By Alison Readings, Renegade Media
The second half of the day saw us treated to several more supercharged and uplifting speakers. I particularly liked the presentation by Bruce Daisley from YouTube who discussed the way the brain works and the impact this has when creating video content for a brand.
It was very interesting to see how creating emotional content, which appeals to the right side of the brain works better than purely factual content typically associated with the left hand side.
I can sympathise with this as when I see a video online that I like I automatically share it, be it by posting a link to my Facebook page, Twitter or even posting a blog entry about it. This is exactly the purpose of video content and as video is most likely to bring a brand’s page to the top of the Google search results, you’re bound to see it. Read more…
By Amy Kean, IAB,
Thank heavens for the research release today, from YouTube, which confirms a sneaking suspicion that I – and the IAB Social Media Council – have had for a while. If a brand enters social media… they should tell the world why they’re there in the first place.
That’s obvious, you might say. Simple common sense, some may tweet. Absolutely – I don’t think anyone actually ever claimed that social media was a form of rocket science – but it still doesn’t happen that often. And that’s because there exists an assumption that hasn’t yet been disproved (until today) that just entering into a conversation is enough, that a ‘like’ or retweet is unequivocally fabulous, and that blogger coverage, without a rationale for why you’ve received it, is sufficient.
This research from YouTube (supported by the IAB) highlights the real need for harder messaging in social media content and advertising, showing that a really quite remarkable 60% of people are not yet existing customers of brands they share or ‘like’. They just like them. Now I’m no Rain Man, but that’s a big number. Read more…
Photo via audreyjm529 on Flickr
by , Tamar
The online community has been buzzing for the past 24 hours, first in anticipation-of and now digesting the ramifications-of the ‘‘. Announced just after midnight on Tuesday (UK time), Twitter have completely revamped their website to give more space to a number of new features.
If you want the headline view, I wrote a blog early this morning on the subject – but I wanted to head over here to the IAB social blog to speculate over how these changes might affect advertisers…
The main areas of change that will probably affect brands are:
The new, all-inclusive, super-sticky site will undoubtedly encourage a lot of tweeters who previously used the service through third-party apps and sites to come back to Twitter.com – which in turn will obviously increase the exposure that existing advertisers receive. Recent developments like Sponsored tweets, promoted trends and the like are already making waves, but are only visible to people visiting Twitter.com. This massive increase in page-views will surely make advertising directly with Twitter a much more attractive proposition.
The new layout also gives much greater opportunity for tweeters (and brands) to give exposure to great media content, without ever leaving the site. Partnerships with services like YouTube, Flickr and Vimeo will mean that video and image content (amongst others) will be viewable directly in your Twitter stream – as my boss and Tamar’s CEO commented this morning, with ‘New Twitter’ it’s quite likely that the Old Spice ‘guy’ would have become a sensation on Twitter, as opposed to mainly on YouTube…
Finally, the third consideration for brands and advertisers will be how this affects third-party sites that they might currently be advertising on. As this post by Mashable points out, the New Twitter is essentially a desktop app, on the web. Services like TweetDeck, Hootsuite and the like will undoubtedly feel the pinch after New Twitter rolls out, so if you advertise with them you might be in for a drop in views. Just speculation of course, but I can’t see how this WON’T affect those apps…
With the roll-out set to continue over the next couple of weeks, many of the ramifications will only start to be felt in the next month or so, but even at this early stage it’s clear to see the ‘New Twitter’ will be a much more welcome place to advertisers, brands and users alike…
