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Social Media meets Cross-Media – The Results

We recently produced and ran a cross-media campaign that integrated beautifully into Twitter. For all the details of the campaign itself then take a look at my previous posting.

The campaign was tightly integrated into what we (XMPie) were doing at a UK trade show (MediaPro Expo 09) and was specifically targeting people to allow them to jump the queues and get a ‘VIP’ badge to attend the demonstration.

This campaign was exclusive to Twitter; which meant that anyone that wanted to experience it had to be a member of Twitter.com and they had to follow the account that we had set up. This again kept the campaign contained to a particular medium. When the campaign was initiated we seeded the viral element on about 5 twitter accounts, and we created a small press-release that went out.

Everyone therefore came into the campaign by responding to a viral message promoting the campaign or came in because of the press-release. There were a few that responded because of word-of-mouth.

Looking at the final results I believe that the viral element to the campaign was ‘potentially’ seen by 20,000 – 30,000 people. I say ‘potentially’ because only a small percentage of people will actually read every ‘tweet’ that they see from someone they are following – so the chances of seeing the viral tweet from the campaign was small. To that effect I cannot really draw any conclusion – except that the potential audience was relatively confined and small (in comparison to what it could have been if we had continually tweeted the viral element).

140 people responded to the call-to-action and followed the Twitter account that we had set up – but only 110 (79%) of those people actually came into their personalised website (RURL), which is interesting. I can […]

Social Media meets Cross-Media

I recall having sat through several presentations in the space of several weeks; all talking about the print industry and how both personalisation and cross-media were important. However within each presentation the presenter had also gone on to say that Twitter was also important; but only as a communication channel.

To a room full of commercial printers, market and service providers I could see them struggling to understand just how Twitter was important to them in delivering better communication services for their customers. I have to say, I was struggling as well. However I had a rare ‘moment’ in which I could see a way of using both technologies together to achieve an effective goal.

Twitter as we all know and love is great for micro-blogging and real-time social communication. Twitter exists for people/companies to act as content providers and for others to decide if they want to listen to them. They do this by ‘following’ those accounts that they have an interest in. Cross-media campaigns on the other hand exist to allow marketers to develop a conversation with a customer about a service, product, event or process. However in traditional campaigns marketers are normally forced to select customers that they would like to target the campaign at. Sometimes at random and sometimes selectively.

So, what if Twitter could be used to drive ‘interested’ people into a cross-media campaign about a product, service, event or process that they are actually interested about?

To test this principle we used the UK event, MediaPro Expo 09 as the topic of a campaign.

The process goes something like this:

A Twitter.com user openly decides to follow @xmpiemediapro09 as the account set up to promote XMPie’s activities at the show
A bespoke application written using XMPie’s APIs then recognises that a new […]

Loving Twikini: Windows Mobile Twitter Client

Ok I am no stranger to tweeting – and I have constantly struggled to find a Twitter client that I have been happy with. I even was quite envious of those iPhone users with their nice client Twitter apps. The ones that I have used to date have either been clunky, slow, lacking in functionality or just plain bad!

Well no more – I’ve found Twikini (from Trinket Software); a new Windows Mobile (5, 6, and 6.1 are supported) Twitter client that seems to have a clean and useable UI, it’s fast (very fast) and has the functions that I want (such as Twitpic integrated).

 
Twikini offers a powerful and efficient way to use Twitter on your phone. It conveniently updates your favorite feeds in the background, and leverages the camera, GPS, media, touch screen, keyboard, graphics and storage capabilities of your device.

Our goal is to make Twikini the best designed Twitter app for Windows devices in the world.
 

Bizarrely it even has some integration into Windows Media Player which will automatically tweet the song and artist I am listening to. I doubt that will catch on and could actually lose me followers!

Twikini is a breeze to install; just download the CAB file from http://www.trinketsoftware.com/Twikini/ and you are away.

Happy tweeting…

Managing all your social networks in under 2 hours a day using RSS!

OK, so I am guilty of occasionally spending too much time in a day keeping up with the various industry and personal blogs that I read; updating various social networking sites and of course Twittering.

“There has to be an easier way to manage this”, I thought; otherwise this could easily consume my entire life. A balance needs to be struck between not maintaining your social network and it ruining your life.

Possibly the easiest way of doing this for me is to use RSS feeds (if you are unfamiliar with RSS then take a look here for a good introduction).  Using various RSS feeds it’s possible to bring in all the various social networking sources into one place so that you can monitor them, keep up to date and make judgement calls as to which items need further attention.

Google Reader is superb RSS aggregator made just for this task; always there online, easily configurable, useable offline and whilst on the move! Google Reader also lets you publish your aggregated feeds back out into the community.

Within Google Reader I have now brought in RSS feeds from:

My LinkedIn profile, showing me my network updates.
My Facebook Friends status, showing me what everyone’s up to.
My personal Twitter Feed, echoed what I have posted.
My Twitter Feed showing all the tweets that I have received.
Various other Twitter feeds, for various keywords (XMPie etc.) so I can keep a track of the Twitter-Buzz for various things.
Various industry blogs and news feeds.

Connecting to LinkedIn:

On LinkedIn; connect to your account
Under your Home page, you should see a RSS Logo.
Click on there and configure your RSS feed before added it to Google Reader

Connecting to FaceBook:

Login to your FaceBook account
Select Friends from the tabs at the […]

By |February 27th, 2009|General|2 Comments

TweetDeck on Ubuntu

For a while I have been using TweetDeck on my XP laptop to interact with Twitter. However I also have a ubuntu desktop which I commonly use as well; so I set up looking to see what Twitter clients there were for ubuntu. After a slightly fruitless search I stumbled back upon Adobe Air (which is what TweetDeck is developed using). Could you install Adobe Air on ubuntu I thought? Sure came the answer. david@george:~$ wget http://airdownload.adobe.com/air/lin/download/1.5/AdobeAIRInstaller.bin david@george:~$ chmod a+x AdobeAIRInstaller.bin david@george:~$ sudo ./AdobeAIRInstaller.bin That will get and install Adobe AIR on ubuntu david@george:~$ wget http://www.tweetdeck.com/beta/TweetDeck_0_21_5.air I couldn’t find a command-line way of installing an Adobe AIR application, so the simplest way is to double-click on the .air file and install it through the Adobe AIE Application Installer. However once that is done, TweetDeck sits proud on the desktop and works! Yeah!

By |February 17th, 2009|Blogging|2 Comments

And in that moment of silence, the world seemed calm again

What happens when a social network like Twitter fails and falls over … silence, pure silence that’s what ;-) 
For a period of time this afternoon all that Twitter users saw was a message stating that something ‘was wrong’ …. “no sh#te”, said Sherlock. And at that moment millions sighed, swore a bit and then turned around and actually talked to the person next to them. Well what else could they have done? Twitter was not twittering any more.  

By |February 11th, 2009|Blogging|0 Comments