Zuji have been active on Twitter since October 2008 here, so they are a bit of a pioneer - their Australian twitter feed currently has 2,073 followers, which is pretty significant for a branded feed. Their product offering works well in the space, as they have regular e-tail 'events' that are newsworthy to travel minded followers. Who doesn't want to go on a holiday at any given moment?!
I can understand why, leveraging promoted tweets appealed (mumbrella). Their primary motivation would most likely have been to grow their follower base through the ability to appear to a broader base (using twitter promoted tweets/search). Direct actions through to a purchase would be a huge bonus I expect. Actually their primary motivation could have been PR?!
In reality, category based search volumes within the twitter platform are likely to be minuscule when overlaid with Australian filters (eg 8%* regular usage, filtered by the no. who use the twitter search function and then by those who search relevant keywords). With twitter charging on a CPE (cost per engagement - re-tweet, reply, click, favorite etc), sounds like a couple of bucks a day to me for most categories. Having said that, if you try setting up a campaign, the minimum option is $5k to $10k per month (advertising). How much are those CPEs?!
Like Zuji, my over-riding thought is, worth trialing if you already have a considerable social twitter base and are looking for growth. As a keyword strategy competing with more traditional search $, I'm in the not at this stage camp.
*Source: Sensis Social Media Report
Communications news and views, from Starcom Australia
Tuesday, May 31, 2011
Thursday, May 26, 2011
Australias first officially endorsed online audience measurement announced
IAB Australia today announced The Nielsen Company as the sole preferred provider of online audience measurement in Australia. This follows an 8 month tender period, amongst five competitors (Colmar Brunton with Gemius, ComScore, The Nielsen Company, Roy Morgan Research with Effective Measure and Vizisense).
Whilst the sceptics may wonder what’s changed (Nielsen were already the unofficial providers used by most agencies in market), we see this as a timely and important step forward.
Digital audience measurement has long been flawed in Australia, with different planning tools offering either inflated or deflated numbers, due to methodology challenges. The overriding outcome of the official appointment will be improved accuracy of planning data, meaning our planners will be better equipped to assess site performance against our clients target audiences.
It is understood, Nielsen will use a hybrid methodology, favoring people based metrics as opposed to browser based. This is an important differentiator, as cookie deletion is a significant problem, when browser based methodologies are utilised. This has historically resulted in huge inflation of stats (great win for publishers but not accurate).
Challenges with people based metrics have previously existed around panel recruitment (consider that this requires your computer/s and other digital devices to be monitored 24/7). Recruiting work based panels has been particularly challenging. With the Nielsen announcement today centering on people-based metrics, we can only assume that this challenge has been over-come.
Other benefits associated with the new appointment include the ability to measure audiences across all digital platforms (extending to mobile, tablets etc). This likely will have been cost of entry, in an environment that is rapidly fragmenting device wise.
Finally, it’s been announced there will be improvements in our ability to compare digital numbers to other media, along with new capabilities in multi -media reach and frequency. Nielsen will have had significant advantage in this space off the back of their heritage in media research.
Changes to expect as a result of the Nielsen tender win:
Whilst the sceptics may wonder what’s changed (Nielsen were already the unofficial providers used by most agencies in market), we see this as a timely and important step forward.
Digital audience measurement has long been flawed in Australia, with different planning tools offering either inflated or deflated numbers, due to methodology challenges. The overriding outcome of the official appointment will be improved accuracy of planning data, meaning our planners will be better equipped to assess site performance against our clients target audiences.
It is understood, Nielsen will use a hybrid methodology, favoring people based metrics as opposed to browser based. This is an important differentiator, as cookie deletion is a significant problem, when browser based methodologies are utilised. This has historically resulted in huge inflation of stats (great win for publishers but not accurate).
Challenges with people based metrics have previously existed around panel recruitment (consider that this requires your computer/s and other digital devices to be monitored 24/7). Recruiting work based panels has been particularly challenging. With the Nielsen announcement today centering on people-based metrics, we can only assume that this challenge has been over-come.
Other benefits associated with the new appointment include the ability to measure audiences across all digital platforms (extending to mobile, tablets etc). This likely will have been cost of entry, in an environment that is rapidly fragmenting device wise.
Finally, it’s been announced there will be improvements in our ability to compare digital numbers to other media, along with new capabilities in multi -media reach and frequency. Nielsen will have had significant advantage in this space off the back of their heritage in media research.
Changes to expect as a result of the Nielsen tender win:
- website statistics will improve in accuracy and numbers are likely to be higher than we currently estimate (as they extend to cover more devices and through work panel improvements)
- better targeting options (target audiences available via NetView are broad and lack flexibility)
- very importantly, we will move on from UBs (unique browsers) as an industry metric to people based numbers
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