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10 campagnes originales et autres opérations marketing réussies sur Twitter

10 campagnes originales et autres opérations marketing réussies sur Twitter
Bonjour à toutes et à tous. Cette semaine, Twitter fête ses 5 ans, et comme vous le savez sans doute, la plateforme compte encore peu d’utilisateurs en France (j’en ai d’ailleurs parlé mercredi sur la chaine France24, vidéo Youtube à l’appui) mais reste toujours très médiatique, largement citée dans la presse et dans la blogosphère. Ainsi, Twitter ne vous permettra pas forcément de toucher un nombre important de consommateurs, sauf si vous arrivez à faire en sorte que l’on parle de vous ou de votre marque. Beaucoup d’entreprises, associations ou sites internet perçoivent bien le comportement à adopter et les différentes actions à mener lors de l’élaboration d’une présence sur Facebook, mais ne savent pas par quel côté aborder Twitter, tout simplement parce que les utilisateurs n’ont pas les mêmes attentes, et la même influence auprès de leur sphère sociale. 1. 2. 3. 4. 5. 6. Ce genre de concours a ensuite été répété à l’occasion du SuperBowl les années suivantes. 7. 8. 9. 10.

Worst Twitter campaign ever? Microsoft committed one of the worst blunders in social networking marketing when it launched a Twitter campaign several days ago using the horrific disaster in Japan as a way to boost Bing. To its eventual credit, Microsoft apologized and donated money to Japanese disaster relief. But what was the company thinking when it launched the campaign? On March 12, a day after the Japanese earthquake and tsunami, Microsoft's Bing Twitter account posted this tweet: How you can #SupportJapan - How many things are wrong with that tweet? Hey @bing, stop using a tragedy as a [expletive deleted] marketing opportunity. Black wasn't alone; plenty of other people felt the same way, and with good reason. Beyond that is the sheer crassness of using the disaster to promote a brand. As Network World notes, Microsoft apologized in a tweet seven hours later: We apologize the tweet was negatively perceived. Microsoft should be commended for donating the money and for apologizing.

Quand Twitter impose sa cadence aux médias en ligne Quand l’actualité s’emballe vient le temps des éditions spéciales et des directs. Crises, révolutions, catastrophes, les premiers mois de 2011 n’ont guère laissé de répit. Une accélération dont raffolent les médias « chauds » comme les chaînes d’information en continu ou les sites d’information en ligne. Place à celui qui sortira le premier l’info. Mais les événements récents ont aussi vu l’arrivée sur le devant de la scène des réseaux sociaux. Twitter qui se présente lui-même comme un réseau d’information apparaît comme un redoutable concurrent pour les médias traditionnels. Une expérience participative d'une belle richesse Le Monde.fr, par exemple, a généralisé ces derniers mois les fils interactifs de suivi en direct des grands événements d’actualité. Son dispositif à mi-chemin entre chat et flux d’information à la Twitter a réuni jusqu’à 25 000 personnes connectées en simultané. Le résultat de cette expérience de journalisme participatif est indéniablement d’une belle richesse.

Fallon Brainfood: Fall0nylitics 2.1 Super Bowl Stats: Mercedes Wins MVP on Facebook, Twitter Christopher Heine | February 9, 2011 | 0 Comments inShare141 ClickZ examines Facebook "likes" and Twitter followers for the big game's TV advertisers. Mercedes-Benz's Super Bowl campaign lifted the brand's Facebook "likes" by 40 percent and increased its Twitter followers by 95 percent. ClickZ began noticing Super Bowl advertisers tease their TV commercials via social channels on Jan. 18; so our team benchmarked the Twitter and Facebook stats for in-game advertisers that were publicly known at the time. Mercedes-Benz's seven-week "Tweet Race" component to its larger Super Bowl campaign was likely more responsible for the brand's big Facebook and Twitter hikes than its :60 commercial starring Sean "Diddy" Combs. The company purchased dedicated "Tweet Race" promos on Twitter and Facebook, as well as via ad networks. The Twitter ads included a Promoted Trend and Promoted Tweet buy on Jan. 24, as well as Promoted Accounts "Who to follow" placements that started running in mid-December.

Les raccourcis clavier de Twitter.com Twitter, c’est bien, c’est rapide et efficace pour communiquer l’essentiel. Il faut dire qu’en 140 caractères, on est obligé de faire dans le condensé. Au final, ce qui prend le plus de temps avec Twitter, c’est encore d’envoyer le tweet. Pourtant, le site Twitter.com propose depuis peu des raccourcis clavier bien pratique et trop peu connus. En voici une liste : De quoi gagner énormément de temps et pourquoi pas rendre le site plus attractif. Multichannel innovation: 15 brilliant examples from 2011 This Wednesday I’ll be attending JUMP, our annual event dedicated to multichannel business. I’m inherently biased but the programme is truly fantastic. I expect to discover lots of new ideas and approaches to help improve the joined-up customer experience. As it’s been a year since the last JUMP I thought I’d collate and share a few recent examples of innovative multichannel thinking. There are only a dozen or so places left at JUMP, which has a capacity of around 1,500 people, so it will be a sell out. NET-A-PORTER’s Window Shop The fashion etailer created a pop-up store window that allowed shoppers to use iPads and smartphones to bring the products to life. Carlsberg’s biker gang prank When I first watched this video it had less than 400 views. Tesco Korea’s virtual store Probably the world’s best implementation of QR codes so far. Bing’s Jay-Z ‘Decoded’ campaign An epic location-based marketing campaign / game, with suitable amounts of bling thrown in. Debenhams’ iPhone & Android apps

