Although yesterday we reported
that GoDaddy.com’s Ad “Perfect Match” was almost universally panned
on Twitter, yesterday’s sales told a markedly different story. The company
reported that the Monday after the game was the biggest sales day in company
history; hosting sales jumped 45%, dot-com domain sales rose 40%, new mobile
customers increased by 35%, and 10,000 total customers were added yesterday
alone. So today, even though their strategy ran against the conventional wisdom
that social media success and engagement means better sales, it seems though
sheer visibility won out as new users flocked to the service.
Tag: social media
Super Bowl Tweets 30% Ads
Last night there were precisely 20.9 million Super-Bowl related Tweets, and nearly 30% of those weren’t about the game – they were about the action between the snaps. In total, for every seven tweets about the game there were two about the ads, and the winner for most twitter action of the game was GoDaddy.com, who clocked in at 290,000 tweets – nearly six times as many as Audi, who came in last at about 50,000. However, just because they got more action on the social network doesn’t mean they were necessarily viewed positively: 80% of tweets that mentioned Audi were positive, while just 14% of GoDaddy.com’s mentions were similarly supportive. So although Audi pumped about $150 dollars into every mention on twitter – as compared to GoDaddy.com’s $25, Audi only paid about $1,500 per new follower, as compared to GoDaddy’s $6,500; indeed, Audi netted over 6,500 new followers last night while GoDaddy.com attracted just over 1,000.
So, it doesn’t necessarily pay to be the most mentioned Ad on Twitter. In the end, Taco Bell’s hashtag #livemas was the most mentioned, and they got the highest ROI from a twitter perspective. Success in terms of followers and positive social response ultimately won the night, not controversial advertising.
The 10 Most-Followed Brands in Social Media | Digiday
The 10 Most-Followed Brands In Social Media
Despite #NBCFail, NBC and Twitter Say Partnership Was Success – NYTimes.com
Despite #NBCFail, NBC and Twitter Say Partnership Was Success
Infographic: How Obama, Romney Are Using Social Media | Campaign Trail – Advertising Age
Politicians & Social Media [INFOGRAPHIC]
Auto Brands Swear Twitter Ads Work | Digiday
Auto Brands Swear Twitter Ads Work
CEO of Aetna personally engages with upset member via Twitter
Timehop Takes You Back To The Future at SXSW 2012
Any company that shows up to SXSW with a spot-on Delorean replica from Back To The Future to promote their product gets my full respect and attention. Timehop’s Delorean had its Flux Capicitor pumping, a hoverboard in the passenger seat, and it’s modified blender ready for plutonium fueling. The only thing they could have done to take the stunt further was to hire Christopher Lloyd or Michael J. Fox to show up in costume.
Timehop’s product allows you to go back in time and see what you did exactly one year ago across several social media platforms—Facebook, Twitter, Foursquare, and Instagram. Users receive a daily email delivering “the ultimate personal history experience.” Based in New York City, Timehop was created by Jonathan Wegener & Benny Wong at Foursquare’s first ever Hackathon in February 2011. Visit http://timehop.com/ for more info.
API-enabled ads pack more punch
The history of storytelling is as much about technology as it is about narrative. As humans have transitioned from the earliest cave scratches to the newest highly interactive digital experiences, the way stories are told have had a powerful influence on the stories themselves. As the number of media channels continue to blossom, marketers must not only become more familiar with existing tools, but stay relevant by seeking out competitive new platforms.
The IPG Media Lab‘s most recent Media Trial focused on one important new element of storytelling: data. Data sets are increasingly being structured and exposed via APIs so that third parties can grab and understand the data in real time. Weather, headlines, traffic, sports scores, tweets, videos, social data—the available data sets are only limited by your imagination. Marketers who can curate these streams in real time may be able to create more engaging and more impactful stories, with the results to match.
I Like you. I just don’t Fan you.
Facebook recently unveiled a variety of new features. Among the changes was a subtle but important shift in the way Facebook lets users express their affinity for a brand. Prior to the update, users clicked the “Become a Fan†button in order to connect their Facebook profile to a brand’s page. That button has now been replaced by a “Like†button. Here’s what Facebook says about the change on their consumer-facing information page: “We believe this change offers you a more light-weight and standard way to connect with people, things and topics in which you are interested.â€
If the change from “Fan†to “Like†is intended to make things easier for users, what does the shift mean to brands? Is this an opportunity for deeper or wider engagement? Or is it a harmful modification to the existing system?
Why this matters
Facebook assumes that consumers feel much more comfortable liking a brand than they are declaring themselves brand fanatics. In some ways this goes to the heart of the brand/consumer relationship, which is frequently a tumultuous and uneven affair. Brands hope for long-term consumer commitment. On the other hand, consumers are fickle – “brand loyalty†is more often “brand that I’m loyal to, so long as I’m not swayed toward a competitor’s offering for any one of an almost nearly infinite list of reasons.†Continue reading “I Like you. I just don’t Fan you.”
