20 Reasons Why Social Analytics Is A Nightmare — And What To Do About It

nightmare-shutterstock Social media managers and analysts have one of the toughest jobs in digital marketing today. Imagine trying to be an expert in content marketing, acquisition and retention marketing, brand management, word-of-mouth, customer advocacy, paid media, reputation management and viral marketing -- all across five different media channels and dozens of accounts. This is a day in the life of a social media manager. Due to its complexity, social media is also one of the least understood of all marketing channels. Learnings around social media management are largely limited to high-level best pract [...]


Hellmann’s #ReciTweet Campaign Offers Recipes To Fix “What’s In The Fridge” Disappointment

hellmanns_recitweet We've all been there. Standing in front of our refrigerator, staring inside hoping something delicious will magically manifest itself. It's very frustrating, but there is a solution. No, it's not the replicator on the Enterprise; it's ReciTweet from Hellmann's. Working with Ogilvy & Mather Brazil, Hellmann's created ReciTweet, a Twitter hashtag campaign which came to the rescue of starving deer in refrigerator headlights in Brazil or, given the internet's reach, anyone anywhere in the world. With ReciTweet, all frustrated refrigerator gawkers need to do is tweet some of the ingre [...]


Twitter Tests A Super Simple Video Sharing Feature For iOS

twitter-logo-600 Who said sharing video has to be tricky? A new test spotted by Peter Kafka at re/code found the ability for iOS users to include pre-selected video clips if they were using hashtags around the upcoming movie "A Million Ways To Die In The West." If a user enters (or begins to enter) the hashtag of the movie name, they are provided video clips form the official movie account @AMillionWays. If the users select the clip then can quickly watch it and "attach" to their Tweet. Like every other 140 character message, once the clip is attached, the user can customize the text in the Tweet to mat [...]


Your Guide To All Things Hashtag Analytics & Optimization

Diet Coke #ShowYourHeart Campaign Hashtags. You've heard people talk about them, you've seen them on Twitter, but have you added them to your marketing toolbox? If not, let me show you how you can use hashtags to turbocharge your marketing efforts. [youtube]https://www.youtube.com/watch?v=57dzaMaouXA[/youtube] #Origins The present use of hashtags dates back to 1988, when early internet users began including them in messages on the popular chat platform IRC. They were used to group messages, images and videos into categories. Hashtags reappeared on Twitter in 2007 when Nate Ritter used the hashtag #sandiegofire at the e [...]


Would The Real Ronald McDonald Please Stand Up? Taco Bell Takes Shot At Biggest Competitor

Taco Bell Ronald McDonald screen capture Taco Bell is taking a direct shot at McDonald's to launch its new breakfast menu, using the fast food giant's favorite namesake "Ronald McDonald" in a series of TV ads. "It's not surprising these guys are loving Taco Bell's new Waffle Taco...what is surprising is who they are," says the voiceover in one of Taco Bell's latest commercials. Who they are turns out to be a number of people named Ronald McDonald, all enjoying Taco Bell's new breakfast menu. In response to Taco Bell's campaign, McDonald's set the record straight on Twitter yesterday, posting a picture of its "Mayor McCh [...]


Twitter Adds Photo Tags That Will Notify Others (Yet Won’t Count Toward Your 140 Characters)

Phototagging-Twitter Imagine Ellen trying to tag everyone in her Oscar selfie and still having room enough to insert a joke about Bradley Cooper's arm length. It wouldn't happen. Until now, the only way to notify a user that they've been included in a photo is to make sure that their Twitter handle is included in the body of the Tweet. Until now. Twitter has announced that users will have the ability to tag up to 10 people in a photo without burning through any of the precious 140 characters. A new feature will soon be rolling out in the updated versions of the app that will allow users to see a "Who's in t [...]


Survey Says: Twitter Quitters Are Looking For More Sorting & Filtering Tools

Twitter-Large While Twitter has been lauded by brands for the ability to provide an unfiltered stream, some users just can't handle it. A recent study from Deutsche Bank suggested that users simply couldn't gather the data they were looking for on the social networking site.  Of the 270 person sample polled, 82% of those that quit Twitter were able to find information elsewhere while 76% thought that there were too many tweets and that "Twitter wasn't helping by sorting or filtering." Even further, the sorting issue was something that would in fact bring Twitter quitters back if fixed. 80% of those that [...]


