In early April, Twitter launched Promoted Tweets, combining paid and organic media. Brands can now advertise promoted tweets on search pages, however the community has power over which Tweets will appear measured by Twitter’s new metric called “resonance”, which factors in behaviours like the retweets, @mentions, #hashtags and avatar clicks. Brands can now purchase CPM based adverts to promote these popular tweets at the top of a Twitter search term — even in categories they aren’t well known in, influencing awareness.
This has several implications to the “Twitter ecosystem” as a whole and Jeremiah Owyang has broken down the impacts:
|Player||Direct Impacts||What They Will Do||What No One Tells You|
|Finally gets a business model beyond search deal partnerships with potential to scale. Taps into deep pockets of online advertisers.||Experiment. Expect black and gray hat marketers to try to game this system, in order to obtain resonance. Twitter will constantly tune algorhythm like Google does.||Expect this to cascade to their partners and grow into the ecosystem as Twitter aggregates resonation on other 3rd party sites|
|Twitter Users||Have power over which promoted ads will stay visible||Initially be shocked by changes, then learn they can help self select tweets that will be promoted.. In the real time resonace world users have a lot more power||Power tweeters like celebs and digerati will be targeted by marketers to engage and resonate tweets. Twitter users that retweet tweets may be surprised to see their promoted tweets in search engine results ads.|
|Social Marketers||The conversation is now being monetized, with changes to the outcomes of whats expected of the online conversation and engagement.||Educate traditional marketers. These folks will try to increase resonance of tweets by interacting with community. Will build an inventory of top promotable tweets||Don’t go overboard, make sure you think of this in the larger context of integrated marketing. Avoid shiny tool syndrome. Must pay close attention to what terms are resonating with community to build inventory|
|Direct Marketers and Advertisers||Finally traditional advertisers and direct marketers have skin in the social game in a way they know.||Flail. Many will try to buy their way in and obtain resonation without asking why a tweet resonates. Will fight over top searched terms in Twitter, expect a lot of contests to promote tweet engagement.||Expect tension between this marketer and the social marketer if education is not completed.|
|Developers and Agencies||A clear goal (resonation) has been put forth, with opportunity to get a cut of the incoming advertising dollars.||Developers are waiting with baited breathe for Chirp developers conference this week to see how this will be tied in. Twitter has indicated that promoted tweets will spread to clients, expect revenue sharing to be offered||Don’t buy the first ‘resonation solution’ that comes around, expect half a dozen vendors and agencies to approach brands in the next quarter offering the ability to increase ‘resonance’ and case studies will show increase in resonance.|
|Competitors and Search Engines||A new player being in town a new form of advertising is afoot changing the game.||Expect nervous deals to come to the table on how search engine results can factor in Twitter’s resonance. Expect players like MSFT and Yahoo to quickly launch their version of defining how the social web should be categorized.||They will have the advantage of built in ad base of advertisers and millions more users. Exiting Twitter partners Google Search and Microsoft Bing will fold this in and reward resonance and combine with page rank, or will create their own metric to reward social engagement|
The entire article can be read on Jeremiah Owyang’s Web Strategist blog.