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What’s	
  Happening	
  on	
  Twi1er…	
  	
  
Product	
  Pages	
  &	
  Collec0ons	
  	
  
	
  
What	
  It	
  Is	
  
In	
  an	
  effort	
  to	
  provide	
  a	
  more	
  customized	
  
experience	
  while	
  exploring	
  new	
  products	
  and	
  
informa9on,	
  Twi<er	
  has	
  introduced	
  dedicated	
  
Product	
  Pages	
  and	
  Collec9ons.	
  With	
  both	
  features	
  
currently	
  in	
  beta,	
  this	
  is	
  the	
  plaCorms	
  largest	
  step	
  
in	
  its	
  effort	
  towards	
  social	
  commerce.	
  	
  
	
  
Dedicated	
  Product	
  Pages	
  will	
  host	
  content	
  such	
  as	
  
Tweets,	
  photos,	
  video	
  and	
  purchase	
  informa9on	
  on	
  
popular	
  products.	
  
	
  
Curated	
  Collec9ons	
  will	
  be	
  endorsed	
  by	
  influencers	
  
like	
  Demi	
  Lovato	
  and	
  Lebron	
  James,	
  showcasing	
  
their	
  favorite	
  products	
  that	
  users	
  can	
  purchase	
  
directly	
  from	
  the	
  site	
  or	
  app.	
  	
  
	
  
	
  
	
  
Brand	
  Applica:on	
  	
  
Product	
  Pages	
  will	
  be	
  a	
  great	
  place	
  for	
  brands	
  to	
  
drive	
  e-­‐commerce	
  directly	
  through	
  the	
  plaCorm,	
  
however,	
  will	
  increase	
  the	
  challenge	
  of	
  having	
  
products	
  stand	
  out	
  among	
  a	
  larger	
  conversa9on.	
  
With	
  Collec9ons	
  being	
  selected	
  by	
  the	
  
influencers	
  themselves,	
  this	
  will	
  further	
  intensify	
  
the	
  value	
  of	
  influencer	
  marke9ng	
  and	
  how	
  
brands	
  can	
  get	
  involved	
  in	
  this	
  space.	
  	
  
	
  
Twi<er	
  has	
  not	
  yet	
  confirmed	
  if	
  brands	
  will	
  be	
  
able	
  to	
  par9cipate	
  in	
  the	
  selec9on	
  of	
  products	
  on	
  
Product	
  Pages	
  or	
  Collec9ons.	
  	
  	
  
Collec0ons	
  
Product	
  Pages	
  
Audience	
  Insight	
  Personas	
  
	
  	
  	
  	
  	
  	
  	
  
What	
  It	
  Is	
  	
  
Twi<er	
  has	
  introduced	
  Personas	
  to	
  its	
  Audience	
  Insights.	
  Personas	
  (as	
  shown	
  below)	
  
are	
  a	
  preset	
  group	
  of	
  relevant	
  consumers	
  –	
  parents,	
  baby	
  boomers,	
  college	
  grads,	
  ect.	
  
When	
  iden9fying	
  the	
  appropriate	
  Persona	
  for	
  a	
  campaign,	
  adver9sers	
  can	
  view	
  
addi9onal	
  informa9on	
  on	
  each	
  group	
  such	
  as	
  consumer	
  behavior,	
  mobile	
  usage	
  and	
  
lifestyle.	
  	
  
	
  
Twi<er	
  Personas	
  are	
  currently	
  available	
  only	
  in	
  the	
  US,	
  however,	
  the	
  plaCorm	
  plans	
  to	
  
roll-­‐out	
  this	
  feature	
  globally	
  in	
  the	
  future.	
  	
  
	
  
Brand	
  Applica:on	
  
The	
  tool	
  not	
  only	
  enhances	
  Twi<er’s	
  targe9ng	
  but	
  gives	
  adver9sers	
  and	
  brands	
  a	
  more	
  
personal	
  look	
  into	
  user	
  ac9vity	
  on	
  the	
  plaCorm.	
  Having	
  the	
  ability	
  to	
  combine	
  this	
  new	
  
feature	
  with	
  the	
  plaCorms	
  pre-­‐exis9ng	
  targe9ng	
  capabili9es	
  will	
  allow	
  brands	
  to	
  not	
  
only	
  reach	
  a	
  much	
  more	
  defined	
  audience	
  but	
  be<er	
  understand	
  their	
  key	
  markets’	
  
interests.	
  	
