Thursday, 26 March 2015

Twitter Tribute: Social Media Platform Turns 9!

Last Saturday marked the 9th birthday of Twitter, the social network which has rocketed from obscurity to global dominance in less than a decade.

Launching in 2006 by then-student Jack Dorsey, Twitter shot to the mainstream media's attention at the 2007 SXSW interactive festival. It has, of course, gone from strength to strength since, escalating from a few thousand users to 175 million by 2010, and is currently home to an incredible 232 million tweeters. From industry experts and politicians to sports stars and businesses, the whole world has fallen in love with that little blue bird and its micro-blogging updates.

Twitter 9th Birthday Social Media
But Twitter isn't just a way to stalk your favourite celebrities or catch up on the football scores - it has become one of the most important social media marketing tools out there for brands all over the world. Twitter tapped into the world of advertising for the first time back in April 2010 when it introduced 'promoted tweets,' which are purchased by brands in order to reach a wider group of users. It's proven to be a genius move by the San Francisco-based company, as Twitter's ad sales have grown 97% year on year.

Social media marketing is more important than ever for brands who want to move forward and progress, and Twitter in particular offers amazing opportunities for real time marketing which can set your company apart and get everyone talking about you. 

One of the greatest examples of this is without doubt Oreo's "you can still dunk in the dark" tweet which came within minutes of Superbowl 2013 - watched by millions around the world - being plunged into darkness due to a power cut. By jumping on one of Twitter's most-discussed trending topics, Oreo gained 15,000 retweets, 8,000 new followers and 16,000 more entries into a competition it was running at the time.

There are, of course, even more recent examples of Twitter's real-time marketing potential being utilised. Take today's effort from Lidl, for example: the supermarket chain issued this humorous tweet (below) to take advantage of the news of Zayn Malik's departure from boyband One Direction, which has dominated social media over the past 24 hours (although some heartbroken teenage girls may not have seen the funny side.)
Twitter has crammed a lot into its nine years of existence, and it shows no signs of slowing down. Since acquiring Vine in 2012, Twitter has shifted much of its focus towards video content, and with continuously developing relationships with streaming services Meerkat and Periscope, who knows what the unique platform will be able to offer marketers in the near future.

Happy Birthday, Twitter, and here's to many more.   

If you'd like to know what Twitter could do for your brand, get in touch with Click Tap Media's expert social media team today!

Friday, 20 March 2015

The Power of Celebrity

No brand has managed to beat the power of celebrity on Twitter, which considering the time, money and talent that works in the marketing industry can be pretty surprising! However this doesn’t mean that brands can’t benefit from the reach celebrities have on Twitter, as a celebrity endorsement over social media appears far more genuine than when they appear in an advert. 

The 2014 Oscars ceremony gained unprecedented publicity when host Ellen DeGeneres paused during the show to take a selfie of herself and other celebrities and uploaded the photo onto Twitter. Not only was the Tweet the most retweeted post in Twitter history, it even temporarily crashed the platform! The move ensured that people discussed the awards ceremony in greater volume and for longer than usual – the most recent Academy Awards failed to repeat the success of Ellen’s influence. 
ellen degeneres twitter record at oscars

When Katy Perry tweeted about her love of a certain flavour of Jelly Bean she didn’t tag their company account, but the Jelly Belly UK Twitter still experienced an increase in engagement as her fans launched into a debate of their favourite flavours. It certainly can’t have hurt that Katy Perry has the most followers of any person on Twitter! 

But why are celebrities so influential on Twitter? The appeal of Twitter is being able to get instant access to people’s thoughts, opinions and updates. The desire to know more about celebrities’ lives is by no means a recent phenomenon, but fans are no longer restricted to interviews or reality television to get their fix; when celebrities like Anna Kendrick comment on the Super Bowl and its half time show users feel involved both with the event and the celebrity because they too are tuning in. A consumer’s desire to emulate celebrities is widely known – there is a reason brands are willing to pay huge amounts to have a celebrity as the face of their brand – and mentions on Twitter are another way to achieve this. Whilst paid promotions must be highlighted, if a celebrity is a genuine fan of a product and mentions this in a post it is likely that their fans will link that brand with their star and view the brand in a positive light. Our infographic reveals the best social media practices for a successful Twitter account, and the celebrities who have the most online power.
Celebrities on Twitter infographic

Thursday, 19 March 2015

Meerkat - The Greatest SXSW Breakthrough Since Twitter?

