Although he said his ideal team comprises creative directors and account directors, Kalifowitz insists the micro-blogging site isn’t encroaching on agency territory. “I constantly remind agencies that we’re not here to replace you, but support you instead.”
In a candid chat with Campaign Asia-Pacific prior to his seminar session, the former HBO producer shared his tips for brands using Twitter for campaigns.
Have a plan: Don’t show up and hope to get lucky. Everyone wants a 'Dunk in the dark' success story, but often forget just how much effort Oreo put into preparation.
Start with a consumer insight: Listen twice as much as you talk because that will tell you what people are interested in.
Test and learn: The best influencers on Twitter will tell you that when they put out content and if it is not getting the engagement they are used to getting, they will pull it down. Let the audience tell you what they respond to. Be humble, try options and see what people respond to. More and more brands are testing video on Twitter for the first time, and are finding that it's a remarkably powerful, yet underutilised format. Give it a shot!
Collaborate: Without collaboration you will get nowhere. Collaboration has to happen across client stakeholders. When clients collaborate, agencies are able to collaborate more easily. With collaboration happening among clients & agencies, they are also able to treat customers as collaborators who have a stake in the brand story becomes easy.
Twitter launches learning hub for agencies
Starcom MediaVest Group (SMG), WPP and Omnicom have been the first to pilot a recently launched online resource called Twitter Flight School.
The hub will teach agencies how to develop high-impact marketing campaigns for their clients, help them maximise their content on Twitter, as well as promote messages at the right time to their target audience.
Twitter has also tailored the content and created bite-size modules to address different agency roles and functions, including senior leadership, account planning and campaign management.
Agencies will be able to access the curriculum and additional resources on their mobiles or tablets.
Laura Desmond, global chief executive of SMG, said: "For marketers who want to reach consumers during today’s biggest live, public and conversational moments, there’s no better place than Twitter.
"Flight School has given us added expertise to leverage Twitter’s real-time marketing platform to create impactful campaigns for our clients in the evolving digital media landscape."