Audi’s #ProgressIs Super Bowl splash Audi, the German luxury car brand, has directly merged old-school advertising with new media, making it the first company to feature a promoted Twitter hashtag in a Super Bowl commercial. While the pundits and public are still divided on the number one Super Bowl spot, we’ve sized up here the newest promoted tweet strategy. Beware. The results may surprise you. Initial reviews of the Super Bowl commercial line-up put Audi’s somewhere between cute and mediocre. The creative: The Audi commercial was pretty clever. Did it work? Audi Twitter Account Followers In terms of online reception, Audi’s strategy seems to have been a success. Audi launched several YouTube teaser videos about a week before the Super Bowl to build up hype for the upcoming commercial. Fine. Few unsuspecting viewers, we’d bet, saw the hashtag in the ad. Final call. Editor’s Note: Social Media Campaign of the Week is a new feature we will be running here on SMI.

La désillusion d'une mauvaise stratégie sur les médias sociaux Report: Google Controls 44 Percent Of Global Online Advertising ZenithOptimedia has issued a report that contains both good news and bad news for Google. The good news is: Google controls 44 percent of global online ad revenues. The bad news is: Google controls 44 percent of global online ad revenues. At a time when Google is defending against antitrust investigations on two continents this news is most unwelcome. The shares of all the other major US internet companies are tiny by comparison, though together with Google they control 61 percent of the world’s digital ad spending. Overall the internet represents only 16 percent of global ad revenue according to ZenithOptimedia. ZenithOptimedia says that globally paid search will represent about 49 percent of all online advertising this year. Related Topics: Channel: Video | Google: Web Search | Google: YouTube & Video | Stats: Spend Projections | Top News

How Moonfruit Achieved 10,000% Increase in Twitter Followers in One Week : Karim Gargum Coming soon: Another fine website hosted by WebFaction . If you are the owner of this website and weren’t expecting to see this message, here are some potential causes and solutions: You recently created a new website record, but opened the URL before your changes were activated in the web server and DNS configuration. Wait a moment and refresh. You created a new website record without the current subdomain (for example, www ). Return to the control panel to add the current subdomain to the website record and refresh. You added a new domain in the control panel but didn’t create a site record to link it with an application. Your website record is set for HTTPS , but you visited a HTTP URL (or vice-versa). You tried to access your website by IP address. There is a problem with your account. For more details, please see Error: Site not configured . WebFaction provides modern hosting with friendly customer support.

Twitter, pour de nouveaux usages ? Je me suis trompé de blog, hier, en diffusant la nouvelle geek du jour : il y aurait 2,4 millions de comptes Twitter en France. Les réactions (en commentaire ou par Twitter) ont montré un étonnement et les gens se demandent si ce sont des comptes actifs. Je dois reconnaître que je n’en sais strictement rien, mais je peux faire trois observations. depuis quelques temps, un mois ou deux, peut-être, de jeunes collègues de travail s’interrogent sur ce machin et viennent me voir (a priori, ils ne connaissent pas l’existence de mes blogs mais savent que je ne suis pas le dernier pour tester des conneries sur le web) pour me poser des questions. Ils ouvrent des comptes mais n’ont pas de réseau. L’avenir nous le dira… Peut-être.

Quadrennial events to help ad market grow in 2012 despite economic troubles Global ad expenditure forecast to grow 4.7% in 2012, up from 3.5% in 2011Quadrennial events and Japanese recovery to add US$7 billion (1.6 percentage points) to global growthAdvertisers in much stronger position to invest in marketing than at the start of the last downturnAdvertisers to invest cash reserves to win market share and stimulate consumer demandTen developing markets to deliver half of global adspend growth between 2011 and 2014Developing markets to increase their share of the global ad market from 32.3% to 35.9% over the next three yearsInternet’s share of expenditure to rise from 15.9% in 2011 to 21.2% in 2014, exceeding 30% in four markets ZenithOptimedia predicts global ad expenditure will end this year at US$464 billion, 3.5% higher than in 2010, then accelerate to US$486 billion – a 4.7% growth – despite the continuing slowdown in Europe and fears that its debt crisis will get much worse. We then expect ad expenditure to grow 5.2% in 2013 and 5.8% in 2014.

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