The SXSW festival in Austin has been all over the news again this past week, as thousands of revellers descended on the Texas capital for the annual event which consists of music, film and interactive festivals.

Much of the talk surrounding SXSW Interactive this year has been about new video app Meerkat, with many claiming it to be 2015's breakthrough product. In fact, you have to go back quite far to find an innovation that has caused the same kind of stir that Meerkat has at SXSW. 2007 saw Twitter blow up in Austin, which is arguably the last time we saw a high-profile breakthrough emerge from the festival - although Foursquare, which made waves in 2009, perhaps would say otherwise.

So, what exactly is Meerkat, and what is all the fuss about? Meerkat is a live-streaming app founded by Ben Rubin which has been built from the ashes of a stagnant app named Yevvo, and has taken SXSW by storm this year. It's a video service that allows users to share live video content with their Twitter followers, whilst receiving on-screen feedback and messages from them in real-time. At the end of the live stream, the content disappears in a similar fashion to videos shot on Snapchat.

Meerkat Live Streaming App SXSW 2015 Mobile Interactive

Although still in its relative infancy, Meerkat already has some huge challenges to deal with if it's to have the same long-standing impact as some of SXSW's previous star attractions. Twitter recently shut off the accessibility of allowing Meerkat users to plug into the social network app's user data in order to make it easier for new 'Meerkatters' to find their friends. This move comes after Twitter acquired an unreleased live-streaming competitor named Periscope, so already Meerkat has some stiff competition to face.

It's a case of wait and see as to whether Meerkat will survive and continue to build on its recent boom. Twitter has obviously gone from strength to strength since it took off at SXSW, Foursquare has been less successful, with many other apps turning out to be short-lived fads. But for now, the future looks bright for Meerkat - it's been a long, long time since something grabbed the media's attention in such a way at SXSW.

Thursday, 12 March 2015

Wearable Technology: More Than Just Watches

Apple has made the headlines once again with the official unveiling of the highly-anticipated Apple Watch, a product that the company are sure will transform the market of wearable technology as the 'most personal device' Apple has ever created.

It's the latest effort by a tech giant to propel the still somewhat-sci-fi concept of wearable technology into the mainstream, and will become one of several 'smartwatches' on the market. What many don't realise, though, is that the potential of wearables extends far beyond watches, with a whole host of weird and wacky devices already in existence and even more to be released in the not-too-distant future. Here are a few examples of useful wearable tech that could become commonplace before too long...

Lechal Smart Shoes

Indian start-up company Lechal will be releasing its hi-tech footwear in the UK towards the end of this year. The smart shoes use Google Maps and vibrations, or 'haptic feedback,' to alert the wearer when they need to change direction to reach their chosen destination, whether they're walking, driving, cycling or running. 
Indian Lechal Smart Shoes Could Be The Next Step In Wearable Tech

3D Smart Cast

This 3D-printed cast from Intel is designed to remove the agony of itchy skin under a cast, with patients able to scratch without harming the broken bone healing process. The cast, known as 'Osteoid,' also helps doctors to track the status of the patient's bones by including a port for a monitoring device to be attached.
Osteoid Smart Cast

PetPace Collar

A fitness tracker and wellness monitor for dogs and cats, the PetPace collar integrates with veterinary systems so that a vet can access your pet's data, such as health alerts and medical history. PetPace tracks your pet's pulse, temperature and respiration and works with iOS and Android to let you monitor their health on the go.

Nod Ring

Nod allows you to surf the web, play games, scroll through photos, type commands and much more without needing to touch a single other device. The 'smart ring' acts as a remote control for a variety of different display devices including iOS, Android, Mac OS X and Windows.

Smart Socks

Perhaps one of the lesser exciting wearable developments, but certainly one which could impact your daily life - a bit, anyway. The Blacksocks Smarter Socks Plus+ work with iOS, with each sock econded with an identity chip to ensure each sock stays with its appropriate partner. Although with a cost of $189 for ten pairs, maybe it's more financially viable to turn up to work with odd socks on now and again...

Blacksocks Smart Socks

Wednesday, 4 March 2015

How To Make Social Media Work For You: Pinterest

Social media marketing Pinterest
Despite only being launched in 2010, Pinterest has become an incredibly successful and powerful social media platform. Based on the idea of online pin-boards, Pinterest allows users to create themed boards of dream items and purchases which can be shared with friends and the public, or kept private. With over 70 million users worldwide, brands have taken up the platform as a way of showing off new products to potential customers, and building their brand. Pins work well for visual and aesthetic brands, particularly as when uploading users have the choice between uploading an image from their computer, or from a webpage. If uploaded from a webpage the image becomes a link, generating website traffic from users actively interested in the products on show. It is reported that 69% of users have bought items that they have found on Pinterest, a staggering stat which proves many companies could witness a real benefit from being active on the platform. 

