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Deep link Twitter mobile app ads can reduce cost per installation for brands

Deep link Twitter mobile app ads can reduce cost per installation for brands

Twitter hosted an event (#AppsUntapped) for digital marketers in their London office. The event was all about introducing a “mobile app” twitter ads campaign to digital marketers. The event was nicely planned with an introduction from @brucedaisley, and then @RossySheil talked about mobile campaigns followed by case studies from @gettaxi and @lovoo. And then on following day there was an APP Promotion summit (#APS2014) that also touched on Twitter mobile installation ads. We have collected and analyzed some comments from these events and put some thoughts around Twitter mobile ads for brands.

1.How Twitter mobile ads work

Twitter has developed a full suite of targeting, creative and measurement tools to allow businesses to efficiently market their mobile apps. For brands, this means a rich, native ad unit that mashup the best of Twitter Cards and Promoted Tweets. Users can effortlessly install and engage with apps, directly from the Twitter timeline.

Bruce Daisley, Twitter UK MD, confirms that the advertisers only pay when a user click on ads and there is no cost for retweet, quotes, reply , favorite and follow on these ads, which means ads can help to kill two birds with one stone, engaging for free and paying only on app downloads.

However, mobile ads have one drawback, they can’t detect users’ phone and identify if the app is already installed on their phones. For example if you have Square App already installed on your phone, Twitter still may show a @Square app mobile ad if they think you are a potential user.

Another, issue raised by users was about spamming i.e. no one likes to see unwanted ads on their time line, considering Twitter is a very real time system.

2. Why Twitter thinks mobile ads will be a great success with brands

The points Twitter makes for mobile ads success are:
•80% Active users access Twitter on mobile
•61% Twitter users have downloaded apps on their phone
•66% of Twitter Users who have downloaded an app do so while watching TV
•Twitter has 250m active users with 15m users alone in the UK
•Twitter owned MoPub mobile ads exchange gives access to 1bn users to advertisers.

3.What does this mean for businesses and brands?

Twitter demonstrates two main benefits of mobile ads for businesses. , 1) The app registration will be higher than using non-Twitter mobile ads. 2)Cost per installation will decrease. And to support that, they have two case studies from @GetTaxi, who have seen a 34% increase in their mobile app registration, and from @Lovoo, who experienced cost per installation decrease of 65%.

Overall, Twitter mobile ads can be a very good innovative option for marketers, as it allows them to target people in real time and, if targeting is set precisely, conversion can be very high. However, there is still scope for Twitter to improve their offering and they have competition in Facebook.

Five ways Brands use Twitter for marketing and commerce

Five ways Brands use Twitter for marketing and commerce

Whereas Facebook is mainly to socialize with friends and family, LinkedIn is for business networking and Pinterest is all about lifestyle, Twitter is one of the social media tools that cannot be categorized for a specific demographic. On Twitter you can mingle with friends, family and colleagues in a discreet way and at the same time you can also engage with brands to get updates and deals… or moan about their products and services! In fact, when Twitter launched their IPO, they categorically said (on S1 form) that “Twitter is what you like to be” and to certain extent businesses are launching their Twitter campaign on same lines. For example, if you look at recent experiments from brands aiming at promotion and commerce, they are not using traditional display advertising ads; instead they are more interactive, data driven and deeply linked to transactions.
We have collected five recent Twitter marketing and commerce examples to give more insight to readers’ on what may lie in the future of Twitter marketing, especially digital marketers and brands!

1.Tweet To Add Product to Shopping Basket

With Amazon and Twitter’s recent partnership, Twitter users can add any Amazon product to their shopping cart just via hashtag (#AmazonCart). The way it works is, first the shopper links their Amazon and Twitter accounts and then, whenever they see any link to an Amazon product on their timeline, they can reply to that tweet with #AmazonCart in order to add that item to their Amazon shopping cart so that they can buy later.
Amazon Twitter Commerce

2.Tweet(s) to Macro Blog

Marc Andreessen (Netscape founder and investor), followed by Satya Nadella (Microsoft CEO), has recently started a new trend (#tweetstorm) on Twitter where they tweeted multiple times in a very short interval to present their views on a topic. Usually, they tweeted about 10 tweets and if we sum up total characters based on 140chars/tweet, it would be around 1400chars or around 350 words, which is enough to present your views on a subject. These tweets became an instant hit and received thousands of retweets, replies and favorites, which means the reach has gone beyond million people, and are also picked up by popular technology blogs to feed into their content.
Marc Andreessen TwitterStorm

3.Live Twitter Streaming at #LFW

During London Fashion Week in April this year, Burberry live streamed their entire fashion show on Twitter and as a result was trending on Twitter for almost the whole week – needless to say it brought huge publicity to their brand as thousands of people were engaging, commenting and analyzing their products.

