Twitter marketing basics Part 2 – Twitter lists

Recently I came across an amazing campaign at the heart of which is the thought ‘Making good happen’ and an  adorable story of a father and son – Daddy aur Zooey. Film begins in a hill station where a little boy is waking up his father in morning. As the day goes on, the father tries his best to impress his boy through minor actions like getting a cookie jar from top shelf and more. At the son’s birthday party, we see the father get upset as the son sits on the shoulders of his favourite super hero, jumping with joy. This makes the father challenge the superhero to an arm wrestling match. To the father’s surprise, his son starts cheering for him, bringing tears to his eyes. Later we see the two sharing a laugh at a field, as we see the fathers’ arm is bandaged. The voiceover in the end says, “Hum jeete hai…bas… apno ke achche ke liye”. The hashtag #daddyaurzooey is displayed along with ‘Making good happen’.

Imagine you got to know about this campaign as soon as it was posted on twitter without letting the other brand know that you are following them. This is now possible through private twitter lists.

Just like we prepped a public list last time. Let’s make a private list – “Competitor test”.

First click on the “Lists” button in the profile menu bar as showed below.

Start list image

Fill in the details about the list and select privacy as “Private”.

Competitor list image

Now add people or brands those you want to monitor to this list. Once the list is ready here’s how the list will look like.

Competitor test list image

When you select the list from the below showed section.

Lists section image

The results page will consist of all the latest updates from the list members.

Private list result image

Now you can easily monitor your competitor’s tweets. You can analyze how they interact with their followers on twitter. Check out their updates, offers, news or a new campaign which they have launched. Observe what works for them and adapt it for your brand. This could result into a competitive advantage as you are always ahead of the curve. Making the lists’ setting private ensures that your competitors won’t know that you are monitoring them.

There is also another way to get a good traction on your brand handle – through influencer engagement or by connecting with industry leaders.

Create a Public list of known leaders in your industry. Add influencers who may be relevant to your business. Once done then use this list to improve your relationship with these leaders/influencers. Retweet their content, mention them, when they ask questions be the first to answer. Creating this kind of list will add value to your profile, this kind of list could be a valuable resource for others. Share this list with your followers and recommend that they subscribe to it.

If you are finding it difficult to locate industry leaders/influencers, then go to the competitors’ profile and see which influencers they are following, you will have your list ready!

In the next part we will see a few more tips on how to use twitter lists. Till then be awesome 🙂

(“Daddy aur Zoey” content courtesy – lighthouseinsights.com)

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Twitter marketing basics Part 1 – Twitter lists

Twitter lists are a very effective way of organizing the people that you follow or want to follow. A Twitter List is simply a collection or group of Twitter users. Don’t follow people whom you want to add to the list. While using certain automation platforms such as Hootsuite, just select the list and you will be able to see tweets from those twitter users.

On Twitter you can create up to 1,000 lists and each list can have up to 5,000 users.

Twitter lists are of 2 types – Private and Public.

Public lists can be seen and followed by anyone.

Private lists are only for your reference and others can’t see them.

To create a twitter list first go to your profile by clicking on “Home” at the top menu bar.

Top menu bar image

Then click on the profile menu at the top right side as showed below.

Profile menu image

Select the “Lists” option from the menu.

Lists option image

You will be taken to the following page. Click on the “Create new list” button.

Create new list image

The following dialogue box opens wherein fill in basic details such as name, description and select whether the list will be open to public or is for private use only.

Create list dialogue box image

Once your list is created you will be taken to the lists page. This is where you can delete, edit the list or add more people to the list.

Add people image

People can be added to the list in two ways.

  1. Through the following page:

Click on the following link as showed below.

Following link image

Once you click on it you will be taken to the Following page where all the people you are following are showed.

Following link image 2

Here click on the setting icon as marked below. Select the “Add or remove from lists…” option.

Following link image 3

A dialogue box will open where you select the list “Entertainment”. When you have to remove someone just uncheck the list.

Select list image

  1. Through searching:

Now when you search for any specific person then you can add them by clicking on the settings icon as showed above. You don’t have to follow a person on twitter to be added to a list.

When you click on the list in your profile menu bar the result is as follows. You will see all the tweets only from the members of the list.

List results image

That’s it for today. In the next part we will see how you could monitor competition without letting them know that you are 😉

Till next time be awesome!