  
	
  
Installed	
  App	
  Category	
  Targe0ng	
  	
  
	
  	
  	
  	
  	
  	
  	
  
What	
  It	
  Is	
  
Twi<er	
  now	
  allows	
  adver9sers	
  to	
  target	
  users	
  based	
  on	
  apps	
  they	
  have	
  previously	
  
downloaded.	
  The	
  idea	
  is	
  for	
  brands	
  to	
  not	
  only	
  use	
  this	
  feature	
  to	
  target	
  users	
  who	
  
have	
  downloaded	
  similar	
  app	
  products,	
  but	
  to	
  further	
  learn	
  the	
  market	
  and	
  users’	
  
interests.	
  Twi<er's	
  project	
  manager	
  for	
  revenue,	
  Deepak	
  Rao,	
  adds	
  an	
  “adver9ser	
  
may	
  know	
  that	
  produc9vity	
  app	
  users	
  also	
  tend	
  to	
  use	
  finance	
  apps,	
  so	
  they	
  can	
  
target	
  the	
  “Finance”	
  category	
  to	
  connect	
  with	
  new	
  people	
  who	
  are	
  likely	
  to	
  be	
  
interested	
  in	
  their	
  app.”	
  
	
  
Twi<er	
  also	
  released	
  an	
  analy9cs	
  dashboard	
  to	
  show	
  how	
  these	
  targeted	
  ads	
  are	
  
performing.	
  Installed	
  App	
  Category	
  targe9ng	
  is	
  now	
  open	
  to	
  all	
  adver9sers.	
  	
  
	
  
Brand	
  Applica:on	
  
While	
  this	
  feature	
  will	
  be	
  most	
  applicable	
  for	
  brands	
  driving	
  to	
  app	
  installs,	
  it	
  opens	
  
insight	
  to	
  a	
  new	
  level	
  of	
  mobile	
  user	
  engagement.	
  Being	
  able	
  to	
  learn	
  the	
  interests	
  of	
  
a	
  users	
  mobile	
  ac9vity	
  and	
  interests	
  will	
  help	
  brands	
  and	
  adver9sers	
  further	
  decipher	
  
how	
  to	
  not	
  only	
  target	
  but	
  engage	
  a	
  specific	
  audience	
  set	
  on	
  mobile	
  vs	
  desktop.	
  	
  
How	
  Brands	
  are	
  Using	
  Periscope	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  
While	
  Periscope	
  does	
  not	
  yet	
  offer	
  ad	
  opportuni9es,	
  
brands	
  are	
  geZng	
  crea9ve	
  with	
  how	
  they	
  are	
  
leveraging	
  the	
  live-­‐stream	
  app.	
  	
  
	
  
Nestlé	
  launched	
  a	
  Periscope-­‐based	
  campaign	
  this	
  
June	
  themed	
  around	
  the	
  Summer	
  Sols9ce.	
  The	
  live	
  
stream	
  involved	
  mul9ple	
  Periscope	
  influencers	
  
sharing	
  custom	
  summer9me	
  content,	
  all	
  around	
  
Nestlé's	
  Drums9ck.	
  The	
  influencers,	
  including	
  Keaton	
  
Keller,	
  included	
  #ad	
  in	
  their	
  content	
  to	
  indicate	
  the	
  
posts	
  sponsorship,	
  as	
  they	
  would	
  across	
  other	
  
channels	
  like	
  Facebook,	
  Twi<er	
  and	
  Instagram.	
  	
  
	
  
Because	
  of	
  the	
  app’s	
  direct	
  connec9on	
  to	
  Twi<er,	
  
Tweets	
  from	
  the	
  brand	
  were	
  automa9cally	
  shared	
  
linking	
  to	
  the	
  promoted	
  broadcast.	
  
	
  
Nestle	
  is	
  the	
  first	
  brand	
  to	
  take	
  on	
  a	
  sponsored	
  
streams	
  on	
  the	
  plaCorm.	
  With	
  organic	
  campaigns	
  
already	
  launched	
  by	
  brands	
  like	
  Red	
  Bull,	
  Spo9fy	
  and	
  DKNY,	
  an	
  ac9ve	
  interest	
  in	
  
leveraging	
  influencers	
  for	
  more	
  sponsored	
  streams	
  is	
  expected.	
  The	
  app’s	
  ability	
  to	
  
capture	
  real-­‐9me	
  events	
  and	
  moments	
  is	
  an	
  adver9sing	
  trend	
  for	
  brands	
  that	
  will	
  
only	
  increase	
  with	
  the	
  opportunity	
  to	
  include	
  influencers,	
  expanding	
  brand	
  reach	
  and	
  
awareness.	
  	
