Joel Lunenfeld, VP of Brand Strategy at Twitter, shared how brands are using Twitter in so many different, innovative ways to spark conversations and interest, share stories, interact directly with customers and consumers, and drive attention to their brand. The event hashtag #Twitter4Brands trended in the U.S. all day. There were presentations by ESPN and American Express, who described how their unique, customised partnerships with Twitter have helped drive engagement to a level that can’t be found on any other platform.
“Out of all the social and digital platforms, Twitter has had the most impact on our business.” - Leslie Berland, AmEx’s Senior Vice President of Digital Partnerships and Development
American Express launched a new campaign last month and is skillfully using (and growing) its already significant Twitter presence by automating special offers for cardmembers via #hashtags. They offer cardholders the opportunity to sync their cards with Twitter and gain access to exclusive offers.
ESPN recently announced a strategic collaboration with Twitter that will offer fans and advertisers unique, interactive programs around major sporting events, beginning with the upcoming NBA Finals. The #Gameface campaign is the first of these, where fans are encouraged to tweet pictures of their ‘game face’ throughout the finals. A number of incentives are being offered, including sharing the best photographs on-air, featuring some in a photo gallery on ESPN.com, being picked as one of the favorites by top players, and the grand prize, a tour of ESPN headquarters in Bristol, Connecticut.
The simplicity, and utility of these campaigns are that all the users need to do is tweet, and upload photographs, which they are doing anyway. It doesn’t call for complicated actions, and thus encourages more participation.
An increasing number of television commercials are beginning to carry hashtags. During this year’s Super Bowl, one in five commercials contained a hashtag. Providing an easy link for a commercial to Twitter conversations increases the possibility for different people to interact, given the social nature of television in today’s times, as we had talked about in our post last week.
Adam Bain, President of Global Revenue at Twitter provided an update on the state of Twitter’s advertising business, and shared a number of key statistics which will be very useful for marketers:
- Twitter has 140M+ active users.
- 55% of users access Twitter on mobile, with 40% growth quarter over quarter.
- Twitter users create over one billion Tweets every three days.
- 60% of Twitter users tweet; 100% are listening.
- 79% of people follow brands to get access to exclusive content.
- Promoted Tweets get an average engagement rate of one to three percent.
When will we see Indian marketers partner with Twitter to do something really unique? Tell us the best Indian campaign you’ve seen on Twitter.