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Twitter’s Mad Men Moment

Twitter’s Mad Men Moment

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Published by Brian Solis
Twitter is now releasing its latest offering, and it’s the most controversial product yet. New Promoted ads currently in a limited round of tests, hit streams even if users do not already follow the brand but are “like” those who do. Notoriously conservative in pushing ads to its fiercely loyal audience, this move represents a Mad Men moment for Twitter as it ventures into bold new territory.
Twitter is now releasing its latest offering, and it’s the most controversial product yet. New Promoted ads currently in a limited round of tests, hit streams even if users do not already follow the brand but are “like” those who do. Notoriously conservative in pushing ads to its fiercely loyal audience, this move represents a Mad Men moment for Twitter as it ventures into bold new territory.

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Published by: Brian Solis on Feb 29, 2012
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05/13/2014

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By Brian Solis, industry-leading blogger at BrianSolis.comand principal of research firm Altimeter Group, Author of the highly acclaimed books on social businessThe End of Businessas Usual and 
Twitter continues to impress its supporters and critics alike. With100 million active users, one billion Tweets published every day, and a fresh round of funding, Twitter’s monetization strategy continuesto mature. In addition to licensing deals for its coveted fire hose and a future revenue stream tied toanalytics, Twitter’s blue bird truly flies with the help of its expanding portfolio of Promoted products.The company is now releasing its latest offering, and it’s the most controversial product yet. NewPromoted ads currently in a limited round of tests, hit streams even if users do not already follow thebrand but are “like” those who do. Notoriously conservative in pushing ads to its fiercely loyalaudience, this move represents a Mad Men moment for Twitter as it ventures into bold new territory.The new form of in stream ads are an extension of its existing Promoted Tweets product where adsare placed at the top of the stream if the user already followed the company. Additionally, brandscan used Promoted Tweets tied to search to plug directly into the interest graph. The first adproduce released by Twitter helps brands reach people who search for relevant keywords by servingup a promoted Tweet related to the search. Twitter is expected to also introduce self-serviceproducts for smaller businesses later in 2011.Twitter’s other advertising products help brands reach consumers by attracting attention in the activepanel that frames the Tweet stream. Through Promoted Accounts, brands can buy an opportunity toincrease the number of followers. And, with Promoted Trends, brands tempt users with intriguingwords or hashtags to entice click-throughs.Companies such as Starbucks, Virgin America and Coca-Cola have actively invested in a variety of Twitter’s Promoted products since the beginning and each claim that Twitter’s ads consistently
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
deliver worthwhile performance. Brands continue to line up to be among the first to experiment withthese new media buys.In a marketing world where media is neatly divided into paid, earned, and owned (P.O.E.M.), Twitter forces marketers to think beyond the traditional banner mindset. I spent the last couple of yearsstudying the new opportunities for brands in the new media world and vehicles, channels, andmindsets required to use them effectively. The new take on media was released recently with thehelp of JESS3 as The Brandsphere. It introduced Promoted and Shared as two new channels to round out paid, earned, and owned. For example with Twitter’s new Promoted product, brands areencouraged to look beyond flashy graphical elements or using images or names of friends as bait.Twitter is carefully monetizing its popular service by requiring brands to lure consumers throughclever word play, linked by interests that drive noteworthy experiences. Brands now need to rethinkthe click-through experience to take consumers on an extraordinary journey to not only perform well,but also reinforce the value of Promoted products as they introduce potential disruption to theprecious Tweet stream.Will Twitter’s new product pay off? Advertisers are certainly willing to give it a try. In a recent studyconducted by Pivot, 60% and 32% of brands that experimented with social advertising, including
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Twitter’s Promoted products, found the new form of advertising very useful and useful respectively.Of those we polled, 93% had deployed social ads on Facebook and 78% on Twitter.When it comes to consumers and how they feel about Promoted ads in Twitter, Lab42 found thatonly 10.9% say that they “are annoying and take away from the Twitter experience.” For this momentin time, consumers are open to Twitter’s cautious expansion of new advertising products. In thesame study, 24.8% had already reported seeing Promoted ads related to relevant brands. Another 21.6% have received discounts offered through Promoted Tweets, 21.2% found new brands, and14% have retweeted Promoted Tweets.If you look at the doors that Twitter’s promoted products open, you start to get an idea of just how far this can go.Promoted products can reach people based oninterest, device, geolocation,behavior , and demographic. Indeed, Twitter’s Madmen moment has arrived. The company must now look atinnovating not just how to sell media opportunities, but also work with brands to consistently deliver value and unique experiences that consumers appreciate rather than disregard or revolt against.Here, Twitter’s competition is itself as this is an opportunity that’s theirs and only theirs to win or lose. Even though Facebook is for all intents and purposes a competing network, budgets willcontinue to fund experiments in both and many other social platforms as brands experiment withreaching consumers where their attention is focused, their social streams.Connect with BrianSolisonTwitter | LinkedIn| Facebook|Google+ |BrianSolisTV  ___ 
The End of Business as Usual:
Rewire the way you work to succeed in the consumer revolution
Pre-order 
:
The complete guide for businesses to build and measure success on the social web ___ 
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis

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