Twitter Ups The Ante On Impression Metrics, Tests Showing “Views” In Tweets

twitter-app-600 Twitter is bringing more metrics to the people, experimenting with showing users how many times their tweets have been viewed. This test -- another potential tweak to provide positive feedback and encourage more use of Twitter --  was spotted on a users' iOS Twitter app and reported late today by Casey Newton in The Verge. Twitter has long provided analytics to advertisers and selected users about how well tweets performed  but those metrics focused heavily on retweets, favorites and replies. If rolled out to all users, this would move Twitter closer to Facebook Pages in the effort [...]


Celebrate Twitter’s 8th Birthday By Traveling Back To See Your #FirstTweet

First-Tweet-SE-Land It's hard to believe that Twitter is turning 8 years old already. To celebrate their octennial existence Twitter has released a simple tool that allows users to head back in time to view their first Tweeting Experience.  The #FirstTweet tool allows users to look up any account's first Tweet. Users can then quickly share and interact with others using the #FirstTweet hastag. To view your #FirstTweet just head over to the tool or check the official Twitter blog post to view other notable First Tweets.  [...]


Twitter’s Promoted Accounts Moving Into Timelines On Desktop

twitterPromote Twitter's Promoted Account advertising is about to get a bit more prominent. As reported first in TechCrunch, Promoted Accounts recently started appearing in Timelines on the desktop version of Twitter. Twitter confirmed the change with us today, saying it's a natural enhancement to the product it launched in December. It will be rolled out soon to all advertisers. At first, though, accounts that opted for the boost -- which can be targeted by topic or geography -- had had only appeared in Timelines on mobile devices and in the who to follow area in the desktop sidebar. Then last mo [...]


Is Twitter’s Flirtation With Agencies An Effort To Court “Normals”?

twitter-advertising-featured Looking for a higher profile outside its social network, Twitter is turning to advertising agencies for help, according to a post in Advertising Age today. In the last several weeks, the trade journal reported, Twitter has been inviting agencies to pitch creative concepts for marketing Twitter's service and building its brand. Twitter's media spend is expected to be low and it's looking for one-off projects rather than a long-term deal. This move can be seen as Twitter hedging its bets and making itself more accessible to regular (not especially techie) people. Its place as the socia [...]


Arby’s Buys Pharrell’s Grammys Hat, Rides #Oscars Buzz With Timely Tweet

Arby's Logo Arby's garnered lots of attention with a tweet to Pharrell on Grammy's night asking for its hat back. Turns out Pharrell put the now famous Vivienne Westwood creation on eBay for charity in February. In serendipitous -- though more likely brilliantly strategic -- fashion, the auction ended at 5 PM Pacific Time on the day of the Oscars. Pharrell sent out a thank you tweet to the auction winner. Arby's quickly tweeted back with proof it was the auction winner and wished Pharrell luck at the #Oscars in the contest for Original Song. .@Pharrell You're welcome. We're HAPPY to support a great ca [...]


Esurance Awarded Its $1.5 Million Prize: What’s Next & Will The 200,000 New Twitter Followers Stay

Esurance Twitter Sweepstakes Winner It was a risky move waiting until the Super Bowl had ended to advertise the start of a giant $1.5 million Twitter sweepstakes, a risk exacerbated by the fact that the game was a rout. Fortunately for Esurance, it was immediately clear that its late play broke through the noise of the actual game-time advertisers. According to new stats from Leo Burnett, Esurance's agency, there were more than 200,000 entries using the hashtag #Esurance30 within the first minute of the ad airing. Since awarding the palette of cash to the lucky winner on Wednesday night's The Jimmy Kimmel Show, the brand is now [...]


