Brands know they want to be on Twitter, but they don't always know what to say. That's where Twitter's Ross Hoffman and his team come in.
Hoffman, Twitter's director of global brand strategy, helps advertisers
plan big missions on the platform. The brand strategy team puts in
months of groundwork for precision campaigns that are then executed in
short order. What looks like a real-time marketing effort is often the
result of long-term, painstaking work.
The social media tactician was at Cannes to get working on the rest of
the year, thinking ahead to back to school, holiday shopping and next
year's car models.
"Our mission here is to meet with our largest brand and agency partners
for the week to talk about the second half of the year and talk about
2016 to get as upstream as possible," Hoffman said, speaking on the
patio of the company's temporary offices overlooking the Croisette—a
little slice of Twitter San Francisco in the French Riviera.
Hoffman offered his take on how Twitter can get brands to fire across
all its varied channels. Twitter now has multiple video avenues with
Vine, Periscope and autoplay formats. It also has a new creative agency it acquired called Niche, which is a platform for Web celebs, artists and creators to match with brands and collaborate on marketing.
With so many options, the question of how best to use all of them while
figuring out what to actually say can be a daunting challenge.
"They understand that they want to be on the platform but having the
content strategy is something they look to us for," Hoffman said.
Brands say: "This is your product. Help us out."
The content is one component and the technology is the other. Twitter's
data capabilities are becoming more sophisticated, which is something
that can actually inform the creative. It's one thing to create one
message and tweet it to everyone, it's another to create 100 different
messages for every type of consumer, personalizing the ads.
"We call it personalization at scale," Hoffman said.
Posts
0 comments:
Post a Comment