Coca-Cola Israel teamed up with creative agency Gefen Team to bring a new campaign called “The World’s First Selfie Bottle”. They attached a camera-equipped base to a 500 ml Coke and it automatically takes photos when it detects a 70-degree tilt, and you can transfer photos through its USB port.
The selfie bottle was created as a marketing gimmick for Coke’s Summer Love outdoor event in Israel, targeting millennials and the selfie generation. The ad agency, Gefen explained that the picture are shared directly to the user’s Facebook, Instagram and Snapchat as well as Coca-Cola’s page, where users can then tag themselves and their friends to the posts.
It’s not the first time Gefen Team and Coca-Cola had worked together, the agency had developed one of it’s kind campaign using Ultrasonic waves to activate mobile notification during the airing of Coca-Cola’s commercial on TV.
Over to you, let us know what you think of this campaign, creative or yet another bizarre selfie product.
Most brands measure the success of their engagement with how many Likes and Retweets they receive, while these factors are important, Mentions IMO are also equally as important!
What are Twitter Mentions?
Mentions are simply when users mention your brand in their tweets. Mentions can be direct mentions, by them typing in your @handle within their tweets or a reply to your tweet by clicking the reply button.
Why Mentions are important for Brands?
When users mentions your brand, they send signals to Twitter that shows interest in your brand, and that prioritize your tweets on their timeline. Meaning, they will be seeing more of your tweets “organically” as they previously showed they are interested in your tweets by “Mentioning or Replying” to your brand. The key here is your constancy, your brand must maintain a certain level of engagement with these users for Twitter to keep prioritize your tweets.
Here’s a list of 7 ways to get more mentions on Twitter
1. The GIF/Screenshot technique
Ask users to take screenshot of a certain scene of a GIF you posted and ask them to reply to your tweet with their capture!
Here’s a cool one from a travel app @TajawalSA, asking users to Retweet, Follow, take screenshot and reply with your shot.
This one from Toyota Saudi Arabia, promoting their Fortuner car, asking users to take screenshot when the 3 photos matches each other forming the Fortuner
The idea here is, when you click the hashtag to vote for your team, the pre-populated tweet already has @ToyotaALJ mentioned within it, and that increased the mentions of the brand massively, 56k mentions to be exact on that day! resulting in considering that campaign a Case Study and now on Twitter Marketing Website.
Massive increase in mentions using Twitter Conversational Cards
6. Twitter Instant Unlock Cards
As part of the conversational cards, Instant Unlock feature allow of reveling different content when the call-to-action button is tweeted
For example, I ran a pop quiz on a #TwitterChat for #IOTTT about Twitter Tips, I asked users interacting on the hashtag to either answer my quiz or click the call to action to see the correct answer
With every meeting i have with either an advertising agency or direct clients, this question pops up “How do we win over our competition?”.
It’s no a secret that the competition is getting tougher by the minute, whither you’re a telecom company, car dealer or even a food blogger. To be honest, there is no one straight answer for this question.
However, as a digital marketer, I’ve recently been able to come up with ways and strategies to help brands (especially those who are late in the game) to find unusual ways to win over their competitors in the advertising and audiences reach zone.
Here’s a list of four strategies you can make use of:
1. Create Content Outside Your Niche
Creating content outside your niche is basically just like introducing a side service to your shop. Let me give you a live example of what I mean.
In Egypt, streets are filled with kiosks (they usually sell defined items like chips, biscuits, soda and etc…), few ones decided that they want more customers, so they started providing photocopying service, bought a photocopy machines and waited for the massive amounts of students wanted to photocopy the lectures and books for their study.
Image credit: Al-Ahram
When the photocopying machine was introduced, it hasn’t only introduced new line of business for the Kiosk, but it has boosted audiences. The audiences often drink a soda or eat some biscuits while photocopying their documents.
It’s basically the same for writing content outside your niche. When you create content outside your regular audiences you’re reaching out to new audiences that your competition might have not reached yet, even if you didn’t instantly see massive results, you’re still basing these audiences for future.
2. Increase your content frequency
In 2013, Facebook recorded 2.5m posts per minute, Twitter recorded 280k tweets per minute, while WordPress recorded 817 blogs per minute.
