Social Media - 6/10 - Digital Marketing Agency

Twitter Brand Page Launch

By | Twitter | No Comments

After being left behind by Facebook and Google+, last Thursday Twitter officially announced the launch of brand pages. Designed to strengthen their relationship with advertises, brand pages are accompanied by a wider user interface redesign and offers a number of useful features that will no doubt improve Twitter’s attractiveness to brands that are utilising social media.

 

Facebook has long held the number one position for brands looking to branch into social media. It’s a trusted well established site with over 800million uses and offers useful features such as the ability to hide content behind a ‘like’ wall, comprehensive user statistics and support for apps and other page modifications. Google+ only recently launched their brand page service. Considered by many as a sleeping giant this service offers only basic profile modification above stock individual pages and a smaller user base than competitors, but given the push Google is applying has the potential to evolve significantly.

 

Finally we have Twitter. Prior to launch Twitter only offered the same basic page to all of its users whether they are individuals or brands. This launch sees brand pages now able to distinguish themselves through three key areas. First is an expanded and fully customizable header image area which brands can now use to display their logo and tagline more prominently than the current offering. Second is the “featured Tweet” area where brands are able to highlight a specific Tweet. This allows the ability to extend a Tweet’s shelf life for much longer than previous and also auto expand content such as an embedded photo of video. Third the ability to separate @replies from @mentions will allow brand page managers to streamline their communication and reduce other Twitter noise.

 

Pepsi Twitter Brand Page

Example of a new Twitter brand page; custom art headers and option of pinning an update with picture at the top of the tweet stream.


While initially rolling out to only 21 accounts including; Coca-Cola, Nike, Dell, American Express, McDonald’s, Best Buy, Subway, JetBlue, and Heineken this update will make its way through to more businesses in the New Year. At this stage it is difficult to predict the impact that this will have on the social media landscape and choices available to business, but one thing is certain with the three major social networks now competing in this area we will be sure to see more innovation and new features specifically for business available in the coming months.

 

Social Media for Public Services

By | Social Media | No Comments

Last night, around midnight, I couldn’t get to sleep. All I could think about was Cyclone Yasi bearing down on Far North Queensland, and wondering whether it had hit yet, and what was going on. Lying in bed, I used my iPhone to search the web for news, and discovered a fantastic page set up on Facebook, updating the world about Cyclone Yasi. When I was online last night at midnight, there were just over 17,000 ‘likes’, but today I can see there are 88,000.

Social Media for public service

The site was administered by a number of people across Queensland, updating it about the situation in their particular area, posting advice and pictures from the BOM, and keeping people up to date with notices from the local police and emergency services.

While I would argue that the business world has not yet ‘cracked’ social media, Cyclone Yasi shows how useful it is for it’s original ‘social’ purposes. Connecting people with things they are interested in, posting pictures, links and videos, keeping people up to date with the latest news and allowing others to interact.

As a comparison with the #TCYasi tag on Twitter, it is relatively free of spam, because on Facebook you can filter the posts to just the ‘official’ ones, and choose not to read the comments if you don’t want. Twitter is more prone to spam, with there being no control over who can use the hash tags, and what they can use them for.

I also found the Facebook page more useful than news sites, as it was more frequently updated, and free of the ‘flowery’ and ‘filler’ language articles need to include to keep story length to some minimum level.

At this point in time, the TC Yasi Facebook admins have posted over 650 links and 50 photos, which have been seen by over 88,000 people in the last 12 hours.

Social Media in Australia – Statistics

By | Social Media | No Comments

Comscore has released some interesting social media data, focussing on Australia.

The data shows that not only is social media huge (as we already suspected), but that it really does capture a significant amount of the publics attention, and is therefore a BIG opportunity for marketers, PR people, companies – really anyone that has anything to say or sell.

Comscore found that more than 70% of Australian internet users used a social networking site in June 2009 – almost 9 million people.

9 million people were on social networking sites, which included Facebook, MySpace, Bebo, Twitter and others. Thats a pretty big audience for a relatively small country. It is even better for companies that target internationally, because once you leave our shores, the numbers simply skyrocket, and that international audience can be targetted through social media campaigns you can create right from your own desk!

Surprisingly, the fastest growing group of users are the over 30’s, and unsurprisingly, the fastest growing membership is for Twitter. I was surprised that Twitter wasn’t already bigger than its small share (5%), but it is relatively very new compared to things like Bebo and MySpace, and catching up fast.

Of the 9 million Australian social media users, 6.1 million use Facebook.  Social networking is a medium whereby you are often engaged daily, or even multiple times daily. Compare this with other media, and you can see that social media is becoming pretty ‘main stream':

  • SMH newspaper readers (offline) – 0.8 million daily
  • SMH online – 12 million in June
  • Daily Tele readers (offline) – 1.1 million daily
  • Channel 7 news – 1.5 million daily

Comscores executive VP for the Asia Pacific had this to say:

“Knowing that the vast majority of a site’s visitors are social networking users should be a wakeup call to any marketer trying to understand its audience. Engaging your audience is not only about how you interact with them when they are on your site, but also about how you reach out and interact with them through other online channels, including social networks. As social networking sites increasingly become one of the Internet’s most popular destinations, it is especially critical for media companies to engage their audience where they are spending the majority of their time online.”

Tracking Marketing Campaigns on Twitter

By | Analytics, Social Media | No Comments

You can’t be a Twitter user without having seen the loads of tiny URLs people are uploading, and noticing how company’s (and individuals) are using Twitter as a platform for social media marketing.

Many marketers update their status including a URL pointing to  a promotional page, or a product page, offering discounts or other specials.

If this is something you are interested in doing for your business, you obviously will need to know how it all pans out. Is it adding value? Are people visiting? Can you improve on it?

Obviously, the referrer section of Google Analytics will tell you any traffic coming from Twitter. It will be listed as a discrete referrer in your referral report.

However, tinyURLs from Twitter might also be copied and emailed to others. Then, when people click on the link, you won’t be able to tell that the URL originated in Twitter. Also, if you are doing multiple campaings in Twitter, you won’t be able to distinguish between which visitors clicked on which of your Tiny URLs.

If you think this is an issue for your site, what you can do is use the typical Google Analytics campaign parameters, to identify a specific URL for this Twitter campaign, and then anyone who uses this URL, wherever they use it, will be matched to their particular campaign.

The steps to follow/remember are:

  1. Just as you make unique campaign URLs for each different keyword, source and medium in your other online campaigns, make sure that each Twitter URL is unique. Make sure that you use all the parameters in Google analytics to ensure you can distinguish between different Tweets.
  2. Shorten the URL using a service such as tinyurl.com
  3. To find the traffic in Google analytics, check out the ‘All Traffic sources’ report, and your Twitter source should be there (the name will be exactly as you outlined it in your URL).
  4. Like with any online marketing campaign, remember to have a relevant landing page, with an obvious conversion. If you have goal conversions set up on site, you can see exactly how valuable your Twitter campaign has been.
  5. If you are doing a lot of Twitter campaigns, you might want to set up a Twitter profile for your website in Google analytics, which simply copies your existing profile, and filters it withTwitter as the source. This way you can more easily drill down into the behaviour of Twitter users.
One New Idea To Help Achieve Your Sales Goals REQUEST YOUR FREE SPARK