Three unexpected Twitter insights

It has already been almost year spent at Twitter in the revenue team.
One thing I certainly enjoy about the job is that I keep discovering new ways clients are leveraging the platform.

I recently lead a panel with 3 media executives for the TwitterAU #LiveStudio event.
NigelOptus, JasonStarcom, ChristopheL’Oréal shared their campaign success stories.

From their answers to the Q&A, I captured 3 insights that went beyond the expected use of Twitter as a media channel.

1- Twitter can open doors in your organization:
Twitter is the platform that brings multi channel activations together.
It can not be treated in isolation. This makes it a powerful tool to bring multiple departments in an organization together.

2- Twitter can inform planning decisions:
The Nielsen Twitter TV rating is a perfect example to demonstrate how Twitter can influence businesses media choices.
Beyond TV data, listening and analyzing Twitter conversations can bring some very valuable insights.

3- Twitter creates unknown opportunities :
Brands that have successfully implemented real time marketing have discovered new “content” based opportunities to engage with their audience outside of their marketing calendar… i.e. “dunk in the dark

And finally, my personal touch here: Twitter can also help you discover new vocabulary .
I couldn’t help but share!

I am convinced that there might be more ways that Twitter can support marketers and advertisers.
Help us discover more, what is your unexpected way of using Twitter?

Marie Sornin

Is social currency worth Gold?

If there is one thing that shocked me in the 2013 Cannes Cyber Lions winners, it is that all of them seem to claim to be a social media success! Although the shortlisted campaigns don’t present themselves specifically as social media activities, it is as if generating reactions on social networks, has became the proof that a campaign has been adopted by the target audience. Just as much as the business performance… So, does it mean that turning an advertising message into social currency is worth gold?

Here is a summary of my favourite campaigns:

Adidas Window shopping (2013 Silver Cyber Lion)
Shop like it’s the future! I love the idea of keeping a store open even when it’s closed. The key is that they made the mobile integration simple and seamless. Reminds me of the Tesco Korea campaign (2011 Gold Cyber Lion)

Dove Real Beauty Sketches (2013 Gold Cyber Lion)
Not only it is an interesting concept artistically, the campaign really brings to life how women see themselves. The problem is obvious, it is up to all of us to help fix it!
Funny to see that Axe is now giving power to women with the fear no Susan Glenn initiative!

Oreo Daily Twist (2013 Grand Prix Cyber Lion)
Cool idea, social by design and success coming down to the dedicated resource on deck to come up with creativity worth spreading every day!
Everybody loves Oreos, now everybody loves sharing their Oreo twists!

Metropole Tweetphony (2013 Silver Cyber Lion)
I like the way new technologies are now associated with stuff as old as classical music…  The Tweepthony could have very well turned into a real cacophony but it didn’t. Like Pay with a Tweet, (2011 Cyber Lion winner) great use of twitter for creating value!

I also thought that a few other campaigns are also worth highlighting:

– Metro Train Dumb ways to Die (2013 5 Gold Lions/ 1 Silver). Brilliant branded content, the amount of recognition speaks for itself!
Perfume open platform for creativity (2013 Silver Cyber Lion + entertainment category at he Japan media arts festival)
Hello Again by Lincoln (2013 Gold Cyber Lion) Although the challenge of re inventing an old car brand and associate it with Music has been over used, the innovation power used to create the digital content is incredible (great credits to Go Pro). Execution is outstanding!
Nike Chance (2013 Silver Cyber Lion) Giving rejected young players another chance. Hope they will turn this into a yearly mechanic not just a one off campaign.
Clouds over Cuba (2013 Gold Cyber Lion): making history and culture accessible to all! Like the Google Art project, we want more of that!
– Perrier Secret Place (2013 Bronze and Silver Lion), Golden chains (2013 Silver Cyber Lion), Tokyo Symphony (2013 Silver Cyber Lion) and Jam with Chrome (2013 Bronze Silver Lion) are great examples of pure digital and collaborative entertainment!

Do you what these brilliant campaigns have in common, apart form being 2013 Cannes Cyber Lions winners, of course? Come to Ignite Sydney on August 7th and I will share with you the three words that guarantee social media success (I might use some of these campaigns as examples to illustrate what I mean!)

Marie Sornin

An essay on social currency

Guest post by Alexander Southwick– Emerging Solutions and Social Advertising Executive at Fairfax Media

As social media develops to become a mainstream marketing channel for brands, there is a critical need to define the way we measure social success. In line with the traditional measurement metric of ‘reach’, most marketers look to the total number of ‘likes’ or ‘followers’ on their brand accounts as a key objective for their social media activities.
In theory, ‘reach’ should increase the engagement level with brands. Therein lies the dilemma of social networks: a consumer can filter out a brand if they feel they are being interrupted too much (spam). Knowing that the average post on a Facebook brand page will only reach 12% of your audience means that the total number of ‘likes’ a page has isn’t a true reflection of social success. Instead marketers need to look away from reach based messaging, to messaging that is adding value to the communities they are building around their brands: Social currency!

Social currency is a relatively new term that is applied to material being shared across social networks. People deal in social currency to increase their personal or brand standings in the eyes of peers and consumers. In short… something that people want to share and discuss. A brand updating their page with a new viral video gives their users a reason to share with their connections. As a result the creation of content with high social currency will help to add value to the community. Consequently, for marketers to be successful at social media, they need to look to develop content that gives social currency for users to take away and ‘share’, ‘retweet’, ‘reblog’ and ‘repin’ across social networks.

One of the most outstanding example of social currency is the  Red Bull Stratos Jump. It occurred on the 14th of October 2012 and not only did Felix break 3 world records, he helped Red Bull create truly unique and compelling ‘hook’ that people wanted to ‘share’, ‘retweet’, ‘reblog’ and everything in between. With more than 8 million people worldwide watching the Youtube Live stream, the post jump photo of Felix having landed safely has achieved 491,353 Likes, 21,175 comments and 50,508 shares the majority of which occurred in the first hour of it being uploaded! Multiplying the number of shares by the average number of friends a Facebook user has the reach potential got close to 11 million Facebook users. Even by applying the 12% viewing ratio, that still gives you a true reach of 1.32 million! Red Bull associated its brand to content that is so compelling  it became a mainstream topic of conversation. Direct marketing benefits are invaluable!

Creating social currency isn’t easy.
However, by deeply understanding your audience (beyond what they like about your brands & products), identifying what is  most interesting to your fans/followers and potential customers and creating content around it, you will have the keys to provide value. The next thing you need to do is break out of the TVC model and go for a ‘branded entertainment’ production model…. and that isn’t easy… only a few advertisers manage to do this well. The Mary Me Microsoft campaign we blogged about in 2010 and the ‘is it content or is it advertising?‘ post from last December showed good examples. Here is a more recent one: Teaching your consumers something new a in fun way is a particularly good, even if it has a bit of a sombre message –

As more marketers understand the importance of social currency, and consumers gain more power to ignore or amplify their message….  The process of surrounding the target consumer with messaging in an integrated campaign might not hold true anymore. Accurate measurement is critical for social media to keep growing its share in the communications mix. We must re-think how to evaluate social media KPIs and what messaging will achieve these KPIs .

As an agency or advertiser, do you have specific KPIs for your social media campaigns? Are able to clearly measure the benefit they are bringing to your marketing plans?

For more information on how to create social currency read our article “What are the three words that will guarantee social media success?”

Alexander Southwick

Sources:

Red Bull Facebook Page