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KLM Learns A Real-Time Marketing Lesson: Avoid Stereotypes

mexico-klm Real-time marketing is a tricky business. You want to be in the moment, you want to be witty and clever, you want to be true to your brand. And you want to do all that without offending potential customers. That final point is the most important -- first do no harm -- and it tripped up Dutch airline KLM in a big way Sunday. Moments after the Netherlands knocked Mexico out of the World Cup, KLM tweeted "Adios Amigos! #NEDMEX" with a photo of an airport departure sign, photoshopped to include a mustachioed, sombrero-wearing icon. The reaction on Twitter was instant and overwhelmin [...]


Twitter Rolls Out App Install & Engagement Ads Globally

twitter-app-600 Twitter, looking for a bigger piece of the lucrative mobile app install business, announced today the official global launch of its mobile app promotion suite. The ad product, in beta testing with companies such as Lyft and EA for the last six months, enables the placement of promoted tweets that link directly to the iOS and Android app stores. Twitter users who click though can download the app immediately; those with iOS devices will get an install notification after the app is fully downloaded. Such ads are becoming a staple of the digital marketing industry. They are a major [...]


Twitter Expands Certified Program With 5 Internationally Focused Partners

Twitter-Large Pushing forward with its global efforts, Twitter announced today that is has added five internationally focused companies to its Twitter Certified Program. The companies -- Luxembourg-based Talkwalker; Conversocial, with offices in London and New York; SocialBro, launched in Spain, now based in London; Argentina-based Socialmetrix, and New York-based Unmetric -- specialize in the European, Latin Americans and Indian markets. The Certified Program was launched in 2012 to help third-party companies develop tools to help businesses use Twitter to connect with customers and potential cust [...]


Twitter Wins Real-Time Marketing Smackdown; Agency Strategist Declares Facebook Organic Reach 100% Dead

snickers-twitter-v-facebook It looks like the perfect A/B test of real-time marketing. One tweet, one Facebook post for all the marbles. Snickers, like many a brand yesterday, joined the bite-jacking fray after Uruguay's Luis Suarez appeared to sink his teeth into an Italian defender during a FIFA World Cup soccer match. Snickers posted similar messages on both Twitter and Facebook. And what happened? The tweet -- "Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS" -- got 39,000 retweets and 17,000 favorites. The Facebook post -- "Next time you're hungry just grab [...]


WPP Doubling Twitter Ad Spend This Year To $100 Million

WPP Doubles Twitter Ad Spend WPP, the world's largest advertising holding company, is doubling its commitment to Twitter this year. WPP CEO, Sir Martin Sorrell, mentioned that his company will spend about $100 million in 2014, up from $50 million in 2013, during a conversation with Twitter CEO, Dick Costolo, and President and CEO of Viacom, Philippe Dauman at Cannes Lions last Friday. WPP and Twitter signed a deal last June that focused on using Twitter data and analytics to inform client strategy on the platform. During the Cannes chat, Sorrell mentioned that he doesn't believe in making defined ad spend commitmen [...]


Social Media Lessons From The Stanley Cup Champion Of Twitter

la-kings-stanley-cup-600 [caption id="attachment_88110" align="aligncenter" width="600"] Pat Donahue Jr. after the Kings' Game 5 victory over the Rangers.       Photo by Hannah Barnick[/caption] Ask Pat Donahue Jr., the man behind the Los Angeles Kings hockey team's famously snarky Twitter account, to pick a memorable tweet during his team's amazing three-year run, and you might be surprised that the example lacks bite. The tweet came after the Kings were knocked out of the 2013 Western Conference finals by the Chicago Blackhawks and was directed at the Pittsburgh Penguins, who had been bounced out of their s [...]


Twitter Snaps Up Live-TV Clipping Platform SnappyTV

twitter-snappy-tv Twitter announced today that it is acquiring SnappyTV, a live-TV clipping service that enables broadcasters to quickly create snippets of live events to share on social media. Launched in 2010, San Francisco-based SnappyTV makes it dead simple for video producers and rights holders to create near real-time clips and distribute them on Twitter, Facebook, YouTube, Tumblr, Brightcove and various other social and web platforms. The platform supports placement of in-stream advertising, and can create animated GIFs and captioned memes from video content. The clips serve as complementary co [...]


The Best Animated GIFs So Far From Brands On Twitter

grammy-twitter-gif Talk about pent-up demand. Twitter opened the animated GIF floodgate today and brands, publishers and, oh just about everyone with a Twitter account, wasted no time taking advantage of the new feature. The first GIF tweets were basically all variations on a theme: finally, there's great joy in the land! There's a danger of course that this new power will be abused, but today it's all about the fun of discovery and novelty of a feature that before today had been mostly relegated to Reddit, Tumblr and Google+. Marketers will no doubt appreciate the ability to bring more movement into t [...]


Twitter Brings Tweets To Life Through The New Support Of Animated GIFs

twitter-logo-600 Twitter may start looking a lot more like Tumblr soon thanks to the new support of animated GIF files. Across the web, Android & iOS platforms users will be able to view their favorite GIF images in full motion. This is a tad surprising since Twitter also owns Vine, the 6-second video social network. While a 6-second video is different than an animated GIF, the length is similar and may replace Vines in some cases. Starting today, you can share and view animated GIFs on http://t.co/wJD8Fp317i, Android and iPhone. http://t.co/XBrAbOm4Ya — Twitter Support (@Support) June 18, 2014 O [...]


