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TWTRCON oneforty Promoted Products Survey 2010 1118

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					   TWTRCON / onforty.com
Twitter Promoted Products Poll
 TWTRCON SF 10 | November 18, 2010




                                 TWTRCON / onforty.com
                          Twitter Promoted Products Poll
                                  November 18, 2010 | page 1
Key Findings

• Most Twitter business users have noticed Promoted Tweets, Promoted Trends and
  Promoted Accounts.
• As users, most have had a neutral reaction toward these products; the reaction is least
  favorable toward Promoted Accounts. Promoted Trends have had the highest
  response rate, with 37% saying they’ve clicked on a Promoted Trend to learn more.
• Half of corporate Twitter users are somewhat or very interested in Promoted Products
  as a marketing vehicle. 10% of respondents are at companies that are already
  experimented with these products.
• Abut half of business users want to see more metrics to understand the potential ROI
  of Promoted Tweets, Trends or Accounts. One in five describe Promoted Products as a
  “very powerful tool” or the “future of advertising.”
• Thirteen percent believe that “users will push back.” Others would like to see Promoted
  Products better integrated into the Twitter user experience.



                                                                   TWTRCON / onforty.com
                                                            Twitter Promoted Products Poll
                                                                    November 18, 2010 | page 2
Methodology

• Online survey
• Fielding Nov. 10 – 13, 2010
• Outreach via:
    − Email to TWTRCON SF 10 attendees and TWTRCON mailing list
    − TWTRCON Facebook and LinkedIn groups
    − Tweets from @TWTRCON and @oneforty
• Incentive: enter to win a free pass to TWTRCON SF 10, or a free consult with Laura
  Fitton, or a signed copy of Laura’s book Twitter for Dummies
• 110 completed surveys:
    − 109 qualified as Twitter Users
    − 101 qualified as Twitter Business Users



                                                                 TWTRCON / onforty.com
                                                          Twitter Promoted Products Poll
                                                                  November 18, 2010 | page 3
 Respondents are Twitter Business Users
 •     97% or respondents use Twitter or other social media tools as part of their job
 •     Half are marketers, the rest a mix of tech, web, PR, bloggers and other business management
 •     Respondents’ companies are primarily agencies, media, companies and business/consumer
       products companies

Respondent Job Function                                            Respondent Company Type

                    Marketing                                51%
                                                                           Agency/Consultant                                    39%
               Tech/Web mgt…               11%
                                                                              Media Company                            26%
                            PR            10%
                                                                         Consumer/Business
        Other Business Mgt               9%                                                                            26%
                                                                         Products Company
          Blogger/Journalist            7%                                                 Other         6%
          Customer Service            4%
                                                                                      Non-profit      2%
                   Developer         3%

                         Other       3%                                  Government Agency            1%


Q . Which of the following best describes your job? (N=96)         Q. Which of the following best describes your organization? (N=96)

                                                                                                TWTRCON / onforty.com
                                                                                         Twitter Promoted Products Poll
                                                                                                      November 18, 2010 | page 4
 Business Users Have Noticed
 Promoted Products and Are Mostly Neutral
 •     Most Twitter business users have noticed Promoted Tweets. Two-thirds or respondents have
       noticed Promoted Trends, and 60% have noticed Promoted Accounts.
 •     As Twitter users, respondent reaction is mostly neutral. For Promoted Tweets and Trends, about
       equal numbers rate their reaction as either positive or negative. Promoted Accounts drew the least
       positive reaction.

Percent of Respondents Who Have                                          Reaction to
Noticed:                                                                 Promoted Products:

           Promoted Tweets                                       82%                  Positive     Neutral      Not Sure       Negative

                                                                                 Promoted
                                                                                                   30%             40%       3% 27%
                                                                                  Tweets
           Promoted Trends                                  68%
                                                                         Promoted Trends          25%             44%          11% 20%


         Promoted Accounts                               60%                     Promoted
                                                                                                 15%         44%         11%      31%
                                                                                 Accounts

Q . Have you seen or noticed any of the following while using Twitter?   Q. As a Twitter user, how would you rate your reaction to Twitter's
(N=103)                                                                  Promoted Tweets, Promoted Trends and Promoted Accounts? (N=103)

                                                                                                     TWTRCON / onforty.com
                                                                                              Twitter Promoted Products Poll
                                                                                                          November 18, 2010 | page 5
Many Business Users Have Taken Action
as a Result of Seeing Twitter’s Promoted Products
•   Clicks are the most common action taken by Twitter Business Users as a result of seeing a
    Promoted Product:
     •     37% have clicked on a Promoted Trend to read more about it
     •     29% have clicked on a link

Actions Taken as a Result of Seeing a
Promoted Products:
                                                      Yes                  No                   Not Sure


         Clicked on a link inside a PROMOTED TWEET?         29%                               65%                      6%


         ReTweeted or replied to a PROMOTED TWEET?    13%                               81%                            6%


Clicked on a PROMOTED TREND to read more about it?             37%                              56%                    7%


                  Followed a PROMOTED ACCOUNT?        12%                             77%                             11%


                                                      Q. Have you ever taken any of the following actions:? (N=103)

                                                                                   TWTRCON / onforty.com
                                                                            Twitter Promoted Products Poll
                                                                                         November 18, 2010 | page 6
 Interest in Promoted Products
 as a Marketing Vehicle
 •     Half or more of respondents’ companies currently use search or social advertising products.
 •     About half of Twitter business users are interested in Twitter’s Promoted Products as a marketing
       vehicle.
 •     11% of respondents are at organizations already using Promoted Products as a marketing vehicle.