Pinterest can be particularly powerful if your products are aimed at women, who make up 80% of Pinterest users. Collaborating with popular Pinterest-users can raise your brand profile even further, in a similar way to blogger and vlogger collaborations – inviting users to add to your boards allows their followers to see the work you do together. Pinterest is currently rolling out advertising options, which will allow brands to target users’ interests in a powerful way as the entire premise of Pinterest is to showcase and research interests.

See our infographic below to learn more about how social media marketing can work for you!
Pinterest and social media marketing improve brand

Tuesday, 24 February 2015

Google Grow Local Event Highlights Increasing Importance of Mobile

As a Google Partner, Click Tap Media was invited to stream Monday's 'Grow Local' live event, with the search engine experts offering some important advice to small and medium-sized businesses about how they can use their online presence to grow into something bigger.

The webinar, which was broadcast live from Google headquarters in London, invited representatives from two small companies to explain how focusing on digital has helped their businesses and customer numbers grow significantly over the past 12 months, with a particular emphasis on the importance of mobile and video platforms.
Click Tap Media Streamed the Google Grow Local Live Event

This theme continued in an entertaining and informative keynote presentation from Google's Paul Danks, who shared some incredible statistics to highlight just how important it is to fully optimise your company's mobile site, providing a smooth customer journey from mobile and tablet to desktop, or vice versa.

Google stated that nearly half of user's time on the web is spent on a mobile device, with those between 18 and 34 considering mobile as the first and most important screen they use for online. The 2013 Christmas period showed the first ever 'tipping point,' with more users being online on their mobile devices than their desktop - something which has continued to happen more frequently ever since. A functional and well-designed mobile site is increasingly important for businesses - you wouldn't invite customers into a half-finished shop, so you shouldn't have a website that isn't fully developed across all devices.
Mobile Searches Above Desktop
The opportunities to grow your business online have never been greater, with Google urging smaller companies to capitalise on the fact that the internet presents a global, borderless market - more and more people are getting online at an incredible rate, with 39% of the entire world's population active on the web in 2014. The power of the internet can send businesses or products 'viral' overnight - last year there were more searches for 'Selfie Sticks' than David Cameron!

The Grow Local event concluded with a Q&A session from Google's Product & Solutions Specialist Shane Cahill, who paid particular attention to the growing impact of video platforms for businesses. The way people are watching video content has undoubtedly changed in recent years, with a sharp increase in people watching online via services such as Netflix and YouTube. Unlike television, online video can be accessible at any time of the day, with 50% of all YouTube views now on mobile devices.

Did you watch the Google Grow Local event? Let us know your thoughts by tweeting @clicktapmedia with #GrowLocal.

Monday, 23 February 2015

How To Make Social Media Work For You: Twitter

Improve your brand with Twitter
Our third post in the ‘How To Make Social Media Work For You’ series focusses on Twitter, and why you can’t afford to miss it out of your social media strategy

It is a recent trend that people are more likely to believe something they read online than a fact they hear in real life, and with this in mind it make immediate sense to get your brand on every platform going. However if you don’t have the time or resources to carry that out effectively then you should focus on the platforms most suited to your target audience. Twitter lends itself perfectly to brand marketing, with 67% of users more likely to buy from a brand they are following, and 50% of users likely to recommend a brand in a tweet. If you are confident in your product or service you are likely to have brand ambassadors out there ready to promote you to the Twittersphere! More important are the stats showing that only 55% of users are following a brand because they already like it. This highlights a fantastic opportunity not only for customer retention, but also outreach to potential future customers who are currently just following you because they simply enjoy the content you post.

The largest demographic by a long way is the 18-29 year old age bracket. Over the past few years, social media has seen a steady migration of the younger generation from Facebook to platforms such as Twitter and Instagram. The largest demographic of users on Facebook is are 35-54 year olds.

As such, Twitter advertising is an invaluable tool to help marketers reach this younger demographic of consumers. With the ability for advanced targeting; such as age, interests and competitor’s followers, Twitter ads ensure reach to the people that matter. 
Infographic showing the benefits of using Twitter as a business