Tag Archives: Twitter

Marketing Chux – Stories to ponder this week: 20th to 24th May 2013

Here are a selection of stories that made the headlines this week that got me thinking about the marketing perspective.

Monday

Yahoo acquires Tumblr for $1.1bn

Tuesday

Apple’s Tax issues

Microsoft finally reveals the XBox One console system

Wednesday

Twitter announce 2-step verification

Thursday

Adidas reviews Garcia deal after Tiger Wood’s controversy

Friday

Google considering purchase of crowd-sourced mapping tool Waze

Facebook’s Phone issues

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Top 25 Most Engaged Brands on Twitter via Nestivity

Twitter has become a key platform for brands to connect with and engage with their customers. Efforts to build a strong community can be a challenge, however these 25 brands seem to be doing something right.

Top 25 Most Engaged Brands on Twitter

Infographic courtesy of Nestivity.

So what are your thoughts on the list? Are these the top 25? Are they really effective?

Please leave your comments below or carry the discussion further with me on Twitter @ChuxOnye.

Photo Wars: The bigger picture

Photo War Pictures

The Photo Wars.

The race to become (or develop) the most popular photo-sharing app has taken an interesting turn over the past week, with Google and Apple forming an unlikely alliance to bid for patents from the former photo giant Kodak. Google, having recently made the popular photo-editing app Snapseed available for its Android platform last week, after being a paid-for app on Apple’s iOS platform since 2011. Google’s purchase of Nik Software (the company behind Snapseed) in September may have been an early indication of their intentions to integrate the software on their platforms such as Google+ and Picasa.

Another point of interest was the sudden emergence of a battle between the Facebook-owned Instagram and Twitter photo-sharing platforms, with Twitter making the move of removing visibility of photos taken on Instagram off its timeline for users. Twitter’s earlier actions of removing integration with the app stem from July this year where they revoked access from Instagram users wanting to add their Twitter contacts on the platform. It could be suggested that the purchase of Instagram by Facebook for $1bn earlier in April may be a factor in the tactics used by Twitter, who want to retain control of their platform by either revoking or limiting access to their API from third party developers. Furthermore, the addition of filters for pictures posted directly through Twitter is an indication of the importance of pictures by competing directly with Instagram.

What does this mean for marketers?

In this current era of social media and technology, storytelling has become a key element for marketers wanting to reach out and connect with customers, building relationships and loyalty through the products and services they provide for them. The visual element of storytelling, promotion and advertising has become more viral with advances in mobile technology and the ease of sharing content over a variety of platforms. The current battlefield between Twitter/Instagram/Facebook and Google, Apple and Microsoft is a prime example of the fragmentation experienced by both marketers and customers to participate and connect with each other for the best social experience.

Instagram and Twitter are social communities in their own right, with Instagram far more picture-oriented by its nature in comparison to Twitter, which also enables users to share their 140 character musings and article links from across the web. Both platforms are useful for marketers in monitoring and understanding user activity, especially in terms of how they communicate with other users and the type of photos they share that provide an insight into their personal lives. Instagram does have the considerable network strength of Facebook behind them (1 billion+ users and counting), who are taking steps to improve their mobile offerings to increase advertising revenues, making it an attractive platform for marketers working in the B2C business sphere.

Twitter is a fast-growing network, with 500m+ users on the site and closely follows Facebook as a favoured marketing tool for companies, and seems to be more friendly as a B2B platform. Additionally, with mobile and tablets becoming a popular choice for users to access content, marketers need to take advantage of the opportunities that are present from using these photo-sharing platforms as a means of delivering unique content, telling stories and case studies that interest customers and businesses alike.

The Photo Wars have just begun.

18/12/12 UPDATE: Instagram are seeking the rights to sell users’ photos to advertisers without notifying them. This is an interesting development in the changing landscape for photo-sharing, I wonder how Twitter may respond in the coming weeks and months with regards to it’s users data and content?

What are your views on the current Photo Wars? Please comment and share your thoughts with me on twitter @ChuxOnye

Ad Campaign Focus: Mercedes-Benz

What has been of interest to me these past few weeks?

The Mercedes-Benz #YouDrive campaign featuring Kane Robinson (aka Kano) and Wendy Glenn in the A-Class, which was broadcasted during the X-Factor on October 6th was rather interesting, in that Mercedes attempting to capture younger customers than their usual middle-age, mid- to high income earning business executive or CEO. Using a social media campaign mainly through twitter and YouTube, the story focuses on a young music star (Kano) trying to make it to a secret gig with the assistance of a female ally (Glenn) under hot pursuit by the authorities determination to shut it down, leading to a cat-and-mouse chase through the city.

Mercedes also used the hashtag #youdrive to let users of these platforms to interact with users of the social platforms to decide the outcome of the story, with the hashtag prompts such #hide or #evade and #decoy or #ride to engage and involve viewers with the advert, along with a competition relating to details within the advert giving users the chance to win a new A-Class for a year.

What’s clear to me is that Mercedes wants to compete directly with Audi and BMW with this product, as they have a greater share of younger customers than Mercedes, which is in part down to their branding, image and product ranges (The Audi TT was the car of choice of the So Solid Crew after all). The move by Mercedes by picking a slot during the X-Factor, choosing Robinson of ‘Top Boy’ fame and the involvement of twitter and youtube is a clear indication of the focus on a ‘younger, more dynamic Mercedes-Benz brand’ according to David George, Marketing Director of Mercedes-Benz UK.

Will this help to capture new customers for Mercedes? Only time will tell, especially when considering current market conditions and the performance of their competitors. Whatever happens, I believe this is a bold move for Mercedes which is a strong, classy brand that is recognisable globally. Furthermore, this campaign could be a useful insight into how social media campaigns translate into sales when comparing and contrasting data generated from these platforms in relation to the number of A-class vehicles sold.