2016 Facebook recorded 3.3m posts per minute, Twitter recorded 500k tweets per minute, and 1,212 WordPress posts per minute.
Google indexed pages over time
A huge boost in Google indexed pages, as it has grown from 1 trillion to 30 trillion in the last 7 years.
In Google indexed pages about future is more content, he talked about “The Post” strategy of increasing their articles per day, The post now posts 1,200 articles per day and they saw 28% increase in their traffic, this tell us that it’s no longer about the quality -as we always thought- but rather about the quantity too.
Worth mentioning is Content Shock – a term that was coined by Mark Schaefer who believes that there is a limit to the amount of content a person can take in.
3. Target Your competitors’ keywords
You should not stop at targeting your very own keywords only, use your competition’s success by targeting their keywords or products names.
Here’re 4 strategies on Gmail, YouTube, Facebook, Twitter
GMAIL
Email marketing is one of the highest lead generation sources, your audiences are receiving and opening marketing emails from your competition, Luckily, on Gmail, you can advertise within Gmail itself, by targeting your competition’s keywords, your product can be displayed for the reader while reading your competition’s Marketing email. Make sure to subscribe to your competition’s newsletter to get an understanding of what they send. Find more tips about cracking the code for GMAIL ads
YouTube
Similar to Gmail, you can target your audiences who are watching competition’s videos on YouTube, use their keywords to interrupt their videos. Your goal is simply whenever someone searches for your competition’s video, your ad is displayed on that video.
Facebook
On Facebook, you can’t use keywords targeting, but In many cases, Facebook treats our pages as interests, use the interest-based targeting (by searching for your competitions brand name or URL) to target your competition’s audiences.
Twitter
Twitter is very dynamic and public, I’ve written a separate article to 5 hacks you can use right now to improve your Advertising Strategy on Twitter. Basically, Twitter allow of exporting public lists and followers list, these lists are valuable information for you, you can export your competition’s list and targeted them using Tailored Audiences.
4. Try different media forms with your own touch
How many of us got super excited when they were just getting started in this business and got their content featured by a well-established company of account.
When I was starting in building my followers on Instagram (which I still am) I thought of new format that would catch these brands attention and maybe get my content featured by them.
Before I got my rover, I was thinking of by a 4×4, living in Saudi Arabia, the 1st car came in mind was the FJ Cruiser, while searching for the car picture, I stumbled upon one particular photo that I liked, the digital marketer in me and with my little knowledge about Photoshop, I decided to put identity on the car I was about to buy and made this design of the car, which was later on reposted on Instagram by @ToyotaALJ (Toyota Saudi Arabia)
https://www.instagram.com/p/BDq81VxgRiq/
They had posted the same exact photo, but I took the photo and added my own effects and identity (made it a bit cartoonish) and that made it stand out and my post was featured.
What I’m trying to say, your content must stand out in order to gain on your competition.
Twitter is the most dynamic, live and conversational social media platform, we’ve prepared 5 more ways to get your even better results when running a campaign on Twitter.
Using Twitter Lists
Twitter Lists are great way to keep up of tweets from people who are related to your brand or topics. List can be either created or subscribed to, meaning, you can create your own list and add members one by one, or you can simply find a list already created by users. For example, I’m subscribed to this list that is created by Henryk Lüderitz. Another great way to create lists and add members who are interested in a topic related to you is using IFTTT to automate the process, IFTTT recipes can automatically add users who mentions certain hashtags to your list, making the process very easy and simple.
But you probably already know this, how is that going to help in your Twitter Advertising strategy? Luckily for us, Twitter API allow of accessing publicly created list, that made it easy for many tools to “download/export” members of these lists. Once you have these list of members, you can upload them to Twitter Ads Dashboard and target these users using Twitter Tailored Audiences.
How to Create Twitter Tailored Audiences?
Now that you exported the members of your list, it’s time to start targeting these users, as we mentioned, these users are already people talking and engaging around a related topic to your brand.
To get started, head over to ads.twitter.com > Tool > Audience Manager, then click on Create New Audiences > Upload your own list
Once there, fill in the Audiences name, then select Twitter usernames, then upload your CSV or text file you exported.
