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Integrated Solutions. Measurable Results.


                                                                                                        February 2012

               360i Point of View on
               Twitter's Enhanced Brand Pages
Executive Summary
Twitter’s latest interface redesign provides an improved user experience and more opportunities for
brands to create a presence that better translates their overall brand identity and rich media content
within the platform. Enhanced Brand Pages have now rolled out to brands that are spending the required
$25,000 in Twitter media monthly.

This POV provides an overview of Brand Pages and recommended next steps for marketers. An appendix
reviews recent changes made to pages for everyday users, as well.




                                         Coca-Cola’s new Brand Page on Twitter


Key takeaways:

   1. Cleaner, more brand-friendly communications. The new Twitter pages allow marketers to
      create rich, brand-friendly experiences that better showcase their brand’s unique persona and
      voice. Better separation of brand tweets vs. customer service/one-to-one communication tweets
      will create a cleaner user experience.

   2. A richer creative canvas. Brand Pages become a creative canvas on which marketers can
      stylize and design the experience through a customized header, static banner ads and expandable
      multimedia content that is viewable in-stream.

   3. More for your media. Media buys within Twitter become more powerful with the update due to
      better analytics that can inform how Promoted Tweets or Promoted Trends are perceived by
      users.

Twitter currently has more than 100 million global active users, half of which log in every day (a figure
that has increased by 30 percent in the past month alone). The platform plays a growing role in social
news, conversation and consumers’ interaction with brands, and continues to be a critical social platform
for brands to consider when crafting their overall marketing strategy.




           NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                             ?2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                       February 2012

              360i Point of View on
              Twitter's Enhanced Brand Pages
Expanded Opportunities with Brand Pages

Below are the three of the most important Brand Page features for marketers.

1. Brands can now select a specific tweet to be “promoted” front and center on their profile
   page at the top of the timeline – even with no media buy activated. This free "Promoted
   Tweet" is a powerful way for brands to highlight their best content for users over a much longer
   period of time. The previously-short shelf life for a particular tweet can now be expanded for a
   longer duration for greater impact. The "Promoted Tweet" also auto-expands to reveal an
   embedded photo or video from Twitpic, Flickr, YouTube or any other sources, without requiring the
   user to click to view the media behind the link. Additionally, brands will have the ability to geo-
   target the anchored tweet, ensuring that messaging is served up to relevant markets.




                                             New “Promoted Tweet” Targeting


2. The ability to separate the @replies and @mentions from a brand’s own tweets creates a
   more streamlined experience for potential followers. With follower acquisition in mind,
   Twitter will segregate a brand’s individual communication and customer service tweets from
   promotional or equity messaging, providing a cleaner experience, devoid of “noise,” and a more
   effective snapshot of a brand’s identity to potential followers.

3. The new layout enables enhanced branding and the inclusion of media such as photos
   and videos. Through an expanded and fully customizable header image, marketers can display
   their logo and tagline more prominently than with the current format.


Implications for Earned Media

Twitter’s new features alter the way brands curate content and communicate their unique voice and
persona within the platform. With conversations front and center, brands can create a more dynamic
environment in which they can form meaningful connections with their audience.

   ?   Previously, many brands limited the number of @replies they responded to from users to
       ensure that new users arriving at their brand destination would see a mix of back-and-forth
       conversation and brand messaging. Now that brands can promote a tweet, the frequency limit


          NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                            ?2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                          February 2012

               360i Point of View on
               Twitter's Enhanced Brand Pages
       of individual communication is no longer a factor. Twitter has confirmed to 360i that updates
       provide even more visual sorting for brand tweets – separating out the brand’s @replies to
       users from the brand’s own tweets for a cleaner browsing experience (much like “posts by me”
       vs. “posts by friends” on Facebook).
   ?   With this update, brands will want to ensure that their content calendar identifies key tweets to
       be pinned as “Promoted” for new users to see first. Promoted tweets should be created with the
       goal of engagement in mind; incorporating a clear call-to-action and multimedia will foster
       greater interaction.
   ?   Brands’ conversations are now more present on the brand’s Twitter profile in the threaded
       @replies with users, and so it’s vital to ensure that all back-and-forth messaging echoes the
       voice of the brand. Users can now click through @reply to view the entire threaded
       conversation, enabling them to see the relationships brands build with audiences as they
       happen.


Implications for Measurement

The Twitter redesign brings valuable improvements in analytics, namely in the realms of sentiment
analysis, real-time infographics and click-through metrics.