A Sneak Peek Into Volkswagen’s Super Bowl Social Media “War Room” Plans

volkswagen-ad-featured This is shaping up to the most digitally-enabled and interactive of Super Bowls, with many of the advertisers -- and even some non-advertisers -- thinking very holistically about their Big Game marketing. Oreo raised the bar with its rapid-response Tweet during the #BlackoutBowl last year, and, now, such quick wit and equally speedy media creation capabilities are coming to be expected. What does it take to mount a social media operation worthy to accompany a Super Bowl ad in these days of second-screening, mobile video, and the like? To find out, we spoke to Super Bowl advertiser Volkswage [...]


Study: 92 Percent Of Top Brands Tweet Avg. 12X Per Day, Audiences Grew 20 Percent In Q4

twitter-tweet-featured In a new study of how top brands use Twitter, social media analytics firm Simply Measured found 92 percent of brands tweet an average of 12 times a day. Nearly all (98 percent) of top brands are active on Twitter. The study shows that consumers are eager to follow brands on Twitter. Audiences for top brands grew 20 percent in Q4. Nearly 60 percent of top brands now have followings of 100,000 or more. Links Increase Engagement 150 Percent It's not surprising to see that tweets that include photos and links receive more engagements, but the degree to which they outperform brand averages is im [...]


Mastercard #PricelessNewYear Campaign To Feature Consumer Photos On Times Square Billboards

Mastercard logo To ring in the New Year, Mastercard is giving everyone a chance to be featured on Times Square's famous digital billboards during New York City's New Year's Eve events. The company has launched its #PricelessNewYear campaign, asking consumers to post images of their holiday “priceless moments” on Facebook, Instagram and Twitter along with the #PricelessNewYear hashtag. According to Mastercard, it will display "the very best of all consumer generated content" on the famous Times Square billboards from 6:00 a.m. New Year's Eve until the ball drops. Mastercard says this campaign is its, [...]


Smart’s “Who Wore It Better” Twitter Campaign Turns Selfies Into Custom Cars

@smartcarUSA Smart USA, the subsidiary of Mercedes Benz behind the fuel efficient Smart Car, has launched a Twitter campaign asking followers to tweet pictures of themselves donning their most favorite looks for a chance to win a MotoX smartphone. According to yesterday's Tweet from @SmartcarUSA, followers who tweet the brand a picture of themselves with the hashtag #SmartWrapMe will be entered into a contest to win one of eight MotoX phones. Even better, they get a reply tweet with their picture side-by-side an image of a wrapped Smart Car dressed to match. Tweet us a pic of you wearing your fav look [...]


3 Ways Marketers Can #Win With Twitter’s New Tailored Audiences

Chango_Twitter03 Today, Twitter and several platform providers announced the official launch of Tailored Audiences, giving marketers the ability to target individuals using their own first-party data and any third-party data. Until now, Twitter's advertising solutions were based solely on the data they had about their users. Facebook took a similar step to open their inventory to external data with the creation of the Facebook Exchange, a move that brought them a rush of new ad dollars. Tailored Audiences is about giving the marketer the ability to decide who to target based on external data, and it is bou [...]


Twitter Users Now Able To Receive Direct Messages From All Users (Whether They Are Following Or Not)

Twitter logo As Twitter nears their IPO, the features keep on rolling in for marketers. A new setting for Twitter accounts will give marketers the ability to receive private messages from all Twitter users. This will be a boon for marketers who don't want to address customer service issues, hot topics or sensitive material with a public Tweet. This isn't the first direct message change recently either.  Last week it was rumored that Twitter was testing an @EventParrot account that would deliver breaking news via Direct Messages. Prior to news, Twitter tested a @MagicRecs account that would notify user [...]


Doug, Ford’s Hilarious Spokespuppet, Is Missing From YouTube

dougfacebook Ford created my favorite YouTube campaign of all time. It took place in 2011 and starred an orange, irreverent puppet named Doug and his reluctant co-worker, John. The two appeared in several videos about the Ford Focus. The campaign was brilliant and had all the elements you want in a video campaign. Each video was unique, branded, provided value propositions, and made the viewer smile. Ford released a new video each week, and I was always excited to see the new adventures of Doug the spokespuppet. Before the campaign officially launched, a few random YouTube users posted videos of a pu [...]


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