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360i POV - Twitter's Enhanced Brand Pages

360i POV - Twitter's Enhanced Brand Pages

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Published by: 360i on Jul 02, 2012
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07/02/2012

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NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630
 ©2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.
360i Point of View on
Twitter's Enhanced Brand Pages 
February 2012
Executive Summary
Twitter’s latest interface redesign provides an improved user experience and more opportunities for
brands to create a presence that better translates their overall brand identity and rich media contentwithin the platform. Enhanced Brand Pages have now rolled out to brands that are spending the required$25,000 in Twitter media monthly.This POV provides an overview of Brand Pages and recommended next steps for marketers. Anappendix
 
reviews recent changes made to pages for everyday users, as well.
Coca-
Cola’ 
s new Brand Page on Twitter
Key takeaways:
1.
 
Cleaner, more brand-friendly communications.
The new Twitter pages allow marketers tocreate rich, brand-
friendly experiences that better showcase their brand’s unique persona and
voice. Better separation of brand tweets vs. customer service/one-to-one communication tweetswill create a cleaner user experience.2.
 
A richer creative canvas.
Brand Pages become a creative canvas on which marketers canstylize and design the experience through a customized header, static banner ads and expandablemultimedia content that is viewable in-stream.3.
 
More for your media.
Media buys within Twitter become more powerful with the update due tobetter analytics that can inform how Promoted Tweets or Promoted Trends are perceived byusers.Twitter currently has more than 100 million global active users, half of which log in every day (a figurethat has increased by 30 percent in the past month alone). The platform plays a growing role in social
news, conversation and consumers’ interaction w
ith brands, and continues to be a critical social platformfor brands to consider when crafting their overall marketing strategy.
 
 
NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630
 ©2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.
360i Point of View on
Twitter's Enhanced Brand Pages 
February 2012
Expanded Opportunities with Brand Pages
Below are the three of the most important Brand Page features for marketers.1.
 
Brands can now select a specific tweet to be “promoted” front and center on their profile
page at the top of the timeline
even with no media buy activated
. This free "PromotedTweet" is a powerful way for brands to highlight their best content for users over a much longerperiod of time. The previously-short shelf life for a particular tweet can now be expanded for alonger duration for greater impact. The "Promoted Tweet" also auto-expands to reveal anembedded photo or video from Twitpic, Flickr, YouTube or any other sources, without requiring theuser to click to view the media behind the link. Additionally, brands will have the ability to geo-target the anchored tweet, ensuring that messaging is served up to relevant markets.
New “Promoted Tweet” Targeting
 
2.
 
The ability to separate the @replies and @mentions from a
brand’s own tweets
creates amore streamlined experience for potential followers.
With follower acquisition in mind,Twitter will segregate a
brand’s
individual communication and customer service tweets frompromotional or equity messaging, providing a cleaner experience, devoid of 
 “noise,” 
and a moreeffective snapshot of a
brand’s identity
to potential followers.3.
 
The new layout enables enhanced branding and the inclusion of media such as photosand videos.
Through an expanded and fully customizable header image, marketers can displaytheir logo and tagline more prominently than with the current format.
Implications for Earned Media
Twitter’s new features alter the way brands curate content and communicate their
unique voice andpersona within the platform. With conversations front and center, brands can create a more dynamicenvironment in which they can form meaningful connections with their audience.
 
Previously, many brands limited the number of @replies they responded to from users toensure that new users arriving at their brand destination would see a mix of back-and-forthconversation and brand messaging. Now that brands can promote a tweet, the frequency limit
 
 
NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630
 ©2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.
360i Point of View on
Twitter's Enhanced Brand Pages 
February 2012
of individual communication is no longer a factor. Twitter has confirmed to 360i that updatesprovide even more visual sorting for brand tweets
 
separating out the brand’s @replies tousers from the brand’s own tweets for a cleaner browsing experience (much like “posts by me” 
vs.
 “posts by friends” 
on Facebook).
 
With this update, brands will want to ensure that their content calendar identifies key tweets tobe pinned as
 “Promoted” for new users to see first
. Promoted tweets should be created with thegoal of engagement in mind; incorporating a clear call-to-action and multimedia will fostergreater interaction.
 
Brands’ conversations are
 
now more present on the brand’s Twitter profile in the threaded@replies with users, and so it’s vital to
ensure that all back-and-forth messaging echoes thevoice of the brand. Users can now click through @reply to view the entire threadedconversation, enabling them to see the relationships brands build with audiences as theyhappen.
Implications for Measurement
The Twitter redesign brings valuable improvements in analytics, namely in the realms of sentimentanalysis, real-time infographics and click-through metrics.
partnershipswith analytics firms Crimson Hexagon and Mass Relevance
 
are facilitating
deeper analytics for brands. Crimson Hexagon’s highly intelligent and human
-augmented algorithms include sarcasm detection that leads to more accurate analysis regarding brandmentions. Mass Relevance generates real-time infographics for brands around streams of information(e.g. MTV VMAs), allowing for brands to serve up data on engagement around special events orpopular news items. The Twitter dashboard itself is unchanged and no additional analytics areavailable at this point.Moreover, improvements to
Twitter’s built
-in URL shortener now grant marketers with click-throughmetrics previously lost as users re-shortened and shared links across a variety of third party services.Now, all links shared within
Twitter are “wrapped” so the original poster
may be provided with ongoingmetrics on how the link is shared and engaged with across Twitter and beyond. 
Implications for Media & Creative
Media partnerships now include valuable new features for advertisers, summarized in the table below.
Customizable Header Anchored Promoted Tweets Trending Topic Analytics
Allows for customizable creative,i.e. display ads or campaignbannersBrands can select specific tweetsthat new users will see when theyvisit a brand's page; tweets areexpandable if they include mediaassetsTrending Topic media buys nowinclude a report on sentimentanalysis on how the topicgenerates conversations beforeand after it goes live

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