Posts Tagged ‘Twitter’

Hitwise releases Oprah Twitter data

April 21, 2009

Whoever says Oprah doesn’t have an impact on society is full of it. Hitwise released data today showing the lift that Oprah gave Twitter. It’s quite impressive to be honest. There was a 43% increase in visits on April 17th from April 10th. 

Now, the larger question is will the early adopters jump the shark and head somewhere else now that every soccer mom in America knows what Twitter is? When Omniture Summit was in town, I asked a few key industry names why doesn’t anyone like Plurk, mainly Jeremiah Owyang and the responses were, “Who do you know on Plurk?”. It was a great response then, but will the early adopters of Twitter want to get away from the masses? Not sure Plurk is where they will go, but could be. What about FriendFeed? Or will they stay with Twitter and just keep their following to people they want. As long as Twitter can handle the bandwith issue, there is no immediate impact on any user prior to @Oprah and @aplusk.

At the end of the day, it does not matter. What does matter is that Oprah drove a ton of new people to Twitter and they will see a lot more accounts. The question is how can marketers utilize Twitter and how can Twitter monetize the increase in traffic.

Twitter hashtags for monitoring out-of-home

April 20, 2009

I had written in February about brands pushing the conversation to Twitter through “big seed” marketing and monitoring it through hashtags. Today I read an article about how Land Rover is doing just that. They are using out-of-home media to push people to Twitter and use hastags. The hashtag is #LRNY.

I am pleased to see this finally happen as it makes so much sense and hats off to Land Rover, Twittads and Wunderman for making this a reality. I’m sure we will see more of this kind of integration between digital and traditional as there is no incremental cost to using Twitter as the platform for conversation and hashtags make it easy to track/monitor.

Twitter is to publishing as iTunes was to music

April 7, 2009

Twitter is posing a serious threat to the traditional publisher, both online and offline. The internet has changed how we consume media and Twitter is pushing the petal to the metal. We now consume a lot more of a lot less and with Twitter, it’s in 140 characters. Yes, I understand that a lot of times Tweets have links which take visitors back to content rich sites, but I can see news through a Twitter feed. This calls for innovation.

A similar switch in consumption has recently occurred in the music industry. People were no longer required to purchase the full album, but rather a single track. This allowed customized “albums” to be built. Purchased is a different story. Consumers no longer wanted to buy a $12 disc for a song or two, but rather 2 tracks for $1.98. Consuming a lot more a of a lot less. Similar concept. Niche categories like 23 genre’s of House were created and the long tail continued, read Chris Anderson’s book.

I know there are several other music models in the industry, but iTunes paved the way for innovation and a lot of skeptics have been forced to eat their words. As we continue to see newspapers fall, online publishers must take note and innovate or they will be next. They cannot compete on speed. Plain and simple, they will not win on breaking news stories. They must find ways to innovate. Today we may trust the local “reporter” who is next door just as much as a news outlet. 

Media outlets are at a critical junction in their existence. What was once the kings empire, is now at risk of falling to the commoner to a simple tagline of “what are you doing”.

Twitter: To buy or not to buy

April 3, 2009

A lot of buzz his morning about Google and Twitter. Will Google buy Twitter or won’t they? At the end of the day, Twitter will need to monetize it’s amazing growth or sell out and let someone else figure it out. Depending on what side of the fence you are on, you could argue which way makes the most sense.

Google buys Twitter:

Google knows what industry they are in. They have stopped trying to become the behemoth media company and focusing back on search. After all, it’s what they know. I didn’t Google was smart to try and get into print, TV and radio and now looks like they realized it. Google bought YouTube not because it was a better product than Google video, or more popular, but the search volume. YouTube now ranks #2 behind Google itself for search volume. Guess who is increasing search volume??? Yep, Twitter. The problem with the concept of Twitter as a search driver to monetize through ads is that over 50% of Twitter traffic is not through the site. Thanks Tweetdeck and TwitterFon!

Google to pass on Twitter:

The last point about Twitter search volume and how it’s not happening on Twitter. More and more applications are using the Twitter API to access the data and people no longer need to go to Twitter. Think destination free web. Google knows how to make money on search volume. It took them longer than I expected on YouTube, but video is a different beast dealing with context. Also, Twitter has become the search engine for NOW. If I want to know what is happening now, Twitter breaks the news the fastest. Just depends on who you follow to get it sent to you, or if you have to search for it. How many advertisers can predict what will happen and capitalize on what will happen in the future? Not many.

The risk for Google not to buy Twitter is that it will continue it’s phenomenal growth, and be a much more expensive acquisition in the future. Buy it while it’s “cheap”?

My two cents: I don’t want to see ads plastered down the side of Twitter search. If third party sites monetize through Google, that’s fine. Don’t mess with Twitter, even though less than 50% use it to access Twitter anyways.

So will we see a “Twoogle”?

Twitter & SEO

March 24, 2009

Twitter recently made a big change to the way they format their title tags on profile pages. They no longer keep the Twitter…. tag, but rather list the User Name and Profile name. This will help out brands and individuals immensely who are trying to gain more traffic through the search engines.

Although the link drives the visitor to the Twitter profile, it’s there that the URL listed can be the corporate website. 

It’s no longer just MySpace and Facebook profiles showing up on the SERP’s. Twitter is there too!

Twitter ads search to some home pages

February 19, 2009

Twitter announced they are beta testing a new search feature. Rather than having to use a third party application or go to search.twitter.com to search for trends or content, you will be able to search directly from a profile. This is a brilliant move for Twitter as it supports the notion they can become a “search engine”. The content is not static web content, but rather real time content and conversations.

Wikipedia was the most updated content during the shootings at Virginia Tech, now Twitter is the source for the most up-to-date news content on the web. Rather than seeing what is “indexed the best” and not necessarily the most recent, Twitter allows you to search what is happening right now as Tweets often have a half-life of a fruit fly. 

Making the search functionality easier to access is another arrow in Twitter’s quiver for changing the search landscape. Even though there are several different thoughts about Twitter and different uses, it continues to grow and make a legitimate threat to certain types of search queries once owned by the traditional search engines. Google needs to keep Twitter under a tight watch.

Twitter receives more funding

June 25, 2008

Twitter received another round of funding which evaluates the service around $100 million. Jezz Bezos from Amazon was one of the leading funders. With a simple call to action of “what are you doing” Twitter has become quite popular as many different uses have been figured out. There is still no clear revenue model behind the platform, but several other online platforms figured it out later as well.

Most of the funding will hopefully go to making service regularly available as it struggles to match consumer demand and often crashes.

So for all the Twitter haters, looks like it has made its mark and is going to be around for awhile or at least until it’s bought.