Presentation from research carried out by Adobe
Monthly Archives: September 2013
Is Ryanairs’ Twitter strategy right?
So Ryanair has joined twitter and while I don’t claim to know their strategy they have set thir stall out pretty early. Launching the account they made it clear that they are not there to listen to complaints – essentially saying they have too many customers, and to the more cynical of us they are possibly saying they have too many complaints!
https://twitter.com/Ryanair/status/379944310029811712
So Ryanair is on twitter for one reason (it seems) and that’s to sell us stuff!
And while there is nothing wrong with that as such, I would always suggest to brands that twitter should be about doing more than that. Customer care is a place a lot of service brands tend to go but there is more you can do.
A great example, bizarrely, is the Irish police Garda twitter account. They have shown fantastic personality and sense of humour on twitter
O2 in the UK had this funny “Ghetto Slang Exchange” recently
Here is another one from the USA between IHop and Simon Dumenco (seen on adage)
So Ryanair are clearly recognising that twitter is a channel they canno longer ignore, good news for twitter advocates as it shows the power of the platform, and I imagine we will see a lot more promoted tweets from them.
But is that enough?
In my view its not, so I hope Ryanair plan to do more, maybe get us behind the scenes at the airline and show us they actually can be likeable (even if they don’t really want to hear about your complaints!). This early tweet suggests they might be ready to have some fun, lets hope so
Need to explain Digital to your colleagues?
I found this presentation from Greg Pouy on adverblog and thought it would be good to share. Sometimes we do need to explain digital to people who may not quite get it, and most times its ok that they dont, but sometimes it helps you manage processes and expectations if they do understand some of the elements.
The Irish Digital Consumer Report 2013
Really clever idea by Digital Planner Shane O’Leary. He has created this really useful resource for people who are interested in digital stats. This is a great example of content marketing for a few reasons:
- Shane has created something people want (and are searching for)
- He has made it available to download through his site (driving visits)
- People are now more aware of digital planner Shane O’Leary
- Finally he has shown that content doesnt need to be intimidating or ridiculously long to be of value
If you would like your copy of the The Irish Digital Consumer Report 2013 – check out Shanes site here
Catch a GTI
Some more online advertising innovation here – Dutch agency Achtung created this interactive idea to catch a GTI on the ‘Volkswagen Bannerbahn’. It challenges the user to catch a Volkswagen Golf GTI by clicking on it.
Romanian Coke ad merges Twitter and TV advertising
I read this on .rising this morning (a great resource). Its another bid of advertising innovation, this time using live Tweets in a TV ad. .rising explain it really well and there is (a slightly annoying) video that shows it in action.
In a bid to connect the often separate worlds of TV and online advertising, an innovative ad created by Coca-Cola and aired in Romania used software that allowed a TV advert to air live tweets by viewers while it was playing.
As the video below explains, Coke’s spring campaign in the European country looked to address the fact that 60% of people in the country prefer to sit in front of the TV instead of eat their meals together. Inviting them to share a Coke and eat a meal with others who may also be eating alone, viewers were asked to tweet with the hashtag #LetsEatTogether.
Ad agency MRM Worldwide in Romania then quickly edited the tweets that would flow in, selecting five to seven to be included in each ad placement.
The campaign, which took place in spring, made it to the national evening news, and saw Coke’s Romanian followers increase by an impressive 15%.
Nir Refuah of MRM highlighted the fact that the integrated media drove excitement for the campaign, saying: “It made people actually wait for the ad. How often does that happen?”
Innovation in advertising ensures viewers view brands as fun, fresh and interesting. By interacting with Twitter followers and getting them involved in Coke’s conversation, the drinks company managed to improve the reputation of its brand in the area and, hopefully for the company, help ensure people got together to eat, tweet and drink a coke in the process! Smart campaigning, indeed.
Five Key Trends in Search for 2014
Ok, I know its early for the 2014 predictions, but I found these views on search from Alan Boughen, SVP Global Search, Havas Media interesting. (Taken from a piece in iMediaConnect)
How do you expect search to evolve in 2014?
I think we’ll see five key trends set the tone next year:
Paid search strategies will continue evolving to take advantage of the Enhanced Campaigns features that roll out in Q4-13, including cross-device attribution and offline conversion tracking.
Optimising search campaigns and destination sites for mobile will be a continued focus as over 1/3 of all Search traffic will soon be mobile. Marketers and agencies will also have to start thinking about optimising campaigns for wearable devices, such as Google Glass, as their penetration increases.
Marketers will increasingly focus on SEO/PPC integration and understanding the effect of dialing down budgets – in particular, areas of their paid search campaign (e.g. branded keywords) and re-deploying budget in other areas (e.g. on non-branded/generic keywords).
More trademark cases will be decided and I anticipate that buying competitive trademark keywords will become an increasingly niche tactic.
There will be greater emphasis on the intersection of Social and SEM as Google and Bing continue their efforts to make Search more natural, conversational and personal.
Read more at http://www.imediaconnection.com/content/34819.asp
Dare to be Tender
Milka have taken the age old Last Rolo idea and created a campaign for the digital age of sharing. What must Rolo be thinking!
Red Bull Illume
Red Bull and adventure go hand in hand. They always seem to find different ways to express the link. This latest execution has resulted in some amazing photography – Below are just 3 of the shots that made the top 250! Go see more here – Red Bull Illume
Online Advertising – Innovation
Online advertising can be so very dull and boring – so nice to see some innovations!
Twitter’s new “Conversations” feature
More Twitter news!!
Twitter have unveiled a new Conversations feature. A vertical blue line that that connects conversations. Up to now Tweets appeared in a reverse chronological order. To follow deeper threads, Twitter includes a clickable link to instantly “view replies.” The advantage of this move, according to Brian Solis is around the longevity of tweets, he says
“If the lifespan of a Tweet meme is minutes, conversations theoretically would introduce longevity into the mix thus keeping people engaged in micro conversations within the greater real-time conversation.”
Twitter Buys 2nd Social TV Analytics Firm
Twitter has acquired social its second Social TV analytics firm with the announcement of its purchase of Trendrr last week.
According to Lost Remote:
“Trendrr’s specialty is social TV analytics, but the company’s Curatorr product — which recently joined Twitter’s certified products programme — enables companies to curate and display custom Twitter experiences. “(We) will work with media companies, marketers, and display ecosystem partners to create compelling user experiences – continuing to pursue our initial charter of focusing on the real-time aspects of TV and media,” Ghunheim said.
This will enable Twitter to offer more comprehensive solutions for brands and media partners, tied into its own analytics and advertising products. Trendrr said it would continue to honor partner contracts for Trendrr.TV, but it does not plan to bring on any new clients moving forward.”
Twitter are clearly commited to TV metrics, late last year it developed a partnership with Nielsen to develop a Twitter TV Rating tracking audience social media activity and earlier this year Twitter bought social TV metrics firm Bluefin Labs and late last year
Growth Hacker defined
You have probably been hearing about Growth Hacking and Growth Hackers – so what’s it all about. Well this slideshare presentation gives some definitions from some really smart people.
Conor Byrne's Blog 