Category Archives: Marketing

Twitter Fixes the Quote Tweet Button for End Users, but Breaks it For the Brands

 

 

Posting this online because i don’t seem to see any conversations about this anywhere and I’m curious how others are measuring the impact of quoted tweets.

Twitter made a recent update to how they render quoted tweets on twitter, read more here:

http://thenextweb.com/twitter/2015/04/07/twitter-is-finally-fixing-the-quote-tweet-button/

 

As an end user this is great because it makes my feed less messy, and it gives me more space to add commentary to tweets. But putting my work hat on, I’m really hoping that twitter has a plan for supporting the 3rd party tools that marketers use to listen and measure the impact of their brands’ tweets.

 

Even when using their own tool, Tweetdeck, there’s no way to surface any comments to the original quoted tweet. Just as example, [1] I quote Tweeted a post from Lenovo around the #VibeShot Campaign.  In [2], I have a column setup to monitor the #VibeShot hashtag, which is in the original tweet. Here we start to see the problem.

 

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As a marketer, I love the new quote tweet style because it encourages people to add their comments to the brand posts instead of just passive sharing. It’s the kind of behaviour that would benefit us since it’s a chance to get qualitative feedback from the audience (vs the quantitative in measuring retweets).

The problem is that currently, there doesn’t seem to be a way to capture any conversation that happens once someone starts quote tweeting our posts. It’s true for TweetDeck, and true for some of the listening tools that our team internally have managed to test out.

Apart from being unable to measure the direct conversations that come out of the brand tweet, another challenge would be measuring the influencer impact when they quote tweet our posts. Any replies, favorites, retweets (not even the quote tweets but the original, “raw” retweets) won’t be measured unless that influencer also uses a hashtag, keyword in their comment. That’s okay with collaborative campaigns where the quote tweet is planned, but every marketer works toward getting someone with a lot of  followers to organically RT or  comment. The new quoted tweet display might give the impression that the original text of the tweet already contains the hashtag, and it would be redundant to use it again in the comment.

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Curious to know which tools in the industry are already supporting twitter’s new feature to measure impact of quoted tweets? Especially since this is becoming the default quote tweet option on android and iOS, and some users are enabled with this as a default on the web interface as well.

Turning Data Into Insights Workshop by HyperIsland

Joined a workshop by HyperIsland yesterday. The focus was turning data into insight by Jonathan Briggs (@jonathanbriggs), one of the founders of HyperIsland in Sweden.

In summary:

1. Have a theory
2. Test against the data
3. Look for simple changes and explore the impact of making those changes
4. Learn to tell stories with your data

He also took the opportunity to share with us some tools that we could use to find data about certain brands/individuals online.

Ghostery – Interesting tool to remind you of the “ghosts” that are present when you visit a website. I’m now using the chrome plugin and it conveniently gives me an idea of who else knows I’m here. It does also give you the option to block stuff if you wanted.

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Tweetpsych is another useful tool. you can use it to get a psychological summary of a person based on what they tweet.

Duckduckgo if you just want to search for stuff and want your results to be unaffected by whether they’ve been paid for or not, this is a search engine to check out. Apparently, it’s based on Bing search data but built with the Yahoo Pipes platform.

Similarweb pretty good website for getting traffic insights presented in a visually appealing manner. You can use this to do competitor research as well.

Spyfu another good tool for competitive research. Gives you information on best performing keywords, you  can compare with compete websites for keyword overlaps and unique keywords. The free trial version gives you a few of the top ones on the list but you’d have to subscribe to get the full list.

Crazyegg very interesting tool for showing you how people interact with your web page. It basically gives you a heatmap of where people interact the most, a scroll map of where people scroll to the most, and a confetti tool that tells you where people are actually clicking, including information like where they came from, what search terms they used to get there, etc.

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