How to take care so your Facebook ads/apps are not rejected – Part 3

There is an Indian family traveling on an international airline. All of a sudden the family starts distributing dubbas and dubbas of food (all Indian food). The air hostess is shell-shocked to see this. During all this one aunty from behind stands up and says “Aur dikhao”. This is a new campaign from Amazon, at the center of which is a two-minute film directed by Shimit Amin (Chak De), music score by Ram Sampat and lyrics by Amitabh Bhattacharya. It takes the viewer through an array of hilarious situations with typical Indian consumer behaviour. The lyrics are suited well with the resounding, “Hindustani dil kehta hai…aur dikhao…aur dikhao.” Check it out it’s damn funny…

You must be thinking why I am bringing this up today. Well a few marketers have a habit of showing more in a single ad or campaign but “Aur dikhao” mentality doesn’t work with Facebook. Today we will look at how the ad content should be, in order to get it approved by Facebook backend.

Here is a check list for your reference:

– Content must comply with all laws and regulations.

– Content can’t be false, deceptive or misleading

– Don’t promote illegal things

– Video ads for health products can’t play automatically

– No dating sites with a sexual emphasis can be promoted

– No promotion of drug or tobacco paraphernalia

– No promotion of prescription drugs

– No links to spyware or malware

– No software that performs activities hidden to the user

– No automatic downloads or surprise download dialog boxes

– Don’t promote business models like MLM

– Don’t promote weapons or stuff related to weapons

– Don’t break trademark laws

– Ads may not insult, attack, harass, bully, threaten, demean or impersonate others.

– Ads may not advocate hate or violence, whether directed at an individual or a group, based on membership within certain categories. These categories include, but are not limited to, race, sex, creed, national origin, religious affiliation, marital status, sexual orientation, gender identity, or language.

– Ads that are targeted to minors may not promote products or services that are illegal for use by minors in their jurisdiction, or that are deemed to be unsafe or inappropriate.

– Ads may not contain adult content, including nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.

– Ads may not be shocking, sensational or disrespectful, or portray excessive violence.

For alcohol product ads, following are a few don’t:

– Content intended to appeal to anyone younger than the permissible targeted age group

– Portray or be targeted at pregnant or nursing women

– Negatively portray abstinence from alcohol consumption or moderate alcohol consumption

– Positively portray the strength of an alcoholic beverage

– Portray alcohol consumption as causing or contributing to the achievement of personal, intellectual, business, social, sporting, physical, sexual, or other success

– Keep in mind that ads may not be targeted to any people (irrespective of age) in Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Saudi Arabia, United Arab Emirates, Yemen, Russia, Turkey, or any other market where such ads are prohibited.

Tonality of alcohol products:

Acceptable:

“Buy Beer and Wine at Joe’s Liquor Shop”

“Come to the Wine festival for a taste of the magic”

Unacceptable:

“Drink to get Drunk”

“Under 18 drinking allowed”

Ads that receive excessive negative feedback may be removed. Excessive negative feedback or poor performance is often a sign that an ad is poorly targeted, contains suggestive images and language, or relates to sensitive topics.

People can respond negatively to ads for a number of different reasons, but here are some suggestions that may help you improve your ads:

– Poor performance is a sign that your ad hasn’t been targeted to the most relevant audience. Facebook suggests adding targeting parameters so that your ad will be shown to people who are more likely to be interested in your product. By improving how your ad is targeted, you should notice higher conversion rates and better performance overall.

– People consistently respond negatively to ads with suggestive images and language. If your ad hasn’t been approved for feedback, consider selecting a different image, or rephrasing the title and text of your ad.

– Keep in mind that people react strongly to ads related to sensitive topics. If you’re advertising a product or service that’s potentially polarizing, politically related or otherwise controversial, Facebook recommends experimenting with different images, language and types of ads.

Finally:

The right to reject or approve any ad is Facebook’s sole discretion. An ad that negatively affects Facebook’s relationship with a user or promotes content which is not in line with Facebook’s advertising philosophy is also rejected. These guidelines are subject to change at any time.

That’s all I have for this series. Stay tuned for a new adventure next time. Till then ciao 🙂

(Content and image courtesy https://developers.facebook.com/)

How to take care so your Facebook ads/apps are not rejected – Part 2

Recently I came across an amazing tool called S-Recorder wherein anything that’s happening on your screen can be recorded and saved as a video. This is just great. I will try and use it in my blog some other time if possible. Today we will look at how the 20% text rule will affect marketers and what are a few critical points on ad positioning.

What is this 20% text rule?

This is how Facebook defines it: “Ads on Facebook may not include images with text that covers more than 20% of the image’s area.”

The 20% text policy doesn’t include:

– Pictures of products that include text on the actual product (example: book covers, album covers, movie posters).

– Embedded text on images of games and apps.

– Cartoons where text is part of the cartoon.

The 20% text policy does include:

– Logos and slogans.

– Images with text overlay (example: watermarks).

– Images that are clearly edited to include text on the product as a loophole to policy.

