Twitter Targets Advertisers

TWITTERVERSEIn 2010, Twitter announced that it would begin showing advertisements. Up until now, it has allowed people to promote their Tweets or to promote their accounts for the purpose of gaining followers and exposure. In March of 2012, Twitter launched limited availability of a self-serve tool for purchasing ads and in February, 2013 they launched an Ads API for programmatic buying of huge campaigns. Unfortunately, for three years businesses could only access these tools through invitation only.

However, it wasn’t until last week that Twitter announced their ads could target keywords of Tweets, or Tweets that users engage with, allowing Twitter to compete with Google and Facebook ads. Twitter strived to make the new self-serve interface as user friendly as possible allowing just about anyone to navigate without question. Once you decide on what media you want to use and your budget you can build your own campaign by targeting your market’s location, and interests. Coupled with promoted Tweets and accounts, users can also use Twitter’s Business Analytics to track the impact of their marketing efforts.

“…Today we’re taking the next step and opening up Twitter ads to everyone in the US; Every brand, every business, every account, every individual…”

Twitter has proved itself as a worthy form of communication as major news outlets refer to the Twitterverse for insight on opinion, breaking news, or even disasters from around the world. With social media constantly evolving it’s only a matter of time before the majority of businesses are fully integrated with all platforms. This means that businesses are competing for a limited amount of followers and more so, the engagement of those people within their own networks. When the chance comes around to amplify your voice and reach more people it only makes sense to sign up and try to be heard.

Author: Anthony Baisi

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What’s Missing in your Social Media Strategy?

Have you ever tried to have a conversation with someone underwater as a kid? First, it doesn’t really work and second, the life guards don’t really appreciate it. Listening to the market is one of the most important things that social media allows us to do. It allows you, the business owner, or marketer to follow trending conversations, curb dissatisfaction with proper customer service and to win over those second guessers. Before we had social media, marketing was considered a monologue like talking in an empty room, or underwater for that matter. Social media brought the guests to the party and now it’s up to you to mingle, to create connections that are relevant and that could potentially benefit your business.

Before we get into the benefits of social media and the importance of branding I wanted to introduce the trend of online ventures, entrepreneurs, and business that we’ve seen in the last couple of years. In lieu of this continual climb of online businesses there will be an increased demand for social media and online marketers in general. With that being said I think it’s safe to say that we’re going to see a lot of social media marketing blunders and champions in the next few years as well. I’m sure that we all agree when I say that we would like to see more champions out there as that means us, as marketers are doing a great job!

When I’m working with clients to build a strategy for their online campaign and social media accounts I stress diversification. For example: Say my client is a photographer and when targeting people on Twitter, Facebook, Linkedin, Google+, etc. I suggest they target: stylists, salons, acting/modeling agencies, fashion boutiques, etc. This is instead of just targeting photographers, photo shops, photographer communities or anything in the photography industry. I believe that by starting with a diversified manner in mind there is more opportunity for the business to grow in multiple directions.

Diversifying your market helps to build segment pools for your target market which would eventually lead into a primary segment, a secondary, and so on. Building pools early in the launch allows the business to see which demographic they are getting the most reactions from. The segmented pools also suggest which segments deserve more attention and allocated resources. The only thing to be careful with when you diversify your market is the content you share, will it offend some people or will it be shared with positivity?

I also believe that branding is a very important element in running social media personas. What I mean from that is the “gut feeling” you get from viewing a brand’s profile page. Anyone should be capable of building an image of what the company is all about through the content that they share. Make sure the content you share is relevant, consistent and witty in some manner to encourage people to engage, share or like it. Although, those kittens or miniature pigs are cute you have to ask yourself if this is consistent with your company’s branding, but that’s what personal pages are for, right?

Author: Anthony Baisi

The New Social Network

Social websites and networks have evolved to offline communities as young Vancouver tech firm reaches their market in a whole new way. After just launching in January, My Viral Web has been creating a memorable impact in their city and in their online communities. They are achieving this by helping their community and networks reach out and build relevant and beneficial connections in their area.

