Twitter 280 character tweets – what you need to know

Users aren’t happy about the new Twitter 280 character tweets…

In a nutshell, the twittersphere is mostly opposed to the idea.

Twitter has already begun trialling 280-character tweets with many famous personalities and celebrities across the platform, most of which aren’t fond of the idea themselves.

Jack Dorsey (CEO of Twitter) gave this official statement:

 

 

Previously, Twitter had loosened up the character count restriction by excluding images/GIFs/videos from taking up 24 characters. This was welcomed as it didn’t really change Twitter’s core concept of 140 characters.

However; doubling the character count and changing what made Twitter, Twitter, is making people unhappy to say the least.

 

How did people react?

Here’s how some Twitter users reacted.

WARNING – Get ready for some seriously witty comments:

 

We did warn you…

Why aren’t people happy?

Here are some of the reasons why Twitter users aren’t happy.

 

Twitter is losing its originality:

Some would say Twitter’s defining feature is the fact that users must articulate themselves with the limited 140 characters they’re given. Take this away, Twitter loses its originality…simple.

The whole concept of Twitter is to say what you need to say in the most efficient manner possible. The 140 character limit is its defining feature and, without it, it just wouldn’t be the same.

 

More annoying:

Twitter is a very fast-moving platform. Your Tweet is probably only visual on someone’s timeline for a few seconds. Unfortunate, but that’s how the Twitter algorithm works.

Now, imagine the same number of saturated Tweets, only double the size on your phone. It could prove to be very annoying for users.

 

Double the spam:

Twitter users have been begging for less spam on the platform, however; they’ve just been given 280 characters instead.

It portrays Twitter as a company who simply doesn’t listen which causes much frustration.

 

More Hate speech:

Hate speech is another issue with the social media platform. This issue was certainly raised when Twitter rolled out beta testing for 280 characters…see examples below:

 

Donald Trump:

Lastly, some users are just annoyed that Donald Trump is allowed 140 MORE characters to offend people on Twitter…a fair complaint.

 

 

Well then…

A huge reason FOR the Twitter 280 character tweets

Whilst most of the comments were negative, a handful of people made a really good point.

 


German is one of many languages with longer words that articulate the same points. This new update would work in favour of those non-English speaking users.

What should Twitter do?

It’s no secret that Twitter is in danger. Facebook just surpassed 2 billion users whilst Twitter is just shy of 350 million users.

In this time of peril, they need to be careful. People are afraid of change, but you can always make the shift a little easier with some reassurance.

A lot of users are under the impression that the glory days are over. Is this the end of witty responses, short news updates and more?

It certainly isn’t; but it’s obvious that this will usher in a new dawn for Twitter.

They’re making room for something new and that’s not a bad thing. Perhaps this new change would be received better if people understood what they were getting in to.

There’s only really one way to find out, and that’s to wait until this 280 character count is rolled out to everyone.

You have to admire the gamble Twitter are taking, let’s hope it works out for the best.

What do you think is the smartest move for the social giant? 

How to Create a Memorable Marketing Message

It’s the dream isn’t it, being able to spawn a couple of lines for a memorable marketing message, shove it all over your marketing material and have it draw in tonnes of business for you…

 

I’m sorry to say that is very much a dream. Marketers like me dream of our marketing terms going Viral, but it usually is the rarest cases that it happens.

 

However, there are things you can do to help improve that, and one of those ways is by making your marketing message memorable!

 

We’re currently attempting this with a client of ours with some rather riské messaging (not too bad I assure you) but rather playing on the emotions of the customers. See what you think:

 

“This is the only noise your neighbours won’t complain about…even after 10pm”

 

 

Think what you like, it’s about a Washing Machine!

 

But it played to an emotion right? The shock, the tease – you won’t forget that in a hurry!

 

You have to ask yourself some important questions if you want to get that kind of emotion through from your marketing efforts, and they are:

 

1) Is the message you’re thinking of putting going to be remembered, or is it a copycat message you would see on website headers all over the internet?

 

2) Is there a unique twist to your message?  If you’re in a competitive niche then the way to stand out is by weaving your personality into your branding!