Now you must be thinking how I will check whether the image has 20% text or not. Don’t worry, Facebook has made arrangements for that. Introducing Grid tool. When you open the link, you will see the below given page. Click on “Choose File”:

Grid tool image 1

I have selected an image which already has text in it. This is the actual product and this image might get approved. As you can see the image gets demarcated in 5 x 5 matrix resulting in 25 squares.

Grid tool image 2

If I select 5 boxes in the grid then we have reached the 20% limit.

Grid tool image 3

But if you are not able to limit the text in any of the 5 boxes then the creative is not approved. Easy right?

If you are wondering that I want to mention Facebook in my ads then are there any rules for that? Yes there are:

Do’s:

– Write “Facebook” with a capital “F”
– Display the word “Facebook” in the same font size and style as the content surrounding it

Don’t:

– Use the Facebook logo in place of the word “Facebook”
– Make Facebook plural, use it as a verb or abbreviate it
– Use an altered version of the Facebook logo in the image for your ad

Age-Restricted Material:

Some ads on Facebook aren’t approved because they might be trying to show photos or messages to an audience that’s too young. For example, ads for alcohol must meet certain guidelines which include restrictions on age based on the targeted location’s laws on alcohol ads.

Targeting:

You must not use targeting options to discriminate against, harass, provoke, or disparage users or to engage in predatory advertising practices.

Positioning:

– Relevancy: All components of an ad, including any text, images, or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the ad.

– Accuracy: Ads must clearly represent the company, product, service, or brand that is being advertised.

– Landing pages: Products and services promoted in the ad copy must match those promoted on the landing page, and the destination site may not offer or link to any prohibited product or service.

A summary of few critical points to be kept in mind is as follows:

– Every part of an ad must be relevant to the product promoted.

– Do not position the ad in a sexually suggestive manner.

– Exploiting political agendas in the ad for commercial use is prohibited.

– The ad must include proper use of grammar.

– Usage of symbols, numbers or letters should be as per their actual meanings.

– Targeting for adult products must adhere to applicable laws.

That’s it for today. In the next part we will see how the ad content should be created and what type of businesses could be promoted or not promoted.

Till then keep doing awesome things 🙂

(Content and image courtesy https://developers.facebook.com/)

How to take care so your Facebook ads/apps are not rejected – Part 1

Many a times marketers struggle with getting Facebook ads/apps approved. But on certain occasions trying more than required results in a bigger problem – their account is banned. This got me started thinking. What if we try and identify the major reasons for our ads getting rejected by Facebook and more so the logic with which Facebook approves ads. That’s exactly what this series will be looking at.

Let’s first look at a few platform policies of Facebook:

  1. Build a quality product:

Any app that is built needs to have an easy navigation user interface. The content should be as per the community standards of Facebook. The advertising guidelines should be followed for the app name, icons and description. The categorization of the app should be correct; E.g. if your app is fitness focused then it should be in the “Health and Fitness” category and not in “Games” category.

No information on the app should be perceived by the user as confusing, defrauding or deceiving.

A good example of the easy navigation part of an app is below. The correct app has a clean interface with clear call to action. The wrong app contains multiple broken links, unrelated text, and displays two Continue buttons.

Easy App image

  1. Give people control:

Before publishing any content on people’s wall, consent has to be obtained from them. A publicly available and easily accessible privacy policy should to be provided. This policy explains what data the brand is collecting and how the brand will use that data. This policy is to be included as a privacy policy URL in the App Dashboard as showed below.

Privacy policy URL image

If the brand is tracking a user’s activity, an opt-out has to be provided from that tracking. Make it easy for people to contact the app developers.

  1. Encourage proper use:

Replication of any functionality which is already provided by Facebook will lead to rejection. Any experience that leads to changing of Facebook looks and functions, leads to rejection.

Facebook looks image

The app has to adhere to the Facebook functionality limits. E.g. Don’t notify people when someone unfriends them. Don’t claim your app can show someone who viewed their Timeline.

Encourage people to tag their friends authentically and accurately. Don’t encourage anyone to tag people in content they’re not truly in.

An app whose primary purpose is to redirect people off of Facebook will be rejected.

  1. Login:

We need to verify that the login has been integrated correctly. The app should not hang or crash during the test process. The “Login with Facebook” button should be branded. The code could be found for this here. If a person declines a permission, you can explain why the permission is important and then give them another chance to grant it.

Login permission image

We need to provide a “Log Out” option that functions properly and is easy to find.

Logout image

That’s it for today. Next time we will look at the points to be taken care of while creating any ad and the 20% text rule for any images to be developed for posts.

Till next time keep doing awesome things 🙂

(Content and image courtesy https://developers.facebook.com/)