Social media campaigns need 'objectives', warns Twitter executive

Bruce Daisley: UK sales director at Twitter
Bruce Daisley: UK sales director at Twitter

Brands must not view running social media campaigns as "exciting" and "cool", but rather as a marketing platform that needs clearly defined objectives, a leading Twitter executive has said.

Bruce Daisley, UK sales director at Twitter, believes that in the past, too many social media campaigns have been rushed through in a bid to increase fans and followers.

Speaking at the Adobe Summit in London, Daisley said: "I would say to any brand thinking about using social media – decide what your objectives are before you set about doing it, rather than seeing it as being exciting and cool."

Daisley was questioned about whether he thought that ill-conceived Twitter campaigns were discouraging brands from committing to running campaigns on the micro-blogging site. Waitrose and Habitat are amongst those brands to have come unstuck with well-intentioned campaigns that backfired on Twitter.

Disastrous campaigns of this ilk "get more attention than when things go right and the truth is they breed caution, and this is probably not a bad thing," said Daisley.

He was showcasing Twitter’s new keyword targeted ad feature, which means advertisers can target ads based on what people are saying in their tweets.

Previously, advertisers were limited in their means of user targeting. Ads could only be targeted using the user interest graph, which is formed from things such as who a user follows.

Now, claims Twitter, advertisers can run ads that are far more relevant to what users are interested in and what they are talking about online. Examples of successful keyword targeted ads, said Daisley, were Sky’s Now TV and EE.

Daisley said the keyword targeted ad feature meant, for the first time, brands could "capture the intent of tweet and turn it into effective marketing."

Other speakers at the Adobe Summit included AKQA’s chief executive Ajaz Ahmed and Stefan Olander, vice-president, digital sport, Nike.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message