4.Real Time Twitter Data Charts

Billboard Twitter Real-Time Charts tracks the ups and downs of trendy songs on the social network over the previous hour, 24 hours, and seven days. The sophisticated system takes into account US-based tweets including combinations of artist names, songs titles, Twitter handles, hashtags, words like “listen”, #nowplaying and streaming links to work out who’s hot and who’s cooling down like a hot egg in a bucket of ice cream.

5.Tweet to Find Product

Payasugym.com has introduced tweet-to-find-product service, which allows users to find nearest gym simply by a tweet with location. See example below:

Brands can use Twitter for Press Releases and Blog Posts

Brands can use Twitter for Press Releases and Blog Posts

“This post discusses whether #Twitterstorm can become main-stream and replace traditional blogging and press releases for brands.”

Marc Andreessen, Netscape founder and investor, recently started a new trend (#Twitterstorm) on Twitter, where he usually posts seven to ten tweets in a short interval to broadcast his thoughts on a topic. And if we sum up the total number of tweets, you get around 1400 characters or an approximately 300 word briefing, which is good enough to make an audience aware on a topic.

Marc Andreessen TwitterStorm

Taking a lead from Marc, Satya Nadella, Microsoft CEO, took a similar route and tweetcasted his vision in a similar fashion. His Twitterstorm has invited thousands of retweets, favourites, and multiple replies including people like @alexia (Co-Editor TechCrunch) and ‏@pmarca (Marc Andreessen) , which means these tweets reach more than a million people.

Satya Nadella TwitterStorm

In other words, both high profile initiatives became instant hits among tweeters and also been picked up by online/offline media to further spread the word. Now the question is whether #Twitterstorm will become the norm for brands and can be used in place of traditional blogs or press releases to reach out to their customers, suppliers or any stakeholders.

Looking at Twitter, people have shown reservations as they perceived this as spam and shown preferences for blog posts, which means businesses may face some resistance if they Twitterstorm to reach their audience!

However, if #Twitterstorm is managed carefully, brands can use this as real alternative to blogs and press releases. Don’t overdo it; content should be consumer friendly things like deals & new product launches, and follow-up tweets and engagement must be prompt.

We are advocating #Twitterstorm over traditional blogs and press releases because first it could give businesses an instant real-time feedback on each specific point they are trying to make for a topic, and second, retweets, favorites and replies on twitter can reach to thousands of people immediately. However negative comment can go viral very quickly too, although this can be managed with planned and thought through follow up. Third, due to the high level of media (journalists) on Twitter, a Twitter post can be picked up faster than a blog or press release through the official channels like PR agencies or blog booster platforms.

We did a small experiment, where we tweet stormed on the #TwitterCommerce topic, and the result was we managed to increase followers by double digits, and retweets and favorites took our reach to thousands of people.

Twitter Commerce

#Hashtag Case Study: How @Nike is riding on #Justdoit success on Twitter!

#Hashtag Case Study: How @Nike is riding on #Justdoit success on Twitter!

Following our post on how KitKat is leveraging their famous tagline “Have a break” as a hashtag on Twitter, we have looked into some other brands to help businesses and digital agencies to get more examples, so that they can plan their future Twitter content distribution around hashtags and reach out to and engage a maximum audience.
Nike is another brand that has successfully converted their famous tag line (“Just do it”) into an hashtag (#Justdoit) on Twitter that people can relate to and often tweet with.

Example 1:

Nike has captured Monday blues sentiments and uses #Justdoit to motivate people to keep going on a tricky day after a weekend – the result is a single tweet is retweeted and favourited hundreds of times and helped brand to reach to thousands of people.

Example 2:

Nike replied to a tweet with the #Justdoit hashtag, and as the reply become part of the hashtag timeline it was viewed by many users and retweeted and favourited, increasing Nike’s reach on Twitter.

Example 3:

Nike uses nice images to create awareness around its hashtag. For example, Nike posted very inspiring images with the hashtag and as a result, the images were retweeted and favourited many times, meaning the hashtag also appeared in many timelines and become part of their engagement.


Overall, the gist is that hashtags can help businesses to initiate a buzz around their brands and relate to their audience, and a hashtag lifeline can be far longer than images, video or just text.