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    Twitch Point Planning

    Twitchable Moments.

    By
    Steve Poppe
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    I wrote earlier in the week about ad tracking application iSpot and how it will help marketers with Twitch Point Planning. Twitch Point Planning being a new transmedia planning tool that takes advantage of the twitchy behaviors consumers exhibit in today’s device-friendly, social media world.

    Here’s an example of a twitch the Geico Insurance and The Martin Agency may or may not have designed into the famous Hump Day TV spots.  Lots of people like the Hump Day spots — the boisterous, roaming camel asking “Guess what day it is?”  This spot from the campaign has over 19M views on YouTube.  Do you know what day these spots are shared the most?  Wednesday.

    ispot

    Do consumers buy more Geico insurance on Wednesday? Maybe a bit more because the brand is top-of-mind, but my guess is this effort was not that strategic. Not strategic like Wednesday is Prince Spaghetti Day or BOGO (buy one get one) on a restaurant’s slowest day of the week.

    The metrics, however, do show twitching behavior can be manipulated. And that’s the key learning. Find an on-brand idea that gets shared on a particular day of the week, and you have a new tool in the social arsenal. There are lots of twitchable opportunities for brands – they just have to have a goal and think like consumers. Peace!

     

     

    A Content Marketing Tip and Story.

    By
    Steve Poppe
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    Content marketing starts with being seen. Following is a story and insight. And a Twitch Point crumb trail.

    This morning I was reading a New York Times article (a daily anchor read) describing a new ConAgra Slim Jim campaign. I twitched over to Twitter and followed an author by the name of David Vinjamuri, quoted in the article, writer of a book called Accidental Branding. I have heard of the book but now, thanks to the media surround, will consider buying it.) On Mr. Vinjamuri’s Twitter feed, I read and how his Amazon reviews rock, according to Mars Dorian. I might consider following Mr. Dorain but didn’t have time. His name will go into the gray mush database and should it come up again, he’s in.

    The notion of being an Amazon review rockstar is very interesting to me, and plays into my Poster vs. Pasters theory of online magnetism. Mr. Vinjamuri, blogs, writes book, Tweets and no doubt does lots of other posting. His Amazon reviews, however, are placed on a canvas that seen by many and more importantly, seen in context. He has found a place where concerned readers congregate and he is posting there — with things they like. (In doing so, he is creating twitches back to himself.) Had Mr. Vinjamuri doen the review on his own blog he’d have to wait for his Google ranking on the topic to float up. So he used Amazon to fish for acolytes. Genius.

    Just as inbound links are the key to Google rankings, commenting and leaving a trail of crumbs on other people’s sites is a key to content marketing. It’s the last mile. The one most people forget about. It’s the map or directions to you and your site. There is way too much Fotchbook focus for marketers today. They create content for Fotchbook (faccia, is Italian for face) and becasue the platform contains so many crumbs, people tend to stay there…giving Mr. Zuckerberg all the traffic. So Posters, you need to troll. You need to troll in rich waters. And you need to create content back at the ranch that will build greater affinity. Sorry for going long today. Peace!

    Twitch Point Planning Explained

    By
    Steve Poppe
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    0

    Go Forth and Twitch is the title of a post on something I call Twitch Point Planning. It’s been getting some search traction online. Twitch Point Planning is a communications planning tool ,the goal of which is to move prospects closer to a sale. I define a twitch as a media action when a prospect moves from one medium to another in search of more product information or sales information. For example, if you were reading a novel about a whitewater rafting trip and wanted to search similar vacations, you might pick up your phone and search “whitewater rafting trips.” That’s a twitch. A move from book to phone. That’s how people shop. Across media.

    Most twitches resolve to a Google search. But not all.

    In Twitch Point Planning you have to “understand, map and manipulate” customers to your sales content or point-of-sale.  Rather than looking at customer journey, we manipulate the media and learning journey. Twitch Point Planning is more behavior-based and predictive than is a normal media buy.

    Using he aforementioned whitewater rafting trip, the twitch point planner might attempt to remove obstacles to a sale along the way, e.g., kids too young, skin cancer, water snakes, by placing content along the way – more twitches — intended to remove obstacle. Perhaps under the guise of a “field guide to whitewater rafting for first timers.” Of “first timers discussion board.” YouTube, Wikipedia, Pinterest, the local library — all can be integrated into your Twitch Point Plan.

    Selling is about learning. Let’s evolve our learning tools.

    Peace.

     

     

     

    A Twitch Point Planning Example.

    By
    Steve Poppe
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    0

    Readers have heard me speak of a marketing convention called Twitch Point Planning, a rigor which helps planners “undertand, map and manipulate consumers closer to a sale.” Twitch Point Planning is an outgrowth of today’s, multi-channel, always on media devices.  Today I was reading the NYT and came across an article about George Orwell and the town Katha in Myanmar where he wrote his first novel “Burmese Days.”   Before I had finished the article, I’d powered up the Kindle, logged on the new office WIFI password, and downloaded the book for $2.99.  That’s a Twitch and the newspaper story was a Twitch Point.

    Now, had I only been half interested in George Orwell, or Burma, or Myanmar I may not have transacted business.  So what might sellers of this book put in my way, elsewhere, to move me closer to a sale?  That’s the $64,000 question.  Thinking about that, is thinking as a Twitch Point planner.

    moors google maps

    What will emerge from this model? Well, if the NYT shared it topics and content with the public in real time, or perhaps the day before publishing, Twitch Point Planners would know what searchable terms, pictures, Google maps, images might be worthy of content or advertising attachment.  When Fred Wilson (of  AVC.com) was reading the bio autobiography of Keith Richards on a device and fired up Google Earth to see what moors really looked like, that was a twitch (and possible place for a tourist ad). As more Twitch Point Planning exampled come up, I will share. Unless you beat me to it. Peace

    Second Screen Twitch.

    By
    Steve Poppe
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    0

    The second screen is a fundie of Twitch Point Planning and driver of moving a consumer closer to a sale. The ability to stall or hold the first screen, while pursuing the second, is part of Twitch Point Planning’s “understand” modus. So if one is reading a Kindle and twitches to a Mac or PC for a deeper dive into a topic, that person will likely return to the Kindle after sating their curiosity. Expected behavior. But marketers want a twitch or twitches to end in a purchase or transaction (read: sale, appointment, sign-up), not a quick return to the first screen. 

    Sometimes a twitch might not be to another device, it might result in a car or bike ride to the store.  “Damn, I’m going to buy Europe ’72, by the Dead or a Cuban sandwich at Lenny’s.” But for the most part, the richest non-retail selling that will occur will happen on a company website. The last mile, as it were. The product or service website should provide a contextual, informational, aspirational multimedia expression of a product’s use and value. This is less likely to happen on a smartie than a tablet or computer.

    As a rule (and rules have many exceptions) a good twitch point plan seeks to close that first screen and commit to the second. Or third. Bookmarking or Digging a site, while watching TV is not as good as clicking on the shopping cart.

    It’s all about the pathways and how one uses them. Peace.   

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