Tag Archives: Twitter

ARTICLE: If you think Oreo won the advertising Super Bowl with a tweet, look at the social media scoreboard

Business Review Weekly (BRW)
February 13, 2013
By Mark Ritson, columnist

http://www.brw.com.au/p/marketing/tweet_scoreboard_think_oreo_social_Py00Vicxzqc862e2ClRg3L

Was Oreo’s tweet during the power-outage really a slam-dunk success? According to this article, the tweet reached less than 1% of it’s target market.
“My problem is not with Oreo, it’s with the lazy journalists and social media pundits who have hoodwinked a generation of marketers into believing that social media is far more potent than it really is. Where do we ever read anything negative about social media campaigns? Did it occur to any of the pundits who wrote about Oreo last week to point out that only one in 10 Americans is actually on Twitter? Since when has a medium restricted to 10 per cent of the population ever been the dominant approach?”

I love this part:
“Treat Twitter, Facebook and all the other social media tools like any other communication option. Ask tough questions. Compare and combine different tools. Remain cynical. Most important: look behind all the hype about social media for the numbers that tell the real story.”

In otherwords, does it really sell dog food?

ARTICLE: New Compete study: Primary mobile users on Twitter

Twitter Advertising Blog
February 11, 2013
By Taylor Schreiner, @tas2, Co-Head Ad Research

http://advertising.twitter.com/2013/02/new-compete-study-primary-mobile-users-on-Twitter.html

Of 200 million active users:

  • 60% are mobile users logging on at least 1x/month

Compared to average users, mobile users are:

  • 57% less likely to access Twitter on a desktop
  • 86% more likely to be on Twitter
  • 157% more likely to tweet when they wake up
  • 129% more likely to tweet when they go to bed
  • 3x more likely to tweet during their commute
  • 160% more likely to continue tweeting during work or school
  • 169% more likely to tweet while shopping
  • 301% more likely to tweet before/after attending a moving
  • 57% more likely to compose original Tweets
  • 63% more likely to click on links
  • 78% more likely to retweet
  • 85% more likely to favorite a tweet
  • 96% more likely to follow 11+ brands (average user follows 5+ brands)
  • 58% more likely to recall a Twitter ad

Also:

  • 52% are 18 to 34 years old
  • 15% of mobile users access Twitter mostly on a tablet
  • 66% use while watching TV (jump in TV commercial comments)

TIPS:

  • Twitter ad campaigns should be optimized for mobile
  • Twitter campaigns could be tied to what’s on TV at that moment