 

3) Are you speaking to the right people?  Even a memorable marketing message won’t hit the mark if you’re delivering it to the wrong people!

What I’ve learnt about Digital Marketing Strategies

So at the beginning of this week, I was told I would be delivering a Seminar to a group of 50+ about how to create the perfect Digital Marketing strategy.

Boy was I excited! (That’s not sarcasm, by the way, I love doing these things!)

If you’re interested in attending the seminar, there are some tickets still available! It’s a free event being run by NatWest on the 12th September. Click here to find out more!

I started to put my thinking cap on, looking at what I currently do for clients when helping create their Digital Marketing strategy as well as the latest hints and tips, and I thought to myself – What snippets can I share here?

Here are some little eye-openers for you about what I’ve learned this week about Digital Marketing Strategies that I wanted to share with you:

  1. They are completely unique to you

Obviously, I knew this before, but I just wanted to stress the importance of it!

Literally, no person is going to have the same Digital Marketing strategy. If you think you can just Google it, you’re very wrong!

They require in-depth analysis into your Target Audience, what resources you have available and even your budget.

  1. Everything is going to be laid bare if you’re doing it right

If you’ve done it right, you’re going to be looking at the bare bones of your Business when you’ve created your strategy.

I’m not talking your personal details or anything, I’m talking about what makes your Business tick, and who your client base is.

It’s a really good opportunity to get to know your Business again!

  1. You’ll learn something new about your Business

Not only are you going to learn about your Business again, but you’re bound to learn something new too!

Maybe it’s a new Target Audience that you haven’t tapped into, or that you learn that your Paid campaigns could be better – it’s all something new!

  1. Get more than just yourself involved

This Digital Marketing strategy is going to be embedded into your Business, so include more than just yourself!

It’s not meant to be kept secret, it should seep through into everything you work on, so get your staff involved if you can. Not only will they appreciate being involved, they might have some really helpful suggestions!

  1. You need one

If you want to get anywhere in your online marketing, you would be very stupid not to have a Digital Marketing strategy.

These documents contain information about how you can be successful online and reach your goals – who doesn’t want that?

Do you want to do marketing online? Start making yourself a Digital Marketing strategy!


If you’re interested in attending the seminar, there are some tickets still available! It’s a free event being run by NatWest on the 12th September. Click the link to find out more! https://www.eventbrite.co.uk/e/a-digital-strategy-for-business-growth-tickets-34850185844

Getting the best performance from your staff

The whole is greater than the sum of its parts. Agreed, but you need to understand each component part and how they fit together to create the overall picture.

Understanding how the pieces of a jigsaw fit together is part and parcel of the challenge, but, think about it, at least when you buy a jigsaw you get to see what the final picture looks like on the front of the box, that’s the thing that draws you into the contest of completing it.

Business is very much the same, you should have a clear picture or, vision, mission, goal, objective outcome, or whatever else you might want to call it, before you embark on the journey.

When I first started out in business, I had a very hazy, grandioso vision of what I wanted because I was more drawn in by the glamour of saying I was a managing director or in my case, I chose the more exotic title of Chief Executive Officer (ah, the trappings of self-importance and wanting others to see you in a certain light), without actually knowing what it fully meant.

Looking back at the beginning of my journey, although I was never involved in the technical delivery of work, because it was never my core competency, I was always, what I thought working ‘on’ the business rather than ‘in’ the business.

I was forced do to this, because I was never au fait, with the technical elements of my chosen field of business. From the very beginning I had to employ people and surround myself with subject matter experts.

Without me knowing it, what this has taught me and honed skills in, is understanding how to build successful teams on a shoe string budget, more importantly, what individual skills people possess and how they fit into delivering the overall vision of the business.

So, you may ask yourself, what’s the one piece of advice you can take away from the mistakes I’ve made, on this particular subject; Wait for it, drum roll…

Square pegs in round holes – Understand your staff and what they love doing in the business, and get them doing that ! Its not rocket science.

Now my vision for the business is crystal, and I know exactly how its going to happen. The ‘when’ I’m not too bothered about because I know when the conditions are right the component parts will come together to create the whole.

5 Reasons You Need A Digital Marketing Agency Right Now!

This awesome blog was written by Parvesh Bansal, and with assistance from Helen Fulton

Digital Marketing, as we know it, is a very visual part of a business.  With so much competition out there, how do you make your business stand out?

You then have to ask yourself, do I have the time to dedicate to creating a remarkable Digital Marketing campaign? Anything less than great isn’t good enough!

This is where the debate between In-house Marketing vs. Marketing Agencies comes into play!

Some think it’s better to take on their own Digital Marketing because they know the business the best.

Others think that they want to rely on the heavy experience of a Digital Marketing agency instead, and that’s cool too!

You have to look at the pros and cons of each idea to fully understand which the best is for you – and we’ve done just that for you!

Advantages of In-House Marketing

  • You Save Money – If you can do it in your own space and don’t have to pay X amount to someone else to do it, you might as well save where you can!
  • You can see what’s happening – Instead of having to call or email someone else, you can see the exact impact for everything you do!
  • You are the Brand – And if you’re solely dedicated to that brand, you’ll do better right?
  • It’s linked to you – So if something goes well, you can reward yourself, but if something goes wrong, well…

Everything always has its benefits, but also its negatives as well!

Disadvantages of In-House Marketing

  • Resources – You’ve already got your business to handle, do you have the time and the resources to handle your own Digital Marketing too, or would it be easier to give it to someone else?
  • Your Location – Agencies can work Worldwide to meet client demands, how far can you reach from your office?
  • You might be wasting your time – Unless you can afford someone with experience in Digital Marketing, it’s going to be someone else’s job, and because they may not know that much, that person could be wasting their time on something they don’t know.

On the other hand…

The purpose of a Marketing Agency is clear and simple. You’re paying them to promote your company and make it as known as it possibly can.

These agencies are usually referred to as ‘Creative Agencies’, simply because they’re the creative geniuses behind great marketing campaigns!

Not meaning to toot our own horn or anything…

Advantages of Marketing Agencies

  • You’ve still got control – So many people assume that once your Digital Marketing is in the hands of an Agency, that you lose all control – you actually have more say than you think!
  • Communication – One of an Agency’s top priorities is to communicate with you – if anything you’ll have a go at us for over communicating!
  • It’s cheaper – If you hire a whole team to manage your In-House Digital Marketing, you could be spending thousands on each employee. At an Agency, you pay one cost for lots of different team members!
  • We’ve got the experience – enough said I think!
  • Frees up your own staff – Are you a small business with someone doing your Marketing as well as other things? Give them time to focus on their priorities and let an Agency handle the marketing.

We’re not biased though, Agencies can’t do everything. Here are a few things Agencies can struggle with…

Disadvantages of Marketing Agencies

  • If you choose the wrong one – So this may not be our fault per say, but it is SO important to pick the right agency for you. Some agencies have specialities that you may want, and some might be totally useless. Check them out fully before you invest!

(Just for your information, it is very rare to find a bad agency!)

  • Un-coordination can cost – If the planning doesn’t work, and there’s a lack of communication, it could cost you dearly! Make sure everything is planned out before you start working!

So what do you think? Are you going to invest in an In-House Marketing team, or give yourself a break and leave it to the experts in the Digital Marketing Agency? Let us know in the comments!

Why aren’t brands personalising their service?

There is huge potential in the marketing industry which brands are not incorporating into their marketing campaigns, it makes you ask yourself…

Why aren’t brands personalising their service?

Over 62% of ecommerce brands do not utilise digital marketing with a personalised approach, due to the lack of data on customer insight and the journey they go through when online.

A great technique is already being implemented on e-commerce sites and is helping convert prospects into customers for many businesses. For example, when prospects are on your site and abandon the shopping cart, personalised emails to this user such as “Don’t leave just yet, free delivery with your order”.

These triggered emails have shown to be effective, however, a report from Episever shows only 28% of companies are using this method from 70% of companies that are using email marketing.

Brands should be aware its 2017, we do not have time (or the customer is downright lazy) to search for the products or services we need, the importance of personalised content is critical, so we can find what we want as quick as possible.