Create List audiences and wait for Twitter to process them.
Once ready, you now have your tailored audiences that can be used to include or Exclude from your targeted campaigns.
Your Mentions
Mentions is typically how users communicate with your brands on Twitter, which means they are users showing interest in your brand one way or another. But, users can mention your brand without being an actual follower of your account, when running campaigns on Twitter, you might actually receive mentions through your earned media/tweets, making it difficult to retarget those users who mentioned your brand! What if I told you that you can actually save the list of users who mentioned you into a sheet? This recipe allows you to save the username of everyone mentions your account into a google sheet, which later on you can use the similar way as above and upload to twitter dashboard then use the list with tailored audiences and target these users.
Using Competitor’s Hashtags Against Them
Every brand has a competition, and that competition often run their very own hashtags for certain campaigns, or maybe for their always on strategy, I’ve created this recipe to add any user who tweeted about certain hashtag into a Google sheet, meaning, you can use this recipe to collect usernames of users who tweeted about your competition’s hashtag.
For example, I ran this recipe on a trending hashtag and instantly got hundreds of users collected into my sheet, ready to be targeted.
The 1st column is their username, which I later on exported into text file and uploaded it to Twitter Audiences Manager for targeting, using the similar way as above.
Track a Hashtag for Social Listening and Contests
This one is similar to the above point, but to track your very own hashtag. Again, using the same recipe I created, you can track your own hashtag, and save all tweets made mentioning that hashtag into Google Sheet, why?
1- You will have list of users who engaged with that hashtag, which again, you can later on target with tailored messages
2- You will have count of Tweets that were made using your hashtag (Hashtag Volume)
3- For contest purpose (if you had to pick a winner) you can simply select a winner 😀
4- Completely divided audiences by hashtag
Emoji Targeting ? ?
One feature that Twitter introduced this year, but probably didn’t receive the buzz it should, was the ability to actually target emojis using Keyword Targeting – This update allowed many brands who actually have an emoji represents their business to target audiences emojing their tweets out or engaging with these emojis using Twitter Official Partners: AdParlor, Amobee, HYFN, Perion, SocialCode, and 4C.
Takeout
As explained, Twitter is dynamic, the possibilities are endless, focusing on “Twitter Tailored Audiences” can get your brand amazing results, use IFTTT to help you automate your twitter advertising strategy.
We’ve talked before on how conversational Twitter is, and how brands can join and create more conversation using Twitter Conversational Cards, that being said, for many brands; keeping up with the conversation can be costly job if you really serious about doing proper social listening.
On June 18, 2016 Twitter introduced a new web tool & mobile application called “Twitter Dashboard” that can be a free solution for your social listening tasks.
What is Twitter Dashboard?
Dashboard by Twitter is a free app/website from Twitter itself, to stay on top on your brand’s mentions as well as your competitions’ as well. Dashboard also help brands connect with their customers in seamless way.
Many marketers haven’t used it yet due to the fact that the application part of it is available only for US and on iOS devices only.
Dashboard has three main objectives
To help brands engage with their audiences by creating custom feeds by tracking / listening to keywords that are related to the brand itself. That kind of tracking / listening will display the right content for your brand with priority so brands can always stay connected with what matters to them.
Help brands easily schedule tweets using their powerful draft system and scheduling calendar
Help brands with tweet ideas, Dashboard will actually provide tips and ideas right next to the composing tweet box
It is not just an application
Dashboard is more than just an application, in fact, the important part of it is done over a website – the configuration part- dashboard.twitter.com
Before you install the application on your mobile device, you need to head to Dashboard Website to configure your brand’s type, number of employees, search keywords and mentions, as well as your competitions’
Getting started
As soon as you head over to dashboard website, you will be asked to login to your twitter account – click the try Twitter Dashboard to get started
Once logged in; you then will be asked to setup you ONE TIME account info – NOTE: this cannot be edited, so be very careful with what you select
Select your brand’s category and number of employees your brand have then hit next
As soon as you setup your brand’s category, you can now setup the “About You” section
The ‘about you’ section
Is basically the custom feed we talked about earlier, a timeline with all mentions of your brand’s name and mentions or anything that is related to your brand
Editing your custom feed
For example; I’ve added list of keywords that mentions my name and the hashtag I usually use
You can also add keywords that you don’t want to appear on that custom feed by filling the lower line (What’s not related to your business?)
