What's Hot in Small Business – Chris Crum
Chris Crum writes for Small Business Resources about what's new for small business. Chris was a featured writer with the iEntry Network of B2B Publications where hundreds of publications linked to his articles including the Wall Street Journal, USA Today, LA Times and the New York Times.

You Can Now Use Twitter Brand Surveys to Measure Launch of Products or Marketing Campaigns

You Can Now Use Twitter Brand Surveys to Measure Launch of Products or Marketing Campaigns

Brand Survey tweet1

In an effort to help businesses measure the effectiveness of their Twitter ad campaigns, Twitter recently launched a new Brand Surveys feature. This is designed to measure how campaigns are impacting brand lift, which is essentially how an ad campaign leads to increasing positive interaction with a brand.

"Whether you’re launching a new campaign or a new product, or want to build cultural relevance among your audience, chances are you are looking to drive marketing objectives such as brand lift," said Twitter senior product marketing manager Dianne Francisco in a blog post. "In some instances, marketers may not be able to measure their campaigns’ branding impact as they are bounded by survey study minimums - but what good is a campaign if we don’t understand how it moves awareness, consideration, intent, or other key branding goals?"

Twitter illustrates a generic example of what a Brand Survey tweet could look like:

Brand Survey tweet2

Image via Twitter Blog

Video game maker Capcom ran one that directly asked Twitter users about an ad for one of their popular games:

witter Marketing Blog

Image via Twitter Marketing Blog

Capcom claimed to have been able to lift brand awareness, recall, and association as a result of its use of Brand Surveys, which the company also credited with delivering over 2.4 million clicks to its website.

Twitter says the feature was developed with "accessibility and actionability" in mind, so campaigns of all sizes have access to survey studies, and so that marketers can gain an understanding of the specific tweets that led to the highest lift.

According to the company, the fact that this is a first-party solution, rather than a third-party one, means that marketers can utilize a low minimum media spend requirement while still getting "statistically significant" results, and scale survey studies beyond large campaigns.

The feature includes reports that give advertisers insights into how specific elements of a campaign and creatives are driving brand lift. Twitter describes its approach as a "proprietary Creative Attribution model" to identify a promoted tweet or in-stream video ad responsible for high or low brand lift. Advertisers can then use this information to adjust their strategy and approach in future campaigns.

Through the reporting elements of Brand Surveys, businesses can figure out how their ads are affecting brand metrics. They can identify lift in message association for their brand, as well as for competitors. Twitter makes that point that if there’s a lift for a competitor, your creative and messaging may not be differentiated enough.

Of course, businesses will be able to take what they learn from the reporting to improve upon their approach to Twitter marketing.

Twitter’s Brand Surveys feature is currently available in the U.S., as well as in Canada, the U.K., Japan, and Brazil. Those interested in using it are directed to contact a Twitter account representative to get more information.


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