My Viral Web noticed a gap between small to medium sized business and successful online marketing strategy. They realized that the gap existed because people are often uninformed, misled, or simply nervous about diving into the realm of online marketing. To be honest I still see a lot of established businesses hesitate before they decide to implement social media marketing or email campaigns in their own strategy. The young tech firm then decided to form Vancouver’s Online Marketing Specialists on Meetup.com to properly educate and direct those interested.

By creating offline connections from utilizing the reach of online communities My Viral Web is able to provide educational direction for interested entrepreneurs. While hosting guest speakers who are experts in their own industries they create a diverse and knowledgeable network in their own city. Working with other successful entrepreneurs in the city or with acknowledged professionals they attract groups of 40 or 50 to their events. These guest speakers share their stories of success including the hardships, the lessons they learned and of course, their tips and tricks.

My Viral Web believes that Vancouver is rich with entrepreneurial spirit and they simply want to provide them with the right tools for achieving their goals. The idea has received a very warm welcome from their local community as they plan to continue with the traditional approach of building that genuine word of mouth momentum. Affiliating themselves with those close to them they intend on winning over their city by offering a fun, engaging and educational experience for their audience.

Vancouver’s Online Marketing Specialist’s next Expert Series event will feature the co-founder of Vancity Buzz, Karm Samul. Vancity Buzz is an inside source of local happenings that was formed in 2008 and has experienced tremendous growth since then. The event is scheduled for March 21st at 6:00pm at My Viral Web’s new office: Penthouse Suite – 1199 West Hastings.

If you’re in the tech industry, keep your eye on Vancouver.

Author: Anthony Baisi

What About Google?

google+With all this talk about Twitter’s Vine, Facebook’s Graph Search and content being king, I found myself thinking, what about Google? This led to a discussion this morning with a colleague where I couldn’t explain the difference between a Google+ Community and a Facebook Group. I couldn’t let this uncertainty sit for long so I quickly jumped to it and developed a little clarity on Google’s Social Network.. Google+ Communities offer businesses a platform where they can quickly find a large amount of relevant people that all share similar interests.

People join these communities because they have similar interests with the founder and hope to learn, grow and build their network. Through sharing, the group becomes more knowledgeable and gains reach with every new member. Google Communities allow people to manage a public or private group where they can house an unlimited amount of members. But, unlike Facebook, when you share in your public or private GC your comments will not show up in your network’s feeds. They will only show up on your page if you allow them to. GC’s allow for unlimited discussion categories as well as events and hangouts. Members of Google+ are also permitted to participate, create and moderate within the community. An added bonus to GCs is that the network is relatively more organized than Facebook groups. With +1 you can also share anything from across the web with your community. Ultimately, GC’s are very similar to Facebook Groups, but with subtle differences, better organization and SEO benefits. It is more discrete, provides more services and if you use it, Google rewards you.Google-Authorship2

I’ve read a lot of flack on Google+’s popularity based on its adoption rate, and how it was a ploy to copy Facebook. You’re wrong. I was also guilty of believing this. What really convinced me was how much I started using Google myself. This was shortly after I found out that Google’s search recognizes +1’s coupled with the discovery of Google Authorship. Employing Google Authorship as a PR channel has proved very beneficial to Google as they are now the second largest social network, next to Facebook. I’m calling it a marketing channel because it has helped Google build their social network around business trends and technology. I mean that it is now largely populated with geeky types who write, advertise; and you know what else? Know PR like the back of their hand. These writers encourage people to check out their articles and share their work via Google+ because big media sites pay these writers by the traffic they generate. The writers are also eager to get their faces beside their latest posts in Google’s search results because it increases their familiarity, credibility and following.

Google also corralled small business owners for the purpose of showing up in Google Maps and local searches. The added value of showing up in searches requires business’s to set up a Google+ Local Business page and you need a Google+ account to do so. This has resulted in a surge of accounts and why not? As business people we are taught to opt for the win-win solution, right?

Some say that this was Google’s plan all along. That it chose to rise to the top with the “slow and steady” approach. Personally, I don’t know if I believe that, but I do believe that by the end of the year Google+ will present some exciting new features as well as a much larger audience.

Author: Anthony Baisi