Twitter hires an ad executive to interact with user groups
Twitter hires an ad executive to interact with user groups
has hired the advertising agency executive God-is Rivera as global director of culture and community, a new position created to help attract, highlight and market groups of informal users.
Twitter said that Ms. Rivera will help advertisers connect effectively with various communities on the platform by conducting influential conversations under banners such as feminist Twitter, Asian-American Twitter, black Twitter and NBA Twitter. It will also amplify your voices in marketing, events, company culture and Twitter products.
The lack of understanding of these constituencies can lead to "big mistakes," Rivera said. Marketers too often "lose their brand completely in these big groups." Rivera was previously director of inclusion and cultural resonance in
PLC's VMLY & R.
"The purpose of this role is to sit at the intersection of marketing, communications and culture," said Leslie Berland, marketing director and head of people on Twitter.
Marketers have shown interest in social media communities, but recognize that the reactions can be vocal and quite visible. "Part of what we're trying to do is make sure that any content we develop is based on the real-life ideas of the people we serve," said Damon Jones, vice president of global communications and advocacy.
Procter & Gamble
Co.
Some brands fear making a mistake that may alienate them from others when they search for specific groups in places like Twitter or Reddit, said Joselle Galis, senior vice president and head of strategy at Reprise, part of the Mediabrands division of
"Whether it's a given group of women, whether it's an interest in which people come together like games or the NBA, whether in Latin or black Twitter, the truth is that they have created these very rich and pure spaces "said Galis. "So, I think it's the right decision for a brand to be really strategic and reflective about the right way to create a relationship with these communities, instead of targeting them as they would as a point of contact in any other marketing plan."
AT & T
From Inc.
Last summer, HBO worked with Twitter and @Blackbirds, the Twitter enterprise resource group for black employees, to promote "Insecure," which includes a video question and answer session with the creator and star of the show, Issa Rae. At the beginning of this year,
Walt Disney
Co.'s
Marvel Studios used paid and unpaid publications to market "Black Panther" to various demographic groups, including black consumers.
Twitter also recently increased its attention to Hispanic users and advertisers who want to reach them, and appointed Marco Botero, head of Twitter Miami, for the newly created role of head of EE. UU Hispanic.
Write to Nat Ives in Nat.Ives@wsj.com
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