Category Archives: Twitter

Why brands should spend longer writing their promoted trends

TwitterlogosOne of my more terrifying moments as a junior copywriter was being asked to write a promoted trend (aka promoted tweet/hashtag) for an FMCG client.

It scared me for a number of reasons: the cost (up to £120,000), the all-eggs-one-basket nature of the media, the knowledge it would greet Twitter users all day long – and finally, the shoulder-shrugging attitude from the client and agency.

Because a promoted trend is essentially just a single word, putting thought and craft into its creation wasn’t seen as an important exercise back then.

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Seasons tweetings – which supermarket’s Christmas campaign won with a 52% share of voice on Twitter?

WaitroseIt’s beginning to look a lot like Christmas. Adverts on every channel…. each one out-vying the next to be the most sparkly/heartwarming/schmaltz (take your pick) of all.

Every year the battle between supermarket and retail brands across the country to be the star at the top of the retail Christmas tree is fiercer than ever.

It’s big business too. In fact, last year Tesco was the biggest spending supermarket splurging an eye-watering £25m on their Christmas campaign, followed by Asda, Morrisons, Aldi and Sainsbury’s, according to unofficial figures from data research firm Nielsen. Read More »

How the Christmas ads fared on social

sainsbury's christmas the wallFor this year’s Christmas ads we’ve had the lot. Almost every major retailer has now released their ads, laying out their stall for what they can offer consumers this Christmas.

These have been closely followed by an onslaught of social media reviews, some good, some not so good.

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Is Taco Bell the savviest brand on social media?

Taco BellOn my commute back from office last night, I noticed few odd and alarming tweets. Allow me to quickly present my case:

Bridget Carey, from CNET was tweeting in ALL CAPS! And Nilay Patel had this to say. Taco Bell story? Some die-hards were flipping out.

Like any self-respecting digital marketer, I figured I had to be on top of this recent development. So I went to Taco Bell’s twitter. Then to its Instagram feed. Then to its Facebook page. And finally to its Google+ page as well. This is a collection of what I saw. Read More »

Industry reaction: Twitter and Facebook Q3 results

facebook mobileIn a week that saw Facebook and Twitter announce their Q3 financial results, we ask four industry experts to give us their bite-sized takes on the figures. Read More »

Brand death: 6 reasons not to delete Twitter accounts

twitterbirdsIt’s becoming a fashion statement: “I’m leaving Twitter.” But, whilst indulgently retreating into the digital shadows is a fine attention-grabbing tactic for cosseted celebrities, brands should think twice.

This time last year, the pop group Girls Aloud had 109,000 Twitter followers. Then the band split up, deleting its Twitter account. Becoming what one follower called a “ghost band” deprived the girls and their label of any future opportunity to market still-available archive recordings.

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Lost for words in the age of the image

writing by Pedro Ribeiro SimeosThe use of email by America’s 12-17 year olds more than halved last year. It’s one symptom of a cataclysmic change – one that’s gone largely unnoticed by the marketing profession.

There was a time when people wrote letters to each other. Have you written a letter to a private individual (i.e. not a utility company, solicitor, etc) in the last five years? Do you know anyone who has? I thought not.

The golden age of letter writing is long gone, along with Dr Johnson and Charles Dickens. But Virginia Woolf died in 1941, leaving behind volumes of personal correspondence. It’s only quite recently that letter writing has been consigned to the dustbin of history. Read More »

What’s next for Twitter?

TwitterTwitter bounced back from a rough start to 2014 with a positive array of Q2 results, reporting stronger-than-expected financials and continued user growth. But what are Twitter’s next steps to further monetise the platform and stand strong amongst its competitors?

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Cath Kidston social push asks ‘do you like yours big or small?’

Jo Whiley for Cath KidstonCath Kidston’s ‘Do You Like Yours Big or Small?’campaign wants to know what you keep in your handbag, as part of a digital push to encourage engagement across social media.

Fans of the brand are being asked to photograph the contents of their bags and share the results, using the hashtag #totesbig or #totessmall, depending on their chosen style.

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It’s a brave new media world – and we all live in it

YouTube starsLast weekend, Summer in the City, the largest independent UK YouTube event took place at Alexandra Palace in north London. The event attracted more than 8,000 attendees from across the world in a celebration of all things YouTube. It featured live performances and appearances from some of YouTube’s most well-known personalities including Zoella and Michael Stevens of Vsauce.

During the three-day event I sat on a panel with Tyler Oakley, an American YouTube sensation, to discuss the process of social media stars working with brands. The next day his YouTube channel passed five million subscribers. Just 24 hours later he had won the Choice Web Star at Fox’s Teen Choice Awards, a mainstream event previously the domain of celebrities from more film, TV and music media. #TeamInternet and #TylerOakley also began trending globally on Twitter.

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