Marketing Vehicles Currently in Use:                               Interest in Using Promoted Products
                                                                   as a Marketing Vehicle:
                                                                                  Not                               Very
            Twitter Promoted                                                  interested                         interested
                                        11%                                      22%
                Products                                                                                            24%



            Google AdWords                               59%



                                                                            Not sure
               Facebook Ads                            55%                   27%                                  Somewhat
                                                                                                                  interested
                                                                                                                     27%
Q . Please tell us whether your organization has used any of the   Q. 8. How interested are you in using Twitter Promoted Products as a
following marketing vehicles: (N=96)                               marketing vehicle? (N=96

                                                                                                TWTRCON / onforty.com
                                                                                         Twitter Promoted Products Poll
                                                                                                      November 18, 2010 | page 7
Business Users Want More
Information About Twitter’s Promoted Products
•    Abut half of business users want to see more metrics to understand the potential ROI of Promoted
     Tweets, Trends or Accounts; 42% say they need more information
•    20% describe Promoted Products as a “very powerful tool” or the “future of advertising”
•    13% believe that users will push back

Percent of Respondents Who Agree With Each of the Following Statements
About Promoted Products:

     Need to see more metrics to understand the possible
                                                                                                                                       55%
                   ROI of these products
     It's far too early - I need more information to evaluate
                                                                                                                        42%
                            these products
        This will be a very powerful tool; can't wait to see it
                                                                                                21%
                         evolve and mature

           This is the beginning of the future of advertising                                  20%

                    This is a bad idea - users will push back                         13%

Q. When thinking about Twitter's Promoted Products as a marketing vehicle, which of the following statements do you agree with? (please check
all with which you agree)( N=94)

                                                                                                     TWTRCON / onforty.com
                                                                                              Twitter Promoted Products Poll
                                                                                                          November 18, 2010 | page 8
Business Users Want to
Learn More About Twitter’s Promoted Products
A new, more valuable form of advertising:
•    “I like the idea. It uses data to evaluate common interests which should be seen by most people
     as valuable. Also, it's one more idea that takes us another step away from interruption
     advertising.“


Exposure is up—but need more metrics:
•    “Using it now and giving us lift on exposure. Not sure how that translates into dollars.”


Needs to evolve:
•    “I work in social media for Disney Music Group and we have used both promoted tweets and
     accounts. I have mixed views on both but hope this will evolve. “
•    “I am interested in seeing more than just promoted trends and tweets, possibilities are there within
     the system without being too intrusive on the users.”
•    “It needs to be "in the flow" of your social stream, visualized to feel like the rest of Twitter .”


Q. Please share any additional comments or feedback you may have about Twitter's Promoted Products as a marketing vehicle:

                                                                                                   TWTRCON / onforty.com
                                                                                            Twitter Promoted Products Poll
                                                                                                        November 18, 2010 | page 9
Business Users Also Express
Concerns About Twitter’s Promoted Products
Users may tune it out:
•    “I think people will gloss over the ads like they do TV commercials.”
•    “I think this needs to be placed somewhere else. I want purity in my trends not purchased trend
     slots. It just gives me something in the middle of useful content to ignore.”


Users may revolt:
•    “I think there are too many people pushing junk on Twitter. It's about connecting with people and if
     all Twitter becomes is advertised tweets the users are going to revolt. “


It’s not organic:
•    “It seems like a waste of money for some Promoted Trends to pay to be a trending topic when
     they would trend organically… . Especially in entertainment or sports, newsworthy topics or
     events will trend on their own based on fan interest [and] be taken more seriously as a trend
     reflecting consumer interest rather than being paid placement. “
•    “It goes against the credibility of the product: need to be pushed, the "promoted" label has a
     negative impact - at least on me.“
Q. Please share any additional comments or feedback you may have about Twitter's Promoted Products as a marketing vehicle:

                                                                                                   TWTRCON / onforty.com
                                                                                            Twitter Promoted Products Poll
                                                                                                       November 18, 2010 | page 10
About Us

•   TWTRCON (http://twtrcon.com/ | @TWTRCON) publishes case studies and research about the
    business use of Twitter and other real-time tools, and produces the TWTRCON Business in Real
    Time conferences. To learn more, submit case studies or research for publication, or get involved
    in the events, contact tonia@modernmediapartners.com or @tonia_ries.




•   oneforty (http://oneforty.com/ | @oneforty) helps you discover thousands of tools that help you do
    more with your business, career or life using Twitter! oneforty is the brainchild of Laura
    “@Pistachio” Fitton, Twitter for Dummies co-author, founder of the first-ever Twitter for Business
    consultancy Pistachio Consulting and a highly sought-after speaker on the topic of Twitter for
    Business. oneforty helps you make sense of the exploding Twitter ecosystem ways: First, we’re
    the directory that houses all of these tools. Second, we lead a community of people writing
    reviews and having conversations that help guide you to the right solution. For more information
    email us at info@oneforty.com.



                                                                           TWTRCON / onforty.com
                                                                    Twitter Promoted Products Poll
                                                                             November 18, 2010 | page 11

				
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