Bill Fischer refers to twitter as “the single most effective learning aid” that he can recommend, and I absolutely agree with that. The way it allows you to tap into open conversations, learn new things from smart people and share (and also sharpen) your thoughts is quite unique and very powerful.
However, getting started might be a bit tricky.
This here is a little collection of tipps and information to provide a bit more context around twitter and hopefully helps you to get started.
The one that started it all: Alice on a killing spree
In 1998, writer Rick Polito summed up the plot of Wizard of Oz for a TV magazine using a bit of a different angle on the classic movie:
«Transported to a surreal landscape, a young girl kills the first woman she meets, then teams up with three complete strangers to kill again.»
14 years later, that synopsis made it’s round on the web and went viral thanks to someone posting it on reddit in 2012. It became so popular that Polito thought it would “follow him to the grave“. He might actually be right – then the meme just came back on Twitter and is more popular than ever. Just that know everybody is contributing their own quirky synopses at the rate of more than 200’000 tweets per day.
Here are some of my favourites, curated for your pleasure:
How do you create something tangible out of digital data? This is a question I’ve addressed in a collaboration with architect Yves Seiler (of werkfeld) and software engineer Danilo Bargen (of Webrepublic).
The idea was to make advertising performance visible by turning it into a 3d-printed object. You can check out the results for yourself thanks to this cool short portrait by Jeremy Tai Abbett and his team.
My talk at this year’s SMX in London focussed on how to teach an old dog some new tricks: AdWords is now around since more than 10 years, and while many companies have figured out how to unlock this channel’s potential for ecommerce, many have left its creative potential untapped.
This presentation shows how to find new keywords territories, generate awareness in a creative, innovative way and automate some tasks to go beyond the usual.
You can check out the presentation below or also read a bit more about it in this post. Enjoy!
Yesterday, The Atlantic proclaimed the death of twitter and ran a eulogy for the «beloved social publishing platform». In the article, Adrienne LaFrance and Robinson Meyer try to find out when exactly twitter lost its cool and supposedly stopped being the great platform it once was.
I strongly disagree with the article, and here’s why.
Als spannender Vergleich dazu liest sich unser Portrait von 2010 im Startwerk-Blog, ganze 5 Monate nach dem Start. Abgesehen von der Anzahl Mitarbeiter und einem gewachsenen Service-Portfolio haben sich die Grundsätze nicht verändert: Proaktive Betreuung der Kunden, Fokus auf Analyse und Statistik und eine grosse Flexibilität in der Entwicklung.
I have been invited to talk at Google’s Attribution Event yesterday in the new Amsterdam office. Oliver and his team did an amazing job in organizing an inspiring day and it was a very humbling experience to talk on the same stage as industry experts Ian Carrington (Performance Director North & Central Europe / Google), Gabriel Hughes (VP Web Analytics / Elsevier) and Bas Geenen (E-Commerce Manager / Sundio Group). Bas provided a very insightful look into how a group like Sundio tackles attribution in a very smart and thoughtful way and uses it to optimize marketing budgets across channels.
My talk focussed on some of the key issues that I value as important when we talk about attribution and try to be less wrong:
To be less wrong, we have to move away from the idea of an absolute truth in online marketing measurability. An important first step is to know the limits of the tools we use.
We then have to explore the world beyond the last click to learn more about how users interact with our channels
Mind the gravity of preconceived information: We see “absolute” numbers everywhere we look – in the AdWords interface, in Google Analytics, in MailChimp Reports, in the spreadsheets we share with our colleagues etc. Preconceived information has a very strong gravitational force and we need to constantly challenge ourselves to remember that this is not the absolute, technical truth.
Attribution also has an impact on your organization: To succeed with attribution means to also anticipate political risks associated with shifting the way you measure and report performance, in order to then leverage the insights of this new mindset. This holds especially true if your team’s compensation is linked to the last-click model.
Here’s my slide deck. I slightly edited it to include some of the content that I only talked about but wasn’t written on the slides.
Again, we’re fully booked and thrilled to dive into the topic of digital marketing together with 150 talented and motivated students. This year’s main focus is Inbound Marketing and we will explore how all the different channels play together – from Search Engine Marketing, to Analytics, Memes, and Social Media.
I had the honor to kick off the search-track at the first edition of the OMK conference in Berne this August. My talk explored new ideas to take AdWords to the next level and unlock its creative potential.
Initially, my plan was to name the talk “New Tricks for an Old Dog”. Now 13 years old, AdWords has definitely grown into a very specialized industry. Just in the US there are at least 25’000 paid search professionals according to their linkedin profiles. But it’s not only the number of people in this industry that has grown: demands on the client side and the complexity of the projects have been steadily increasing. At some point on this path, there’s a clear risk that we focus too much on direct performance goals and blind out a whole world beyond pure purchase intention keywords. What a waste of creative mojo!
This is why I think it’s time to unchain that potential and teach the good old AdWords-dog some new tricks. Will it need separate budget-buckets and will you need to convince clients from time to time? Yes. But you should also always feel free to test-run some crazy ideas under the radar and amaze your peers and clients out of the blue with cool stuff you believed in and worked on.
AdWords is an adventure, not just numbers and direct ROI. It rocks.
Feel free to go through my slides and leave your comment if you agree or disagree. Here are some of the examples I talked about: