Tag Archives: social media advertising

Apple’s Winning Twitter Strategy

During this month’s Apple Event, when Apple announced new product releases for the world to drool over, Twitter felt more like a farmers market than a social media platform. As a Project Fi advocate, images of a sleek phone with a technicolor screen didn’t do much for me. What did catch my attention was Apple’s use of Twitter advertising strategies to promote and ultimately own their #AppleEvent.

Apple’s Paid Media Wins   

The most impressive aspect of their recent media push was their paid strategy. Instead of buying placements across multiple platforms, they picked one digital platform that’s highly relevant to tech lovin’ early adopters and focused their paid social efforts there. According to Digiday, they purchased a promoted trend, “like a reminder” custom placement and promoted tweets. This single platform focus demonstrates confidence in both their audience and the platform, which is prime advertising real estate for events, trends and conversations.

They also took time to create promoted tweets in 12 different languages, like the example below. This further indicates that they know their target audiences and want to connect with them through a relatable experience.

Apple’s Owned Media Misses  

In my opinion, a big missed opportunity for Apple was its continued organic silence on Twitter. They have never tweeted and an #AppleEvent didn’t change that organic strategy. Over the years, organic social media content has seen a decline in reach, causing a decrease in engagements. Typically when we run digital advertising campaigns, we see an increase in profile traffic and engagement, indicating that the most engaged members of the audience want a place where they can engage with a brand immediately after seeing an ad. By not tweeting organically, Apple missed out on organic reach and engaging with superfan conversations.

Apple’s Earned Media Love

Last week’s paid strategies directly impacted their earned media love. Promoting a trend was a brilliant idea, which gave #AppleEvent extra exposure and probably greatly impacted usage and engagement, like this user’s tweet:

What did you think of Apple’s Twitter takeover last week? Did it inspire you to join the conversation, or better yet, pre-order an iPhone XS? Let me know in the comments below!

Olivia Ward is a Director of Digital Strategy at CenterTable, where she creates digital marketing strategies that make client dreams come true. She has more than 10 years of experience helping brands find and target their audience IRL and digitally.

The Social Media Advertising Landscape Is Changing Drastically

weekly-reads-header-5

While Facebook and Google still own the lion’s share of digital and social media advertising, the landscape at the platform level is undergoing a seismic shift. The days of creating content that is intended to work on multiple platforms are long gone and the era of hyper platform-specific creative is here to stay. 

Facebook

Fast Company: Facebook promises to nix its tools for discriminatory ad targeting

If you advertise on Facebook you may have seen recent updates notifying you that certain targeting options being used in your ad campaigns may soon be going away. Facebook has already removed many targeting options that may allow individuals to be targeted “on topics that relate to potentially sensitive personal attributes, such as race, ethnicity, sexual orientation, and religion.” The rest of the targeting options will be removed in the next 90 days.  Read more after the jump…

Maternal Insights: Social Media Advertising to the New Mom

Having survived the first few months in my new role as a mother of two, I now find myself back in my old role as digital marketer and reflecting on my short time away…

It was 3am. The familiar sounds of a newborn cry had come again all too soon for my sleep-deprived state of mind. I stumbled down the hall in my bare feet and frumpy ol’ bathrobe grumbling to myself about how many more hours of sleep I could hope to get before the sun came up.

As soon as I caught the scent of that sweet baby girl, all was forgiven. With the lights out, we settled into the rocking chair for the third middle-of-the-night feeding that night. As she drifted off into her milk-drunk sleepy state of happiness, I aimlessly scrolled Facebook on my phone.

Read more after the jump…