Twitter Brand Pages - What You Should Know: Marketing Update 12/9/11

Tweet

 

Episode #178 - December 9th, 2011

Intro

• How to interact on Twtter: Include #HubSpotTV in your tweet!
• On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe)
• As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
• Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday

Question of the day: Is shopping on a tablet really "mobile" commerce?  Why or why not?

Headlines

Santa Says Mo Mo Mo

• www.dmnews.com/study-tablet-owners-turn-to-devices-for-holiday-shopping/article/218338/
• http://www.zmags.com/blog/who-tablet-shopping-holiday-season-and-why [with infographic]
• www.dmnews.com/amazon-launches-promo-to-lure-customers-from-retail/article/218272/
• 87% of tablet owners will do holiday shopping on their device - Survey by ZMags
• 52% of the men and 37% of women said that they will spend between $201 to $500 on their tablets
• 50% of tablet owners say the couch is their favored location for shopping, while 20% shop in bed
• To capture more mobile shoppers, Amazon is launching a promotion on December 10.  If you use their mobile Price Check app to check the price of an item in store, add the item to your cart and checkout withing 24 hours, you'll get $5 off.
• Marketing Takeaway: Make sure you have a mobile strategy for your website.  (If you are with HubSpot, we do this for you.)

Twitter Rolls Out Self-Serve Ads...

• http://allthingsd.com/20111201/twitter-quietly-finally-launches-self-serve-ads/
• http://www.btobonline.com/apps/pbcs.dll/article?AID=/20111202/SOCIAL0102/312029995/1514/rss01&rssfeed=rss01
• Twitter ads had previously been restricted to those who purchased at least $15K of advertising and signed and NDA and were willing to provide feedback on the platform.
• Two products available right now:
  • Promoted Accounts: Bid $ per new follower and they will promote your account to get more followers
  • Promoted Tweets: Take one of your tweets and promote it to more people by bidding "per interaction" (clicks, favorites, retweets, replies)
• Challenges: It is not possible to differentiate between organic traffic and paid traffic from links in promoted Tweets.  So it is 
• Marketing Takeaway: If you are having some organic success on Twitter already, experiment with the self serve ads.

...And Brand Pages

• http://blog.hubspot.com/blog/tabid/6307/bid/29621/Twitter-Launches-Brand-Pages-for-Business-Accounts.aspx
• According to Ad Age, Twitter is also releasing 'Brand Pages' for marketers, which offer brands on Twitter improved customization and business-oriented features.
• Large, Customizable Header Images: Brands can use these headers to display their logo and tagline more prominently than was previously possible in the standard Twitter format
• Featured Tweet: Businesses can also elect to feature a particular tweet above their timeline.
• Separating @Replies From @Mentions: Brands will also now be able to easily differentiate between their @replies (tweets directed at the brand) and their @mentions (tweets just mentioning the brand with @username), as Brand Pages will separate these tweets into two buckets for account administrators.
• Embeddable Tweets: Website owners will also be able to embed a tweet onto their website, giving site visitors the ability to favorite, reply to, or retweet a tweet without even leaving the web page.
  
• Marketing Takeaway:  Read the blog article and spruce up your brand page today.
  

Yahoo has VICTORY against Spammers

• http://www.clickz.com/clickz/news/2131265/yahoo-wins-usd610m-suit-lottery-spammers
• Yahoo has claimed victory in a $610m lawsuit against a group of individuals it accused of operating a massive spam and fraud campaign.
• A U.S. district court in New York issued a ruling in favor of the company, ordering the defendants to pay $583m in damages stemming from violations of the Can-Spam Act, as well as $27m in damages for trademark infringement.
• The company alleges the defendants spammed users with emails purporting to be from Yahoo offices. The emails claimed that users had won a "Yahoo lottery" prize and asked for personal and financial information.
• Marketing Takeaway: Yahoo probably does not expect to get paid, this lawsuit was probably for PR and marketing purposes.

Meet your Son, Mike Volpe Jr. 

• http://daveibsen.typepad.com/5_blogs_before_lunch/2011/12/unexpected-babies-olla-condoms-introduces-you-to-your-virtual-son-on-facebook-.html
• The concept of the campaign is that you receive a friend request from your newborn baby that was conceived because you didn't wear Olla Condoms during sex. A promotional message just below the ad admonishes you to avoid surprises like this one.* Visiting the baby’s Facebook page will show you a complete set of Olla options. 
• The agency targeted specific guys and created actual Facebook profiles for their unborn children (by tacking "Jr." on to their names), who then attempt to friend Daddy.
• Marketing Takeaway: More relevance means more results, make your marketing as personalized as possible.

Marketing Grader

• How marketing has changed and how mofu is changing
• The importance of mofu in inbound
• The different distribution of WSG vs MG
• The number of metrics in each tool
• Feedback?
• How did we launch it?

Marketing Tip of the Week: Run your company through Marketing Grader and see what you can do to improve.