Jeep

Companies such as Jeep are integrating personalisation and technology together. With the help of augmented reality (AR), it’s allowing customers to create their very own Jeep in front of them. Jeep believe the future consists of customers creating and even ordering their custom made cars from the comfort of their own home.

Furthermore, they see AR as a mass marketing selling tool as the next generation of smartphones will be AR/VR ready, which marketeers will look to exploit.

Why aren’t brands personalising their service?
Jeep augmented reality

NIKEID

Going back to the early 2000s, when Nike introduced NIKEID a platform which allowed us to personalise Nike products for a premium. As it is being sold direct to the consumer, this enables Nike to create higher profits. I remember during secondary school (2007) a few classmates would spend time during their I.T lessons to make their own trainers and show off their creation to each other… nothing has changed. We still desire the empowered feeling of creating something unique.

Why aren’t brands personalising their service?
NIKEID personalisation

It is a real shame that there are brands out there, who don’t really know who their customers are, and thus fail to create personalised marketing campaigns.

Kano Model
Kano Model

In relation to the Kano Model (see above), customers want to be delighted with what you offer, offering a must-be service will eventually be overlooked as customers wants and needs are forever changing as they expect more!

Next week we will share some top tips on how to improve on your personalised marketing.

Charities using digital – why isn’t it happening?

Why aren’t charities using digital?

The charity sector has, and will likely continue to, play a huge part of Britain. This is reflected through British values and backed up by facts such as:

  • The UK being the most generous country in Europe.
  • The UK’s position in the top 10 for most generous countries.

Charities need to take a digital leap of faith, as the majority do not utilise digital tools within their marketing strategies to help them grow.

As it stands, the average adult in the U.K spends between 8 to 9 hours on social media a day, this alone shows the importance of social media.

smartphone
To you and I, the process of setting up and running social media accounts may sound simple. However, for numerous charities, this is something they are anxious to explore.

This is the case for almost 50% of charities in the U.K, who have no forms of digital strategy whatsoever. Those who do, do not have a strategy for the long term.

Charities are missing out on potential fundraising from vast communities online, which is problematic.

ALS Challenge

We have seen the success of viral social media marketing in the case of the Ice bucket challenge, raising money for ALS.

It added an element of fun into the mix, whereby people would pour a bucket of ice water on themselves, video it, then nominate friends/family to partake too. Furthermore, this medium of marketing was perfect when targeting millennials (Generation Y), with the results speaking for themselves.

Prior to the #IceBucketChallenge, the ALS foundation achieved $3 million in donations. That number increased significantly to reach $100 million the following year.

Here’s a great video showing the heights of the ALS challenge’s success:

What needs to be done

The charity sector needs to adapt to the up and coming generation to prosper. According to the Digital skills report:

by 2027, 68% of their respondents believe the charity sector will change due to digital.

However, that is 10 years away and this change needs to happen much sooner.

Generation Z (those born after 2000) need to be won with “imagination and emotions” argues Kantar Millard Brown.

Digital media can be used for storytelling, as it is easier to put across emotion through an image/video.

Syria 360

A perfect example of this is “Syria 360”, created by Amnesty International. With the help of a VR (Virtual Reality) headset it threw the user in to what the people of Syria are experiencing, which they would be able to see and hear. This campaign went on to win “Digital Innovation of the Year 2016” from Third Sector Awards and increased Amnesty International’s direct debit sign ups by 9%…

Charities still aren’t putting enough resources towards digital and social. We live in an age where we meet, buy, sell, online. Charities can’t afford to be left behind and miss out on many years’ worth of opportunity.

The delivery of robots

Following on from last week’s #TechTuesday, is “the delivery of robots”. Yes, I know it’s Thursday…techincal issues…*sigh*.

Anyway, moving forward!

In London, robots are being trialled to deliver packages and other goods.

Imagine collecting your food or goods from a robot instead of a person.

These self-driving Starship robots can deliver over 10 kg worth of goods at a speed of 4 mph. The aim is to use the bots to deliver the final mile of these deliveries, with the main selling point being zero emissions.

Currently, they’re semi-controlled by human operators (when needed) who watch over three robots. This number will increase in the future as they aim to have one person watching over 100 robots.

