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æŹæ„#Twitter4Brands ăžăè¶ăăźçæ§ăććç· ć æŹæš1äžçźé§ ăăăźćç·ăăæĄć ăăŸăă

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son birkaç haftadan totebag yıÄınıma katılan gĂŒzel anılar. biri #Twitter4Brands'ten, biri SXSW Film, biri SXSW Interactive, biri de Austin'deki keĆfettiÄimiz rĂŒya kafe Elizabeth'in. kar kaldılar. (at Kutu Palas)
#Twitter4Brands gerçekten çok gĂŒzel bi gĂŒn ve akĆamdı. KonuĆ konuĆ bugĂŒn de sektörĂŒ bitirdik çok ĆĂŒkĂŒr (at The Marmara Esma Sultan)
Twitter Announces TV Ad Products
At the #Twitter4Brands conference today, the social media company unveiled some of its newest products with the help of its latest acquisition, BlueFin Labs. Â Twitter Amplify and Twitter TV Ad Targeting will allow better synchronization with the social network and Brands' TV campaigns. Â Promoted tweets can be send out upon an ad running on air, and Twitter will then track the mentions and interactions.Â
An unusually salesy post for me - but if you're interested in Twitter Advertising (and you should be if you're a marketer, since bidding on 'real-time' events is the next BIG advertising battleground), then you should watch this and check out these Twitter resources;
Twitter Advertising Blog
Twitter AdsUK - YouTube Channel (Keynotes and Advice)
Twitter Business for case studies
Follow TwitterAds on well... Twitter (obviously)

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Firestarters and Twitter4Brands
This week has been a good one for information, and it hasnât come from the usual internet links but actual real life interactions - out in the real world with real people.Â
Wednesday was Google Firestarters where some of agency lands best thinkers addressed âinnovation in agenciesâ - is anyone doing it right? Does anyone know what it is? Can it be defined?Â
Then on Thursday it was Twitter For Brands. The yearly event Twitter puts on to roll out new products and showcases some of the best branded uses of the platform.
There was a lot of information across both events. But what I thought Iâd try and do is connect the two, as actually in a way I think they complimented one another.Â
At Firestarters it was apparent that there isnât one single definition on what being âinnovativeâ as an agency actually is. Phil Adams made the point âit feels like being seen to innovate is more important than having a sound commercial reason to innovate. Clients and complicit agencies collect new ways of doing things like Foursquare badges...â. Glyn Britton added in his presentation âagencies are like the KLF. We look like we know what weâre doingâ. Reassuring then, weâre all doing it wrong? Thatâs not a bad thing if you acknowledge it and like many in the room are therefore aware they need to change that.Â
Where do you look for that change? Part of the problem with innovation is that it often alludes to new things that havenât been done before - a nice shiny fame maker for the client. Executionally on the technical side of things youâll push the importance of the platform - âmobile firstâ - however as Anthony Mayfield said âput the customer firstâ (which was nice to hear) just in the broadest sense that you cut all the glossy shiny objects and focus on what the customer wants. Yes, we want to know and talk about 3D printing, Web GL, HTML 5, {insert other buzz tech} and try to determine the future of all of those things, we get excited about them and can paint a creative layer over it to retrofit the customer - but more often than not itâs inaccessible, case study video material and idealistic or just a âme tooâ copy. They can be a distraction, while you're talking, researching and waiting for things to become affordable, you're not making any money or 'doing'.
Part of it feels like the early days of Facebook, when youâd hear all about how this great participation idea was going to mean that customers film themselves with the brands product and then upload to your page and then other customers will come and view those videos and then they would feel warm and fuzzy so go out and buy more product. It was a description of what you (well more so the client) wanted to happen and what you wanted the customer to do but it often wasnât the case. No one is forgetting the customer altogether but the excitement of what might be and the execution takes over and weâre off with mobile first outweighing customer first.Â
On to Twitter4Brands and why it feels like we can learn something from them. Firstly, there was only one section on their advertising offering and in that we heard about how they have added keyword targeting to their repertoire so you can get your tweet dropped in front of the right person at the exact time theyâre talking about what your brand potentially offers as a solution. Everything else focused on some great case studies about how brands have used twitter with great success and learnings on how to be successful on twitter. They introduced their new #music app. Why have twitter created a music app? Well turns out that 50% of tweets are music related and 8/10 of the most followed accounts are musicians - so boom - theyâre operating in the right area, even if the perception might be what authority does twitter have in music?Â
Theyâve innovated, from being just 140 characters theyâve never changed what they are but they have made what they are mean more and that 140 characters is now richer than ever (mostly thanks to twitter cards).Â
Theyâre a platform, theyâre using technology and making things to keep people using it, coming back to it and theyâre figuring out how to make some money along the way without pissing those people off.
You couldnât help notice though, that in every piece of advice and case study despite them defining rules or breaking down the principles - it relied on the right person to action the principles. The right person who needs to understand the ecosystem theyâre working within and culture that surrounds what it is they are doing and who they are talking to.Â
O2 wasnât awarded their #flock (which looked amazing, check it out) for outstanding use of twitter because they followed âprinciplesâ itâs not a box ticking exercise, the person sat at the computer was a huge part in that, turning those ticks into the words that people appreciate, notice and hold up. Without the right person, itâs just a slide in a presentation.
Hereâs what should make a successful tweet. Pick two:Â
Now, itâs nice that this has been identified as a guide but pick 3 people at random and chances are that even if you gave them the same two the output and results will be very different. The people on stage talking, the writers behind some of the wittiest and popular accounts out there were so deeply engrossed in culture that their 140 characters are far superior than the average tweeter, theyâre so aware of what is going on that they have a huge arsenal of knowledge at their disposal. Â
As agencies we have an array of different people sat with expertise in particular areas. Even when collaborating on a project as closely as possible theyâre still fulfilling their part of the task. Itâs not one person, each department and skillset is adding their 20 characters to create the full 140. That will do the job, youâll have a nice looking tweet, but for it to be more superior than any other out there it needs to resonate, and thatâs the cultural layer, the timely relevance. Itâs how small rundown pub in East London can be more entertaining and popular than most multimillion pound brands out there.Â
If weâre admitting we donât know what weâre doing, thatâs fine. But the one thing we can do is make sure that weâre doing it for the right reasons, with the right people behind it and giving our experiments a solid back bone, so no matter how they turn out they still stand for something.
Lewis Wiltshire
Hereâs @GaryLineker ready for #Twitter4Brands (cc @TwitterAdsUK)
Another set of Twitter case studies have emerged following the UK #Twitter4Brands event last week as Cadbury, American Express and Absolute Radio all proudly showcased their hugely successful Twitter campaigns.Â
During the event, Adam Bain Twitter's Cheif Revenue Officer insisted that brands have moved on from asking the question âwhy [should we use] Twitterâ to âhow [can we use] Twitterâ. He also said its platform garners a 1-3% engagement rate when brands pay for promoted tweets, compared to the 0.03% rate on other digital media. This can grow to 7-10% if a promoted tweet is combined with a trend.
The Cadbury Slideshare of the day can be found here, the Absolute Radio Slideshare here, a Storify of the day here and The Wall Blog, as usual, have a solid round up of the event, here.Â