Twitter, Starcom MediaVest Group Research Shows That Twitter Is Helping TV Ad Campaigns

twitter-social-tv-top Twitter wants to be the first choice for your second-screen. And today, it released research that backs up its aspirations. The study, a product of Twitter's Social TV Lab partnership with media buying agency Starcom MediaVest Group, presents evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement with television shows and sales lift. "Results confirm that social TV is here and the opportunity to use it to enhance and amplify brand experiences is only getting bigger," Twitter and SMG wrote in a release. "Thus far, lab results demonstrat [...]


Canal+ Turns Cannes-Winning Ad Into Interactive Web Experience

canal_bear_interactive Many of you may remember the French Canal+ ad from BETC Paris which won a Grand Prix Lion at Cannes in 2012. It featured a film director dressed as a bear with all the usual stereotypes one assumes directors embody. And it ended with a witty punchline -- the bear is actually a talking bear rug who, because he faces the TV, has plenty of opportunity to comment on what he sees. Now, the award-winning work has been transformed into an interactive adventure, Being the Bear, which allows people to view a scene, call "cut" and, when prompted by an assistant, choose another direction. Viewers c [...]


Newsjacking The #WorldCup: Pizza, Burgers … And ‘Your Lucky Panties’?

victorias-secret The 2014 FIFA World Cup, which some predict will be the biggest social media sporting event of all time, had its U.S. kickoff today and it didn't disappoint. An exciting game, with a dramatic 2-1 U.S. victory over Ghana, it generated 4.9 million tweets according to Twitter's data. So how did the real-time marketers do? Surprisingly, there was less action than I had expected. Perhaps that's because soccer is still considered a niche sport in the United States, or perhaps most brand managers were sitting back and nervously watching the game, but there wasn't much in-the-moment commentary from [...]


TrustInAds.org Takes On Weight Loss Scam Ads, Offenders Still Spotted

TrustInAds.org [caption id="attachment_87640" align="aligncenter" width="600"] Source: TrustInAds.org Bad Ads Trend Alert: False Claims in Online Weight Loss Advertisements[/caption] Lose weight without changing a thing! It's a fantasy crafted and perpetuated by direct marketing minds in the weight loss and diet pill industry. It's also a tactic used by online scammers to pedal bogus products that often have hidden recurring fees. Today, TrustInAds.org, an industry organization dedicated to "keeping people safe from bad online ads" whose members include AOL, Google, Facebook and Twitter, released a tre [...]


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 [...]


New Twitter Test Allows Users To Embed Tweets In Their Tweets

Embedded-Tweets No longer will users have to hop around from Tweet to Tweet when looking to find the context of a linked Tweet. A new test available to some users  in the Twitter app allows users to paste a link to a previous Tweet, and when it is pushed live, it will become an embedded Tweet. This will help clean-up the linking process while adding more context to an update. This may have big implications for marketers. Imagine the ability to use this as a response for a customer or to joke around with another brand. Instead of requiring users to click from one tweet to another. This gives instant co [...]


New: Twitter All Access Program Launches To Help Businesses Advertise & Use Twitter

twitter-all-access-600 A select group of Twitter users are being invited to Twitter All Access, a new program "packed with benefits to fuel your business." The program appears to be an attempt at spurring these businesses to increase their use of Twitter, including its advertising products. The email invitation congratulates the recipient on his/her "hard work building your Twitter presence to grow your business" and promises the following free benefits from signing up for Twitter All Access: Access to a Twitter Ads expert. You'll receive a free consultation to further amplify your presence on Twitter. R [...]


Twitter Is Using Bing Translation On Mobile Apps, Web Timelines

twitter-bing-translate Twitter's experimentation with Bing's translation engine is accelerating. As reported first by CNET today, users of Twitter's iOS app now can view Bing translations of tweets, a feature that was quietly added to the Android app last month. That the move comes as the FIFA World Cup begins is likely not coincidental. The month-long soccer tournament is expected to be the most discussed social media sporting event ever and the conversation will be multilingual. Twitter stands to gain by helping to bridge language barriers and although online translations can be inexact, having the ability [...]


Coming Soon To Twitter, Ads Targeted To Weather Conditions

weather map Twitter and the Weather Company, owner of the Weather Channel, have reached an agreement to allow marketers to target advertising based on the weather in users' locations, the Wall Street Journal reported this week. Sunny weekend in Malibu? Freezing rain in Portland, Maine? Either way, the partnership will give advertisers of sunscreen or snow boots the ability to aim promoted tweets at people who likely are in the market for such products. The Weather Company has long sold location and weather based targeting of visitors on its own site; its deal with Twitter is part of an effor [...]


McDonald’s Buys Twitter’s First Globally Promoted Trend, But Did #FryFutbol Backfire?

McDonald's went all in on social media on opening day of the FIFA World Cup, but it might not have scored the points it was hoping for. The fast food giant, promoting its augmented reality GOL! App that fires up when paired with special McDonald's fries boxes, paid to place #FryFutbol hashtag atop Twitter's trending widget globally. And that was Twitter's first truly global promoted trend, Ross Hoffman, Twitter's director of U.S. brand strategy, told TechCrunch. McDonald's also displayed the hashtag on field-side billboards at the São Paulo stadium where Brazil defeated Croatia, 3 [...]


How Simply Measured Used Promoted Tweets To Drive Its Lowest Cost Per Lead

simply-measured-tweet Simply Measured has a built-in -- and somewhat meta -- social media marketing advantage; it's selling social media analytics and measurement services to social media professionals ... and using social media to do it. But a captive audience is no guarantee of success. In fact, you could imagine savvy digital pros rolling their eyes as another promoted pitch rolls through their feed. So Simply Measured spends a lot of time crunching the numbers to figure out what is working best, and not working as well. We caught up with Danie Pote, Simply Measured's manager of paid media, to talk about t [...]


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