Twitter Tips: Plan For The Moment
Twitter’s new tagline is: “live, public and conversational.” At last week’s Demystifying Digital conference, hosted by global PR agency Hill & Knowlton in London, Oliver Snoddy, UK head of planning for Twitter, discussed a multitude of opportunities for brands to engage in this real-time buzz.
1. Everyday Moments
There are “big, predictable moments every day” that brands can work with. Snoddy pointed to US DIY store Lowe’s “Fix In Six” campaign, which offered everyday home improvement tips using Twitter’s Vine app. Read our Mastering Social Video report for more on short-form marketing.
2. Live Moments
Sporting events provide the most obvious live moment opportunities for brands on Twitter. Snoddy discussed the recent launch of Twitter’s Amplify service, which enables sports channels and advertisers to deliver near-real-time clips from events with embedded advertising within a user’s Twitter feed. US basketball league the NBA and US fast food chain Taco Bell are among the brands already using the system. Take a look at our Newsjacking report for more on real-time marketing.
3. Connected Moments
Second screen viewing offers further opportunities for brands to tap into the moment. “TV is more effective with Twitter,” Snoddy said, citing a 58% uplift in purchasing intent when consumers engaged with TV ads alongside the social network. As a case study example, he highlighted UK department store John Lewis and its recent Vine video competition, which extended the brand story beyond the TV campaign. For more on second screen strategy, read our The Future of Transmedia report.