  

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Cake & Socialyse Twitter POV July 2015

  • 1. What’s  Happening  on  Twi1er…     Product  Pages  &  Collec0ons       What  It  Is   In  an  effort  to  provide  a  more  customized   experience  while  exploring  new  products  and   informa9on,  Twi<er  has  introduced  dedicated   Product  Pages  and  Collec9ons.  With  both  features   currently  in  beta,  this  is  the  plaCorms  largest  step   in  its  effort  towards  social  commerce.       Dedicated  Product  Pages  will  host  content  such  as   Tweets,  photos,  video  and  purchase  informa9on  on   popular  products.     Curated  Collec9ons  will  be  endorsed  by  influencers   like  Demi  Lovato  and  Lebron  James,  showcasing   their  favorite  products  that  users  can  purchase   directly  from  the  site  or  app.           Brand  Applica:on     Product  Pages  will  be  a  great  place  for  brands  to   drive  e-­‐commerce  directly  through  the  plaCorm,   however,  will  increase  the  challenge  of  having   products  stand  out  among  a  larger  conversa9on.   With  Collec9ons  being  selected  by  the   influencers  themselves,  this  will  further  intensify   the  value  of  influencer  marke9ng  and  how   brands  can  get  involved  in  this  space.       Twi<er  has  not  yet  confirmed  if  brands  will  be   able  to  par9cipate  in  the  selec9on  of  products  on   Product  Pages  or  Collec9ons.       Collec0ons   Product  Pages  
  • 2. Audience  Insight  Personas                 What  It  Is     Twi<er  has  introduced  Personas  to  its  Audience  Insights.  Personas  (as  shown  below)   are  a  preset  group  of  relevant  consumers  –  parents,  baby  boomers,  college  grads,  ect.   When  iden9fying  the  appropriate  Persona  for  a  campaign,  adver9sers  can  view   addi9onal  informa9on  on  each  group  such  as  consumer  behavior,  mobile  usage  and   lifestyle.       Twi<er  Personas  are  currently  available  only  in  the  US,  however,  the  plaCorm  plans  to   roll-­‐out  this  feature  globally  in  the  future.       Brand  Applica:on   The  tool  not  only  enhances  Twi<er’s  targe9ng  but  gives  adver9sers  and  brands  a  more   personal  look  into  user  ac9vity  on  the  plaCorm.  Having  the  ability  to  combine  this  new   feature  with  the  plaCorms  pre-­‐exis9ng  targe9ng  capabili9es  will  allow  brands  to  not   only  reach  a  much  more  defined  audience  but  be<er  understand  their  key  markets’   interests.      
  • 3. Installed  App  Category  Targe0ng                   What  It  Is   Twi<er  now  allows  adver9sers  to  target  users  based  on  apps  they  have  previously   downloaded.  The  idea  is  for  brands  to  not  only  use  this  feature  to  target  users  who   have  downloaded  similar  app  products,  but  to  further  learn  the  market  and  users’   interests.  Twi<er's  project  manager  for  revenue,  Deepak  Rao,  adds  an  “adver9ser   may  know  that  produc9vity  app  users  also  tend  to  use  finance  apps,  so  they  can   target  the  “Finance”  category  to  connect  with  new  people  who  are  likely  to  be   interested  in  their  app.”     Twi<er  also  released  an  analy9cs  dashboard  to  show  how  these  targeted  ads  are   performing.  Installed  App  Category  targe9ng  is  now  open  to  all  adver9sers.       Brand  Applica:on   While  this  feature  will  be  most  applicable  for  brands  driving  to  app  installs,  it  opens   insight  to  a  new  level  of  mobile  user  engagement.  Being  able  to  learn  the  interests  of   a  users  mobile  ac9vity  and  interests  will  help  brands  and  adver9sers  further  decipher   how  to  not  only  target  but  engage  a  specific  audience  set  on  mobile  vs  desktop.    
  • 4. How  Brands  are  Using  Periscope                     While  Periscope  does  not  yet  offer  ad  opportuni9es,   brands  are  geZng  crea9ve  with  how  they  are   leveraging  the  live-­‐stream  app.       Nestlé  launched  a  Periscope-­‐based  campaign  this   June  themed  around  the  Summer  Sols9ce.  The  live   stream  involved  mul9ple  Periscope  influencers   sharing  custom  summer9me  content,  all  around   Nestlé's  Drums9ck.  The  influencers,  including  Keaton   Keller,  included  #ad  in  their  content  to  indicate  the   posts  sponsorship,  as  they  would  across  other   channels  like  Facebook,  Twi<er  and  Instagram.       Because  of  the  app’s  direct  connec9on  to  Twi<er,   Tweets  from  the  brand  were  automa9cally  shared   linking  to  the  promoted  broadcast.     Nestle  is  the  first  brand  to  take  on  a  sponsored   streams  on  the  plaCorm.  With  organic  campaigns   already  launched  by  brands  like  Red  Bull,  Spo9fy  and  DKNY,  an  ac9ve  interest  in   leveraging  influencers  for  more  sponsored  streams  is  expected.  The  app’s  ability  to   capture  real-­‐9me  events  and  moments  is  an  adver9sing  trend  for  brands  that  will   only  increase  with  the  opportunity  to  include  influencers,  expanding  brand  reach  and   awareness.