Twitter social media strategy

Welcome to my “Twitter social media strategy.” 

Summary: Twitter around 140 words to make an article, 2014 advertising revenue is expected to reach a historic one billion US dollars, of which advertising business strategy and method is worth learning, but also need to be based on the actual digestion and absorption of local. This article introduces Twitter's experience in advertising strategy and its implications and value for the development of new media in China.https://www.blogger.com

Keywords: Twitter Advertising Custom Marketing.

Founded in 2006, listed in 2013 and has over 100 million daily active users, Twitter has achieved rapid growth in just a few years and is also attracting attention due to its "uniqueness." Unique information dissemination has created a blend of platform attributes and media attributes; Operating without reference to the sample, a unique development path has always been the focus of the industry. In its overall operating system, advertising plays a prominent role. In 2013, its advertising revenue was nearly 600 million U.S. dollars, accounting for 90% of its total revenue. Its strategy deserves to be borrowed from the development of new media in China.

Fine customization of advertising

Accurate delivery is a big advantage of new media advertising. Often, ad serving groups and provides targeted pushdowns based on visitors' IP address sources, user demographics, keywords, geographic scope, etc. Most of these messages are static-separated tags, and on this basis, Twitter pushes Refinement, coupled with customization based on identifying avatar dynamic behavior information such as login device, operating system, WiFi connection status, and related browsing history.

From traditional demographic characteristics oriented user behavior-oriented, refined advertising custom push represents the deepening of consumer awareness in the new media era. Traditional demographic tracing can no longer accurately describe the decentralization of the new media under the interactive reticular pattern. It is necessary and necessary for the development of the industry to improve the accuracy of dissemination and advertising effectiveness. Data to make marketing more sophisticated and efficient, providing advertisers with a wealth of customized options, but also for their own advertising sales opened up a broader space.

One to one marketing model

The ultimate precision advertising that is to go "one to one" marketing. In early 2014, CEO Dick Costolo mentioned that Twitter's advertising business is about to enter the one-to-one marketing era. Although the relevant reports did not disclose specific operational details, from the current development status can be inferred that one-on-one Twitter marketing will reflect the following characteristics:

Highly accurate Based on user population characteristics, behavioral characteristics, demand characteristics and other information to do fine segmentation and identification, to provide a fully personalized advertising push. Based on one-on-one precision guidance, personalized ads will play more powerful.

2. Optional. The one-to-one advertisement push requires the consent of the user, including the content and form of the advertisement push, so as to give the user the "option" as well as gain the trust of the user and enhance the effect of the advertisement.

3. Dynamic. The implementation of one-to-one advertisement push is based on the collection and analysis of huge user data, and this is a dynamic process. That is, with the change of user behavior, advertisement marketing needs to be adjusted in time.

Driven by traditional audience segmentation targeting ads to fully personalized one-to-one marketing, Twitter represents the development and use of high-quality ad inventory to all resources, with database marketing, long tail theory and big data analytics Concept and technology, the traditional superior quality advertising resources (such as high-income groups, young people, impulsive consumers, etc.) are no longer the sole magic media business, the past neglected advertising resources will be fully exploited and improved Twitter advertising business space and profitability.

Innovation and Simplification of Advertising Forms

Different forms of advertising is the media used to attract and sell to advertisers products, rich product categories, on the one hand, to meet a variety of delivery requirements for the media to create more revenue-generating space, but also may cause advertisers to choose difficultly, Or because of the lack of comparative measurement standards and methods that affect the overall delivery strategy, and more importantly, a wide variety of ads that are overly plentiful in size, which may result in a poor media experience for users, visions of users, credibility of information and brands Value and other adverse effects, eventually undermining the media advertising platform value. In this regard, the need for objective judgments and scientific design, Twitter insisted that "innovation and simplification" is an active and effective exploration in this regard.  

Internet advertising on a wide range of platforms, both derived from the print media banner and classified ads, but also imitate radio and television streaming media ads, video ads, and give full play to the advantages of new media technology-rich media ads is popular, from the visual, auditory , Interaction and other multi-dimensional to attract and stimulate users, in order to obtain the best advertising results. As a representative of the Web 2.0 applications on the Internet, Twitter has also been doing creative research on the forms of advertising, including attempts to put them on top ads, timeline ads, and video ads. In 2013, Forbes magazine pointed out that the listing of Twitter will lead to its emergence of large-scale new forms of advertising to increase advertising profits, but up to now, we still see its typical three forms of advertising on Twitter pages: Promoted Tweets, Promoted Accounts, and Promoted Trends are all optimized forms of advertising that are constantly evolving.

From the perspective of products, these three types of advertisements are analyzed. In the location distribution, the three types of advertisements are separated on the page, right and left, respectively, in the first column of the push column, the account recommendation column and the topic recommendation column, Access to the user's attention; content, the three forms of advertising will be based on the user's search or browse behavior at any time to change the push content, and other parts of the column have a higher relevance; in quantity, each type of advertising only One appears, to avoid advertising information "overwhelming"; in the user experience, all three forms of advertising will be filled with a yellow background arrow and text logo to clearly remind users of the properties of the information. In short, "concise" is the most prominent feature of Twitter advertising, which not only makes full use of the advantages of the page location, but also does not adversely affect the browsing of users, and has a better combination of content and form with Twitter's own information products.