The robots, through the help of the internet and GPS, can weave through pedestrians and can even cross the road safely. Could these bots potentially be a common siting in the cities?

If so, make sure you pay attention to these miniature bots as well as dodging small animals and children on your morning walks!

Starship robot
Starship robot delivering groceries

There are so many variables that need to be considered for this type of service to be successful, such as speed, security and consistency.

Our faith is placed into human delivery, however, we may feel this as this is all we currently know.

Do we care about the interaction we have with the person delivering the goods?

We live in a “dare to try” world where innovation is king. Quite often this results in many processes and products failing to live up to the potential we thought they would have.

Information gained through trialling and potentially implementing self-driving robots permanently could aid with the production of delivery through aerial drones which is always talked about.

Will the delivery of robots to our lifestyle be a success or a failure?

The inevitable future of AI marketing

The inevitable future of AI marketing?

It’s happening, isn’t it? Each day we witness (and read news of) newer technology that will assist our lifestyles. Currently, we have our foot in the door for an AI (Artificial Intelligence) world, whereby technology assists us in simple, everyday tasks. Our phones provide a prime example of AI, with softwares such as Apple’s Siri, Google’s Assistant and now the latest AI from Samsung S8’s called Bixby now being common. The race is on for which company can make the best digital assistant.

As general consumption of AI is on the rise, so is AI assisted Marketing. This will provide businesses with new methods to target consumers, giving large corporations the “edge”.

For example, with Bixby there is video integration. An example of this is provided in the Samsung S8 advert, where a video of someone running appears and then, after the user clicks on their trainers, it takes you to the product in the brand’s online store. This is a gold mine for digital marketing, as it will enable companies to cross-promote, sell more and create higher brand awareness.

Samsung Bixby
Picture from Samsung

This technology could be replicated into other “day to day” products such as TVs or even fridges in the future, whereby you can order milk via your fridge. We can take this to another level through AI Marketing, where automated technology can aid humans in making important decisions, as it can help gather a large amount of data and present you with possible outcome or solutions.

Over time, AI marketing will develop further as it will understand emotions/behaviours which are expressed through social media. As CEO of Sysomos Peter Heffering said “social media has always been about people interacting with each other”. As long as posts are automated to individual customer needs, then they will be content with the predictive customer service.

However, the takeover of technology has even caused technological leaders (such as Elon Musk) to suggest putting in measures to ensure intelligent machines can still be under full human control. I mean, we’ve all seen what happens in Terminator with Skynet… hopefully this isn’t the inevitable future of AI marketing we are expecting and we see a less morbid ending.

What is the future of AI marketing? Let’s talk in the comments!

STOP connecting your Twitter to your Facebook account!

Don’t fall into the trap, connecting your Twitter to your Facebook account is SPAMMY.

It’s far too easy to automatically connect your Twitter account to your Facebook profile, however, it is NOT a good idea to do this. So if you’re reading this thinking “holy crap I’m one of those people”, hopefully this blog will make you take action to disconnect.

The thing is Twitter and Facebook are completely different social platforms with different ways to engage. They both warrant a different social etiquette.

So why do people do it?

Initially it may seem like a good idea to let your friends know exactly what is going across all your social platforms. However, Twitter and Facebook engage socially in different ways. Your community, audience and friends expect different things from the social networks.

If you’re mid conversation with a community member on Twitter, and its connected to Facebook, then what relevance does this conversation have to your Facebook community? None!

In the main, Twitter is a volume based network, you can tweet many times in a day with little or no interaction. It’s because it promotes the fact you can follow hordes of different people, some you’re maybe familiar with and others who are complete strangers. Its loose permission based structure encourages this and therefore you can, in theory, connect with most people.

On the contrary Facebook, is considered a much more personal network. Its permission based, and therefore you have to have some kind of familiarity before accepting someone into your network.

Here’s the biggie, the culture of each social network are poles apart, so combining them could mean alienating your communities.  After all who wants their timeline full of tweets that, quite frankly, make no sense and appear spammy.

STOP connecting your Twitter to your Facebook account!