Twtrcon oneforty promoted products survey 2010 1118

TWTRCON / oneforty.com Twitter Promoted Products PollTWTRCON SF 10 | November 18, 2010

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.
About 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.

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

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

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

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

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.
Q . Please tell us whether your organization has used any of the following marketing vehicles: (N=96)
Q. 8. How interested are you in using Twitter Promoted Products as a marketing vehicle? (N=96

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
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)

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:

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:

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.

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