on mobile. Take a pic and ask if people like it on Thumb, and if they do, save it on Pinterest.
The marketing value has still to be determined, but remember, Facebook started out as a place to ‘hook up’ with other students at one university, Harvard, less than ten years ago…

 

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