Twitter’s recently announced partnerships with analytics firms Crimson Hexagon and Mass Relevance
are facilitating deeper analytics for brands. Crimson Hexagon’s highly intelligent and human-
augmented algorithms include sarcasm detection that leads to more accurate analysis regarding brand
mentions. Mass Relevance generates real-time infographics for brands around streams of information
(e.g. MTV VMAs), allowing for brands to serve up data on engagement around special events or
popular news items. The Twitter dashboard itself is unchanged and no additional analytics are
available at this point.

Moreover, improvements to Twitter’s built-in URL shortener now grant marketers with click-through
metrics previously lost as users re-shortened and shared links across a variety of third party services.
Now, all links shared within Twitter are “wrapped” so the original poster may be provided with ongoing
metrics on how the link is shared and engaged with across Twitter and beyond.


Implications for Media & Creative

Media partnerships now include valuable new features for advertisers, summarized in the table below.

       Customizable Header                Anchored Promoted Tweets                     Trending Topic Analytics
 Allows for customizable creative,     Brands can select specific tweets            Trending Topic media buys now
 i.e. display ads or campaign          that new users will see when they            include a report on sentiment
 banners                               visit a brand's page; tweets are             analysis on how the topic
                                       expandable if they include media             generates conversations before
                                       assets                                       and after it goes live




           NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                             ?2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                        February 2012

              360i Point of View on
              Twitter's Enhanced Brand Pages




                  Twitter’s new Brand Pages feature a customizable header and enhanced media content.




Next Steps for a Brand Marketer
The following next steps are suggested for brands currently active on Twitter, or brands that are
exploring the social platform for future programs. The new Twitter Brand Pages are available to all
brands spending at least $25,000 in media on a monthly cadence. The following considerations apply:

?   Reassess paid media opportunities. Based on the minimum spend established by Twitter,
    media partnerships have become more valuable with this update. Marketers should consider
    reevaluating digital media budget to include an enhanced profile page if multimedia assets are
    available and pertinent to the communication strategy.
?   Get creative. The creative canvas made possible by the new Brand Pages give marketers more
    opportunities to stylize the page as they see fit, keeping in mind this requires an increased need
    for creative assets such as banners graphics and multimedia to showcase brand assets within the
    anchored tweet.
?   Revamp your content strategy. Leveraging visual assets to engage current brand fans and
    potential followers is especially important now more than ever. Brands are advised to create a
    content strategy that leverages rich, visual media.
?   Develop a consistent paid media strategy. Twitter will not automatically remove the enhanced
    profile page capabilities if brands dip below the minimum monthly spend. However, brands should
    consistently reevaluate media opportunities to increase visibility of the enhanced page.

Twitter’s investment in the development of a compelling paid media offering represents an investment

          NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                             ?2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                        February 2012

               360i Point of View on
               Twitter's Enhanced Brand Pages
in brand partnerships. As these new offerings roll out, brands are advised to reconsider the way
dollars are allocated across social platforms and begin viewing Twitter as an area where spending may
make sense as a way to engage consumers in a compelling, rich format that affords both one-to-one
and one-to-many communication.



Appendix: What the redesign means for the everyday user

Twitter’s homepage redesign features a reorganization of major elements around four pillars:

1. Home: Functioning as the news feed, the “Home” view shows visual content right inside the tweet,
   instead of linking out to another URL. Here, users can also view threaded @replies and re-tweets
   for any particular tweet. This section also now features a “Close All Tweets” button on the main
   navigation of the home stream that compresses the media in all tweets into a collapsed form.
   These two buttons effectively make the home stream into a collapsible accordion-style user
   experience that can adjust to provide in-stream media per the viewer’s preference. Typing in any
   Twitter handle allows users to quickly learn more about the brand or user in a modal window
   facilitating easy connection.

2. Connect: All @replies and mentions will live within this area that has been designed to handle
   threaded communication. The new “in reply to” button spotlights threaded conversation.

3. Discover: Twitter has reorganized hashtags and trending topics within the “Discover” view, along
   with enhanced search functionality. This section also identifies stories and trends based around
   your connections, language, and location (via Twitter’s preference algorithm).

4. Me: User information is now displayed in this section in a larger and more detailed format. User
   information now appears on the left rather than the right, which feels intuitive for left-to-right
   reading patterns.

Twitter’s mobile apps have been given the same four-column user experience treatment as the
desktop website, with streamlined interfaces and a new design. On the back end, Twitter’s updated
the API to enable users to embed tweets quickly into any website with just a click, eliminating the
reliance many developers had on third party widgets to showcase tweets. In addition, the API now
allows for improved interaction with other apps and platforms for more seamless social integration
across channels such as Google+ and WordPress (among others).


