Tag Archives: twitter

How to check, analyze and manage randomly started online presences

Many marketers have started Twitter accounts, Facebook pages and other social media presences without a plan, just to experiment with social media. What do you do if they have grown, but now your CEO wants to know what social media can do for the brand? [Continue reading →]

Check also: The Social Media Marketing Concept Kit

Celebrities Going Gaga Over Social Media

Promoting a Game Event in Social Media

Recently uploaded:The Queen of Social Media @ the SonnCom Video Channel on YouTube.

Some of you may find this inappropriate content, but here is why I find it worth to discuss:
The target group can connect instantly.
It’s totally clear to them what the publisher wants to promote.
He is promoting the event just by talking, while showing the target group the ultimate thing they can relate to: the game itself.
He is mentioning all the various social media sites, where the target group can get more information.
And notice that he mentions, that some of the target group (rather the most young part of it), do not like communication via Twitter.

Twitters Average Clickrate of 19 is Crushing Facebook

Link to article in German

Social Media Clickthrough Market Share

Click-Through Market Shares

Social media sites account for more than 60% of the market share in clickthrough rates. According to a new report by SocialTwist, Facebook maintains 78% share in the market for sharing information, MySpace, surprisingly, comes in at second with 14.5% and Twitter maintains 5% of referrals.

Twitter however showed a whopping average of 19.04 clicks, whereas Facebook produced “only” 2.87 clicks.
That’s great news for Twitter as well as for marketers. Twitter may finally have found a way to make money as marketers will be happy to hire an ad engine potentially delivering such encouraging results.

Visit the article in FastCompany.

Understanding Twitter

Please check also

90% of all human conversation is nonsense, not only on Twitter
Twitter is everywhere and hence its very controversial. Many marketers (in their 40s) see only the 90% useless and hard to read tweets. But compare adequately: go to a coffee shop of your choice and listen to the communications of patrons. Very likely, they will represent the same nonsense that you find on Twitter. And yet, they are all consumers that you want to reach with your product or brand. Before the internet you have paid good money to arrange focus groups, record their discussions and spend time on analysing their opinions. Today, you can have this communication from your target group for free, written and digital. So, go and appreciate it!

Twitter is a powerful communication category of social media – microblogging. Most of it may be useless, but nevertheless: Twitter is very efficient as an element of a strategic online marketing mix. Savy marketers have understood to tap into Twitter’s potential for their online marketing mix. Check the Moonfruit campaign as an example of a very cost efficient promotion on Twitter.

Why  research  does not catch the twitter phenomenon and is misleading marketers

Why research does not catch the twitter phenomenon and is misleading marketers
Even though the twitter demographic has its biggest user group in 25-54 year olds, checking the twitter trends just speaks a very different language.
Constantly returning popular hashtags are #MusicMonday, #nowplaying, #celebs, #signsidontlikeu. Recently it has become popular to exchange all sorts of socialisation symptoms like #thatsotrue, #domeafavor, #makesmesomad, #signsidontlikeu, #withyofatass, #cutthebullshit.

Rarely do cultural and political topics make it into the top ten trends unless they have worldwide appeal like the olympics, big catastrophes, political opposition movements and technical news like the iPad and Windows Mobile 7.

And frequently some teen star makes it into the top trends (like Justin Bieber even with two hashtags of his name on February 15, 2010).

This makes it likely that
1. the younger twitter users (up to 30 year olds) dominate the topics
2. without being the biggest user group.
3. The biggest user group is represented by more different topics

How can that be explained?
Teen culture simply follows different laws than the culture of twens
,thirties, over40s etc. The older we are, the more individualistic are our
pursuits. Teenage is all about mass followership, uniform fashion and belonging to a group. Nobody wants to stick out too much of the crowd, simply because the danger of being branded as a nerd is too grueling.

The lesson for marketers
Teens do not use Twitter as much as older generations, but what they
tweet is more representative for big clusters of them and hence has mass appeal.
25-45es dominate twitter as a communication tool but their topic universe is much more fragmented and barely evolves into a trend.

Therefore, it is easier for marketers whose target group is 15 – 30 year olds. Everybody marketing to 30+ generations need to do more homework to tap into the potential of Twitter. You need to find out, where the target group is meeting on Twitter. Since Twitter has launched the list feature, this has become a little easier. Moreover, there are a lot of Twitter service websites that offer intelligence that can me used in marketing.


Critique of the French “Journalists perform Big Brother media experiment”

Sorry, but anyone who is not able to attain quality news through facebook and twitter alone, simply has not understood how to use them.

Many major newspapers, magazines, tv-stations and newscasts have either a facebook fanpage or a twitter account or both. Following the news on facebook and twitter alone is as simple as reading them on their website. In twitter, you do not even need an account to read their news.

Examples of major news providers with a facebook or twitter offer are CNN, Financial Times, The Economist, LeMonde (since the journalists are French), CBS, to name but a few. Look up your favourite major news outlet – chances are you will find it on both platforms, twitter and facebook.


Ways of Visualizing the Twitter Communication Phenomenon
(Harvard Business Review)

Twitter Stream Graph

Click the graph to see some examples of data visualization using Twitter as an example.

How to use Twitter in Marketing

The content of this post is now part of the marketing instruction book
“The Social Media Marketing Program in 5 hours”.
The book offers a 5 lesson instruction on

  • current social media categories and instruments
  • monitoring your and your competitors online presences
  • online marketing goals, strategy and calculation of ROI
  • developing the online marketing concept including seeding programs
  • measurement of online marketing and social media marketing

The book is a no-nonsense/no-bullshit instruction that gives you all the necessary tools to jump-start a social media marketing campaign without getting confused by myths and unnecessary theory discussions.

Please email to shop@sonncom.com
or visit www.sonncom.com/shop
to receive details and pricing.

Thank you for understanding that after publishing, the post had to be removed from this blog.

Online Campaigning

Moonfruit is a web hosting company, offering a very simple website construction tool for people who have no technical knowledge. In June 2009 Moonfruit ran a promotion using the viral power of Twitter’s trending topics. Twitter users had the chance to win one of 10 Apple MacBooks just by tweeting the tag #moonfruit. The campaign pushed the #moonfruit tag at the top of the trending topics for an entire week and created on- and offline media buzz for the company for the very limited cost of the 10 MacBooks. The result has been worldwide product awareness with an enormous degree of target group reach at minimum cost, making the campaign probably one of the most efficient brand marketing campaigns in marketing history.