Blog 8: Twitter and Tracking
Twitter is using LocalResponse to guide social data in an even more precise direction. LocalResponse helps brands and businesses identify intent and respond to it accordingly. Brands and agencies use LocalResponse to leverage real-time inventory for mobile activation. Recently, instead of real-time (hours-weeks) inventory, it can go back years. [1] For example, if a woman posted a pregnancy related tweet, brands can affectively target her by the time line: if it was 9 months ago, babyGap would be presented while Gap Kids would be presented if she tweeted it several years ago. LocalResponse only sorts through public data, which are usually tweets (however, if someone links other social media to Twitter, it is available as well).
These historical tweets are more effective than random targeting by using key words and hash tags. Based on what message advertisers want to communicate, any time line can be used for persistence and accuracy. LocalResponse was serving more than 7 billion impressions per month. [2]
There’s something to always consider: tracking can be intrusive to consumers. Do Not Track, the privacy featured adopted by Web browsers such as Mozilla’s Firefox, Apple’s Safari and Microsoft’s Internet Explorer that lets users opt out of having their browsing behavior tracked. [3] And guess who supports it- Twitter. “The Federal Trade Commission's CTO, Ed Felten, just mentioned Twitter now supports Do Not Track. We applaud the FTC's leadership on DNT,” the company wrote. [3] Of course consumers should have a choice in how they are followed online. Do Not Track is a comforting option, knowing that you won’t be tracked online. Is using tracking what’s best for your consumers, or what is best for your brand? I think it’s both. Consumers HATE advertising. But if you’re going to advertise, why not track them and give them the most relatable and relevant information, right?
Image: http://techcrunch.com/2012/10/10/localresponse-historical-targeting/
[1] http://www.adweek.com/news/technology/you-probably-forgot-old-tweet-advertisers-havent-144339
[2] http://techcrunch.com/2012/10/10/localresponse-historical-targeting/
[3] http://www.adweek.com/news/technology/do-not-track-gets-support-twitter-140598
A brand that "gets" social: Starbucks
They communicate through text, email and direct mail. Their app is more of an electronic rewards card. They really want to gain insight and send surveys (that are brief) through email and want to get to know me. They are very active on Facebook and post coffe-moody-inspiring-hip photos to give off how Starbucks should make you feel when you proudly wear the badge of a Starbucks coffee cup.