Once you’re ready, hit the save feed button on the top right and you will be redirected to your custom feed showing all keywords related to your brand
Scheduling tweets
Tweeting in the right time have always been a very important factor in the success of your brand on Twitter – many tools provides such service, like buffer and hootsuite, but my personal favorite has always been Twitter’s own advertising dashboard. With the new Dashboard app, you can easily schedule tweets from both desktop or mobile (iOS)
Tips and help from Twitter directly
Dashboard will suggest tips and help as well as tweet ideas based on the selection you made while setting up the account
Twitter Dashboard mobile App
Now that you’ve setup everything on desktop, you can now download the mobile application to “really” stay connected with your customers
The application is available only on iOS for now, and also you need to have “US” based account to be able to install it.
How can brands use Twitter Dashboard effectively?
Dashboard app comes with very important feature (I personally think it’s amazing) – an on-the-go analytics dashboard for brand’s engagement and account performance.
Measuring performance
With this analytics section – brands can always stay on top of what they have shared and how well are they performing in terms of tweet numbers, media shared, profile visits and tweet impressions as well.
The analytics periods are changeable, so you can review what your brand have been sharing recently or go as far as two months back.
Brand engagement on Twitter (Tweets Performance)
This section gives your brand a quick overview of your tweets engagement, you can always click the Tweet Activity Icon for more detailed data
Wrap up
Use the FREE and POWERFUL Twitter Dashboard to stay on top of your social mentions on Twitter.
mastercard has released a new flat logo design to work smoothly across all digital platforms, retail stores and devices. the iconic red and yellow interlocking circles remained the same, the word-mark got a new placement under the logo or on the right, to be more clean and digitally flawless.
MasterCard haven’t done much changes to their logo since 1968 – they only changed their name once from “Master Charge” to “MasterCard” in 1979. In 1990, they started using the Italic font MasterCard, they haven’t changed the core of their logo though (the red and yellow circles).
The redesign was done by Michael Beirut and Luke Hayman of Pentagram, one of the industry’s most respected design firms – the project is focusing on simplicity, connectivity and seamlessness
They used a font called FF Mark, the font is fully lowercase (I’m sure you noticed by now why we’re writing mastercard in lowercase – not MasterCard)
Masterpass
The change didn’t just include their logo, mastercard is expanding its Masterpass digital payment system, partnering with numerous banks and retailers to give consumers the ability to use the service for in-store purchases. The enhanced service will be rolled out over the next few weeks. Garry Lyons, chief innovation officer at MasterCard, said the improvements to Masterpass will change the face of digital payments.
Getting your hashtag trending or joining a hashtag have always been one of the top goals for brands on Twitter. One of the best way of doing this is get users to actually talk and converse about your hashtag.
Twitter created specific format to help brands position their hashtags in better conversational way, after all Twitter is Live & ‘Conversational’.
In Jan 2016, Twitter introduced their Conversational Cards Ads – these Twitter specific formats are meant to give brands the ability to use their hashtags as clickable “Call for Actions” as well as driving more earned media using videos.
These formats, exclusive to Twitter, make it even easier for consumers to engage with and then spread a brand’s campaign message. It’s a powerful way for advertisers to extend their presence across Twitter.
How It Works
Brands tweet a video with Call to action buttons attached to it.
Followers interact with the CTA button – which will open a new pre-populated tweet that is ready to be tweeted right away.
Once tweeted, the conversational card will still be attached to the tweet made by the users
How Brands in Middle East Use Conversational Cards
In Saudi Arabia, Toyota ALJ was one of the first brands to use this feature in MENA
The idea was to get users to tweet about a very important game in Saudi Arabia
Football and Twitter are both huge in Saudi Arabia, ALJ knew this, and used the conversational card to generate traffic on their hashtag
They received 56k mentions on their hashtag in one day.
In Bahrain, ZainBahrain also used it for their #Addicted2SocialMedia to generate more awareness about their offer and get more interaction on the hashtag