About 360i
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through
insights, ideas and technologies. 360i helps its clients think differently about their online presence and
evolve their strategies to take advantage of the new world of marketing communications – one where
brands and consumers engage in interactive and multi-directional conversations. In 2010, Ad Age named
360i to its prestigious Agency A-List. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC
Universal and Diageo, among others. For more information, please visit 360i.com or follow us on Twitter
@360i.

           NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                             ?2012 360i LLC. All Rights Reserved

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Twitter's Enhanced Brand Pages - 360i Report

  • 1. Integrated Solutions. Measurable Results. February 2012 360i Point of View on Twitter's Enhanced Brand Pages Executive Summary Twitter’s latest interface redesign provides an improved user experience and more opportunities for brands to create a presence that better translates their overall brand identity and rich media content within the platform. Enhanced Brand Pages have now rolled out to brands that are spending the required $25,000 in Twitter media monthly. This POV provides an overview of Brand Pages and recommended next steps for marketers. An appendix reviews recent changes made to pages for everyday users, as well. Coca-Cola’s new Brand Page on Twitter Key takeaways: 1. Cleaner, more brand-friendly communications. The new Twitter pages allow marketers to create rich, brand-friendly experiences that better showcase their brand’s unique persona and voice. Better separation of brand tweets vs. customer service/one-to-one communication tweets will create a cleaner user experience. 2. A richer creative canvas. Brand Pages become a creative canvas on which marketers can stylize and design the experience through a customized header, static banner ads and expandable multimedia content that is viewable in-stream. 3. More for your media. Media buys within Twitter become more powerful with the update due to better analytics that can inform how Promoted Tweets or Promoted Trends are perceived by users. Twitter currently has more than 100 million global active users, half of which log in every day (a figure that has increased by 30 percent in the past month alone). The platform plays a growing role in social news, conversation and consumers’ interaction with brands, and continues to be a critical social platform for brands to consider when crafting their overall marketing strategy. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
  • 2. Integrated Solutions. Measurable Results. February 2012 360i Point of View on Twitter's Enhanced Brand Pages Expanded Opportunities with Brand Pages Below are the three of the most important Brand Page features for marketers. 1. Brands can now select a specific tweet to be “promoted” front and center on their profile page at the top of the timeline – even with no media buy activated. This free "Promoted Tweet" is a powerful way for brands to highlight their best content for users over a much longer period of time. The previously-short shelf life for a particular tweet can now be expanded for a longer duration for greater impact. The "Promoted Tweet" also auto-expands to reveal an embedded photo or video from Twitpic, Flickr, YouTube or any other sources, without requiring the user to click to view the media behind the link. Additionally, brands will have the ability to geo- target the anchored tweet, ensuring that messaging is served up to relevant markets. New “Promoted Tweet” Targeting 2. The ability to separate the @replies and @mentions from a brand’s own tweets creates a more streamlined experience for potential followers. With follower acquisition in mind, Twitter will segregate a brand’s individual communication and customer service tweets from promotional or equity messaging, providing a cleaner experience, devoid of “noise,” and a more effective snapshot of a brand’s identity to potential followers. 3. The new layout enables enhanced branding and the inclusion of media such as photos and videos. Through an expanded and fully customizable header image, marketers can display their logo and tagline more prominently than with the current format. Implications for Earned Media Twitter’s new features alter the way brands curate content and communicate their unique voice and persona within the platform. With conversations front and center, brands can create a more dynamic environment in which they can form meaningful connections with their audience. ? Previously, many brands limited the number of @replies they responded to from users to ensure that new users arriving at their brand destination would see a mix of back-and-forth conversation and brand messaging. Now that brands can promote a tweet, the frequency limit NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
  • 3. Integrated Solutions. Measurable Results. February 2012 360i Point of View on Twitter's Enhanced Brand Pages of individual communication is no longer a factor. Twitter has confirmed to 360i that updates provide even more visual sorting for brand tweets – separating out the brand’s @replies to users from the brand’s own tweets for a cleaner browsing experience (much like “posts by me” vs. “posts by friends” on Facebook). ? With this update, brands will want to ensure that their content calendar identifies key tweets to be pinned as “Promoted” for new users to see first. Promoted tweets should be created with the goal of engagement in mind; incorporating a clear call-to-action and multimedia will foster greater interaction. ? Brands’ conversations are now more present on the brand’s Twitter profile in the threaded @replies with users, and so it’s vital to ensure that all back-and-forth messaging echoes the voice of the brand. Users can now click through @reply to view the entire threaded conversation, enabling them to see the relationships brands build with audiences as they happen. Implications for Measurement The Twitter redesign brings valuable improvements in analytics, namely in the realms of sentiment analysis, real-time infographics and click-through metrics. Twitter’s recently announced partnerships