Advertising revenue closely linked to the development trend of mobile Internet

Mobile Internet is undoubtedly the hot spot in the development of new media at present. When the personalization, sociality, convenience, and timeliness of the mobile phone are combined with the massive, efficient and all-weather Internet, the business chaos burst forth. In particular, the mobile phone can be paid with the natural characteristics to meet the advertisers for the "advertising that is selling" a good imagination and expectations, mobile advertising has, therefore, become the focus of development.

Since its birth, Twitter has a close relationship with mobile applications. The limit of 140 words in tweet comes from the limited number of words in a mobile phone. The ability to publish status anytime, anywhere also has strong demand for mobile applications. The focus on the mobile platform makes Twitter at the forefront of new media development, based on the $ 350 million acquisition of the world's largest mobile ad trading platform MoPub, Twitter allows advertisers based on user usage and behavior accurately targeted mobile devices targeted ads, greatly Stimulating the enthusiasm of advertisers, in addition, Twitter will also imitate FACEBOOK launch similar app-install ad advertising products, targeting the lucrative smartphone APP application advertising market. Results for the first quarter of 2014 showed that mobile advertising revenues on Twitter accounted for about 80% of total advertising revenue, compared with 65%, 70% and 75% for the second quarter to the fourth quarter of 2013 respectively. In the context of the continued growth of overall advertising revenue on Twitter, this proportion of concurrent growth indicates that the mobile advertising position becomes more and more important.

Joint traditional advertising agency

Although the new media represented by social media and video websites have enjoyed a rapid growth in advertising revenues in recent years, the dominance of the television media in the global advertising market remains unshakable. In particular, the traditional advertising based on the television distribution Acting operating industry chain, after decades of maturity has become the basis and standards for the operation of the advertising industry, the new media advertising more difficult to achieve in a short time beyond the complete revolution or a revolutionary alternative. In the new media and traditional media advertising market competition awareness, from the earlier use of CPM (thousands of people costs), net rating (network rating) and other indicators do digital comparison and television to promote "new media alternative theory" , And gradually realized that after the audiences used the essence of the media, they actively moved toward media integration and sought for coexistence and common prosperity under the larger format of employment. They had undergone changes from confrontation to integration.

In early 2013, Twitter signed a contract with Starcom MediaVest Group, the world's leading advertising and communications group, of Publicis Groupe, the biggest single advertising contract since its founding, with a contract value of hundreds of millions of dollars. According to the contract, Star The media will be able to secure better advertising positions on Twitter for its clients, including large advertisers such as Procter & Gamble, Microsoft, and Coca-Cola, and the contract is non-exclusive, meaning that Twitter can also be used in conjunction with other large global advertising Acting company reached a similar cooperation. For a long time, traditional advertising agencies favor media strategy, advertisement production and customer guidance on the traditional media which their business is better at and the cooperation is more closely related to. However, new media advertisements rely more on themselves or a few new media advertising agencies to operate, Which has virtually caused the fragmentation of the old media and the old ones in advertising. It is not only unfavorable to the effect of advertising but also limits the space for new media advertising.

Reflections on current domestic new media advertising operation

Under the background of the integration and development of new media and traditional media, it is worth thinking about how to build a new media that has both influence, profitability and development capability while gaining popularity and expanding rapidly. Advertising management is one of the important links.

First of all, advertising business needs to combine media features, audience status and advertisers needs, so that change from time to time, with things. New media featuring digitization and dramatization need to make innovations and simplifications in the research and development of advertising products based on the characteristics of its own communication. The innovation comes from the excavation and analysis of "big data" generated by user usage, on the one hand, The market's profound observation and understanding of the organic combination of the two sides can only "out" instead of "new". At the same time, the need to avoid large-scale, multi-type, rich media ads off the normal use of the user interference, respect for user experience and acceptance, dare to subtract advertising.

Second, make good use of new technologies to improve the advertising accuracy, around the essence of advertising to make an issue. From precise delivery to one-to-one marketing are based on the depth of the media user data mining and utilization of the "big data" wave, the domestic media also began to actively try. However, it is more of a plagiarism and imitation that is free from the characteristics of media transmission and the characteristics of the Chinese market. It ignores the essence of advertising in the constant pursuit of the trend of the industry and the mass production of advertising products - reaching effective communication with consumers.

In addition, new media advertising operations also need to handle the relationship with traditional media and advertising agencies. Too much to see the competition and ignore the cooperation will directly affect the domestic new media advertising business space, too much emphasis on the competitive relationship with traditional media will fundamentally undermine the normal ecological environment. How coexistence and coexistence with traditional media, how to leveraging advertising agency, need to constantly explore, as Twitter CEO Dick Costello once said "will not fight television, but to do television supplement", this new media The gesture of operation itself is also worth trying to figure out and understand.