Twitter v/s Facebook PPC challenges

 

Hashtags and the latest IPO have made twitter the talk of the town. but the talk of the marketers have been…”can twitter challenge facebook when it comes to PPC model advertising”?

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Is twitter a more brand channel or can we still fit in a fair amount of direct responses, much like facebook?

To look this through, we must evaluate what is in favour and what isn’t in favour of twitter.

What works for twitter?

—The self-service model is quite a remarkable and scalable oppurtunity much like ad-words account.

—It does cater to a global set of audience, can be an advantage if markters are looking to advertise globally.

—That said, twitter does allow and facilitate in Geo-tagged inventory, helping in delivering local specific messages.

—The engagement rates (read as CTR) are relatively higher than Facebook and quite comparable to Google. 

—By acquiring MoPub, it does make a statement on its seriousness to cater to mobile audiences.

What doesnt favour twitter??

—The IPO showed us that Twitter UV were around 200 million, which translates to less than 25% of Facebook and Google audiences.

—With majority of ad inventory and revenue coming in from mobile, it would be a challenge for direct response campaigns simply because of a lower conversion rates on mobile as against desktop.

—With multiple jargons and redefinition of words like “followers”, “tweets”,most of the advertisers still do not understand the implications of buying a specific hastags or a bunch of followers. 

—How does one create an engaging tweets? this is still a challenge and require more creativity.Getting followers is the easier part, how do you engage them?

Well, with a good IPO performance and lot of dollars made, it will still be interesting to see how PPC evangelists approach Twitter. Like Facebook, it may take time figuring out what to do and what not.

 

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Social media rantings and brands

Unhappy customers taking their vent out on twitter is quite common, but a customer buying sponsored tweets to vent out the feeling…well, its something new.

That is exactly what a gentlemen flying the British Airways did. He was unsatisfied on the carrier’s indifference towards his lost luggage ( was actually his fathers) and decided to go ahead and actually purchase the 140 character service.     

The paid tweets are generally purchased by advertisers to reach a wider audience. The paid tweets are also given a higher prominence by twitter.He apparently paid $1000 for this. It took less than six hours for the tweets to get picked up by various media firms and garnered more than 25000+ impressions.

Ultimately, BA had to respond and sorted out the baggage issue the following morning. Readers might be aware that such ranting is not the first of it’s kind. Virgin atlantic had similar experience in 2009, with a customer sending out a complaint letter to Richard Branson on the poor food quality. Brnason himself had to intervene and invited the customer to select food and wines for future flights. 

 

This leaves us with few questions in our mind:-

 

—What are the response that a brand needs to respond to? I mean is it really worth for the brand to respond to someone with just about 6 followers?

—How does the brand ascertain that the person is a legimate guy and not a troll?

—Finally, for marketers, is social media really relevant as an interaction tool for brand and customers, rather than using the medium for advertising purposes?

What do you think?