with analytics firms Crimson Hexagon and Mass Relevance are facilitating deeper analytics for brands. Crimson Hexagon’s highly intelligent and human- augmented algorithms include sarcasm detection that leads to more accurate analysis regarding brand mentions. Mass Relevance generates real-time infographics for brands around streams of information (e.g. MTV VMAs), allowing for brands to serve up data on engagement around special events or popular news items. The Twitter dashboard itself is unchanged and no additional analytics are available at this point. Moreover, improvements to Twitter’s built-in URL shortener now grant marketers with click-through metrics previously lost as users re-shortened and shared links across a variety of third party services. Now, all links shared within Twitter are “wrapped” so the original poster may be provided with ongoing metrics on how the link is shared and engaged with across Twitter and beyond. Implications for Media & Creative Media partnerships now include valuable new features for advertisers, summarized in the table below. Customizable Header Anchored Promoted Tweets Trending Topic Analytics Allows for customizable creative, Brands can select specific tweets Trending Topic media buys now i.e. display ads or campaign that new users will see when they include a report on sentiment banners visit a brand's page; tweets are analysis on how the topic expandable if they include media generates conversations before assets and after it goes live NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
  • 4. Integrated Solutions. Measurable Results. February 2012 360i Point of View on Twitter's Enhanced Brand Pages Twitter’s new Brand Pages feature a customizable header and enhanced media content. Next Steps for a Brand Marketer The following next steps are suggested for brands currently active on Twitter, or brands that are exploring the social platform for future programs. The new Twitter Brand Pages are available to all brands spending at least $25,000 in media on a monthly cadence. The following considerations apply: ? Reassess paid media opportunities. Based on the minimum spend established by Twitter, media partnerships have become more valuable with this update. Marketers should consider reevaluating digital media budget to include an enhanced profile page if multimedia assets are available and pertinent to the communication strategy. ? Get creative. The creative canvas made possible by the new Brand Pages give marketers more opportunities to stylize the page as they see fit, keeping in mind this requires an increased need for creative assets such as banners graphics and multimedia to showcase brand assets within the anchored tweet. ? Revamp your content strategy. Leveraging visual assets to engage current brand fans and potential followers is especially important now more than ever. Brands are advised to create a content strategy that leverages rich, visual media. ? Develop a consistent paid media strategy. Twitter will not automatically remove the enhanced profile page capabilities if brands dip below the minimum monthly spend. However, brands should consistently reevaluate media opportunities to increase visibility of the enhanced page. Twitter’s investment in the development of a compelling paid media offering represents an investment NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
  • 5. Integrated Solutions. Measurable Results. February 2012 360i Point of View on Twitter's Enhanced Brand Pages in brand partnerships. As these new offerings roll out, brands are advised to reconsider the way dollars are allocated across social platforms and begin viewing Twitter as an area where spending may make sense as a way to engage consumers in a compelling, rich format that affords both one-to-one and one-to-many communication. Appendix: What the redesign means for the everyday user Twitter’s homepage redesign features a reorganization of major elements around four pillars: 1. Home: Functioning as the news feed, the “Home” view shows visual content right inside the tweet, instead of linking out to another URL. Here, users can also view threaded @replies and re-tweets for any particular tweet. This section also now features a “Close All Tweets” button on the main navigation of the home stream that compresses the media in all tweets into a collapsed form. These two buttons effectively make the home stream into a collapsible accordion-style user experience that can adjust to provide in-stream media per the viewer’s preference. Typing in any Twitter handle allows users to quickly learn more about the brand or user in a modal window facilitating easy connection. 2. Connect: All @replies and mentions will live within this area that has been designed to handle threaded communication. The new “in reply to” button spotlights threaded conversation. 3. Discover: Twitter has reorganized hashtags and trending topics within the “Discover” view, along with enhanced search functionality. This section also identifies stories and trends based around your connections, language, and location (via Twitter’s preference algorithm). 4. Me: User information is now displayed in this section in a larger and more detailed format. User information now appears on the left rather than the right, which feels intuitive for left-to-right reading patterns. Twitter’s mobile apps have been given the same four-column user experience treatment as the desktop website, with streamlined interfaces and a new design. On the back end, Twitter’s updated the API to enable users to embed tweets quickly into any website with just a click, eliminating the reliance many developers had on third party widgets to showcase tweets. In addition, the API now allows for improved interaction with other apps and platforms for more seamless social integration across channels such as Google+ and WordPress (among others). About 360i 360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. In 2010, Ad Age named 360i to its prestigious Agency A-List. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and Diageo, among others. For more information, please visit 360i.com or follow us on Twitter @360i. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ?2012 360i LLC. All Rights Reserved
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